measuring the real value of content

Measuring The Real Value Of Content

Chris Arnold & Brian Corcoran

PERFORMANCE CONTENT METRICS

MEASUREMENT STRATEGY

INTRODUCTION

RE-CAP: THE CX LOOP

WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?

UNDER-STAND

METRICS CAN BE ASSOCIATED BY CONSUMER JOURNEY STAGE

“What are the best options for me?”

Conversion RateConversion

SaleAOV

Number of Purchases

“I want to purchase X, but which one?”

SharesReach

VisibilityTraffic

“What are the wider audience needs and where can we play?”

UNDERSTAND CONSIDER BUY

Page ViewsBounce RateTime on Site

Pages per VisitConversion Rate

…AS CAN THEIR ACTIVITIES

Log File Analysis

Measurement & Analytics

Platform Migration

Performance Optimisation

Graphic Design &

ProductionMarketplace Optimisation

Information Architecture

Local Optimisation

Editorial Production

Data-Driven Content Planning

Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PRApp Store

Optimisation

Log File Analysis


Platform Migration


Graphic Design &



Local Optimisation



Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation & Testing

Content Marketing &

Digital PRApp Store

Optimisation

ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE

Log File Analysis

Measurement &

AnalyticsContent Audit

Data Driven Content Planning

Information ArchitecturePlatform MigrationMeta OptimisationLocal Optimisation

Content Marketing & Digital PR

Measurement & AnalyticsLog File Analysis

UNDERSTAND

Log File Analysis


Platform Migration


Graphic Design &





Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PRApp Store

Optimisation


Local Optimisation

- Local Search Visibility

- Local Search Traffic

Log File Analysis

Measurement &

AnalyticsContent Audit

Data Driven Content Planning

Information ArchitecturePlatform MigrationMeta OptimisationLocal Optimisation



UNDERSTAND

Log File Analysis


Platform Migration


Graphic Design &

Production

Log File Analysis

Marketplace Optimisation



Measurement &

Analytics


Content Audit

Conversion Rate

Optimisation

UX Optimisation &

Testing

Content Marketing &

Digital PRApp Store

Optimisation


Content AuditData Driven Content

PlanningInformation Architecture

Platform MigrationMeta OptimisationLocal Optimisation



UNDERSTAND

Local Optimisation

- Local Search Visibility

- Local Search Traffic

- Organic Visibility- Organic Traffic

META Optimisation

Log File Analysis


Platform Migration


Graphic Design &



Local Optimisation



Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PRApp Store

Optimisation

ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE










CONSIDER

UX Optimisation & TestingMarketplace Optimisation

App Store OptimisationEditorial Production

Graphic Design & Production



Log File Analysis


Platform Migration


Graphic Design &



Local Optimisation



Content Audit

Conversion Rate

Optimisation

META Optimisation

Content Marketing &

Digital PRApp Store

Optimisation











UX Optimisation

& Testing

- Page Views- Bounce Rate- Time on Site- Pages per Visit- Conversion Rate

CONSIDER






Log File Analysis


Platform Migration


Graphic Design &



Local Optimisation


Content Audit

Conversion Rate

Optimisation

META Optimisation

Content Marketing &

Digital PRApp Store

Optimisation


CONSIDER





Measurement & AnalyticsPerformance Optimisation










UX Optimisation

& Testing

- Page Views- Bounce Rate- Time on Site- Pages per Visit- Conversion Rate

- Bounce Rate- Time on Site- Organic Visibility- Organic Traffic

Log File Analysis


Platform Migration


Graphic Design &



Local Optimisation



Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PRApp Store

Optimisation

ACTIVITIES THAT RESONATE WITH THE BUY PHASE

BUY

Conversion Rate Optimisation

UX Optimisation & TestingMeasurement & Analytics














Log File Analysis

Platform Migration


Graphic Design &



Local Optimisation



Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PRApp Store

Optimisation

ACTIVITIES THAT RESONATE WITH THE BUY PHASE

BUY

Conversion Rate Optimisation

UX Optimisation & TestingMeasurement & Analytics















- Conversions- Traffic- AOV- # Of Purchases- Revenue

TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES

SECONDARY TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES

PRIMARY TOOLS THAT INFORM PERFORMANCE CONTENT OBJECTIVES & KPIS

Web Analytics & Ranking

Tools

CASE STUDY: STUDENT LIVING INDEX

APPROACH

- Content that showcases the top 25 student cities about their spending habits and then rank cities by cost

friendliness

RESULTS

- 230% increase in Share of Voice on core ‘Student’ KW group- 50,000+ Organic Visits

OBJECTIVE

- Improve the organic visibility of NatWest’s Student products

THOUGHTS ON MEASUREMENT STRATEGY

Measurement Framework

Budget Setting (MMM) Attribution Modelling

NOT A DASHBOARD

CONNECTS OUR BUSINESS ACTIVITY TO THE BALANCED SCORECARD OF CLIENT

ENSURES WE ARE HIGHLY FOCUSED

POWERS LIVE ROI

A TOOL TO MEASURE MARKETING EFFECTIVENESS

WHAT IS A MEASUREMENT FRAMEWORK?

