Measuring Digital Campaign Effectiveness. Oisin Byrne, Managing Director at iReach.

1. How world class companies optimise
the digital experience
Oisin Byrne
iReach HQ
www.ireachhq.com
Insights to Impact

2. This briefing aims to demystify the process of measuring digital media marketing
efforts and connecting measurable successes back to real business outcomes.
You will learn to align digital media metrics with business objectives, distil live
digital data into actionable insights.
GOALS OBJECTIVES STRATEGY TACTICS KPIs

3. www.ireachhq.com
- Digital Optimisation – Paid, Earned Media and Owned Media
- Improvement Areas for Customer Engagement
- Research methods to enhance Digital Effectiveness
- Q&A and Close
- Sample Case Studies
- Appendix
Digital Campaign Effectiveness

4. www.ireachinsights.com

5. www.ireachhq.com
iReach – Insights through Innovation:
First Online Omnibus in Ireland
iReach Multibus launched in 2010 and now runs every 2 weeks
Largest and most robust proprietary Consumer
Research Panel in Ireland
40,000 Adult Consumers in ROI and NI
Only Business Research Panel in Ireland
9,000 Line of business decision makes in companies of all sizes
Qual, Quant and Digital
Integrated research methods and evolving techniques
In-house developed Research Software
Mobile, Video Groups, Research Communities and Panel Management

6. www.ireachhq.com
iReach – Insights through Innovation:
Partnership approach to Projects
Support brands across all industries and business issues
Research Solutions to drive Business Success
Including Ad and Concept Testing, Trackers, C-Sat, Advocacy and Pricing
Models
Connect Insights to Performance KPIs
Inspiring Knowledge – Using Data Analytics, Communities and Research to
generate actionable Insights
Support 100’s of projects each year
Many Hybrid Projects of Surveys and Focus Groups in ROI, NI and Overseas
Regular Award Winners
Members of ESOMAR, AMA, MII and recognised by Media Awards, AIM Awards,
Marketing Society and European Communications Excellence Awards

7. www.ireachhq.com
Digital Marketing Spend is forecasted to increase to 35% of total
advertising budgets by 2016 —Forrester Research

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Digital Media and Consumer Engagement

9. Paid Media
- Maximise your brand and product
awareness

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How Digital Media can enhance performance using measurable KPIs
How do consumers truly
feel about our brand
and
products?
What complaints do
people have about our
company or
competitors?
Why are consumers
choosing another brand
over our own?
What do our
advertisements
and marketing really
“mean”
to people?
What are the most
important factors to
consumers when
choosing a product in
our category?
Who are the most
influential individuals
regarding our brand,
category or topic of
interest?
iReach provides the
advice and support
services to build a
measurable Digital
Media Success
Framework as well as
the Feedback and
Analytics tools to turn
digital engagement into
actionable insights and
enhance return on
investment

11. Eye Tracking – Digital Creative and Campaign Testing
Areas of Interest and Heat Maps

12. Eye Tracking – Creative Testing
 Eye tracking allows you to look through the eyes of the consumer while they interact
with the product or media in real time.
 The recommended sample size for eye tracking studies is a minimum of 30 participants
to provide a valid sample.
 Specifically Eye tracking tells us what draws people’s attention, what people find
interesting.
 The Important Metrics in Eye Tracking studies include;
 First fixations
 Most fixations
 Gaze time
 Fixation order

13. Eye Tracking – User Experience
 Eye tracking can be used to measure and compare the
effectiveness of different website designs.
 Specifically it can be used to:
 Understand what attracts or distracts users
 Usability and Navigation
 Compare the ease of use and digestibility of different
information and systems.
 Indications that the user might be confused
 Looking in places that do not help in task
completion
 Facial expressions and mouse movement

14. Eye Tracking – Shelf and Package Testing
 Analysis of shelf pop
 purchase intent
 findability of products
 To decide on the optimal placement or location of an
ad, the best shelf location for a product and the most
attractive product design.
 To access which product design draws attention to
the intended information.

