Digital Marketing Communication

(kode P051730015)

Pertemuan 13
Evaluation and Improvement of
Digital Channel Performance

Dosen
H. Andri Budiwidodo, S.Si., M.I.Kom
 Penjelasan Umum Pelaksanaan Perkuliahan
Yang dipelajari selama Semester Genap Pendek
1) Pendahuluan: kontrak perkuliahan, 8) Why Social Media Marketing Is Important
penjelasan umum pelaksanaan kuliah, 9) Delivering the online customer experience
gambaran umum dan pengantar digital 10) Campaign planning for digital media
marketing communication
2) Online marketplace analysis: micro- 11) Marketing communications using digital
environment media channels, part 1
3) The online macro-environment 12) Marketing communications using digital
media channels, part 2
4) Digital marketing strategy 13) Evaluation and improvement of digital
5) The impact of digital media and technology channel performance
on the marketing mix 14) Business-to-consumer digital marketing
6) Relationship marketing using digital practice
platforms. 15) Business-to-business digital-marketing
7) Understanding the Customer Journey and practice
Choosing the Right Marketing Campaign 16) UAS (Ujian Akhir Semester)

TUGAS BESAR 1 dan 2 dikumpulkan 25 Februari

2021
 Daftar Pustaka

Chaffey, Dave. Dan Fiona Ellis Chadwick. 2016. Kotler, Philip., dan Kevin Lane Keller. 2016. Marketing
Digital Marketing: Strategy, Implementation Management 15th edition. Essex England: Pearson
and Practice 6th edition. Edinburgh United Education Limited.
Kingdom: Pearson Education Limited
 Daftar Pustaka

Belch, George E. and Michael A. Belch. 2018. Mothersbaugh, David L. and Del I. Hawkins.
Advertising and Promotion, An Integrated 2016. Consumer Behavior: Building Marketing
Marketing Communication Perspective, 11th Strategy, 13th edition. New York: McGraw-Hill
Edition. New York: McGraw-Hill Education. Education
 Daftar Pustaka

Deiss, Ryan., dan Russ Henneberry. 2017.

Digital Marketing For Dummies. Hoboken, New Gray, Noah., dan Michael Fox. 2018. Social media
Jersey: John Wiley & Sons, Inc. Marketing. San Bernardino, CA.
 Daftar Pustaka

Sherman, Aliza., dan Danielle Elliott Smith. Kotler, Philip., Hermawan Kartajaya, dan Iwan Setiawan
2013. Social Media Engagement For Dummies. 2017. Marketing 4.0: Moving from Traditional to
Hoboken, New Jersey: John Wiley & Sons, Inc. Digital. Hoboken, New Jersey: John Wiley & Sons, Inc.
 PERTEMUAN 13
Evaluation and improvement of digital channel performance
1) Performance management for digital channels 553
2) Customer experience and content management process 573
3) Responsibilities for customer experience and site management
575
SUMBER BACAAN UNTUK STUDI MANDIRI
PERTEMUAN 13
Chaffey, Dave., and Fiona Ellis
Chadwick. 2016. Digital
Marketing: Strategy,
Implementation and Practice 6th
edition. Edinburgh United
Kingdom: Pearson Education
Limited.
HALAMAN 550-591.
NOTE: link/tautan e-book tersebut, sudah pernah di-
share di POST, silakan diunduh.
 INTRODUCTION
• To succeed in a measured
approach to improving
results from Internet
marketing we suggest that
there are four main
organizational prerequisites,
which are broken down as
shown in this slide into the
quality of the web analytics
processes including defining
the right improvement
measures and purchasing the
right tools and the
management processes –
such as putting in place a
process where staff review
results and then modify their
Key questions in evaluating process, metrics and tools for improving
the contribution of digital marketing within an organization
marketing activities
accordingly.
 Performance management for digital channels
• To improve results for any aspect of any
business, performance management is
vital. As Bob Napier, Chief Information
Office, Hewlett-Packard was reported to
have said back in the 1960s, ‘You can’t
manage what you can’t measure’.
• The processes and systems intended to
monitor and improve the performance of
an organisation are known by business
operations researchers as performance
management systems and are based on
the study of performance measurement
Performance management system. A process used to evaluate and I systems.
mprove the efficiency and effectiveness of an organisation and its • Performance is measured primarily
processes.
Performance measurement system. The process by which metrics are
through information on process
defined, collected, disseminated and actioned. effectiveness and efficiency, that it is
Effectiveness. Meeting process objectives, delivering the required important to include both effectiveness
outputs and outcomes, ‘doing the right thing’. and efficiency measures.
Efficiency. Minimising resources or time needed to complete a
process ‘doing the thing right’.
Performance management for digital channels

