tag:www.econsultancy.com,2008:/topics/attribution Latest Attribution content from Econsultancy 2016-07-27T14:02:00+01:00 tag:www.econsultancy.com,2008:BlogPost/68102 2016-07-27T14:02:00+01:00 2016-07-27T14:02:00+01:00 Why there should be more plaudits for digital audits Chris Bishop <p>Those at the top of organisations don’t feel they have the strategic sweep to justify the time and effort required to commission them.</p> <p>Audits are viewed at times as a little “too tactical” or only done once every blue moon by agencies aiming to impress for your business, only to then collect dust on top of Econsultancy buyers guides print outs or even your old New Media Age magazines (<strong>Ed</strong>: We let this lie, but only to show we have a sense of humour).</p> <p>For the in-house Head of Ecommerce, requesting a digital audit might sound dangerously like a turkey voting for Christmas. </p> <h3>Are we selling audits wrongly?</h3> <p>Or is it the slightly cheesy marketing of website or marketing auditors themselves that is putting people off?</p> <p>All that tired ‘digital health check’ stuff might be the kind of foot in the door tactic that make brands feel suspicious of then giving access to their precious AdWords account, <a href="https://econsultancy.com/blog/67171-what-is-affiliate-marketing-why-do-you-need-it/">affiliate network</a> or analytics suite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7503/healthcheck.jpeg" alt="health check" width="275" height="183"></p> <h3>How important are digital audits anyway?</h3> <p>In reality, though, digital audits are absolutely vital. And third party objective auditing ensures that you’re not marking your own home work or ignoring long term problems.</p> <p>Proper auditing, UX testing and <a href="https://econsultancy.com/blog/67473-seven-conversion-rate-optimization-trends-to-take-advantage-of-in-2016/">CRO analysis</a> means you can elongate the lifetime and effectiveness of your website and digital media activity, in a way that can be done on any budget.</p> <p>Your digital real estate is often an expensive investment - you’ve got to maintain it properly to get results.</p> <h3>Regular servicing is vital</h3> <p>Think of that shiny new website you’ve just spent months developing as a new car you’ve just acquired.</p> <p>To start off with, it’s the envy of everyone who sees it. After-sales support is pretty good and you can see years of trouble free motoring ahead of you. Before you know it, though, your warranty is up and you’re on your own.</p> <p>As the car ages, small problems become big problems. It performs less effectively. You’re paying for petrol, but it’s becoming less and less economical to run. There are so many things going wrong with it you don’t know where to start. Eventually the car's value is so diminished you might as well scrap it and buy a new one.</p> <p>It’s the same with websites and digital marketing campaigns. They can’t be left to look after themselves – and even the mechanic themselves might need some fine tuning or training themselves.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7504/service-blog-flyer.jpg" alt="car service" width="380"></p> <h3>What a digital audit can do for you </h3> <p>Audits can show you how to balance your budget more effectively through action and prioritisation. They can identify common issues like plateaus in activity and drop offs in acquisition; all the elements that reduce profitability. </p> <h3>The Lessons of the Audit</h3> <p>Constantly learn, constantly improve, constantly trade! A timely and constructive audit will help you:</p> <ul> <li>Keep up to date with the latest channel trends - Google changes, new publishers in affiliate, new platform or techniques for social. </li> <li>Use competitor analysis to keep your enemies close! It’s crucial to analyse and understand market share/spend and its consequences for your brand. </li> <li>Help you (re)define your goals.</li> <li>Confirm your objectives or KPIs so you can measure success.</li> <li>Understand new opportunities.</li> <li>Benchmark improvements or conversely measure areas of decline.</li> <li>Ensure corporate compliance – its best practice to have someone external “rubber stamp” your activity.</li> <li>Encourage serendipity – the uncovering of that nugget of information that transforms your understanding and makes the commercial difference.</li> </ul> <h3>Should you take the plunge?</h3> <p>Regular and skilled digital auditing is a detailed and never ending task.  It can transform the effectiveness of your digital advertising, website and budget.  </p> <p>Is it sexy? It’s showing your website a lot of love and attention. It’s optimizing and maximizing your marketing profitability and performance. Sounds pretty sexy to me.</p> <p><em>More on auditing:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68031-answering-the-key-question-of-content-auditing-where-do-i-start/">Answering the key question of content auditing - where do I start?</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67914 2016-06-09T13:14:00+01:00 2016-06-09T13:14:00+01:00 Could 'incrementality' be key to freeing up digital ad budgets? Rachael Morris <p>However, new developments in programmatic have made it possible to directly credit sales to specific campaigns, leading to truly incremental advertising.</p> <p>So, how does an incrementality model work, and how can advertisers make the switch?</p><p>My <a href="https://econsultancy.com/blog/authors/rachael-morris/" target="_blank">previous posts</a> have talked about the advantages and disadvantages of the different ways we measure campaigns.</p> <p>So, I wanted to take a step back and talk about the point of all these forms of measurement - what are we actually trying to achieve?</p><p>The quote that gets pulled out most often on this is John Wanamaker's (“Half my advertising is wasted...”) and with good reason.</p> <p>It accurately describes the point of campaign measurement.</p> <p>We’re essentially trying to work out which parts of any campaign are having the most cost effective impact on an audience, so the overall campaign efficiency can be increased. </p> <h3><strong>Improving display measurement</strong></h3> <p>When agencies and advertisers look at measurement models and <a href="https://econsultancy.com/blog/66440-three-key-trends-from-our-marketing-attribution-briefing-digital-cream-2015/">attribution models</a>, they are (or should be) trying to find the fairest and most accurate way of sharing credit for the audience response, to allow them to improve the campaign plan over time. </p> <p>I previously highlighted some of the ways we can work to make traditional methods of measurement more accurate reflections of what is actually driving efficiency, but these are all just steps on the way to a better model.</p> <p><img src="https://assets.econsultancy.com/images/0007/5878/funnel.jpg" alt="" width="548" height="374"></p> <p>For instance, whilst post-visible conversions do discount those conversions that came from unseen ads, they don’t take into account the 'natural' baseline of people who would have bought the product anyway.</p><p>The next question then is <strong>what can be done about this? </strong></p> <p>How do we filter out those conversions that would have happened anyway, to make sure we aren’t optimising towards the cheap and easy conversions over and above genuine influence the campaigns are having on user behaviour?</p><p>This is a hot topic, often labelled 'incrementality'.</p> <p>There are already some attribution companies offering solutions and most clients we talk to are aiming to resolve it.</p> <p>So, why does incrementality still seem to be a problem? There are a few reasons:</p> <ul> <li>Not many companies offer it as a form of measurement, making it difficult for advertisers to find someone who can calculate this for them.