measurement techniques v1.01 s
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Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Measurement Techniquestracking the effectiveness of digital marketing
and determine the deliverable results
by: Pawoot Pongvitayapanu (Pom)
E-Mail : pawoot@tarad.comURL : www.Pawoot.com
• Managing Director : TARAD Dot Com• Vice President : Thai E-Commerce Association • Consultant : Thailand Productivity Institute
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
การศึ�กษา ปริ�ญญาโท Internet and E-commerce มหาวิ�ทยาลั�ย อั�สส�มชั�ญ (ABAC)
ปริ�ญญาโท (กำ�าลั�งศึ�กำษา) Executive MBA : ศึศึ�นทริ� จุ�ฬาลังกำริณ์� มหาวิ�ทยาลั�ย ปริ�ญญาตริ� สถาป!ตยกำริริมศึาสตริ� มหาวิ�ทยาลั�ยริ�งส�ตประสพการณ์�การทำ�างานป�จจ�บั�น (Future)
กำริริมกำาริผู้#$จุ�ดกำาริ บริ�ษ�ท TARAD DOT COM Co.,Ltd. (ThaiSecondhand.com, TARAD.com)
อัป�นายกำ สมาคมผู้#$ปริะกำอับพาณ์�ชัย�อั�เลั+กำทริอัน�กำส�ไทย ท�-ปริ�กำษา สมาคมผู้#$ด#แลัเวิ+บไทย (Thai Webmaster
Association)ท�-ปริ�กำษา สถาบ�นเพ�-มผู้ลัพลั�ตแห/งชัาต�, กำริมส/งเสริ�มอั�ตสาหกำริริม
(APEC IBIZ)น�กำเขี�ยน กำริ�งเทพธุ�ริกำ�จุ Biz Week, น�ตยสาริ E-Commerce
Magazineบริริณ์าธุ�กำาริ ส�าน�กำพ�มพ� TARADedu (หน�งส2อัด$าน E-
Marketing & E-Commerce)อัาจุาริย� สถาบ�น Net Design – วิ�ชัา E-Marketingอัาจุาริย�/วิ�ทยากำริ see all list at
http://www.pawoot.com/Myself /อดี�ต (Past)
Dec 02-Sep 05 เลัขีาธุ�กำาริ - สมาคมผู้#$ด#แลัเวิ+บไทย ThaiWebmaster Association
Apr – Sep 04 ท�-ปริ�กำษา - กำริมพ�ฒนาธุ�ริกำ�จุกำาริค$า กำริะทริวิงพาณ์�ชัย�Oct 01-Aug 03 Assistant Manager - HUTCH : Mobile OperatorSep 00-Oct 01 กำริริมกำาริ- สมาคมผู้#$ด#แลัเวิ+บไทย - ThaiWebmaster
AssociationJul 99 - Jan 00 Business Development/Webmaster - AD
Venture (Member of Shin Corporation) Jun 99-Nov 99 Web Design Company - Pantheon.co.ltd - Web
Creative
Pawoot PongvitayapanuPawoot Pongvitayapanuภาวุ�ธ พงษ�วุ�ทำยภาน� ภาวุ�ธ พงษ�วุ�ทำยภาน� ((ป!อมป!อม)) MS IEC, B. ARCHMS IEC, B. ARCH
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Agenda• What is online measurement?• Why we have to measurement?• Metric of Measurement• What information we need to know!• How we can collection information• Tools & Application for measurement• Measurement Technique • Avoiding inaccurate measurement method• Q&A…!
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Online Advertising Revenue• Year 2006 total $16.9B Growth 35% higher than 2005's
Source PriceWaterHouseCooper
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Metric of measurement
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
What information we need to know?
• User Profile
• Usage & Activity
• Transaction (Buy, Sell, Inquiry)
• Stickiness
• Behavior
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Measurement Metric Model
Sale & Commerce Measurement
Awareness & Image Measurement
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Charging Model
• Flat Rateค�ดเหมาจุ/ายเป5นริายอัาท�ตย�/เด2อัน/ป6• CPM กำาริค�ดค/าใชั$จุ/ายต/อักำาริแสดงโฆษณ์า 1,000 คริ�9ง
Cost per 1,000 impression
• PPC กำาริค�ดค/าใชั$จุ/ายเม2-อัม�กำาริคลั�กำโฆษณ์า Pay Per Click
• PPP กำาริค�ดค/าใชั$จุ/ายเม2-อั ม�กำาริได$ลั#กำค$าใหม/ หริ2อัท�างาน ส�าเริ+จุ Pay Per Performance
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Awareness & Image Measurements
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Acquisition Costs• should be calculated and monitored.
– the cost to acquire a click-through (click-through)– new e-mail address (potential customer) (subscription)– a new subscription (sign-up)– new customer (purchase)– Page View, Banner impressions – SMS sent out– No. of outbound calls to customers– Response from survey / quiz games
** Depend on campaigns goal
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
For examplePromotional campaign cost $10,000 and it resulted in 100,000 click-throughs,
Customer Acquisition Cost = $10,000 100,000
Acquisition Cost = Advertising Cost
Number of Click-Throughs (Visits)
= $.10.
