Tim – Coka Cola Head of Interactive Marketing -
Daughter = data (different language )
Context and process
Changing media landscape - we know people spend more time online – it’s a fact – people are spending more time online – and it’s trackball and this builds a long term relationship – before it was an envelope you got from a company and now it’s online.
The only thing companies measure properly is Profit - just try delivering your first Web Metrics presentation
ROI – for online ….we don’t have that figure OK….. but what’s your ROI for TV?........
Present data that execs have never before – marketers that have build sites - We have a lot of people building sites
Cokecola.com - common feel across all languages. Type in one url and it navigate
There’s a consistent brand message no matter where you are in the world - ie: in AU – you run promos on Criket and Beer, and yet there are unique differences in each market and yet there’s also common things we want to do in all markets
Scorecard Project Schedule
Phase 1 – Manual
KPI’s – Feb 06
Business Req – Phase 1 March 06
Engaged Web Trends – April 06
June 15th – Launch “Manual System” Pivot Table
Sept 15th – only finished the requirements
Nov 17th – a dashboard that is supposed to populate the scorecard automatically from the WebTrends data
Key Learning’s – Brand Management type of view
If you go online and have a lousy experience (can’t register, etc) it
Sources of knowledge for Education – a lot of knowledge -
Books – Eric Peterson, Jim Sterne etc,
Course- University of BC
WAA
Vendors
Engage your vendors and be candid
Ask for help early in the process
Admit the gaps in your knowledge
Understand what is available
Build a charter of what you want to know and measure and WRITE IT DOWN.
Pick a Vendor
Find an internal patron –or you will die
You need to find someone in the organization who believes in the merits of metrics and will provide you the resources
Coca Cola launched - a new site looked good but when KPI’s were established
Frequency Strategy
Penetration Strategy
Internal Alignment – people need as much data as they can get
Who is your target audience?
- Marketing, IT, Legal, Procrurement, Sales, etc
- Manager, VP, Exec
- Head Office
-
Give people the information they need
Example: Key Metrics
1. Number of People
2. Level of Activity (what they are doing – where are they spending their time)
3. Changes in brand health
4.
Biggest challenge – Moving the changes in the Brand Health measures in positive direction – the propensity to purchase increases (we believe that as Brand Managers). But online – is that really true?
Remember – Execs have a 30 second attention span.
You need to structure your data so you can Roll it Up and Roll it Down.
What are you lookin for
Registered users - Verizon -FairIssac
Visitors - Webtrends – (pageview)
Who are your data providers
Ok, we got all our KPI’s and got the data – where to we put it.
Pivot Table? (put FairIssac, Web Trends, Nielsen BuzzMetrics, Brand Health – B3, CRM – Yes Mail, Prize and Promotion)
If you go to the head EXEC with this ….it’s the KISS of DEATH
Dashboards – Take the data from the Pivot Table and put it in the Interactive Dashboard.
The Xcelcius spreadsheet was well received –
Talent – recruit carefully
Go to HR and they don’t understand what it is ….but we also we did not understand what we needed either …..
Technology Leaders -
Tagging – HTML vs. Flash
You need a tagging expert, make sure your identify them early
Example
Make sure you find someone who understands tagging
Build you internal distribution lists, very, very carefully – if you give too much info to EXECs –they will walk up to you and ask you “What’s THIS”?
KISS OF DEATH.
Rhino Hide = NO, NO, NO … Cant’ cater to everyone – if you do you will not be able to deliver your basic report.
Measurement and ROI – A critical metric
Cross Media Optimization - what is the ROI of each media?
You still must justify your investment in ONLINE – no matter what they tell you
Frequency – Awareness - two measurement visual chart – pretty neat
Unique Visitors - need to be linked to Registered Users
CRM – Volume – shorter promo – get the sales but lose the data
We only start collecting to data
Drive to site
Cross media optimization and ROI
Rex Briggs developed an ROI methodology for each Media
Talent … recruit.
Question: How do you measure Brand Health? - we took 3 questions and put it into the Pivot Table.
- We are looking for a registered user?
- Are you aware of Coca-Cola
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Question: How do you deal with consumer privacy when you gather data from different sources?
- Terms and conditions – when you sign up you agree
Question: Dashboards for your audiences = does it promote competition and encourages a lot of collaboration –
The interactive dashboards become a way for different parts of the company to know what is working in the company and what is not.
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