Celina Burnett - How to measure the ROI of campaigns
•Télécharger en tant que PPTX, PDF•
2 j'aime•1,195 vues
Celina Burnett of Gain Theory gives a NewMR Lecture/Introduction into how to use techniques like MMM to measure the ROI of campaigns.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
Similaire à Celina Burnett - How to measure the ROI of campaigns
Similaire à Celina Burnett - How to measure the ROI of campaigns (20)
Plus de Ray Poynter
Plus de Ray Poynter (20)
Dernier
Dernier (20)
Celina Burnett - How to measure the ROI of campaigns
- 1. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 How to Measure the ROI of Campaigns Celina Burnett 15 July 2015 #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters GreenBook Schlesinger Associates
- 2. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Data Access Consultancy Data Management Platforms Analytic Practices & Technology INDUSTRY EXPERIENCE GLOBAL IMPACT WHY? CLIENT EXPERIENCE SERVICES ROI of client engagement client retention over last 5 years 20% 90% 200+ consultants Trusted adviser, with near with experience in over 30 markets Introductions…
- 3. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Consumer behavior is changing…
- 4. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Ad spend is playing catch up 4% 11% 37% 24% 24% 18% 11% 41% 23% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Print Radio TV Internet Mobile % Time Spent in Media vs. % Advertising Spend (US, 2014) Time Spent Ad Spend Sources: eMarketer, IAB Total Internet Ad = $50B Of Which Mobile Ad = $13B
- 5. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 More emphasis on measurement Which channels work well together? What is the optimal mix to achieve my target? What is the impact in the medium/long-term? How should I invest in linear vs. VOD vs. YouTube? What is the impact (ROI, CPA) of each channel? What is the role of social media?
- 6. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 More data and complexity
- 7. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Where to start? Ask yourself… 1. What are the campaign objectives? (Sales? Awareness?) 2. What data is available? What is appropriate? 3. What decisions will the measurement inform? When? 4. Define the approach and methodology 5. Set targets and benchmarks
- 8. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Making Sense of Measurement Digital Attribution Online only Granular Data Daily/Weekly/Monthly Tactical Insight Market Mix Modelling Online/Offline Aggregate Data Monthly/Quarterly/Annually Strategic Insight &
- 9. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Measuring Campaign ROI Media Contribution to Loans Applications, by Channel
- 10. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Measuring Campaign ROI: Data Dependent Variable Business KPI e.g. Sales, Awareness, Consideration Internal Variables Price, Promotions, Marketing spend by channel, PR activity, Social media WOM, Website redesign etc. External Variables Seasonality, economic factors (interest rates, unemployment), competitor activity (media spend, new product launches) etc.
- 11. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Campaign Optimisation Diminishing Returns of Media Spend, by Channel 0 25,000 50,000 75,000 100,000 125,000 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 YearlySales Yearly Spend TV Curve for charts Display Search Press Radio Outdoor 125,000 TV Curve for charts Display Search Press Radio Outdoor 125,000 TV Curve for charts Display Search Press Radio Outdoor
- 12. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Case Study: Measuring Path to Purchase CHALLENGE 1. What role do paid, owned and earned media play in the customer journey? 2. How do media work together across the journey stages? 3. How can we optimise activity to reach our goals?
- 13. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Case Study: Measuring Path to Purchase APPROACH Purchase Price Promotions Seasonality Economy Competitors Climate Other external factors Advertising TV OLV Print OOH Facebook paid Online Display Online Paid search Organic search Online traffic Facebook earned Facebook owned (% spontaneous) (% “Is a brand for me”) (% first choice) • Data modelled across the customer journey:
- 14. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Case Study: Measuring Path to Purchase IMPACT • Analysis enabled the brand to measure the value of social for the first time • Facebook drove no direct sales impact, but through awareness and consideration generated a 0.7% total sales impact 0% 25% 50% 75% 100% Purchase Consideration Involvement Awareness Awareness Involvement Consideration FB Paid FB Owned FB Earned Other Factors
- 15. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Thank You Celina Burnett Gain Theory Twitter: @celinacburnett Email: celina.burnett@gaintheory.com
- 16. How to Measure the ROI of Campaigns – Celina Burnett Gain Theory, UK, July 2015 Q & A Ray Poynter The Future Place Celina Burnett Gain Theory #NewMR 2015 Sponsors Sue York Handbook of Mobile Market Research