</li> <li>It can be challenging to explain incrementality internally, particularly in large businesses that have traditionally favoured a more click-based approach.</li> <li>The most popular methods for measuring genuine campaign uplift are very inflexible, generally assessed quarterly, and are often not granular enough to make any real difference to your campaign.</li> </ul> <h3>How to measure incrementality </h3> <p>We started doing this a couple of years ago when a client asked us to help them prove the true value of display activity; they knew click-based attribution was undervaluing it, but felt that view-based attribution was overvaluing it.</p><p>Initially, we approached the challenge in a traditional way, comparing the performance of a charity ad to the performance of the branded display ad.</p> <p>This was when we first came across two problems with this way of measuring uplift.</p> <p>Firstly, it was very expensive - the client in question spent half their budget for the month on a banner promoting another company.</p> <p><img src="https://assets.econsultancy.com/images/0007/5879/budget.jpg" alt="" width="501" height="333"></p><p>The second problem came when looking at the data. It was clear that the biggest influence on the advert’s effect was whether it was viewed, and in any campaign there is a certain amount of non-viewable ads.</p> <p>Essentially, the unseen branded ads saw the same performance as the charity ads, while the branded ads that were visible had a much stronger response from customers.</p> <p>That led us to a new way of analysing results from that test, but also how we measured uplift from future tests.</p><p>So the method for measuring incrementality is basically the same as an <a href="https://econsultancy.com/blog/64417-horror-stories-how-to-avoid-an-a-b-testing-nightmare/">A:B test</a>, but easier and less expensive to carry out.</p> <p>By knowing unseen ads don’t affect user behaviour this gives us a control group who we've targeted but haven't seen the message.</p> <p>We compare the conversion rates of this group with the one that did see the ads. Any conversions over the ‘baseline’ of the control group are incremental, so must have been generated by the campaign.</p> <h3>Moving to an incremental model</h3> <p>We've been doing this for a few years, but it's yet to be widely adopted. So, as an advertiser interested in moving to measuring the incremental uplift of your campaign, what can you do?</p><p>The first step is to speak to your agency or partner to ask if they are tracking the viewability of your campaigns.</p> <p>Can they get data at a user level? If they can, they should be able to calculate incrementality for you.</p> <p>If they can’t get hold of the data required, it might be worth reviewing what you track currently and whether you can make changes to allow them to pick up the necessary data.</p><p>Changing the way display is measured and reported can be an upheaval. But, confidently attributing a portion of sales to display spend allows budget conversations to run more smoothly.</p> <p>Over the last year many of the advertisers we work with have found moving to incremental measurement crucial in getting internal buy-in for the value of advertising.</p> tag:www.econsultancy.com,2008:BlogPost/67892 2016-06-07T10:08:00+01:00 2016-06-07T10:08:00+01:00 Are marketers overspending on TV, display and even SEO? Ben Davis <h3>Planned spend in 2016 - mobile, web and paid social on top </h3> <p><a href="https://econsultancy.com/training/courses/social-media-paid-advertising/">Paid social</a> is definitely on the agenda in 2016, with nearly half of respondents set to increase spend.</p> <p>This is unsurprising, given these ad products use native units, trusted inventory and can target known users across devices.</p> <p>The reach of social networks and brands' long-standing publication of content here have made them attractive paid options both in terms of ease of adoption and effectiveness.</p> <p>Looking at this trend by country, UK respondents plan to increase spend on paid social more than any other nation (66%).</p> <p>At the other end of the scale, paid social has the least support in APAC (41% plan to increase spend).</p> <p>Social media is no doubt blurring the boundaries between paid, owned and earned media. Platforms are still changing rapidly and brands are continually adjusting strategies.</p> <p><img src="https://assets.econsultancy.com/images/0007/5450/Screen_Shot_2016-05-30_at_18.07.21.png" alt="media budgets index" width="615"></p> <h3>TV, display and even SEO see overspend</h3> <p>The table below shows channels that see underspend and overspend when taking into account customer dwell time.</p> <p>The figures compared are the percentage of respondents that ranked a particular channel in their top three for customer dwell time, versus the percentage of respondents who ranked the same channel in their top three budget priorities.</p> <ul> <li>Websites see underspend, prioritised by 56% of respondents despite 66% placing it in the top three channels for time spend.</li> <li>Surprisingly, printed media (25% vs. 31%) sees underspend, as does mobile (27% vs. 21%).</li> <li>Overspending is evident in TV (25% vs. 33%), display (14% vs. 20%) and very slighlty in SEO (13% vs 14%).</li> </ul> <p>Of course, time spent by users isn't the only variable that accounts for the effectiveness of a channel.</p> <p>However, 31% said time spent was the key variable that influences budget allocation and a further 36% said time spent is 'one of the variables' that influenced their media budget.</p> <p>Additionally, planned spending increases for many in 2016 for websites and mobile in particular, may tackle some of the perceived imbalance. However, the report in general does paint a picture of budgeting being out of kilter with engagement metrics.</p> <p>The majority of those allocating digital media spend are basing their decisions on incremental change from the previous budget depending on performance.</p> <p>While this is certainly a way of improving performance, it does build on assumptions that may be questioned by more solid insights such as more accurate <a href="https://econsultancy.com/reports/marketing-attribution-trends-briefing-digital-cream-london-2015/">attribution measurement.</a></p> <p><img src="https://assets.econsultancy.com/images/0007/5451/Screen_Shot_2016-05-30_at_19.40.46.png" alt="overspend and underspend" width="615"></p> <h3>Display is bottom of the pile when it comes to digital effectiveness </h3> <p>The chart below shows perceived effectiveness of media spend by channel. There aren't too many surprises, though it's interesting to see TV and POS out in front.</p> <p>Display advertising certainly seems to be the least effective digital channel. Though more termed it 'very effective' than did paid social, the total that viewed it as 'very effective' or 'quite effective' was 60% compared to 63% for paid social.</p> <p>Again, these results are caveated with the inability of many companies to attribute marketing success.</p> <p>When asked whether their organisation used attribution to measure marketing effectiveness, 34% of respondents said no and 22% said they didn't know or it wasn't relevant.</p> <p><img src="https://assets.econsultancy.com/images/0007/5453/Screen_Shot_2016-05-31_at_08.26.52.png" alt="effectiveness of channels" width="615" height="608"></p> <p>For many more findings, combined with desk research and insight from industry figures, subscribers can access the report below.</p> <p>The <a href="https://econsultancy.com/reports/media-budgets-index/">Media Budgets Index</a>, in association with Datalicious, comparing media budget allocation with media consumption.</p> tag:www.econsultancy.com,2008:BlogPost/67760 2016-04-20T11:32:57+01:00 2016-04-20T11:32:57+01:00 Search ads found to lift in-store sales: report Patricio Robles <p>As <a href="http://adage.com/article/cmo-strategy/chobani-yahoo-search-ads-lift-sales/303569/">reported by</a> AdAge, consumers who saw ads for Greek yogurt brand Chobani when searching for yogurt-related terms spent 9% more on Chobani than consumers who didn't see the company's ads.