How world class companies optimise the digital experience

Oisin Byrne

iReach HQ

www.ireachhq.com

Insights to Impact

This briefing aims to demystify the process of measuring digital media marketing efforts and connecting measurable successes back to real business outcomes. You will learn to align digital media metrics with business objectives, distil live digital data into actionable insights.

GOALS OBJECTIVES STRATEGY TACTICS KPIs

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- Digital Optimisation – Paid, Earned Media and Owned Media

- Improvement Areas for Customer Engagement

- Research methods to enhance Digital Effectiveness

- Q&A and Close

- Sample Case Studies

- Appendix

Digital Campaign Effectiveness

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iReach – Insights through Innovation:

First Online Omnibus in Ireland iReach Multibus launched in 2010 and now runs every 2 weeks

Largest and most robust proprietary Consumer Research Panel in Ireland 40,000 Adult Consumers in ROI and NI

Only Business Research Panel in Ireland 9,000 Line of business decision makes in companies of all sizes

Qual, Quant and Digital Integrated research methods and evolving techniques

In-house developed Research Software Mobile, Video Groups, Research Communities and Panel Management

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iReach – Insights through Innovation:

Partnership approach to Projects Support brands across all industries and business issues

Research Solutions to drive Business Success Including Ad and Concept Testing, Trackers, C-Sat, Advocacy and Pricing

Models

Connect Insights to Performance KPIs Inspiring Knowledge – Using Data Analytics, Communities and Research to

generate actionable Insights

Support 100’s of projects each year Many Hybrid Projects of Surveys and Focus Groups in ROI, NI and Overseas

Regular Award Winners Members of ESOMAR, AMA, MII and recognised by Media Awards, AIM Awards,

Marketing Society and European Communications Excellence Awards

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Digital Marketing Spend is forecasted to increase to 35% of total advertising budgets by 2016 —Forrester Research

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Digital Media and Consumer Engagement

Paid Media

- Maximise your brand and product awareness

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How Digital Media can enhance performance using measurable KPIs

How do consumers truly

feel about our brand and

products?

What complaints do people have about our

company or

competitors?

Why are consumers choosing another brand

over our own?

What do our advertisements

and marketing really “mean”

to people?

What are the most important factors to

consumers when choosing a product in

our category?

Who are the most influential individuals regarding our brand, category or topic of

interest?

iReach provides the advice and support services to build a measurable Digital Media Success Framework as well as the Feedback and Analytics tools to turn digital engagement into actionable insights and enhance return on investment

Eye Tracking – Digital Creative and Campaign Testing

Areas of Interest and Heat Maps

Eye Tracking – Creative Testing

Eye tracking allows you to look through the eyes of the consumer while they interact with the product or media in real time.

The recommended sample size for eye tracking studies is a minimum of 30 participants to provide a valid sample.

Specifically Eye tracking tells us what draws people’s attention, what people find interesting.

The Important Metrics in Eye Tracking studies include;

First fixations

Most fixations

Gaze time

Fixation order

Eye Tracking – User Experience

Eye tracking can be used to measure and compare the effectiveness of different website designs.

Specifically it can be used to:

Understand what attracts or distracts users

Usability and Navigation

Compare the ease of use and digestibility of different information and systems.

Indications that the user might be confused

Looking in places that do not help in task completion

Facial expressions and mouse movement

Eye Tracking – Shelf and Package Testing

Analysis of shelf pop purchase intent findability of products To decide on the optimal placement or location of an

ad, the best shelf location for a product and the most attractive product design.

