Digital Measurement - a Determinant in Tracking and Measuring Marketing Performance
2 likes722 views
Datalicious, founded in 2006, is a comprehensive data agency emphasizing data accessibility and actionable insights, with a strong background in web analytics. The document outlines various methods and metrics for digital marketing, including data collection, unique visitor tracking, and conversion funnels, while stressing the importance of accurate data attribution in marketing campaigns. It also discusses challenges related to data measurement, the digital landscape's non-linear nature, and the significance of social media data in strategy development.
![[
Digital
Measurement
]
More
than
just
coun.ng
hits](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-1-320.jpg){kind=tracking}
![[
Company
history
]
§ Datalicious
was
founded
in
2006
§ Strong
Omniture
web
analy.cs
history
§ one-‐stop
data
agency
with
specialist
team
§ Combina.on
of
analysts
and
developers
§ Making
data
accessible
and
ac.onable
§ Driving
industry
best
prac.ce
§ Evangelizing
use
of
data
May
2010
©
Datalicious
Pty
Ltd
2](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-2-320.jpg){kind=tracking}
![[
Challenging
clients
]
May
2010
©
Datalicious
Pty
Ltd
3](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-3-320.jpg){kind=tracking}
![[
Data
driven
marke:ng
]
Data
Insights
Ac:on
Pla<orms
Repor:ng
Applica:ons
Data
collec:on
and
processing
Data
mining
and
modelling
Data
usage
and
applica:on
Web
analy:cs
solu:ons
Customised
dashboards
Marke:ng
automa:on
Omniture,
Google
Analy:cs,
etc
Media
aKribu:on
models
Aprimo,
Trac:on,
Inxmail,
etc
Tagless
online
data
capture
Market
and
compe:tor
trends
Targe:ng
and
merchandising
End-‐to-‐end
data
pla<orms
Social
media
monitoring
Internal
search
op:misa:on
IVR
and
call
center
repor:ng
Online
surveys
and
polls
CRM
strategy
and
execu:on
Single
customer
view
Customer
profiling
Tes:ng
programs
May
2010
©
Datalicious
Pty
Ltd
4](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-4-320.jpg){kind=tracking}
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Digital
metrics
]
May
2010
©
Datalicious
Pty
Ltd
5](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-5-320.jpg){kind=tracking}
![[
Data
and
what
you
pay
for
it
]
May
2010
©
Datalicious
Pty
Ltd
6
Source:
Omniture
Summit,
MaN
Belkin,
2007](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-6-320.jpg){kind=tracking}
![[
Basic
website
metrics
]
§ Page
view/impression:
The
number
of
.mes
a
page
(an
analyst-‐definable
unit
of
content)
was
viewed.
§ Visit/session:
A
visit
is
an
interac.on,
by
an
individual,
with
a
website
consis.ng
of
one
or
more
requests
for
an
analyst-‐definable
unit
of
content
(i.e.
“page
view”).
If
an
individual
has
not
taken
another
ac.on
(typically
addi.onal
page
views)
on
the
site
within
a
specified
.me
period,
the
visit
session
will
terminate.
§ Unique
visitor/browser:
The
number
of
inferred
individual
people
(filtered
for
spiders
and
robots),
within
a
designated
repor.ng
.meframe,
with
ac.vity
consis.ng
of
one
or
more
visits
to
a
site.
Each
individual
is
counted
only
once
in
the
unique
visitor
measure
for
the
repor.ng
period.
May
2010
©
Datalicious
Pty
Ltd
8
Source:
Web
Analy.cs
Defini.ons,
Web
Analy.cs
Associa.on,
2007](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-8-320.jpg){kind=tracking}
![[
Browser
side
tracking
process
]
What
if:
Someone
deletes
their
cookies?
Or
uses
two
computers,
one
at
work
and
one
at
home?
Or
two
people
use
the
same
account
or
computer?
May
2010
©
Datalicious
Pty
Ltd
9
Source:
Google
Analy.cs,
Jus.n
Cutroni,
2007](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-9-320.jpg){kind=tracking}
![[
Overes:ma:on
of
unique
visitors
]
The
study
examined
data
from
two
of
the
UK’s
busiest
ecommerce
websites,
ASDA
and
William
Hill.
