marke&ng evaluaon workshop€¦ · • measuring return on investment (roi) ... social media...

Marke&ngEvalua&onWorkshopFocus on the Asia Pacific

@flyjon

Today

Morning–Introduc&ontocontemporarymarke&ngevalua&onA<ernoon–ConsumerMarke&ng(onlineandoffline)

ContemporaryMarke&ngEvalua&onFrom data to recommenda9ons …

Challenges

• AAribu&ngcauseandeffectbetweenmarke&ngeffortsandtourismimpact• Measuringreturnoninvestment(ROI)–par&cularlycombinedacrosschannels• Constantadapta&onofevalua&onmethods• Increasingefficiencyofevalua&on(withreferencetoreducingcosts)• Ensuringprac&calapplica&onofevalua&on(andorganiza&onalacceptance)

Des9na9on Marke9ng

Destination Planning

Destination Management

Destination Marketing

Destination Competitiveness

Destination Performance

Varia9on in KPIs

Turningdataintoinforma.onDrivingac.onableinsights

Marke.ngteamsneedtoop.miseandimproveopera.onalperformance

Seniormanagementneedtotrackprogressagainstobjec.vesandunderstandROI

Turningdataintoinforma.onDrivingac.onableinsights

It’s all about ac9onable insight …

Source|WebAnaly&csDemys&fied

The customer journey

Applying it to travel choice

Inspiration Research Booking Experience Sharing

Awareness

Interest

Preference

Strategic context

Channels and the customer journey

Measurement model

• Stage1:Defineboardevalua&onneeds;• Stage2:Iden&fyimportantstrategicgoals;• Stage3:Iden&fyspecificobjec&ves;• Stage4:Developandunderstandassociatedmarke&ngac&vity;and• Stage5:Iden&fyimportantmetricsandestablishtargets.

Different types of metrics

Key performance indicators (KPIs)

 ”Keyperformanceindicators(KPIs)areselectmeasuresthathelporganiza;onsdeterminehowtheyareprogressingagainstthemostimportantgoals.ThemostimportantgoalswillbetheonesthataddthemostvaluetotheNTOintermsofstrategicdevelopment”

Prac9cal considera9ons

• Thetotalnumberofperformanceindicators• Ensureperformanceindicatorsarelinkedtoaclearpurpose• Defini&onandstandards• Benchmarking• Performanceindicatorsover&me• Measurementreliabilityanddataavailability• Achievingbalanceacrosstheorganiza&on• Weigh&ngKPIstopolicyobjec&ves

Visit Denmark’s KPIs

Focus on … Offlineconsumermarke&ngac&vi&es

Channels and context

Adver9sing

What are you trying to measure? • Arepeopleseeingyouradver&singandareyoureachingthemcosteffec&vely?• Whatmessagesarethoseconsumerstakingfromtheadver&sing?• Whatspecificac&onsaretheytakingasaresultofyouradver&sing?• Howisyouradver&singimpac&ngpercep&onsandpreferenceforthedes&na&on?

Campaign effec9veness • Correctbrandassocia&on• Messagingandtakeouts• Adver&singdiagnos&cs–“wearout”isagoodexample• Brandposi&oning

• Response–telephoneandwebsite

Qualita&ve

Quan&ta&ve

Media effec9veness • Opportuni&estosee(OTS)–impressions/reach,circula&on/readership• GrossRa&ngPoint(GRP)–Impressionsx%audiencexfrequency

• Costefficiency–CPM(costpermill)–costper1000impressions

How do you measure it • Correctbrandassocia&on• Messagingandtakeouts• Adver&singdiagnos&cs–“wearout”isagoodexample• Brandposi&oning

• Response–telephoneandwebsite• Opportuni&estosee(OTS)–impressions/reach,circula&on/readership• GrossRa&ngPoint(GRP)–Impressionsx%audiencexfrequency• Costefficiency–CPM(costpermill)–costper1000impressions

