new kpi metrics in digital marketing
Post on 01-Nov-2014
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Michael Ivanchenko, Actis WundermanMoscow, 2013
New KPI Metrics in Digital MarketingProblems, Solutions and Implementation
Speaker
• 1981, was born in Moscow
• 2003, graduate of “Information security”, RSUH
• 1999-2006, had been working for dozens of digital project, managed several digital departments
• 2007-2008, Head of digital practice «4Experience» PR-Technologies (MasterCard, Sony Ericsson, Unilever, P&G)
• 2009-2010, Freelancer, digital marketing (Sochi 2014, Unilever, Sony Ericsson, Nivea, МТС)
• 2011-2013, Head of Strategy, Actis Wunderman (Nokia, Microsoft, Colgate, Novartis, Ford, BP и др.)Михаил Иванченко
Current Metrics
Old-school digital metrics
• Impressions• Clicks & Visits• Average time, page depth• Participants & engagement • New CRM records
*Here and on the following slides we do not consider brand communication in direct marketing (e-commerce)
What do they actually mean?
Impressions Clicks & Visits Average time,
page depthParticipants & engagement
New CRM records
Possible contact between the audience and the ad (display)
Possible perception of the communication and interest to the message
• Content efficiency?
• Poor usability? • Average
rates?
Number of active users
New records in CRM database
What is our problem?
Banner Blindness
Possibility is not a reality
The more the better? Or not?
AVERAGE
300 participants, bingo!
E-mail and phone number – welcome to the 90s
Impressions Clicks & Visits Average time,
page depthParticipants & engagement
New CRM records
Possible contact between the audience and the ad (display)
Possible perception of the communication and interest to the message
• Content efficiency?
• Poor usability? • Average
rates?
Number of active users
New records in CRM database
And what is the most important…
How do these metrics affect marketing goals?
Impressions Clicks & Visits Average time,
page depthParticipants & engagement
New CRM records
Possible contact between the audience and the ad (display)
Possible perception of the communication and interest to the message
• Content efficiency?
• Poor usability? • Average
rates?
Number of active users
New records in CRM database
What drives through the funnel?
What drives through the funnel?Awareness
Consideration
Preference
Purchase
Loyalty
1. Quality of the contact with a brand communication
2. Social influence
3. Aftersales contact with the brand
Let’s measure that: key 3 metrics
1. Quality of the contact with a brand communication
2. Social influence
3. Aftersales contact with the brand
=
Metrics Measuring Quality
Brand experience
Qualified contact with the branded content
• t > 60/30/15secSite/video/pre-roll
• Interaction rate (rich-media)
• App installations
= Brand socialreach
№ of contacts between TA and branded content in social media
• Shares X 100• Community reach
per period (VK)• Post reach per
period (FB)
= Social recruitment
№ of new consumer contacts in social CRM
• CRM records• New social
subscribers
No average, qualified contact only
• Instead of the average rate:– Average time spent - 2,4 min– Average page views - 3,4 pages
• Qualification:– The percentage of unique visitors who take a desired
action upon visiting a website (visits to brand experience - 45%)
i.e. 45% of the audience were qualified by time or end action
How to set goals of the campaign?
1. Quality of the contact with a brand communication
2. Social influence
3. Aftersales contact with the brand
=
#Number $Cost per
#Brand experience
$CPBeHow much does 1 qualified contact cost?
= #Brand socialreach
$CPSrHow much does 1 social contact cost?
= #Social recruitment
$CPSrHow much does 1 CRM record cost?
4. Other end actions (purchasea, downloads, installations)
= #Key business action (KBA)
$CPKBAHow much does 1 end action cost?
x
x
x
x
KPI digital Funnel
Brand experience
Brand socialreach
Key businessactions
Social recruitment
Directly connected to marketing objectives
Awareness
Consideration
Preference
Purchase
Loyalty
Brand experience
Brand socialreach
Key businessactions
Social recruitment
Implementation
• Used* by Nokia, Novartis, Colgate, Ford, BP, Hochland etc. since 2012
• More than 30 campaigns
*Depends on global KPI frameworks
What have we learnt?
• Media buying optimization with $CPBe
• Creative and LP optimization with Brand experience conversion
• A/B Testing
• Influencing target audience with social media
• Target audience retention with Social and CRM
What is the result?
• Increased effectiveness of digital communications (media and production budget optimization)
• Correlation between digital campaigns and marketing
• Simple goal setting tool for CMO and CEO
Thank you for your attention
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