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Video 21 Measuring eMarketing Effectivity

IBMS Semester 6b Fall 2013 Mr. George Szanto. Video 21 Measuring eMarketing Effectivity. Topics of Lecture. Asking the right questions How to map overall objectives of an eMarketing business case to metrics Different metrics for different kinds of eMarketing channels

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Video 21 Measuring eMarketing Effectivity

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  1. IBMS Semester 6b Fall 2013 Mr. George Szanto Video 21 Measuring eMarketingEffectivity

  2. Topics of Lecture Asking the right questions How to map overall objectives of aneMarketing business case tometrics Different metricsfor different kinds of eMarketingchannels Someexamples of metricstoconsider, plus references

  3. Whatyoudon’tknowcanhurtyou – avoid digital blind spots Voettekst

  4. Learning Goals : beabletoanswerall these questions Whyshould we mearsure? How will we measuresuccess? What kind of KPI could we measure? Whenwill we measure? What data granularity do we need? Whatwill we do with the data? Voettekst

  5. Measuring Effectivity • New communications channels require new means of measuring (and pricing) the effectivity of on-line social activities • Older metrics such as Cost per Thousand Impression (CPM) and Cost per Click can still be used. • Some new methods are: Cost per Install; Cost per (social) Engagement; Cost per Action

  6. Strategic vsTacticalObjectives

  7. MappingObjectivestoKPI Metrics Create 100 Customer Advocates Establishvideo testimonialsforsharingpurposes Specificstrategiesto meet objective; join professional social media sites # of new videos/ 3 months Sentiment + / - # of videos shared/watched Users; influencers Decision makers;

  8. Mapping Goals to KPI Metrics Feedback correctionsbased on metrics Examples of REAN goals to meet anobjective

  9. MeasuringInternalvsExternal Data Voettekst

  10. Audience, Acquisition, & BehaviorMetrics Voettekst

  11. Google Analytics AudienceReports

  12. Google Analytics AcquisitionReports

  13. Google Analytics BehaviorReports

  14. EngagmentMetric • Engagement Score. • Audience: Product/Brand, Copy, Research, Media/Ad, Communications, Managers • Calculation: Depending on campaign - # of leads generated / # of contacts made

  15. SocialInteractionMetric • Social Interactions • Audience: Communications, Media/Ad, Managers  • Calculation: # of valuable social interaction summarized over X period Voettekst

  16. End Action metrics • End Action Rate • Audience: Product/Brand, Copy, Research, Media/Ad, Communications, Managers • Calculation: # of users that start activity / # of users that complete activity = End Action Rate

  17. Conversion Metrics !MonetaryMetrics Voettekst

  18. Cost per Engagement (CPE) • Cost of each user-defined engagement that takes place over a given time period, examples: • submission of branded user-generated content • Entries, votes, ratings • Reviews or comments • Good model for performance based campaigns on the social web; especially those focusing on brand-focused activities

  19. Cost per Install (CPI) • Cost of creating a unique install of a unique widget or application • Usually placed on social network, blog, or start page • Install is usually referred to as a Post, Embed, or Grab • Drawback – does not guarantee interaction with the widget, or SW after the installation.

  20. Cost per Action (CPA) • Cost of each user define action that takes place in a given time period. Examples: • becoming a fan (friend, follower) • Posting to a profile • Commenting • Watching a video (CPV cost per view) • play a game • Drawback – does not guarantee right audience; thus placement is critical

  21. Cost per lead • Cost Per Lead • Audience: Event, Communications, Media/Ad, Managers, Executives • Calculation: Total cost of campaign / # of leads generated

  22. Cost per sale • Conversion Metrics • Audience: Web analytics, Managers, Executives  • Calculation: # of visits / # of leads and # of leads per channel / # of wins

  23. SomeUsefulReferences – also on student website Digital Analytics Fundamentals – free online training by Google AvinashKausik– analytics guero blog and website Digital Analytics Society Voettekst

  24. End of Video - Thank you Please take the online quiz associated with this video

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