Reach, Measurement & Optimization in the Connected Age
•Download as PPTX, PDF•
1 like•746 views
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (17)
Similar to Reach, Measurement & Optimization in the Connected Age
Similar to Reach, Measurement & Optimization in the Connected Age (20)
More from Vivastream
More from Vivastream (20)
Recently uploaded
Recently uploaded (20)
Reach, Measurement & Optimization in the Connected Age
- 1. Mobile Marketing Association MIKE RICCI VP Digital Solutions Marketing,Webtrends
- 2. © 2013 WEBTRENDS INC. 2 Mobile Analytics: Why Measurement is Mission Critical
- 3. Mobile Marketing Association Agenda • Big Data – Big Problem or Big Buzz Word? • Data: Marketing’s Currency of Choice • Mobile: Playing a Role in this Trend • Mobile Analytics • A Current State of Affairs • A Model for Success • Q&A
- 4. © 2013 WEBTRENDS INC. 4 Mobile Helps Fuel the Explosion of “Big Data”
- 5. Mobile Marketing Association Data emerges as marketing‟s key currency
- 6. Mobile Marketing Association Data explosion 2.8 million emails per second* 200 million tweets per day 90% of world‟s data created in the past 2 yr 2,500,000,000,000,000,000 bytes are created daily (2.5 quintillion)
- 7. Mobile Marketing Association Marketers understand that data is GOLD and they are investing heavily in tools to better harvest it!
- 8. Mobile Marketing Association The Website remains the best source for generating data on customers but increasingly, the website means mobile sites, apps and landing pages too!
- 9. Leveraging “Big Data” to drive Customer Experience Management • Complete Customer View • Market at „Speed of Thought‟
- 10. Mobile Marketing Association Deliver timely business insights Real-time data access and availability
- 11. © 2013 WEBTRENDS INC. 11 Harnessing the Power of Real Time Analytics
- 12. Mobile Marketing Association Market at „Speed of Thought‟
- 13. Mobile Marketing Association REAL TIME STREAMS: FUELING MARKETING PROCESSES •Seamlessly stream as-it-happens customer intelligence into all marketing & business applications to optimize your customer relationships: Product recommendations & promotions eMail retargeting Mobile site/app optimization Display advertising CRM & Call Center Integration Ad serving demand side platforms Marketing Automation Fraud Detection Site Hygiene and Monitoring
- 14. Mobile Marketing Association “Webtrends Streams has helped us bring our data to life in a way not previously possible. Through engaging visualizations, our staff are now able to appreciate the global scale of our business in real time and we’re excited about the customer facing opportunities this unlocks.” David N. Williams, Head of Customer Intelligence, ASOS
- 15. Mobile Marketing Association “With Webtrends Streams™ we will be able to visualize real-time data and share it throughout our organization, enabling us to react swiftly to current news trends.” Richard Harte, Director of Strategic Planning & Analysis
- 16. © 2013 WEBTRENDS INC. 16
- 17. © 2013 WEBTRENDS INC. 17 Mobile Measurement: A Paradigm for Success
- 18. Mobile Marketing Association Mobile – Relevance is Everything!
- 19. Mobile Marketing Association Mobile Measurement Disconnect •Less than one-third of global brands have developed a mobile strategy. •Two-thirds have no real measurement or analytics in place. •Data not being used to inform strategy or enhance mobile UIs. Analysts termed this a key impediment to success in this channel. •Smartphone & tablet explosion and rapid growth of mobile data services only aggravating issue and creating a measurement “imperative.” Sources: “Mobile Measurement is a Customer Intelligence Imperative” April 2011 Forrester Research “How Mature is your Mobile Strategy?” October 2010 Forrester Research @MobileNTRactv
- 20. Mobile Marketing Association Mobile Measurement – The Silos *mobile payment, NFC, and Email emerging
- 29. Mobile Marketing Association VISITOR-LEVEL ANALYSIS SEGMENTATION MULTI-CHANNEL ANALYTICS ACTION SYSTEMS MARKETING APPLICATIONS PERSONALIZATION Segmentation around behaviors Digital analytics: commerce and marketing Track and measure visitor data: purchase & visit history Push to CRM/email and target customers that showed interest in certain products Test & fine tune website making the “call to action” standout Analytics Strategic Plan
- 30. Mobile Marketing Association Building a Mobile Measurement Strategy • Start early and involve ALL stakeholders • Find means to measure ALL mobile traffic/interactions – not just downloads or visits • Build a measurement strategy that aligns your objectives to measurable activities • Think about distribution and format for reporting • Focus on critical measures and be able to assign $$ values to conversion activities • Use performance data to improve programs and user experience Usage Rate
- 31. © 2013 WEBTRENDS INC. 31 Mobile Measurement & Analytics - Resources T he MMA Primer on Mobile Analytics M obile M arketing Update September 2012 Issued by the MMA Mobile Analytics Committee Co- Chairs: Mike Ricci, WebTrends and Anders Rosenquist, Ph.D., POSSIBLE
- 32. © 2013 WEBTRENDS INC. 32 PPT on Slideshare @ http://www.slideshare.net/MRicci1234/mma-forum- nyc-may-2013 Michael Ricci, VP Digital Marketing | @MobileNTRacTV mike.ricci@webtrends.com
- 33. Mobile Marketing Association CHRISTOPHER SKINNER Managing Partner MakeBuzz, LLC
- 34. Mobile Marketing Association Title • content Elevate ConversationGrow Mobile by Connecting Impressions to Profit the MMA, New York 2013 Christopher Skinner Managing Partner MakeBuzz, LLC www.makebuzz.com
- 36. Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Impressions Calls Impressions vs. Calls in Targeted Test Areas Test
- 38. 2005
- 39. 2013
- 41. We miss more than we catch.