Average Customer Acquisition Cost• Search $7 and $10• Yellow Pages $15 and $25• E-mail $40 to 80 • Direct mail $60 to 80
Source : http://www.mediapost.com/dtls_dsp_SearchInsider.cfm?fnl=050203
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
• Ask yourself some useful accountability questions such as:
• How does that compare to other campaigns that you are running?
• How does that compare to last month?• Did we get the best bang for our buck when acquiring
these click-throughs?• How does this acquisition cost compare to the cost of
other methods of acquiring click-throughs.
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Frequency
Estimate of how often a prospect or customer visits the site.
Duration
Time spent at your web site. Example
• Loyal customer segment = 5 minutes per visit• New customers segment = 2.30 minutes per visit
Frequency = No of Visitors Number of Unique Visitors
Duration = Total Minutes Viewing Pages Number of Visits During the
Month
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Reach• Refers to the potential to gain the attention of your target audience.• Used as a standard in the television industry, • The number of unique users who visited the site during a particular
period divided by the total number of unique visitors your site has acquired over time
Reach = Number of Visitors during the month
Total Number of Visitors acquired by the site
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Stickiness• Measure the effectiveness of your content • Consistently holding users' attention• Allowing them to complete their online tasks.
Stickiness = Frequency x Duration x Reach
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Sale & Commerce Measurements
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Sale & Commerce Measurements
• Should be calculated and monitored– Target leads– Number of order/sale – Sale revenue– Visitor-to-lead ratio– Cost average per new customer
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Conversion Ratio• Average number of visitors who visit the site who
make a purchase or perform some sort of action. (register as a customer, etc).
• Conversion ratios vary by the type of traffic you are getting. More "Targetted" traffic typically means higher conversion rates.
Conversion Ratio = Number of Order Number of Visits
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
• Cost per Sale Transaction
Conversion Cost = Advertising Costs Number of sales
(or purchases)
BestNormal
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Best Performance
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Measurement Technique
• Before/After measurement
• Survey customers : prove the result
• Use standard system (1 system : No standard yet)
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Measurement Case Study• Digg.com : stat on July 2007
– Own server log 10.8 Million Unique U.S. Visitors
– ComScore 4.6 Million Unique U.S. Visitors
– Nielsen//NetRating 4.7 Million Unique U.S. Visitors
“The Problem is. There are no stadards” Mike Maser : VP Marketing Digg.com
Source : Fortune Mag Sep 2007
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Avoiding inaccurate measurement method
• Discrepancy (not standard measurement)
• Outdated measurement methodologies
• Advertiser's confidence.
• New technology (RSS, AJAX, Widgets)
• Data is gathered, it is proprietary
• Fair & standard price
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Who can tell you what is standard average rate?
• Viral marketing campaign? • Sponsorships impact to drive purchase intent?• How online sampling should drive sales?
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Online Measurement Firm• ComScore, Inc
www.comscore.com
• Nielsen//NetRatingswww.nielsen-netratings.com
• Media Rating Council (MRC).www.mediaratingcouncil.org
• Interactive Advertising Bureau www.IAB.net
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
ComScore, IncProvide a continuous, real-
time measurement• Marketing Solution• Media Matrix
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
IAB.net (Interactive Advertising Bureau)
Useful information• Online Guideline Standard• Ad unit & campaign• E-Mail Guideline• Spider & Bot• Rich Media Guideline• Privacy Guideline• VDO Measurement Guideline
More……
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Nielsen Unveils Video Measurement Tool : VideoCensus
– Allows to attach code to video platforms– The code allows NetRatings to collect a
census account of video views.
Supporting Type of Content– Cached content– Peer-to peer– Programs– Digital rights-managed (DRM) video streams.
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Online Measurement Summary
• Keep the right log and information
• Use the right tools and application
• Analyze data in many aspect as you want
• Use the analyzed information to adjust your campaign for better performance
• Keep doing it…!
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
หน�งส$อ Pocket Book แนะน�า
หาซื้29อัได$ตามริ$านหน�งส2อัท�-วิไปแลัะ
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
หลากหล�กส'ตรส�มมนาดี(าน e-Marketing
• E-Marketing กลย�ทำธ�การตลาดีออนไลน�• Search Engine Optimization ปร�บัแต*งเวุ,บัให(
ดี�งส�ดีๆ• หารายไดี(จาก Google Adsense
• เทำคน�คการสร(างเวุ,บัไซต�ดี(วุยเวุ,บัไซต�ส�าเร,จร'ปขี$อัม#ลัเพ�-มเต�ม www.TARADedu.com หริ2อั โทริ 02 298-0999
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Contact & Questionwww.Pawoot.com
• E-Commerce E-Marketing Content & knowledge
• E-Business Web Board • Books & Seminar• Useful Web Link
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Any Question?More information : www.Pawoot.com
Pawoot Pongvitayapanu (Pom)
E-Mail : pawoot@tarad.comURL : www.Pawoot.comTel : 02 298-0999
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
ROI and eMarketing Campaigns
• One way accountability can be accomplished is through return on investment (ROI) calculations
• Before you run an emarketing campaign you should try to predict the ROI yield, monitor it during the campaign, and calculate post campaign.
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