Digital Metrics - Presentation to Schulich School of Business

Digital MetricsBy: Rosalina Lin-Allen

Director, Digital StrategyTel.416-364-1455 x271Email. [email protected]/rlinallenwww.linkedin.com/rlinallen

ABOUT ME

LANDSCAPE OVERVIEW AGENDA

BEST PRACTICEBEST PRACTICE

FUTURE OF DIGITAL & METRICS

Who is Rosalina?Who is Rosalina?

DIGITAL EVANGELIST PROUD MOM OF TWO

About DelviniaAbout Delvinia

Digital Strategy g gy& Customer ExperienceExperience

Design Consultancy CUSTOMERConsultancy.

LANDSCAPE OVERVIEW

OwnedOwned Media

(e.g. website, apps, e-newsletters)

Paid

e newsletters)

PaidMedia

(e.g. SEM , Display Ads)

Earned Media (e g PR social(e.g. PR, social media activities)

Owned MediaOwned Media

C W b Sit M bil ACompany Web Site Mobile App

Campaign Micro-site E-newsletter Program

Typical Email Program MeasurementTypical Email Program Measurement

Open RateClick Through Rate

++ g

Forward Mail RateBounce Rate

+-

Unsubscribe Rate-

Typical Website MeasurementTypical Website Measurement• Page Views

Vi it• Visits• Pages/Visit• Ave. Time Spent on Site• Unique VisitorsUnique Visitors• Bounce Rate• New Visits• Referring Site• Geography… etc.

Techniques for MeasurementTechniques for Measurement

QuantitativeQuantitative• Ratings • Customer Satisfaction Survey

Qualitative• Usability Test

• One-on-one interview• Eye tracking

• A/B Split Testp

Mobile App

EB W b it Wi f

EBay Website Wireframes

Convergence of the Real & Virtual WorldsConvergence of the Real & Virtual Worlds

Digital Concierge E-commerce at Your Store

Paid MediaPaid Media

Search Engine MarketingSearch Engine Marketing

Display Ads

Geo Targeted Mobile AdsGeo-Targeted Mobile Ads

Typical Paid Media MeasurementTypical Paid Media Measurement

Paid Media Landscape

ator

Impressions (CPM)Pay per Click (PPC)

tA

ggre

ga

n/a

Inde

pend

ent

Fixed Price Auction Based

I

Earned MediaEarned MediaRatings, Reviews & Forwarded E-Mail Social Network

Social Operates in Near Real TimeSocial Operates in Near Real-Time

Typical Social Media MeasurementTypical Social Media Measurement

• Likes (e.g. Facebook)• Followings (e.g. Twitter)• Views (e.g. YouTube)( g )• Comments & Mentions

• Influence of the Commenters/Bloggers

• Sentiments

BEST PRACTICE

Best PracticeBest Practice

Financially focused, integrated view y gbased on the customer journey:

1. Understand the customer journeyj y2. Align digital touch points with the

customer journey3 Define metrics against the customer

AWARE

ENGAGE3. Define metrics against the customer

journey4. Track against the customer journey

CONVERT

ADVOCATE

Repeat!

1 Understand the Customer Journey1. Understand the Customer Journey

Consult F i d &

Ratings &

Reviews See Product/Friends & Family

Locate

e e s See Product/ Speak to

Sales PersonSchedule Test Drive

Experience Product

3rd

Party Sites

Product Details & Compare

Dealer Purchase

Buy Online

Check Various Product

Websites

RESEARCH CONVERTENGAGE

2 Align Digital Touch Points with Customer Journey2. Align Digital Touch Points with Customer Journey

2 Align Digital Touch Points with Customer JourneyA. ‘Build & Price’

E. Dealer Locator

2. Align Digital Touch Points with Customer Journey

B. Save Config G. Purchase

D Payment Estimator

F. Schedule a Test DriveC. Compare Options

D. Payment Estimator

3 Define Metrics Against the Journey3. Define Metrics Against the Journey

Obj ti Key PerformanceShopping for a Car: Engagement Step

Objectives(Call to Actions)

Key Performance Indicators

VisitsVisitsTime SpentBuild & Config

Visit/Unique Visitors to ‘Get a Quote’Get a Quote‘Get a Quote’ submission

Get a Quote

Visit/Unique Visitors to ‘Get a Quote’‘Get a Quote’ submissionFind a Dealer Get a Quote submission

Visit/Unique Visitors to ‘Test Drive’ Section‘Test Drive Scheduling’ submissionSchedule Test Drive g

4 Track Against the Journey4. Track Against the Journey

Financially Focused Integrated ViewFinancially Focused, Integrated View Category Tactic Investment

(ave. mo.)Metrics

Impressions/ Page Views/ Email Open

Rate

Conversion Rate Click Thru’s/ Complete CTA

Cost Per Lead

Rate

Awareness

Display Ads $200,000 20,000,000 0.1% 20,000 $10

Mobile Ads $20,000 1,000,000 1.5% 15,000 $1

Paid Search $100,000 800,000 4% 32,000 $3

SEO $100,000 320,000 15% 48,000 $2

Social Media $100,000 200,000* 1% 2,000 $50

Engage

Build & Config

$80,000

125,000 40% 50,000 $2

Price Estimator 167,000 56% 93,520 $0

Dealer Locator 86,000 34% 29,240 $0

Email Followup $21,000 123,000 27% 33,210 $1

Total Investment $621,000

Actual Purchase Ave. Purchase Price Purchase Value

Convert Purchase at Dealer n/a n/a 562 $47,000 $2,641,4000

IntegratedMultichannel View

U i F l A h

At the end of the day, it’s all about the financial

i diUsing a Funnel Approach indicators

Common PitfallsCommon Pitfalls

Siloed views

Measuring the wrong things ( l k l it th

Siloed views

CUSTOMER

(e.g. lack clarity on the customer journey)

CUSTOMER

Action without clear bj ti t t

Stopping here

objective or strategy

FUTURE OF DIGITAL & METRICS

Digital hasDigital hasshifted power dynamicConsumers have access to information and choice

p y

?How do you change the way you do business?

What is the new role of each of your channel and device?

DATA

Enables Organizations In Ways g yConsidered Beyond Your Reach In the Past.

Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in thethat 90% of the data in the world today has been created in the last two years alone. (source: Harness the Power of Big Data: The IBM Big Data Platform )

Big Data = Real-time Decision MakingBig Data = Real-time Decision Making

U h hidi C d d I f tiUshahidi: Crowdsourced Infectious Disease, Political Violence Tracking

and more

Let’s Make the World a Better Placeb M ki B tt D i i T thby Making Better Decisions Together

http://youtu.be/f-dfWLaDBPE

By: Rosalina Lin-AllenDirector, Digital StrategyDelviniaTel 416-364-1455 x271Tel.416-364-1455 x271Email. [email protected]. www.twitter.com/rlinallenLinkedIn. www.linkedin.com/rlinallen

Digital Metrics - Presentation to Schulich School of Business

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