Smckc lunch event

SMCKC Lunch Event February 14, 2013

BUILDING A HOLISTIC

MEASUREMENT

Private & Confidential

STRATEGY

Building a Holistic Measurement Strategy

Private & Confidential 2

Speakers

Matt Hertig Co-Founder

Michelle Jacobs Co-Founder

Building a Holistic Measurement Strategy


Agenda

• The Analytics Challenge

• The Marketing Funnel

• Keys to Building a Holistic Measurement Strategy

• Q & A

The Analytics Challenge


Complex Multi-Channel Data Challenge

Multi-Channel Marketing Ecosystem

Whether you are a B-to-B, B-to-C, or B-to-B-to-C organization, the reality is that marketing today has created a very complex data ecosystem.

5 Private & Confidential

Multi-Channel Ecosystem Creates Data Overload

6 Private & Confidential

Complex Multi-Channel Data Challenge

Multiple reports, multiple opinions, and multiple data points create chaos and confusion.


The

Marketing Funnel

Awareness

Impact

Engagement

Volume of awareness created in the marketplace through multiple marketing channels

The channels customers and prospects utilize to engage with your brand

Measuring the value customers and prospects bring to your brand


The Marketing Funnel

The Marketing Funnel Paid Media Earned Media

• TV ads

• Radio ads

• Outdoor ads

• Broadcast news and

publicity

• Print ads

• Direct response ads

• Contests

• Print news and publicity

• Corporate Events

• Online ads

• Paid search

• Social media

• Mobile messaging

• Online news and publicity

• Blogs

• Social media

• Search engine optimization

Interactive Call Center

• Website

• Social Media

• Email Marketing

• Mobile Apps

• Desktop Apps &

Widgets

• Call Volume Response to

Campaigns

• Call Engagement to

Campaigns

Awareness

Interactive Call Center

• Text Conversions

• Mobile Conversions

• Website Conversions

• Call Center Conversions Impact

Engagement


The Marketing Funnel Metrics

Awareness

Impact

Engagement


Impressions/Sends/Posts/ Tweets

Visits/Pageviews/Time on Site /Opens/Clicks/Reach/Talking About/Check-Ins

Website Goal Conversions/ Assisted Goal Conversions/ Website Revenue/ Impact on Overall Revenue

Keys to Building a

Holistic Marketing

Measurement Strategy


Track Response

Measure Results

Target Performance

Predict Response


Tracking Strategy Cross-channel process which defines the data strategy and roles of various marketing systems built around Google Analytics

Measurement Strategy Defined data integration and dashboard reporting process designed to drive intelligent marketing decisions based on results

Targeting Strategy Data-driven process designed to maximize goals and supporting KPI’s by proactively responding to results

Predictive Analytics Multiple disciplines available to drive predictive intelligence for future campaigns and strategies

Our Holistic Measurement Strategy Approach

Actionable Social Analytics Reports


4 Key Social Analytics Reports

Social Sources 1

Social Conversions 2

Social Plug-Ins

Multi-Channel Attribution

3

4




SOCIAL SOURCES

Traffic Sources > Social > Network Referrals

• Originating social networks group referral traffic across platforms - e.g. YouTube

• Identify which networks are driving traffic to any specific page

• Identify which content is popular across all the different social networks

• Comparison charts display all traffic and traffic from social sources




CONVERSIONS

Traffic Sources > Social > Conversions

• See the impact of social on your goals in simple, ready-to-use reports

• Learn what content drives conversions with social audiences

• Show results reports to key stakeholders to articulate the value of social




SOCIAL SHARING

Content > Site Content > Plugins

• Measure and compare different types of social actions

• See which pages receive social actions and create more of that content




MULTI-CHANNEL ATTRIBUTION

Conversions > Multi-Channel Funnels > Assisted Conversions

• Conversions assisted by social

• Conversions completed by social

• Whether social is primarily assisted conversions or completed conversions

The Marketing Funnel Metrics

Awareness

Impact

Engagement


Impressions/Sends/Posts/ Tweets

Visits/Pageviews/Time on Site /Opens/Clicks/Reach/Talking About/Check-Ins

Website Goal Conversions/ Assisted Goal Conversions/ Website Revenue/ Impact on Overall Revenue

Holistic Measurement Strategy Approach


Five Steps to a Holistic Measurement Strategy

Complete implementation and configuration of Web Analytics 1

Define your data ecosystem and identify data owners 2

Implement a defined data integration process

Develop a consolidated reporting strategy to drive collaboration

3

4

Build your multi-channel attribution methodology to drive ROI 5

Holistic Measurement Strategy Implementation


Holistic Measurement Strategy Implementation Rules

Build Executive sponsorship – lead the charge 1

Collaboration in data collection 2

Collaboration in defining business rules and KPI’s

Implement recommendations

3

4

Q&A


CONTACT US


[email protected]

888-885-2251

Smckc lunch event

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