The Smart Guide to Multichannel Measurement
Transcript of The Smart Guide to Multichannel Measurement
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The Smart Guide to Multichannel MeasurementKate Jervis
NMPi
© 2015 Net Media Planet Ltd. All Rights Reservedwww.nmpilondon.com
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Proxima, 2015
60% of all online marketing spend
is wasted
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3The problem is…
Fraudulent Activity
Lack of knowledge on true spend effectiveness
Difficult to tie online activity with strategic aims
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SMARTMEASUREMENT
The solution…
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EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
Data Strategy is NOT a Project
What are the quick wins?
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EXISTING
TODAY
Where are we now, and what do we do
with data?
DATA
What are the quick wins?
Map the data you already have:
• Transaction Data
• Consumer Data
• Research Data
• First Party / Second Party / Third Party
• Where can data be linked?
• What else do you need?
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NMPi
REF: DATA LANDSCAPE
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EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
DATA
What are the quick wins?
Next Steps
• What is your measurement strategy?
• How can you evolve your approach?
• What suppliers can you talk to?
• Is there any data you aren’t collecting?
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EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
DATA
What are the quick wins?
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EXISTING
TODAY
Where are we now, and what do we do
with data?
TECHNOLOGY
What are the quick wins?
Audit and investigate the tools you’re using i.e. free analysis
tools:
• GA Assisted Conversions for understanding where in the funnel channels best perform
• Top Conversion Paths for understanding popular customer paths.
• Model Comparison Tool for starting your journey with Attribution.
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EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
TECHNOLOGY
What are the quick wins?
Next Steps
• How can you evolve your approach?
• What proxy measurements can you use?
• How can you begin to develop a multi-channel approach?
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EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
TECHNOLOGY
What are the quick wins?
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EXISTING
TODAY
Where are we now, and what do we do
with data?
CULTURE
What are the quick wins?
On-board stakeholders:
• Tell the story of the journey so far
• Training sessions with key teams
• Workshops and surgeries
• Outline your business case based on risk, profit and loss: bring real life examples!
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EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
CULTURE
What are the quick wins?
Next Steps
• What is your vision?
• Who needs to be involved?
• How can you involve the business in your story?
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EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
CULTURE
What are the quick wins?
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EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
Data Strategy is NOT a Project
What are the quick wins?
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TOP TIPS
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1. Stop Obsessing with Data Capture
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2. Ask the Right Questions
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3. Get Comfortable with Imperfection
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4. Tell a Story with your Data
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Questionskjervis@nmpilondon.
com@Kate_Jervis
Tel : +44 (0)20 7186 2100Fax : 020 7186 2100
3 Suncourt House,18-26 Essex RdLondon N1 8LN