Archive for the ‘Measurement’ category

The Five Forces Driving Attribution: Media Measurement Comes of Age

May 27th, 2011

Advertisers are (finally) looking beyond the last click.  Here is an overview of the Five Forces that are driving adoption (also published by MediaPost in May 2011)

It’s been 3 years since measurement buzzwords “attribution” and “engagement mapping” emerged with great anticipation and excitement in online advertising.  The idea of looking across digital channels and beyond the last click to measure media throughout the funnel was thought to be the holy grail in online marketing.  Recognizing that “last-click wins” is insufficient for measuring the brand-building attributes of display media, brands, agencies and media vendors saw Attribution as the next big thing in digital advertising.

Yet as we entered 2011, very few marketers were using Attribution to measure and optimize online media spend.  Despite the universal desire for better measurement, most were still using old metrics (click-through rates, cost per click and direct cost per action) to analyze paid media.  Greg Papaleoni, who develops Analytics and Insights for Yahoo! Advertising Solutions, sums it up well: “While Full Funnel Attribution is the future of the ever-evolving digital media measurement landscape – it should be the present.  Those advertisers who embrace and implement this logic, methodology and technology sooner rather than later will enjoy a massive advantage over their competition.”

While adoption has been slow to date, this is changing quickly due to the convergence of numerous factors.  Borrowing on Michael Porter’s “Five Forces” model for analyzing industries, here is my take on the Five Forces that are driving digital media attribution (author note – I received permission from Professor Porter to adopt his model to this category):

1. The continuing shift of media budgets from traditional to digital.

While total U.S. media spend will grow only 3% in 2011, digital spend will grow 14%, surpassing Newspaper as the #2 medium.  Accounting for almost 30% of daily media consumption, Digital spend will continue to outpace all other channels for the foreseeable future.

2. The resurgence of display advertising

Per eMarketer, Display media spend will grow 14% in 2011, outpacing 10.5% growth in paid search.  While there are many reasons behind the growth (consumption of social, video and mobile content, better targeting capabilities, real-time bidding, richer formats, etc.) I believe the resurgence of display is driven by two primary factors:

  • The maturing of search: There are only so many searches every day, and most marketers have optimized their paid search efforts.  For the big advertisers, there are no more keywords to buy.  As one search exec was recently quoted “paid search inventory is maxed out.” Incremental dollars will have to go elsewhere.  Display is the obvious choice.
  • The return of branding:  As the economy recovers, marketers are re-investing in their brands.  During lean times, online dollars focused on harvesting existing demand (via search).  But with the improving economy, brand-building is once again a strategic priority.  In the digital realm, display media offers the most efficient, effective and scalable way to create awareness, consideration and preference for brands, products and services.

3. Increasing focus on accountability

While marketing budgets may have loosened, the focus on results has not.  As a result, marketers are keeping a very close eye on ROI from “brand-building” media.  With the ever-increasing need to show ROI, brands now want branding plus performance.  To properly measure brand-building media, we need to measure engagement, not clicks.

4. Evolution of web architecture

Recent forays by IBM and Oracle into the marketing arena signal a new wave in convergence of IT and Marketing.  As the IT behemoths push technology-based marketing solutions, CIOs are becoming more attentive to the needs of the marketing department.  The deployment of Data Management and Universal Tagging Platforms enable advanced analytics and media measurement that were off-limits to marketers in the past.  With this roadblock removed, the stage is set for new measurement tools to be deployed across their digital infrastructure.

5. The emergence of better Attribution solutions.

While early Attribution solutions were expensive and limited in capabilities (e.g. couldn’t attribute credit for organic conversions), a new breed of point-solution vendors (including my company Encore Media Metrics), are now offering more effective, flexible and affordable solutions.  For a very modest investment (as low as 1-2% of media spend), advertisers can now have a much more holistic and accurate view into the performance of each channel, vendor, format, placement and keyword.  These insights are enabling advertisers to optimize media budgets, yielding 20-40% gains in revenue.  The immediate return on investment in Attribution solutions may exceed 1-20x (100%-2,000%).

