Embed Size (px)
DESCRIPTION
Draft - June 2012
Citation preview
Taubman /!measurement report!
CLT Draft!
2!
agenda!• measurement strategy!
• digital channel overview!
• survey recommendations!
• usage by channel!
• value of shopper by channel!
• social recommendations!
• social analysis!
• sms/push messaging!
• roll out strategy / plan!
!
!
!
3!
overview!
4!
Drive Traffic (Local & Tourism)
Induce Trial of Stores
Share News
Enhance Shopping Experience
Add Digital Benefits to Sponsorships
measurement strategy / test & learn!
Business Objectives " Drivers of measurement strategy!
Engagement
Advocacy
Visits & Intent to Visit
Purchases & Intent to Purchase
Favorability
Number of Stores Visited
Measurement Plan "Key Performance Indicators!
Channel Value (visits, sales & advocacy)
Channel Improvement
ROI
Business Forecasting "Channel & System ROI!
Klout Score &! Alexander Babbage!
Study!
5!
KPIs
Channel
Control Groups
Desktop Site
Mobile Site Social Sites Email Twitter SMS
Engagement!
Current Shopper Survey & Monthly Center ZIP Code!Survey!!(Baseline)!
Registration & Sign-in / Favoriting / Specific content views / Return visits / Communication opt-ins!
Facebook fan activity/active users!Interaction rate, demographic info!!Tweet volume/sentiment, !fan/follower growth, !unsub/unfollow rate!
Opt-ins!Open rate!CTR’s!
Tweets, Retweets!
Opt-ins, CTR’s!
Advocacy NPS (likelihood to recommend)!
Content sharing!!
Site Survey!
Retweets, Facebook posts, sentiment, usage of “share” within wall posts, Facebook activity!!Survey!
Content Sharing!
Content Sharing!
Survey!(Smartphone only)!
Visits & Intent to visit!
Desktop Site Survey!
Mobile Site Survey!
Facebook survey!Twitter link to site survey!
Email Survey!
Twitter Survey!
Purchases & Intent to purchase
Facebook survey!Twitter link to site survey!
Favorability (brand affinity)
Sentiment, Facebook survey!Twitter link to site survey!
Number of stores visited
Facebook survey!Twitter link to site survey!
measurement / digital channel overview!
6!
measurement / digital channel universes!
Each mall and each channel provided an identical survey:!!
• Control: Mall intercept!• Desktop – Site survey link on websites.!• E-Mail – “Take our survey” featured as part of e-mails.!• Facebook – Facebook survey tab and wall posts.!• SMS – Survey text messages.!• Twitter – Tweets of links to survey on websites.!
Desktop! Email! Facebook! SMS! Twitter!
Universe!Monthly unique visitors!
E-Mail receipts!
Fans!Messages
sent! Followers !
Universe total! 193,876! TBD! 41,086 ! 468*! 878!
Survey respondents! 1,563! 180! 166! 19! 17!
Response rate! 0.8%! 0.4%! 4%! 1.9%!
*Overall, 921 text messages were sent, but in two rounds (453 and 468) with substantial recipient overlap.!
7!
recommendations!
8!
Invest in digital. For an initial roll out, leverage the consistencies below while being sensitive to the nuances observed at the center level. As a follow up to this initial test and learn, expand program so to gain incremental learning that will account for the sub segment variances across centers ultimately driving smarter investment and engagement decisions.!
!
survey recommendations!
Comparing control and test, age and income are similar. The test group (digital channels) skews more toward a female audience than the control. !
Channel usage is similar between groups – most go to the desktop website to find information about their center, followed by facebook and email respectively. Digital consumers have higher digital penetration than control.!
Digital respondents will spend 2.7 times the amount of control in the next 30 days. They will also visit more frequently and have higher NPS.!!
!
Observation! Recommendation!
Digital consumers’ website experiences could be enhanced by offering more sales, special offers and sweepstakes on site.!!
