Media selection and measuring campaign performance

© Melissa How, 2011 1

MEDIA SELECTION AND MEASURING CAMPAIGN PERFORMANCE

Assessing media options and the optimal way to measure communications campaigns in both the traditional media and on the internet.


Media Selection

Media selection is one of the 6 key activities involved in the implementation of a communications campaign

(Pickton & Broderick ‘Integrated Marketing

Communications’, 2001)

Measuring performance is an important consideration when selecting media


Campaign Objectives

A communications campaign usually aims to fulfil one or more of the following objectives:

Brand building Arousing Interest Motivating Action


MEDIAONLINE OR OFFLINE?HOW DO YOU CHOOSE?


Consumer Perceptions

Traditional media is for Entertainment – Internet is for Information

Braithwaite et al., ‘The medium is part of the message – the role of media for shaping the image of a brand’

Figure 1: Summary of the different characteristics of mediaFigure 1: Summary of the different characteristics of media


Media Attributes

TRADITIONAL

Unidirectional Passive audience Loosely targeted Advertising wear-out Branding and awareness Difficult to measure

INTERNET

Collaborative Interactive audience Highly targeted Tailoring / Mass

customisation Direct response Unconstrained Highly measurable


Best Approach

Is Integration of media

Multi-channel campaigns achieve the best results


Scheduling and MeasuringOnline Advertising

WebsitesLanding pagesElectronic Direct Marketing (Email)Digital display (banner) advertisingSponsored links, i.e. Google AdWords, Facebook advertisingOnline video, i.e. news portals, YouTubeWeb 2.0 social media, i.e. networking sites, blogs, apps, virtual worlds


Quantitative DataHits Bounce rate Entry and exit pages

Page impressions/views Pages per visit (stickiness) Click-stream (page sequence)

Unique visitors Days, dates and times Geographic origin (ISP)

Average time on site Repeat visits Referrer (URL)

Average time on page Top pages

Figure 2: Web analytics for monitoring and measuring digital campaigns

Figure 2: Web analytics for monitoring and measuring digital campaignsOther measurables: click-level costing and direct response


Performance Outcomes

Audience Traffic Reach Customer response Sales leads Goal conversion Revenue Overall channel performance


Qualitative Data

Online forms, forums, questionnaires and feedback: Customer satisfaction Purchase intention Ad / brand recall Customer life expectancy Net Promoter Score


WHAT VALUE DID IT DELIVER?

The real challenge in ‘Marketing Performance Management’ is making marketing accountable by connecting marketing outputs to business outcomes...

(‘Taking on the metrics challenge’ Patterson, 2007)


Marketing Metrics - Macro

Management Metrics as they should inform Marketing Strategy

Top down view of marketing goals and objectives

ProfitabilityMarket GrowthMarket ShareMarketing ROICustomer Retention (Lifetime Value)Net Marketing ContributionMarketing ROS (Return on Sales)Brand Equity

Macro


Marketing Metrics - Micro

Sales Revenue Sales Volume Media Spend Customer Acquisition Conversion Lead Generation Purchase Intention Brand Favourability Ad Recall Cut-through Reach CPC (Cost-per-click) CPM (Cost per 1000 impressions) Web Analytics

Micro

Management Metrics as they should inform Marketing Strategy

Top down view of marketing goals and objectives


MARKETING WISE

MELISSA HOWMarketing ConsultantStrategy PlanningDigital Marketing

Master of Entrepreneurship & Innovation (MEI)Masters of Commerce (Marketing)

www.marketingwise.com.au@Marketing_WiseFacebook.com/melissathowLinkedin.com/in/melissa.t.how

Melbourne, Australia

Media selection and measuring campaign performance

Business

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