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Marketing Measurement Therapy Webcast slides by BECKON

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Marketing Measurement Therapy Webcast slides by BECKON

  1. 1. Agenda @Forrester @BeckonInc
  2. 2. MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache
  3. 3. © 2014 Forrester Research, Inc. Reproduction Prohibited Empowered buyers create a new era of competitive advantage Source: October 10, 2013 “Competitive Strategy in the Age of the Customer” report. @lauraramos @Forrester @BeckonInc
  4. 4. © 2014 Forrester Research, Inc. Reproduction Prohibited The Age of the Customer A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers @lauraramos @Forrester @BeckonInc
  5. 5. © 2014 Forrester Research, Inc. Reproduction Prohibited Source: March 28, 2013, “The New Physics Of Lead-To-Revenue Management” Forrester report Omnichannel buying increases purchase complexity @lauraramos @Forrester @BeckonInc
  6. 6. © 2014 Forrester Research, Inc. Reproduction Prohibited 15% “Marketing is good at using data and analytics to make course judgments.” Marketing lacks strong ability to show impact 18% 13% “Marketing’s financial value is clear to the business.” “Marketing is good at using data and analytics to make strategic recommendations.” Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Measurement Online Survey Base: 412 Marketing, Sales and Business Executives, “Strongly Agree” responses only @lauraramos @Forrester @BeckonInc
  7. 7. © 2014 Forrester Research, Inc. Reproduction Prohibited Execs don’t factor marketing analysis into their decision making Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey Base: 383 Marketing, Sales and Business Executives @lauraramos @Forrester @BeckonInc “To what extent are your key stakeholders using the data, metrics, and/or analyses developed by marketing?” 16% 13% 9% 6% Sales BU or Division Leaders CEO CFO
  8. 8. © 2014 Forrester Research, Inc. Reproduction Prohibited But then again, CMOs don’t really either Source: The Feb 2013 CMO Survey sponsored by Duke Fuqua School of Business and The American Marketing Association In a survey of CMOs, the percent of marketing projects leveraging marketing analytics: Feb-12 Aug-12 Feb-13 Aug-13 37% 35% 30% 29% @lauraramos @Forrester @BeckonInc
  9. 9. Time to make a date with your big data destiny @lauraramos @Forrester @BeckonInc
  10. 10. © 2014 Forrester Research, Inc. Reproduction Prohibited Get your data house in order •  Large and diverse quantities •  Messy and missing data •  Silo’ed or hoarded •  Not owned by you •  Focused on “how” not “why” “How effective is your marketing at using data analytics?” Base: 293 Marketing, Sales, Bus. Execs (% of respondents shown) @lauraramos @Forrester @BeckonInc 2 5 8 19 16 16 17 11 4 1 10 9 8 7 6 5 4 3 2 1 Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey
  11. 11. © 2014 Forrester Research, Inc. Reproduction Prohibited Get your data house in order •  Large and diverse quantities •  Messy and missing data •  Silo’ed or hoarded •  Not owned by you •  Focused on “how” not “why” “How effective is your marketing at using data analytics?” Base: 293 Marketing, Sales, Bus. Execs (% of respondents shown) @lauraramos @Forrester @BeckonInc 2 5 8 19 16 16 17 11 4 1 10 9 8 7 6 5 4 3 2 1 85% Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey
  12. 12. © 2014 Forrester Research, Inc. Reproduction Prohibited Marketers rely on outmoded tools to report performance Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey @lauraramos @Forrester @BeckonInc 28% 26% 23% 286 Marketing, Sales and Business Executives
  13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited Dashboards fail to measure real-time business outcomes @lauraramos @Forrester @BeckonInc “How well does your marketing dashboard enable you to do the following?” Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Measurement Online Survey Base: 168 Marketing, Sales and Business Executives 25% 19% 18% 14%
  14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited They struggle to produce forward-looking measures and analytics Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey Base: 219 Marketing, Sales and Business Executives @lauraramos @Forrester @BeckonInc
