so your digital campaign got 10% more clicks this time. so what?

So your digital campaign got 10% more clicks this time...

Jānis Polis,

Head of Digital R&D, MediaSCOPE

25.08.2010

Digital marketing in the Baltics is on a fast rise

OK, maybe not that fast. But still...

2008 2009 20100

2

4

6

8

10

12

14

% from total adspend, Inter-

net, Latvia

Data: Latvian Association of Advertising, June 2010

Client

Agency

Media

Agency

Simplified media buying cycle

briefs

plans &

buysreports

repo

rts

Recession = more attention to ROI

But what is our success metrix?

CTR%

Clicks

Impressions

If this is how it looks under the hood of your digital campaign measurement vehicle...

... then this is what you’re probably driving!

To determine digital campaign success level in 2010, more data and different KPIs are required

Defining goals will help to choose right communication tactics, ad purchasing models and correct sucess metrix for your campaign

Client: a breweryGoal: to increase customer emotional engagement with a beer brandCreative solution: interactive visual beer life story on brands webMedia plan: Two 2 week periods with 1 month in between with call-to-action banners in horizontal portals (4000000 bought ad impressions for each period)Agency estimate: 0,18 % CTR, 14400 clicks on banners

OPTION

After 2 weeks media reports to agency and agency to client that: In first placement period banners received 4000000 impressions and

generated 8000 clicks with 0.20% CTR

After 6 weeks media reports to agency and agency to client that: In second placement period banners received 4000000 impressions and

generated 8800 clicks with 0.22% CTR

So campaign generated 2400 more clicks than estimated and second placement period received 10% more clicks than first. Should everyone drink champagne?

What’s missing?

Information:

How many people actually opened and saw clients page? (succesful clicks)

How many visitors saw and interacted with interactive visuals? (action rate)

What % of visitors ventured further in the page? Where? (path)

How many people saw the banner, did not click, but visited page later? (long-tale)

How many of purchased impressions was displayed below the fold and not seen at all? (in-screen impressions)

Reaction:

Replacement of underperforming creatives or media placements during campaign.

Improvement of client’s web page usability, according to real time campaign performance data.

These facts are vital to determine actual effectiveness of campaign

But they are not that easy to gather and analyze

Some tools are free...

For some you have to pay for

Media effectiveness

Reach

ROI

Impact on page

But what if that’s a social media campaign?

In social media there is another kind of campaign success metrix, but KPIs still must be

chosen according to set goals

Msg reach – likes, reposts, retweets, sharing.Community building – fans, followers, interactions

Direct sales, leads – acquisitions, leads, ROI

It is not easy to start measuring more, but once you do, it’s always worth the effort.So push your clients, push your agencies

janis.polis@mediascope.lvTwitter.com/JanisPolis

LinkedIn.com/in/JanisPolis