Top Strategies for Marketing Signal

Measurement

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Speakers

Alon Amit Scott JonesCo-Founder & VP

ProductVP Marketing

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Housekeeping

• Please submit questions throughout the webinar; the last 10 mins will be reserved for Q&A

• Share your thoughts on Twitter using the #MarketingSignals hashtag

• We’ll send you the webinar recording and slide deck later this week

What happened today?

Targeting Control

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h Evolution of MarketingTouchpoints Over Time

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h Evolution of MarketingTouchpoints Over Time

Fragmentation &

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Marketing Measurement and Analytics hasbecome a Strategic Imperative

What brands need to do ischange their mindset from focusing on campaigns, channels, devices

and audience interactions to focusing on marketing signals.

To convert the massivestreams of marketing signals intoactionable marketing insights.

To empower their marketers to measure, analyze and act on

marketing signals.

To empower their marketers to measure, analyze and act on

marketing signals.

Every day.

To optimize marketing results.

To optimize marketing results.

Every day.

Which leads to producinglegendary marketing outcomes.

Marketing Signal Measurement

What happened today?

Top 5 Strategies for Marketing Signal

Measurement

MSM Strategy #1Measure against your

objectives.

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Multi-Channel Campaign MeasurementWith Well-Defined Objectives

Strategy #1: Measure against your objectives

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Objective #1Promote Product AwarenessObjective #2Drive Enrollments

Strategy #1: Measure against your objectivesBrand Example: Visa Checkout

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Strategy #1: Measure against your objectivesBrand Example: Visa Checkout

Objective #1Promote Product Awareness

Objective #2Drive Enrollments

Channels:TV, Display, Social Media, Internet Video, Organic

Signals:• Impressions by Channel• Video Views• Clicks by Channel• Social Mentions• Click-Through Rate• CPM

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Strategy #1: Measure against your objectivesBrand Example: Visa Checkout

Objective #1Promote Product Awareness

Objective #2Drive Enrollments

Channels:Display, Social Media, Paid Search, Organic

Signals:• Enrollments by Channel• Payment Volume by

Channel• Transactions• Average Ticket Size

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Brand Example: Visa Checkout

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• All campaigns measured using similar metrics regardless of objective

• Arbitrary targets unrelated to campaign goals

• Little consistency across marketing channels on success criteria

• Campaign performance assessed according to agreed-upon objectives

• Targets set with overall goals in mind

• Consistent measurement and cumulative targets across marketing channels

Before MSM With MSM Strategy

Strategy #1: Measure against your objectivesBrand Example: Visa Checkout

MSM Strategy #2Choose signals that answer

“what” and “why”.

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Omni-Channel DashboardsWith Integrated Analysis Path

Strategy #2: Choose signals that answer “what” and “why”

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Web Reservations

Conversion Signal

Strategy #2: Choose signals that answer “what” and “why”

Brand Example: Omni Hotels

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Web Reservations Web Visits

Web Visitors

Engagement Signals

Bounce Rate

Avg Time on Site

Conversion Signal

Strategy #2: Choose signals that answer “what” and “why”

Brand Example: Omni Hotels

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Web Reservations Web Visits

Web Visitors

Engagement Signals

Bounce Rate

Avg Time on Site

Conversion Signal

Organic Visits

Paid Visits

Referrals

Strategy #2: Choose signals that answer “what” and “why”

Brand Example: Omni Hotels

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Web Visits

Web Visitors

Engagement Signals

Bounce Rate

Avg Time on Site

Organic Visits

Paid Visits

Referrals

Paid Search Visits

Display Visits

Paid Social Visits

Affiliate Visits

Strategy #2: Choose signals that answer “what” and “why”

Brand Example: Omni Hotels

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Brand Example: Omni Hotels

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• No distinction between primary (scorekeeping) vs. secondary (analysis) signals

• No defined analysis path

• Difficulty identifying root causes of performance changes

• Clearly defined primary and secondary signals

• Integrated analysis path for commonly encountered questions

• Root causes of performance changes readily identified

Before MSM With MSM Strategy

Strategy #2: Choose signals that answer “what” and “why”

Brand Example: Omni Hotels

MSM Strategy #3View performance

holistically.

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Brand Health TrackingWith Cross-Channel Interactions

Strategy #3: View performance holistically

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Social

Website

Email Synergistic Interaction

s

Strategy #3: View performance holisticallyBrand Example: Pernod Ricard

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Social

Website

Email

EngageRetainKey Signals

OpensOpen RateSocial Shares・・・

Key SignalsEst. ImpressionsEst. ReachEngagementEngagement Rate・・・

Strategy #3: View performance holisticallyBrand Example: Pernod Ricard

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EngageRetain

Convert

Key SignalsVisits from EmailTime on SiteBuy It Nows・・・

Strategy #3: View performance holisticallyBrand Example: Pernod Ricard

Social

Website

Email

Key SignalsOpensClickthroughsCTR・・・

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ReachEngageConvert

Strategy #3: View performance holisticallyBrand Example: Pernod Ricard

Social

Website

Email

Key SignalsVisits from SocialBounce RateBuy It Nows・・・

Key SignalsEst. ImpressionsEst. ReachClicksCTR・・・

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Brand Example: Pernod Ricard

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• Marketing channels measured in silos

• Little to no understanding of cross-channel effects or cumulative impact

• No success criteria for multi-channel strategy

• Total marketing impact measured holistically

• Real-time assessment of cross-channel effects and cumulative impact

• Assessment and optimization of multi-channel strategy

Before MSM With MSM Strategy

Strategy #3: View performance holisticallyBrand Example: Pernod Ricard

MSM Strategy #4Establish a standard

measurement practice.

