Marketing Measurement - Measure to Manage!

*Measure it, Manage it! DIGITAL INNOVATION SERIES

#measure2manage @brunnerworks

Once upon a time, marketers walked into budget meetings like neighborhood junkies.

They couldn’t always justify how well they spent past handouts or what difference it all made.

They just wanted more money—for flashy TV ads, for big-ticket events, for Facebook, for, you know, getting out the message and building up the brand.

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Shaun QuigleyVP, Digital Practice Director [email protected] 741 8074 phone@squigster

Katie BicknellSVP, DirectorMeasurement & [email protected] 412 995 9546 phone


mailto:[email protected]


#measure2manage@brunnerworks



40% of respondents who are using online video lack a mechanism to measure video starts.

Of the 22.7% that are using mobile, 73% can measure if website visitors are coming from a mobile device, but only 30% are able to measure their mobile app conversions.

41% of those using social media lack a mechanism to measure social media conversion.

86% of respondents think conversion rate from online marketing activities is important to measure, but 25% cannot effectively measure it.

80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it.


3 framework pitfalls tools

7#measure2manage @brunnerworks

Measurement Glossary

METRIC : a measurement that makes it possible to compare “apples to apples”

BENCHMARK: a standard to measure against. “Where are we now?”

KPI: a metric to measure progress toward business goals. An outcome.

KPD: a metric that contributes directly to a KPI. A leading indicator.


“Too often we measure everything and understand nothing.”


“Too often we measure everything and understand nothing.”

Before you begin

1. What’s the business goal? 2. How will this effort help achieve it? 3. What will be measured? 4. How will it be measured? 5. Do benchmarks exist?


Courtesy: SpeckMedia.com



Earned

Bought

Owned

13

10 Commandments of Measurement


14

I

have clear marketing objectives


15

AB


benchmarks

objectives


• To increase awareness.

• To generate trial.

• To grow sales.


To _____ ______ from _____ to ______

by _______

ACTION VERB WHAT BENCHMARK METRIC POINT B METRIC

WHEN

SMART Objectives:


• To raise awareness.

• To generate trial.

• To grow sales.

• To increase awareness of XYZ Brand from 23% to 45% by end of Q3.

• To gain trail of XYZ New Product among 13% of lapsed customers by June 30, 2010.

• To increase year-over-year same store sales by 1% by the end of the Q2 campaign.

20

II

have faith in the funnel


Align Measurement by Target & Objectives CHANNEL/TRADE

• Brand Attributes, Benefits • Brand-Channel programs

• Trade Web traffic• Trade communications • Brand Buzz (trade)

•Participation in trade programs•Level of participation

•CRM Metrics•Trade Involvement Segmentation•Trade Satisfaction

•Trade net promoter score

CONSUMER

• Brand Awareness, •Perceptions• Recall

• Web Traffic, interaction • Brand Buzz (Social Media)• Program/CRM enrollment

• Offer response rates• Coupon redemption• Sales conversion rates

•CRM Metrics• Segmentation (4% Factor)• Customer Satisfaction

• Referral Program Response Rates• Customer Net Promoter Scores


22

III

easy ≠ effective


23

Sales Metrics

Brand Health

Website Traffic

Social Media Search

Campaign Metrics

CRM – new registrants

*Varies based on client objectives. +Varies based on data availability & quality.

CRM – relationship metrics

Product Usage


Broadcast Media

24

III

there’s no one magicnumber


27

IV

integrate short and long term

metrics



SHORT TERM

SITE TRENDS

Metric Goal ActualTotal visits #### #####Registrants #### #####Votes #### #####

TIME SPENT

Goal Actual0:00 0:00

32

Examples of Key Performance Indicators (Strategic Metrics)

Brand Performance Business Performance

•Awareness•Recall•Preference•Buzz Factor•Vitality•Loyalty•Net Promoter Score•Share of Voice•Customer Satisfaction/Advocacy •Stakeholder Opinion•Internal Measurements

Sales Growth• New Customers• Retention Rate• Increased Share• Increased Usage• Increased Profitability• Gross MarginDistribution Growth• New Retailers• Geographic Coverage (BDI/CDI)• ACV


LONG & SHORT Key Performance Indicators (Strategic Metrics)


Key Performance Indicators (Strategic Metrics)


Customer Relationship

33

Key Performance Drivers (Campaign Metrics)

Public Relations Media Digital DirectPrint/

ElectronicOnline, Social

PRTV/Print/Electronic

Online, Mobile, Social Media Advertising

Website, Mobile, etc.

Email, Mobile, Social Direct

Postal


YOU NEED BOTH

34

V

Fuse data into marketing

process




Earned

Bought

Owned


KATIECricket Mash-up

Objectives, Strategy Development

• Benchmarks• KPIs based on objectives

Marketing Plan Development

• ProForma• KPD metrics, sources

Campaign Execution & Optimization

• Review & Renew Sessions

Fuse measurement into the marketing process

38

VII

bridge themarketing/finance gap



finance marketing

40

VIII

RinseReuse

Recycle

41

IX

pressure your

partners


Ask your partners 1. Is measurement part of this project scope? 2. What tracking tools will be used? 3. How does reporting work? 4. What is the process and what resources are

needed on my end? 5. Who on your team is on the hook for

measurement strategy?

43

X

make it part of your culture



c-suite financeHR brand partners

What are we measuring? How are we measuring it?

45

I have clear objectives


II

III

IV

V

easy ≠ effective

there’s no one magic number

use short + long term metrics

have faith in the funnel

46

VI


VII

VIII

IX

X

bridge the gap with finance

rinse, reuse, recycle

pressure your partners

make it part of your culture

fuse data into the process


*Measure it, Manage it! DIGITAL INNOVATION SERIES

Shaun QuigleyVP, Digital Practice Director [email protected] 741 8074 phone@squigster

Katie BicknellSVP, DirectorMeasurement & [email protected] 412 995 9546 phone



