How to Measure Digital Marketing

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This document discusses approaches for measuring digital marketing and customer experiences. It notes that the amount of available data has increased exponentially, making understanding marketing data more difficult. The document advocates simplifying measurement and making data more accessible and meaningful to empower better marketing decisions. It also examines different metrics that can be used to measure customer experiences at various stages, from awareness to purchase and beyond, and challenges around valuing diverse digital interactions. Combining multiple metric types is presented as the best approach.

Marketing

THE Data explosion
The EXPONENTIAL growth of data

THE Data explosion
BETTER BUSINESS DECISIONS, RIGHT?

THE DATA EXPLOSION
SHOW what HAS HAPPENED?
  The rate of change and volumes and type of data has increased exponentially.
  The level and complexity required to understand and action business data has increased signiﬁcantly.
  Understanding your marketing data is HARD, but it’s hard for everybody!

Effectiveness in web analytics
FAST, FLEXIBLE & SIMPLE (BUT NOT TOO SIMPLE!)
“Everything should be made as simple as possible, but no simpler”

Albert Einstein

THE DATA EXPLOSION
Our approach
  Simplify marketing and campaign measurement.

  Making marketing data accessible and meaningful.

  Empowering better media and marketing decisions.

WHAT’S THE RIGHT COMBINATION OF METRICS TO MEASURE
DIGITAL CUSTOMER EXPERIENCE ?

WHAT COMBINATION OF METRICS?
The short answer
  What constitutes a digital customer experience and what gives a digital customer experience value to a business?

  What models and metrics are available to meaningfully measure these experiences and attribute value to them?
Two KEY QUESTIONS
… It depends!

WHAT CONSTITUTES A DIGITAL CUSTOMER EXPERIENCE?
A DEFINITION

WHAT CONSTITUTES A DIGITAL CUSTOMER EXPERIENCE?
  Huge amount of different metrics from a range of campaign types.
  Additional layers of website measurement & website interactions.
  Assigning value to all these different interactions.
  Justiﬁcation for media and marketing investment.
  Making informed decisions based on interactions.
ISSUES & CHALLENGES

VALUING DIGITAL CUSTOMER EXPERIENCE
ISSUES & CHALLENGES

VALUING DIGITAL CUSTOMER EXPERIENCE
THE CONSUMER PATHWAY MODEL
Pre-Purchase & Purchase Stages!
Post-Purchase Stages!
Media or Campaign Layer!
Website Layer!
Marketing Automation & CRM
Layer!

VALUING DIGITAL CUSTOMER EXPERIENCE
Conversion metrics - ECOMMERCE
Ecommerce!
(Transactions,
Revenue, & Avg.
Order Value)

VALUING DIGITAL CUSTOMER EXPERIENCE
Conversion metrics - GOALS
Goal Completions!
Ecommerce!
(Transactions,
Revenue, & Avg.
Order Value)
Goal Value ($)*!
(Ave Sale Rev. x Goal-Sale
Rate = Ave Goal Value)
Page Value ($)!
Assisted Click Value ($)!
First Click Value ($)!
Goal Completions %!
Goal Abandonment
Rate%!

VALUING DIGITAL CUSTOMER EXPERIENCE
ENGAGEMENT METRICS
Goal Completions!
Ecommerce!
(Transactions,
Revenue, & Avg.
Order Value)
Goal Value ($)*!
(Ave Sale Rev. x Goal-Sale
Rate = Ave Goal Value)
Page Value ($)!
Assisted Click Value ($)!
First Click Value ($)!
Goal Completions %!
Goal Abandonment
Rate%!
Bounce Rate%!

VALUING DIGITAL CUSTOMER EXPERIENCE
ATTRACTION METRICS
Goal Completions!
Ecommerce!
(Transactions,
Revenue, & Avg.
Order Value)
Goal Value ($)*!
(Ave Sale Rev. x Goal-Sale
Rate = Ave Goal Value)
Page Value ($)!
Assisted Click Value ($)!
First Click Value ($)!
Goal Completions %!
Goal Abandonment
Rate%!
Bounce Rate%!
Click Thru Rate!
(CTR%)!
Impressions!

