dashboarding your digital strategy - proximity colombia
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DashboardingYour Digital
JULY, 2012
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Strategy
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B:9”B:11.5”Introduction
In search of digital relevance
Social media dashboards
Digital dashboards
Developing a digital brand dashboard
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3
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10
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Contents
2
Introduction
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Data has become increasingly important in all businesses, critical to the day-to-day
operations of the vast majority of companies. The birth of business intelligence as a
competency within companies is driving better decision making and innovation based
on deeper and real-time knowledge of the market, industry and especially the
consumer.
For agencies, access to customer data to drive customer insight and optimize
communications investment has never been more important. Tracking campaign
impact along the path to purchase means combining data from multiple brand
touchpoints and visualizing campaign outcomes in ways that grab the attention of
brand marketers responsible for meeting acquisition, cross and up-sell targets at
acceptable ROI levels. Moreover, agencies are bringing together data from research,
benchmarking and analysis to find the most effective approach to one-to-one
marketing.
Meanwhile, the digital world has seen significant growth in interactive marketing, with
increasing investment in websites, campaign microsites, multiple formats of digital
ads, video channels and mobile with new tools to track and capture customer data
and a huge variety of information about the behavior and participation of users in
social networks.
Today, information comes from many sources and is used for monitoring and
measuring, but there is often a delay and reports are loaded with unnecessary data,
making it difficult to identify evolution opportunities.
Dashboards offer the opportunity to present the user with information and control
options for understanding and directing actions across multiple digital brand
channels. Defining key measures that align with the business objectives, selecting the
right tools and information sources and setting the criteria for visualization will make
sure that the dashboard solution is “fit for purpose.”
3
In Search of the Digital Relevance
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Not more than five years ago, investment in interactive marketing companies did not exceed XX%
of the total investment in corporate or brand communications. Their presence was limited to
corporate websites and/or its brands, so, clearly, interactive marketing was not paramount in the
communication strategy.
It was all about TVIn today’s unstable economy, the effectiveness of marketing
expenditure targeted at driving profitable transactions is being
challenged. Interactive media spend is forecasted to show
significant growth over the coming years. Forrester recently
published its forecast for interactive marketing spend within the
U.S. up to 2016 (“Interactive Marketing Forecast 2011 to 2016”),
showing a compound annual growth rate of 17% with an estimated
spend of nearly $77 billion — or 26% of all advertising — on
interactive marketing by 2016.
Growth rates will vary by country and industry sector. However,
the overall outlook is very promising for those working in
interactive marketing.
The study also reports that increases in interactive marketing
spend are most likely to come directly from traditional marketing.
TV
RADIO
WEB
“How will you fund increases in your company´s interactive marketing budget?”
We will increase budget for interactive by shiftingmoney away from trafitional marketing
We will increase budget for interactive with nobudget change to traditional marketing
We will increase budget for bothinteractive and traditional
We have no plans to increase our interactive marketing budget
Don´t know
60%
15%
14%
7%
8%
Base: 204 marketers(multiple responses accepted)
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Most revealing is the percentage
of total media time consumers
spend with each media, with
interactive media capturing over
a third of the time that
consumers allocate to media, in
contrast to the percentage of
advertising spend allocated to
it. In the vast majority of countries
the Internet is now one of the
most popular media types
consumed every day.
“In a typical week, how many hours do you spend doing each of the following?”
