SXSW 2015 - Crash Course: Measuring Digital Marketing

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BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRASH COURSEMEASURING DIGITAL MARKETING#digiroi @affinityau @LukeBrown_AU @AdamSharAUBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SURVEY BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WHAT YOU WANTED TO KNOW 1. Cover the basics2. Cover the basics3. No reallycover the basics4. Attribution5. Tools - basicsBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TOP 5 PROBLEMS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SURVEY RESULTS Please just tell me what my KPIs should beBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU EFFECTIVE BUSINESS& DIGITAL GOAL SETTINGBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU THINGS TO THINK ABOUT SMART Goals How many? Business Conversions Digital Conversions Sales Channels Sales Source Path to saleBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SMART GOALS SpecificMeasurableAchievableRelevantTime boundBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU HOW MANY GOALS? 1 3 core goals that directly impact the bottom line 2 5 supporting goalsBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BUSINESS CONVERSIONS My business considers a conversion complete when: q The money hits our accountq An in store saleq An order is shippedq A contract is signedq A service is delivered in fullq A reseller places a new orderq A new user registers or downloads our appq Deferred purchase event e.g. pharmaceutical script filled.q OtherBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIGITAL CONVERSIONS I consider a digital conversion is complete when:q A sale is complete in my online shopq A transaction is complete in my appq A new enquiry is captured through a form on my websiteq A new enquiry is captured through a call from my websiteq A users is referred to an external site where they can buyq Content is downloaded or a tool is usedq Website engagement above a thresholdq Other (e.g. coupon redemption in store)BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SALES CHANNELS How do people buy your stuff.q Websiteq In App Transactionq Inbound Callsq Outbound Callsq Field Sales Repsq Bricks & Mortar Storeq Retailers & Resellersq OtherBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SALES SOURCE Category Intenders _____% Brand Intenders _____% Advertising _____% Repeat / Loyalty Purchase _____% Referral Purchase _____% Walk In/Impulse _____% Dont Know _____%BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DATABASE OF INTENTION BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALE___________ ___________ ___________ ___________ ___________ 10,000,0002,000,000200,00020,0002,000____% Market Share____% Market Conversion Rate____% Conversion Rate____% ____% ____% ____% Market PenetrationMarket ResponseSite to ____Drop o____ to SaleDrop o201010100.102.000.02BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALE___________ ___________ ___________ ___________ ___________ ____% Market Share____% Market Conversion Rate____% Conversion Rate____% ____% ____% ____% Market PenetrationMarket ResponseSite to ____Drop o____ to SaleDrop o2010101010,000,0008,000,000800,00080,0008,0000.22.00.08BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALE___________ ___________ ___________ ___________ ___________ ____% Market Share____% Market Conversion Rate____% Conversion Rate____% ____% ____% ____% Market PenetrationMarket ResponseSite to ____Drop o____ to SaleDrop o20101040___________ 10,000,0002,000,00020,0008,0000.404.000.08200,000BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BUSINESS GOALS 1. _______________________ 2. _______________________ 3. _______________________ BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIGITAL GOALS 1. _______________________ 2. _______________________ 3. _______________________ BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALE___________ ___________ ___________ ___________ ___________ ____% Market Share____% Market Conversion Rate____% Conversion Rate____% ____% ____% ____% Market PenetrationMarket ResponseSite to ____Drop o____ to SaleDrop oBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALEPATH TO SALEMARKETWASTAGEREACHSITE/APPCRM/ECOMM /POS/IN STORESALE$Site Path to ScaleNEW LEAD CAPTUREDSTARTStage name, e.g. Initiall Call BackStage name, e.g. Proposal generatedStage