Digital Marketing Measurement

CRASH COURSE

MEASURING DIGITAL MARKETING #digiroi

@afnityau

@LukeBrown_AU

@AdamSharAU

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SURVEY

































WHATT YOU WANTED WHA WANTED TO KNOW 1. Cover the basics 2. Cover the basics 3. No really…cover the basics 4. Attribution

































TOP 5 PROBLEMS

































SURVEY RESUL RESULTS TS

“Please just tell me what my KPIs should be”



































EFFECTIVE BUSINESS & DIGITAL





































































THINGS TO THINK ABOUT SMART Goals • How many? • Business Conversions •



































SMART GOALS Specific Measurable



































HOW MANY GOALS? •

1 – 3 core goals that directly impact the bottom line

•

2 – 5 supporting goals





























































































































































































































































































































































































































































































































































































































































































PURCHASE PATH 1ST VISIT

2ND VISIT

ENQUIRY

$

NEWSLETTER SIGNUP

RE-ENGAGEMENT

$

































WEIGHTED AND AND SUPPORTED SUPPORTED OUTCOMES FIRST TOUCH # Advertising

through multiple channels # Referral from existing customer # Read of page headline in organic search

FIRST ENGAGEMENT Mouse hover over banner ad Click through to website # External read of reviews or press # #

CONSIDERATION Subsequent site visits Site Bookmark, send or share # Social network query “e.g. has anyone hear of these guys before?” # #

ACTION Sign Up/Registration # App Install # Content save or download #

CONVERSION # #

Purchase Enquiry

































































KPI METRICS CAN BE FOUND Social

Newsletter

Adserver

In Store / POS

Web Web analytics

Sales representatives

E-Commerce

CRM







































































































































INSTORE



































INSTORE METRICS •

Footfall

•

Change room use



































WEATHER WEA THER





































API BUILDERS

















































































































































10 MEASUREMENT TESTS









































































































































































































































































































































































































































































































CONVENTION CONSIDERATIONS •

Keep your convention consistent across channels

•

Plan and try to future-proof how you use the variables

•

Remember that your competitors can read the UTM

•

Remember that your customers can read the UTM

































UPGRADE If Google Analytics was deployed more than 2 years ago you might want to consider upgrading to the new Universal Analytics. Google Analytics $%&'()* *+),-.*,/*01232%&'()*.4 32' !526 - !526 77 89: !526;)<%=>8?!%,*@&&A8?!*'2&HI25,3(,J?9G: !526;)<%=>8?!*'2&HI25,3(,J? 9G: >KG M 32' 52 - NA&?%&'()*?G: ,B*>?%&'()*?G: 52;*+), - ?*,/*01232%&'()*?: 52;2%+B& - *'<,: 52;%'& - >?=R)%S? -- NA&?%&'()*?G8Y9: NA&?%&'()*?G8Y9: %;)2',B*XAN,;(B%,'*V,KA',>52C %;)2',B*XAN,;(B%,'*V,KA',>52C %G: ZG>G: $0%&'()*4

Universal Analytics $%&'()*4 >K(C%CAC5C'C2COGM(8?[AA5Q,@ >K(C%CAC5C'C2COGM(8?[AA5Q,@B2Q+L&%\]1,&*?9-':(8 B2Q+L&%\]1,&*?9-':(8'9-(8'977KGM AB>GM >(8'9;6-(8'9;67789G;)<%=>2'5(8'9;6-(8'9;67789G;)<%=>2'5G:2-%;&',2*,PQ,O `2*,>G:2-%;&',2*,PQ,O,B*>AGC ,B*>AGC

Google Analytics vs Universal Analytics Pro: • • • • •

More features & better insights Much more accurate mobile measurement Better social media measurement measurement Improved eCommerce integration Cross device deduplication

Con:

































SHARING • The best analytics work is collaborative analytics work • All parties should work using the same view of your site data • Annotations, Segments & Dashboards can be shared

































DATA LEAKAGE If you deal with sensitive information captured in a web form, make sure it isn’t being passed into Google Analytics.

/thankyou?name=Ted%20Bundy&phone=555%2012 34&comment=Ive%20killed%20 34&comment=Ive% 20killed%20some%20peo some%20people% ple% 20can%20I%20speak%20to%20you%20in%20con fidence

































ADSERVERS R4S>P<. L "
B0-4P7 B<367I5J

U4M70 B<367I5J L %MS

(7<3/9 L (0/4



































WHY USE AN ADSERVER •

Independent verification that what you bought is what you got

• Allow you to use richer more engaging creative



































PROGRAMATIC LANDSCAPE !"#$%&' %)*& %)*&+,-./ +,-./ Agencies

Agency Trading Desks

DSPs

Exchanges

Ad Networks Horizontal

Sharing Data / Social Tools

Video / Rich Media SSPs



































REACH TRAP



































REACH TRAP RISK FACTORS •

Substantial budgets active in a digital channel

Target a niche audience on an ‘always on’ basis • Target



































DIAGNOSIS •

Steady decline in total conversion numbers despite good conversion rates and cost per acquisition from paid activity





































CONVERSION TAGS





































TAG MANAGE MANAGEMENT MENT PLA PLATFORMS TFORMS





































CRM





































CRM ESSENTIALS





































CRM BEST PRACTICE









































































































































































































































































































































































































































































































































IMPOSSIBLE CTR 1. Re-export the tags from your 3 rd party adserver 2. Get the publisher to show you the code they implemented 3. Confirm that the publisher has deployed them the right way around

































ADSERVER & PUBLISHER REPORTS DON’T MATCH

































ADSERVER & PUBLISHER REPORTS DON’T MATCH 1. Get the publisher to show you the code they implemented 2. Check to see if the code contains [timestamp] 3. Have them replace the placeholder with a working timestamp macro

































AGENCY CLAIMS I’VE REACHED MORE PEOPLE THAN EXIST SOCIAL

TARGET MARKET

SEARCH

DISPLAY























































































































































































































































































MEASUREMENT





































MEASUREMENT FRAMEWORK





































MEASUREMENT FRAMEWORK









































































































































































































































































































































































































































































































PRO TIPS The best brand safety tool is the platform you use to target media.

Search: Display:

Keep negative keyword lists up to date Use white lists preferentially preferentially over blind exchanges

































































































THE QUEST FOR ANSWERS Actionable insights are answers to business questions. To To start answering these questions, start asking some. Structure your analysis using simple but specific questions like; Where does my traffic come from? • Where do my conversions come from? • How do the different pages on my website aid conversion? •

































MEANINGFUL QUESTIONS Work your way up to questions that give you answers, not metrics Q. How do my different channels perform? A.

Like this, using three three prime metrics metrics as meaningful comparisons comparisons

Q. How can I improve my conversion rate? A.

By applying the learnings of the 3 top pages pages to the 3 bottom pages pages

Q. How can I promote repeat purchase?



































METRIC SELECTION •

What metrics should I use to answer the question?

•

What 1st party data do I have on hand?



































CONSIDER NOVEL SOURCES •

Remember to mine your media data for behavioral insights

•

Searched Terms Terms used as an intent gauge can make you a mind reader















































































































































































AUTOMATION AUTOMA TION OPTIONS





































ALERTS





































ALERTS BEST PRACTICE





































WORKFLOW AUTOMATION AUTOMATION

















































































































































































































































































































































Digital Marketing Measurement

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