Metrics and Measurement for Digital Marketers

© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
RUTGER’s UNIVERSITY
DEC 3rd 2012 SINGAPORE CITY BEACH
MEASUREMENT
IN A DIGITAL WORLD

FRENCH
BRUTAL
HONEST
TRUTH
MARKETING
STRATEGY

WAKE
UP
CALL

© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 4
FRANCE
HONG
KONG
SOUTH KOREA
SINGAPORE
NATIONAL ORGANIZATION
SALES ROLES
EUROPEAN
HEADQUARTERS
GLOBAL BU
ASIAN HQ
NATIONAL
PRODUCT MARKETING – STRATEGY – MARKETING
CLIENT SIDE AGENCY
MANAGEMENT
1993 1994 1997 1999 2001 2005 2006

MEASUREMENT
IN A NON DIGITAL
WORLD ?
HOW DID WE USE
TO DO IT ?© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University

MEASUREMENT,
OR
WHAT WE
USED TO CALL
MEASUREMENT© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University

© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 7© F5DIGITAL® Pte Ltd 2012Title of Presentation
MARKETING GALAXY
CONSUMER
PROMOTIONS
CRM
ATL – TV – RADIO - PRESS
EVENTS
ROADSHOW
BROCHURES
TRADE INCENTIVE
MEASUREMENT RELATED ACTIVITIES
7
DI
GRP
BRAND
AWARENESS
# VISITORS
# UNITS
SALES TARGET
ROI

NOT
COMPLETELY
8© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University

THE OLD SCHOOL FROG MARKETER..:=)
9

Heaven in frog’s marketer’s world
JUMPING OVER AND OVER AGAIN…
REST BETWEEN JUMPS FOCUSING ON ONE ACTIVITY AT A TIME
THEN MOVING TO THE NEXT ONE
 PRODUCT LAUNCH
 PROMOTION
 EVENT
10

What does the grp measure

THANK
YOU

WELCOME
TO THE
MIRACULOUS
WORLD OF
DIGITAL MARKETING

DIGIT ALL
DIGIT WHOLE
DIGIT HOLY
15© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University

ALL

NOT HOLY
DIGITAL NOR SOCIAL MEDIA
ARE MIRACLE SOLUTIONS
FOLLOW
ME
JOIN ME

NOT WHOLE
DIGITAL DOES NOT REPLACE
TRADITIONAL MEDIA

©GregoryBirgeforF5DIGITAL–3main
issuesofcurrentmeasurement

THE
BIG IDEA
SOLVES
E V E R Y T H I N
G 20© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University

GETTING METRICS IS EASY
THE QUESTION IS:
WHAT DO YOU DO WITH IT?

WE ARE JUST
FINDING
SMARTER WAYS
TO ADDRESS
MORE
INFORMATION
TO
MORE PEOPLE

USING DIGITAL AS WMD
WEAPON
MASS
DISTRIBUTION
23
USING MORE TOOLS
DIGITAL
MARKETING
SEND MORE INFORMATION
TO MORE PEOPLE - FASTER

MARKETING
IN A
DIGITAL
WORLD

IN 2012
SPAMMING YOUR CONSUMERS
NOT MEASURING PROPERLY ACTIVITIES
IS A CRIMINAL OFFENCE !

REDEFINE THE MARKETING RULES
© Gregory BIRGE for F5DIGITAL® Pte Ltd – Redefining marketing rules- May 2012 -

UNFORTUNATELY, THERE IS ONLY ONE SOLUTION
FORGET EVERYTHING THAT YOU HAVE
BEEN TAUGHT AND TOLD.
YOU ARE
ABOUT TO BE
NEURALIZED.

WHAT
IS THE
ROLE OF
MARKETING

INTRODUCING
MONKEY
A.K.A
WHITE TEETH
MONKEY
THE
MARKETER29

EFFECTIVENESS
EFFICIENCY
EFFICACY
DOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECT
DOING THINGS THE MOST ECONOMICAL WAY
GETTING THINGS DONE

WHAT IS IT ?
WHOSE JOB IS IT ?
YOUR TEAM
 Launching a website
 Launching a social campaign
 Launching web banner
 Creating an event
CREATIVE IDEA
TACTIC
TV
WEBSITE
EFFICACYGETTING THINGS DONE

EFFICIENCYDOING THINGS THE MOST ECONOMICAL WAY
WHAT IS IT ?
WHOSE JOB IS IT ?
YOUR CFO
 Saving money
 Reducing budget
 Reducing cost
$20M

EFFECTIVENES
S
MY OBJECTIVES ?
HOW TO REACH IT ?

