14
Measurement
Measurement
Your objectives generally fall into one of two categories
AttitudePositive change in awareness, affinity, understanding, intent
Often a 1-2 punch
BehaviorTraffic to web pages, requesting
information, leads, sales
Drive Profitable Movement In:
Measured By:
The “easy” part: Measuring behavior
Client Site Data
LandingPage Data
Web AdvertisingData (DFA)
Call CenterData
Email & Direct Mail
Data Media Analytics Reporting System
Beyond Interactive Media DB
DatapipeHosted DB
Online & Offline Media PlanData w/Tracking Codes
Campaign Stewardship
System
Detailed Pivot Reports
Summary Dashboard
Secure Reporting Portal
ETL
ETL
ETL
ETL
ETL
• Detailed, daily-level data• Refreshed daily• Integrates Proprietary, Client, and 3rd Party Sources• Accessed via web browser (SSL)• Fully functional, highly flexible UI• Easily customized• Exportable to Excel or PDF
ETL: Extract, Transfer, Load of data files
Au
tom
ate
dC
lien
t-S
pecifi
c
Factor in the User Experience
CTR
Click to Download Conversion 7.00%
Compiler
Video
672 Downloads
Spend: $31,000
Impressions: 600,000
Total Clicks: 8,523
Clicks to Video: 1,875
Clicks to Compiler: 938
Clicks to Email: 170
Downloads: 672
Cost per DL: $46
600,000 Impressions
.23%
Measurement should enable Actionable Intelligence
Turning this:
Into Defensible Ongoing Strategy Media category and site selection based on performance Allocation strategy based on projected results and
opportunity size Informing creative and user experience approach for various
programs
Code Project
PLACEMENT SIZE/EXECUTION SPEND IMPRESSIONS CLICKS CTR #of DL CPD % Spend % ImpsRun of Site 120x60 . $0 698,444 322 0.05% 12 $0.00 0.00% 58.20%
Version 1 FX KTGH $0 369,825 165 0.04% 0 $0.00Version 2 Adobe LHMO $0 328,619 157 0.05% 12 $0.00
Run of Site 160x600 $10,158 781,373 1,194 0.15% 23 $441.65 86.82% 86.82%Version 1 FX KTGF $6,285 483,437 804 0.17% 2 $3,142.34Version 2 Adobe LHMM $3,873 297,936 390 0.13% 21 $184.44
Run of Site 300X250 $19,946 1,510,899 1,662 0.11% 74 $269.54 97.77% 125.91%Version 1 FX KTGG $10,445 614,432 760 0.12% 6 $1,740.87Version 2 Adobe LHMN $7,437 562,656 618 0.11% 61 $121.92Version 4 MyFunction NLPC $5,675 333,811 284 0.09% 7 $810.68
NLOR $1,439 84,644 85 0.10% 4 $359.74Run of Site 728x90 $8,923 740,100 662 0.09% 14 $637.39 79.32% 98.68%
Version 1 FX KTGE $5,697 452,660 457 0.10% 5 $1,139.30Version 2 Adobe LHMB $3,227 287,440 205 0.07% 9 $358.58
Newsletter 0 0 5 0.00% 0 $0.00PODG 0 0 5 0.00% 0 $0.00
Email 0 0 1,126 0.00% 111 $0.00PODF 0 0 1,126 0.00% 111 $0.00TOTAL: 39,027 3,730,606 4,971 0.13% 234 $166.78 90.03% 92.11%
DELIVERED TO DATESam Cap
Code
Attitudinal Measurement Over time, all brand efforts should make acquisition efforts work harder (and
more efficiently) Structure timing of elements such that we capture a baseline of acquisition,
then observe the lift once brand elements are introduced Measure lift in site traffic, downloads, sales
Baseline Acquisition Activity
Jan Feb MarKey:TrafficDownloadsSales
Sufficient brand activity will impact key metrics
As Brand activity is introduced, we should see gradual increases in key behavioral metrics, as well as increased efficiency
Baseline Acquisition Activity
Jan Feb Mar
Brand Activity
3-4 weeks
Benchmark: Measure Lift:
Key:TrafficDownloadsSales
CRM
CRM Vision: Managing Profitable Consumer Relationships
Objectives Touch Point
Acquisition
Retention
OEM
Bu
sin
ess
Un
it
In-Product
Web (Store, Ads/Banners)
To
uch
po
ints
Preferences
Response Data
Consumer Profile
Dat
a
Transactional Data
Product Marketing
Global Programs
Insights Messaging
Consumer-Centric CRM Results:► More Efficient
