The presentation discusses the concepts and principles of digital measurement in tracking and measuring marketing performance.

1. >
Digital
Measurement
<
More
than
just
coun.ng
hits!

2. >
Short
but
sharp
history
§ Datalicious
was
founded
late
2007
§ Strong
Omniture
web
analy.cs
history
§ Now
360
data
agency
with
specialist
team
§ Combina.on
of
analysts
and
developers
§ Carefully
selected
best
of
breed
partners
§ Driving
industry
best
prac.ce
(ADMA)
§ Turning
data
into
ac.onable
insights
§ Execu.ng
smart
data
driven
campaigns
May
2011
©
Datalicious
Pty
Ltd
2

3. >
Clients
across
all
industries
May
2011
©
Datalicious
Pty
Ltd
3

4. >
Wide
range
of
data
services
Data
Insights
Ac?on
Pla>orms
Analy?cs
Campaigns
Data
collec?on
and
processing
Data
mining
and
modelling
Data
usage
and
applica?on
Web
analy?cs
solu?ons
Customised
dashboards
Marke?ng
automa?on
Omniture,
Google
Analy?cs,
etc
Tableau,
Spo>ire,
SPSS,
etc
Alterian,
SiteCore,
Inxmail,
etc
Tag-­‐less
online
data
capture
Media
aKribu?on
models
Targe?ng
and
merchandising
End-­‐to-­‐end
data
pla>orms
Market
and
compe?tor
trends
Internal
search
op?misa?on
IVR
and
call
center
repor?ng
Social
media
monitoring
CRM
strategy
and
execu?on
Single
customer
view
Customer
profiling
Tes?ng
programs
May
2011
©
Datalicious
Pty
Ltd
4

5. >
Smart
data
driven
marke?ng
Metrics
Framework
Metrics
Framework
Media
AKribu?on
Benchmarking
and
trending
Benchmarking
and
trending
Op?mise
channel
mix
Targe?ng
Increase
relevance
Tes?ng
Improve
usability
$$$
May
2011
©
Datalicious
Pty
Ltd
5

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>
Digital
metrics
May
2011
©
Datalicious
Pty
Ltd
6

7. >
Digital
data
is
plen?ful
and
cheap
April
2011
©
Datalicious
Pty
Ltd
7
Source:
Omniture
Summit,
MaS
Belkin,
2007

8. HITS
How
Idiots
Track
Success

9. >
Basic
website
metrics
§ Page
view/impression:
The
number
of
.mes
a
page
(an
analyst-­‐definable
unit
of
content)
was
viewed.
§ Visit/session:
A
visit
is
an
interac.on,
by
an
individual,
with
a
website
consis.ng
of
one
or
more
requests
for
an
analyst-­‐definable
unit
of
content
(i.e.
“page
view”).
If
an
individual
has
not
taken
another
ac.on
(typically
addi.onal
page
views)
on
the
site
within
a
specified
.me
period,
the
visit
session
will
terminate.
§ Unique
visitor/browser:
The
number
of
inferred
individual
people
(filtered
for
spiders
and
robots),
within
a
designated
repor.ng
.meframe,
with
ac.vity
consis.ng
of
one
or
more
visits
to
a
site.
Each
individual
is
counted
only
once
in
the
unique
visitor
measure
for
the
repor.ng
period.
May
2011
©
Datalicious
Pty
Ltd
9
Source:
Web
Analy.cs
Defini.ons,
Web
Analy.cs
Associa.on,
2007

10. >
Cookie
based
tracking
process
What
if:
Someone
deletes
their
cookies?
Or
uses
a
device
that
does
not
support
JavaScript?
Or
uses
two
computers
(work
vs.
home)?
Or
two
people
use
the
same
computer?
April
2011
©
Datalicious
Pty
Ltd
10
Source:
Google
Analy.cs,
Jus.n
Cutroni,
2007

11. >
Unique
visitor
overes?ma?on
The
study
examined
data
from
two
of
the
UK’s
busiest
ecommerce
websites,
ASDA
and
William
Hill.
Given
that
more
than
half
of
all
page
impressions
on
these
sites
are
from
logged-­‐in
users,
they
provided
a
robust
sample
to
compare
IP-­‐based
and
cookie-­‐based
analysis
against.
The
results
were
staggering,
for
example
an
IP-­‐based
approach
overes.mated
visitors
by
up
to
7.6
.mes
whilst
a
cookie-­‐based
approach
overes?mated
visitors
by
up
to
2.3
?mes.
April
2011
©
Datalicious
Pty
Ltd
11
Source:
White
Paper,
RedEye,
2007

