presented to thepresented to the
Louisville Digital Association
April 15, 2015
by
Jim McDonnell
Director, Digital Marketing
Papa John’s International, Inc.

Disclaimer
The content and opinions stated in this presentation are
those of the presenter alone unless otherwise cited, and in
no way represent his employer, any trade associations of
which he may be a member, and/or any not-for-profitwhich he may be a member, and/or any not-for-profit
organizations with which he may be affiliated.

Three things I hate to hear
1. We just need to have a platform (web, app, etc.) and the
consumer will find it and use it.
2. All we need to do to drive sales2. All we need to do to drive sales
is buy some media.
3. The only thing we need to measure
is whether or not sales go up.

Challenge of Silos
Platform
Internal
Media Measurement
Internal
Information
Technology
External Vendor(s)
Internal
Media/Advertising
Multiple Agencies
Internal Analytics
and Reporting
External Data
Management
Partners

Three Immutable Truths
1. The best media will not make a poor platform
convert better.
2. The best platform will not perform to potential2. The best platform will not perform to potential
without the right media to bring in the customers.
3. We will never know if we are maximizing the
capabilities of our platform or the value of our media
without the proper measurement tools leveraged in
the proper way.

Platform
What is (are) the goal(s) of the platform?
Transact
CollectCollect
Engage (often for ad revenue)
What are the relevant device families to
serve? And how will you serve them?
What are the primary consumer use cases
for which we need to develop the UX?

Is Omni-channel really necessary?

Are you meeting the needs?

The Seven Key Functions of a
Transactional Digital Experience
1. Tell the brand story and promote key benefits
2. Provide a listing of products and/or services available,
pricing, and promote any current special offer(s)
3. Tell customers when, where, and how to interact3. Tell customers when, where, and how to interact
(order, customer service, returns, etc.)
4. Build an opt-in database
5. Provide the customer one or more channels to transact
6. Have a complete web analytics foundation to:
A. Measure/Monitor the effectiveness of the platform
B. Measure the impact/effectiveness of media
7. Attract organic traffic from search engines

Comparing two chicken apps

Media
What is (are) the goal(s) of the (digital) media?
Does the traditional
Awareness
Does the traditional
marketing funnel
work with Digital
Media?
3rd Party Ad Server reporting can help with
modeling upper funnel activity
Consideration
Conversion

Digital Media is Interactive
“Half the money I spend on advertising is wasted; the
trouble is I don't know which half.” - John Wanamaker
Digital Media should be measurableDigital Media should be measurable
Targeting means nothing without results
KPI’s should be based on consumer behavior (action)
Conversions
Form completions
Downloads
Visits
Clicks

Does the Data Support the Budget?
Channel % of
Transactions
% of
Budget
Source
Direct 25 50 Broadcast, offline, awareness, etc.
Display (Video, etc) 5 20 Usually higher funnel
Email 20 5 Repeat business – efficient!Email 20 5 Repeat business – efficient!
Organic Search 10 0 Owned and Earned Media
Paid Search 20 15 Meet and/or Intercept
Referral 10 0 Earned and Shared Media
Social 5 10 May tell you where to spend more
(other) 5 0 From where and why?
The percentages are NEVER going to match, but are you good with them?

Design your Media Plan to meet
your Campaign Goals
What do you want the consumer to do?
What are the measurable points of interaction?
What tools do you have available?
On-platform analyticsOn-platform analytics
3rd Party Ad Server
Database capture
Advertising platform insights
Campaign reporting: Does it all add up?

Write Ad Serving Guidelines that
make the most out of your media
Do your impressions actually make an impression?
Deliver the right message to the right consumer at the
right time and in the right place.
Make the primary and secondary goals clear and theMake the primary and secondary goals clear and the
points of measurement defined.
Set guidelines for ad frequency, placement, viewability,
size limitations, etc.
Incorporate your measurement system(s) requirements
into your ad serving guidelines.
Make networks and ad partners request exemptions.
It’s your money. Make it work your way.

Measurement
Points of interaction are measurable
Measure what matters (not everything does)
Why does it matter?
Is it important enough to include in regular reporting?Is it important enough to include in regular reporting?
How will this data help us or our customers?
Create a hierarchy of KPI’s
Which data points matter most to determining strategy and
tactics going forward?
How often do they need to measured?
How will they be archived?

Measurement on the Platform
Baseline performance and monitor over time
Create standard, period-based reporting
Include primary KPI’s, such as:
Conversion rateConversion rate
Database opt-in rates
Traffic sources
Exit points
Note all promotional activities and platform
enhancements/improvements
Find and, if possible, alleviate friction points

Measurement of the Media
Campaign reporting should tell you where your ad
dollars worked for you best by channel
Cost per Conversion
Cost per AcquisitionCost per Acquisition
Cost per Engagement
Segment media to find out what performs
Segment customers by behavior to figure out which are
your best customers and how you can make them
better
Test constantly and feed what works

Where does SEO belong?
Everywhere
Organic search is inextricably tied to the platform
But it must also be approached as part of the media (on-
platform content) and balanced with paid search (youplatform content) and balanced with paid search (you
do not want to pay for clicks you were going to get via
organic results)
You do not want to have to spend more on
paid media to make up for the
SEO shortcomings of your platform

Challenge of Silos
Platform
Internal
Media Measurement
Internal
Information
Technology
External Vendor(s)
Internal
Media/Advertising
Multiple Agencies
Internal Analytics
and Reporting
External Data
Management
Partners

Competitive Edge
Platform
Digital
Marketing
Break down the silos
and manage across the
functions and partners.
MeasurementMedia
Include and empower
all parties and partners.
Give everyone the access and training they need.

Let’s connect -Let’s connect -
linkedin.com/in/jpmcdonnell