Watching TV
Percent of ad spending on each media type
Percent of total media time individuals spendwith each media type in a typical week
34%31%31%
31%35%
37%
33%34%
29%
Internet timeIncludingpersonal
and work
34%12%
8%
12%14%
18%Reading
newspapers
Listeningto the radio
Readingmagazines
6%7%8%
8%7%8%
5%5%6%
5%6%7%
15%18%19%
Base: U.S. Adults (percentages may not total 100 because of rounding)Source: North American Technographics Benchmark Survey, 2007; North American Technographics Benchmark Survey, 2009; and
North American Technographics Benchmark Survey, 2010; Forrester Research Online display Advertising Forecast, 2011 to 2016 (US)
201020092007
Consumers spend less time with traditional media
$80,000
$70,000
$60,000
$40,000
$30,000
$20,000
$10,000
$0
$50,000
(US$millions)
Automotive
B2BConsumer products
Financial services
HealthLead generationTechnologyMedia & communicationsRetail & wholesaleTelecommunicationsTravelOther
Interactivemarketing
spend
AutomotiveB2B
Consumer ProductsFinancial Services
HealthLead Generation
TechnologyMedia and
CommunicationsRetail and WholesaleTelecommunications
TravelOther
Source: Forrester Research Interactive Marketing Forecast, 2011 to 2016 (US)
$2,086
$2,907
$1,826
$6,856
$1,746
$2,463
$2,288
$1,786
$5,824
$1,179
$2,522
$2,973
2011
$34,456Total
$2,643
$3,417
$2,284
$8,139
$2,164
$2,845
$2,629
$2,115
$6,766
$1,427
$3,105
$3,467
2012
$41,003
$3,483
$4,021
$2,955
$9,805
$2,729
$3,385
$3,068
$2,534
$7,912
$1,785
$3,869
$4,088
2013
$49,571
$4,293
$4,601
$3,708
$11,537
$3,338
$3,943
$3,492
$2,979
$9,040
$2,178
$4,692
$4,714
2014
$58,515
$5,271
$5,178
$4,542
$13,342
$3,979
$4,505
$3,879
$3,456
$10,165
$2,600
$5,579
$5,373
2015
$67,888
$6,248
$5,703
$5,322
$15,001
$4,573
$4,978
$4,214
$3,945
$11,200
$2,981
$6,465
$5,990
2016
$76,620
24.5%14.4%23.9%17.0%21.2%15.1%13.0%
17.2%
14.0%20.4%20.7%15.0%
CAGR
17.3%
Forecast: U.S. Interactive Marketing Spend By Industry, 2011 to 2016
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With a center dominated by the digital world and the challenge of
building and nurturing sustainable relationships with
consumers, there is a need to manage, track and
optimize a brand’s performance within this new
brand ecosystem.
Each brand determines the levels of
importance and the roles that each of
the channels will have within its
strategy, taking account of how the
company and brand is perceived, the
interests of their target consumers and
where they spend their time in order to
engage with them.
site
ONLINESEARCH
radio
tv
onlinedisplay
Mobile app
YouTubeMobile Site
Thus, the migration of massive
channels to digital channels has
allowed brands to discover their
measurement capabilities, increasing
the credibility of the results delivered
between marketers.
As investment levels in interactive marketing rise, the responsibility for efficient
control grows. This intensifies the demand for tangible, useful results for Senior Management
and the different levels of command.
For many brands, their ecosystem is built based on a model of interconnected channels
and spaces that serve different functions in the path towards building a valuable
relationship with the consumer. The ecosystem integrates social and digital channels in the
overall strategy of the brand.
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From “Raining data” to “Storming Information” As interest and investment in Internet and mobile
has evolved and increased, agencies and clients
have begun to look at delivering enhanced user
experiences and using free tools that record the
actions of visitors to better understand customer
behavior, providing something like this.
Before 2005, the logs from our servers were data!
Desktop applications allowed us to visualize
online data using tools such as Awsat to interpret
the data.
In the mid 90's Webtrends and Urchin created
some interesting options for measuring websites
until Urchin was acquired by Google in 2005 with
the promise to provide casual users with a
high-level dashboard.
Google became the king of the free hosted
service model, and different business solutions
started to build and grow their market with free
and paid services (hosted/self-hosted) like
Omniture, Webtrends, ComScore, Clicky,
Woopra and a few others that measure Web
activity.