The Five Forces Driving Attribution are illustrated below:

Five Forces Driving Attribution

As our business objectives change, so must the manner in which we measure results.  As dollars continue to flow into digital, brands and their agencies must use more efficient, accurate and effective metrics for measuring media throughout the funnel.  The emergence of more advanced and affordable Attribution solutions, supported by growing support from IT departments is paving the way for Attribution to become a foundational component within the digital marketing ecosystem.

Matt Miller, SVP of Strategy & Analytics at Performics, agrees, stating “Attribution is one of the top priorities for us and our advertisers.  Focus on attribution will only increase as advertisers build and implement strategies to maximize ROI across all digital channels.”

As always, comments are encouraged. And please feel free to share!

Steve Latham (@stevelatham)

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Attribution 101: Full Funnel Media Measurement

March 17th, 2011

The What, Why and How of Online Media Attribution
[if you like presentations, view “Attribution 101” on slideshare]

Anyone who has ever bought (or sold) display ads is painfully aware of the need for new metrics for online media.  While “last-click wins” may work for paid search, it fails miserably in measuring the impact of display and other media at the top of the funnel.  Hence, the need for full-funnel Attribution, which allocates credit for “assists” in the customer engagement cycle.

By attributing credit to contributing impressions and clicks that precede subsequent visits and conversions, marketers can have a much more accurate and holistic view into the performance of each channel and vendor.  While most interactive marketers are familiar with Attribution, many are still trying to understand what it is and how it works.

The Need for New Metrics

While digital is the most measurable medium, the “one-size fits all” approach to online media measurement needs to be re-evaluated.  While click-through rates (CTRs), cost per click (CPC), direct conversion rates and cost per action (CPA) may be applicable for search and other “bottom-of-the-funnel” media, these metrics are not appropriate or insightful for measuring performance at the top of the funnel, where demand is created.

Display ads can be very effective in achieving their objectives (driving awareness) without any clicks or direct conversions.  A recent Media Math study showed that 80% of post-impression conversions are the result of viewing display ads without clicking and only 20% of conversions are the result of a click.  In other words, for every conversion that follows a click on a display ad, there are four (4) post-impression conversions without clicks.  The upshot: we need better tools and methodologies for measuring the performance of media at the top of the funnel.  This is where attribution comes into the picture.

Defining Attribution

Attribution is the art and science of allocating credit to all interactions that play a supporting role in the customer engagement process.  In other words, it’s the act of giving credit for assists.  Rather than viewing results from each digital channel in its own silo (a la traditional web analytics platforms), Attribution requires you to take a holistic approach to analyzing how each touch-point contributes to the overall goal (visits, conversions, etc.).

With the resurgence of display advertising, Attribution is becoming increasingly important for optimizing media budgets.  As shown in the Google trends chart below show, searches for “online attribution” have increased 150% over the past 36 months.

Approaches to Attribution

Generally speaking, there are two types of Attribution: Operational and Algorithmic / Media Mix Modeling.

  • Operational attribution consists of creating detailed records of every impression, click, visit and action for each visitor to your site, regardless of the source or channel (e.g. display, paid search, natural search, direct navigation, email, social, affiliate, etc.).  Data is then organized and reported in such a way that visitor paths and media placements can be effectively (and efficiently) analyzed.  By understanding which paid, owned and earned media placements are driving the most effective engagement, you can optimize spend and marketing efforts to boost ROI.
  • Media-Mix / Algorithmic Modeling consists of analyzing impression data, search data, email data and web log files to statistically correlate patterns and trends to fine tune campaigns.  This “black box” approach is useful but it depends entirely on the hard-coded assumptions and calculations in the model.

