SlideShare uma empresa Scribd logo
1 de 147
Baixar para ler offline
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CRASH COURSE
MEASURING
DIGITAL
MARKETING
#digiroi @affinityau @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
SURVEY
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
WHAT YOU WANTED TO KNOW
1.  Cover the basics
2.  Cover the basics
3.  No really…cover the basics
4.  Attribution
5.  Tools - basics
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
TOP 5 PROBLEMS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
SURVEY RESULTS
“Please just tell me
what my KPIs
should be”
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
EFFECTIVE
BUSINESS
& DIGITAL
GOAL
SETTING
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
THINGS TO THINK ABOUT
•  SMART Goals
•  How many?
•  Business Conversions
•  Digital Conversions
•  Sales Channels
•  Sales Source
•  Path to sale
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
SMART GOALS

Specific

Measurable

Achievable

Relevant

Time bound



BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
HOW MANY GOALS?
•  1 – 3 core goals that directly impact the bottom line
•  2 – 5 supporting goals
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BUSINESS CONVERSIONS
My business considers a conversion complete when: 

q  The money hits our account
q  An in store sale
q  An order is shipped
q  A contract is signed
q  A service is delivered in full
q  A reseller places a new order
q  A new user registers or downloads our app
q  Deferred purchase event – e.g. pharmaceutical script filled.
q  Other
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
DIGITAL CONVERSIONS
I consider a digital conversion is complete when:

q  A sale is complete in my online shop
q  A transaction is complete in my app
q  A new enquiry is captured through a form on my website
q  A new enquiry is captured through a call from my website
q  A users is referred to an external site where they can buy
q  Content is downloaded or a tool is used
q  Website engagement above a threshold
q  Other (e.g. coupon redemption in store)
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
SALES CHANNELS
How do people buy your stuff.

q  Website
q  In App Transaction
q  Inbound Calls
q  Outbound Calls
q  Field Sales Reps
q  Bricks & Mortar Store
q  Retailers & Resellers
q  Other
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
SALES SOURCE
•  Category Intenders 
 
 
 
 
 
 
 
_____%

•  Brand Intenders 
 
 
 
 
 
 
 
 
_____%
 
 

•  Advertising 
 
 
 
 
 
 
 
 
 
_____%
•  Repeat / Loyalty Purchase 
 
 
 
 
 
_____%
•  Referral Purchase
 
 
 
 
 
 
 
 
_____%
•  Walk In/Impulse 
 
 
 
 
 
 
 
 
_____%
•  Don’t Know 
 
 
 
 
 
 
 
 
 
_____%
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
DATABASE OF INTENTION
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS RELATIONSHIPS
$
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS RELATIONSHIPS
$
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________	
  
___________	
  
___________	
  
___________	
  
___________	
  
10,000,000
2,000,000
200,000
20,000
2,000
____%	
  
Market Share
____%	
  
Market 
Conversion Rate
____%	
  
Conversion Rate
____%	
  
____%	
  
____%	
  
____%	
  
Market 
Penetration
Market 
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
10
0.10
2.00
0.02
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________	
  
___________	
  
___________	
  
___________	
  
___________	
  
____%	
  
Market Share
____%	
  
Market 
Conversion Rate
____%	
  
Conversion Rate
____%	
  
____%	
  
____%	
  
____%	
  
Market 
Penetration
Market 
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
10
10,000,000
8,000,000
800,000
80,000
8,000
0.2
2.0
0.08
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________	
  
___________	
  
___________	
  
___________	
  
___________	
  
____%	
  
Market Share
____%	
  
Market 
Conversion Rate
____%	
  
Conversion Rate
____%	
  
____%	
  
____%	
  
____%	
  
Market 
Penetration
Market 
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
40
___________	
  
10,000,000
2,000,000
20,000
8,000
0.40
4.00
0.08
200,000
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BUSINESS GOALS
1.  _______________________ 
2.  _______________________ 
3.  _______________________ 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
DIGITAL GOALS
1.  _______________________ 
2.  _______________________ 
3.  _______________________ 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________	
  