</p> <p>AdAge's Jessica Wohl explained that the test, which occurred in 2015:</p> <blockquote> <p>...could essentially match households from their use of the Yahoo search engine through to actual grocery store checkouts, going well beyond just tracking if someone clicked on an ad.</p> </blockquote> <p>According to Yahoo and NCS, the test methodology allowed for the search ad sales lift to be accurately tracked without interference from other factors, such as external marketing campaigns Chobani was running at the time.</p> <p>Perhaps most interestingly, Chobani found that purchases increased the more consumers were exposed to its search ads, and "once the campaign ended there was a dropoff."</p> <p>This suggests that, not surprisingly, a sustained search marketing campaign might be necessary to realize continued sales lift.</p> <h3>Advances in attribution</h3> <p><a href="https://econsultancy.com/blog/65459-what-is-marketing-attribution-and-why-do-you-need-it">Attribution</a> has been a hot topic for several years. For many brands, establishing a <a href="https://econsultancy.com/blog/10288-companies-struggling-to-perform-attribution-and-online-offline-measurement">connection between online ads and offline activity</a> is a real challenge.</p> <p>There are a <a href="https://econsultancy.com/blog/67038-11-ways-to-track-online-to-offline-conversions-and-vice-versa">number of techniques</a> that are commonly used, but many companies aren't <a href="https://econsultancy.com/blog/66354-customer-journey-tracking-joining-up-digital-and-offline-touchpoints">joining up digital and offline touchpoints</a>.  </p> <p>For CPG brands like Chobani, attribution is especially difficult, but the testing conducted by Yahoo and NCS demonstrates that it can be done.</p> <p>The pair say that they have performed eight to 10 similar tests and while they aren't able to reveal the details of those tests at the current time, the results are similarly impressive.</p> <p>According to Francine Faiella, the senior director of client consulting for NCS:</p> <blockquote> <p>Now that we've got a handful of measurements under our belt, we're starting to see some trends, and it's becoming clear that search advertising can be very effective.</p> </blockquote> <h3>The connection to viewability</h3> <p>Of course, the idea that exposure to search ads could benefit brands even when consumers don't click on them probably won't surprise marketers, many of whom for some time have recognized the importance of <a href="https://econsultancy.com/blog/67334-disproving-the-myth-about-display-clicks-conversions/">view-through conversions</a> in the display ad market.</p> <p>But as these effects are better quantified, it could influence how and where marketers spend money.</p> <p>While there is debate around <a href="https://econsultancy.com/blog/67632-why-chasing-after-100-viewability-makes-no-sense-for-advertisers">the importance of viewability</a> as a KPI, it's clear that ads will have limited impact if they can't be properly seen.</p> <p>And if search ads, which are less susceptible to viewability concerns than their display cousins, become established as potent drivers of view-through conversions, it could make search marketing strategy even more important to brands.</p> tag:www.econsultancy.com,2008:BlogPost/67726 2016-04-12T14:43:45+01:00 2016-04-12T14:43:45+01:00 SEO is more than just organic traffic: Are you taking all the credit you deserve? Ian Harris <p>Many in the industry still cling to the growth of organic as the metric to measure success but, while it’s still very important, we’re not measuring like for like when comparing with years gone by.</p> <p>So how are SEOs missing out on credit, and what else should they be looking at?</p> <h3><strong>Organic search has changed</strong></h3> <p>Traditionally, the way we judge the success of an SEO campaign is by the growth of the organic channel. In essence, the more visits and sessions that come through this channel, the better.</p> <p>While search has become more expansive, encompassing everything from <a href="https://econsultancy.com/training/courses/social-media-and-online-pr/">online PR to social</a>, this metric of success has remained constant. </p> <p>Put simply, though, this isn’t as simple a metric as it once was to judge success.</p> <p>By making technical changes to improve a website and producing engaging content, you can make sure your web presence gives off all the best signals to Google and hope that has a positive effect on organic traffic.</p> <p>However, as Google’s algorithm becomes more precise and complex upon how it analyses sites, it’s not a sure thing.</p> <p>Organic search is primarily about SERP rankings but, with new additions to results pages such as the carousel and answer box, good rankings aren’t the sole route to success.</p> <p><em>Google carousel</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3878/Google_carousel.png" alt="" width="793" height="512"></p> <p>For example, there’s evidence that the answer box – which scrapes content from ranking results – quite often doesn’t choose the top ranking site.</p> <p>So, even if the authority of your site means you’re not ranking as well as you could, Google could still recognise quality information and place you in the answer box.</p> <p>Conversely, you may be ranking well but may not be receiving the clickthrough rate that you once did if a competitor gets their content in the answer box.</p> <p>The importance of quality on-site copy has, therefore, never been more pressing. </p> <h3><strong>The boundary between organic and direct has blurred</strong></h3> <p>As the industry has naturally evolved it’s become more difficult to definitively attribute traffic to one channel or another.</p> <p>A number of factors, including improvements in browser technology, have meant that traffic that would once have been attributed as organic traffic is now being attributed as direct.</p> <p>Although technology is advanced in these fields, SEOs are still selling themselves short by just looking at organic when, as part of optimising organic, we can drive more traffic than we are often credited for.</p> <p>Groupon ran an experiment in 2014 in which it deindexed itself for a full six hours (not something we’d recommend trying!) to try and understand how users were truly getting to their site.</p> <p>By deindexing its website, Groupon removed the possibility of users finding their site through search.</p> <p>Users could still get to the page by entering the website URL in the address bar, for example, or if they had it saved in their bookmarks, but it allowed Groupon to look at how both direct and organic search was affected by it.</p> <p>Measuring its longer URLs (e.g. www.groupon.com/local/san-francisco/restaurants), the company saw that as organic traffic dropped to near zero after the change, direct traffic also dropped by 60%.</p> <p>This big chunk of what Groupon thought was direct traffic dropped as soon as the site was de-indexed. </p> <p>Indexing is purely for search purposes so that Google can crawl your site and offer you up in its SERPs.</p> <p>If this traffic disappeared, it could indicate a couple of things. While the problem could be metric based, for example, an issue with the website’s Google Analytics tracking, it could also be as a result of misattribution.</p> <p>One study isn’t evidence of an industry-wide problem, but it does highlight the need for SEOs to better understand and measure the true source of their website’s traffic.</p> <h3><strong>Browsers have become more advanced</strong></h3> <p>The way we search has changed and that’s partly due to the advancement of browsers. Modern browsers have evolved to look and work differently to their ancestors.