We believe operational attribution is the foundation for advanced measurement and analysis of media.  The operational approach of giving credit for assists is intuitive, logical and easy to understand.  Once the operational attribution model is defined, algorithmic modeling can be used to further optimize the media mix.

Channel Level Attribution

Channel level attribution addresses the relative roles of each media channel in driving traffic and conversions.  Attribution requires an algorithm that attributes partial credit to display impressions and clicks that precede visits and conversions.  The weighting of impressions relative to clicks will vary based on the type of ad, format, placement and other issues.  For example, highly-targeted rich media placements should have higher weighting than Run-of-network animated .gifs.  Weightings should be customizable for each vendor and placement.

The channel attribution report below shows the relative impact (last click vs. attributed) of each channel: direct navigation, natural search, referring sites, email, paid search, display advertising and 3rd party email.  As shown, attributable credit for display ads may be 50-400% higher than a last-click report would show. It should also be noted that paid search generally sees a net increase in attributable actions as short-tail keywords often play contributing roles in the customer engagement process.

After attributing credit for actions for each channel, spend data can be imported to show the adjusted cost per action for each channel, as shown below. As illustrated, we typically see a 30-80% decrease in attributable cost per action (CPA) for Display, and a slight drop in CPA for paid search (resulting from keyword assists)

Attribution chart

Vendor Level Attribution

Looking beyond channel level, we use the same approach to assess the performance of each media buy.  Shown below is a sample report showing the cost per action for each media vendor, both last-click and attributable.  As shown, some media buys can appear to be very poor performers on a last-click basis, but are in fact very effective for creating demand that is subsequently satisfied through other channels.


Keyword Attribution

Short-tail keywords (category terms, product terms, etc.) often play “assist” roles in the customer engagement process.  Just as it’s important to know which display ads precede visits and conversions, assist keywords should also be identified.  In many cases, assist keywords may perform poorly on a last-click basis, but perform very well in an attribution report.

The Business Case for Attribution

Attribution is more than just a buzzword – it is an essential part of campaign measurement and a requirement for optimizing media spend.  As illustrated below, moving “loser” budgets to the “winning” vendors can produce a dramatic improvement in revenue and return on spend.

Beyond the improvement in media efficiency and ROS, the economic benefits also accrue to:

  • Media planners: save wasted time and energy trying to replace ostensibly “bad” buys that are actually quite effective
  • Ad Ops and analytics teams who are tasked with aggregating silos of data into massive .xls workbooks (attribution vendors will do this for you)
  • Media vendors whose ads are actually engaging customers and creating demand that is satisfied through other channels.

As an industry, we have to do better.  We can’t use yesterday’s tools to measure tomorrow’s media. Attribution should no longer be an aspirational goal, but rather a key part of your 2011 digital marketing strategy.  The economic returns are compelling and there are numerous vendors (including us!) who would be happy to assist you in taking a more holistic approach to digital media measurement and optimization.

As always, comments are encouraged.  And please feel free to share!


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Media Attribution Demystified

March 4th, 2011

Attribution is quickly becoming a hot-topic among brands, agencies, publishers, networks and DSPs.  Fueled by the resurgence in Display Advertising, there is a new pressure to measure the impact of video, rich media and banner ads in a way that is appropriate and insightful.  While we all intuitively realize that traditional metrics for measuring online ad performance (click-through rates, cost per click, direct conversion rates, direct cost per conversion, etc.) may work well for search, but not for media at the top of the funnel.  To properly measuring performance of display media, we need a new approach.  And while everyone agrees Attribution is the answer, not everyone agrees on how to go about it.

While most think Attribution is only for those with big budgets, there are many affordable ways to attribute credit to each media channel while learning how to optimize your digital media mix.   In the presentation below, we define attribution, discuss the differences between Operational Attribution and Media Mix Modeling, and provide some tips on how you can determine what is working and what is not, even without an Attribution solution.