- 44. Rear-facing data keeps the conversation small.
- 45. Look Forward Efficiency Growth
- 46. Status Quo: Innovative & Simple
- 49. What are your friends wearing?
- 50. Market Target Households Density New York, NY 177,164 3% Los Angeles, CA 171,736 4% Chicago, IL 157,112 6% Houston, TX 90,120 6% Philadelphia, PA 86,869 4% Washington, D.C. 56,668 3% San Diego, CA 45,871 5% fashionista women
- 52. Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Impressions Calls Impressions vs. Calls in Targeted Test Areas Test
- 53. A Matter of Scale
- 55. CPO Cost Cost vs. Cost per Order
- 56. 0 5000 1000 1500 2000 2500 3000 3500 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Impressions Order Volume Impressions vs. Order Volume OptimizationExpansionDiscrete Tracking
- 57. Let’s Recap Mobile is undervalued Broken Measurement Too Complex New framework: Real Social Circles Test and Scale Macro Measurement Impression to Profit
- 58. “If I had asked people what they wanted…” -Henry Ford
- 60. Umbrella: http://www.flickr.com/photos/urospetrovic/4959792102/lightbox/ subway http://www.flickr.com/photos/kelehen/4681611876/sizes/l/in/photostream/ birds http://outourwindow.files.wordpress.com/2010/10/img_2293.jpg boat bow http://www.charterworld.com/news/wp-content/uploads/2011/06/Yacht-Exuma-The-Bow.jpg boardroom http://www.huntbigsales.com/wp-content/uploads/meeting.jpg zipper http://0.tqn.com/d/graphicssoft/1/0/P/P/5/TL-GreenZipperWCharm-0609.png Inquiry http://msnbcmedia.msn.com/i/reuters/2013-01-17t072947z_1647679844_gm1e91h170s02_rtrmadp_3_sony-hirai.jpg horses http://postmediacalgaryherald.files.wordpress.com/2012/06/alta_derby-tr1c.jpg neighbor’s car http://www.flickr.com/photos/53771866@N05/5257364674/sizes/l/in/photostream/ dunking booth http://www.crezfest.com/jump/images/Brooke%20and%20Brit%20with%20DNK.JPG full car- Purchase phase http://www.flickr.com/photos/scotthamlin/6201473015/sizes/l/in/photostream/ real social circles http://www.churchleaders.com/files/article_images/cell_groups_810848078.jpg scoop http://images.rakuten.com/PI/0/1000/242247836.jpg chalkboard http://valiantcrossfit.com/wp-content/uploads/2012/11/Chalkboard.gif
Editor's Notes
- Photo courtesy of sachyn (http://www.sxc.hu/photo/1072645)
- Focus on critical measures: First understand mobile traffic to site.
- 2013 will be the year that the number of mobile Internet devices (smartphones and tablets) exceeds fixed-line Internet devices (PC and laptops). So why if usage is so high and so ubiquitous do digital marketers in general, and mobile marketing specifically not command a larger percentage of the ad budget?
- Mobile is undervalued. Lots of people say this but it's even more undervalued than you think because it's part of a larger problem, which is that our entire framework for measuring digital is wrong. Today, I’m going to share how we’ve been doing things differently. Our framework looks at: real social circles, saturating valuable customer segments with media, and measuring on a macro scale.