</p> <p>In the past, when we were searching for something online, we would enter the address of a search engine and then search for the query or just search directly from the address bar.</p> <p>The search engine then delivered SERPs based on our query and we would click through to the relevant website.</p> <p>While that is still a common method users use to search, today, browsers may even suggest a URL from your history when you start typing a query in its address bar.</p> <p>If you click on this suggested URL, that traffic bypasses a search engine and is attributed as direct. Browsers such as Chrome or Safari are clever enough to now know what brand you’re searching for even after an incomplete search is entered.</p> <p>In both instances, this means that some traffic you once took previously took credit for as organic could now be recorded as direct traffic and therefore not reported on. </p> <p><em>Fig 1. Safari suggests a website</em><em> </em></p> <p><img src="https://assets.econsultancy.com/images/0007/3869/google_serps_1.png" alt="" width="302" height="532"></p> <p><em>Fig 2. Desktop chrome suggests relevant URLs from a user’s history based on a generic query</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3870/google_serps_2.png" alt="" width="825" height="159"></p> <h3><strong>Impact of mobile</strong></h3> <p>Mobile browser usage varies quite a lot compared to desktop. While Chrome and Safari still take up most of the market, Android’s own internet browser is used by around 11% of mobile users, and Firefox barely features at all.</p> <p>This is important as, even since improvements in the referral data from mobile visits, there’s still a lack of consistency.</p> <p>Some mobile applications often do not send referral data, so traffic almost always comes through as direct.</p> <p>For example, if a user clicks through to your site from a Google Maps app – an app which pulls data from the <a href="https://econsultancy.com/blog/64985-why-google-local-is-vital-for-offline-businesses/">Google My Business listings</a> you’ve optimised as part of your SEO strategy – then you’re probably not getting the credit for it.</p> <p><em>Fig 3. The Apple Maps app uses Yelp &amp; Apple Maps Connect to send traffic to a website, however, this is attributed as ‘direct’. </em></p> <p><em>Google Earth and the Google Maps app will also attribute this to ‘direct’.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3871/google_serps_3.png" alt="" width="298" height="530">  <img src="https://assets.econsultancy.com/images/0007/3872/google_serps_4.png" alt="" width="298" height="532"></p> <h3><strong>Apps taking organic traffic</strong></h3> <p>Another reason why we may see less organic traffic hitting a website is if a user has an app for the relevant site that appears in the SERP.</p> <p>Clicking the SERP listing can now direct users straight to the content ‘in-app’, without hitting the website at all.</p> <p>If you are solely responsible for sending users to a website, this will reduce the amount of traffic you’re seeing.</p> <h3><strong>Local listings and Yelp</strong></h3> <p>Local listings are vital to businesses with physical premises, especially those who rely on local trade.</p> <p>The people nearest to you are most likely to use your services, so making sure you’re being exposed to this audience is vital.</p> <p>However, they can also be of great benefit to your SEO strategy.</p> <p>The <a href="https://econsultancy.com/blog/66574-10-essentials-for-local-seo-success/">most important part of local listings</a> is that you have standardised, consistent details about your business across the web, particularly the name, address and phone number (NAP details) – specifically in your Google My Business account.</p> <p>The details you put in are dragged through to Google SERPs with local listings and Google Maps / Google Earth so they need to be correct.</p> <p>Your business listing will be more trusted, and rank better if Google can see that the NAP details are consistent across a number of aggregators.</p> <p>So, it’s for that reason that many SEOs undertake a task of adding consistent listings on platforms such as Yelp.</p> <p><em>Fig 4. Yelp, a local search engine or a social platform?</em> </p> <p><img src="https://assets.econsultancy.com/images/0007/3873/Yelp_screenshot.png" alt="" width="887" height="265"></p> <p>This issue here is that by creating and optimising this listing (initially to boost their organic local presence), many SEOs neglect to take credit for the relevant traffic that these places can drive.</p> <p>Yelp, for example, has around 150m unique users per month. While it is technically classed as a social platform by Google Analytics (by default, this can be reconfigured), it has many of the same features as a ‘local search engine'. </p> <p>We also have various changes that Google has made in recent years to the layout in mobile SERPs.</p> <p>Currently, the ‘local pack’ doesn’t have an immediate website click-through option unless the listing is expanded.</p> <p>The main action you’re encouraged to do <a href="https://econsultancy.com/blog/64395-google-click-to-call-used-by-more-than-40-of-mobile-searchers/">is click-to-call</a>, an action that will bypass the website (and any <a href="https://econsultancy.com/blog/67206-why-call-tracking-is-vital-for-accurate-attribution-modelling/">call tracking</a>), thus SEOs may neglect to take credit for that call.</p> <p><em>Fig 5. A mobile SERP for the term ‘sheds’, showing click to call option in the ‘local pack’</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3875/local_listings.png" alt="" width="367" height="653"></p> <p>There currently isn’t any robust way of understanding what traffic the My Business listing brings via analytics, but you can regularly share the reports dashboard provided in the platform to highlight your work.</p> <h3><strong>Google isn’t the only map</strong></h3> <p>Google Maps is a great tool, but it’s also not the only tool out there. Apple Maps, while still lagging behind Google Maps, has the advantage of being pre-loaded on millions of new iPhones.</p> <p>The rival to Google Maps uses a number of sites to pull through its data, but you can be sure it will pull your Yelp business listing so you need to make sure they are optimised.</p> <p>You can also add/manage your listing via ‘Maps Connect’. As with Google Maps, traffic from Apple Maps generally is attributed as direct.</p> <p>This means that even if you’ve optimised your listings you’re not getting the credit through those precious organic search listings.   </p> <h3><strong>In summary...</strong></h3> <p>We can compartmentalise different aspects of search into organic and paid channels but the end goal is the same: impressions, clicks and, ultimately, conversions.</p> <p>Instead of splitting our departmental efforts into individual channels, we need to realise that search has changed.</p> <p>The organic channel is still an important metric to measure success, but there is so much more to showing the true value that your endeavours as an SEO brings.</p> <p>Taking a narrow view of ‘solely measuring success via improvements to the organic channel’ is neglecting the wider value of your digital marketing endeavours.</p> <p>The key to all of this is data is simple: make sure you know where to get all the information that shows the value you’re providing and take credit for it.</p> <p>Send your client or managers reports from your My Business account, Apple Maps Connect and try to understand the organic influence on direct, Yelp and others.</p> <p>Include referral traffic data from links and listings that you created and app analytics data with organic as the source.</p> <p>Look at all the work you do across your campaigns and provide examples and data to show the full effect your work is having.