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Comprehensive Measurement Strategies for Profitable Business Growth

Learn how to drive profitable movement by measuring positive changes in online behavior and attitudes. Use detailed data reports and analytics to optimize marketing strategies, enhance user experience, and increase ROI.

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Comprehensive Measurement Strategies for Profitable Business Growth

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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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