metrics and measurement for digital marketers

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RUTGERs UNIVERSITYDEC 3rd 2012 SINGAPORE CITY BEACHMEASUREMENTIN A DIGITAL WORLD

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

FRENCHBRUTALHONESTTRUTHMARKETINGSTRATEGY Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


2

WAKE UP CALL

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 4FRANCEHONG KONGSOUTH KOREASINGAPORENATIONAL ORGANIZATIONSALES ROLESEUROPEAN HEADQUARTERSGLOBAL BUASIAN HQNATIONALPRODUCT MARKETING STRATEGY MARKETING CLIENT SIDEAGENCYMANAGEMENT

1993199419971999200120052006

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University MEASUREMENT IN A NON DIGITAL WORLD ?

HOW DID WE USE TO DO IT ? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 25

MEASUREMENT, OR WHAT WE USED TO CALLMEASUREMENT Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


MARKETING GALAXYCONSUMER

PROMOTIONS

CRMATL TV RADIO - PRESS

EVENTSROADSHOW

BROCHURES

TRADE INCENTIVEMEASUREMENT RELATED ACTIVITIES

7DIGRPBRAND AWARENESS

# VISITORS

# UNITS

SALES TARGET

ROI


# F5DIGITAL Pte Ltd 2012Title of Presentation


NOT COMPLETELY

8MARKETING GALAXYMEASUREMENT REALITYWE DID NOT MEASURE PROPERLY Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


THE OLD SCHOOL FROG MARKETER..:=)9


Heaven in frogs marketers world

JUMPINGOVER AND OVER AGAIN

REST BETWEEN JUMPSFOCUSING ON ONE ACTIVITY AT A TIME THEN MOVING TO THE NEXT ONEPRODUCT LAUNCHPROMOTIONEVENT10


Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University What does the grp measure

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University THANK YOU


WELCOME TO THE MIRACULOUSWORLD OF DIGITAL MARKETING Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


DIGITALLDIGITWHOLEDIGITHOLY

15THE SPELLING MISTAKENO WONDERNOT YOUR FAULT Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


16ALL


17NOT HOLY

DIGITAL NOR SOCIAL MEDIA ARE MIRACLE SOLUTIONS

FOLLOW MEJOIN ME


18NOT WHOLE

DIGITAL DOES NOT REPLACE TRADITIONAL MEDIA


OBJECTIVESCREATIVEMETRICS Gregory Birge for F5DIGITAL 3 main issues of current measurement


Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University THE BIG IDEASOLVES EVERYTHING

20 Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


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GETTING METRICS IS EASYTHE QUESTION IS:WHAT DO YOU DO WITH IT? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 22WE ARE JUST FINDING SMARTER WAYS

TO ADDRESS MORE INFORMATION

TO MORE PEOPLE


Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University USING DIGITAL AS WMDWEAPONMASSDISTRIBUTION23

USING MORE TOOLS DIGITAL MARKETING

SEND MORE INFORMATIONTO MORE PEOPLE - FASTER


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MARKETING IN A DIGITAL WORLD Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 25IN 2012 SPAMMING YOUR CONSUMERSNOT MEASURING PROPERLY ACTIVITIES IS A CRIMINAL OFFENCE !


Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 26REDEFINE THE MARKETING RULES

Gregory BIRGE for F5DIGITAL Pte Ltd Redefining marketing rules- May 2012 -

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 27UNFORTUNATELY, THERE IS ONLY ONE SOLUTIONFORGET EVERYTHING THAT YOU HAVE BEEN TAUGHT AND TOLD.

YOU ARE ABOUT TO BENEURALIZED.


28WHAT IS THE ROLE OF MARKETING

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University INTRODUCINGMONKEYA.K.AWHITE TEETHMONKEY THE MARKETERINTRODUCING MONKEY AKAWHITE TEETH MONKEY MARKETER29(OF COURSE BEYOND SPENDING MONEY WITHOUT HAVING TO JUSTIFY IT)BUT THATIS A GIVEN


EFFECTIVENESSEFFICIENCYEFFICACYDOING RIGHT THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTDOING THINGS THE MOST ECONOMICAL WAYGETTING THINGS DONE

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Change efficiency to effectiveness

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WHAT IS IT ?WHOSE JOB IS IT ?YOUR TEAMLaunching a websiteLaunching a social campaignLaunching web bannerCreating an eventCREATIVE IDEATACTICTV WEBSITEEFFICACYGETTING THINGS DONE


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EFFICIENCYDOING THINGS THE MOST ECONOMICAL WAYWHAT IS IT ?WHOSE JOB IS IT ?YOUR CFOSaving moneyReducing budgetReducing cost$20M


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EFFECTIVENESSDOING RIGHT THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECT

MY OBJECTIVES ?HOW TO REACH IT ?