</p> tag:www.econsultancy.com,2008:BlogPost/67681 2016-03-30T14:56:00+01:00 2016-03-30T14:56:00+01:00 Can cross-channel marketing save the Next catalogue? Matthew Kelleher <h3>Catalogues on the wane?</h3> <p>It’s not the shift from offline to digital that is the stand out issue here, which remains a constant now as it has done for many years (although the shift in buying patterns detailed by Next in their annual review, from offline to online to mobile, is very significant).</p> <p>What is momentus is that the Next catalogue, one of the pillars of Next’s long term success along with Directory and its credit services, as well as being one of the icons of the catalogue market, is on the wane.</p> <p>Of course it is not just Next who are questioning the role of the catalogue in the digital era, many retailers I speak to are struggling to understand both the strategic role of a catalogue in the evolving marketing mix and its value in a multi-channel world.</p> <p><img src="https://assets.econsultancy.com/images/0007/3440/Screen_Shot_2016-03-30_at_14.45.07.png" alt="next catalogue" width="615"></p> <h3>Is the catalogue's value to other channels truly known?</h3> <p>Customer behaviour continues to change and, critically, traditional measurement of channel performance no longer provides accurate understanding of channel performance.</p> <p><a href="https://econsultancy.com/blog/66440-three-key-trends-from-our-marketing-attribution-briefing-digital-cream-2015/">Attribution modelling</a>, if it is being applied, is stymied by the inability to accurately view customers across the great divide between off and online marketing.</p> <p>The convergence of traditional and digital marketing and the rise of cross-channel marketing have been well predicted, for instance <a href="https://econsultancy.com/blog/65990-three-digital-marketing-mega-trends-for-2015/">by Ashley Friedlein</a> here on Econsultancy. The travails of the Next catalogue are a salient reminder of this trend.</p> <p>Retailers operating without cross-channel tracking and genuinely-<a href="https://econsultancy.com/blog/66316-how-are-organisations-integrating-the-single-customer-view">single customer views </a>cannot see what role the catalogue plays in generating, for instances, footfall in store or browsing activity online.</p> <p>The catalogue is therefore operating marooned in its own silo, judged only by its direct response results which, we all know, are declining across the board.</p> <h3>Enhancing attribution models</h3> <p>The solution for retailers facing these issues is to move onto the next generation of cross-channel single customer view database that use cross-channel tracking and customer identification software.</p> <p>Retailers need to know when they send a catalogue who browses, who is driven in store and who is price checking on a mobile device.</p> <p>In this fashion attribution models are enhanced, customer journeys effectively tracked and channel value properly understood. There is also the added benefit, probably the most valuable, of integrating the catalogue into the digital channels.</p> <p>Retailers practising cross-channel marketing in this fashion can serve relevant content to individuals launched on their journey by the catalogue as they arrive at the next stage on their journey, for instance when they arrive at the website or when they interact with an email, delivering an ‘omnichannel’ message and guiding them along the path to conversion.</p> <p><em>A mid-'90s Next Directory (<a href="http://www.ebay.co.uk/itm/Next-Directory-Catalogue-No-10-Autumn-Winter-1992-/281975932968">via eBay</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3441/Screen_Shot_2016-03-30_at_14.53.28.png" alt="early next directory" width="615"></p> <h3>Confidence in catalogues can only come from a single customer view</h3> <p>I’m also intrigued by the phraseology used by The Telegraph – “for customers who don’t want them”. This refers to the Next press release's ‘Catalogues and Marketing’ review.</p> <p>Next has been a leader in using segmentation and analytics to drive their catalogue and direct mail for many years, but reading between the lines, as the Telegraph is doing, the Next hierarchy is losing confidence and switching spend.</p> <p>Any retailer facing a similar challenge needs a cross-channel single customer view to open the door to a wealth of online generated data that would bolster a shift to Predictive Analytical approaches. The days of offline marketers dismissing and ignoring multi-channel behavioural data as ‘clickstream’ have to be nearing an end.</p> <p>The development of cross-channel tracking software and single customer views will lead retailers not only to greater understanding of the role of the catalogue but will also create additional customer value.</p> <p>Not only will retailers be able to more accurately tie online customers together with offline, showing the true value of a single customer, but it will drive increased value through better decision making at a customer level.</p> <p>That means more accurate personalisation and a greater probability to retain a customer in a world where brand loyalty is an increasingly rare commodity.</p> tag:www.econsultancy.com,2008:BlogPost/67680 2016-03-29T14:04:00+01:00 2016-03-29T14:04:00+01:00 Cross-device measurement: what to look for in a solution James Collins <h3>We have the technology</h3> <p>I am reminded of Steve Austin, the astronaut from the popular 1970s TV series, The Six Million Dollar Man. His team set out to “rebuild” him, using the latest technology to design the first bionic man.</p> <p>Similarly, the technology exists to connect user journeys across screens – desktop, mobile, tablet, connected TVs and others. Through a <a href="https://econsultancy.com/blog/67110-what-does-the-rollout-of-google-cross-device-conversions-mean-for-marketers">cross-device tracking</a> solution, we have the technology to fix broken user journeys and ultimately improve the conversation between brands and consumers.</p> <p><img src="https://assets.econsultancy.com/images/0007/3390/six.jpeg" alt="six million dollar man" width="225" height="225"></p> <h3>Shopping for a Solution</h3> <p>To truly understand consumer behavior, you need to identify the role different devices play in the customer journey. I have compiled a “buyer’s guide” of five things you should consider when choosing a cross-device measurement solution.</p> <p><strong>1. Look for any joins you already have</strong></p> <p>Most businesses are sitting on piles of first party data; the first step to understanding the customer journey is to look inwards and see what you already have.</p> <p>It is likely that you will have lots of chances to join data within your organisation. Your customer database is a great source and a natural place to start. The solution you choose should be able to integrate this data and build from there. </p> <p><strong>2. Look for ways to enhance the data </strong></p> <p>Work with your measurement provider to add to your current data set.</p> <p>Your solution should allow for importing any <a href="https://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data">first party data </a>where a user provides information that is consistent across devices, like an email address, customer ID or login. Of course, PII data (personally identifiable information) must be hashed and encrypted to safeguard users’ privacy at all times. </p> <p>Your provider should be able to create deterministic joins based on first party data collected and joined. Keep in mind, you are not going to get every match right – no data is 100% accurate.</p> <p>Even with deterministic first party data, there are circumstances that make the data less accurate, such as when multiple people use the same machine or when households share an email address.  </p> <p><strong>3. If you can’t find them, buy them</strong></p> <p>Your data can only get you so far. What about those who are visiting your site on their mobile or tablet for the first time, who you have yet to identify?