EFFECTIVENES
S
WHAT IS IT ?
WHOSE JOB IS IT ?
OUR JOB
HAVING A MEASURABLE IMPACT
MEASURE THE RETURN ON INVESTMENT

MARKETING EFFECTIVENESS
MARKETING INVESTMENT
WITH MEASUREABLE IMPACT
SOMEHOW, SOMEWHERE
CAMPAIGN OR TACTIC
© Gregory BIRGE for F5DIGITAL® Pte Ltd – Marketing Effectiveness - May 2012 -

MARKETING IN A DIGITAL WORLD
WAY TO
MAINTAIN
DIFFERENTIATION
FEWER SELECTED BETTER RESULTS

START FROM THE END RESULT AND BACKTRACK

THE END
WHAT DO YOU NEED
TO ACHIEVE?
HOW MANY PEOPLE
DO YOU NEED
TO ACHIEVE YOUR
GOAL?
WORKING BACKWARDS MEANS DEFINING ONE GOAL

SALES FUNNEL DRIVEN LONG-TERM PROCESS
OBJECTIVE: TRANSLATE THE END TARGET SALES
GOAL IN AN ACTUAL NUMBER OF PEOPLE
WHEN A NO. OF PEOPLE ARE CONTACTED, ONLY
SOME OF THEM PERFORM THE DESIRED ACTION
AT EACH STEP, LESSER AND LESSER PEOPLE WILL
MAKE IT TO THE NEXT STEP
AT THE END OF THE PROCESS, ONLY A FEW PEOPLE
REMAIN AVAILABLE TO PERFORM THE LAST ACTION

PEOPLE WHO PERFORM THE LAST ACTION WILL1
PEOPLE WHO ARE ACTIVE WILL2
PEOPLE WHO ARE PASSIVE WILL3
BUY THE PRODUCT
VISIT WEBSITE
DEMO
WATCH TV
SLEEP
A SIMPLE EXAMPLE

CONVERTED CUSTOMERS1
ACTIVE PEOPLE2
PASSIVE PEOPLE3
F5DIGITAL’S DIGITALLY-ENABLED MARKETING FRAMEWORK
CONVERSION
LAST CALL TO ACTION OR LONG TERM
ENGAGEMENT
MARKETING TACTICS, MOVING TO NEXT STEP
ACTIVATION
MECHANICS TO INITIATE THE SALES FUNNEL

F5DIGITAL’S DIGITALLY-ENABLED MARKETING FRAMEWORK
© Gregory Birge for F5DIGITAL® Consulting Pre Ltd 2012 – 4 Steps of Marketing in a Digital World
Campaign in a Digital World – © F5DIGITAL™ Consulting 2012
DEDICATED
ACTIVITIES
© GREGORY BIRGE FOR F5DIGITAL CONSULTING – ENGAGEMENT PROCEDURE - 2012
INTEREST
ACTUAL PURCHASE
SALES
FOLLOW UP
POST-PURCHASE
MECHANICS
RECRUITMENT
§ RESPONSE MECHANICS
§ SOCIAL MEDIA
§ INVITATIONS
§ UPFRONT AWARENESS
§ GENERATE TRAFFIC
PRE-PURCHASE
MECHANICS
§ ACTIVITIES TO KEEP
PEOPLE ENGAGED
§ DRIVING STEP BY STEP TO
END FUNNEL
1 2 3 4 5 6 7 8
SALES
§ ACTIVITIES TO DRIVES SALES
§ OR INCREASE SALES / LT
DESIRE

CRITICAL: TRANSLATE THE TARGET INTO HUMAN TARGETS
HOW MANY PEOPLE DO YOU NEED TO BUY YOUR PRODUCT
IN ORDER FOR YOU TO REACH YOUR TARGET?
*800kE*Source : Lighting Local Marketing Activation Plan-Korea_update2 25/01 p2
460K LED + 20% Cons Lum LED (20% x1.9M)
400kE
OBJECTIVE
400kE
SALES
E30
E1k
AVERAGE PRICE
TARGET
VOLUME UNIT
13k
400
ASSUMPTION
#UNIT /
PURCHASE
1.5
1
TARGET
# CONSUMERS
8.7k
400
LED
Cons
Lum
LED
Cons
Lum
LED
Cons
Lum
LED
Cons
Lum
LED
Cons
Lum
TRANSLATED TARGET:
THE NO. OF PEOPLE
NEEDED TO BUY
YOUR PRODUCT

At the end…TADA !
PLAN THE ENTIRE CAMPAIGN BASED ON OBJECTIVES
TV RADIO WEBSITE
ROLE IN THE ENTIRE
CAMPAIGN PLAN
END GOALSOLUTION
SOCIAL MEDIA ONLINE SALES
PROBLEM
ROLE IN THE ENTIRE
CAMPAIGN PLAN
ROLE IN THE ENTIRE
CAMPAIGN PLAN
ROLE IN THE ENTIRE
CAMPAIGN PLAN
ROLE IN THE ENTIRE
CAMPAIGN PLAN
WHY TV AND NOT
SOMETHING ELSE ?
WHY TV IN THIS
ORDER ?
WHAT TO MEASURE
TO DEFINE SUCCESS
HOW IT CONTRIBUTES
TO ENTIRE PICTURE
CTA TO NEXT STEP
WHY RADIO, NOT
SOMETHING ELSE ?
WHY RADIO IN THIS
ORDER ?
WHAT TO MEASURE
TO DEFINE SUCCESS
HOW IT CONTRIBUTES
TO ENTIRE PICTURE
CTA TO NEXT STEP
WHY WEBSITE, NOT
SOMETHING ELSE ?
WHY WEBSITE IN
THIS ORDER ?
WHAT TO MEASURE
TO DEFINE SUCCESS
HOW IT CONTRIBUTES
TO ENTIRE PICTURE
CTA TO NEXT STEP
WHY SOCIAL, NOT
SOMETHING ELSE ?
WHY SOCIAL IN THIS
ORDER ?
WHAT TO MEASURE
TO DEFINE SUCCESS
HOW IT CONTRIBUTES
TO ENTIRE PICTURE
CTA TO NEXT STEP
WHY SALES, NOT
SOMETHING ELSE ?
WHY SALES IN THIS
ORDER ?
WHAT TO MEASURE
TO DEFINE SUCCESS
HOW IT CONTRIBUTES
TO ENTIRE PICTURE
SALES

