the smart guide to multichannel measurement
Post on 21-Mar-2017
107 Views
Preview:
TRANSCRIPT
The Smart Guide to Multichannel MeasurementKate Jervis
NMPi
© 2015 Net Media Planet Ltd. All Rights Reservedwww.nmpilondon.com
2
Proxima, 2015
60% of all online marketing spend
is wasted
3The problem is…
Fraudulent Activity
Lack of knowledge on true spend effectiveness
Difficult to tie online activity with strategic aims
4
SMARTMEASUREMENT
The solution…
5
1 2 3
6
EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
Data Strategy is NOT a Project
What are the quick wins?
7
1 2 3
8
EXISTING
TODAY
Where are we now, and what do we do
with data?
DATA
What are the quick wins?
Map the data you already have:
• Transaction Data
• Consumer Data
• Research Data
• First Party / Second Party / Third Party
• Where can data be linked?
• What else do you need?
9
NMPi
REF: DATA LANDSCAPE
10
EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
DATA
What are the quick wins?
Next Steps
• What is your measurement strategy?
• How can you evolve your approach?
• What suppliers can you talk to?
• Is there any data you aren’t collecting?
11
EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
DATA
What are the quick wins?
12
1 2 3
13
EXISTING
TODAY
Where are we now, and what do we do
with data?
TECHNOLOGY
What are the quick wins?
Audit and investigate the tools you’re using i.e. free analysis
tools:
• GA Assisted Conversions for understanding where in the funnel channels best perform
• Top Conversion Paths for understanding popular customer paths.
• Model Comparison Tool for starting your journey with Attribution.
14
EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
TECHNOLOGY
What are the quick wins?
Next Steps
• How can you evolve your approach?
• What proxy measurements can you use?
• How can you begin to develop a multi-channel approach?
15
EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
TECHNOLOGY
What are the quick wins?
16
1 2 3
17
EXISTING
TODAY
Where are we now, and what do we do
with data?
CULTURE
What are the quick wins?
On-board stakeholders:
• Tell the story of the journey so far
• Training sessions with key teams
• Workshops and surgeries
• Outline your business case based on risk, profit and loss: bring real life examples!
18
EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
CULTURE
What are the quick wins?
Next Steps
• What is your vision?
• Who needs to be involved?
• How can you involve the business in your story?
19
EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
CULTURE
What are the quick wins?
20
EXISTING
TODAY
TOMORROW
PERFECT WORLD
Where are we now, and what do we do
with data?
How can we plan for the future?
What is our blue-sky-thinking?
Data Strategy is NOT a Project
What are the quick wins?
21
TOP TIPS
22
1. Stop Obsessing with Data Capture
23
2. Ask the Right Questions
24
3. Get Comfortable with Imperfection
25
4. Tell a Story with your Data
Questionskjervis@nmpilondon.
com@Kate_Jervis
Tel : +44 (0)20 7186 2100Fax : 020 7186 2100
3 Suncourt House,18-26 Essex RdLondon N1 8LN
top related