How you can see all of your marketing efforts in one media dashboard

As a Marketing Manager, CMO, or Account Director, it would be convenient to see all of your media activity in one report right? That probably sounds impossible given that there is so much information coming from so many different sources. For instance, your Search team might send you a weekly search report, your website analyst probably sends you a site traffic report, your traditional media buying team might send you a monthly report, and so on and so on….

Who has time to look at and review all these reports? If only you could see things from a top-level view and see how much you are spending, what media channels are in the mix, the volume of visitors that are going to your website, social media results and QR Code downloads all in one report. Is it possible? Yes!

The best part of this is that everyone working on your account can get a holistic view of the campaign. It can be distributed to every department, agency (creative and media), and anyone else who has a hand in promoting your brand. You can download such a Dashboard here.

The most important thing is to not track and include everything in this report – that is a waste of time. Rather, you should just focus on the essentials. Eight basic charts that show:

Website Activity:

• Visitors
• Unique Visitors
• Average Time on Site
• Page Views
• Pages per visit

Website Referrals:

• Direct Traffic
• Referring Sites
• Search Engine
• Other

Offline Activity:

• Monthly volume of TV GRPs including Competition

Media Spend

• Monthly spend for TV, Print, Online Display, Paid Search, In-game advertising, Social Media

Monthly Media Mix

• Percentage of spend allocated to each Media Channel

Digital Activity:

• Display Impressions
• Display Clicks
• Search Impressions
• Search Clicks

QR Code Activity

• Total Scans
• Unique Scans
• New Scans

Social Media Activity

• Facebook Fans
• Twitter Followers
• YouTube Video views

How do you show that in 8 simple charts? Well the Dashboard is interactive! Anyone who has basic Excel skills can setup a Dashboard that includes all of this information. To make things simple, you can download an Excel version of this Dashboad at SmartDigitalSpending.com.

As you can see, this is not only a great report that can be passed along to everyone, it is a great business tool that provides great insight. Immediately, you can get a general idea on what’s going on with your campaign and what kind of results are being generated. Why keep wasting time looking at 5, 10, 15 different reports when all you need is one?

Download the sample Media Dashboard that incorporates social media and QR Code activity along with other advertising data analysis tutorials (How to forecast online orders, how to measure ad copy, how to rank mobile ad networks, how to calculate TRPs for digital media, and more) at SmartDigitalSpending.com!

Thank you,

Eric Melchor, Founder of Smart Digital Spending

SmartDigitalSpending.com, a Marketing data analysis firm, is launching a job board that targets Senior Marketing Analysts, Senior Research Analysts and Senior Web Analysts who want a new job fast! Smart Digital Spending is the first and only company to offer free media analytics solutions to agencies and online media professionals.

Eric Melchor commented, “The site already attracts a highly targeted audience that is seeking information on how to incorporate online media measurement strategies into their media planning strategy very easily. Since large portions of our audience are Senior Web Analysts, Senior Research Analysts and Senior Online Marketing Analysts, it only made sense to offer job postings that are specifically catered to them. Online ad spend has been growing every year and there are no signs of digital spend slowing down. Some of the best and hottest careers right now are analyst jobs in the online advertising industry.”

Smart Digital Spending was founded by Eric Melchor, an experienced online media planner and senior online marketing analyst. Free marketing data analysis solutions can also be downloaded at www.SmartDigitalSpending.com.

Future Smart Digital Spending Tutorials…

-How to work with and set-up online media campaigns with Ad Networks, the Right Way

Increase conversions, reduce your cost-per-acquisition and learn some interesting facts about your target market without having to spend more than what you are currently spending on your online campaign? Sounds too good to be true? Well it’s not. And it doesn’t involve ‘behavioral targeting’, programmatic buying algorithms or the use of any fancy planning tools.

How to work with Ad Networks

Any thoughts or suggestions on kinds of analysis I should create in the future? If so, please comment. Thanks.

Eric Melchor

www.smartdigitalspending.com

Follow us on Twitter!

Facebook Us!