F5DIGITAL’S MEASUREMENT FRAMEWORK
 NOT MEASURED
 WHEN, USUALLY WRONG
 LAST MINUTE ADDITION
 ONE SHOT
TRADITIONAL APPROACH
 A LONG TERM PROCESS
 FROM PLANNING
 TO FOLLOW UP
 CONSTANT MONITOR
F5DIGITAL’S APPROACH
BEFORE ACTIVITY DURING ACTIVITY AFTER ACTIVITY
Metrics dictionary selection
Metrics source input
Deliverables
Value allocation
© Gregory BIRGE for F5DIGITALTM
METRICS FRAMEWORK CAMPAIGN TRACKING POST MORTEM
Define all the needed elements to
ensure that the metrics are in place
before the start of the campaign
Constantly monitor and update the
campaign progress
Evaluate the campaign
performance

DOES THIS LOOK FAMILIAR ?

CLEAN
REPORTS
ARE
DIFFICULT
TO PRODUCE

MEASURING
SHOULD
SYSTEMATICALLY
LEAD
TO BUSINESS INSIGHTS
AND
ACTION PLANS

DON’T BOTHER WITH
METRICS IF THERE
ARE NO BUSINESS
INSIGHTS OR ACTION
PLANS

WEEKLY MANDATORY AGENCY TRACKING MEETING
Cumulativevalues
Time
End Target
Instant
picture
End performance
projection
Gapanalysis
Gapanalysis

Cumulativevalues
Time
End Target
Projected results
Actuals
Instant
picture
Projected actuals
End performance
projection
Gapanalysis
Gapanalysis
Correction
course
55
AGENCIES ARE ACCOUNTABLE
© Gregory BIRGE for F5DIGITAL® Pte Ltd – The new role of Agency – June 2012

AGENCY CLIENT
CRUNCH TONS OF DATA
EXTRACT RELEVANT DATA
DEFINE APPROPRIATE TARGETS
DEFINE TEMPLATE
PRESENT 1-PAGE SUMMARY
RECOMMEND ACTION PLAN
DEFINE OBJECTIVES
SELECT RELEVANT TACTICS
IMPLEMENT TRACKERS
DECISION
TO MAKE CLIENT’S LIFE EASIER
© Gregory BIRGE for F5DIGITAL® Pte Ltd – The new role of Agency – June 2012

DATA COLLECTION
Desired
END GOAL
objective
DEDICATED ACTIVITY
Instant picture
Time and projection
target measurement
Gap analysis
of current
measurement
Root cause
of current gap
Correction course
Of current cause
New measure
(repeat weekly basis)
Are we in line with our target to achieve our goal ?
until

STEP 1 STEP 2 STEP 3
POINT OF ORIGIN ACTIVITY FOR CTA FOLLOW UP
POINT OF ORIGIN ADDING A NEXT STEP WHAT FOR
MONITORING BENEFITS
HOW MANY PERSON HOW INCREASE % HOW MANY LEFT ?

MONITORING BENEFITS
MEDIA OR ACTIVITY HAVE A TRADITIONAL CONVERSION RATE
WHAT CAN BE DONE TO INCREASE THE FINAL NUMBER ?
HOW MANY PERSON
100 000 SEE AN AD
CONVERSION RATE
1% CLICK
REACHING ONLY
1 000 REACH SITE
500 000 SEE AN AD 1% CLICK 5 000 REACH SITE
INCREASE ENTRY PIPE
100 000 SEE AN AD 5% CLICK 5 000 REACH SITE
INCREASE CONVERSION

WHICH ONE
MATTERS THE MOST ?

Which one is the most important ?
INCREASING
THE PIPELINE
(MORE PEOPLE TARGETED)
OPTION 1 OPTION 2
INCREASING
THE CONVERSION RATE
(MORE PEOPLE SWITCHING)
YOUR
MEDIA AGENCY
PRIORITY
YOUR
ONLY AND MAIN
FOCUS

Why ?
INCREASING
THE PIPELINE
(MORE PEOPLE TARGETED)
OPTION 1 OPTION 2
INCREASING
THE CONVERSION RATE
(MORE PEOPLE SWITCHING)
VERY EASY
MORE IMPRESSION
MORE BUDGET
NOT VERY EFFECTIVE
NOT AS EASY
DIFFERENT APPROACH
STRATEGY MESSAGE OFFER
COPY PLACEMENT TARGET
VERY EFFECTIVE

