Adapting measurement programs to define online marketing activities.

2. Is measurement part of your digital DNA?
Adapting measurement programs to refine online
marketing activities.
Dirk Shaw | Twitter: @dirkmshaw

3. • Challenges companies face when measuring online
marketing.
• Elements of a successful measurement program.
• 5 Ways companies can adapt in times of rapid change.

4. Challenge:
Acceleration in number of customer touch
points has increased the metrics companies
must synthesize.

5. Challenge:
Lack of integration between the tools that
measure multi channel interactions.

6. Challenge:
Online customer experience and
measurement are typically in silo’s across the
organization.
Metrics

7. Companies who don’t
adapt will be slower to
test new tactics
because of an inability
to measure value.

8. What are the elements of a
successful measurement program?
Photo: http://upload.wikimedia.org/wikipedia/en/thumb/0/0a/Super_heavy_elements.svg/800px-
Super_heavy_elements.svg.png

9. Behavior:
> How many are here?
> How did they get here?
> What are they doing?

10. Purchase:
> How much did they buy?
> What else would they buy?
> What is propensity to buy again?

11. Tone & sentiment:
> What is their mood?
> Do they like or dislike our products?
> What ideas can we take to R&D?

12. Influencers:
> Who is talking the most and what about?
> Where are they talking?
> How can we activate their social graph?

13. Targeting:
> Do they like a,b or c?
> Or a and b but not c?
> Which user experience elements drive highest levels of X?

14. Engagement:
> How many click on this visit?
> How much time are they spending across sites?
> How frequent do they return?

15. 5 Ways companies can adapt
in times of rapid change.

16. Let business goals lead. Not tools.

17. Bring together all stakeholders who
measure goals thru digital touch
points.

18. Build a team who's focus is tuning the online
experience based on insights & data.

19. Find solutions that have open reporting
interfaces and build a single view of the
performance across all online activities.

20. Experiment with
new touch points
that are relevant to
a market.

21. Evolving measurement & analytics allows you
to quickly adapt your marketing tactics in an
ever changing digital landscape.
Dirk Shaw | Twitter:@dirkmshaw