Marketing metrics matter: beyond essentials

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2 Marketing metrics matter: beyond essentials

3 Tink Taylor Founder &

4 Half of the money spent on advertising is wasted; the trouble is I don t know which half.

5 The holy grail What can be taken as the ultimate measure? Click thru Rate Delivered / Unique Clicks Direct Marketing Volume Mailing / Interactions

6 The holy grail What can be taken as the ultimate measure? Click thru Rate Delivered / Unique Clicks Direct Marketing Volume Mailing / Interactions

7 Challenges

8 Opens or clicks? Campaign A Check out our new British film of the month Campaign B Check out Benedict Cumberbatch s brand new film! s delivered: 10,000 Unique opens: 2,000 Open rate: 20% s delivered: 10,000 Unique opens: 1,500 Open rate: 10%

9 Opens or clicks? Campaign A Check out our new British film of the month Campaign B Check out Benedict Cumberbatch s brand new film! s delivered: 10,000 Unique opens: 2,000 Open rate: 20% Unique clicks 200 Click through rate 2% Click to open rate 10% s delivered: 10,000 Unique opens: 1,500 Open rate: 10% Unique clicks 300 Click through rate 3% Click to open rate 20%

10 Challenges Process Metrics ie Opens Clicks Click Thru Rate

11 The alternative metrics

12 1. Device usage Reading Reading is is the the most most popular popular activity activity for for 78% 78% of of smartphone smartphone users users - Forrester time per day Mobile is not a channel it s a device!

13 1. Device usage Reading Reading is is the the most most popular popular activity activity for for 78% 78% of of smartphone smartphone users users - Forrester time per day Mobile is not a channel it s a device!

14 2. Time of action

15 3. Site conversion funnel Home page View category View product Add to cart Checkout Browse abandonment Cart abandonment $$$ Source: Ometria

16 3. Site conversion funnel Home page View category View product Add to cart Checkout Browse abandonment Cart abandonment $$$ Source: Ometria

17 4. Engagement Dwell time 0-2 sec = Skimmed 2-8 sec = Glanced / read Click & open reach Customer interaction Over time Across the whole customer database

18 4. Engagement Dwell time 0-2 sec = Skimmed 2-8 sec = Glanced / read Click & open reach Customer interaction Over time Across the whole customer database

19 4. Engagement How does my open rate compare?

20 4. Engagement Rates alone can steer us in the wrong direction Camp 1 Open rate 25% Camp 2 Open rate 25% Camp 1 Open rate 25% Camp 2 Open rate 25%

21 4. Engagement Rates alone can steer us in the wrong direction Camp 1 Open rate 25% Camp 2 Open rate 25% Camp 1 Open rate 25% Camp 2 Open rate 25% Open Reach 55%

22 5. The halo effect of in-store purchase started followed an online activity - Google of recipients visit a store after reading an - Wandful Media

23 5. The halo effect of in-store purchase started followed an online activity - Google of recipients visit a store after reading an - Wandful Media

24 Do you want to know which channels perform the best at any given time?

25 Do you want to know which channels perform the best at any given time? Do you want to know which channels drive the most value to the business over time?

26 6. Customer value analysis This analysis will show you: How each channel is performing Channel performance relative to the others The value of customer engagement across multiple channels How much you should spend to acquire customers across each channel How much you should spend to get customers engaged across multiple channels

27 What does this tell us? Spend no more than: $1.50 to acquire an $0.10 to acquire a FB fan $0.90 for an recipient to become a FB fan $1.30 to capture the for a FB fan Spend limit to convert: $13.50 for subscribers $9.90 for FB fans $17.60 for Both subscribers & FB fans Average Purchaser Value Average Value only $15.00 $1.50 Facebook only $10.00 $0.10 Both $20.00 $ 2.40 Ave Value: Db size / Total Rev Ave Purchaser Value: Total Rev / No of purchasers

28 Conclusion

29 These are the metrics that matter 1. Device usage 2. Time to action 3. Site conversion funnel 4. Engagement 5. The halo effect 6. Customer value analysis

30 Thank you Tink Taylor Founder &

31 Customer value example Purchasers Revenue Average Purchaser Value Average Value 100,000 10, ,000 $15.59 $1.59 Facebook 30,000 1,400 26,000 $18.57 $0.87 Purchasers Revenue Average Purchaser Value Average Value only 90,000 9,000 $135, $1.50 Facebook only 20, $2, $0.10 Both 10,000 1,200 $24, $2.40

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