Marke&ng Evalua&on Workshop Focus on the Asia

Transcription

1 Marke&ng Evalua&on Workshop Focus on the Asia

2 Today Morning Introduc&on to contemporary marke&ng evalua&on A<ernoon Consumer Marke&ng (online and offline)

3 Contemporary Marke&ng Evalua&on From data to recommenda9ons

4 Challenges AAribu&ng cause and effect between marke&ng efforts and tourism impact Measuring return on investment (ROI) par&cularly combined across channels Constant adapta&on of evalua&on methods Increasing efficiency of evalua&on (with reference to reducing costs) Ensuring prac&cal applica&on of evalua&on (and organiza&onal acceptance)

5 Des9na9on Marke9ng Destination Performance Destination Competitiveness Destination Planning Destination Management Destination Marketing

6 Varia9on in KPIs

7 Source Smart Insights

8 Turning data into informa.on Driving ac.onable insights

9 Turning data into informa.on Driving ac.onable insights Marke.ng teams need to op.mise and improve opera.onal performance Senior management need to track progress against objec.ves and understand ROI

10 It s all about ac9onable insight Source WebAnaly&csDemys&fied

11 The customer journey

12 The customer journey

13 Applying it to travel choice Inspiration Research Booking Experience Sharing Awareness Interest Preference

14 Strategic context

15 Channels and the customer journey

16 Channels and the customer journey

17 Measurement model Stage 1: Define board evalua&on needs; Stage 2: Iden&fy important strategic goals; Stage 3: Iden&fy specific objec&ves; Stage 4: Develop and understand associated marke&ng ac&vity; and Stage 5: Iden&fy important metrics and establish targets.

18 Different types of metrics

19 Key performance indicators (KPIs) Key performance indicators (KPIs) are select measures that help organiza;ons determine how they are progressing against the most important goals. The most important goals will be the ones that add the most value to the NTO in terms of strategic development

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21 Prac9cal considera9ons The total number of performance indicators Ensure performance indicators are linked to a clear purpose Defini&on and standards Benchmarking Performance indicators over &me Measurement reliability and data availability Achieving balance across the organiza&on Weigh&ng KPIs to policy objec&ves

22 Visit Denmark s KPIs

23 Visit Denmark s KPIs

24 Focus on Offline consumer marke&ng ac&vi&es

25 Channels and context

26 Adver9sing

27 What are you trying to measure? Are people seeing your adver&sing and are you reaching them cost effec&vely? What messages are those consumers taking from the adver&sing? What specific ac&ons are they taking as a result of your adver&sing? How is your adver&sing impac&ng percep&ons and preference for the des&na&on?

28 Campaign effec9veness Correct brand associa&on Messaging and take outs Adver&sing diagnos&cs wear out is a good example Brand posi&oning Response telephone and website Qualita&ve Quan&ta&ve

29 Media effec9veness Opportuni&es to see (OTS) impressions/reach, circula&on/readership Gross Ra&ng Point (GRP) Impressions x % audience x frequency Cost efficiency CPM (cost per mill) cost per 1000 impressions

30 How do you measure it Measure though adver.sing tracking (using an appropriate panel) and focus groups Correct brand associa&on Messaging and take outs Adver&sing diagnos&cs wear out is a good example Brand posi&oning Measured as part of your media repor.ng Response telephone and website Opportuni&es to see (OTS) impressions/reach, circula&on/readership Gross Ra&ng Point (GRP) Impressions x % audience x frequency Cost efficiency CPM (cost per mill) cost per 1000 impressions

31 PR and media rela9ons

32 Adver9sing equivalent value (AVE)

33 Barcelona Principles 1. Segng SMART objec&ves is fundamental to successful PR measurement 2. Focus on measuring outcomes rather then outputs 3. Understand how they impact organiza&onal performance 4. Use both qualita&ve and quan&ta&ve methods 5. If using AVE do not use ratecard use nego;ated rates 6. Social media should also be measured as part of PR ac&vity 7. Measurement should be transparent, consistent and valid

34 Direct Marke9ng direct mail and inserts

35 Measuring response and conversion Three response types: - Coupons - Website - Telephone How many of those responses resulted in a conversion?

