Dynamic segmentation: a step by step guideYouGov UK
YouGov’s connected data solutions allow you to keep track of your ever-changing audiences,meaning you can strategically plan and track your brand communications based on the latest insight. This guide shows exactly how it works.
Dynamic segmentation: a step by step guideYouGov UK
YouGov’s connected data solutions allow you to keep track of your ever-changing audiences,meaning you can strategically plan and track your brand communications based on the latest insight. This guide shows exactly how it works.
11 Steps to Analyze Data for Campaign PerformanceStrongView
To succeed in today's rapidly evolving marketing landscape, you need to understand how to collect, analyze, and leverage the massive and varied amount of data available. A system of data analysis, usable by data novices and ninjas alike, can unlock your campaigns’ performance potential.
Hear from StrongView’s Senior Strategist, Catherine Magoffin, as she lays out a step-by-step, soup to nuts process for data analysis, focused on digital marketing performance.
Key Topics
* Why it is so important to begin utilizing your customer data, today
* 11 Steps for harnessing your customer data into action
* Real life examples of success from Cooking.com and Redfin
Most new products fail. However, this study shows that durable producers could reduce this economic risk by leveraging virtual reality. With this investigation, our research team provides one of the first articles on virtual reality in business research. In particular, we develop a new virtual reality forecasting approach that makes highly accurate monthly sales forecasts prior to the launch of a new durable. This approach includes a simulated purchase journey in virtual reality encompassing various touchpoints and information sources. Therefore, it also allows assessing realistic consumer behavior even before the product or prototype physically exists. We tested the new forecasting approach in two field studies with two real-world innovations that our collaborating companies actually introduced.
Many executives view change as something that HR "owns." This belief guarantees a failed change approach. HR can certainly support efforts by building a toolkit to supoort change efforts. However, effective organizational change is owned by all employees and driven by the executive sponsor. These two diagrams provide an illustration of how this can work.
Each year, almost 1,000 event marketing executives gather at the Event Marketing Summit (#emslive) to hear emerging trends, best practices, and insights from leading brands. Check out our top 10 takeaways from #emslive—including an early look at new EventTrack2014 research unveiled during the conference.
The Best Practices 2013 Digital Marketing Consortium will bring together Executives from various leading companies around the world to tackle one question:
How do we make the most of Digital Marketing?
All members of the year-long Digital Marketing Consortium will receive not just results of our three-part study conducted throughout the year, but also access to the information and intelligence of fellow Consortium members, and updates by Best Practices researchers.
Early admission to the Consortium will begin December 2012. Membership rate increases January 1st and spaces will be limited. Contact Marty to enroll or learn more.
Google Analytics is rolling out some big changes, including Universal Analytics. Chris Kujawski explains how to prepare for the update, and what “big data” means for you. Mike Osswald concludes with an overview of social listening.
www.hansoninc.com/summit
Getting smart with ad data and measurement nov 16Ian Gibbs
Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?
Whether the impact is negative or positive, incrementality testing allows you to determine the influence of what a single variable, or set of variables, did on someone’s path to purchase. Jesse Grittner, Senior Vice President of Strategy Consulting at Ovative/group, presented on this topic at ShopTalk in Las Vegas on March 19, 2018.
DMAW presentation on testing.
Run an A/A test
Make sure your test results are statistically significant
Use the right stats
You need a hypothesis
Segment your results
Validate your results
Use Advanced Analytics
Learn from your failures
Use test results to inform other channels
Test across channels
In this presentation, Shubham introduces SMAC and associated trends. Shubham's interest area lies in the creation of SMAC supported intelligent stores in retail.
A Survey on Using Survey Data for Marketing -- Webinar RecapClearEdge Marketing
Eric Gregg, CEO of Inavero, and Leslie Vickrey, CEO of ClearEdge Marketing, hosted a webinar on September 11, 2014 to discuss the opportunities professional services …
This is the second-half of a join panel presented at SES Toronto 2013, which covers:
• How to track your campaigns' return on investment
• How to communicate success to your boss and their boss
• How to correlate campaign success with lifetime value
11 Steps to Analyze Data for Campaign PerformanceStrongView
To succeed in today's rapidly evolving marketing landscape, you need to understand how to collect, analyze, and leverage the massive and varied amount of data available. A system of data analysis, usable by data novices and ninjas alike, can unlock your campaigns’ performance potential.
Hear from StrongView’s Senior Strategist, Catherine Magoffin, as she lays out a step-by-step, soup to nuts process for data analysis, focused on digital marketing performance.
