module 3: how to measure and maximize your investment in the addressable platforms ·...
TRANSCRIPT
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Module 3:
How to measure and maximize your Investment in
the Addressable Platforms
Peter Vandre
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Agenda
Getting started
Platform tracking innovation and impact on
measurement
Our integrated measurement framework
How to measure
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New competencies and addressability at scale extend the CCRM
framework to capture a great opportunity
Identity
Management
Addressability
Optimization
Audience
Management
Platforms
Utilization Targeting Personalization Organization Measurement Tech Stack
The CCRM Framework
The Platform Marketer Competencies
Addressability at Scale
Media Planning Channel Planning
Targeting & Personalization
Enterprise segmentation, which includes value and lifecycle
dimensions, forms the foundation of CCF
What data,
systems, tools
and
technologies
will be
necessary?
How do we
organize and
what
capabilities
and business
processes
will be
necessary?
Infr
astr
uctu
re
Measurement & Attribution
Budget Allocation
Experience Delivery
Financial Management
Customer Strategy
Integrated targeting and customization across media and channels
are optimized at the segment and individual level
Measurement and attribution at the segment level then drives
macro-level media and channel budgeting allocation
This creates a complete optimized customer experience that drives
increased LTV, efficiencies and shareholder value
Segmentation
Value Planning O
rganiz
atio
n
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How do we measure all of this stuff?
Both
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Good news! The addressable nature of these platforms is
opening up better measurement options
Track conversions on your site
(Cookie)
Track who sees your ads
(Cookie)
Holdout groups
(PII)
Conversion pixels
Tracking pixels
Bring your own customer file
Persistent platform IDs Cross device measurement, longer
purchase cycles (Customer ID)
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These innovations help us build consumer event streams
User ID Date Time Event ID Event Desc
1234 2/1/2013 DM437 DM Delivered
1234 2/2/2013 3:05 pm DI9076 Display Impression
1234 2/2/2013 3:06 pm CC068 Inbound Call Center
1234 2/2/2013 5:05 pm EM087 Sent Email
1234 2/2/2013 9:30 pm EM438 Opened Email
1234 2/2/2013 9:30 pm EM089 Clicked Email
1234 2/6/2013 9:00 pm PS674 Clicks Paid Search
1234 2/6/2013 9:02 pm Q8740 Reads FB post
1234 2/6/2013 9:15 pm Q8740 Purchase
User Event Table
Event Meta Data
Event ID EM438
Creative 035586-2E 2014 Orlando
Vacation
Offer Stay a night free with
package purchase
Audience Call center callers
DM
Delivered
2/1/2013
Shown Display Ad
2/2/13 3:05pm
Calls 800 for
property
availability
2/2/13 3:06 pm
Clicks Paid
Search Ad 2/6/13
9:00 pm
Sent Email
2/2/13 5:05pm
Opens Email
2/2/13 9:30 pm
Completes
Purchase Online
6/2013 9:15 pm
We expect this to increasingly affect „owned media‟ interactions as
well as paid media
Reads FB
Post
2/6/13 9:02 pm
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Applying advanced analytics we can fractionally assign credit to
each touch prior to a conversion (Attribution)
15% 20% 20% 40% 5%
Event Cost
Attributed
Credit Value
DM Delivered $.35 .15 $300
Display Impression $.001 .20 $400
Inbound Call Center Experience $10.25 .40 $800
Sent Email $.02 .20 $400
Paid Search Ad $.03 .05 $100
Predicted Customer LTD: $2,000
User Level Attribution
Program Level Attribution
This scenario represents success in that the predicted customer value is
realized/confirmed and there is a strong program ROI. Next step is to “operationalize”
this scenario for maximum impact.
Campaign Display-DSP
Spend $10,000
Impressions 102,504,000
Calls 320
Sales 45
Cost Per Activation $222
Total Value $45,000
ROI 350%
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We need both top down and bottom up measurement
methods
Bottom-up (Customer Level Data)
Top-down (Aggregated Data)
Display
$60
Video
$80
Search
$91
Direct mail
$75
Social
$113
Branded - $87 Video 1 - $121
Video 2 - $35
Video 3 - $213
Video 4 - $23
Not branded - $99
Social 1 - $50
Social 2 - $163
Social 3 - $456
Remarketing - $12
Programmatic - $80
Guaranteed - $130
National media (TV & radio)
$140
Local media (TV & radio)
$200
Direct mail
$180
Digital
$83
DM 1 - $11
DM 2 - $93
DM 3 - $210
DM 4 - $235
Integrated
measurement
All measurement levels
(Media, platform,
campaign, placement)
All measurement dimensions
(Customer segment, product,
geography)
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But, biggest measurement innovations are within „bottom-up
methods‟
• Customer/ micro geo level modeling and testing means we can
– measure smaller programs and tactics within programs
– drive accountability for owned media through financial metrics
– learn faster
Integration of paid
and owned customer
touches into bottom-
up attribution
solutions
Consumer/geo-
level controlled
testing within
platforms
Consumer-level
simulation
frameworks
Are you doing this?
