dma 2015 conference results 4
TRANSCRIPT
![Page 1: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/1.jpg)
RESULTS THAT MATTER: CASESHOW TO MEASURE? WHAT TO REPORT?
Dr. Mary Beth McCabe, National UniversityOct 4, 2015DMA &Then
![Page 2: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/2.jpg)
WHY DO RESULTS MATTER?
![Page 3: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/3.jpg)
TOP PRIORITIES FOR DIGITAL MARKETERS Customer Experience Internet of Things Big Data in Marketing Moving Software to the Cloud Crowdsourcing Marketing Content
What about getting results?
Source: Millward Brown, 2015
![Page 4: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/4.jpg)
WHAT TO MEASURE? Customer retention New customer inquiries Customer returns Social sharing/mentions Email click thru rates KLOUT scores Net Promoter scores Google Analytics other
![Page 5: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/5.jpg)
How do YOU measure results?
![Page 6: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/6.jpg)
![Page 7: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/7.jpg)
CASE STUDIES: Solar energy program
Beach clean up promotion
Association/Event marketing
Retail
Social Media Platform
![Page 8: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/8.jpg)
MAYOR SANDERS ‘REDUCE THEN PRODUCE’
July 26, 2011
![Page 9: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/9.jpg)
WHAT IS DIFFERENT ABOUT REDUCE THEN PRODUCE? Simple ad copy Contacts solar
company Gets solar
Very complex process Contacts CCSE Contacts contractor(s) Gets bids to reduce
energy use/pays <$199. Purchases some needed
items Gets higher HERS rating Possibly gets solar with
savings
![Page 10: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/10.jpg)
WHAT THE DASHBOARD TELLS US….ABOUT NEW BRANDS
¾ of traffic from ad partners New brand and not known yet
![Page 11: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/11.jpg)
High bounce rate
Half new visits
Spike after blackout
![Page 12: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/12.jpg)
Let’s look at the difference between“search” for ‘Reduce then Produce’ in July vs. Nov 2011.Before….July 26, 2011Nothing about Reduce then produce
![Page 13: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/13.jpg)
After….Nov 2011Three full pages +of relevance, including those From Sun Marketing
![Page 14: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/14.jpg)
Blogs by Sun Marketing aboutReduce then ProduceSunmarketingsolar.blogspot.com(1521 click thrus)
![Page 15: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/15.jpg)
SDH&G MAG. AND POWAY PAPERS
Rancho Bernardo News Journal, Poway News Chieftain, Ramona Sentinel Four weeks, 1/8 page plus web ads
![Page 16: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/16.jpg)
![Page 17: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/17.jpg)
Web only traffic from banners on local newspaperCirculation to every homeowner in neighborhood.
![Page 18: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/18.jpg)
![Page 19: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/19.jpg)
![Page 20: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/20.jpg)
TV Promo and Research
Sustainable Energy-Martha-MPEG-4 - Webcasting.mp4
![Page 21: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/21.jpg)
9631 visits to our site from radio campaign
How much traffic did we draw? Nearly 10,000 visits in a month from radio.
![Page 22: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/22.jpg)
KPBS Metrics: 91,220 impressions for $250074 Click throughs
![Page 23: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/23.jpg)
With the UT’s digital, we had Very high click through rate in direct e-mail blast!
![Page 24: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/24.jpg)
![Page 25: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/25.jpg)
ASI Hastings on a RtP evaluation: Posted on Facebook
![Page 26: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/26.jpg)
![Page 27: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/27.jpg)
From the Jack FM website.
Road Show Promo: 20 spots ran. 374,000 people aged 18+. 196,000 gross impressions.
![Page 28: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/28.jpg)
![Page 29: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/29.jpg)
SOLAR SUMMARY: KPI’S
Key Performance Indicators: web visits, click and measured media
5,647,176 measured impressions (not counting social media)
11,781 measured clicks Nearly $100,000 in measured media value for 5.6
million measured impressions, and nearly 12,000 clicks in <90 days.
![Page 30: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/30.jpg)
Are these your metrics?
![Page 31: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/31.jpg)
Beach Cleanup 2015$18.00 reach 2,650 on Facebook, 97% mobile
![Page 32: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/32.jpg)
Spanish vs. English campaign on Facebook for International Tea Masters Association, Training in Spanish had double the paid click in English, 6 times the likes/shares in Spanish
![Page 33: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/33.jpg)
Retail engagement with existing Spanish TV commercial, extended audience for pennies.
![Page 34: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/34.jpg)
![Page 35: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/35.jpg)
No Fee Measurement Tools: Linkedin, Klout, Google Analytics
![Page 36: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/36.jpg)
![Page 37: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/37.jpg)
Source: Google AdWords, 2015
![Page 38: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/38.jpg)
![Page 39: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/39.jpg)
![Page 40: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/40.jpg)
4 TAKEAWAYS ON MEASURING What you measure will be the focus of your results. Plan ahead for best kpi’s. Set goals but be flexible as needed. Build partnerships with local publishers/vendors for
incremental value and ROI.
![Page 41: DMA 2015 Conference Results 4](https://reader035.vdocuments.mx/reader035/viewer/2022070522/58edd4031a28aba7538b4637/html5/thumbnails/41.jpg)
5 TAKEAWAYS ON REPORTING Tell the story along with the metrics. Relate to sharing our experiences. Remember that we are all connected customers. Share the success as well as the failure. Improvements will result in the future as you adapt.