BRAND CUSTOMER EXPERIENCE PRODUCTS

Customer Experience+

Simplify Product Understanding+

Support Growth

No. 1 xxx

CUSTOMER BASE

Trust

Brand Consideration

Buzz

Sentiment

NPS/Advocacy

Customer Satisfaction

Complaints

Visit to the Website

Open and Transparent

Fair

Profitability

Rankings

Market Share

Acquisition

Retention

Main Bank

Share of Wallet

EXAMPLE: FINANCIAL SERVICES

MEASUREMENT FRAMEWORK APP

The Development Process

Discover Define Design Develop Deploy

STAGED APPROACH WITH FULL PROJECT MANAGEMENT

NEVER UNDER-ESTIMATE THE IMPORTANCE OF THE ‘DISCOVER’ PERIOD

‒ INITIAL FOCUS MUST BE ON THE CHALLENGE AND NOT A SOLUTION

‒ INCLUDES KEY DATA & TECH AUDITS

ALWAYS REQUIRES CLEAR CLIENT ‘OWNER’

and maintain

MMM (MARKETING MIX MODELLING)

23-Sep-06 18-Nov-06 13-Jan-07 10-Mar-07 05-May-07 30-Jun-07 25-Aug-07 20-Oct-07 15-Dec-07 09-Feb-08 05-Apr-08 31-May-08 26-Jul-08 20-Sep-08 15-Nov-08 10-Jan-09 07-Mar-09 02-May-09 27-Jun-09 22-Aug-09-10,000

-5,000

0

5,000

10,000

15,000

20,000Actual Sales

KitK

at 4

F Vo

lum

e Sa

les

DECOMPOSITION OF CONTRIBUTION

23-Sep-06 18-Nov-06 13-Jan-07 10-Mar-07 05-May-07 30-Jun-07 25-Aug-07 20-Oct-07 15-Dec-07 09-Feb-08 05-Apr-08 31-May-08 26-Jul-08 20-Sep-08 15-Nov-08 10-Jan-09 07-Mar-09 02-May-09 27-Jun-09 22-Aug-09-10,000

-5,000

0

5,000

10,000

15,000

20,000Base Promotions Media Price CONTENT Other Model

KitK

at 4

F Vo

lum

e Sa

les

Content Activity A Activity B Activity C

Short Term ROI £1.25 £0.75 £1.50

Long Term ROI £3.00 £4.00 £2.50

A

B

C

ATTRIBUTION

Email Search Display Search Affiliates

LAST CLICK APPROACH X X X X


MULTI-TOUCH ATTRIBUTION


Which interaction is responsible for the conversion?

The industry default

A better way…

UNDERSTANDING CONTRIBUTION TO A GOAL

ATTRIBUTION: DEVELOPED PROPRIETARY APPROACH

MACHINE-LEARNED, ALGORITHMIC APPROACH

DETERMINES THE CONTRIBUTION VALUE OF EACH ATTRIBUTE

AUTOMATED INTEGRATION OF OUTPUT TO OPTIMISATION BID PLATFORMS

Which can include the influence of

Performance Content activity through

natural search, app interactions, etc.

APPROACHOur advanced, algorithmic model uses machine-learning techniques to derive

touchpoint values that are continuously updated

Integration of optimisation recommendations are connected directly

into execution platforms

ROICost per quote improvement of 10% from a

single product

Equivalent of +£1m of media efficiency gain in a year

OBJECTIVEUnderstand the true contribution of digital touchpoints to online Quotes and Sales to

direct granular budget optimisation

CASE STUDY: ATTRIBUTION

UK MAJOR INSURANCE PROVIDER

KEY TAKEAWAYS

User Journey

Metrics

Activity

Tools

The 5 D’s

Marketing Mix Modelling

Contribution towards a goal

HAVE A CLEAR OBJECTIVE

HAVE A MEASUREMENT FRAMEWORK

CONSIDER ROI & ATTRIBUTION