36 Measuring efficiency Response rate (RR) - % of people receiving the direct mail that actually respond Conversion rate (CvR) - % of people receiving the direct mail that actually covert Cost per response (CPR) - the cost efficiency of driving ini&al response Cost per acquisi&on (CPA) - the cost efficiency of driving a final conversion Measured as part of your media repor.ng

37 Exhibi9ons

38 What do you measure and how? AAendance o<en called foot fall Data capture through on-stand promo&ons and enquiries Conversion how many of those enquirers actually visited Note you can also build exhibi&ons into your adver&sing tracking

39 Focus on Online consumer marke&ng ac&vi&es

40 Moving beyond clickstream data Clickstream What? Insight Source Avinash Kaushik Web Analy&cs 2.0

41 Moving beyond clickstream data Clickstream Mul&ple Outcomes Analysis Experimenta&on and Tes&ng Voice of Customer Compe&&ve Intelligence Source Avinash Kaushik Web Analy&cs 2.0

42 Moving beyond clickstream data What? How much? Why? What else? Gold! Source Avinash Kaushik Web Analy&cs 2.0

43 Three great survey ques9ons What was the main purpose of your visit to our website today? Were you able to complete your task? If you were not able to complete your task, why not?

44 Clickstream data answers the What? Clickstream data is what you get from your web analy&cs It provides founda.onal data (all associated to a given &me period) Sessions Total amount of individual sessions by visitors to the site Users Total unique cookie_ids iden&fied during those visits Page Views Total number of specific pages served to visitors Time on Site Average length of visit or session Bounce Rate - % of traffic that stayed on your site for less then 10s Sources Direct, Referral, Search (Paid and Natural) Content Most Viewed Pages, Top Entry Pages, Top Exit Pages

45 Brand PlaKorm Focussed Site Audit and Evalua&on Mul&variate and A/B Tes&ng Card Sor&ng and IA/UX Laboratory Tes&ng and Usability Online Surveys Web Analy&cs Social Analy&cs Mobile Analy&cs Analy&cs Periodic Evalua.on Always on Measurement Keyphrase Research Network Research Compe&tor Intelligence Brand Monitoring Channel Focussed Organic Search Paid Search Display Adver&sing Social Media

46 Two great books and other resources

47 What can web and social analy9cs do? Web and social analy&cs help understand the following: How your website and social brand platorms support your marke&ng objec&ves and what is your progress against them Where should you be focusing your effort (and budget) for best return on investment What is not working and how can you improve customer experience across your website and social brand platorms How can you make things more efficient and improve overall levels of customer sa&sfac&on

48 Create high impact dashboards

49 HIPPO

50 You are interested in three things Acquisition Behaviour Conversion

51 Acquisi9on Cost Per Acquisi9on (CPA) Or, cost per (significant) ac.on It is a great cross channel comparison metric Costs can cover media, agency and the use of in house resources Remember, different channels achieve different things! Source Occam s Razor by Avinash Kaushik

52 Acquisi9on Click through rate (CTR %) Looks at crea&vity and relevance of your campaign ac&vity Are you using the right call to ac&on in your campaigns? Paid search, display adver&sing and (paid and owned media) What about social for example blog and Facebook posts?

53 Acquisi9on New Visits (%) For des&na&ons (and specifically countries) this is o<en quite high This o<en relates to a focus on early stages in the customer journey Using advocacy to help support awareness raising is changing that For domes&c markets and niche sites the return rate is o<en higher

54 Behaviour Bounce Rate (%) A really important health check! Most sites have a bounce rate of 25% or more i.e. 30% is good Beware issues around site structure e.g. hos&ng a blog on a subdomain Comparisons and trends are o<en more useful than absolutes High bounce rates are o<en an indica&on of; Irrelevant targe&ng driving the wrong people to your site Irrelevant landing page not working for the audience

55 Behaviour Conversion Abandonment Rate (%) Op&mising your conversion paths This might cover specific func&onality on your site e.g. product search and lead genera&on Or specific funnels you establish e.g. call to ac&on > content > content > conversion Or your micro and macro conversions

56 Behaviour Page Depth Indicates level of content consump&on whether posi&ve or nega&ve? Used as a proxy for engagement (alongside average session on &me) But are people engaged or or they frustrated? Compare the behaviour across conver&ng and non conver&ng visitors! Source Destination Website

57 Behaviour Loyalty Beyond % new visits, how many &mes do visitors return? Those factors that affect % new visits also affect loyalty Once again you can segment across different things; Conver&ng and non conver&ng traffic Traffic sources direct, referral, search (paid and natural)

58 Behaviour Events / Visit Understand the extent and level of a visitors experience Thinking beyond just pages and content Thinking beyond website conversions ebrochure Trip Planner Video gallery Image gallery Once again, all of these can be segmented against things like conversion and traffic sources to help understand what is important in terms of driving the ac&on that really maaers.