Marketing Processes
► Increased Consumer Knowledge
► Increased Loyalty
► Increased Revenue
AcquisitionLead Gen Retention/Renewal
Cross-grade/UpgradeWin-Back
10
Traditional Media Venues: Print, TV, Direct Mail
Their customers
Symantec Leverages Full Comm’s Symantec Leverages Full Comm’s LandscapeLandscape
Digital Media Venues:Search engines, contextual targeting, audience targeting (demographic, geographic, professional, behavioral)
Internal/customer lists
Channel/OEM/Partners
Symantec
Research: 3rd party, internal dataA
d Agencies
Ad S
ales
Appendix
Audience Research Uncover valuable target demographic, media usage, and behavioral
insights to support planning & buying decisions
MRI Simmons Scarborough
Survey: Survey of American Consumers Adult Study (NCS/NHCS) Scarborough Survey
Description: Comprehensive demographic, lifestyle, product usage and consumption data for more than 450 categories and 6,000 brands
MRI conducts more than 26,000 personal interviews with consumers annually
Simmons National Consumer Study is a comprehensive study that provides information on consumer usage behavior for all major media, more than 450 product categories and over 8,000 brands
Simmons conducts the National Consumer Study twice a year, surveying over 25,000 adults annually
Scarborough data spans 1,700 categories and brands including comprehensive retail shopping behaviors, lifestyle characteristics, in-depth consumer demographics, and media usage patterns
Data is released twice a year for all Scarborough markets
Who: Adults 18+ Adults 18+ Adults 18+
Scope: National (48 states) National 75 DMAs
Access: Web-based (eTelmar) Web-based (eTelmar) Web-based (eTelmar)
Audience Research Uncover valuable target demographic, media usage, and behavioral
insights to support planning & buying decisions
Comscore Intelliquest Monroe Mendelsohn
Survey: Media Metrix 2.0 CIMS (Computer Industry Media Survey)
The Mendelsohn Affluent Survey
Description: The leading source for Internet audience measurement detailing the behavior of people who access the Internet
Comprehensive reporting of Internet behavior in the workplace using a sample of more than 50,000 panelists
A survey of media and buying habits of adults who influence technology purchases both in the home and at work
There are two separate studies for home and work
A survey of affluent adults collecting magazine readership, media usage, product usage, as well as demographic and lifestyle information
More than 13,000 affluent households are included in the 2006 release
Who: Adults Adults 18+ who are technology purchase decision makers
Heads of households with household income of $85,000+
Scope: National National National
Access: Web-base (comScore) Web-based (eTelmar) Web-based (eTelmar)
Audience Research Uncover valuable target demographic, media usage, and behavioral
insights to support planning & buying decisions
Nielsen//NetRatings Nielsen//NetRatings Other
Survey: @Plan NetView Various
Description: Nielsen//NetRatins @Plan reveals details or the online population—capturing everything from basic demographics to in-depth lifestyle and preference data
36K annual active surveys Updated quarterly – new 9K in, old 9K out
NetView provides consumer information on key platforms, including media players, instant messengers and other Internet applications, tracking all PC user activity to provide with a complete view of desktop behavior
Simmons Kids StudyMRI TeenmarkMARS PharmaceuticalJ.D. Power (Car & Truck)
Who: All PC users online All PC users online Various
Scope: National National National
Access: Web-based (Nielsen) Web-based (Nielsen) Web-based (eTelmar)