Measurethoughadver.singtracking(usinganappropriate

panel)andfocusgroups

Measuredaspartofyourmediarepor.ng

PR and media rela9ons

Adver9sing equivalent value (AVE)

Barcelona Principles

1.  SegngSMARTobjec&vesisfundamentaltosuccessfulPRmeasurement2.  Focusonmeasuringoutcomesratherthenoutputs3.  Understandhowtheyimpactorganiza&onalperformance4.  Usebothqualita&veandquan&ta&vemethods5.  IfusingAVEdonotuseratecard–usenego;atedrates6.  SocialmediashouldalsobemeasuredaspartofPRac&vity7.  Measurementshouldbetransparent,consistentandvalid 

Direct Marke9ng – direct mail and inserts

Measuring response and conversion

Three‘response’types:-  Coupons-  Website-  Telephone

Howmanyofthoseresponsesresultedina

conversion?

Measuring efficiency

• Responserate(RR)-%ofpeoplereceivingthedirectmailthatactuallyrespond• Conversionrate(CvR)-%ofpeoplereceivingthedirectmailthatactuallycovert

• Costperresponse(CPR)-thecostefficiencyofdrivingini&alresponse• Costperacquisi&on(CPA)-thecostefficiencyofdrivingafinalconversion

Measuredaspartofyourmediarepor.ng

Exhibi9ons

What do you measure and how? • AAendance–o<encalled‘footfall’• Datacapture–throughon-standpromo&onsandenquiries• Conversion–howmanyofthoseenquirersactuallyvisited

 Note–youcanalsobuildexhibi&onsintoyouradver&singtracking

Focus on … Onlineconsumermarke&ngac&vi&es

Insight

Source|AvinashKaushik|WebAnaly&cs2.0

Clickstream

What?

Moving beyond clickstream data


Clickstream


Mul&pleOutcomesAnalysisExperimenta&onandTes&ng

VoiceofCustomerCompe&&veIntelligence

Gold!



What?Howmuch?

Why?Whatelse?

Three great survey ques9ons

 Whatwasthemainpurposeofyourvisittoourwebsitetoday? Wereyouabletocompleteyourtask? Ifyouwerenotabletocompleteyourtask,whynot?

Clickstreamdataiswhatyougetfromyourwebanaly&csItprovidesfounda.onaldata(allassociatedtoagiven&meperiod)Sessions–TotalamountofindividualsessionsbyvisitorstothesiteUsers–Totaluniquecookie_idsiden&fiedduringthosevisitsPageViews–TotalnumberofspecificpagesservedtovisitorsTimeonSite–AveragelengthofvisitorsessionBounceRate-%oftrafficthatstayedonyoursiteforlessthen10sSources–Direct,Referral,Search(PaidandNatural)Content–MostViewedPages,TopEntryPages,TopExitPages

Clickstream data answers the What?

AlwaysonMeasurementPeriodicEvalua.on

ChannelFocussed

BrandPlaKormFocussedSiteAuditandEvalua&onMul&variateandA/BTes&ngCardSor&ngandIA/UXLaboratoryTes&ngandUsability

WebAnaly&csSocialAnaly&csMobileAnaly&csEmailAnaly&cs

KeyphraseResearchNetworkResearchCompe&torIntelligence

OrganicSearchPaidSearchDisplayAdver&singSocialMediaEmail

OnlineSurveys

BrandMonitoring

Two great books and other resources

What can web and social analy9cs do? Webandsocialanaly&cshelpunderstandthefollowing:

•  Howyourwebsiteandsocialbrandplatormssupportyourmarke&ngobjec&vesandwhatisyourprogressagainstthem

•  Whereshouldyoubefocusingyoureffort(andbudget)forbestreturnoninvestment

•  Whatisnotworkingandhowcanyouimprovecustomerexperienceacrossyourwebsiteandsocialbrandplatorms

•  Howcanyoumakethingsmoreefficientandimproveoveralllevelsofcustomersa&sfac&on

Create high impact dashboards

 HIPPO

You are interested in three things

Acquisition Behaviour Conversion

Acquisi9on Cost Per Acquisi9on (CPA) Or,costper(significant)ac.onItisagreatcrosschannelcomparisonmetricCostscancovermedia,agencyandtheuseofinhouseresourcesRemember,differentchannelsachievedifferentthings!

