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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&[email protected]$@DatumSam$$$
$$
Ber,e$Bosrédon$www.ber,e.fr$$b@ber,e.fr$@cafedumonde$$
Questions?+