The complexity of the digital marketing mix makes performance measurement difficult, resulting in compromised reporting with a bias towards 'easy' to measure channels. This talk highlights best practice measurement, showing how it can support effective digital marketing and dive action.
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LDD Summer Seminar 2013 - DC Storm you can't manage what you can't measure
3. Background
Lewis Lenssen
• 5 years leading and building search agency
• 1 year consulting on social media and online PR for retail
brands (focusing on measurement and valuation)
• 3 years Commercial Director of DC Storm
DC Storm
• Over 2,000 tracked websites with configured attribution
• 30M tracked events per day related to £25M daily revenue
• 5M non-tracking events per day
4. Agenda
• Marketing performance measurement – A big data challenge?
• Characteristics of Digital Marketing Measurement
• Measured Success - Keys to Success
• The future and the politics
• Summary
• Q&A
6. Digital Marketing Measurement
Digital Marketing Attributes
• Large volumes of automatic collected, relevant data
• Clear opportunity to optimise marketing
• Significant costs and benefits
Problem Solved?
• Marketing channel silos
• Sales channel silos
• Device silos
• Channel specific measurement
• Un-reconciled data
• Low trust in data
• Last click wins
10. Marketing Measurement Characteristics
• Multiple diverse data sources
• Near real time requirements
• Multiple audiences with diverse requirements
• Multiple automation tools
• Not a point in time solution (continuous feedback loop)
14. Digital Data Ecosystem
Order
‘D&G satin dress’‘acme fashion’
DM
IMP
Mobile
Online
CRM Activity
Picking DispatchRegister
Email
Tablet
Email
15. Unified Data Resource
• Flexible, scalable database designed to support diverse data
sources
• Ability to reflect evolving channel connections
• Technology that supports easy data import and export
• Sophisticated access and security control
• Specialist requirements and central to success
17. Tracking
• Track and join multiple channels and devices
• Website
• Online display
• Mobile Apps
• Support for multiple device users
• Track the events that matter
• Consider media and partner independence
• Audit and validate data
19. Evolution of Attribution
• Last click wins (within channel)
• Last click wins – across channel
• Winning click
• Multi-channel sharing
• Rules based attribution
• Statistical attribution
20. Attribution Analysis
• Attribution model must reflect your users journeys
• Implement the model(s) that your business needs
• Provide continuity as well as the new measurement
• Continue to deliver ‘last click wins’
• Continue to deliver the old reports
• Must deliver the analysis on an on-going basis
22. Reporting
• Share the data love!
• Query tools
• Reporting and templating tools
• Dashboard and visualisation tools
• Data cubes
• Automate production and distribution
• Focus on answering questions, not delivering numbers
23. Power Automation
• PPC bid management
• Stock powered advertising and creative
• Display buying platforms (DSPs)
28. Summary
• Big data challenge waiting to be solved
• Specific characteristics – Diverse data, near real-time, many
audiences, not point in time
• Measured Success framework for delivering solutions
• Measurement Hub – Specialist requirements and central to success
• Tracking – Audit and validate
• Attribution – On-going delivery
• Actionable Insights – Answer questions
• Trading Analytics – Beyond marketing
• Budget planning – The future
• Political challenges