  15. 15. © 2014 Forrester Research, Inc. Reproduction Prohibited Design dashboards around buyer’s journey to drive real-time results Source: February 2014 “Brief: Redesign B2B Dashboards Around Customers To Deliver Actionable Insights” Forrester report. @lauraramos @Forrester @BeckonInc
  16. 16. © 2014 Forrester Research, Inc. Reproduction Prohibited Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey Reporting doesn’t show marketing where to go next “Do you use data analytics as a predictive tool or to report past performance?” Base: 367 Marketing, Sales and Business Executives (percentages may not total 100 because of rounding) @lauraramos @Forrester @BeckonInc 52% 21% 7% 7% 13%
  17. 17. © 2014 Forrester Research, Inc. Reproduction Prohibited Move from reporting performance to driving the business @lauraramos @Forrester @BeckonInc
  18. 18. © 2014 Forrester Research, Inc. Reproduction Prohibited Making data actionable Static •  Predefined •  Owned •  Stagnates on stale data Thomas guide graphic placeholder @lauraramos @Forrester @BeckonInc
  19. 19. © 2014 Forrester Research, Inc. Reproduction Prohibited Making data actionable Static •  Predefined •  Owned •  Stagnates on stale data Reactive •  One-way •  Brokered •  Responds to new data Thomas guide graphic placeholder @lauraramos @Forrester @BeckonInc
  20. 20. © 2014 Forrester Research, Inc. Reproduction Prohibited Making data actionable Static •  Predefined •  Owned •  Stagnates on stale data Reactive •  One-way •  Brokered •  Responds to new data Interactive •  Two-way •  Agile •  Evolves with new data Thomas guide graphic placeholder @lauraramos @Forrester @BeckonInc
  21. 21. © 2014 Forrester Research, Inc. Reproduction Prohibited Making data actionable Static •  Predefined •  Owned •  Stagnates on stale data Reactive •  One-way •  Brokered •  Responds to new data Interactive •  Two-way •  Agile •  Evolves with new data Adaptive •  Multiway •  Collaborative •  Adapts “just in time” Thomas guide graphic placeholder @lauraramos @Forrester @BeckonInc
  22. 22. © 2014 Forrester Research, Inc. Reproduction Prohibited @jenniferland @BeckonInc •  Data from many different sources •  Adaptive •  Dynamic, real-time •  Collaborative •  Forward-looking (what’s coming up) •  Basis for real-time decision-making
  23. 23. © 2014 Forrester Research, Inc. Reproduction Prohibited What else we need to get there: ›  Team to help diagnose and tune dashboard performance ›  Programming-free integration between the data stores and transactional systems ›  User experience focused on key audiences ›  Tools that help predict new business opportunity @lauraramos @Forrester @BeckonInc
  24. 24. Agenda @jenniferland @BeckonInc
  25. 25. MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache HOW AND WHAT TO MEASURE NOW @jenniferland @BeckonInc
  26. 26. @jenniferland @BeckonInc
  27. 27. There have never been so many ways to spend your marketing dollars Experimentation •  SO many channels •  SO many new tactics •  SO many markets •  SO many segments •  SO many partners @jenniferland @BeckonInc
  28. 28. There have never been so many ways to spend your marketing dollars Experimentation Accountability •  SO many channels •  SO many new tactics •  SO many markets •  SO many segments •  SO many partners •  Need to deliver reliably •  Need to do more with less •  Need to remind all why you are doing what you are doing •  Need to know what’s working best •  Business impact reporting to many constituents @jenniferland @BeckonInc Never as much pressure to justify the decisions you make AND
  29. 29. It’s a journey The Marketing Analytics Maturity Model @jenniferland @BeckonInc
  30. 30. It’s a journey 1 Disparate reports No integrated visibility The Marketing Analytics Maturity Model @jenniferland @BeckonInc
  31. 31. It’s a journey 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past The Marketing Analytics Maturity Model @jenniferland @BeckonInc
  32. 32. It’s a journey 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 3 Automated integrated reporting Using data to act The Marketing Analytics Maturity Model @jenniferland @BeckonInc
