top strategies for marketing signal measurement
TRANSCRIPT
Top Strategies for Marketing Signal
Measurement
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Speakers
Alon Amit Scott JonesCo-Founder & VP
ProductVP Marketing
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Housekeeping
• Please submit questions throughout the webinar; the last 10 mins will be reserved for Q&A
• Share your thoughts on Twitter using the #MarketingSignals hashtag
• We’ll send you the webinar recording and slide deck later this week
What happened today?
Targeting Control
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h Evolution of MarketingTouchpoints Over Time
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h Evolution of MarketingTouchpoints Over Time
Fragmentation &
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Marketing Measurement and Analytics hasbecome a Strategic Imperative
What brands need to do ischange their mindset from focusing on campaigns, channels, devices
and audience interactions to focusing on marketing signals.
To convert the massivestreams of marketing signals intoactionable marketing insights.
To empower their marketers to measure, analyze and act on
marketing signals.
To empower their marketers to measure, analyze and act on
marketing signals.
Every day.
To optimize marketing results.
To optimize marketing results.
Every day.
Which leads to producinglegendary marketing outcomes.
Marketing Signal Measurement
What happened today?
Top 5 Strategies for Marketing Signal
Measurement
MSM Strategy #1Measure against your
objectives.
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Multi-Channel Campaign MeasurementWith Well-Defined Objectives
Strategy #1: Measure against your objectives
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Objective #1Promote Product AwarenessObjective #2Drive Enrollments
Strategy #1: Measure against your objectivesBrand Example: Visa Checkout
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Strategy #1: Measure against your objectivesBrand Example: Visa Checkout
Objective #1Promote Product Awareness
Objective #2Drive Enrollments
Channels:TV, Display, Social Media, Internet Video, Organic
Signals:• Impressions by Channel• Video Views• Clicks by Channel• Social Mentions• Click-Through Rate• CPM
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Strategy #1: Measure against your objectivesBrand Example: Visa Checkout
Objective #1Promote Product Awareness
Objective #2Drive Enrollments
Channels:Display, Social Media, Paid Search, Organic
Signals:• Enrollments by Channel• Payment Volume by
Channel• Transactions• Average Ticket Size
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Brand Example: Visa Checkout
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• All campaigns measured using similar metrics regardless of objective
• Arbitrary targets unrelated to campaign goals
• Little consistency across marketing channels on success criteria
• Campaign performance assessed according to agreed-upon objectives
• Targets set with overall goals in mind
• Consistent measurement and cumulative targets across marketing channels
Before MSM With MSM Strategy
Strategy #1: Measure against your objectivesBrand Example: Visa Checkout
MSM Strategy #2Choose signals that answer
“what” and “why”.
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Omni-Channel DashboardsWith Integrated Analysis Path
Strategy #2: Choose signals that answer “what” and “why”
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Web Reservations
Conversion Signal
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
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Web Reservations Web Visits
Web Visitors
Engagement Signals
Bounce Rate
Avg Time on Site
Conversion Signal
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
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Web Reservations Web Visits
Web Visitors
Engagement Signals
Bounce Rate
Avg Time on Site
Conversion Signal
Organic Visits
Paid Visits
Referrals
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
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Web Visits
Web Visitors
Engagement Signals
Bounce Rate
Avg Time on Site
Organic Visits
Paid Visits
Referrals
Paid Search Visits
Display Visits
Paid Social Visits
Affiliate Visits
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
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Brand Example: Omni Hotels
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• No distinction between primary (scorekeeping) vs. secondary (analysis) signals
• No defined analysis path
• Difficulty identifying root causes of performance changes
• Clearly defined primary and secondary signals
• Integrated analysis path for commonly encountered questions
• Root causes of performance changes readily identified
Before MSM With MSM Strategy
Strategy #2: Choose signals that answer “what” and “why”
Brand Example: Omni Hotels
MSM Strategy #3View performance
holistically.
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Brand Health TrackingWith Cross-Channel Interactions
Strategy #3: View performance holistically
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Social
Website
Email Synergistic Interaction
s
Strategy #3: View performance holisticallyBrand Example: Pernod Ricard
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Social
Website
EngageRetainKey Signals
OpensOpen RateSocial Shares・・・
Key SignalsEst. ImpressionsEst. ReachEngagementEngagement Rate・・・
Strategy #3: View performance holisticallyBrand Example: Pernod Ricard
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EngageRetain
Convert
Key SignalsVisits from EmailTime on SiteBuy It Nows・・・
Strategy #3: View performance holisticallyBrand Example: Pernod Ricard
Social
Website
Key SignalsOpensClickthroughsCTR・・・
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ReachEngageConvert
Strategy #3: View performance holisticallyBrand Example: Pernod Ricard
Social
Website
Key SignalsVisits from SocialBounce RateBuy It Nows・・・
Key SignalsEst. ImpressionsEst. ReachClicksCTR・・・
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Brand Example: Pernod Ricard
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• Marketing channels measured in silos
• Little to no understanding of cross-channel effects or cumulative impact
• No success criteria for multi-channel strategy
• Total marketing impact measured holistically
• Real-time assessment of cross-channel effects and cumulative impact
• Assessment and optimization of multi-channel strategy
Before MSM With MSM Strategy
Strategy #3: View performance holisticallyBrand Example: Pernod Ricard
MSM Strategy #4Establish a standard
measurement practice.
