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Transcript of ADMA Macquarie Campaign Measurement
8/7/2019 ADMA Macquarie Campaign Measurement
http://slidepdf.com/reader/full/adma-macquarie-campaign-measurement 1/65
>CampaignMeasurement<DigitalCampaignMeasurement
MacquarieADMAWorkshop
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>Shortbutsharphistory
Dataliciouswasfoundedlate2007 StrongOmniturewebanalyBcshistory
Now360dataagencywithspecialistteam
CombinaBonofanalystsanddevelopers
Carefullyselectedbestofbreedpartners EvangelizingsmartdatadrivenmarkeBng
MakingdataaccessibleandacBonable
DrivingindustrybestpracBce(ADMA)
February2011 ©ADMA&DataliciousPtyLtd 2
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>Clientsacrossallindustries
February2011 ©ADMA&DataliciousPtyLtd 3
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>Widerangeofdataservices
February2011 ©ADMA&DataliciousPtyLtd 4
DataPlaorms
Datacollec?onandprocessing
Webanaly?cssolu?ons
Omniture,GoogleAnaly?cs,etc
Tag-lessonlinedatacapture
End-to-enddataplaorms
IVRandcallcenterrepor?ng
Singlecustomerview
InsightsRepor?ngDataminingandmodelling
Customiseddashboards
MediaaKribu?onmodels
Marketandcompe?tortrends
Socialmediamonitoring
Onlinesurveysandpolls
Customerprofiling
Ac?onApplica?onsDatausageandapplica?on
Marke?ngautoma?on
Alterian,Trac?on,Inxmail,etc
Targe?ngandmerchandising
Internalsearchop?misa?on
CRMstrategyandexecu?on
Tes?ngprograms
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>Smartdatadrivenmarke?ng
February2011 ©ADMA&DataliciousPtyLtd 5
MediaAKribu?on
Op?misechannelmix
Tes?ngImproveusability
$$$
Targe?ngIncreaserelevance
Stand
ardisedM
etrics
Benc
hmarkingandt
rending
S t and
ar d i s ed M
et r i c s
B enc h mar k i ngand t r e
nd i ng
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Awareness Interest Desire Ac?on Sa?sfac?on
>AIDAandAIDASformulas
February2011 ©ADMA&DataliciousPtyLtd 7
Socialmedia
Newmedia
Oldmedia
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Reach
(Awareness)Engagement
(Interest&Desire)
Conversion
(AcBon)
+Buzz
(SaBsfacBon)
>SimplifiedAIDASfunnel
February2011 ©ADMA&DataliciousPtyLtd 8
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Peoplereached
Peopleengaged
Peopleconverted
Peopledelighted
>Marke?ngisaboutpeople
February2011 ©ADMA&DataliciousPtyLtd 9
40% 10% 1%
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Peoplereached
Peopleengaged
Peopleconverted
Peopledelighted
>Addi?onalfunnelbreakdowns
February2011 ©ADMA&DataliciousPtyLtd 10
40% 10% 1%
Newprospectsvs.exisBngcustomers
randvs.directresponsecampaign
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Newvs.returningvisitors
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AU/NZvs.restofworld
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Exercise:Funnelbreakdowns
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>Exercise:Funnelbreakdowns
ListpotenBallyinsighYulfunnelbreakdowns– randvs.directresponsecampaign
– Newprospectsvs.exisBngcustomers
– aselinevs.incrementalconversions– CompeBBveacBvity,i.e.none,alot,etc
– Segments,i.e.age,locaBon,influence,etc
– Channels,i.e.search,display,social,etc– Campaigns,i.e.this/lastweek,month,year,etc
– Productsandbrands,i.e.iphone,htc,etc– Offers,i.e.freeminutes,freehandset,etc
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Peoplereached
Peopleengaged
Peopleconverted
Peopledelighted
>Mul?plemetricsdatasources
