RESULTS THAT MATTER: CASESHOW TO MEASURE? WHAT TO REPORT?

Dr. Mary Beth McCabe, National University

May 8, 2014

SDAMA 17th Annual Cause Conference

WHY DO RESULTS MATTER?

TOP PRIORITIES FOR DIGITAL MARKETERS IN 2015

Customer Experience

Internet of Things

Big Data in Marketing

Moving Software to the Cloud

Crowdsourcing Marketing Content

What about getting results?

Source: Millward Brown, 2015

WHAT TO MEASURE?

Customer retention

New customer inquiries

Customer returns

Social sharing/mentions

Email click thru rates

KLOUT scores

Net Promoter scores

Google Analytics

other

How do YOU measure results?

CASE STUDIES:

Solar energy program

Beach clean up promotion

Association/Event marketing

Retail

Social Media Platform

SOLAR: NON-PROFIT CASE STUDY

Goal: Introduce ‘Reduce then Produce’ as a Group Savings Program to San Diego homeowners.

Promote brand encouraging Energy Efficiency, as part of Energy Upgrade California™.

Benefit: Get access to an exclusive “best” solar deal. But before you do that, find out how efficient is your home.

Total upfront cost to homeowner< $199. Get up to $4,000 in incentives for upgrades. Goal provided a way to finance solar through a credit union with a group buying incentive.

Limited time offer only for San Diego residents.

MAYOR SANDERS ‘REDUCE THEN PRODUCE’

July 26, 2011

WHAT IS DIFFERENT ABOUT REDUCE THEN PRODUCE?

Simple ad copy

Contacts solar company

Gets solar

Very complex process

Contacts CCSE

Contacts contractor(s)

Gets bids to reduce energy use/pays <$199.

Purchases some needed items

Gets higher HERS rating

Possibly gets solar with savings

WHAT THE DASHBOARD TELLS US….ABOUT NEW BRANDS

¾ of traffic from ad partners New brand and not known yet

High bounce rate

Half new visits

Spike after blackout

Let’s look at the difference between“search” for ‘Reduce then Produce’ in July vs. Nov 2011.Before….July 26, 2011Nothing about Reduce then produce

After….Nov 2011Three full pages +of relevance, including those From Sun Marketing

Blogs by Sun Marketing aboutReduce then ProduceSunmarketingsolar.blogspot.com(1521 click thrus)

SDH&G MAG. AND POWAY PAPERS

Rancho Bernardo News Journal, Poway News Chieftain, Ramona Sentinel Four weeks, 1/8 page plus web ads

Web only traffic from banners on local newspaperCirculation to every homeowner in neighborhood.

TV Promo and Research

Sustainable Energy-Martha-MPEG-4 - Webcasting.mp4

9631 visits to our site from radio campaign

How much traffic did we draw? Nearly 10,000 visits in a month from radio.

KPBS Metrics: 91,220 impressions for $250074 Click throughs

News metrics from KPBS Nov.

With the UT’s digital, we had Very high click through rate in direct e-mail blast!

ASI Hastings on a RtP evaluation: Posted on Facebook

From the Jack FM website.

Road Show Promo: 20 spots ran. 374,000 people aged 18+. 196,000 gross impressions.

SOLAR SUMMARY: KPI’S

Key Performance Indicators: web visits, click and measured media

5,647,176 measured impressions (not counting social media)

11,781 measured clicks

Nearly $100,000 in measured media value for 5.6 million measured impressions, and nearly 12,000 clicks in <90 days.

Beach Cleanup 2015$18.00 reach 2,650 on Facebook, 97% mobile

And more metrics…..

Spanish vs. English campaign on Facebook for International Tea Masters Association, Training in Spanish had double the paid click in English, 6 times the likes/shares in Spanish

Retail engagement with existing Spanish TV commercial, extended audience for pennies.

No Fee Measurement Tools: Linkedin, Klout, Google Analytics

Source: Google AdWords, 2015

4 TAKEAWAYS ON MEASURING

What you measure will be the focus of your results.

Plan ahead for best kpi’s.

Set goals but be flexible as needed.

Build partnerships with local publishers/vendors for incremental value and ROI.

5 TAKEAWAYS ON REPORTING

Tell the story along with the metrics.

Relate to sharing our experiences.

Remember that we are all connected customers.

Share the success as well as the failure.

Improvements will result in the future as you adapt.