Page 1
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Measuring Digital
Marketing
• No one can tell you what will work
• Too many variables
• No silver bullet
• Digital is different than traditional
• No formula for success
Page 2
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Why Do We Measure?
• Set benchmarks
• Find what’s important for your brand
• Determine what is working and what isn’t
Page 3
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Digital Marketing
• Cheap
• Easy
• Adapt on the fly
• Results in real time
• Simple
• Shift now from selling to the audience to selling to behavior
Page 4
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Questions
• Start your analysis with questions and consider all forms of marketers to measure
• -Do you budget for pay-per-click? -Do you wait for organic search? -Do you create banner ads on high traffic sites?
Page 5
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
How To Start
• Use your intuition
• Look at your competitors
• Use your research
• Align measurement to goals and business strategy
• Trends
Page 6
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Google Analytics
• Google Analytics= Data goldmine!
• Users: IP address, time stamp, referring pages, geolocation, browser data, cookies and more
Page 7
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
http://www.google.com/an
alytics/tour.html
Page 8
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Other sources of Traffic
• Ad campaign
• Newsletter
• Email
• Banner ads
• Affiliate marketing
Use a Tag!
Page 9
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Key Performance
Indicators
• Focus on what’s important to your business
• Decide how to get maximum value from statistics
• Develop KPI= Key Performance
Indicators
Page 10
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
KPI’s
• KPI are NOT METRICS
• Clearly aligned with business goals
• Defined by management
• Based on valid data
• Easy to understand
• Quantifiable
Page 11
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Good Web based KPI’s
• Conversion rate
• Page views
• Absolute unique visitors
• New vs returning visitors: proportion of visitors who have been to your site before
• Bounce rates
• Abandonment rate
• Cost per conversion
• Your financial database
• Other Records• Newsletters or e-blasts open rates
Page 12
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Test
Invest
Tweak
Reinvest
Page 13
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
A/B Testing
• Split test your ads
• Copy
• Graphics
• Headlines
• Landing pages
• Calls to action
• Buttons
• Site design
Page 14
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Page 15
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
ROI
Return On Investment!
Allows you to make marketing projections based on assumptions. Gives you a snapshot of how your investment or yielding results.
Bottom LINE!
Page 16
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
7 Pillars of ROI
• Content
• Deign and User Experience
• SEO
• Digital Media Marketing
• CRM
• Social Media
• Mobile
Page 17
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
ROI Example
The Apple Co. ran two campaigns at separate times of the year. (The goal of an apple company is to sell apples on their website)
• Campaign 1 achieved 10,000 visitors to the website, 200 orders, 12 enquiries & 500 email sign-ups. It cost $50k to run & delivered $13k of value, which equates to an ROI of $0.27.
• Campaign 2 achieved 9,000 visitors, 400 orders, 50 enquiries & 500 email sign-ups. It cost $50k to run & delivered $24k of value, which equates to an ROI of $0.49.
Now you can more easily compare the performance of each campaign. Campaign 1 returned $0.27 and campaign 2 returned $0.49, so campaign 2 was nearly twice as effective.
Page 18
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Tools• Radian 6
• Bit.ly
• Eloqua
• Altimeter Group
• Salesforce
• Email software
Page 19
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Time for A Poll
Take out your cellphones… we’re going to poll the room!
Page 20
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
What is Ethics?
“Ethics is concerned with how we should live our lives. It focuses on questions about RIGHT and WRONG, fair and unfair, caring or uncaring, good or bad and responsible and irresponsible.”
Page 21
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
AMA Guide the Ethics
ETHICAL NORMSAs Marketers, we must:
1.Do no harm. This means consciously avoiding harmful actionsor omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make.
2. Foster trust in the marketing system. This means striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution.
3.Embrace ethical values. This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values:
honesty, responsibility, fairness, respect, transparency and
citizenship.
Page 22
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Examples:
• A marketing firm allegedly asked its interns to write positive product reviews on message boards
• A lobbying firms sent out letters using letterhead from other organizations
• Bloggers posted favorable reviews about products but failed to disclose they were paid for writing
Page 23
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Marketing and the Law
Copyright Privacy
Slander Liability
Trademark
Can’t use the defense “The client told me to do.”
Marketers must practice ethic behavior.
Page 24
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Libel & Slander
Libel= printed falsehood
Slander= oral falsehood
Defamation= the term used in court for either of these offenses
Page 25
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Individuals vs. Public
Figure
Citizens have more rights than public figures.
Actual Malice= making a libelous statement while knowing the information was false or publishing the information with “reckless” disregard as to whether or not its false.
(corporations are considered public figures)
Page 26
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Libel
A personal filing a libel suit usually must prove:
1. False statement was communicated to others through print, broadcast or electronic means
2. The person claiming to be libeled was identified or identifiable
3. There is actual injury in the form of money loss, loss of reputation or mental suffering
4. The person making the statement was malicious or negligent
Page 27
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Copyright Law
• Should a brochure be copyrighted? Or an annual report?
• You need to know 1. Which organizational materials should be copyrighted and 2. How copyrighted materials of others can be used correctly
Page 28
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Copyright
“Protections of a creative work from unauthorized use.”
DOES NOT PROTECT IDEAS, but it protects the way those ideas are expressed.
Ex: An idea for promoting a product can not be copyrighted but the brochures, drawings and news features, photos, videos, slogans etc. can be.
Page 29
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Copyright Con’t
Take the time to protect your materials. It prevents competitors from capitalizing on your creative work.
They could create a copy of something and use it to mislead the public
Copyright starts from the moment a piece is published. (Legal filing is most effective)
Page 30
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Fair Use
Fair use= part of a copyrighted article may be quoted directly , but it must be in relation to the length of the original work.
(Ex 1 paragraph from 750 words or 300 words from a chapter)
If you use copyright quote for advertising, you MUST get permission from the author. (paraodiesare loopholes)
Verbatim use requires quotation marks.
Page 31
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Photography and Artwork
• Freelances retain rights and ownership
• Duplication is illegal (infringement)
• Freelancers charge on basis of use
• Parodies are not allowed unless given permission
• Logos on commercial products must pay a licensing fee
Page 32
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Freelance writers
• Recently gained more control
• All freelancers own their original works, unless specified by the purchaser. Use must be clearly stated for both parties.
Page 33
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Internet and Copyright
• Downloading material: Same rules apply to cyberspace as print.
• Uploading Material: owners can upload their own material, but third parties can’t.
Page 34
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Trademark Law
Trademark: “Word, symbol or slogan the identifies a product or service origin.”
• Serves as an indicator of quality
• Brand recognition and credibility
• Always capitalized and never used as nouns
• What happens when trademarks become generic?
Page 35
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Infringement
• Must be a registered trademark, used for exploitation or commercial purposes
• Misappropriation of personality is a form.
Ex: Using Robert Pattinson in an ad for your new soap.
You don’t have permission!
Page 36
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
FTC Regulation
• Has jurisdiction to determine if ads are deceptive or misleading.
• Also has jurisdiction over product news releases, videos etc.
Look for words like authentic, certified, cure, custom-made, natural, unbreakable,first-class,perfect, low-carb and organic.
Page 37
BDMM 4336
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
[email protected]
Creative Commons
Looking for creative work?
“Creative Commons has developed a search portal that allows you to find CC-licensed works through sources like Google and Flickr.”