15. iReach Eye-Tracking
Look through the eyes of your customers
New Glasses technologies allow us to measure
visibility and engagement anywhere, in-store, OOH
or online
Eye-Tracking can be used to see how consumers
are engaging with your adverts, promotions, on
shelf products and package design
Based on a user’s gaze and engagement we can
obtain insight into their subsequent behaviours and
actions
Explore the possibilities using real consumers in
real shopping and retail environments

16. • Individual In-depths
• Family Based Research
• In home Ethnographic
- Packaging and Usability
- ‘Over the Shoulder’ Research
- Media and Smart Device Usage
- Video Narrative
• Websites and Content
- Access and Usability
- TV and Media Consumption
Video@Home by iReach

17. Customer Closeness Sessions
Learn to think like your customers
Get together with your customers – engage in activities,
digital campaigns and brainstorming sessions
Understand how your customers engage, research,
interact with your product or service and make decisions
Learn exactly what your customers are thinking in terms
of their needs and expectations to support ad campaigns
We create a common understanding between you (and
your staff) with your customers
Put consumers at the heart of your digital campaigns
Breakdown Silos
Brainstorming
Workshops

18. Earned Media
- Maximise engagement and
conversations with advocates

19. iReach Conversations – Research Communities
Extending our expertise to you
 iReach has built a Community Research Platform
which provide a wide range of qual, quant and
social tools
 iReach support full Community Recruitment and
on-going Panel Management to ensure the
community is robust and insights are valid
 iReach provide Community Management Services
to drive engagement and generate on-going
insights
 Mixed Social, Qual and Quant techniques to study
‘stated’ activities against actual online activities
Discussion Forum
Participants share opinions,
comment on rich media, tag
images and even test websites
Idea Voting
Voting allows for members to add
ideas and earn votes to hit the top
of the winning ideas list
Website Usability
Participants share opinions,
comment on rich media, tag
images and even test websites
Rewards and Prizes
Voting allows for members to add
ideas and earn votes to hit the top
of the winning ideas list
Video Groups
Video Discussion Groups and
Instant Chat features are
available for in-depth research
Surveys and Polls
Quick Polls and Structured
Surveys are fully supported as is
Usability and User Testing
Co-Creation
Video Discussion Groups and
Instant Chat features are
available for in-depth research
Product Testing
Members sign-up to take part
in at home product tests or
sampling projects

20. Use the iReach Research Platform for in-house projects
Use our technology for your projects
 iReach can deploy platform for internal use to
generate insights, Ideas and share Knowledge
 Repository for all Insights and Market Intelligence
across internal stakeholders
 Extend to Brand Advocates or Prospects to
become a platform for Idea generation, Invention
and knowledge sharing across consumers and
internal teams
 Same research software platform if used for
Branded Consumer Communities

21. www.ireachinsights.com
ADVOVACY
CONSUMERS ENGAGE
IN UNSOLICITED DISCUSSION
OF THE BRAND WITH OTHER CONSUMERS
ENGAGEMENT
CONSUMERS DEMONSTRATE GREATER OR MORE
FREQUENT INTERACTION WITH THE BRAND AND
SHARING
PARTICIPATION
CONSUMERS MAKE SIMPLE EFFORTS TO ENGAGE WITH THE
BRAND
BRAND AWARENESS
CONSUMERS PASSIVELY RECEIVE BRAND MESSAGES
Digital and Social Media – Shifting from Awareness to Advocacy
SEO and Adverts
Websites
Social Media
Communities

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What does social analytics looks like
Social Conversations about when to get the best deals in Dundrum
“@ohhellofriend hittin
up Dundrum with the
hubs and friends!”
-@Bri_Kim
“Who knew best
Dundrum would be
soo much fun!!!”
-@BExclusives

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Mentions don’t reflect the mood or sentiment
Is it good or bad?
Analysing the data for sentiment
and topics allows you to drill-down
on what’s important.
What do people like and dislike
about my brand? What are their
un-met needs?
How does this compare to the
competition? Why are customers
recommending them?
Are my campaign messages
cutting through?
What is the emotional reaction to
my campaign?
What language do your customers
use when they talk about you?
People are talking about
my campaign, but what
are they saying?