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EFFECTIVENESSDOING RIGHT THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTWHAT IS IT ?WHOSE JOB IS IT ?OUR JOB

HAVING A MEASURABLE IMPACTMEASURE THE RETURN ON INVESTMENT


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MARKETING EFFECTIVENESS

MARKETING INVESTMENT

WITH MEASUREABLE IMPACTSOMEHOW, SOMEWHERECAMPAIGN OR TACTIC Gregory BIRGE for F5DIGITAL Pte Ltd Marketing Effectiveness - May 2012 -

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 36MARKETING IN A DIGITAL WORLD WAY TO MAINTAIN DIFFERENTIATIONFEWER SELECTED BETTER RESULTS


STANDARDMARKETINGFRAMEWORK Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 38START FROM THE END RESULT AND BACKTRACK

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University THE ENDWHAT DO YOU NEEDTO ACHIEVE?HOW MANY PEOPLE DO YOU NEEDTO ACHIEVE YOUR GOAL?

WORKING BACKWARDS MEANS DEFINING ONE GOAL

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University SALES FUNNEL DRIVEN LONG-TERM PROCESS

OBJECTIVE: TRANSLATE THE END TARGET SALES GOAL IN AN ACTUAL NUMBER OF PEOPLEWHEN A NO. OF PEOPLE ARE CONTACTED, ONLY SOME OF THEM PERFORM THE DESIRED ACTIONAT EACH STEP, LESSER AND LESSER PEOPLE WILL MAKE IT TO THE NEXT STEPAT THE END OF THE PROCESS, ONLY A FEW PEOPLE REMAIN AVAILABLE TO PERFORM THE LAST ACTION


PEOPLE WHO PERFORM THE LAST ACTION WILL

1PEOPLE WHO ARE ACTIVE WILL 2PEOPLE WHO ARE PASSIVE WILL3BUY THE PRODUCTVISIT WEBSITEDEMOWATCH TVSLEEPA SIMPLE EXAMPLE

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University CONVERTED CUSTOMERS1ACTIVE PEOPLE2PASSIVE PEOPLE3F5DIGITALS DIGITALLY-ENABLED MARKETING FRAMEWORK

CONVERSIONLAST CALL TO ACTION OR LONG TERMENGAGEMENTMARKETING TACTICS, MOVING TO NEXT STEPACTIVATIONMECHANICS TO INITIATE THE SALES FUNNEL

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University F5DIGITALS DIGITALLY-ENABLED MARKETING FRAMEWORK

Gregory Birge for F5DIGITAL Consulting Pre Ltd 2012 4 Steps of Marketing in a Digital World

Campaign in a Digital World F5DIGITAL Consulting 2012

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 44CRITICAL: TRANSLATE THE TARGET INTO HUMAN TARGETS

HOW MANY PEOPLE DO YOU NEED TO BUY YOUR PRODUCT IN ORDER FOR YOU TO REACH YOUR TARGET? *800kE*Source : Lighting Local Marketing Activation Plan-Korea_update2 25/01 p2460K LED + 20% Cons Lum LED (20% x1.9M)400kEOBJECTIVE400kESALESE30E1kAVERAGE PRICETARGETVOLUME UNIT13k400ASSUMPTION#UNIT / PURCHASE1.51TARGET# CONSUMERS8.7k400LEDCons Lum

LEDCons LumLEDCons LumLEDCons LumLEDCons Lum

TRANSLATED TARGET: THE NO. OF PEOPLE NEEDED TO BUY YOUR PRODUCT

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 45At the endTADA !

