metrics and measurement for digital marketers
TRANSCRIPT
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RUTGERs UNIVERSITYDEC 3rd 2012 SINGAPORE CITY BEACHMEASUREMENTIN A DIGITAL WORLD
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
FRENCHBRUTALHONESTTRUTHMARKETINGSTRATEGY Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
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WAKE UP CALL
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 4FRANCEHONG KONGSOUTH KOREASINGAPORENATIONAL ORGANIZATIONSALES ROLESEUROPEAN HEADQUARTERSGLOBAL BUASIAN HQNATIONALPRODUCT MARKETING STRATEGY MARKETING CLIENT SIDEAGENCYMANAGEMENT
1993199419971999200120052006
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University MEASUREMENT IN A NON DIGITAL WORLD ?
HOW DID WE USE TO DO IT ? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 25
MEASUREMENT, OR WHAT WE USED TO CALLMEASUREMENT Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
MARKETING GALAXYCONSUMER
PROMOTIONS
CRMATL TV RADIO - PRESS
EVENTSROADSHOW
BROCHURES
TRADE INCENTIVEMEASUREMENT RELATED ACTIVITIES
7DIGRPBRAND AWARENESS
# VISITORS
# UNITS
SALES TARGET
ROI
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
# F5DIGITAL Pte Ltd 2012Title of Presentation
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
NOT COMPLETELY
8MARKETING GALAXYMEASUREMENT REALITYWE DID NOT MEASURE PROPERLY Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
THE OLD SCHOOL FROG MARKETER..:=)9
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Heaven in frogs marketers world
JUMPINGOVER AND OVER AGAIN
REST BETWEEN JUMPSFOCUSING ON ONE ACTIVITY AT A TIME THEN MOVING TO THE NEXT ONEPRODUCT LAUNCHPROMOTIONEVENT10
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University What does the grp measure
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University THANK YOU
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 14
WELCOME TO THE MIRACULOUSWORLD OF DIGITAL MARKETING Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
DIGITALLDIGITWHOLEDIGITHOLY
15THE SPELLING MISTAKENO WONDERNOT YOUR FAULT Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
16ALL
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
17NOT HOLY
DIGITAL NOR SOCIAL MEDIA ARE MIRACLE SOLUTIONS
FOLLOW MEJOIN ME
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
18NOT WHOLE
DIGITAL DOES NOT REPLACE TRADITIONAL MEDIA
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 19
OBJECTIVESCREATIVEMETRICS Gregory Birge for F5DIGITAL 3 main issues of current measurement
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University THE BIG IDEASOLVES EVERYTHING
20 Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
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GETTING METRICS IS EASYTHE QUESTION IS:WHAT DO YOU DO WITH IT? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 22WE ARE JUST FINDING SMARTER WAYS
TO ADDRESS MORE INFORMATION
TO MORE PEOPLE
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University USING DIGITAL AS WMDWEAPONMASSDISTRIBUTION23
USING MORE TOOLS DIGITAL MARKETING
SEND MORE INFORMATIONTO MORE PEOPLE - FASTER
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
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MARKETING IN A DIGITAL WORLD Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 25IN 2012 SPAMMING YOUR CONSUMERSNOT MEASURING PROPERLY ACTIVITIES IS A CRIMINAL OFFENCE !
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 26REDEFINE THE MARKETING RULES
Gregory BIRGE for F5DIGITAL Pte Ltd Redefining marketing rules- May 2012 -
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 27UNFORTUNATELY, THERE IS ONLY ONE SOLUTIONFORGET EVERYTHING THAT YOU HAVE BEEN TAUGHT AND TOLD.
YOU ARE ABOUT TO BENEURALIZED.
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
28WHAT IS THE ROLE OF MARKETING
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University INTRODUCINGMONKEYA.K.AWHITE TEETHMONKEY THE MARKETERINTRODUCING MONKEY AKAWHITE TEETH MONKEY MARKETER29(OF COURSE BEYOND SPENDING MONEY WITHOUT HAVING TO JUSTIFY IT)BUT THATIS A GIVEN
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
EFFECTIVENESSEFFICIENCYEFFICACYDOING RIGHT THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTDOING THINGS THE MOST ECONOMICAL WAYGETTING THINGS DONE
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Change efficiency to effectiveness
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WHAT IS IT ?WHOSE JOB IS IT ?YOUR TEAMLaunching a websiteLaunching a social campaignLaunching web bannerCreating an eventCREATIVE IDEATACTICTV WEBSITEEFFICACYGETTING THINGS DONE
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Change efficiency to effectiveness
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EFFICIENCYDOING THINGS THE MOST ECONOMICAL WAYWHAT IS IT ?WHOSE JOB IS IT ?YOUR CFOSaving moneyReducing budgetReducing cost$20M
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Change efficiency to effectiveness
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EFFECTIVENESSDOING RIGHT THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECT
MY OBJECTIVES ?HOW TO REACH IT ?