February2011 ©ADMA&DataliciousPtyLtd 15
QuanBtaBveandqualitaBveresearchdata
Website,callcenterandretaildata
Socialmediadata
Mediaandsearchdata
Socialmedia
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>Importanceofcalendarevents
February2011 ©ADMA&DataliciousPtyLtd 16
Trafficspikesorotherdataanomalieswithoutcontextare
veryhardtointerpretandcanrenderdatauseless
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Calendareventstoaddcontext
February2011 ©ADMA&DataliciousPtyLtd 17
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>Conversionfunnel1.0
February2011
ConversionfunnelProductpage,addtoshoppingcart,viewshoppingcart,
cartcheckout,paymentdetails,shippinginformaBon,
orderconfirmaBon,etc
Conversionevent
Campaignresponses
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>Conversionfunnel2.0
February2011
Campaignresponses(inboundspokes)Offlinecampaigns,bannerads,emailmarkeBng,
referrals,organicsearch,paidsearch,
internalpromoBons,etc
Landingpage(hub)
Successevents(outboundspokes)ouncerate,addtocart,cartcheckout,confirmedorder,
callbackrequest,registraBon,productcomparison,
productreview,forwardtofriend,etc
©ADMA&DataliciousPtyLtd 19
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>Addi?onalsuccessmetrics
February2011 ©ADMA&DataliciousPtyLtd 20
ClickThrough
AddToCart
ClickThrough
PageBounce
Click
Through $
Click
Through
Callback
request
Store
Search $
$
$Cart
Checkout
PageViews
ProductViews
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Exercise:Sta?s?calsignificance
February2011 ©ADMA&DataliciousPtyLtd 21
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Howmanysurveyresponsesdoyouneedifyouhave10,000customers
Howmanyemailopensdoyouneedtotest2subjectlines
ifyoursubscriberbaseis50,000
Howmanyordersdoyouneedtotest6bannerexecu?ons
ifyouserve1,000,000banners
Google“nsssamplesizecalculator”February2011 ©ADMA&DataliciousPtyLtd 22
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Howmanysurveyresponsesdoyouneedifyouhave10,000customers
369foreachques?onor369completeresponses
Howmanyemailopensdoyouneedtotest2subjectlines
ifyoursubscriberbaseis50,000Andemailsends
381persubjectlineor381x2=762emailopens
Howmanyordersdoyouneedtotest6bannerexecu?ons
ifyouserve1,000,000banners383salesperbannerexecu?onor383x6=2,298sales
Google“nsssamplesizecalculator”February2011 ©ADMA&DataliciousPtyLtd 23
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>Addi?onalsuccessmetrics
February2011 ©ADMA&DataliciousPtyLtd 24
ClickThrough
AddToCart
ClickThrough
PageBounce
Click
Through $
Click
Through
Callback
request
Store
Search $
$
$Cart
Checkout
PageViews
ProductViews
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Exercise:Metricsframework
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Level Reach Engagement Conversion +Buzz
Level1
People
Level2Strategic
Level3Tac?cal
>Exercise:Metricsframework
February2011 ©ADMA&DataliciousPtyLtd 26
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Level Reach Engagement Conversion +Buzz
Level1
People
People
reached
People
engaged
People
converted
People
delighted
Level2Strategic
Search
impressions,
UBs,etc
Level3Tac?cal
Click-through
orinterac?on
rate,etc
>Exercise:Metricsframework
February2011 ©ADMA&DataliciousPtyLtd 27
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>MediaaKribu?on
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
February2011 ©ADMA&DataliciousPtyLtd 28
