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.
How to Measure Digital Success in Your Marketing Campaign
1. How to Measure Digital
Success: Identifying the Right
Performance Metrics
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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
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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
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4. IDENTIFYING TYPE OF CAMPAIGN
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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
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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
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
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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
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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
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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
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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
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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
Editor's Notes
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.