adma macquarie campaign measurement

8/7/2019 ADMA Macquarie Campaign Measurement

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>CampaignMeasurement<DigitalCampaignMeasurement

MacquarieADMAWorkshop



>Shortbutsharphistory

Dataliciouswasfoundedlate2007 StrongOmniturewebanalyBcshistory

Now360dataagencywithspecialistteam

CombinaBonofanalystsanddevelopers

Carefullyselectedbestofbreedpartners EvangelizingsmartdatadrivenmarkeBng

MakingdataaccessibleandacBonable

DrivingindustrybestpracBce(ADMA)

February2011 ©ADMA&DataliciousPtyLtd 2



>Clientsacrossallindustries




>Widerangeofdataservices


DataPlaorms

Datacollec?onandprocessing

Webanaly?cssolu?ons

Omniture,GoogleAnaly?cs,etc

Tag-lessonlinedatacapture

End-to-enddataplaorms

IVRandcallcenterrepor?ng

Singlecustomerview

InsightsRepor?ngDataminingandmodelling

Customiseddashboards

MediaaKribu?onmodels

Marketandcompe?tortrends

Socialmediamonitoring

Onlinesurveysandpolls

Customerprofiling

Ac?onApplica?onsDatausageandapplica?on

Marke?ngautoma?on

Alterian,Trac?on,Inxmail,etc

Targe?ngandmerchandising

Internalsearchop?misa?on

CRMstrategyandexecu?on

Tes?ngprograms



>Smartdatadrivenmarke?ng


MediaAKribu?on

Op?misechannelmix

Tes?ngImproveusability

$$$

Targe?ngIncreaserelevance

Stand

ardisedM

etrics

Benc

hmarkingandt

rending

S t and

ar d i s ed M

et r i c s

B enc h mar k i ngand t r e

nd i ng



Awareness Interest Desire Ac?on Sa?sfac?on

>AIDAandAIDASformulas


Socialmedia

Newmedia

Oldmedia



Reach

(Awareness)Engagement

(Interest&Desire)

Conversion

(AcBon)

+Buzz

(SaBsfacBon)

>SimplifiedAIDASfunnel




Peoplereached

Peopleengaged

Peopleconverted

Peopledelighted

>Marke?ngisaboutpeople


40% 10% 1%



Peoplereached

Peopleengaged

Peopleconverted

Peopledelighted

>Addi?onalfunnelbreakdowns


40% 10% 1%

Newprospectsvs.exisBngcustomers

randvs.directresponsecampaign



Newvs.returningvisitors



AU/NZvs.restofworld



Exercise:Funnelbreakdowns



>Exercise:Funnelbreakdowns

ListpotenBallyinsighYulfunnelbreakdowns– randvs.directresponsecampaign

– Newprospectsvs.exisBngcustomers

– aselinevs.incrementalconversions– CompeBBveacBvity,i.e.none,alot,etc

– Segments,i.e.age,locaBon,influence,etc

– Channels,i.e.search,display,social,etc– Campaigns,i.e.this/lastweek,month,year,etc

– Productsandbrands,i.e.iphone,htc,etc– Offers,i.e.freeminutes,freehandset,etc




Peoplereached

Peopleengaged

Peopleconverted

Peopledelighted

>Mul?plemetricsdatasources


QuanBtaBveandqualitaBveresearchdata

Website,callcenterandretaildata

Socialmediadata

Mediaandsearchdata

Socialmedia



>Importanceofcalendarevents


Trafficspikesorotherdataanomalieswithoutcontextare

veryhardtointerpretandcanrenderdatauseless



Calendareventstoaddcontext




>Conversionfunnel1.0

February2011

ConversionfunnelProductpage,addtoshoppingcart,viewshoppingcart,

cartcheckout,paymentdetails,shippinginformaBon,

orderconfirmaBon,etc

Conversionevent

Campaignresponses

©ADMA&DataliciousPtyLtd 18



>Conversionfunnel2.0

February2011

Campaignresponses(inboundspokes)Offlinecampaigns,bannerads,emailmarkeBng,

referrals,organicsearch,paidsearch,

internalpromoBons,etc

Landingpage(hub)

