sxsw 2015 - crash course: measuring digital marketing
Post on 14-Jul-2015
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRASH COURSEMEASURING DIGITAL MARKETING
#digiroi @affinityau @LukeBrown_AU @AdamSharAU
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SURVEY BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WHAT YOU WANTED TO KNOW
1. Cover the basics 2. Cover the basics 3. No really…cover the basics 4. Attribution 5. Tools - basics
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TOP 5 PROBLEMS BENCHMARKS
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SURVEY RESULTS
“Please just tell me what my KPIs
should be”
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
EFFECTIVE BUSINESS& DIGITAL GOAL SETTING
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
THINGS TO THINK ABOUT
• SMART Goals • How many? • Business Conversions • Digital Conversions • Sales Channels • Sales Source • Path to sale
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SMART GOALS
Specific Measurable Achievable Relevant Time bound
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HOW MANY GOALS?
• 1 – 3 core goals that directly impact the bottom line
• 2 – 5 supporting goals
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BUSINESS CONVERSIONS
My business considers a conversion complete when: q The money hits our account q An in store sale q An order is shipped q A contract is signed q A service is delivered in full q A reseller places a new order q A new user registers or downloads our app q Deferred purchase event – e.g. pharmaceutical script filled. q Other
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DIGITAL CONVERSIONS
I consider a digital conversion is complete when: q A sale is complete in my online shop q A transaction is complete in my app q A new enquiry is captured through a form on my website q A new enquiry is captured through a call from my website q A users is referred to an external site where they can buy q Content is downloaded or a tool is used q Website engagement above a threshold q Other (e.g. coupon redemption in store)
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SALES CHANNELS
How do people buy your stuff. q Website q In App Transaction q Inbound Calls q Outbound Calls q Field Sales Reps q Bricks & Mortar Store q Retailers & Resellers q Other
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SALES SOURCE
• Category Intenders _____% • Brand Intenders _____% • Advertising _____% • Repeat / Loyalty Purchase _____% • Referral Purchase _____% • Walk In/Impulse _____% • Don’t Know _____%
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DATABASE OF INTENTION BENCHMARKS
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
BENCHMARKS
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
BENCHMARKS
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
10,000,000
2,000,000
200,000
20,000
2,000
____%
Market Share
____%
Market Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market Penetration
Market Response
Site to ____ Drop off
____ to Sale Drop off
20
10
10
10
0.10
2.00
0.02
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market Penetration
Market Response
Site to ____ Drop off
____ to Sale Drop off
20
10
10
10
10,000,000
8,000,000
800,000
80,000
8,000
0.2
2.0
0.08
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market Penetration
Market Response
Site to ____ Drop off
____ to Sale Drop off
20
10
10
40
___________
10,000,000
2,000,000
20,000
8,000
0.40
4.00
0.08
200,000
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BUSINESS GOALS
1. _______________________
2. _______________________
3. _______________________
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DIGITAL GOALS
1. _______________________
2. _______________________
3. _______________________
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PATH TO SALE
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$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market Penetration
Market Response
Site to ____ Drop off
____ to Sale Drop off
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PATH TO SALE
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/IN STORE
SALE
PATH TO SALE
MARKET
WASTAGE
REACH
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CRM/ECOMM /POS
/IN STORE
SALE
$
Site Path to Scale
NEW LEAD CAPTURED
START
Stage name, e.g. “Initiall Call Back”
Stage name, e.g. “Proposal generated”
Stage name, e.g. “Contract signed”
MIDDLE
END
SITE PATH TO SALE
NEW LEAD CAPTURED
START
Stage Name, e.g. “Add to cart”
Stage Name, e.g. “Login or Site Registration”
Stage Name, e.g. “Purchase Thank You Page”
MIDDLE
END
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PATH TO SALE
MARKET
WASTAGE
REACH
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CRM/ECOMM /POS
/IN STORE
SALE
$
CRM/ECOMM PATH TO SALE
NEW LEAD CAPTURED
START
Stage name, e.g. “Initial Call Back”
Stage name, e.g. “Proposal generated”
Stage name, e.g. “Contract signed”
MIDDLE
END
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QUESTIONS
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KPIs
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HARDKPIs & Soft
KPIs
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
$$1STVISIT
2NDVISIT ENQUIRY NEWSLETTER
SIGNUPRE-ENGAGEMENT
CONVERSION EVENTS
Frequency Latency
PURCHASE PATH
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WEIGHTED AND SUPPORTED OUTCOMES
FIRST TOUCH
FIRST ENGAGEMENT
CONSIDERATION
ACTION
CONVERSION
REPEATCONVERSION
• Advertising through multiple channels
• Referral from existing customer
• Read of page headline in organic search
• Mouse hover over banner ad
• Click through to website
• External read of reviews or press
• Subsequent site visits • Site Bookmark, send
or share • Social network query
“e.g. has anyone hear of these guys before?” • Sign Up/Registration
• App Install • Content save or download
• Purchase • Enquiry
• Direct entry site visit • Engagement through eDM • Referral of new business
to you
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KPI METRICS CAN BE FOUND
Social Adserver Web analytics E-Commerce Mobile
Newsletter
In Store / POS Sales representatives CRM Phone analytics
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INSTORE METRICS
• Footfall
• Change room use
• Point of sale transaction
• Loyalty card / app
• Digital Coupon / In store bounce back
• iBeacon
• Behavioral engineering – post purchase
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API BUILDERS BENCHMARKS
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
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10 MEASUREMENT TESTS 1. The truth test. Are we really measuring what we set out to measure?