  33. 33. It’s a journey 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 3 Automated integrated reporting Using data to act 4 Planning Use data to set goals The Marketing Analytics Maturity Model @jenniferland @BeckonInc
  34. 34. It’s a journey 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 3 Automated integrated reporting Using data to act 4 Planning Use data to set goals The Marketing Analytics Maturity Model @jenniferland @BeckonInc 5 Modeling Use data to predict
  35. 35. Most marketing departments are stuck at phase 2 1 Disparate reports 2 Manual integrated reporting 3 Automated integrated reporting 4 Planning 5 Modeling The Marketing Analytics Maturity Model @jenniferland @BeckonInc No integrated visibility Using data to describe the past Using data to act Use data to set goals Use data to predict
  36. 36. Symptoms of Phases 1 and 2 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 1.  It’s almost August and you are just wrapping up the May report @jenniferland @BeckonInc
  37. 37. Symptoms of Phases 1 and 2 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 1.  It’s almost August and you are just wrapping up the May report 2.  You literally call reporting ‘hind- sighting’ @jenniferland @BeckonInc
  38. 38. Symptoms of Phases 1 and 2 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 1.  It’s almost August and you are just wrapping up the May report 2.  You literally call reporting ‘hind- sighting’ 3.  Reporting prep takes so long that no time is left for pure insight. You fall back on basic math: Views are up 10% @jenniferland @BeckonInc
  39. 39. Symptoms of Phases 1 and 2 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 1.  It’s almost August and you are just wrapping up the May report 2.  You literally call reporting ‘hind- sighting’ 3.  Reporting prep takes so long that no time is left for pure insight. You fall back on basic math: Views are up 10% 4.  Your super-smart marketing analyst girl or guy is at risk of leaving @jenniferland @BeckonInc
  40. 40. Symptoms of Phases 1 and 2 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 1.  It’s almost August and you are just wrapping up the May report 2.  You literally call reporting ‘hind- sighting’ 3.  Reporting prep takes so long that no time is left for pure insight. You fall back on basic math: Views are up 10% 4.  Your super-smart marketing analyst girl or guy is at risk of leaving 5.  The Marketing Intelligence Team is considering changing its name to the Marketing Plumbing Department @jenniferland @BeckonInc
  41. 41. Symptoms of Phases 1 and 2 1 Disparate reports No integrated visibility 2 Manual integrated reporting Using data to describe the past 1.  It’s almost August and you are just wrapping up the May report 2.  You literally call reporting ‘hind- sighting’ 3.  Reporting prep takes so long that no time is left for pure insight. You fall back on basic math: Views are up 10% 4.  Your super-smart marketing analyst girl or guy is at risk of leaving 5.  The Marketing Intelligence Team is considering changing its name to the Marketing Plumbing Department 6.  Ad hoc questions lobbed into your team strike terror in your heart @jenniferland @BeckonInc
  42. 42. What’s needed to get past stage 2? DIGITAL AD PERFORMANCE EMAIL WEBSITE SEARCH TV STORE DATA OOH PR EVENTS SOCIAL MEDIA BRAND TRACKERFINANCE ALL YOUR DISPARATE DATA SOURCES @jenniferland @BeckonInc
  43. 43. What’s needed to get past stage 2? DIGITAL AD PERFORMANCE EMAIL WEB SITE SEARCH TV STORE DATA OOH PR EVENTS SOCIAL MEDIA BRAND TRACKERFINANCE MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @jenniferland @BeckonInc
  44. 44. UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY + BUSINESS AND BRAND METRICS) DIGITAL AD PERFORMANCE EMAIL WEB SITE SEARCH TV STORE DATA OOH PR EVENTS SOCIAL MEDIA BRAND TRACKERFINANCE @jenniferland @BeckonInc What’s needed to get past stage 2?
  45. 45. UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY + BUSINESS AND BRAND METRICS) KPI FRAMEWORK FOR CROSS-CHANNEL REPORTING DIGITAL AD PERFORMANCE EMAIL WEB SITE SEARCH TV STORE DATA OOH PR EVENTS SOCIAL MEDIA BRAND TRACKERFINANCE @jenniferland @BeckonInc What’s needed to get past stage 2?