To access which product design draws attention to

the intended information.

iReach Eye-Tracking

Look through the eyes of your customers

New Glasses technologies allow us to measure visibility and engagement anywhere, in-store, OOH or online

Eye-Tracking can be used to see how consumers are engaging with your adverts, promotions, on shelf products and package design

Based on a user’s gaze and engagement we can obtain insight into their subsequent behaviours and actions

Explore the possibilities using real consumers in real shopping and retail environments

• Individual In-depths

• Family Based Research

• In home Ethnographic

- Packaging and Usability

- ‘Over the Shoulder’ Research

- Media and Smart Device Usage

- Video Narrative

• Websites and Content

- Access and Usability

- TV and Media Consumption

Video@Home by iReach

Customer Closeness Sessions

Learn to think like your customers

Get together with your customers – engage in activities, digital campaigns and brainstorming sessions

Understand how your customers engage, research, interact with your product or service and make decisions

Learn exactly what your customers are thinking in terms of their needs and expectations to support ad campaigns

We create a common understanding between you (and your staff) with your customers

Put consumers at the heart of your digital campaigns

Breakdown Silos

Brainstorming

Workshops

Earned Media

- Maximise engagement and conversations with advocates

iReach Conversations – Research Communities

Extending our expertise to you

iReach has built a Community Research Platform

which provide a wide range of qual, quant and

social tools

iReach support full Community Recruitment and

on-going Panel Management to ensure the

community is robust and insights are valid

iReach provide Community Management Services

to drive engagement and generate on-going

insights

Mixed Social, Qual and Quant techniques to study

‘stated’ activities against actual online activities

Discussion Forum Participants share opinions, comment on rich media, tag images and even test websites

Idea Voting Voting allows for members to add ideas and earn votes to hit the top of the winning ideas list

Website Usability Participants share opinions, comment on rich media, tag images and even test websites

Rewards and Prizes Voting allows for members to add ideas and earn votes to hit the top of the winning ideas list

Video Groups Video Discussion Groups and Instant Chat features are available for in-depth research

Surveys and Polls Quick Polls and Structured Surveys are fully supported as is Usability and User Testing

Co-Creation Video Discussion Groups and Instant Chat features are available for in-depth research

Product Testing Members sign-up to take part in at home product tests or sampling projects

Use the iReach Research Platform for in-house projects

Use our technology for your projects

iReach can deploy platform for internal use to

generate insights, Ideas and share Knowledge

Repository for all Insights and Market Intelligence

across internal stakeholders

Extend to Brand Advocates or Prospects to

become a platform for Idea generation, Invention

and knowledge sharing across consumers and

internal teams

Same research software platform if used for

Branded Consumer Communities

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ADVOVACY

CONSUMERS ENGAGE

IN UNSOLICITED DISCUSSION

OF THE BRAND WITH OTHER CONSUMERS

ENGAGEMENT

CONSUMERS DEMONSTRATE GREATER OR MORE FREQUENT INTERACTION WITH THE BRAND AND

SHARING

PARTICIPATION

CONSUMERS MAKE SIMPLE EFFORTS TO ENGAGE WITH THE BRAND

BRAND AWARENESS

CONSUMERS PASSIVELY RECEIVE BRAND MESSAGES

Digital and Social Media – Shifting from Awareness to Advocacy

SEO and Adverts

Websites

Social Media

Communities

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What does social analytics looks like

Social Conversations about when to get the best deals in Dundrum

“@ohhellofriend hittin up Dundrum with the

hubs and friends!” -@Bri_Kim

“Who knew best Dundrum would be

soo much fun!!!” -@BExclusives

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Mentions don’t reflect the mood or sentiment

Is it good or bad? Analysing the data for sentiment and topics allows you to drill-down on what’s important. What do people like and dislike about my brand? What are their un-met needs? How does this compare to the competition? Why are customers recommending them? Are my campaign messages cutting through? What is the emotional reaction to my campaign? What language do your customers use when they talk about you?

People are talking about my campaign, but what are they saying?

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Source Key Influencers

Who are the influencers and what is their reach

Volume

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Benchmark Social Share of Voice

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Case Study: Aldi outperformed lead Sponsors in Share of Voice

LIDL vs ALDI SoV

Owned Media

- Maximise the impact of consumer engagement with the media you own

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Feedback

Analytics

On-Page Analytics

What +

Why

“[Digital analytics] can not,

no matter how much you

torture the data, tell you

WHY something

happened.”