The following presentation “Media Attribution and Measurement” was recently presented at the 2011 Online Marketing Summit.  It was written for marketers of all levels, but preferably those who are scratching their heads trying to answer the following questions:

1. What is Attribution?
2. How do we do it?
3. What should I expect to find?

Media Attribution and Measurement – OMS 2011  

I hope you find this to be informative and insightful.  If you like it, share it!
Steve Latham, Founder and ceo

ROI Measurement for Online Marketers

January 10th, 2011

Throughout 2010, I had the pleasure of speaking to audiences in Washington DC, Atlanta, Austin, Dallas, San Diego, San Jose (California and Costa Rica!) and Houston on one of my favorite topics: measuring results from online marketing.  While I’ve been speaking about measuring impact and quantifying ROI for years, it was clear that marketers are increasingly shifting their focus to measurement and accountability.

When I asked attendees what they were hoping to gain from the session, one DC marketer said only half-jokingly “to justify my existence”.  I remembered it because it was funny, but also because it’s true.  Marketing budgets are still very tight, and every dollar that is spent has to be justified.  Consequently, there is an increasing focus on measuring results and demonstrating an acceptable ROI.  This not only requires  knowledge and tools, but also the ability to translate online metrics into business results that are understood by the c-level.

My presentation Closing the Gap on ROI Measurement addresses these issues in today’s context, where results matter.  The contents include:

  • How “above the line” and “below the line” are merging – digital goes through the line
  • Challenges faced by marketers today
  • How to translate online metrics into business results
  • Roadmap for Measurement Success
  • Online Surveys
  • Attribution Analysis
  • ROI Methodology
  • Case Studies to demonstrate each concept

As always, comments are welcome.  And feel free to share!

Steve Latham


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Measuring ROI: a Primer for Online Marketers

December 15th, 2010

As marketing dollars have become more scarce, the importance of measuring ROI and building a business case to support investment has become paramount.  For those seeking to better understand this subject, here’s a “simple” methodology for quantifying value.  In this case, we’ll look at ROS (return on spend = expected revenue divided by cost of online media) and ROI (expected net present value divided by total investment) from online campaigns.  If you find it to be of value, or if you have additional questions, please comment below.

Steps to Calculating Value

1. Determine the Value metric (Revenue, Margin, NPV) of a customer.
Some companies look at value of a transaction, annual revenue per customer or lifetime value (profit) of a customer.  Some assign higher values for new customers vs. a new sale to an existing customer. You need to determine what is best for your organization (hint: choose the metric that is most used by your executives).  For this example, let’s assume your average sale is $1,000 and that the lifetime value of a customer is $5,000.

2.  Assign conversion rates to approximate close rates.
Let’s assume 3% of site visitors request more information (inquiries) and that 30% of inquiries complete a purchase.  If you’ve done online campaigns before, you should have a basis for inquiry rates.  Hopefully your VP-Sales know how many leads convert to a transaction. If 3% of visitors become leads, and 30% of leads are closed, 0.9% of visitors will become customers.

3. Determine what your cost or investment will be.
Let’s assume you will spend $10,000 in online advertising (display, search, email, etc.) this month.

4. Do the math to calculate ROS and ROI:
Assuming your efforts drive 2,000 incremental visitors to your site (cost: $5 each) you should see 60 new leads (3% conversion rate) and 18 new customers (30% close rate) worth $18,000 in revenue or $1.80 direct ROS ($1.80 in revenue for every $1 spent).

The Net Present Value of the 18 customers is $90,000 ($5,000 each) yielding a Return On Investment of 900%.

If you present these types of results to your CFO, you’ll quickly find a lot of interest (and dollars) in online marketing.

Another Metric: Value per Engagement
Another way to measure results is calculating value per engagement (visit, inquiry, etc.).  In the example above, each visit is worth $9 in revenue ($18,000 divided by 2,000 visits), whereas each inquiry is worth $300 ($18k divided by 60), compared to a cost per visit of $5 and a cost per inquiry of $166.67.