Given
that
more
than
half
of
all
page
impressions
on
these
sites
are
from
logged-‐in
users,
they
provided
a
robust
sample
to
compare
ip-‐based
and
cookie-‐based
analysis
against.
The
results
were
staggering,
for
example
an
IP-‐based
approach
overes.mated
visitors
by
up
to
7.6
.mes
whilst
a
Cookie-‐based
approach
overes.mated
visitors
by
up
to
2.3
.mes.
The
percentage
error
in
cumula.ve
unique
visitor
figures
over
a
28
day
period
on
one
of
the
sites
can
be
seen
in
the
graph
above.
May
2010
©
Datalicious
Pty
Ltd
10
Source:
White
Paper,
RedEye,
2007](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-10-320.jpg){kind=tracking}
![[
Mul:ply
iden:fica:on
points
]
Probability
of
iden.fica.on
through
cookie
140%
120%
100%
80%
60%
40%
20%
0%
0
4
8
12
16
20
24
28
32
36
40
44
48
Weeks
May
2010
©
Datalicious
Pty
Ltd
11](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-11-320.jpg){kind=tracking}
![[
Digital
metric
categories
]
+Social
May
2010
©
Datalicious
Pty
Ltd
12
Source:
Accuracy
Whitepaper
for
web
analy.cs,
Brian
Cligon,
2008](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-12-320.jpg){kind=tracking}
![[
Digital
means
global
]
“The
image
is
a
model
of
the
Internet,
based
on
how
many
people
view
different
sites
and
how
these
sites
are
related
to
each
other.
There
are
3
colours
on
this
model.
Red,
Green
and
Blue.
Each
represents
users
from
US,
Europe
and
Asia.
The
picture
illustrates
how
non
linear
the
digital
world
is.
It
also
shows
how
some
sites
have
a
strong
centre
of
gravity
for
mass
audiences;
others
have
strong
centres
of
gravity
for
niche
audiences.
It
is
important
to
iden.fy
where
marke.ng
is
going
to
have
most
impact
-‐
crea.ng
powerful
programs
on
niche
sites,
which
gradually
extend
an
influence
on
the
larger
communi.es;
or
(more
expensive)
marke.ng
ac.vity
on
mass
sites,
that
will
then
generate
a
frenzy
of
interest
in
smaller
niche
groups.”
May
2010
©
Datalicious
Pty
Ltd
13
Source:
Carat/Isobar,
2007](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-13-320.jpg){kind=tracking}
![[
Defining
metrics
frameworks
]
Media
and
search
data
Website,
call
center
and
retail
data
Reach
Engagement
Ac:on
+Buzz
(Awareness)
(Interest
&
Desire)
(Ac.on)
(Sa.sfac.on)
Quan.ta.ve
and
qualita.ve
research
data
Social
media
data
Social
media
May
2010
©
Datalicious
Pty
Ltd
14](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-14-320.jpg){kind=tracking}
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Measuring
reach
]
May
2010
©
Datalicious
Pty
Ltd
15](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-15-320.jpg){kind=tracking}
![[
New
marketplace:
Search
]
May
2010
©
Datalicious
Pty
Ltd
16](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-16-320.jpg){kind=tracking}
![[
Search
at
all
stages
]
May
2010
©
Datalicious
Pty
Ltd
17
Source:
Inside
the
Mind
of
the
Searcher,
Enquiro
2004](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-17-320.jpg){kind=tracking}
![[
Non-‐linear
conversion
funnel
]
14/11/12
©
Datalicious
Pty
Ltd
18
Source:
McKinsey,
2009](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-18-320.jpg){kind=tracking}
![[
Importance
of
search
]
30-‐40%
60-‐70%
May
2010
©
Datalicious
Pty
Ltd
20](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-20-320.jpg){kind=tracking}
![[
Online
insights
influencing
offline
]
May
2010
©
Datalicious
Pty
Ltd
23](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-23-320.jpg){kind=tracking}
![[
Search
data
and
media
planning
]
May
2010
©
Datalicious
Pty
Ltd
24](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-24-320.jpg){kind=tracking}
![[
Ad
server
exposure
test
]
1
User
qualifies
for
the
display
campaign
(if
the
user
has
already
been
tagged
go
to
step
3)
1st
impression
2
Audience
Segmenta:on
10%
of
users
in
control
group,
90%
in
exposed
group
User
tagged
with
segment
Measurement:
Conversions
per
1000
unique
Control
Exposed
visitors
(displayed
non-‐branded
message)
(displayed
branded
message)
User
remains
in
segment
N
impressions
3
Control
Exposed
(displayed
non-‐branded
message)
(displayed
branded
message)
May
2010
©
Datalicious
Pty
Ltd
27](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-27-320.jpg){kind=tracking}
![[
Hitwise
Mosaic
segment
swing
]
australia.com
vs.
