measuring the real value of content
TRANSCRIPT
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Measuring The Real Value Of Content
Chris Arnold & Brian Corcoran
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PERFORMANCE CONTENT METRICS
MEASUREMENT STRATEGY
INTRODUCTION
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RE-CAP: THE CX LOOP
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-STAND
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METRICS CAN BE ASSOCIATED BY CONSUMER JOURNEY STAGE
“What are the best options for me?”
Conversion RateConversion
SaleAOV
Number of Purchases
“I want to purchase X, but which one?”
SharesReach
VisibilityTraffic
“What are the wider audience needs and where can we play?”
UNDERSTAND CONSIDER BUY
Page ViewsBounce RateTime on Site
Pages per VisitConversion Rate
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…AS CAN THEIR ACTIVITIES
Log File Analysis
Measurement & Analytics
Platform Migration
Performance Optimisation
Graphic Design &
ProductionMarketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PRApp Store
Optimisation
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Log File Analysis
Measurement & Analytics
Platform Migration
Performance Optimisation
Graphic Design &
ProductionMarketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation & Testing
Content Marketing &
Digital PRApp Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE
Log File Analysis
Measurement &
AnalyticsContent Audit
Data Driven Content Planning
Information ArchitecturePlatform MigrationMeta OptimisationLocal Optimisation
Content Marketing & Digital PR
Measurement & AnalyticsLog File Analysis
UNDERSTAND
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Log File Analysis
Measurement & Analytics
Platform Migration
Performance Optimisation
Graphic Design &
ProductionMarketplace Optimisation
Information Architecture
Editorial Production
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PRApp Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE
Local Optimisation
- Local Search Visibility
- Local Search Traffic
Log File Analysis
Measurement &
AnalyticsContent Audit
Data Driven Content Planning
Information ArchitecturePlatform MigrationMeta OptimisationLocal Optimisation
Content Marketing & Digital PR
Measurement & AnalyticsLog File Analysis
UNDERSTAND
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Log File Analysis
Measurement & Analytics
Platform Migration
Performance Optimisation
Graphic Design &
Production
Log File Analysis
Marketplace Optimisation
Information Architecture
Editorial Production
Measurement &
Analytics
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
UX Optimisation &
Testing
Content Marketing &
Digital PRApp Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE
Content AuditData Driven Content
PlanningInformation Architecture
Platform MigrationMeta OptimisationLocal Optimisation
Content Marketing & Digital PR
Measurement & AnalyticsLog File Analysis
UNDERSTAND
Local Optimisation
- Local Search Visibility
- Local Search Traffic
- Organic Visibility- Organic Traffic
META Optimisation
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Log File Analysis
Measurement & Analytics
Platform Migration
Performance Optimisation
Graphic Design &
ProductionMarketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PRApp Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE
Performance Optimisation
Performance Optimisation
Performance Optimisation
Performance Optimisation
Performance Optimisation
Editorial Production
Editorial Production
Editorial Production
Performance Optimisation
CONSIDER
UX Optimisation & TestingMarketplace Optimisation
App Store OptimisationEditorial Production
Graphic Design & Production
Content Marketing & Digital PR
Measurement & Analytics
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Log File Analysis
Measurement & Analytics
Platform Migration
Performance Optimisation
Graphic Design &
ProductionMarketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
Content Marketing &
Digital PRApp Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE
Performance Optimisation
Performance Optimisation
Performance Optimisation
Performance Optimisation
Performance Optimisation
Editorial Production
Editorial Production
Editorial Production
Performance Optimisation
UX Optimisation
& Testing
- Page Views- Bounce Rate- Time on Site- Pages per Visit- Conversion Rate
CONSIDER
UX Optimisation & TestingMarketplace Optimisation
App Store OptimisationEditorial Production
Graphic Design & Production
Content Marketing & Digital PR
Measurement & Analytics
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Log File Analysis
Measurement & Analytics
Platform Migration
Performance Optimisation
Graphic Design &
ProductionMarketplace Optimisation
Information Architecture
Local Optimisation
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
Content Marketing &
Digital PRApp Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE
CONSIDER
UX Optimisation & TestingMarketplace Optimisation
App Store OptimisationEditorial Production
Graphic Design & Production
Content Marketing & Digital PR
Measurement & AnalyticsPerformance Optimisation
Performance Optimisation
Performance Optimisation
Performance Optimisation
Performance Optimisation
Editorial Production
Editorial Production
Editorial Production
Performance Optimisation
Editorial Production
UX Optimisation
& Testing
- Page Views- Bounce Rate- Time on Site- Pages per Visit- Conversion Rate
- Bounce Rate- Time on Site- Organic Visibility- Organic Traffic
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Log File Analysis
Measurement & Analytics
Platform Migration
Performance Optimisation
Graphic Design &
ProductionMarketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PRApp Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE BUY PHASE
BUY
Conversion Rate Optimisation
UX Optimisation & TestingMeasurement & Analytics
Performance Optimisation
Performance Optimisation
Performance Optimisation
Performance Optimisation
Editorial Production
Editorial Production
Editorial Production
Performance Optimisation
Performance Optimisation
Performance Optimisation
Editorial Production
Editorial Production
Editorial Production
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Log File Analysis
Platform Migration
Performance Optimisation
Graphic Design &
ProductionMarketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PRApp Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE BUY PHASE
BUY
Conversion Rate Optimisation
UX Optimisation & TestingMeasurement & Analytics
Performance Optimisation
Performance Optimisation
Performance Optimisation
Performance Optimisation
Editorial Production
Editorial Production
Editorial Production
Performance Optimisation
Performance Optimisation
Performance Optimisation
Editorial Production
Editorial Production
Editorial Production
Measurement & Analytics
- Conversions- Traffic- AOV- # Of Purchases- Revenue
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TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
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TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
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TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
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TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
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TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
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SECONDARY TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
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PRIMARY TOOLS THAT INFORM PERFORMANCE CONTENT OBJECTIVES & KPIS
Web Analytics & Ranking
Tools
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CASE STUDY: STUDENT LIVING INDEX
APPROACH
- Content that showcases the top 25 student cities about their spending habits and then rank cities by cost
friendliness
RESULTS
- 230% increase in Share of Voice on core ‘Student’ KW group- 50,000+ Organic Visits
OBJECTIVE
- Improve the organic visibility of NatWest’s Student products
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THOUGHTS ON MEASUREMENT STRATEGY
Measurement Framework
Budget Setting (MMM) Attribution Modelling
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THOUGHTS ON MEASUREMENT STRATEGY
Measurement Framework
Budget Setting (MMM) Attribution Modelling
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NOT A DASHBOARD
CONNECTS OUR BUSINESS ACTIVITY TO THE BALANCED SCORECARD OF CLIENT
ENSURES WE ARE HIGHLY FOCUSED
POWERS LIVE ROI
A TOOL TO MEASURE MARKETING EFFECTIVENESS
WHAT IS A MEASUREMENT FRAMEWORK?
