The Path to Improved Corporate Media Performance - presentation of Clemens Koob during Power of Content Marketing Conference in Warsaw 21.05.2014

1. The Path to Improved
Corporate Media
Performance
Warsaw, 05/21/14
Prof. Dr. Clemens Koob

2. Situation (1)
2
Today, only one in three companies continuously assesses the impact of its
Corporate Media.
33
continuously measuring
the impact of B2C
magazines (%) occasionally
measuring the impact
of B2C magazines (%)42
31
continuously measuring
the impact of digital
media (%)
occasionally
measuring the impact
of digital media (%)30Source: Corporate Media Baseline Study 3, DACH region

3. Situation (2)
3
51
great need for improvement:
impact measurement of print
media (%)
45
great need for improvement:
impact measurement of digital
Corporate Media (%)
Source: Corporate Media Baseline Study 3, DACH region
More and more communications executives see great need for improvement
in the area of Corporate Media performance measurement.

4. Qualitative expert study (German-speaking countries, UK)
4
14 BASIC PRINCIPLES
for a best-in-class
Corporate Media
Performance-Management

5. Principle: Strategy integration
5
Performance
measurement
should be an
integral part of any
Corporate Media
strategy
»»

6. Principle: Strategy integration
6
Rigorous performance management can best be achieved
if impact measurement is seen as an essential building
block of the Corporate Media strategy right from the start.
! Precise definition of communication objectives (what, until
when) and criteria for success already during conception stage
! Clear definition of impact measurement responsibilities within
the Corporate Media team
! The timing of the impact measurement must be a core part of
the Corporate Media strategy
! Impact measurement has to be included in the budget plan
right from the beginning

7. Principle: A- and D-Checks
7
Realize
A-Checks and
D-Checks.
»»

8. Principle: A- and D-Checks
8
Life-cycle of the medium
Conception: professional
pretests before launch
Launch: extensive
testing after launch
Growth & maturity:
continuous performance tracking over
the course of time
Actualization: extensive
testing at relaunch
measurement intensity
intensity of media usage
1
2
3
4

9. Principle: Strategic and operational perspective
9
Take a strategic
and an operational
perspective.
»»

10. Principle: Strategic and operational perspective
10
Do we meet our strategic
communication targets?
How should we arrange our Corporate
Media activities in the long run?
Examples:
> Continuous tracking of communication
success relating to the customer journey
> Analysis of the media requirements of the
target group
What can be done immediately to
further optimize our Corporate Media
efforts?
Examples:
> Continuous A/B-testing of magazine covers
> Continuous analysis of digital media bounce
rates and dwell times

11. Principle: Agility and continuity
11
Agility and
continuity as
guiding
principles.
»»

12. Principle: Agility and continuity
12
test- & learn-environment:
Rapid availability of
results for immediate
optimization and iterative
improvements
Meaningful
comparisons over
time, visibility of long-
term effects / impact
performance
measurement
agility
continuity
&
consistency
Corporate
Medium

13. Principle: Performance-Management-System
13
Establish a
Performance-
Management-
System.
»»

14. Principle: Performance-Management-System
14
A best-in-class Corporate Media Performance-
Management-System consists of a six-steps cycle.
Set ambitious goals Define
criteria for
success
Define
KPIs
Measure
success
Evaluate
impact
and
success
Optimize
communi-
cations

15. Principle: Keep eyes firmly on key parameters of success
15
Keep eyes firmly on
the key parameters of
success regarding
customer
communications.
»»

16. Principle: Keep eyes firmly on key parameters of success
There are three dimensions of success regarding
customer communications.
The importance of these dimensions varies
from project to project.
16
Dimensions of success:
Medium
Effectiveness
Efficiency

17. Principle: Keep eyes firmly on key parameters of success
17
1) Success regarding medium itself:
> reach
> usage
> acceptance
> appraisal
> media engagement (e.g. follow-
up communication)

18. Principle: Keep eyes firmly on key parameters of success
18
2) Success in terms of effectiveness:
> communication success related to
the customer decision journey
> in cognitive, affective, conative
and economic terms

19. Principle: Keep eyes firmly on key parameters of success
19
> Brand awareness and presence
> Brand image, brand knowledge,
sympathy, brand trust
> Desirability, buying consideration
> Sales support (leads, purchases etc.)
> Customer service function
> Loyalty, retention, word-of-mouth

20. Principle: Keep eyes firmly on key parameters of success
20
3) Success in terms of efficiency:
> Return on communications
> Communication success in
relation to investment

21. Principle: Adequate KPIs
21
Define adequate
Key Performance
Indicators (KPIs).
»»

22. Principle: Adequate KPIs
22
KPIs
> unique users, average daily users, new users
> «quality reach» without occasional users
> time on site per visitor / time per visit
> page views per visit
> conversion rates
> revenue per purchase
> returning users, heavy users
> monthly visits per user
Example: McKinsey / OMEX dashboard for online media

23. Principle: Big Picture
23
Get the
Big Picture!
»»

24. Principle: Big Picture
24
Understanding details is indispensable when it comes to
continuous fine-tuning of Corporate Media.
However, steering the overall performance of Corporate
Media activities demands focusing on a manageable
number of vital performance indicators.
Performance
Dashboard

25. Principle: Benchmarking
25
Broaden your
horizon.
»»

26. Principle: Benchmarking
With the help of internal and external benchmarks it is possible
to better classify communication performance and to challenge
one‘s Corporate Media activities.
26
performance / impact of
Corporate Media activities
internal
benchmarks
§ previous values /
time comparison
§ other media /
cross-comparison
external
benchmarks
§ competitors
§ within own sector
§ cross-sector

27. Principle: Instruments and methods
27
Choose the best-
of-breed
instruments and
methods.
»»

28. Principle: Instruments and methods
28
1) Quantitative methods:
> «facts & figures»: assessment of
Corporate Media success on a solid
fact base
> continuous monitoring and steering
> e.g. surveys, standardized web reports,
social media tools, ReaderScan

29. Principle: Instruments and methods
29
2) Qualitative methods:
> Explorations / explorative analyses
> detailed understanding of media
needs and requirements, media usage,
and media effects
> e.g. focus groups, in-depth interviews,
shadowing, usability tests

30. Principle: Instruments and methods
30
3) Physiological methods:
> Deep drilling regarding users‘
experiences and behavior
> e.g. eye tracking, pupillometry, skin
conductance measurement

31. Principle: Instruments and methods
The instruments for proactive
performance management are at hand.
31
! There is a broad range of measurement methods and tools –
with respect to print media as well as digital media.
! Methods and instruments need to be chosen in line with the
research question / respective situation.
! This means there is no cure-all method being appropriate under
all circumstances.
! A combination of different methods can lead to even more
comprehensive findings and higher validity of results
(triangulation).

32. Principle: Just Do It!
32
Just Do It!»»

33. 33
Thank you for
your attention!