newzealand.com
australia.com
vs.
bulafiji.com
Source:
Hitwise.com.au,
2008
May
2010
©
Datalicious
Pty
Ltd
28](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-28-320.jpg){kind=tracking}
![[
Hitwise
Mosaic
segment
swing
]
australia.com
vs.
newzealand.com
australia.com
vs.
newzealand.com
Source:
Hitwise.com.au,
2008
May
2010
©
Datalicious
Pty
Ltd
29](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-29-320.jpg){kind=tracking}
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Measuring
engagement
]
May
2010
©
Datalicious
Pty
Ltd
30](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-30-320.jpg){kind=tracking}
![[
Conversion
funnel
1.0
]
Campaign
responses
Conversion
funnel
Product
page,
add
to
shopping
cart,
view
shopping
cart,
cart
checkout,
payment
details,
shipping
informa.on,
order
confirma.on,
etc
Conversion
event
May
2010
©
Datalicious
Pty
Ltd
31](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-31-320.jpg){kind=tracking}
![[
Conversion
funnel
2.0
]
Campaign
responses
(inbound
spokes)
Offline
campaigns,
banner
ads,
email
marke.ng,
referrals,
organic
search,
paid
search,
internal
promo.ons,
etc
Landing
page
(hub)
Success
events
(outbound
spokes)
Bounce
rate,
add
to
cart,
cart
checkout,
confirmed
order,
call
back
request,
registra.on,
product
comparison,
product
review,
forward
to
friend,
etc
May
2010
©
Datalicious
Pty
Ltd
32](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-32-320.jpg){kind=tracking}
![[
Addi:onal
success
metrics
]
Click
Through
$
Click
Add
To
Cart
Through
Cart
Checkout
?
$
Click
Bounce
Pages
Per
Avg
Cart
Through
Rate
Visit
Value
$
Click
Call
back
Store
Through
requests
Searches
[
...
]
$
May
2010
©
Datalicious
Pty
Ltd
33](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-33-320.jpg){kind=tracking}
![[
Book:
Tuned
In
]
“70%
or
more
of
new
products
or
new
product
decisions
were
made
without
market
data”
May
2010
©
Datalicious
Pty
Ltd
38
Source:
hNp://www.pragma.cmarke.ng.com/tunedin](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-38-320.jpg){kind=tracking}
![[
Social
media
data
]
Facebook
Connect
gives
you
the
following
and
more,
with
just
one
click
ID,
first
name,
last
name,
middle
name,
picture,
affilia.ons,
last
profile
update,
.me
zone,
religion,
poli.cal
interests,
interests,
sex,
birthday,
aNracted
to
which
sex,
why
they
want
to
meet
someone,
home
town,
rela.onship
status,
current
loca.on,
ac.vi.es,
music
interests,
tv
show
interests,
educa.on
history,
work
history,
family
and
email
Need
anything
else?
May
2010
©
Datalicious
Pty
Ltd
39](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-39-320.jpg){kind=tracking}
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Measuring
ac:on
]
May
2010
©
Datalicious
Pty
Ltd
40](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-40-320.jpg){kind=tracking}
![[
Key
metrics
by
website
type
]
May
2010
©
Datalicious
Pty
Ltd
41
Source:
Omniture
Summit,
MaN
Belkin,
2007](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-41-320.jpg){kind=tracking}
![[
Success
aKribu:on
models
]
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par:al
credit
May
2010
©
Datalicious
Pty
Ltd
42](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-42-320.jpg){kind=tracking}
![[
De-‐duplica:on
across
channels
]
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Omniture
Pla<orm
Email
Email
Blast
Pla<orm
$
Organic
Google
Search
Analy:cs
$
May
2010
©
Datalicious
Pty
Ltd
43](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-43-320.jpg){kind=tracking}
![[
First
vs.
last
click
aKribu:on
]
Chart
shows
percentage
of
channel
touch
points
that
lead
to
a
conversion.
