new kpi metrics in digital marketing
DESCRIPTION
TRANSCRIPT
![Page 1: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/1.jpg)
Michael Ivanchenko, Actis WundermanMoscow, 2013
New KPI Metrics in Digital MarketingProblems, Solutions and Implementation
![Page 2: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/2.jpg)
Speaker
• 1981, was born in Moscow
• 2003, graduate of “Information security”, RSUH
• 1999-2006, had been working for dozens of digital project, managed several digital departments
• 2007-2008, Head of digital practice «4Experience» PR-Technologies (MasterCard, Sony Ericsson, Unilever, P&G)
• 2009-2010, Freelancer, digital marketing (Sochi 2014, Unilever, Sony Ericsson, Nivea, МТС)
• 2011-2013, Head of Strategy, Actis Wunderman (Nokia, Microsoft, Colgate, Novartis, Ford, BP и др.)Михаил Иванченко
![Page 3: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/3.jpg)
Current Metrics
Old-school digital metrics
• Impressions• Clicks & Visits• Average time, page depth• Participants & engagement • New CRM records
*Here and on the following slides we do not consider brand communication in direct marketing (e-commerce)
![Page 4: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/4.jpg)
What do they actually mean?
Impressions Clicks & Visits Average time,
page depthParticipants & engagement
New CRM records
Possible contact between the audience and the ad (display)
Possible perception of the communication and interest to the message
• Content efficiency?
• Poor usability? • Average
rates?
Number of active users
New records in CRM database
![Page 5: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/5.jpg)
What is our problem?
Banner Blindness
Possibility is not a reality
The more the better? Or not?
AVERAGE
300 participants, bingo!
E-mail and phone number – welcome to the 90s
Impressions Clicks & Visits Average time,
page depthParticipants & engagement
New CRM records
Possible contact between the audience and the ad (display)
Possible perception of the communication and interest to the message
• Content efficiency?
• Poor usability? • Average
rates?
Number of active users
New records in CRM database
![Page 6: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/6.jpg)
And what is the most important…
How do these metrics affect marketing goals?
Impressions Clicks & Visits Average time,
page depthParticipants & engagement
New CRM records
Possible contact between the audience and the ad (display)
Possible perception of the communication and interest to the message
• Content efficiency?
• Poor usability? • Average
rates?
Number of active users
New records in CRM database
![Page 7: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/7.jpg)
What drives through the funnel?
![Page 8: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/8.jpg)
What drives through the funnel?Awareness
Consideration
Preference
Purchase
Loyalty
1. Quality of the contact with a brand communication
2. Social influence
3. Aftersales contact with the brand
![Page 9: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/9.jpg)
Let’s measure that: key 3 metrics
1. Quality of the contact with a brand communication
2. Social influence
3. Aftersales contact with the brand
=
Metrics Measuring Quality
Brand experience
Qualified contact with the branded content
• t > 60/30/15secSite/video/pre-roll
• Interaction rate (rich-media)
• App installations
= Brand socialreach
№ of contacts between TA and branded content in social media
• Shares X 100• Community reach
per period (VK)• Post reach per
period (FB)
= Social recruitment
№ of new consumer contacts in social CRM
• CRM records• New social
subscribers
![Page 10: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/10.jpg)
No average, qualified contact only
• Instead of the average rate:– Average time spent - 2,4 min– Average page views - 3,4 pages
• Qualification:– The percentage of unique visitors who take a desired
action upon visiting a website (visits to brand experience - 45%)
i.e. 45% of the audience were qualified by time or end action
![Page 11: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/11.jpg)
How to set goals of the campaign?
1. Quality of the contact with a brand communication
2. Social influence
3. Aftersales contact with the brand
=
#Number $Cost per
#Brand experience
$CPBeHow much does 1 qualified contact cost?
= #Brand socialreach
$CPSrHow much does 1 social contact cost?
= #Social recruitment
$CPSrHow much does 1 CRM record cost?
4. Other end actions (purchasea, downloads, installations)
= #Key business action (KBA)
$CPKBAHow much does 1 end action cost?
x
x
x
x
![Page 12: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/12.jpg)
KPI digital Funnel
Brand experience
Brand socialreach
Key businessactions
Social recruitment
![Page 13: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/13.jpg)
Directly connected to marketing objectives
Awareness
Consideration
Preference
Purchase
Loyalty
Brand experience
Brand socialreach
Key businessactions
Social recruitment
![Page 14: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/14.jpg)
Implementation
• Used* by Nokia, Novartis, Colgate, Ford, BP, Hochland etc. since 2012
• More than 30 campaigns
*Depends on global KPI frameworks
![Page 15: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/15.jpg)
What have we learnt?
• Media buying optimization with $CPBe
• Creative and LP optimization with Brand experience conversion
• A/B Testing
• Influencing target audience with social media
• Target audience retention with Social and CRM
![Page 16: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/16.jpg)
What is the result?
• Increased effectiveness of digital communications (media and production budget optimization)
• Correlation between digital campaigns and marketing
• Simple goal setting tool for CMO and CEO
![Page 17: New KPI Metrics in Digital Marketing](https://reader034.vdocuments.net/reader034/viewer/2022050904/545509deb1af9f33608b468e/html5/thumbnails/17.jpg)
Thank you for your attention