Integration of Search & Social Strategies. Dave Lloyd @ Adobe. Search Engine Strategies - San...

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SES SF – Developing an Integrated Search & Social Strategy


Dave Lloyd Senior Manager, Global Search Marketing

Global team delivering Organic & Site Search strategies for all Adobe products

Team Charter • Deliver industry best practices • Drive KPI-focused results • Showcase Marketing Cloud products

12 years in Search, 15 years in Digital

@davelloyd1

http://blogs.adobe.com/digitalmarketing/author/dave-lloyd/

http://www.linkedin.com/in/davelloyd

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

Changing the world through digital

experiences


4

74% of Adobe’s Marketing Spend is on Digital


KPIs • Direct Response:

• Subscription units • Cost per subscription • Awareness & Sentiment • Retention & LTV

KPIs • Lead Gen:

• SALs • Inquiries • Prospects • ACV


“Business has only two basic functions: marketing and innovation.” – Peter Drucker


Simplest Takeaways

1. Be curious and open to change

2. Get Executive buy-in

3. Clarify KPIs – they don’t have to be the same

4. Define shared wins & early pilots and share credit

5. Meet often (bi-weekly) to address chaos & points of divergence

6. Share, share, share, collaborate, talk, connect –--- training, ideas, resources, failures, case studies

7. Don’t optimize for Google, Facebook, Twitter only --- optimize for best practices that benefit users

8. Build to last

7


1. What markets to pursue

2. What is your unique value

3. What resources & capabilities to develop

4. How to sustain competitive advantage

= Maximize ROI & value through strategic alignment & influence

*Innovator’s DNA by Jeff Dyer, Hal Gregersen, & Clayton Christensen

Agenda - Strategic Framework


1. Markets to Pursue 2. What is your unique value

3. What resources & capabilities to develop


Key Question: Why do visitors engage socially or come to your site? What task are they trying to accomplish?

slideshare.net/dalloyd @davelloyd1


What does your data say?

What are your easiest-to-measure Key Performance Indicators?

What has most impact on your business?

Where do you have resources to act?

“In data analysis, 90% of the analysis takes 90% of the time. The last 10% takes the other 90% of the time.”

Deciding on Markets


The Real Value of Your Social Followers

11

Customers that engage with brands on social

Stronger purchase intent: 60% more likely to purchase from a brand

Greater actual spend: ~40% more money spent than other customers

Deeper emotional commitment: Grant on average 33 point higher NPS score

- Bain Research, 2011


Measurement Capabilities: Listening and Analytics

Reporting and Recommendations

Data Analysis Listening

Monitor channels for topics, volume, trends

and sentiment

Deep dives to understand business

impact

Standardized stakeholder reports

with insights


Listening and Monitoring


Social Media Value Framework Key Performance Indicators (KPIs)

• Measure Business Impact (Revenue Contribution or Other)

• Tied to specific business or program objectives Examples: engagement, followers, share of voice, conversation volume

Revenue Contribution

• Measurable impact on the bottom line • Incremental Revenue Generated or Cost Savings

($$) Examples: revenue impact, call center cost deflection, customer LTV

Return On Investment (ROI)

• Measure for rate of return on a incremental business spend

ROI 𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅𝑅 𝐶𝐶𝐶𝐶𝑅𝑅𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝐶𝑅𝑅𝐶𝐶𝐶𝐶𝐶𝐶𝑅𝑅 $ − 𝐵𝐵𝑅𝑅𝐵𝐵𝐶𝐶𝑅𝑅𝑅𝑅𝐵𝐵𝐵𝐵 𝐼𝐼𝑅𝑅𝑅𝑅𝑅𝑅𝐵𝐵𝐶𝐶𝐼𝐼𝑅𝑅𝑅𝑅𝐶𝐶($)

Revenue Contribution

+ Other Business

Impact

KPI3

KPI1 KPI2

Total Social Media Value


Data Analysis

15

Competitive Benchmarks

Campaign Tracking Traffic and Revenue Drivers


Adobe’s Approach: Measurement Framework

16

Executives

Budget Stakeholders

Social Practitioners

Provide the right metrics

to the respective audience.