Key Topics
* Why it is so important to begin utilizing your customer data, today
* 11 Steps for harnessing your customer data into action
* Real life examples of success from Cooking.com and Redfin
Most new products fail. However, this study shows that durable producers could reduce this economic risk by leveraging virtual reality. With this investigation, our research team provides one of the first articles on virtual reality in business research. In particular, we develop a new virtual reality forecasting approach that makes highly accurate monthly sales forecasts prior to the launch of a new durable. This approach includes a simulated purchase journey in virtual reality encompassing various touchpoints and information sources. Therefore, it also allows assessing realistic consumer behavior even before the product or prototype physically exists. We tested the new forecasting approach in two field studies with two real-world innovations that our collaborating companies actually introduced.
Many executives view change as something that HR "owns." This belief guarantees a failed change approach. HR can certainly support efforts by building a toolkit to supoort change efforts. However, effective organizational change is owned by all employees and driven by the executive sponsor. These two diagrams provide an illustration of how this can work.
Each year, almost 1,000 event marketing executives gather at the Event Marketing Summit (#emslive) to hear emerging trends, best practices, and insights from leading brands. Check out our top 10 takeaways from #emslive—including an early look at new EventTrack2014 research unveiled during the conference.
The Best Practices 2013 Digital Marketing Consortium will bring together Executives from various leading companies around the world to tackle one question:
How do we make the most of Digital Marketing?
All members of the year-long Digital Marketing Consortium will receive not just results of our three-part study conducted throughout the year, but also access to the information and intelligence of fellow Consortium members, and updates by Best Practices researchers.
Early admission to the Consortium will begin December 2012. Membership rate increases January 1st and spaces will be limited. Contact Marty to enroll or learn more.
Google Analytics is rolling out some big changes, including Universal Analytics. Chris Kujawski explains how to prepare for the update, and what “big data” means for you. Mike Osswald concludes with an overview of social listening.
www.hansoninc.com/summit
Getting smart with ad data and measurement nov 16Ian Gibbs
Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?
Whether the impact is negative or positive, incrementality testing allows you to determine the influence of what a single variable, or set of variables, did on someone’s path to purchase. Jesse Grittner, Senior Vice President of Strategy Consulting at Ovative/group, presented on this topic at ShopTalk in Las Vegas on March 19, 2018.
DMAW presentation on testing.
Run an A/A test
Make sure your test results are statistically significant
Use the right stats
You need a hypothesis
Segment your results
Validate your results
Use Advanced Analytics
Learn from your failures
Use test results to inform other channels
Test across channels
In this presentation, Shubham introduces SMAC and associated trends. Shubham's interest area lies in the creation of SMAC supported intelligent stores in retail.
A Survey on Using Survey Data for Marketing -- Webinar RecapClearEdge Marketing
Eric Gregg, CEO of Inavero, and Leslie Vickrey, CEO of ClearEdge Marketing, hosted a webinar on September 11, 2014 to discuss the opportunities professional services …
This is the second-half of a join panel presented at SES Toronto 2013, which covers:
• How to track your campaigns' return on investment
• How to communicate success to your boss and their boss
• How to correlate campaign success with lifetime value
Using Content Marketing to Engage Business Ownersnyreport.com
View the archived webinar at http://www.nyreport.com/webinar.
When it comes to marketing to business owners, content marketing is quickly becoming the cornerstone of marketing plans. Why? Most business owners are growth oriented and constantly looking for ways to do things better, faster, and cheaper. Content can provide vendors with a compelling way to engage with business owners and their employees. If you can help them, you can engage them.
This Marketing Workshop was presented by Blueliner CEO, Arman Rousta on August 24th, 2011. It outlines creating a high ROI Digital Marketing Strategy. Based on the 7 Pillars of Digital Marketing.
For more information on Blueliner and the 7 Pillars of Digital Marketing, visit BluelinerNY.com
Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work:
1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)
2) Choose the right measurement framework
3) Establish your KPI's (metrics directly tied to your business objectives)
4) Create an implementation roadmap (which KPI's you should monitor first)
5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)
My presentation from the 2016 SMPS Pacific Regional Conference that was held in Palm Springs, CA in February. Discusses digital touchpoints, analysis of digital communications, and actionable items for firms just starting out.
Do you know the real story your data is telling you?4Ps Marketing
Do you know the real story your data is telling you, or are you still stuck reading a fairytale? Insights Consultant Emma Haslam spoke about the subject at Brighton SEO 2014.