Profit Maximizing Analysis

Suppose you are selling concert tickets. You’d like to make the most profit as possible, but you are not sure what price to charge. How can you determine what the most profit-maximizing price is for the concert tickets?

Profit Maximing Analysis with Smart Digital Spending

Profit Maximizing Analysis in excel

Let’s suppose that you pay $25 for each ticket that you plan to sell. You are considering charging between $40 and $80 for a concert ticket. You believe that at a price of $40, you will sell 60 concert tickets. At a price of $60, you think you will sell 50 tickets, and at a price of $80, you will sell 25 tickets. What price should you charge for a ticket?

Download the Profit Maximizing Analysis from Smart Digital Spending. Step-by-step instructions so easy to follow a caveman can do it. Each tutorial comes with written, audio and video instructions including an Excel file that takes you from beginning to end on how each analysis was performed.

Eric Melchor

www.smartdigitalspending.com

Follow us on Twitter!

Facebook Us!

Should my Paid Search Keywords be in position #1 or a lower position?

Bid to keep paid keywords in top position?

Actually, the better question to ask is – Is there a way to identify areas to reduce investment in paid search without sacrificing too much return?

Unless your brand is in a market all by itself, you will have competitors bidding on search keywords similar to yours which means you will have to spend more in order to show up on top of search engine results. Bidding the highest amount of money will allow your keywords to be in the top position usually resulting in a higher CTR, higher CPC and more web site activity as more people select to click on keywords in higher positions. However, is it worth it?

A Search Position Placement Test will help you to analyze core keyword performance in position 1 versus lower positions 2-5 based on total click volume and CPC efficiency. Keeping your core keywords in the top #1 spot is expensive and you want to determine if you can save money by keeping some of these keywords in lower positions 2 through 5 without losing too much activity.

Search position placement test set-up

search position placement test video

The Search Position Placement tutorial shows you how to set up a search position test properly and evaluate results so a strategic decision can be made whether or not to keep core keywords in the lower positions. The tutorial comes with step-by-step written, audio and video instructions (so easy to follow a caveman can do it) on how to properly set-up this test. In addition, an Excel file with sample data is also included that allows you to see how formulas were calculated and results analyzed.

If you are running a paid search campaign, I highly recommend performing such a test as you will likely see which search terms drive only marginally more volume in position 1 (top position) as compared to positions 2-5 (lower positions). This is important because you will learn how to maximize efficiency (reduce search spend) without sacrificing significant volume.

If you have any comments or thoughts, please share. Thanks.

Eric Melchor

www.smartdigitalspending.com

Follow us on Twitter!

Facebook Us!

Which ad copy is better at influencing sales?

Which ad copy works better?

Regardless of whatever ‘Call to Action’ you use to try and influence sales on your website, there is probably one that statistically works better than others. If everything else stayed the same on the webpage (i.e. products, content) and the only factor that changed was the Ad Copy itself, you can compare the volume of orders placed when each ‘Call to Action’ was used by using a one-way Anova. A one-way Anova will tell you if one ‘Call to Action’ was statistically better than the others.

One-way anova

two factor anova

Okay, what if I was selling products on various days?

In this situation, two factors (the ‘Call to Action’ and the products being sold) are influencing orders. When two factors might influence a dependent variable, a two-way Anova (analysis of variance) can be used to determine which, if any, of the factors have a significant influence on the dependent variable. To see step-by-step written, audio and video instructions on how to perform the one-way and two-way Anova, refer to the Ad Copy Insight Analysis offered by Smart Digital Spending. An Excel spreadsheet along with sample data will take you from beginning to end on how to perform this analysis. Length of video is 12 minutes and there are 8 pages included in the written instructions.

Ad Copy Insight Analysis video tutorial

Included in the Ad Copy Insight Analysis is a BONUS = Predict orders using the equation below:

Predicted orders = Overall Average + (Product Effect) + (Ad Copy used)

Eric Melchor

www.smartdigitalspending.com

Follow Us on Twitter!

Facebook Us!