Standardize Reports

Social Manager Report

Stakeholder Report (BU)

Executive Report

•Social ‘owned’ channels report •Digital landscape (KPIs) •Top topics, posts/tweets, themes •Top authors and influencers

Daily Alerts Campaign Report

•Key findings •Top topics of discussion (volume and variance) •Sentiment analysis •Daily volume / sentiment

•Volume of conversation (keyword) •Sentiment, Conversations and Revenue •Influencers •Key topics •Conversion analysis

1

4 5

•Sentiment, Conversation and revenue •Community Growth and Performance •Product Conversion Funnel

•Revenue – Conversion Funnel •Customer satisfaction •Brand reputation

2 3


Executive (C-level) Dashboard Landscape

Weekly Business Report Quarterly Business Report aligns to GMO priorities

Trended over last 6 weeks and last year same wk:

Total conversation volume (total and BU)

Traffic and direct revenue by social visitors

Key topics

Social media sentiment

Quarterly report aligns to CMO Objectives

Includes all metrics from weekly +

Total Social marketable universe

Product Ratings and Reviews update

Event conversation volume/sentiment

SOV reporting

Qualitative program quarterly program update


Stakeholder (Director/VP) Dashboards

Weekly Business Report

Digital Marketing Campaign Weekly Scorecard

Focus on campaign goals. Social results and impact embedded into Digital Marketing Dashboard (across PR, Search, Display, email, etc)

Event based reporting

Weekly Update

Social conversation y platform and BU

Fastest growing accounts Weekly program highlights

Weekly Stats

Total volume, sentiment, top topics


Social Practitioners

Weekly Monthly

Weekly Summary reports • Focus on daily performance

of channels and individual content. Identifies opportunities to engage on the channels.

Weekly Social Leaderboard

Focus on weekly performance in growth and engagement (NA only). Opportunity for Social Leads to share strategies that are working well and recognize accomplishments in a friendly competition.

20

Monthly Automated Dashboards

Focus on community growth, engagement and demographics. Offers ability to compare multiple accounts on one report


Daily social media briefs delivered to all audiences

Key topics, volumes, and sentiment

Alerts on emerging topics


Creative Cloud Campaign: Measuring Site Traffic & New Subscriptions

Social drove 9% of traffic to Product Pages (more than 12% during AdobeMAX Conference and Ship Announcement)

3.4X pre-announce volume

0%

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Visits to Prod Pages by Social Visitors

% of Total Visits

Visits to Product Pages from Social

Social drove 6.5% of new Subscriptions (more than 8% during AdobeMAX Conference and Ship Announcement)

2X pre-announce volume

Future KPI: New Subscriptions and Retention Rates

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unCCM Subscriptions by Social Visitors

% of Total

AdobeMAX Pre-announ

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Ship

New Subscriptions from Social AdobeMAX Pre-

announce

Ship


SEO - One-slide Executive Summary

Keep it simple Report on current trends Provide context Identify action items that support SEO

projects and indicate timelines


24

Project-level SEO Reporting (BU/LOB)

Report on KPIs that drive business decisions

Define reporting format and method of delivery

Make sure reporting translates to actionable recommendations

Forecast impact Execute and track impact

Source: Adobe Discover


We’ve always had Big Data – it’s just bigger now.

It’s about getting to data that matters, identifying patterns & anomalies, and then executing.



2. Unique Value 3. What resources & capabilities to develop


Key Question: What is the Unfair Advantage your team can uniquely drive?



What do we mean by “Value”?

Value of social media will differ across companies:

Brand awareness/affinity?

Engagement?

Cost savings?

Customer retention? Loyalty?

Advocacy?

Conversion, revenue?

Definition: Relative Worth, Utility, or Importance

And can be measured by:

Soft metrics:

Brand affinity, perception,

Reputation, SOV, sentiment

Hard Metrics:

Traffic, Leads

Conversion, Revenue

Need to balance nurturing communities and promotional efforts


Public Relations and Communications

Marketing and ecomm.

