marketing analytics for the data-driven marketer - what to measure & how - matt cutler
DESCRIPTION
Marketing has become almost synonymous with measurement and analytics. We've moved on from the days when marketing was, by definition, resource intensive (read: we spent the most money) and not measurable (read: we were the least accountable). Back then, life was good (we threw the best parties). However, today, the formerly black art of marketing has been transformed into not just a hard science but into something altogether new: we're juggling an ever increasing constellation of tactics - from whitepaper downloads to SEO to viral video campaigns - while working to reconcile our activities with our relatively run-of-the-mill lead funnels. This session is about looking at what's working, what's not, and why. In other words, what's critical to measure and what's just interesting noise? Attend this session for a grounded discussion of best practices in modern marketing measurement and tactics for pursuing value-added insights while avoiding the all-too-cliched trap of analysis paralysis.Presented by Matt Cutler, Visible Measures at IMS08 9/8/2008http://www.InboundMarketingSummit.comTRANSCRIPT
Copyright 2008, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
Marketing has become almost synonymous with measurement and analytics. We've moved on from the days when marketing was, by definition, resource intensive (read: we spent the most money) and not measurable (read: we were the least accountable). Back then, life was good (we threw the best parties). However, today, the formerly black art of marketing has been transformed into not just a hard science but into something altogether new: we're juggling an ever increasing constellation of tactics - from whitepaper downloads to SEO to viral video campaigns - while working to reconcile our activities with our relatively run-of-the-mill lead funnels. This session is about looking at what's working, what's not, and why. In other words, what's critical to measure and what's just interesting noise? Attend this session for a grounded discussion of best practices in modern marketing measurement and tactics for pursuing value-added insights while avoiding the all-too-cliched trap of analysis paralysis.
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Marketing Analytics for the Data Driven Marketer
Copyright 2008, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE2
1,809,242 viral video views across 12 placements
Source: Visible Measures Viral Reach Database
Copyright 2008, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
Marketing Analytics for the Data Driven Marketer: What to Measure & HowMatt CutlerVice President, Marketing & AnalyticsVisible Measures Corp.
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Copyright 2008, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
The funnel remains the same...
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Close
Negotiation
Interaction
Contact
Qualification
Corporate SiteAffiliates
Direct MailBanner ads Word-of-Mouth
User Groups
TelemarketingTelevision
Micro Sites
PrintOut-of-home
RadioSocial Network Apps
SEOSEM
Sponsorships
EmailInternet Video
Interactive GamesMedia Relations
while the tactics explode
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Forrest Trees
Marketing Analytics:Circa 1998
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Continents Chlorophyll
Marketing Analytics:Circa 2008
Copyright 2008, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
Some advice: Marketing analytics is hard
“I’m not sure what I should be measuring... so just give me everything...
and then we’ll sort out what’s important.”
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Is a formula forfailure.
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StrategicAnalytics
MarketingStrategy
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1. Be an expert …in your domain Know as much or more than anyone else about your
market: it’s a journey, not a destination Assemble as much market data as possible
Top-down vs. bottom-up Market research vs. primary investigation
Example: 2008 US spend on Internet video advertising Estimates range from $0.7 billion to $1.4 billion Who is spending this money? How big are the buys? Who is collecting this money? How big are their audiences? What is
their CPM? How many people watch video? How many ads do they see?
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Copyright 2008, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
2. Think big …as in, big data
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New trend for analytic marketers: larger, more granular data sources available across broad topic areas Geographic Demographic Psychographic Behavioral Product Customer
Abacus Acxiom Adams Business
Media Alexa Claritas Compete comScore Donnelley
(Subsidiary of InfoUSA)
D&B (Dun & Bradstreet)
Experian FedStats Harte- Hanks IMS Health
Information Resources, Inc (IRI)
Mediamark Research Inc. (MRI)
M:Metrics Nielsen NPD Group Quantcast Scarborough Telephia TNS U. S. Bureau of
the Census U.S. Postal
System
Syndicate Data Vendors
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Big data:The universe of viral video
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vs.
YouTube 150+ Video Sharing Sites
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Big data helps answer big questions:Viral reach of 2008 DNC vs. RNC
12Source: Visible Measures Viral Reach Database
Democratic National
Convention
Republican National
Convention
Video Placements 728 265
Aggregated Views 7,209,059 1,824,421
Total Comments 37,934 39,160
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Obama vs. McCain: Sentiment Analysis
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Top 50 Comment Terms: Obama Top 50 Comment Terms: McCain
Source: YouTube + TagCrowd.com
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Top 50 Comment Terms:Shared across both candidate speeches
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america american being biden bush change country democrats doesn't going man mccain obama palin people president really republican speech think vote world years
Source: YouTube + TagCrowd.com
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Top 50 Comment Terms:Unique to each candidate speech
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Barack Obama John McCain'08 barack believe best better black bye clinton elec ted exper ience hope love person picked policies racist speak thank ur yes
a n y o n e b o r i n g christian dems ever family god government guy history idiot issues jobs john nothing oh party says states stupid talk usa wants war wrong
Source: YouTube + TagCrowd.com
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TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
MarketingTactics
MarketingTactics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
MarketingTactics
TacticalAnalytics
TacticalAnalytics
TacticalAnalytics
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3. Think small:Sample 30 second advertisement
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Predicting engagement:Audience interest vs. the message
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Each frame: 2 seconds
1. Intro + German engineer
2. Trey & his ride
3. Model: “It looks likeit could fly”
4. “What timeis it?”
5. “I dunno know.”
6. “Time to unpimp the...
7. Press button
8. Carcatapult
9. Car flips throughthe air
10. Car crashes
11. Stunnedreaction
12. “Oh snap!”
13. “German engineering…”
14. “…indo houseyeah.”
15. The product:“The GTI Mark 5:pre-tuned by German engineers.”
Max engagement(predicted)
Min engagement(predicted)
Let’s try to predict engagement
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Actual Engagement
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Viewersabandoning
Viewersabandoning
Viewersabandoning
Viewersrewinding
Viewersrewinding
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Engagement overlay
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Max engagement(actual)
Max engagement(actual)
Min engagement(actual)
Min engagement(actual)
Min engagement(actual)
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Context helps!
21Source: Visible Measures Viral Reach Database & Video Metrics Engine
580,936 viral video views across 25 placements
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Keyword targeting & blog performance measurement
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Recommendations & Resources
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Keep in mind:Analytics are tools
More tools More data More precision More noise Less latency
We still need carpenters More tools do not necessarily equate to a better structure
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Resources
Quick & dirty sentiment analysis TagCrowd.com
Comparing Web properties Quantcast Compete Alexa
Huge diversity of data visualization Information Aesthetics blog: http://infosthetics.com/
Overview of syndicated data providers (dated) http://www.dmreview.com/news/4299-1.html
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By Showing How Others Rock, Measurement Rules
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Copyright 2008, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE
Contact information
Matt CutlerVice President, Marketing & Analytics
Visible MeasuresMetrics that matter for Internet video
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