AS A CLIENT : YOU HAVE NO TIME
YOU NEED TO HAVE VERY CLEAR VIEW
BUSINESS
INSIGHTS,RECOMMENDATION
TO MAKE THE DECISION

A SIMPLE PROBLEM
10% 90%SYSTEMS ANALYZE
WE ARE DOING THE
EXACT OPPOSITE TODAY

1-PAGE METRICS DASHBOARD
Created 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 100%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 100%
8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0%
1.0%
1.0%
1.00% 1.0%
1.00% 1.0%
1.00% 1.0%
1.00% 1.0%
1.00% 100%
1.00%
1.00%
1.00% 1.0%
1.00% 1.0%
1.00% 1.0%
1.00% 1.0%
1.00% 100%
1.0%
1.0%
1.0%
Sent
888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%
888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%
888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%
888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%
888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%
888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%
888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%
888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%
2010-03-31Update:China ModulePhilips LED - Campaign Metrics
Response Mechanics
888,888
888,888
888,888
1.00%
888,888
888,888
1.00%
30 - 39 Years
40 - 49 Years
> 49 Years
Male Consumers
< 20 Years 8,888
20 - 29 Years 8,888
Consumer Profile
Free Sign-up Pre-Order
Voucher Management Campaign Response
Generating Site Traffic
Distributed
Total Number of Sales
Average Net-Profit per Sales - EUR
Return on Invest (ROI) / Return on Promotion (ROP)
Total Campaign Costs - EUR
Married - Yes Children
Others or unknown
Total
Family Profile
Single 8,888
Married - No Children 8,888
> 49 Years
unknown age OR gender
Total
Road Shows
Name and Location
Name and Location
Name and Location
Name and Location
Name and Location
Name and Location
Registered
Name and Location
Name and Location
Subtotal
Other Traffic Drivers
Name and Location
Name and Location
Name and Location
Name and Location
Name and Location
Name and Location
Name and Location
Redemption Rate
Subtotal
Click Through
Delivered
Impressions
CTR
Media 5
Media 6
Media 7
Media 8
Media 9
Media 10
Media 1
Media 2
Media 3
Media 4
Philips.Com
Unique Site
Visitors
Site Visits
20 - 29 Years
30 - 39 Years
40 - 49 Years
< 20 Years 8,888
8,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
8,888
8,888
8,888
8,888
8,888
8,888
8,888
8,888
8,888
8,888
8,888
8,888
8,888
8,888
Total 8,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
8,888
8,888
8,888
Total Acquired Consumers
40 - 49 Years
> 49 Years
unknown age
< 20 Years
20 - 29 Years
30 - 39 Years
unknown age 8,888
Total 8,888
Female Consumers
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888
888,888,888888,888,888
888,888,888888,888,888
888,888,888888,888,888
888,888,888888,888,888
888,888,888888,888,888
888,888,888
888,888,888888,888,888
888,888,888888,888,888
888,888,888888,888,888
888,888,888888,888,888
888,888,888888,888,888
Campaign Key Performance Indicators
Total Pre-Ordered LED Products 888,888
888,888Total Redemption Vouchers Sent
Total Vouchers Redeemed for Purchase at Retail-POS 888,888
888,888,888
888,888,888
Road Shows 888,888,888 888,888,888
Free Sign-up
888,888,888888,888,888
Pre-Order
Site Traffic
Site VisitsUnique Visitors
Total Site Traffic
888,888,888888,888,888888,888,888888,888,888Other Traffic Drivers
888,888,888888,888,888888,888,888888,888,888Total Traffic
Sorry E-Mail
Delivered Opened Site Visits
Engagement and Sales Conversion
Total Engagement
Stock Available E-Mail
Reminder E-Mail
Total Newsletter
Monthly Newsletter 3
Pre-Order
Completed Consumer Surveys (Percentage based on Total Unique Site Visitors)
Unique Visitors "Experience LED" (Percentage based on Total Unique Site Visitors)
Unique Visitors "Discover LED" (Percentage based on Total Unique Site Visitors)
Unique Visitors "Why LED" (Percentage based on Total Unique Site Visitors)
1.00%
1.00%
1.00%
Total Unique Site Visitors 888,888
Total Site Visits 888,888
Estimated Site Re-Visitation Rate 1.00%
1.00%
888,888
888,888