2. The focus test. Are we only measuring what we set out to measure?
3. The relevancy test. Is it the right measure of the performance measure we want to track?
4. The consistency test. Will the data always be collected in the same way whoever measures it?
5. The access test. Is it easy to locate and capture the data needed to make the measurement?
6. The clarity test. Is any ambiguity possible in interpreting the results?
7. The so-what test. Can and will the data be acted upon, i.e. is it actionable?
8. The timeliness test. Can the data be accessed rapidly and frequently enough for action?
9. The cost test. Is the measure worth the cost of measurement?
10. The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?
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KPI CASE STUDIES
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Benchmark Change
GAMED METRICS
45% Optimization
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Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24
eCom
mer
ce S
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eCommerce Sales
66%
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Benchmark Change
GAMED METRICS
Optimization
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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500
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24
Tota
l Rev
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eCom
mer
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eCommerce Sales Revenue
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Review
GAMED METRICS
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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350
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500
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Tota
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eCom
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eCommerce Sales Revenue
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GAMED METRICS
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
-
200
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600
800
1,000
1,200
1,400
1,600
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2,000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24
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Ecom
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Pho
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Webform Enquiries Phone Enquiries Revenue
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Correction
GAMED METRICS
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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200
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800
1,000
1,200
1,400
1,600
1,800
2,000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24
Tota
l Rev
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Ecom
mer
ce &
Pho
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eCommerce Sales Phone Sales Revenue
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$1STVISIT
2NDVISIT
3RD VISIT ENQUIRY NEWSLETTER
SIGNUP
CASE STUDY - NEWSLETTERS BENCHMARKS
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QUESTIONS
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ESSENTIAL TOOLSBENCHMARKS
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ESSENTIAL TOOLS BENCHMARKS
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SITE ANALYTICS
Marketing Technology Landscape January 2015
INFRA&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'
CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
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ANNOTATION Annotate your timeline to keep track of what changes you’ve made to your site or campaigns you’ve run, and what the impact has been.
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URL SUFFIXES
http://www.you.com?utm_term=Low_Value_Customer • Analytic platforms pick up the referral source of organic traffic but
won’t for a direct URL entry.
• Paid traffic is generally recorded as direct entry unless you set have a URL suffix in place.
• If you define paid traffic you can get more insight than from paid than organic traffic.
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UTM BUILDERS
https://support.google.com/analytics/answer/1033867?hl=en
• Segment you paid traffic easily
• Disregard the naming convention
• Use variables however works for you
• Complex campaigns make UTMs hard to manage
• Simplify by automating them using your adserver.
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CONVENTION CONSIDERATIONS
• Keep your convention consistent across channels
• Plan and try to future-proof how you use the variables
• Remember that your competitors can read the UTM
• Remember that your customers can read the UTM
• UTM’s don’t just apply to paid traffic, you can use them anywhere you define the URL that points to your website
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UPGRADE If Google Analytics was deployed more than 2 years ago you might want to consider upgrading to the new Universal Analytics.