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Centralized Marketing MeasurementWith Cross-Team Accountability

Global CPG CompanyOne of Largest Brand Advertisers

Strategy #4: Establish a standard measurement practice

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Central Marketing

Analytics TeamBrand ManagersCampaign Managers

Regional TeamsAgencies

How to insure consistent measurement and

accountability?

Strategy #4: Establish a standard measurement practice

Brand Example: Global CPG Company

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Central Marketing

Analytics TeamCentral Set of Dashboards w/ Key

SignalsDisplayImpressions

CPM

Paid SearchShare of Search

WebsiteBounce Rate

Visits

SocialReach

Engagement Rate・・・ ・・・ ・・・ ・・・

Clickthrough Rate

Strategy #4: Establish a standard measurement practice

Brand Example: Global CPG Company

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Impression Share – BrandImpression Share – Product

Clickthrough Rate・・・

Central Marketing

Analytics Team

Central Dashboards

Paid Search

Brand ManagersCampaign Managers

Regional TeamsAgencies

Brand and CampaignDashboards

Local and AgencyDashboards

+ Bounce Rate+ Time on Site+ Click Share・・・

+ Buy It Nows+ Conversion Rate

+ Cost per Click・・・

Strategy #4: Establish a standard measurement practice

Brand Example: Global CPG Company

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Brand Example: Global FMCG Company

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• Brand and agencies using separate sets of signals for each channel

• Inconsistent accountability across teams

• No way to measure cross-brand / cross-team performance

• Standard set of core signals measured across brands and agencies

• Consistent accountability across organization

• Possible to compare performance across brands and teams

Before MSM With MSM Strategy

Strategy #4: Establish a standard measurement practice

Brand Example: Global CPG Company

MSM Strategy #5Measure marketing

signals continuously.

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Digital Command CenterWith Near Real-Time Monitoring

Strategy #5: Measure marketing signals continuously

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• Assess strategic direction• Track progress against

goals

• Find tactical opportunities• Monitor content quality

Content Performance Market Performance

Strategy #5: Measure marketing signals continuouslyBrand Example: Intel

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• Which content is generating the highest engagement?

• Is there opportunity to distribute content across additional channels?

• Is there opportunity to promote content through paid channels for additional reach?

Content Performance

• Which markets are reaching the most people?

• Is my content strategy resonating with the audience in each market?

• Is my audience base for each market growing according to target?

Market Performance

Strategy #5: Measure marketing signals continuouslyBrand Example: Intel

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Near Real Time MonitoringTactical Opportunity Discovery & Capitalization

Every Day AssessmentContinuous Strategy Adjustment & Optimization

Content Performance

Key SignalsPost EngagementTime on PageContent SharesEngagement Rate・・・

Key SignalsMarket ReachVisitsTotal ConsumptionClickthrough Rate・・・

Strategy #5: Measure marketing signals continuouslyBrand Example: Intel

Market Performance

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Brand Example: Intel

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• Static content strategy and cross-channel resource allocation

• Opportunities discovered to late to be actioned on

• Monthly and quarterly performance assessment to plans/targets

• Flexible content strategy with dynamic allocation of budget and resources

• Same-day detection and action on opportunities

• Continuous strategy adjustments to optimize performance beyond plans

Before MSM With MSM Strategy

Strategy #5: Measure marketing signals continuouslyBrand Example: Intel

1.Measure against your objectives.2.Choose signals that answer “what”

and “why”.3.View performance holistically.4.Establish a standard measurement

practice.5.Measure marketing signals

continuously.

Summary of Strategies

How to execute my own measurement

strategy?

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Periodic Table of Marketing Signals

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The Anatomy of a Marketing Signal

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The Anatomy of a Marketing Signal

Objective• Awareness• Engagement• Conversion• Loyalty• Advocacy

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The Anatomy of a Marketing Signal

Channel• Display• Search• Social• TV• etc.

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The Anatomy of a Marketing Signal

Signal Type• Volume• Quality• Efficiency• Share

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Periodic Table of Marketing Signals

Q & A

• Interested in taking your marketing measurement to the next level?

• Want a printed poster of the Periodic Table of Marketing Signals?

Let us know: signals@origamilogic.com

Thank you for joining our webinar!