1 / 29

You can’t manage what you can’t measure

You can’t manage what you can’t measure . Lewis Lenssen - Commercial Director. Measurement. Background. Lewis Lenssen 5 years leading and building search agency 1 year consulting on social media and online PR for retail brands (focusing on measurement and valuation)

lumina
Download Presentation

You can’t manage what you can’t measure

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. You can’t manage what you can’t measure Lewis Lenssen - Commercial Director

  2. Measurement

  3. Background Lewis Lenssen • 5 years leading and building search agency • 1 year consulting on social media and online PR for retail brands (focusing on measurement and valuation) • 3 years Commercial Director of DC Storm DC Storm • Over 2,000 tracked websites with configured attribution • 30M tracked events per day related to £25M daily revenue • 5M non-tracking events per day

  4. Agenda • Marketing performance measurement – A big data challenge? • Characteristics of Digital Marketing Measurement • Measured Success - Keys to Success • The future and the politics • Summary • Q&A

  5. Digital Marketing Measurement A Perfect Big Data Challenge?

  6. Digital Marketing Measurement Digital Marketing Attributes • Large volumes of automatic collected, relevant data • Clear opportunity to optimise marketing • Significant costs and benefits Problem Solved? • Marketing channel silos • Sales channel silos • Device silos • Channel specific measurement • Un-reconciled data • Low trust in data • Last click wins

  7. Bad Measurement too…

  8. Digital Marketing Measurement

  9. Characteristics of the Challenge

  10. Marketing Measurement Characteristics • Multiplediverse data sources • Near real time requirements • Multiple audiences with diverse requirements • Multiple automation tools • Not a point in time solution (continuous feedback loop)

  11. Measured Success

  12. Measured Success Marketing & Sales Channel Tracking Budget Planning Unified Data Resource Trading Analytics Multi-Channel Attribution Actionable Insights

  13. Unified Data Resource

  14. Digital Data Ecosystem Email Email DM CRM Activity Mobile Tablet ‘acme fashion’ ‘D&G satin dress’ IMP Online Picking Dispatch Register Order

  15. Unified Data Resource • Flexible, scalable database designed to support diverse data sources • Ability to reflect evolving channel connections • Technology that supports easy data import and export • Sophisticated access and security control • Specialist requirements and central to success

  16. Configurable User Tracking

  17. Tracking • Track and join multiple channels and devices • Website • Online display • Mobile Apps • Support for multiple device users • Track the events that matter • Consider media and partner independence • Audit and validate data

  18. Attribution in Action

  19. Evolution of Attribution • Last click wins (within channel) • Last click wins – across channel • Winning click • Multi-channel sharing • Rules based attribution • Statistical attribution

  20. Attribution Analysis • Attribution model must reflect your users journeys • Implement the model(s) that your business needs • Provide continuity as well as the new measurement • Continue to deliver ‘last click wins’ • Continue to deliver the old reports • Must deliver the analysis on an on-going basis

  21. Actionable Reporting and Automation

  22. Reporting • Share the data love! • Query tools • Reporting and templating tools • Dashboard and visualisation tools • Data cubes • Automate production and distribution • Focus on answering questions, not delivering numbers

  23. Power Automation • PPC bid management • Stock powered advertising and creative • Display buying platforms (DSPs)

  24. Trading Analytics

  25. Trading Analytics Beyond website and marketing analytics:- • Margin reporting and attribution • Offer analysis • Product demand • Impact of availability • Stock availability in relation to demand • Order processing performance

  26. Future - Budget Planning

  27. The Political Challenges

  28. Summary • Big data challenge waiting to be solved • Specific characteristics – Diverse data, near real-time, many audiences, not point in time • Measured Success framework for delivering solutions • Measurement Hub – Specialist requirements and central to success • Tracking – Audit and validate • Attribution – On-going delivery • Actionable Insights – Answer questions • Trading Analytics – Beyond marketing • Budget planning – The future • Political challenges

  29. Thanks for listeningQuestions? Lewis Lenssen- Commercial Director

More Related