</p> <p>Whether your provider buys the data or creates it themselves, this is where probabilistic joining comes in. Probabilistic identification involves ‘fingerprinting’ devices using a variety of attributes, such as number of cookies stored, device IDs, public data such as IP addresses and behavioural data (geographic location and movement of devices geographically across time).</p> <p>All of these factors are combined to connect disparate devices to the same user.</p> <p><img src="https://assets.econsultancy.com/images/0007/3391/print.jpg" alt="fingerprint" width="250" height="234"> </p> <p><strong>4. Use deterministic joins to increase confidence in probabilistic data </strong></p> <p>Probabilistic device joining is often very accurate, but since the process employs algorithms, analysis and probabilities to match devices there will always be a degree of inaccuracy. The ‘accurate’ deterministic data can be used to validate the joins made by the probabilistic approach.</p> <p>For example, take a user who’s identified themselves on two devices – has the probabilistic data also matched the same devices, or is it saying something completely different; then repeat this process as required. A cross-device solution provider should be able to provide the degree of accuracy for the data they have joined.  </p> <p><strong>5. Use the data to take action </strong></p> <p>Similar to painting a room, the hard work is done before you actually put fresh paint on the walls. It is in the prep, the patching and the priming that makes a newly painted room shine.</p> <p>Now that you have done the work to create the joins, you can look at all of your marketing performance and use the insights to enhance your marketing. </p> <h3>A smarter abandoned basket campaign</h3> <p>Cross-device data can be used to improve marketing effectiveness and efficiency in many ways. One example is when managing <a href="https://econsultancy.com/blog/67534-from-checkout-to-conversion-how-to-prevent-basket-abandonment">abandoned basket </a>campaigns – when a customer adds items to their online basket but does not place an order.</p> <p>A problem arises when customers are targeted with email reminders based on shopping cart abandonment on a single device. This strategy does not take into consideration real user behaviour – shopping and browsing on tablet or mobile, but making a purchase on desktop, or vice versa.</p> <p>Without a view across devices marketers are unable to see if people have actually converted, and ultimately this can result in a poor experience.   </p> <p>To be successful at targeting users who have left items in their online basket, you need a solution that captures and joins behaviour across all screens, enabling you to send relevant and timely emails to re-engage consumers. By using this insight, brands can make their emails more effective and ensure they don’t retarget customers with products they have already bought. </p> <h3>A Smart Solution for your Business</h3> <p>Marketers need to understand their customers’ cross-device journeys and through harnessing this information they can develop smarter marketing campaigns.</p> <p>When working with a cross-device solution provider, each business should strive to use their data in a pragmatic way, understanding the value that will be gained from creating this joined up view.</p> tag:www.econsultancy.com,2008:BlogPost/67654 2016-03-16T14:25:45+00:00 2016-03-16T14:25:45+00:00 Google courts enterprise marketers with launch of Analytics 360 Suite Patricio Robles <p>To do all of this, the search giant has combined six products into a single platform:</p> <ul> <li> <strong>Audience Center 360</strong>, a <a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising">data management platform</a> (DMP).</li> <li> <strong>Optimize 360</strong>, a website testing and personalization solution.</li> <li> <strong>Data Studio 360</strong>, a data and visualization tool that can be used to analyze data collected by all of the Google Analytics 360 products.</li> <li> <strong>Tag Manager 360</strong>, which is based on Google's existing tag management solution.</li> <li> <strong>Analytics 360</strong>, the professional analytics solution that Google previously offered under the name GA Premium.</li> <li> <strong>Attribution 360</strong>, an attribution platform that marketers can use to evaluate the performance of their campaigns across channels.</li> </ul> <p>Google says that Analytics 360 Suite has been several years in the making, and was developed based on feedback it received from enterprise marketers, many of whom complained that their existing marketing analytics tools were not meeting their needs.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3052/blog_images__62_-blog-flyer.png" alt="" width="470" height="392"></p> <h3>Integration, integration, integration</h3> <p>Google believes it is delivering on those needs, and early customers like L'Oreal Canada, which says it has doubled anticipated revenue with Google's new offering, are already singing Analytics 360 Suite's praises.</p> <p><iframe src="https://www.youtube.com/embed/ETGsJfYb-gw?wmode=transparent" width="560" height="315"></iframe></p> <p><strong>But Google's secret sauce might not be breadth or depth, but rather integration.</strong></p> <p>Audience Center 360 offers native integration with DoubleClick and over 50 third-party data providers.</p> <p>Tag Manager 360 plays nicely with a variety of third-party vendors, including Turn, comScore, Criteo and Marin Software.</p> <p>Attribution 360 is capable of distributing data to DSPs and <a href="https://econsultancy.com/reports/rtb-buyers-guide/">RTBs</a>, can pull in data automatically from DoubleClick Campaign Manager, and offers an Offline Conversion Connector to help marketers attribute in-store sales to digital campaigns.</p> <p>Analytics 360 works with all Google ad products, and can be used to create remarketing lists that are automatically available in AdWords and DoubleClick Bid Manager.</p> <p>Because many marketers are already so heavily invested in Google's ad-related services, all of the integrations Analytics 360 Suite offers could give Google an edge when trying to win over marketers who are currently using competing solutions from a variety of vendors, some of whom only provide one or two of the functions in Analytics 360 Suite.</p> <p>That makes Analytics 360 Suite a threat to many companies, including Adobe, which offers a DMP, Adobe Audience Manager, and Tableau, which offers a business intelligence data visualization solution.</p> <p>Analytics 360 Suite likely won't be cheap – reports suggest pricing will be in the six-figure range – but if Google can lure enough enterprise customers with a one-stop shop proposition, it could prove to be one of Google's most important product launches in some time.</p> tag:www.econsultancy.com,2008:BlogPost/67632 2016-03-11T15:02:30+00:00 2016-03-11T15:02:30+00:00 Why chasing after 100% viewability makes no sense for advertisers Rachael Morris <p>If you're a brand advertiser this make total sense, as viewability is a great proxy for quality inventory. However for a performance campaign, total viewability as a goal is neither logical nor effective.</p> <p>Well-meaning supporters of viewability KPIs might partly base their argument on the correct belief that post-click measurement models don’t show correlation between clicks and conversions (as my previous <a href="https://econsultancy.com/blog/67334-disproving-the-myth-about-display-clicks-conversions/" target="_blank">display click myth</a> article demonstrates).</p> <p>Similarly, post-impression attribution - which has been suggested as an alternative - has major problems.</p> <p>It's not sensible to infer a link between impressions and behaviour regardless of whether or not that ad was in view at any point.