Successevents(outboundspokes)ouncerate,addtocart,cartcheckout,confirmedorder,

callbackrequest,registraBon,productcomparison,

productreview,forwardtofriend,etc

©ADMA&DataliciousPtyLtd 19



>Addi?onalsuccessmetrics


ClickThrough

AddToCart

ClickThrough

PageBounce

Click

Through $

Click

Through

Callback

request

Store

Search $

$

$Cart

Checkout

PageViews

ProductViews



Exercise:Sta?s?calsignificance




Howmanysurveyresponsesdoyouneedifyouhave10,000customers

Howmanyemailopensdoyouneedtotest2subjectlines

ifyoursubscriberbaseis50,000

Howmanyordersdoyouneedtotest6bannerexecu?ons

ifyouserve1,000,000banners

Google“nsssamplesizecalculator”February2011 ©ADMA&DataliciousPtyLtd 22



Howmanysurveyresponsesdoyouneedifyouhave10,000customers

369foreachques?onor369completeresponses

Howmanyemailopensdoyouneedtotest2subjectlines

ifyoursubscriberbaseis50,000Andemailsends

381persubjectlineor381x2=762emailopens

Howmanyordersdoyouneedtotest6bannerexecu?ons

ifyouserve1,000,000banners383salesperbannerexecu?onor383x6=2,298sales

Google“nsssamplesizecalculator”February2011 ©ADMA&DataliciousPtyLtd 23



>Addi?onalsuccessmetrics


ClickThrough

AddToCart

ClickThrough

PageBounce

Click

Through $

Click

Through

Callback

request

Store

Search $

$

$Cart

Checkout

PageViews

ProductViews



Exercise:Metricsframework



Level Reach Engagement Conversion +Buzz

Level1

People

Level2Strategic

Level3Tac?cal

>Exercise:Metricsframework




Level Reach Engagement Conversion +Buzz

Level1

People

People

reached

People

engaged

People

converted

People

delighted

Level2Strategic

Search

impressions,

UBs,etc

Level3Tac?cal

Click-through

orinterac?on

rate,etc

>Exercise:Metricsframework




>MediaaKribu?on

101011010010010010101111010010010101010100001011111001010101

010100101011001100010100101001101101001101001010100111001010

010010101001001010010100100101001111101010100101001001001010




Directmail,

email,etc

Facebook

TwiKer,etc

>Complexcampaignflows


POSkiosks,

loyaltycards,etc

CRM

program

Homepages,

portals,etc

YouTube,

blog,etc

Paid

search

Organic

search

Landingpages,

offers,etc

PR,WOM,

events,etc

TV,print,

radio,etc

=Paidmedia

=Viralelements

Callcenter,

retailstores,etc

=Saleschannels

Displayads,

affiliates,etc



>Duplica?onacrosschannels


BannerAds

EmailBlast

Paid

Search

Organic

Search

$Bid

Mgmt

AdServer

EmailPlaorm

Google

Analy?cs

$

$

$



>Cookieexpira?onimpact


BannerAdClick

EmailBlast

Paid

Search

Organic

Search

Bid

Mgmt

AdServer

EmailPlaorm

Google

Analy?cs

$

$

$

$

Expira?on

BannerAdView



CentralAnaly?cs

Plaorm

$

$

$

>De-duplica?onacrosschannels


BannerAds

EmailBlast

Paid

Search

Organic

Search

$



Exercise:Duplica?onimpact




>Exercise:Duplica?onimpact

Double-counBngofconversionsacrosschannelscanhaveasignificantimpactonkeymetrics,especiallyCPA

Example:Displayadsandpaidsearch– Totalmediabudgetof$10,000ofwhich50%isspendonpaidsearchand50%ondisplayads

– Totalof100conversionsacrossbothchannelswithachanneloverlapof50%,i.e.bothchannelsclaim100%ofconversionsbasedontheirownreporBngbutoncede-duplicatedtheyeachonlycontributed50%ofconversions

– WhataretheiniBalCPAvaluesandwhatisthetrueCPA?

