how to measure digital marketing
TRANSCRIPT
HOW TO MEASURE DIGITAL MARKETING DMM 2016
THE Data explosion The EXPONENTIAL growth of data
THE Data explosion BETTER BUSINESS DECISIONS, RIGHT?
THE DATA EXPLOSION SHOW what HAS HAPPENED?
The rate of change and volumes and type of data has increased exponentially.
The level and complexity required to understand and action business data has increased significantly.
Understanding your marketing data is HARD, but it’s hard for everybody!
Effectiveness in web analytics FAST, FLEXIBLE & SIMPLE (BUT NOT TOO SIMPLE!)
“Everything should be made as simple as possible, but no simpler”
Albert Einstein
THE DATA EXPLOSION Our approach
Simplify marketing and campaign measurement. Making marketing data accessible and meaningful.
Empowering better media and marketing decisions.
WHAT’S THE RIGHT COMBINATION OF METRICS TO MEASURE DIGITAL CUSTOMER EXPERIENCE ?
WHAT COMBINATION OF METRICS?
The short answer
What constitutes a digital customer experience and what gives a digital customer experience value to a business? What models and metrics are available to meaningfully measure these experiences and attribute value to them?
Two KEY QUESTIONS
… It depends!
WHAT CONSTITUTES A DIGITAL CUSTOMER EXPERIENCE? A DEFINITION
WHAT CONSTITUTES A DIGITAL CUSTOMER EXPERIENCE?
Huge amount of different metrics from a range of campaign types.
Additional layers of website measurement & website interactions.
Assigning value to all these different interactions.
Justification for media and marketing investment.
Making informed decisions based on interactions.
ISSUES & CHALLENGES
VALUING DIGITAL CUSTOMER EXPERIENCE ISSUES & CHALLENGES
VALUING DIGITAL CUSTOMER EXPERIENCE THE CONSUMER PATHWAY MODEL
Pre-Purchase & Purchase Stages!Post-Purchase Stages!
Media or Campaign Layer!Website Layer!
Marketing Automation & CRM Layer!
VALUING DIGITAL CUSTOMER EXPERIENCE Conversion metrics - ECOMMERCE
Ecommerce!(Transactions,
Revenue, & Avg. Order Value)
VALUING DIGITAL CUSTOMER EXPERIENCE Conversion metrics - GOALS
Goal Completions!
Ecommerce!(Transactions,
Revenue, & Avg. Order Value)
Goal Value ($)*!(Ave Sale Rev. x Goal-Sale
Rate = Ave Goal Value)
Page Value ($)!Assisted Click Value ($)!First Click Value ($)!
Goal Completions %!
Goal Abandonment Rate%!
VALUING DIGITAL CUSTOMER EXPERIENCE ENGAGEMENT METRICS
Goal Completions!
Ecommerce!(Transactions,
Revenue, & Avg. Order Value)
Goal Value ($)*!(Ave Sale Rev. x Goal-Sale
Rate = Ave Goal Value)
Page Value ($)!Assisted Click Value ($)!First Click Value ($)!
Goal Completions %!
Goal Abandonment Rate%!
Bounce Rate%!
VALUING DIGITAL CUSTOMER EXPERIENCE ATTRACTION METRICS
Goal Completions!
Ecommerce!(Transactions,
Revenue, & Avg. Order Value)
Goal Value ($)*!(Ave Sale Rev. x Goal-Sale
Rate = Ave Goal Value)
Page Value ($)!Assisted Click Value ($)!First Click Value ($)!
Goal Completions %!
Goal Abandonment Rate%!
Bounce Rate%!Click Thru Rate!
(CTR%)!
Impressions!
VALUING DIGITAL CUSTOMER EXPERIENCE AWARENESS METRICS
Goal Completions!
Ecommerce!(Transactions,
Revenue, & Avg. Order Value)
Goal Value ($)*!(Ave Sale Rev. x Goal-Sale
Rate = Ave Goal Value)
Page Value ($)!Assisted Click Value ($)!First Click Value ($)!
Goal Completions %!
Goal Abandonment Rate%!
Bounce Rate%!Click Thru Rate!
(CTR%)!
Impressions!
EXTENDED METRICS & MEASUREMENT EXTENDING YOUR GOOGLE ANALYTICS METRICS BEYOND THE DEFAULT
UTM-tracking non-Adwords campaigns, enable you to track email, social and other campaign types in Google Analytics.
Cost-data import will allow you to get all your non-AW; Impression, click and campaign cost data into Google Analytics.
Calculated Metrics will enable you to define additional metrics e.g. ‘cost per goal conversion’ and report on cost-per-conversion, against all campaigns.
Develop a weighted scorecard to define the relative values of each of your key campaign metrics.
Use Supermetrics Data Grabber tool to automate non-AW data import into GA.
THANKS YOU & HAPPY ANALYSING!