name, e.g. Contract signedMIDDLEENDSITE PATH TO SALENEW LEAD CAPTUREDSTARTStage Name, e.g. Add to cartStage Name, e.g. Login or Site RegistrationStage Name, e.g. Purchase Thank You PageMIDDLEENDBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEMARKETWASTAGEREACHSITE/APPCRM/ECOMM /POS/IN STORESALE$CRM/ECOMM PATH TO SALENEW LEAD CAPTUREDSTARTStage name, e.g. Initial Call BackStage name, e.g. Proposal generatedStage name, e.g. Contract signedMIDDLEENDBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPIs#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU HARDKPIs &Soft KPIsBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU $$1STVISIT 2NDVISIT ENQUIRY NEWSLETTERSIGNUP RE-ENGAGEMENTCONVERSION EVENTSFrequency Latency PURCHASE PATH BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WEIGHTED AND SUPPORTED OUTCOMESFIRST TOUCHFIRST ENGAGEMENTCONSIDERATIONACTIONCONVERSIONREPEATCONVERSION Advertising through multiple channels Referral from existing customer Read of page headline in organic search Mouse hover over banner ad Click through to website External read of reviews or press Subsequent site visits Site Bookmark, send or share Social network query e.g. has anyone hear of these guys before? Sign Up/Registration App Install Content save or download Purchase Enquiry Direct entry site visit Engagement through eDM Referral of new business to youBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPI METRICS CAN BE FOUND Social Adserver Web analytics E-Commerce Mobile Newsletter In Store / POS Sales representatives CRM Phone analytics BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU INSTORE BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU INSTORE METRICS Footfall Change room use Point of sale transaction Loyalty card / app Digital Coupon / In store bounce back iBeacon Behavioral engineering post purchaseBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WEATHER BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU API BUILDERS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALEREFERRALS RELATIONSHIPS$MARKETWASTAGEREACHSITE/APPCRM/ECOMM/POS/IN STORESALE#NOPE BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 10 MEASUREMENT TESTS 1. The truth test. Are we really measuring what we set out to measure?2. The focus test. Are we only measuring what we set out to measure?3. The relevancy test. Is it the right measure of the performance measure we want to track?4. The consistency test. Will the data always be collected in the same way whoever measures it?5. The access test. Is it easy to locate and capture the data needed to make the measurement?6. The clarity test. Is any ambiguity possible in interpreting the results?7. The so-what test. Can and will the data be acted upon, i.e. is it actionable?8. The timeliness test. Can the data be accessed rapidly and frequently enough for action?9. The cost test. Is the measure worth the cost of measurement?10. The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPI CASE STUDIES BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Benchmark ChangeGAMED METRICS 45%Optimization - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24eCommerce SaleseCommerce Sales66%BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Benchmark ChangeGAMED METRICS Optimization $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24Total RevenueeCommerce SaleseCommerce Sales RevenueBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ReviewGAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24Total RevenueeCommerce SaleseCommerce Sales RevenueBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU GAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24Total RevenueEcommerce & Phone SalesWebform Enquiries Phone Enquiries RevenueBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CorrectionGAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24Total RevenueEcommerce & Phone SaleseCommerce Sales Phone Sales RevenueBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU $1STVISIT 2NDVISIT 3RD VISIT ENQUIRY NEWSLETTERSIGNUPCASE STUDY - NEWSLETTERS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ESSENTIAL TOOLSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ESSENTIAL TOOLS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SITE ANALYTICS Marketing Technology Landscape January 2015 