Presented at social media measurement 2013, this deck looks at two attribution models for determining value from social media activity: Last click and across the purchase path. A pragmatic view that takes into account the challenges and barriers to developing strong measures in social media.
Katy Howell, from immediate future makes a case for, "not giving up, and continuing to move towards greater analysis of social media activity". She says, "There are two clear benefits, The most obvious is that you can determine success of social media programmes, the second is that deep and detailed insights ensure that you continuously optimise activity and perfect the social initiatives that deliver business value"
13. Benchmarks alongside anecdotal
case based evidence begins the
process
Offline has
an impact Active in
multiple
social
touchpoints Some Ask Influencer and
customers opinion advocacy
want more and relationships
contact collaborate
Digital
SEO /PPC Advertising
Sharing and experience Customers want a relationship Reviews and recommendation
impacts interest with us drive the sale
Contributor – 60%
Initiator – 30% Converter -10%
#measure13 @katyhowell
15. Those social media
conversations are getting
more and more accessible
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16. It is not an exact
science
Sometimes
your
assumptions
can be wrong
And the data
can conflict
Or the insight can change
over time, by campaign
#measure13 @katyhowell
17. Social Conversion
Brand health Financial impact
amplification metrics
Awareness Traffic Channel
Brand equity
(reach) (direct) profitability
Correlation
Engagement Market share Lifetime value
(indirect)
Advocacy Effectiveness
Uplift (against other marketing Volume growth
Sentiment metrics)
Action Search
#measure13 @katyhowell
19. Correlation graphing lets
you see how it all works
together
120
100
80
60
40
20
0
January February March April May June July August September October
Search News Blogs Twitter
You can add
environmental factors
#measure13 @katyhowell
too
20. “I soon realised that it is not enough for a master simply to
analyse variations scrupulously.
He must learn to work out which particular moves he should
consider and then examine just as many variations as
”
necessary - no more and no less.
Alexander Kotov
#measure13 @katyhowell
21. #measure13 @katyhowell With thanks to http://chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation/
22. • Only 41% understand
interactions between digital
and offline
• Easy to over credit some
channels
• Doesn’t always work across
devices
• Attribution can get political
• No one size fits all
• Not all tools can give you the
full picture
• Lack of industry standards
#measure13 @katyhowell
23. “ If you have $100 to invest in making
smart decisions at ZMOT, you should
invest $10 tools and vendor services, and
the other $90 on big brains: people who
can analyze the data, learn from it, and
pass the insights onto you.
#measure13 @katyhowell
24. immediate future
Top 5 most
respected social
We help clients take a strategic view of where media agency
social media can add value to their business According to NMA &
Econsultancy
8 years (almost 9) of social media experience
Specialists in a diverse industry
We’re impartial
Industry leaders [and educators]
#measure13 @katyhowell
@katyhowell