The document discusses different types of marketing activities and appropriate metrics to measure their effectiveness. It begins with awareness marketing, like advertising, and notes that typical metrics for this measure impressions and exposures. However, these don't capture effectiveness well. The document recommends using brand awareness surveys and top-of-mind recall. For evaluation marketing, which enables product comparisons, common metrics like downloads are cited but don't reflect impact. The document suggests using test drives as a leading indicator for auto sales attributed to evaluative efforts.
Omni-Channel Marketing With Evergreen ContentAvalaunch Media
Avalaunch Media marketing strategist presents at Google Day 2020, Sundance. He informs the audience about how to get the most out of your content by using an omni-channel approach.
There is only one metric that means anything in business: how you're doing against your competition. BE AN ABLE MARKETER TO MASTER YOUR ONLINE STRATEGY: There are 6 onsite and offsite aspects to branding that companies should master to have a holistic, integrated, and successful online marketing program.
ABF Conference on Media Relations
July 2009
*Yesterday’s and today’s Public Relations
*What role does PR play in promoting your brand
*Determining the best PR strategies for greater brand impact
*Best practices for integrating PR with traditional marketing
*Case studies
Digital marketing and dealing in the auto industry PresentationAmigo MGA
With the rate that the world is changing, all industries – especially the automotive industry – must work hard to keep up. That includes following trends, as well as the gradual shift towards all things digital.
That’s where digital marketing comes into play. Digital marketing is used when a brand or company wants to connect with clients through the internet or other forms of digital communication.
Full article: http://amigomga.net/digital-marketing-and-dealing-in-the-auto-industry/
This is the final lecture of the brand section of the metrics. This lecture covers take rates, acquisition costs, marketing balanced scorecards and demand generation marketing.
In 2013, we have learned that implementing a strategic focus on the customer will help retention, improve brand reputation and increase profits by lowering the customer acquisition cost. This year we have a whole new set of trends that can help you listen and personalize every interaction, giving the customer a better experience.
Staffing Trends You Need to Know When Planning for 2016CareerBuilder
Ever wonder what key opportunities your firm may be missing out on? Check out the slides from our recent webinar on "Staffing Trends You Need to Know When Planning for 2016". Learn more about the findings of our 10th annual Opportunities in Staffing study conducted by CareerBuilder and Inavero by visiting: www.opportunitiesinstaffing.com.
What is Net Promoter Score?
Net Promoter Score was developed to measure customer loyalty. It indicates the likelihood that your current customers would recommend your product or service to people in their network.
Why should you measure your Net Promoter Score?
Net Promoter Scores are very effective at indicating customer loyalty (the likelihood that a customer will purchase from your company again).
It helps you identify which customers are at risk of churning. It also helps identify your promoters who are helpful for case studies and referrals.
This survey usually includes a follow up question that helps identify why customers are demoters or why they are promoters, which is equally as important.
Read everything you need to know about customer service metrics: http://blog.kayako.com/customer-support-metrics/
We've analyzed tons of disruptive players when we were writing our book on Digital Transformation. We discovered 7 similarities and call them "The 7 Metaphors of Digital Disruption". We saw that all the disruptors score high on these drivers of transformation while traditional players have trouble with these metaphors. The new players are attacking you on every level.
How can you defend your business from these new players in your market? You should learn how they operate and try to implement (elements of) the business models of disruptive companies.
We've made a presentation that guides you through ten business models of hyper disruptors that we found inspiring. We hope you do too. Please let us know your thoughts about it!
Omni-Channel Marketing With Evergreen ContentAvalaunch Media
Avalaunch Media marketing strategist presents at Google Day 2020, Sundance. He informs the audience about how to get the most out of your content by using an omni-channel approach.
There is only one metric that means anything in business: how you're doing against your competition. BE AN ABLE MARKETER TO MASTER YOUR ONLINE STRATEGY: There are 6 onsite and offsite aspects to branding that companies should master to have a holistic, integrated, and successful online marketing program.