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Change efficiency to effectiveness
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EFFECTIVENESSDOING RIGHT THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTWHAT IS IT ?WHOSE JOB IS IT ?OUR JOB
HAVING A MEASURABLE IMPACTMEASURE THE RETURN ON INVESTMENT
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Change efficiency to effectiveness
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MARKETING EFFECTIVENESS
MARKETING INVESTMENT
WITH MEASUREABLE IMPACTSOMEHOW, SOMEWHERECAMPAIGN OR TACTIC Gregory BIRGE for F5DIGITAL Pte Ltd Marketing Effectiveness - May 2012 -
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 36MARKETING IN A DIGITAL WORLD WAY TO MAINTAIN DIFFERENTIATIONFEWER SELECTED BETTER RESULTS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
STANDARDMARKETINGFRAMEWORK Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 38START FROM THE END RESULT AND BACKTRACK
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University THE ENDWHAT DO YOU NEEDTO ACHIEVE?HOW MANY PEOPLE DO YOU NEEDTO ACHIEVE YOUR GOAL?
WORKING BACKWARDS MEANS DEFINING ONE GOAL
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University SALES FUNNEL DRIVEN LONG-TERM PROCESS
OBJECTIVE: TRANSLATE THE END TARGET SALES GOAL IN AN ACTUAL NUMBER OF PEOPLEWHEN A NO. OF PEOPLE ARE CONTACTED, ONLY SOME OF THEM PERFORM THE DESIRED ACTIONAT EACH STEP, LESSER AND LESSER PEOPLE WILL MAKE IT TO THE NEXT STEPAT THE END OF THE PROCESS, ONLY A FEW PEOPLE REMAIN AVAILABLE TO PERFORM THE LAST ACTION
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
PEOPLE WHO PERFORM THE LAST ACTION WILL
1PEOPLE WHO ARE ACTIVE WILL 2PEOPLE WHO ARE PASSIVE WILL3BUY THE PRODUCTVISIT WEBSITEDEMOWATCH TVSLEEPA SIMPLE EXAMPLE
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University CONVERTED CUSTOMERS1ACTIVE PEOPLE2PASSIVE PEOPLE3F5DIGITALS DIGITALLY-ENABLED MARKETING FRAMEWORK
CONVERSIONLAST CALL TO ACTION OR LONG TERMENGAGEMENTMARKETING TACTICS, MOVING TO NEXT STEPACTIVATIONMECHANICS TO INITIATE THE SALES FUNNEL
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University F5DIGITALS DIGITALLY-ENABLED MARKETING FRAMEWORK
Gregory Birge for F5DIGITAL Consulting Pre Ltd 2012 4 Steps of Marketing in a Digital World
Campaign in a Digital World F5DIGITAL Consulting 2012
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 44CRITICAL: TRANSLATE THE TARGET INTO HUMAN TARGETS
HOW MANY PEOPLE DO YOU NEED TO BUY YOUR PRODUCT IN ORDER FOR YOU TO REACH YOUR TARGET? *800kE*Source : Lighting Local Marketing Activation Plan-Korea_update2 25/01 p2460K LED + 20% Cons Lum LED (20% x1.9M)400kEOBJECTIVE400kESALESE30E1kAVERAGE PRICETARGETVOLUME UNIT13k400ASSUMPTION#UNIT / PURCHASE1.51TARGET# CONSUMERS8.7k400LEDCons Lum
LEDCons LumLEDCons LumLEDCons LumLEDCons Lum
TRANSLATED TARGET: THE NO. OF PEOPLE NEEDED TO BUY YOUR PRODUCT
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 45At the endTADA !
