1. BDMM 4336
Measuring Digital
Marketing
• No one can tell you what will work
ROI,
Analytics & • Too many variables
Media Ethics • No silver bullet
Class • Digital is different than traditional
13/14
Fall 2011 • No formula for success
@AndreaGenevieve
andream@stedwards.edu

2. BDMM 4336
Why Do We Measure?
ROI,
Analytics & • Set benchmarks
Media Ethics • Find what’s important for your
Class brand
13/14 • Determine what is working and what
Fall 2011
isn’t
@AndreaGenevieve
andream@stedwards.edu

3. BDMM 4336
Digital Marketing
ROI,
• Cheap
Analytics &
• Easy
Media Ethics
• Adapt on the fly
Class
• Results in real time
13/14
Fall 2011 • Simple
• Shift now from selling to the audience
to selling to behavior
@AndreaGenevieve
andream@stedwards.edu

4. BDMM 4336
Questions
ROI,
Analytics & • Start your analysis with questions
Media Ethics and consider all forms of marketers
to measure
Class
13/14
Fall 2011 • -Do you budget for pay-per-click?
-Do you wait for organic search?
-Do you create banner ads on high
traffic sites?
@AndreaGenevieve
andream@stedwards.edu

5. BDMM 4336
How To Start
ROI,
Analytics & • Use your intuition
Media Ethics • Look at your competitors
Class • Use your research
13/14
• Align measurement to goals and
Fall 2011
business strategy
• Trends
@AndreaGenevieve
andream@stedwards.edu

6. BDMM 4336
Google Analytics
ROI, • Google Analytics= Data goldmine!
Analytics &
Media Ethics
Class
• Users: IP address, time stamp,
13/14 referring pages, geolocation,
Fall 2011 browser data, cookies and more
@AndreaGenevieve
andream@stedwards.edu

7. BDMM 4336
http://www.google.com/an
alytics/tour.html
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

8. BDMM 4336
Other sources of Traffic
ROI,
• Ad campaign
Analytics &
• Newsletter
Media Ethics
• Email
Class
• Banner ads
13/14
Fall 2011 • Affiliate marketing
Use a Tag!
@AndreaGenevieve
andream@stedwards.edu

9. BDMM 4336
Key Performance
Indicators
ROI,
Analytics & • Focus on what’s important to your
Media Ethics business
Class • Decide how to get maximum value
13/14 from statistics
Fall 2011
• Develop KPI= Key Performance
Indicators
@AndreaGenevieve
andream@stedwards.edu

10. BDMM 4336
KPI’s
ROI,
Analytics & • KPI are NOT METRICS
Media Ethics • Clearly aligned with business goals
Class • Defined by management
13/14
• Based on valid data
Fall 2011
• Easy to understand
• Quantifiable
@AndreaGenevieve
andream@stedwards.edu

11. BDMM 4336
Good Web based KPI’s
ROI,
• Conversion rate
Analytics & • Page views
Media Ethics • Absolute unique visitors
Class • New vs returning visitors: proportion
13/14 of visitors who have been to your
Fall 2011 site before
• Bounce rates
• Abandonment rate
• Cost per conversion
• Your financial database
• Other Records
• Newsletters or e-blasts open rates
@AndreaGenevieve
andream@stedwards.edu

12. BDMM 4336
Test
ROI, Invest
Analytics &
Media Ethics
Class
13/14
Tweak
Fall 2011
Reinvest
@AndreaGenevieve
andream@stedwards.edu

13. BDMM 4336
A/B Testing
ROI,
• Split test your ads
Analytics &
• Copy
Media Ethics
• Graphics
Class
• Headlines
13/14
Fall 2011 • Landing pages
• Calls to action
• Buttons
• Site design
@AndreaGenevieve
andream@stedwards.edu

14. BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

15. BDMM 4336
ROI
ROI,
Analytics & Return On Investment!
Media Ethics
Class Allows you to make marketing
13/14 projections based on assumptions.
Fall 2011
Gives you a snapshot of how your
investment or yielding results.
Bottom LINE!
@AndreaGenevieve
andream@stedwards.edu