BlogWell San Francisco Case Study: Adobe, presented by Maria Poveromo & Jenni...SocialMedia.org
In her BlogWell presentation, Adobe's Group Manager, Social Media, Maria Poveromo, and Senior Manager, Product Marketing Creative Suite, Jennifer Kremer share how they are using social media to connect and engage with fans.
If you want to grow your business, it is crucial that you understand all KPIs and what's going on with your product with data too. Without any numbers in your startup, literally, you are flying your airplane without an attitude indicator
1. Prove the Value of Your Digital Efforts to the C-Suite Angela Jeffrey, APR Founder, MeasurementMatch.com Member, IPR Commission on PR Measurement & Evaluation PR News Digital PR Next Practices Summit October 5, 2011 – New York
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6. Step 2 - Research Stakeholders and Prioritize Used with Permission - Sally Falkow
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8. Step 4 - Set Digital/Social Media KPIs Against Each Objective Used with Permission - Avinash Kaushik o Objective: Increase New Home Sales 10% in Six Months among Prospective Buyers
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Editor's Notes
Good afternoon! I’m Angela Jeffrey, Founder of MeasurementMatch.com – a matching service for clients and measurement solutions – and a member of the IPR Commission for PR Measurement & Evaluation. I’m going to focus on today’s promise to deliver a “step by step guide” to develop your measurement program. This guide is the result of a great deal of study which I’ve synthesized for you in a free white paper – “Social Media Measurement: Pulling it all Together,” which is available on my LinkedIn site. The paper will provide the granular “how to” and “tools” information we can only tease-up in this session.
So who, exactly, is proving their value to the C-suite? Not so many. Econsultancy found that only 22% of the companies they surveyed had a strategy that ties data and analysis back to business objectives! Alterian found 28% were in that category. And B2B Magazine reported a whopping 81% don’t measure the ROI of their web analytics. So, lots of opportunity exists! To create metrics that are C-Suite worthy, you need to think through your measurement strategy from start to finish and select metrics as you go. To help you do this, I will introduce to you: A social media measurement framework from AMEC – an international association of media analysis firms A simple 8-Step Measurement Process Four practices I found most compelling in all my research.
So first, the AMEC Valid Metrics Framework for Social/Community Engagement (a copy of which is on your tables). Vertically, the Framework lays out metrics for the various PR Stages including PR Activity, Intermediary Effect and Target Audience Effect through the Communications Funnel, from Awareness through Knowledge, Interest, Support and Action. Under Public Relations Activity , you will measure your EFFORTS. For example, how many blog posts, blogger events, briefings, Twitter posts, or other activities did you do to get social media engagement? These basic scores can be correlated later to Target Audience Effect! Under Intermediary Effect , you will measure what the media, bloggers and influencers are doing. For awareness , you might look at audience impressions or % share of conversation. For knowledge, look at key message alignment or accuracy of facts; for interest, look at network followers; retweets, shares, link-backs); and for support, look for endorsements, fans and likes. Under Target Audience Effect , you can measure Awareness through surveys or maybe by numbers of website and social network visitors. Skipping past Knowledge to Interest , you might measure click-throughs, time spent on site or downloads . For Support, look at brand preference scores, endorsements or trials. Then FINALLY, move to the pay-off, what the C-Suite wants to see … ACTION! Leads, Sales, Market Share, Advocacy, Brand Engagement, Cost Savings. So this is a great starting place for envisioning the kinds of metrics you may want to incorporate into your program, and where they fit. But it begs the question: where do I start, and what tools should I use ?
So, here is a simpler Eight-Step Measurement Process -- which is easy to follow, and that incorporates the AMEC metrics within. Let’s review them quickly. (Read through) Define organizational goals – (they’ll either raise revenue, lower costs or increase customer satisfaction or engagement) Research stakeholders and prioritize – (we’ll dig into this in a minute) Set specific objectives for EACH stakeholder group - (remember – an “objective” is a “clearly defined statement such as “We will increase brand engagement by 10% in six months among mommy bloggers.” Set digital/social media KPIs against each objective ( KPIs use technical data, and enable you to easily show progress over time) Choose tools and benchmark (using AMEC framework) (Here’s where those hundreds of tools come in! We’ll talk more about this in a minute). Analyze the results and pull ROI (and dig deep for real insights) Present to management (tell a story; limit to 1-2 pages and focus on Target Audience Activity!) Measure continuously and improve performance . (Next slide)
Given our time constraints, I’d like to focus on just three of these – Steps 2, 4 and 5 – and wrap with a final fun tip. But all of this is covered in great detail – with suggested tools – in the white paper.