Source | Occam’s Razor by Avinash Kaushik

Acquisi9on Click through rate (CTR %)

Looksatcrea&vityandrelevanceofyourcampaignac&vityAreyouusingtherightcalltoac&oninyourcampaigns?Paidsearch,displayadver&singandemail(paidandownedmedia)Whataboutsocial–forexampleblogandFacebookposts?

Acquisi9on New Visits (%)

Fordes&na&ons(andspecificallycountries)thisiso<enquitehighThiso<enrelatestoafocusonearlystagesinthecustomerjourneyUsingadvocacytohelpsupportawarenessraisingischangingthatFordomes&cmarketsandnichesitesthereturnrateiso<enhigher

Behaviour Bounce Rate (%) Areallyimportanthealthcheck!Mostsiteshaveabouncerateof25%ormorei.e.30%isgoodBewareissuesaroundsitestructuree.g.hos&ngablogonasubdomainComparisonsandtrendsareo<enmoreusefulthanabsolutesHighbounceratesareo<enanindica&onof;• Irrelevanttarge&ng–drivingthewrongpeopletoyoursite• Irrelevantlandingpage–notworkingfortheaudience

Behaviour Conversion Abandonment Rate (%)

Op&misingyourconversionpathsThismightcoverspecificfunc&onalityonyoursitee.g.productsearchandleadgenera&onOrspecificfunnelsyouestablishe.g.calltoac&on>content>content>conversionOryourmicroandmacroconversions

Behaviour Page Depth Indicateslevelofcontentconsump&on–whetherposi&veornega&ve?Usedasaproxyforengagement(alongsideaveragesessionon&me)Butarepeopleengagedorortheyfrustrated?Comparethebehaviouracrossconver&ngandnonconver&ngvisitors!

Source | Destination Website

Behaviour Loyalty Beyond%newvisits,howmany&mesdovisitorsreturn?Thosefactorsthataffect%newvisitsalsoaffectloyalty…Onceagainyoucansegmentacrossdifferentthings;• Conver&ngandnonconver&ngtraffic• Trafficsources–direct,referral,search(paidandnatural)

Behaviour Events / Visit UnderstandtheextentandlevelofavisitorsexperienceThinkingbeyondjustpagesandcontent…Thinkingbeyondwebsiteconversions…eBrochureTripPlannerVideogalleryImagegalleryOnceagain,allofthesecanbesegmentedagainstthingslikeconversionandtrafficsourcestohelpunderstandwhatisimportantintermsofdrivingtheac&onthatreallymaAers.

ConversionConversion Rates % Againstyour(moreorless)significantconversioneventsForanecommercesitetheconversionrateistypicallyaround2%Whereasetofmicro-conversionsisdefineditcouldbehigherthan25%Wheredes&na&onsitesareconcernedwhatisthe‘hardest’conversion?Isitasaleorisitacustomeracquiredforongoingcommunica&on?Howdoyoufindmorecustomerslikethat?Canyouassignvalue? Source | Occam’s Razor by Avinash Kaushik

Conversion % Assisted Conversions Theroleandeffectofdifferentmarke&ngchannels Comparing different channels. Last click vs assisted conversions

Source | Occam’s Razor by Avinash Kaushik

Opera9ons and Senior Management

CostperAcquisi&on(CPA)ClickThroughRate(CTR%)NewVisits(%)BounceRate(%)ConversionAbandonmentRate(%)PageDepthLoyaltyEvents/VisitConversionRate%AssistedConversion

