How set campaign key performance indicators using web analytics

1. Web
Analy*cs
Wednesdays
Topic:
Se4ng
Campaign
KPIS
using
Web
Analy*cs
3rd
June
2010

2. Content
1. Short
Introduc*on
to
Starnet
10min
2. Se4ng
KPIS
Using
Web
Analy*cs
60min
– Standard
Web
Metrics
– ATL
&
BTL
&
Online
Web
Analy*cs
– Tes*ng
Matrix
for
Analy*cs
– AICP
Con*nuum
Analy*cs
3. Ques*ons
&
Discussion
10min

3. Starnet
Introduc-on

4. Cross-­‐Media
Tracking
and
Op*miza*on
Starnet provides tracking and optimization services and
infrastructure that cuts across strategy, campaign and media
Starnet
Measurement
And
Op0miza0on
Objec*ves,
KPI,
Tracking,
Repor*ng
and
Op*miza*on

5. Starnet
Services:
Crea*ve
+
Media
+Strategy
Agency
Func*ons
Starnet
Services

6. Prac*ced
at
Partnership
Starnet
rou*nely
work
with
a
wide
range
of
partners
to
op*mize
overall
client
value

7. Senior
Team
• 16
years
data,
• 20
years
4A
analy*cs,
media,
Adver*sing
content
&
digital
• 10+
years
interac*ve
experience.
and
direct
for
major
• 4
years
digital
agency
Interna*onal
and
senior
leadership
in
Chinese
clients
China
(Measurability,
analy*cs,
Calvin
effec*veness)
Jung
Lau,
Goh,
GM
Crea*ve
Frieda
Hugh
Lee,
Seaton,
Media
Accounts
• 7
years
search
and
• 15
years
Acquisi*on,
analy*cs
experience,
3
Branding
&
years
in
china
communica*ons
(inc.
• Most
recently
global
Sony,
Pepsi,
AOL)
head
of
search
for
Blue,
(WPP)

8. Op*miza*on
Approach
Internalize
Op*mize
• Document,
ponder,
infer
• Cull
non-­‐ causality,
set
Launch
and
performers
benchmarks
Measure
• Scale
up
Performers
• Start
spend,
and
Aim
con*nually
• Decide
based
on
porholio
of
• Quan*fy
measure
Brand
media
Volumes
of
Interac*ons
and
Intended
and
Cost
per
BI
Iterate
based
Consult
Brand-­‐ by
porholio
element.
on
Insights
Interac*ons,
• What
post-­‐click
and
Cost
per
BRAND
Interac*on
INTERACTIONS
give
you
value?
What
is
the
rela*ve
value
of
each
ac*on

9. Porholio
Tracking
&
Op*miza*on
Methods of
Optimization
Media
Selec*on
Media Services Financial
Nego*a*on
- Strategy, Plan, Buy, Report Single Dashboard Throile
Spend
Cookie
+
Demographics
Tools & Technology Web
Analy*cs
- Media Tracking, Web Tracking, Database Tracking Cookie
Segmenta*on
Multi-Channel/Vendor Optimization Test
Hypothesis
Measure,
Test,
Learn
- Analysis, Execution, Portfolio Management Effec*veness
+
Efficiency

10. Go Beyond the Click
CTR,
Clicks,
Sales,
CPA,
ROI
by
Source
Impressions
Visits,
Conversion
Rate,
Drop-­‐off
rate
CPC
Display
Banners
SEM
Media
response?
External Landing Page Other Inside Pages Ecommerce / TQ
EDM Page
Internal
EDM
Media
Metrics
Tracks
media
metrics,
bridges
metric
Ecommerce
Store
Tool
Google
Analy-cs
Dependent
on
Client’s
tool
of
for
SEM
&
Display,
source
level
Tracks
Page
Views,
Timespent,
EBR,,
conversion
counts
choice.
Starnet
will
integrate
this
Source
Level
Conversions
into
the
acquisi-on
campaign
(Impressions,
Clicks,
CPC,
CTR,
A/B
tes8ng)