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Directmail,
email,etc
TwiKer,etc
>Complexcampaignflows
February2011 ©ADMA&DataliciousPtyLtd 29
POSkiosks,
loyaltycards,etc
CRM
program
Homepages,
portals,etc
YouTube,
blog,etc
Paid
search
Organic
search
Landingpages,
offers,etc
PR,WOM,
events,etc
TV,print,
radio,etc
=Paidmedia
=Viralelements
Callcenter,
retailstores,etc
=Saleschannels
Displayads,
affiliates,etc
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>Duplica?onacrosschannels
February2011 ©ADMA&DataliciousPtyLtd 30
BannerAds
EmailBlast
Paid
Search
Organic
Search
$Bid
Mgmt
AdServer
EmailPlaorm
Analy?cs
$
$
$
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>Cookieexpira?onimpact
February2011 ©ADMA&DataliciousPtyLtd 31
BannerAdClick
EmailBlast
Paid
Search
Organic
Search
Bid
Mgmt
AdServer
EmailPlaorm
Analy?cs
$
$
$
$
Expira?on
BannerAdView
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CentralAnaly?cs
Plaorm
$
$
$
>De-duplica?onacrosschannels
February2011 ©ADMA&DataliciousPtyLtd 32
BannerAds
EmailBlast
Paid
Search
Organic
Search
$
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Exercise:Duplica?onimpact
February2011 ©ADMA&DataliciousPtyLtd 33
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>Exercise:Duplica?onimpact
Double-counBngofconversionsacrosschannelscanhaveasignificantimpactonkeymetrics,especiallyCPA
Example:Displayadsandpaidsearch– Totalmediabudgetof$10,000ofwhich50%isspendonpaidsearchand50%ondisplayads
– Totalof100conversionsacrossbothchannelswithachanneloverlapof50%,i.e.bothchannelsclaim100%ofconversionsbasedontheirownreporBngbutoncede-duplicatedtheyeachonlycontributed50%ofconversions
– WhataretheiniBalCPAvaluesandwhatisthetrueCPA?
SoluBon:$50iniBalCPAand$100trueCPA– $5,000/100=$50iniBalCPAand$5,000/50=$100trueCPA(whichrepresentsa100%increase)
February2011 ©ADMA&DataliciousPtyLtd 34
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TV/Printaudience
Search
audience
anner
audience
>Reachandchanneloverlap
February2011 ©ADMA&DataliciousPtyLtd 35
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Usersare
segmented
before1st
adisevenserved
>Adserverexposuretest
February2011 ©ADMA&DataliciousPtyLtd 36
Banner
Impression $TV/Print
Response
Search
Response
Banner
Impression $Search
Response
Direct
Response
Exposedgroup:90%ofusersgetbrandedmessage
Banner
Impression $Search
Response
Direct
Response
Controlgroup:10%ofusersgetnon-brandedmessage
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>Indirectdisplayimpact
February2011 ©ADMA&DataliciousPtyLtd 37
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>Indirectdisplayimpact
February2011 ©ADMA&DataliciousPtyLtd 38
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>Indirectdisplayimpact
February2011 ©ADMA&DataliciousPtyLtd 39
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>SuccessaKribu?onmodels
February2011 ©ADMA&DataliciousPtyLtd 40
Banner
Ad$100
Blast
Paid
Search
$100
Banner
Ad
$100
Affiliate
Referral
$100
Success
$100
Success$100
Banner
Ad
Paid
Search
Organic
Search$100
Success$100
Lastchannelgetsallcredit
Firstchannel
getsallcredit
Allchannelsget
equalcredit
Ad
$33
Social
Media
$33
Paid
Search
$33
Success$100
Allchannelsgetpar?alcredit
Paid
Search
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>FirstandlastclickaKribu?on
February2011 ©ADMA&DataliciousPtyLtd 41
Chartshows
percentageof
channeltouch
pointsthatlead
toaconversion.
