This document discusses an analysis of 27 brands across two dimensions: popularity and relevance of marketing messages. Popularity was measured using social media activity and website ratings, while relevance examined consumer views of brands' social media, email, and direct mail messaging. The brands were indexed on both popularity and relevance, with some brands found to be more popular but less relevant in their communications. The document encourages improving relevance to better engage audiences.

1. is your audience frustrated?
“Dear #[brand], thanks for the low rate, but pls stop sending me emails!
I became a customer yesterday & have already heard from you 8 times.”
RY
Mike Talbot, President, Alterian

2. Engagement Metrics
HOW RELEVANT ARE YOU?

4. Examined 27 Brands at The
Merkle CRM 2.0 Executive
Summit for Relevance of
Marketing Messages

5. Evaluated Brands
on Two Dimensions
Popularity
&
Relevance

6. Popularity = Activity on Social
Media + Alexa Website Rating

7. Relevance = measure of how
consumers view your
marketing messages

8. Social Media data was
collected from the 2010
holiday season

9. Conversations were collected
across 3 Areas of messaging:
Social Media
Email
Direct Mail

10. Both Relevance and
Popularity were indexed
against all Brands being
examined

11. So How Do You Rate?

13. Which Bubble Are You?

16. Want to up your game?

17. Let’s Talk
Relevance = Merkle + Alterian
Email: mike.talbot@alterian.com
Twitter: @mike_talbot
Web: engagingtimes.com
alterian.com

18. Appendix
Index Methodology

19. Index Methodology
• Created 2 Indices
– Popularity
– Relevance
• Evaluated 27 companies
• Collected data from November and December
2010
– A total of 1.5 million conversations

20. Popularity Index
• Popularity is a weighted measure of activity for brands in
3 areas
– Twitter Activity (Tweets and Followers) weighted at 25%
– Facebook Activity (Likes and Posts) weighted at 25%
– Alexa US Popularity Rating weighted at 50%
• Each brand was measured in each area to come up with
a ranking score and then weighted.
• The sums of the weights were then indexed to a 100-
based index
– i.e. A score of 100 = average

21. Relevance Index
• Relevance is a weighted measure based on marketing
messaging in 3 channels
– Social Media
– Email
– Direct Mail
• Searches were set up in SM2 to find consumer
conversations about relevance of messaging in each
channel
• Then the results were evaluated for conversations
reflecting the Brands being studied
• The total number of conversations for each Brand was
also collected

22. Relevance Index
• Conversations were collected about each channel:
– Social 562,456 (38%)
– Email 791,443 (53%)
– Direct Mail 127,634 (9%)
• In each channel we calculated percent of the brands
conversations that were considered not relevant, bad,
spam, etc
• We then rated each brand from best to worse in each
channel
• The ratings were then weighted based on percent of
conversations in channel

23. Relevance Index
• The Relevance Score is the sum of the weighted values
for each brand in each channel
• This score was then indexed for all brands to a 100
based index
– i.e. index of 100 = average brand

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