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Google Analytics vs Universal Analytics Pro: • More features & better insights • Much more accurate mobile measurement • Better social media measurement • Improved eCommerce integration • Cross device deduplication Con:
• You’ll need to get the change made • Existing eCommerce integration need updating • Your reported traffic volumes might change
Google Analytics
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• The best analytics work is collaborative analytics work
• All parties should work using the same view of your site data
• Annotations, Segments & Dashboards can be shared
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DATA LEAKAGE If you deal with sensitive information captured in a web form, make sure it isn’t being passed into Google Analytics.
/thankyou?name=Ted%20Bundy&phone=555%2012 34&comment=Ive%20killed%20some%20people% 20can%20I%20speak%20to%20you%20in%20con fidence
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ADSERVERS
Marketing Technology Landscape January 2015
INFRA&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'
CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
Marketing Technology Landscape January 2015
INFRA&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'
CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
Marketing Technology Landscape January 2015
INFRA&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'
CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
Marketing Technology Landscape January 2015
INFRA&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'
CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WHY USE AN ADSERVER
• Independent verification that what you bought is what you got
• Allow you to use richer more engaging creative
• Allow you to control message targeting by geo, demo or sequence
• Track your reach across channels
• Deduplicated conversions
• Media attribution
• Brand safety
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PROGRAMATIC LANDSCAPE
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
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REACH TRAPBENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
REACH TRAP RISK FACTORS
• Substantial budgets active in a digital channel
• Target a niche audience on an ‘always on’ basis
• Put a disproportionate amount of budget into retargeting
• Don’t have conversions deduplicate across channels
• Use long look back windows to attribute conversions
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DIAGNOSIS
• Steady decline in total conversion numbers despite good conversion rates and cost per acquisition from paid activity
• No increase in conversion numbers when extra budget is added
• No drop in conversion numbers when budget is tightened
• An unusually long average conversion latency
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
Conversion tags let you, your suppliers and their platforms know when a conversion happens letting them optimize towards driving more.
CONVERSION TAGS
SITE VISIT
ADD TO CART
CONFIRM & CHECKOUT
SITE SIGN UP
BROWSE CONTENT
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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CONVERSION EVENTSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TAG MANAGEMENT PLATFORMS BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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CONVERSION EVENTSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM
Marketing Technology Landscape January 2015
INFRA&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'
CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
Marketing Technology Landscape January 2015
INFRA&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
Marketing Technology Landscape January 2015
INFRA&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM ESSENTIALS
• Contact hierarchies structured to reflect your business
• Data captured in validated fields
• Integrated CLM capabilities
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM BEST PRACTICE
• “App” level UI simplicity
• Role specific layouts, portals & dashboards
• Automated task creation & hand over between teams or roles
• Mandatory data capture structured to allow better measurement
• Integration with every other system that holds customer data
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QUESTIONS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace with corrected table, this one has too many columns
KEY METRICS KEY METRICS
CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace with corrected table, this one has too many columns
KEY METRICS KEY METRICS
CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
YOUR TOP 3 PRIME METRICS
1. _______________________
2. _______________________
3. _______________________
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DOESN’TADD UP
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TOP 5
1. Channel is claiming more clicks that you can see
2. Channel is claiming more conversion than you can see
3. Your reports show impossible click through rates
4. Adserver and publisher reports don’t match
5. Agency claims I’ve reached more people than exist
MOST COMMON MEASUREMENT PROBLEMS BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE CLICKS THAN YOU CAN SEE 1. Know your click attrition rates by channel
2. Check site analytics is deployed correctly
3. Confirm your page load times aren’t the problem
4. Apply a URL suffix if you haven’t already
5. Have your partners audit their URL’s to make sure they’ve used them
6. Automate URL suffixes to prevent handling errors
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 1st Step - Basics
• Confirm that tags have only been deployed to the right pages. 2nd Step – Easy Best Practice
• Disregard your channel reports and start measuring performance through site analytics.
• Use an automated URL suffix to ensure that your site analytics tracks everything correctly and human error doesn’t limit your visibility.
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 3rd Step – Slightly Technical
• Run page tests to make sure conversion tags fire in only the correct locations, and only fire once.
4th step – Advanced
• Start tracking all media through an integrated adserver, which will deduplicate conversions correctly.
• Set up an attribution model, and a data feed to suppliers DMP, then have them suppliers optimise to how you attribute conversions.
