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Another session of training at HSBC
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Digital MeasurementMore than just number, measuring the value
Ridho Putradi S’Gara, Founder of InboundIDhttp://www.inboundid.com
Digital DataHuge Volume &Cheap
Even the smallest marketing things we digitally do are measurable!
Where to start?
Basic Website Metrics Visit & Unique Visit
Page Views
New VS Returning
Time on Site
Bounce Rates
Source / Campaign
We can skip this, yes?
The Measurement Pyramid
Goals
Key KPIsUser
Indicators
Progress to achievements
Secondary goals and indicators
Data that improve process
GoalIncrease leads by 10% and lower cost per
acquisition by 20%
Key KPI’s
User IndicatorsUnique Visitors
Page ViewsSocial Metrics
Keywords
Conversion ratesEmail responses
Cost per leads by channel
Key Metrics:# of Leads / % of increase
Cost Effectiveness
Keywords
Brand
• HSBC Indonesia
• HSBC bank
Product
• Kartu Kredit
• Investasi
Competitor
• Citibank Indonesia
• Kartu Kredit Citibank
Brand search interest over time
Social Metrics
Sample- Brand mention (Sentiment)- Fans, Followers, Promoters- Social Traffics
Listen & Engage
More …
It’s about your Brand on the Internet
Or your products..
More importantly, your customers!
Key Take Away Where your audiences is
How they responded to your contents
Haters, Good Critics, Product Development
More ..
Defining Goals
First step, asks this questions
Who is My Website For? (Remember the personas?)
Have you identified your
buyer personas?
DavidBackground- Digitalpreneurs- Manage his own digital agency for the last 4
years- Frequent flyer- In relationship
Demographics- Male- 30 – 45- Income: 80 M Rp – 100 M Rp
Goals- Own credit card with extra benefit for frequent
flyer- Manage his money for future investment
Etc …..
What Do I Want My Website’s Visitors To Do?
Pop Quiz How does your website compare?
Do you have a clearly defined goal?
What stories are you telling?
Website Goals Visualization
INDONESIA’S #1 BANK
CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT
KPIs:
Branded search traffics
Direct Visits
KPIs:
Credit Card Application
Loan Inquiries
KPIs:
Page per visit
Time on site
Set your target
INDONESIA’S #1 BANK
CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT
KPIs:
Branded search traffics
Target:
10 K / month
KPIs:
Online Credit Card Application
Target:
100 Aplications
KPIs:
Visitor Loyalty
Target:
30%
You Can’t Measure What It Is You Do Not Value – Brian Solis
BonusAwareness Familiarity Likeability Considerati
on Action Ownership
Opinion formingResearch & Short
listAction Inquiries
Increase Usages
Get Attention
Connect Inspire Persuade Convert Retain
Maximize Quality
Optimize Function
ality
Optimise Content
Maximize Sales
Optimise Conversion
Rates
Maximize Usage
Competitive Data Usability
testQuality
ResearchDrop-out analysis
Surveys
Media
Drop-out analysis
CRM Data
Click Stream
Unique Visitors
Site Engageme
nt
Content Engageme
ntConversion Rates
Credit Card Usage
Funnel
Behavior
Strategy
Objective
Data Source
KPI
Digital: The devil is in the details ……
Attribution Multi-channel attribution modeling
Last Click Attribution
Last Click / Direct Traffics Gets All Credits
The only use for last click attribution now is to get you fired. Avoid it.
Linear Attributions
Everyone’s Happy
Really?
Time Decay Attribution
Valued interaction based on the timing
More attribution modeling
Customize Your Attribution
• What type of user behavior do you value?
• Is there an optimal conversion window you are solving for?
• Are there any micro-conversions defined with engagement type goals, tied to the economic value?
Integrating Your On-Ground and Online Marketing
Things to monitor
Brand mention
Direct traffics
Organic contents
Event related contents
Press Coverage
Key Take Away Understand channel by channel contribution to your sales conversions
Define your marketing budget better
P.S. You can’t find this on the back of you hand
Ideas for your goalsCustomer Acquisition and Retention
Loan Volume Increases
Customer support cost reductions
Online document delivery, such as check images and e-statements
Reduction of teller assisted transactions
ROI
ROI = Your Goals Value / Marketing CostMarketing Cost
Thank you More discussion
@idowebid
ido@inboundid.com
+62818435486
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