INFRA&'STRUCTURE'by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'MARKETING'EXPERIENCES' MARKETING'OPERATIONS'INTERNET'BACKBONE'PLATFORMS'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'MIDDLE&'WARE' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'InteracIve'Content'Sales'Enablement'CreaIve'&'Design'Dashboards/VisualizaIon'Performance'&'A1ribuIon'BI,'CI'&'Data'Science'Web'&'Mobile'AnalyIcs'Data'Management'PlaQorms/Customer'Data'PlaQorms'Channel/Local'Mktg'Team'&'Project'Mgmt'Audience'&'Market'Data'Call'AnalyIcs/Management'Asset'&'Resource'Mgmt'Vendor'Data/Analysis'SEO'PersonalizaIon'&'Chat'TesIng'&'OpImizaIon'Customer'Experience/VoC'Loyalty/Referral/GamicaIon'Events'&'Webinars'Social'Media'MarkeIng'Inuencer'MarkeIng'Email'MarkeIng'Video'MarkeIng'&'Ads'CommuniIes'&'Reviews'Display'&'NaIve'Ads'Search'&'Social'Ads'Mobile'MarkeIng'Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'Content'MarkeIng'BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ANNOTATION Annotate your timeline to keep track of what changes youve made to your site or campaigns youve run, and what the impact has been.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU URL SUFFIXES http://www.you.com?utm_term=Low_Value_Customer Analytic platforms pick up the referral source of organic traffic but wont for a direct URL entry. Paid traffic is generally recorded as direct entry unless you set have a URL suffix in place. If you define paid traffic you can get more insight than from paid than organic traffic.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU UTM BUILDERS https://support.google.com/analytics/answer/1033867?hl=en Segment you paid traffic easily Disregard the naming convention Use variables however works for you Complex campaigns make UTMs hard to manage Simplify by automating them using your adserver.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CONVENTION CONSIDERATIONS Keep your convention consistent across channels Plan and try to future-proof how you use the variables Remember that your competitors can read the UTM Remember that your customers can read the UTM UTMs dont just apply to paid traffic, you can use them anywhere you define the URL that points to your websiteBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU UPGRADE If Google Analytics was deployed more than 2 years ago you might want to consider upgrading to the new Universal Analytics. var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXXX-X']); _gaq.push(['_trackPageview']); (funcLon() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('hRps:' == document.locaLon.protocol ? 'hRps://ssl' : 'hRp://www') + '.google-analyLcs.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); (funcLon(i,s,o,g,r,a,m){i['GoogleAnalyLcsObject']=r;i[r]=i[r]||funcLon(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analyLcs.com/analyLcs.js','ga'); ga('create', 'UA-XXXXXXXX-X', 'mydomain.com'); ga('send', 'pageview'); Google Analytics vs Universal AnalyticsPro: More features & better insights Much more accurate mobile measurement Better social media measurement Improved eCommerce integration Cross device deduplicationCon: Youll need to get the change made Existing eCommerce integration need updating Your reported traffic volumes might changeGoogle Analytics Universal Analytics BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SHARING BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU The best analytics work is collaborative analytics work All parties should work using the same view of your site data Annotations, Segments & Dashboards can be sharedBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DATA LEAKAGE If you deal with sensitive information captured in a web form, make sure it isnt being passed into Google Analytics. /thankyou?name=Ted%20Bundy&phone=555%2012 34&comment=Ive%20killed%20some%20people% 20can%20I%20speak%20to%20you%20in%20con fidence BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVERS Marketing Technology Landscape January 2015 INFRA&'STRUCTURE'by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'MARKETING'EXPERIENCES' MARKETING'OPERATIONS'INTERNET'BACKBONE'PLATFORMS'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'MIDDLE&'WARE' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'InteracIve'Content'Sales'Enablement'CreaIve'&'Design'Dashboards/VisualizaIon'Performance'&'A1ribuIon'BI,'CI'&'Data'Science'Web'&'Mobile'AnalyIcs'Data'Management'PlaQorms/Customer'Data'PlaQorms'Channel/Local'Mktg'Team'&'Project'Mgmt'Audience'&'Market'Data'Call'AnalyIcs/Management'Asset'&'Resource'Mgmt'Vendor'Data/Analysis'SEO'PersonalizaIon'&'Chat'TesIng'&'OpImizaIon'Customer'Experience/VoC'Loyalty/Referral/GamicaIon'Events'&'Webinars'Social'Media'MarkeIng'Inuencer'MarkeIng'Email'MarkeIng'Video'MarkeIng'&'Ads'CommuniIes'&'Reviews'Display'&'NaIve'Ads'Search'&'Social'Ads'Mobile'MarkeIng'Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'Content'MarkeIng'Marketing