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di italcoregDigital Media Strategy

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ctr- click-thru-rate :) kj

Your first interaction with a customer is a priceless opportunity

– That said, today your first interaction will most likely happen online

Source: CEO of Loews Hotels

SearchWORKSIf Social Media is a fad then so is PR

Mobile HAS arrived Twitter is NOT deadMedia is PEOPLE too

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Test. Measure. Learn. Optimize.

Sites. Placements. Creative.

Define What uMeasure BEFORE uLaunch

+Share with EVERYONE

+REPEAT

If content is king, data is queen.Site Data

Email DataSearch Data

Facebook “Fan” DataRich Media Data

Mobile DataTwitter “Follower” Data

Survey Data

Consolidate. Insights. Communicate (Peter Rabbit English)

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goalsand (clearly defined) Objectives

EDUCATION

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Measures + Metrics?Based on campaign specifics regarding audience, message, platform and overall business goals

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Measure everything.There are no benchmarks, uMUST establish your own.

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‣ Delivered Impressions

‣ Click-Thru-Rate%

‣ Total Clicks

‣ Click-Conversion Rate%

‣ Total Site Side Actions

‣ Total Actions ROI

‣ Top Performing Mkts.

‣ Expansion Rate%

‣ Panel Views

‣ Panel Actions

‣ Play Videos

‣ Total Opt-Ins

‣ *Bounce Rate

Display/Rich‣ Top Performing Keywords

‣ Total Opt-Ins

‣ Total Site Side Actions

‣ *Bounce Rate

‣ Delivered Impressions

‣ Click-Thru-Rate%

‣ Total Clicks

‣ Click-Conversion Rate%

‣ Total Site Side Actions

‣ Total Actions ROI

‣ Top Performing Mkts.

Paid Search‣ Total Fan/Followers

‣ Fan/Follower M/M Data

‣ Fan/Follower Value

‣ Active Fan ROI Value

‣ Comments/Likes/Shares

‣ Total Organic Imp.

‣ Total Organic Imp. Value

‣ Mobile Database #’s

‣ Mobile Response Rate

‣ Mobile Redemption Rate

‣ Opt-Outs

‣ Total Opt-Ins

‣ Played Videos

‣ Top Performing Mkts.

‣ Total Site Side Actions

‣ Total Actions ROI

Social‣ Total Visits (by media)

‣ M/M Total Visit Data

‣ Avg. Time Spent

‣ Avg. Page Views

‣ Most Viewed Page

‣ Top Exit Page(s)

‣ Total Opt-Ins

‣ Played Videos

‣ Top Performing Mkts.

‣ Total Site Side Actions

‣ Total Actions ROI

Site Side

Campaign Measures By Tactic

Audience. Message and Platform

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Display (view)

(visit)

(click) KPI CR% Increase

(view-thru)0.05%

$0.003

Broadcast (+Print)Digital Core

Your Site

Social Media

Visit

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Digital may be the most measurable medium. However, it’s not always comparable.

ADVOCACY

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