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Source Key Influencers
Who are the influencers and what is their reach
Volume

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Benchmark Social Share of Voice

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Case Study: Aldi outperformed lead Sponsors in Share of Voice
LIDL vs ALDI SoV

27. Owned Media
- Maximise the impact of consumer
engagement with the media you own

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Feedback
Analytics
On-Page
Analytics
What
+
Why
“[Digital analytics] can not,
no matter how much you
torture the data, tell you
WHY something
happened.”
- Avinash Kaushik (Occam’s Razor)
Difficult to capture the full picture of digital behaviour

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Source: Adobe 2014 Digital Marketing Optimization Survey
Few companies spend on measuring effectiveness

30. http://ireachhq.com/
Owned Media – Websites and Digital Media
Intelligent Feedback to align with Campaigns
• Site Intercept is all about capturing value from your website
visitors with targeted, engaging messages.
• Site Intercept software makes targeting specific website visitors
simple with an intuitive point and click interface.
• Right Message, Right Time without need for IT or Developers.
• Complete control over branding and message.
• Grab attention with dynamic messages: Sliders, Feedback
Links, InfoBar, PopOvers.
• Your website visitors are valuable. Getting the right message in
front of your visitors and increase key conversion metrics.

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React dynamically to visitors Digital Journey in real-time
Website visitors intercepted based on actions or events
The
different
steps
Create branded,
dynamic
messages
Define your
target visitors
Define
Transactional,
Events and
Conversion
variables

32. Digital Campaign Effectiveness
– What does success look like

33. www.ireachhq.com
80% of your company’s future revenue will come from just 20%
of your existing customers. —GARTNER

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Page-Level Engagement
Key Goals & Elements
• Find out what information is lacking on a page
• Can be as simple as asking, “Was this page
helpful?”
• Can be incorporated directly with the right
software and should appear as a seamless
part of your page
Areas of Impact
• Page conversion (percentage of visitors who
complete the objective of the page)
• Website Conversion (percentage of visitors
who complete the objective of the site)

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Key Goals & Elements
• The equivalent of asking, “Are you finding what you
need?”
• Should be discreet and mimic the flow of an actual
conversation
• Capture critical information regarding individual
experiences that you can use to drive conversion
Areas of Impact
• Site conversion (percentage of visitors who
complete the objective of the site)
• Converted business (dollar value of business that
resulted from solutions offered during the survey)
• NPS (net promoter score for site visitors)
Help and Support Engagement

36. www.ireachhq.com
Site Exit Engagement
Key Goals & Elements
• Lost traffic and sales are recoverable in many cases
• Surveys can be triggered when a visitor’s behaviour
suggests they are likely to abandon
• Incentives like shipping coupons can be offered
within the survey flow to increase conversion
Areas of Impact
• Site conversion (percentage of visitors who
complete the objective of the site)
• Converted business (dollar value of business
that resulted from solutions offered during
the survey)

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Post-Transaction Engagement
Key Goals & Elements
• Find what you can do to improve the digital / buying
experience and increase share of wallet (SOW) or repeat
business
• Focus on the top 2 to 5 questions that matter
• Within the survey flow you can make specific offers to
encourage additional purchases or loyalty
Areas of Impact
• Customer retention (percentage of renewing vs.
non-renewing customers)
• Cross-selling rate (percentage of purchases that
include two or more products)

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Profile-Building Engagement
Key Goals & Elements
• Fulfil the needs of each of your visitor segments by
understanding their preferences
• Surveys can ask why visitors are on the site or what
they’re looking to find
• You should be able to target specific profiles based
on device type, gender, location, and other
important criteria
Areas of Impact
• Promotion effectiveness rate (percentage
increase in brand awareness your ad space
provides to target segments)
• Segment revenue growth (revenue growth for
target segments)

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73% of companies not currently conducting user experience testing
will do so in the next 12 months—QUICKSPROUT

41. www.ireachhq.com
User Experience (Ux) and Usability
Key Goals & Elements
• Individual Lab Testing and Group Discussion
• Website Usability Testing with Morae
• Outputs to improve usability and engagement
• Online Shopping Journey
• Digital Campaigns
Areas of Impact
• Reduced shopping cart abandonment
• Use geolocation more effectively, especially to
help answer queries
• Removed bottlenecks to building basket for TV
and Broadband bundles