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
IMPOSSIBLE CTR
1. Re-export the tags from your 3rd party adserver
2. Get the publisher to show you the code they implemented
3. Confirm that the publisher has deployed them the right way around
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ADSERVER & PUBLISHER REPORTS DON’T MATCH
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ADSERVER & PUBLISHER REPORTS DON’T MATCH 1. Get the publisher to show you the code they implemented
2. Check to see if the code contains [timestamp]
3. Have them replace the placeholder with a working timestamp macro
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
REACH DUPLICATION
DISPLAYSEARCH
SOCIAL
TARGETMARKET
AGENCY CLAIMS I’VE REACHED MORE PEOPLE THAN EXIST
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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CONVERSION EVENTSBENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENTFRAMEWORKSBENCHMARKS
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BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT FRAMEWORK
Plan • Identify and engage key stakeholders for their requirements • Define what data you want to collect by channel or asset • Identify the right tools to collect the data you need
Deploy • Generate any needed code and specify how the tracking should be deployed • Ensure that access to relevant tools is given to relevant stakeholders • Assign responsibility for deployment to best person for the job
Maintain • Record measurement fault dates, causes and resolutions. • Make sure all of your stakeholder and partners understand their responsibilities
and consistently deliver what you need.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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CONVERSION EVENTSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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EDM
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NATIVE
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT FRAMEWORK
Plan • Identify and engage key stakeholders for their requirements • Define what data you want to collect by channel or asset • Identify the right tools to collect the data you need
Deploy • Generate any needed code and specify how the tracking should be deployed • Ensure that access to relevant tools is given to relevant stakeholders • Assign responsibility for deployment to best person for the job
Maintain • Record measurement fault dates, causes and resolutions. • Make sure all of your stakeholder and partners understand their responsibilities
and consistently deliver what you need.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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EDM
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NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT TOOLS
CHANNEL MEASUREMENT TOOLS
MAIN TOOL OWNER DEDUPES? SECONDARY TOOL OWNER DEDEUPES?
WEBSITE
BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KISS BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHOOSING CHANNEL METRICS
Performance Driven Cost Per Acquisition/Transaction Completed supporting outcome Rate of Clicks to Acquisition/Transaction Clicks to Supporting Outcome Transactional Avg. Basket Size Avg. Basket Revenue Avg. Basket Profit
Delivery Driven Daily/Weekly/Monthly Clicks/Traffic Sign Ups/Registrations New Biz Conversions Repeat Biz Conversions Transactional Total Revenue Total Profit Marketing ROI
Insights Driven Path to Purchase Avg. Frequency before $ Avg. Latency before $ Lifetime Customer Avg. Lifetime Revenue Avg. Lifetime Profit
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BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BEST PRACTICE
• Choose metrics that lead to the completion of a business or digital goal.
• Choose metrics common to & consistently present across all channels. • Preferentially track metrics that your marketing efforts actually affect.
• Ensure your tools will let you deduplicated transactions or enquiries.
• Decide in advance how you will gauge ‘success’ for a metric.
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
COMPARISON METRICS
A metric is a meaningless without a gauge of success, so always use a comparison metric.
Common Comparison Metrics
• Result vs Target • Result vs Benchmark • Result vs Time
– Year on Year – Period on Period
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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ADVANCED TOOLS BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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CALL TRACKING BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEDIA ATTRIBUTION
Transparent path to purchase
– Clearly shows cross channel interaction – Identifies best performing paths to conversion – Shows path to conversion length in time & touch
Assign credit based on different models
– Compare & contrast different models to find what channels, strategies, audience segments, campaigns, creatives, messages/copy, keywords add the most value.
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEDIA ATTRIBUTION TOOLS BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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ATTRIBUTION MODELS BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BRAND SAFETY BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BRAND SAFETY Reporters Build a list of questionable impressions for you to review and action
Pro: Get visibility of blind exchanges, lets you push for make good Con: Doesn’t keep you brand safe, just lets you solve the problem after the fact
Blockers Prevents your ad from being bid on or appearing on suspect sites
Pro: Prevents the majority of brand risk ad impressions Con: Doesn’t prevent all brand unsafe impressions
Typically oversensitive and might block many safe & relevant ad impressions Can’t be used if for products with overlap into a risk category For CPM buys - publishers will hate you for serving blank ads
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PRO TIPS
The best brand safety tool is the platform you use to target media. Search: Keep negative keyword lists up to date Display: Use white lists preferentially over blind exchanges
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QUESTIONS
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THE QUEST FOR ANSWERS
Actionable insights are answers to business questions. To start answering these questions, start asking some. Structure your analysis using simple but specific questions like; • Where does my traffic come from? • Where do my conversions come from? • How do the different pages on my website aid conversion?