  46. 46. Early warning system + diagnostics for what to do next: the WAZE for marketing UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY + BUSINESS AND BRAND METRICS) KPI FRAMEWORK FOR CROSS-CHANNEL REPORTING DIGITAL AD PERFORMANCE EMAIL WEB SITE SEARCH TV STORE DATA OOH PR EVENTS SOCIAL MEDIA BRAND TRACKERFINANCE @jenniferland @BeckonInc
  47. 47. CONVERSE (NIKE) IN BECKON WHY BECKON? •  Data system of record •  Agency accountability •  Shared integrated reporting •  Watch campaigns unfold in “real- time” •  Save time, free up analysts to focus on insight •  See cross-channel connections in data DATA IN BECKON •  North America •  Print, radio, OOH, online display, web, paid search •  Sales data from outlet stores, own stores, wholesale and e- commerce •  Brand equity metrics GOAL: CREATE A MARKETING SPEND AND PERFORMANCE SYSTEM OF RECORD TO MAKE BETTER MEDIA BUYS AND KEEP AGENCIES ACCOUNTABLE. @jenniferland @BeckonInc
  48. 48. MICROSOFT MOBILE IN BECKON WHY BECKON? •  Data system of record •  Agency accountability •  Shared integrated reporting •  Watch campaigns unfold in “real-time” •  Reallocate media spend faster •  Save time, free up analysts to focus on insight •  See cross-channel connections in data DATA IN BECKON •  Paid media, social, web, leads, activations •  Competitive media spend •  Intent to Purchase survey data •  Scope: all handset launches, North America GOAL: REPLACE MANUAL CUT-AND-PASTE + REPORTING WITH CONTINUOUSLY AND AUTOMATICALLY UPDATED DASHBOARDS. SAVE TIME AND GAIN INSIGHT. @jenniferland @BeckonInc
  49. 49. SKY IN BECKON WHY BECKON? •  Data system of record •  Agency accountability •  Shared integrated reporting •  Watch campaigns unfold in “real-time” •  Save time, free up analysts to focus on insight •  See cross-channel connections in data DATA IN BECKON •  UK and Ireland •  The major integrated, cross- channel campaigns •  Both brand advertising and direct marketing tactics •  Brand equity trackers •  Business outcome data GOAL: REIGN IN THE DATA FOR THE LARGEST ADVERTISER IN THE UK TO GET MORE REAL-TIME VISIBILITY AND BETTER UNDERSTANDING OF WHAT’S WORKING. @jenniferland @BeckonInc
  50. 50. STUBHUB (EBAY) IN BECKON WHY BECKON? •  Data system of record •  Agency accountability •  Shared integrated reporting •  Watch campaigns unfold in “real-time” •  Save time, free up analysts to focus on insight •  See cross-channel connections in data DATA IN BECKON •  North America and Europe •  Transactions, traffic, media channel attributable revenue, loyalty program data •  Brand equity survey data GOAL: GET AUTOMATED, INTEGRATED REPORTING TO MATCH THEIR INTEGRATED PLANNING AND INTEGRATED EXECUTION. SEE CONNECTIONS IN DISPARATE FEEDS. @jenniferland @BeckonInc
  51. 51. UNION BANK IN BECKON WHY BECKON? •  Marketing data source of truth and system of record •  Agency accountability •  Shared integrated reporting •  Watch campaigns unfold in “real-time” •  Save time, free up analysts to focus on insight •  Rapid performance reporting back to BUs DATA IN BECKON •  All evergreen digital channel spend and performance (web, email, search, display, social) •  The major integrated, cross- channel campaigns •  All data tagged by dozens of product, verticals and lines of business GOAL: REIGN IN THE DATA FOR MARKETING LEADERSHIP TO GET MORE REAL TIME VISIBILITY AND BETTER UNDERSTANDING OF WHAT’S WORKING. @jenniferland @BeckonInc
  52. 52. GAP IN BECKON WHY BECKON? •  Real-time KPI tracker for the CMO •  United, cross-channel data hub •  Early warning system •  Plan vs. actual monitoring and reporting of variances •  Platform for forward- looking modeling DATA IN BECKON •  Brand media spend and performance •  Social •  CRM •  Brand Tracker •  Business results GOAL: DELIVER REAL-TIME BUYER’S JOURNEY KPIS TO THE CMO AND MARKETING ORGANIZATION FOR BOTH EARLY WARNING SYSTEM AND PREDICTIVE PLATFORM @jenniferland @BeckonInc
  53. 53. The biggest question is always: UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY + BUSINESS AND BRAND METRICS) DIGITAL AD PERFORMANCE EMAIL WEB SITE SEARCH TV STORE DATA OOH KPI FRAMEWORK FOR CROSS-CHANNEL REPORTING PR BRAND TRACKER SOCIAL MEDIA EVENTSFINANCE WHAT METRICS MATTER? @jenniferland @BeckonInc
  54. 54. Too often marketers track only two metrics: PAID MEDIA SPEND SALES @jenniferland @BeckonInc
  55. 55. Too often marketers track only two metrics: And we hope that when one goes up, the other does too. PAID MEDIA SPEND SALES @jenniferland @BeckonInc
  56. 56. Too often marketers track only two metrics: And we hope that when one goes up, the other does too. BUT WHAT IF IT DOESN’T? PAID MEDIA SPEND SALES @jenniferland @BeckonInc
  57. 57. Too often marketers track only two metrics: Marketers need better diagnostics to understand marketing performance at a more fundamental level PAID MEDIA SPEND SALES @jenniferland @BeckonInc