- Avinash Kaushik (Occam’s Razor)

Difficult to capture the full picture of digital behaviour

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Source: Adobe 2014 Digital Marketing Optimization Survey

Few companies spend on measuring effectiveness

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Owned Media – Websites and Digital Media

Intelligent Feedback to align with Campaigns

• Site Intercept is all about capturing value from your website

visitors with targeted, engaging messages.

• Site Intercept software makes targeting specific website visitors

simple with an intuitive point and click interface.

• Right Message, Right Time without need for IT or Developers.

• Complete control over branding and message.

• Grab attention with dynamic messages: Sliders, Feedback

Links, InfoBar, PopOvers.

• Your website visitors are valuable. Getting the right message in

front of your visitors and increase key conversion metrics.

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React dynamically to visitors Digital Journey in real-time

Website visitors intercepted based on actions or events

The different

steps

Create branded, dynamic

messages

Define your target visitors

Define Transactional,

Events and Conversion variables

Digital Campaign Effectiveness – What does success look like

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80% of your company’s future revenue will come from just 20% of your existing customers. —GARTNER

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Page-Level Engagement

Key Goals & Elements

• Find out what information is lacking on a page

• Can be as simple as asking, “Was this page

helpful?”

• Can be incorporated directly with the right

software and should appear as a seamless

part of your page

Areas of Impact

• Page conversion (percentage of visitors who

complete the objective of the page)

• Website Conversion (percentage of visitors

who complete the objective of the site)

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Key Goals & Elements

• The equivalent of asking, “Are you finding what you

need?”

• Should be discreet and mimic the flow of an actual

conversation

• Capture critical information regarding individual

experiences that you can use to drive conversion

Areas of Impact

• Site conversion (percentage of visitors who

complete the objective of the site)

• Converted business (dollar value of business that

resulted from solutions offered during the survey)

• NPS (net promoter score for site visitors)

Help and Support Engagement

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Site Exit Engagement

Key Goals & Elements

• Lost traffic and sales are recoverable in many cases

• Surveys can be triggered when a visitor’s behaviour

suggests they are likely to abandon

• Incentives like shipping coupons can be offered

within the survey flow to increase conversion

Areas of Impact

• Site conversion (percentage of visitors who

complete the objective of the site)

• Converted business (dollar value of business

that resulted from solutions offered during

the survey)

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Post-Transaction Engagement

Key Goals & Elements

• Find what you can do to improve the digital / buying

experience and increase share of wallet (SOW) or repeat

business

• Focus on the top 2 to 5 questions that matter

• Within the survey flow you can make specific offers to

encourage additional purchases or loyalty

Areas of Impact

• Customer retention (percentage of renewing vs.

non-renewing customers)

• Cross-selling rate (percentage of purchases that

include two or more products)

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Profile-Building Engagement

Key Goals & Elements

• Fulfil the needs of each of your visitor segments by

understanding their preferences

• Surveys can ask why visitors are on the site or what

they’re looking to find

• You should be able to target specific profiles based

on device type, gender, location, and other

important criteria

Areas of Impact

• Promotion effectiveness rate (percentage

increase in brand awareness your ad space

provides to target segments)

• Segment revenue growth (revenue growth for

target segments)

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73% of companies not currently conducting user experience testing will do so in the next 12 months—QUICKSPROUT

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User Experience (Ux) and Usability

Key Goals & Elements

• Individual Lab Testing and Group Discussion

• Website Usability Testing with Morae

• Outputs to improve usability and engagement

• Online Shopping Journey

• Digital Campaigns

Areas of Impact

• Reduced shopping cart abandonment

• Use geolocation more effectively, especially to

help answer queries

• Removed bottlenecks to building basket for TV

and Broadband bundles

Digital Media

- Optimise the experience

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Final Tips for Digital Metrics

