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Measuring Digital Marketing
This document discusses measuring digital marketing and analytics. It notes that there is no single formula for success in digital marketing due to many variables. It emphasizes setting benchmarks, determining what is and isn't working, and aligning measurement goals to business strategy. The document also discusses tools like Google Analytics for data collection and key performance indicators to focus measurement.
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Measuring Digital Marketing
- 1. BDMM 4336 Measuring Digital Marketing • No one can tell you what will work ROI, Analytics & • Too many variables Media Ethics • No silver bullet Class • Digital is different than traditional 13/14 Fall 2011 • No formula for success @AndreaGenevieve andream@stedwards.edu
- 2. BDMM 4336 Why Do We Measure? ROI, Analytics & • Set benchmarks Media Ethics • Find what’s important for your Class brand 13/14 • Determine what is working and what Fall 2011 isn’t @AndreaGenevieve andream@stedwards.edu
- 3. BDMM 4336 Digital Marketing ROI, Analytics & Media Ethics Class 13/14 Fall 2011 • Cheap • Easy • Adapt on the fly • Results in real time • Simple • Shift now from selling to the audience to selling to behavior @AndreaGenevieve andream@stedwards.edu
- 4. BDMM 4336 Questions ROI, Analytics & • Start your analysis with questions Media Ethics and consider all forms of marketings to measure Class 13/14 Fall 2011 • -Do you budget for pay-per-click? -Do you wait for organic search? -Do you create banner ads on high traffic sites? @AndreaGenevieve andream@stedwards.edu
- 5. BDMM 4336 How To Start ROI, Analytics & • Use your intuition Media Ethics • Look at your competitors Class • Use your research 13/14 • Align measurement to goals and Fall 2011 business strategy • Trends @AndreaGenevieve andream@stedwards.edu
- 6. BDMM 4336 Google Analytics ROI, • Google Analytics= Data goldmine! Analytics & Media Ethics Class • Users: IP address, time stamp, 13/14 referring pages, geolocation, Fall 2011 browser data, cookies and more @AndreaGenevieve andream@stedwards.edu
- 7. BDMM 4336 http://www.google.com/an alytics/tour.html ROI, Analytics & Media Ethics Class 13/14 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 8. BDMM 4336 Other sources of Traffic ROI, • Ad campaign Analytics & • Newsletter Media Ethics • Email Class • Banner ads 13/14 Fall 2011 • Affiliate marketing Use a Tag! @AndreaGenevieve andream@stedwards.edu
- 9. BDMM 4336 Key Performance Indicators ROI, Analytics & • Focus on what’s important to your Media Ethics business Class • Decide how to get maximum value 13/14 from statistics Fall 2011 • Develop KPI= Key Performance Indicators @AndreaGenevieve andream@stedwards.edu
- 10. BDMM 4336 KPI’s ROI, Analytics & • KPI are NOT METRICS Media Ethics • Clearly aligned with business goals Class • Defined by management 13/14 • Based on valid data Fall 2011 • Easy to understand • Quantifiable @AndreaGenevieve andream@stedwards.edu
- 11. BDMM 4336 Good Web based KPI’s ROI, • Conversion rate Analytics & • Page views Media Ethics • Absolute unique visitors Class • New vs returning visitors: proportion 13/14 of visitors who have been to your Fall 2011 site before • Bounce rates • Abandonment rate • Cost per conversion • Your financial database • Other Records • Newsletters or e-blasts open rates @AndreaGenevieve andream@stedwards.edu
- 12. BDMM 4336 Test ROI, Invest Analytics & Media Ethics Class 13/14 Tweak Fall 2011 Reinvest @AndreaGenevieve andream@stedwards.edu
- 13. BDMM 4336 A/B Testing ROI, • Split test your ads Analytics & • Copy Media Ethics • Graphics Class • Headlines 13/14 Fall 2011 • Landing pages • Calls to action • Buttons • Site design @AndreaGenevieve andream@stedwards.edu