PLAN THE ENTIRE CAMPAIGN BASED ON OBJECTIVES TV RADIOWEBSITEROLE IN THE ENTIRE CAMPAIGN PLANEND GOAL

SOLUTION

SOCIAL MEDIAONLINE SALESPROBLEMROLE IN THE ENTIRE CAMPAIGN PLANROLE IN THE ENTIRE CAMPAIGN PLANROLE IN THE ENTIRE CAMPAIGN PLANROLE IN THE ENTIRE CAMPAIGN PLANWHY TV AND NOT SOMETHING ELSE ?WHY TV IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE CTA TO NEXT STEPWHY RADIO, NOT SOMETHING ELSE ?WHY RADIO IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE CTA TO NEXT STEPWHY WEBSITE, NOT SOMETHING ELSE ?WHY WEBSITE IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE CTA TO NEXT STEPWHY SOCIAL, NOT SOMETHING ELSE ?WHY SOCIAL IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE CTA TO NEXT STEPWHY SALES, NOT SOMETHING ELSE ?WHY SALES IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE SALES


STANDARDMARKETINGFRAMEWORKALIGNEDMEASUREMENTFRAMEWORK


Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 47F5DIGITALS MEASUREMENT FRAMEWORK

NOT MEASUREDWHEN, USUALLY WRONGLAST MINUTE ADDITIONONE SHOT

TRADITIONAL APPROACHA LONG TERM PROCESSFROM PLANNINGTO FOLLOW UPCONSTANT MONITORF5DIGITALS APPROACH



DOES THIS LOOK FAMILIAR ? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


CLEANREPORTSARE DIFFICULT TO PRODUCE Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


MEASURINGSHOULD SYSTEMATICALLYLEAD TO BUSINESS INSIGHTS ANDACTION PLANS Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University DONT BOTHER WITH METRICS IF THERE ARE NO BUSINESS INSIGHTS OR ACTION PLANS Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University


Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 54WEEKLY MANDATORY AGENCY TRACKING MEETING

Cumulative valuesTimeEnd TargetProjected results

ActualsInstant pictureProjected actualsEnd performanceprojectionGap analysisGap analysisCorrection course


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AGENCIES ARE ACCOUNTABLE Gregory BIRGE for F5DIGITAL Pte Ltd The new role of Agency June 2012


AGENCYCLIENTCRUNCH TONS OF DATAEXTRACT RELEVANT DATADEFINE APPROPRIATE TARGETSDEFINE TEMPLATEPRESENT 1-PAGE SUMMARYRECOMMEND ACTION PLANDEFINE OBJECTIVESSELECT RELEVANT TACTICSIMPLEMENT TRACKERSDECISION

TO MAKE CLIENTS LIFE EASIER Gregory BIRGE for F5DIGITAL Pte Ltd The new role of Agency June 2012

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 57DATA COLLECTION

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University STEP 1STEP 2STEP 3POINT OF ORIGINACTIVITY FOR CTAFOLLOW UPPOINT OF ORIGINADDING A NEXT STEPWHAT FORMONITORING BENEFITS

HOW MANY PERSONHOW INCREASE %HOW MANY LEFT ?

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University MONITORING BENEFITS

MEDIA OR ACTIVITY HAVE A TRADITIONAL CONVERSION RATEWHAT CAN BE DONE TO INCREASE THE FINAL NUMBER ?HOW MANY PERSON100 000SEE AN ADCONVERSION RATE1%CLICKREACHING ONLY1 000REACH SITE500 000SEE AN AD1%CLICK5 000REACH SITEINCREASE ENTRY PIPE100 000SEE AN AD5%CLICK5 000REACH SITEINCREASE CONVERSION

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University WHICH ONE MATTERS THE MOST ? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Which one is the most important ?INCREASING THE PIPELINE(MORE PEOPLE TARGETED)OPTION 1OPTION 2INCREASING THE CONVERSION RATE(MORE PEOPLE SWITCHING)YOUR MEDIA AGENCY PRIORITYYOUR ONLY AND MAIN FOCUS