1. Digital Campaigns Optimisation Framework 1. Plan 2. Listen 3. Respond 4. Engage 5. Measure

2. Understand Owned, Earned and Paid 3. Measure growth and engagement for each 4. Combine content strategy for each campaign 5. Consider including common KPI metrics for

each platform and for each campaign

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iReach Digital Effectiveness allows for the following:

Flexibility Offer customisable ways of capturing the voice of your site visitors without

impacting on their visit or digital journey

Responsiveness Engage users immediately based on dynamic real-time feedback to drive

conversions using a mix of digital content and triggers

Precision Target specific profiles exactly when you want with the dynamic content

you want, and where most impactful online

Ease of Use Implement without IT or SW Development Resources

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THANK YOU

iReachHQ

ireachinsights

Oisin Byrne Managing Director, iReach

oisin.byrne@ireach.ie Phone: 01-214-3741

www.ireachhq.com

Insights to Impact

Digital Campaign Effectiveness Measurement

Digital Effectiveness Case Studies

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“Site Intercept makes me look like a rock star.”

EASY SITE INTERCEPT FEELS EFFORTLESS

20X INCREASE IN RESPONSE RATES

13% INCREASE IN SITE CONVERSION RATES

+8 points NPS GAIN

“Before Site Intercept, we only sent 3 surveys per year because the process was so laborious. After Site Intercept, we quickly realized that gathering insights did not require an entire team of people like it did in the past.”

“We were only seeing about 1,000 total annual responses from all our surveys sent worldwide to 225 countries. But with Site Intercept, we received 20X more responses in just 1 month and from just 2 countries!”

“After we switched to Site Intercept, we were able to immediate take action on the data we were collecting.”

“I can’t advocate for this product enough because it makes life easier for me and my team.”

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Integration WITH ADOBE ANALYTICS

48% REDUCTION IN EXIT RATE

Site feedback ACROSS THE DIGITAL CUSTOMER JOURNEY

Conversion CHANGES MADE IN HOURS WITH NO IT SUPPORT

“Bankwest implemented Qualtrics with Adobe Analytics integration to improve their digital customer experience and website conversion rates.

Bankwest were experiencing a 19% site exit on their credit card online application form. Based on Qualtrics data, Bankwest redesigned the page to clearly show there was one more step to complete the form and reduced the exit rate by 48%.

Bankwest captures site feedback at many customer touch points across the website customer journey in order to make it easier to find key information and make digital experiences more effective, easy and enjoyable.

“Bankwest uses Site Intercept to launch pages in hours and with no IT support. Their website is constantly updated with optimal usability based on the needs of their website visitors which resulted in increased website conversion and revenues.

“Site Intercept allows us to understand the ‘why’ behind website visitor behaviour”

Research | Connect | Answer

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40% FASTER RESPONSE TIMES

30% INCREASE IN CONVERSION RATES

10% INCREASE IN ENGAGEMENT RATES

RESERVED NEGATIVE PRESS TRENDS AND GENERATED POSITIVE PRESS

“Qualtrics technology helped create faster and easier experiences for millions of healthcare seekers on the highest volume healthcare website in the world.

Qualtrics collected website feedback from 130 million individuals using site-specific targeted surveys to make changes in real-time and dramatically improve site conversion.

Better experiences translate to higher engagement and satisfaction which increased registration numbers.

“Press coverage for HealthCare.gov has virtually done a 180 from negative to positive – driven largely by the insights from Qualtrics solutions.

10 million Registrations made fast and easy by Site Intercept

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DEEPER AND MORE HOUSTIC AUDIENCE INSIGHTS

30% HIGHER SITE CONVERSION

+10 Points INCREASE IN NPS

Double Digit INCREASE IN BRAND AWARENESS

““We collect a ton of data that provides us with consumer insights to help us better profile our audience on what they watch, when, how much they watch, which platforms they use, and why.”