Neither
first
nor
last-‐click
measurement
would
provide
true
picture
May
2010
©
Datalicious
Pty
Ltd
44](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-44-320.jpg){kind=tracking}
![[
Path
to
purchase
]
Banner
SEM
Partner
Direct
Click
Generic
Site
Visit
$
Banner
SEO
View
Generic
$
TV
SEO
Banner
Ad
Branded
Click
$
Print
Social
Email
Direct
Ad
Media
Update
Visit
$
May
2010
©
Datalicious
Pty
Ltd
45](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-45-320.jpg){kind=tracking}
![[
Paid
and
organic
stacking
]
May
2010
©
Datalicious
Pty
Ltd
46](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-46-320.jpg){kind=tracking}
![[
Website
entry
survey
]
Greatest
Influencer
on
Branded
Search
/
STS
De-‐duped
Campaign
Report
{
Channel
%
of
Influence
Channel
%
of
Conversions
Word
of
Mouth
32%
Straight
to
Site
27%
Blogging
&
Social
Media
24%
SEO
Branded
15%
Newspaper
Adver.sing
9%
SEM
Branded
9%
Display
Adver.sing
14%
SEO
Generic
7%
Email
Marke.ng
7%
SEM
Generic
14%
Retail
Promo.ons
14%
Display
Adver.sing
7%
Affiliate
Marke.ng
9%
Conversions
aNributed
to
search
terms
Referrals
5%
that
contain
brand
keywords
and
direct
Email
Marke.ng
7%
website
visits
are
most
likely
not
the
origina.ng
channel
that
generated
the
awareness
and
as
such
conversion
credits
should
be
re-‐allocated.
May
2010
©
Datalicious
Pty
Ltd
47](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-47-320.jpg){kind=tracking}
![[
Reason
for
website
visit
]
Those
who
entered
the
website
site
directly
or
via
branded
organic
search
terms
had
the
highest
awareness
and/or
experience
with
retail
display
followed
by
having
previously
visited
the
site.
Q:
What
was
the
reason
or
reasons
for
this
visit
to
vodafone.com.au?
May
2010
©
Datalicious
Pty
Ltd
48](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-48-320.jpg){kind=tracking}
![[
Forrester
media
aKribu:on
]
Chart
shows
an
example
only,
aNribu.on
model
needs
to
be
defined
for
each
company
separately
based
on
their
individual
success
metrics
(and
cookie
expira.on
policies).
May
2010
©
Datalicious
Pty
Ltd
49](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-49-320.jpg){kind=tracking}
![[
Calls
to
ac:on
]
May
2010
©
Datalicious
Pty
Ltd
50](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-50-320.jpg){kind=tracking}
![[
Research
online
buy
in
store
]
May
2010
©
Datalicious
Pty
Ltd
51
Source:
2008
Digital
Future
Report,
Surveying
The
Digital
Future,
Year
Seven,
USC
Annenberg
School](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-51-320.jpg){kind=tracking}
![[
Store
locator
searches
]
May
2010
©
Datalicious
Pty
Ltd
52](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-52-320.jpg){kind=tracking}
![[
Integrated
campaign
flow
]
=
Paid
Media
Organic
PR,
Events,
Search
Social,
etc
=
Viral
Element
=
Voucher
YouTube,
Home
Page,
Paid
TV,
Print,
Blog,
etc
Portal,
etc
Search
Radio,
etc
Direct
Mail,
Landing
Page,
Sponsorships,
Email,
etc
Compe::on
Display
Ads,
etc
V1
V2
CRM
Facebook
Program
TwiKer,
etc
V3
Point
of
Sale,
Retail
Kiosks,
etc
Outlets
February
2010
©
Datalicious
Pty
Ltd
53](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-53-320.jpg){kind=tracking}
![[
Offline
sales
driven
by
online
]
Tying
offline
conversions
back
to
online
campaign
and
research
behavior
using
standard
cookie
technology
by
triggering
virtual
online
order
confirma.on
pages
for
offline
sales
using
email
receipts.
