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Overview on measurement in the digital space, broken down by digital tactics, and with best practice on how to measure them in an integrated, customer-centric and financially focused ways.
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By: Rosalina Lin-Allen
Digital Metrics
Director, Digital Strategy
Tel.416-364-1455 x271
Email. [email protected]
www.twitter.com/rlinallen
www.linkedin.com/rlinallen
Page 2
ABOUT ME
LANDSCAPE OVERVIEW
AGENDA BEST PRACTICE
FUTURE OF DIGITAL & METRICS
Page 3
Who is Rosalina?
DIGITAL EVANGELIST PROUD MOM OF TWO
Page 4
About Delvinia
Digital Strategy
& Customer
Experience
Design
Consultancy. CUSTOMER
Page 5
LANDSCAPE OVERVIEW
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Paid
Media (e.g. SEM , Display Ads)
Earned Media (e.g. PR, social media activities)
Owned Media
(e.g. website, apps, e-newsletters)
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Owned Media
Company Web Site
Campaign Micro-site
Mobile App
E-newsletter Program
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Typical Email Program Measurement
Open Rate
Click Through Rate
Forward Mail Rate
Bounce Rate
Unsubscribe Rate
+
+
+
-
-
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Typical Website Measurement
• Page Views
• Visits
• Pages/Visit
• Ave. Time Spent on Site
• Unique Visitors
• Bounce Rate
• New Visits
• Referring Site
• Geography
… etc.
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Techniques for Measurement
Quantitative
• Ratings
• Customer Satisfaction Survey
Qualitative
• Usability Test
• One-on-one interview
• Eye tracking
• A/B Split Test
Page 11
EBay Website
Mobile App
Wireframes
Convergence of the Real & Virtual Worlds
Digital Concierge E-commerce at Your Store
Page 13
Paid Media
Search Engine Marketing
Display Ads
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Geo-Targeted Mobile Ads
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Typical Paid Media Measurement
Impressions (CPM)
Pay per Click (PPC)
Paid Media Landscape
n/a
Fixed Price Auction Based
Ind
ep
en
de
nt
Ag
gre
ga
tor
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Earned Media
Ratings, Reviews & Forwarded E-Mail Social Network
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Social Operates in Near Real-Time
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Typical Social Media Measurement
• Likes (e.g. Facebook)
• Followings (e.g. Twitter)
• Views (e.g. YouTube)
• Comments & Mentions • Influence of the
Commenters/Bloggers
• Sentiments
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BEST PRACTICE
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Best Practice
Financially focused, integrated view
based on the customer journey:
1. Understand the customer journey
2. Align digital touch points with the
customer journey
3. Define metrics against the customer
journey
4. Track against the customer journey
Repeat!
AWARE
ENGAGE
CONVERT
ADVOCATE
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Experience
Product
Consult
Friends &
Family
RESEARCH CONVERT
Check
Various
Product
Websites
1. Understand the Customer Journey
3rd
Party
Sites
Product
Details &
Compare
Locate
Dealer
Ratings
&
Reviews
Purchase
Buy
Online
See Product/
Speak to
Sales Person
ENGAGE
Schedule
Test Drive
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2. Align Digital Touch Points with Customer Journey
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A. ‘Build & Price’
B. Save Config
E. Dealer Locator
F. Schedule a Test Drive C. Compare Options
D. Payment Estimator
G. Purchase
2. Align Digital Touch Points with Customer Journey
3. Define Metrics Against the Journey
Objectives (Call to Actions)
Key Performance Indicators
Shopping for a Car: Engagement Step
Visits
Time Spent Build & Config
Visit/Unique Visitors to ‘Get a Quote’
‘Get a Quote’ submission Get a Quote
Visit/Unique Visitors to ‘Get a Quote’
‘Get a Quote’ submission Find a Dealer
Visit/Unique Visitors to ‘Test Drive’ Section
‘Test Drive Scheduling’ submission Schedule Test Drive
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4. Track Against the Journey
Financially 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
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
Integrated
Multichannel View
Using a Funnel Approach
At the end of the day, it’s all
about the financial
indicators
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CUSTOMER
Measuring the
wrong things (e.g. lack clarity on the
customer journey)
Action without clear
objective or strategy
Siloed views
Common Pitfalls
Stopping here
Page 28
FUTURE OF DIGITAL & METRICS
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Digital has
Consumers have access to information and choice
How do you change the way you do business?
What is the new role of each of your channel and device?
shifted power dynamic
Page 30
BIG Enables Organizations In Ways
Considered 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 the
last two years alone. (source: Harness the Power of Big Data: The IBM Big Data Platform )
DATA
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Big Data = Real-time Decision Making
Ushahidi: Crowdsourced Infectious
Disease, Political Violence Tracking
and more
http://youtu.be/f-dfWLaDBPE
Let’s Make the World a Better Place
by Making Better Decisions Together
Page 33
By: Rosalina Lin-Allen
Director, Digital Strategy
Delvinia
Tel.416-364-1455 x271
Email. [email protected]
Twitter. www.twitter.com/rlinallen
LinkedIn. www.linkedin.com/rlinallen