Step 2 - Researching Stakeholders and Prioritizing - The most critical work in your whole program will be figuring out where your stakeholders are congregating, what they are saying, and how to prioritize them. 1. Surveys – Interview (internally) 1. Creating a Social Graph for your most important brands or issues - which Sally Falkow has laid out beautifully here. To do a Social Graph, take each of your most critical stakeholder groups (the media, bloggers, customers, employees, analysts, etc) and obtain names or email lists of their most important members. Or, do keyword searches of topics and organizations, and see which stakeholders pop up. The goal is to discover where they are engaged and how to best reach each group , recognizing that there will be a great deal of overlap. A few tools great tools are:
A few tools great tools are: Ecairn and Traackr, of course, and RowFeeder - which feeds directly into Excel with where your stakeholders are engaged, and their Klout scores Export.ly – which takes all your Facebook and Twitter followers, determines where else they are engaged, and when. Keyword and Message Analysis – This can be done for free using monitoring tools ( Google Alerts, Social Mention, Ice Rocket or Addict-o-matic) , charting your results in Excel; or by using paid tools like Dow Jones Insight, Alterian SM2 or Cymfony , or the like. After this research, you should be able to set solid objectives for each stakeholder group, and move on to KPIs.
So – let’s say our Objective for our real estate client is to increase prospective homebuyer leads by 10% in the next six months. How do I set specific KPIs against this? I love this simplified Web Analytics Measurement Model from Avinash Kaushik, a true digital media guru, because it illustrates how simple it can be to sketch out specific KPI’s once objectives have been established. This particular plan addresses goals for a website, but you can easily envision how a goal of “capturing leads” could easily be tracked with a KPI objective of “45 e-newsletter sign-ups a month” or through “20 home tours a month.” If this were a Facebook site or blog, your KPI might be “10,000 entrants per month” to a contest to win a free home! Creating a simple matrix for yourself to match objectives for each stakeholder group with specific metrics will help you visualize the process, after which you can finally start choosing measurement tools .
Step Five is a huge section in my paper with tons of tools. I’m going to skip past PR Activity and Intermediary Effects and focus only on Target Audience Effects, which is all that matters to the C-Suite: Surveys – yes, they still matter, especially if you have a non-financial, advocacy-type goal. Advanced Statistics – market mix models, regression or Pearson Correlations in Excel. I can send you a very short Powerpoint on how to do this if you’d like. You can correlate “outcomes” like leads, sales or survey scores to your PR activities and KPIs and see the relationship between them. Web Analytics , which allow you to see: Where your traffic coming from (direct, search, paid search, earned media, email … PureResponse by Pure360 What visitors from each URL are doing on your site , whether they are hitting your goals, or not … Help you develop strategy with empirical evidence . For instance, is your Twitter account resulting in white paper downloads? Is a particular key message working best at getting visits, engagements, registrations? 4. But the coolest are systems that integrate web analytics into CRM systems like Radian6 with Salesforce , Alterian and Attensity . Pricey, but worth every penny.
Finally – my Tip of the Day is to urge you to set-up specific KPI goals in your analytics programs. In Google Analytics, for example, a “GOAL” might be a URL destination . Whether or not you have a web analytics team, I recommend you learn the process for yourself by reading SAMS Teach Yourself Google Analytics in 10 Minutes . Now, Avinash challenges us to go a step by assigning dollar values to each KPI goal, whether they are a “macro conversions,” (which might be a “sale,”) or a “micro conversions” (any other action that leads up to the sale). So, let’s say our “macro” goal is a sale, with an average sale of $500. One of our “micro” goals might be a “Contact Me” sign-up page. How many “Contact Me’s” do you need to get for each sale? If, for example, 10% of those who request to be contacted actually buy your product, you might assign $50 (i.e. 10% of $500) to the “Contact Me” goal. You’ll want to get the buy-in of management as to how these micro-goals will be valued, but many have found using a dollar to dollar comparison as a common currency much easier for management to “get” than Time Spent on Site, Daily Average Visitors, Fans, Likes or other digital-speak. It can also be easier to correlate dollar KPIs to outcomes or to cost-per-metrics.
Study the AMEC Valid Metrics Framework Work through the 8-step process to flesh-out your program, choose the right tools and tie everything together. Do your Social Graph as the basis of your strategy Once you’ve got your objectives, develop measurable KPIs for each Measure outcomes using surveys, advanced statistics or web analytics Finally, learn to set financial goals in Google analytics yourself!