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Centralized Marketing MeasurementWith Cross-Team Accountability
Global CPG CompanyOne of Largest Brand Advertisers
Strategy #4: Establish a standard measurement practice
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Central Marketing
Analytics TeamBrand ManagersCampaign Managers
Regional TeamsAgencies
How to insure consistent measurement and
accountability?
Strategy #4: Establish a standard measurement practice
Brand Example: Global CPG Company
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Central Marketing
Analytics TeamCentral Set of Dashboards w/ Key
SignalsDisplayImpressions
CPM
Paid SearchShare of Search
WebsiteBounce Rate
Visits
SocialReach
Engagement Rate・・・ ・・・ ・・・ ・・・
Clickthrough Rate
Strategy #4: Establish a standard measurement practice
Brand Example: Global CPG Company
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Impression Share – BrandImpression Share – Product
Clickthrough Rate・・・
Central Marketing
Analytics Team
Central Dashboards
Paid Search
Brand ManagersCampaign Managers
Regional TeamsAgencies
Brand and CampaignDashboards
Local and AgencyDashboards
+ Bounce Rate+ Time on Site+ Click Share・・・
+ Buy It Nows+ Conversion Rate
+ Cost per Click・・・
Strategy #4: Establish a standard measurement practice
Brand Example: Global CPG Company
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Brand Example: Global FMCG Company
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• Brand and agencies using separate sets of signals for each channel
• Inconsistent accountability across teams
• No way to measure cross-brand / cross-team performance
• Standard set of core signals measured across brands and agencies
• Consistent accountability across organization
• Possible to compare performance across brands and teams
Before MSM With MSM Strategy
Strategy #4: Establish a standard measurement practice
Brand Example: Global CPG Company
MSM Strategy #5Measure marketing
signals continuously.
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Digital Command CenterWith Near Real-Time Monitoring
Strategy #5: Measure marketing signals continuously
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• Assess strategic direction• Track progress against
goals
• Find tactical opportunities• Monitor content quality
Content Performance Market Performance
Strategy #5: Measure marketing signals continuouslyBrand Example: Intel
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• Which content is generating the highest engagement?
• Is there opportunity to distribute content across additional channels?
• Is there opportunity to promote content through paid channels for additional reach?
Content Performance
• Which markets are reaching the most people?
• Is my content strategy resonating with the audience in each market?
• Is my audience base for each market growing according to target?
Market Performance
Strategy #5: Measure marketing signals continuouslyBrand Example: Intel
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Near Real Time MonitoringTactical Opportunity Discovery & Capitalization
Every Day AssessmentContinuous Strategy Adjustment & Optimization
Content Performance
Key SignalsPost EngagementTime on PageContent SharesEngagement Rate・・・
Key SignalsMarket ReachVisitsTotal ConsumptionClickthrough Rate・・・
Strategy #5: Measure marketing signals continuouslyBrand Example: Intel
Market Performance
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Brand Example: Intel
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• Static content strategy and cross-channel resource allocation
• Opportunities discovered to late to be actioned on
• Monthly and quarterly performance assessment to plans/targets
• Flexible content strategy with dynamic allocation of budget and resources
• Same-day detection and action on opportunities
• Continuous strategy adjustments to optimize performance beyond plans
Before MSM With MSM Strategy
Strategy #5: Measure marketing signals continuouslyBrand Example: Intel
1.Measure against your objectives.2.Choose signals that answer “what”
and “why”.3.View performance holistically.4.Establish a standard measurement
practice.5.Measure marketing signals
continuously.
Summary of Strategies
How to execute my own measurement
strategy?
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Periodic Table of Marketing Signals
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The Anatomy of a Marketing Signal
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The Anatomy of a Marketing Signal
Objective• Awareness• Engagement• Conversion• Loyalty• Advocacy
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The Anatomy of a Marketing Signal
Channel• Display• Search• Social• TV• etc.
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The Anatomy of a Marketing Signal
Signal Type• Volume• Quality• Efficiency• Share
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Periodic Table of Marketing Signals
Q & A
• Interested in taking your marketing measurement to the next level?
• Want a printed poster of the Periodic Table of Marketing Signals?
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