Remember Your Margins
While revenue is an easy metric to measure, margins are much more important.  Assuming your gross margin is 60%, you are making profit as long as your cost per visit is less than $5.40 or cost per inquiry is less than $180.

Caveat Emptor!
Please use good judgment when applying these methodologies to your own business. Again, these are not a panacea for every situation.  But hopefully, they will give you some building blocks for quantifying the impact of your interactive marketing program.  If you have specific questions, please leave them here.  I can’t promise I’ll know the answer, but I’ll do my best to help you figure it out.  Happy number crunching!

Please feel free to COMMENT, SHARE with others and SUBSCRIBE to our blog. We look forward to your feedback!

Steve Latham, founder and ceo


Interactive Musings: Attribution and Engagement Mapping

November 23rd, 2010

QuestionIconI came across a recent Forrester post on Attribution and felt the need to comment…  I’ll be short and to the point!

I agree the concept of attribution is not new but unfortunately there are still many issues that need to be addressed, such as…

1. Ad servers reliance on their tag to be served on the last visit preceding an action. Unless I’m mistaken, ad servers above can only attribute credit for prior engagements if the last click preceding the conversion is goes through their server. Unfortunately most conversions are preceded by visits from direct navigation and/or natural search.  So unless the ad server integrates with site analytics data, they can’t attribute credit for a majority of online conversions.

2. Lack of an agreed upon methodology for recasting the cost per action across the touch-points that played a supporting role. How far back do you go? How many impressions are worth one click? How do you split the credit across different types of media?  We have our views and am sure others have theirs.  And most are probably based on sound logic.

3. Acknowledgment that our ability to measure impact is severely limited by increasing use of multiple devices (work, home, mobile) and cookie deletion. We’ve seen for years that users often browse at work and buy at home.  Now they are relying more and more on their mobile devices for browsing, making it pretty tough to figure out how and where they are becoming engaged and interested in our offer.  For every action we can measure via cookies, there must be 3-4 that we can’t measure.

To sum it up, engagement mapping and attributing credit across touch-points is an important and useful approach.  But it alone will not tell the whole story.  Market testing and surveys should also be included in your toolkit for determining what works in online media.

Related articles and presentations:
Online Demand Generation: Strategy and Metrics
Making Sense of Online Campaign Results: Part 1
Making Sense of Online Campaign Results: Part 2

I hope you find this helpful or at least thought-provoking.  Feel free to share with your colleagues, clients and propellerheads who are into web analytics and media modeling!

Steve Latham
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Silos Belong on Farms (not in Marketing Departments)

August 11th, 2010

In most companies, silos exist throughout the organization.  Unless you’re a 5-person shop, you likely have departments that perform specific functions that allow the company to operate.  While this may be an organizational requirement, departments don’t have to become silos where there is very little collaboration, interaction and integrated planning, execution and management.  Even if you’re in the same department, silos often exist among and between different disciplines.  When it comes to marketing, there are often noticeable disconnects between planning, communications, PR, creative, media, direct marketing, digital and other specialties.  As the title to this blog suggests, I believe Silos belong are farms, not in marketing departments.

Brands must take an integrated approach that starts with a deep understanding of their audiences and objectives, and incorporates each medium that may be effectively utilized to reach and engage customers. In the digital realm we’re talking about display advertising, demand generation, paid search, natural search, email marketing,  social media and mobile marketing.  As there is no silver bullet in marketing, you have to take an integrated approach. Allocating budget and assigning responsibility is a good start, but without integrated planning, management and reporting, you might as well be living on a farm.

Earlier this year I moderated a panel discussion at the Online Marketing Summit on “Integrating Your Marketing Mix”. While it may not be the sexiest topic (the Twitter session next door had many more attendees), it is a very important topic and is a common challenge faced by marketing executives today.  I’ll address it by tackling the two big questions: what to integrate and how to do it.