16. BDMM 4336
7 Pillars of ROI
ROI,
Analytics & • Content
Media Ethics • Deign and User Experience
Class • SEO
13/14
• Digital Media Marketing
Fall 2011
• CRM
• Social Media
• Mobile
@AndreaGenevieve
andream@stedwards.edu

17. BDMM 4336
ROI Example
ROI, The Apple Co. ran two campaigns at separate times of the
Analytics & year. (The goal of an apple company is to sell apples
on their website)
Media Ethics
Class • Campaign 1 achieved 10,000 visitors to the website,
200 orders, 12 enquiries & 500 email sign-ups. It cost
13/14 $50k to run & delivered $13k of value, which equates
Fall 2011 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
@AndreaGenevieve
twice as effective.
andream@stedwards.edu

18. BDMM 4336
• Radian 6
Tools
• Bit.ly
ROI, • Eloqua
Analytics & • Altimeter Group
Media Ethics • Salesforce
Class
13/14
• Email software
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

19. BDMM 4336
Time for A Poll
ROI,
Take out your
Analytics & cellphones… we’re
Media Ethics going to poll the
Class room!
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

20. BDMM 4336
What is Ethics?
“Ethics is concerned with how we should
ROI,
live our lives. It focuses on questions
Analytics &
about RIGHT and WRONG, fair and
Media Ethics
unfair, caring or uncaring, good or bad
Class
13/14
and responsible and irresponsible.”
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

21. BDMM 4336
AMA Guide the Ethics
ROI, ETHICAL NORMS
As Marketers, we must:
Analytics &
1.Do no harm. This means consciously avoiding harmful actions
Media Ethics or omissions by embodying high ethical standards and adhering
to all applicable laws and regulations in the choices we make.
Class
2. Foster trust in the marketing system. This means striving for
13/14 good faith and fair dealing so as to contribute toward the
Fall 2011 efficacy of the exchange process as well as avoiding deception
in product design, pricing, communication, and delivery of
distribution.
3.Embrace ethical values. This means building relationships and
enhancing consumer confidence in the integrity of marketing
by affirming these core values:
honesty, responsibility, fairness, respect, transparency and
citizenship.
@AndreaGenevieve
andream@stedwards.edu

22. BDMM 4336
Examples:
ROI,
Analytics & • A marketing firm allegedly asked its
Media Ethics interns to write positive product
reviews on message boards
Class
13/14 • A lobbying firms sent out letters
Fall 2011 using letterhead from other
organizations
• Bloggers posted favorable reviews
about products but failed to disclose
they were paid for writing
@AndreaGenevieve
andream@stedwards.edu

23. BDMM 4336
Marketing and the Law
ROI,
Copyright Privacy
Analytics &
Media Ethics Slander
Class Liability
13/14 Trademark
Fall 2011
Can’t use the defense “The client told
me to do.”
Marketers must practice ethic
behavior.
@AndreaGenevieve
andream@stedwards.edu

24. BDMM 4336
Libel & Slander
ROI,
Analytics & Libel= printed falsehood
Media Ethics Slander= oral falsehood
Class
13/14
Fall 2011
Defamation= the term used in court
for either of these offenses
@AndreaGenevieve
andream@stedwards.edu

25. BDMM 4336
Individuals vs. Public
Figure
ROI,
Citizens have more rights than public
Analytics &
figures.
Media Ethics
Class
13/14 Actual Malice= making a libelous
Fall 2011 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)
@AndreaGenevieve
andream@stedwards.edu

26. BDMM 4336
Libel
ROI,
A personal filing a libel suit usually must prove:
Analytics & 1. False statement was communicated to others
Media Ethics through print, broadcast or electronic means
Class 2. The person claiming to be libeled was
13/14 identified or identifiable
Fall 2011 3. There is actual injury in the form of money
loss, loss of reputation or mental suffering
4. The person making the statement was
malicious or negligent
@AndreaGenevieve
andream@stedwards.edu

