How to Measure Digital Success in Your Marketing Campaign

How to Measure Digital Success: Identifying the Right

Performance Metrics

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A M Y Z V O V U S H E

• Digital Campaign Manager

• 10+ years in Digital Marketing, Sales and Branding

specializing in campaign analytics

TO D AY ’ S P R E S E N T E R S

E R I N S T Y M A C K S

• Digital Campaign Manager

• 5+ years in Digital Marketing, focus on campaign execution &

analytics

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What are we trying to achieve with the digital campaign?

What KPI’s most effectively measure our campaign objective?

What type of media will help us achieve our objective?

Example KPI’s for various objectives

TO D AY ’ S A G E N D A

I D E N T I F Y I N G T H E R I G H T P E R F O R M A N C E M E T R I C S F O R A D I G I T A L C A M P A I G N I S C R I T I C A L T O M E A S U R I N G O V E R A L L S U C C E S S

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I D E N T I F Y I N G T Y P E O F C A M PA I G N

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O B J E C T I V E S D IC TAT E W H AT K IN D O F D IG ITA L C A M PA I G N A B R A N D S H O U L D L A U N C H

Build brand recognition in the marketplace

Increase website traffic

Engage target audience in natural online

environment

Drive lift in sales

Drive specific user action (i.e. coupon

download)

BRANDING DIRECT RESPONSE

I want my media to:

B R A N D I N G C Y C L E

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I T IS IM P O R TA N T TO B U IL D S T R O N G B R A N D R E C O G N IT IO N P R I O R TO F O C U S I N G O N A S A L E S D R IV E N M E D I A A P P R O A C H

Awareness

Leads

Prospects

Opportunities

Customers

Bra

ndin

gD

irect

R

espo

nse

D E F I N I N G K P I ’s

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K P I : K E Y P E R F O R M A N C E IN D I C ATO R

M E A S U R E B R A N D I N G

P E R F O R M A N C E

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B R A N D I N G G O A L : B R A N D R E C O G N I T I O N

• Post Click/View Activity

• Brand Lift (via Brand Study slide 9 & 10)

• Reach & Page views

• Viewability

B E S T F O R M S O F M E D I A TO A C H IE V E G O A L

Standard Banners Mobile High Impact Video Social

K P I ’ S U S E D TO M E A S U R E S U C C E S S

BLOG

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In-banner (or overlay) surveys are run as ad creative on a low rotation in the footprint of the campaign.

Ad server technology is used to randomly assign users to test and control groups.

TESTAd is shown, and then survey is shown

in the ad space after a set delay.

CONTROLSurvey appears immediately in the ad

space so user is not exposed.

Differences on key brand measures (magnitude and direction) allow us to draw conclusions regarding the effectiveness of the ad campaign. Results are stat-tested and balanced.

A D E F F E C T I V E N E S S S T U D Y

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A D E F F E C T I V E N E S S S T U D Y

Business Outcomes

Optimize media planning while the campaign is running:•Real time, on-demand feedback of survey results by collecting brand-centric metrics – including awareness, favorability, message recall and purchase intent

•Gauge performance against key metrics continuously and make changes to your campaign in-flight

Optimize future campaign efficiency •Improve campaign performance based on actual campaign data•Respondent-level survey results can support ad targeting decisions and help building new user segments

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B R A N D I N G G O A L : T R A F F I C TO S I T E

A person that is the end user of a given product

• Click Through Rate

• Post Click/View Activity

Standard Banners Mobile Rich MediaHigh Impact



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B R A N D I N G G O A L : A U D I E N C E E N G A G E M E N T


• Engagement Rate

• Time Spent, Feature View/Completions, Store Locator Launches

• Social Engagement

• Follower/Subscriber Growth, Shares, Earned Media

• Sweepstakes Entries

• Video Completions

Rich Media Mobile Rich Media Video Native Social


BLOG


M E A S U R I N G D I R E C T R E S P O N S E

P E R F O R M A N C E

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D I R E C T R E S P O N S E G O A L : L I F T I N S A L E S

• ROI

• Revenue relative to benchmark set

• % sales lift relative to benchmark set

• Cost per Sale relative to benchmark set

• Conversion Rate

Standard Banners Mobile Retargeted Banners SearchSocial & Facebook

Exchange



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D I R E C T R E S P O N S E G O A L : L I F T I N C A L L T O A C T I O N


• Total Actions taken compared to benchmark set

• i.e. Coupon downloads, request for information, email capture, etc.

• % lift in action relative to benchmark set

• Cost per Action relative to benchmark set

• Conversion Rate

Standard Banners Mobile Retargeted Banners Social Facebook Exchange

BLOG



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AT T R I B U T I O N I N S I G H T S F O R D I R E C T R E S P O N S E


IN S I G H T S IN TO AT T R I B U T I O N P R O V I D E A D D I T I O N A L D E TA IL IN TO D I R E C T R E S P O N S E P E R F O R M A N C E F R O M A H O L IS T IC V I E W P O I N T

View Thru vs. Click ThruConsumer Paths

K E Y TA K E AWAY

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If you don’t first identify your objectives, you may end up going down the wrong strategic road to achieve success.

WHO YOU’RE REACHINGGOALS

OBJECTIVES

STRATEGY

TACTICS

KPI’s

By understanding which KPI’s will measure the success of your campaign, clear optimization tactics will drive the strongest efficiencies to meet your goals.

W H AT ’ S N E X T ?

New York276 5th AveSuite 407NY, NY 10001212.673.4500

Westport1221 Post Rd. EastSuite 201Westport, CT 06880203.256.0880

womensmarketing.com

Thank you for joining this webinar, part of our How Media Builds Brands series, with media experts Amy Zvovushe and Erin Stymacks.Next time, we’ll focus on…

HOW MUCH SHOULD I SPEND?KEY CONSIDERATIONS WHEN DEVELOPINGMEDIA BUDGETS

Have questions or want to learn more?

Contact Marlea Clark at [email protected]