1
Member acquisition
At least 36,000 members have been
naturally acquired through referrals,
at POS and through organic site
traffic without further investments.
Referrals
For every acquired member, 4.2
additional consumers are
introduced to the program.
One member
recommends xxx to
4.2 other consumers
88%
88% of all
members
are naturally
grown.
Return on invest (ROI)
Program sustainability
xxx in its current stage has proven to be
a strong platform that initiates product
consideration and drives purchase.
Even though re-purchase values,
caused by xxx, can only be assumed, it
can be clearly said, that a substantial
portion of these repurchases are
triggered and caused by the
engagement activities of the xxx
program. The following facts, support
this statement:
§ 93% of all members are looking for a
special sales offer.
§ At least 66% of all members consider
the program as relevant and are
visiting the site frequently without
the need of being reminded.
§ Being engaged, in average a
consumer recommends the
program to 4.2 other people.
Finally, the fact, that xxx has already
achieved an ROI of 256.6% in its basic
form, it is clear, that with a slight
increase of member acquisition
initiatives and program deliverables, the
ROI of 2011 will definitely exceed the
300% mark.
Recommendation
The xxx consumer engagement
platform has proven its value regarding
driving sales but also regarding its
power to inspire consumers and to drive
product consideration.
This ultimately translates in the full
achievement of acquiring consumers
and to engage them with the xxx brand
and its products.
Given the high ROI in the first year, we
strongly recommend to continue the
xxx program in 2011 with an increase of
program deliverables.
Value per re-purchased product
The redemption of vouchers is only used for smaller products. In general we
can assume that members continue to accumulate points until the point
status grows to a more substantial amount.
Voucher redemption
Online store redemption
Repurchase
SGD 112.58 / per voucher
SGD 142.60 / per redemption
SGD 241.40
Incremental IVM – Voucher redemption
Incremental IVM – Online redemptions
Incremental IVM – Repurchase
Total incremental IVM
Total costs – F5Digital, Production, xxx
ROI - 2010
90,361
17,608
923,365
1,031,335
659,000
56,50 %
Total net return 372,335
xxx has achieved in its first year an ROI of 256.6%, which can be considered as
an outstanding result. Given the current status of the program and its added
values for the consumer, this result is very likely to be increased within 2011.
Content relevance
66% of members re-visit the site simply because
they are looking for new sales offers. The high click
rate on products clearly indicate that theses
members are likely to consider a purchase. This
consideration has, to a large degree, been
triggered by the xxx program.
Communication relevance
The average click through rate of members of
54% clearly indicates that xxx has been
relevant throughout their entire membership
period.
Acquisition Existing Members
65.0% 39%35%
54%31%
66%
93%
93% search
for special
sales offers
66% of
members visit xxx
naturally
without an e-mail
reminder
Open rate Open rate
Click
through
Click
through
+11%
+74%

15%
3%
26%
4%
40%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Open rate Click rate
Industry Philips CL Family Rewards
• Apply learning
• Deploy existing assets
• Leverage shared resources team
• Minimum investments needed
• Country Singapore
• Launched Feb. 2010
• Members to date 63,295
• Products registered 87,373
• Products redeemed 4,595
0
1000
2000
3000
4000
5000
6000 New members acquisition
2010 Budget
€320k
ROI 2010
+40%
Philips Family Rewards – Program dashboard (as per 31st July)
0
100
200
300
400
500
600
Total redemptions (online+offline)
Feb 2010 Launch
May 10,000th member
September 1,000th redemption
November Online redemption launch
December Digital Media Awards
Gold Award - Best Loyalty
Feb 2011 1 year anniversary: 1% of
population is member
June 2011 Revamped website
Milestones
$-
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
Repurchase value ($)
262k€
2.3 M€
Brand preference
+28%
NPS (April 2010)
+57%
Proven impact on consumers
16 eDM sent with
metrics all above
industry and CL
average
+3.5k new members
monthly
• 1:1 customization
• Stable eDM metrics over time
• CTR up to 3x higher than generic
communication
Expansion proposal
Malaysia + Thailand
0
50
100
150
200
250
300
350
65 product
reviews per day
on average
25% of all traffic on Philips.com.sg is
generated by Family Rewards
Source: SEERC - CMI
115%
registration
rate
20 Activities organized
23 Test Drive sessions
Source: DNA sphere report–Dec 2010
Source: internal survey – Apr. 2010
€0 Media spent

© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 68| 2012 © Gregory Birge for F5DIGITALTM Consulting – Any reproduction in partial or complete form is forbiddenCampaign DASHBOARD 2
CAMPAIGN MARKETING – DASHBOARD EVALUATION
BUSINESS INSIGHTS
CAMPAIGN INFORMATION NAME : PERIOD :PRODUCT :
PROPOSED TACTIC / ASSET :BRIEFING / NEEDS :
METRICS RESULTS
VERSION : 1.1 DATE : June 2012
RAW DATA
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 TOTAL
CST
CTA
LT
FI
METRICS DICTIONNARY
OBJECTIVES METRICS ALLLOCATIONS KPI SETUP TARGET DEFINTIION
CLICKSTREAM
CTA
LONG TERM
FINANCIAL
CST KPI
CTA KPI
LT KPI
FI KPI FI TARGET
LT TARGET
CTA TARGET
CST TARGET
RESULTS
CST KPI
CTA KPI
LT KPI
FI KPI
CHECK 1 GAP GAP % CHECK 2 GAP GAP % CHECK 3 GAP GAP % TARGET GAP GAP % COMMENTS
CST KPI
CTA KPI
LT KPI
FI KPI
GAP ANALYSIS ROOT CAUSE CORRECTION COURSE

TRYING TO MAKE SENSE OUT OF DATA DOES NOT WORK
 Banners
 Website
 Facebook
 Search
 CTR
 No. of page views
 No. of fans
DIGITAL TACTICS
CLICKSTREAM INFORMATION
 Insights are difficult
 Limited learning
NOT LINKED TO OBJECTIVE
© Gregory Birge for F5DIGITAL – 3 Main Issues of Current Measurement

THE CHALLENGES OF CURRENT MEASUREMENTS
 THE ONLY MEASUREMENT
 ISOLATED METRICS
 NO BUSINESS LINK
 OVERWHELMING DATA
FLOW WITHOUT PROPER
KNOWLEDGE
 ONLY A COMPONENT
 BUSINESS LINKED
 PART OF METRICS
FRAMEWORK
 FEW IS BETTER THAN
MANY
F5DIGITAL APPROACH
© Gregory Birge for F5DIGITAL – Metrics Challenge

