The document discusses the importance of measurement and metrics in marketing. It notes that many marketers currently cannot effectively measure key metrics like conversion rates and ROI. It then provides definitions for common measurement terms like metrics, benchmarks, KPIs and KPDs. The rest of the document outlines 10 commandments for effective measurement, including having clear objectives, integrating short and long-term metrics, fusing data into the marketing process, and making measurement a part of the organizational culture.
Get the latest news and Google Search & Tool Updates for October 2019.
Including:
*Google algorithm updates
*Google search updates
*Google Ads updates
*Google tool updates
To be successful in digital you must prove your value. Includes a list of today's most relevant digital marketing outlets and highlights changes to digital marketing that will impact all marketers in 2016. Learn 5 steps to creating superior customer value, 4 easy ways to make your digital marketing message compelling, and important tactics for optimizing your message.
Created by Reciprocate LLC (www.ReciprocateLLC.com). a Tallahassee-based marketing and technology consulting firm. Originally shared during a special Google Partners Connect event 9-30-15.
Win Customers’ Hearts & Minds with a Personalized Email StrategyTinuiti
Hear our experts talk about how your zero- and first-party data are key to an enhanced customer experience. Join us to learn how to use AI and predictive analytics. Plus, we’ll reveal how our experts use this data to take email strategy to the next level.
For our latest Google Marketing Platform Sydney meetup we wanted to end the year off the right way, by talking about your Google Ads Strategy for the Holidays.
With the Australian consumer the most pessimistic in 4 years, it’s more important than ever to spend your marketing dollars wisely. We spoke to Erran Su, Growth Marketing Analyst about how to utilise Google Ads to catch the final wave of holiday shopping by targeting the right audiences to make it the best December ever for your business.
Holiday Google Ads Strategy
In this presentation, we'll discuss the big trends, key ideas and some actionable strategies that you can take away to implement on your own site. Let this serve as your springboard to effectively explore the world of SEO further.
What we'll cover:
*Holiday Google Ads Strategy
*State of Play
*Economic Climate
*More Consumers Choosing to Shop Online
*Google Ads Should Be Your Platform of Choice
*Google Ads Strategy for the Holiday Season
*Keywords
*Audience
*Demographics
*Affinity & In-Market
*Remarketing
*MECE Approach
*Bidding Strategy
*Manual, Auto & Smart Bidding
*Creative
*How to Create Killer Ad Copy for the Holidays
*IF Function
*Mobile
*Shopping Ads
*Smart Shopping
*Before You Launch Your Campaign
*Learn to Love the Machine
*Don't Forget the Humans
*How to Measure Your Success
*Go Beyond Search & Shopping
Inside Mobile App Campaigns for Google Play - Maddie Cary - SMX Advanced 2017Maddie Cary Deuel
Google's Play Store will generate $10 billion in app revenue in 2017, so to effectively snare some of that revenue you need to know how to harness search demand to drive app installs. This session covers best practices for setting up, running and fine-tuning mobile app campaigns via AdWords, including advanced features that offer greater control over your optimizations and audience targeting.
The Intersection of Predictive and Account-Based MarketingPerkuto
The traditional methods we have used to reach our prospects are less effective in this new world. The top-of-funnel, mass-communication approach—blasting messaging on every channel to see what sticks—is proving only marginal success. For a B2B marketer, you engage in numerous marketing activities, but still get poor quality leads. There has to be a better way.
Engaging in a target account strategy not only helps you be much more targeted with your marketing, but it increases sales and marketing alignment—account-based sales should be met with account-based marketing. In this webinar we will cover how account-based marketing (ABM) and predictive marketing can make your campaigns incredibly precise and effective.
Join our webinar and learn:
- How to use predictive for target account selection
- How to deliver powerful, 1:1 interactions with your target accounts
- How to build a compelling, omni-channel ABM campaign at scale
Get the latest news and Google Search & Tool Updates for October 2019.
Including:
*Google algorithm updates
*Google search updates
*Google Ads updates
*Google tool updates
To be successful in digital you must prove your value. Includes a list of today's most relevant digital marketing outlets and highlights changes to digital marketing that will impact all marketers in 2016. Learn 5 steps to creating superior customer value, 4 easy ways to make your digital marketing message compelling, and important tactics for optimizing your message.
