FollowFridays, Session 2: The Power of Customer Data and Metrics

The Power of CUSTOMER
DATA AND METRICS

Tuesday 2 November 2010

The Beauty of Getting Metrics Ri
ght


ght

Metrics in the Digital World


ght Metrics in the Digital World

Measuring
Engageme
nt in Soci
al


Measuring Engagemen
t in Social
ght Metrics in the Digital World

Takeaway Tweets


CS RIGHT
01. THE BEAUTY OF GETTING METRI


“38% of marketers say
new marketing campaigns are rushed to market
based on the limited intuition of a few people.”

Source: Forrester


Rationality Creativity

Analytical thoughts Holistic Thoughts

Logic Intuition

Science & Math Art & Music


Analysis Creativity

Science + Art = ROI


Nearly 7 out of 10 marketers
have a hard time arriving at an agreed-upon deﬁnition
of ROI for their campaigns.

Source: Forrester


A virtuous closed-the-loop process

1.
Objectives
What do we want to achieve with whom ?
Which belief and/or behaviour change?
What’s the investment required?



1.
Objectives
2.
What’s the investment required? KPI’s and Goals
Which key measuable elements
do track belief and/or behaviour
change? What are the success
metrics? When is it a succes?
What are the goals/benchmarks?



1.
Objectives
2.
What’s the investment required? KPI’s and Goals
Which key measuable elements
Optimisation do track belief and/or behaviour
change? What are the success
metrics? When is it a succes?
What are the goals/benchmarks?

3.
Report & Feedback Learning
Are we succesful? To what degree? What are the learnings? Take action:
apply to current or future campaigns or processes. And measure again.


Only 15% of marketers report using a
closed-loop marketing process.

Source: forrester.com


How-Tos

ch rates # 2. Focus on rele
# 1. Set customer journey clin vance.


inch rates
# 1. Set customer journey cl


Create a roadmap that breaks up the customer journey
into manageable and measurable stages.


Customer Journey – Lead Campaign

TARGET LIST – 100.000
5%
CAMPAIGN RESPONSE – 5.000
10%

PRE-QUALIFIED – 500
40%
NEEDS ANALYSIS – 200
25%
SOLUTIONS DEMO – 50
40%
PROPOSAL/OFFER – 20
25%
NEW CUSTOMER – 5


Customer Journey – Brand Campaign

AWARE – 44%

FAMILIAR – 32%

LIKE – 23%

CONSIDER – 12%

PURCHASE NEXT –4%


Customer Journey – Online Campaign: the massacre.

1000



1000
500



1000
500
250



1000
500
250
200



1000
500
250
200
150


# 2. Focus on rele
vance.


A good metrics framework∞…
is eas
re unde y to
ot measu rstan
does n thing d
every

leads to action

is supported
at C-level


Makro 7% Case: using both sides of the brain.

!"#$%&'()*+%,-./0
01112
7%
IS IT A BANK?
NO, IT’S A SUPERMARKET.

2345&42511122622


Objectives

Increase
c d Ticket Buz
Repe at Traffi Size z


Insight

In the heat of the financial crisis, Belgian banks tried to seduce consumers with extremely
competitive products: the streets were filled with posters screaming out the 4% claim…


Idea

Is it a
bank?


Idea

Is it a
bank?

Nope!


Idea

Is it a
bank?

Instant win
on
and instoreline
Nope!


Business case Makro
We know exactly how many
customers visit Makro
every 2 weeks

We know exactly the size of their
ticket


Business case Makro
We know exactly how many
customers visit Makro Clinch Rate:
every 2 weeks will the number of new customers
justify the action?

Clinch Rate:
will 20% of all customers redeem
their 7%-coupon?

