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Measurement

Measurement. Your objectives generally fall into one of two categories. Drive Profitable Movement In:. Measured By:. Attitude. Positive change in awareness, affinity, understanding, intent. Often a 1-2 punch. Traffic to web pages, requesting information, leads, sales. Behavior.

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Measurement

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  1. Measurement

  2. Your objectives generally fall into one of two categories Drive Profitable Movement In: Measured By: Attitude Positive change in awareness, affinity, understanding, intent Often a 1-2 punch Traffic to web pages, requesting information, leads, sales Behavior

  3. The “easy” part: Measuring behavior Client Site Data Secure Reporting Portal Detailed Pivot Reports ETL Media Analytics Reporting System Email & Direct Mail Data ETL Client-Specific Call Center Data ETL Summary Dashboard • Detailed, daily-level data • Refreshed daily • Integrates Proprietary, Client, and 3rd Party Sources • Accessed via web browser (SSL) • Fully functional, highly flexible UI • Easily customized • Exportable to Excel or PDF Landing Page Data Datapipe Hosted DB ETL Automated Web Advertising Data (DFA) Beyond Interactive Media DB ETL Campaign Stewardship System Online & Offline Media Plan Data w/Tracking Codes ETL: Extract, Transfer, Load of data files

  4. Factor in the User Experience Click to Download Conversion 7.00% Video 600,000 Impressions 672 Downloads CTR .23% Compiler Spend: $31,000 Impressions: 600,000 Total Clicks: 8,523 Clicks to Video: 1,875 Clicks to Compiler: 938 Clicks to Email: 170 Downloads: 672 Cost per DL: $46 Email

  5. Measurement should enable Actionable Intelligence • Turning this: • Into Defensible Ongoing Strategy • Media category and site selection based on performance • Allocation strategy based on projected results and opportunity size • Informing creative and user experience approach for various programs

  6. Attitudinal Measurement • Over time, all brand efforts should make acquisition efforts work harder (and more efficiently) • Structure timing of elements such that we capture a baseline of acquisition, then observe the lift once brand elements are introduced • Measure lift in site traffic, downloads, sales Feb Mar Jan Key: Traffic Downloads Sales Baseline Acquisition Activity

  7. Sufficient brand activity will impact key metrics • As Brand activity is introduced, we should see gradual increases in key behavioral metrics, as well as increased efficiency Feb Mar Jan Key: Traffic Downloads Sales Brand Activity Baseline Acquisition Activity 3-4 weeks Benchmark: Measure Lift:

  8. CRM

  9. CRM Vision: Managing Profitable Consumer Relationships Acquisition Retention Business Unit OEM Product Marketing Consumer-Centric CRM • Results: • More Efficient Marketing Processes • Increased Consumer Knowledge • Increased Loyalty • Increased Revenue Global Programs Email Objectives Insights Messaging Touch Point Touchpoints In-Product Web (Store, Ads/Banners) Consumer Profile Lead Gen Retention/Renewal Win-Back Acquisition Cross-grade/Upgrade Preferences Data Response Data Transactional Data

  10. Symantec Leverages Full Comm’s Landscape 10 Internal/ customer lists Channel/OEM/ Partners Symantec Traditional Media Venues: Print, TV, Direct Mail Ad Agencies Ad Sales Their customers Digital Media Venues: Search engines, contextual targeting, audience targeting (demographic, geographic, professional, behavioral) Research: 3rd party, internal data

  11. Appendix

  12. Audience Research • Uncover valuable target demographic, media usage, and behavioral insights to support planning & buying decisions

  13. Audience Research • Uncover valuable target demographic, media usage, and behavioral insights to support planning & buying decisions

  14. Audience Research • Uncover valuable target demographic, media usage, and behavioral insights to support planning & buying decisions

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