All digital channels have metrics and almost everyone has a built-in or third party dashboard to manage or control them, but the new brand ecosystem requires an integrated understanding that now goes beyond channel metrics to measure brand-people interactions, which drive value exchanges. By Juan Carlos Robayo / 2012 Head of Digital Proximity Colombia. co.linkedin.com/in/juanrobayo/ @TheBuggeek

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Dashboarding
Your Digital
Strategy JULY, 2012

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Contents
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Introduction 2
In search of digital relevance 3
Social media dashboards 8
Digital dashboards 10
Developing a digital brand dashboard 22

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Introduction
Data has become increasingly important in all businesses, critical to the day-to-day
operations of the vast majority of companies. The birth of business intelligence as a
competency within companies is driving better decision making and innovation based
on deeper and real-time knowledge of the market, industry and especially the
consumer.
For agencies, access to customer data to drive customer insight and optimize
communications investment has never been more important. Tracking campaign
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impact along the path to purchase means combining data from multiple brand
touchpoints and visualizing campaign outcomes in ways that grab the attention of
brand marketers responsible for meeting acquisition, cross and up-sell targets at
acceptable ROI levels. Moreover, agencies are bringing together data from research,
benchmarking and analysis to find the most effective approach to one-to-one
marketing.
Meanwhile, the digital world has seen significant growth in interactive marketing, with
increasing investment in websites, campaign microsites, multiple formats of digital
ads, video channels and mobile with new tools to track and capture customer data
and a huge variety of information about the behavior and participation of users in
social networks.
Today, information comes from many sources and is used for monitoring and
measuring, but there is often a delay and reports are loaded with unnecessary data,
making it difficult to identify evolution opportunities.
Dashboards offer the opportunity to present the user with information and control
options for understanding and directing actions across multiple digital brand
channels. Defining key measures that align with the business objectives, selecting the
right tools and information sources and setting the criteria for visualization will make
sure that the dashboard solution is “fit for purpose.”
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In Search of
the Digital Relevance
Not more than five years ago, investment in interactive marketing companies did not exceed XX%
of the total investment in corporate or brand communications. Their presence was limited to
corporate websites and/or its brands, so, clearly, interactive marketing was not paramount in the
communication strategy.
It was all about TV
In today’s unstable economy, the effectiveness of marketing
expenditure targeted at driving profitable transactions is being
challenged. Interactive media spend is forecasted to show
significant growth over the coming years. Forrester recently
RADIO
published its forecast for interactive marketing spend within the WEB
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U.S. up to 2016 (“Interactive Marketing Forecast 2011 to 2016”),
showing a compound annual growth rate of 17% with an estimated
TV
spend of nearly $77 billion — or 26% of all advertising — on
interactive marketing by 2016.
Growth rates will vary by country and industry sector. However,
the overall outlook is very promising for those working in print
interactive marketing.
The study also reports that increases in interactive marketing
spend are most likely to come directly from traditional marketing.
“How will you fund increases in your company´s interactive marketing budget?”
60%
We will increase budget for interactive by shifting
money away from trafitional marketing
We will increase budget for interactive with no
budget change to traditional marketing 15%
We will increase budget for both
interactive and traditional 14%
We have no plans to increase our
interactive marketing budget 7%
Don´t know 8%
Base: 204 marketers
(multiple responses accepted)
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Most revealing is the percentage
of total media time consumers Forecast: U.S. Interactive Marketing Spend By Industry, 2011 to 2016
spend with each media, with
$80,000
interactive media capturing over Automotive
$70,000 B2B
a third of the time that $60,000
Consumer products
Financial services
consumers allocate to media, in Interactive $50,000
contrast to the percentage of marketing Health
spend $40,000 Lead generation
advertising spend allocated to (US$millions) $30,000
Technology
Media &
communications
it. In the vast majority of countries $20,000 Retail & wholesale
Telecommunications
the Internet is now one of the $10,000 Travel
Other
most popular media types $0
consumed every day.
2011 2012 2013 2014 2015 2016 CAGR
Automotive $2,086 $2,643 $3,483 $4,293 $5,271 $6,248 24.5%
B2B $2,907 $3,417 $4,021 $4,601 $5,178 $5,703 14.4%
Consumer Products $1,826 $2,284 $2,955 $3,708 $4,542 $5,322 23.9%
Financial Services $6,856 $8,139 $9,805 $11,537 $13,342 $15,001 17.0%
Health $1,746 $2,164 $2,729 $3,338 $3,979 $4,573 21.2%
Lead Generation $2,463 $2,845 $3,385 $3,943 $4,505 $4,978 15.1%
Technology $2,288 $2,629 $3,068 $3,492 $3,879 $4,214 13.0%
Media and $1,786 $2,115 $2,534 $2,979 $3,456 $3,945 17.2%
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Communications
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Retail and Wholesale $5,824 $6,766 $7,912 $9,040 $10,165 $11,200 14.0%
Telecommunications $1,179 $1,427 $1,785 $2,178 $2,600 $2,981 20.4%
Travel $2,522 $3,105 $3,869 $4,692 $5,579 $6,465 20.7%
Other $2,973 $3,467 $4,088 $4,714 $5,373 $5,990 15.0%
Total $34,456 $41,003 $49,571 $58,515 $67,888 $76,620 17.3%
Source: Forrester Research Interactive Marketing Forecast, 2011 to 2016 (US)
Consumers spend less time with traditional media
“In a typical week, how many hours do you spend doing each of the following?”
Percent of ad spending Percent of total media time individuals spend
on each media type with each media type in a typical week
34% 31%
Watching TV 31% 35%
31% 37%
Internet time 34% 2010 33%
Including 12% 34%
personal 2009
and work 8% 29%
2007
12% 6%
Reading 14% 7%
newspapers
18% 8%
8% 15%
Listening 7% 18%
to the radio 19%
8%
5% 5%
Reading 5% 6%
magazines
6% 7%
Base: U.S. Adults (percentages may not total 100 because of rounding)
Source: North American Technographics Benchmark Survey, 2007; North American Technographics Benchmark Survey, 2009; and
North American Technographics Benchmark Survey, 2010; Forrester Research Online display Advertising Forecast, 2011 to 2016 (US)