CPP CPC

F5DIGITAL’S METRICS FRAMEWORK IN A DIGITAL WORLD
PHASES
CAMPAIGNS
TACTICS
METRICS INPUTS METRICS ALLOCATION
METRICS DICTIONNARY
VALUE ALLOCATION
OBJECTIVES
KPIS
TARGETS
SMART description
DELIVERABLES
DASHBOARD
TAGGING
Media plan evaluation
RESULTS
BUSINESS INSIGHTS

F5DIGITAL’S METRICS DICTIONNARY
 INDIVIDUAL
MEASUREMENT
 ISOLATED VIEW
 UNCOORDINATED
 EVALUATION FROM
MULTIPLE ANGLES
 INCREASED REALITY
REFLECTION
 TRANSLATES REAL RESULTS
TO OBJECTIVES
F5DIGITAL’S APPROACH
CLICKSTREAM METRICS CALL TO ACTION METRICS
FINANTIAL METRICS
TUBE
IN GRP
MEDIA
CTR
OUT
CTA
© F5DIGITAL ™
Consulting Pte
Ltd 2012 – Media
im
pact measurement
LONG TERM METRICS

CLICKSTREAM
METRICS
ARE ISOLATED VIEWS
OF THE CURRENT
TACTIC

WHAT IS A GOOD CLICKSTREAM MEASUREMENT?
CLICKSTREAM MEASUREMENT
EVENTS ATTENDANCE FIGURES
PRINT AD GROSS RATING POINT
WEBSITE NO. OF PAGE VIEWS
SOCIAL MEDIA PAGE NO. OF FANS
BANNER CLICK-THROUGH RATE
MOBILE APP DOWNLOAD FIGURES
AUGMENTED REALITY NO. OF PARTICIPANTS
CRITICAL ELEMENT
HOW DOES
THIS ADDRESS
MY OVERALL
CAMPAIGN
OBJECTIVE?

The most critical element
MEDIA
PLACEMENT
CONVERSION
RATE
REACHING
…
DI CTR… # FANS
BANNER FACEBOOK / TACTIC

The most critical element
MEDIA
PLACEMENT
CONVERSION
RATE
REACHING
…
DOING
…
DI CTR… # FANS CTA
BANNER FACEBOOK / TACTIC
THE ACTUAL
CAMPAIGN
SUCCESS
MEASUREMENT

CALL TO ACTION
METRICS
PUT TACTICS BACK
INTO CONTEXT
HOW DO WE FLOW TO
THE NEXT STEP OF THE
CAMPAIGN?

CTA REMINDER: NEVER STOP AT A TACTIC

F5DIGITAL’S SOLUTION TO THE “TACTICAL STOP AND GO”
MIDDLE TACTIC CONVERSION END GOAL CONVERSION
TACTIC 1
TACTIC 2
TACTIC 3
TACTIC 4
TACTIC 5
ACTIVITY 1 X PAX
ACTIVITY 2 LESS PAX
ACTIVITY 3
ACTIVITY 4
ACTIVITY 5
LESS PAX
LESS PAX
LESS PAX
CALL TO ACTION 1
CALL TO ACTION 2
CALL TO ACTION 3
CALL TO ACTION 4
CALL TO ACTION 5
SALES OR LONG-TERM OBJECTIVE
HOW MANY PEOPLE ARE LEFT AT THE END

REMEMBER THE PREVIOUS CLICKSTREAM METRICS?
CLICKSTREAM MEASUREMENT
EVENTS
PRINT AD
WEBSITE
SOCIAL MEDIA PAGE
BANNER
MOBILE APP
AUGMENTED REALITY
ATTENDANCE FIGURES
GROSS RATING POINT
NO. OF PAGE VIEWS
NO. OF FANS
CLICK-THROUGH RATE
DOWNLOAD FIGURES
NO. OF PARTICIPANTS

CLICKSTREAM PLUS CTA MEASUREMENT EXAMPLE
CLICKSTREAM MEASUREMENT WITH CTA ADDED
EVENTS # DATA COLLECTED+
PRINT AD # VIDEOS VIEWED+
WEBSITE # SUBSCRIPTIONS+
SOCIAL MEDIA PAGE # ACTIVE POSTS+
BANNER # REGISTRATIONS+
MOBILE APP # PURCHASES+
AUGMENTED REALITY # DATA COLLECTED+
ATTENDANCE FIGURES
GROSS RATING POINT
NO. OF PAGE VIEWS
NO. OF FANS
CLICK-THROUGH RATE
DOWNLOAD FIGURES
NO. OF PARTICIPANTS

FINANCIAL
MEASUREMENT
MARKETING
EFFECTIVENESS

WHY DO WE NEED FINANCIAL MEASUREMENTS?
DO WE REALLY HAVE TO ANSWER THAT QUESTION?
A MUST-HAVE PART OF EVERY MEASUREMENT
ONE OF THE FEW FACTUAL/BRUTAL METRICS
NOT JUST OUTPUT BUT INPUT TOO

EXAMPLES OF FINANCIAL MEASUREMENT
1 COST PER ACQUISITION
2 RETURN ON INVESTMENT
3 RETURN ON MARKETING INVESTMENT
4 SALES
5 COST PER LEAD