“Since advertisements are a primary source of revenue, we’re in a stronger position when our site conversion metrics beat competition.”

The NPS data provided by Qualtrics helps our product teams to understand what our consumers are currently thinking about our brand, the extent that they are willing to recommend us to others, and how we can improve our products for the future.”

“Qualtrics insights have resulted in successful new product launches, increased revenue, and double digit increases in awareness, all of which help to position CBS Interactive competitively in the digital marketplace.”.

“Site Intercept drove millions in ad revenue, and double digit increases in brand awareness.”

iReach Insights – Offerings, Methods and Techniques

Insights to Impact

Message and Proposition Testing

Test new message and proposition concepts using either qual or quant research in support of new campaigns or client pitches. PR and Media Activities

Use research ‘nuggets’ to support campaigns across Business and Consumer cohorts

as well as specialist groups such as Mums, Heartburn sufferers etc.

Shopper and Consumer Analytics

Engage with shopper research for increased insights by measuring campaign impact on sales results feeding into and marketing strategy and campaigns.

Ad Effectiveness and Impact on Brand KPIs Imbed pre-campaign measures to accurately measure how ad campaign shifts key Brand measures or KPIs.

Social Insights and Digital Campaign KPIs Your brand will be able to blend social media with market research to better understand your audience and create actionable business insights.

Research Solutions

Segmentation and Brand Tracking

Help your clients to create a clear strategy and build a more suitable approach to their customers improving your commercial strategy and ROI.

Satisfaction and Advocacy

Put customers are the heart of research to make better decisions for creating optimal products and services leading to increased customer satisfaction and advocacy.

Route to Market

What is the purchase journey and how does advertising impact on the consumer route to market.

Ad and Concept Testing Use research to optimise the message and call to action, adapt the sales and marketing strategy with pre and post campaign research.

Research Solutions

Consumer Decisions Business Decisions 48,500+ Members

iReach Conversations Site Intercept

Research Platforms

Paid Earned

iReach Research Methods aligning with Media

Site Intercept and UX Video@Home iPick by iReach

Owned

iReach Insights

Bringing you closer to the Consumer

QUAL | QUANT | DIGITAL

iReach proprietary Research Panels

Consumer and Business Research

Panels in Ireland

Marketing to Women

• Qual and Quant Research

Mums and Infants

• Pre and Post Pregnancy

Family and Youth Panels

• Family ‘in the home’ based research

• Youths ‘entering the workforce’

• 2nd and 3rd Level Students

Business Decisions Panel

• Line of Business Decision Makers

• SOHO, SME, Enterprise and Public Sector

iReach Specialist Panels

iReach Insights

Bringing you closer to the Consumer

RESEARCH METHODOLOGIES

Monthly Omnibus

• 1,000 responses for Adults in Ireland on a Nationally Representative Basis (Age, Region, Social Class and Gender)

• Mainly used for Trackers and Ad Hoc Projects

• Costs include survey design, fieldwork, full data analysis and reporting in PowerPoint with recommendations made by iReach Analysts

Custom Projects using iReach Research Panels

• Any samples and quotas

• Robust and Cost Effective

Recruitment for Qualitative Research

• Focus Groups and IDI’s

• Mystery Shopping and Customer Closeness Workshops

iReach Consumer Decisions Research Panels

iFocus by iReach – Qualitative Research

• Using Consumer and Business Research Panels

• Exact Screening and Targeting using our Panels

• Groups, IDIs and Mystery Shopping

Focus Groups and In-Depth Interviews

• Cost Effective and Impactful

• Free Video Streaming and Project Portal

• Free Recruitment

• Integrated Quant and Qual Research

• Groups Nationwide (no extra cost)

Introduction to iFocus – Qualitative Research

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For more details call Margaret on 01-214 3740

iReachHQ

ireachinsights

Oisin Byrne Managing Director, iReach

oisin.byrne@ireach.ie Phone: 01-214-3741

www.ireachhq.com