We know exactly the size of their
ticket


S RIGHT
01. THE BEAUTY OF GETTING METRIC
Smarter C
ampaigns

s
Prove n Result


02. METRICS I
N A DIGITAL W
ORLD


2 Facts: online marketers today are…

ded
overwhelmed by the volume
of confused by the complexity ad
possible metrics available to the customer journey


Capacity of your company to measure online activities

0 <beginner> 1 <advanced> 2 <expert> 3

Online Branding 1,05

Direct Response 1,288

Social Media 0,845

Source: FollowFridays Survey


web analytics

# of Companies

Investment in Investment
Technology in Staffing

Don’t use Uses Data in Take Action
WA Run Reports Decision Making from Data

Maturity of Use

18% 37% 40% 5%


Quantitative metrics such as volume of impressions and clicks
are mostly applied because they…

are easy and cheap to measure,
allow for simple benchmarking with other campaigns
seem like more traditional metrics (GRP)


“Beware of the click.”
Only 8% o
f the intern
accounts f et populati
or 85% of c on
licks.

er
we d young
Clickers are ske r income
s
e
) with low
(25 to 44 er $40K).
(und

Source : Natural Born Clickers – Comscore – US numbers


Occupational therapy


“A click means nothing. A click earns
no revenue and creates no brand equity.”


The New Volvo S60: measuring beyond volume.


Brieﬁng Docum
ent
Get
‘Car enthusiasts
’
To
Increase their a
wareness,
familiarity, opin
ion and
consideration o
f the new S60
By
Engaging them
and their
Facebook friend
s into a Volvo
S60 racing com
petition.


Reach

Viral Invites:
73.754

Impressions:
1.6 mio CPM
+ 23 mio CPC
Unique Visitors:
55.056


Engagement Level

Application Downloads: 11.493

Qualified Lucky Bastards: 3.454

Lucky Bastards playing all sets: 2.245


What do Reach and Engagement mean for Real?


Can a relatively small Social Media Campaign
have a signiﬁcant impact?

AWARENESS

PreTest FAMILIARITY PostTest
OPINION

CONSIDERATION

Active Facebook users
(N=+500)
19% of which is a Car Enthusiast


Result: signiﬁcant shift on all parameters.

PostTest

AWARENESS
Delta%-points
FAMILIARITY
Delta%-points
OPINION
+7,6% points
CONSIDERATION
Delta%-points


The campaign clearly (and obviously) appealed more to car fans
“Please indicate to which extent you agree with the following statements? The campaign…”

58
53
44

32

18
9

is original, different makes me curious is relevant to me

= car fan = not a car fan


We did inﬂuence the opinion of car fans.
“Please indicate to which extent you agree with the following statements? The S60 is…”

4,4

4,3 4,2
3.95 4,1
3.7 3,8 3,6

sportive attractive modern for me and
my family
= car fan pretest = car fan post-test


02. METRICS I
N A DIGITAL W
ORLD
Measuring
Quality

ts
Rich er Insigh


03. MEASURING S OCIAL ENGAGEMENT


“No standards, no best practices yet exist
for measuring Return On Social Investment.”


What social success metrics to use?


# support requests
Quality of UG submissions
# ratings and votes # Facebook fans
Viral pass along rate # inbound links # comments # unique visitors

# Twitter followers
# blog feed subscribers
# video views
# UG submissions used
Reach of followers
Time spent
Brand impact What social success metrics to use? # UG submissions implemented

(Returning) visits
# Resolved Support issues
# @replies # retweets
# registered users
Changes in user sentiment # UG submissions
Inﬂuence of discussions Share of conversation Reach of FB fans
# posts or uploads
Sentiment of discussions
Conversions (info requests, leads, sales)

QUANTITY
User Reach Volume of Participation

How far and wide do my How many user interactions with
messages spread? my social initiatives?

USERS Social Platform USAGE

How do my social efforts change What’s the strength and depth of the
consumers’ actions or opinions? user interactions with my social
initiatives ?