LONG-TERM MEASUREMENT
YOUR CAMPAIGN
NPS

LONG-TERM OBJECTIVE POINTERS
COUNTRY OBJECTIVES
TAKES TIME CAN NOT BE ANSWERED WITH ONE CAMPAIGN
REQUIRES REFERENCE WHERE DO WE START, WHERE WE WANT TO GO
ASSUMPTIONS WHEN NOT AVAILABLE, ASSUMPTIONS ARE OK
POST EVALUATION WHEN NOT AVAIALBLE, POST EVALUATION OK
1
2
3
4
WHAT YOU WANT TO ACHIEVE ?
SET UP EARLY FOR LT LISTENING EXERCICES5

ALLOCATING TACTICS BASED ON THEIR IMPACT
CAMPAIGN OBJECTIVE CAMPAIGN METRICS
PHASE 1
PHASE 1 METRICS
PHASE 2
PHASE 2 METRICS
PHASE 3
PHASE 3 METRICS CAMPAIGN METRICS
TACTIC 1 TACTIC 2
TACTIC
METRIC 1
TACTIC
METRIC 2 CAMPAIGN METRICS
TACTIC 3 TACTIC 4
TACTIC
METRIC 3
TACTIC
METRIC 4
TACTIC 5 TACTIC 6
TACTIC
METRIC 5
TACTIC
METRIC 6
TACTIC METRICS CONTRIBUTE TO PHASE METRICS
PHASE METRICS CONTRIBUTE TO CAMPAIGN METRICS

INTERNAL PRE ALIGNED COMMON LANGUAGE
2
3
1
4 5
10
6
8
7
9
11
Brand promoter ratio
Baseline of brand awareness
Promoter conversion rate
Awareness conversion rate – Level 1
Sales conversion rate – Level 1
Consumer loyalty factor
Consumer commitment factor
Preference ratio
Brand ambassador ratio
1
2
3
4
5
6
7
8
9
10
11
An impact on each of this
number could mean a
different marketing action
MARKETING
PERFORMANCE
Marketing impact
on a QtoQ, YoY of
a dedicated
campaign
CONSUMER FUNEL
DYNAMICS
conversion rates
between the
various stages of a
consumer within
the funnel.
COMPETITOR
PERFORMANCE
Same period
comparison brand
influence and
dynamics
PERFORMANCE
COMPARISON
Drawing of an
annual, holistic
picture between
two competing
brands.
F5DIGITAL’S ROI / MEASUREMENT FOR PERNOD RICARD
© F5DIGITAL Consulting – CONFIDENTIAL client information – Reproduction strictly forbidden
CONSUMER FUNNEL
DYNAMICS
F5DIGITAL’S ROI / MEASUREMENT FOR PHILIPS REGIONAL LIGHTING
KOREA
HONG KONG
TAIWAN
SINGAPORE
LLC SALES
TARGET
CONVERSION
TARGET
ENGAGEMENT
TARGET
199,190,561
impressions
INSPIRE
TARGET
275,629,625
impressions
1,308,783,658
impressions
1,363,292,092
impressions
554,705 traffic to
LLC platform
879,575 traffic to
LLC platform
3,460,266 traffic
to LLC platform
2,062,329 traffic
to LLC platform
€1,225,365
€2,359,623
€7,643,859
€4,555,764
158,317 visitors
304,863 visitors
987,587 visitors
588,605 visitors
LLC ALLOCATED
MARKETING
BUDGET
€607,648
€665,104
€895,700
€1,502,348
SINGAPORE
NUMBER OF VISITORS NEEDED TO REACH SHOP
55%
20%
10%
ROADSHOW
WEBSITE
SOCIAL MEDIA
18,331customers
6,666 customers
3,333 customers
LINEAR CONVERSION RATE
10%FORUM 3,333 customers
25%
30%
35%
40%
ROADSHOW
SOCIAL MEDIA
73,326 customers
22,220 visitors
9,523 customers
FORUM 8,332 customers
25%
10%
WEBSITE
LLC to SOCIAL
MEDIA
38,091 visitors
LLC to FORUM 83,325 visitors
LLC VISITORS TARGET
Split %Updated tar get IDENTIFIED SHOP
VISITORS TARGET
Conversion
rate
Updated tar get
30%
LLC to
ROADSHOW 244,419 visitors
Conversion
rate
Updated tar get
554,705
visitors
HONGKONGTAIWANKOREA
ROADSHOW
WEBSITE
SOCIAL MEDIA
35,300 customers
12,837 customers
6,418 customers
25%
30%
35%
40%
ROADSHOW
SOCIAL MEDIA
141,200customer
42,788 visitors
21,582 customers
FORUM 311 customers
25%
10%
WEBSITE
LLC to SOCIAL
MEDIA
86,326 visitors
30%
LLC to
ROADSHOW
470,666 visitors
879,575
visitors
33,330
(among total
158,317 visitors)
64,182
(among total
304,863 visitors)
ROADSHOW
WEBSITE
SOCIAL MEDIA
114,352
customers
41,583 customers
20,791 customers
25%
30%
35%
40%
ROADSHOW
SOCIAL MEDIA
457,408
customers
138,609 visitors
59,404 customers
25%
10%
WEBSITE
LLC to SOCIAL
MEDIA
237,615 visitors
30%
LLC to
ROADSHOW
1,524,695 visitors
3,460,266
visitors
207,913
(among total
987,587 visitors)
ROADSHOW
WEBSITE
SOCIAL MEDIA
68,154 customers
24,783 customers
12,392 customers
25%
30%
35%
40%
ROADSHOW
SOCIAL MEDIA
272,617
customers
82,611 visitors
35,405 customers
25%
10%
WEBSITE
LLC to SOCIAL
MEDIA 141,619 visitors
30%
LLC to
ROADSHOW
908,723 visitors
2,062,329
visitors
123,917
(among total
588,605 visitors)
5%MOBILE APP 1,666 customers10%MOBILE APP 16,665 customers10%
LLC to MOBILE
APP
166,650 visitors
MOBILE APP 3,209 customers10%MOBILE APP 27,669 customers10%
LLC to MOBILE
APP
276,687 visitors
MOBILE APP 10,396 customers10%MOBILE APP
103,956
customers
10%
LLC to MOBILE
APP 1,039,565 visitors
MOBILE APP 6,196 customers10%MOBILE APP 61,958 customers10%
LLC to MOBILE
APP 619,584 visitors
55%
20%
10%
10%
5%
55%
20%
10%
10%
5%
55%
20%
10%
10%
5%
Event - Roadshow
Primary
objective
Metric / KPIs
Target
Secondary
objective
Call to Action
Metric / KPIs
Target
Metric / KPIs
Target
Marketing
objective
Metric / KPIs
Target
Website/LLC
platform
Social Media
activity
Forum/community Mobile App
Capture data
% number profile
captured vs visitors
30%
Demonstrate LED
% visitors watching
demo versus visitors
70%
Online buzz
Increase of
communication index
+5%
Visit the store
# visitors to the
shop
25%
Discover more on
LED
Average time spent
70% spent 6mn
Discover more on
LED
Repeated visitors
2 x visits
Online discussion
Increase of
communication index
+10%
Visit the store
# visitors to the
store
30%
Generate
comments
% members posting
30%
Attract right
customer
% qualified
members
20%
Satisfaction index
# likes
40%
35%
Generate
discussions
# posts / users
0.5
Bring solution to
customers
Ratio of post below
1 week
20%
Sentiment rating
posts
Quality index
On top of 75%
rating
40%
App downloads
% number of
downloads vs views
Demonstrate LED
% visitors watching
demo versus visitors
50%
App Buzz
# shares
+5%
Visit the store
# visitors to the
store
10%
Visit the store
# visitors to the
store
Visit the store
# visitors to the
store
Value Target KPI 916,964 profiles 147,365 members 88,880 users
Value target KPI 916,964 visitors 38,902 visitors 29,473 members 35,552
194,508 visitors
Placeholders
F5DIGITAL’S ROI / MEASUREMENT FOR LUFTHANSA