27. BDMM 4336
Copyright Law
ROI,
Analytics & • Should a brochure be copyrighted?
Media Ethics Or an annual report?
Class
13/14 • You need to know 1. Which
Fall 2011
organizational materials should be
copyrighted and 2. How copyrighted
materials of others can be used
correctly
@AndreaGenevieve
andream@stedwards.edu

28. BDMM 4336
Copyright
ROI,
“Protections of a creative work from
Analytics & unauthorized use.”
Media Ethics
Class DOES NOT PROTECT IDEAS, but it protects the
13/14 way those ideas are expressed.
Fall 2011
Ex: An idea for promoting a product can not be
copyrighted but the brochures, drawings
and news features, photos, videos, slogans
etc. can be.
@AndreaGenevieve
andream@stedwards.edu

29. BDMM 4336
Copyright Con’t
ROI,
Take the time to protect your
Analytics &
materials. It prevents competitors
Media Ethics from capitalizing on your creative
Class work.
13/14
Fall 2011
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)
@AndreaGenevieve
andream@stedwards.edu

30. BDMM 4336
Fair Use
ROI,
Analytics & Fair use= part of a copyrighted article
Media Ethics may be quoted directly , but it must
be in relation to the length of the
Class
13/14 original work.
Fall 2011 (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. (paraodies
are loopholes)
Verbatim use requires quotation
@AndreaGenevieve marks.
andream@stedwards.edu

31. BDMM 4336
Photography and Artwork
ROI,
Analytics & • Freelances retain rights and
Media Ethics ownership
Class • Duplication is illegal (infringement)
13/14 • Freelancers charge on basis of use
Fall 2011
• Parodies are not allowed unless
given permission
• Logos on commercial products must
pay a licensing fee
@AndreaGenevieve
andream@stedwards.edu

32. BDMM 4336
Freelance writers
ROI,
Analytics & • Recently gained more control
Media Ethics • All freelancers own their original
Class works, unless specified by the
13/14 purchaser. Use must be clearly
Fall 2011 stated for both parties.
@AndreaGenevieve
andream@stedwards.edu

33. BDMM 4336
Internet and Copyright
ROI,
Analytics & • Downloading material: Same rules
Media Ethics apply to cyberspace as print.
Class • Uploading Material: owners can
13/14 upload their own material, but third
Fall 2011 parties can’t.
@AndreaGenevieve
andream@stedwards.edu

34. BDMM 4336
Trademark Law
ROI,
Analytics & Trademark: “Word, symbol or slogan
Media Ethics the identifies a product or service
origin.”
Class
13/14
Fall 2011
• Serves as an indicator of quality
• Brand recognition and credibility
• Always capitalized and never used
as nouns
• What happens when trademarks
become generic?
@AndreaGenevieve
andream@stedwards.edu

35. BDMM 4336
Infringement
ROI,
Analytics & • Must be a registered trademark,
Media Ethics used for exploitation or commercial
purposes
Class
13/14 • Misappropriation of personality is a
Fall 2011 form.
Ex: Using Robert Pattinson in an ad for
your new soap.
You don’t have permission!
@AndreaGenevieve
andream@stedwards.edu

36. BDMM 4336
FTC Regulation
ROI,
Analytics & • Has jurisdiction to determine if ads
Media Ethics are deceptive or misleading.
Class • Also has jurisdiction over product
13/14 news releases, videos etc.
Fall 2011
Look for words like authentic,
certified, cure, custom-made,
natural, unbreakable,first-
class,perfect, low-carb and organic.
@AndreaGenevieve
andream@stedwards.edu

37. BDMM 4336
Creative Commons
ROI,
Analytics &
Media Ethics
Class Looking for creative work?
13/14
Fall 2011
“Creative Commons has developed a search
portal that allows you to find CC-licensed
works through sources like Google and
Flickr.”
@AndreaGenevieve
andream@stedwards.edu