STEVE SIMPSONMINDSHARE WORLDWIDE

DATA NOW DRIVES YOUR STRATEGY

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32 Thing is these days, everyone is online and the

communication is two ways

Over 500m members

Over 24 hours of content uploaded every minute

52% penetration of smart phones in the USA forecast for 2011 bigger than regular phones

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3 You can embrace this future by making decisions based on the data this new world produces

Personalisation

Device Convergenc

e

Content Combining

Data

…and the thing is, the hype is justified. $ are finally catching up!

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34

$50bn

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5 Clients are seeking effective metrics and proven ROI from digital media

Lack of consistent, 3rd party metrics across all digital media platforms

Beyond reach and clicks - behavioral

Brand Advocacy

Marketing effectiveness and ROI benchmarks relative to offline media channels

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6 The questions are the same…but there are new ones

“Ok, ok. I know I need to start spending online but….”

How much to spend?

Where to spend it?

Over what time?

How do I react quickly based on data collected?

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7 Our new marketing reality

Paid

Owned

Earned

Paid

Owned Earned

From…..

To…..

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8 Imagine you need to get an important person from Wimbledon to Mallorca.....

Do you?

Fly Direct?

Take a bus to Portsmouth, then a boat?

Take a train to Paris then hire a car and drive?

What if the flight is delayed?

What if your car breaks down?

Do you have a contingency plan?

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9 Process for analytical decision making

Challenge and Journey

Vehicles Course Correction

Identify business objectives and KPIs

Choose relevant vehicles to deliver KPIs

Dynamic adaption of sites, keywords, content, seeding to meet objectives

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10 Challenge and Journey

Challenge

Generate Xm new registrations by end Q4 2010 with an average cost per registration of €Y

KPIs

Increase unique user interaction with brand site content by X%

Generate Xm site conversions at a cost of €Z

Recruit Y fans to Facebook fan page

Challenge and Journey1

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Seek Involve Act Share

Banner impression Site arrival Conversion Recommend

• Reach

• Cost per exposure

•Unique user interaction rate

•Brand favourability

• Cost-per-interaction

• Response rate• Qualified lead

•Cost-per-unique response

•Cost-per-conversion / lead

• # Fans / Likes• Distribution rate• Comment rate• Favourable buzz

• Cost-per-send-to-friend

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12 Process for analytical decision

making

KPI Vehicles Data sourceSEEK

Reach Impressions DoubleClick / Atlas

Cost-per-unique exposure Media spend, unique impressions

DoubleClick / Atlas

INVOLVE

Arrival rate Clicks, arrivals DoubleClick / Atlas

User interaction rate Arrivals, page views, video starts

Omniture / WebTrends

ACT

Form submission rate Form visits, form submissions Adserver or WA tool

SHARE

Number of fans Sign up to fan page Facebook analytics

Distribution rate (video) Pass-along, embeds Visible Measures

Favourable buzz Number of comments, sentiment

Cymfony

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Sales

Different channels assist each other and themselves prior to last click

Bubble size: no. of customer kick start a journey;

Line width: total customer traffic volume.

Source: Atlas click path report

Brand PPC

Generic PPC

Display

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Top 10 conversion rate routes: Start journey further away and finish with brand terms or display

Brand PPC

Generic PPC

Display

Sales

Customers start with brand PPC or generic PPC then change to display show the highest conversion rate – 19%.% inside bubble shows conversion rate of customers

travelling on particular route.

How do we bring this together in a decision making environment?

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CPS vs CTR Minimise sites, keywords that

don’t drive sales

ROI by Market / Activity Protect media

that strongly contribute to

objectives

80% of Activities live in the long tail

Are our prospects taking out the right messages from our

activities?

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16 Quiz for delegates

Is a “click” a challenge, a KPI or a vehicle?

What is the best source of data for ‘arrivals’ or ‘unique visitors’?

What issues do we face with ‘last click wins’ effectiveness measurement?

What challenges do you face in your business to implement a digital analytics approach?

Can you afford not to do it?

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17 Summary

Digital analytics is a vital tool for decision making as spend catches up with consumer usage

Ensure that your objectives align to KPIs and vehicles you can really measure to deliver accountability

Look beyond the obvious reported measurement to understand relationships between digital activities

Implement a dashboard to dynamically adapt consumer experience based on data feedback