The Smart Guide to Multichannel Measurement
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This document outlines the importance of effective multichannel measurement in online marketing, highlighting that 60% of marketing spend is wasted due to issues such as fraudulent activity and lack of knowledge on spend effectiveness. It emphasizes the need for a robust data strategy that evolves through understanding existing data, improving tools, and involving stakeholders. Key recommendations include auditing current technologies, developing a multi-channel approach, and telling a coherent story with the data collected.
The Smart Guide to Multichannel Measurement
- 1. The Smart Guide to Multichannel MeasurementKate Jervis NMPi © 2015 Net Media Planet Ltd. All Rights Reserved www.nmpilondon.com
- 2. 1 Proxima, 2015 60% of all online marketing spend is wasted
- 3. 2 The problem is… Fraudulent Activity Lack of knowledge on true spend effectiveness Difficult to tie online activity with strategic aims
- 5. 4 1 2 3
- 6. 5 EXISTING TODAY TOMORROW PERFECT WORLD Where are we now, and what do we do with data? How can we plan for the future? What is our blue-sky- thinking? Data Strategy is NOT a Project What are the quick wins?
- 7. 6 1 2 3
- 8. 7 EXISTING TODAY Where are we now, and what do we do with data? DATA What are the quick wins? Map the data you already have: • Transaction Data • Consumer Data • Research Data • First Party / Second Party / Third Party • Where can data be linked? • What else do you need?
- 10. 9 EXISTING TODAY TOMORROW PERFECT WORLD Where are we now, and what do we do with data? How can we plan for the future? What is our blue-sky- thinking? DATA What are the quick wins? Next Steps • What is your measurement strategy? • How can you evolve your approach? • What suppliers can you talk to? • Is there any data you aren’t collecting?
- 11. 10 EXISTING TODAY TOMORROW PERFECT WORLD Where are we now, and what do we do with data? How can we plan for the future? What is our blue-sky- thinking? DATA What are the quick wins?
- 12. 11 1 2 3
- 13. 12 EXISTING TODAY Where are we now, and what do we do with data? TECHNOLOGY What are the quick wins? Audit and investigate the tools you’re using i.e. free analysis tools: • GA Assisted Conversions for understanding where in the funnel channels best perform • Top Conversion Paths for understanding popular customer paths. • Model Comparison Tool for starting your journey with Attribution.
- 14. 13 EXISTING TODAY TOMORROW PERFECT WORLD Where are we now, and what do we do with data? How can we plan for the future? What is our blue-sky- thinking? TECHNOLOGY What are the quick wins? Next Steps • How can you evolve your approach? • What proxy measurements can you use? • How can you begin to develop a multi-channel approach?
- 15. 14 EXISTING TODAY TOMORROW PERFECT WORLD Where are we now, and what do we do with data? How can we plan for the future? What is our blue-sky- thinking? TECHNOLOGY What are the quick wins?
- 16. 15 1 2 3
- 17. 16 EXISTING TODAY Where are we now, and what do we do with data? CULTURE What are the quick wins? On-board stakeholders: • Tell the story of the journey so far • Training sessions with key teams • Workshops and surgeries • Outline your business case based on risk, profit and loss: bring real life examples!
- 18. 17 EXISTING TODAY TOMORROW PERFECT WORLD Where are we now, and what do we do with data? How can we plan for the future? What is our blue-sky- thinking? CULTURE What are the quick wins? Next Steps • What is your vision? • Who needs to be involved? • How can you involve the business in your story?
- 19. 18 EXISTING TODAY TOMORROW PERFECT WORLD Where are we now, and what do we do with data? How can we plan for the future? What is our blue-sky- thinking? CULTURE What are the quick wins?
- 20. 19 EXISTING TODAY TOMORROW PERFECT WORLD Where are we now, and what do we do with data? How can we plan for the future? What is our blue-sky- thinking? Data Strategy is NOT a Project What are the quick wins?
- 21. 20 TOP TIPS
- 24. 23 3. Get Comfortable with Imperfection
- 26. Questions kjervis@nmpilondon.com @Kate_Jervis Tel : +44 (0)20 7186 2100 Fax : 020 7186 2100 3 Suncourt House, 18-26 Essex Rd London N1 8LN
Editor's Notes
- #25: “If you do not know how to ask the right question, you discover nothing”