Is measurement part of your digital DNA?
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Is measurement part of your digital DNA?
Dirk Shaw | Twitter: @dirkmshaw
Adapting measurement programs to refine online marketing activities.
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• Challenges companies face when measuring online marketing.
• Elements of a successful measurement program.
• 5 Ways companies can adapt in times of rapid change.
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Challenge: Acceleration in customer touch points and the number of metrics companies must synthesize.
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Challenge: Lack of integration between the tools that measure multi channel interactions.
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Challenge: Online customer experience and measurement are typically in silo’s across the organization.
Metrics
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Companies who don’t adapt will be slower to test new tactics because of an inability to measure value.
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What are the elements of a successful measurement program?
Photo: http://upload.wikimedia.org/wikipedia/en/thumb/0/0a/Super_heavy_elements.svg/800px-Super_heavy_elements.svg.png
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Behavior:
> How many are here?
> How did they get here?
> What are they doing?
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Purchase:
> How much did they buy? > What else would they buy?
> What is propensity to buy again?
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Tone & sentiment:
> What is their mood? > Do they like or dislike our products?
> What ideas can we take to R&D?
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Influencers:
> Who is talking the most and what about?
> Where are they talking?
> How can we activate their social graph?
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Targeting:
> Do they like a,b or c?
> Or a and b but not c?
> Which user experience elements drive highest levels of X?
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Engagement:
> How many click on this visit?
> How much time are they spending across sites?
> How frequent do they return?
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5 Ways companies can adapt in times of rapid change.
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Let business goals lead. Not tools.
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Bring together all stakeholders who measure goals thru digital touch points.
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Build a team who's focus is tuning the online experience based on insights & data.
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Find solutions that have open reporting interfaces and build a single view of the performance across all online activities.
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Experiment with new touch points that are relevant to a market.
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Evolving measurement & analytics allow you to quickly adapt your marketing tactics in an ever changing digital landscape.
Dirk Shaw | Twitter:@dirkmshaw