ROI & The New Measures of Success

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“Half of every dollar I spend on advertising doesn’t work, I just don’t know which half.”

Henry Ford (and numerous others)

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Our speakers…Hugh DaviesDirector of Corporate Affairs, Three

Stella BaylesPR Consultant, Trainer & Mentor

Russell McAthyManaging Director, Deliver Insight

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Hugh DaviesDirector of Corporate Affairs, Three

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Outcomes before outputs.  Objectives before measurement.  Measure what counts.

Hugh Davies

Corporate Affairs Director

Some insight from

“During the past five years, increased focus on:- demonstrating the value of investing in external

communications- reputation and the role the media plays in shaping

reputation- analysis of social media channels and content”

What do Boards value?

Principles?

Barcelona Principles1. Goal Setting First

2. Measuring Outcomes not Outputs

3. Measure Effect on Business Results

4. Quantity and Quality

5. AVEs not the Value of PR

6. Social Media Can and Should be Measured

7. Transparency and Replicability are Paramount to Sound Measurement

Corporate Goal

Communications Goals

• Reach

• Awareness

• Comprehension

• Attitude

• Behavioural

Evaluation Goals• Campaign support– Organisations

• Statement of support• Communication

– Individuals• Sign petition• Write to MP / Ofcom

• Positive coverage / endoresment

Measurement Criteria.• Early stage– Campaign partners– Active communications support

• Active Campaigning– Petition signatories– Letters to MPs / Ofcom– Attendance at events– Feedback from stakeholders– Media coverage

Measurement Criteria.

Outcomes not outputs!

Quantity and Quality.

Summary.

• Understand the Corporate Goal• Don’t be afraid to challenge / educate• Quality runs deep• If in doubt, Barcelona is cool!

Stella BaylesPR Consultant, Trainer & Mentor

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Searching for PR ROI in the age of

Favourability

Reach and Frequency

Key Messages

Headline mentionsBrand image count

Spokesperson quote

OTSAVE

Media type

Potential audience type

Logo

Awareness

Awareness

Consideration

Commitment

Experience

Loyalty

Advocacy

What happens next?

Target audience change+

business results

Barcelona Principles

Over half of all website traffic can

be attributed to PR

Over half of all website traffic comes from

natural search

Source: Annual Edelman Trust Barometer 2015

85% of spend

80% of clicks

What does this have to do with

PR?

The full algorithm 31

But we do know that it’s all about…

SolidTECHNICAL foundations

Engaging and useful CONTENT

Earned LINKS and SHARES

Huge opportunity for PR

SolidTECHNICAL foundations

Engaging and useful CONTENT

Earned LINKS and SHARES

Removal of sites with

spammy links

A future-proof PR report

Earned recommendation back to owned content

• 31 pieces of online coverage and 88 links to various pages on marketing.yell.com

• 9,757 page views for the infographics in just one month

• Total reach on Twitter alone spanned almost 1,800,000 users

• The content was shared almost 1,000 times on all social networks

(Links) 150 links

1000 social shares

DA: 59 (from 52)

5 keywords on page 1

30,000 visits from natural

200 NEW customers

Thank you!

@StellaBayles

CoverageBook.com/Resolution

Russell McAthyManaging Director, Deliver Insight

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Marketing Attribution in 5

slides

The way it should be

What attribution can do for business

Attribution is NOT just to media mix modelling

Attribution is NOT just to redistribute budget

Attribution is NOT just to support your econometrics modelling

Attribution should be used to better understand HOW consumers engage with your brand.

Marketers often become preoccupied with the attribution model they “pick”.

Attribution is about understanding the “truth” in the data you have. The moment you define a distribution weighting model, you manipulate it to become your exclusive version of this truth.

The only model that matters is the algorithmic model that uses the data available to create its weightings and scoring.

Last Click

First Click

Distributed

Bathtub

Time Decay

Random (Custom)

There is only 1 type of model that matters

Resourcing and the 80/20 RuleAttribution, like analytics, is all about data. The focus should always be on the insight that can help support business change.

A successful business should only invest 20% of its time and cost into the technology it uses, and 80% into the people with the right experience to align it with the businesses goals.

Within the 80% of people we need 80% “Clouds” and 20% “Dirt”

Clouds are the thinkers, innovators and insight leaders. The value of the attribution process comes from asking questions, not just answering them through reports.

Dirt refers to the people who are willing to get their hands dirty with the data. They deliver support with tagging to ensure data integrity

20%Technology

80%People

20%Dirt

80%Clouds

Business Integration

The key issue that attribution faces is psychological not technical.

Businesses are looking for attribution to better answer questions they already know.

Attribution is a fresh perspective on consumer behaviour, and the way that customers interact with a brand. New questions must be asked if we are to benefit from the true value.

For attribution to work in a business it needs to be integrated in all reporting and insight led decisions. It should not be led by any single channel or cost centre.

Attributed values are not just “a new set of numbers”, it’s a definitive mindset change into understanding true consumer behaviour.

Count of Visits Visitor Volume + CPS/CPA Customer Life Time Value

The Past The Present Your Future?

Offline to OnlineBusinesses who spend a significant percentage of their budget on offline media have always been short changed when it comes to analytics compared to their digital counterparts.

Attribution gives the offline media world a much better insight into their value by allowing a number of different views of impact on the overall brand ecosystem.

• Looking at the performance of media by location - showing impact by region

• The ability to show the performance through to sale of TV and the impact on the bottom line

• Testing different ads by location or through vanity urls and the impact on the total consumer interaction journey

When looking at aligning other data sources such as CRM or DMP’s to attribution data, we can generate more valuable insight as it puts a customer first view onto what is a marketing led dataset originally.

Thanks for viewing

Get in contact if you would like to know more.We work with brands in many sectors, all over the world.

We would love to work with you!

www.deliverinsight.co.uk

sales@deliverinsight.co.uk

Russell McAthyManaging Director

Next up: CRM & The Promise of Automation

Tuesday 15th September, 2015The Yorkshire Grey

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Before you go…

1. Say hello to three people you don’t already know2. Join the conversation online: #techmap3. Check out the podcast: soundcloud.com/techmap

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