digital transformation: measuring your digital marketing returns

DIGITAL TRANSFORMATIONMeasurement and ROI from digital marketing investment

Jeremy Swinfen Green, Charlotte Childs07855 341 589

hello@mosoco.co.uk

MOBILE CONSUMERS

Digital measurementThe totally measurable medium?

Digital measurementFirst click or last click?

How would you assign value to different online channels?

Paid search(brand)

Display ad(clicked)

Email(opened,

not clicked)

Paid search (product)

• First, middle, last touch pointsoSame value, different value

• Search, email, displayoSame value, different value

Digital measurementDifferent methods of assigning value

Not clicked Not

opened

Too long ago Wrong

environment

Digital measurementTricky issues

Digital measurementOnline and offline

How can you track people from a website to a store?

• Direct traffic• Unique URLs• Strapline searches• Brand searches• Time• Location

Digital measurementTracking from offline to online

• Loyalty cards • Vouchers • Analytics data• Unique phone numbers• Time • Asking people

not

Digital measurementTracking from online to offline

Digital measurementIt’s not all about sales

How would you measure branding effects?

A U R A L

Digital measurementMeasuring branding

Digital measurementBranding and social media

But how would you use it?

• Sales and Leads• Campaign amplification• Insight• Service

Digital measurementUsing social media

Digital measurementMeasuring social media

Caveat

THANK YOU

Jeremy Swinfen-Green, Charlotte Childs

hello@mosoco.co.uk07855 341 589