___________	
  
___________	
  
___________	
  
___________	
  
____%	
  
Market Share
____%	
  
Market 
Conversion Rate
____%	
  
Conversion Rate
____%	
  
____%	
  
____%	
  
____%	
  
Market 
Penetration
Market 
Response
Site to ____
Drop off
____ to Sale
Drop off
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
$
Site Path to Scale
NEW LEAD CAPTURED
START
Stage name, e.g. “Initiall Call Back”
Stage name, e.g. “Proposal generated”
Stage name, e.g. “Contract signed”
MIDDLE
END
SITE PATH TO SALE
NEW LEAD CAPTURED
START
Stage Name, e.g. “Add to cart”
Stage Name, e.g. “Login or Site Registration”
Stage Name, e.g. “Purchase Thank You Page”
MIDDLE
END
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
PATH TO SALE
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
$
CRM/ECOMM PATH TO SALE
NEW LEAD CAPTURED
START
Stage name, e.g. “Initial Call Back”
Stage name, e.g. “Proposal generated”
Stage name, e.g. “Contract signed”
MIDDLE
END
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
KPIs
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
HARD
KPIs
& SoftKPIs
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
$$1ST
VISIT
2ND
VISIT
ENQUIRY NEWSLETTER
SIGNUP
RE-ENGAGEMENT
CONVERSION EVENTS
Frequency Latency
PURCHASE PATH
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
WEIGHTED AND SUPPORTED
OUTCOMES
FIRST TOUCH
FIRST ENGAGEMENT
CONSIDERATION
ACTION
CONVERSION
REPEAT
CONVERSION
•  Advertising through
multiple channels
•  Referral from existing
customer
•  Read of page headline
in organic search
•  Mouse hover over
banner ad
•  Click through to
website
•  External read of
reviews or press
•  Subsequent site visits
•  Site Bookmark, send
or share
•  Social network query
“e.g. has anyone hear
of these guys
before?”
 •  Sign Up/Registration
•  App Install
•  Content save or download
•  Purchase
•  Enquiry 
•  Direct entry site visit
•  Engagement through eDM
•  Referral of new business
to you
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
KPI METRICS CAN BE FOUND
Social
Adserver
Web analytics
E-Commerce
Mobile
Newsletter
In Store / POS
Sales representatives
CRM
Phone analytics
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
INSTORE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
INSTORE METRICS
•  Footfall
•  Change room use
•  Point of sale transaction
•  Loyalty card / app
•  Digital Coupon / In store bounce back
•  iBeacon
•  Behavioral engineering – post purchase
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
WEATHER
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
API BUILDERS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
#NOPE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
10 MEASUREMENT TESTS
1.  The truth test. Are we really measuring what we set out to measure?
2.  The focus test. Are we only measuring what we set out to measure?
3.  The relevancy test. Is it the right measure of the performance measure we want to track?
4.  The consistency test. Will the data always be collected in the same way whoever measures it?
5.  The access test. Is it easy to locate and capture the data needed to make the measurement?
6.  The clarity test. Is any ambiguity possible in interpreting the results?
7.  The so-what test. Can and will the data be acted upon, i.e. is it actionable?
8.  The timeliness test. Can the data be accessed rapidly and frequently enough for action?
9.  The cost test. Is the measure worth the cost of measurement?
10.  The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
KPI CASE STUDIES
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
Benchmark
 Change
GAMED METRICS
45%
Optimization
- 
50 
100 
150 
200 
250 
300 
350 
400 
450 
500 
Week 1
 Week 2
 Week 3
 Week 4
 Week 5
 Week 6
 Week 7
 Week 8
 Week 9
 Week 10
 Week 11
 Week 12
 Week 13
 Week 14
 Week 15
 Week 16
 Week 17
 Week 18
 Week 19
 Week 20
 Week 21
 Week 22
 Week 23
 Week 24
eCommerceSales
eCommerce Sales
66%
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
Benchmark
 Change
GAMED METRICS
Optimization
$- 
$500,000 
$1,000,000 
$1,500,000 
$2,000,000 
$2,500,000 
- 
50 
100 
150 
200 
250 
300 
350 
400 
450 
500 
Week 1
 Week 2
 Week 3
 Week 4
 Week 5
 Week 6
 Week 7
 Week 8
 Week 9
 Week 10
 Week 11
 Week 12
 Week 13
 Week 14
 Week 15
 Week 16
 Week 17
 Week 18
 Week 19
 Week 20
 Week 21
 Week 22
 Week 23
 Week 24
TotalRevenue
eCommerceSales
eCommerce Sales
 Revenue
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
Review
GAMED METRICS
$- 
$500,000 
$1,000,000 
$1,500,000 
$2,000,000 
$2,500,000 
- 
50 
100 
150 
200 
250 
300 
350 
400 
450 
500 
Week 1
 Week 2
 Week 3
 Week 4
 Week 5
 Week 6
 Week 7
 Week 8
 Week 9
 Week 10
 Week 11
 Week 12
 Week 13
 Week 14
 Week 15
 Week 16
 Week 17
 Week 18
 Week 19
 Week 20
 Week 21
 Week 22
 Week 23
 Week 24
TotalRevenue
eCommerceSales
eCommerce Sales
 Revenue
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
GAMED METRICS
$- 
$500,000 
$1,000,000 
$1,500,000 
$2,000,000 
$2,500,000 
- 
200 
400 
600 
800 
1,000 
1,200 
1,400 
1,600 
1,800 
2,000 
Week 1
 Week 2
 Week 3
 Week 4
 Week 5
 Week 6
 Week 7
 Week 8
 Week 9
 Week 10
 Week 11
 Week 12
 Week 13
 Week 14
 Week 15
 Week 16
 Week 17
 Week 18
 Week 19
 Week 20
 Week 21
 Week 22
 Week 23
 Week 24
TotalRevenue
Ecommerce&PhoneSales
Webform Enquiries
 Phone Enquiries
 Revenue
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
Correction
GAMED METRICS
$- 
$500,000 
$1,000,000 
$1,500,000 
$2,000,000 
$2,500,000 
- 
200 
400 
600 
800 
1,000 
1,200 
1,400 
1,600 
1,800 
2,000 
Week 1
 Week 2
 Week 3
 Week 4
 Week 5
 Week 6
 Week 7
 Week 8
 Week 9
 Week 10
 Week 11
 Week 12
 Week 13
 Week 14
 Week 15
 Week 16
 Week 17
 Week 18
 Week 19
 Week 20
 Week 21
 Week 22
 Week 23
 Week 24
TotalRevenue
Ecommerce&PhoneSales
eCommerce Sales
 Phone Sales
 Revenue
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
$1ST
VISIT
2ND
VISIT
3RD
VISIT ENQUIRY NEWSLETTER
SIGNUP
CASE STUDY - NEWSLETTERS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
ESSENTIAL
TOOLSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
ESSENTIAL TOOLS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
SITE ANALYTICS
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
roject'Mgmt'
Ics/Management'
esource'Mgmt'
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
ANNOTATION
Annotate your timeline to keep track of what changes you’ve made to
your site or campaigns you’ve run, and what the impact has been.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
URL SUFFIXES
http://www.you.com?utm_term=Low_Value_Customer

•  Analytic platforms pick up the referral source of organic traffic but
won’t for a direct URL entry.
•  Paid traffic is generally recorded as direct entry unless you set have a
URL suffix in place.
•  If you define paid traffic you can get more insight than from paid than
organic traffic.


BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
UTM BUILDERS
https://support.google.com/analytics/answer/1033867?hl=en
•  Segment you paid traffic easily
•  Disregard the naming convention
•  Use variables however works for you
•  Complex campaigns make UTMs hard
to manage
•  Simplify by automating them using
your adserver.

BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CONVENTION CONSIDERATIONS
•  Keep your convention consistent across channels
•  Plan and try to future-proof how you use the variables
•  Remember that your competitors can read the UTM
•  Remember that your customers can read the UTM
•  UTM’s don’t just apply to paid traffic, you can use them anywhere you
define the URL that points to your website
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
UPGRADE
If Google Analytics was deployed more than 2 years ago you might
want to consider upgrading to the new Universal Analytics.
<script	
  type="text/javascript">	
  
	
  	
  var	
  _gaq	
  =	
  _gaq	
  ||	
  [];	
  
	
  	
  _gaq.push(['_setAccount',	
  'UA-­‐XXXXXXXX-­‐X']);	
  
	
  	
  _gaq.push(['_trackPageview']);	
  
	
  
	
  	
  (funcLon()	
  {	
  
	
  	
  	
  	
  var	
  ga	
  =	
  document.createElement('script');	
  ga.type	
  =	
  'text/javascript';	
  ga.async	
  =	
  true;	
  
	
  	
  	
  	
  ga.src	
  =	
  ('hRps:'	
  ==	
  document.locaLon.protocol	
  ?	
  'hRps://ssl'	
  :	
  'hRp://www')	
  +	
  '.google-­‐analyLcs.com/ga.js';	
  
	
  	
  	
  	
  var	
  s	
  =	
  document.getElementsByTagName('script')[0];	
  s.parentNode.insertBefore(ga,	
  s);	
  
	
  	
  })();	
  
</script>	
  
<script>	
  
	
  	
  (funcLon(i,s,o,g,r,a,m){i['GoogleAnalyLcsObject']=r;i[r]=i[r]||funcLon(){	
  
	
  	
  (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new	
  Date();a=s.createElement(o),	
  
	
  	
  m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)	
  
	
  	
  })(window,document,'script','//www.google-­‐analyLcs.com/analyLcs.js','ga');	
  
	
  
	
  	
  ga('create',	
  'UA-­‐XXXXXXXX-­‐X',	
  'mydomain.com');	
  
	
  	
  ga('send',	
  'pageview');	
  
	
  
</script>	
  
Google Analytics vs Universal Analytics

Pro:

•  More features & better insights
•  Much more accurate mobile measurement
•  Better social media measurement
•  Improved eCommerce integration
•  Cross device deduplication

Con:

•  You’ll need to get the change made
•  Existing eCommerce integration need updating
•  Your reported traffic volumes might change
Google Analytics 
Universal Analytics 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
SHARING
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
•  The best analytics work is collaborative analytics work
•  All parties should work using the same view of your site data
•  Annotations, Segments & Dashboards can be shared
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
DATA LEAKAGE
If you deal with sensitive information captured in a web form, make
sure it isn’t being passed into Google Analytics. 

/thankyou?name=Ted%20Bundy&phone=555%2012
34&comment=Ive%20killed%20some%20people%
20can%20I%20speak%20to%20you%20in%20con
fidence
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
ADSERVERS
PersonalizaI
TesIng'&'Op
Customer'Ex
Loyalty/Refer
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
MARKETING'EXPERIENCES'
Social'Me
Influencer
Email'Mar
Video'MarkeIng'&'Ads'
Display'&'NaIve'Ads'
Mobile'MarkeIng'
PersonalizaI
TesIng'&'O
Customer'Ex
Loyalty/Refe
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
LE&'
RE'
Data'Management'PlaQorms/Custome
Events'&'W
Social'Me
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
WHY USE AN ADSERVER
•  Independent verification that what you bought is what you got
•  Allow you to use richer more engaging creative
•  Allow you to control message targeting by geo, demo or sequence
•  Track your reach across channels
•  Deduplicated conversions
•  Media attribution
•  Brand safety
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
PROGRAMATIC LANDSCAPE
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
ExchangesDSPs
Publisher
Tools
Data Suppliers
Ad Servers
DMPs and Data
Aggregators
Measurement
and Analytics
Creative
Optimization
Agency
Trading Desks
Ad Networks
Media Planning
and Attribution
Verification /
Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data /
Social Tools
SSPs
DISPLAY(LUMAscape
M
A
R
K
E
T
E
R
P
U
B
L
I
S
H
E
R
C
O
N
S
U
M
E
R
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
REACH TRAP
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
REACH TRAP RISK FACTORS
•  Substantial budgets active in a digital channel
•  Target a niche audience on an ‘always on’ basis
•  Put a disproportionate amount of budget into retargeting
•  Don’t have conversions deduplicate across channels
•  Use long look back windows to attribute conversions
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
DIAGNOSIS
•  Steady decline in total conversion numbers despite good conversion
rates and cost per acquisition from paid activity
•  No increase in conversion numbers when extra budget is added
•  No drop in conversion numbers when budget is tightened
•  An unusually long average conversion latency
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
Conversion tags let you, your suppliers and their platforms know when a
conversion happens letting them optimize towards driving more.



CONVERSION TAGS
SITE
VISIT
ADD TO
CART
CONFIRM &
CHECKOUT
SITE
SIGN UP
BROWSE
CONTENT
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
TAG MANAGEMENT PLATFORMS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CRM
MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experi
IdenIty'Tag'Management'
Sales'Enablement'
tomer'Data'PlaQorms'
Ve
TesIng'&'OpImizaIon'
ts'&'Webinars'
Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev'
INFRA&'
STRUCTURE'
BACKBONE'
PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite'
MIDDLE&'
WARE'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Databases'&'Big'Data' Cloud/IaaS/PaaS'
INFRA&'
STRUCTURE'
BACKBONE'
PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite'
MIDDLE&'
WARE'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Databases'&'Big'Data' Cloud/IaaS/PaaS'
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CRM ESSENTIALS
•  Contact hierarchies structured to reflect your business
•  Data captured in validated fields
•  Integrated CLM capabilities
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CRM BEST PRACTICE
•  “App” level UI simplicity
•  Role specific layouts, portals & dashboards
•  Automated task creation & hand over between teams or roles
•  Mandatory data capture structured to allow better measurement
•  Integration with every other system that holds customer data




BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
Replace	
  with	
  corrected	
  table,	
  this	
  one	
  has	
  too	
  many	
  columns	
  
KEY METRICSKEY METRICS
CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
Replace	
  with	
  corrected	
  table,	
  this	
  one	
  has	
  too	
  many	
  columns	
  
KEY METRICSKEY METRICS
CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
YOUR TOP 3 PRIME METRICS
1.  _______________________
2.  _______________________
3.  _______________________
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
DOESN’T
ADD UP
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
TOP 5
1.  Channel is claiming more clicks that you can see
2.  Channel is claiming more conversion than you can see
3.  Your reports show impossible click through rates
4.  Adserver and publisher reports don’t match
5.  Agency claims I’ve reached more people than exist
MOST COMMON MEASUREMENT PROBLEMSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CHANNEL CLAIMING MORE
CLICKS THAN YOU CAN SEE
1.  Know your click attrition rates by channel
2.  Check site analytics is deployed correctly
3.  Confirm your page load times aren’t the problem
4.  Apply a URL suffix if you haven’t already
5.  Have your partners audit their URL’s to make sure they’ve used them
6.  Automate URL suffixes to prevent handling errors

BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CHANNEL CLAIMING MORE
CONVERSIONS THAN EXIST
1st Step - Basics
•  Confirm that tags have only been deployed to the right pages.