Website.com
Phone
Virtual
Order
Research
Orders
Credit
Check
Fulfilment
@
Confirma:on
Adver:sing
Website.com
Retail
Virtual
Order
Campaign
Research
Orders
Credit
Check
Fulfilment
@
Confirma:on
Website.com
Online
Online
Order
Virtual
Order
Research
Orders
Confirma:on
Credit
Check
Fulfilment
@
Confirma:on
Cookie
Cookie
Cookie
February
2010
©
Datalicious
Pty
Ltd
54](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-54-320.jpg){kind=tracking}
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Measuring
buzz
]
May
2010
©
Datalicious
Pty
Ltd
56](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-56-320.jpg){kind=tracking}
![[
Back
to
basics
]
Search
Service
Product
Company
Promo:on
Consumer
Experience
Brand
Word
of
mouth,
blogs,
emails,
tweets,
reviews,
social
networks,
social
media,
fan
pages,
etc
April
2010
©
Datalicious
Pty
Ltd
57
Source:
Don
Schultz,
Northwestern
University](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-57-320.jpg){kind=tracking}
![[
Where
to
focus
]
May
2010
©
Datalicious
Pty
Ltd
61](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-61-320.jpg){kind=tracking}
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Useful
links
]
May
2010
©
Datalicious
Pty
Ltd
62](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-62-320.jpg){kind=tracking}
![[
News
and
research
]
§ hNp://blog.datalicious.com
§ hNp://www.emarketer.com
§ hNp://www.marke.ngcharts.com
§ hNp://www.techcrunch.com
§ hNp://www.smartbrief.com/iab
§ hNp://www.trendwatching.com
§ hNp://www.springwise.com
§ hNp://www.useit.com/alertbox
§ hNp://weblogs.hitwise.com
[
august
2008
]
[
datalicious.com
]](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-63-320.jpg){kind=tracking}
![[
Trends
and
data
]
§ hNp://www.google.com/trends
§ hNp://www.google.com/sktool
§ hNp://www.google.com/webmasters
§ hNp://www.google.com/adplanner
§ hNp://www.google.com/videotarge.ng
§ hNp://www.hitwise.com.au/datacenter
§ hNp://www.compete.com/
§ hNp://www.alexa.com/
§ hNp://wiki.kenburbary.com/
[
august
2008
]
[
datalicious.com
]](https://image.slidesharecdn.com/201005usydmeasuringmarketingperformanceguestlecturev2-121117122806-phpapp02/85/Digital-Measurement-a-Determinant-in-Tracking-and-Measuring-Marketing-Performance-64-320.jpg){kind=tracking}
Digital Measurement - a Determinant in Tracking and Measuring Marketing Performance
- 1. [ Digital Measurement ] More than just coun.ng hits
- 2. [ Company history ] § Datalicious was founded in 2006 § Strong Omniture web analy.cs history § one-‐stop data agency with specialist team § Combina.on of analysts and developers § Making data accessible and ac.onable § Driving industry best prac.ce § Evangelizing use of data May 2010 © Datalicious Pty Ltd 2
- 3. [ Challenging clients ] May 2010 © Datalicious Pty Ltd 3
- 4. [ Data driven marke:ng ] Data Insights Ac:on Pla<orms Repor:ng Applica:ons Data collec:on and processing Data mining and modelling Data usage and applica:on Web analy:cs solu:ons Customised dashboards Marke:ng automa:on Omniture, Google Analy:cs, etc Media aKribu:on models Aprimo, Trac:on, Inxmail, etc Tagless online data capture Market and compe:tor trends Targe:ng and merchandising End-‐to-‐end data pla<orms Social media monitoring Internal search op:misa:on IVR and call center repor:ng Online surveys and polls CRM strategy and execu:on Single customer view Customer profiling Tes:ng programs May 2010 © Datalicious Pty Ltd 4
- 5. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Digital metrics ] May 2010 © Datalicious Pty Ltd 5
- 6. [ Data and what you pay for it ] May 2010 © Datalicious Pty Ltd 6 Source: Omniture Summit, MaN Belkin, 2007
- 7. HITS How Idiots Track Success May 2010 © Datalicious Pty Ltd 7