59 Conversion Conversion Rates % Against your (more or less) significant conversion events For an ecommerce site the conversion rate is typically around 2% Where a set of micro-conversions is defined it could be higher than 25% Where des&na&on sites are concerned what is the hardest conversion? Is it a sale or is it a customer acquired for ongoing communica&on? How do you find more customers like that? Can you assign value? Source Occam s Razor by Avinash Kaushik

60 Conversion % Assisted Conversions The role and effect of different marke&ng channels Comparing different channels. Last click vs assisted conversions Source Occam s Razor by Avinash Kaushik

61 Opera9ons and Senior Management Cost per Acquisi&on (CPA) Click Through Rate (CTR %) New Visits (%) Bounce Rate (%) Conversion Abandonment Rate (%) Page Depth Loyalty Events / Visit Conversion Rate % Assisted Conversion Acquisi.on Behaviour Conversion

62 Measuring success for a non commerce website You focus on consump.on and engagement with content Visitor loyalty how many &mes people visit your website Visitor recency how recently the same visitors visited your website Length of visit the average &me on your site Depth of visit the average number of pages visited Specific events those defined as contribu&ng to business objec&ves Look at content, audit your content and understand your content

63 Looking at social media and ROI Collaboration Conversations Service Marketing Efficiency Revenue Source Altimeter Group

64 Social media measurement Social media monitoring

65 Measurement and Monitoring Social media measurement Focuses on a brand s own social media networks and platorms Metrics generally cover the following; Audience size fans, followers and network size (ongoing connec&ons) Reach the viral impact content shared across your network has Engagement interac&ons such as post comments or likes Sen.ment the nature of the response (posi&ve or nega&ve) Outcomes resul&ng traffic and specific conversa&on events

66 Measurement and Monitoring Social media monitoring Looks beyond just your own networks and listens to conversa&ons on the web around your brand (or des&na&on) o<en referred to as buzz How many men&ons are taking place? Where are the men&ons appearing? Are the men&ons posi&ve or nega&ve? What sen&ments are being expressed? Usually based on a set of predetermined terms but the complex tools use natural language processing to track sen&ment and associate contextual meaning to what is being said.

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68 Paid media repor9ng and metrics Costs per Mill (1000) (CPM) The marke9ng cost of running a thousand impressions Click through rates (CTR) Propor9on of the audience that clicked on a piece of paid media Cost per click (CPC) The marke9ng cost of driving a customer to your website Cost per acquisi.on (or significant ac.on) The marke9ng cost of acquiring that customer or ac9on Time to conversion The length of 9me is takes to becoming a customer or undertaking a key ac9on

69 Introduc&on Good morning J

70 Today Trade and B2B marke&ng and overarching evalua&on Par&cipant ac&on planning

71 Focus on Trade and B2B marke&ng ac&vi&es

72 Everything we have discussed up to now!

73 Leads and conversion Lead genera&on Lead qualifica&on Lead conversion Meetings, incentives, conference and events (MICE) Exhibitions and travel trade events Sales calls and meetings with potential partners

74 Overarching marke&ng evalua&on Pulling it all together

75 Outputs and impact Outputs Outcomes Impact Single channel Mul&ple channels

76 Outputs and impact Outputs Outcomes Brand and Revenue Single channel Mul&ple channels

77 Communica9ons research Some.mes called brand tracking Inspiration Research Booking Experience Sharing Awareness Interest Preference

78 Consumer panels

79 Using search insight

80 Conversion research Inspiration Research Booking Experience Sharing Awareness Interest Preference

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83 Business (financial) outcomes The following outcomes represent a basis for measuring ROI; $2,500,000 in addi&onal revenue as a result of our campaign $300,000 aaributed to non visitors acquired through Facebook Decreased cost per impression from 2 to 0.50 via social media A 15% reduc&on in customer service costs through using TwiAer

84 Return on Investment (ROI) ROI = Impact ( ) / inputs ( )

85 The ROI Pyramid Source Altimeter Group

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87 Return on Investment (ROI) Ul&mately you have to be outcomes focused across all channels That relies on the following; A strategy based around a defined set of business outcomes Developing a robust measurement model Understanding how channel outputs contribute to business outcomes

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89 Marke&ng Evalua&on Workshop