Digital marketing measurement - what you should do on measurement. What's matrix that you should know

1. Metrics and Measuring
Success
in Online
Communications

2. Measurement is the first step that
leads to control and eventually to
improvement. If you can’t measure
something, you can’t understand it.
If you can’t understand it, you can’t
control it. If you can’t control it, you
can’t improve it
- H. James Harrington

3. Online Measurement look like the way of
sustaining your love

4. 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.

5. 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

6. 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

7. The Top Measurements
CEOs find Most important
Source:: SearchMojo
What is mother in law looking for??

8. So let you define metrics frameworks via Paid / Own/ Earn modeling
PAID OWN EARN

9. Step 3:
Do you know yourself enough?

10. Understand
on Paid media
Digital
Touchpoints
EMAIL SEARCH
MOBILE
SOCIAL MEDIADISPLAY ADS
ADVERGAMING

11. DISPLAY – Web Banner in Standard & Rich Media Format
For better understanding of display ad formats, please refer to (2) DISPLAY > 1. Display Advertising Deck

12. 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.

13. Polite Banner Floating Banner Expandable Banner
VDO Wall Synchronize Skinner
Type of Rich Media

14. 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

15. Earned / Generated Spaces
Earned or Generated spaces is when you’ve 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/

16. 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!
Specific content for
specific audiences.
Deeper engagement.
Integrated Digital
Engagement (IDE)!
Specific content for specific
audiences on specific
devices.
Evolution of Digital Marketing

17. What is Integrated Engagement?!

18. Step 4: Choose the best for yourself
(What to Measure & Tools)

19. Follow you heart (business objective)

20. What it would be your measurement
Ownasset
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

21. Keep eyes on every movement

22. Let’s change when it went down.

23. Step 5: Keep tracking your
lover performance.

24. Keep eyes on your performance by Google Analytics

26. 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

27. 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

28. 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 client’s 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

29. 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)

30. Engagement Calculation

31. Other social
matrix
calculation

32. Thank you