Digital Metrics Playbook: Measuring Your Online Branding Strategies

Enrique Quevedo · Daniel Besquin · Michelle Read

2015年2月 · Dreaming Intent Press

关于此电子书

Brand marketers are still taking their first steps into the digital world by migrating their traditional mindset into the new communication channels they have at hand. Traditional branding, being strongly based on reach & frequency, is being copied to digital branding initiatives, thus ignoring the great opportunity digital media provides, as a two-way communication channel, to further engage with their audiences.

The book proposes a comprehensive measurement framework to help shape the mindset of the next generation of digital brand marketers and enable them to focus not only on brand exposure and its impact on sales, but also on the brand experience they can now create using digital media, and its impact on long term profitability.

It guides you on a step by step through the five stages of the framework:

1. Expose your brand.

2. Attract people to your brand territory.

3. Engage providing valuable experiences.

4. Retain attention over the long term.

5. Influence perception, intent or behavior.

We also provide the set of KPIs that need to be measured at each of the stages. KPIs are designed to fulfill two different needs: the need to optimize efforts on a day-by-day basis, and the need to assess high-level success at each of the stages of the framework.

Finally, we'll help you bring accountability by surfacing the link between your online branding efforts and the most important outcomes expected from any branding campaign: to drive sales and to grow loyalty.

作者简介

Enrique joined Google Mexico in 2007 as the Analytics Solutions Specialist for Latin America. In this role, he helped global brands get maximum business value from their data. In 2013, Enrique relocated to São Paulo, Brazil to manage the Ads Services team where he helps brands in Latin America exploit the power of the whole Google Advertising product stack.

Daniel joined Google in 2010 as an Account Strategist where he guided leading brand in Mexico through the savvy use of Digital Analytics to drive effective business decisions. In 2014, he joined Tongal, a platform that facilitates content creation by crowdsourcing creative work through collaborative contests, where he continues to help brands enhance their digital marketing strategies.

Michelle joined Google in 2011 as Senior Account Planner based in Chicago, and then joined Google’s Global Brand Solutions team. She works on aligning Google’s solutions with client business challenges to help brand marketers ensure that they are getting the most from the online world.