Customer service and support

Product Innovation

Awareness Dialog / Conversation Share of Voice /

Influence Sentiment and

Reputation Volume Engagement Innovation

and R&D Topic Trends Ratings &

Reviews Sentiment New features

included from community

Marketing Testing impact of UGC Search, Media, Email,

Web Traffic Market Research Survey Fans vs. Followers

tracking Search Optimization

Ecommerce/ Direct Revenue Direct Attribution Revenue and

Subscriptions Adobe Analytics on

Facebook Social Campaign ROI

Support Measurement Call Volume Resolution Rate Resolution Time CSAT Score

(adobe com)

Social Contribution to Business Objectives


Established Social Media Center of Excellence (HUB) Mission:

Enable and drive more strategic social media programs across company

Listen • Listening posts • Measurement

Framework • Reporting

Enable • Trainings • Centralize/standardiz

e • Governance/policies • Crisis Management

Empower • Advise on strategy • Build programs • Knowledge sharing • Social council/global

calls

Innovate • Pilots • Corporate/Brand

strategy • Business Unit strategy • Industry news and best

practices


Evolving Adobe’s Social Organization

Source: Altimeter Group

Centralized

One department controls all efforts

Consistent

May not be as authentic

Distributed

Organic growth

Authentic

Experimental

Not coordinated

Coordinated/ Hub & Spoke

Sets rules, best practices,

Spreads widely around the org

Takes time

Multiple Hub & Spoke

Similar to Coordinated but across multiple brands and units

Holistic

Each employee is empowered

Unlike Organic, employees are organized

2000-09 2010-12 2013


Move to a Coordinated Hub-and-Spoke Model

Social Center

of Excellence

Corp/ Brand

Business Units

HR

Customer Support

Events

CSR

Mktg Function

s

Global teams


Advise Teams How to Build Programs and Strategies

ORGANIZE

• Define Objectives

• Identify Roles & Resources

• Listen: Benchmark Social Presence

DEVELOP PLAN

• Comprehensive Strategy Planning

• Global Brand Voice

• Platform/tools

• Content Strategy

• Crisis Plan

ENGAGE

• Right Place • Right Time • Influencers • Advocates

INSIGHTS

• Online Monitoring

• Analysis, Reporting & Optimization


Adobe’s Search Marketing Vision

33

Paid Organic

Site

Maximize influence & integration


Paid 32 Programs - 31 countries 1.6M KWs/700K active 14K ad copy rotations 1,113 LPs Adobe Media Optimizer Platform Automated-bid technology Adobe Target testing

Adobe Search Team Scope

Organic 30+ Domains, Subdomains, & Microsites 15K Top Priority KWs & URLs 25% of traffic to Adobe.com – 35% of revenue SEO Tools implementation Worldwide Coverage

20 countries direct, 70 indirect through best practices

Site 1.8M pages ~10M KWs 11 major sites Use Adobe Search&Promote product

• 3 pillars of Search are aligned & on same team • Adobe Digital Marketing Suite (alpha-testing partner) • 74% of Adobe’s Marketing Spend is on Digital


Search Engagement Process

Sales & Marketing Database

Metrics & Reporting

Dashboards using Adobe Analytics and Adobe Media

Optimizer

SEARCH DELIVERY VEHICLES

Ad Copy

Paid Organic Site

Promo Copy

Strategy Communication, KPIs, Objectives, Global, Segmenting

Buy Now Download/Trial Lead Generation

Keywords

Link Building

Content

Landing Pages

Engagement Launches, Offers, Audience, Keywords, URLs

Search Stakeholders

Demand Marketing

Campaign Marketing

Business Units


SEO Engagement

36

Execs

Writers

Web Strategy

IT

Web Production

Analytics

Global Teams (Loc)

Store Teams

BU

PR & Social

Direct Mktg

Paid Search

SEO Team

Align SEO with stakeholder goals

Work with teams on driving KPIs

Identify opps & execute

Report progress


Data-Driven SEO Engagement

37

Execs

Writers

Web Strategy

IT

Web Production

Analytics

Global Teams (Loc)

Store Teams

BU

PR & Social

Direct Mktg

Paid Search

SEO Team

Rank, Bounce rate, conversion metrics

Align on strategy based on data

Social activity & SEO KPIs

Alignment on KPIs & segments

Crawl rate, redirects, errors, malware

Impact of content optimization

Crawl errors, indexing (XML Sitemaps, Robots.txt), redirects

Impact of localization optimization, trends & prioritization

Top-level reporting

Messaging and keyword-level data

Indexing, impact of content & Tech SEO

Data sharing, cross-channel optimization, testing


Optimize team to focus to SEO signals

SEO Algorithm Team Priorities


Search & Social (Virtuous Cycle)

39

Search keywords inform Social

content strategy

Social conversations

drive Search equity

Search enhancements improve Social

ranking

Social conversations

inform keyword strategy


Meet your neighbor

1 minute each

What’s the Unique Value of your team’s Social + Search integration strategy?