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Why ?INCREASING THE PIPELINE(MORE PEOPLE TARGETED)OPTION 1OPTION 2INCREASING THE CONVERSION RATE(MORE PEOPLE SWITCHING)VERY EASYMORE IMPRESSIONMORE BUDGETNOT VERY EFFECTIVENOT AS EASYDIFFERENT APPROACHSTRATEGYMESSAGEOFFERCOPYPLACEMENTTARGETVERY EFFECTIVE

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 63AS A CLIENT : YOU HAVE NO TIMEYOU NEED TO HAVE VERY CLEAR VIEWBUSINESS INSIGHTS,RECOMMENDATIONTO MAKE THE DECISION

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 64A SIMPLE PROBLEM10%90%SYSTEMSANALYZEWE ARE DOING THEEXACT OPPOSITE TODAY

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 651-PAGE METRICS DASHBOARD







Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 70TRYING TO MAKE SENSE OUT OF DATA DOES NOT WORK

BannersWebsiteFacebookSearchCTRNo. of page viewsNo. of fansDIGITAL TACTICSCLICKSTREAM INFORMATIONInsights are difficultLimited learningNOT LINKED TO OBJECTIVE Gregory Birge for F5DIGITAL 3 Main Issues of Current Measurement

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 71THE CHALLENGES OF CURRENT MEASUREMENTS

THE ONLY MEASUREMENTISOLATED METRICSNO BUSINESS LINKOVERWHELMING DATA FLOW WITHOUT PROPER KNOWLEDGE

TRADITIONAL APPROACHONLY A COMPONENTBUSINESS LINKEDPART OF METRICS FRAMEWORKFEW IS BETTER THAN MANY

F5DIGITAL APPROACH

Gregory Birge for F5DIGITAL Metrics Challenge


CPPCPC

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 73F5DIGITALS METRICS FRAMEWORK IN A DIGITAL WORLD


74F5DIGITALS METRICS DICTIONNARY

INDIVIDUAL MEASUREMENTISOLATED VIEWUNCOORDINATED

TRADITIONAL APPROACHEVALUATION FROM MULTIPLE ANGLESINCREASED REALITY REFLECTIONTRANSLATES REAL RESULTS TO OBJECTIVESF5DIGITALS APPROACH

CLICKSTREAM METRICS

CALL TO ACTION METRICS

FINANTIAL METRICS

LONG TERM METRICS


CLICKSTREAMMETRICS

ARE ISOLATED VIEWS OF THE CURRENT TACTIC Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 76WHAT IS A GOOD CLICKSTREAM MEASUREMENT?

CLICKSTREAM MEASUREMENTEVENTSATTENDANCE FIGURESPRINT ADGROSS RATING POINTWEBSITENO. OF PAGE VIEWSSOCIAL MEDIA PAGENO. OF FANSBANNERCLICK-THROUGH RATEMOBILE APPDOWNLOAD FIGURES AUGMENTED REALITYNO. OF PARTICIPANTSCRITICAL ELEMENTHOW DOES THIS ADDRESSMY OVERALL CAMPAIGN OBJECTIVE?

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 77The most critical elementMEDIA PLACEMENTCONVERSION RATEREACHINGDICTR# FANSBANNERFACEBOOK / TACTIC

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 78The most critical elementMEDIA PLACEMENTCONVERSION RATEREACHINGDOINGDICTR# FANSCTABANNERFACEBOOK / TACTICTHE ACTUAL CAMPAIGNSUCCESS MEASUREMENT


CALL TO ACTION METRICS

PUT TACTICS BACK INTO CONTEXT

HOW DO WE FLOW TO THE NEXT STEP OF THE CAMPAIGN? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 80CTA REMINDER: NEVER STOP AT A TACTIC

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 81F5DIGITALS SOLUTION TO THE TACTICAL STOP AND GO

MIDDLE TACTIC CONVERSIONEND GOAL CONVERSION

TACTIC 1TACTIC 2TACTIC 3TACTIC 4TACTIC 5

ACTIVITY 1X PAXACTIVITY 2LESS PAXACTIVITY 3ACTIVITY 4ACTIVITY 5LESS PAXLESS PAXLESS PAXCALL TO ACTION 1CALL TO ACTION 2CALL TO ACTION 3CALL TO ACTION 4CALL TO ACTION 5

SALES OR LONG-TERM OBJECTIVEHOW MANY PEOPLE ARE LEFT AT THE END

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 82REMEMBER THE PREVIOUS CLICKSTREAM METRICS?

