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Jimmy Bogroff !Director Digital Strategy - Oregonian Media Group!

Tracking Success: Omni-Channel!

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Consumer Behavior is Moving Fast! More moments are mobile “The ubiquity of smartphones means that ZMOT is no longer defined by a single discrete moment ("when I open my laptop and search"). Instead, it’s an integral part of the constantly connected consumer’s entire day. Search is always accessible—from anywhere, on any device and at any given time. In fact, approximately one-third of all CPG searches now originate from smartphones, according to Google Search data. As consumers’ behavior has evolved, so must the ways in which brands engage them. In today’s always-connected, mobile-first world, how do you continue to win the Zero Moment of Truth?”

http://www.thinkwithgoogle.com/articles/zmot-why-it-matters-now-more-than-ever.html

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ZMOT: How Consumers Make Purchase Decisions

http://www.thinkwithgoogle.com/articles/zmot-why-it-matters-now-more-than-ever.html

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Omni-Channel is Non-Linear How Do You Use Each Channel? •  Social – gather feedback

about a brand, product or service, share experience

•  Mobile – find a location, call the business, purchase.

•  Search – reviews, research, purchase, discover locations.

How Does Each Channel Find You? •  Print

•  TV

•  Outdoor

•  Online

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So How Do We “Translate Success” in a Multi-Channel World?

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Start with What is Measurable: OFFLINE Think about the ZMOT model and develop a way to track how each offline channel interacts with the consumer’s digital experience. Basic tracking is as simple as measuring a lift in site traffic.

STRATEGY / CTA POTENTIAL OUTCOMES WHERE TRACKED? Vanity URL Lift in Site Traffic, Traffic Path Analytics Platform

Landing Page Lift in Site Traffic Analytics Platform

Coupons Conversions, In-Store Redemption Analytics Platform

Call Tracking Directions, Visits, Conversions Call Tracking or Analytics Platform

Promo Codes Conversions, In-Store Redemption Analytics Platform

Search Volume Brand Volume Search Increase Ad Words, adCenter, Analytics

“Like Us” Likes / Fans / Followers Social Platform (Facebook)

WAYS TO BRIDGE THE GAP – WHAT TO TRACK

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Start With What is Measurable: ONLINE Each online channel works differently to influence consumer choice. Some, like SEO and SEM are heavy informational activities (research / knowledge). Others can be extremely transactional.. Caution: Mobile and SEM behavior can be both transactional (location, purchase) AND informational (research, site visit).

STRATEGY / CTA POTENTIAL OUTCOMES WHERE TRACKED? Call Tracking Tap to Call, Map Call tracking platform, Analytics

platform

Conversions, Leads Tap to Map / Call, Form Fills, Analytics platform

Traffic Acquisition Increased Site Traffic Site Logs, Analytics platform

Shares / Likes / Video Views

Increased Fans, Viral Distribution, Engagement, Video Views

Social Platform, Social Analytics Tools, Plug-Ins, Platforms

Downloads / Installs Coupon Downloads, App Installs In Store, Analytics Platform

Site Engagement Time Spent, Bounce Rate, Page Depth, Pages / Session.

Analytics Platform, Plug-Ins

ALMOST EVERYTHING CAN BE - WHAT TO TRACK

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Now an Opinion from Jimmy: QR CODES? - NO!!!!!!

http://www.forbes.com/sites/ianmorris/2014/09/12/heres-how-a-qr-code-could-save-your-life/

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More Thoughts on QR Codes:

QR Codes were a popular way for an offer to be accessed digitally. The URL is embedded in a QR code and a reader is installed, or access natively on the mobile device. The user scans to open the site.

Why Not? 1.  The User Experience Often Sucks –

o  User is forced to install a QR Reader or Scanner if they don’t already have a native scanner

2.  Their Mobile Experience Sucks – o  the click through or landing page is typically not responsive design or

mobile optimized. o  Can also be hampered by connectivity issues – spotty wi-fi, etc.

3.  Placements can often be non-intuitive – o  Bad: 2nd floor billboard or outdoor signage. o  On a flyer or signage on a busy street.

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PRINT + OUT OF HOME

Print + OOH Drive Mass Awareness •  Branding / Awareness •  Promotion / Coupon Redemption

Typical online responses include: •  search, call •  direct site visit (recommend a dedicated

LP / vanity url) Typical offline responses include: •  Location visit •  Coupon redemption (print) Note: Using a dedicated call tracking number you can also map the phone call to a conversion point to track online.

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BROADCAST

Broadcast is often part of a multi-screen experience •  Branding •  Promotion / direct response

Typical online responses to radio include: •  Interactive TVs can directly access the site •  Typically viewed in a multi-device setting, consumers could

respond directly to the site, or with a search.

Note: DVR, recorded TV is severely hampering viewability. Geo – targeting is difficult.