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For many brands, their ecosystem is built based on a model of interconnected channels
and spaces that serve different functions in the path towards building a valuable
relationship with the consumer. The ecosystem integrates social and digital channels in the
overall strategy of the brand.
With a center dominated by the digital world and the challenge of
building and nurturing sustainable relationships with
consumers, there is a need to manage, track and
optimize a brand’s performance within this new
brand ecosystem. tv
ONLINE
SEARCH
Each brand determines the levels of
importance and the roles that each of Mobile app
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the channels will have within its
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Facebook
strategy, taking account of how the Twitter
company and brand is perceived, the site
interests of their target consumers and
Mobile Site YouTube
where they spend their time in order to radio
engage with them. PRINT
Thus, the migration of massive
channels to digital channels has
allowed brands to discover their online
display
measurement capabilities, increasing
the credibility of the results delivered
between marketers.
As investment levels in interactive marketing rise, the responsibility for efficient
control grows. This intensifies the demand for tangible, useful results for Senior Management
and the different levels of command.
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From “Raining data” to
“Storming Information”
As interest and investment in Internet and mobile In the mid 90's Webtrends and Urchin created
has evolved and increased, agencies and clients some interesting options for measuring websites
have begun to look at delivering enhanced user until Urchin was acquired by Google in 2005 with
experiences and using free tools that record the the promise to provide casual users with a
actions of visitors to better understand customer high-level dashboard.
behavior, providing something like this.
Google became the king of the free hosted
Before 2005, the logs from our servers were data! service model, and different business solutions
started to build and grow their market with free
Desktop applications allowed us to visualize and paid services (hosted/self-hosted) like
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online data using tools such as Awsat to interpret Omniture, Webtrends, ComScore, Clicky,
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the data. Woopra and a few others that measure Web
activity.
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Adobe
SiteCatalyst
Adobe’s acquisition of Omniture in 2009 is still Reinvigorate: All of Reinvigorate features are
ringing in the ears of analytics kids. With the based on real timing, as they offer heat maps
largest Web-analytics footprint of any vendor, and live analytics in one package. Standard
Adobe's Omniture Business Unit has continued features like Live Visitor Tracking lets
to grow and execute within a broad product moderators see a list of the users currently
development strategy comprised of organic browsing a website listed by their username.
development, acquisitions and partnerships.
Comscore Digital Analytix: People recognize
Adobe's commitment to keeping pace with
Comscore Digital Analytix as a serious Web
market demand has recently been reflected in
analytics vendor for its speed, ability to
SiteCatalyst's expansions into social media,
access data and flexible analysis
audience measurement and data management.
capabilities. One of its most representative
To further maintain its leadership position,
features is the capability to integrate with
Forrester says Adobe must manage the
email service provides voice of customer
complexity of delivering a broad set of digital
tools, multivariate testing tools, Google
marketing tools, both in terms of underlying
Adsense, and social networks. It also has the
technology and overall usability for analysts and
ability to integrate directly with a backend
marketers.
database either via Data Lookup (a SQL
database hosted by DA) or through data
Webtrends W/agency. Webtrends is the last
merge (data that is uploaded nightly), which
major independent enterprise Web-analytics
allows easy combination of offline and online
vendor. Webtrends stands out thanks to its
data.
robust support for mobile and social
channels, and it has somehow managed to It’s true that these tools are becoming more
pull off a total user interface redesign and a specialized in metrics models, data
makeover of the user experience with visualization, user tracking, and real-time
Analytics 10. dashboarding, but new channels and services
like social or mobile are now integrated into the
marketing mix, creating new data and a need for
new management systems.
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The Social
Dashboards
Social Media has demonstrated it has a critical role to play in digital brand
development, brand reputation and customer relationship management;
there is an ocean of tools and services that allow big, small and personal
brands to manage their entire social presence and reputation, generating a
variety of solutions that track and manage a brand’s social media activity.