2. What is your unique value

3. Resources & Capabilities to Develop 4. How to sustain competitive advantage

Key Question: How best to maximize opportunities?



Defined Social Media Policies

42

Guidelines/Guardrails

Reflect Adobe’s cultural values and

philosophy toward social media

“Use common sense and act responsibly”


Provided Trainings – Early Focus was on the Social Employee

43

Playbooks & best practice sharing

Guidelines

Basic governance

Crisis mitigation

How to build a social media task force

How to build a social strategy

Listening, measurement, & insights


Advise Teams How to Build Programs and Strategies

ORGANIZE

• Define Objectives

• Identify Roles & Resources

• Listen: Benchmark Social Presence

DEVELOP PLAN

• Comprehensive Strategy Planning

• Global Brand Voice

• Platform/tools

• Content Strategy

• Crisis Plan

ENGAGE

• Right Place • Right Time • Influencers • Advocates

MEASURE

• Online Monitoring

• Analysis, Reporting & Optimization


Search Impact Lifecycle

45

Change

Analysis

POV Implementation

Impact

New opportunity, i.e. algorithm change, search trends, new tools available

Assess, define enhancement options, forecast impact

Impact vs difficulty, POV, get buy-in from stakeholders

Implement enhancements

- Produce case study and communicate - Share via Blogs, at conferences

Deploy Identify additional opportunities


“Get the DNA of SEO aligned early & often.” http://blogs.adobe.com/digitalmarketing/digital-marketing/search-engine-marketing/search-marketing-dna/

1. Comprehensive presentation on Search & SEO

Address beginner, intermediate, & advanced areas

Customize for stakeholders

2. Regularly updated best practices document (copy-pastable)

Ideally, train each new group you work with

30 minute formal session

5 minute ad-hoc when starting a new project

Regular Training is Critical

http://blogs.adobe.com/digitalmarketing/digital-marketing/search-engine-marketing/search-marketing-dna/


SEO Best Practices document

47


Integrate SEO best practices regularly into entire content authoring workflow

Search-informed Global Content Marketing

SEO not aligned strategically, early, & often in publishing process

Challenges Strategies

Minimal influence of key global content assets

Content publishers don’t know or execute SEO best practices

Collaborate early on global content priorities to best leverage resources

Tight SEO team alignment, training, and QA process with all who touch content


Content Strategy: Aligning with BU

Analyze data and identify opportunities

Define strategy based on data; i.e. Non-branded KWs trends

Focus: Non-branded optimization

Trends: Non-branded keywords

Source: Google Insights


Content Strategy: Aligning with BU

Strategy: create content to support optimization of Non-branded KWs

Success metrics / case study:

Rankings, Share of Voice

Growth in Visits (300%), Units (160%)

Total contribution to BU: Visits up from 4% to 44%, Revenue from 3% to 21%

Next steps: identify additional opps

Source: Adobe Discover, BrightEdge


Social metrics that impact Search

51

• Facebook’s metrics are substantially better correlated with rankings

• Low Twitter correlation could also be due to less public data available

• Red bar is a benchmark of a traditional SEO signal

http://www.seomoz.org/article/search-ranking-factors#metrics-4


Impact of Social on SEO

52

Keyword “social analytics” December (1 week) - Rank from 28 to 2 - From 7 Tweets

February (3 weeks) - Rank from 4 to 2 - From 28 Tweets and 6

Facebook Actions

Source: BrightEdge


Social + Search Checklist: Blogs

Items Action Note

Content Determine content strategy by objectives and theme (thought leadership/news/tips/etc.)

Keywords Consult with product teams for their target keyword for the products and categories related to the article; leverage keywords in header and body

Other resources: SEO/SEM keywords, on-site search queries, social media sites

Title Use keyword in blog post title

Meta Description Use keyword in meta description. Each article should have a unique meta description

Category/Tags Every article should be categorized and tagged. Ensure categories and tags reflect how customers search for content and identify themselves (not how company categorizes customers/business areas).

Categories should be used as a navigation/menu.