User Impact Quality of Participation

QUALITY


QUANTITY
User Reach Volume of Participation
# feed subscribers # comments
# followers # posts and uploads
# FB fans # ratings and votes
# video views # @replies
# unique visitors # UG submissions
USERS USAGE
time spent % positive comments
returning visits % useful reviews
conversions # issues succesfully resolved
brand impact quality of UG submissions
change in user sentiment # submissions used or implemented

User Impact Quality of Participation

QUALITY


User Impact
Volume of Participation
Brand preference shift
# likes
Loyalty
# comments
Purchase
User Reach
# fans
Quality of Participation
% positive comments
# product use suggestions
# purchase decision
info
…


FAN

FAN

FAN

First degree impact


FAN

FAN

FAN

All-encompassing impact (reach and influence inclusive)


The all-encompassing metric.

Engagement
=
Engagement
the level of involvement, interaction, intimacy, and
influence that a consumer has with a brand over time


QUANTITY

Involvement – the presence of a Interaction – the actions the
consumer at various touchpoints consumer takes at those touchpoints
(ex. online behaviour stats,…) (ex. posts or uploads,…)

USERS Engagement USAGE

Intimacy – the affection or aversion Influence – the likelihood a
a consumer holds for a brand consumer is to advocate on behalf of
(ex. conversation sentiment,…) the brand(ex. NPS, …)

QUALITY


Complex measurement of 4 i’s.

Customer Database
WHO



+

Customer Database Webanalytics data
WHO ONSITE BEHAVIOUR



+ +

Customer Database Webanalytics data Survey data
WHO ONSITE BEHAVIOUR BELIEFS



+ + +

Customer Database Webanalytics data Survey data Social data
WHO ONSITE BEHAVIOUR BELIEFS SOCIAL PROFILE
OFFSITE BELIEFS
& BEHAVIOR


The payoff: social CRM

b
M eet Bo ompany
echC
r of T d
Cu stome f the Bran umers
Fan o other cons
ith
ects w
Conn


Bob’s Engagement
Involvement Interaction
Typically visits the site three to
four times per month
On average, spends 12 minutes
on the site
Browses the tech gadgets
category

Intimacy Influence


Bob’s Engagement
Commented on blog posts three
times in the past six months
Is fan of the company’s
Facebook page

Intimacy Influence


Bob’s Engagement

Most of his comments about the
company are favorable
Shares on social platform that
high tech products are lacking
some key features

Intimacy Influence


Bob’s Engagement

His NP score is 8.5/10
Recently set up profile and
forwarded links of products he
likes to 8 friends

Intimacy Influence


T
03. MEASUR ING SOCIAL ENGAGEMEN

Richer Cu
stomer
Profiling
le
Mos t Valuab
r?
Custome


Impossible?

+ + +

Customer Database Webanalytics data Survey data Social data
WHO ONSITE BEHAVIOUR BELIEFS SOCIAL PROFILE
OFFSITE BELIEFS
& BEHAVIOR


Gatorade’s Mission Control Center


04. TAKEAWAY-TWEETS


@Franky Franky
Polar organizations focused purely on analytics or
creative are destined to fail #FollowFridays


@Franky Franky
Measure beyond volume, i.e. engagement
#FollowFridays

@Franky Franky


@Franky Franky
Measuring engagement means measuring and learning
from things you currently ignore #FollowFridays

@Franky Franky
#FollowFridays

@Franky Franky


@Franky Franky
Identifying and targeting “evangelists” rather than only
new customers becomes relevant #FollowFridays

@Franky Franky

@Franky Franky
#FollowFridays

@Franky Franky


@Franky Franky
Marketing dollars will shift from outbound
communication to data analysis #FollowFridays

@Franky Franky
Identifying and targeting “evangelists” rather than only
new customers becomes relevant #FollowFridays

@Franky Franky

@Franky Franky
#FollowFridays

@Franky Franky


thanks you!


FollowFridays, Session 2: The Power of Customer Data and Metrics

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