Technology Landscape January 2015 INFRA&'STRUCTURE'by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'MARKETING'EXPERIENCES' MARKETING'OPERATIONS'INTERNET'BACKBONE'PLATFORMS'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'MIDDLE&'WARE' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'InteracIve'Content'Sales'Enablement'CreaIve'&'Design'Dashboards/VisualizaIon'Performance'&'A1ribuIon'BI,'CI'&'Data'Science'Web'&'Mobile'AnalyIcs'Data'Management'PlaQorms/Customer'Data'PlaQorms'Channel/Local'Mktg'Team'&'Project'Mgmt'Audience'&'Market'Data'Call'AnalyIcs/Management'Asset'&'Resource'Mgmt'Vendor'Data/Analysis'SEO'PersonalizaIon'&'Chat'TesIng'&'OpImizaIon'Customer'Experience/VoC'Loyalty/Referral/GamicaIon'Events'&'Webinars'Social'Media'MarkeIng'Inuencer'MarkeIng'Email'MarkeIng'Video'MarkeIng'&'Ads'CommuniIes'&'Reviews'Display'&'NaIve'Ads'Search'&'Social'Ads'Mobile'MarkeIng'Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'Content'MarkeIng'Marketing Technology Landscape January 2015 INFRA&'STRUCTURE'by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'MARKETING'EXPERIENCES' MARKETING'OPERATIONS'INTERNET'BACKBONE'PLATFORMS'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'MIDDLE&'WARE' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'InteracIve'Content'Sales'Enablement'CreaIve'&'Design'Dashboards/VisualizaIon'Performance'&'A1ribuIon'BI,'CI'&'Data'Science'Web'&'Mobile'AnalyIcs'Data'Management'PlaQorms/Customer'Data'PlaQorms'Channel/Local'Mktg'Team'&'Project'Mgmt'Audience'&'Market'Data'Call'AnalyIcs/Management'Asset'&'Resource'Mgmt'Vendor'Data/Analysis'SEO'PersonalizaIon'&'Chat'TesIng'&'OpImizaIon'Customer'Experience/VoC'Loyalty/Referral/GamicaIon'Events'&'Webinars'Social'Media'MarkeIng'Inuencer'MarkeIng'Email'MarkeIng'Video'MarkeIng'&'Ads'CommuniIes'&'Reviews'Display'&'NaIve'Ads'Search'&'Social'Ads'Mobile'MarkeIng'Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'Content'MarkeIng'Marketing Technology Landscape January 2015 INFRA&'STRUCTURE'by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'MARKETING'EXPERIENCES' MARKETING'OPERATIONS'INTERNET'BACKBONE'PLATFORMS'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'MIDDLE&'WARE' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'InteracIve'Content'Sales'Enablement'CreaIve'&'Design'Dashboards/VisualizaIon'Performance'&'A1ribuIon'BI,'CI'&'Data'Science'Web'&'Mobile'AnalyIcs'Data'Management'PlaQorms/Customer'Data'PlaQorms'Channel/Local'Mktg'Team'&'Project'Mgmt'Audience'&'Market'Data'Call'AnalyIcs/Management'Asset'&'Resource'Mgmt'Vendor'Data/Analysis'SEO'PersonalizaIon'&'Chat'TesIng'&'OpImizaIon'Customer'Experience/VoC'Loyalty/Referral/GamicaIon'Events'&'Webinars'Social'Media'MarkeIng'Inuencer'MarkeIng'Email'MarkeIng'Video'MarkeIng'&'Ads'CommuniIes'&'Reviews'Display'&'NaIve'Ads'Search'&'Social'Ads'Mobile'MarkeIng'Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'Content'MarkeIng'BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WHY USE AN ADSERVER Independent verification that what you bought is what you got Allow you to use richer more engaging creative Allow you to control message targeting by geo, demo or sequence Track your reach across channels Deduplicated conversions Media attribution Brand safetyBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PROGRAMATIC LANDSCAPE "LUMA"Partners"LLC"2014Performance Video / Rich Media Targeted Networks / AMPs Horizontal Vertical / Custom Mobile Exchanges DSPs Publisher Tools Data Suppliers Ad Servers DMPs and Data Aggregators Measurement and Analytics Creative Optimization Agency Trading Desks Ad Networks Media Planning and Attribution Verification / Privacy Ad Servers Retargeting Media Mgmt Systems and Operations Sharing Data / Social Tools SSPs DISPLAY(LUMAscapeMARKETER PUBLISHER CONSUMER iTag Mgmt Agencies Denotes acquired company Denotes shuttered company BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH TRAPBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH TRAP RISK FACTORS Substantial budgets active in a