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MEANINGFUL QUESTIONS
Work your way up to questions that give you answers, not metrics Q. How do my different channels perform? A. Like this, using three prime metrics as meaningful comparisons Q. How can I improve my conversion rate? A. By applying the learnings of the 3 top pages to the 3 bottom pages Q. How can I promote repeat purchase? A. Here are the factors common in repeat purchasing customers, some of which we can amplify across single purchase customers
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METRIC SELECTION
• What metrics should I use to answer the question?
• What 1st party data do I have on hand?
• What external data sources can I access?
• How can I judge the accuracy of the data?
• Can I improve accuracy & accountability by using multiple metrics?
• What metrics can we actually affect?
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CONSIDER NOVEL SOURCES
• Remember to mine your media data for behavioral insights
• Searched Terms used as an intent gauge can make you a mind reader • Validate your assumptions with real world experiments
• Validate your Quant findings with Qual research for a human touch
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QUESTIONS
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QUESTIONS
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AUTOMATION
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AUTOMATION OPTIONS
Alerts
Telling you things you can find out yourself sooner Workflow automation
Tools that do what you do faster or better Business Intelligence
Tools that make it possible for people other than analysts to find new insights.
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ALERTS
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ALERTS BEST PRACTICE
Setup for success • Setup a fault state alert; e.g. no transactions today • Setup a success alert; e.g. we’ve exceeded the monthly target • Include relevant stakeholders, such as IT, as recipients on your alerts
Make alerts clear & manageable
• Make sure the alert clearly states its source • Make sure the alert clearly states the problem it is reporting • Limit the number or complexity of alerts so you don’t flood inbox’s
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WORKFLOW AUTOMATION BENCHMARKS
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WORKFLOW AUTOMATION
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WORKFLOW AUTOMATION
To get value out of these tools you need to: • Understand what they actually do
• Actually have a requirement for both their basic and advanced features
• Have the time to learn how to use them properly
• Have the time to actually do something with them
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BUSINESS INTELLIGENCE
A Business Intelligence tools takes data, often stored in multiple silos’, and integrates and processes it in a way that couldn’t be easily done by a human beings because of:
• Overwhelming Volumes • Overwhelming Complexity • Overwhelming Boredom
These tools add value to an organisation by providing a constant stream of accurate information through a intuitive interfaces.
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FUNCTIONS
• Dashboarding & Visualization
• Sales forecasting
• Media Attribution
• Automated Audience & Customer Segmentation • Path to Purchase Optimization
• Predictive targeting
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BI PLATFORM CONSIDERATIONS
• Does it actually meet all of my needs.
• Will I need to pay for many features that I will never need to use?
• Do we have the skills or should we up-skill first?
• Will I need to change existing internal processes.
• Will I need to change existing internal systems.
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OPTIMIZATIONBENCHMARKS
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OPTIMIZATION
• You can and should optimize every part of your path to purchase. • Always use experimental methodology
– Keep a control group – Ensuring you test changes in isolation – Using statistically significant volumes before calling the result.
• Don’t optimize to a single metric • Things don’t stay optimized, be ready for the long haul.
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OPTIMIZATION PRIORITIES 1. Purchase Funnel
Changes here will have the greatest impact on your bottom line and prove out most quickly and cost you the least to implement.
2. Site Content Changes here will have follow on effect to sales, but take longer to prove out, and cost slightly more.
3. External Content Changes to Organic Social Profiles will have a follow on impact to site and sales, but will take substantially longer to prove and may impact on performance of prior stages but should not require a substantial outlay of cost or time.
4. Advertising Creative Changes to creative or messaging in advertising will have a follow on impact, but will take some time to prove out as users need to filter through all prior stages in the funnel, this is the first stage where substantial investment may be required.
5. Media Channels & Targeting Changes to your media channels, targeting & investment level will take the longest time to prove out and may require changes to be made to every successive optimization stage.
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CHAMPAGNE TOWER APPROACH BENCHMARKS
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QUESTIONS
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CRASH COURSEMEASURING DIGITAL MARKETING
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