An introduction to control and analytics

1. Introduction to digital marketing
9
an introduction… to measurement

2. SOSTAC® planning
model…
1
2
3
4
5
6
situation
objectives
strategy
tactics
action
control
corporate
marketing
digital
resources scheduling
Smith, 1990
5S’s
marketing mix

3. marketing control process
Baines et.al., 2016
1. Discuss,
develop and
decide on
marketing
objectives
2. Establish
performance
measures and
standard
3. Evaluate
actual
performance
against
established
standards
4. Take
corrective action
as necessary

4. Implications of control
Structures must be clearly defined
The extent of functional control must be determined
Responsible individuals should be fully involved in planning
Regular performance reports should be provided
Responsible individuals should revise the plan when necessary
Every item should be the responsibility of an individual within
the organisation

5. control and evaluation…
Link to the SMART objectives set in any plan…
We also need to evaluate…
The different tactics implemented
The different media implemented and…
So we have measureable criteria – or metrics
And a time-frame to achieve them within
…the different vehicles
We can also evaluate performance against the budget

9. …we need to avoid relying on vanity metrics

10. vanity vs. useful

11. …so what metrics should we be tracking?
Metrics that are actionable…
Metrics that help us measure achievement…
Moogan, 2011, Moz, 2017
Metrics that help us learn and grow…

12. actionable metrics…
% visitors who view product pages…
% visitors who search and then leave… exit pages
Conversions…
Bounce rate…
Page load speed…

15. …it’s also useful to know
Browsers and traffic source…
Customer behaviour…
Content efficiency…
Hours and days…
Mobile performance…
Traffic from social media…
Keywords!

17. Facebook insights…
Virality…
Likes and reactions…
Talking about…
Reach…
Engagement…
Impressions…
Video engagement…
Click Through Rate (CTR)…

20. Advertising Metrics…
Video Advertising…
Brand Awareness (sentiment), Purchase Influence, SoV
Acquisition, Reputation, Brand Recognition (sentiment)
Native Advertising…
Programmatic…
Recognition, Traffic, Lead Generation
Marketo, Google, Econsultancy, 2017

21. Reach… Resonance… Reaction…
Nielsen, 2017

22. Attribution modelling…
Last Click…
Last Non-Direct Click… off-site
First Click…
Linear… all clicks contribute
Positional… all clicks contribute but are weighted differently
Murphy, Bloom Worldwide, 2017
Time-Decay… All clicks are weighted but the latest are more relevant

23. …data-driven?

24. …so it helps if we know the customer journey

25. …what should I measure?