Neitherfirst
norlast-clickmeasurement
wouldprovide
truepicture
Paid/OrganicSearch
Emails/ShoppingEngines
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Closer
SEM
Generic
BannerView
TV
Ad
>Fullpathtopurchase
February2011 ©ADMA&DataliciousPtyLtd 42
Influencer Influencer $
Banner
Click Online
SEOGeneric
AffiliateClick
Offline
SEO
Branded
Direct
Visit
UpdateAbandon
Direct
Visit
SocialMedia
SEO
Branded
Introducer
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>Searchcalltoac?onforoffline
February2011 ©ADMA&DataliciousPtyLtd 43
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February2011 ©ADMA&DataliciousPtyLtd 44
Offlineresponsetrackingandimprovedexperience
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February2011 ©ADMA&DataliciousPtyLtd 45
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>PURLsboos?ngDMresponserates
February2011 ©ADMA&DataliciousPtyLtd 46
Text
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>JetInterac?vephonecalldata
February2011 ©ADMA&DataliciousPtyLtd 47
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>Poten?alcallstoac?on
Uniqueclick-throughURLs UniquevanitydomainsorURLs
Uniquephonenumbers
Uniquesearchterms
Uniqueemailaddresses
UniquepersonalURLs(PURLs) UniqueSMSnumbers,QRcodes
UniquepromoBonalcodes,vouchers
GeographiclocaBon(Facebook,FourSquare) PlusregressionanalysisofcauseandeffectFebruary2011 ©ADMA&DataliciousPtyLtd 48
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>Cross-channelimpact
February2011 ©ADMA&DataliciousPtyLtd 49
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>Offlinesalesdrivenbyonline
February2011 ©ADMA&DataliciousPtyLtd 50
Websiteresearch
Phoneorder
Retailorder
Onlineorder
Cookie
Adver?singcampaign
Creditcheck,fulfilment
Onlineorderconfirma?on
Virtualorderconfirma?on
Confirma?onemail
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>Adobestacking/par?cipa?on
February2011 ©ADMA&DataliciousPtyLtd 52
Adobecanonlystackdirectpaidandorganic
responsesthatendupon
yourwebsiteproper?es,
merebannerimpressions
aremissingfromthestack
andcannotbeincluded
viaGenesisaerthefact.
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>Combiningdatasources
February2011 ©ADMA&DataliciousPtyLtd 53
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>Singlesourceoftruthrepor?ng
February2011 ©ADMA&DataliciousPtyLtd 54
Insights Repor?ng
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>Websiteentrysurvey
February2011 ©ADMA&DataliciousPtyLtd 57
Channel %ofConversions
StraighttoSite 27%
SEOBranded 15%
SEMBranded 9%
SEOGeneric7%
SEMGeneric 14%
DisplayAdverBsing 7%
AffiliateMarkeBng 9%
Referrals 5%
EmailMarkeBng 7%
De-dupedCampaignReport
}Channel %ofInfluence
WordofMouth 32%
logging&SocialMedia 24%
NewspaperAdverBsing 9%
DisplayAdverBsing14%
EmailMarkeBng 7%
RetailPromoBons 14%
GreatestInfluenceronrandedSearch/STS
Conversionsaributedtosearchterms
thatcontainbrandkeywordsanddirect
websitevisitsaremostlikelynottheoriginaBngchannelthatgeneratedthe
awarenessandassuchconversion
creditsshouldbere-allocated.
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>Adjus?ngforofflineimpact
February2011 ©ADMA&DataliciousPtyLtd 58
+15+5 +10
-15-5 -10
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Closer
25%
>SuccessaKribu?onmodels
February2011 ©ADMA&DataliciousPtyLtd 59
Influencer Influencer $
25%
Even
AKrib.
ExclusionAKrib.
PaKern
AKrib.
25% 25%
Introducer
33% 33% 33% 0%
30% 20% 20% 30%
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Closer
Channel1
Channel1
Channel1
>Pathacrossdifferentsegments
February2011 ©ADMA&DataliciousPtyLtd 60
Influencer Influencer $
Channel2
Channel2 Channel3
Channel2 Channel3 Product4
Channel3
Channel4
Channel4
Introducer
Product
Avs.B
Newprospects
Exis?ng
customers
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Exercise:AKribu?onmodel
February2011 ©ADMA&DataliciousPtyLtd 61
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>CommonaKribu?onmodels
Allocatemoreconversioncreditstomore
recenttouchpointsforbrandswithastrong
baselinetosBmulaterepeatpurchases
Allocatemoreconversioncreditstomorerecenttouchpointsforbrandswithadirect
responsefocus
AllocatemoreconversioncreditstoiniBaBngtouchpointsfornewandexpensivebrandsand
productstoinsertthemintothemindset
February2011 ©ADMA&DataliciousPtyLtd 63
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February2011 ©ADMA&DataliciousPtyLtd 64
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