2nd Step – Easy Best Practice
•  Disregard your channel reports and start measuring performance
through site analytics.
•  Use an automated URL suffix to ensure that your site analytics
tracks everything correctly and human error doesn’t limit your
visibility.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CHANNEL CLAIMING MORE
CONVERSIONS THAN EXIST
3rd Step – Slightly Technical
•  Run page tests to make sure conversion tags fire in only the correct
locations, and only fire once.
4th step – Advanced
•  Start tracking all media through an integrated adserver, which will
deduplicate conversions correctly.
•  Set up an attribution model, and a data feed to suppliers DMP, then
have them suppliers optimise to how you attribute conversions.

BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
IMPOSSIBLE CTR
1.  Re-export the tags from your 3rd party adserver
2.  Get the publisher to show you the code they implemented
3.  Confirm that the publisher has deployed them the right way around

BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
ADSERVER & PUBLISHER
REPORTS DON’T MATCHBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
ADSERVER & PUBLISHER
REPORTS DON’T MATCH
1.  Get the publisher to show you the code they implemented
2.  Check to see if the code contains [timestamp]
3.  Have them replace the placeholder with a working timestamp macro
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
REACH DUPLICATION
DISPLAYSEARCH
SOCIAL
TARGET
MARKET
AGENCY CLAIMS I’VE REACHED
MORE PEOPLE THAN EXISTBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
MEASUREMENT
FRAMEWORKSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
MEASUREMENT FRAMEWORK
Plan
•  Identify and engage key stakeholders for their requirements
•  Define what data you want to collect by channel or asset
•  Identify the right tools to collect the data you need
Deploy
•  Generate any needed code and specify how the tracking should be deployed
•  Ensure that access to relevant tools is given to relevant stakeholders
•  Assign responsibility for deployment to best person for the job
Maintain
•  Record measurement fault dates, causes and resolutions.
•  Make sure all of your stakeholder and partners understand their responsibilities
and consistently deliver what you need.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
MEASUREMENT FRAMEWORK
Plan
•  Identify and engage key stakeholders for their requirements
•  Define what data you want to collect by channel or asset
•  Identify the right tools to collect the data you need
Deploy
•  Generate any needed code and specify how the tracking should be deployed
•  Ensure that access to relevant tools is given to relevant stakeholders
•  Assign responsibility for deployment to best person for the job
Maintain
•  Record measurement fault dates, causes and resolutions.
•  Make sure all of your stakeholder and partners understand their responsibilities
and consistently deliver what you need.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
MEASUREMENT TOOLS
CHANNEL MEASUREMENT TOOLS
MAIN TOOL OWNER DEDUPES? SECONDARY TOOL OWNER DEDEUPES?
WEBSITE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
KISS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
CHOOSING CHANNEL METRICS
Performance Driven


Cost Per

Acquisition/Transaction
Completed supporting outcome

Rate of

Clicks to Acquisition/Transaction
Clicks to Supporting Outcome 

Transactional

Avg. Basket Size
Avg. Basket Revenue
Avg. Basket Profit
Delivery Driven
	
  
	
  
Daily/Weekly/Monthly

Clicks/Traffic
Sign Ups/Registrations
New Biz Conversions
Repeat Biz Conversions

Transactional

Total Revenue
Total Profit
Marketing ROI
Insights Driven
	
  
	
  
Path to Purchase

Avg. Frequency before $
Avg. Latency before $

Lifetime Customer

Avg. Lifetime Revenue
Avg. Lifetime Profit
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BEST PRACTICE
•  Choose metrics that lead to the completion of a business or digital goal.
•  Choose metrics common to & consistently present across all channels.

•  Preferentially track metrics that your marketing efforts actually affect.
•  Ensure your tools will let you deduplicated transactions or enquiries.
•  Decide in advance how you will gauge ‘success’ for a metric.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
COMPARISON METRICS
A metric is a meaningless without a gauge of success, so always use a
comparison metric.
Common Comparison Metrics
•  Result vs Target
•  Result vs Benchmark
•  Result vs Time
–  Year on Year
–  Period on Period
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing
SXSW 2015 -  Crash Course: Measuring Digital Marketing

Mais conteúdo relacionado

Destaque

3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3.
3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3.3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3.
3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3... ..
 
Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA.
Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA.Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA.
Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA... ..
 
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA.
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA.Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA.
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA... ..
 
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2.
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2.Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2.
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2... ..
 
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1.
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1.Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1.
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1... ..
 
Unidad 3. toma de decisiones y solución
Unidad 3. toma de decisiones y soluciónUnidad 3. toma de decisiones y solución
Unidad 3. toma de decisiones y soluciónLinda De la Barrera
 
3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.
3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.
3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2... ..
 
Evidence: What did I do yesterday?.ENGLISH DOT WORKS 2. SENA. SEMANA 2 ACTIVI...
Evidence: What did I do yesterday?.ENGLISH DOT WORKS 2. SENA. SEMANA 2 ACTIVI...Evidence: What did I do yesterday?.ENGLISH DOT WORKS 2. SENA. SEMANA 2 ACTIVI...
Evidence: What did I do yesterday?.ENGLISH DOT WORKS 2. SENA. SEMANA 2 ACTIVI..... ..
 