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How to add paid and owned social to bottom up attribution
Integrating Paid Media • Setup separate tracking codes for paid social vs.
online display campaigns
• Update attribution models and reporting to output
paid social within its own category
Integrating Owned Media Interactions • Develop campaign standards for owned social which
outlines campaign setup, tracking, and data capture
requirements
• Implement and tag custom landing pages for visitors
from 1st party blogs, FB, other social platforms
• Leverage native ads to instrument social tracking on
third party platforms (ex. Facebook fan page)
• Update attribution models and reporting to include
owned social channels
15% 20%20% 40% 5%
Event Cost
Attributed
Credit Value
DM Delivered $.35 .15 $300
Paid Social Impression $.001 .20 $400
Inbound Call Center Experience $10.25 .40 $800
Sent Email $.02 .20 $400
Paid Search Ad $.03 .05 $100
Predicted Customer LTD: $2,000
User Level AttributionProgram Level Attribution
Campaign Facebook Ads
Spend $10,000
Impressions 102,504,000
Calls 320
Sales 45
Cost Per Activation $222
Total Value $45,000
ROI 350%
FBX Blog Remarketing
Campaign
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1
2
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How to test in Facebook
Leverage Facebook API tools like custom audiences, power editor to holdout random
control groups and isolate experimental group
CRM database
Customer, Fan
Customer,
Non-Fan
Prospect, Fan
Prospect, Non-
Fan
Customer, Fan
Customer,
Non-Fan
Prospect, Fan
Prospect, Non-
Fan
Random holdout control
Group
Random
sample
NPI
Social treatment for
experimental groups
Analyze
Incremental
Sales
4 From control
group and
2nd degree
reach
From
experimental
group and
2nd degree
reach
3
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Analyze
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How to test in Twitter, Tumblr etc
Unlike FBX, other social platforms do not yet enable targeting specific audiences by using
NPI based social profile matching. Hence, instead of random holdouts, tests need to be set
up with splits based on geography etc
Test Cells
Customers from State A
Prospects from State A
Analyze
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CRM database
Group
Customers and
Prospects from State B
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Social treatment for
experimental groups 4
Pre-test Sales Level
From pseudo control
group State B
From experimental
group State A
Incremental Post-
test Sales Level
From pseudo
control group
State B
From
experimental
group State A
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Platform Paid Media Unit
(Control)
Action to Measure
(Test)
How to test social channel impact (Owned Media)
Examples of
potential tests
(Random control
approach)
Liker acquisition
sponsored story to non-
likers
Incremental revenue from
acquiring and engaging
with a liker
Page post Ad to existing
likers
Incremental revenue from
publishing posts on owned
assets
Examples of
potential tests
(Pseudo control
approach)
Promoted Accounts to
non-followers
Incremental revenue from
acquiring and tweeting to
followers
In-stream sponsored
post ad
Incremental revenue from
publishing blog posts on
Tumblr
Native ad unites can be used to stimulate owned media interactions
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What about other stuff that is hard to measure?
Try customer-level simulation frameworks
Use Case
Establish appropriate comparison
baseline to estimate revenue and
savings impacts of s social media
activities for which other measurement
methods break down
How it works • Identify sample of consumers impacted
by social media action (test)
• Identify similar group of clone
consumers but who lack desired social
media test action (pseudo control)
• Compare key success metrics across
two groups
Customers who
posted on forum
Customers who didn‟t
post on forum
Modeled
clones
Average Sales per
customer:
$350
Average Sales per
customer $100
Test Pseudo Control B
A B Incremental Sales
per customer =$150
A
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Getting Started: First, shy away from short-sighted platform
thinking and measurement
We hear many flavors of this…
“What, Facebook? No, it
doesn‟t work for us. We
did a test last quarter.”
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Next, align on what to measure
KPI Definitions Measurement Levels and
Dimensions Estimation Methods
Measurement Goals:
Consistency
Comprehensiveness
Accuracy
Enterprise
Metric
Playbook
Website Metrics
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Know where your gaps are…
Available
today
Available
partially /
Uses
assumptions
Unavailable
now
Currently
addressing
Care Volume Resolution Rate
Care Index CSAT
Revenue Savings
Impressions Leads
Generated
Conversion
Rate
CSAT
Revenue Savings
Impressions Leads
Generated
Conversion
Rate
CSAT
Revenue Savings
Share of Voice Index
284 94 %
92 74 %
$ 2,345 $ 5,678
360 MM 34 K
23 % 88 %
$ 5,678 $ 1,234
4,356 365
38 % 65%
$ 123 $ 567 N.A.
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Long-term plan to develop, gather buy-in, implement and evolve marketing measurement
…and create a roadmap to address those
Q2 Q3 Q4 Q1 Initiatives:
Jan Mar April May June July Aug Sept Oct Nov Dec Feb
2014
Define
Set up
process
Phase 1
Design Execute tests and
maintain holdouts Analyze &
Report
On-going process execution and maintenance
On-going execution and maintenance
On-going execution and maintenance
Always-on test and learn
On-going updates and edits, as needed
Design Collect
data Analyze &
Report
Design Always-on customer research study deployment
Phase 2
Phase 1 Phase 2
Paid Media
1. Tagging guidelines
2. Process to implement
and manage tags
Owned Media
1. Enhance bottom-up
attribution
2. Integrate social and
sentiment data in to
MMO
3. Controlled Testing
4. Simulation Analysis
5. Customer Research
Study
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Summary
• Develop metric playbook and measurement roadmap
• If you aren‟t building cross channel event streams and testing
advanced attribution you‟re behind
• Don‟t forget about getting owned platform interactions into your event
stream
• It isn‟t just test, test, and more testing. We need smarter testing
