Employing Measurement to Campaigns Melissa Rekos Vice President, Digital Services Carnegie Communications mrekos@carnegiecomm.com
Mr. John Wanamaker (July 11, 1838 December 12, 1922) A United States merchant, religious leader, civic and political figure, considered by some to be the father of modern advertising and a pioneer in marketing. His son, Rodman, is credited with founding the Professional Golfers Association of America. Half of the money I spend on advertising is wasted; Half of the money I spend on advertising is wasted; the trouble is I don t know which half.
Setting up to measure success 1. Determine goals 2. Align expectations with the strategies 3. Use measurement tools (like Google Analytics) 4. Use data, not just I think 5. Remember, it s the team - not just the scoring player 6. That which can be measured can be improved
Branding & Awareness vs. Engagement & Enrollment Challenges: Challenges: No direct response Difficult to measure No benchmarks for new market penetration Need to identify action(s) to measure Non compliant prospectsp Sales Cycle lag
1. Determine Goals
Branding & Awareness vs. Engagement & Enrollment Metrics: Metrics: Brand name Search Identify keywords in use Increases in new visitor traffic Organic search traffic Geography Facebook likes Increases in traffic to key pages Increases in return visitor traffic Changes in time on site, pages per visit, and Bounce rates on key pages Increases in event completions (video views, inquiry forms, information session registrations, open house sign ups, etc.) Organic search traffic
2. Align Expectations With Strategies
Different strategies create impact in different ways. It s important to understand the capabilities and limitations of each. Strategy Search Engine Optimization (SEO) Pay per Click (PPC) Online Display Outreach Point ofpotential impact Visibility, Performance of landing pages Conversions, new visitor traffic New visitor traffic, brand name search, organic search traffic, program / school visibility Retargeting Returning visitor ii traffic, audience engagement (page views, time on site, bounce rate), conversions Social Media Mobile: Mobile landing pages, mobile versions of creative PCU Search mail piece Newspaper ad for information session Likes, Shares, Links and Retweets ; Source traffic from SM Activity and engagement of mobile visitors specifically Lead delivery, new visitor traffic New visitor traffic, organic search traffic New visitor traffic to program page, registrations for session
3. Use Measurement Tools (like Google Analytics)
Retargeting program: Admissions
We can compare the behavior of returning visitors with that of new visitors. What happened here? A Bowl Game
W l k t O i We can look at Organic Search Traffic changes
Use the Navigation Summary from a page to see what pages your visitors were at before that page and which h pages they went to after that page.
4. Use data, not tjust t Ithi think
5. Remember, it s the team - not just the scoring player
While the conversion is often attributed to the last touch, it took all the other influencers to set up the conversion.
Attribute Modeling and Multi Channel Funnels Attribution Modeling Multi-channel Funnel
So why look under the hood?
That which can be measured can be improved