you can’t manage what you can’t measure lewis lenssen - commercial director
TRANSCRIPT
You can’t manage what you can’t measure Lewis Lenssen - Commercial Director
Measurement
BackgroundLewis Lenssen• 5 years leading and building search agency• 1 year consulting on social media and online PR for retail
brands (focusing on measurement and valuation)• 3 years Commercial Director of DC Storm
DC Storm• Over 2,000 tracked websites with configured attribution• 30M tracked events per day related to £25M daily revenue• 5M non-tracking events per day
Agenda• Marketing performance measurement – A big data challenge?• Characteristics of Digital Marketing Measurement• Measured Success - Keys to Success• The future and the politics• Summary• Q&A
Digital Marketing Measurement A Perfect Big Data Challenge?
Digital Marketing MeasurementDigital Marketing Attributes• Large volumes of automatic collected, relevant data
• Clear opportunity to optimise marketing
• Significant costs and benefits
Problem Solved?• Marketing channel silos
• Sales channel silos
• Device silos
• Channel specific measurement
• Un-reconciled data
• Low trust in data
• Last click wins
Bad Measurement too…
Digital Marketing Measurement
Characteristics of the Challenge
Marketing Measurement Characteristics • Multiple diverse data sources• Near real time requirements• Multiple audiences with diverse requirements• Multiple automation tools• Not a point in time solution (continuous feedback loop)
Measured Success
Measured SuccessMarketing & Sales Channel Tracking
Unified Data Resource
Multi-Channel Attribution
Actionable Insights
Trading Analytics
Budget Planning
Unified Data Resource
Digital Data Ecosystem
Order
‘D&G satin dress’‘acme fashion’
DM
IMP
Mobile
Online
CRM Activity
Picking DispatchRegister
Tablet
Unified Data Resource• Flexible, scalable database designed to support diverse data
sources• Ability to reflect evolving channel connections• Technology that supports easy data import and export• Sophisticated access and security control• Specialist requirements and central to success
Configurable User Tracking
Tracking• Track and join multiple channels and devices
• Website• Online display• Mobile Apps
• Support for multiple device users• Track the events that matter• Consider media and partner independence• Audit and validate data
Attribution in Action
Evolution of Attribution• Last click wins (within channel)• Last click wins – across channel• Winning click• Multi-channel sharing• Rules based attribution • Statistical attribution
Attribution Analysis• Attribution model must reflect your users journeys• Implement the model(s) that your business needs• Provide continuity as well as the new measurement
• Continue to deliver ‘last click wins’• Continue to deliver the old reports
• Must deliver the analysis on an on-going basis
Actionable Reporting and Automation
Reporting• Share the data love!
• Query tools• Reporting and templating tools• Dashboard and visualisation tools• Data cubes
• Automate production and distribution• Focus on answering questions, not delivering numbers
Power Automation
• PPC bid management• Stock powered advertising and creative• Display buying platforms (DSPs)
Trading Analytics
Trading AnalyticsBeyond website and marketing analytics:-• Margin reporting and attribution• Offer analysis• Product demand• Impact of availability• Stock availability in relation to demand• Order processing performance
Future - Budget Planning
The Political Challenges
Summary• Big data challenge waiting to be solved• Specific characteristics – Diverse data, near real-time, many
audiences, not point in time• Measured Success framework for delivering solutions
• Measurement Hub – Specialist requirements and central to success• Tracking – Audit and validate• Attribution – On-going delivery• Actionable Insights – Answer questions• Trading Analytics – Beyond marketing• Budget planning – The future
• Political challenges
Thanks for listeningQuestions?Lewis Lenssen- Commercial Director