presented to thepresented to the

Louisville Digital Association

April 15, 2015

by

Jim McDonnell

Director, Digital Marketing

Papa John’s International, Inc.

DisclaimerThe content and opinions stated in this presentation are those of the presenter alone unless otherwise cited, and in no way represent his employer, any trade associations of which he may be a member, and/or any not-for-profit which he may be a member, and/or any not-for-profit organizations with which he may be affiliated.

Three things I hate to hear1. We just need to have a platform (web, app, etc.) and the

consumer will find it and use it.

2. All we need to do to drive sales2. All we need to do to drive salesis buy some media.

3. The only thing we need to measureis whether or not sales go up.

Challenge of Silos

Platform

Internal

Media Measurement

Internal Information Technology

External Vendor(s)

Internal Media/Advertising

Multiple Agencies

Internal Analytics and Reporting

External Data Management

Partners

Three Immutable Truths1. The best media will not make a poor platform

convert better.

2. The best platform will not perform to potential 2. The best platform will not perform to potential without the right media to bring in the customers.

3. We will never know if we are maximizing the capabilities of our platform or the value of our media without the proper measurement tools leveraged in the proper way.

Platform�What is (are) the goal(s) of the platform?

�Transact

�Collect�Collect

�Engage (often for ad revenue)

�What are the relevant device families to serve? And how will you serve them?

�What are the primary consumer use cases for which we need to develop the UX?

Is Omni-channel really necessary?

Are you meeting the needs?

The Seven Key Functions of a

Transactional Digital Experience1. Tell the brand story and promote key benefits

2. Provide a listing of products and/or services available, pricing, and promote any current special offer(s)

3. Tell customers when, where, and how to interact3. Tell customers when, where, and how to interact

(order, customer service, returns, etc.)

4. Build an opt-in database

5. Provide the customer one or more channels to transact

6. Have a complete web analytics foundation to:

A. Measure/Monitor the effectiveness of the platform

B. Measure the impact/effectiveness of media

7. Attract organic traffic from search engines

Comparing two chicken apps

Media� What is (are) the goal(s) of the (digital) media?

Does the traditional

Awareness

Does the traditionalmarketing funnel work with DigitalMedia?

3rd Party Ad Server reporting can help with modeling upper funnel activity

Consideration

Conversion

Digital Media is Interactive“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker

� Digital Media should be measurable� Digital Media should be measurable

� Targeting means nothing without results

� KPI’s should be based on consumer behavior (action)� Conversions

� Form completions

� Downloads

� Visits

� Clicks

Does the Data Support the Budget?Channel % of

Transactions% of Budget

Source

Direct 25 50 Broadcast, offline, awareness, etc.

Display (Video, etc) 5 20 Usually higher funnel

Email 20 5 Repeat business – efficient!Email 20 5 Repeat business – efficient!

Organic Search 10 0 Owned and Earned Media

Paid Search 20 15 Meet and/or Intercept

Referral 10 0 Earned and Shared Media

Social 5 10 May tell you where to spend more

(other) 5 0 From where and why?

The percentages are NEVER going to match, but are you good with them?

Design your Media Plan to meet

your Campaign Goals� What do you want the consumer to do?

� What are the measurable points of interaction?

� What tools do you have available?

On-platform analytics� On-platform analytics

� 3rd Party Ad Server

� Database capture

� Advertising platform insights

� Campaign reporting: Does it all add up?

Write Ad Serving Guidelines that

make the most out of your media� Do your impressions actually make an impression?

� Deliver the right message to the right consumer at the right time and in the right place.

� Make the primary and secondary goals clear and the � Make the primary and secondary goals clear and the points of measurement defined.

� Set guidelines for ad frequency, placement, viewability, size limitations, etc.

� Incorporate your measurement system(s) requirements into your ad serving guidelines.

� Make networks and ad partners request exemptions.

� It’s your money. Make it work your way.

Measurement� Points of interaction are measurable

� Measure what matters (not everything does)

� Why does it matter?

� Is it important enough to include in regular reporting?� Is it important enough to include in regular reporting?

� How will this data help us or our customers?

� Create a hierarchy of KPI’s

� Which data points matter most to determining strategy and tactics going forward?

� How often do they need to measured?

� How will they be archived?

Measurement on the Platform� Baseline performance and monitor over time

� Create standard, period-based reporting

� Include primary KPI’s, such as:

Conversion rate� Conversion rate

� Database opt-in rates

� Traffic sources

� Exit points

� Note all promotional activities and platform enhancements/improvements

� Find and, if possible, alleviate friction points

Measurement of the Media� Campaign reporting should tell you where your ad

dollars worked for you best by channel� Cost per Conversion

� Cost per Acquisition� Cost per Acquisition

� Cost per Engagement

� Segment media to find out what performs

� Segment customers by behavior to figure out which are your best customers and how you can make them better

� Test constantly and feed what works

Where does SEO belong?� Everywhere

� Organic search is inextricably tied to the platform

� But it must also be approached as part of the media (on-platform content) and balanced with paid search (you platform content) and balanced with paid search (you do not want to pay for clicks you were going to get via organic results)

� You do not want to have to spend more onpaid media to make up for theSEO shortcomings of your platform

Challenge of Silos

Platform

Internal

Media Measurement

Internal Information Technology

External Vendor(s)

Internal Media/Advertising

Multiple Agencies

Internal Analytics and Reporting

External Data Management

Partners

Competitive Edge

Platform

DigitalMarketing

Break down the silosand manage across thefunctions and partners.

MeasurementMedia

Include and empowerall parties and partners.Give everyone the access and training they need.

Let’s connect -Let’s connect -

linkedin.com/in/jpmcdonnell