Is measurement part of your digital DNA?

Dirk Shaw | Twitter: @dirkmshaw

Adapting measurement programs to refine online marketing activities.

• Challenges companies face when measuring online marketing.

• Elements of a successful measurement program.

• 5 Ways companies can adapt in times of rapid change.

Challenge: Acceleration in customer touch points and the number of metrics companies must synthesize.

Challenge: Lack of integration between the tools that measure multi channel interactions.

Challenge: Online customer experience and measurement are typically in silo’s across the organization.

Metrics

Companies who don’t adapt will be slower to test new tactics because of an inability to measure value.

What are the elements of a successful measurement program?

Photo: http://upload.wikimedia.org/wikipedia/en/thumb/0/0a/Super_heavy_elements.svg/800px-Super_heavy_elements.svg.png

Behavior:

> How many are here?

> How did they get here?

> What are they doing?

Purchase:

> How much did they buy? > What else would they buy?

> What is propensity to buy again?

Tone & sentiment:

> What is their mood? > Do they like or dislike our products?

> What ideas can we take to R&D?

Influencers:

> Who is talking the most and what about?

> Where are they talking?

> How can we activate their social graph?

Targeting:

> Do they like a,b or c?

> Or a and b but not c?

> Which user experience elements drive highest levels of X?

Engagement:

> How many click on this visit?

> How much time are they spending across sites?

> How frequent do they return?

5 Ways companies can adapt in times of rapid change.

Let business goals lead. Not tools.

Bring together all stakeholders who measure goals thru digital touch points.

Build a team who's focus is tuning the online experience based on insights & data.

Find solutions that have open reporting interfaces and build a single view of the performance across all online activities.

Experiment with new touch points that are relevant to a market.

Evolving measurement & analytics allow you to quickly adapt your marketing tactics in an ever changing digital landscape.

Dirk Shaw | Twitter:@dirkmshaw