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BRAND CUSTOMER EXPERIENCE PRODUCTS
Customer Experience+
Simplify Product Understanding+
Support Growth
No. 1 xxx
CUSTOMER BASE
Trust
Brand Consideration
Buzz
Sentiment
NPS/Advocacy
Customer Satisfaction
Complaints
Visit to the Website
Open and Transparent
Fair
Profitability
Rankings
Market Share
Acquisition
Retention
Main Bank
Share of Wallet
EXAMPLE: FINANCIAL SERVICES
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MEASUREMENT FRAMEWORK APP
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The Development Process
Discover Define Design Develop Deploy
STAGED APPROACH WITH FULL PROJECT MANAGEMENT
NEVER UNDER-ESTIMATE THE IMPORTANCE OF THE ‘DISCOVER’ PERIOD
‒ INITIAL FOCUS MUST BE ON THE CHALLENGE AND NOT A SOLUTION
‒ INCLUDES KEY DATA & TECH AUDITS
ALWAYS REQUIRES CLEAR CLIENT ‘OWNER’
and maintain
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THOUGHTS ON MEASUREMENT STRATEGY
Measurement Framework
Budget Setting (MMM) Attribution Modelling
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MMM (MARKETING MIX MODELLING)
23-Sep-06 18-Nov-06 13-Jan-07 10-Mar-07 05-May-07 30-Jun-07 25-Aug-07 20-Oct-07 15-Dec-07 09-Feb-08 05-Apr-08 31-May-08 26-Jul-08 20-Sep-08 15-Nov-08 10-Jan-09 07-Mar-09 02-May-09 27-Jun-09 22-Aug-09-10,000
-5,000
0
5,000
10,000
15,000
20,000Actual Sales
KitK
at 4
F Vo
lum
e Sa
les
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DECOMPOSITION OF CONTRIBUTION
23-Sep-06 18-Nov-06 13-Jan-07 10-Mar-07 05-May-07 30-Jun-07 25-Aug-07 20-Oct-07 15-Dec-07 09-Feb-08 05-Apr-08 31-May-08 26-Jul-08 20-Sep-08 15-Nov-08 10-Jan-09 07-Mar-09 02-May-09 27-Jun-09 22-Aug-09-10,000
-5,000
0
5,000
10,000
15,000
20,000Base Promotions Media Price CONTENT Other Model
KitK
at 4
F Vo
lum
e Sa
les
Content Activity A Activity B Activity C
Short Term ROI £1.25 £0.75 £1.50
Long Term ROI £3.00 £4.00 £2.50
A
B
C
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THOUGHTS ON MEASUREMENT STRATEGY
Measurement Framework
Budget Setting (MMM) Attribution Modelling
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ATTRIBUTION
Email Search Display Search Affiliates
LAST CLICK APPROACH X X X X
Email Search Display Search Affiliates
MULTI-TOUCH ATTRIBUTION
Email Search Display Search Affiliates
Which interaction is responsible for the conversion?
The industry default
A better way…
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UNDERSTANDING CONTRIBUTION TO A GOAL
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ATTRIBUTION: DEVELOPED PROPRIETARY APPROACH
MACHINE-LEARNED, ALGORITHMIC APPROACH
DETERMINES THE CONTRIBUTION VALUE OF EACH ATTRIBUTE
AUTOMATED INTEGRATION OF OUTPUT TO OPTIMISATION BID PLATFORMS
Which can include the influence of
Performance Content activity through
natural search, app interactions, etc.
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APPROACHOur advanced, algorithmic model uses machine-learning techniques to derive
touchpoint values that are continuously updated
Integration of optimisation recommendations are connected directly
into execution platforms
ROICost per quote improvement of 10% from a
single product
Equivalent of +£1m of media efficiency gain in a year
OBJECTIVEUnderstand the true contribution of digital touchpoints to online Quotes and Sales to
direct granular budget optimisation
CASE STUDY: ATTRIBUTION
UK MAJOR INSURANCE PROVIDER
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KEY TAKEAWAYS
User Journey
Metrics
Activity
Tools
The 5 D’s
Marketing Mix Modelling
Contribution towards a goal
HAVE A CLEAR OBJECTIVE
HAVE A MEASUREMENT FRAMEWORK
CONSIDER ROI & ATTRIBUTION