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'Accounting for Spend in the Digital Age' presentation at University of Ulster
1. “Accounting for
Marketing Spend in
the Digital Age”
Philip Alford
Bournemouth University
palford@bournemouth.ac.uk
@philipalford on Twitter
2. Key ‘takeaways’
1. You can’t measure ROI in a traditional sense in a
digital age.
2. Have clear goals (some quantifiable others more
qualitative) for integrated digital campaigns to
benchmark against.
3. Adopt a ‘test and learn’ approach over shorter
cycles.
4. Have a suite of tools to assist in your tracking
and learn how to use them!
3. Components of digital marketing
Source: Adapted from Chaffey and Ellis-Chadwick (2012)
4. Digital – a changing landscape
• #Socialnomics 2014 by Erik Qualman:
• https://www.youtube.com/watch?
v=zxpa4dNVd3c
6. Changing consumer
• ‘The Break-Up’ is about the relationship
between an advertiser and a consumer.
• https://www.youtube.com/watch?
v=D3qltEtl7H8
7. Marketing Science Institute
Research priorities 2014-2016:
http://www.msi.org/research/2014-2016-
research-priorities/
8. Rules of thumb
• For example, for every US $80 spent on driving traffic to
websites companies spend only $1 converting that
traffic, according to Omniture.
• Avinash Kaushik’s 90:10 rule that you should spend $90
on people (including education and training) for every
$10 spent on analytics tools.
• Challenge is less about technology and data and more
about people and processes.
9. We had this conversation as well, we started to talk
about measuring, and the challenges in the good
old days, someone could ring up your staff and do a
holiday booking and say where did you find us, and
they’d say oh we saw your advert in whatever
newspaper, oh great, there you go. Since Google
and websites and things like that it’s the routes
they take to actually end up on your site. Trying to
find that route of how they made their journey
actually into your company is almost impossible
nowadays.
We had this conversation as well, we started to talk
about measuring, and the challenges in the good
old days, someone could ring up your staff and do a
holiday booking and say where did you find us, and
they’d say oh we saw your advert in whatever
newspaper, oh great, there you go. Since Google
and websites and things like that it’s the routes
they take to actually end up on your site. Trying to
find that route of how they made their journey
actually into your company is almost impossible
nowadays.
Holiday homes letting agency, Poole, Dorset; 5 staff
10. A short interview with Paul Dredge,
Associate Director, Rumsey Holiday
Homes on his priorities for digital
https://www.youtube.com/watch?
v=qe1eaALXrC0
11. Opportunity cost of digital marketing
• Bharadwaj, P., & Soni, R. (2007)
• Simmons, G., Armstrong, G., & Durkin, M. (2008)
13. Customer engagement value
Kumar, V., L. Aksoy, et al. (2010). "Undervalued or Overvalued Customers: Capturing
Total Customer Engagement Value." Journal of Service Research 13(3): 297-310.
17. The 4Cs of Gen C
• Creation
• Curation
• Connection
• Community
• https://www.thinkwithgoogle.com/articles/enga
gement-project-new-normal.html
18. "Why don’t we flip that 100% winnowed
to 30% winnowed to 5% funnel? Rather
than starting by thinking about how to
reach or broadcast to as many people as
possible to get to those who matter, what
if we began with engaging those who are
the most likely to care? "
19. Hoffman & Novak’s LEAD model
1. Listen
2. Experiment
3. Apply
4. Develop
Hoffman, D. L. & Novak, T. P. 2011. Marketing communication in a digital Era.
Marketing Management, 20, 36-43.
22. True Social Metrics
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-
amplification-applause-economic-value/
23. Measurement is key
‘Not everything that can be counted counts, and not
everything that counts can be counted”
24. Types of data
• What? – clickstream data – analyse data to provide insight
and set goals and targets;
• How much? – outcomes analysis – what did people do as
a result of visiting our website? Set up goals in Google
Analytics;
• Why? – testing and voice of customer; why is your bounce
rate is so high? Why do they leave your site on a particular
page? Ask customers is the only option. Conduct surveys,
Google Experiments, usertesting.com, etc;
27. We were talking about putting a strategy plan
together, but actually it’s got to be more
focused now, actually saying right, this month
what we’re trying to get out of it. Is it number
of likes we’re trying to get, is it number of
bookings, and actually number of reviews at
the end of it, and actually start to say right,
this month we are focusing on this and that’s
got to be our goal, because otherwise you
can get lost amongst it all.
We were talking about putting a strategy plan
together, but actually it’s got to be more
focused now, actually saying right, this month
what we’re trying to get out of it. Is it number
of likes we’re trying to get, is it number of
bookings, and actually number of reviews at
the end of it, and actually start to say right,
this month we are focusing on this and that’s
got to be our goal, because otherwise you
can get lost amongst it all.
Dorset Visual Arts, no FT staff – all freelance or board members
28. Developing the strategy
Situation: where are we now?
Objectives: where do we want
to be?
Strategy: how do we get there?
Tactics: how exactly do we get
there?
Action: what is our plan?
Control: did we get there?
29. @KarlHavard
An Engagement Framework
A d v o c a c y
S u s p e c t P r o s p e c t C u s t o m e r A d v o c a t e In f l u e n c e r
I n t e r e s t
C o n v e r s i o n
A w a r e n e s s
30.
31.
32. Digital marketing & measurement model
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
41. Feedback on campaign
“To add 400 new followers in 7 days is a great result for
us. When celebrities have mentioned us before we have
had added around 100-200 new followers depending on
their following. Naturally Paultons Park generate
around 20-30 new followers per week”
(Rob Lee, Digital Marketing Manager, Paultons)
Marketing measurement has to evolve just as marketing itself must evolve in rapidly changing marketplace. Key concepts include long term brand building and tracking; customer relationship development; co-creation of the service experience; need to have a clear idea of where digital can (and cannot) add value for the customer and the business; how can digital enable a more entrepreneurial approach to marketing?
Bharadwaj, P., & Soni: SBEs questioned the strategic importance of online marketing
Simmons, G., Armstrong, G., & Durkin, M. (2008): refer to SBE awareness of the opportunity cost; Related to point above, many small businesses not completely convinced of the ROI on digital marketing
Businesses in the study talked more about costs than benefits
CKV – a collaborative approach to marketing – engaging stakeholders and creating partnership – how to put a value on that? See examples of co-creation in later slide. Link between CIV and CKV – key influencers could be target group for co-creation. CIV – example of LiveAid enlisting 3 Vloggers with nearly 13m YouTube subscribers. The Bald Hiker is an example of an influencer.
Give VW example of developing new website in collaboration with partners – what’s the value of that R&D to VW?
This idea of starting with the engaged is akin to effectual logic which starts with the means at our disposal.
150 text references related to poor understanding
Illustrate with Surf Steps. Boiling pots: which pots are simmering nicely - self sustaining? What pots need a little extra heat? What new pots does the owner want to start heating up? What pots do they want to take off the heat completely? Which pots do they want to revisit? For which pots is digital marketing appropriate?
The term focus was used repeatedly throughout the project
Awareness: Linking: show featured products screenshot from a New Mind website
Workshop will focus on Google Analytics as a tool to assist planning which will involve social media;