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Salesforce Radian6: Lithium: Lithium has an excellent workflow
Radian6 offers users comprehensive coverage manager that allows the social team to have
of discussions on the social Web, covering expert control over sentiment analysis and
hundreds of millions of blogs, comments, the customer interrelationship management.
public Facebook API and the full Twitter Lithium enables teams to identify key
firehouse. Recently acquired by Salesforce, influencers to drive real-time action to these
Radian6 offers one of the most robust platforms customers.
for social listening and management. They offer
Sysomos: With Map and Heartbeat as the main
multiple services based in three main tools:
tools, Sysomos covers the most essential and
Insight Manager, Engagement Console and the
advanced tools to monitor and track social
Summary Dashboard, which presents the most
conversations. They offer multilingual accuracy
representative social data.
of 80% and use native machine learning
algorithms for contextual sentiment with
The main platform (Insight Manager) has a
different engines for long form and short form
modular method to build visualizations around
content. It has a pleasing colorful dashboard,
the entire brand conversation and, with a very
workflow and user-friendly options that make it
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useful wizard, brings interpretation of the most
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one of the favorite platforms in the market.
acquired widgets to satisfy the needs of the
entire team at the different points of the
Alterian SM2: Monitors the daily volume,
conversation. One of its very important features
demographics, location, and tone of conversations
is the ability to add insight packages (Radian
surrounding a brand and aggregates results into
Demographics, Klout, OpenAmplify, OpenCalais)
positive and negative categories for quick
to your listening and use it to segment the entire
review. They have a wide range of analysis that
conversation and workflow.
include: daily volume, share of voice, tone of
voice (is a result positive or negative), tagclouds
Socialbakers: a fast-growing social media and and popularity of search results (reach).
digital analytics company that measures the
effectiveness of social marketing campaigns There are also growing marketer tools that offer
across the major social media channels and social media management systems with
integrates new services like “Builder Pro” that integrated metrics and analytics tools like
empower the social team to manage the entire Buddy Media and Wildfire.
conversation.
.
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Dashboards
Dashboards are now part of the vast majority of digital measurement tools,
developed in response to the growing need for a macro and relevant vision
of the behavior of each channel, a vision that is essential to managing a
brand’s digital strategy.