What To Integrate?
I think you have to look at integration at two different levels.  Before you try to integrate your broadcast, print, direct mail, digital and other channels, you should integrate those activities that take place within each discipline.  Many consider “digital” or “interactive” as a stand-alone marketing discipline, when in fact is a collection of sub-specialties are that are quite different, yet inter-related.  Because they each require unique skills and experience, there are often internal and external chasms between web design, development, paid search, natural search, display media, email, social media and mobile, not to mention analytics and measurement.  Because each discipline requires specialized knowledge, it’s common that a brand will have one agency for paid search, another for natural search, another for display media, and others for email marketing, social media and mobile marketing.  Before you start trying to get traditional and digital to work together, you need to make sure your interactive specialists are all on the same page.  Once you have integrated digital planning, execution and measurement, you have a much better chance of winning the battle to integrate traditional and digital marketing efforts.

How to Integrate?
While there is no silver bullet for integrating business activities and operations, I can share a few thoughts that may be of help.  First, I am not an advocate of selecting one group or agency that can handle every one of your needs.  There are simply too many disciplines and all of them require deep knowledge and experience to make them work effectively.  No one agency can be great at everything. If you want the best in the disciplines that matter, you are often forced to cobble together a network of partners to achieve it.  In these situations, you can realize significant benefits by doing the following:

1. Integrate reporting and measurement – even if you use different resources (people, agencies, etc.) you can still standardize how results are tracked, reported and analyzed across channels.  Rather than receiving one report from your paid search firm, another from your display media agency, and yet more from your SEO, Social and Email partners, take some time up front to define the key performance indicators for each channel. Then require each partner to provide the information you need in a common format.  As it relates to digital marketing, you should standardize on one reporting platform that will be used to measure impact of your search, display, email and social media.  When it comes to reporting, less is more!

2. Integrate planning – once your strategic objectives are defined, ask each of your partners to create a plan that will help you achieve those objectives.  Give them a common framework (planning template) so each partner’s deliverables are consistent.  Then host a planning meeting in which all partners are invited to present their plan to the group.  Once the plans are presented, discuss them as a group with the goal of identifying where coordination, collaboration and knowledge sharing between and among your partners are required.

  • Case study: one of our clients hosted such an event and we found it to be very worthwhile.  Not only did we learn what the other groups were working on, but we also identified common challenges and solutions that could be leveraged across disciplines.  Most importantly, we realized there were many inter-dependencies between our groups, and that we all stood to benefit if we worked together and coordinated our efforts.  It was very eye-opening for us but no one benefited more than the client.

3. Integrate Execution – while integrated planning is a great start, the true value is realized through integrated execution. If you are a brand marketer, you need to do more than suggest that your team and/or agencies work together; you need to facilitate it to ensure follow through.  If you need an example of how to do this, look no further than the funny guy with the big head: Jack.

  • Case study: At the OMS panel mentioned above, Maria Brusaschetti, Media Manager for Jack In The Box, discussed how JITB not only encourages its agencies to work together – they require it.  They host all-hands planning meetings to make sure everyone is on the same page.  To ensure collaboration and cooperation, they tie agency compensation to feedback from peer surveys (yes, they survey their partners to find out how well their peers are cooperating).  If the agencies want to earn their bonus, they have to play nice with others.  I think this is a brilliant approach that can be also be implemented inside your organization.  If you want your departments to work together, offer the department heads monetary (and non-monetary) incentives to ensure interdepartmental cooperation.  Then make sure you follow through with execution.

In closing, integration is not a one-time fix.  As our organizations evolve, the ways in which we work together will evolve as well.  While mastering integration is far from easy, it can yield invaluable insights, efficiencies and synergy.  Or you can put on your overalls and fire up your John Deere.  The choice is yours!

Steve Latham

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Can You Trust Competitive Site Data?