- We’re measuring not according to direct-tracked visits or sales – but overall metrics. Marginal shifts in those test areas. You can see here how before you had very low frequency and there was no correlation between media and calls. After we began the test, you can not only see the correlation but you can see what a huge difference it made.We did it Vodafone, for Oreck, for United Airlines - for financial services and B2B companies. We’ increased total digital spend on average by 6x. So today I’m going to talk about how we did that.
- Because right now, Mobile media has the biggest delta between time spent and ad revenue.As you can see Mobile accounts for only 1.7% of worldwide ad spending despite accounting for 4.5% of time spent. And that gap is projected to grow as consumers adopt mobile media faster than marketers.I was struck by how fast the adoption of Mobile has been in fact when I compared a snapshot of the selection of previous pope to this last march when the new pope was chosen.
- Here’s 2005
- And here- just a scant 8 years later, is 2013
- Mobile is an important part of our lives- an integral part and it’s also part of our lives as consumers.Mobile plays a vital role in the customer journey, with multiple touch-points throughout the consumer/brand interaction.
- But that role cannot be measured or understood with mainstream cookie-based methods. These methods don't even try and account for the big picture. They miss more than they capture.
- This is from a recent Google presentation I saw. You can see what’s missing. This only Sees Some of the Digital Touchpoints. What about the digital touch-points that cookies aren’t tracking? What about offline purchases?Most purchases still take place in a store. Are we to assume that mobile plays no role in those purchases?
- Of course not.It’s just that We're providing so much complexity at the low level – at the media level. If you go into Google and type Adwords dashboard, this is what you see. A lot of complexity at the media level. Illustrating the touchpoints we can track. Providing metrics to managers that don’t tell them how the media impacts the larger business.
- Makes Digital a Conversation About EfficiencyClayton Christensen talks about how most businesses operate by looking over the back of the boat – only at historical data to make decisions about the future. The trouble is, this is a very limited data set and it tends to be self-fulfilling.Our current framework keeps digital small – and it keeps Mobile, the smallest part of digital right now with the most room for growth, even smaller. The way we value digital keeps the conversation small. We're not elevating the conversation to a boardroom, manager level.
- Conclusion: In order to grow digital- and to grow Mobile – we need to turn around and look towards the front of the boat at prediction. What are potential sales? How much growth is possible?In order to elevate the conversation – we need to turn it around, from a discussion about efficiency into one of growth.
- How can we elevate the conversation? We need to disrupt the current framework with something: - innovative enough to make a meaningful difference - simple enough to be understood and adopted by (the busiest people) the managers.This framework- this new way of valuing our digital media – needs to connect digital impressions to the bigger business discussion. Something that can prove impact on overall profitability and growth. Things that managers care about.
- That's what we've developed- it’s what I’ve been doing for about 15 years. Our latest software is a roadmap for Profitable Growth. If you think about marketing dashboards as the dashboards on your car, they can tell you a lot about the health and status of your car but they can’t tell you where you’re going or how fast you need to go to get there. That’s where we come in.We show businesses how to scale in the most profitable way.
- We look at real social circles, not just online behaviors. Takes into account significant impact of that external offline influencers have
- Fashionista, friend story -- wouldn’t you be more receptive to an ad for shoes you just saw your friend wearing?
- We pick test environments where we know the type of high value consumer lives. We look at the right volumes– and also the right densities to make sure to minimize wasted impressions.
- - heat maps, Target storyWe saturate those areas with the right Frequency. - go back to "most media under-leveraged, frequency too low to make an impact or too hyper-targeted." This corrects this problem.
- We’re measuring not according to direct-tracked visits or sales – but overall metrics. Marginal shifts in those test areas. You can see here how before you had very low frequency and there was no correlation between media and calls. After we began the test, you can not only see the correlation but you can see what a huge difference it made.
- Then we scale to other high value areas, moving on to less valuable customers. - other heat maps
- The result: Reliable, Predictable, SimpleWhat you get is a reliable, predictable and simple way to connect the media impression to the business profits.
- You refine the efficiencies by optimizing media, just as you normally would. This is why you need both a macro perspective and a detailed view provided by analytics tools like Webtrends
- So your process looks like this. A period of nascency , followed by expansion and scale, followed by optimization.
- Problem: Mobile and digital as a whole undervalued Keeping the conversation small with broken measurement and complexitySolution: New measurement framework that connects impression to profit -real social circles, test and scale, macro measurement
- Everyone knows the Henry Ford quote, "If I had asked people what they wanted, they would have said faster horses." Well, businesses aren't asking for faster horses, they're asking for cars. They're asking for innovation and we're giving them suped-up versions of the old cookie model.
- Let's elevate the conversation. Let’s innovate. And let's give them what they're asking for.