Digital Media Metrics FINAL TEXTBOOK ch 9 - 15

The text lists seven variables you should consider in a Landscape Audit. List four of the most important variables

1. Current Share of Voice

2. Current Share of Conversation

3. Location of Conversations

4. Key Conversation Themes

5. Individuals or outlets driving conversation

6. Keywords people are using online

7. When conversations take place

Why do you think “time on site” analysis is an important digital metric? What does it tell you about your user and your website content?

Improves visibility and drives the desired audience to an owned property;
Therefore, understanding how deep people get within your owned property and how much time they spend on your site after arriving from search is critical.

[understanding how much time is spent on your website] [no accidental clicks]

If you conduct a media analysis for a recent marketing campaign, what are the specific variables you are looking for?

• Partner and publisher performance (KPI's) - important to understand which of your previous partners or publishers contributed to achieving those goals most effectively

• Asset performance (for your media campaign did you see videos contribute to your organization’s goals?)

• Third party data sources

Since we live in an omni-channel customer experience world, why has customer service become so critically important? List four reasons why.

1. Consumer trust in institutions and companies is at an all-time low

2. The frequency of interactions between customers and brands has increased since 2014

3. Customers who have good customer service experiences are likely to purchase again regardless of the original channel in which they purchased, thus increasing revenue and loyalty

4. Word of mouth

The book cites several reasons why companies should expand their existing customer care programs into digital solutions. Provide two good reasons why.

1. Meeting consumer demand: more consumers are turning digital

2. Financial incentive - serving and supporting customers via digital channels (social media) is simply more efficient than using traditional options such as a call center.

Your marketing target is Adults 25-34. Rank order the channel preferences you would want to examine in order to develop an effective marketing strategy.

Social Media → Email → Others

What are the three phases of effective crisis management?

pre-crisis (identify issues), crisis response (face the crisis), post-crisis (correct history)

Why is it important to know who the influencers are during a corporate crisis?

Knowing who drives conversation for the brand, positively and negatively, is key. What are they writing about and talking about?. If you identify who these influencers are, you know who to go to when a crisis hits to get your message across. Public relations - build a relationship with then so they will help you when a crisis hits

The textbook suggests that you regularly report on a crisis to your team. List four important elements of a crisis report.

email, executive summary, volume of conversation, locations of conversations, sentiment, top sites

Your company just had a customer crisis, and everything went wrong. What are four metrics you would look at to avoid another crisis in the future?

volume of conversation, locations of conversations, news cycle analysis, sentiment, influencer coverage, new influencers, key subptopics

When do you think it is most important to measure consumer data during a product lifecycle? Why?

Introduction (you can identify bad assumptions and make adjustments as quickly as possible, as well as identify new opportunities that weren’t discovered during the product development phase)

List three variables you would want to measure during a product’s growth stage.

1. What communities are shaping the conversation about Product X and driving incremental adoption of cooking by consumers with Product X?

2. What efforts can be made to fuel/grow customer advocacy within these communities?

3. Which events and/or triggers are responsible for generating spikes in conversation about Product X?

Your product is experiencing a strong sales decline during the maturity phase. What variables/metrics would you be measuring to explain this decline?

• consumer awareness of the brand and product

• consideration and intent to purchase the product

• brand loyalty

• sentiment of specific product attributes

You complete your comprehensive digital analytics research presentation and the CEO of the company looks at you and says, “We already know that.” How do you avoid that outcome?

by conducting research & creating and testing a hypothesis that will actually yield insight; testing everything / the wrong thing will make the report worthless to those who read it

[before starting presentation, ask CEO what they think]

List four elements of a successful research plan.

• developing your source list

• identifying data sources

• picking the channels for analysis

• identifying search and source languages

• nailing down the research methods

What is a hypothesis and how is it tested?

a proposed explanation for some phenomenon; it is tested using the scientific method (prove or disprove using data)

Why is sentiment analysis difficult to complete and understand?

• introduces issues of human bias

• scale (positive, negative, and neutral) does not allow for very much interpretation

• not every post is overly negative or positive

What does it mean to “understand report use cases”?

executive - create a slimmed-down version for your executive team, management - management will be the ones expected to develop strategies and tactics based on your findings, analyst - analysts want data. they will find value in the recommendations

[different levels of people will read your report - only 3 primary to consider]

You are the Digital Manager for UM Athletics. What metrics would you include in your Social Media Command Center?

reach, impressions, engagement, shares, favorites / likes, time spent on platform, consumer demographics

Why does social media analytics have to be more than just about the sale?

the main goal is brand loyalty/repeat purchases; word of mouth and conversations about the product are the most important social media analytic metrics (Creating awareness/continual effort)

Why recommend to your company that you set up a Social Media Command Center?

• promote collaboration and change how data is shared in company

• effective way to centralize data gathering and insights development within your company

You get hired as VP Digital Analytics at a new company. You then realize they have a weak digital data center. List four ways you would get them on the right track.

• identify internal resources

• build report requirements

• develop project schedule

• involve other departments

List four ways to improve digital marketing analytics over the course of the next ten years.

1. Incorporate more SEO

2. More actual research; access to range of resources

3. Interpret results and draw conclusions from the research

4. Understand the influencer landscape

consistent content, be high concept

List four ways artificial intelligence can be applied to improve digital marketing analytics.

Machine learning can:

• learn and predict what someone will buy

• understand which advertisements work and what those have in common

• decipher people's opinions on products and create a more accurate sentiment analysis

• learn your personal preferences and manipulate product placement based on your preferences

How would you go about researching the Reptilian motivations for purchasing a product?

body language, facial expressions, smell, music, feel, etc., (everything without rationale)