View
710
Download
3
Category
Tags:
Preview:
Citation preview
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Measuring Digital
Marketing
• No one can tell you what will work
• Too many variables
• No silver bullet
• Digital is different than traditional
• No formula for success
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Why Do We Measure?
• Set benchmarks
• Find what’s important for your brand
• Determine what is working and what isn’t
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Digital Marketing
• Cheap• Easy• Adapt on the fly• Results in real time• Simple• Shift now from selling to the audience to selling to behavior
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Questions
• Start your analysis with questions and consider all forms of marketingsto measure
• -Do you budget for pay-per-click? -Do you wait for organic search? -Do you create banner ads on high traffic sites?
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
How To Start
• Use your intuition
• Look at your competitors
• Use your research
• Align measurement to goals and business strategy
• Trends
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Google Analytics
• Google Analytics= Data goldmine!
• Users: IP address, time stamp, referring pages, geolocation, browser data, cookies and more
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
http://www.google.com/an
alytics/tour.html
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Other sources of Traffic
• Ad campaign
• Newsletter
• Banner ads
• Affiliate marketing
Use a Tag!
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Key Performance
Indicators
• Focus on what’s important to your business
• Decide how to get maximum value from statistics
• Develop KPI= Key Performance
Indicators
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
KPI’s
• KPI are NOT METRICS
• Clearly aligned with business goals
• Defined by management
• Based on valid data
• Easy to understand
• Quantifiable
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Good Web based KPI’s
• Conversion rate
• Page views
• Absolute unique visitors
• New vs returning visitors: proportion of visitors who have been to your site before
• Bounce rates
• Abandonment rate
• Cost per conversion
• Your financial database
• Other Records• Newsletters or e-blasts open rates
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Test
Invest
Tweak
Reinvest
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
A/B Testing
• Split test your ads
• Copy
• Graphics
• Headlines
• Landing pages
• Calls to action
• Buttons
• Site design
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
ROI
Return On Investment!
Allows you to make marketing projections based on assumptions. Gives you a snapshot of how your investment or yielding results.
Bottom LINE!
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
7 Pillars of ROI
• Content
• Deign and User Experience
• SEO
• Digital Media Marketing
• CRM
• Social Media
• Mobile
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
ROI Example
The Apple Co. ran two campaigns at separate times of the year. The goal of an apple company is to sell apples on their website (who’d have thought).
• Campaign 1 achieved 10,000 visitors to the website, 200 orders, 12 enquiries & 500 email sign-ups. It cost $50k to run & delivered $13k of value, which equates to an ROI of $0.27.
• Campaign 2 achieved 9,000 visitors, 400 orders, 50 enquiries & 500 email sign-ups. It cost $50k to run & delivered $24k of value, which equates to an ROI of $0.49.
Now you can more easily compare the performance of each campaign. Campaign 1 returned $0.27 and campaign 2 returned $0.49, so campaign 2 was nearly twice as effective.
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Tools
• Radian 6
• Bit.ly
• SplashCube
• Email software
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
What is Ethics?
“Ethics is concerned with how we should live our lives. It focuses on questions about RIGHT and WRONG, fair and unfair, caring or uncaring, good or bad and responsible and irresponsible.”
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
AMA Guide the Ethics
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Examples:
• A marketing firm allegedly asked its interns to write positive product reviews on message boards
• A lobbying firms sent out letters using letterhead from other organizations
• Bloggers posted favorable reviews about products but failed to disclose they were paid for writing
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Time for A Poll
Take out your cellphones… we’re going to poll the room!
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Marketing and the Law
Copyright Privacy Slander Liability
Trademark
Can’t use the defense “The client told me to do.”
Marketers must practice ethic behavior.
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Libel & Slander
Libel= printed falsehood
Slander= oral falsehood
Defamation= the term used in court for either of these offenses
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Individuals vs. Public
Figure
Citizens have more rights than public figures.
Actual Malice= making a libelous statement while knowing the information was false or publishing the information with “reckless” disregard as to whether or not its false.
(corporations are considered public figures)
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Libel
A personal filing a libel suit usually must prove:
1. False statement was ommunicayion yo others through print, broadcast or electronic means
2. The person claiming to be libeled was indentiried or identifiable
3. There is actula injurt in the form of money loss, loss of repuration or mental suffing
4. The person making the statement was malicious or negligent
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Copyright Law
• Should a press release be copyrighted? Or an annual report?
• You need to know 1. Which organizational materials should be copyrighted and 2. How copyrighted materials of others can be used correctly
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Copyright
“Protections of a creative work from unauthorized use.”
DOES NOT PROTECT IDEAS, but it protects the way those ideas are expressed.
Ex: An idea for promoting a product can not be copyrighted but the brochures, drawings and news features, photos, videos, slogans etc. can be.
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Copyright Con’t
Take the time to protect your materials. It prevents competitors from capitolziing on your creative work.
They could create a copy of something and use it to mislead the public
Copyright starts from the moment a piece is published. (Legal filing is most effective)
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Fair Use
Fair use= part of a copyrighted article may be quoted directly , but it must be in relation to the length of the original work.
(Ex 1 paragraph from 750 words or 300 words from a chapter)
If you use copyright quote for advertising, you MUST get permission from the author.
Verbatum use requires quotation marks.
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Photography and Artwork
• Freelances retain rights and ownership
• Duplication is illegal (infringement)
• Freelancers charge on basis of use
• Parodies are not allowed unless given permission
• Logos on commercial products must pay a licensing fee
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Freelance writers
• Recently gained more control
• All freelancers own their original works, unless specified by the purchaser. Use must be clearly stated for both parties.
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Internet and Copyright
• Downloading material: Same rules apply to cyberspace as print.
• Uploading Material: owners can upload their own material, but third parties can’t.
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Trademark Law
Trademark: “Word, symbol or slogan the identifies a product or service origin.”
• Serves as an indicator of quality
• Brand recognition and credibility
• Always capitalized and never used as nouns
• What happens when trademarks become generic?
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Infringement
• Must be a registered trademark, used for exploitation or commercial purposes
• Misappropriation of personality is a form.
Ex: Using Robert Pattinson in an ad for your new soap.
You don’t have permission!
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
FTC Regulation
• Has jurisdiction to determine if ads are deceptive or misleading.
• Also has jurisdiction over product news releases, videos etc.
Look for words like authentic, certified, cure, custom-made, natural, unbreakable,first-class,perfect, low-carb and organic.
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Creative Commons
“Creative Commons helps you share your knowledge and creativity with the world.”
Looking for creative work
“Creative Commons has developed a search portal that allows you to find CC-licensed works through sources like Google and Flickr.”
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
Recommended