Gfpi f-019 guia de aprendizaje 01 tda orientar fpi
Gfpi f-019 guia de aprendizaje 01 tda orientar fpiGfpi f-019 guia de aprendizaje 01 tda orientar fpi
Gfpi f-019 guia de aprendizaje 01 tda orientar fpilisbet bravo
 
Análisis situacional integral de salud final
 Análisis situacional integral de salud final Análisis situacional integral de salud final
Análisis situacional integral de salud finalEstefanía Echeverría
 
El emprendedor y el empresario profesional cert
El emprendedor y el empresario profesional certEl emprendedor y el empresario profesional cert
El emprendedor y el empresario profesional certMaestros Online
 
Onderzoeksrapport acrs v3.0_definitief
Onderzoeksrapport acrs v3.0_definitiefOnderzoeksrapport acrs v3.0_definitief
Onderzoeksrapport acrs v3.0_definitiefrloggen
 
Economía tema4 producción,costes y beneficios de la empresa (gh23)
Economía tema4 producción,costes y beneficios de la empresa (gh23)Economía tema4 producción,costes y beneficios de la empresa (gh23)
Economía tema4 producción,costes y beneficios de la empresa (gh23)Geohistoria23
 

Destaque (20)

3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3.
3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3.3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3.
3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3.
 
Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA.
Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA.Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA.
Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA.
 
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA.
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA.Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA.
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA.
 
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2.
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2.Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2.
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2.
 
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1.
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1.Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1.
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1.
 
Unidad 3. toma de decisiones y solución
Unidad 3. toma de decisiones y soluciónUnidad 3. toma de decisiones y solución
Unidad 3. toma de decisiones y solución
 
3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.
3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.
3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.
 
Evidence: What did I do yesterday?.ENGLISH DOT WORKS 2. SENA. SEMANA 2 ACTIVI...
Evidence: What did I do yesterday?.ENGLISH DOT WORKS 2. SENA. SEMANA 2 ACTIVI...Evidence: What did I do yesterday?.ENGLISH DOT WORKS 2. SENA. SEMANA 2 ACTIVI...
Evidence: What did I do yesterday?.ENGLISH DOT WORKS 2. SENA. SEMANA 2 ACTIVI...
 
Gfpi f-019 guia de aprendizaje 01 tda orientar fpi
Gfpi f-019 guia de aprendizaje 01 tda orientar fpiGfpi f-019 guia de aprendizaje 01 tda orientar fpi
Gfpi f-019 guia de aprendizaje 01 tda orientar fpi
 
"Protección de la salud mental luego del terremoto y tsunami del 27 de febrer...
"Protección de la salud mental luego del terremoto y tsunami del 27 de febrer..."Protección de la salud mental luego del terremoto y tsunami del 27 de febrer...
"Protección de la salud mental luego del terremoto y tsunami del 27 de febrer...
 
Guia para el aviso de privacidad
Guia para el aviso de privacidadGuia para el aviso de privacidad
Guia para el aviso de privacidad
 
Análisis situacional integral de salud final
 Análisis situacional integral de salud final Análisis situacional integral de salud final
Análisis situacional integral de salud final
 
De impact van adhd
De impact van adhdDe impact van adhd
De impact van adhd
 
El emprendedor y el empresario profesional cert
El emprendedor y el empresario profesional certEl emprendedor y el empresario profesional cert
El emprendedor y el empresario profesional cert
 
Tears In The Rain
Tears In The RainTears In The Rain
Tears In The Rain
 
Onderzoeksrapport acrs v3.0_definitief
Onderzoeksrapport acrs v3.0_definitiefOnderzoeksrapport acrs v3.0_definitief
Onderzoeksrapport acrs v3.0_definitief
 
Cápsula 1. estudios de mercado
Cápsula 1. estudios de mercadoCápsula 1. estudios de mercado
Cápsula 1. estudios de mercado
 
Fichero de actividades
Fichero de actividadesFichero de actividades
Fichero de actividades
 
Economía tema4 producción,costes y beneficios de la empresa (gh23)
Economía tema4 producción,costes y beneficios de la empresa (gh23)Economía tema4 producción,costes y beneficios de la empresa (gh23)
Economía tema4 producción,costes y beneficios de la empresa (gh23)
 
Modulo7gestion
Modulo7gestionModulo7gestion
Modulo7gestion
 

Último

Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 

Último (20)

Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 

SXSW 2015 - Crash Course: Measuring Digital Marketing

  • 1. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRASH COURSE MEASURING DIGITAL MARKETING #digiroi @affinityau @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 2. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 3. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SURVEY BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 4. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WHAT YOU WANTED TO KNOW 1.  Cover the basics 2.  Cover the basics 3.  No really…cover the basics 4.  Attribution 5.  Tools - basics BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 5. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TOP 5 PROBLEMS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 6. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SURVEY RESULTS “Please just tell me what my KPIs should be” BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 7. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU EFFECTIVE BUSINESS & DIGITAL GOAL SETTING BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 8. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 9. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU THINGS TO THINK ABOUT •  SMART Goals •  How many? •  Business Conversions •  Digital Conversions •  Sales Channels •  Sales Source •  Path to sale BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 10. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SMART GOALS Specific Measurable Achievable Relevant Time bound BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 11. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU HOW MANY GOALS? •  1 – 3 core goals that directly impact the bottom line •  2 – 5 supporting goals BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 12. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BUSINESS CONVERSIONS My business considers a conversion complete when: q  The money hits our account q  An in store sale q  An order is shipped q  A contract is signed q  A service is delivered in full q  A reseller places a new order q  A new user registers or downloads our app q  Deferred purchase event – e.g. pharmaceutical script filled. q  Other BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 13. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIGITAL CONVERSIONS I consider a digital conversion is complete when: q  A sale is complete in my online shop q  A transaction is complete in my app q  A new enquiry is captured through a form on my website q  A new enquiry is captured through a call from my website q  A users is referred to an external site where they can buy q  Content is downloaded or a tool is used q  Website engagement above a threshold q  Other (e.g. coupon redemption in store) BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 14. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SALES CHANNELS How do people buy your stuff. q  Website q  In App Transaction q  Inbound Calls q  Outbound Calls q  Field Sales Reps q  Bricks & Mortar Store q  Retailers & Resellers q  Other BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 15. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SALES SOURCE •  Category Intenders _____% •  Brand Intenders _____% •  Advertising _____% •  Repeat / Loyalty Purchase _____% •  Referral Purchase _____% •  Walk In/Impulse _____% •  Don’t Know _____% BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 16. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DATABASE OF INTENTION BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 17. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 18. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE REFERRALS RELATIONSHIPS $ SITE/APP CRM/ECOMM /POS /IN STORE SALE REFERRALS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 19. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE REFERRALS RELATIONSHIPS $ SITE/APP CRM/ECOMM /POS /IN STORE SALE REFERRALS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 20. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 21. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU H TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE ___________   ___________   ___________   ___________   ___________   10,000,000 2,000,000 200,000 20,000 2,000 ____%   Market Share ____%   Market Conversion Rate ____%   Conversion Rate ____%   ____%   ____%   ____%   Market Penetration Market Response Site to ____ Drop off ____ to Sale Drop off 20 10 10 10 0.10 2.00 0.02 BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 22. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU H TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE ___________   ___________   ___________   ___________   ___________   ____%   Market Share ____%   Market Conversion Rate ____%   Conversion Rate ____%   ____%   ____%   ____%   Market Penetration Market Response Site to ____ Drop off ____ to Sale Drop off 20 10 10 10 10,000,000 8,000,000 800,000 80,000 8,000 0.2 2.0 0.08 BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 23. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU H TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE ___________   ___________   ___________   ___________   ___________   ____%   Market Share ____%   Market Conversion Rate ____%   Conversion Rate ____%   ____%   ____%   ____%   Market Penetration Market Response Site to ____ Drop off ____ to Sale Drop off 20 10 10 40 ___________   10,000,000 2,000,000 20,000 8,000 0.40 4.00 0.08 200,000 BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 24. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BUSINESS GOALS 1.  _______________________ 2.  _______________________ 3.  _______________________ BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 25. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIGITAL GOALS 1.  _______________________ 2.  _______________________ 3.  _______________________ BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 26. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE ___________   ___________   ___________   ___________   ___________   ____%   Market Share ____%   Market Conversion Rate ____%   Conversion Rate ____%   ____%   ____%   ____%   Market Penetration Market Response Site to ____ Drop off ____ to Sale Drop off BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 27. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE PATH TO SALE MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE $ Site Path to Scale NEW LEAD CAPTURED START Stage name, e.g. “Initiall Call Back” Stage name, e.g. “Proposal generated” Stage name, e.g. “Contract signed” MIDDLE END SITE PATH TO SALE NEW LEAD CAPTURED START Stage Name, e.g. “Add to cart” Stage Name, e.g. “Login or Site Registration” Stage Name, e.g. “Purchase Thank You Page” MIDDLE END BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 28. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE $ CRM/ECOMM PATH TO SALE NEW LEAD CAPTURED START Stage name, e.g. “Initial Call Back” Stage name, e.g. “Proposal generated” Stage name, e.g. “Contract signed” MIDDLE END BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 29. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 30. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPIs #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 31. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU HARD KPIs & SoftKPIs BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 32. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU $$1ST VISIT 2ND VISIT ENQUIRY NEWSLETTER SIGNUP RE-ENGAGEMENT CONVERSION EVENTS Frequency Latency PURCHASE PATH BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 33. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WEIGHTED AND SUPPORTED OUTCOMES FIRST TOUCH FIRST ENGAGEMENT CONSIDERATION ACTION CONVERSION REPEAT CONVERSION •  Advertising through multiple channels •  Referral from existing customer •  Read of page headline in organic search •  Mouse hover over banner ad •  Click through to website •  External read of reviews or press •  Subsequent site visits •  Site Bookmark, send or share •  Social network query “e.g. has anyone hear of these guys before?” •  Sign Up/Registration •  App Install •  Content save or download •  Purchase •  Enquiry •  Direct entry site visit •  Engagement through eDM •  Referral of new business to you BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 34. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 35. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPI METRICS CAN BE FOUND Social Adserver Web analytics E-Commerce Mobile Newsletter In Store / POS Sales representatives CRM Phone analytics BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 36. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 37. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 38. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 39. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU INSTORE BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 40. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU INSTORE METRICS •  Footfall •  Change room use •  Point of sale transaction •  Loyalty card / app •  Digital Coupon / In store bounce back •  iBeacon •  Behavioral engineering – post purchase BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 41. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WEATHER BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 42. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU API BUILDERS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 43. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 44. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU #NOPE BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 45. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 46. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 10 MEASUREMENT TESTS 1.  The truth test. Are we really measuring what we set out to measure? 2.  The focus test. Are we only measuring what we set out to measure? 3.  The relevancy test. Is it the right measure of the performance measure we want to track? 4.  The consistency test. Will the data always be collected in the same way whoever measures it? 5.  The access test. Is it easy to locate and capture the data needed to make the measurement? 6.  The clarity test. Is any ambiguity possible in interpreting the results? 7.  The so-what test. Can and will the data be acted upon, i.e. is it actionable? 8.  The timeliness test. Can the data be accessed rapidly and frequently enough for action? 9.  The cost test. Is the measure worth the cost of measurement? 10.  The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors? BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 47. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPI CASE STUDIES BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 48. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Benchmark Change GAMED METRICS 45% Optimization - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 eCommerceSales eCommerce Sales 66% BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 49. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Benchmark Change GAMED METRICS Optimization $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 TotalRevenue eCommerceSales eCommerce Sales Revenue BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 50. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Review GAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 TotalRevenue eCommerceSales eCommerce Sales Revenue BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 51. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU GAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 TotalRevenue Ecommerce&PhoneSales Webform Enquiries Phone Enquiries Revenue BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 52. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Correction GAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 TotalRevenue Ecommerce&PhoneSales eCommerce Sales Phone Sales Revenue BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 53. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU $1ST VISIT 2ND VISIT 3RD VISIT ENQUIRY NEWSLETTER SIGNUP CASE STUDY - NEWSLETTERS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 54. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 55. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ESSENTIAL TOOLSBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 56. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ESSENTIAL TOOLS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 57. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SITE ANALYTICS BI,'CI'&'Data'Science' Web'&'Mobile'AnalyIcs' roject'Mgmt' Ics/Management' esource'Mgmt' BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 58. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 59. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ANNOTATION Annotate your timeline to keep track of what changes you’ve made to your site or campaigns you’ve run, and what the impact has been. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 60. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU URL SUFFIXES http://www.you.com?utm_term=Low_Value_Customer •  Analytic platforms pick up the referral source of organic traffic but won’t for a direct URL entry. •  Paid traffic is generally recorded as direct entry unless you set have a URL suffix in place. •  If you define paid traffic you can get more insight than from paid than organic traffic. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 61. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU UTM BUILDERS https://support.google.com/analytics/answer/1033867?hl=en •  Segment you paid traffic easily •  Disregard the naming convention •  Use variables however works for you •  Complex campaigns make UTMs hard to manage •  Simplify by automating them using your adserver. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 62. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CONVENTION CONSIDERATIONS •  Keep your convention consistent across channels •  Plan and try to future-proof how you use the variables •  Remember that your competitors can read the UTM •  Remember that your customers can read the UTM •  UTM’s don’t just apply to paid traffic, you can use them anywhere you define the URL that points to your website BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 63. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU UPGRADE If Google Analytics was deployed more than 2 years ago you might want to consider upgrading to the new Universal Analytics. <script  type="text/javascript">      var  _gaq  =  _gaq  ||  [];      _gaq.push(['_setAccount',  'UA-­‐XXXXXXXX-­‐X']);      _gaq.push(['_trackPageview']);        (funcLon()  {          var  ga  =  document.createElement('script');  ga.type  =  'text/javascript';  ga.async  =  true;          ga.src  =  ('hRps:'  ==  document.locaLon.protocol  ?  'hRps://ssl'  :  'hRp://www')  +  '.google-­‐analyLcs.com/ga.js';          var  s  =  document.getElementsByTagName('script')[0];  s.parentNode.insertBefore(ga,  s);      })();   </script>   <script>      (funcLon(i,s,o,g,r,a,m){i['GoogleAnalyLcsObject']=r;i[r]=i[r]||funcLon(){      (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new  Date();a=s.createElement(o),      m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)      })(window,document,'script','//www.google-­‐analyLcs.com/analyLcs.js','ga');        ga('create',  'UA-­‐XXXXXXXX-­‐X',  'mydomain.com');      ga('send',  'pageview');     </script>   Google Analytics vs Universal Analytics Pro: •  More features & better insights •  Much more accurate mobile measurement •  Better social media measurement •  Improved eCommerce integration •  Cross device deduplication Con: •  You’ll need to get the change made •  Existing eCommerce integration need updating •  Your reported traffic volumes might change Google Analytics Universal Analytics BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 64. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SHARING BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU •  The best analytics work is collaborative analytics work •  All parties should work using the same view of your site data •  Annotations, Segments & Dashboards can be shared BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 65. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DATA LEAKAGE If you deal with sensitive information captured in a web form, make sure it isn’t being passed into Google Analytics. /thankyou?name=Ted%20Bundy&phone=555%2012 34&comment=Ive%20killed%20some%20people% 20can%20I%20speak%20to%20you%20in%20con fidence BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 66. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVERS PersonalizaI TesIng'&'Op Customer'Ex Loyalty/Refer Events'&'Webinars' Social'Media'MarkeIng' Influencer'MarkeIng' Video'MarkeIng'&'Ads' CommuniIes'&'Reviews' Display'&'NaIve'Ads' Search'&'Social'Ads' Mobile'MarkeIng' MARKETING'EXPERIENCES' Social'Me Influencer Email'Mar Video'MarkeIng'&'Ads' Display'&'NaIve'Ads' Mobile'MarkeIng' PersonalizaI TesIng'&'O Customer'Ex Loyalty/Refe Events'&'Webinars' Social'Media'MarkeIng' Influencer'MarkeIng' Video'MarkeIng'&'Ads' CommuniIes'&'Reviews' Display'&'NaIve'Ads' Search'&'Social'Ads' LE&' RE' Data'Management'PlaQorms/Custome Events'&'W Social'Me Video'MarkeIng'&'Ads' CommuniIes'&'Reviews' Display'&'NaIve'Ads' Search'&'Social'Ads' BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 67. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WHY USE AN ADSERVER •  Independent verification that what you bought is what you got •  Allow you to use richer more engaging creative •  Allow you to control message targeting by geo, demo or sequence •  Track your reach across channels •  Deduplicated conversions •  Media attribution •  Brand safety BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 68. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PROGRAMATIC LANDSCAPE ©"LUMA"Partners"LLC"2014 Performance Video / Rich Media Targeted Networks / AMPs Horizontal Vertical / Custom Mobile ExchangesDSPs Publisher Tools Data Suppliers Ad Servers DMPs and Data Aggregators Measurement and Analytics Creative Optimization Agency Trading Desks Ad Networks Media Planning and Attribution Verification / Privacy Ad Servers Retargeting Media Mgmt Systems and Operations Sharing Data / Social Tools SSPs DISPLAY(LUMAscape M A R K E T E R P U B L I S H E R C O N S U M E R i Tag Mgmt Agencies Denotes acquired company Denotes shuttered company BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 69. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH TRAP BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 70. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH TRAP RISK FACTORS •  Substantial budgets active in a digital channel •  Target a niche audience on an ‘always on’ basis •  Put a disproportionate amount of budget into retargeting •  Don’t have conversions deduplicate across channels •  Use long look back windows to attribute conversions BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 71. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIAGNOSIS •  Steady decline in total conversion numbers despite good conversion rates and cost per acquisition from paid activity •  No increase in conversion numbers when extra budget is added •  No drop in conversion numbers when budget is tightened •  An unusually long average conversion latency BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 72. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Conversion tags let you, your suppliers and their platforms know when a conversion happens letting them optimize towards driving more. CONVERSION TAGS SITE VISIT ADD TO CART CONFIRM & CHECKOUT SITE SIGN UP BROWSE CONTENT BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 73. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TAG MANAGEMENT PLATFORMS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 74. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experi IdenIty'Tag'Management' Sales'Enablement' tomer'Data'PlaQorms' Ve TesIng'&'OpImizaIon' ts'&'Webinars' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' INFRA&' STRUCTURE' BACKBONE' PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite' MIDDLE&' WARE' Data'Management'PlaQorms/Customer'Data'PlaQorms' Databases'&'Big'Data' Cloud/IaaS/PaaS' INFRA&' STRUCTURE' BACKBONE' PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite' MIDDLE&' WARE' Data'Management'PlaQorms/Customer'Data'PlaQorms' Databases'&'Big'Data' Cloud/IaaS/PaaS' BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 75. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM ESSENTIALS •  Contact hierarchies structured to reflect your business •  Data captured in validated fields •  Integrated CLM capabilities BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 76. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM BEST PRACTICE •  “App” level UI simplicity •  Role specific layouts, portals & dashboards •  Automated task creation & hand over between teams or roles •  Mandatory data capture structured to allow better measurement •  Integration with every other system that holds customer data BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 77. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 78. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 79. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 80. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 81. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace  with  corrected  table,  this  one  has  too  many  columns   KEY METRICSKEY METRICS CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 82. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS
  • 83. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace  with  corrected  table,  this  one  has  too  many  columns   KEY METRICSKEY METRICS CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 84. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU YOUR TOP 3 PRIME METRICS 1.  _______________________ 2.  _______________________ 3.  _______________________ BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 85. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DOESN’T ADD UP BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 86. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TOP 5 1.  Channel is claiming more clicks that you can see 2.  Channel is claiming more conversion than you can see 3.  Your reports show impossible click through rates 4.  Adserver and publisher reports don’t match 5.  Agency claims I’ve reached more people than exist MOST COMMON MEASUREMENT PROBLEMSBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 87. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 88. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CLICKS THAN YOU CAN SEE 1.  Know your click attrition rates by channel 2.  Check site analytics is deployed correctly 3.  Confirm your page load times aren’t the problem 4.  Apply a URL suffix if you haven’t already 5.  Have your partners audit their URL’s to make sure they’ve used them 6.  Automate URL suffixes to prevent handling errors BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 89. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 90. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 1st Step - Basics •  Confirm that tags have only been deployed to the right pages. 2nd Step – Easy Best Practice •  Disregard your channel reports and start measuring performance through site analytics. •  Use an automated URL suffix to ensure that your site analytics tracks everything correctly and human error doesn’t limit your visibility. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 91. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 3rd Step – Slightly Technical •  Run page tests to make sure conversion tags fire in only the correct locations, and only fire once. 4th step – Advanced •  Start tracking all media through an integrated adserver, which will deduplicate conversions correctly. •  Set up an attribution model, and a data feed to suppliers DMP, then have them suppliers optimise to how you attribute conversions. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 92. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 93. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU IMPOSSIBLE CTR 1.  Re-export the tags from your 3rd party adserver 2.  Get the publisher to show you the code they implemented 3.  Confirm that the publisher has deployed them the right way around BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 94. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVER & PUBLISHER REPORTS DON’T MATCHBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 95. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVER & PUBLISHER REPORTS DON’T MATCH 1.  Get the publisher to show you the code they implemented 2.  Check to see if the code contains [timestamp] 3.  Have them replace the placeholder with a working timestamp macro BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 96. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH DUPLICATION DISPLAYSEARCH SOCIAL TARGET MARKET AGENCY CLAIMS I’VE REACHED MORE PEOPLE THAN EXISTBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 97. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 98. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 99. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 100. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 101. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 102. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 103. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 104. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT FRAMEWORKSBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 105. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT FRAMEWORK Plan •  Identify and engage key stakeholders for their requirements •  Define what data you want to collect by channel or asset •  Identify the right tools to collect the data you need Deploy •  Generate any needed code and specify how the tracking should be deployed •  Ensure that access to relevant tools is given to relevant stakeholders •  Assign responsibility for deployment to best person for the job Maintain •  Record measurement fault dates, causes and resolutions. •  Make sure all of your stakeholder and partners understand their responsibilities and consistently deliver what you need. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 106. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT FRAMEWORK Plan •  Identify and engage key stakeholders for their requirements •  Define what data you want to collect by channel or asset •  Identify the right tools to collect the data you need Deploy •  Generate any needed code and specify how the tracking should be deployed •  Ensure that access to relevant tools is given to relevant stakeholders •  Assign responsibility for deployment to best person for the job Maintain •  Record measurement fault dates, causes and resolutions. •  Make sure all of your stakeholder and partners understand their responsibilities and consistently deliver what you need. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 107. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT TOOLS CHANNEL MEASUREMENT TOOLS MAIN TOOL OWNER DEDUPES? SECONDARY TOOL OWNER DEDEUPES? WEBSITE BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 108. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 109. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 110. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KISS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 111. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHOOSING CHANNEL METRICS Performance Driven Cost Per Acquisition/Transaction Completed supporting outcome Rate of Clicks to Acquisition/Transaction Clicks to Supporting Outcome Transactional Avg. Basket Size Avg. Basket Revenue Avg. Basket Profit Delivery Driven     Daily/Weekly/Monthly Clicks/Traffic Sign Ups/Registrations New Biz Conversions Repeat Biz Conversions Transactional Total Revenue Total Profit Marketing ROI Insights Driven     Path to Purchase Avg. Frequency before $ Avg. Latency before $ Lifetime Customer Avg. Lifetime Revenue Avg. Lifetime Profit BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 112. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BEST PRACTICE •  Choose metrics that lead to the completion of a business or digital goal. •  Choose metrics common to & consistently present across all channels. •  Preferentially track metrics that your marketing efforts actually affect. •  Ensure your tools will let you deduplicated transactions or enquiries. •  Decide in advance how you will gauge ‘success’ for a metric. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
  • 113. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU COMPARISON METRICS A metric is a meaningless without a gauge of success, so always use a comparison metric. Common Comparison Metrics •  Result vs Target •  Result vs Benchmark •  Result vs Time –  Year on Year –  Period on Period BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU