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BDMM 4336 ROI, Analytics & Media Ethics Class 13/14 Fall 2011 @AndreaGenevieve [email protected] Measuring Digital Marketing No one can tell you what will work Too many variables No silver bullet Digital is different than traditional No formula for success

ROI and Analytics Class 13

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Page 1: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Measuring Digital

Marketing

• No one can tell you what will work

• Too many variables

• No silver bullet

• Digital is different than traditional

• No formula for success

Page 2: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Why Do We Measure?

• Set benchmarks

• Find what’s important for your brand

• Determine what is working and what isn’t

Page 3: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Digital Marketing

• Cheap

• Easy

• Adapt on the fly

• Results in real time

• Simple

• Shift now from selling to the audience to selling to behavior

Page 4: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Questions

• Start your analysis with questions and consider all forms of marketers to measure

• -Do you budget for pay-per-click? -Do you wait for organic search? -Do you create banner ads on high traffic sites?

Page 5: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

How To Start

• Use your intuition

• Look at your competitors

• Use your research

• Align measurement to goals and business strategy

• Trends

Page 6: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Google Analytics

• Google Analytics= Data goldmine!

• Users: IP address, time stamp, referring pages, geolocation, browser data, cookies and more

Page 7: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

http://www.google.com/an

alytics/tour.html

Page 8: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Other sources of Traffic

• Ad campaign

• Newsletter

• Email

• Banner ads

• Affiliate marketing

Use a Tag!

Page 9: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Key Performance

Indicators

• Focus on what’s important to your business

• Decide how to get maximum value from statistics

• Develop KPI= Key Performance

Indicators

Page 10: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

KPI’s

• KPI are NOT METRICS

• Clearly aligned with business goals

• Defined by management

• Based on valid data

• Easy to understand

• Quantifiable

Page 11: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Good Web based KPI’s

• Conversion rate

• Page views

• Absolute unique visitors

• New vs returning visitors: proportion of visitors who have been to your site before

• Bounce rates

• Abandonment rate

• Cost per conversion

• Your financial database

• Other Records• Newsletters or e-blasts open rates

Page 12: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Test

Invest

Tweak

Reinvest

Page 13: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

A/B Testing

• Split test your ads

• Copy

• Graphics

• Headlines

• Landing pages

• Calls to action

• Buttons

• Site design

Page 14: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Page 15: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

ROI

Return On Investment!

Allows you to make marketing projections based on assumptions. Gives you a snapshot of how your investment or yielding results.

Bottom LINE!

Page 16: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

7 Pillars of ROI

• Content

• Deign and User Experience

• SEO

• Digital Media Marketing

• CRM

• Social Media

• Mobile

Page 17: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

ROI Example

The Apple Co. ran two campaigns at separate times of the year. (The goal of an apple company is to sell apples on their website)

• Campaign 1 achieved 10,000 visitors to the website, 200 orders, 12 enquiries & 500 email sign-ups. It cost $50k to run & delivered $13k of value, which equates to an ROI of $0.27.

• Campaign 2 achieved 9,000 visitors, 400 orders, 50 enquiries & 500 email sign-ups. It cost $50k to run & delivered $24k of value, which equates to an ROI of $0.49.

Now you can more easily compare the performance of each campaign. Campaign 1 returned $0.27 and campaign 2 returned $0.49, so campaign 2 was nearly twice as effective.

Page 18: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Tools• Radian 6

• Bit.ly

• Eloqua

• Altimeter Group

• Salesforce

• Email software

Page 19: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Time for A Poll

Take out your cellphones… we’re going to poll the room!

Page 20: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

What is Ethics?

“Ethics is concerned with how we should live our lives. It focuses on questions about RIGHT and WRONG, fair and unfair, caring or uncaring, good or bad and responsible and irresponsible.”

Page 21: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

AMA Guide the Ethics

ETHICAL NORMSAs Marketers, we must:

1.Do no harm. This means consciously avoiding harmful actionsor omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make.