42. Digital Media
- Optimise the experience

43. http://ireachhq.com/
Final Tips for Digital Metrics
1. Digital Campaigns Optimisation Framework
1. Plan
2. Listen
3. Respond
4. Engage
5. Measure
2. Understand Owned, Earned and Paid
3. Measure growth and engagement for each
4. Combine content strategy for each campaign
5. Consider including common KPI metrics for
each platform and for each campaign

44. www.ireachhq.com
iReach Digital Effectiveness allows for the following:
Flexibility
Offer customisable ways of capturing the voice of your site visitors without
impacting on their visit or digital journey
Responsiveness
Engage users immediately based on dynamic real-time feedback to drive
conversions using a mix of digital content and triggers
Precision
Target specific profiles exactly when you want with the dynamic content
you want, and where most impactful online
Ease of Use
Implement without IT or SW Development Resources

45. www.ireachhq.com
THANK YOU
iReachHQ
ireachinsights
Oisin Byrne
Managing Director, iReach
oisin.byrne@ireach.ie
Phone: 01-214-3741
www.ireachhq.com

46. Insights to Impact
Digital Campaign Effectiveness Measurement
Digital Effectiveness Case Studies

47. www.ireachhq.com
“Site Intercept makes me look like
a rock star.”
EASY
SITE INTERCEPT
FEELS EFFORTLESS
20X
INCREASE IN
RESPONSE RATES
13%
INCREASE IN SITE
CONVERSION RATES
+8 points
NPS GAIN
“Before Site Intercept, we only
sent 3 surveys per year because
the process was so laborious.
After Site Intercept, we quickly
realized that gathering insights
did not require an entire team of
people like it did in the past.”
“We were only seeing about
1,000 total annual responses
from all our surveys sent
worldwide to 225 countries.
But with Site Intercept, we
received 20X more responses
in just 1 month and from just
2 countries!”
“After we switched to Site
Intercept, we were able to
immediate take action on the
data we were collecting.”
“I can’t advocate for this
product enough because it
makes life easier for me and
my team.”

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Integration
WITH ADOBE ANALYTICS
48%
REDUCTION IN EXIT
RATE
Site feedback
ACROSS THE DIGITAL
CUSTOMER JOURNEY
Conversion
CHANGES MADE IN HOURS
WITH NO IT SUPPORT
“Bankwest implemented
Qualtrics with Adobe Analytics
integration to improve their
digital customer experience and
website conversion rates.
Bankwest were experiencing a
19% site exit on their credit card
online application form. Based
on Qualtrics data, Bankwest
redesigned the page to clearly
show there was one more step
to complete the form and
reduced the exit rate by 48%.
Bankwest captures site feedback
at many customer touch points
across the website customer
journey in order to make it easier
to find key information and make
digital experiences more
effective, easy and enjoyable.
“Bankwest uses Site Intercept to
launch pages in hours and with
no IT support. Their website is
constantly updated with optimal
usability based on the needs of
their website visitors which
resulted in increased website
conversion and revenues.
“Site Intercept allows us to understand the
‘why’ behind website visitor behaviour”
Research | Connect | Answer

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40%
FASTER RESPONSE
TIMES
30%
INCREASE IN
CONVERSION RATES
10%
INCREASE IN
ENGAGEMENT RATES
RESERVED NEGATIVE
PRESS TRENDS AND
GENERATED POSITIVE
PRESS
“Qualtrics technology helped
create faster and easier
experiences for millions of
healthcare seekers on the
highest volume healthcare
website in the world.
Qualtrics collected website
feedback from 130 million
individuals using site-specific
targeted surveys to make
changes in real-time and
dramatically improve site
conversion.
Better experiences translate to
higher engagement and
satisfaction which increased
registration numbers.
“Press coverage for
HealthCare.gov has virtually
done a 180 from negative to
positive – driven largely by the
insights from Qualtrics solutions.
10 million Registrations
made fast and easy by Site Intercept

