Digital marketing requires measuring impact beyond just impressions and reach. Marketers need to understand how digital touchpoints improve the customer experience, increase engagement, and ultimately drive business results. Effective measurement looks at how interactions influence brand opinion, purchase intent, and other expressions of customer value. It is important to analyze audience motivations and content in order to optimize the experience across all digital channels in a consistent way. Simply counting fans or clicks is not enough - marketers must understand the quality of connections in order to improve performance.

1. Measuring The Impact of Digital Marketing
IAE de Paris, January 11th, 2012
Dr Laurent Florès
http://blog.crmmetrix.com
CRM Metrix - MetrixLab
lflores@crmmetrix.com
http://twitter.com/#!/crmmetrix
http://twitter.com/laurentflores
Sur
Twi(er:
#MARKETiae
http://Facebook.com/crmmetrix

2. About
2

3.  +10 years of experience in digital marketing effectiveness
 Paris, New-York, Cincinnati, Mumbai, Singapore
 > 150 customers Fortune 500 companies
 Projects in more than 30 countries
 +10 millions interviews in our benchmark databases

4. A unique expertise:
We help marketers monitor and optimize the impact
and performance of their digital touchpoints to
build stronger relationships with their
stakeholders and develop their brands, revenue
and profit

5. As of November 3rd 2011,
CRM Metrix and MetrixLab joined forces
To become a Top 5 (independant) Online Research Player
With Business Units in E-Business Performance, Brand & Ad
Research, Innovation/NPD & Customer Satisfaction

6. Measuring digital:
what is at stake?
6

7. 7

8. « Measurement, Analysis & Learning »: the Biggest
Bottlnecks in Marketing!

9. Examples of Challenging Questions around Digital…
sometimes called the “Most Measurable Media” !?
 How should I prioritize my touchpoints ? How about Cross Media Effects?
 How to make sure that I deliver a consistent experience to my customers
and prospects ?
 How can I increase my conversion rate on these digital touchpoints ?
 What could I do to maximize my “Earned Media” ?
 How can I engage my targets in a real relationship ?
 Etc.
9

10. - How many visitors/fans (reach) - Who visit (profile) ?
- How many pages - Motivations / Expectations ?
- How much time - Quality of experience ?
- How many visitors per page - Impact ?
- How much conversion
Web
Analy.cs
Web Attitudinal
Webtrends,
Omniture,
eStat,
Google
analy.cs,
Hitwise...
The what’s The why’s
Best of both worlds to Truly Measure

11. It gets complicated with the different types of touch points…
Paid Owned
Website,
Mini website, blog,
sponsorship section
6DCampaign®
6D360® Customers SiteCRM®
Experience
FanPageCRM®
Earned Social

12. Impact ?

13. 13

14. The digital funnel: from Impressions to « Expressions »…
The digital funnel:
Reach Connect Engage Grow Enroll /
Spread
14

15. Coca-Cola Marketing Shifts from Impressions to Expressions
(*)
 Accept that consumers can generate more messages than you
ever could
 Develop content that is « Liquid and Linked »
 Accept you don’t own your brand; your consumers do
 Be a facilitator who manages communities, not a director who tries
to control them
 Speak up to set your record straight, but give your fans a chance
to do it so fist
(*)
Joe
Tripodi,
EVP
Chief
Marke.ng
and
Commercial
Officer
of
the
Coca-­‐Cola
Company.

17. Facebook for Marketers: a new media:
 A significant level of audience: + 770 Millions members
worldwide
 The main center center of attention of Digital Natives (and others)
 One or more pages per brand
 Questions arise about the value and the need to recruit a lot of
Fans?

19. A growing audience
Is it worth investing ?

20. 3 dimensions of behavior:
Impact
Fans
CRM
profile
Beyond sociodemographics data, what customer value?
Impact
Impact
Fans What drivers to commitment ?
CRM
motivations
Business
Impact
User
CRM
Which usages and what content to satisfy your fans?
experience

21. 3 impact dimensions :
Impact
CRM Impact on engagement ?
CRM
Impact
Impact
Brand
CRM
Impact Lift on brand image ?
Impact
Impact
Business
CRM
Business
Impact Lift on recommendation and purchase intent ?

22. FanPageCRM: A simple solution to implement (one shot or continuous
monitoring) consistent with the social dynamics :
Example
on
Kinder
France
Fan
Page

23. Main Motivations to visit the Fanpage:
 To know more about the brand and its products
 To be updated about brand events and good deals
 To show my friends that « I am a Fan of the Brand »
 To provide feedback and insights

24. Social media generates impact:
‘‘ On average 50% of fans have
a better opinion of the brand
‘‘ The more engaged they are…
the better is their brand
opinion…and their top box
purchase intent…

25. Do not consider only the number of fans!

26. Fans have a real value for brands….

27. But only when recruited/engaged correctly…All
Fans are not created equal (quantity/quality)…

28. Business value
Leads
Social
generation
CRM
Static Branding
Social value

29. The logic of
digital touch points
performance
monitoring
29

30. Some principles of digital marketing metrics
• Many digital touchpoints are relational: this is a major difference with
mass media, this difference directly impacts the metrics you should
look at. Do not Just “Count”! Measure Experiences and Engagement!
• Targeting is key: analyze much more in depth the value of the
people you reach: they must be really “valuable” to really get you
value…
• Analyze in depth their motivations to connect with the brand: it can
vary a lot from one brand to the other
• Check in details how content works and delivers the right experience
• Analyze what brings engagement and how your target is engaged:
engagement is the initial step to business impact.
30

31. This applies to all digital touch points: adapt your practices
Paid Owned
Website,
Mini website, blog,
sponsorship section
6DCampaign®
Customers SiteCRM®
6D360®
Experience
FanPageCRM®
Earned Social

32. http://blog.crmmetrix.com
THANK YOU
http://twitter.com/#!/crmmetrix
http://twitter.com/laurentflores
http://www.facebook.com/crmmetrix
&
Good Luck! 
IAE de Paris, January 11th, 2012
Dr Laurent Florès
Questions?
CRM Metrix - MetrixLab
lflores@crmmetrix.com
Sur
Twi(er:
#MARKETiae
32