Tracking Success: Omni-Channel! Jimmy Bogroff! Director Digital Strategy - Oregonian Media Group!

Transcription

1 1 Tracking Success: Omni-Channel! Jimmy Bogroff! Director Digital Strategy - Oregonian Media Group!

2 2 Consumer Behavior is Moving Fast! More moments are mobile The ubiquity of smartphones means that ZMOT is no longer defined by a single discrete moment ("when I open my laptop and search"). Instead, it s an integral part of the constantly connected consumer s entire day. Search is always accessible from anywhere, on any device and at any given time. In fact, approximately one-third of all CPG searches now originate from smartphones, according to Google Search data. As consumers behavior has evolved, so must the ways in which brands engage them. In today s always-connected, mobile-first world, how do you continue to win the Zero Moment of Truth?

3 ZMOT: How Consumers Make Purchase Decisions 3

4 Omni-Channel is Non-Linear 4 How Do You Use Each Channel? Social gather feedback about a brand, product or service, share experience Mobile find a location, call the business, purchase. Search reviews, research, purchase, discover locations. How Does Each Channel Find You? Print TV Outdoor Online

5 5 So How Do We Translate Success in a Multi-Channel World?

6 Start with What is Measurable: OFFLINE 6 Think about the ZMOT model and develop a way to track how each offline channel interacts with the consumer s digital experience. Basic tracking is as simple as measuring a lift in site traffic. WAYS TO BRIDGE THE GAP WHAT TO TRACK STRATEGY / CTA POTENTIAL OUTCOMES WHERE TRACKED? Vanity URL Lift in Site Traffic, Traffic Path Analytics Platform Landing Page Lift in Site Traffic Analytics Platform Coupons Conversions, In-Store Redemption Analytics Platform Call Tracking Directions, Visits, Conversions Call Tracking or Analytics Platform Promo Codes Conversions, In-Store Redemption Analytics Platform Search Volume Brand Volume Search Increase Ad Words, adcenter, Analytics Like Us Likes / Fans / Followers Social Platform (Facebook)

7 Start With What is Measurable: ONLINE 7 Each online channel works differently to influence consumer choice. Some, like SEO and SEM are heavy informational activities (research / knowledge). Others can be extremely transactional.. Caution: Mobile and SEM behavior can be both transactional (location, purchase) AND informational (research, site visit). STRATEGY / CTA POTENTIAL OUTCOMES WHERE TRACKED? Call Tracking Tap to Call, Map Call tracking platform, Analytics platform Conversions, Leads Tap to Map / Call, Form Fills, Analytics platform Traffic Acquisition Increased Site Traffic Site Logs, Analytics platform Shares / Likes / Video Views ALMOST EVERYTHING CAN BE - WHAT TO TRACK Increased Fans, Viral Distribution, Engagement, Video Views Social Platform, Social Analytics Tools, Plug-Ins, Platforms Downloads / Installs Coupon Downloads, App Installs In Store, Analytics Platform Site Engagement Time Spent, Bounce Rate, Page Depth, Pages / Session. Analytics Platform, Plug-Ins

8 Now an Opinion from Jimmy: QR CODES? - NO!!!!!! 8

9 More Thoughts on QR Codes: 9 QR Codes were a popular way for an offer to be accessed digitally. The URL is embedded in a QR code and a reader is installed, or access natively on the mobile device. The user scans to open the site. Why Not? 1. The User Experience Often Sucks o User is forced to install a QR Reader or Scanner if they don t already have a native scanner 2. Their Mobile Experience Sucks o o the click through or landing page is typically not responsive design or mobile optimized. Can also be hampered by connectivity issues spotty wi-fi, etc. 3. Placements can often be non-intuitive o o Bad: 2 nd floor billboard or outdoor signage. On a flyer or signage on a busy street.

10 PRINT + OUT OF HOME 10 Print + OOH Drive Mass Awareness Branding / Awareness Promotion / Coupon Redemption Typical online responses include: search, call direct site visit (recommend a dedicated LP / vanity url) Typical offline responses include: Location visit Coupon redemption (print) Note: Using a dedicated call tracking number you can also map the phone call to a conversion point to track online.

11 BROADCAST 11 Broadcast is often part of a multi-screen experience Branding Promotion / direct response Typical online responses to radio include: Interactive TVs can directly access the site Typically viewed in a multi-device setting, consumers could respond directly to the site, or with a search. Note: DVR, recorded TV is severely hampering viewability. Geo targeting is difficult.

