ad:tech Sydney The Attribution Of Digital Monetisation
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Don’t Sell Me ... Tell Me The Attribution Of Digital Monetisation
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ad:tech Sydney session Thursday 15 March 2012Don’t Sell Me ... Tell Me - The Attribution Of Digital MonetisationThe Australian retail market has reached a tipping point. Modern consumers are canny, demanding good product knowledge and good customer experience. Retailers need to be on top of the latest technologies and understand how they can affect the bottom line. But where is the conversation really happening and why isn’t it on your website? Forums, price comparison sites and social networks all give consumers an insight beyond our immediate knowledge, how can you benefit your bottom line from this trend?Actionable Insights• How do you close the measurement loop and monitor the value of the media channels to see which are being monetised and are really driving your sales?• When does a media plan become a revenue plan? • If you're not in the discussion, you're missing the opportunity to influence - how can you hold sway without being salesy?
Transcript of ad:tech Sydney The Attribution Of Digital Monetisation
Don’t Sell Me ... Tell Me The Attribution Of Digital Monetisation
Aligning business objectives
Marketing whether digital social or offline, is a means to an endsWhat is/are the ends?
Customer Service
Community involvement &
thought leadership
Retail Sales & offers
Recruitment
Business to business
Sponsorship & events
what does ROI look like? 3
0
1.8
3.5
5.3
7.0
Baseline Month 1 Month 2 Month 3
Sales metricsSocial metricsBrand sentiment
Before we start,this line represents baseline activity
We know that this is the base of sales e.g. 7% YOY growth
This represents the uplift due to social
ROI is more than a sales metric 4
Financial (Sales Metrics)Revenue increaseTransactions e.g. Increase in SalesCost reductionReduced spend on PR, Marketing and AdvertisingReduction in Customer Service CostsReduction in Product Development Costs
• % Increase in Leads from Campaigns• % Increase in Brand Visibility
So there are 2 types of impact:Non-financial (Social Metrics)Website visitorsBlog visitsIncreased SEOFacebook fans/likesTwitter followersImpresssionsSocial Click throughsTwitter RetweetsIncrease in Positive mentionsNegative mentionsBlog commentsYouTube subscriptionsYouTube commentsEmployment applicationsEmployee retentionBrand sentiment (Brand Metrics) via qualitative research (this is still non-financial)Retail store trafficLoyalty metricsInfluence scores
What is your channel plan? 5
OWNED & PAID
CHANNELS
OrganicSearch
Paid Search Video (YouTube)
Social(Facebook,
Twitter)Website Display
BannersMobile
EARNED & INFLUENCER CHANNELS
Retailers’ websites
Experiential Sales people In store Blogs Tech media Forums
SECONDARY INFLUENCERCHANNELS
Media Word of Mouth Friends & co-workers
Learn to love measurement
Do you know where your sales are coming from? 6
Closing the loop - social monitoring 7
Mainstream media, forums and Twitter are all key channels for mentions
Eavesdropping 8
Google Search Snapshot 9
Top terms:what 3D tv3D for tvwhich 3D tvabout 3D tvwhat is a 3D tvwhat is 3D tvtv with 3D
Search: 3D TV - 40,500 searches a month
Brand 1 3D TV
4,400
Brand 2 3D TV8,100
Brand 2Smart TV
18,100
Brand 1Smart TV
12,100
Is your website mobile friendly? 10
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