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Adobe’s acquisition of Omniture in 2009 is still
ringing in the ears of analytics kids. With the
largest Web-analytics footprint of any vendor,
Adobe's Omniture Business Unit has continued
to grow and execute within a broad product
development strategy comprised of organic
development, acquisitions and partnerships.
Adobe's commitment to keeping pace with
market demand has recently been reflected in
SiteCatalyst's expansions into social media,
audience measurement and data management.
To further maintain its leadership position,
Forrester says Adobe must manage the
complexity of delivering a broad set of digital
marketing tools, both in terms of underlying
technology and overall usability for analysts and
marketers.
Adobe SiteCatalyst
Webtrends W/agency. Webtrends is the last
major independent enterprise Web-analytics
vendor. Webtrends stands out thanks to its
robust support for mobile and social
channels, and it has somehow managed to
pull off a total user interface redesign and a
makeover of the user experience with
Analytics 10.
Reinvigorate: All of Reinvigorate features are
based on real timing, as they offer heat maps
and live analytics in one package. Standard
features like Live Visitor Tracking lets
moderators see a list of the users currently
browsing a website listed by their username.
Comscore Digital Analytix: People recognize
Comscore Digital Analytix as a serious Web
analytics vendor for its speed, ability to
access data and flexible analysis
capabilities. One of its most representative
features is the capability to integrate with
email service provides voice of customer
tools, multivariate testing tools, Google
Adsense, and social networks. It also has the
ability to integrate directly with a backend
database either via Data Lookup (a SQL
database hosted by DA) or through data
merge (data that is uploaded nightly), which
allows easy combination of offline and online
data.
It’s true that these tools are becoming more
specialized in metrics models, data
visualization, user tracking, and real-time
dashboarding, but new channels and services
like social or mobile are now integrated into the
marketing mix, creating new data and a need for
new management systems.
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Social Media has demonstrated it has a critical role to play in digital brand development, brand reputation and customer relationship management; there is an ocean of tools and services that allow big, small and personal brands to manage their entire social presence and reputation, generating a variety of solutions that track and manage a brand’s social media activity.
The Social Dashboards
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Salesforce Radian6:
Radian6 offers users comprehensive coverage
of discussions on the social Web, covering
hundreds of millions of blogs, comments, the
public Facebook API and the full Twitter
firehouse. Recently acquired by Salesforce,
Radian6 offers one of the most robust platforms
for social listening and management. They offer
multiple services based in three main tools:
Insight Manager, Engagement Console and the
Summary Dashboard, which presents the most
representative social data.
The main platform (Insight Manager) has a
modular method to build visualizations around
the entire brand conversation and, with a very
useful wizard, brings interpretation of the most
acquired widgets to satisfy the needs of the
entire team at the different points of the
conversation. One of its very important features
is the ability to add insight packages (Radian
Demographics, Klout, OpenAmplify, OpenCalais)
to your listening and use it to segment the entire
conversation and workflow.
Lithium: Lithium has an excellent workflow
manager that allows the social team to have
expert control over sentiment analysis and
customer interrelationship management.
Lithium enables teams to identify key
influencers to drive real-time action to these
customers.
Sysomos: With Map and Heartbeat as the main
tools, Sysomos covers the most essential and
advanced tools to monitor and track social
conversations. They offer multilingual accuracy
of 80% and use native machine learning
algorithms for contextual sentiment with
different engines for long form and short form
content. It has a pleasing colorful dashboard,
workflow and user-friendly options that make it
one of the favorite platforms in the market.
Alterian SM2: Monitors the daily volume,
demographics, location, and tone of conversations
surrounding a brand and aggregates results into
positive and negative categories for quick
review. They have a wide range of analysis that
include: daily volume, share of voice, tone of
voice (is a result positive or negative), tagclouds
and popularity of search results (reach).Socialbakers: a fast-growing social media and
digital analytics company that measures the
effectiveness of social marketing campaigns
across the major social media channels and
integrates new services like “Builder Pro” that
empower the social team to manage the entire
conversation.
