Digital MeasurementMore than just number, measuring the value

Ridho Putradi S’Gara, Founder of InboundIDhttp://www.inboundid.com

Digital DataHuge Volume &Cheap

Even the smallest marketing things we digitally do are measurable!

Where to start?

Basic Website Metrics Visit & Unique Visit

Page Views

New VS Returning

Time on Site

Bounce Rates

Source / Campaign

We can skip this, yes?

The Measurement Pyramid

Goals

Key KPIsUser

Indicators

Progress to achievements

Secondary goals and indicators

Data that improve process

GoalIncrease leads by 10% and lower cost per

acquisition by 20%

Key KPI’s

User IndicatorsUnique Visitors

Page ViewsSocial Metrics

Keywords

Conversion ratesEmail responses

Cost per leads by channel

Key Metrics:# of Leads / % of increase

Cost Effectiveness

Keywords

Brand

• HSBC Indonesia

• HSBC bank

Product

• Kartu Kredit

• Investasi

Competitor

• Citibank Indonesia

• Kartu Kredit Citibank

Brand search interest over time

Social Metrics

Sample- Brand mention (Sentiment)- Fans, Followers, Promoters- Social Traffics

Listen & Engage

More …

It’s about your Brand on the Internet

Or your products..

More importantly, your customers!

Key Take Away Where your audiences is

How they responded to your contents

Haters, Good Critics, Product Development

More ..

Defining Goals

First step, asks this questions

Who is My Website For? (Remember the personas?)

Have you identified your

buyer personas?

DavidBackground- Digitalpreneurs- Manage his own digital agency for the last 4

years- Frequent flyer- In relationship

Demographics- Male- 30 – 45- Income: 80 M Rp – 100 M Rp

Goals- Own credit card with extra benefit for frequent

flyer- Manage his money for future investment

Etc …..

What Do I Want My Website’s Visitors To Do?

Pop Quiz How does your website compare?

Do you have a clearly defined goal?

What stories are you telling?

Website Goals Visualization

INDONESIA’S #1 BANK

CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT

KPIs:

Branded search traffics

Direct Visits

KPIs:

Credit Card Application

Loan Inquiries

KPIs:

Page per visit

Time on site

Set your target

INDONESIA’S #1 BANK

CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT

KPIs:

Branded search traffics

Target:

10 K / month

KPIs:

Online Credit Card Application

Target:

100 Aplications

KPIs:

Visitor Loyalty

Target:

30%

You Can’t Measure What It Is You Do Not Value – Brian Solis

BonusAwareness Familiarity Likeability Considerati

on Action Ownership

Opinion formingResearch & Short

listAction Inquiries

Increase Usages

Get Attention

Connect Inspire Persuade Convert Retain

Maximize Quality

Optimize Function

ality

Optimise Content

Maximize Sales

Optimise Conversion

Rates

Maximize Usage

Competitive Data Usability

testQuality

ResearchDrop-out analysis

Surveys

Media

Drop-out analysis

CRM Data

Click Stream

Unique Visitors

Site Engageme

nt

Content Engageme

ntConversion Rates

Credit Card Usage

Funnel

Behavior

Strategy

Objective

Data Source

KPI

Digital: The devil is in the details ……

Attribution Multi-channel attribution modeling

Last Click Attribution

Last Click / Direct Traffics Gets All Credits

The only use for last click attribution now is to get you fired. Avoid it.

Linear Attributions

Everyone’s Happy

Really?

Time Decay Attribution

Valued interaction based on the timing

More attribution modeling

Customize Your Attribution

• What type of user behavior do you value?

• Is there an optimal conversion window you are solving for?

• Are there any micro-conversions defined with engagement type goals, tied to the economic value?

Integrating Your On-Ground and Online Marketing

Things to monitor

Brand mention

Direct traffics

Organic contents

Event related contents

Press Coverage

Key Take Away Understand channel by channel contribution to your sales conversions

Define your marketing budget better

P.S. You can’t find this on the back of you hand

Ideas for your goalsCustomer Acquisition and Retention

Loan Volume Increases

Customer support cost reductions

Online document delivery, such as check images and e-statements

Reduction of teller assisted transactions

ROI

ROI = Your Goals Value / Marketing CostMarketing Cost

Thank you More discussion

@idowebid

ido@inboundid.com

+62818435486