VALUING DIGITAL CUSTOMER EXPERIENCE
AWARENESS METRICS
Goal Completions!
Ecommerce!
(Transactions,
Revenue, & Avg.
Order Value)
Goal Value ($)*!
(Ave Sale Rev. x Goal-Sale
Rate = Ave Goal Value)
Page Value ($)!
Assisted Click Value ($)!
First Click Value ($)!
Goal Completions %!
Goal Abandonment
Rate%!
Bounce Rate%!
Click Thru Rate!
(CTR%)!
Impressions!

EXTENDED METRICS & MEASUREMENT
EXTENDING YOUR GOOGLE ANALYTICS METRICS BEYOND THE DEFAULT
  UTM-tracking non-Adwords campaigns, enable you to track email, social and other campaign types in Google Analytics.
  Cost-data import will allow you to get all your non-AW; Impression, click and campaign cost data into Google Analytics.
  Calculated Metrics will enable you to deﬁne additional metrics e.g. ‘cost per goal conversion’ and report on cost-per-
conversion, against all campaigns.
  Develop a weighted scorecard to deﬁne the relative values of each of your key campaign metrics.
  Use Supermetrics Data Grabber tool to automate non-AW data import into GA.

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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers. • SEOs now use AI to optimize content. • Google now uses AI to generate answers. • Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape. Key Takeaways: How to use AI to optimize your content How to find topics that algorithms love How to get AI to mention your content and your brand

Google Ads Vs Social Media Ads-A comparative analysis

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Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website. Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts! Key takeaways: 1. The growth potential of reaching customers in their native language 2. Tips to streamline translation with software and integrations to your tech stack 3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation

How to Make Your Trade Show Booth Stand Out

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Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to: Design an eye-catching and inviting booth Incorporate interactive elements that engage visitors Use effective branding and visuals to reinforce your message Plan your booth layout for maximum traffic flow Implement technology to enhance the visitor experience Create memorable experiences that leave a lasting impression Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf

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Capstone Project: Luxury Handloom Saree Brand As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included: - *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities. - *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively. - *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal. - *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values. - *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes. - *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints. This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.

Yes, It's Your Fault Book Launch Webinar

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From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth. Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.” They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all. In this webinar, you’ll discover: The underlying dynamics fueling sales and marketing misalignment How to implement practical solutions without disrupting day-to-day operations How to cultivate a culture of collaboration and unity for long-term success How to align on metrics that matter Why it’s essential to break down technology and data silos How ABM can be a powerful unifier

No Cookies, No Problem - Steve Krull, Be Found Online

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...

janudm24

Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Janani Digital Marketer Coimbatore,Tamilnadu.

Growth Marketing in 2024 - Randy Rayess, Outgrow

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment. Key Takeaways: Learn how to use specific GPTs to help you Learn how to build your own marketing tools Generate marketing ideas for your business How to think through and use AI in marketing How AI changes the marketing game

Efficient Website Management for Digital Marketing Pros

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Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

Podcast, The New Marketing Currency - Ozeal Debastos

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Gokila digital marketing| consultant| Coimbatore

dmgokila

Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...

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Breaking Silos To Break Bank: Shattering The Divide Between Search And Social

Navah Hopkins

At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy. I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social

Assignment 2 Task 1: Digital Marketing Course

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Assignment 2 Task 1: Digital Marketing Course

How to Measure Digital Marketing

1. HOW TO MEASURE DIGITAL MARKETING DMM 2016

2. THE Data explosion The EXPONENTIAL growth of data

3. THE Data explosion BETTER BUSINESS DECISIONS, RIGHT?

4. THE DATA EXPLOSION SHOW what HAS HAPPENED?   The rate of change and volumes and type of data has increased exponentially.   The level and complexity required to understand and action business data has increased signiﬁcantly.   Understanding your marketing data is HARD, but it’s hard for everybody!

5. Effectiveness in web analytics FAST, FLEXIBLE & SIMPLE (BUT NOT TOO SIMPLE!) “Everything should be made as simple as possible, but no simpler” Albert Einstein

6. THE DATA EXPLOSION Our approach   Simplify marketing and campaign measurement.   Making marketing data accessible and meaningful.   Empowering better media and marketing decisions.