- 14. BDMM 4336 ROI, Analytics & MediaEthics Class 13/14 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 15. BDMM 4336 ROI ROI, Analytics & Return On Investment! Media Ethics Class Allows you to make marketing 13/14 projections based on assumptions. Fall 2011 Gives you a snapshot of how your investment or yielding results. Bottom LINE! @AndreaGenevieve andream@stedwards.edu
- 16. BDMM 4336 7 Pillars of ROI ROI, Analytics & • Content Media Ethics • Deign and User Experience Class • SEO 13/14 • Digital Media Marketing Fall 2011 • CRM • Social Media • Mobile @AndreaGenevieve andream@stedwards.edu
- 17. BDMM 4336 ROI Example ROI, The Apple Co. ran two campaigns at separate times of the Analytics & year. The goal of an apple company is to sell apples on their website (who’d have thought). Media Ethics Class • Campaign 1 achieved 10,000 visitors to the website, 200 orders, 12 enquiries & 500 email sign-ups. It cost 13/14 $50k to run & delivered $13k of value, which equates Fall 2011 to an ROI of $0.27. • Campaign 2 achieved 9,000 visitors, 400 orders, 50 enquiries & 500 email sign-ups. It cost $50k to run & delivered $24k of value, which equates to an ROI of $0.49. Now you can more easily compare the performance of each campaign. Campaign 1 returned $0.27 and campaign 2 returned $0.49, so campaign 2 was nearly @AndreaGenevieve twice as effective. andream@stedwards.edu
- 18. BDMM 4336 Tools ROI, Analytics & • Radian 6 Media Ethics • Bit.ly Class • SplashCube 13/14 • Email software Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 19. BDMM 4336 What is Ethics? “Ethics is concerned with how we should ROI, live our lives. It focuses on questions Analytics & about RIGHT and WRONG, fair and Media Ethics unfair, caring or uncaring, good or bad Class 13/14 and responsible and irresponsible.” Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 20. BDMM 4336 AMA Guide the Ethics ROI, Analytics & Media Ethics Class 13/14 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 21. BDMM 4336 Examples: ROI, Analytics & • A marketing firm allegedly asked its Media Ethics interns to write positive product reviews on message boards Class 13/14 • A lobbying firms sent out letters Fall 2011 using letterhead from other organizations • Bloggers posted favorable reviews about products but failed to disclose they were paid for writing @AndreaGenevieve andream@stedwards.edu
- 22. BDMM 4336 Time for A Poll ROI, Analytics & Take out your cellphones… we’re Media Ethics going to poll the room! Class 13/14 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 23. BDMM 4336 Marketing and the Law ROI, Analytics & Copyright Privacy Media Ethics Slander Liability Trademark Class 13/14 Fall 2011 Can’t use the defense “The client told me to do.” Marketers must practice ethic behavior. @AndreaGenevieve andream@stedwards.edu
- 24. BDMM 4336 Libel & Slander ROI, Analytics & Libel= printed falsehood Media Ethics Slander= oral falsehood Class 13/14 Fall 2011 Defamation= the term used in court for either of these offenses @AndreaGenevieve andream@stedwards.edu
- 25. BDMM 4336 Individuals vs. Public Figure ROI, Citizens have more rights than public Analytics & figures. Media Ethics Class 13/14 Actual Malice= making a libelous Fall 2011 statement while knowing the information was false or publishing the information with “reckless” disregard as to whether or not its false. (corporations are considered public figures) @AndreaGenevieve andream@stedwards.edu
- 26. BDMM 4336 Libel ROI, A personal filing a libel suit usually must prove: Analytics & 1. False statement was ommunicayion yo others Media Ethics through print, broadcast or electronic means Class 2. The person claiming to be libeled was 13/14 indentiried or identifiable Fall 2011 3. There is actula injurt in the form of money loss, loss of repuration or mental suffing 4. The person making the statement was malicious or negligent @AndreaGenevieve andream@stedwards.edu