Ensure that digital messaging, content and tone map back to the core demographic.!
Invest in digital, where it matters. Focus on website, facebook and email. Connect experiences across all channels. !
Participate in channel allocation (scorecarding) exercises to ensure dollars are allocated against channels and tactics that provide the highest ROI while keeping true to goals and objectives.!
Digital consumers spend more. Consider promos and incentives to drive even more engagement and loyalty. Cost will be absorbed by increased frequency and spend. !
9!
survey analysis!
10!
measurement / responses by center!
In total, sample size across control and test are similar. Control respondents are equally distributed across centers, while test respondents skew Dolphin, Partridge and Twelve Oaks. Beverly Center seems to be less digitally engaged than others. !
24%!21%!
23%! 25%!
9%!
41%!
28%!
22%!
Beverly Center! Dolphin! Partridge Creek! Twelve Oaks!
Control! Test!
Mall! Control! Desktop! Email! Facebook! SMS! Twitter! Test Total!Beverly Center! 525 ! 159 ! 26 ! - ! 19 ! 4 ! 208 !Dolphin! 451 ! 810 ! 55 ! 23 ! - ! - ! 888 !Partridge Creek! 504 ! 392 ! 104 ! 104 ! - ! 13 ! 613 !Twelve Oaks! 538 ! 378 ! 56 ! 45 ! - ! 2 ! 481 !Total! 2,190 ! 1,739 ! 241 ! 172 ! 19 ! 19 ! 2,190 !
11!
measurement / respondent demographics: control and test!launch – May 31, 2012!
37%!
22%!
63%!
78%!
Control!
Test!
Male! Female!
0%!
5%!
10%!
15%!
20%!
25%!
30%!Control! Test!
0%!
5%!
10%!
15%!
20%!
25%!
30%!
<18! 18-24! 25-34! 35-44! 45-54! 55-64! 65+!
Control! Test!
Income Distribution
Age Distribution Gender Distribution
In total, income age and gender patterns are similar between test and control.!• Income is slightly higher for control !• Both groups skew female; test
more!• Both groups median age is mid
30’s!
Medians: Control = 33 Test = 36
Medians: Control=$71,517 Test= $68,182
12!
digital media usage over time "Time Periods: Jan 16 – Jan 31; Feb 14 – Feb 29; Mar 10 – Mar 19; April 6 – April 19; May 1 – May 9, 2012 !
Website via PC is has the highest penetration, followed by facebook and Email. Emerging channels (mobile, twitter and check-in) have increased since launch of survey.!
13!
digital media usage over time: cross channel Launch – May 31, 2012!
!"!#$
%"!#$
&!"!#$
&%"!#$
'!"!#$
'%"!#$
(!"!#$
(%"!#$
)!"!#$
)%"!#$
%!"!#$
*+,$ -./$ 0+1$ 231$ 0+4$ 567+8$
-+9./66:$ 5;<=.1$ >?.9:$<,$ 5.@7AB0B$ >6C3D7.1$ BC+173?6,.$A$5+/8.7$ EC+<8$
Website via PC, facebook and Email are the most popular channels for control respondents as well. Emerging channels appear to be flat since launch. Test respondents have higher digital channel penetration than control (e.g. Website via PC control = 13% ; test = 38.5% in current period)!
14!
KPIs!Sample
Size!Engage-
ment!Advocacy! # of Stores Visited! Amount Spent in Last Visit!
Intent to Revisit!
Value per Shopper !
!
Segment!Sample
Size!
Brand Preference
(Q8)!
Net Promoter
Score (Q6)!
# of Dept Stores visited (Q3)!
# of Specialty
Stores visited (Q4)!
Merchandise and
Services (Q2)!
Food, Restauran
ts, and Entertain-ment (Q1)!
Total Amount Spent in Last Visit!
# of visits in next 30 days (Q5)!
Spend in next 30 days**!
Digital Media
vs. Total!