- 8. [ Basic website metrics ] § Page view/impression: The number of .mes a page (an analyst-‐definable unit of content) was viewed. § Visit/session: A visit is an interac.on, by an individual, with a website consis.ng of one or more requests for an analyst-‐definable unit of content (i.e. “page view”). If an individual has not taken another ac.on (typically addi.onal page views) on the site within a specified .me period, the visit session will terminate. § Unique visitor/browser: The number of inferred individual people (filtered for spiders and robots), within a designated repor.ng .meframe, with ac.vity consis.ng of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the repor.ng period. May 2010 © Datalicious Pty Ltd 8 Source: Web Analy.cs Defini.ons, Web Analy.cs Associa.on, 2007
- 9. [ Browser side tracking process ] What if: Someone deletes their cookies? Or uses two computers, one at work and one at home? Or two people use the same account or computer? May 2010 © Datalicious Pty Ltd 9 Source: Google Analy.cs, Jus.n Cutroni, 2007
- 10. [ Overes:ma:on of unique visitors ] The study examined data from two of the UK’s busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-‐in users, they provided a robust sample to compare ip-‐based and cookie-‐based analysis against. The results were staggering, for example an IP-‐based approach overes.mated visitors by up to 7.6 .mes whilst a Cookie-‐based approach overes.mated visitors by up to 2.3 .mes. The percentage error in cumula.ve unique visitor figures over a 28 day period on one of the sites can be seen in the graph above. May 2010 © Datalicious Pty Ltd 10 Source: White Paper, RedEye, 2007
- 11. [ Mul:ply iden:fica:on points ] Probability of iden.fica.on through cookie 140% 120% 100% 80% 60% 40% 20% 0% 0 4 8 12 16 20 24 28 32 36 40 44 48 Weeks May 2010 © Datalicious Pty Ltd 11
- 12. [ Digital metric categories ] +Social May 2010 © Datalicious Pty Ltd 12 Source: Accuracy Whitepaper for web analy.cs, Brian Cligon, 2008
- 13. [ Digital means global ] “The image is a model of the Internet, based on how many people view different sites and how these sites are related to each other. There are 3 colours on this model. Red, Green and Blue. Each represents users from US, Europe and Asia. The picture illustrates how non linear the digital world is. It also shows how some sites have a strong centre of gravity for mass audiences; others have strong centres of gravity for niche audiences. It is important to iden.fy where marke.ng is going to have most impact -‐ crea.ng powerful programs on niche sites, which gradually extend an influence on the larger communi.es; or (more expensive) marke.ng ac.vity on mass sites, that will then generate a frenzy of interest in smaller niche groups.” May 2010 © Datalicious Pty Ltd 13 Source: Carat/Isobar, 2007
- 14. [ Defining metrics frameworks ] Media and search data Website, call center and retail data Reach Engagement Ac:on +Buzz (Awareness) (Interest & Desire) (Ac.on) (Sa.sfac.on) Quan.ta.ve and qualita.ve research data Social media data Social media May 2010 © Datalicious Pty Ltd 14
- 15. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Measuring reach ] May 2010 © Datalicious Pty Ltd 15
- 16. [ New marketplace: Search ] May 2010 © Datalicious Pty Ltd 16
- 17. [ Search at all stages ] May 2010 © Datalicious Pty Ltd 17 Source: Inside the Mind of the Searcher, Enquiro 2004
- 18. [ Non-‐linear conversion funnel ] 14/11/12 © Datalicious Pty Ltd 18 Source: McKinsey, 2009
- 19. May 2010 © Datalicious Pty Ltd 19
- 20. [ Importance of search ] 30-‐40% 60-‐70% May 2010 © Datalicious Pty Ltd 20
- 21. May 2010 © Datalicious Pty Ltd 21
- 22. May 2010 © Datalicious Pty Ltd 22
- 23. [ Online insights influencing offline ] May 2010 © Datalicious Pty Ltd 23
- 24. [ Search data and media planning ] May 2010 © Datalicious Pty Ltd 24
