digital transformation: measuring your digital marketing returns
TRANSCRIPT
DIGITAL TRANSFORMATIONMeasurement and ROI from digital marketing investment
Jeremy Swinfen Green, Charlotte Childs07855 341 589
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