ABF Conference on Media Relations
July 2009
*Yesterday’s and today’s Public Relations
*What role does PR play in promoting your brand
*Determining the best PR strategies for greater brand impact
*Best practices for integrating PR with traditional marketing
*Case studies
Digital marketing and dealing in the auto industry PresentationAmigo MGA
With the rate that the world is changing, all industries – especially the automotive industry – must work hard to keep up. That includes following trends, as well as the gradual shift towards all things digital.
That’s where digital marketing comes into play. Digital marketing is used when a brand or company wants to connect with clients through the internet or other forms of digital communication.
Full article: http://amigomga.net/digital-marketing-and-dealing-in-the-auto-industry/
This is the final lecture of the brand section of the metrics. This lecture covers take rates, acquisition costs, marketing balanced scorecards and demand generation marketing.
In 2013, we have learned that implementing a strategic focus on the customer will help retention, improve brand reputation and increase profits by lowering the customer acquisition cost. This year we have a whole new set of trends that can help you listen and personalize every interaction, giving the customer a better experience.
Staffing Trends You Need to Know When Planning for 2016CareerBuilder
Ever wonder what key opportunities your firm may be missing out on? Check out the slides from our recent webinar on "Staffing Trends You Need to Know When Planning for 2016". Learn more about the findings of our 10th annual Opportunities in Staffing study conducted by CareerBuilder and Inavero by visiting: www.opportunitiesinstaffing.com.
What is Net Promoter Score?
Net Promoter Score was developed to measure customer loyalty. It indicates the likelihood that your current customers would recommend your product or service to people in their network.
Why should you measure your Net Promoter Score?
Net Promoter Scores are very effective at indicating customer loyalty (the likelihood that a customer will purchase from your company again).
It helps you identify which customers are at risk of churning. It also helps identify your promoters who are helpful for case studies and referrals.
This survey usually includes a follow up question that helps identify why customers are demoters or why they are promoters, which is equally as important.
Read everything you need to know about customer service metrics: http://blog.kayako.com/customer-support-metrics/
We've analyzed tons of disruptive players when we were writing our book on Digital Transformation. We discovered 7 similarities and call them "The 7 Metaphors of Digital Disruption". We saw that all the disruptors score high on these drivers of transformation while traditional players have trouble with these metaphors. The new players are attacking you on every level.
How can you defend your business from these new players in your market? You should learn how they operate and try to implement (elements of) the business models of disruptive companies.
We've made a presentation that guides you through ten business models of hyper disruptors that we found inspiring. We hope you do too. Please let us know your thoughts about it!
The times they are a-changin’…
And so you have learned about new business models.
Now, be ready for the next 10 disruptive waves.
10 Markets
10 Business Models
50 Examples
100+ Slides
Disruptive Education Model
Disruptive Banking Model
Disruptive Technology Model
Disruptive Media Model
Disruptive Cable & Telco Model
Disruptive Medical Model
Disruptive Travel Model
Disruptive Government Model
Disruptive Consumer Goods Model
Disruptive Retail Model
Produced by Thaesis
Supported by Trendwatching.com
25 Disruptive Technology Trends 2015 - 2016Brian Solis
Brian Solis explores some of the biggest technology trends and possible twists on the horizon for 2015 and 2016.
Topics include cyber security, mobile payments, drones, bitcoin, social media, digital, omnichannel, attribution, cx, music, movies, Hollywood
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
Introducing the “26 Disruptive Technology Trends for 2016 – 2018.” In this report, we’ll explore some of the disruptive trends that are affecting pretty much everything over the next few years at least those that I’m following. It’s not just tech, though. The report is organized by socioeconomic and technological impact.
Obviously, this is not an exhaustive list of every technology and societal trend bringing about disruption on planet Earth. What follows thought definitely affects the evolution of digital Darwinism, the evolution of society and technology and its impact on behavior, expectations and customs.
Evidence-Based Management of Software Organizations (closing keynote ScrumDay...Gunther Verheyen
Gunther Verheyen introduced “Evidence-Based Management (for Software Organizations)” as the closing keynote of the ScrumDay France 2014.