</p> <p>So viewability sounds like the answer. After all, no one should be denying that viewability correlates considerably more strongly with conversions than clicks do.</p> <p>Should we all be moving away from cost per acquisition (or CPA) as a KPI and focusing on the percentage of ads seen?</p> <h3><strong>The flaw in this thinking</strong></h3> <p>Well, this is where viewability can run into problems. Although higher viewability correlates with a higher conversion rate, it doesn’t necessarily correlate with a lower CPA.</p> <p>Inventory with high levels of viewability, the kind of inventory a percentage viewability target would lead you to optimise towards, tends to be more expensive than inventory with lower viewability rates, leading CPAs to be higher on the better quality inventory, especially if using a post impression or post click attribution model.</p> <p>For most advertisers, this simply isn’t an option - viewability is not cost-effective enough as a KPI.</p> <p>You can see from the example below the impact that optimising to viewability can have on the cost of the inventory:</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/resized/0007/2806/visibility_versus_cpm_-_rm-blog-flyer.png" alt="Figure 1. Buying more visible inventory increases CPMs" width="470" height="279"></p> <h3><strong>What’s the solution?</strong></h3> <p>It can feel like we are floating between KPIs, none of which give the client what they are actually looking for.</p> <p>They're looking for a reliable way to identify which activity is actually increasing their return on investment (ROI) and which activity is simply ‘cookie-bombing’, piggy-backing off other marketing work.</p> <p>A good interim measure is the post-viewable-impression CPA.</p> <p>While it’s not perfect - it doesn’t prove intent and isn’t currently supported by <a href="https://www.doubleclickbygoogle.com/en-gb/solutions/digital-marketing/campaign-manager/">DCM</a>, Google’s adserver and the most popular adserver across the industry - it offers a middle ground between post impression and post click, not attributing conversions to impressions that went unseen, but still avoiding the skew towards poor inventory prompted by a post-click CPA.</p> <p>The above graph is a good example of how this can affect performance. A client asked us to work on a metric that would value display more accurately than the post-impression and post-click models we had previously used with them.</p> <p>After identifying the impact of viewable frequency on conversion rates, we suggested moving to a viewability goal for the campaign.</p> <p>While this did improve our overall conversion rates, it also increased CPMs by 196%, effectively counteracting the impact of the increased conversion rates.</p> <p>As a result, we suggested moving to a post-viewable-impression CPA model.</p> <p>This resulted in a drop in overall viewability (almost back to the levels we saw before changing KPI), but a corresponding drop in post-viewable-impression CPA, which had been extremely high before the move in KPI: </p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/resized/0007/2808/visibility_versus_pvis_cpa_-_rm-blog-flyer.png" alt="Figure 2. Dropping visibility can lower CPAs" width="470" height="282"></p> <p>This, essentially, is the advantage of a post-viewable CPA: by attaching a cost metric to the KPI, it avoids the inflated CPMs you often see when optimising purely to viewability, allowing advertisers to work to a metric that reflects their commercial reality.</p> <p>So instead of challenging your media buyer to only buy highly viewable impressions, your goal should be to prioritise a KPI which actually delivers a real return from your performance campaigns, rather than a well-meaning, but perhaps ineffective, KPI that purely values viewability.</p> tag:www.econsultancy.com,2008:BlogPost/67347 2016-01-04T10:58:24+00:00 2016-01-04T10:58:24+00:00 50+ joyous digital stats from 2015's Festival of Marketing Ben Davis <h3>The value of advocacy</h3> <p style="font-weight: normal;">O2 spoke at the Festival and gave some interesting stats on the impact of a highly satisfied customer, worth up to 4.5 times more than a dissatisfied one.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0259/Screen_Shot_2015-12-22_at_11.38.16.png" alt="o2 customer advocacy" width="615"></p> <h3>Data strategy at The Guardian</h3> <p>The Guardian told us:</p> <ul> <li>Signed-in users make up 1% of users.</li> <li>They punch above their weight – 20 times more valuable.</li> <li>571% (!!) more sessions per user.</li> <li>59% more page views per session.</li> </ul> <p>The publisher cited Deloitte research; people who believe that companies tell them how their personal data is used are more likely to be confident that companies handle, share and use their data to deliver personal benefits.</p> <p>As demonstrated by the graphic below. <a href="https://www.theguardian.com/info/video/2014/nov/03/why-your-data-matters-to-us-video">See this video</a> for The Guardian's data promise to its readers.</p> <p><img src="https://assets.econsultancy.com/images/0007/0250/Screen_Shot_2015-12-22_at_10.27.50.png" alt="data trust" width="615"></p> <h3>Email volume at The Guardian</h3> <p><a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix/">RFM</a> and propensity modelling at The Guardian to optimise email communications has had dramatic results; a 24% reduction in subscriptions churn over two years.</p> <p>Dedicated resource for email has evolved The Guardian's strategy and improved conversion.</p> <ul> <li>Email volumes have increased by 56%.</li> <li>Total email opens increased by 110% for editorial emails and 32% for commercial emails.</li> <li>Unique click-throughs have increased by 50% whilst unsubscribe rates have remained low.</li> <li>Editorial traffic attributed to email increased by 150% since August 2013.</li> <li>Editorial email sign ups increased by 100% year-on-year.</li> <li>Revenues from commercial emails have increased by 100% year-on-year.</li> </ul> <h3>Multi-touch attribution</h3> <p style="font-weight: normal;">Datalicious gave us a talk on <a href="https://econsultancy.com/blog/65459-what-is-marketing-attribution-and-why-do-you-need-it/">attribution</a>, with the following charts catching my eye.</p> <p style="font-weight: normal;">The first shows how last touch attribution undervalues certain media channels (with Facebook notably jumping 911% in delivered revenue, when switching to multi-touch attribution).</p> <p style="font-weight: normal;">The second chart shows how companies and agencies have adjusted their spending accordingly.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0257/Screen_Shot_2015-12-22_at_11.01.35.png" alt="attribution roav" width="615"></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0258/Screen_Shot_2015-12-22_at_11.09.22.png" alt="which channels seen more investment" width="615"></p> <h3>Music in marketing</h3> <p>Cord, an agency specialising in 'music-first marketing', laid out why music can play such an integral role for campaigns and brands.</p> <ul> <li>'Music' was the most searched YouTube term in 2014.</li> <li>27 out of the 30 most viewed YouTube videos of all time are music.</li> <li>Of 4bn YouTube views every day, 38% of them are music videos.</li> </ul> <h3>External influences on email</h3> <p style="font-weight: normal;">Return Path delivered some excellent charts showing its own data for the affect of external factors on email response.</p> <p style="font-weight: normal;"><em>At lower temperatures, more casual dining emails are read, and less are marked as spam ("cold make hungry").</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0255/Screen_Shot_2015-12-22_at_10.36.25.png" alt="impact of temp on casual dining" width="615"></p> <p style="font-weight: normal;"><em>Earnings per hour sees a positive correlation with unique open rate (via Experian).</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0253/Screen_Shot_2015-12-22_at_10.38.40.png" alt="earnings effect on email" width="615"></p> <p style="font-weight: normal;"><em>And external events such as a London Tube strike can dramatically increase open rates.</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0252/Screen_Shot_2015-12-22_at_10.40.12.png" alt="tube strikes effect on email opens" width="615"></p> <h3>The rise of mobile</h3> <p>Silverpop discussed how best to <a href="https://econsultancy.com/blog/66081-responsive-web-design-15-of-the-best-sites-from-2014/">design for mobile</a> across email and ecommerce, with 53% of emails opened on mobile devices (Litmus, January 2015).</p> <p>The following charts showed how mobile is impacting sales and how the landscape differs across international markets.</p> <p>Mobile sales and traffic are significantly higher (as a proportion of the total) in UK compared to US, Australia and mainland Europe (note, this definition of mobile includes tablet).</p> <p>Mobile conversion differs wildly across countries, at its lowest in Australia (&lt;1%).</p> <p><img src="https://assets.econsultancy.com/images/0007/0248/Screen_Shot_2015-12-22_at_09.59.33.png" alt="mobile sales and traffic" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0007/0247/Screen_Shot_2015-12-22_at_09.59.43.png" alt="mobile conversion by country" width="615"></p> <h3>Visual social media</h3> <p>SYSOMOS discussed the importance of the visual on social media. </p> <ul> <li>At least 2bn images are shared on social media every single day.</li> <li>80m a day on Instagram alone.</li> <li>Photos on Facebook get an 87% interaction rate compared to under 4% for all other content types.</li> </ul> <h3>The decline of print</h3> <p>The Media Briefing selected a few charts to drive home media change even further.</p> <p>In case you're wondering, 'national morning quality' is another way of saying 'broadsheets'.</p> <p>As you can see below, circulation is decreasing for broadsheets, even if not as quickly as the overall average.</p> <p><img src="https://assets.econsultancy.com/images/0007/0189/Screen_Shot_2015-12-19_at_19.43.34.png" alt="newspaper circ" width="615"></p> <p><em>And it's all down to this, the smartphone rising from most important internet device for 15% of people in 2013 to 33% in 2015 (UK figures).</em></p> <p><img src="https://assets.econsultancy.com/images/0007/0190/Screen_Shot_2015-12-19_at_19.44.40.png" alt="device used for internet" width="615"></p> <h3>Building a bank's brand</h3> <p>TSB gave us the lowdown on its brand launch and evolution, based on challenging industry malpractice, branded borrowing and service platforms, <a href="https://econsultancy.com/blog/67107-five-digital-organisations-with-a-transparent-company-culture/">radical transparency</a>, local social enterprises, branches, reduced CEO pay, and making all staff partners.</p> <p>The rebrand targeted the so-called 'boom loop', focusing on advocacy, mutual benefit and loyalty.</p> <p>As you can see from the Net Promoter Scores on the second chart below, this approach paid dividends in a climate where many distrust bankers.</p> <p><img src="https://assets.econsultancy.com/images/0007/0211/Screen_Shot_2015-12-21_at_10.11.43.png" alt="doom loop vs boom loop" width="615"></p> <p><strong><img src="https://assets.econsultancy.com/images/resized/0007/0210/screen_shot_2015-12-21_at_10.04.28-blog-flyer.png" alt="tsb nps" width="470" height="251"></strong></p> <h3>Gamification in food and drink</h3> <p>Silverpoint was an interactive game developed by Absolut Vodka and involving Punchdrunk theatre company.</p> <p>A mobile game inspired by Andy Warhol's Silverpoint sketches was developed to promote a limted edition Warhol bottle of Absolut.</p> <p>The game encouraged users to visit real-life locations to earn more points (Absolut stockists, surprise surprise).</p> <p>Fans of the experience were harnessed through Facebook, and teaser content was delivered to influencers.</p> <p><img src="https://assets.econsultancy.com/images/0007/0206/Screen_Shot_2015-12-21_at_09.06.44.png" alt="absolut silverpoint" width="200"> <img src="https://assets.econsultancy.com/images/0007/0204/Screen_Shot_2015-12-21_at_09.07.38.png" alt="absolut silverpoint" width="200"> <img src="https://assets.econsultancy.com/images/0007/0205/Screen_Shot_2015-12-21_at_09.07.11.png" alt="absolut silverpoint" width="200"></p> <p>The final campaign metrics read as follows:</p> <ul> <li>22,000 downloads.</li> <li>13,000 players.</li> <li>2.5 hours average gameplay.</li> <li>5,000 cocktail brand-in-hand moments over the fortnight.</li> <li>Over 60% said Silverpoint had positviely impacted brand perception.</li> <li>Over 50% would recommend to friends as a result.</li> </ul> <h3>Viral travel campaigns</h3> <p>A not-for-profit that promotes London (funded by the Mayor and commercial partners), London &amp; Partners aims to attract investors and visitors to the city.</p> <p>In the last four years, its success has been significant.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0208/Screen_Shot_2015-12-21_at_09.37.34.png" alt="london and partners" width="207">  <img src="https://assets.econsultancy.com/images/0007/0207/Screen_Shot_2015-12-21_at_09.38.16.png" alt="london and partners" width="207"></p> <p style="font-weight: normal;">Part of this success was down to its <a href="http://www.visitlondon.com/guest">Guest of Honour campaign</a>, which gave away a London trip-of-a-lifetime (raising London Bridge, visiting the Science Museum with Stephen Hawking, Wimbledon with Tim Henman etc.).</p> <p style="font-weight: normal;">You can see the best-of highlights in the video below. The numbers generated were staggering.</p> <ul> <li>300m campaign reach.</li> <li>27m video views.</li> <li>£5.6m value of media coverage.</li> <li>2.4m site visits.</li> <li>1.8m unique users.</li> <li>749,000 competition entries.</li> <li>189,000 new registrations.</li> <li>1,500 articles across 42 countries.</li> <li>68% reach amongst UK adults.</li> </ul> <p><iframe src="https://www.youtube.com/embed/h8igSKTvdV4?wmode=transparent" width="560" height="315"></iframe></p> <h3>Content marketing in finance</h3> <p style="font-weight: normal;">LV.com's 'Take Heart' campaign was a 2014 post-budget effort to inform customers of how changes would affect them (particularly annuities).</p> <p style="font-weight: normal;">The 'Take Heart' microsite (pictured below) was combined with online advertising, press advertising, email and social, and events and webinars.</p> <p style="font-weight: normal;">All of the activity was aimed at informing consumers about pension reform.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0184/Screen_Shot_2015-12-18_at_19.05.37.png" alt="lv budget website" width="615"></p> <p style="font-weight: normal;"><em>As a result of this educational and multichannel campaign, LV= saw a significant increase in pensions business.</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0183/Screen_Shot_2015-12-18_at_18.55.44.png" alt="lv stats" width="615"></p> <h3>The UK's Post Office on social media</h3> <ul> <li>11,780 branches.</li> <li>18m customers visit a branch each week.</li> <li>45m online visits per year.</li> <li>132 products.</li> <li>Second most-trusted UK brand.</li> <li>99.7% of population within three miles of a branch.</li> <li>#1 UK travel money provider.</li> </ul> <p>The Post Office also shared some of its successes with social media.</p> <p>By tapping into culturally relevant conversations (such as the Great War's centenary).</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0245/screen_shot_2015-12-22_at_09.47.43-blog-flyer.png" alt="stamps - great war" width="470" height="377"></p> <p><em>And being first to break news of key changes affecting customers (such as tax discs no longer required in the UK).</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0246/screen_shot_2015-12-22_at_09.48.11-blog-flyer.png" alt="no tax discs tweet" width="470" height="261"></p>