11. Deep
Brand
Interac*on
Tracking
Flash heavy sites require use of tools to track web interactions beyond the
click to determine.
Determine how well each ad format / ad channel performs, and optimize
based on AICP Score
Insightful for multiple product lines
AWARENESS INTEREST CONSIDERATION ACTION
Nos. of people Nos. of people Nos. of people Nos. of people that fill
who search for who click to view that decide to in a registration form,
keywords, or see landing page view next page, click on a contact
ads or stay on a me button
page
Metric Metric Metric Metric
Impressions Clicks Pageviews by <Key pages need to
traffic source, be pre-determined>
timespent on
page

12. Tools
Advanced Web Ranking
Google Tools
SEM SEO
Baidu Tools
Analytics
Media Tracking

13. SeOng
KPIS
using
Analy-cs
• Standard
Performance
Metrics
• ATL
&
BTL
&
Online
Web
Analy*cs
• AICP
Con*nuum
Analy*cs
• Tes*ng
Matrix
for
Analy*cs

14. Standard
Performance
Metrics
• Overall
Metrics
1. Total
#
of
visitors
2. Total
#
of
registered
users
3. Signup
Ra*o
-­‐
is
defined
as
total
number
of
visitors
divided
by
total
number
of
registered
user
in
a
par*cular
month.
• Site
Performance
1. #
of
Visits/
week/
month
2. #
of
page
views/
week/
month
3. #
of
unique
visitors
4. Pages/
visit
5. Ave.
of
*me
spent
on
site
6. Specific
Page
performances
– Product
Page
View
– Distributor
Page
View
– Flash
sec*on
Page
View
– Email
Signup,
Ecommerce
Store,
PDF
Downloads
– Tes*monials

15. Standard
Performance
Metrics
• Media
Performance
(via
Analy*cs
/
Adserver)
1. Clickthrough
Rate
(CTR)
Banner
2. Clickthrough
Rate
(CTR)
Adwords
3. Cost
Per
Thousand
(CPM)
4. Cost
per
Click
(CPC)
5. Cost
per
Lead
(CPL)
6. Cost
per
Ac*on
/
Acquisi*on
(CPA)
• Customer
Data
(via
Data
Collec*on,
Database)
4. Completeness
Index
1. Member
Acquisi*on
Update
– Email
– Total
Member:
Running
Total
– Phone
– New
Member
vs
Period
Ago
– Birthday
2. Gender-­‐Age
Profile/
Segmenta*on
– Post
Code
– By
Gender
– Country
– By
Age
– By
Gender,
By
Age
3. Country-­‐Post
Code
Profile/
Segmenta*on
– By
Country
– By
Post
Code
– By
Country,
By
Post
Code

16. Adver*sing
Metrics

17. Retail
KPIS

18. ATL,
BTL,
ONLINE:
WEB
ANALYTICS

19. Olay
Thailand
IMC
Online, Offline, Analytics, Media Tracking

20. Overall
Performance
Metrics
Olay Scorecard
(Helicopter-view of Program Performance)
Website Media Customer
Performance Performance Data
Insights
Action Plan

22. Olay
Thailand:
Summary
CAMPAIGN OBJECTIVE
1. Drive awareness, interest and interaction on Skinproof.com.th via paid search and online banner
buys
2. Drive registrations to: Phase 1 Trial, Phase 2: SEM Only, Phase 3: Ambassador Signups
3. Determine benchmarks in TH digital media landscape
4. Recommend and execute optimization on portfolio of media buys and creative executions

23. Integrated
Media
–
Flight
&
Sites
* Weightage in Spend
was used as GRPS data
is not available in media
plan
TVC TVC
TVC TVC TVC
Outdoor
Outdoor
Instore Instore
Total Visits
Direct Traffic
% New Visits
Visits
Phase 1 Media Phase 2 Media Phase 3 Media
(14 Aug – 15 Oct) (15 Oct – 7Nov) (8Nov – 31Dec)