2. Foster trust in the marketing system. This means striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution.

3.Embrace ethical values. This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values:

honesty, responsibility, fairness, respect, transparency and

citizenship.

Page 22: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Examples:

• A marketing firm allegedly asked its interns to write positive product reviews on message boards

• A lobbying firms sent out letters using letterhead from other organizations

• Bloggers posted favorable reviews about products but failed to disclose they were paid for writing

Page 23: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Marketing and the Law

Copyright Privacy

Slander Liability

Trademark

Can’t use the defense “The client told me to do.”

Marketers must practice ethic behavior.

Page 24: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Libel & Slander

Libel= printed falsehood

Slander= oral falsehood

Defamation= the term used in court for either of these offenses

Page 25: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Individuals vs. Public

Figure

Citizens have more rights than public figures.

Actual Malice= making a libelous statement while knowing the information was false or publishing the information with “reckless” disregard as to whether or not its false.

(corporations are considered public figures)

Page 26: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Libel

A personal filing a libel suit usually must prove:

1. False statement was communicated to others through print, broadcast or electronic means

2. The person claiming to be libeled was identified or identifiable

3. There is actual injury in the form of money loss, loss of reputation or mental suffering

4. The person making the statement was malicious or negligent

Page 27: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Copyright Law

• Should a brochure be copyrighted? Or an annual report?

• You need to know 1. Which organizational materials should be copyrighted and 2. How copyrighted materials of others can be used correctly

Page 28: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Copyright

“Protections of a creative work from unauthorized use.”

DOES NOT PROTECT IDEAS, but it protects the way those ideas are expressed.

Ex: An idea for promoting a product can not be copyrighted but the brochures, drawings and news features, photos, videos, slogans etc. can be.

Page 29: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Copyright Con’t

Take the time to protect your materials. It prevents competitors from capitalizing on your creative work.

They could create a copy of something and use it to mislead the public

Copyright starts from the moment a piece is published. (Legal filing is most effective)

Page 30: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Fair Use

Fair use= part of a copyrighted article may be quoted directly , but it must be in relation to the length of the original work.

(Ex 1 paragraph from 750 words or 300 words from a chapter)

If you use copyright quote for advertising, you MUST get permission from the author. (paraodiesare loopholes)

Verbatim use requires quotation marks.

Page 31: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Photography and Artwork

• Freelances retain rights and ownership

• Duplication is illegal (infringement)

• Freelancers charge on basis of use

• Parodies are not allowed unless given permission

• Logos on commercial products must pay a licensing fee

Page 32: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Freelance writers

• Recently gained more control

• All freelancers own their original works, unless specified by the purchaser. Use must be clearly stated for both parties.

Page 33: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Internet and Copyright

• Downloading material: Same rules apply to cyberspace as print.

• Uploading Material: owners can upload their own material, but third parties can’t.

Page 34: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Trademark Law

Trademark: “Word, symbol or slogan the identifies a product or service origin.”

• Serves as an indicator of quality

• Brand recognition and credibility

• Always capitalized and never used as nouns

• What happens when trademarks become generic?

Page 35: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Infringement

• Must be a registered trademark, used for exploitation or commercial purposes

• Misappropriation of personality is a form.

Ex: Using Robert Pattinson in an ad for your new soap.

You don’t have permission!

Page 36: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

FTC Regulation

• Has jurisdiction to determine if ads are deceptive or misleading.

• Also has jurisdiction over product news releases, videos etc.

Look for words like authentic, certified, cure, custom-made, natural, unbreakable,first-class,perfect, low-carb and organic.

Page 37: ROI and Analytics Class 13

BDMM 4336

ROI,

Analytics &

Media Ethics

Class

13/14

Fall 2011

@AndreaGenevieve

[email protected]

Creative Commons

Looking for creative work?

“Creative Commons has developed a search portal that allows you to find CC-licensed works through sources like Google and Flickr.”