- 27. BDMM 4336 Copyright Law ROI, Analytics & • Should a press release be Media Ethics copyrighted? Or an annual report? Class 13/14 • You need to know 1. Which Fall 2011 organizational materials should be copyrighted and 2. How copyrighted materials of others can be used correctly @AndreaGenevieve andream@stedwards.edu
- 28. BDMM 4336 Copyright ROI, “Protections of a creative work from unauthorized Analytics & use.” Media Ethics Class DOES NOT PROTECT IDEAS, but it protects the way 13/14 those ideas are expressed. Fall 2011 Ex: An idea for promoting a product can not be copyrighted but the brochures, drawings and news features, photos, videos, slogans etc. can be. @AndreaGenevieve andream@stedwards.edu
- 29. BDMM 4336 Copyright Con’t ROI, Take the time to protect your Analytics & materials. It prevents competitors Media Ethics from capitolziing on your creative Class work. 13/14 Fall 2011 They could create a copy of something and use it to mislead the public Copyright starts from the moment a piece is published. (Legal filing is most effective) @AndreaGenevieve andream@stedwards.edu
- 30. BDMM 4336 Fair Use ROI, Fair use= part of a copyrighted article Analytics & may be quoted directly , but it must Media Ethics be in relation to the length of the Class original work. 13/14 Fall 2011 (Ex 1 paragraph from 750 words or 300 words from a chapter) If you use copyright quote for advertising, you MUST get permission from the author. Verbatum use requires quotation marks. @AndreaGenevieve andream@stedwards.edu
- 31. BDMM 4336 Photography and Artwork ROI, Analytics & • Freelances retain rights and Media Ethics ownership Class • Duplication is illegal (infringement) 13/14 • Freelancers charge on basis of use Fall 2011 • Parodies are not allowed unless given permission • Logos on commercial products must pay a licensing fee @AndreaGenevieve andream@stedwards.edu
- 32. BDMM 4336 Freelance writers ROI, Analytics & • Recently gained more control Media Ethics • All freelancers own their original Class works, unless specified by the 13/14 purchaser. Use must be clearly Fall 2011 stated for both parties. @AndreaGenevieve andream@stedwards.edu
- 33. BDMM 4336 Internet and Copyright ROI, Analytics & • Downloading material: Same rules Media Ethics apply to cyberspace as print. Class • Uploading Material: owners can 13/14 upload their own material, but third Fall 2011 parties can’t. @AndreaGenevieve andream@stedwards.edu
- 34. BDMM 4336 Trademark Law ROI, Analytics & Trademark: “Word, symbol or slogan Media Ethics the identifies a product or service origin.” Class 13/14 Fall 2011 • Serves as an indicator of quality • Brand recognition and credibility • Always capitalized and never used as nouns • What happens when trademarks become generic? @AndreaGenevieve andream@stedwards.edu
- 35. BDMM 4336 Infringement ROI, Analytics & • Must be a registered trademark, Media Ethics used for exploitation or commercial purposes Class 13/14 • Misappropriation of personality is a Fall 2011 form. Ex: Using Robert Pattinson in an ad for your new soap. You don’t have permission! @AndreaGenevieve andream@stedwards.edu
- 36. BDMM 4336 FTC Regulation ROI, Analytics & • Has jurisdiction to determine if ads Media Ethics are deceptive or misleading. Class • Also has jurisdiction over product 13/14 news releases, videos etc. Fall 2011 Look for words like authentic, certified, cure, custom-made, natural, unbreakable,first- class,perfect, low-carb and organic. @AndreaGenevieve andream@stedwards.edu
- 37. BDMM 4336 Creative Commons ROI, “Creative Commons helps you share Analytics & your knowledge and creativity with Media Ethics the world.” Class 13/14 Fall 2011 Looking for creative work “Creative Commons has developed a search portal that allows you to find CC-licensed works through sources like Google and Flickr.” @AndreaGenevieve andream@stedwards.edu
- 38. BDMM 4336 ROI, Analytics & MediaEthics Class 13/14 Fall 2011 @AndreaGenevieve andream@stedwards.edu