Body Text Use keyword in body text throughout the article; balance use of keywords and maintain an authentic tone of voice

Links Use keyword for linked page in anchor text. Cross link to related articles

Link to geo pages whenever possible, instead of US/Global pages

URL Use simple and short URL structure with keyword It’s good to have category name in URL structure

Micro-formats and Schemas

Use “rel=author” tag to indicate the ownership/editor of each blog post

See Schema.org and Microformats.org for info

Prepared by: AJPR LLC 2010

53


Social + Search Checklist: Blogs (continued)

Items Action Note

Images and Videos Use keyword in file name. Add a short description with keyword (title and alt tags); Posts with dynamic media are more engaging for social communities

Use title=“xxxxxxx” and alt=“xxxxxxx” tags

Page Template Apply <H1> to article main header, and <H2> to sub header. Place social icons on each page where visible to readers

Virtual (Vanity) URL Use 301 redirect from Virtual (vanity) URL to the static URL ending with “.html”

Site/Page Indexing Create a XML sitemap for blog site, and submit it to engines Check with SEO/IT about creating a site map

Engagement Invite comments and questions on your posts to continue the conversation; update blog posts w/ new information as it becomes available to keep content fresh

Cross-Amplification Cross-amplify blog posts on other social networks and other Adobe channels to extend the reach

Posts on other social networks that link back to blog should also be keyword optimized (Twitter, Facebook, Google+, etc.)

Frequency Ensure frequency of content is regular and consistent to ensure that readership has reason to come back to site


54


Social + Search Checklist: Facebook

Items Action Notes

Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content

Balance use of keywords with tone. Remain authentic

Engagement Encourage engagement within posts – ask questions, invite comments, and respond.

Tagging Tag other Facebook pages in posts to extend the reach of your content

Text Areas Create robust profile (bio, about, description) with keywords that links back to home page

Frequency Balance frequency of content based on amount of community engagement

Timing Test different post times to determine which days/time your community is most engaged

Keywords Consult with product teams for their target keyword for the products and categories related to social posts. Include keywords and rich media (photos/videos)

Keyword integration should be shared between all social media sites

Link to Facebook from domain

Link to each global Facebook account from country home page

Facebook Like button Enable Facebook Like on pages

Facebook Open Graph Consider whether use of FB Open Graph makes sense for your domain


55


Social + Search Checklist: Twitter

Items Action Note

Profile setup Treat text areas as relevant for search engine indexing – include keywords and links in bio

Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content

Keywords Consult with product teams for their target keyword for the products and categories related to series of posts; leverage keywords in tweets


URL linking Drop links authentically, don’t overload on anchor text used

Search & Social teams should be aware of similar goals & URLs that support that

Influencers Identify and influencers by industry & product and follow – engage with their content through retweets and @replies

Twitter button Enable on relevant part of your domain

Hashtags Leverage hashtags that are keyword optimized and receiving high traffic

Engagement Monitor your @mentions and respond to questions/comments

Frequency Balance frequency of content based on amount of community engagement

Timing Test different post times to determine which days/time your community is most engaged


56


Social + Search Checklist: Google+

Items Action Note

Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an individual author

Google+ Individual Accounts

Tie Google+ to rel-author for individual writers or bloggers

Google+ Corporate Account

Set up Google+ Corporate account Include meta description and link back to corporate domain

Google Profiles Fill in your Google profiles with relevant information & links

Google +1 button Enable on your domain

Keywords Consult with product teams for their target keyword for the products and categories related to the article


Body Text Use keyword in Google Profiles and Google+ posts

Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of US/Global pages

Social Media Content All content on social channels should be keyword optimized , include links and rich media in content whenever possible

Balancing keywords while staying true to your voice is critical

Text Fields on Social Channels

Leverage all available areas on social profiles to fill in keyword rich content – bios, about sections, content descriptions, etc.


57


Facebook - main ad formats currently used by Adobe

58


LinkedIn ad formats - image/text & video

59

Video

Image & text ads


LinkedIn sponsored updates

60

Typical CTR of 0.4% for sponsored updates vs. 0.2% for Linkedin Ads


1. What markets to pursue 2. What is your unique value 3. What resources & capabilities to develop

4. Sustain Competitive Advantage

Key Question: What needs to change in order to maintain your team or corporate advantage?