There are also growing marketer tools that offer
social media management systems with
integrated metrics and analytics tools like
Buddy Media and Wildfire.
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Dashboards are now part of the vast majority of digital measurement tools, developed in response to the growing need for a macro and relevant vision of the behavior of each channel, a vision that is essential to managing a brand’s digital strategy.
Dashboards
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Ducksboard: Ducksboard is a Spanish bet
that aims to focus on interactive marketing
professionals, offering them tools with a nice
visual environment, to group all the Twitter
statistics (followers, RT's, latest entries,
custom searches), and interactions on
Facebook and other social services like
Foursquare.
The list of widgets to be set can be extensive,
but Ducksboard allows the user to configure
the sources, frequency actualizations and
patterns of visualization of the data that are
required.
ChartBeat: Simply read the description of
Chartbeat to understand what they offer:
“We’re not for the back-office analyst. Our
real-time data tools are built for your
website's front-line, get-your-hands-dirty,
action-focused people.” They offer four
segmentation fronts of the data: Content,
Social, Traffic Sources and Geo.
Geckoboard: Offers a given variety of
widgets that provide ways to integrate
information from Google Analytics, Twitter,
GetSatisfaction, UserVoice, Chartbeat. This
could be an excellent and economic option
for having a general overview of your digital
landscape.
Dashboards provide a new answer to the old
necessity of generating reports: you only need
the right tool to access data, obtain visual
information, real-time graphics and create new
analytical views.
Unilyzer: Unilyzer is another good option in
the market, with multiple service models and
a diversity of configuration options. It brings
together analysis from Google Analytics,
Facebook Insights, Twitter, YouTube, Digg
and LinkedIn to provide a holistic view of the
brand’s network status. Enables the creation
and parameterization of new sources of data
to be displayed within the platform.
With the continued emergence of related digital
channels, an integrated understanding has
become essential. Some solutions are
beginning to crop up in the market, allowing
information from different sources to be
displayed in a single interface through widgets
or visualization controls.
Here are some excellent examples:
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in A BOARD
A DIGITALBRANDThe thing is that all digital channels have metrics and almost everyone has a built-in or third party dashboard to manage or control them, but the new brand ecosystem requires an integrated understanding that now goes beyond channel metrics to measure brand-people interactions, which drive value exchanges.
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Brands and agencies are confronted with a new reality that provides team members with
different models for measuring and monitoring a brand’s digital investment. There are now
tools that uncover relevant information for businesses to make decisions and develop smart
opportunities, while making sure the digital ecosystem is fully aligned to business objectives.
But reality brings us to lose ourselves in likes, views, fans, followers, etc., and thus, lose the
value built up through all these simple numbers.
We define the Brand Marketing Board as a marketing dashboard that, looking to go beyond
metrics reflected by the different measurement tools of digital channels (e.g., Owned, Earned
and Payments), will allow brand managers and their agency to understand the full interactive
space of a brand, communicating value-based metrics, strengthen strategy and drive
marketing insights into the enterprise.
“A highly visual decision support application to consolidate, measure, monitor and
distribute operational and key performanceindicators related to marketing activity.”
-Forrester definition of marketing dashboard
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Forrester identified four key elements found in a
high-performance dashboard:
What makes a Brand Board effective?
Real-time insights to reduce data latency by
incorporating the most recent data available.
Boards don’t necessarily need to process
data in real time, but they must make current
data available at the point in time where users
want and need it.
Visual displays: information using highly
visual techniques rather than reports with a
pool of numbers. Users need an intuitive
interface display to quickly derive insights
and determine whether further action is
warranted.
Simplified access: Optimal dashboards are
deployed within infrastructure that is familiar
to users; for example, through a simple URL
or on the company intranet. Limiting the need
for users to search for dashboards ensures
that they will continue to access and use
them.