12. >
Maximise
iden?fica?on
points
160%
140%
120%
100%
80%
60%
−−−
Probability
of
iden.fica.on
through
Cookies
40%
20%
0
4
8
12
16
20
24
28
32
36
40
44
48
Weeks
April
2011
©
Datalicious
Pty
Ltd
12

13. >
Maximise
iden?fica?on
points
Mobile
Home
Work
Online
Phone
Branch
April
2011
©
Datalicious
Pty
Ltd
13

14. >
Sample
customer
level
data
April
2011
©
Datalicious
Pty
Ltd
14

15. >
Digital
metric
categories
+Social
May
2011
©
Datalicious
Pty
Ltd
15
Source:
Accuracy
Whitepaper
for
web
analy.cs,
Brian
Clihon,
2008

16. >
Digital
means
global
“The
image
is
a
model
of
the
Internet,
based
on
how
many
people
view
different
sites
and
how
these
sites
are
related
to
each
other.
There
are
3
colours
on
this
model.
Red,
Green
and
Blue.
Each
represents
users
from
US,
Europe
and
Asia.
The
picture
illustrates
how
non
linear
the
digital
world
is.
It
also
shows
how
some
sites
have
a
strong
centre
of
gravity
for
mass
audiences;
others
have
strong
centres
of
gravity
for
niche
audiences.
It
is
important
to
iden.fy
where
marke.ng
is
going
to
have
most
impact
-­‐
crea.ng
powerful
programs
on
niche
sites,
which
gradually
extend
an
influence
on
the
larger
communi.es;
or
(more
expensive)
marke.ng
ac.vity
on
mass
sites,
that
will
then
generate
a
frenzy
of
interest
in
smaller
niche
groups.”
May
2011
©
Datalicious
Pty
Ltd
16
Source:
Carat/Isobar,
2007

17. >
Defining
metrics
frameworks
Media
and
search
data
Website,
call
center
and
retail
data
Reach
Engagement
Ac?on
+Buzz
(Awareness)
(Interest
&
Desire)
(Ac.on)
(Sa.sfac.on)
Quan.ta.ve
and
qualita.ve
research
data
Social
media
data
Social
media
May
2011
©
Datalicious
Pty
Ltd
17

18. >
Importance
of
calendar
events
Traffic
spikes
or
other
data
anomalies
without
context
are
very
hard
to
interpret
and
can
render
data
useless
April
2011
©
Datalicious
Pty
Ltd
18

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>
Measuring
reach
May
2011
©
Datalicious
Pty
Ltd
19

20. >
Reach
and
channel
overlap
TV/Print
audience
Banner
Search
audience
audience
April
2011
©
Datalicious
Pty
Ltd
20

21. >
Ad
server
exposure
test
Banner
TV/Print
Search
Impression
Response
Response
$
Banner
Search
Direct
Impression
Response
Response
$
Users
are
segmented
before
1st
ad
is
even
Exposed
group:
90%
of
users
get
branded
message
served
Control
group:
10%
of
users
get
non-­‐branded
message
Banner
Search
Direct
Impression
Response
Response
$
April
2011
©
Datalicious
Pty
Ltd
21

22. >
Indirect
display
impact
April
2011
©
Datalicious
Pty
Ltd
22

23. >
Indirect
display
impact
April
2011
©
Datalicious
Pty
Ltd
23

24. April
2011
©
Datalicious
Pty
Ltd
24

25. >
Indirect
display
impact
April
2011
©
Datalicious
Pty
Ltd
25

26. >
New
marketplace:
Search
May
2011
©
Datalicious
Pty
Ltd
26

27. >
Google
data
in
Australia
Source:
hSp://www.hitwise.com/au/resources/data-­‐centre
April
2011
©
Datalicious
Pty
Ltd
27

28. >
Search
at
all
stages
April
2011
©
Datalicious
Pty
Ltd
28
Source:
Inside
the
Mind
of
the
Searcher,
Enquiro
2004

29. >
Search
and
brand
strength
April
2011
©
Datalicious
Pty
Ltd
29

30. May
2011
©
Datalicious
Pty
Ltd
30

31. >
Search
and
the
product
lifecycle
Nokia
N-­‐Series
Apple
iPhone
April
2011
©
Datalicious
Pty
Ltd
31

32. >
Search
and
media
planning
April
2011
©
Datalicious
Pty
Ltd
32

33. >
Search
driving
offline
crea?ve
April
2011
©
Datalicious
Pty
Ltd
33

34. >
Hitwise
Mosaic
segment
swing
australia.com
vs.
newzealand.com
australia.com
vs.
bulafiji.com
Source:
Hitwise.com.au,
2008
May
2011
©
Datalicious
Pty
Ltd
34