- 25. May 2010 © Datalicious Pty Ltd 25
- 26. May 2010 © Datalicious Pty Ltd 26
- 27. [ Ad server exposure test ] 1 User qualifies for the display campaign (if the user has already been tagged go to step 3) 1st impression 2 Audience Segmenta:on 10% of users in control group, 90% in exposed group User tagged with segment Measurement: Conversions per 1000 unique Control Exposed visitors (displayed non-‐branded message) (displayed branded message) User remains in segment N impressions 3 Control Exposed (displayed non-‐branded message) (displayed branded message) May 2010 © Datalicious Pty Ltd 27
- 28. [ Hitwise Mosaic segment swing ] australia.com vs. newzealand.com australia.com vs. bulafiji.com Source: Hitwise.com.au, 2008 May 2010 © Datalicious Pty Ltd 28
- 29. [ Hitwise Mosaic segment swing ] australia.com vs. newzealand.com australia.com vs. newzealand.com Source: Hitwise.com.au, 2008 May 2010 © Datalicious Pty Ltd 29
- 30. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Measuring engagement ] May 2010 © Datalicious Pty Ltd 30
- 31. [ Conversion funnel 1.0 ] Campaign responses Conversion funnel Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa.on, order confirma.on, etc Conversion event May 2010 © Datalicious Pty Ltd 31
- 32. [ Conversion funnel 2.0 ] Campaign responses (inbound spokes) Offline campaigns, banner ads, email marke.ng, referrals, organic search, paid search, internal promo.ons, etc Landing page (hub) Success events (outbound spokes) Bounce rate, add to cart, cart checkout, confirmed order, call back request, registra.on, product comparison, product review, forward to friend, etc May 2010 © Datalicious Pty Ltd 32
- 33. [ Addi:onal success metrics ] Click Through $ Click Add To Cart Through Cart Checkout ? $ Click Bounce Pages Per Avg Cart Through Rate Visit Value $ Click Call back Store Through requests Searches [ ... ] $ May 2010 © Datalicious Pty Ltd 33
- 34. Customiza:on May 2010 © Datalicious Pty Ltd 34
- 35. May 2010 © Datalicious Pty Ltd 35
- 36. Crowdsourcing May 2010 © Datalicious Pty Ltd 36
- 37. May 2010 © Datalicious Pty Ltd 37
- 38. [ Book: Tuned In ] “70% or more of new products or new product decisions were made without market data” May 2010 © Datalicious Pty Ltd 38 Source: hNp://www.pragma.cmarke.ng.com/tunedin
- 39. [ Social media data ] Facebook Connect gives you the following and more, with just one click ID, first name, last name, middle name, picture, affilia.ons, last profile update, .me zone, religion, poli.cal interests, interests, sex, birthday, aNracted to which sex, why they want to meet someone, home town, rela.onship status, current loca.on, ac.vi.es, music interests, tv show interests, educa.on history, work history, family and email Need anything else? May 2010 © Datalicious Pty Ltd 39
- 40. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Measuring ac:on ] May 2010 © Datalicious Pty Ltd 40
- 41. [ Key metrics by website type ] May 2010 © Datalicious Pty Ltd 41 Source: Omniture Summit, MaN Belkin, 2007
- 42. [ Success aKribu:on models ] Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par:al credit May 2010 © Datalicious Pty Ltd 42
- 43. [ De-‐duplica:on across channels ] Paid Bid Search Mgmt $ Banner Ad Ads Server $ Omniture Pla<orm Email Email Blast Pla<orm $ Organic Google Search Analy:cs $ May 2010 © Datalicious Pty Ltd 43
- 44. [ First vs. last click aKribu:on ] Chart shows percentage of channel touch points that lead to a conversion. Neither first nor last-‐click measurement would provide true picture May 2010 © Datalicious Pty Ltd 44
- 45. [ Path to purchase ] Banner SEM Partner Direct Click Generic Site Visit $ Banner SEO View Generic $ TV SEO Banner Ad Branded Click $ Print Social Email Direct Ad Media Update Visit $ May 2010 © Datalicious Pty Ltd 45