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With the continued emergence of related digital ChartBeat: Simply read the description of
channels, an integrated understanding has Chartbeat to understand what they offer:
become essential. Some solutions are “We’re not for the back-office analyst. Our
beginning to crop up in the market, allowing real-time data tools are built for your
information from different sources to be website's front-line, get-your-hands-dirty,
displayed in a single interface through widgets action-focused people.” They offer four
or visualization controls. segmentation fronts of the data: Content,
Social, Traffic Sources and Geo.
Here are some excellent examples:
Unilyzer: Unilyzer is another good option in
the market, with multiple service models and
Ducksboard: Ducksboard is a Spanish bet
a diversity of configuration options. It brings
that aims to focus on interactive marketing
together analysis from Google Analytics,
professionals, offering them tools with a nice
Facebook Insights, Twitter, YouTube, Digg
visual environment, to group all the Twitter
and LinkedIn to provide a holistic view of the
statistics (followers, RT's, latest entries,
brand’s network status. Enables the creation
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custom searches), and interactions on
and parameterization of new sources of data
Facebook and other social services like
to be displayed within the platform.
Foursquare.
Dashboards provide a new answer to the old
The list of widgets to be set can be extensive,
necessity of generating reports: you only need
but Ducksboard allows the user to configure
the right tool to access data, obtain visual
the sources, frequency actualizations and
information, real-time graphics and create new
patterns of visualization of the data that are
analytical views.
required.
Geckoboard: Offers a given variety of
widgets that provide ways to integrate
information from Google Analytics, Twitter,
GetSatisfaction, UserVoice, Chartbeat. This
could be an excellent and economic option
for having a general overview of your digital
landscape.
.
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A DIGITAL
BRAND
in A BOARD
The thing is that all digital channels have metrics and almost everyone
has a built-in or third party dashboard to manage or control them, but
the new brand ecosystem requires an integrated understanding that
now goes beyond channel metrics to measure brand-people
interactions, which drive value exchanges.

