Digital Metrics lecture slides providing an overview of digital measure landscape and best practices. The lecture was for MBA Marketing Students at the Schulich School of Business by Rosalina Lin Allen

1. Digital Metrics
By: Rosalina Lin-Allen
Director, Digital Strategy
Tel.416-364-1455 x271
Email. rlinallen@delvinia.com
www.twitter.com/rlinallen
www.linkedin.com/rlinallen
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2. ABOUT ME
LANDSCAPE OVERVIEW
AGENDA
BEST PRACTICE
FUTURE OF DIGITAL & METRICS
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3. Who is Rosalina?
DIGITAL EVANGELIST PROUD MOM OF TWO
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4. About Delvinia
Digital Strategy
g gy
& Customer
Experience
Design
CUSTOMER
Consultancy.
Consultancy
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5. LANDSCAPE OVERVIEW
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6. Owned
Media
(e.g. website, apps,
e newsletters)
e-newsletters)
Earned Paid
Media Media
(e.g. SEM , Display Ads)
(e.g. PR
(e g PR, social
media activities)
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7. Owned Media
Company W b Site
C Web Sit Mobile A
M bil App
Campaign Micro-site E-newsletter Program
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8. Typical Email Program Measurement
+ Open Rate
+ Click Through Rate
g
+ Forward Mail Rate
- Bounce Rate
- Unsubscribe Rate
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9. Typical Website Measurement
• Page Views
• Vi it
Visits
• Pages/Visit
• Ave. Time Spent on Site
• Unique Visitors
• Bounce Rate
• New Visits
• Referring Site
• Geography
… etc.
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10. Techniques for Measurement
Quantitative
• Ratings
• Customer Satisfaction Survey
Qualitative
• Usability Test
• One-on-one interview
• Eye tracking
• A/B Split Test
p
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11. Mobile App
EBay Website
EB W b it Wireframes
Wi f
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12. Convergence of the Real & Virtual Worlds
Digital Concierge E-commerce at Your Store

13. Paid Media
Search Engine Marketing
Display Ads
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14. Geo-Targeted
Geo Targeted Mobile Ads
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15. Typical Paid Media Measurement
Paid Media Landscape
ator
Impressions (CPM)
Aggrega
Pay per Click (PPC)
Independent
t
n/a
I
Fixed Price Auction Based
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16. Earned Media
Ratings, Reviews & Forwarded E-Mail Social Network
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17. Social Operates in Near Real-Time
Real Time
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18. Typical Social Media Measurement
• Likes (e.g. Facebook)
• Followings (e.g. Twitter)
• Views (e.g. YouTube)
( g )
• Comments & Mentions
• Influence of the
Commenters/Bloggers
• Sentiments
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19. BEST PRACTICE
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20. Best Practice
Financially focused, integrated view
y g
based on the customer journey:
1. Understand the customer journey
j y
2. Align digital touch points with the AWARE
customer journey ENGAGE
3.
3 Define metrics against the customer
journey CONVERT
4. Track against the customer journey
ADVOCATE
Repeat!
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21. 1.
1 Understand the Customer Journey
Ratings
&
Consult
Reviews
e e s See Product/
Friends
Fi d &
Family Speak to Schedule
Sales Person Test Drive
Locate
Dealer Purchase
Experience
Product Product
Details &
3rd Compare Buy
Party Online
Sites
Check
Various
Product
Websites
RESEARCH ENGAGE CONVERT
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22. 2.
2 Align Digital Touch Points with Customer Journey
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23. 2.
2 Align Digital Touch Points with Customer Journey
A. ‘Build & Price’
E. Dealer Locator
B. Save Config G. Purchase
D.
D Payment Estimator
C. Compare Options F. Schedule a Test Drive
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24. 3.
3 Define Metrics Against the Journey
Shopping for a Car: Engagement Step
Objectives
Obj ti Key Performance
(Call to Actions) Indicators
Visits
Build & Config Time Spent
Get a Quote Visit/Unique Visitors to ‘Get a Quote’
‘Get a Quote’ submission
Visit/Unique Visitors to ‘Get a Quote’
Find a Dealer
‘Get a Quote submission
Get Quote’
Visit/Unique Visitors to ‘Test Drive’ Section
Schedule Test Drive
‘Test Drive Scheduling’ submission
g

25. 4.
4 Track Against the Journey
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26. Financially Focused, Integrated View
Focused
Category Tactic Investment Metrics Conversion Rate Click Thru’s/ Cost Per Lead
(ave. mo.) Impressions/ Page Complete CTA
Views/ Email Open
Rate
Display Ads $200,000 20,000,000 0.1% 20,000 $10
Mobile Ads $20,000 1,000,000 1.5% 15,000 $1
Awareness Paid Search $100,000 800,000 4% 32,000 $3
SEO $100,000 320,000 15% 48,000 $2
Social Media $100,000 200,000* 1% 2,000 $50
Build & Config 125,000 40% 50,000 $2
Price Estimator $80,000 167,000 56% 93,520 $0
Engage
Dealer Locator 86,000 34% 29,240 $0
Email Followup $21,000 123,000 27% 33,210 $1
Total Investment $621,000
Actual Purchase Ave. Purchase Price Purchase Value
Convert Purchase at Dealer n/a n/a 562 $47,000 $2,641,4000
Integrated At the end of the day, it’s all
Multichannel View about the financial
Using Funnel Approach
U i aF lA h indicators
i di

27. Common Pitfalls
Siloed views
Measuring the
wrong things
(e.g. lack clarity on th
( l k l it the
customer journey)
CUSTOMER
Stopping here
Action without clear
objective or strategy
bj ti t t
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28. FUTURE OF DIGITAL & METRICS
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29. Digital has
shifted power dynamic
p y
Consumers have access to information and choice
How do you change the way you do business?
?
What is the new role of each of your channel and device?
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30. DATA
Enables Organizations In Ways
g y
Considered Beyond Your Reach In the Past.
Every day, we create 2.5 quintillion bytes of data — so much
that 90% of the data in the world today has been created in the
last two years alone. (source: Harness the Power of Big Data: The IBM Big Data Platform )
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31. Big Data = Real-time Decision Making
Ushahidi: Crowdsourced I f ti
U h hidi C d d Infectious
Disease, Political Violence Tracking
and more
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32. Let’s Make the World a Better Place
by M ki B tt D i i
b Making Better Decisions Together
T th
http://youtu.be/f-dfWLaDBPE

33. By: Rosalina Lin-Allen
Director, Digital Strategy
Delvinia
Tel.416-364-1455
Tel 416-364-1455 x271
Email. rlinallen@delvinia.com
Twitter. www.twitter.com/rlinallen
LinkedIn. www.linkedin.com/rlinallen
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