3. About D l i i
Ab Delvinia
Insight
Insight Stra
ategy Design
A fusion of research digital strategy
f i f ch, di it l t t
& customer expperience design.
p g
▼ ASKINGCANADIANS | VOICE OF THE CUSTOMER SOLUTION
NS
Full service online survey programming & hosting
Online Panel Development and Hosting
Custom Recruitment
Online Research Community AskingMedia Data Capture Tools
A
160,000
160 000 Members Digital Mosaic Segmentation
Social PRIZMC2
Page 3
10. Online Advertising Search Engines Social Media
Census Beac
C B con
Aware
eness
Website Cons
sider
Email Program
Email Program
Website
Convert
In‐Person
Advoccacy Social Media
Sales
S l s
11. Own d
ned
Media
(e.g. webs
site, apps,
e-newssletters)
Earned Paid
Media (e.g. SEM , Display Ads)
(e.g. PR, social
media activities)
Page 11
12. Owned Media
O d M di
Company Web Site Mob
bile App
Campaign Micro-site E-newsletter Program
Page 12
13. Typical W b it M asurement
T i l Website Mea t
• Page Views
• Visits
• Pages/Visit
• A Time Spent on Site
Ave. Ti S t Sit
• Unique Visitors
• Bounce Rate
• N Vi it
New Visits
• Referring Site
• Exit Page
• B
Browser
• Geography
… etc.
Page 13
14. Techniques f Measurement
T h i for M t
Quantitative
Q tit ti
• Ratings
• Customer Satisfaction Survey
C y
Qualitative
• U bili T
Usability Test
• One-on-on interview
• Eye tracking
• A/B Split Test
Page 14
15. Typical E
T i l Email P
il Progr
ram Measurement
M t
+OOpen Rate
R t
+ Click Through Rate
+ Forward Mail Rate
- Unsubscribe Rate
Page 15
17. Paid Media
P id M di
Search Engine Marketing
Mobile Ads
(with geo-target capabilities)
Display Ads
Di l Ads
Page 17
18. Typical P id M di
T i l Paid Media Measurement
Typical Measurements Paid Media Landscape
• Impressions
gator
g
• Click through’s
Aggreg
dependent
t
n/a
Ind
Fixed Price Auction Based
Page 18
19. Earned M di
E d Media
Ratings, Reviews & Forwarded E-Mail
E Mail Social Network
Page 19
20. Marketer Mind
M k t Mi d Shift W
With S i l Networks
Social N t k
It s
It’s a re
elationship
not an adve
ertising medium
•Permission based
•Two-way dia
alogue
•Marketers are not i control of th b
M k t a t in t l f the brand
d
and messagiing
•Authenticity is key
y
• Last but no least, it’s real-time communication!
ot
Page 20
21. What happens if you d ’t act i real ti
Wh t h don’t t in l time?
?
The Story of Tanner Bawn
y Domino s
Domino’s PR Nightmare
22. Typical S i l M dia Measurement
T i l Social Media M
• Likes (e.g. Fac
cebook)
• Followings (e g Twitter)
(e.g.
• Views (e.g. You
uTube)
• Comments & Mentions (e.g. Facebook)
• Influence o the Commenters/Bloggers
of
• Sentiments
Page 22
23. Typical S i l M dia Measurement
T i l Social Media M
Listen Cultivate community
y
• Acknowledge & thank you
Being in the Loop Partici
ipate • Answer questions and temper
negative sentiments
• What is the general
sentiment?
• Are there any intel or
opportunity to act on? Changing Brand Perception
• Escalate
• Are there any escalating
issues we should monitor or
Respo
ond • E l
Evaluate A i
Action
• Act on Triage Plan
act to?
Press Relea
ase/ Media
Page 23
25. P id Social Media M i
Paid S i l M di Monitoring Tools
i T l
26. The Funnel
Th F l
Census Beacon
C B
Awar
reness
Eng
gage
Conv
vert
Advo
ocate
Sale
S les
27. Objective Based Mea
Obj i B d M asurements
Example i Earned M di
E l in E d Media
Tools,
Objectives KP
PI Technology
(Call to Actions)
& Processes
• R
Request a Brochure
t B h • ‘R
‘Request a Brochur ’
t B h re’ • W b Analytics T l
Web A l ti Tools
• Get a Quote Counts • Email Marketing
• Contact sales • ‘Get a Quote’ Coun nts Management
• ‘Click-to-call’ Coun
nts, • Consensus Across
‘Request a Call’ Couunts Departments
• Re-engagement Ra ate • Standard measurements
• Up-sell/cross-sell RRate/ $ • Process to collect
Figure measurements & for
continuous collaboration
28. Starting with U d
St ti ith Understa di
tanding the Customer
th C t
Ratings
& See
Consult
Reviews Product/
Friends &
Family Speak to
Sales
Person
Locate
Dealer Purchase
Research
Experience
Product in
Product
Detail
D t il &
Blogs, Compared
3rd Shortlisted Buy
Party Online
Products
Sites
Check
Various
V i
Product
Websites
RESEARCH ENGAGE CONVERT
Page 28
30. Pushing Prospects thro h th Funnel
P hi P t th ough the F l
A. ‘Build & Price
Build Price’
E. Dealer Locator
B. Save C fi
B S Config G.
G Purchase
D. Payment Est
timator
C. Compare Options F.
F Schedule a Test Drive
Page 30
32. Financial Focused, In
Fi i lF d Integrated Vi
d View
Data from: August, 2011
Category
C t Tactic
T ti Investment
I t t Impressio / Page
I ions/ P Conversion R t
C i Rate Click Thru’s/
Cli k Th ’ / Cost Per Lead
C tP L d
(ave. mo.) Views/ Em Open
mail Complete CTA
Raate
Display Ads $200,000 20,00
00,000 0.1% 20,000 $10
Mobile Ads $20,000 1,00
00,000 1.5% 15,000 $1
Awareness Paid Search $100,000 800,000 4% 32,000 $3
SEO $100,000 320,000 15% 48,000 $2
Social Media $100,000 200,000* 1% 2,000 $50
Build & Config 125,000 40% 50,000 $2
Price Estimator $80,000 167,000 56% 93,520 $0
Engage
Dealer Locator 86,0
000 34% 29,240 $0
Email Followup $21,000 123,000 27% 33,210 $1
Total Investment $621,000
Actual Purchase Ave. Purchase Price Purchase Value
Convert Purchase at Dealer n/a n/
/a 562 $47,000 $2,641,4000
Integrated At the end of the day, it’s a
Multichannel View about the financial
Using a Funnel Approach indicators
33. Digital i M
Di i l is More than M k i
h Marketing
Increasing Revenue
Decreasing Cost
Page 33
34. Common E
C Errors & C ll
Challenges
Ch
• Data without insights
• Siloed views CUST
TOMER
• Measuring the
wrong things
• Lack clarity on
customer’s digital
g
behaviours &
needs Insights/Strategy
without Action
Stopping here
St i h
Action without clear
objective or strategy
j gy
Page 34
35. Keep Refi i
K Refining
The World Does
sn’t Stand Still
Page 35
36. Let’s Make the World a Better Place Together
g
by Making Bettter Decisions
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