Control! N=2,018! 4.14 ! 37.90%! 1.15! 3.5! $204.87 ! $21.36 ! $226.23 ! 2.7! $610.82 ! 1.0X!
Test! n=2190! 4.00 ! 42.90%! 3.4! 5! $435.10 ! $56.79 ! $491.89 ! 3.4! $1,662.48 ! 2.7X!
Test v. Control! 8.52%! -3.50%! 11.66%! 66.18%! 30.00%! 52.91%! 62.39%! 54.01%! 20.59%! 63.26%!
channel value / digital channel scorecard: cross channel!control vs. test!
Digital consumers have a slightly lower brand preference yet are slightly more likely to recommend their center than control. Digital consumers are far more engaged than control respondents (+~70% / +30% more stores visited ; +54% more money spent ; + 21% more stores planned in next 30 days). Digital consumers are also more valuable control (likely to spend 2.7x more money in the next 30 days). !
15!
KPIs!Sample
Size!Engage-
ment!Advo-cacy!
# of Stores Visited! Amount Spent in Last Visit!
Intent to Revisit!
Value per Shopper ! !
Measurements!Sample Size!
Brand Preference!
Net Promoter
Score!
# of Dept Stores visited!
# of Specialty
Stores visited!
Merchandise and
Services !
Food, Restaurant
s, and Entertain-
ment!
Total Amount Spent in Today’s
Visit!
# of visits in next 30
days!
Spend in next 30 days**!
Digital Media
vs. Total!
Control! N=2,018! 4.14! 37.90%! 1.15! 3.5! $204.87 ! $21.36 ! $226.23 ! 2.7! $610.82 ! 1.0X!
Connect with TTC via PC website!
n=279! 4.35! 41.40%! 1.42! 3.79! $210.20 ! $37.62 ! $247.82 ! 3.79! $939.24 ! 1.5X!
Connect with TTC via Facebook!
n=191! 4.37! 52.40%! 1.25! 3.39! $161.67 ! $19.34 ! $181.01 ! 4.41! $798.25 ! 1.3X!
Connect with TTC via email!
n=130! 4.24! 37.20%! 1.3! 2.92! $169.42 ! $35.19 ! $204.61 ! 4! $818.44 ! 1.3X!
channel value / digital channel scorecard: control that connect digitally!
Control respondents who also engage with the top 3 digital channels for their center spend 1.3x to 1.5x more than those who are not digitally engaged.!
16!
measurement / digital channel scorecard: cross channel detail! !
Value Food Chain
Desktop web dominate in terms of number of responses. NPS is 42.9% across channels. This is slightly above the control. Email, Twitter, and Facebook skew higher, with SMS skewing lower. On average, consumers will spend just over $1,660 in the next 30 days, well over double that of the control. Email consumers are estimated to spend the most; Twitter the least.!
KPIs!Sample
Size! Engagement! Advocacy!Favorability! # of Stores Visited! Amount Spent in Last Visit!Intent to Revisit!
Value per Shopper !
Measurements!Sample
Size!
Actions (Avg. TAT)!
Brand Preference
(Q8)!
Engagement Score!
Net Promoter
Score (Q6)!
Enhances shoppers’
experiences (Q9)!
# of Dept Stores
visited (Q3)!
# of Specialty Stores visited
(Q4)!
Merchandise and
Services (Q2)!
Food, Restaurants,
and Entertain-ment (Q1)!
Total Amount Spent in Last Visit!
# of visits in next 30 days (Q5)!
Spend in next 30 days**!
Total! n=2190! n/a! 4.0! n/a! 42.9%! 82%! 3.4! 5.0! $435.10 ! $56.79 ! $491.89 ! 3.4! $1,662.48 !
Desktop! n=1739! n/a! 4.0! n/a! 38.1%! 81%! 3.7! 5.3! $460.83 ! $60.64 ! $521.47 ! 3.4! $1,792.64 !