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DEEPER AND MORE
HOUSTIC AUDIENCE
INSIGHTS
30%
HIGHER SITE CONVERSION
+10 Points
INCREASE IN NPS
Double Digit
INCREASE IN BRAND
AWARENESS
““We collect a ton of data that
provides us with consumer
insights to help us better profile
our audience on what they
watch, when, how much they
watch, which platforms they use,
and why.”
“Since advertisements are a
primary source of revenue,
we’re in a stronger position
when our site conversion
metrics beat competition.”
The NPS data provided by Qualtrics
helps our product teams to
understand what our consumers are
currently thinking about our brand,
the extent that they are willing to
recommend us to others, and how
we can improve our products for
the future.”
“Qualtrics insights have resulted
in successful new product
launches, increased revenue,
and double digit increases in
awareness, all of which help to
position CBS Interactive
competitively in the digital
marketplace.”.
“Site Intercept drove millions in ad revenue, and
double digit increases in brand awareness.”

51. iReach Insights – Offerings,
Methods and Techniques
Insights to Impact

52. Message and Proposition Testing
Test new message and proposition concepts using either qual or quant research in
support of new campaigns or client pitches.
PR and Media Activities
Use research ‘nuggets’ to support campaigns across Business and Consumer cohorts
as well as specialist groups such as Mums, Heartburn sufferers etc.
Shopper and Consumer Analytics
Engage with shopper research for increased insights by measuring campaign impact
on sales results feeding into and marketing strategy and campaigns.
Ad Effectiveness and Impact on Brand KPIs
Imbed pre-campaign measures to accurately measure how ad campaign shifts key
Brand measures or KPIs.
Social Insights and Digital Campaign KPIs
Your brand will be able to blend social media with market research to better
understand your audience and create actionable business insights.
Research Solutions

53. Segmentation and Brand Tracking
Help your clients to create a clear strategy and build a more suitable approach to their
customers improving your commercial strategy and ROI.
Satisfaction and Advocacy
Put customers are the heart of research to make better decisions for creating optimal
products and services leading to increased customer satisfaction and advocacy.
Route to Market
What is the purchase journey and how does advertising impact on the consumer route
to market.
Ad and Concept Testing
Use research to optimise the message and call to action, adapt the sales and
marketing strategy with pre and post campaign research.
Research Solutions

54. Consumer Decisions
Business Decisions
48,500+ Members
iReach Conversations
Site Intercept
Research Platforms
Paid Earned
iReach Research Methods aligning with Media
Site Intercept and UX
Video@Home
iPick by iReach
Owned

55. iReach Insights
Bringing you closer to the Consumer
QUAL | QUANT | DIGITAL

56. iReach proprietary Research Panels
Consumer and
Business Research
Panels in Ireland

57. Marketing to Women
• Qual and Quant Research
Mums and Infants
• Pre and Post Pregnancy
Family and Youth Panels
• Family ‘in the home’ based research
• Youths ‘entering the workforce’
• 2nd and 3rd Level Students
Business Decisions Panel
• Line of Business Decision Makers
• SOHO, SME, Enterprise and Public Sector
iReach Specialist Panels

58. iReach Insights
Bringing you closer to the Consumer
RESEARCH METHODOLOGIES

59. Monthly Omnibus
• 1,000 responses for Adults in Ireland on a Nationally Representative
Basis (Age, Region, Social Class and Gender)
• Mainly used for Trackers and Ad Hoc Projects
• Costs include survey design, fieldwork, full data analysis and
reporting in PowerPoint with recommendations made by iReach
Analysts
Custom Projects using iReach Research Panels
• Any samples and quotas
• Robust and Cost Effective
Recruitment for Qualitative Research
• Focus Groups and IDI’s
• Mystery Shopping and Customer Closeness Workshops
iReach Consumer Decisions Research Panels

60. iFocus by iReach – Qualitative Research
• Using Consumer and Business Research Panels
• Exact Screening and Targeting using our Panels
• Groups, IDIs and Mystery Shopping
Focus Groups and In-Depth Interviews
• Cost Effective and Impactful
• Free Video Streaming and Project Portal
• Free Recruitment
• Integrated Quant and Qual Research
• Groups Nationwide (no extra cost)
Introduction to iFocus – Qualitative Research

61. www.ireachhq.com
For more details call
Margaret on 01-214 3740
iReachHQ
ireachinsights
Oisin Byrne
Managing Director, iReach
oisin.byrne@ireach.ie
Phone: 01-214-3741
www.ireachhq.com