Created by Reciprocate LLC (www.ReciprocateLLC.com). a Tallahassee-based marketing and technology consulting firm. Originally shared during a special Google Partners Connect event 9-30-15.
Win Customers’ Hearts & Minds with a Personalized Email StrategyTinuiti
Hear our experts talk about how your zero- and first-party data are key to an enhanced customer experience. Join us to learn how to use AI and predictive analytics. Plus, we’ll reveal how our experts use this data to take email strategy to the next level.
For our latest Google Marketing Platform Sydney meetup we wanted to end the year off the right way, by talking about your Google Ads Strategy for the Holidays.
With the Australian consumer the most pessimistic in 4 years, it’s more important than ever to spend your marketing dollars wisely. We spoke to Erran Su, Growth Marketing Analyst about how to utilise Google Ads to catch the final wave of holiday shopping by targeting the right audiences to make it the best December ever for your business.
Holiday Google Ads Strategy
In this presentation, we'll discuss the big trends, key ideas and some actionable strategies that you can take away to implement on your own site. Let this serve as your springboard to effectively explore the world of SEO further.
What we'll cover:
*Holiday Google Ads Strategy
*State of Play
*Economic Climate
*More Consumers Choosing to Shop Online
*Google Ads Should Be Your Platform of Choice
*Google Ads Strategy for the Holiday Season
*Keywords
*Audience
*Demographics
*Affinity & In-Market
*Remarketing
*MECE Approach
*Bidding Strategy
*Manual, Auto & Smart Bidding
*Creative
*How to Create Killer Ad Copy for the Holidays
*IF Function
*Mobile
*Shopping Ads
*Smart Shopping
*Before You Launch Your Campaign
*Learn to Love the Machine
*Don't Forget the Humans
*How to Measure Your Success
*Go Beyond Search & Shopping
Inside Mobile App Campaigns for Google Play - Maddie Cary - SMX Advanced 2017Maddie Cary Deuel
Google's Play Store will generate $10 billion in app revenue in 2017, so to effectively snare some of that revenue you need to know how to harness search demand to drive app installs. This session covers best practices for setting up, running and fine-tuning mobile app campaigns via AdWords, including advanced features that offer greater control over your optimizations and audience targeting.
The Intersection of Predictive and Account-Based MarketingPerkuto
The traditional methods we have used to reach our prospects are less effective in this new world. The top-of-funnel, mass-communication approach—blasting messaging on every channel to see what sticks—is proving only marginal success. For a B2B marketer, you engage in numerous marketing activities, but still get poor quality leads. There has to be a better way.
Engaging in a target account strategy not only helps you be much more targeted with your marketing, but it increases sales and marketing alignment—account-based sales should be met with account-based marketing. In this webinar we will cover how account-based marketing (ABM) and predictive marketing can make your campaigns incredibly precise and effective.
Join our webinar and learn:
- How to use predictive for target account selection
- How to deliver powerful, 1:1 interactions with your target accounts
- How to build a compelling, omni-channel ABM campaign at scale
Apple’s ATT Prompt: Panel with Verizon MediaTinuiti
The data privacy changes coming down the pike are sending shockwaves through the digital marketing world. In this series, our goal is to provide digital marketers with the insights, tools, and solutions they need to adapt to IDFA and the end of cookies. We unpack the latest privacy news, discuss how to harness the power of first-party data, advise on how to build out your MarTech strategy, and more.
As more brands get into programmatic, they are quickly learning what they don’t know. Once confined to direct response, programmatic is now expanding to brand building and customer engagement. Chango decided to ask CMOs to explain what was driving their programmatic strategies. The findings proved that there is great potential, but a lot of exploring to be had.
Speaker: Alex LePage, VP Market Development and Client Strategy, Chango
Learn how you can launch and scale your social marketing operations. What pitfalls to avoid, how you can optimize for upside, and what are the key KPIs to guide your journey.
ProgrammatiCon 2017 - The Future of Facebook Ads - Peter Podolinsky, ROI Huntere-dialog GmbH
Facebook performance marketing is constantly evolving and multi-channel retailers often struggle to expose the right message, to the right people at the right time. On top of this, Facebook innovates so quickly, that it's harder and harder to catch up with all the options that you as a marketer have. Therefore, you might need a bit of expert help. Facebook Marketing Partner, ROI HUNTER, will show you how your offline transactional data and your data from sources other than Facebook, can help to optimize Facebook campaigns for better performance.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
The Retail Strategy and Planning Series is designed to provide retail executives with the tactical tips, insights, metrics and trend data needed to guide 2017 strategies. Tune in to Harness the power of Distributed Analytics for revenue, CX & supply chain excellence at #RSP16 http://rtou.ch/2cpPAVx
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
Learn how Google Marketing Platform and other tools can help you grow your startup with Albert Mai, Head of Growth at Glam Corner. You'll learn how to get started and leverage Google Marketing Platform, learn which tools to use and when and hear personal success stories.
Key Takeaways:
*How to get started with Google Marketing Platform
*How to grow your startup
*Which tools to use and when
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
Apple’s ATT Prompt: Panel with Verizon MediaTinuiti
The data privacy changes coming down the pike are sending shockwaves through the digital marketing world. In this series, our goal is to provide digital marketers with the insights, tools, and solutions they need to adapt to IDFA and the end of cookies. We unpack the latest privacy news, discuss how to harness the power of first-party data, advise on how to build out your MarTech strategy, and more.
As more brands get into programmatic, they are quickly learning what they don’t know. Once confined to direct response, programmatic is now expanding to brand building and customer engagement. Chango decided to ask CMOs to explain what was driving their programmatic strategies. The findings proved that there is great potential, but a lot of exploring to be had.
Speaker: Alex LePage, VP Market Development and Client Strategy, Chango
Learn how you can launch and scale your social marketing operations. What pitfalls to avoid, how you can optimize for upside, and what are the key KPIs to guide your journey.
ProgrammatiCon 2017 - The Future of Facebook Ads - Peter Podolinsky, ROI Huntere-dialog GmbH
Facebook performance marketing is constantly evolving and multi-channel retailers often struggle to expose the right message, to the right people at the right time. On top of this, Facebook innovates so quickly, that it's harder and harder to catch up with all the options that you as a marketer have. Therefore, you might need a bit of expert help. Facebook Marketing Partner, ROI HUNTER, will show you how your offline transactional data and your data from sources other than Facebook, can help to optimize Facebook campaigns for better performance.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
The Retail Strategy and Planning Series is designed to provide retail executives with the tactical tips, insights, metrics and trend data needed to guide 2017 strategies. Tune in to Harness the power of Distributed Analytics for revenue, CX & supply chain excellence at #RSP16 http://rtou.ch/2cpPAVx
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
Learn how Google Marketing Platform and other tools can help you grow your startup with Albert Mai, Head of Growth at Glam Corner. You'll learn how to get started and leverage Google Marketing Platform, learn which tools to use and when and hear personal success stories.
Key Takeaways:
*How to get started with Google Marketing Platform
*How to grow your startup
*Which tools to use and when
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
Testing HTML5 Games - HTML5 Game Dev Meetup AMS July 2015Michael Crassweller
An introduction to QA testing for HTML5 Game Developers. Talking about what QA does, struggles unique to HTML5 games that you don't have with native games, and some tips & tricks to test your game without having a dedicated QA team with dozens of test devices
Presented to the HTML5 Game Dev Amsterdam Meetup on July 16, 2015
Monitoring and Evaluation system for PFES: Key findings and policy recommenda...CIFOR-ICRAF
This presentation by Pham Thu Thuy, Karen Bennet, Vu Tan Phuong and Le Ngoc Dung shows the key findings for M&E for Environmental Service, Social Impact, PFES contract and financial flows.
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ B2B marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
Getting Started with Online-to-Offline Measurementbrandonwishnow
Although most marketers would agree that online-to-offline measurement is important for the future success of their business, it’s hard to know what steps to take to adopt this strategic initiative.
Ovative/group has found that when done correctly, online-to-offline addresses many of the most complex business problems by providing answers to questions such as: What is the impact of an online visit on offline sales? Does this impact vary by category or product type? What marketing channels influence offline most? And, can I use these channels to drive offline acquisition?
But how do you get started and ensure online-to-offline is a success for your organization? After attending this webinar featuring Ovative/group and LiveRamp you’ll understand:
– Why online-to-offline is important and how to prioritize it among other strategic initiatives
– Who within your organization needs to be involved and how to structure your team
– What technology is required to build online-to-offline measurement capabilities
– How to make digital marketing decisions based on enterprise metrics
Identify a core set of metrics to use as the starting point for measurement plans
Learn to revisit and adjust your measurement plans
How data from disparate channels and partners can be stored in a singular environment for holistic analysis. Full webinar: http://bit.ly/1QqrWIx
Put your brand research on a digital high protein dietJoel Rubinson
Your brand research is bloated...slow, unproductive, and way to costly. Here is how to cut long -form survey tracker costs in half and get so much more by integrating digital and social data into a contemporary brand guidance system
20 Essential KPIs to Optimize Your Social Media ROIDigimind
Setting KPIs that are realistic, measurable, and achievable is the only way to properly understand the ROI of social media campaigns. Whether you’re measuring client satisfaction or calculating leads generated, measuring the right KPIs is the key to success for modern marketers.
In this webinar, Christine Carzo, Marketing Director at Digimind, explores:
- How to build effective KPIs for your social media strategies
- 10 rules to develop your KPIs
- 20 essential KPIs for you to measure your social media ROI
- How to design and use KPI dashboards
How can social listening help to determine ROI?Brandwatch
In this session, you'll learn about a matrix to measure success, developed by the BVDW together with Brandwatch.
The matrix is the new standard for the German market.
We will teach you how to classify your goals and how to translate social ROI and KPI measurements.
Webinar: Moneyball for Content Marketers - choosing metrics that drive ROIGlen Kushner
With organic reach plummeting on major platforms, Content Marketers are under pressure to figure out the right bets.
- Which posts should you amplify and promote with paid social?
- How do you predict which posts will go viral earlier in campaign? What are the latest metrics, such as emotional engagement, which are the best predictors?
- What are the right metrics to drive ROI for specific campaign objectives?
This webinar presentation shares best practices to address the measurement imperative for Content Marketers, and how to close your CEO measurement gap.
Webinar from May 12, 2015
http://biznology.com/2015/05/choosing-metrics-that-drive-content-marketing-roi/
Digital Monitoring & Reporting
Monitoring conversation, opinion, issue and campaign on Digital Channel.
Providing the Report and simple analysis for the evaluation and planning.
Getting the insight from audience
Digital Maintenance &
Engagement
Develop & Managing the campaign on digital Channel.
Building the awareness and engagement with the target audience.
Supporting the brand for 360 brands campaign
Technology as a Tool for Change: Integrating Social Intelligence at IKEABrandwatch
Companies around the world, big and small, use social media and social data daily. But just as social data doesn’t automatically equate social intelligence, gathering social data is only the first step in becoming a true social business.
Integrating social intelligence into large global organizations can be challenging, but it provides a host of benefits, as innovative companies like IKEA—the world’s largest furniture retailer—are discovering.
In these webinar slides, Hans Gartner of IKEA’s Digital Development team, accompanied by Brandwatch’s Glenn White, Head of Product, and Joel Windels, EMEA Marketing Manager, discussed:
- The state of social listening at IKEA
- Scaling social intelligence across organizations and cultures
- Using social media command centers to find and share social intelligence.
Read all about it here: http://brnw.ch/1wfrwGD
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
Building a Living & Breathing Marketing Strategy for Small BusinessesGODigitalMarketing
With more than 3 billion people on the Internet, digital marketing is one of the fastest, easiest and most effective ways to reach consumers today. Marketing is a living and breathing strategy that requires continual nurturing and optimization and is vital for small businesses to grow and flourish.
View our SlideShare & explore:
• What types of digital marketing and content work best to drive website visits, phone calls, appointments, leads and offline sales for local businesses
• How to make the best use of online marketing, data-driven research, product videos and educational events to justify your marketing spend and guide planning
• The ins and outs of building a fluid marketing strategy, including goal setting, ideation, program execution, potential costs, distribution channels and timing
• Why it’s critical to analyze data, test multiple variations and apply lessons from post-campaign data to optimize for future success
Customer Engagement Platform - Chandar Pattabhiram & Brian Glover Marketo
Chandar Pattabhiram and Brian Glover from Marketo discuss the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
Here’s your digital marketing playbook for the retail industry in 2021Jeremy Mays
One of the biggest mistakes that brick-and-mortar retailers can make is to dismiss online marketing. In an increasingly competitive marketplace filled with change and innovation, small businesses are now having to compete with larger organizations like never before. It’s no longer good enough to rely solely on word-of-mouth for increased business and new customers. Retailers must now provide an omnichannel shopping experience that brings people in and brings people back.
What does this have to do with online marketing? More or less, everything. If you want to achieve retail success, you need to have a strategy that leverages not only social media and email, but one that also gets creative and makes good use of new forms of marketing.
We’ve built a digital marketing strategy playbook for the retail industry to give you the tools and techniques to grow your brand.
Similar to Marketing Measurement - Measure to Manage! (20)
2011: How to Realign Your Digital Marketing Strategy Shaun Quigley
@squigster shows you key trends shaping the digital marketplace, how to realign your digital strategy for paid, owned and earned media AND how to create a digital brief
FULL AUDIO HERE: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
2. #measure2manage @brunnerworks Once upon a time, marketers walked into budget meetings like neighborhood junkies. They couldn’t always justify how well they spent past handouts or what difference it all made. They just wanted more money—for flashy TV ads, for big-ticket events, for Facebook, for, you know, getting out the message and building up the brand. `
3. Shaun Quigley VP, Digital Practice Director [email_address] 202 741 8074 phone @squigster Katie Bicknell SVP, Director Measurement & Analytics [email_address] 412 995 9546 phone #measure2manage @brunnerworks
5. #measure2manage @brunnerworks 40% of respondents who are using online video lack a mechanism to measure video starts. Of the 22.7% that are using mobile, 73% can measure if website visitors are coming from a mobile device, but only 30% are able to measure their mobile app conversions. 41% of those using social media lack a mechanism to measure social media conversion. 86% of respondents think conversion rate from online marketing activities is important to measure, but 25% cannot effectively measure it. 80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it.
7. #measure2manage @brunnerworks Measurement Glossary METRIC : a measurement that makes it possible to compare “apples to apples” BENCHMARK: a standard to measure against. “Where are we now?” KPI: a metric to measure progress toward business goals. An outcome. KPD: a metric that contributes directly to a KPI. A leading indicator.
8. “ Too often we measure everything and understand nothing.” #measure2manage @brunnerworks
9. “ Too often we measure everything and understand nothing.” #measure2manage @brunnerworks
17. SMART Objectives: #measure2manage @brunnerworks To _____ ______ from _____ to ______ by _______ ACTION VERB WHAT BENCHMARK METRIC POINT B METRIC WHEN
18.
19.
20. II have faith in the funnel #measure2manage @brunnerworks
21.
22. III easy ≠ effective #measure2manage @brunnerworks
23. Sales Metrics Brand Health Website Traffic Social Media Search Campaign Metrics CRM – new registrants *Varies based on client objectives. +Varies based on data availability & quality. CRM – relationship metrics Product Usage #measure2manage @brunnerworks Broadcast Media
24. III there’s no one magic number #measure2manage @brunnerworks
33. #measure2manage @brunnerworks YOU NEED BOTH Key Performance Indicators (Strategic Metrics) Brand Performance Business Performance Customer Relationship Key Performance Drivers (Campaign Metrics) Public Relations Media Digital Direct Print/ Electronic Online, Social PR TV/Print/ Electronic Online, Mobile, Social Media Advertising Website, Mobile, etc. Email, Mobile, Social Direct Postal
34. V Fuse data into marketing process #measure2manage @brunnerworks
45. I have clear objectives #measure2manage @brunnerworks II III IV V easy ≠ effective there’s no one magic number use short + long term metrics have faith in the funnel
46. VI #measure2manage @brunnerworks VII VIII IX X bridge the gap with finance rinse, reuse, recycle pressure your partners make it part of your culture fuse data into the process
Welcome everyone, thanks for joining. It looks like we’ve got a critical mass of people logged in, so we’re going to get started. Today’s topic is Measurement and Analtyics, and it’s part of Brunner’s ongoing Digital innovation series.