7. WHAT’S THE RIGHT COMBINATION OF METRICS TO MEASURE DIGITAL CUSTOMER EXPERIENCE ?

8. WHAT COMBINATION OF METRICS? The short answer   What constitutes a digital customer experience and what gives a digital customer experience value to a business?   What models and metrics are available to meaningfully measure these experiences and attribute value to them? Two KEY QUESTIONS … It depends!

9. WHAT CONSTITUTES A DIGITAL CUSTOMER EXPERIENCE? A DEFINITION

10. WHAT CONSTITUTES A DIGITAL CUSTOMER EXPERIENCE?   Huge amount of different metrics from a range of campaign types.   Additional layers of website measurement & website interactions.   Assigning value to all these different interactions.   Justiﬁcation for media and marketing investment.   Making informed decisions based on interactions. ISSUES & CHALLENGES

11. VALUING DIGITAL CUSTOMER EXPERIENCE ISSUES & CHALLENGES

12. VALUING DIGITAL CUSTOMER EXPERIENCE THE CONSUMER PATHWAY MODEL Pre-Purchase & Purchase Stages! Post-Purchase Stages! Media or Campaign Layer! Website Layer! Marketing Automation & CRM Layer!

13. VALUING DIGITAL CUSTOMER EXPERIENCE Conversion metrics - ECOMMERCE Ecommerce! (Transactions, Revenue, & Avg. Order Value)

14. VALUING DIGITAL CUSTOMER EXPERIENCE Conversion metrics - GOALS Goal Completions! Ecommerce! (Transactions, Revenue, & Avg. Order Value) Goal Value ($)*! (Ave Sale Rev. x Goal-Sale Rate = Ave Goal Value) Page Value ($)! Assisted Click Value ($)! First Click Value ($)! Goal Completions %! Goal Abandonment Rate%!

15. VALUING DIGITAL CUSTOMER EXPERIENCE ENGAGEMENT METRICS Goal Completions! Ecommerce! (Transactions, Revenue, & Avg. Order Value) Goal Value ($)*! (Ave Sale Rev. x Goal-Sale Rate = Ave Goal Value) Page Value ($)! Assisted Click Value ($)! First Click Value ($)! Goal Completions %! Goal Abandonment Rate%! Bounce Rate%!

16. VALUING DIGITAL CUSTOMER EXPERIENCE ATTRACTION METRICS Goal Completions! Ecommerce! (Transactions, Revenue, & Avg. Order Value) Goal Value ($)*! (Ave Sale Rev. x Goal-Sale Rate = Ave Goal Value) Page Value ($)! Assisted Click Value ($)! First Click Value ($)! Goal Completions %! Goal Abandonment Rate%! Bounce Rate%! Click Thru Rate! (CTR%)! Impressions!

17. VALUING DIGITAL CUSTOMER EXPERIENCE AWARENESS METRICS Goal Completions! Ecommerce! (Transactions, Revenue, & Avg. Order Value) Goal Value ($)*! (Ave Sale Rev. x Goal-Sale Rate = Ave Goal Value) Page Value ($)! Assisted Click Value ($)! First Click Value ($)! Goal Completions %! Goal Abandonment Rate%! Bounce Rate%! Click Thru Rate! (CTR%)! Impressions!

18. EXTENDED METRICS & MEASUREMENT EXTENDING YOUR GOOGLE ANALYTICS METRICS BEYOND THE DEFAULT   UTM-tracking non-Adwords campaigns, enable you to track email, social and other campaign types in Google Analytics.   Cost-data import will allow you to get all your non-AW; Impression, click and campaign cost data into Google Analytics.   Calculated Metrics will enable you to deﬁne additional metrics e.g. ‘cost per goal conversion’ and report on cost-per- conversion, against all campaigns.   Develop a weighted scorecard to deﬁne the relative values of each of your key campaign metrics.   Use Supermetrics Data Grabber tool to automate non-AW data import into GA.

19. THANKS YOU & HAPPY ANALYSING!

How to Measure Digital Marketing

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