How to Measure Digital Success: Identifying the Right
Performance Metrics
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A M Y Z V O V U S H E
• Digital Campaign Manager
• 10+ years in Digital Marketing, Sales and Branding
specializing in campaign analytics
TO D AY ’ S P R E S E N T E R S
E R I N S T Y M A C K S
• Digital Campaign Manager
• 5+ years in Digital Marketing, focus on campaign execution &
analytics
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What are we trying to achieve with the digital campaign?
What KPI’s most effectively measure our campaign objective?
What type of media will help us achieve our objective?
Example KPI’s for various objectives
TO D AY ’ S A G E N D A
I D E N T I F Y I N G T H E R I G H T P E R F O R M A N C E M E T R I C S F O R A D I G I T A L C A M P A I G N I S C R I T I C A L T O M E A S U R I N G O V E R A L L S U C C E S S
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I D E N T I F Y I N G T Y P E O F C A M PA I G N
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O B J E C T I V E S D IC TAT E W H AT K IN D O F D IG ITA L C A M PA I G N A B R A N D S H O U L D L A U N C H
Build brand recognition in the marketplace
Increase website traffic
Engage target audience in natural online
environment
Drive lift in sales
Drive specific user action (i.e. coupon
download)
BRANDING DIRECT RESPONSE
I want my media to:
B R A N D I N G C Y C L E
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I T IS IM P O R TA N T TO B U IL D S T R O N G B R A N D R E C O G N IT IO N P R I O R TO F O C U S I N G O N A S A L E S D R IV E N M E D I A A P P R O A C H
Awareness
Leads
Prospects
Opportunities
Customers
Bra
ndin
gD
irect
R
espo
nse
D E F I N I N G K P I ’s
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K P I : K E Y P E R F O R M A N C E IN D I C ATO R
M E A S U R E B R A N D I N G
P E R F O R M A N C E
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B R A N D I N G G O A L : B R A N D R E C O G N I T I O N
• Post Click/View Activity
• Brand Lift (via Brand Study slide 9 & 10)
• Reach & Page views
• Viewability
B E S T F O R M S O F M E D I A TO A C H IE V E G O A L
Standard Banners Mobile High Impact Video Social
K P I ’ S U S E D TO M E A S U R E S U C C E S S
BLOG
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In-banner (or overlay) surveys are run as ad creative on a low rotation in the footprint of the campaign.
Ad server technology is used to randomly assign users to test and control groups.
TESTAd is shown, and then survey is shown
in the ad space after a set delay.
CONTROLSurvey appears immediately in the ad
space so user is not exposed.
Differences on key brand measures (magnitude and direction) allow us to draw conclusions regarding the effectiveness of the ad campaign. Results are stat-tested and balanced.
A D E F F E C T I V E N E S S S T U D Y
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A D E F F E C T I V E N E S S S T U D Y
Business Outcomes
Optimize media planning while the campaign is running:•Real time, on-demand feedback of survey results by collecting brand-centric metrics – including awareness, favorability, message recall and purchase intent
•Gauge performance against key metrics continuously and make changes to your campaign in-flight
Optimize future campaign efficiency •Improve campaign performance based on actual campaign data•Respondent-level survey results can support ad targeting decisions and help building new user segments
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B R A N D I N G G O A L : T R A F F I C TO S I T E
A person that is the end user of a given product
• Click Through Rate
• Post Click/View Activity
Standard Banners Mobile Rich MediaHigh Impact
B E S T F O R M S O F M E D I A TO A C H IE V E G O A L
K P I ’ S U S E D TO M E A S U R E S U C C E S S
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B R A N D I N G G O A L : A U D I E N C E E N G A G E M E N T
A person that is the end user of a given product
• Engagement Rate
• Time Spent, Feature View/Completions, Store Locator Launches
• Social Engagement
• Follower/Subscriber Growth, Shares, Earned Media
• Sweepstakes Entries
• Video Completions
Rich Media Mobile Rich Media Video Native Social
B E S T F O R M S O F M E D I A TO A C H IE V E G O A L
BLOG
K P I ’ S U S E D TO M E A S U R E S U C C E S S
M E A S U R I N G D I R E C T R E S P O N S E
P E R F O R M A N C E
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D I R E C T R E S P O N S E G O A L : L I F T I N S A L E S
• ROI
• Revenue relative to benchmark set
• % sales lift relative to benchmark set
• Cost per Sale relative to benchmark set
• Conversion Rate
Standard Banners Mobile Retargeted Banners SearchSocial & Facebook
Exchange
B E S T F O R M S O F M E D I A TO A C H IE V E G O A L
K P I ’ S U S E D TO M E A S U R E S U C C E S S
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D I R E C T R E S P O N S E G O A L : L I F T I N C A L L T O A C T I O N
A person that is the end user of a given product
• Total Actions taken compared to benchmark set
• i.e. Coupon downloads, request for information, email capture, etc.
• % lift in action relative to benchmark set
• Cost per Action relative to benchmark set
• Conversion Rate
Standard Banners Mobile Retargeted Banners Social Facebook Exchange
BLOG
B E S T F O R M S O F M E D I A TO A C H IE V E G O A L
K P I ’ S U S E D TO M E A S U R E S U C C E S S
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AT T R I B U T I O N I N S I G H T S F O R D I R E C T R E S P O N S E
A person that is the end user of a given product
IN S I G H T S IN TO AT T R I B U T I O N P R O V I D E A D D I T I O N A L D E TA IL IN TO D I R E C T R E S P O N S E P E R F O R M A N C E F R O M A H O L IS T IC V I E W P O I N T
View Thru vs. Click ThruConsumer Paths
K E Y TA K E AWAY
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If you don’t first identify your objectives, you may end up going down the wrong strategic road to achieve success.
WHO YOU’RE REACHINGGOALS
OBJECTIVES
STRATEGY
TACTICS
KPI’s
By understanding which KPI’s will measure the success of your campaign, clear optimization tactics will drive the strongest efficiencies to meet your goals.
W H AT ’ S N E X T ?
New York276 5th AveSuite 407NY, NY 10001212.673.4500
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womensmarketing.com
Thank you for joining this webinar, part of our How Media Builds Brands series, with media experts Amy Zvovushe and Erin Stymacks.Next time, we’ll focus on…
HOW MUCH SHOULD I SPEND?KEY CONSIDERATIONS WHEN DEVELOPINGMEDIA BUDGETS
Have questions or want to learn more?
Contact Marlea Clark at [email protected]
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