Download - Digital Marketing Measurement
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Digital Marketing Measurement
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You can’t measure long-term online presence using the same indicators as for web-site effectiveness measurement
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Number of people who saw your ad can’t be an index because it isABSOLUTENotCOMPARATIVE
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There should be a
SYSTEM OF CONSTANT ANALYTICS
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The Six Pillars of Digital Media Measurement
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KEY INDEXES
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“CTR” group
Content consumption activity
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View through rate (subjective attraction)
Click through rate(subjective informativeness)
Clicks through interest
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Rich media interaction
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Content type Is it rich media?Plain Text Non richGif/Jpeg Non richAnimated Gifs Non richAnimation plug-ins (Flash) RichStreaming Audio/Video RichJava Rich
Rich Media Interaction Rate:Rich Media Interactive Impressions / Rich Media Impressions
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Site measurement indexes
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Landing page views – DOESN’T DEPEND ON CREATIVE AGENCY
Number of pages viewedTime spent on siteRepeat visitsHUGELY DEPEND ON CREATIVE AGENCY AND WILL BE ASKED FROM IT. PLEASE CHECK MEDIA PLANS TO BE SURE THAT YOU HAVE HIGH-QUALITY AUDIENCE
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Conversion Rate – conversion to desired outcome on website
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Cost per acquisition rate
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Cost Per Action or CPA (sometimes known as Pay Per Action or PPA) is a model, where advertiser count pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement
Could be known as well as:Cost per acquisitionCost per lead (registration)Cost Per Sale
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• Share of Voice – social media measurement• Sentiment Tracking – social media
measurement• Net Promoter Score – advocacy measure
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Net promoter score
take the percentage of customers who are promoters (P) and subtract the percentage who are detractors (D).
This equation is how Net Promoter Score is calculated for a company:
P – D = NPS
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Finally – ROI
Return of Investment – total profit from sales divided by marketing measurement
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Thank you!