How to Measure Digital Success in Your Marketing Campaign
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Learn how to measure the digital success of your marketing campaigns. Women's Marketing, Inc. is the leading media strategy and activation agency for brands targeting women consumers.
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How to Measure Digital Success in Your Marketing Campaign
- 1. How to Measure Digital Success: Identifying the Right Performance Metrics 4/29/2015 1
- 2. AMY ZVOVUSHE • Digital Campaign Manager • 10+ years in Digital Marketing, Sales and Branding specializing in campaign analytics TODAY’S PRESENTERS ERIN STYMACKS • Digital Campaign Manager • 5+ years in Digital Marketing, focus on campaign execution & analytics 4/29/2015 2
- 3. 1 2 3 4 What are we trying to achieve with the digital campaign? What KPI’s most effectively measure our campaign objective? What type of media will help us achieve our objective? Example KPI’s for various objectives TODAY’S AGENDA I D E N T I F Y I N G T H E R I G H T P E R F O R M A N C E M E T R I C S F O R A D I G I TA L C A M PA I G N I S C R I T I C A L T O M E A S U R I N G O V E R A L L S U C C E S S 4/29/2015 3
- 4. IDENTIFYING TYPE OF CAMPAIGN 4/29/2015 4 OBJECTIVES DICTATE WHAT KIND OF DIGITAL CAMPAIGN A BRAND SHOULD LAUNCH Build brand recognition in the marketplace Increase website traffic Engage target audience in natural online environment Drive lift in sales Drive specific user action (i.e. coupon download) BRANDING DIRECT RESPONSE I want my media to:
- 5. BRANDING CYCLE 4/29/2015 5 IT IS IMPORTANT TO BUILD STRONG BRAND RECOGNITION PRIOR TO FOCUSING ON A SALES DRIVEN MEDIA APPROACH Awareness Leads Prospects Opportunities Customers Branding Direct Response
- 6. DEFINING KPI’s 4/29/2015 6 KPI : KEY PERFORMANCE INDICATOR
- 8. 4/29/2015 8 BRANDING GOAL: BRAND RECOGNITION • Post Click/View Activity • Brand Lift (via Brand Study slide 9 & 10) • Reach & Page views • Viewability BEST FORMS OF MEDIA TO ACHIEVE GOAL Standard Banners Mobile High Impact Video Social KPI’S USED TO MEASURE SUCCESS BLOG
- 9. 4/29/2015 94/29/2015 9 In-banner (or overlay) surveys are run as ad creative on a low rotation in the footprint of the campaign. Ad server technology is used to randomly assign users to test and control groups. TEST Ad is shown, and then survey is shown in the ad space after a set delay. CONTROL Survey appears immediately in the ad space so user is not exposed. Differences on key brand measures (magnitude and direction) allow us to draw conclusions regarding the effectiveness of the ad campaign. Results are stat-tested and balanced. AD EFFECTIVENESS STUDY
- 10. 4/29/2015 104/29/2015 10 AD EFFECTIVENESS STUDY Business Outcomes Optimize media planning while the campaign is running: •Real time, on-demand feedback of survey results by collecting brand-centric metrics – including awareness, favorability, message recall and purchase intent •Gauge performance against key metrics continuously and make changes to your campaign in-flight Optimize future campaign efficiency •Improve campaign performance based on actual campaign data •Respondent-level survey results can support ad targeting decisions and help building new user segments
- 11. 4/29/2015 11 BRANDING GOAL: TRAFFIC TO SITE A person that is the end user of a given product • Click Through Rate • Post Click/View Activity Standard Banners Mobile Rich MediaHigh Impact BEST FORMS OF MEDIA TO ACHIEVE GOAL KPI’S USED TO MEASURE SUCCESS
- 12. 4/29/2015 12 BRANDING GOAL: AUDIENCE ENGAGEMENT A person that is the end user of a given product • Engagement Rate • Time Spent, Feature View/Completions, Store Locator Launches • Social Engagement • Follower/Subscriber Growth, Shares, Earned Media • Sweepstakes Entries • Video Completions Rich Media Mobile Rich Media Video Native Social BEST FORMS OF MEDIA TO ACHIEVE GOAL BLOG KPI’S USED TO MEASURE SUCCESS
- 13. M E A S U R I N G D I R E C T R E S P O N S E P E R F O R M A N C E
- 14. 4/29/2015 14 DIRECT RESPONSE GOAL: LIFT IN SALES • ROI • Revenue relative to benchmark set • % sales lift relative to benchmark set • Cost per Sale relative to benchmark set • Conversion Rate Standard Banners Mobile Retargeted Banners Search Social & Facebook Exchange BEST FORMS OF MEDIA TO ACHIEVE GOAL KPI’S USED TO MEASURE SUCCESS
- 15. 4/29/2015 15 DIRECT RESPONSE GOAL: LIFT IN CALL TO ACTION A person that is the end user of a given product • Total Actions taken compared to benchmark set • i.e. Coupon downloads, request for information, email capture, etc. • % lift in action relative to benchmark set • Cost per Action relative to benchmark set • Conversion Rate Standard Banners Mobile Retargeted Banners Social Facebook Exchange BLOG BEST FORMS OF MEDIA TO ACHIEVE GOAL KPI’S USED TO MEASURE SUCCESS