SoluBon:$50iniBalCPAand$100trueCPA– $5,000/100=$50iniBalCPAand$5,000/50=$100trueCPA(whichrepresentsa100%increase)




TV/Printaudience

Search

audience

anner

audience

>Reachandchanneloverlap




Usersare

segmented

before1st

adisevenserved

>Adserverexposuretest


Banner

Impression $TV/Print

Response

Search

Response

Banner

Impression $Search

Response

Direct

Response

Exposedgroup:90%ofusersgetbrandedmessage

Banner

Impression $Search

Response

Direct

Response

Controlgroup:10%ofusersgetnon-brandedmessage



>Indirectdisplayimpact




>SuccessaKribu?onmodels


Banner

Ad$100

Email

Blast

Paid

Search

$100

Banner

Ad

$100

Affiliate

Referral

$100

Success

$100

Success$100

Banner

Ad

Paid

Search

Organic

Search$100

Success$100

Lastchannelgetsallcredit

Firstchannel

getsallcredit

Allchannelsget

equalcredit

Print

Ad

$33

Social

Media

$33

Paid

Search

$33

Success$100

Allchannelsgetpar?alcredit

Paid

Search



>FirstandlastclickaKribu?on


Chartshows

percentageof

channeltouch

pointsthatlead

toaconversion.

Neitherfirst

norlast-clickmeasurement

wouldprovide

truepicture

Paid/OrganicSearch

Emails/ShoppingEngines



Closer

SEM

Generic

BannerView

TV

Ad

>Fullpathtopurchase


Influencer Influencer $

Banner

Click Online

SEOGeneric

AffiliateClick

Offline

SEO

Branded

Direct

Visit

Email

UpdateAbandon

Direct

Visit

SocialMedia

SEO

Branded

Introducer



>Searchcalltoac?onforoffline





Offlineresponsetrackingandimprovedexperience



>PURLsboos?ngDMresponserates


Text



>JetInterac?vephonecalldata




>Poten?alcallstoac?on

Uniqueclick-throughURLs UniquevanitydomainsorURLs

Uniquephonenumbers

Uniquesearchterms

Uniqueemailaddresses

UniquepersonalURLs(PURLs) UniqueSMSnumbers,QRcodes

UniquepromoBonalcodes,vouchers

GeographiclocaBon(Facebook,FourSquare) PlusregressionanalysisofcauseandeffectFebruary2011 ©ADMA&DataliciousPtyLtd 48



>Cross-channelimpact




>Offlinesalesdrivenbyonline


Websiteresearch

Phoneorder

Retailorder

Onlineorder

Cookie

Adver?singcampaign

Creditcheck,fulfilment

Onlineorderconfirma?on

Virtualorderconfirma?on

Confirma?onemail



>Adobestacking/par?cipa?on


Adobecanonlystackdirectpaidandorganic

responsesthatendupon

yourwebsiteproper?es,

merebannerimpressions

aremissingfromthestack

andcannotbeincluded

viaGenesisaerthefact.



>Combiningdatasources




>Singlesourceoftruthrepor?ng


Insights Repor?ng



>Websiteentrysurvey


Channel %ofConversions

StraighttoSite 27%

SEOBranded 15%

SEMBranded 9%

SEOGeneric7%

SEMGeneric 14%

DisplayAdverBsing 7%

AffiliateMarkeBng 9%

Referrals 5%

EmailMarkeBng 7%

De-dupedCampaignReport

}Channel %ofInfluence

WordofMouth 32%

logging&SocialMedia 24%

NewspaperAdverBsing 9%

DisplayAdverBsing14%

EmailMarkeBng 7%

RetailPromoBons 14%

GreatestInfluenceronrandedSearch/STS

Conversionsaributedtosearchterms

thatcontainbrandkeywordsanddirect

websitevisitsaremostlikelynottheoriginaBngchannelthatgeneratedthe

awarenessandassuchconversion

creditsshouldbere-allocated.



>Adjus?ngforofflineimpact


+15+5 +10

-15-5 -10



Closer

25%

>SuccessaKribu?onmodels



25%

Even

AKrib.

ExclusionAKrib.

PaKern

AKrib.

25% 25%

Introducer

33% 33% 33% 0%

30% 20% 20% 30%



Closer

Channel1

Channel1

Channel1

>Pathacrossdifferentsegments



Channel2

Channel2 Channel3

Channel2 Channel3 Product4

Channel3

Channel4

Channel4

Introducer

Product

Avs.B

Newprospects

Exis?ng

customers



Exercise:AKribu?onmodel




>CommonaKribu?onmodels

Allocatemoreconversioncreditstomore

recenttouchpointsforbrandswithastrong

baselinetosBmulaterepeatpurchases

Allocatemoreconversioncreditstomorerecenttouchpointsforbrandswithadirect

responsefocus

AllocatemoreconversioncreditstoiniBaBngtouchpointsfornewandexpensivebrandsand

productstoinsertthemintothemindset





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