A summary of the performance measurement process

 STUDI MANDIRI:
Selecting the right type of digital marketing dashboard
Purpose
To assess the benefits and disadvantages of dashboards and
review some of the options available.
Activity
1) Review some of the most commonly used dashboards by
digital marketers to understand their features and how they
differentiate.
a) Google Analytics (which offers standard and customized
dashboards)
b) Geckoboard
c) Kissmetrics
d) Klipfolio
e) Sproutsocial
f) Tableau
2) Identify different types of dashboard solutions.
3) List essential requirements of dashboard solutions which
differentiate them from tools such as Google Analytics.
4) What are the potential disadvantages of dashboard systems
which require management?
 The five diagnostic categories for
digital marketing measurement
• Figure in this slide
shows a framework of
measures, which can
be applied to a range
of different
companies.
• The groupings of
measures remain
relevant, although
they are centred on
sites or online
presence, measures
for engagement with
social media should
also be considered.
The five diagnostic categories for digital marketing measurement
 • The attrition rate which describes
Attrition Rate how many visitors are lost at each
step of a conversion funnel from
landing page to checkout.
• Figure in this slide shows that for
a set time period, only a
proportion of site visitors will
make their way to product
information, a small proportion
will add an item to a basket and a
smaller proportion still will
actually make the purchase.
• A key feature of e-commerce sites
is that there is a high attrition rate
between a customer adding an
item to a basket and
subsequently making a purchase.
• It is surmised that this is due to
fears about credit card security,
Potential reasons for causing attrition on an e-commerce site
and that customers are merely
experimenting.
Multichannel performance scorecard
• Balanced
scorecard style
dashboard
developed to
assess and
compare channel
performance for
a retailer is
presented as the
figure in this
Multichannel performance scorecard example for a retailer
Source: Wilson (2008)
slide.
 Collecting site-visitor activity data
• Site-visitor activity data captured in web
analytics systems records the number of visitors
on the site and the paths or clickstreams they
take through the site as they visit different
content. The terms used to measure visitor
activity are summarised in Table (in this slide).
Site-visitor activity data. Information on content and • In the early days of Internet marketing, in the
services accessed by e-commerce site visitors. mid-1990s, this information was typically
Hit. Recorded for each graphic or text file requested collected using log files. The server-based log
from a web server. It is not a reliable measure for the file is added to every time a user downloads a
number of people viewing a page. piece of information (a hit) and is analysed
Log file analyser. A separate program such as using a log file analyser.
WebTrends that is used to summarise the information • Despite their wide use in the media, hits are not
on customer activity in a log file. a useful measure of website effectiveness since
Page impression. A more reliable measure than a hit, if a page consists of ten graphics, plus text, this
denoting one person viewing one page. Also known as is recorded as 11 hits.
page view.
Unique visitors. Individual visitors to a site measured
• Page impressions or page views and unique
through cookies or IP addresses on an individual
visitors are better measures of site activity.
computer.
Terminology for key website volume measures

Source: ABCe (www.abce.org.uk)

 Customer experience and
content management process
• As part of the process of continuous improvement in online
marketing, it is important to have a clearly defined process for
making changes to the online presence of a company.
• If pages remain static, as is the case with some brochureware
sites we still see, then the opportunity to engage customers and
prospects with a brand is missed. With search engines and social
media sites featuring real-time data posted in blogs, companies
that have a static site are missing an opportunity to get better
visibility.
• The key to keeping a website dynamic is to have a clear content
and e-communications strategy based on a content or social
hub. The site and content update process should be understood
by all staff contributing content to the site, with their
responsibilities clearly identified in their job descriptions. To
understand the process, consider the main stages involved in
publishing a page. A simple model of the work involved in
maintenance is shown in Figure in this slide. It is assumed that
the needs of the users and design features of the site have
already been defined when the site was originally created
A web document review and update process
How often should content be updated?
Website content needs to be up-to-date, in line with customer expectations. The
web is perceived as a dynamic medium and customers are likely to expect new
information to be posted to a site straightaway. If material is inaccurate or ‘stale’
then the customer may not return to the site. To ensure site content remains
‘fresh’, i.e. relevant for the audience and effective for the business, it is useful to
consider different types of content and their purpose. Consider different
content types for an online retailer. These will include:
1) Product information – product details on product pages and higher-level groupings
of data as category pages. This includes both product descriptions and specifications
which are relatively static for a given product and product pricing and availability
information which is more dynamic.
2) Brand content (product brands) – content about an individual brand available as
different product may be grouped together.
3) Brand content (retailer brand) – content about the company, such as its value
proposition, trust and history.
4) Promotional content – ‘promotion’ in this context referring to information about
sales and discounts.
5) Support content – information about ordering and returns for example.
6) Community content – user-generated content which may be in a community area or
associated with products as reviews and rating.
7) Blog content – regularly updated content aimed at engaging customers and
products, for example showing the latest fashion trends for a clothing retailer. This
content may also be useful for search engine optimisation.
The content update review process

An example of a content update review process

 Measures of Internet marketing effectiveness
Measures of Internet marketing effectiveness can be categorised as
assessing:
• Level 1: Business effectiveness – these measure the impact of the
website on the whole business, and look at financial measures such
as revenue and profit and promotion of corporate awareness.
• Level 2: Marketing effectiveness – these measure the number of leads
and sales achieved via the Internet and effect of the Internet on
retention rates and other aspects of the marketing mix such as
branding.
• Level 3: Internet marketing effectiveness – these measures assess
how well the site is being promoted, and do so by reviewing the
popularity of the site and how good it is at delivering customer needs.
 End of slides

H. Andri Budiwidodo, S.Si., M.I.Kom

Terima kasih
 FORUM DAN QUIZ
• FORUM:
Pada slide 14 membahas tentang Attrition Rate (agar lebih memahami, silakan dibaca lagi eBook yang telah diinfokan). Ada
kutipan sebagai berikut: “A key feature of e-commerce sites is that there is a high attrition rate between a customer adding
an item to a basket and subsequently making a purchase”.

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FORUM:
Dalam konteks evaluation of hight attrition rate, menurut pendapat Anda, mana yang memiliki attrition rate yang relatif
tinggi? Jelaskan pendapat Anda (jangan lupa bahwa digital marketing communication, seperti periklanan digital, content
marketing dll akan memiliki pengaruh)
 FORUM DAN QUIZ
• QUIZ:
Sudah sempat melakukan studi mandiri yang
berkaitan dengan dashboard digital marketing
(Google Analytic? Geckoboard? Kissmetrics?
Klipfolio? Sproutsocial? Tableau?) Mana yang
menurut Anda memiliki navigasi yang mudah
dipahami? Jelaskan! (Anda boleh memilih lebih dari
1 dashboard tools)