- 16. 4/29/2015 16 ATTRIBUTION INSIGHTS FOR DIRECT RESPONSE A person that is the end user of a given product INSIGHTS INTO ATTRIBUTION PROVIDE ADDITIONAL DETAIL INTO DIRECT RESPONSE PERFORMANCE FROM A HOLISTIC VIEWPOINT View Thru vs. Click Thru Consumer Paths
- 17. KEY TAKEAWAY 4/29/2015 17 If you don’t first identify your objectives, you may end up going down the wrong strategic road to achieve success. WHO YOU’RE REACHING GOALS OBJECTIVES STRATEGY TACTICS KPI’s By understanding which KPI’s will measure the success of your campaign, clear optimization tactics will drive the strongest efficiencies to meet your goals.
- 18. WHAT’S NEXT? New York 276 5th Ave Suite 407 NY, NY 10001 212.673.4500 Westport 1221 Post Rd. East Suite 201 Westport, CT 06880 203.256.0880 womensmarketing.com Thank you for joining this webinar, part of our How Media Builds Brands series, with media experts Amy Zvovushe and Erin Stymacks. Next time, we’ll focus on… HOW MUCH SHOULD I SPEND? KEY CONSIDERATIONS WHEN DEVELOPING MEDIA BUDGETS Have questions or want to learn more? Contact Marlea Clark at mclark@womensmarketing.com
Notas del editor
- There are two main types of digital campaigns – Branding & Direct Response
- Most Common Mistakes: Advertiser looking to achieve DR results from brand recognition goal Strong Post View activity really shows how well the media resonated with the target audience. The media left a lasting impressions on the user, keeping the brand top of mind to visit and engage with the brand even if they did not click on the banner at the time they were served it.
- Most Common Mistakes: Trying to achieve both strong CTR’s and strong engagement rates simultaneously. Engagement and CTR do not go hand in hand in terms of performance. Users who are clicking through to site are choosing to engage with the brand on their site as opposed to within the unit and vice versa when users are engaging with the brand within the unit itself, they likely will not click thru. By identifying main objectives up front, there is a clear path for optimizations to ensure brands get the most out of their campaign.
- Most Common Mistakes: same as slide before. CTR and Video Completions do not go hand in hand. If a user clicks, they do not finish the video to completion. If a user finishes the video, they are likely moving on to the content they want to watch and not clicking thru to site.
- Most Common Mistakes: Looking at CTR and/or engagement as a base for success. Users who click & engage may not be users who are most apt to convert. Conversion rate is used as a way to compare performance of placements within the campaign for optimization purposes. There is no standard benchmark for conversion rate from digital media.
- This visual is tailored more to sales conversions but the same theory can be applied for any campaign that is driving a specific consumer action (coupon download, RFI, etc.) Consumers can take multiple paths from their first exposure to the brand through to purchase. All touch points effectively work together and the more there are, the more impact they have on each other. Because most attribution models work off of a “last click” attribution model, that final touch point of the consumer before they convert will be credited for that conversion. However, it’s important to note how all of these touch points work together to reach the end goal of the conversion.
- GOALS: Broad concepts tied to the company’s mission and vision. OBJECTIVES: More specific elements that will lead to achieving the goals. Objectives should follow the age-old SMART framework [See chart at left.]: They should be specific, measureable, attainable, relevant and time-specific. STRATEGIES: A high-level view of how a company will achieve its objectives. Far from addressing the specific, necessary actions, strategies are ideas and principles that guide those actions. TACTICS: The actions that support the strategy. Detailed and specific, tactics in social media efforts likely change frequently as technology and tools change, whereas strategies should remain effective for a much longer period of time. KEY PERFORMANCE INDICATORS (KPIs): These metrics measure progress toward the goal. Agreed upon before a brand launches a campaign or a new approach to social media, KPIs ensure that the brand is measuring its efforts with a business goal in mind.