PLAN THE ENTIRE CAMPAIGN BASED ON OBJECTIVES TV RADIOWEBSITEROLE IN THE ENTIRE CAMPAIGN PLANEND GOAL
SOLUTION
SOCIAL MEDIAONLINE SALESPROBLEMROLE IN THE ENTIRE CAMPAIGN PLANROLE IN THE ENTIRE CAMPAIGN PLANROLE IN THE ENTIRE CAMPAIGN PLANROLE IN THE ENTIRE CAMPAIGN PLANWHY TV AND NOT SOMETHING ELSE ?WHY TV IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE CTA TO NEXT STEPWHY RADIO, NOT SOMETHING ELSE ?WHY RADIO IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE CTA TO NEXT STEPWHY WEBSITE, NOT SOMETHING ELSE ?WHY WEBSITE IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE CTA TO NEXT STEPWHY SOCIAL, NOT SOMETHING ELSE ?WHY SOCIAL IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE CTA TO NEXT STEPWHY SALES, NOT SOMETHING ELSE ?WHY SALES IN THIS ORDER ?WHAT TO MEASURE TO DEFINE SUCCESSHOW IT CONTRIBUTES TO ENTIRE PICTURE SALES
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
STANDARDMARKETINGFRAMEWORKALIGNEDMEASUREMENTFRAMEWORK
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 47F5DIGITALS MEASUREMENT FRAMEWORK
NOT MEASUREDWHEN, USUALLY WRONGLAST MINUTE ADDITIONONE SHOT
TRADITIONAL APPROACHA LONG TERM PROCESSFROM PLANNINGTO FOLLOW UPCONSTANT MONITORF5DIGITALS APPROACH
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 49
DOES THIS LOOK FAMILIAR ? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
CLEANREPORTSARE DIFFICULT TO PRODUCE Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
MEASURINGSHOULD SYSTEMATICALLYLEAD TO BUSINESS INSIGHTS ANDACTION PLANS Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University DONT BOTHER WITH METRICS IF THERE ARE NO BUSINESS INSIGHTS OR ACTION PLANS Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 54WEEKLY MANDATORY AGENCY TRACKING MEETING
Cumulative valuesTimeEnd TargetProjected results
ActualsInstant pictureProjected actualsEnd performanceprojectionGap analysisGap analysisCorrection course
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
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AGENCIES ARE ACCOUNTABLE Gregory BIRGE for F5DIGITAL Pte Ltd The new role of Agency June 2012
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 56
AGENCYCLIENTCRUNCH TONS OF DATAEXTRACT RELEVANT DATADEFINE APPROPRIATE TARGETSDEFINE TEMPLATEPRESENT 1-PAGE SUMMARYRECOMMEND ACTION PLANDEFINE OBJECTIVESSELECT RELEVANT TACTICSIMPLEMENT TRACKERSDECISION
TO MAKE CLIENTS LIFE EASIER Gregory BIRGE for F5DIGITAL Pte Ltd The new role of Agency June 2012
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 57DATA COLLECTION
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University STEP 1STEP 2STEP 3POINT OF ORIGINACTIVITY FOR CTAFOLLOW UPPOINT OF ORIGINADDING A NEXT STEPWHAT FORMONITORING BENEFITS
HOW MANY PERSONHOW INCREASE %HOW MANY LEFT ?