- 46. [ Paid and organic stacking ] May 2010 © Datalicious Pty Ltd 46
- 47. [ Website entry survey ] Greatest Influencer on Branded Search / STS De-‐duped Campaign Report { Channel % of Influence Channel % of Conversions Word of Mouth 32% Straight to Site 27% Blogging & Social Media 24% SEO Branded 15% Newspaper Adver.sing 9% SEM Branded 9% Display Adver.sing 14% SEO Generic 7% Email Marke.ng 7% SEM Generic 14% Retail Promo.ons 14% Display Adver.sing 7% Affiliate Marke.ng 9% Conversions aNributed to search terms Referrals 5% that contain brand keywords and direct Email Marke.ng 7% website visits are most likely not the origina.ng channel that generated the awareness and as such conversion credits should be re-‐allocated. May 2010 © Datalicious Pty Ltd 47
- 48. [ Reason for website visit ] Those who entered the website site directly or via branded organic search terms had the highest awareness and/or experience with retail display followed by having previously visited the site. Q: What was the reason or reasons for this visit to vodafone.com.au? May 2010 © Datalicious Pty Ltd 48
- 49. [ Forrester media aKribu:on ] Chart shows an example only, aNribu.on model needs to be defined for each company separately based on their individual success metrics (and cookie expira.on policies). May 2010 © Datalicious Pty Ltd 49
- 50. [ Calls to ac:on ] May 2010 © Datalicious Pty Ltd 50
- 51. [ Research online buy in store ] May 2010 © Datalicious Pty Ltd 51 Source: 2008 Digital Future Report, Surveying The Digital Future, Year Seven, USC Annenberg School
- 52. [ Store locator searches ] May 2010 © Datalicious Pty Ltd 52
- 53. [ Integrated campaign flow ] = Paid Media Organic PR, Events, Search Social, etc = Viral Element = Voucher YouTube, Home Page, Paid TV, Print, Blog, etc Portal, etc Search Radio, etc Direct Mail, Landing Page, Sponsorships, Email, etc Compe::on Display Ads, etc V1 V2 CRM Facebook Program TwiKer, etc V3 Point of Sale, Retail Kiosks, etc Outlets February 2010 © Datalicious Pty Ltd 53
- 54. [ Offline sales driven by online ] Tying offline conversions back to online campaign and research behavior using standard cookie technology by triggering virtual online order confirma.on pages for offline sales using email receipts. Website.com Phone Virtual Order Research Orders Credit Check Fulfilment @ Confirma:on Adver:sing Website.com Retail Virtual Order Campaign Research Orders Credit Check Fulfilment @ Confirma:on Website.com Online Online Order Virtual Order Research Orders Confirma:on Credit Check Fulfilment @ Confirma:on Cookie Cookie Cookie February 2010 © Datalicious Pty Ltd 54
- 55. Sta:s:cal significance: Why does it maKer? May 2010 © Datalicious Pty Ltd 55
- 56. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Measuring buzz ] May 2010 © Datalicious Pty Ltd 56
- 57. [ Back to basics ] Search Service Product Company Promo:on Consumer Experience Brand Word of mouth, blogs, emails, tweets, reviews, social networks, social media, fan pages, etc April 2010 © Datalicious Pty Ltd 57 Source: Don Schultz, Northwestern University
- 58. May 2010 © Datalicious Pty Ltd 58
- 59. Social media analy:cs: People vs. machine May 2010 © Datalicious Pty Ltd 59
- 60. Iden:fy influencers and advocates May 2010 © Datalicious Pty Ltd 60
- 61. [ Where to focus ] May 2010 © Datalicious Pty Ltd 61
- 62. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Useful links ] May 2010 © Datalicious Pty Ltd 62
- 63. [ News and research ] § hNp://blog.datalicious.com § hNp://www.emarketer.com § hNp://www.marke.ngcharts.com § hNp://www.techcrunch.com § hNp://www.smartbrief.com/iab § hNp://www.trendwatching.com § hNp://www.springwise.com § hNp://www.useit.com/alertbox § hNp://weblogs.hitwise.com [ august 2008 ] [ datalicious.com ]
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