Agile - proven & repeatable process

62

Being Customer Centric INSPIRES Product Vision

& Sustainable Project Plan

Teams EXECUTE & ITERATE on simple,

short, and incremental Sprints (2 weeks)

Sprint Learnings & Customer Feedback INFORM next Sprint

deliverables

Project Plan REQUIRES Agile-

aligned Lean Teams

Benefits Quick Decisions Immediate Gratification Limit Big Problems Always Improve


Modified Agile Weekly Scrum meetings

Consistent Sprints

Shared accountability

Optional daily stand-ups

Optional user stories

Maturity Model for Agile Marketing

True Agile + Scrum Full stakeholder alignment

ScrumMaster leads daily stand-ups

Customer feedback loop

Basic Project Management

Clear goals

Defined owners

Agreed on deliverable dates

Integrated Project Management Shared ownership & KPIs Regular meetings Get Things Done mentality between groups

Firm Loose Stakeholder Commitment


Which aspects of Agile do organizations use?


KPIs as Indicators of Program or Business Success

Business Objective

KPI 1

KPI 2 KPI 3 KPI 4 KPI 5

Awareness Social Community Growth

Share of voice or Share of Influencers’ voice

Volume of conversations and reach

Ratio of positive, negative and neutral sentiment

Unique conversation contributors

Engagement Percent of community interacting with content

Interactions per follower

Content virality and velocity

“Likes”, re-tweets, shares, mentions, etc.

Campaign #hashtag use

Lead Generation Cost per lead from social channels

RFI submissions through social

Qualified sales leads from social

Reach within target audience

# of white paper downloads

Demand Gen/ Conversion

Direct attribution - revenue and trial downloads through tracked links

Cost per acquisition Conversion rates and average order value from social channels

Revenue attribution for key influencers

On-site product reviews influence on conversion rates

Customer Support Cost savings (call deflection)

Avg. time to issue resolution

Change in sentiment around support issue

Number of issues resolved

Issue resolution rate per agent

Advocacy Number of active advocates

Volume of conversations driven by advocates

Percent of brand communication driven by advocates

Influence score and reach of advocates

Revenue attributable to advocates

Product Innovation Number of product ideas submitted

Number of ideas included in product development

Number of bugs reported and fixed

Size of community providing product feedback

Engagement rates in product forums


Measure Both Qualitative and Quantitative

0

50

100

150

200

250

300

December January February

Thou

sand

s

Negative Neutral Positive

Volume and Sentiment

0

5000

10000

15000

20000

25000

30000

Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11

Adobe Flash Player 10.3 available

Adobe TV - Demo of Flash Encoder Update

Adobe Warns of Flash Player Zero-Day Attack

Flash absent on Motorola Xoom

Omniture summit is on!

Google pulls H.264 HTML5 support from Chrome

Adobe CS5.5 integrates with digital publishing suite

Photoshop touch applications for iPad

Adobe's Wallaby ties Flash to HTML

9,381

13,150 17,151

11,093

10,850

5,901

7,306

5,662

4,809

4,750

Analytics

Emerging Topics


Experimental Measurement: Deep Emotion Analysis

Creative Cloud Conversation Analysis

Emotions: Happy / Sad Admiration / Hatred Fear / Anger Surprise / Anticipation

Analysis: Individual Emotions Aggregated Emotions of all

CC conversations Aggregated Emotions per

user

Future Predictive sentiment

analytics


Creative Cloud Announcement Emotions

Measuring emotions for AdobeMAX


Are you measuring a holistic view of multi-channel impact?

Measure the impact of your efforts against metrics specific to interactions

Measurement can and should be about more than impressions and visits

69


Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11

% C

ontr

ibut

ion

to O

nlin

e R

even

ue

Cross Channel Optimization Example

Revenue Contribution by Marketing Channel

Organic Search

Email

Paid Search Social Media

Product Launch


Database Analytics PR/Social

Finance

Email Marketing

Web Analytics Search

Market Research Advertising

Business Unit

Synthesis & Insights

Core team leadership shared by Marketing

Effectiveness and Campaign Marketing

Organizational Impact of Digital Marketing


1. Markets to Pursue

2. Unique Value

3. Resources & Capabilities to Develop

4. Sustain Competitive Advantage

= Maximize ROI & value through strategic alignment & influence


Thank you!


Date post:	17-Oct-2014
Category:	Business
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