Digital transformation: measuring your digital marketing returns
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Transcript of Digital transformation: measuring your digital marketing returns
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DIGITAL TRANSFORMATIONMeasurement and ROI from digital marketing investment
Jeremy Swinfen Green, Charlotte Childs07855 341 589
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MOBILE CONSUMERS
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Digital measurementThe totally measurable medium?
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Digital measurementFirst click or last click?
How would you assign value to different online channels?
Paid search(brand)
Display ad(clicked)
Email(opened,
not clicked)
Paid search (product)
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• First, middle, last touch pointsoSame value, different value
• Search, email, displayoSame value, different value
Digital measurementDifferent methods of assigning value
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Not clicked Not
opened
Too long ago Wrong
environment
Digital measurementTricky issues
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Digital measurementOnline and offline
How can you track people from a website to a store?
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• Direct traffic• Unique URLs• Strapline searches• Brand searches• Time• Location
Digital measurementTracking from offline to online
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• Loyalty cards • Vouchers • Analytics data• Unique phone numbers• Time • Asking people
not
Digital measurementTracking from online to offline
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Digital measurementIt’s not all about sales
How would you measure branding effects?
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A U R A L
Digital measurementMeasuring branding
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Digital measurementBranding and social media
But how would you use it?
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• Sales and Leads• Campaign amplification• Insight• Service
Digital measurementUsing social media
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Digital measurementMeasuring social media
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Caveat