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RADIO

Radio – Drives Recall, Repetition and Frequency •  Branding •  Promotion

Typical online responses to radio include: •  search, •  direct site visit (recommend a dedicated / vanity url)

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ONLINE DISPLAY

Thoughts on Conversion Types: View Through – ability to “map” somebody who has viewed the advertising to a later conversion. Weighted – assigning a value to an online event that is not a direct conversion but influences the conversion process.

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SLOW DOWN A SECOND – DEVICES!

What Can Each Device Do? •  Mobile = Calls

•  Mobile / Tablet = App Downloads

When Do People Use Them? •  Desktop = Mon – Fri, 8am to 6pm

•  Mobile = Always nearby

•  Tablet = Early and Late

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DEVICE BEHAVIOR

Source: OREGONLIVE 1st Party Data, using Lotame Data Management Platform, Portland DMA Audience, last 30 days ending 9/21/14

When is the best time for you to reach your consumer? What device? What can they accomplish on this device?

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MOBILE

http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/

Mobile Trends •  55% of American adults have smartphones

(Pew Research Center) •  42% of American adults have tablets (Pew

Research Center)

•  Mobile usage has already surpassed Desktop, Apps > Desktop

•  47% of internet usage came from apps and 8% for mobile browsers (comScore – January 2014)

Note: Check your mobile consumer experience is your site mobile optimized (no pinch, no pull, no grab). If you’ve got a high bounce rate or low page views per session you are in trouble!

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SEM

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•  Great SEM takes the consumer experience into consideration. Focus beyond the click.

•  What terms are converting? •  Careful with removing general or

vanity terms (in competitive spaces where your brand is a general term). These introductory terms may not have been a conversion, but you may not have had that conversion without them!

•  Consider multiple conversion types.

Are you thinking about your Mobile SEM? Do you only focus on Google? Are you only tracking CTR?

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SEO O

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•  Do you know what good SEO looks like? •  Do you have your NAP consistent across

directories? •  Pay close attention in your analytics to

traffic spikes when running campaigns. Ask, what was the impact to your:

o  Bounce rate

o  New sessions / returning sessions

•  Who’s coming to your site?

o  Why?

o  When?

o  What devices?

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SOCIAL Is your strategy unique to each platform? What’s your goal of being social? What is the VALUE TO THEM!?

•  Each social channel has a unique audience target. Is it worth participating in this channel?

•  This is about them, not you. 90% of the conversation should be educational, informational or entertaining, 10% sales / pitchy /promotional.

•  How will a like, follow, share, etc, impact your business?

•  Make time to LISTEN!

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MAPPING OUT SUCCESS

Vanity URLs

Tap to Map

Sales

Time Spent

Coupons

Social Shares

Likes / Fans

Call Tracking

Downloads

What is Measurable?

Searches

Analytics / Reporting

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Offer:

“Stay and Play”

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Start with Developing a Goal and an Offer

Goal:

Increase

Reservations

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Offer:

Stay and Play

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Each Goal Can be “Mapped” and “Recorded”

Goal:

Increase

Reservations

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Vanity URLs

Tap to Map

Sales

Time Spent

Coupons

Social Shares

Likes / Fans

Call Tracking

Downloads

What is Measurable?

Searches

Analytics / Reporting

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4

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Establish How it Will be Measured

Vanity URLs

Tap to Map

Sales

Time Spent

Coupons

Social Shares

Likes / Fans

Call Tracking

Downloads

What is Measurable?

Searches

Analytics / Reporting

Calls

Vanity URL /

Dedicated LP

Sales

Searches

Track Conversions (#, $) Analytics Platform

Site Logs, Analytics Platform

SEM Campaign, Analytics Platform

Dedicated Call Tracking # (by channel?)

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Google Analytics – Because It’s FREE!

Set up goals and conversion points to understand which campaigns are driving valuable audiences.

By medium… …monitor response & track conversions

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Let’s Connect the Wires! The URL builder helps you add parameters to URLs you use in Custom Campaigns. When users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content

https://support.google.com/analytics/answer/1033867?hl=en

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Analytics and Reporting

Google Analytics

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Understanding Health Metrics

Set Goals by Channel and evaluate success by each channel: organic search, direct, paid search, referral, social, campaigns, etc. Evaluate how each acquisition channel performs: •  # of sessions •  % new sessions •  New users •  Bounce rate •  Pages / Session •  Average Session Duration

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Do You Know What Good Looks Like? There’s no magic number. It is different for each effort. Make sure to establish a baseline. For example, If you are running an awareness campaign you should be seeing an increase in new users / new sessions, and you could see a corresponding increase in bounce rate.

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Vanity URLs

Tap to Map

Sales

Time Spent

Coupons

Social Shares

Likes / Fans

Call Tracking

Downloads

What is Measurable?

Searches

Analytics / Reporting

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Activity Time: Track Your Goals

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Thank you

We look forward to growing our business partnership and working together toward your continued

success

Thank you

We look forward to growing our business partnership and working together toward your continued

success

Jimmy Bogroff Director, Digital Strategy 503.294.7664 jbogroff@oregonian.com