Mr. Pawoot Pongvitayapanu (www.Pawoot.com) .com Member of TARAD Dot Com Group E- Education Seminar & Training Measurement Techniques tracking the effectiveness of digital marketing and determine the deliverable results by: Pawoot Pongvitayapanu (Pom) E-Mail : [email protected]URL : www.Pawoot.com • Managing Director : TARAD Dot Com • Vice President : Thai E-Commerce Association • Consultant : Thailand Productivity Institute
how to measurement with online advertising (ตัวย่อ)
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Measurement Techniquestracking the effectiveness of digital marketing
AssociationJul 99 - Jan 00 Business Development/Webmaster - AD
Venture (Member of Shin Corporation) Jun 99-Nov 99 Web Design Company - Pantheon.co.ltd - Web
Creative
Pawoot PongvitayapanuPawoot Pongvitayapanuภาวุ�ธ พงษ�วุ�ทำยภาน� ภาวุ�ธ พงษ�วุ�ทำยภาน� ((ป!อมป!อม)) MS IEC, B. ARCHMS IEC, B. ARCH
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Agenda• What is online measurement?• Why we have to measurement?• Metric of Measurement• What information we need to know!• How we can collection information• Tools & Application for measurement• Measurement Technique • Avoiding inaccurate measurement method• Q&A…!
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Online Advertising Revenue• Year 2006 total $16.9B Growth 35% higher than 2005's
• PPC กำาริค�ดค/าใชั$จุ/ายเม2-อัม�กำาริคลั�กำโฆษณ์า Pay Per Click
• PPP กำาริค�ดค/าใชั$จุ/ายเม2-อั ม�กำาริได$ลั#กำค$าใหม/ หริ2อัท�างาน ส�าเริ+จุ Pay Per Performance
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Awareness & Image Measurements
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Acquisition Costs• should be calculated and monitored.
– the cost to acquire a click-through (click-through)– new e-mail address (potential customer) (subscription)– a new subscription (sign-up)– new customer (purchase)– Page View, Banner impressions – SMS sent out– No. of outbound calls to customers– Response from survey / quiz games
** Depend on campaigns goal
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
For examplePromotional campaign cost $10,000 and it resulted in 100,000 click-throughs,
Customer Acquisition Cost = $10,000 100,000
Acquisition Cost = Advertising Cost
Number of Click-Throughs (Visits)
= $.10.
Average Customer Acquisition Cost• Search $7 and $10• Yellow Pages $15 and $25• E-mail $40 to 80 • Direct mail $60 to 80
• Ask yourself some useful accountability questions such as:
• How does that compare to other campaigns that you are running?
• How does that compare to last month?• Did we get the best bang for our buck when acquiring
these click-throughs?• How does this acquisition cost compare to the cost of
other methods of acquiring click-throughs.
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Frequency
Estimate of how often a prospect or customer visits the site.
Duration
Time spent at your web site. Example
• Loyal customer segment = 5 minutes per visit• New customers segment = 2.30 minutes per visit
Frequency = No of Visitors Number of Unique Visitors
Duration = Total Minutes Viewing Pages Number of Visits During the
Month
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Reach• Refers to the potential to gain the attention of your target audience.• Used as a standard in the television industry, • The number of unique users who visited the site during a particular
period divided by the total number of unique visitors your site has acquired over time
Reach = Number of Visitors during the month
Total Number of Visitors acquired by the site
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Stickiness• Measure the effectiveness of your content • Consistently holding users' attention• Allowing them to complete their online tasks.
Stickiness = Frequency x Duration x Reach
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Sale & Commerce Measurements
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Sale & Commerce Measurements
• Should be calculated and monitored– Target leads– Number of order/sale – Sale revenue– Visitor-to-lead ratio– Cost average per new customer
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Conversion Ratio• Average number of visitors who visit the site who
make a purchase or perform some sort of action. (register as a customer, etc).
• Conversion ratios vary by the type of traffic you are getting. More "Targetted" traffic typically means higher conversion rates.
Conversion Ratio = Number of Order Number of Visits
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
• Cost per Sale Transaction
Conversion Cost = Advertising Costs Number of sales
(or purchases)
BestNormal
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Best Performance
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Measurement Technique
• Before/After measurement
• Survey customers : prove the result
• Use standard system (1 system : No standard yet)
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Measurement Case Study• Digg.com : stat on July 2007
– Own server log 10.8 Million Unique U.S. Visitors
– ComScore 4.6 Million Unique U.S. Visitors
– Nielsen//NetRating 4.7 Million Unique U.S. Visitors
“The Problem is. There are no stadards” Mike Maser : VP Marketing Digg.com
Source : Fortune Mag Sep 2007
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Avoiding inaccurate measurement method
• Discrepancy (not standard measurement)
• Outdated measurement methodologies
• Advertiser's confidence.
• New technology (RSS, AJAX, Widgets)
• Data is gathered, it is proprietary
• Fair & standard price
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Who can tell you what is standard average rate?
• Viral marketing campaign? • Sponsorships impact to drive purchase intent?• How online sampling should drive sales?
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Online Measurement Firm• ComScore, Inc
www.comscore.com
• Nielsen//NetRatingswww.nielsen-netratings.com
• Media Rating Council (MRC).www.mediaratingcouncil.org
• Interactive Advertising Bureau www.IAB.net
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
ComScore, IncProvide a continuous, real-
time measurement• Marketing Solution• Media Matrix
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
IAB.net (Interactive Advertising Bureau)
Useful information• Online Guideline Standard• Ad unit & campaign• E-Mail Guideline• Spider & Bot• Rich Media Guideline• Privacy Guideline• VDO Measurement Guideline
More……
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Nielsen Unveils Video Measurement Tool : VideoCensus
– Allows to attach code to video platforms– The code allows NetRatings to collect a
census account of video views.
Supporting Type of Content– Cached content– Peer-to peer– Programs– Digital rights-managed (DRM) video streams.
Mr. Pawoot Pongvitayapanu (www.Pawoot.com)
.com
Member of TARAD Dot Com Group
E- Education Seminar & Training
Online Measurement Summary
• Keep the right log and information
• Use the right tools and application
• Analyze data in many aspect as you want
• Use the analyzed information to adjust your campaign for better performance