Uploaded byMiko Levy
Measuring content down your funnel
The document discusses measuring content effectiveness within the customer journey in digital marketing, highlighting the importance of understanding consumer trust in various information sources. It presents data on consumer trust, preferred marketing methods, and suggests metrics for measuring awareness, consideration, and conversion in marketing efforts. The summary includes insights into the use of analytics and attribution models to evaluate content's role in driving customer engagement and conversions.
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Measuring content down your funnel
- 1. Measuring content downyour funnel April 20 | 2015 Miko Levy Outbrain Inc, VP Customer Acquisi6on (@mikolevy) #ATDconf
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- 10. Recommenda6ons from people I know Branded websites Consumer opinions posted online Editorial content such as newspaper ar6cles Ads on TV Brand sponsorships Ads in newspaper Ads in magazines Billboards and other outdoor adver6sing Ads on radio Emails I signed up for Ads before movies TV program product placement Ads served in search engine results Online video ads Ads on social networks Display ads on mobile devices Online banner ads Text ads on mobile phone 84% 69% 68% 67% 62% 61% 61% 60% 57% 57% 56% 55% 56% 48% 48% 48% 45% 42% 37% % point change from 2007 6% 9% 7% N/A 6% 12% -‐2% 4% N/A 3% 7% 18% N/A 14% N/A N/A N/A 16% 19% % of global online consumers, indica6ng that they completely or somewhat trust each form Source: Nielsen | September 13’ Trust in Advertising (@mikolevy) #ATDconf
- 11. Recommenda6ons from people I know Branded websites Consumer opinions posted online Editorial content such as newspaper ar6cles Ads on TV Brand sponsorships Ads in newspaper Ads in magazines Billboards and other outdoor adver6sing Ads on radio Emails I signed up for Ads before movies TV program product placement Ads served in search engine results Online video ads Ads on social networks Display ads on mobile devices Online banner ads Text ads on mobile phone 84% 69% 68% 67% 62% 61% 61% 60% 57% 57% 56% 55% 56% 48% 48% 48% 45% 42% 37% % point change from 2007 6% 9% 7% N/A 6% 12% -‐2% 4% N/A 3% 7% 18% N/A 14% N/A N/A N/A 16% 19% % of global online consumers, indica6ng that they completely or somewhat trust each form Source: Nielsen | September 13’ Trust in Advertising (@mikolevy) #ATDconf
- 12. Recommenda6ons from people I know Branded websites Consumer opinions posted online Editorial content such as newspaper ar6cles Ads on TV Brand sponsorships Ads in newspaper Ads in magazines Billboards and other outdoor adver6sing Ads on radio Emails I signed up for Ads before movies TV program product placement Ads served in search engine results Online video ads Ads on social networks Display ads on mobile devices Online banner ads Text ads on mobile phone 84% 69% 68% 67% 62% 61% 61% 60% 57% 57% 56% 55% 56% 48% 48% 48% 45% 42% 37% % point change from 2007 6% 9% 7% N/A 6% 12% -‐2% 4% N/A 3% 7% 18% N/A 14% N/A N/A N/A 16% 19% % of global online consumers, indica6ng that they completely or somewhat trust each form Source: Nielsen | September 13’ Trust in Advertising (@mikolevy) #ATDconf
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- 14. digital marketing trendsfor 2015 Content Marke6ng 29.6% 14.6% 12.8% Big Data Marke6ng Automa6on Mobile Marke6ng 11.0% 8.9% Social media marke6ng and CRM CRO/Improving website experiences SEO Communi6es Paid search marke6ng Partnerships Display Other Online PR 7.8% 4.3% 3.1% 3.0% 1.5% 1.5% 1.5% 1.0% The State of Digital Marke6ng in 2015 Source: Smart Insights| January 15’ (@mikolevy) #ATDconf
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- 19. BrandLift:Mazda Brand Lift Study ControlExposure (@mikolevy) #ATDconf
- 20. BrandLift:Mazda Brand Lift Study Unaided Brand Recall Brand Favorability Purchase Intent 12% Control Exposure 64% 62% 50% 54% 39% (@mikolevy) #ATDconf
- 21. • Usually for the bigger brands • Requires research • Not something you’ll see on Google Analy6cs • Less tangible Awareness (@mikolevy) #ATDconf
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- 24. Google Analytics: “the percentage ofsingle-page sessions” (@mikolevy) #ATDconf
- 25. Google Analytics: In otherwords, a page’s bounce rate is the percentage of visits that land on that page and leave without visiting a second page. (@mikolevy) #ATDconf
- 26. • Visitor clicks the back bugon • Visitor closes the browser • Visitor types a new URL in the browser • Visitor watches a video on the page and leaves • Visitor clicks an external link (Yup… Social shares are not counted as a “second page”) The following visitor actions will result in a bounce according to Google Analytics So, it’s only NOT a bounce if they visit a second page. (@mikolevy) #ATDconf
- 27. Makes sense ona landing page (@mikolevy) #ATDconf
- 28. But… is itrelevant for content ? (@mikolevy) #ATDconf
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- 30. EventsonGoogleAnalytics Events are userinteractions with content that can be tracked independently from a web page or a screen load (@mikolevy) #ATDconf
- 31. EventsonGoogleAnalytics Different types ofevents usage -‐ Time on site -‐ Scroll depth -‐ Social share -‐ Form submit -‐ Video play -‐ Etc… (@mikolevy) #ATDconf
- 32. Time based event Mar 22, 2015 -‐ Mar 28, 2015: Jan 18, 2015 -‐ Jan 24, 2015: Bounce Rate Bounce Rate Mar 23 Mar 24 Mar 25 Mar 26 Mar 27 100% 50% • Event after 30 seconds on the page • Decrease bounce rate from 80% to 40% (@mikolevy) #ATDconf
- 33. Changed our Timeon page “reality” Mar 22, 2015 -‐ Mar 28, 2015: Jan 18, 2015 -‐ Jan 24, 2015: Avg. Time on Page Avg. Time on Page • Doubled visitors 6me on page on GA Mar 23 Mar 24 Mar 25 Mar 26 Mar 27 00:10 00:20 (@mikolevy) #ATDconf
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- 37. There is asolution (@mikolevy) #ATDconf
- 38. Attribution models onGoogle Analytics 100% 100% last Interaction First Interaction 20% 20% 20% 20% 20% Linear 10% 30% 10% 40% 10% Position Based Conversions Attribution Model comparison (@mikolevy) #ATDconf
- 39. Attribution models onGoogle Analytics (@mikolevy) #ATDconf
- 40. Content as partof the journey • Iden6fy content read as a mid-‐way goal • Look for funnel reports with mul6ple sessions • See different paths that start with content (@mikolevy) #ATDconf
- 41. summary • Content should be part of your funnel • When promo6ng content-‐ use a defined UTM • Use tag manager for better flexibility • Use event tracking • Challenge your agribu6on model (@mikolevy) #ATDconf
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