CLICKSTREAM MEASUREMENTEVENTSPRINT ADWEBSITESOCIAL MEDIA PAGEBANNERMOBILE APP AUGMENTED REALITYATTENDANCE FIGURESGROSS RATING POINTNO. OF PAGE VIEWSNO. OF FANSCLICK-THROUGH RATEDOWNLOAD FIGURESNO. OF PARTICIPANTS

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 83CLICKSTREAM PLUS CTA MEASUREMENT EXAMPLE

CLICKSTREAM MEASUREMENTWITH CTA ADDEDEVENTS# DATA COLLECTED+PRINT AD# VIDEOS VIEWED +WEBSITE# SUBSCRIPTIONS+SOCIAL MEDIA PAGE# ACTIVE POSTS+BANNER# REGISTRATIONS+MOBILE APP# PURCHASES+AUGMENTED REALITY# DATA COLLECTED+ATTENDANCE FIGURESGROSS RATING POINTNO. OF PAGE VIEWSNO. OF FANSCLICK-THROUGH RATEDOWNLOAD FIGURESNO. OF PARTICIPANTS


FINANCIAL MEASUREMENT

MARKETINGEFFECTIVENESS


85WHY DO WE NEED FINANCIAL MEASUREMENTS?

DO WE REALLY HAVE TO ANSWER THAT QUESTION?A MUST-HAVE PART OF EVERY MEASUREMENTONE OF THE FEW FACTUAL/BRUTAL METRICSNOT JUST OUTPUT BUT INPUT TOO


86EXAMPLES OF FINANCIAL MEASUREMENT

1COST PER ACQUISITION2RETURN ON INVESTMENT3RETURN ON MARKETING INVESTMENT4SALES5COST PER LEAD


LONG TERM MEASUREMENT

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 88LONG-TERM MEASUREMENT

YOUR CAMPAIGN

NPS

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 89LONG-TERM OBJECTIVE POINTERS

COUNTRY OBJECTIVESTAKES TIMECAN NOT BE ANSWERED WITH ONE CAMPAIGNREQUIRES REFERENCEWHERE DO WE START, WHERE WE WANT TO GOASSUMPTIONSWHEN NOT AVAILABLE, ASSUMPTIONS ARE OKPOST EVALUATIONWHEN NOT AVAIALBLE, POST EVALUATION OK1234WHAT YOU WANT TO ACHIEVE ?SET UP EARLY FOR LTLISTENING EXERCICES5

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 90ALLOCATING TACTICS BASED ON THEIR IMPACT

CAMPAIGN OBJECTIVECAMPAIGN METRICSPHASE 1PHASE 1 METRICSPHASE 2PHASE 2 METRICSPHASE 3PHASE 3 METRICSCAMPAIGN METRICSTACTIC 1TACTIC 2TACTIC METRIC 1TACTIC METRIC 2CAMPAIGN METRICSTACTIC 3TACTIC 4TACTIC METRIC 3TACTIC METRIC 4TACTIC 5TACTIC 6TACTIC METRIC 5TACTIC METRIC 6

TACTIC METRICS CONTRIBUTE TO PHASE METRICSPHASE METRICS CONTRIBUTE TO CAMPAIGN METRICS


SELECTEDPRIORITYKPIs





Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 938 Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 94 Microsoft

Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 95INTERNAL PRE ALIGNED COMMON LANGUAGE



MEASUREMENT IN A DIGITAL WORLD

MARKETING EFFECTIVENESS

NEURALIZER: BACKTRACKING

MARKETING FRAMEWORK

MEASUREMENT FRAMEWORK

4 PHASES FOR ANY CAMPAIGNACTIVATIONENGAGEMENTCONVERSIONAMPLIFICATION

MEASUREMENT STARTS FROM BACKFROM OBJECTIVEDEFINE END-GOALHUMAN CONVERSIONUP TO MEDIA NEEDEDMARKETING IN DIGITAL WORLD

J&J SPECIFICS METRICS


DOWNLOAD DECK HERE

www.f5digital.com I [email protected] I T: +65 6536 9766 Thank You!


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