digital channel Target a niche audience on an always on basis Put a disproportionate amount of budget into retargeting Dont have conversions deduplicate across channels Use long look back windows to attribute conversionsBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIAGNOSIS Steady decline in total conversion numbers despite good conversion rates and cost per acquisition from paid activity No increase in conversion numbers when extra budget is added No drop in conversion numbers when budget is tightened An unusually long average conversion latencyBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Conversion tags let you, your suppliers and their platforms know when a conversion happens letting them optimize towards driving more.CONVERSION TAGS SITE VISIT ADD TO CART CONFIRM & CHECKOUT SITE SIGN UP BROWSE CONTENT BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TAG MANAGEMENT PLATFORMS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM Marketing Technology Landscape January 2015 INFRA&'STRUCTURE'by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'MARKETING'EXPERIENCES' MARKETING'OPERATIONS'INTERNET'BACKBONE'PLATFORMS'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'MIDDLE&'WARE' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'InteracIve'Content'Sales'Enablement'CreaIve'&'Design'Dashboards/VisualizaIon'Performance'&'A1ribuIon'BI,'CI'&'Data'Science'Web'&'Mobile'AnalyIcs'Data'Management'PlaQorms/Customer'Data'PlaQorms'Channel/Local'Mktg'Team'&'Project'Mgmt'Audience'&'Market'Data'Call'AnalyIcs/Management'Asset'&'Resource'Mgmt'Vendor'Data/Analysis'SEO'PersonalizaIon'&'Chat'TesIng'&'OpImizaIon'Customer'Experience/VoC'Loyalty/Referral/GamicaIon'Events'&'Webinars'Social'Media'MarkeIng'Inuencer'MarkeIng'Email'MarkeIng'Video'MarkeIng'&'Ads'CommuniIes'&'Reviews'Display'&'NaIve'Ads'Search'&'Social'Ads'Mobile'MarkeIng'Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'Content'MarkeIng'Marketing Technology Landscape January 2015 INFRA&'STRUCTURE'by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'MARKETING'EXPERIENCES' MARKETING'OPERATIONS'INTERNET'BACKBONE'PLATFORMS'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'MIDDLE&'WARE' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'InteracIve'Content'Sales'Enablement'CreaIve'&'Design'Dashboards/VisualizaIon'Performance'&'A1ribuIon'BI,'CI'&'Data'Science'Web'&'Mobile'AnalyIcs'Data'Management'PlaQorms/Customer'Data'PlaQorms'Channel/Local'Mktg'Team'&'Project'Mgmt'Audience'&'Market'Data'Call'AnalyIcs/Management'Asset'&'Resource'Mgmt'Vendor'Data/Analysis'SEO'PersonalizaIon'&'Chat'TesIng'&'OpImizaIon'Customer'Experience/VoC'Loyalty/Referral/GamicaIon'Events'&'Webinars'Social'Media'MarkeIng'Inuencer'MarkeIng'Email'MarkeIng'Video'MarkeIng'&'Ads'CommuniIes'&'Reviews'Display'&'NaIve'Ads'Search'&'Social'Ads'Mobile'MarkeIng'Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'Content'MarkeIng'Marketing Technology Landscape January 2015 INFRA&'STRUCTURE'by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'MARKETING'EXPERIENCES' MARKETING'OPERATIONS'INTERNET'BACKBONE'PLATFORMS'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'MIDDLE&'WARE' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'InteracIve'Content'Sales'Enablement'CreaIve'&'Design'Dashboards/VisualizaIon'Performance'&'A1ribuIon'BI,'CI'&'Data'Science'Web'&'Mobile'AnalyIcs'Data'Management'PlaQorms/Customer'Data'PlaQorms'Channel/Local'Mktg'Team'&'Project'Mgmt'Audience'&'Market'Data'Call'AnalyIcs/Management'Asset'&'Resource'Mgmt'Vendor'Data/Analysis'SEO'PersonalizaIon'&'Chat'TesIng'&'OpImizaIon'Customer'Experience/VoC'Loyalty/Referral/GamicaIon'Events'&'Webinars'Social'Media'MarkeIng'Inuencer'MarkeIng'Email'MarkeIng'Video'MarkeIng'&'Ads'CommuniIes'&'Reviews'Display'&'NaIve'Ads'Search'&'Social'Ads'Mobile'MarkeIng'Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'Content'MarkeIng'BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM ESSENTIALS Contact hierarchies structured to reflect your business Data captured in validated fields Integrated CLM capabilitiesBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM BEST PRACTICE App level UI simplicity Role specific layouts, portals & dashboards Automated task creation & hand over between teams or roles Mandatory data capture structured to allow better measurement Integration with every other system that holds customer dataBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace with corrected table, this one has too many columns KEY METRICS KEY METRICSCHANNEL TRACKED METRICS & BENCHMARK PERFORMANCEMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace with corrected table, this one has too many columns KEY METRICS KEY METRICSCHANNEL TRACKED METRICS & BENCHMARK PERFORMANCEMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKMETRIC NAMEBENCHMARKBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU YOUR TOP 3 PRIME METRICS 1. _______________________2. _______________________3. _______________________BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DOESNTADD UPBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TOP 5 1. Channel is claiming more clicks that you can see2. Channel is claiming more conversion than you can see3. Your reports show impossible click through rates4. Adserver and publisher reports dont match5. Agency claims Ive reached more people than existMOST COMMON MEASUREMENT PROBLEMS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CLICKS THAN YOU CAN SEE 1. Know your click attrition rates by channel2. Check site analytics is deployed correctly3. Confirm your page load times arent the problem4. Apply a URL suffix if you havent already5. Have your partners audit their URLs to make sure theyve used them6. Automate URL suffixes to prevent handling errorsBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 1st Step - Basics Confirm that tags have only been deployed to the right pages.2nd Step Easy Best Practice Disregard your channel reports and start measuring performance through site analytics. Use an automated URL sux to ensure that your site analytics tracks everything correctly and human error doesnt limit your visibility.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 3rd Step Slightly Technical Run page tests to make sure conversion tags fire in only the correct locations, and only fire once.4th step Advanced Start tracking all media through an integrated adserver, which will deduplicate conversions correctly. Set up an attribution model, and a data feed to suppliers DMP, then have them suppliers optimise to how you attribute conversions.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU IMPOSSIBLE CTR 1. Re-export the tags from your 3rd party adserver2. Get the publisher to show you the code they implemented3. Confirm that the publisher has deployed them the right way aroundBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVER & PUBLISHER REPORTS DONT MATCH BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVER & PUBLISHER REPORTS DONT MATCH 1. Get the publisher to show you the code they implemented2. Check to see if the code contains [timestamp]3. Have them replace the placeholder with a working timestamp macroBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH DUPLICATIONDISPLAYSEARCHSOCIALTARGETMARKETAGENCY CLAIMS IVE REACHED MORE PEOPLE THAN EXIST BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENTFRAMEWORKSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT FRAMEWORK Plan Identify and engage key stakeholders for their requirements Define what data you want to collect by channel or asset Identify the right tools to collect the data you needDeploy Generate any needed code and specify how the tracking should be deployed Ensure that access to relevant tools is given to relevant stakeholders Assign responsibility for deployment to best person for the jobMaintain Record measurement fault dates, causes and resolutions. Make sure all of your stakeholder and partners understand their responsibilities and consistently deliver what you need.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT FRAMEWORK Plan Identify and engage key stakeholders for their requirements Define what data you want to collect by channel or asset Identify the right tools to collect the data you needDeploy Generate any needed code and specify how the tracking should be deployed Ensure that access to relevant tools is given to relevant stakeholders Assign responsibility for deployment to best person for the jobMaintain Record measurement fault dates, causes and resolutions. Make sure all of your stakeholder and partners understand their responsibilities and consistently deliver what you need.