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I see therefore

?. I see therefore. I click. Where creative meets analytics. Dean Donaldson, Channel Development EMEA 11 th March 2008 – iMedia UK. 30%. a udience time. 7. .5%. marketing budget. w hat are the biggest barriers to online investment?. 52%.

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I see therefore

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  1. ? • I seetherefore • Iclick • Where creative meets analytics Dean Donaldson,Channel Development EMEA • 11thMarch 2008 – iMedia UK

  2. 30% • audience time

  3. 7 • .5% • marketing budget

  4. what are the • biggest • barriers to online • investment?

  5. 52% • insufficient metrics

  6. productivity • 80% • service orientated

  7. “Quote #1 • 40% “Reporting can take a lot of hours. It’s important because of what it can tell us, but getting there isn’t half the battle - it’s the whole thing! Clients want the results yesterday. Because it comes to them nice and clean, they don’t realise how much effort it took to get there.” Media Agency • aggregation of data • “Is creative ready?” • “Has IO been signed?” • “Has publisher approved?” • “Has flight gone live?” • “Am I under delivering?” • “Is it performing effectively?”

  8. 0x • 1 “Quote #2 “…everything from formats to prep-time needed to set a campaign, all these constant ‘education’ meetings are just wasting my people’s time... A lot of hours where we could be thinking about the clients business” Media Agency • more expensive

  9. innovation • is the key • driver of success Source: HR Magazine ‘07 / Design Council ‘07

  10. simple “Quote #3 “For most of my clients speaking about online marketing is ‘talking to babies’. One syllable at a time and very slow on the uptake. Very few with any power have enough knowledge (tall enough) to ride the big kid rides.” Media Agency • solutions • for complex challenges

  11. where creative… • Workshop for Flash • Application plug-in • Video Studio • Behavioural Targeting • Personalised Ads • Ads in Desktop Apps • Instant Messenger • Widget Ads • Social Networking • InGaming Ads • Offline monitoring

  12. …meets analytics • Campaign Monitor • Live view directlyon your desktop • Online reporting • Quick generation / scheduling • Excel plug-in tool • Bespoke reporting • Global Campaign Management • Overview for advertises across all territories

  13. “Quote #4 • 50% “Eyeblaster’s Campaign Monitor is a strong showing of forward thinking for tracking online campaigns and supplies us with a  quick snapshot of concise data” Thomas McIlheran - Senior Media Manager Sicola Martin, US • average time saving

  14. “he clicks me • he clicks me not”

  15. 6% • 50% • of all display ad clicks • online population

  16. Shades of Grey • Interaction • Pre-Click Activity / Post-Interaction (Active Involvement) Measuring the true response 100% < 50% ~ 20% < 0.5% ~ 0.05% • Engagement • Post Impression Activity (Sub-Conscious Acknowledgement) • Impression • No Awareness (No Conscious Acknowledgment) • Click-Thru • Post-Click Activity (Conscious Acknowledgement) ? • Call to Action • Required Response (Conscious Decision) • Information Request / Data Capture / Physical Purchase

  17. Media Conversion Costs Calculating the real cost per conversion • 40xmore likely to interact then click • 4.5xconversions in banner then site combined

  18. Pre-click Interactivity Tracking Test Drive Brochure Request More Information Main Click Rotate “Dwell-time” = Brand Awareness ü Direct Response • Best Practice • Track all elements in an ad

  19. “Quote #5 Dummy Data Only “In-depth post campaign analysis changes your relationship with the client forever, one minute you are a just a agency guy the next you actually know something about their business. Everything gets easier after they come to that realisation” Media Agency

  20. integrated • campaign • analysis • www.deandonaldson.com

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