Uncovering The Bottom Line: Finding ROI in Social Media for Associations
Uncovering The Real ROI of Demand Creation Campaigns
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Uncovering The Real ROI of Demand Creation Campaigns Digiday Brand Summit Utah December 9, 2013 Tuesday, December 17, 13
description
5-minute TechTalk presentation at Digiday's Brand Summit by TruSignal CRO Jeremy Longinotti. Measuring results for digital direct response campaigns, intended to convert existing in-market demand, is well established. What about campaigns targeted to desirable prospects earlier in the purchase cycle? These campaigns influence new customers you wouldn’t otherwise reach and drive them down the funnel toward purchase. However, complex buy cycles and multiple, cross-device consumer touch points render existing tracking and measurement mechanisms incomplete to demonstrate this impact. How can you provide a real ROI to your executive team to understand the impact your campaigns are having on business growth? Attend this TechTalk to hear a case study of how one marketer has adopted a test and learn approach for digital campaign measurement. Learn how they are driving profitable business growth using digital media — regardless of sales channel or path to purchase.
Transcript of Uncovering The Real ROI of Demand Creation Campaigns
Uncovering The Real ROI of Demand Creation Campaigns Digiday Brand Summit UtahDecember 9, 2013
Tuesday, December 17, 13
Confidential & ProprietaryConfidential & Proprietary
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Search, Behavioral & RetargetingIN-MARKET
Demand Creation Drives Profitable Growth
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
SponsorshipsDemo TargetingSite Composition Targeting
PROFILE
Find High Quality New Customers
WHODATA
WHATDATA
TacticsFunnel StageData Types
Conversion Fulfill Existing
Demand
Demand Creation Create New Demand
BrandingBuild Future Demand
$$ $
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TruSignal’s Data-Driven Demand Creation Solution
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TruSignal’s Data-Driven Demand Creation Solution
Audience DevelopmentBuild Your Custom Targeting Audience
Offline 3rd Party Profile Data1st Party Data Predictive Analytics
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TruSignal’s Data-Driven Demand Creation Solution
Campaign ManagementTarget Audience Across Channels
Audience DevelopmentBuild Your Custom Targeting Audience
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TruSignal’s Data-Driven Demand Creation Solution
Measuring ResultsUnderstand Incremental Impact
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Q1 Q2 Q3 Q40
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2013 Campaign Results
Campaign ManagementTarget Audience Across Channels
Audience DevelopmentBuild Your Custom Targeting Audience
Offline 3rd Party Profile Data1st Party Data Predictive Analytics
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SearchCall CenterRetargetingBranch VisitMobile CTCProspecting
37%
20%
9%
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10%
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Challenge: Measuring ROI for Demand Creation
Demand creation requires repeated exposure to the same audience over a period of weeks
Once the initial interest is created, consumers will follow many different paths to conversion
% of view-through conversions by last-click channel source
Influence of Prospecting
15%
Prospecting fuels all other channels10% of conversions were from last click-throughRemaining 90% were driven through other channels
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What is Net Incrementality?
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Net Incrementality is the measurement of new customers acquired by a specific digital campaign who would not have converted in the absence of the campaign.
Net Incrementality Analysisanswers the question:
“If I spend $10,000 on this campaign, exactly how many net new customers will I acquire?
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NIA Part I: Audience Division
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Phase 1Divide advertiser audience into two truly
random subgroups for A/B testing
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All Users
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NIA Part II: Execution
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Phase 2Launch Test Campaign to Test Group
All new customer sales data is collected during campaign period
New CustomerCRM Database
In all other aspects Test and Control group members are treated identically, including exposure
to your other marketing campaigns.
Sales!
Test Campaign Ad
PhoneSearch
Website
Direct Mail
In-Store
TV
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Phase 3TruSignal Matches New Customers
to Control and Test Groups
NIA Part III: Analysis
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New Customer Datafrom CRM
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112 new customersmatched to original control group
150 new customers matched to original test group
Net Incrementality Analysis answers the question:How many of my new customers would not have converted without the test campaign?
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Case Study: NIA for Education Client
Client Overview:‣ Top 10 for-profit education client with bachelor’s programs‣ Bottom-funnel strategies tapped out: search, retargeting, behavioral, lead buying‣ Enrollments secured via various channels: online, lead sellers, affiliates, TV, radio, call
centers, and campus recruiting
TruSignal Solution:‣ Built custom enrollment propensity audience based on existing students‣ Executed 30-day RTB bidded display campaign using DSP platform‣ Performed Net Incrementality Analysis (NIA) using a carefully controlled A/B test
Challenges Presented:‣ How to reach potentially profitable students who aren’t currently seeking a bachelor’s program? ‣ How to measure the impact of demand creation on new enrollments?
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Case Study: Education Demand Campaign NIA
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PopulationSize Leads Enrollments Enroll Rate
Control 2,500,000 6895 170 2.4%
Test 2,500,000 7211 204 2.8%
Incremental 316 34
Cost per incremental enrollment = $1,765 < $3,000 (target)
Results‣ Test group produced better quality (2.4% vs 2.8% enrollment rate)‣ Test campaign generated 34 incremental enrollments
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Thank You!
Discover Your Ideal AudienceJeremy Longinotti
CROwww.tru-signal.com
[email protected] twitter: @trusignal
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