Email! n=241! n/a! 4.2! n/a! 64.7%! 89%! 2.8! 4.3! $536.12 ! $54.29 ! $590.41 ! 3.3! $1,958.30 !
Facebook! n=172! n/a! 4.1! n/a! 59.3%! 81%! 2.2! 4.0! $200.03 ! $40.67 ! $240.70 ! 3.0! $732.27 !
SMS! n=19! n/a! 3.5! n/a! -13.3%! 93%! 1.4! 2.5! $92.38 ! $54.14 ! $146.52 ! 3.3! $488.39 !
Twitter! n=19! n/a! 4.4! n/a! 50.0%! 85%! 1.7! 3.8! $100.07 ! $21.00 ! $121.07 ! 2.6! $310.23 !
17!
measurement / digital channel scorecard: cross channel detail! !
36%!
19%! 18%!14%! 13%!
Mor
e sa
les
and
spec
ial o
ffers!
Con
test
s,
swee
psta
kes
or
prom
otio
ns!
Mor
e in
form
atio
n on
ne
w s
tore
s/re
stau
rant
s!
Mor
e in
form
atio
n on
ev
ents
and
late
st
happ
enin
gs!
Offe
r fa
shio
n tr
ends
; ru
nway
vid
eos;
ho
ttes
t gift
item
s!
42%!
26%!
21%!
11%!
To hear about sales and special offers!
To get general information like
driving directions, store listings, center
hours, etc!
To stay current on events and latest
happenings!
To hear about new stores/restaurants!
How could we make your visit better?
Primary Reason for Visit
• Sales and special offers are both the top reason for visiting and primary way to make the respondent’s visit better.!
• Driving directions / center information and coupons or promotions also top the list.!
18!
social content analysis!
19!
Each center’s audience engages with content in different ways, and each center has different offerings that affect the content published on its channels. There were, however, several instances of commonality where optimizations can be made.!
!
social content recommendations!
On average, seasonal/holiday/occasion posts have higher engagement rates !
Based on engagement, users prefer a more even distribution of content than what was actually published!
The visual fashion posts are a point of differentiation from competitors!
Beverly Center and Dolphin Mall had the highest engagement rates !
Successful competitor Twitter accounts retweet/reply 5-6 times/day on many topics to add followers!
Increase amount of seasonal posts at every opportunity to drive engagement!
Distribute content more evenly to improve engagement rates for all content types!
Publish fashion content and take advantage of FB features: Timeline, polls!
Continue using 1st person singular which directly impacts engagement!
Actively tweet to check-ins, RT retailers posts – particularly giveaways/sweeps!
Observation! Recommendation!
SMS / Push messaging yields lack luster results/ It reaches a small audience and may lead to consumer dissatisfaction.!
Discontinue SMS/Push messaging at this time.!
20!
social rollout / toolkit recommendation!
Hootsuite Enterprise
Simply Measured
Momentfeed
Price/Month Main Features Benefits Option 1!
Option 2: Option 1 + the following:!
$2500 - $3500!
$1750!
$1800!
• Custom report templates!• Automatic updates!• Aggregate FB and Twitter
data!• Keyword monitoring!
!!!!
• Compare across centers + competitors!
• Produce reports quickly and efficiently!
• See page and post-level performance!
• Scheduling, monitoring + managing on all FB and Twitter accounts!
• Basic reporting on Page performance and clicks!
• Manage social publishing for all centers from one place!
• Various levels of admin access and moderation!
• Snapshot reports for growth and key influencers!
!
• Location-based monitoring and reporting!
• Create groups for Locations!• Location ranking!• Real-time maps!
• Insight into people checking in at centers on 4sq + FB!
• Own locations + delete unofficial ones!
• Add tips, photos, etc. to locations!
21!
facebook / content recommendation!!
The tables outlines the recommendations for optimizations and the corresponding actions/tactics!
Actions!
Post Frequency!• Continue posting once per day, six times per week. Total post count
per month will be 25 posts.!
Post Timing!