35. >
Hitwise
Mosaic
segment
swing
australia.com
vs.
newzealand.com
australia.com
vs.
newzealand.com
Source:
Hitwise.com.au,
2008
May
2011
©
Datalicious
Pty
Ltd
35

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>
Measuring
engagement
May
2011
©
Datalicious
Pty
Ltd
36

37. >
Conversion
funnel
1.0
Campaign
responses
Conversion
funnel
Product
page,
add
to
shopping
cart,
view
shopping
cart,
cart
checkout,
payment
details,
shipping
informa.on,
order
confirma.on,
etc
Conversion
event
May
2011
©
Datalicious
Pty
Ltd
37

38. >
Conversion
funnel
2.0
Campaign
responses
(inbound
spokes)
Offline
campaigns,
banner
ads,
email
marke.ng,
referrals,
organic
search,
paid
search,
internal
promo.ons,
etc
Landing
page
(hub)
Success
events
(outbound
spokes)
Bounce
rate,
add
to
cart,
cart
checkout,
confirmed
order,
call
back
request,
registra.on,
product
comparison,
product
review,
forward
to
friend,
etc
May
2011
©
Datalicious
Pty
Ltd
38

39. >
Addi?onal
success
metrics
Click
Through
$
Click
Add
To
Cart
Through
Cart
Checkout
?
$
Click
Bounce
Pages
Per
Avg
Cart
Through
Rate
Visit
Value
$
Click
Call
back
Store
Through
requests
Searches
>
...
$
May
2011
©
Datalicious
Pty
Ltd
39

40. May
2011
©
Datalicious
Pty
Ltd
40

41. May
2011
©
Datalicious
Pty
Ltd
41

42. >
Book:
Tuned
In
“70%
or
more
of
new
products
or
new
product
decisions
were
made
without
market
data”
May
2011
©
Datalicious
Pty
Ltd
42
Source:
hSp://www.pragma.cmarke.ng.com/tunedin

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>
Measuring
ac?on
May
2011
©
Datalicious
Pty
Ltd
43

44. >
Key
metrics
by
website
type
May
2011
©
Datalicious
Pty
Ltd
44
Source:
Omniture
Summit,
MaS
Belkin,
2007

45. >
Duplica?on
across
channels
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Email
Email
Blast
Pla>orm
$
Organic
Google
Search
Analy?cs
$
April
2011
©
Datalicious
Pty
Ltd
45

46. >
Cookie
expira?on
impact
Paid
Bid
Search
Mgmt
$
Banner
Banner
Ad
Ad
Click
Ad
View
Server
$
Email
Email
Expira?on
Blast
Pla>orm
$
Organic
Google
Search
Analy?cs
$
April
2011
©
Datalicious
Pty
Ltd
46

47. >
De-­‐duplica?on
across
channels
Paid
Search
$
Banner
Ads
$
Central
Analy?cs
Pla>orm
Email
Blast
$
Organic
Search
$
April
2011
©
Datalicious
Pty
Ltd
47

48. >
Poten?al
duplica?on
impact
§ Double-­‐coun.ng
of
conversions
across
channels
can
have
a
significant
impact
on
key
metrics,
especially
CPA
§ Example:
Display
ads
and
paid
search
– Total
media
budget
of
$10,000
of
which
50%
is
spend
on
paid
search
and
50%
on
display
ads
– Total
of
100
conversions
across
both
channels
with
a
channel
overlap
of
50%,
i.e.
both
channels
claim
100%
of
conversions
based
on
their
own
repor.ng
but
once
de-­‐duplicated
they
each
only
contributed
50%
of
conversions
– What
are
the
ini.al
CPA
values
and
what
is
the
true
CPA?
§ Solu.on:
$50
ini.al
CPA
and
$100
true
CPA
– $5,000
/
100
=
$50
ini.al
CPA
and
$5,000
/
50
=
$100
true
CPA
(which
represents
a
100%
increase)
April
2011
©
Datalicious
Pty
Ltd
48

49. >
Campaign
flow
and
calls
to
ac?on
=
Paid
media
Organic
PR,
WOM,
search
events,
etc
=
Viral
elements
=
Coupons,
surveys
YouTube,
Home
pages,
Paid
TV,
print,
blog,
etc
portals,
etc
search
radio,
etc
Direct
mail,
Landing
pages,
Display
ads,
email,
etc
offers,
etc
affiliates,
etc
C1
C2
CRM
Facebook
program
TwiKer,
etc
C3
POS
kiosks,
Call
center,
loyalty
cards,
etc
retail
stores,
etc
April
2011
©
Datalicious
Pty
Ltd
49

