Metrics and Measuring Success

in Online Communications

Measurement is the first step that leads to control and eventually to improvement. If you cant measure something, you cant understand it. If you cant understand it, you cant control it. If you cant control it, you cant improve it - H. James Harrington

Online Measurement look like the way of sustaining your love

Metrics in 5 Easy Steps

Step 1: Identify Your Ultimate goal

Step 2: Priorities

Step 3: Understand yourself

Step 4: Choose the best for yourself (What to Measure & Tools)

Step 5: Keep tracking your lover performance.

Step 1:: How is your love look like. Same as define your business objective

Generate more word of mouth

Increase customer loyalty

Bring outside ideas into organization

Increase product/brand awareness

Improve new product success ratios

Improve public relations effectiveness

Reduce customer acquisition costs

Reduce customer support costs

Reduce market research costs

Reduce product development costs

Step 2: Prioritize & Identify Goals

Prioritize the Business Objectives in order of importance

What keeps your lover up at night?

What are the competitive threats?

This identifies goals to measure

The Top Measurements CEOs find Most important

Source:: SearchMojo

What is mother in law looking for??

So let you dene metrics frameworks via Paid / Own/ Earn modeling

PAID OWN EARN

Step 3: Do you know yourself enough?

Understand on Paid media

Digital

Touchpoints

EMAIL SEARCH

MOBILE

SOCIAL MEDIA DISPLAY ADS

ADVERGAMING

DISPLAY Web Banner in Standard & Rich Media Format

For better understanding of display ad formats, please refer to (2) DISPLAY > 1. Display Advertising Deck

Standard Ad/ Rich Media/ Ad Network

Standard ads: A Standard banner consists of a GIF or Flash file that loads together with the page. It never leaves or expands out of the banner space that it is served into.

Rich Media ads: Flash Interactive in page, out of page, over the page.

Polite Banner Floating Banner Expandable Banner

VDO Wall Synchronize Skinner

Type of Rich Media

Understand your Own Space

Owned Spaces are spaces that you can control i.e. corporate / product website, official fan pages, campaign microsite etc. Owned Spaces is where you provide relevant / in-depth information about

your brand / product to user who actively seeking.

www.milliontreesforking.com

www.pttbluesociety.com

Earned / Generated Spaces

Earned or Generated spaces is when youve done something really cool or interesting that people want to use their own media to tell others about it, and hence you earn media*.

Source: http://danielgoodall.com/2009/03/02/owned-bought-and-earned-media/

Knowing about your past!!

Online Presence! Basic information

with limited depth

Broad Engagement! More information expanding on existing

content & adding new

content areas

Targeted

Engagement! Specic content for specic audiences. Deeper engagement.

Integrated Digital

Engagement (IDE)! Specic content for specic audiences on specic devices.

Evolution of Digital Marketing

What is Integrated Engagement?!

Step 4: Choose the best for yourself (What to Measure & Tools)

Follow you heart (business objective)

What it would be your measurement O

wn

as

se

t

Publisher / Media

PageViews Visitor Time Spent on site

Bounce Rate Page per visit New Visit

Conversion Conversion Rate Traffic sources Time to purchase

Mixed measurement

Fans

&Growth Activity on

Page Engagement

& Reach

Response

Rate&

time

Keep eyes on every movement

Lets change when it went down.

Step 5: Keep tracking your lover performance.

Keep eyes on your performance by Google Analytics

What is it?

How it helps?

How it works?

Ad Serving, Monitoring and Planning Tools

Smart Planning drives efficiency in the planning & buying process.

This tools allow you to access your data and provide you with deeper

insights into your campaign. The workflow is streamlined and

automated and unnecessary overhead is eliminated. Smart

Versioning from Sizmek puts sophisticated targeting and optimization

capabilities within easy reach for every campaign and every

advertiser across any publisher in your media plan.

Charge as % of media fee

Keep eyes on your lover by

What is it?

How it helps?

How it works?

Ad Serving, Monitoring and Planning Tools

Smart Planning drives efficiency in the planning & buying process.

DoubleClick Digital Marketing (DDM) is an integrated ad-

technology platform that enables agencies and advertisers to

more effectively create, manage and grow high-impact digital

marketing campaigns. DDM integrates world-class solutions to

help buyers run holistic campaigns across multiple channels.

Charge as CPM

Keep eyes on your lover by

Possible Campaign KPIs Features to use Reports to pull Brand Awareness Looking for maximum reach -Rich Media Banners -Engagement reports -AB Testing for creatives to guage which concept works better in 2

difference audiences -Detailed Video metrics reports

-Geo Targeting for maximum, impactful reach -Product summary reports (target audience reports)

Consideration & Brand Favorability User engagement - Rich Media Banners - data capture, polling features -Engagement reports

- AB Testing for creatives to gauge which concept works better in 2 difference audiences

-Detailed Video metrics reports

-Product summary reports (target audience reports)

Drive Conversions Direct response, actions, sales -Conversion Tagging on clients pages sales tag for sales

conversions / counter tags for actions on page -Conversion summary report

-Setting a CPA target on each conversion tag -ROI Summary Report -Purchasing media via our Smart Trading offering- buy audience not

media J

Retention Consumer loyalty -Retargeting tags usage to expose interested audience/ new

audience with targeted creative messaging/promo -Engagement reports

-Smart Versioning to provide multiple creatives production effortlessly & efficiently

-Detailed Video metrics reports

Product summary reports (target audience reports)

-Creative Summary Report

What Can Be Measured with Rich Media Ads?

Total clicks / impressions

shows how many people

went from the ad to a

predefined site

Number of positive

interactions / impressions

(Could be more

than 100%)

The average time a

user was exposed to

an ad (in seconds)

Average number

of seconds the

video played

From all Videos that

were started which

percentage reached the 25%,

50%, etc mark

The number of

videos that were

viewed in full

screen

The number of times the

video was muted by

users out of video

started

Number of panels

that were expanded

by users / impressions

(Could be more

than 100%)

Interaction Rate

(IR)

Ad Duration Video Duration

Video Played Rate (25%, 50%, 75%, 100%)

Video Muted

Rate

Full Screen

Started

User Initiated Expansion Rate

Click-Trough Rate (CTR)

Engagement Calculation

Other social matrix calculation

Thank you