merkle crm executive summit 2011
DESCRIPTION
At the Merkle CRM Executive Summit one of the many themes that was shared with other presenters was the shift that marketers have to make as our consumers become more empowered and in control. There were many discussions at the conference around terms like engagement and relevance and many presenters talked about the need for measurement and metrics in this new era of marketing.TRANSCRIPT
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
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: [email protected]
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
– 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
Stay
Connected…
www.alterian.com
www.EngagingTimes.com
www.youtube.com/user/EngagingTimesLive
@Alterian
www.slideshare.net/Alterian
LinkedIn Groups: Alterian
www.facebook.com/AlterianFB