Michael Ivanchenko, Actis WundermanMoscow, 2013

New KPI Metrics in Digital MarketingProblems, Solutions and Implementation

Speaker

• 1981, was born in Moscow

• 2003, graduate of “Information security”, RSUH

• 1999-2006, had been working for dozens of digital project, managed several digital departments

• 2007-2008, Head of digital practice «4Experience» PR-Technologies (MasterCard, Sony Ericsson, Unilever, P&G)

• 2009-2010, Freelancer, digital marketing (Sochi 2014, Unilever, Sony Ericsson, Nivea, МТС)

• 2011-2013, Head of Strategy, Actis Wunderman (Nokia, Microsoft, Colgate, Novartis, Ford, BP и др.)Михаил Иванченко

Current Metrics

Old-school digital metrics

• Impressions• Clicks & Visits• Average time, page depth• Participants & engagement • New CRM records

*Here and on the following slides we do not consider brand communication in direct marketing (e-commerce)

What do they actually mean?

Impressions Clicks & Visits Average time,

page depthParticipants & engagement

New CRM records

Possible contact between the audience and the ad (display)

Possible perception of the communication and interest to the message

• Content efficiency?

• Poor usability? • Average

rates?

Number of active users

New records in CRM database

What is our problem?

Banner Blindness

Possibility is not a reality

The more the better? Or not?

AVERAGE

300 participants, bingo!

E-mail and phone number – welcome to the 90s

Impressions Clicks & Visits Average time,

page depthParticipants & engagement

New CRM records

Possible contact between the audience and the ad (display)

Possible perception of the communication and interest to the message

• Content efficiency?

• Poor usability? • Average

rates?

Number of active users

New records in CRM database

And what is the most important…

How do these metrics affect marketing goals?

Impressions Clicks & Visits Average time,

page depthParticipants & engagement

New CRM records

Possible contact between the audience and the ad (display)

Possible perception of the communication and interest to the message

• Content efficiency?

• Poor usability? • Average

rates?

Number of active users

New records in CRM database

What drives through the funnel?

What drives through the funnel?Awareness

Consideration

Preference

Purchase

Loyalty

1. Quality of the contact with a brand communication

2. Social influence

3. Aftersales contact with the brand

Let’s measure that: key 3 metrics

1. Quality of the contact with a brand communication

2. Social influence

3. Aftersales contact with the brand

=

Metrics Measuring Quality

Brand experience

Qualified contact with the branded content

• t > 60/30/15secSite/video/pre-roll

• Interaction rate (rich-media)

• App installations

= Brand socialreach

№ of contacts between TA and branded content in social media

• Shares X 100• Community reach

per period (VK)• Post reach per

period (FB)

= Social recruitment

№ of new consumer contacts in social CRM

• CRM records• New social

subscribers

No average, qualified contact only

• Instead of the average rate:– Average time spent - 2,4 min– Average page views - 3,4 pages

• Qualification:– The percentage of unique visitors who take a desired

action upon visiting a website (visits to brand experience - 45%)

i.e. 45% of the audience were qualified by time or end action

How to set goals of the campaign?

1. Quality of the contact with a brand communication

2. Social influence

3. Aftersales contact with the brand

=

#Number $Cost per

#Brand experience

$CPBeHow much does 1 qualified contact cost?

= #Brand socialreach

$CPSrHow much does 1 social contact cost?

= #Social recruitment

$CPSrHow much does 1 CRM record cost?

4. Other end actions (purchasea, downloads, installations)

= #Key business action (KBA)

$CPKBAHow much does 1 end action cost?

x

x

x

x

KPI digital Funnel

Brand experience

Brand socialreach

Key businessactions

Social recruitment

Directly connected to marketing objectives

Awareness

Consideration

Preference

Purchase

Loyalty

Brand experience

Brand socialreach

Key businessactions

Social recruitment

Implementation

• Used* by Nokia, Novartis, Colgate, Ford, BP, Hochland etc. since 2012

• More than 30 campaigns

*Depends on global KPI frameworks

What have we learnt?

• Media buying optimization with $CPBe

• Creative and LP optimization with Brand experience conversion

• A/B Testing

• Influencing target audience with social media

• Target audience retention with Social and CRM

What is the result?

• Increased effectiveness of digital communications (media and production budget optimization)

• Correlation between digital campaigns and marketing

• Simple goal setting tool for CMO and CEO

Thank you for your attention