My name is ______________. I lead the digital practice for Brunner. I’ll be co-presenting with my colleague Katie Bicknell, our director of measurement and analytics. For those of you who are new to Brunner, we’re one of the largest independent agencies in the country, and top 75 interactive firm as ranked by Advertising Age. We have offices in Washington DC and Atlanta. And Katie and I are both in our Pittsburgh headquarters today. I believe we have clients in each of our locations so I want to extend them a special welcome, thank you clients. You can never thank your clients enough. Today’s program is going to run about an hour. We encourage your participation.
If you’re following along on Twitter, use the hashtag And if you’d like to include us use the handle @brunnerworks.
There is terrific demand for measurement today. Marketers are being challenged to demonstrate return on every dollar spent, and as a result measurement is more top of mind than ever before. Here is some data from Adobe and omniture.
We hope you take 3 things away from today’s program. One is to give you a FRAMEWORK for measuring marketing performance Secondly we want to help you UNDERSTAND some of the pitfalls associated with measurement And finally, we’re going to demonstrate some of the TOOLS that are available to track performance Today we’re going to go wide, and if you are interested in a go deep session on any of the material we cover, we’ll provide our contact information again at the end of the session.
Metric: ...they quantify a trend or a dynamic of a marketing effort. Open rates. Click-throughs. Response rates. Impressions. Share of Voice. Benchmark. ...They give us a pre-campaign baseline. Awareness levels. Market share. They help us determine realistic objectives. KPI (Key performance indicators). ....They are directly aligned with corporate strategy or initiative. New Customer Acquisition. Retention. Same Store Sales % Change. KPIs tend to be lagging indicators. They tell you the results of a campaign...after the fact. KPD (Key performance drivers). ... are actionable and monitored in a timely manner. so they can be used to make course corrections during a campaign. Cost per click. Response rates. Conversion rates. There’s a difference between campaign metrics and strategic metrics
JACK WELCH—one of the more respected business leaders in modern history was MANIACAL about measurement— and Jack has a great quote where he says that too often, we measure everything and understand nothing. This is especially relevant today, particularly with digital communications, where we have access to an enormous amount of data. More than we know what to do with, really, and it’s hard to translate that into something meaningful. At GE, Welch didn’t obsess over measuring everything, rather, he focused on three things. Three strategic metrics. 3 key performance indicators. The first was Customer satisfaction = b/c if you’re improving customer satisfaction you’re sure to grow market share. The second was Employee satisfaction = because happy employees gets you productivity, pride in product quality and just overall creativity from the workforce. And the third was Cash flow = b/c cash flow—as all CEOs know-- is the key vital sign of a company Of all the data he had access to, these were the three simple metrics to guide his decisionmaking.
Marketers—much like CEOs—need data to inform decisions about how they market and where they invest. But marketers face different roadblocks. Those roadblocks, though, pretty much, fall into 3 buckets. there’s a lack of clarity – or an inability to clearly define what they’re trying to measure, and marketers often get lost in the ambiguity of the measurement process. second, there’s an inability to measure the overall brand or business impact— we’re only able to glean short-term returns—that’s why promotions are easier to measure than brand equity. or third, there’s a Lack of Data . Or worse – the data is bad. Or the worst possible scenario—you’re paying someone to interpret bad data. So, to counteract this, we typically advise clients to start with some very basic questions.
Before you kickoff any project…. , ask yourself: What’s the business goal – and more importantly– how are you quantifying that goal? How will this strategy or tactic help you achieve it What will be measured? At the campaign level and at the strategic level? How will it be measured? Is there a tool in place to track what the heck you’re doing? And finally, do benchmarks exist? – because if there’s not a benchmark, the objective isn’t measureable—this is a really important point---one that we’ll expand on in a minute.
To makes things even more complicated the media landscape is very different from where it was even a year ago. We’re no longer just focused on bought or paid media. We also need to understand the impact of EARNED MEDIA – which until recently, lived only in the domain of PR-- but is now front and center with the explosion of social media. And also OWNED MEDIA which includes owned destinations like your corporate web site, branded social properties and promotional efforts. So … you need to track all three….
And the challenge, for marketers is you’ve got multiple data sets—in some cases dozens of of data sets--- being tracked by different tools and it’s all living in a dozen different places and probably being managed by a dozen different people That—in a nutshell—is the context of where most brands are today as it relates to measurement—and it’s a big reason why most measurement programs are tough to get off the ground.
SO from Jack Welch and asking the right questions, we’re gonna biblical on everybody, because sometimes it requires the wrath of Charlton Heston and Moses to effect real change in organizations And what we’ve promised is a framework, ten tips, ten commandments for how to better measure the impact of your marketing activiies—both online and off. So here we go….
Commandmnent #1. Have clear marketing objectives. This seems so simple. Yet so often we fail to communicate objectives as part of the assignment– on the agency side and on the client side-- whether it’s research, branding, promotions, advertising, digital, social, PR, shopper marekting – be transparently clear about what you’re trying to achieve. Most agencies use project briefs to kickoff ad campaigns or other tactics. If this piece of information isn’t included on the brief, change that practice immediately. Make sure the marketing objective is clear. Once it’s clear, ensure that it’s measureable.
The goal of any marketing communication is to move people from point A to point B. In measurement, Point A is always your benchmark. And Point B refers to the objective. In order to measure, you HAVE to have a benchmark. A frame of reference. Without it, you ain’t got nothin’ to measure.
These are obectives that w..
A PRO FORMA is a tool we use to establish clear marketin objectives and benchmarks.
Here’s a quick test. How many measureable objectives can you identify on this screen? Look hard.
Commandment 6 is …
The funnel is a familiar model and a great way to articulate the path – to – purchase and it’s also a good way to organize metrics at each stage of the path.
Some data is really easy to get. Other data, the right data—is usually harder to get.
This chart we completely made up, but based on our experience, does a pretty good job of guaging how hard it is to collect information from clients. The axis is organized by degree of difficulty against expected value. Sales data—typically the most valuable—usually the hardest to get. Social media metrics on the other hand, usually really easy to get, but much less valuable. Don’t take the easy way out. Get the right data. Having the right data is essential. If you don’t have the right data it’s not with the effort. Garbage in garbage out.
Commandment # 3 is there’s no single magic number There is pressure from managmeent teams to understand markets quantitatively. Depending on what industry you’re in, you’ve got to quantify the value of products, customers, services, clients, members and distribution channels---all under various pricing and promotional scenarios.
For those concerned only with ROI, this is what that process looks like. No single metric is likely to be perfect. For this reason, we recommend that clients use a portfolio or “dashboard” of metrics. By doing so, they can look at market dynamics from different perspectives and arrive at a smarter approach. Dashboard metrics can help a brand sustain their focus on customers and markets. And they can help managers identify the strengths and weaknesses in both strategy and tactics.
Short-term: “Hard metrics” like….. This is the stuff that gets reported to you on a regular basis, right? The problem is, many marketers don’t put goals in place even in the short term. Here’s a real example of what we’re talking about.
We’re running a program now for Goody’s and BC headache powders where country music strar Trace Adkins and Racing Legend Richard Petty are trying to recruit loyal users to their teams.
And we’re tracking this stuff weekly. We’ve identifed 4 short term campaign metrics and are tracking against them. I can’t show you the real data here, but you get a sense of how this easy this is. We are interested in site visits The conversion of visitor to registrant And the number of votes cast.
We also have series of video vignettes on the site. So time spent and engagement is one we’re really interested in because we want to validate is content is good enough. The more time they spend here the more likely they are enjoying their expeirence. Set goals for yourself, even as it relates to these short term metrics.
STRATEGIC METRICS are often longer term and can be divided into performance– on one side we have brand performance—with metrics like awareness, loyalty, customer satisfaction) ON the right , there’s BUSINESS PERFORMANCE– we can measure things like new customer acquisition, retention, or increased profitability. And don’t forget about trade—particularly if you’re a CPG company—to count things like new retailers or wider distribution.
YOU NEED BOTH We use this model to explain to clients how it works together. Campaign metrics ladder up to strategic metrics. And you need both to demonstrate true performance. KPIs are directly aligned to strategic goals. But these may be lagging indicators and may only tell us whether we met goals historically. KPDs are leading indicators. They tell us how we’re doing along the way so we can course-correct.
Once you’ve got both, you need a way to collect all of that data in an efficient way. This is less about strategy and all about good housekeeping.
