crm metrix digital hub sept 25 2009

The Dichotomy of Digital Marketing

CRM MetrixMelissa Morrison VP

| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009

Melissa Morrison, VPFriday, 25 September 2009

The Dichotomy of Digital MarketingThe Dichotomy of Digital Marketing

Quantity: Quality:Quantity:

• Reach

G d l

Quality:

• Engagement

l• GRP model

• MMM analysis

• 1:1, Personal

• Customized

• Distribution, go where the most

• Centrality,importance of the

eyeballs arep

brand website

| CRM Metrix customer listening solutions | 2009 3


Quantity Examples: Quality Examples:

• Reckitt‐Benkiserusing cheap volume

• Foursquare location‐based messagingusing cheap volume

buys for reach

• P&G Unilever

based messaging

• Hapa Sushi on Twitter

C t• P&G, Unilever inputting clicks and hits to MMM to show

• Create your own Dunkin’ Donut

hits to MMM to show ROI

• Travelocity emailed packages after a


search on India


Quantity Measurement: Quality Measurement:Quantity Measurement:

• Number of views

b ll

Quality Measurement:

• Open‐ended listening

di• Eyeballs

• Impressions

• Target audience profile

• Conversions

• Sales

• Word of mouth/influencersSales

• Behaviors • Pieces of creative

• Attitudes


Attitudes

So which model is right?So, which model is right?

First, start with your brand strategy. What are your goals?

‐ Build loyalty among current users

‐ Convert competitive users

‐ Garner new customers

‐ Increase conversion

‐ Build brand imageryg y

‐ Activate brand evangelists

‐ Drive purchase


Drive purchase

What Strategy?What Strategy?

Purchase

LoyaltyPurchase

Online Emotional

Connection

d

Initiativesand/or

Brand ValueBrand Differentiation

Accessibility Brand Health

/Brand Website

Brand Relevance

Brand AwarenessAwareness


The Brand Selection Process

Consider All Online Brand Experiences

Social Blogs

p

Media Fan Page

Micro Site

OnlineAd

OnlineVideos

BrandWebsiteAds VideosWebsite

OnlineArticles

Online Widgets

Online


OnlineSponsor

Brand Website as CRM: Platform to Build Relationships

| CRM Metrix customer listening solutions | 2009

Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600


| CRM Metrix customer listening solutions | 2009 10Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600

The brand website is the most trusted form of advertisingThe brand website is the most trusted form of advertising.


Brand Website: A Key Influencer of Purchase

| CRM Metrix customer listening solutions | 2009 14Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US representative sample, n=1600

Brand Website: A Key Influencer of Purchase

| CRM Metrix customer listening solutions | 2009 15Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US representative sample, n=1600

Brand

TVTVTVBlogsS i lBlogsS i lBlogsS i lTV

RadioPrint

Outdoor

TVRadioPrint

Outdoor

TVRadioPrint

Outdoor

Social Networks

Micro-SitesOnline Ads

F

Social Networks


F

Social Networks


F

BrandWebsite

ForumsForumsForums

Engagement Strategy

Reach

Strategy


Strategy

Therefore, Do BothTherefore, o oth

…But measure it!

‐ Compare back to strategy‐ Implement standardized pmeasurement‐ Harmonize all online brand experiences


Is this already being done?Is this already being done?


What is Wrong with Online Measurement?

1. Decisions being made without consumer input; designing brand experiences that are not customer centric.

g

experiences that are not customer centric.

2. Behavioral insights alone does not mean online brand experiences are working.

3. No standard research methodology.

4. No standard comparative metrics. Inability to determine the contribution of online brand experiences to your strategycontribution of online brand experiences to your strategy.

5. No centralized performance monitoring system to compare & contrast.

6. No system available to report metrics within the brand organization—y p gneeds to be actionable.


Unified MeasurementUnified Measurement

Banner Ads

Micro Sites

Banner Ads

Micro SitesMicro Sites

Sponsorships

l d

Micro Sites

Sponsorships

l dSocial Media

Rich Media

Social Media

Rich Media

Online Ads

Website

Online Ads

Website

Centralized


The Standard MetricsThe Standard MetricsCategory Affinity, Brand Affinity, Purchase Stage, Demographics

Purchase Intent (lifts)( )

Brand Image Perceptions (lifts), Brand Opinion Change (lifts)g p ( ), p g ( )

Re-engagement, Long Term Relationship (lifts)