August 3rd, 2009

I recently posted a question on LinkedIn Answers about the quality of competitive web site data you can find at the free sites like Compete, Alexa and Quantcast.  I’ve worked with Quantcast and Compete but I hadn’t heard of Alexa for quite some time (it was quite popular in the early days of the Web, but has not been nearly as visible in recent years).  But due to recent events (described below) I had to quickly learn about Alexa so I posted the question to see if others had insights they could share.  It didn’t take long until I was overwhelmed with responses.  I was surprised by how strongly some felt about the various vendors and thought they would make for an interesting post.

Overall, most feel the info you get from Compete and Quantcast is pretty solid, but not entirely accurate. While it may not be 99% accurate as to the amount of traffic your competitors’ sites are receiving, it is consistent in its methods of measuring activity, so you can have a high level of confidence as to the relative difference in traffic and page views between your site and those of your competitors.

On the other hand, most felt the data from Alexa was very suspect and easily gamed.  Because Alexa relies on browser plug-ins on individual computers to capture information, the results are reported to be somewhat easy to influence.  One marketer noted that the only thing Alexa is good for is to manufacture metrics you can use to show a client how successful you were in marketing their site.  Others were less critical but most felt the data was skewed and unreliable.  See the screen shot below for actual comments.

Back to the reason I started down this path… I recently came across a situation where an agency used the Alexa ranking of a brand new site (vs. that of its peers) as the single metric for success.  Not surprisingly, they achieved their goal of achieving a superior Alexa ranking in less than a month.  Yet the same site doesn’t even register on or Quantcast, and it has a Google Page Rank of 1.  You can draw your own conclusions…

I decided to do my own test for my agency’s site and asked some of my team members to download the Alexa plug-in and visit our site each day for a few weeks.  When we started the test on July 15 our site was ranked 990,000 out of 30 million.  Just 2 weeks later, we are now at 730,000.  At this rate we’ll be in the 600,000 range by August 15.  If this plays out, it’s a pretty clear indicator that Alexa rankings are pretty easy to manipulate.

Here is a screenshot of some of the responses (sorry if it’s hard to read). Muy interesante!

Online Demand Generation – Strategy and Metrics

May 28th, 2009
Online Media Funnel

Online Media Funnel

Last week I spoke at the Online Marketing Summit’s tour stop in Houston on Demand Generation.  I was scheduled to speak in Dallas and Austin as well, but an unexpected foot injury / surgery sidelined me from travel.

At OMS I unveiled a new presentation that addresses the #1 objective of most marketers: generating leads, sales and other measurable results from online media.  The presentation “Online Demand Generation: Strategy and Metrics” is embedded below for your viewing pleasure; you can also find it on slideshare.  I started by defining “demand generation” (broader and more upscale than “lead gen”), the components of a demand generation program and various roles of online media. I also introduced engagement paths and the importance of defining the right metrics for success.

Also included is a practical methodology for measuring ROI and indexing performance against the market.  As a bonus, I also included my view of the 10 worst and best practices for managing campaigns (would really like your feedback on these!)

I hope you’ll take this information and use the insights to take your business or agency to the next level. And as always, comments are welcome!

Steve Latham

Business Case for Social Media

May 8th, 2009

Social media is hot. Everyone’s doing it and everyone wants it. But how many marketers have figured out how to use social media to build their brand and drive revenue? Unfortunately, not nearly enough. I believe one of the hurdles to pursuing social media as a marketing program is the challenge of creating a compelling business case that frees up the resources (budget) needed to fund it.

I recently spoke to a group of business executives about how companies are using (or planning to use) social media, and how to build a business case for it. In my presentation I also included some new data on how the Inc. 500 is using social media, 5 reasons to pursue it, and a methodology for measuring ROI.

You can view the presentation below or find it at slideshare (note: sorry for some of the formatting issues caused by slideshare conversion).

I hope it’s helpful and that you’ll provide some feedback for improving it. And if you have any good data points to support the case, please send them my way!

For more info you can use, view our blog. And for updates follow me on Twitter!