Marketing and Metrics 2019

Marketing & Metrics
Digital training for…
Septiembre 2019

ENRIQUE SAMPER
MANAGING DIRECTOR
enrique.samper@havas.com INSTRUCTOR
& SPEAKER
PROFESSOR
Marketing & Advertising
ARQUITECTURA

Enrique Samper - Marketing y Métricas
IMPORTANT:
IFYOUDON’T
UNDERSTAND,
¡JUSTASK!

IMPORTANT:
¡TOPARTICIPATE!

WEAREINANINDUSTRYTHAT
CHANGESALOTANDTHATMUST
STOPTALKINGABOUTHOWNEWIT
IS,TODELIVERBZRESULTS.

QUICKTEST!

WHATISTHE
MOST
IMPORTANT
DIGITAL
OBJECTIVE?

BASICCONCEPTS

IMPRESSIONS
Number of times an ad loads on a
website that is visited by a user.
PAGE VIEW
Number of page views that are loaded
(or reloaded) in a browser.
SESSIONS / VISITS
A session is defined as the period of
time during which users interact with
the website having an inactivity of less
than 30 minutes.
CLICS
It measures the user's response to
internet advertising and it is the action
of pressing the mouse button on an
advertisement and then entering the
advertiser's website.
LEAD
A prospect that provides information
through a form, a subscription or a
registration.
UNIQUE USER
A unique user is identified through a
cookie, only once for a maximum time.

SELF SERVICE
Implementations that are made on self-
administered platforms and purchased
in bulk.
FRECUENCY
Number of times that users see an ad, in
digital it is controllable in most cases, if we
talk about branding it is low, if we talk about
performance it is high.
ATRIBUTION MODEL
There are several, but the important ones are
two typologies: 1. post impression attribution
(it gives value to the branding stages). 2. Post
click attribution, it only takes into account
attributions generated from the website.
MANAGE SERVICE O
DIRECT BUYING
Implementations that are done in a
traditional way, cannot be self-managed
and are bought one by one to media
partners
AD - SERVER
Platform that audits the digital
purchase, de-duplicates impacts,
measures attributions and allows mass
campaigns to be configured.
CTR (CLICK THROUGH RATE)
# Clicks / # Impressions

It is showed in %

2THEORIES:
1. DIGITALMATURITY.
2. FUNNEL

ENGAGEMENTBRANDING
ENGAGE EMPOWER EVANGELIZE
BRAND TO ONE MANY TO BRAND MANY TO MANY
ENTERTAIN
BRAND TO MANY
TARGET
BRAND
1.DIGITALMATURITY
PERFORMANCE

2. THE FUNNEL
Impressions
Clicks
Sessions
Actions
Loyalty
Recommendation
0.5%
90%
5%
8%
2%
1’000.000
5.000
4.500
225
18
1-

Are you measuring
what you should?

RedT https://www.youtube.com/watch?v=AU0KYo8_9Zs

KPI
…
The key performance indicators are
financial, or non-financial metrics, used
to quantify the degree of compliance
with the objectives; reflects the
performance of an organization and
are generally included in its strategic
plan. These KPIs are used in
business intelligence to reflect the
current state of a business and define
a future course of action.
…

What is
a Digital
KPI for?

Boss Proud Hard Disk Tranquility
Behavior Processes Follow Up Objective
Measure
Results
Strategy & Results
Improvement

BUYING
OPTIONS/MODELS

Metric Formula Description
CPM Cost/Impressions*1.000 Cost Per Mille - impressions (Branding)
CPC Cost/Clicks Cost Per Click (Branding / Performance)
CPR Cost/Reach Cost Per Reach (Branding)
CPV* Cost/View Cost Per View (Branding)
CPA Cost/Conversions Cost Per Action (Performance)
CPV Cost/Visits Cost Per Visit (Performance)
CTR Clicks/Impressions Click Through Rate
VTR Views/Impressions Views Rate
Conversion Rate Clicks/Conversions Actions Rate (Sales, Downloads, etc)

What
could you
measure
in digital?

You can measure
everything in
digital…

76 https://www.youtube.com/watch?v=NWuMGNzhGwA

BACKTOTHE
PURCHASEFUNNEL

ENGAGMENT
Community
Interaction
PERFORMANCE
Custom Key Actions
BRANDING
Reach
Recall
VIDEO DISPLAY
PROGRAMATICASEARCH
SOCIAL
SOCIAL
PROGRAMATICA

BRANDING
ALCANCE
- CPA
- % de Alcance
IMPRESIONES CLICS VIEWS
- CPM - CPC
- CTR
- CPV
- VTR

ENGAGMENT
COMPARTIR ME GUSTA COMENTARIOS
- % de Compartir
- CPI
- % de Interacción
- CPI
- Datos Cualitativos
- Tendencias
BUZZ
- #HashTag
- Menciones de Marca

PERFORMANCE
VENTAS
- % de Ventas
- ROI / ROAS
- Costo por Venta
DESCARGAS LEADS ACCIÓN
- CPD
- % de Conversión
- CPL
- % de Conversión
- CPA
- % de Conversión

Trafﬁc:
- Sessions
- Users
PageViews:
- Total
- Per session.
Bounce
Rate
Time
Spend
Trafﬁc
Source
Tech:
- Device.
- Op System
- Browser
Behavior
Website
Searchs
PageRank
(analytics)
(comscore)
(alexa)

e-Commerce
Registries
Sales
PageRank
Trafﬁc:
- Sessions
- Users
PageViews:
- Total
- Per session.
Bounce
Rate
Time
Spend
Trafﬁc
Source
Tech:
- Device.
- Op System
- Browser
Behavior
Searchs

Impressions
CTR
CPC/PPC
CPM
CPF/CPS
CPA
Reach/
Frecuency
Pauta digital
CPVClicks

Trafﬁc
Followers/
Subscribers
Comments
Likes
Mentions from
other Media
Blogs

Data base
Sent
Delivered
Opens
Clicks
De-suscribes
Subscribers
e-Mail

Fans:
- New.
- Lost.
Interactions
(Likes, etc)
Comments
Shares
Posts
performance
Fans Proﬁle
Reach
% Engagement
Facebook

Followers
Answers
Retweet
Favs
Organic
Mentions
TweetReach
Share Of Voice
PQRs answers
Twitter

Followers
Answers
Repost
Love
Organic
Mentions
Comments
Instagram
Stories
Interactions

Subscribers
Likes /
Dislikes
Comments
Views
YouTube
VTR

Downloads
Ratings
Comments
Usage
Usage Tracking
App/Play Store

“Do not measure what you can;
measure what you should”.
Phillip Sheldrake.
Blogger, marketer & Analytics specialist.

FOCUS

So,
What to
measure?

Clear Objectives
Actionable
Specific
Strategic
Value Added

Results aligned with the
business
Fame

"Do not measure anything
unless you have the conviction
that this data will help you
make a better decision or
change your actions. If you
are not prepared to change
your diet or make your
exercise plan, do not get on
the weight".
Seth Godin.
Publicist & Modern marketing Guru.
One of the 100 leaders of Global Marketing.

ACTION!…

•CindyhasaSHOES
e-commerce.
•Herwebsitehasgood
trafficnumbers(4000
sessions/month)
•Sheonlysells25shoe
pairspermonth.
•Whattodo?

•Nicksetupan
organizationalwelfare
CONSULTING.
•Heneedsclients.
•Whattodo?

?

THANKS!enrique.samper@havas.com

Marketing and Metrics 2019

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