How a big company developed a microscopic solution to data. What - - PowerPoint PPT Presentation

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Oct 17, 2022 155 likes •341 views

How a big company developed a microscopic solution to data. What were dealing with. And these are just the wines. Make a new friend everyday -Paul Ricard 4 Outside our house: International and mysterious new brands Private

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How a big company developed a microscopic solution to data.

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What we’re dealing with.

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And these are just the wines.

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Make a new friend everyday

Paul Ricard

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Outside our house:

§ International and mysterious new brands § Private labels from our grocery friends § Anyone can start a wine e-shop § Pure-play online brands are getting it right § Clutter and confusion à 1.4m searches a month

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DATA IS KEY TO SUCCESS

“The one thing you know about your consumer is worth more than anything you know about your product or service” Miguel Moreno Toscano, Coca Cola Global

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So we looked, and looked and looked harder at all the campaigns… 85 countries 100+ brands 25 digital channels

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But with all this data, how does the team know what’s working, and what’s not?

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Introducing our new brand & campaign evaluation framework

Monitoring brand health and assessing digital campaigns through common language and reporting

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Three kinds of CEO-friendly templates

1. Awareness 2. Lead Generation 3. Brand Social Pulse KPIs

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TWO TYPES OF CAMPAIGNS

AWARENESS LEAD GENERATION

1 2

Create brand awareness, to make people think of us and remind them of our value proposition Generate more relevant contacts in our database to increase our CRM

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Dashboard templates against campaign

bjectives and designed for both audiences:

Executive and Operational.

DASHBOARD

2 TEMPLATES

The KPI glossary is divided by campaign objectives. It contains definitions, formulas and market benchmarks for each KPI when available.

KPI

1 GLOSSARY

What is the new framework composed of?

KPI

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cHANNEL

Channels Metrics Definitions Why this metric is important Formula Benchmark Platform Paid search Cost Per Click Refers to an advertising buying model. It is the cost you're willing to pay for a click on your ad. Measure the price you've paid to get a click on your search ads Cost / clicks = CPC CPC can be between 0,05€ and 3€ (up to 20€ for specific industries!), mainly depending on the competition. Ex: For keywords related to your brand, the cost can be minimum (0,05€) as there is low competition whereas it can be 3€ on generic high-demand requests GAP Display CPC (Cost Per Click) Refers to an advertising buying model. It is the cost you're willing to pay for a click on your ad. Ex : if my CPC is 0,5€, I will pay 0,5€ for each click on my ad. Measure the price you've paid to get a click on your display banners Cost / clicks = CPC CPC from 0,05€ to 0,3€ in average on Pernod- Ricard brands DBM/Ad words/Agencies YouTube Cost Per Completed View (CPCV) It's the cost you've paid or you're willing to pay for a completed view. Measure the price you've paid to get complete views on your videos Cost / Completed views = CPCV Slightly superior to the CPV: 0,7€-0,09€ DBM/Youtube Analytics YouTube Cost per view (CPV) in target audience Refers to an advertising buying model. It's the cost you're willing to pay to get a view. In

ther words, it is a cost of a view.

You pay on YouTube for a 30-second or completed view video. Measure the price you've paid to get your videos viewed by your audience Cost / views = CPV Average CPV is 0,06-0,08€ DBM/Youtube Analytics Instagram Cost per video view (CPV) Refers to an advertising buying model. It's the cost you're willing to pay to get a view. In

ther words, it is a cost of a view.

Warning : you pay on a 10 second view basis in Instagram Measure the price you've paid to get your videos viewed by your audience Cost / views = CPV Average CPV (10-second views) is 0,06-0,1€ Facebook Business Manager SMS/Email Click through rate Percentage of recipients of your Email/SMS that have clicked on any link in it. Ex : if you've sent 1000 emails and 10 people have clicked on a link, your CTR is 1% Measure the engagement and interest in your email/SMS Number of clicks / Number of recipients = CTR Averate CTR on CPG: 3% GAP Display CTR (Click through rate) Ratio (%) showing how often people who sees your ad are clicking on it. Ex : if you have 10 clicks on your ad and 1000 impressions, you have a CTR of 1% Measure the engagement and interest in your display banners (Clicks / impressions) x 100 = CTR Average CTR (Google benchmark on CPG): 0,1-0,2% DBM/Ad words/Agencies

So let’s take a look at the KPI Glossary:

CHANNELS METRICS DEFINITIONS WHY IS THIS METRIC IMPORTANT? FORMULA BENCHMARK PLATFORM Metric: Cost per video view (CPV) Definition: Refers to an advertising buying

model. It's the cost you're willing to

pay to get a view. In other words, it is a cost of a view. Warning : you pay on a 10 second view basis in Instagram Why it’s important?: Measure the price you've paid to get your videos viewed by your audience The formula: Cost / views = CPV Benchmark: Average CPV (10-second views) is 0.06- 0.1€ Platform: Facebook Business Manager or Tube Mogul Dashboard Campaign