‘Evidence-Based Management’ has its roots in medical practice and promotes evidence-based decision-making in the managerial domain.
For software organizations, direct evidence of value needs to be gathered on the outcome of the work; not on the way the work is performed (teams, practices or individuals). Evidence on the latter is supportive and circumstantial. People and teams adapt processes and implement practices to improve the actual outcome.
If no direct evidence is collected on value, informed management decisions to maximize value cannot be made.
The disconnect between the delivery organization and the business is prevalent in the software industry. Somewhere along the line, the real vision behind our projects gets lost. We all know it. Can better metrics help? This session examines some common and not-so-common metrics and introduces Evidence Based Management as a guide for continuously measuring your business goals, aligning them with your software development efforts, and then deciding what to do next.
Evolve Your Social Commerce Strategy: Thinking Beyond FacebookCatalyst
Are you looking to step up your social commerce strategy? A best in class social commerce strategy leaves no stone unturned. Catalyst’s webinar slides are available so you can learn how to expand your social commerce strategy beyond traditional tactics on Facebook and Instagram. You’ll discover innovative ways to leverage additional platforms, like Pinterest and Snapchat, to unlock niche audiences and drive more sales for your business.
Key Takeaways:
• Purchase Drivers vs. Purchase Influencers: Discover what social platforms drive purchase vs. influence purchase and how each can have a key role in your commerce strategy.
• Budget Fluidity: Learn about the importance of budget fluidity when it comes to a multi-platform social commerce strategy and how budget fluidity can impact campaign efficiency and consumer touch points.
• Pinterest Opportunities: Explore audience propensity and the commerce opportunity on Pinterest, including Standard Pins, Shop the Look Pins, & Product Pins
• Snapchat Opportunities: Explore audience propensity and commerce opportunity on Snapchat, including Snap Ads, Story Ads, Collection Ads, & AR Len
Growth hacking: how to use analytics to create kickass marketing strategiesEveline Smet
Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.
Using Facebook Advertising To Get Butts In Seats | Restaurant MarketingAngelsmith, Inc.
Best practices and opportunity for advertising bid strategies on Facebook for optimizing restaurant marketing budgets. Presented by Carin Oliver at the Western Foodservice Expo in Los Angeles.
In the end, the best customer experience wins, no matter who makes it - v.2Helge Tennø
Customer Experience is merging communication with business, helping companies develop new customers and new revenue streams. In this talk we look at what customer experience is, how it should work and what lies in store for its future.
Wondering if your social media initiative is providing value to your organization? Browse through Salesforce Radian6's March 29, 2012 webinar presentation, featuring Dr. Natalie Petouhoff and learn how to take your social media metrics and turn them into valuable information for your business.
Mobile App Entrepreneur - A Practical Lessons Vijay_30071977
Hello and Welcome to the course ‘Mobile App Entrepreneur – A Practical Lessons’. In this course, you will learn about the basics of all the areas associated with mobile app development, right from idea conceptualization to production release of the app and perform post-production activities. This course is divided into three stages, Pre-Production, Production and Post-Production. You might have seen courses focusing on only one topic where you have no clue of things to take care before and after topic you just learned. Hence, I have come up with this comprehensive course, where I would touch base on all the areas of Mobile App development, which are very much essential in becoming successful as a mobile app entrepreneur. Having said that, you will be learning various different topics in this course. Pre-Production Activities 1. Conceptualization of Idea or How to test a Business Idea 2. Outsourcing vs In sourcing 3. Deciding iOS, Android, Windows or All 4. Pricing Models 5. NDA (Non-Disclosure Agreement)
Data-driven digital marketing agency | Adloonix presentationAdloonix
Who are Adloonix >
We are an independent digital marketing agency. Our team completes tasks quickly because we love what we do because each of us adores marketing. We are definitely "hungry".
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Adloonix the #1 marketing agency in providing the data-driven strategies for brands & startups. We make brands remarkable by helping them become more profitable, generating more leads, simplifying their business processes and decreasing their marketing & sales expenses.
