Digital Marketing Measurement

You can’t measure long-term online presence using the same indicators as for web-site effectiveness measurement

Number of people who saw your ad can’t be an index because it isABSOLUTENotCOMPARATIVE

There should be a

SYSTEM OF CONSTANT ANALYTICS

The Six Pillars of Digital Media Measurement

KEY INDEXES

“CTR” group

Content consumption activity

View through rate (subjective attraction)

Click through rate(subjective informativeness)

Clicks through interest

Rich media interaction

Content type Is it rich media?Plain Text Non richGif/Jpeg Non richAnimated Gifs Non richAnimation plug-ins (Flash) RichStreaming Audio/Video RichJava Rich

Rich Media Interaction Rate:Rich Media Interactive Impressions / Rich Media Impressions

Site measurement indexes

Landing page views – DOESN’T DEPEND ON CREATIVE AGENCY

Number of pages viewedTime spent on siteRepeat visitsHUGELY DEPEND ON CREATIVE AGENCY AND WILL BE ASKED FROM IT. PLEASE CHECK MEDIA PLANS TO BE SURE THAT YOU HAVE HIGH-QUALITY AUDIENCE

Conversion Rate – conversion to desired outcome on website

Cost per acquisition rate

Cost Per Action or CPA (sometimes known as Pay Per Action or PPA) is a model, where advertiser count pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement

Could be known as well as:Cost per acquisitionCost per lead (registration)Cost Per Sale

Social marketing measurement http://wiki.kenburbary.com/

• Share of Voice – social media measurement• Sentiment Tracking – social media

measurement• Net Promoter Score – advocacy measure

Net promoter score

take the percentage of customers who are promoters (P) and subtract the percentage who are detractors (D).

This equation is how Net Promoter Score is calculated for a company:

P – D = NPS

Finally – ROI

Return of Investment – total profit from sales divided by marketing measurement

Thank you!