The document discusses challenges in measuring online marketing and elements of a successful measurement program. It outlines challenges like increased customer touchpoints, lack of integration between measurement tools, and silos between customer experience and measurement. A successful program measures behavior, purchases, sentiment, influencers, targeting, and engagement. It recommends that companies adapt by having business goals guide tools, bring together stakeholders, focus on insights to tune experiences, find solutions with open reporting, and experiment with new touchpoints.

1. Is measurement part of your digital DNA? Dirk Shaw | Twitter: @dirkmshaw Adapting measurement programs to refine online marketing activities.

3. Challenge: Acceleration in customer touch points and the number of metrics companies must synthesize.

4. Challenge: Lack of integration between the tools that measure multi channel interactions.

5. Challenge : Online customer experience and measurement are typically in silo’s across the organization. Metrics

6. Companies who don’t adapt will be slower to test new tactics because of an inability to measure value.

7. What are the elements of a successful measurement program? Photo: http://upload.wikimedia.org/wikipedia/en/thumb/0/0a/Super_heavy_elements.svg/800px-Super_heavy_elements.svg.png

8. Behavior: > How many are here? > How did they get here? > What are they doing?

9. Purchase: > How much did they buy? > What else would they buy? > What is propensity to buy again?

10. Tone & sentiment: > What is their mood? > Do they like or dislike our products? > What ideas can we take to R&D?

11. Influencers: > Who is talking the most and what about? > Where are they talking? > How can we activate their social graph?

12. Targeting: > Do they like a,b or c? > Or a and b but not c? > Which user experience elements drive highest levels of X?

13. Engagement: > How many click on this visit? > How much time are they spending across sites? > How frequent do they return?

14. 5 Ways companies can adapt in times of rapid change.

15. Let business goals lead. Not tools.

16. Bring together all stakeholders who measure goals thru digital touch points.

17. Build a team who's focus is tuning the online experience based on insights & data .

18. Find solutions that have open reporting interfaces and build a single view of the performance across all online activities.

19. Experiment with new touch points that are relevant to a market.

20. Evolving measurement & analytics allow you to quickly adapt your marketing tactics in an ever changing digital landscape. Dirk Shaw | Twitter:@dirkmshaw