• Beverly Center: Publish all posts between 7pm and 9pm!• Partridge Creek: Publish all posts between 2pm and 3pm!• Twelve Oaks: Publish all posts in the hour of 4pm!• Dolphin Mall: Publish all posts in the hour of 1pm!
Post Distribution! • See Slide 10 for tactical breakout/schedule!
Voice! • Write in 1st Person Singular for best engagement rates!
22!
facebook / content recommendation!
Content Bucket! Week 1! Week 2! Week 3! Week 4!Totals by bucket!
% of Posts by Content Bucket!
Sales/Events! 2! 2! 2! 2! 8! 32%!
Fashion! 2 2 2 2 8! 32%!
Seasonal! 2 2 2 2 8! 32%!
Alerts! 0 0 1 0 1! 4%!
Totals by Week! 6! 6! 7! 6! 25! 100%!
% of Posts! 24%! 24%! 28%! 24%! 100%!
For the centers, in addition to the post distribution table:!
Each week, 1 of each post in each content bucket should be “Push” and the other should be “Conversational”!
!
23!
facebook / content recommendation!Use Facebook Timeline Visual and Promotion Features!
• Pin one post a week to feature at the top of the page: It can be a big sale or event, a red-hot fashion trend or an alert. (Pinned posts stay at the top of the page for one week)!
• Highlight special posts – such as movie premieres, big events or a popular fashion item 2-4 times per month to create strong visual elements (Highlighted posts span the width of the Facebook Page)!
• Competitors are not currently utilizing these features – it will be a point of differentiation!
!
!
24!
twitter / content recommendations!Organic growth is slow but, as in the case of the centers, the growth rates are compounding over time. Proactively engage in the channel to add followers.!
To add more followers, faster:!
• Retweet content from the retailers in the center, such as their sales, promotions and special events. They will then know about your Twitter account and may start tagging you in tweets to increase your exposure!
• Engage multiple times per day: According to Alexander Babbage Q4 2011 Report, the top malls on Twitter tweet/reply 5-6 times per day on average!
• Reply not only to people using the center’s handle (ex. @BeverlyCenter) but also those using #BeverlyCenter and “Beverly Center”!
• To grow, it takes proactive seeking out of your brand on the platform, and engaging!
!
!
25!
twitter / content recommendations!Organic growth is slow but, as in the case of the centers, the growth rates are compounding over time. Proactively engage in the channel to add followers.!
• Retweet content from the retailers in the center, such as their sales, promotions and special events. !
• Engage multiple times per day: According to Alexander Babbage Q4 2011 Report, the top malls on Twitter tweet/reply 5-6 times per day on average!
• Reply not only to people using the center’s handle (ex. @BeverlyCenter) but also those using #BeverlyCenter and “Beverly Center”!
!
! Actions/Tactics!
Publish Tweets!Publish 1 Tweet/day, on a rotation of content buckets !
(Day 1: Sales/Events, Day 2: Fashion, Day 3: Seasonal, etc.)!
Repurpose Tweets!Retweet and/or reply to retailers and other users’ tweets at least once per day and up to 5-6 times per day, depending on availability of content!
26!
• During this reporting period we continued following our reduced frequency approach for SMS in an effort to ensure that our approach would yield lower unsubscribe rates from the program.!
• Unfortunately the unsubscribe rates increased sharply when compared to the previous reporting period from 1.16% to 2.42%. !
• Our three messages over this reporting period featured a store opening, free gift with purchase and 30% off entire store. !
• The store opening was for Wolford Boutique and this message received a 3.21% unsubscribe rate and three clicks to the mobile site.!
• The free gift with purchase offer was from Ben Sherman and this message received a 2.43% unsubscribe rate along with three clicks to the mobile site.!
• While the 30% off entire store offer was for Custo Barcelona. This was the best performing message with 8 clicks and an unsubscribe rate of 1.58%.!
• ! !
sms / push messaging!
Message Theme Send DateTotal Send
Total Received
Total Unsubscribes
Unsubscribe Rate
bit.ly Clicks
Completed Surveys
Wolford Boutique 4/13/12 468 453 15 3.21% 3 N/ABen Sherman 5/4/12 453 442 11 2.43% 3 N/ACusto Barcelona 5/19/12 442 435 7 1.58% 8 N/A
Grand Totals: 1,363 1,330 33 2.42% 14
27!
launch plan and forecast"UNDER CONSTRUCTION!
28!
Channel Allocation Process!
!!Apply Objectives and Set Benchmarks!
Data Analysis, Forecasting,
Modeling, etc.!
!
Ongoing Measurement, Attribution and Optimization!
Ideate, Evaluate and Execute!
The Process!
Situation Analysis!
Ideatio
n!
Planning!
Measu
ring!
Leveraging our test and learn insights, we will create a multi-dimensional analysis to align channel spend with performance expectations and marketing objectives.
29!
• Identify campaign KPI’s (metrics for success) for each campaign/channel. !
• Define consumer journey and relevant opportunities to reach consumers at each touch point.!
• Create measurement plan and define metrics for success.!
• Develop a score card which will be used to evaluate new ideas based on criteria that map back to corporate objectives.!
• Leveraging the consumer journey, brainstorm list of channels/tactics to achieve performance objectives.!
• Score channels / tactics and build preliminary forecast. All channels/tactics that score higher than average are in consideration set.!
• Allocate dollars by channel/tactic based on contribution to conversion. !
• Create test and learn agenda.!
• Partner with creative, technology and media to finalize launch plan.!
• Launch!
• Monitor in market performance on daily/weekly/monthly basis.!
• Test and Learn; optimize for top performance. Identify best creative/offer. !
• Reforecast based on current results. Set guidance for total program performance.!
Situation Analysis!
Ideation!
Planning!
Measuring!
Details!
30!
!Goal!!
! Test channels to drive branding, awareness and engagement strategies… all leading to conversion.!
! Obtain most engagements at most efficient cost and channel mix!
! Leveraging best practices, historical performance results, and program specific objectives, we defined a channel score card.!
! Attributes and their values / ranks are reflective of the above, and are customized to help identify the best investment opportunities to drive results.!
! The score card is created at the beginning of the campaign, and can be revised (along with associated forecast) as the campaign objectives shift and/or as we progress through various phases.!
example channel score card!
31!
! Leveraging our score card results, we have allocated at least 80% of our media dollars to channels that scored above average.!
! Note, when doing this, we have to take into account uncontrollable - - inventory availability, cost constraints, and diminishing returns; which is channel specific dollar amounts may not mirror score (in other words highest scoring item may not get the most dollars as a result of said constraints).!
Invest in top scoring channels
example forecast!
32!
example launch plan!10/11 11/11 12/11 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12 1/13 2/13 3/13
PHASE 1
PHASE 2
PHASE 3
PHASE 4
PHASE 5
GENERAL
MEDIAPaid Ad Buy
Paid Ad BuyPaid Ad Buy Paid Ad BuyPaid Ad BuyPaid Ad Buy
Paid Ad BuyPaid Ad BuyPaid Ad Buy
ONGOINGBUILD & SEED
CUSTOMER APPRECIATION
MAKE IT REAL PLANNING
MAKE IT REAL: GETTING IT DONE
CITIZENS ONGOING COMMUNICATION STRATEGY
MAKE IT REAL CELEBRATION
PERSONAL, INVESTING, BUSINESS, BORROWING
Make It Real / the map to scale
Awareness & Satisfaction(Holidays, Giving/Spending, New Year Goals)
Holidays, Giving/Spending, New Year
Goals
Planning projects, college acceptance letters, cabin
fever
Accomplishing Goals
Finishing projects, kids to college
Planning projects, college acceptance letters, cabin
fever
6Wednesday, October 5, 2011
33!
thank you!