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT TOOLSCHANNEL MEASUREMENT TOOLSMAIN TOOL OWNER DEDUPES? SECONDARY TOOL OWNER DEDEUPES?WEBSITEBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KISS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHOOSING CHANNEL METRICS Performance Driven Cost PerAcquisition/TransactionCompleted supporting outcomeRate ofClicks to Acquisition/TransactionClicks to Supporting Outcome TransactionalAvg. Basket SizeAvg. Basket RevenueAvg. Basket ProfitDelivery Driven Daily/Weekly/MonthlyClicks/TrafficSign Ups/RegistrationsNew Biz ConversionsRepeat Biz ConversionsTransactionalTotal RevenueTotal ProfitMarketing ROIInsights Driven Path to PurchaseAvg. Frequency before $Avg. Latency before $Lifetime CustomerAvg. Lifetime RevenueAvg. Lifetime ProfitBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BEST PRACTICE Choose metrics that lead to the completion of a business or digital goal. Choose metrics common to & consistently present across all channels. Preferentially track metrics that your marketing efforts actually affect. Ensure your tools will let you deduplicated transactions or enquiries. Decide in advance how you will gauge success for a metric.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU COMPARISON METRICS A metric is a meaningless without a gauge of success, so always use a comparison metric.Common Comparison Metrics Result vs Target Result vs Benchmark Result vs Time Year on Year Period on PeriodBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADVANCED TOOLS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CALL TRACKING BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEDIA ATTRIBUTION Transparent path to purchase Clearly shows cross channel interaction Identifies best performing paths to conversion Shows path to conversion length in time & touchAssign credit based on different models Compare & contrast different models to find what channels, strategies, audience segments, campaigns, creatives, messages/copy, keywords add the most value.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEDIA ATTRIBUTION TOOLS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ATTRIBUTION MODELS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BRAND SAFETY BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BRAND SAFETY Reporters Build a list of questionable impressions for you to review and action Pro: Get visibility of blind exchanges, lets you push for make goodCon: Doesnt keep you brand safe, just lets you solve the problem after the factBlockers Prevents your ad from being bid on or appearing on suspect sites Pro: Prevents the majority of brand risk ad impressionsCon: Doesnt prevent all brand unsafe impressionsTypically oversensitive and might block many safe & relevant ad impressionsCant be used if for products with overlap into a risk categoryFor CPM buys - publishers will hate you for serving blank adsBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PRO TIPS The best brand safety tool is the platform you use to target media. Search: Keep negative keyword lists up to dateDisplay: Use white lists preferentially over blind exchangesBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU THE QUEST FOR ANSWERS Actionable insights are answers to business questions. To start answering these questions, start asking some.Structure your analysis using simple but specific questions like; Where does my traffic come from? Where do my conversions come from? How do the different pages on my website aid conversion?BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEANINGFUL QUESTIONS Work your way up to questions that give you answers, not metrics Q. How do my different channels perform? A. Like this, using three prime metrics as meaningful comparisonsQ. How can I improve my conversion rate? A. By applying the learnings of the 3 top pages to the 3 bottom pagesQ. How can I promote repeat purchase? A. Here are the factors common in repeat purchasing customers, some of which we can amplify across single purchase customersBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU METRIC SELECTION What metrics should I use to answer the question? What 1st party data do I have on hand? What external data sources can I access? How can I judge the accuracy of the data? Can I improve accuracy & accountability by using multiple metrics? What metrics can we actually affect?BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CONSIDER NOVEL SOURCES Remember to mine your media data for behavioral insights Searched Terms used as an intent gauge can make you a mind reader Validate your assumptions with real world experiments Validate your Quant findings with Qual research for a human touchBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU AUTOMATIONBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU AUTOMATION OPTIONS Alerts Telling you things you can find out yourself soonerWorkflow automation Tools that do what you do faster or betterBusiness Intelligence Tools that make it possible for people other than analysts to findnew insights.