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We increase brand awareness and drive higher quality leads to sales for brands & startups with the proven use of the data-driven SEO, PPC, CRO, or CX digital strategies, ensuring on-time implementation.
If you want to succeed online and you’re ready to explore the options available to you, drop us a line with your case! We will be glad to choose the best solution directly for you.
Improving U.S.-Pakistan Relations: A Primer for the Trump Administrationcommandeleven
Whether it is through the Taliban and Haqqani Group in Afghanistan who are “killing U.S. soldiers with the support of Pakistan’s armed forces,” or Lashkar-e-Jhangvi and Jaish-e-Muhammad, who are used to “keep India off-balance and bring international mediators to resolve the Kashmir dispute,” everything starts in either Rawalpindi or Aabpara according to the report.
We will be analyzing the major points and providing a clearer picture.
The media/press kit for Agency Rules - Never an Easy Day at the Office, the debut novel from Khalid Muhammad.
You can buy the book at http://www.amazon.com/dp/B00HUZOED2
Emerging Media & It's Impact on Marketingcommandeleven
This is the 13th lecture of my Interactive Global & Regional Marketing course. The lecture covers emerging medias like location and proximity based marketing, augmented reality, advergaming and branded entertainment.
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.
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[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
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What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
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As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
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3. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
When I first started teaching
marketing measurement to
executives, I was told quite rudely
that I “didn’t understand.”
9. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Marketing organizations are not in
the creative content business, but
instead manage the process of
marketing.
10. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Now, I know that most organizations
and marketers struggle to measure
their marketing activities given the
hundreds of possible metrics.
11. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
I have consulted for Fortune 100
companies that have scorecards
with more than 50 metrics, which
took a great deal of time to put
together and provided no value to
the organization.
13. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
There is too much data and these
data do not provide managers with
information they need to make
decisions.
14. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
You need a simple approach to think
through which metrics are
important for a specific marketing
activity
16. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
In the 1960s, the standard
marketing behavioral impact model
was published. It was called the
purchasing funnel.
17. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
The idea was that different
marketing activities take the
customer through the stages of
awareness, evaluation, trial and
loyalty
18. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
In other words, marketing activities
are designed to “funnel” customers
from awareness to ultimately
becoming loyal customers.
20. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Awareness Marketing
Awareness marketing comes in
many forms – TV advertising,
billboards, sports sponsorship,
naming rights to stadiums
Awareness & branding are
intimately related
A brand is a consumer
perception of a particular
product or service and may
encompass the whole
company
The perception is driven by
marketing, experience with
the product &
recommendations from
friends and colleagues
21. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Awareness Marketing
But in the purchasing cycle,
awareness is furthest from
the customer purchase
There is also a significant
time delay between
awareness marketing &
actual sales
Financial metrics are not
useful in measuring
awareness & brand
marketing
22. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Awareness Marketing
We use brand awareness
surveys to track customer
awareness across
geographies and over time
Typical metrics measure the
effectiveness of awareness
marketing like number of
attendees at events,
eyeballs on a a website &
media impressions
23. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Tiger Wood’s win in the 2005
Masters received $10.4 million of TV
exposure for Nike
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Jeff Gordon received $9.9 million of
exposure for DuPont brand when he
won the 2005 Daytona 500
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The problem is these metrics do not
connect to purchase intent and do
not capture the effectiveness of the
marketing.
27. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Top of Mind Recall means that in the
purchasing cycle, your
product/service will be one of the
first the consumer thinks about to
consider purchasing
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For (product/service), what is the
first name you think of?
For (product/service), what other
names have you heard of?
30. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
These questions uncover the
unaided reception of your
product/service and the relative
ranking of brands relative to it
31. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
These questions are the starting
point and should be refined for the
specific campaigns with follow-on
questions to uncover brand and
messaging impact and intent to act
(purchasing intent).
33. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Pure water is an odorless, tasteless
liquid made from molecules of 2
hydrogen atoms and 1 oxygen atom
(H2O) and approximately 70% of the
Earth is cover in water
34. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
The point – as far as products go,
water is pretty much on the low end
of complexity and fairly abundant
36. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Why spend Rs. 20 a bottle for the
brand and not drink the generic
store brand when the products are
identical?
37. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
“It’s really different – my water
comes from a mountain spring high
in the Alps.”
38. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Do you really think there is a guy
hand dipping millions of bottles a
month into a stream to fill those
bottles?
39. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Bottled water emphasizes the power
of brand – the product embodies a
feeling, an experience, and
perception of repeatable quality
that the customer is willing to pay a
premium for.
40. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Brand equity, the value of a brand, is
difficult to express in a financial
value.
41. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
One way is to take all the assets of
the company and subtract it from
the market valuation of the
company based on stock price – the
remaining value is the “brand.”
42. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
But this isn’t correct because there
are so many unknowns that end up
multiplying together that the
derived “brand equity” is almost a
random number
43. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
The better approach is to use
surveys to ask how much a person
will be willing to pay for the branded
vs. non-branded product
44. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
The percentage difference
multiplied by product sales is the
approximate value of the brand.
45. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
A Simple Example
Branded Product = 1000
Non-Branded = 500
Product Sales = 400,000
Find the Percentage
Difference
(1000/500) = 200%
Multiply by Product Sales
200% x 400,000 = 800,000
Brand Value = 800,000
47. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Placing a URL or SMS number on a
billboard can quantify the impact of
the marketing telling you how many
people acted as a result of the
awareness advertising.
49. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Evaluation Marketing
Evaluation marketing is
designed to drive customer
purchase intent by enabling
customer to compare
different products or
services
Examples are – product
white papers, print ads with
breakdowns of the benefits
and features, product
brochures and websites
with product descriptions
50. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Evaluation Marketing
Evaluation marketing
demonstrates the value
proposition of the
product/service, the
benefits and cost trade-offs
The challenge is the time
delay between the
evaluation and purchase
that could be weeks,
months or longer
depending on the product
Another challenge is linking
the evaluative marketing
with an actual purchase
51. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Evaluation Marketing
Standard metrics for
evaluative marketing
include product information
downloads for a website or
impressions of marketing
print ads
However, these metrics do
not measure the impact of
evaluative marketing well
So how do we quantify the
effectiveness?
We find metrics that point
to future sales
52. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Dell competes based on price
because it has a low-cost direct
channel to the customer and
outstanding supply-chain
management that drives low-cost
manufacturing.
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In Dell advertising, the price of the
product is prominently featured in
Dell’s evaluative marketing with a
list of the facts.
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This is a great method if the
customer criteria is solely price – it
lets them quickly evaluate product
features and weigh the price against
performance trade-offs.
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Apple takes a different approach in
its evaluative marketing,
emphasizing the cool designs and
product innovations
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Apple iPhone ads highlight the
innovative benefits of the
technology, such as the App Store
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When we look at Apple laptops,
Apple charges a price premium over
Dell and de-emphasizes price in the
evaluative marketing – you don’t see
the price on the Apple website until
you configure your computer
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Anyone who has purchased a car has
probably gone to a dealer and
picked up brochures for the new
cars that fit their purchasing criteria
& then done side-by-side
comparison of these glossy
documents
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These brochures are examples of
evaluative marketing in the auto
business, but what is the value of
the glossy brochure?
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That is hard to quantify, but we can
define a metric that is a measure of
future purchasing intent that
embodies the collective impact of
the evaluative marketing activities –
the test drive.
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Metric 2 – The Test Drive
Customer Pretest of a Product/Service Prior to Purchase
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It turns out that someone who test-
drives a car is very likely to purchase
the car. The purchase probability is
not 100% because of a test drive,
instead there is a probability of
purchase.
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By measuring the number of test
drives and the number of customers
who subsequently purchase, we
calculate the average probability of
purchase.
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Test drives are a leading metric that
point to future sales. So evaluative
marketing should be designed to
increase the number of test drives
by increasing the amount of foot
traffic.