bjective

Bdidge with the 5C Channels Metrics Definition Why this metric is important Way to get this KPI (formula) Market benchmark Platform Awareness Connect Display viewable impressions Number of exposures to an ad. People can be exposed multiple times to a single ad. Measure the number of times your ads have been visible N/A N/A DBM/Ad words/Agencies Awareness Connect Display Reach The number of unique 'people' exposed to an ad in a given time period Measure the number of people that you have reached during your campaign N/A N/A DBM/Ad words/Agencies Awareness Connect Facebook Reach Number of unique people on your target audience reached by your ad Measure the number of people that you have reached during your campaign N/A N/A Facebook Business Manager Awareness Connect Instagram Reach Number of unique people on your target audience reached by your ad/post Measure the number of people that you have reached during your campaign N/A N/A Facebook Business Manager Awareness Connect Influencers Reach Number of unique people on your target audience reached by your ad/message Measure the number of people that you have reached during your campaign N/A N/A Social Listening platform/Ask to the partner Engagement Connect Websites Total sessions A session is defined as a group of interactions that take place on your website within a given time frame. This number is the total number of sessions. Measure the trafic on your website N/A N/A GAP Engagement Connect YouTube View-through-rate (VTR) Ratio (%) of people who saw your videos during 30 seconds or more (IAB standard), among all the viewers. YouTube considers a view from the first second. Measure the engagement and interest in your video (30-seconds or more viewers / total viewers) x 100 = VTR Average VTR is around 20% YouTube Analytics / DBM Engagement Connect SMS/Email Click through rate Percentage of recipients of your Email/SMS that have clicked on any link in it. Ex : if you've sent 1000 emails and 10 people have clicked on a link, your CTR is 1% Measure the engagement and interest in your email/SMS Number of clicks / Number

f recipients = CTR

Averate CTR on CPG: 3% GAP Engagement Connect Display CTR (Click through rate) Ratio (%) showing how often people who sees your ad are clicking

n it.

Ex : if you have 10 clicks on your ad and 1000 impressions, you have a CTR of 1% Measure the engagement and interest in your display banners (Clicks / impressions) x 100 = CTR Average CTR (Google benchmark on CPG): 0,1- 0,2% DBM/Ad words/Agencies Awareness Connect Facebook total video views unique Number of unique people who viewed your video for 3 seconds or viewed to the end, whichever happened first. Measure the reach of your video Facebook business manager N/A Facebook Business Manager Engagement Connect Facebook Engagement rate Ratio (%) referring to the level of engagement on your posts, compared to your ad impressions. The definition of "engagement" has to be previously defined. The recommandation is to count clicks, reactions, comments and shares as an engagement. Ex : you've got 1000 impressions on your ad, and 10 likes + 2

comments. Your engagement rate is 1,2%.

Measure the engagement and interests on your Facebook posts Total engagements / Total impressions = Engagement rate Varies strongly depending

n the social aspect of the

brand and the content. Can be between 0,5% and 1,5%. Facebook Business Manager Engagement Connect Twitter Engagement rate Ratio (%) referring to the level of engagement on your tweets, compared to your impressions. The definition of "engagement" has to be previously defined. The recommandation is to count clicks, likes, favorites and retweets as an engagement. Ex : you've got 1000 impressions on your tweets, and 10 likes + 2

retweets. Your engagement rate is 1,2%.

Measure the engagement and interests on your tweets Total engagements / Total impressions = Engagement rate "Varies strongly depending

n the social aspect of the

brand and the content. Average engagement rate can vary between 0,1% and 2%. Twitter Ads Engagement Connect Instagram Engagement rate Ratio (%) referring to the level of engagement on your posts, compared to your ad impressions. The definition of "engagement" has to be previously defined. The recommandation is to count clicks, reactions, comments and shares as an engagement. Ex : you've got 1000 impressions on your ad, and 10 likes + 2

comments. Your engagement rate is 1,2%.

Measure the engagement and interests on your Instagram posts Total engagements / Total impressions = Engagement rate "Varies strongly depending

n the social aspect of the

brand and the content. Can be between 0,3% and 1%. Facebook Business Manager Engagement Connect Instagram View rate (video) Number of completed views over the number of impressions on your video. Ex: if you've got 1000 impressions, and 10 completed views, your view rate is 1% Measure the engagement and interest in your video Total completed views / Total impressions = View rate Average view rate is from 10 to 25%, depending on the content Facebook Business Manager Awareness Connect Twitter CPM of viewable impressions Refers to an advertising buying model. It is the cost you're willing to pay for 1000 ads impressions viewed on Twitter. Measure the price you've paid to reach your audience Cost / impressions = CPM Average CPM is around 8€ Twitter Ads Awareness Connect Display CPM (Cost per mill/thousand) Refers to an advertising buying model. It is the cost you're willing to pay for 1000 ads impressions. Ex: if the CPM is 2€ on a website, you'll pay 2€ every 1000 impressions

f your ads.

Measure the price you've paid to reach your audience Cost / impressions = CPM CPM can be between 1€ and 12€ Such differences are coming from the diffusion context of your ads (websites, devices, ...) Warning: you can add 12% fixed cost when buying through DBM DBM/Ad words/Agencies CPM can be between 5€

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ACTIVATION LEVEL

to get insights about performances of campaigns to get insights about the

verall health of brands

EXECUTIVE LEVEL

We need to be able to talk to different level of audiences.

SLIDE 15 AWARENESS LEAD GENERATION READING LEVEL CAMPAIGN OBJECTIVE

2 3 1

ACTIVATION

(Marketing Managers, Brand Managers, Marketing Directors)

EXECUTIVE

(Marketing Directors, Managing Directors, CFOs)

Templates have been developed to get the right level of KPIs and information, at the right time, depending on the audience.

Three levels of dashboards:

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“

A global framework, using universally accepted definitions, easy to understand reporting, and guideline benchmarks to set and assess every campaign against. Fairly. Truthfully. 16

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17 Thank you.