Acquisi.on

Behaviour

Conversion

Measuring success for a non commerce website

Youfocusonconsump.onandengagementwithcontentVisitorloyalty–howmany&mespeoplevisityourwebsiteVisitorrecency–howrecentlythesamevisitorsvisitedyourwebsiteLengthofvisit–theaverage&meonyoursiteDepthofvisit–theaveragenumberofpagesvisitedSpecificevents–thosedefinedascontribu&ngtobusinessobjec&vesLookatcontent,audityourcontentandunderstandyourcontent…

Looking at social media and ROI

Source | Altimeter Group

Collaboration

Service

Efficiency Revenue

Marketing

Conversations

Social media measurement Social media monitoring

Measurement and Monitoring

 Socialmediameasurement

 Focusesonabrand’sownsocialmedianetworksandplatorms Metricsgenerallycoverthefollowing;Audiencesize–fans,followersandnetworksize(ongoingconnec&ons)Reach–theviralimpactcontentsharedacrossyournetworkhasEngagement–interac&onssuchaspost‘comments’or‘likes’Sen.ment–thenatureoftheresponse(posi&veornega&ve)Outcomes–resul&ngtrafficandspecificconversa&onevents

Measurement and Monitoring Socialmediamonitoring

 Looksbeyondjustyourownnetworksandlistenstoconversa&onsonthewebaroundyourbrand(ordes&na&on)–o<enreferredtoas‘buzz’

• Howmanymen&onsaretakingplace?• Wherearethemen&onsappearing?• Arethemen&onsposi&veornega&ve?• Whatsen&mentsarebeingexpressed?

Usuallybasedonasetofpredeterminedtermsbutthecomplextoolsusenaturallanguageprocessingtotracksen&mentandassociatecontextualmeaningtowhatisbeingsaid.

Paid media repor9ng and metrics CostsperMill(1000)(CPM) The marke9ng cost of running a thousand impressions Clickthroughrates(CTR)Propor9on of the audience that clicked on a piece of paid media Costperclick(CPC)The marke9ng cost of driving a customer to your website Costperacquisi.on(orsignificantac.on)The marke9ng cost of acquiring that customer or ac9on TimetoconversionThe length of 9me is takes to becoming a customer or undertaking a key ac9on

Introduc&onGood morning J

Today

TradeandB2Bmarke&ngandoverarchingevalua&onPar&cipantac&onplanning…

Focus on … TradeandB2Bmarke&ngac&vi&es

 Everythingwehavediscusseduptonow!

Leads and conversion

Leadgenera&on

Leadqualifica&on

Leadconversion

•  Meetings, incentives, conference and events (MICE) •  Exhibitions and travel trade events •  Sales calls and meetings with potential partners

Overarchingmarke&ngevalua&onPulling it all together …

Outputs and impact

Outputs Outcomes Impact

Singlechannel Mul&plechannels

Outputs and impact

Outputs Outcomes BrandandRevenue

Singlechannel Mul&plechannels

Communica9ons research  Some.mescalledbrandtracking


Awareness

Interest

Preference

Consumer panels

Using search insight

Conversion research


Awareness

Interest

Preference

Business (financial) outcomes

ThefollowingoutcomesrepresentabasisformeasuringROI;• $2,500,000inaddi&onalrevenueasaresultofourcampaign• $300,000aAributedtononvisitorsacquiredthroughFacebook• Decreasedcostperimpressionfrom£2to£0.50viasocialmedia• A15%reduc&onincustomerservicecoststhroughusingTwiAer

Return on Investment (ROI)

ROI=Impact(£)/inputs(£)

The ROI Pyramid

Source | Altimeter Group

Return on Investment (ROI)

Ul&matelyyouhavetobeoutcomesfocusedacrossallchannelsThatreliesonthefollowing;• Astrategybasedaroundadefinedsetofbusinessoutcomes• Developingarobustmeasurementmodel• Understandinghowchanneloutputscontributetobusinessoutcomes

Marke&ngEvalua&onWorkshopThank-You

@flyjon

marke&ng evaluaon workshop€¦ · • measuring return on investment (roi) ... social media...

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