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You can’t manage what you can’t measure . Lewis Lenssen - Commercial Director. Measurement. Background. Lewis Lenssen 5 years leading and building search agency 1 year consulting on social media and online PR for retail brands (focusing on measurement and valuation)

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You can’t manage what you can’t measure


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    Presentation Transcript
    1. You can’t manage what you can’t measure Lewis Lenssen - Commercial Director

    2. Measurement

    3. Background Lewis Lenssen • 5 years leading and building search agency • 1 year consulting on social media and online PR for retail brands (focusing on measurement and valuation) • 3 years Commercial Director of DC Storm DC Storm • Over 2,000 tracked websites with configured attribution • 30M tracked events per day related to £25M daily revenue • 5M non-tracking events per day

    4. Agenda • Marketing performance measurement – A big data challenge? • Characteristics of Digital Marketing Measurement • Measured Success - Keys to Success • The future and the politics • Summary • Q&A

    5. Digital Marketing Measurement A Perfect Big Data Challenge?

    6. Digital Marketing Measurement Digital Marketing Attributes • Large volumes of automatic collected, relevant data • Clear opportunity to optimise marketing • Significant costs and benefits Problem Solved? • Marketing channel silos • Sales channel silos • Device silos • Channel specific measurement • Un-reconciled data • Low trust in data • Last click wins

    7. Bad Measurement too…

    8. Digital Marketing Measurement

    9. Characteristics of the Challenge

    10. Marketing Measurement Characteristics • Multiplediverse data sources • Near real time requirements • Multiple audiences with diverse requirements • Multiple automation tools • Not a point in time solution (continuous feedback loop)

    11. Measured Success

    12. Measured Success Marketing & Sales Channel Tracking Budget Planning Unified Data Resource Trading Analytics Multi-Channel Attribution Actionable Insights

    13. Unified Data Resource

    14. Digital Data Ecosystem Email Email DM CRM Activity Mobile Tablet ‘acme fashion’ ‘D&G satin dress’ IMP Online Picking Dispatch Register Order

    15. Unified Data Resource • Flexible, scalable database designed to support diverse data sources • Ability to reflect evolving channel connections • Technology that supports easy data import and export • Sophisticated access and security control • Specialist requirements and central to success

    16. Configurable User Tracking

    17. Tracking • Track and join multiple channels and devices • Website • Online display • Mobile Apps • Support for multiple device users • Track the events that matter • Consider media and partner independence • Audit and validate data

    18. Attribution in Action

    19. Evolution of Attribution • Last click wins (within channel) • Last click wins – across channel • Winning click • Multi-channel sharing • Rules based attribution • Statistical attribution

    20. Attribution Analysis • Attribution model must reflect your users journeys • Implement the model(s) that your business needs • Provide continuity as well as the new measurement • Continue to deliver ‘last click wins’ • Continue to deliver the old reports • Must deliver the analysis on an on-going basis

    21. Actionable Reporting and Automation

    22. Reporting • Share the data love! • Query tools • Reporting and templating tools • Dashboard and visualisation tools • Data cubes • Automate production and distribution • Focus on answering questions, not delivering numbers

    23. Power Automation • PPC bid management • Stock powered advertising and creative • Display buying platforms (DSPs)

    24. Trading Analytics

    25. Trading Analytics Beyond website and marketing analytics:- • Margin reporting and attribution • Offer analysis • Product demand • Impact of availability • Stock availability in relation to demand • Order processing performance

    26. Future - Budget Planning

    27. The Political Challenges

    28. Summary • Big data challenge waiting to be solved • Specific characteristics – Diverse data, near real-time, many audiences, not point in time • Measured Success framework for delivering solutions • Measurement Hub – Specialist requirements and central to success • Tracking – Audit and validate • Attribution – On-going delivery • Actionable Insights – Answer questions • Trading Analytics – Beyond marketing • Budget planning – The future • Political challenges

    29. Thanks for listeningQuestions? Lewis Lenssen- Commercial Director