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ALERTS BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ALERTS BEST PRACTICE Setup for success Setup a fault state alert; e.g. no transactions today Setup a success alert; e.g. weve exceeded the monthly target Include relevant stakeholders, such as IT, as recipients on your alertsMake alerts clear & manageable Make sure the alert clearly states its source Make sure the alert clearly states the problem it is reporting Limit the number or complexity of alerts so you dont flood inboxsBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WORKFLOW AUTOMATION BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WORKFLOW AUTOMATION BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WORKFLOW AUTOMATION To get value out of these tools you need to: Understand what they actually do Actually have a requirement for both their basic and advanced features Have the time to learn how to use them properly Have the time to actually do something with themBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BUSINESS INTELLIGENCE A Business Intelligence tools takes data, often stored in multiple silos, and integrates and processes it in a way that couldnt be easily done by a human beings because of: Overwhelming Volumes Overwhelming Complexity Overwhelming BoredomThese tools add value to an organisation by providing a constant stream of accurate information through a intuitive interfaces.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU FUNCTIONS Dashboarding & Visualization Sales forecasting Media Attribution Automated Audience & Customer Segmentation Path to Purchase Optimization Predictive targetingBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BI PLATFORM CONSIDERATIONS Does it actually meet all of my needs. Will I need to pay for many features that I will never need to use? Do we have the skills or should we up-skill first? Will I need to change existing internal processes. Will I need to change existing internal systems.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU OPTIMIZATIONBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU OPTIMIZATION You can and should optimize every part of your path to purchase. Always use experimental methodology Keep a control group Ensuring you test changes in isolation Using statistically significant volumes before calling the result. Dont optimize to a single metric Things dont stay optimized, be ready for the long haul.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU OPTIMIZATION PRIORITIES 1. Purchase Funnel Changes here will have the greatest impact on your bottom line and prove out most quickly and cost you the least to implement.2. Site Content Changes here will have follow on effect to sales, but take longer to prove out, and cost slightly more.3. External Content Changes to Organic Social Profiles will have a follow on impact to site and sales, but will take substantially longer to prove and may impact on performance of prior stages but should not require a substantial outlay of cost or time.4. Advertising Creative Changes to creative or messaging in advertising will have a follow on impact, but will take some time to prove out as users need to filter through all prior stages in the funnel, this is the first stage where substantial investment may be required.5. Media Channels & Targeting Changes to your media channels, targeting & investment level will take the longest time to prove out and may require changes to be made to every successive optimization stage.BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHAMPAGNE TOWER APPROACH BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTSBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRASH COURSEMEASURING DIGITAL MARKETING#digiroi @affinityau @LukeBrown_AU @AdamSharAUBENCHMARKSCHANNEL USED? CTR CR CPC CPASEARCHSOCIALDISPLAYEDMONLINE TVNATIVERETARGETINGOTHER 1OTHER 2CONVERSION EVENTS#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU