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