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The First  10  Metrics  –  Part  I   Where  Intelligent  Marke7ng  Begins  

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A Story  Before  We  Start  

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When I  first  started  teaching   marke7ng  measurement  to   execu7ves,  I  was  told  quite  rudely   that  I  “didn’t  understand.”  

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“Marke7ng is  crea7ve  and  you  can’t   measure  crea7vity,”  I  was  told.  

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So I  asked  a  ques7on     of  the  execu7ves  –        

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“How many  of  you  outsource  the   crea7ve  component  of  your   marke7ng?”  

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72% of  the  execu7ves     outsourced  the  crea7ve  

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What does  that  tell  us?  

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Marke7ng organiza7ons  are  not  in   the  crea7ve  content  business,  but   instead  manage  the  process  of   marke7ng.  

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Now, I  know  that  most  organiza7ons   and  marketers  struggle  to  measure   their  marke7ng  ac7vi7es  given  the   hundreds  of  possible  metrics.  

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I have  consulted  for  Fortune  100   companies  that  have  scorecards   with  more  than  50  metrics,  which   took  a  great  deal  of  7me  to  put   together  and  provided  no  value  to   the  organiza7on.   HTTP://EMAGINE-GROUP.COM

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Why?

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There is  too  much  data  and  these   data  do  not  provide  managers  with   informa7on  they  need  to  make   decisions.  

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You need  a  simple  approach  to  think   through  which  metrics  are   important  for  a  specific  marke7ng   ac7vity  

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Linking Marke3ng  Ac3vi3es  to  Metrics  

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In the  1960s,  the  standard   marke7ng  behavioral  impact  model   was  published.  It  was  called  the   purchasing  funnel.  

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The idea  was  that  different   marke7ng  ac7vi7es  take  the   customer  through  the  stages  of   awareness,  evalua7on,  trial  and   loyalty  

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In other  words,  marke7ng  ac7vi7es   are  designed  to  “funnel”  customers   from  awareness  to  ul7mately   becoming  loyal  customers.  

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Awareness Marke7ng   Ø 

Ø  Ø 

Ø 

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Awareness marke7ng  comes   in  many  forms  –  TV   adver7sing,  billboards,  sports   sponsorship,  naming  rights  to   stadiums   Awareness  &  branding  are   in7mately  related   A  brand  is  a  consumer   percep7on  of  a  par7cular   product  or  service  and  may   encompass  the  whole   company   The  percep7on  is  driven  by   marke7ng,  experience  with   the  product  &   recommenda7ons  from   friends  and  colleagues  

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Awareness Marke7ng   Ø 

Ø 

Ø 

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But in  the  purchasing  cycle,   awareness  is  furthest  from   the  customer  purchase   There  is  also  a  significant   7me  delay  between   awareness  marke7ng  &   actual  sales   Financial  metrics  are  not   useful  in  measuring   awareness  &  brand   marke7ng  

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Awareness Marke7ng   Ø 

Ø 

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We use  brand  awareness   surveys  to  track  customer   awareness  across   geographies  and  over  7me   Typical  metrics  measure  the   effec7veness  of  awareness   marke7ng  like  number  of   a[endees  at  events,   eyeballs  on  a  a  website  &   media  impressions  

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Tiger Wood’s  win  in  the  2005   Masters  received  $10.4  million  of  TV   exposure  for  Nike  

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Jeff Gordon  received  $9.9  million  of   exposure  for  DuPont  brand  when  he   won  the  2005  Daytona  500  

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The problem  is  these  metrics  do  not   connect  to  purchase  intent  and  do   not  capture  the  effec7veness  of  the   marke7ng.  

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Brand Awareness  Metric   Ability  to  Recall  a  Product  or  Service  

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Top of  Mind  Recall  means  that  in   the  purchasing  cycle,  your  product/ service  will  be  one  of  the  first  the   consumer  thinks  about  to  consider   purchasing  

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How is  it  measured?     By  asking  

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For (product/service),  what  is  the   first  name  you  think  of?     For  (product/service),  what  other   names  have  you  heard  of?  

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These ques7ons  uncover  the   unaided  recep7on  of  your  product/ service  and  the  rela7ve  ranking  of   brands  rela7ve  to  it  

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These ques7ons  are  the  star7ng   point  and  should  be  refined  for  the   specific  campaigns  with  follow-­‐on   ques7ons  to  uncover  brand  and   messaging  impact  and  intent  to  act   (purchasing  intent).   HTTP://EMAGINE-GROUP.COM

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The First 10 Metrics - Part I  
The First 10 Metrics - Part I  

The first 10 metrics

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