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So we design experiments and
measure traffic and test drives
resulting from specific marketing
activities.
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Intel has a greater than 80% market
share in processors for Windows-
based PCs and servers. This almost
monopoly power drives Intel’s sales
model.
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It has a very large direct sales force
that engages OEM partners with the
goal of selling additional Intel chips
on the motherboard.
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Intel’s sale cycle takes roughly 18
months, from initial discussions to
the manufacture of OEM boards
with new Intel processors. This
poses a problem for because of the
long sales cycle.
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Within a few months of the initial
discussions with Intel, the OEM
must create a team to study the
feasibility of incorporating the Intel
product into the motherboard.
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This is the “design win” for Intel and
the test drive that points to future
revenues.
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When the OEM puts together a
team to investigate manufacturing
feasibility, it requires people and
money, which is not possible
without an implied commitment to
purchase.
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By collecting data from its
operational CRM, Intel can measure
the conversion rate from design
wins to sales to predict the
probability of future sales revenues.
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So, for Intel, the focus is on
improving evaluative marketing
material to drive more design wins
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The test drive is an essential metric
at the evaluation marketing stage of
the purchasing cycle
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You should first decide what the
“test drive” for your product is, then
design the evaluative marketing
campaigns to incentivize the test
drive.
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Metric 3 - Churn
The Percentage of Existing Customers Who Stop Purchasing Your Product
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Churn is the essential loyalty metric
because it measures the percentage
of existing customers who stop
purchasing your products/services
each year
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Customer churn is an interesting
metric and impacts some industries
more than others.
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For example, the U.S. cell phone
industry, for example, has a churn
rate on average of 22% per year.
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When we talk about loyalty
marketing, there is again a
significant time delay between the
marketing activity and the
repurchase, especially if the product
is a high-end appliance.
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This is part of the reason why churn
is such an important metric –
reducing the average annual churn
rate over the product life cycle can
be directly translated to improving
annual sales.
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Firms that do not know who their
customers are often don’t know
what their churn rate is.
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Bob lives in an old house in the
Chicago area with a garage door that
is somewhat small. One day, he
scrapped the side door of his Lexus
while pulling into the garage.
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Now, we all know how much it costs
to get a small dent fixed and for a
Lexus that price can easily be tripled,
so Bob went to the Lexus dealership
expecting the worst…
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When he got the dealership, the
dealer took the keys to his Lexus and
gave him a free loaner car and told
Bob to return at the end of the day.
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In the auto industry, Lexus has
incredibly loyal customer –
approximately 70% of Lexus owners
repurchase a Lexus as their next car.
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Lexus Churn Rate
If we assume that a car is
purchased every 5 years,
that means Lexus has a
churn rate of 30% over 5
years
Since churn is calculated on
an annual basis, in one year
Lexus loses 6% of its
customers
6% x 5 years = 30%
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Loyalty marketing initiatives for
Lexus include – a free loaner car,
free car washes, free breakfast on
Saturday morning at certain
dealerships, a free subscription to
the Lexus lifestyle magazine and of
course, free touch-ups.
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Free touch-ups are important to
Lexus because so many Lexus
owners trade in their old Lexus for a
new one.
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This low-cost service prevents rust
and increases the resale value of the
“pre-owned” Lexus after trade-in.
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This is the best type of loyalty marketing
because it is low-cost to the company,
high perceived value to the customer
and creates opportunity for the sale of
additional high-margin
products/services, building loyalty &
increasing retention.
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For these companies, a loyalty card
and/or branded credit card is often
the key to measuring and tracking
churn, and frequent flyer point
rewards or card-only discounts
incentivize continuous purchases.
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Churn measurement may seem
challenging, though, especially for
B2B companies, if you do not know
who your customers are.
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First, measure your customer churn
rate either by tracking repeat
purchases or through surveys.
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Implement loyalty marketing
campaigns to the highest value
customers and run experiments on a
small sample to measure the
effectiveness of the campaigns