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TRANSCRIPT
Measuring Success
Helen Crossley
ANZ Measurement and Insights
Three Themes for Today1. Businesses are spending an
increasing amount of their resources online but measuring the impact can be difficult
2. Facebook’s approach to measuring business success
3. Four simple ways you can measure ROI on Facebook
Measure against business objectives
Reach Brand resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Measure against business objectives
Reach Brand resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Clicks do not equal sales
1400%
900%
400%
-100%
0.00% 0.10% 0.20% 0.30%
RO
I %
Click through rate
Breakeven
Nielsen NetEffect meta analysis: There is no correlation between CTR and ROI%.
3rd Party Methods of Measuring ROI
1. MMM Measures ROI by analysing fluctuations in your marketing spend over time.
2. Card Transactions AnalysisMeasures a snapshot of uplift in purchases from a particular geographic or demographic group when you buy targeted advertising.
3. Multi Touch Attribution Modeling Uses view tags to measure paths to purchase across the web then aggregates this into ROI via econometric analysis.
APAC ROI Results
7
TV
Newsp
aper
Mag
azin
e /P
rint
Radio
Outdo
or /
Billb
oard
Cinem
a
Sam
plin
g
Inte
rnet
Trad
e -
0.40 0.80 1.20
Average APAC ROI
Source: Aggregated Nielsen MMM data across 95 APAC studies
Custom Audiences
Target your customers securely, measure behavior versus your control groups
Works for: Any advertiser with a detailed customer list
Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift
Works for: Advertisers where conversions observed by geography
Paired Market Test
Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners
Works for: CPG, Retail, QSR
Here’s 4 Simple Ways You Can Start Today
Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.
Works for: Direct Response advertisers (ecomm)
ConversionTracking
Custom Audiences
Target your customers securely, measure behavior versus your control groups
Works for: Any advertiser with a detailed customer list
Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift
Works for: Advertisers where conversions observed by geography
Paired Market Test
Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners
Works for: CPG, Retail, QSR
Here’s 4 Simple Ways You Can Start Today
Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.
Works for: Direct Response advertisers (ecomm)
ConversionTracking
Custom Audiences
Target your customers securely, measure behavior versus your control groups
Works for: Any advertiser with a detailed customer list
Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift
Works for: Advertisers where conversions observed by geography
Paired Market Test
Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners
Works for: CPG, Retail, QSR
Here’s 4 Simple Ways You Can Start Today
Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.
Works for: Direct Response advertisers (ecomm)
ConversionTracking
Custom Audiences
Target your customers securely, measure behavior versus your control groups
Works for: Any advertiser with a detailed customer list
Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift
Works for: Advertisers where conversions observed by geography
Paired Market Test
Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners
Works for: CPG, Retail, QSR
Here’s 4 Simple Ways You Can Start Today
Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.
Works for: Direct Response advertisers (ecomm)
ConversionTracking
Custom Audiences
Target your customers securely, measure behavior versus your control groups
Works for: Any advertiser with a detailed customer list
Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift
Works for: Advertisers where conversions observed by geography
Paired Market Test
Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners
Works for: CPG, Retail, QSR
Here’s 4 Simple Ways You Can Start Today
Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.
Works for: Direct Response advertisers (ecomm)
ConversionTracking
Three Themes for Today1. Businesses are spending an
increasing amount of their resources online but measuring the impact can be difficult
2. Facebook’s approach to measuring business success
3. Four simple ways you can measure ROI on Facebook