We talked earlier about how you’ve got data living in dozens of different places. The first step is to get the right data in the right place. And someone—that might be an administrator, a marketing coordinator, an agency, or it migt be you. But SOMEONE needs to collect all this stuff to one place.
Fusing the data sources. metrics that measure efficiency, effectiveness and payback tend to be the most meaningful. But to no one data source on it’s own delivers these kinds of metrics. It takes a comparison of marketing metrics with results metrics to gain these key insights. For example, Tracking web traffic is pretty common. But we’ve found that aligning web traffic with the marketing efforts that are designed to drive the web traffic is not so common a practice today --- and yet it’s high on the measurement importance list. So here is a brief example of how you can use a measurement tool to gain a bird’s eye view of the results of particular marketing efforts in real time – or near real time. earlier, we shared a few components of Cricket - the measurement tool Brunner has developed to help our client and agency teams track results. Now Let me share how we use Cricket to fuse together disparate data sources to connect the dots between marketing efforts and results. <demo>
and in addition to fusing together the data sources, it’s important to fuse measurement into each step of the strategic marketing process.
Once you’ve got everything neatly organized and funneled, your dashboard up and running and automated, you need to figure out way to talk about all this stuff with your finance team. Everything needs to get translated--- we told you this wasn’t going to be easy.
And that’s hard to do. Especially when you’re in the throes of finalizing a TV spot or creating a social media campaign/ Agency folks like myself tend to talk a lot about right brain stuff. About emotion over reason About Intuition over logic. But when it comes to demonstrating success—if all you talk about is brand performance and engagement and page views—your finance team’s heads are going to explode. Move the conversation from page visits and time spent to HOW THE MARKETING MIX is contributing to business performance, margin and financial gain. That’s how you win with measurement and this is one of the most critical steps of the process—the translation.
From left brain and right brain we move to the no brainer—commandment number 8--- rinse, reuse recycle. And this refers to any data you have from projects you may have run in the past. Or if you work for an organization that has more than one brand in the portfolio, leverage the learnings of what’s been done by your colleagues. If you don’t have benchmarking data, recycling is a good substiute for the real thing. It may not be perfect, but at least it’s something.
Commandment 9. Pressure your partners. Agencies tend to talk around measurement. Make sure you get metrics documented as part of the project’s inititation—whatever it is.
Here are a few questions we’d recommend, whether you’re working within an existing relationship or your’re kicking the tires of new partners. Most will run away in fear. If they don’t, you’ve got a good partner on your hands.
Last but not least, commandment 10. Make it part of the culture. This is easy to say and hard to do.
We encourage clients to build a virtual team. Demand that those closest to planning and executing the campaigns to be part of the M & A team – those are the people who will become ambassadors for accountability Everyone within the organziation, from C-level on down should be asking these basic questions: What are we measuring, how are we going to measure it?
So there you have it. Straight from Moses.
Stay true to your course. Cross-examine the data, but don’t get tempted into the Interrogation trap . We’ve all been there: when campaign projections don’t measure up to campaign results… … so there may be pressures to modify the measurements that everyone originally agreed to Or worse, pressures to interrogate the data until it confesses up to what the interested parties want it to say. Check it once. Check it twice. Cross-examine it. But then stand firm. Sticking to your guns on short term will build credibility over the long term. Look at from perspective of consumers. People who look at data, get pressured to look at data in a certain view and are tempted to change objective to match data.
A final thought from George Harrison—who actually stole this line from Lewis Carrol in Alice in Wonderland. “ If you don’t know where you’re going, any road will get you there .” Figure out the objective and simply measure against that.
That’s our progam for today. Hope you liked it. If you’re interested in a deeper dive please contact one of us.
We hope to have you on the line in a month for the next edition of the digital innovation series.
Kaizen (Japanese for &quot;improvement&quot; or &quot;change for the better&quot;) refers to philosophy or practices that focus upon continuous improvement of processes in manufacturing, engineering, supporting business processes, and management. It has been applied in healthcare [1] , government, banking, and many other industries. When used in the business sense and applied to the workplace, kaizen refers to activities that continually improve all functions, and involves all employees from the CEO to the assembly line workers. It also applies to processes, such as purchasing and logistics, that cross organizational boundaries into the supply chain