50. >
Success
aKribu?on
models
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par?al
credit
May
2011
©
Datalicious
Pty
Ltd
50

51. >
First
and
last
click
aKribu?on
Chart
shows
percentage
of
channel
touch
points
that
lead
Paid/Organic
Search
to
a
conversion.
Neither
first
Emails/Shopping
Engines
nor
last-­‐click
measurement
would
provide
true
picture
April
2011
©
Datalicious
Pty
Ltd
51

52. >
Full
path
to
purchase
Introducer
Influencer
Influencer
Closer
$
SEM
Banner
Direct
SEO
Online
Generic
Click
Visit
Branded
Banner
SEO
Affiliate
Social
Offline
View
Generic
Click
Media
TV
SEO
Direct
Email
Abandon
Ad
Branded
Visit
Update
April
2011
©
Datalicious
Pty
Ltd
52

53. >
Search
call
to
ac?on
for
offline
April
2011
©
Datalicious
Pty
Ltd
53

54. April
2011
©
Datalicious
Pty
Ltd
54

55. >
Research
online
buy
in
store
May
2011
©
Datalicious
Pty
Ltd
55
Source:
2008
Digital
Future
Report,
Surveying
The
Digital
Future,
Year
Seven,
USC
Annenberg
School

56. >
Store
locator
searches
May
2011
©
Datalicious
Pty
Ltd
56

57. >
Offline
sales
driven
by
online
Adver?sing
Phone
Credit
check,
campaign
order
fulfilment
Retail
Confirma?on
order
email
Website
Online
Online
order
Virtual
order
research
order
confirma?on
confirma?on
Cookie
April
2011
©
Datalicious
Pty
Ltd
57

58. How
many
survey
responses
do
you
need
if
you
have
10,000
customers?
How
many
email
opens
do
you
need
to
test
2
subject
lines
if
your
subscriber
base
is
50,000?
How
many
orders
do
you
need
to
test
6
banner
execu?ons
if
you
serve
1,000,000
banners
April
2011
©
Datalicious
Pty
Ltd
58
Google
“nss
sample
size
calculator”

59. How
many
survey
responses
do
you
need
if
you
have
10,000
customers?
369
for
each
ques?on
or
369
complete
responses
How
many
email
opens
do
you
need
to
test
2
subject
lines
if
your
subscriber
base
is
50,000?
And
email
sends?
381
per
subject
line
or
381
x
2
=
762
email
opens
How
many
orders
do
you
need
to
test
6
banner
execu?ons
if
you
serve
1,000,000
banners?
383
sales
per
banner
execu?on
or
383
x
6
=
2,298
sales
April
2011
©
Datalicious
Pty
Ltd
59
Google
“nss
sample
size
calculator”

60. >
Addi?onal
success
metrics
Click
Through
$
Click
Add
To
Cart
Through
Cart
Checkout
?
$
Click
Page
Page
Product
Through
Bounce
Views
Views
$
Click
Call
back
Store
Through
request
Search
?
$
April
2011
©
Datalicious
Pty
Ltd
60

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>
Measuring
buzz
May
2011
©
Datalicious
Pty
Ltd
61

62. >
Importance
of
social
media
Search
Company
Promo?on
Consumer
WOM,
blogs,
reviews,
ra?ngs,
communi?es,
social
networks,
photo
sharing,
video
sharing
May
2011
©
Datalicious
Pty
Ltd
62

63. >
Measuring
social
media
Sen.ment
Influence
Reach
April
2011
©
Datalicious
Pty
Ltd
63

64. May
2011
©
Datalicious
Pty
Ltd
64

65. Sen?ment
analysis:
People
vs.
machine
April
2011
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66. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
>
Useful
links
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2011
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67. >
News
and
research
§ hSp://blog.datalicious.com
§ hSp://www.emarketer.com
§ hSp://www.marke.ngcharts.com
§ hSp://www.techcrunch.com
§ hSp://www.smartbrief.com/iab
§ hSp://www.trendwatching.com
§ hSp://www.springwise.com
§ hSp://www.useit.com/alertbox
§ hSp://weblogs.hitwise.com
May
2011
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68. >
Trends
and
data
§ hSp://www.google.com/trends
§ hSp://www.google.com/sktool
§ hSp://www.google.com/webmasters
§ hSp://www.google.com/adplanner
§ hSp://www.google.com/videotarge.ng
§ hSp://www.hitwise.com.au/datacenter
§ hSp://www.compete.com/
§ hSp://www.alexa.com/
§ hSp://wiki.kenburbary.com/
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2011
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69. Contact
us
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
us
twiKer.com/datalicious
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2011
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70. Data
>
Insights
>
Ac?on