  58. 58. There is a more complex dynamic at play all along a path toward sales PAID MEDIA BRAND DIRECT MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT •  TV •  PRINT •  RADIO •  OOH •  MOBILE •  EMAIL •  DISPLAY •  SEARCH •  SOCIAL •  EVENTS •  PR •  SPONORSHIP •  MDF … @jenniferland @BeckonInc
  59. 59. There is a more complex dynamic at play all along a path toward sales PAID MEDIA BRAND DIRECT OWNED PROPERTIES MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT •  STORE •  WEBSITE •  FB PAGE @jenniferland @BeckonInc
  60. 60. There is a more complex dynamic at play all along a path toward sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT @jenniferland @BeckonInc
  61. 61. There is a more complex dynamic at play all along a path toward sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT @jenniferland @BeckonInc
  62. 62. There is a more complex dynamic at play all along a path toward sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT @jenniferland @BeckonInc
  63. 63. There is a more complex dynamic at play all along a path toward sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES @jenniferland @BeckonInc
  64. 64. And these are all goals of marketing PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES
  65. 65. But what metrics matter? @jenniferland @BeckonInc
  66. 66. PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Are we getting our message out? •  Total impressions •  Ad recall •  Total spend •  Competitive media spend @jenniferland @BeckonInc What metrics matter
  67. 67. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES How are our owned properties performing? •  Footfall •  Total site visits •  Time on site •  Unique visitors •  Total community size (Twitter followers, Facebook fans…) @jenniferland @BeckonInc
  68. 68. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Are consumers talking about us? •  Total social mentions •  Positive / negative sentiment •  Shares, likes, tweets @jenniferland @BeckonInc
  69. 69. @jenniferland @BeckonInc What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Are target customers aware of us? •  Top 2 Box awareness (aided/unaided) Proxies: •  Social Share of Voice •  Aggregate brand impressions •  Organic search volume •  Natural search ranking
  70. 70. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Are customers more likely to buy? •  Consideration •  Purchase intent (T2B) •  Net promoter score •  Wish list functionality usage •  Store finder functionality usage •  Loyalty program sign-ups •  # carts initiated @jenniferland @BeckonInc
  71. 71. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Are our customers going to recommend us to their peers? •  Likelihood to Buy •  Customer Satisfaction Ratings •  Net Promoter Score •  Net sentiment score (Pos-Neg) •  Average star rating @jenniferland @BeckonInc
  72. 72. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Are customers buying more? •  Revenue •  Units •  Average Order Value •  Percent sold at full price •  Conversion rate •  Category / SKU sales from audiences targeted by media @jenniferland @BeckonInc
  73. 73. But what metrics matter? @jenniferland @BeckonInc
  74. 74. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Is paid media driving traffic to our owned properties (stores, sites)? •  Total engagements (clicks, opens, views, etc.) •  Engagement rate •  Click-through rate •  Site traffic from all ad forms (Overall and by campaign / message) @jenniferland @BeckonInc
  75. 75. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Is our paid media driving buzz? Is it being amplified and passed along by consumers? •  Paid / earned media ratio •  Mentions of the ad campaigns @jenniferland @BeckonInc
  76. 76. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES How much is social driving traffic to our site and stores? •  Site traffic from social @jenniferland @BeckonInc
  77. 77. @jenniferland @BeckonInc What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Are consumers sharing things from our owned properties? •  Use of ‘share this’ functionality •  Hashtag usage •  Store check-ins •  Likes, shares •  Retweets
  78. 78. But what metrics matter? @jenniferland @BeckonInc
  79. 79. @jenniferland @BeckonInc What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES Cost per point of NPSROI Cost per impression Cost per engagement AWARENESS Total marketing spend per point of intent Total marketing spend per point of awareness PURCHASE INTENT
  80. 80. But what metrics matter? @jenniferland @BeckonInc
  81. 81. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES As we do more traditional media in a market, do we see click-through rates and open rates of digital media go up? As we do more traditional media in a market, do we see click-through rates and open rates of digital media go up? @jenniferland @BeckonInc
  82. 82. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES When we turn off media in a market, does our consideration and purchase intent go down? When? How soon? When we turn off brand advertising in a market, does our consideration and purchase intent go down? When? How soon? @jenniferland @BeckonInc
  83. 83. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES When we turn off media in a market, does our consideration and purchase intent go down? When? How soon? When positive sentiment goes up, what happens to sales [90] days later? @jenniferland @BeckonInc
  84. 84. What metrics matter PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES When we turn off media in a market, does our consideration and purchase intent go down? When? How soon? When use of ‘find a store’ functionality goes up, what happens to sales [10] days later? @jenniferland @BeckonInc
  85. 85. Which parts correlate most highly with sales? It depends on your business. PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY SALES The Pizza Company @jenniferland @BeckonInc
  86. 86. Which parts correlate most highly with sales? It depends on your business. PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY SALES The Car Company @jenniferland @BeckonInc
  87. 87. If the data is flowing in real-time, then you have an early warning system for sales @jenniferland @BeckonInc
  88. 88. If the data is flowing in real-time, then you have an early warning system for sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES If we launch a campaign and impressions are high @jenniferland @BeckonInc
  89. 89. If the data is flowing in real-time, then you have an early warning system for sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES If we launch a campaign and impressions are high But the engagement rate is low and store and site traffic is low @jenniferland @BeckonInc
  90. 90. If the data is flowing in real-time, then you have an early warning system for sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES If we launch a campaign and impressions are high Or the paid to earned media ratio is low But the engagement rate is low and store and site traffic is low @jenniferland @BeckonInc
  91. 91. If the data is flowing in real-time, then you have an early warning system for sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES If we launch a campaign and impressions are high Or the paid to earned media ratio is low But the engagement rate is low and store and site traffic is low We can assume that sales will soon be low too @jenniferland @BeckonInc
  92. 92. @jenniferland @BeckonInc If the data is flowing in real-time, then you have an early warning system for sales PAID MEDIA BRAND DIRECT EARNED MEDIA/BUZZ OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES If we launch a campaign and impressions are high Or the paid to earned media ratio is low We can assume that sales will soon be low too What can we do to improve the creative, messaging or offer to bump up the engagement rates of those ads and drive sales ASAP? But the engagement rate is low and store and site traffic is low
  93. 93. A robust data repository for these performance dynamics is your foundation for modeling @jenniferland @BeckonInc
  94. 94. If we have a robust data platform for what works, we can begin to predict outcomes PAID MEDIA BRAND DIRECT OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES @jenniferland @BeckonInc EARNED MEDIA/BUZZ
  95. 95. If we have a robust data platform for what works, we can begin to predict outcomes PAID MEDIA BRAND DIRECT OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES 2012 holiday season, we spent X @jenniferland @BeckonInc And saw engagements of Y EARNED MEDIA/BUZZ And sales of Z
  96. 96. If we have a robust data platform for what works, we can begin to predict outcomes PAID MEDIA BRAND DIRECT OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES 2012 Holiday season, we spent X @jenniferland @BeckonInc And saw engagements of Y EARNED MEDIA/BUZZ And sales of Z 2013 holiday season, we spent X And saw engagements of Y And sales of Z
  97. 97. If we have a robust data platform for what works, we can begin to predict outcomes PAID MEDIA BRAND DIRECT OWNED PROPERTIES AWARENESS PURCHASE INTENT ADVOCACY MARKETING ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES CUSTOMER ENGAGEMENT SALES 2012 Holiday season, we spent X @jenniferland @BeckonInc And saw engagements of Y EARNED MEDIA/BUZZ And sales of Z 2012 Holiday season, we spent X And saw engagements of Y And sales of Z Then in the 2014 holiday season, if we spend X And see engagements of Y We’ll likely see sales of Z
  98. 98. UNITED, REAL-TIME DATA HUB (MARKETING SPEND, ACTIVITY + BUSINESS AND BRAND METRICS) DIGITAL AD PERFORMANCE EMAIL WEBSITE SEARCH TV STORE DATA OOH KPI FRAMEWORK FOR CROSS-CHANNEL REPORTING PR BRAND TRACKER SOCIAL MEDIA EVENTSFINANCE If the data is flowing in real-time, then you have an early warning system for sales @jenniferland @BeckonInc
  99. 99. The WAZE for marketing
  100. 100. The WAZE for marketing
  101. 101. @jenniferland @BeckonInc
  102. 102. @jenniferland @BeckonInc

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