12 RADIO 12 Radio Drives Recall, Repetition and Frequency Branding Promotion Typical online responses to radio include: search, direct site visit (recommend a dedicated / vanity url)

13 13 ONLINE DISPLAY Thoughts on Conversion Types: View Through ability to map somebody who has viewed the advertising to a later conversion. Weighted assigning a value to an online event that is not a direct conversion but influences the conversion process.

14 SLOW DOWN A SECOND DEVICES! 14 What Can Each Device Do? Mobile = Calls Mobile / Tablet = App Downloads When Do People Use Them? Desktop = Mon Fri, 8am to 6pm Mobile = Always nearby Tablet = Early and Late

15 DEVICE BEHAVIOR 15 When is the best time for you to reach your consumer? What device? What can they accomplish on this device? Source: OREGONLIVE 1 st Party Data, using Lotame Data Management Platform, Portland DMA Audience, last 30 days ending 9/21/14

16 MOBILE 16 Mobile Trends 55% of American adults have smartphones (Pew Research Center) 42% of American adults have tablets (Pew Research Center) Mobile usage has already surpassed Desktop, Apps > Desktop 47% of internet usage came from apps and 8% for mobile browsers (comscore January 2014) Note: Check your mobile consumer experience is your site mobile optimized (no pinch, no pull, no grab). If you ve got a high bounce rate or low page views per session you are in trouble!

17 SEM 17 Are you thinking about your Mobile SEM? Do you only focus on Google? Are you only tracking CTR? Organic ads Paid ads Great SEM takes the consumer experience into consideration. Focus beyond the click. What terms are converting? Careful with removing general or vanity terms (in competitive spaces where your brand is a general term). These introductory terms may not have been a conversion, but you may not have had that conversion without them! Consider multiple conversion types.

18 SEO 18 Organic ads Paid ads Do you know what good SEO looks like? Do you have your NAP consistent across directories? Pay close attention in your analytics to traffic spikes when running campaigns. Ask, what was the impact to your: o o Bounce rate New sessions / returning sessions Who s coming to your site? o o o Why? When? What devices?

19 SOCIAL 19 Is your strategy unique to each platform? What s your goal of being social? What is the VALUE TO THEM!? Each social channel has a unique audience target. Is it worth participating in this channel? This is about them, not you. 90% of the conversation should be educational, informational or entertaining, 10% sales / pitchy / promotional. How will a like, follow, share, etc, impact your business? Make time to LISTEN!

20 MAPPING OUT SUCCESS 20 What is Measurable? Downloads Time Spent Call Tracking Social Shares Likes / Fans Coupons Searches Tap to Map Sales Vanity URLs Analytics / Reporting

21 Start with Developing a Goal and an Offer 21 1 Goal: Increase Reservations 2 Offer: Stay and Play

22 Each Goal Can be Mapped and Recorded 22 1 Goal: 3 What is Measurable? Increase Reservations Downloads Time Spent Call Tracking Social Shares Likes / Fans Coupons Searches 2 Offer: Tap to Map Sales Stay and Play Vanity URLs 4 Analytics / Reporting

23 Establish How it Will be Measured 23 3 What is Measurable? 3 Calls 4 Dedicated Call Tracking # (by channel?) Downloads Time Spent Call Tracking Social Shares Likes / Fans Coupons Searches Searches SEM Campaign, Analytics Platform Tap to Map Sales Vanity URL / Dedicated LP Site Logs, Analytics Platform Vanity URLs Sales Track Conversions (#, $) Analytics Platform 4 Analytics / Reporting

24 Google Analytics Because It s FREE! 24 Set up goals and conversion points to understand which campaigns are driving valuable audiences. By medium monitor response & track conversions

25 Let s Connect the Wires! 25 The URL builder helps you add parameters to URLs you use in Custom Campaigns. When users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content

26 Analytics and Reporting 26 Google Analytics

27 Understanding Health Metrics 27 Set Goals by Channel and evaluate success by each channel: organic search, direct, paid search, referral, social, campaigns, etc. Evaluate how each acquisition channel performs: # of sessions % new sessions New users Bounce rate Pages / Session Average Session Duration

28 Do You Know What Good Looks Like? 28 There s no magic number. It is different for each effort. Make sure to establish a baseline. For example, If you are running an awareness campaign you should be seeing an increase in new users / new sessions, and you could see a corresponding increase in bounce rate.

29 Activity Time: Track Your Goals 29 3 What is Measurable? 3 4 Downloads Time Spent Call Tracking Social Shares Likes / Fans Coupons Searches Tap to Map Sales Vanity URLs 4 Analytics / Reporting

30 Thank you Jimmy Bogroff Director, Digital Strategy We look forward to growing our business partnership and working together toward your continued success 30