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University MONITORING BENEFITS
MEDIA OR ACTIVITY HAVE A TRADITIONAL CONVERSION RATEWHAT CAN BE DONE TO INCREASE THE FINAL NUMBER ?HOW MANY PERSON100 000SEE AN ADCONVERSION RATE1%CLICKREACHING ONLY1 000REACH SITE500 000SEE AN AD1%CLICK5 000REACH SITEINCREASE ENTRY PIPE100 000SEE AN AD5%CLICK5 000REACH SITEINCREASE CONVERSION
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University WHICH ONE MATTERS THE MOST ? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Which one is the most important ?INCREASING THE PIPELINE(MORE PEOPLE TARGETED)OPTION 1OPTION 2INCREASING THE CONVERSION RATE(MORE PEOPLE SWITCHING)YOUR MEDIA AGENCY PRIORITYYOUR ONLY AND MAIN FOCUS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University Why ?INCREASING THE PIPELINE(MORE PEOPLE TARGETED)OPTION 1OPTION 2INCREASING THE CONVERSION RATE(MORE PEOPLE SWITCHING)VERY EASYMORE IMPRESSIONMORE BUDGETNOT VERY EFFECTIVENOT AS EASYDIFFERENT APPROACHSTRATEGYMESSAGEOFFERCOPYPLACEMENTTARGETVERY EFFECTIVE
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 63AS A CLIENT : YOU HAVE NO TIMEYOU NEED TO HAVE VERY CLEAR VIEWBUSINESS INSIGHTS,RECOMMENDATIONTO MAKE THE DECISION
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 64A SIMPLE PROBLEM10%90%SYSTEMSANALYZEWE ARE DOING THEEXACT OPPOSITE TODAY
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 651-PAGE METRICS DASHBOARD
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
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Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
STANDARDMARKETINGFRAMEWORKALIGNEDMEASUREMENTFRAMEWORK
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 70TRYING TO MAKE SENSE OUT OF DATA DOES NOT WORK
BannersWebsiteFacebookSearchCTRNo. of page viewsNo. of fansDIGITAL TACTICSCLICKSTREAM INFORMATIONInsights are difficultLimited learningNOT LINKED TO OBJECTIVE Gregory Birge for F5DIGITAL 3 Main Issues of Current Measurement
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 71THE CHALLENGES OF CURRENT MEASUREMENTS
THE ONLY MEASUREMENTISOLATED METRICSNO BUSINESS LINKOVERWHELMING DATA FLOW WITHOUT PROPER KNOWLEDGE
TRADITIONAL APPROACHONLY A COMPONENTBUSINESS LINKEDPART OF METRICS FRAMEWORKFEW IS BETTER THAN MANY
F5DIGITAL APPROACH
Gregory Birge for F5DIGITAL Metrics Challenge
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
CPPCPC
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 73F5DIGITALS METRICS FRAMEWORK IN A DIGITAL WORLD
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
74F5DIGITALS METRICS DICTIONNARY
INDIVIDUAL MEASUREMENTISOLATED VIEWUNCOORDINATED
TRADITIONAL APPROACHEVALUATION FROM MULTIPLE ANGLESINCREASED REALITY REFLECTIONTRANSLATES REAL RESULTS TO OBJECTIVESF5DIGITALS APPROACH
CLICKSTREAM METRICS
CALL TO ACTION METRICS
FINANTIAL METRICS
LONG TERM METRICS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
CLICKSTREAMMETRICS
ARE ISOLATED VIEWS OF THE CURRENT TACTIC Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 76WHAT IS A GOOD CLICKSTREAM MEASUREMENT?
CLICKSTREAM MEASUREMENTEVENTSATTENDANCE FIGURESPRINT ADGROSS RATING POINTWEBSITENO. OF PAGE VIEWSSOCIAL MEDIA PAGENO. OF FANSBANNERCLICK-THROUGH RATEMOBILE APPDOWNLOAD FIGURES AUGMENTED REALITYNO. OF PARTICIPANTSCRITICAL ELEMENTHOW DOES THIS ADDRESSMY OVERALL CAMPAIGN OBJECTIVE?
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 77The most critical elementMEDIA PLACEMENTCONVERSION RATEREACHINGDICTR# FANSBANNERFACEBOOK / TACTIC
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 78The most critical elementMEDIA PLACEMENTCONVERSION RATEREACHINGDOINGDICTR# FANSCTABANNERFACEBOOK / TACTICTHE ACTUAL CAMPAIGNSUCCESS MEASUREMENT
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
CALL TO ACTION METRICS
PUT TACTICS BACK INTO CONTEXT
HOW DO WE FLOW TO THE NEXT STEP OF THE CAMPAIGN? Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 80CTA REMINDER: NEVER STOP AT A TACTIC
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 81F5DIGITALS SOLUTION TO THE TACTICAL STOP AND GO
MIDDLE TACTIC CONVERSIONEND GOAL CONVERSION
TACTIC 1TACTIC 2TACTIC 3TACTIC 4TACTIC 5
ACTIVITY 1X PAXACTIVITY 2LESS PAXACTIVITY 3ACTIVITY 4ACTIVITY 5LESS PAXLESS PAXLESS PAXCALL TO ACTION 1CALL TO ACTION 2CALL TO ACTION 3CALL TO ACTION 4CALL TO ACTION 5
SALES OR LONG-TERM OBJECTIVEHOW MANY PEOPLE ARE LEFT AT THE END
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 82REMEMBER THE PREVIOUS CLICKSTREAM METRICS?
CLICKSTREAM MEASUREMENTEVENTSPRINT ADWEBSITESOCIAL MEDIA PAGEBANNERMOBILE APP AUGMENTED REALITYATTENDANCE FIGURESGROSS RATING POINTNO. OF PAGE VIEWSNO. OF FANSCLICK-THROUGH RATEDOWNLOAD FIGURESNO. OF PARTICIPANTS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 83CLICKSTREAM PLUS CTA MEASUREMENT EXAMPLE
CLICKSTREAM MEASUREMENTWITH CTA ADDEDEVENTS# DATA COLLECTED+PRINT AD# VIDEOS VIEWED +WEBSITE# SUBSCRIPTIONS+SOCIAL MEDIA PAGE# ACTIVE POSTS+BANNER# REGISTRATIONS+MOBILE APP# PURCHASES+AUGMENTED REALITY# DATA COLLECTED+ATTENDANCE FIGURESGROSS RATING POINTNO. OF PAGE VIEWSNO. OF FANSCLICK-THROUGH RATEDOWNLOAD FIGURESNO. OF PARTICIPANTS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
FINANCIAL MEASUREMENT
MARKETINGEFFECTIVENESS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
85WHY DO WE NEED FINANCIAL MEASUREMENTS?
DO WE REALLY HAVE TO ANSWER THAT QUESTION?A MUST-HAVE PART OF EVERY MEASUREMENTONE OF THE FEW FACTUAL/BRUTAL METRICSNOT JUST OUTPUT BUT INPUT TOO
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
86EXAMPLES OF FINANCIAL MEASUREMENT
1COST PER ACQUISITION2RETURN ON INVESTMENT3RETURN ON MARKETING INVESTMENT4SALES5COST PER LEAD
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 87
LONG TERM MEASUREMENT
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 88LONG-TERM MEASUREMENT
YOUR CAMPAIGN
NPS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 89LONG-TERM OBJECTIVE POINTERS
COUNTRY OBJECTIVESTAKES TIMECAN NOT BE ANSWERED WITH ONE CAMPAIGNREQUIRES REFERENCEWHERE DO WE START, WHERE WE WANT TO GOASSUMPTIONSWHEN NOT AVAILABLE, ASSUMPTIONS ARE OKPOST EVALUATIONWHEN NOT AVAIALBLE, POST EVALUATION OK1234WHAT YOU WANT TO ACHIEVE ?SET UP EARLY FOR LTLISTENING EXERCICES5
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 90ALLOCATING TACTICS BASED ON THEIR IMPACT
CAMPAIGN OBJECTIVECAMPAIGN METRICSPHASE 1PHASE 1 METRICSPHASE 2PHASE 2 METRICSPHASE 3PHASE 3 METRICSCAMPAIGN METRICSTACTIC 1TACTIC 2TACTIC METRIC 1TACTIC METRIC 2CAMPAIGN METRICSTACTIC 3TACTIC 4TACTIC METRIC 3TACTIC METRIC 4TACTIC 5TACTIC 6TACTIC METRIC 5TACTIC METRIC 6
TACTIC METRICS CONTRIBUTE TO PHASE METRICSPHASE METRICS CONTRIBUTE TO CAMPAIGN METRICS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
SELECTEDPRIORITYKPIs
STANDARDMARKETINGFRAMEWORKALIGNEDMEASUREMENTFRAMEWORK
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 92
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 938 Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 94 Microsoft
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 95INTERNAL PRE ALIGNED COMMON LANGUAGE
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 96
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University 97
MEASUREMENT IN A DIGITAL WORLD
MARKETING EFFECTIVENESS
NEURALIZER: BACKTRACKING
MARKETING FRAMEWORK
MEASUREMENT FRAMEWORK
4 PHASES FOR ANY CAMPAIGNACTIVATIONENGAGEMENTCONVERSIONAMPLIFICATION
MEASUREMENT STARTS FROM BACKFROM OBJECTIVEDEFINE END-GOALHUMAN CONVERSIONUP TO MEDIA NEEDEDMARKETING IN DIGITAL WORLD
J&J SPECIFICS METRICS
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
DOWNLOAD DECK HERE
www.f5digital.com I [email protected] I T: +65 6536 9766 Thank You!
Gregory Birge for F5DIGITAL Pte Ltd 2012Measurement in a Digital World I Rutgers University
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