MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Digital Marketing
- Slides: 49
MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Digital Marketing for Local Businesses & Brands Bob Bradley – VP Sales bbradley@netsertive. com 919 -238 -4611 Proprietary and Confidential
AGENDA • Changing Landscape • Offline Attribution • Measurement Tools • New Technology • Questions
CHANGING LANDSCAPE
Closing the loop from traditional to digital marketing. Win the last marketing mile!
Online Decision Making Moment
In 2011, the average shopper used 10. 7 sources of information before actually buying Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U. S. , April 2011
ZMOT
5: 16 Time Spent Online TV 4: 31
Mobile is Driving Offline Shopping
Why Mobile In Store?
Embrace Mobile
Online video is the new TV
5 Million: ZERO TV Households in the US
6 billion: hours of monthly Youtube watching
Jumping into the New Normal of local furniture shopping
YOUR DIGITAL FRONT DOOR
Home furniture searches are skyrocketing
Local Search Becomes the Discovery Tool Category Product Brand “home furniture” “living room sofa” “La-Z-boy” 130 M 20 M 7. 5 M monthly U. S. searches Furniture shoppers use on average 14. 8 sources of information to help them make their decision
Sources of Information
Reach New Customers 90% of visits driven by “furniture” searches are from new prospects
Win the Decision Making Journey 44% of furniture shoppers discover brands they were unaware of via mobile search
Marketing Imperative
ATTRIBUTION & MEASUREMENT
Traditional Online Metrics • • • Impressions Web Visits Time on Site/Pages Visited Online Conversions View Through Conversions
Google Analytics makes customer insights easily accessible and measurable WHO? Audience Reports WHAT? Content Reports HOW? Traffic Sources Reports WHAT VALUE? Goals & Ecommerce Reports : //
These insights are portrayed through a common set of dimensions and metrics Dimensions Metrics Dimensions describe attributes A metric is a measurement Visitor city or region Referring traffic source Number of visits Number of visitors Browser type Page views Operating System Time on site
How Google Analytics Works The GA javascript begins to fire Your Website loads on any device _track. Event(category, action, opt_label, opt _value, opt_noninteraction) _gaq. push ([‘ track. Event', 'name', 'label', value, true]); track. Event(category, action, opt_lab el, opt_value, opt_noninteraction)_ga q. push (['_track. Event', 'name', 'lab el‘, value, true]); track. Event(categ ory, action, opt_label, opt_value opt_noninteraction)_gaq. push (['_track. Event', 'name', 'lab el', value, true]); track. Even t(category, action, opt_la GA cookies are read from, and/or written to the browser by the javascript code 2 b 1 A GIF request is created and sent to the Google servers 2 c 2 a Data is processed and preaggregated Data is sent to Google’s servers GA made available in the user interface or through the API GA UI 3 4 API 5
Aggregate Data Views Simple numbers that represent total performance during the given date range
Trends over Time Line charts that show changes in a metric over time.
Four types of conversion goals • A URL Destination goal triggers a conversion when a visitor views the specified page on your site. • A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you have specified. • A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified. • An Event goal triggers a conversion when an event that you have defined occurs.
With customization, you can track nearly anything http: //yoursite. com $ Direct Referral Organic Search Is only automatic if Ad. Words is linked. Otherwise requires manual tagging. Paid Search Yoursite. com Visits from these sources will get categorized as referral traffic if not tagged. @ Display Email Social Affiliate
TECHNOLOGY
BUILD A BRIDGE TO IN STORE REVENUE
Estimated Total Conversions • • • Location Extensions Local Inventory Ads Advanced Call Tracking Cross Device Conversions Store Visits
Local Matters
Local Extensions - Mobile
Location Extensions
Local Inventory Ads
Call Tracking
Advanced Call Tracking
Cross Device Conversions
Store Visits (Beta)
Complex consumer journeys, an attribution challenge Many consumers start their research online and end up visiting & buying at a physical location. We want to help you measure this and capture the value Moment Search Conversion Report
Introducing the Store Visits Beta New reporting on how online ads lead to store visits will help to measure the full value of your online ads Customer clicks on Ad. Words search ad on computer, tablet or mobile device Customer visits store Store visit reported
Why use Store visit reporting? We want to show you the value of your online ads beyond simply online conversions Key Benefits Improved measurement For the first time, see how your online ads are driving in-store visits CONFIDENTIAL Better attribution Incorporate data points into attribution models & media mix modeling Break out mobile See in-store visits driven by mobile devices to better understand & value the mobile channel
whenfurniture people make choices about furniture Winthere the local decision making journey 1 Be More choices customer = more expectations chances to win or lose 2 Exceed Communicate in experience context 3 Provide the best for the right device 4 Attribute value & make decisions real-time Test! Make quick decisions to cut in down waste real brand engagement online Your customers are everywhere, put your best foot forward 5 Build
- Digital initiatives in higher education
- Crm marketing initiatives
- Measuring d&i success
- How to measure business success igcse
- Your child's success or lack of success
- Your child's success or lack of success
- Luxembourg digital innovation hub
- Global advertising and international advertising
- Digital marketing marketing refers
- Measuring online games
- Delvic sanitation initiatives
- Johannes volkelt health and social care
- Business development initiatives
- People's initiatives
- Nasa access management system (nams)
- Health initiatives
- Help desk improvement plan
- Us soccer pdi
- Global health initiatives meaning
- Flexible working presentation
- Faa strategic plan
- Oahpi
- The ottawa charter pdhpe
- Agency for strategic initiatives
- Educational initiatives"
- Rich media
- Digital advertising nez
- Cinema advertising definition
- Cycle of success in service marketing
- 360 advertising marketing & promotion
- Advertising and marketing communications
- Marketing evaluation techniques
- "360 marketing & advertising"
- Digital footprint calculator
- Perbedaan kewargaan digital dan warga digital
- E-commerce digital markets digital goods
- Digital data digital signals
- Data encoding and modulation
- E-commerce: digital markets, digital goods
- Data encoding techniques
- Unique features of digital markets
- Online marketing voor fysiotherapeuten
- Direct and online marketing
- Direct and online marketing
- Slidetodoc.com
- Marketing 1 2 3 4
- Sandrine ammann
- Ammann online marketing
- Digital marketing chapter 1
- Premium e-marketing package