Celina Burnett - How to measure the ROI of campaigns

How to Measure the ROI of Campaigns – Celina BurnettGain Theory, UK, July 2015

How to Measure the ROI of Campaigns

Celina Burnett

15 July 2015

#NewMR 2015 Corporate Sponsors

#NewMR 2015 SupportersGreenBook

Schlesinger Associates


Data Access

Consultancy

Data Management Platforms

Analytic Practices & Technology

INDUSTRY EXPERIENCE

GLOBAL

IMPACT WHY?

CLIENT EXPERIENCE

SERVICES

ROI of client engagement

client retention over last

5 years

20% 90%

200+ consultants

Trusted adviser, with near

with experience in over30 markets

Introductions…


Consumer behavior is changing…


Ad spend is playing catch up

Print Radio TV Internet Mobile0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

4%

11%

37%

24% 24%

18%

11%

41%

23%

8%

% Time Spent in Media vs. % Advertising Spend (US, 2014)

Time Spent Ad Spend

Sources: eMarketer, IAB

Total Internet Ad

= $50B

Of Which Mobile Ad

= $13B


More emphasis on measurement

Which channels work well together?

What is the optimal mix to achieve my target?

What is the impact in the medium/long-term?

How should I invest in linear vs. VOD vs.

YouTube?

What is the impact (ROI, CPA) of each channel?

What is the role of social media?


More data and complexity


Where to start?

Ask yourself…

1. What are the campaign objectives? (Sales? Awareness?)

2. What data is available? What is appropriate?

3. What decisions will the measurement inform? When?

4. Define the approach and methodology

5. Set targets and benchmarks


Making Sense of Measurement

Digital Attribution

Online only

Granular Data

Daily/Weekly/Monthly

Tactical Insight

Market Mix Modelling

Online/Offline

Aggregate Data

Monthly/Quarterly/Annually

Strategic Insight

&


Measuring Campaign ROIMedia Contribution to Loans Applications, by Channel


Measuring Campaign ROI: Data

Dependent Variable

Business KPI e.g. Sales, Awareness,

Consideration

Internal Variables

Price, Promotions, Marketing spend by channel, PR activity, Social media WOM,

Website redesign etc.

External Variables

Seasonality, economic factors (interest rates,

unemployment), competitor activity (media spend, new

product launches) etc.


Campaign Optimisation

Diminishing Returns of Media Spend, by Channel

0

25,000

50,000

75,000

100,000

125,000

0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000

Yea

rly

Sal

es

Yearly Spend

TV Curve for charts Display Search Press Radio Outdoor

0

25,000

50,000

75,000

100,000

125,000

0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000

Ye

arl

y S

ale

s

Yearly Spend


0

25,000

50,000

75,000

100,000

125,000

0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000

Ye

arl

y S

ale

s

Yearly Spend



Case Study: Measuring Path to Purchase

CHALLENGE 1. What role do paid, owned and earned media play in the customer journey?

2. How do media work together across the journey stages?

3. How can we optimise activity to reach our goals?



APPROACH

•Awareness

• Involvement

•Consideration

Purchase

Price Promotions Seasonality

Economy Competitors Climate

Other external factors

Advertising TV OLV Print

OOHFacebook

paidOnline Display

Online

Paid search

Organic search Online

traffic Facebook earned

Facebook owned

(% spontaneous)

(% “Is a brand for me”)

(% first choice)

• Data modelled across the customer journey:



IMPACT • Analysis enabled the brand to measure the value of social for the first time

• Facebook drove no direct sales impact, but through awareness and consideration generated a 0.7% total sales impact

Purchase

Consideration

Involvement

Awareness

0% 25% 50% 75% 100%

Awareness Involvement Consideration FB Paid FB Owned FB Earned Other Factors


Thank You

Celina BurnettGain Theory

Twitter: @celinacburnettEmail: [email protected]

https://twitter.com/celinacburnett

https://twitter.com/celinacburnett

mailto:[email protected]


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