These four elements should correlate to create
the best dashboard. In the search for the best
tool to view and follow a digital brand, it is
necessary to take these into account.
Data in context: A standalone metric is rarely
informative to business users. This means
using KPIs to give metrics a sense of
achievement, time, change, or other
benchmark from which to derive insight into
the meaning of the data.
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It was clear to us that a brand’s digital performance was being interpreted from different perspectives.
We saw how each new digital channel (RS, mobile, etc.) that entered into the brands’ digital
ecosystem required specific tracking as well as dynamic measurement and reports created for brand
and agency teams.
The drawback was that there were an infinite number of metrics that had limited or no meaning ,and
in some cases sounded disconnected from the objectives of the brand or business.
It was necessary to start with a solid foundation that allowed us to apply a top-down approach that at
its core was powered by metrics present in the vast majority of the tools seen before.
Proximity Colombia’s Approach to Developing a Digital Brand Dashboard?
We focused on our knowledge and
management fronts in three main areas of the
brand board:
Social Voice MetricsSocial Channel MetricsWeb Channels MetricsCustomer Knowledge Metrics
With multiple interconnected information fronts:
Foster DialogPromote AdvocacyFacilitate SupportSpur Innovation
and with some objectives:
People – Brand Dialog
People – Brand Channel Interaction
PeopleKnowledge
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The dialogue with the brand is based on conversation metrics. The versatility and capacity of the tool are essential to obtain more precise metrics that reflect the actual market for digital media conversations.
This focuses on conversations in the brand's channels (Facebook pages, Twitter profiles, Fourquare accounts, YouTube or Vimeo channels, Pinterest profiles, etc.) and natural conversations in external media (won channels).
People – BrandDialog
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Share of Voice: Distribution of the volume of
conversation between brand and competition.
Sentiment Ratio: Sentiment index generated in
conversations in own channels and won
channels. Mainly segmented into 3 levels of
feeling: positive, neutral and negative.
Conversation Reach: Distribution of the volume
of conversation among industry, central themes
and brand positioning.
Content Engagement: Based on the contents
distributed by the brand through various digital
media, the impact on the audience is tested and
an engagement index is reflected for every
publication generated in the selected time
period.
Engagement can be calculated with the
following formula:
Engagement and Influence Rank: Value delivered
mainly by external entities that generate precise
measurements and of global reference (Klout
and Edge Rank).
User Dialog Trend: Demonstrates the
categorization and tendency of the dialogue
established between consumers and the brand
in their own and won channels.
Conversation Indicators:
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The interaction with people is made through our digital channels. This is the best indicator of where a customer is in their journey towards a relationship with the brand. That’s why we based this on our digital marketing funnel:
People-BrandChannel Interaction
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Data and statistics relating to user interactions
across all the digital channels are mapped to each
stage in the marketing funnel.
Adquisition
Activation
Retention
Advocacy
Value
The Funnel Board
Adquisition
Activation
Loyalty
Advocacy
Value
An example of how data is distributed according to
each digital channel:
Tablero de Control - Web Aloha
Version: 30Fecha de Actualización 8/25/12 sabado a sabado
ADQUISICIÓNVisitas 1,841 1,370 1,145 1,003 980
Variación -25.6% -16.4% -12.4% -2.3%Visitantes Exclusivos 1,609 1,288 1,065 1,039 912
Variación -20.0% -17.3% -2.4% -12.2%Visitas Nuevas 1,557 1,251 1,027 876 877
Variación -19.7% -17.9% -14.7% 0.1%Visitas por Tráfico Directo 970 724 637 502 608
Variación -25.4% -12.0% -21.2% 21.1%Visitas por Búsqueda 77 96 83 91 55
Variación 24.7% -13.5% 9.6% -39.6%Visitas de Sitios de Referencia 794 550 425 410 317
Variación -30.7% -22.7% -3.5% -22.7%ACTIVACIÓNPorcentaje de Rebote 55.46% 66.06% 67.07% 61.62% 69.18%
Variación 19.1% 1.5% -8.1% 12.3%Páginas Vistas 5,067 2,406 1,935 1,685 1,871
Variación -52.5% -19.6% -12.9% 11.0%RETENCIÓNVisitas de usuarios recurrentes 284 119 118 127 103
Variación -58.1% -0.8% 7.6% -18.9%Páginas por Visita 2.75 1.76 1.69 1.60 1.91
Variación -36.0% -4.0% -5.3% 19.4%Tiempo de Permanencia en el sitio 0:03:11 0:01:00 0:01:13 0:01:08 0:01:04
Variación -68.6% 21.7% -6.8% -5.9%
WE
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Canal Métricas e Indicadores 27-08-11 03-09-1106-08-11 20-08-1113-08-11
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Knowledge of our consumers will depend on our objectives and our ability to store and interpret data across the whole life cycle of our consumers.
