Demystifying+digital,+social+&+media+analytics+

Sam$Wa&s$&$Ber,e$Bosrédon$ 20$March$2013$

About+us+$Sam$Wa&s$

•  Metametrics$•  Starcom$MediaVest$•  CentrePoint,$RNIB,$WSPA$$

$Ber,e$Bosrédon$$•  BHF$•  Breast$Cancer$Care$•  Consultant$•  Associate$•  Amnesty$Interna,onal,$Samaritans,$Chris,an$Aid$CharityComms,$Podcast…$•  IoF$Insight$(since$2007)$

Objective+of+the+session+Give%an$overview$of$the$currently$available$analysis$

Get$into$detail$to$each$area$$Discuss$

What+is+digital?+

CMS$

CRM$Donors$|$Events$|$Members$

Stakeholders$|$etc.$$$$$

Media$Poli,cal$contacts$

Campaigning%tool$

Campaign%emails%Pe44ons%

MPs$

Off8line%capture$

DM$agency$

Email%%Service%%Provider$

Retail$

Research$

HR$VolunUteers$

Finance$

Text%dona4on%

Website$Dona4ons%RG%Dona4ons%SG%Events%…%

Charity%digital%landscape%

Social%Media%Monitoring%Broadcas4ng$

Survey%

…%

Digital:+Owned+media+

• Website$•  Email$newsle&er$•  Third$party$• Mobile$$

Digital:+Bought+media+

•  Search$• Banners$• Cold$list$• Affiliate$

Digital:+Earned+media+

•  Social$Media$• Online$PR$

What+Data+do+we+get+from+Digital?++

Data,+Data+Everywhere+

Digital+=+Technology+=+Data!+

Zooming+in+to+one+area+–+Display+advertising+

The+difference+between+offGsite+and+onGsite+

OffUsite:$websites$you$do$not$own$but$you$place$adverts\content$on$

OnU$site:$$Any$websites$that$you$control$the$content$on$$

Which$sites$to$use?$What$content$to$place$on$them?$

How$to$design?$How$to$maximise$conversion?$

OnGsite+Analytics+

Metrics+

•  Pages$views$

•  Visits$

• Unique$visitors$

•  Bounce$rate$

Charity+benchmark+

• 15$digital$specialists$• Metrics$• Rule $$•  Measurable$•  Comparable$•  Meaningful$

Identifying+the+metrics++• General$awareness/point$of$entry$• Acquisi,on$• Reten,on$•  Informa,on$provision$•  Services$•  Engagement$

Examples+

• General$Awareness$•  %$accessing$front$page$•  Top$20$words/phrases$$•  Top$10$referring$sites$•  10$most$visited$pages$

• Acquisi,on$•  %$$of$dona,on$completed$$•  %$of$campaign$signUup$$•  %$of$volunteer$signUup$$•  %$of$newsle&er$signUup$$

• Reten,on$•  %$of$returning$visitors$$•  %$of$visits$>$1$page$$•  %$of$visits$>$5$pages$$•  %$newsle&er$on$dona,on$

•  Informa,on$provision$•  Time$spent$on$sec,on$$•  %$of$visits$from$mobile$$•  Time$spent$on$sec,on$by$mobile$visitors$•  Goals$$

Examples+

•  Services$•  Number$of$informa,on$ques,ons$(Twi&er)$$•  Number$of$informa,on$ques,ons$(Facebook)$•  Hours$of$staff$,me$interac,on$with$users$$

•  Engagement$•  %$of$visits$las,ng$xUxx$sec$•  %$of$visits$from$branded$search$$•  %$of$visits$from$Social$Media$

Off#site(Analytics((The$data$you$get:$From$simple$tracking$of$clicks$and$impressions,$through$to$complex$behavioural$and$aftudinal$data$$$Applica4on:$Op,mise$each$£$spent$on$digital$adver,sing,$par,cularly$display$and$paid$search,$from$simple$analysis$such$as$ClickUThrough$Rates$(CTR)$through$to$digital$a&ribu,on$modelling$

Attributing+fair+value+to+each+interaction+

Digital$a&ribu,on$modelling$is$analysis$that$looks$at$the$consumers$path$to$purchase$and$gives$credit$to$each$interac,on,$based$on$the$influence$it$had$on$the$consumer$

Display$Impression$

Site$A$24th$Dec$

Paid$Search$Click$

Keyword$B$25th$Dec$

Natural$Search$Click$Keyword$C$25th$Dec$

Display$Impression$

Site$D$26th$Dec$

Affiliate$Click$Site$E$

28th$Dec$

CONVE

RSION%

Three+key+outputs+

Most$common$paths$to$purchase$show$mul,ple$interac,ons$with$search$

Effec,ve$frequency$based$on$historical$performance$

The$true$ROI$of$each$channel,$PPC$overUvalued,$SEO$and$Display$underUvalued$

Social+Media+

Tools+

•  Sprout$Social$• Hootsuite$• Radian$6$• Hubspot$• …$

Sprout+social+

Hootsuite+

Hootsuite: "http://thirdsector.org.uk/hootsuite/ "

SproutSocial: "https://sproutsocial.com "

Cross(channel(Analytics((The$data$you$get:$Aim$is$to$combine$together$all$aspects$of$paid,$owned$and$earned$media$$Applica4on:$Understand$how$all$channels$interact$with$each$other,$and$how$best$to$op,mise$given$these$rela,onships.$Generates$both$direct$and$indirect$ROIs$$$$

%

EARNED:%%Fans%

%

PAID:%Strangers%

%

%

%OWNED:%Customers%%

BRAND$

Evaluating+the+direct+and+indirect+impact+of+every+channel+

Moving$from$understanding$the$directly$tracked$impact$of$channels$to$understanding$the$rela,onships$that$exist$amongst$channels$

Four+key+outputs+

IMPORTANCE$OF$SEARCH$

ROLE$OF$FACEBOOK$

TOUCHPOINT$INTERACTIONS$

SOCIAL$ROI$MEASURED$

CENTRAL$ROLE$IN$ASSISTING$AND$DRIVING$

SALES$

SEARCH$+$TV$DRIVING$TO$FACEBOOK$AS$

WELL$AS$DIRECTLY$DRIVING$SALES$

5$DISTINCT$ROLES$

DISCOVERED$CONTRIBUTING$

TO$SALES$

VALUE$TO$FACEBOOK$PAID$AND$EARNED$

INVESTMENT$

Sam$Wa&s$www.metametrics.co.uk$$sam.wa&s@metametrics.co.uk$@DatumSam$$$

$$

Ber,e$Bosrédon$www.ber,e.fr$$b@ber,e.fr$@cafedumonde$$

Questions?+