merkle crm executive summit 2011

is your audience frustrated?

Mike Talbot, President, Alterian

“Dear #[brand], thanks for the low rate, but pls stop sending me emails!

I became a customer yesterday & have already heard from you 8 times.”

RY

HOW RELEVANT ARE YOU?

Engagement Metrics

Examined 27 Brands at The

Merkle CRM 2.0 Executive

Summit for Relevance of

Marketing Messages

Evaluated Brands

on Two Dimensions

Popularity

&

Relevance

Popularity = Activity on Social

Media + Alexa Website Rating

Relevance = measure of how

consumers view your

marketing messages

Social Media data was

collected from the 2010

holiday season

Conversations were collected

across 3 Areas of messaging:

Social Media

Email

Direct Mail

Both Relevance and

Popularity were indexed

against all Brands being

examined

So How Do You Rate?

Which Bubble Are You?

Want to up your game?

Let’s Talk Relevance = Merkle + Alterian

Email: mike.talbot@alterian.com

Twitter: @mike_talbot

Web: engagingtimes.com

alterian.com

Appendix

Index Methodology

Index Methodology

• Created 2 Indices – Popularity

– Relevance

• Evaluated 27 companies

• Collected data from November and December

2010 – A total of 1.5 million conversations

Popularity Index

• Popularity is a weighted measure of activity for brands in

3 areas

– Twitter Activity (Tweets and Followers) weighted at 25%

– Facebook Activity (Likes and Posts) weighted at 25%

– Alexa US Popularity Rating weighted at 50%

• Each brand was measured in each area to come up with

a ranking score and then weighted.

• The sums of the weights were then indexed to a 100-

based index

– i.e. A score of 100 = average

Relevance Index

• Relevance is a weighted measure based on marketing

messaging in 3 channels

– Social Media

– Email

– Direct Mail

• Searches were set up in SM2 to find consumer

conversations about relevance of messaging in each

channel

• Then the results were evaluated for conversations

reflecting the Brands being studied

• The total number of conversations for each Brand was

also collected

Relevance Index

• Conversations were collected about each channel:

– Social 562,456 (38%)

– Email 791,443 (53%)

– Direct Mail 127,634 (9%)

• In each channel we calculated percent of the brands

conversations that were considered not relevant, bad,

spam, etc

• We then rated each brand from best to worse in each

channel

• The ratings were then weighted based on percent of

conversations in channel

Relevance Index

• The Relevance Score is the sum of the weighted values

for each brand in each channel

• This score was then indexed for all brands to a 100

based index

– i.e. index of 100 = average brand

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Connected…

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