Actionable:Serves as ‘vital signs’ to monitor an activityGives indication when course correction is required before it’s too lateShows how much cloer/farther we are to our goal.
Nissan Motor Company owns a network of websites across the world that helps consumers decide which Nissan vehicle they’d like to purchase. On these sites the visitor can explore products and services, download localized versions of promotional materials, and submit a reservation for taking test drive.
Nissan wanted to access much greater detail – such as users’ preferences according to car type, model, and color – to enable them to measure more information about each inquiry Visitors requesting a test drive or brochure is prompted to complete a form that includes not only contact details, but also the vehicle they are interested in – including category, model, and color. Nissan simply places an e-commerce tag on the “thank you” page that follows the user’s completion of a brochure or test drive request form, and this enables the product preference information to be captured. By analyzing the resulting reports, Nissan’s Global Marketing Strategy Division can understand which vehicles are in demand, and can make decisions tailored for each local market. These insights have enabled quick decision-making on critical business activities as well as facilitating website optimization.
Added tags to web- pages, enquiry & test-drive & brochure download forms that track user preferences.Custom reports allow Nissan to easily perceive complex information in one view, dramatically reducing the time to summarize multiple reports, document the findings, and share this within the organization. As a result, Nissan has been able to decentralize access to their different market operations. While the Global Marketing Strategy Division can quickly check results from the world, each country manager can also check his or her own result at one view to quickly assess the popularity of models for a specific region.
Actionable:Serves as ‘vital signs’ to monitor an activityGives indication when course correction is required before it’s too lateShows how much closer/farther we are to our goal.
A metric that cannot be affected is not useful ( Absolute visitors vs visitors month on month)Metrics that can only go up do not paint a true picture (Cumulative time spent on site vs Length of each session)
A dashboard allows you to view all KPI & associated metrics. It also gives a summary of how well you are doing. Dashboards are critical to understanding KPIs and metrics from dataA dashboard is both the master health check for your campaign and a GPS to navigate the reams of data in order to understand what actions need to be taken.
The ‘ask’ of the consumer at each step of the consumer journey is more involving and therefore KPIs also change to measure that involvement.
Validate what you know by gut instinct.
So how do you understand if the consumer has performed specific activities? You tag all items that help understand user actions.Tags give a lot of information.Each tag has their own numerical code that conveys information about the owner, the port of departure, destination, and flight details.Tags make it easy to trace each person travelling through the purchase funnel & decision making process.
All pages created via Content Management System are tagged at Page Level automatically for .com, mobi and GOSPFor tracking of user interactions, Asset level tagging (such as banners, download buttons) for campaign activities on local sites is required
PUMA used profiles and custom filters to create a holistic view of all of PUMA.com and a separate, targeted view of each PUMA category site. Used Key Event Tracking to measure interactions with dynamic page elements and Advanced Segments to isolate visitors from each region. Dashboard used to monitor effectiveness and track testing.
Measure: Putting the basic KPIs & metrics in placeMonitor: Using a dashboard to understand your activity & progressOptimization: Using learnings from previous activities to make channels & messaging more effectiveRecommendation & ROI tracker: Tracking changes made & the resulting benefit.Testing: Focus on optimization & understanding what changes could yield max ROI
For world domination
Digital Key Performance Indicators: Signs of What Exactly?
– An Indicator of
a means to an end,
the end being ability to
‘optimise’ digital marketing
campaigns, channels and
• Be aligned to strategy
• Have ownership
…..to support Business Goals
Identify the right the Indicators
we get it?
do a good
“One of the strengths for Digital is its ability to help
find the right needle in a digital haystack of data.”
The raison d’etre for KPIs are monetisation,
optimisation and prioritisation
By digital touch point
Of marketing investment
Use Touch- points that work for you
Social Media Data
Monetise, Optimise & Prioritise for better
Source: Reporting and analytics tools and capabilities, (Davenport and Harris, 2007)
Use information from online
behaviour to make better
decisions about on-ground
Source: Google Analytics Cases
Nissan: Online Indicators, Offline Purchase
• Online Banner
Click Thru rate
• Build and price
• Views per
• Product page:
Nissan : Online Indicators, Offline Purchase
• Leverage product
and data collection to
colour & accessories).
• Make informed
decisions about serving
demand in local
• Focussed on metrics
that drive conversion KPI
• And added tags that
track user preferences
• Global dashboard with
timely analysis of
globally and by market
• Predictive analytics
used to model user’s
path to conversion.
• At-a-glance reporting
for quicker, more
• Implemented custom
reporting to facilitate
• Validated supply &
measurable effect on
Choose Metrics that work
we get it?
do a good
Focus on Metrics that matter
Numbers that look good on paper, but don’t
really impact the KPI.
– Vanity Metrics
Stats that tie to business goals & specific tasks
you can improve.
– Actionable Metrics
• Facebook Fans & Twitter Followers
• Engagement Rate on post ( Comments,
Shares & Re-tweets)
• Traffic to the website
• Banner Impressions
• Bounce rate on website pages
• Click thru rate on Banners
Different Metrics for Different KPI
• Active user registration
• Search activity
• Site visits
• Behavioural targeting
• Download app/service
• Viewing a video
• Community involvement
• Buy a device
• Depth of exploration
• Repeat traffic
• Site search
• Social media
Optimizing direct promotions
to maximize Purchase
X-Box: e-DM Promotion
Identify crucial moments in the path to
conversion & increase franchise game
Users who play the demo games are
more likely to download the games.
KPI: Franchise Game downloads
Metrics: % Played demo,% Open eDM.
Open rate can be increased by sending
demo offers to recipients who have not
played the games.
eDMs can be used to sustain engagement
and reduce drop-offs.
Tags are the foundation for metrics
Tagging (pages, assets, ads, etc) allows
• Tracking of consumer
behaviour with respect to
owned, bought and earned
• Measurement of marketing
efficiency; and critically
• Optimization of digital
Tagging Website Assets
automated through CMS
• All sites/pages created through the CMS
system should automatically receive
page-level tagging across all platforms
(e.g. .com, .mobi, GOSP, etc.)
• Asset-level tagging is required for
campaign activities on local sites to track
user interaction (e.g. clicks) with those
assets (e.g. links, banners, touts, Flash
Asset-level tagging for
campaign activities, through
agencies managing content
Without page-level tagging, asset level
tagging is not recognised in reporting
Compare performance within
each category in isolation, as
well as understand site visitor
behaviour & entire PUMA
Source: Google Analytics Cases
Puma : Comparative Website Experience
• Understand how to
leverage the website
as branding tool & ecommerce gateway.
• Use segmentation and
site experience and
• Enrich the entire
website experience to
• Measure on-page
effectiveness for design
& site elements.
• Increase online orders
• Test multiple website
options and content
• Order rate increased
7.1% by optimizing
• Visitors spent twice as
long on the site
interacting with PUMA
• Key growth regions saw
nearly 50% increase in
engagement & visits
Measuring effectiveness : 5-Step process
Starts with brief to agency
Determine end action items to be measured
Set targets based on benchmark (from previous
Use a dashboard to help review & improve
performance to achieve targets
Strategy: Different KPIs for each
stage of the consumer journey
Use KPIs that indicate progress in
the right direction : to the goal
Metrics: Identify key metrics that
allow you to measure the KPIs
Integrate KPIs & metrics into every
Tagging: Tagging equals
Implement tagging to empower
measurement of campaigns
KPIs: Using KPIs right to help you
do business better.
Monitor the dashboard and use
insights to optimize activities.