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Brands and agencies are confronted with a new reality that provides team members with
different models for measuring and monitoring a brand’s digital investment. There are now
tools that uncover relevant information for businesses to make decisions and develop smart
opportunities, while making sure the digital ecosystem is fully aligned to business objectives.
But reality brings us to lose ourselves in likes, views, fans, followers, etc., and thus, lose the
value built up through all these simple numbers.
We define the Brand Marketing Board as a marketing dashboard that, looking to go beyond
metrics reflected by the different measurement tools of digital channels (e.g., Owned, Earned
and Payments), will allow brand managers and their agency to understand the full interactive
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space of a brand, communicating value-based metrics, strengthen strategy and drive
marketing insights into the enterprise.
“A highly visual decision support application
to consolidate, measure, monitor and
distribute operational and key performance
indicators related to marketing activity.”
-Forrester definition of marketing dashboard
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What makes a Brand
Board effective?
Forrester identified four key elements found in a Visual displays: information using highly
high-performance dashboard: visual techniques rather than reports with a
pool of numbers. Users need an intuitive
Real-time insights to reduce data latency by interface display to quickly derive insights
incorporating the most recent data available. and determine whether further action is
Boards don’t necessarily need to process warranted.
data in real time, but they must make current
Data in context: A standalone metric is rarely
data available at the point in time where users
informative to business users. This means
want and need it.
using KPIs to give metrics a sense of
Simplified access: Optimal dashboards are achievement, time, change, or other
deployed within infrastructure that is familiar benchmark from which to derive insight into
to users; for example, through a simple URL the meaning of the data.
or on the company intranet. Limiting the need
These four elements should correlate to create
for users to search for dashboards ensures
the best dashboard. In the search for the best
that they will continue to access and use
tool to view and follow a digital brand, it is
them.
necessary to take these into account.
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Proximity Colombia’s
Approach to Developing
a Digital Brand Dashboard?
It was clear to us that a brand’s digital performance was being interpreted from different perspectives.
We saw how each new digital channel (RS, mobile, etc.) that entered into the brands’ digital
ecosystem required specific tracking as well as dynamic measurement and reports created for brand
and agency teams.
The drawback was that there were an infinite number of metrics that had limited or no meaning ,and
in some cases sounded disconnected from the objectives of the brand or business.
It was necessary to start with a solid foundation that allowed us to apply a top-down approach that at
its core was powered by metrics present in the vast majority of the tools seen before.
With multiple interconnected
information fronts: People – Brand
Dialog
Social Voice Metrics
Social Channel Metrics
Web Channels Metrics
Customer Knowledge Metrics
+
and with some objectives: People – Brand
Channel Interaction
Foster Dialog
Promote Advocacy
Facilitate Support
Spur Innovation
+
We focused on our knowledge and
People
management fronts in three main areas of the Knowledge
brand board:
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People – Brand
Dialog
The dialogue with the brand is based on conversation metrics. The
versatility and capacity of the tool are essential to obtain more precise
metrics that reflect the actual market for digital media conversations.
This focuses on conversations in the brand's channels (Facebook
pages, Twitter profiles, Fourquare accounts, YouTube or Vimeo
channels, Pinterest profiles, etc.) and natural conversations in external
media (won channels).

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Conversation Indicators:
Share of Voice: Distribution of the volume of Engagement and Influence Rank: Value delivered
conversation between brand and competition. mainly by external entities that generate precise
measurements and of global reference (Klout
and Edge Rank).
Content Engagement: Based on the contents
distributed by the brand through various digital
media, the impact on the audience is tested and
an engagement index is reflected for every
publication generated in the selected time
period.
Engagement can be calculated with the
following formula:
Conversation Reach: Distribution of the volume
of conversation among industry, central themes
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and brand positioning.
User Dialog Trend: Demonstrates the
categorization and tendency of the dialogue
established between consumers and the brand
in their own and won channels.
Sentiment Ratio: Sentiment index generated in
conversations in own channels and won
channels. Mainly segmented into 3 levels of
feeling: positive, neutral and negative.
.
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People-Brand
Channel
Interaction
The interaction with people is made through our digital channels. This is the
best indicator of where a customer is in their journey towards a relationship
with the brand. That’s why we based this on our digital marketing funnel:

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The Funnel Board
Adquisition
Adquisition
Activation Activation
Loyalty
Advocacy
Retention
Value
Advocacy
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Data and statistics relating to user interactions
across all the digital channels are mapped to each
stage in the marketing funnel.
Value
An example of how data is distributed according to
each digital channel:
Tablero de Control - Web Aloha
Version: 30
Fecha de Actualización 8/25/12 sabado a sabado
Canal Métricas e Indicadores 06-08-11 13-08-11 20-08-11 27-08-11 03-09-11
ADQUISICIÓN
Visitas 1,841 1,370 1,145 1,003 980
Variación -25.6% -16.4% -12.4% -2.3%
Visitantes Exclusivos 1,609 1,288 1,065 1,039 912
Variación -20.0% -17.3% -2.4% -12.2%
Visitas Nuevas 1,557 1,251 1,027 876 877
Variación -19.7% -17.9% -14.7% 0.1%
Visitas por Tráfico Directo 970 724 637 502 608
Variación -25.4% -12.0% -21.2% 21.1%
Visitas por Búsqueda 77 96 83 91 55
Variación 24.7% -13.5% 9.6% -39.6%
Visitas de Sitios de Referencia 794 550 425 410 317
WEB
Variación -30.7% -22.7% -3.5% -22.7%
ACTIVACIÓN
Porcentaje de Rebote 55.46% 66.06% 67.07% 61.62% 69.18% .
Variación 19.1% 1.5% -8.1% 12.3%
Páginas Vistas 5,067 2,406 1,935 1,685 1,871
Variación -52.5% -19.6% -12.9% 11.0%
RETENCIÓN
Visitas de usuarios recurrentes 284 119 118 127 103
Variación -58.1% -0.8% 7.6% -18.9%
Páginas por Visita 2.75 1.76 1.69 1.60 1.91
Variación
Tiempo de Permanencia en el sitio 0:03:11 19
-36.0%
0:01:00
-4.0%
0:01:13
-5.3%
0:01:08
19.4%
0:01:04
Variación -68.6% 21.7% -6.8% -5.9%