Media Exposure, Traffic Sources


The New Standard Research Methodology

S d d SO i l

The New Standard Research Methodology

Control Test Cell

Standard Segments

Pure

Optional

Re‐Contact

Optional

Cell(Pre‐

Exposure)

(Post‐Exposure)

Control Cell SurveyOCT

OnlineBrand

Experience

p )


SiteCRM™ Six DimensionsSiteCRM Six Dimensions


B tB t 99Best P tiBest P ti

9Site Re-designPracticePracticeSite Re design

0%

25%75% 100%

DON’T:

100% Flash is a NO NO!50%

IMPLICATION:End user frustrations dramatically increase and


End user frustrations dramatically increase and key metrics take a nose dive.

SiteCRM™ Best Practice #1:SiteCRM Best Practice #1:Provide an instantaneous experience.Key Metrics Pre-Flash 100% FlashPurchase intent 77% top 58% top

C R i d 85 79Customer Retention Index 85 79

Site satisfaction 70% top 51% top

“fl h b it ll i i ll h th h hil

“heavy use of flash, made browsing slow. not adapted to the smaller screen.

“flash websites are really annoying....especially when they hang while loading a small flash movie at 6am. yes, it was your site...not my connection to the internet. I had no problems with other sites at the same time and no I didn't have a million windows open”


same time...and no I didn t have a million windows open

SiteCRM™ Best Practice #2:Ensure that goals are easily achieved.

Did I come to the wrong website? 94.2%

Positive Purchase Intent

How can I just get a quick answer?

Why can’t find what I am looking for?When will this page load? 75.0%

Why is this so hard to use?

y g

What was I looking for again?

Wh d i d hi h ibl i ?

Did I do something wrong?Who has time for this?

Who designed this horrible experience?

Goal Accomplishers n=3849


Who has time for this?Goal Failures n=856

SiteCRM™ Best Practice #3:Relationship is more important than site satisfaction at driving salessite satisfaction at driving sales.

Intent to Buy

RevisitR2=.73

Trial Intent Intent to Buy

R2=.82

Recommend R2=.60Recommend


Consider All Online Brand Experiences

Social Blogs

p

Media Fan Page

Micro Site

OnlineAd

OnlineVideos

BrandWebsiteAds VideosWebsite

OnlineArticles

Online Widgets

Online


OnlineSponsor

Ad and Targeting EffectivenessAd and Targeting EffectivenessQuantity Measures:

• Impressions

• Click‐Through

Quality Measures:

• AwarenessAwareness

• Recall

• Persuasiveness

• Viewer Profile

• Brand Image


• Purchase Intent

The Creative Performance ReportThe Creative Performance Report

| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009 30

The Centralized Performance ReportThe Centralized Performance Report


Reporting Key Metrics within the OrganizationReporting Key Metrics within the Organization

Category of Metrics Shared

At Stake / Aggregrate Brand Equity Metrics Operational

C‐V Level (Senior)

Brand Team (Mid)

Marketing Managers (Ground Zero)


The End ResultThe End Result1. Do it all

2. Measure it

3. Match it back to strategygy

4. Make better decisions


Thank You!Q i & AQuestion & Answers

Melissa MorrisonVPCRM Metrix, Inc.201.484.0400


[email protected]

About CRM Metrix, Inc.CRM Metrix is a global market research company offering leading digital market research solutions that are used by leading brands: A one of a kind company with offices in New York, Cincinnati, Paris, Mumbai and Singapore.

CRM Metrix offers a full range of digital market research solutions to help brands make the best decisions at all stages of the digital marketing development process and to maximize the return on their digital marketing investment Digital marketing covers the brand website online ads onlinetheir digital marketing investment. Digital marketing covers the brand website, online ads, online campaigns, email CRM programs, social media, online sponsorships, micro sites, etc.

CRM Metrix is committed to working with clients to "measure what matters" to your digital marketing success. With our full range of digital market research tools, you will know that you are making the b d i i ll f h di i l k i d lbest decisions at all stages of the digital marketing development process.

The Minute Pitch ‐With any digital media or marketing strategy, CRM Metrix solutions offer:Pre‐Launch1) Concept Development) p p2) Concept Testing, Screening and Optimization3) Usability ResearchPost‐Launch1) Measure Performance of digital strategy2) Evaluate contribution (ROI) of digital strategy


2) Evaluate contribution (ROI) of digital strategy3) Optimize digital media or marketing strategies

crm metrix digital hub sept 25 2009

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