People KNOWLEDGE
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In this case, we recorded all activities made by the users and the brand; we identified the
subject and tone of their actions or comments; we recorded the frequency and impact
through automatic and manual means to build valuable segments for the brand.
Brand/Product Lovers
Content Shareholders
Participants Influencers
Ideas Prosumers
EventActivators
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the resultProximity.co Brand Board
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How we found valuein the Brand BoardFor almost a year, we have been working to build
the main metrics that could be part of the brand
board based on a special brand. Aloha is an ice
cream line from Crem Helado, the most
reknowned ice cream brand in Colombia.
In 2011 Aloha had a digital ecosystem with a
basic brand website, a Facebook Page, Twitter,
and YouTube, built around advertising and some
isolated activations.
There were metrics… clicks, vsits, views, fans,
followers, etc, with a feeling that their investment
wasn’t being tracked with meaningful results.
Rather than disrupt the customer’s digital
experience, we continued the brand
conversation and interaction as before, and
began to collect data across all existing digital
channels to give a first impression of the brand
in a board.
What we discovered was that “Conversations,”
the ability to encourage people to talk about the
brand, had very low volumes.
What was most revealing was “Interactions”. We
found a funnel clearly based on the acquisition
stage (just paid advertising, no content strategy),
low activation, loyalty, advocacy and value.
This gave us a very clear focus. Based on the
brand board we needed “a strategy aimed at
increasing loyalty and advocacy with zero spend
on acquisition, uisng the power of advocacy to
maintain acquisition.
For the Aloha team this was the first time they
had been shown an integrated vision of their
brand strategy, digital channels and databases,
and the brand board has since become the most
meaningful tool to understand the real time
impact of their strategy with the capability to
dive into specific data to extract more valuable
insight.
Now, we have a community with the highest
interaction level in the ice cream market, with a
growing base of brand advocates and a natural
activation rate that proves the referral effect of
the advocates, allowing us to overpass the
hundred fans with a true high level of
engagement. All gained by continuous evolution
of their digital channels, content and
conversations and no ads!
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Key benefits to building and operationalizing a Brand Board
Thanks to the process improvements
associated with producing the dashboards,
the interactive marketing team can customize
KPIs for each line of business as needed.
Quantify interactive marketing’s performance.
Measuring the effect of interactive marketing
on revenue by tracking the quantity and
quality of leads generated and the related
downstream conversions.
Monitor activity across all digital channels for
operational support to quickly identify
problems and proactively address them.
Generate reports faster and focus the team
on understanding data, rather than collecting
it, and respond more rapidly, clearly and with
valuable data to management’s requests.
Making better operational and strategic decisions.
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SOURCESCMSWiRE
Alterian
Web Analytics
Plataformas
Forrester
Reinvigorate
Radian6
Sysomos
Alterian
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WWW.BBDO.COMWWW.PROXIMITYWORLD.COMWWW.DIGITALLABBLOG.COM
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