24. Online
Media
–
Flights
&
Sites
Teenee % New Visits
Visits
Mthai Pantip
Banner buys to
drive traffic
(good volume and
efficient CPCs
due to financial
negotiations)
Phase 1 Media Phase 2 Media Phase 3 Media
(14 Aug – 15 Oct) (15 Oct – 7Nov) (8Nov – 31Dec)
Banners Banners Constant level
SEM SEM EDM Blast for SEM efficient SEM
Ambassadors, hence buyin
web visits increase but
these are not NEW
visitors

25. Tes-ng
Matrix

26. Tes*ng
Matrix
• Test
Message
– (a)
Be
one
of
the
lucky
20
to
receive
free
samples!
– (b)
Register
now!
• Strategy:
Op*mize
based
on
CTR
results
through
change
in
offer
message
• Implement
2-­‐cycle
tes*ng,
one
element
at
a
*me,
over
a
two-­‐week
period.
B1-1
B1-0 B1-2
(Control)
B2-2
B2-0 B2-1
(Control)
Click through Click through Click through
Rate (CTR) Rate (CTR) Rate (CTR)
Conversion Conversion Conversion
Rate Rate Rate
2-week period on launch

27. Tes*ng
Matrix
• Type: Adwords
• Elements: Title and Descriptions 1 & 2
(T) Title
(D1) Description 1
(D2) Description 2

28. Tes*ng
Matrix
• Strategy:
Measure
CTR
of
eight
(8)
rota*ng
Ad
Copy
variants,
where
URL
is
constant.
• Determine
the
funnel
ac*vity
from
CTR
to
Conversion
and
u*lize
op*mal
ad
copy
aqer
a
2-­‐week
period.
T (B) D1 (B) D2 (B) T (B) : D1 (B): D2 (B)
T (A) T (A): D1 (B): D2 (B)
D1 (A) T (B): D1 (A): D2 (B)
D2 (A) T (B): D1 (B): D2 (A)
T (A) T (B) T (A) T (A)
D1 (A) D1 (A) D1 (A) D1 (B)
D2 (A) D2 (A) D2 (B) D2 (A)

29. AICP
Con-nuum
Analy-cs

30. The
Traffic
Journey
Awareness
Interest
Purchase
• Opening
page
• Join
PRC
Exchange
• here
to
buy
W
• Select
your
Product
• Hear
from
Bartenders
• hat
to
buy
W
• Select
your
Flavour
• Ask
a
Ques-on
• end
me
mailer
S
• The
PRC
Family
• Training
&
Events
• Product
porWolio
Awareness
Considera-on
Interest
Preference
Purchase
Preference
Considera-on
• Download
Asset
• Look
for
new
cocktail
mixes
• ownload
Video
/
etc
D
• Flavour
of
the
Month
• Tips
&
tricks
• Demos
&
Flare
Videos
• Customer
Stories

31. The
Traffic
Journey
Visits
Visits
Visits
Unique
Visitor
Unique
Visitor
Unique
Visitor
Pages/Unique
Visitor
Pages/Unique
Visitor
Pages/Unique
Visitor
#
of
Ques-ons
Asked
#
of
where
to
buy
Length
of
Time
#
of
Joins
#
of
what
to
buy
100%-­‐EBR%
Degree
of
Interest
=
(#Qs
+
#
of
mailers
#Joins)
/
UV
Degree
of
Purchase
Intent
=
(#Purchases
+
#Contact
Us)/
UV
Awareness
Considera-on
Interest
Preference
Purchase
Visits
Visits
Unique
Visitor
Unique
Visitor
Pages/Unique
Visitor
Pages/Unique
Visitor
#
of
Demo
Loads
#
of
Downloads
#
of
Tutorial
Loads
Degree
of
Preference
=
#DLs/
UV

32. Ac*onability
• “Hero”
product
from
marke*ng
standpoint,
may
not
necessarily
be
the
same
based
on
web
data
• Evolving web content based on behavioral metrics
Why choose ; “why_bpc”
Success stories : “pdf”
Product overview : “pdt”
HP displays : “display

33. Ending
Off….
• Prevent
GIGO
• Go
granular
• Look
for
interes*ng
data
points
(Source,
Geo,
Time,
Referrals)
• Keep
a
performance
scorecard
of
site
across
*me
• Discover
and
share

34. Thank
you
for
aeending….
…….more
to
come!