MEASUREMENT IN A DIGITAL WORLD
MARKETING EFFECTIVENESS NEURALIZER: BACKTRACKING
MARKETING FRAMEWORK MEASUREMENT FRAMEWORK
© Gregory Birge for F5DIGITAL® Consulting Pte Ltd 2012IMC in 2012 – Measurement Framework -C O N S U L T I N G
DIGITALLY ENABLED MARKETING FRAMEWORK BY F5DIGITAL
© Gregory Birge for F5DIGITAL® Consulting Pre Ltd 2012 – 4 Steps of Marketing in a Digital World
DEDICATED
ACTIVITIES
© GREGORY BIRGE FOR F5DIGITAL CONSULTING – ENGAGEMENT PROCEDURE - 2012
INTEREST
ACTUAL PURCHASE
SALES
FOLLOW UP
POST-PURCHASE
MECHANICS
RECRUITMENT
!RESPONSE MECHANICS
!SOCIAL MEDIA
!INVITATIONS
!UPFRONT AWARENESS
!GENERATE TRAFFIC
PRE-PURCHASE
MECHANICS
!ACTIVITIES TO KEEP
PEOPLE ENGAGED
!DRIVING STEP BY STEP TO
END FUNNEL
1 2 3 4 5 6 7 8
SALES
!ACTIVITIES TO DRIVES SALES
!OR INCREASE SALES / LT
DESIRE
4 PHASES FOR ANY CAMPAIGN
 ACTIVATION
 ENGAGEMENT
 CONVERSION
 AMPLIFICATION
MEASUREMENT STARTS FROM BACK
 FROM OBJECTIVE
 DEFINE END-GOAL
 HUMAN CONVERSION
 UP TO MEDIA NEEDED
MARKETING IN DIGITAL WORLD
MARKETING INVESTMENT
WITH MEASUREABLE IMPACT
SOMEHOW, SOMEWHERE
CAMPAIGN OR TACTIC
J&J SPECIFICS METRICS
CLICKSTREAM METRICS CALL TO ACTION METRICS
FINANTIAL METRICS
TUBE
IN GRP
MEDIA
CTR
OUT
CTA
© F5D
IGIT
AL
™
Co
nsu
ltin
g Pte
Ltd
201
2 – Me
dia
imp
ac
t me
asu
rem
ent
LONG TERM METRICS

www.f5digital.com I info@f5digital.com I T: +65 6536 9766
Thank You!
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Metrics and Measurement for Digital Marketers

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