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People
KNOWLEDGE
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Knowledge of our consumers will depend on our objectives and our ability
to store and interpret data across the whole life cycle of our consumers.

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In this case, we recorded all activities made by the users and the brand; we identified the
subject and tone of their actions or comments; we recorded the frequency and impact
through automatic and manual means to build valuable segments for the brand.
Brand/Product
Lovers
Content
Shareholders
Ideas
Prosumers
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Participants
Influencers
Event
Activators
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the
result
Proximity.co
Brand Board

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How we found value
in the Brand Board
For almost a year, we have been working to build stage (just paid advertising, no content strategy),
the main metrics that could be part of the brand low activation, loyalty, advocacy and value.
board based on a special brand. Aloha is an ice
cream line from Crem Helado, the most This gave us a very clear focus. Based on the
reknowned ice cream brand in Colombia. brand board we needed “a strategy aimed at
increasing loyalty and advocacy with zero spend
In 2011 Aloha had a digital ecosystem with a on acquisition, uisng the power of advocacy to
basic brand website, a Facebook Page, Twitter, maintain acquisition.
and YouTube, built around advertising and some
isolated activations. For the Aloha team this was the first time they
There were metrics… clicks, vsits, views, fans, had been shown an integrated vision of their
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followers, etc, with a feeling that their investment brand strategy, digital channels and databases,
wasn’t being tracked with meaningful results. and the brand board has since become the most
meaningful tool to understand the real time
Rather than disrupt the customer’s digital impact of their strategy with the capability to
experience, we continued the brand dive into specific data to extract more valuable
conversation and interaction as before, and insight.
began to collect data across all existing digital
channels to give a first impression of the brand Now, we have a community with the highest
in a board. interaction level in the ice cream market, with a
growing base of brand advocates and a natural
What we discovered was that “Conversations,” activation rate that proves the referral effect of
the ability to encourage people to talk about the the advocates, allowing us to overpass the
brand, had very low volumes. hundred fans with a true high level of
What was most revealing was “Interactions”. We engagement. All gained by continuous evolution
found a funnel clearly based on the acquisition of their digital channels, content and
conversations and no ads!
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Key benefits to building
and operationalizing
a Brand Board
Making better operational and
strategic decisions.
Thanks to the process improvements Monitor activity across all digital channels for
associated with producing the dashboards, operational support to quickly identify
the interactive marketing team can customize problems and proactively address them.
KPIs for each line of business as needed.
Generate reports faster and focus the team
Quantify interactive marketing’s performance. on understanding data, rather than collecting
Measuring the effect of interactive marketing it, and respond more rapidly, clearly and with
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on revenue by tracking the quantity and valuable data to management’s requests.
quality of leads generated and the related
downstream conversions.
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SOURCES
CMSWiRE Reinvigorate
Alterian Radian6
Web Analytics Sysomos
Forrester Alterian
Plataformas
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WWW.BBDO.COM
WWW.PROXIMITYWORLD.COM
WWW.DIGITALLABBLOG.COM