Webcast: How to Measure
Construction Marketing Results
The Newest Rules
November 15, 2010
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©2010 Construction Marketing Advisors. All Rights Reserved.
Welcome
Moderator/Speaker:
Neil Brown
Chairman
Construction Marketing Association
neil@ConstructionMarketingAssociation.org
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©2010 Construction Marketing Advisors. All Rights Reserved.
Welcome
Speaker:
Pavel Solyak
Social Media Mgr.
The Chamberlain Group
pavel.solyak@Chamberlain.com
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Agenda – Measuring Marketing
1. Why measuring marketing is important?
1. The three (3) types of marketing measurement
1. Traditional measures
2. Internet measures
3. Social media monitoring
2. How Chamberlain Group Measures marketing
3. Summary: How to measure construction marketing
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Measuring Marketing
Why is Measuring Marketing Important?
1.
A recent construction marketing survey identified measuring and reporting
marketing results as THE TOP PRIORITY, beating even internet and
social media
2.
With the lingering construction recession, marketing is being scrutinized
more than ever
3.
Growing interest in mainstream marketing for metrics, dashboards,
marketing automation
4.
Depending on scale of company or program, measurement can range
from simple to a variety of complex methods and approaches
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Measuring Marketing
3 Broad Types of Marketing Measurement
1.
Traditional methods of measuring, including marketing research
2.
Internet-based measures
3.
Social media monitoring
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Measuring Marketing
Traditional Marketing Measurement

Some of the traditional methods of measuring marketing results
might be the most critical:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Financial: sales revenue, unit volume, gross margins
New customers
Qualify source of exposure (how they found out about company)
Inbound telephone calls
Trade show/event inquiries
Print advertising promo codes
Publicity placements (hard copy clips)
Customer/prospect database entries (sales, service, CRM, SFA)
Customer status: new customer acquisition, customer retention, dormant
customer, lost customer
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Measuring Marketing
Traditional Marketing Measurement

Another traditional approach to measuring marketing results is
marketing research, in a variety of types and methods:
1.
2.
3.
4.
5.
Secondary research (publicly available, e.g., internet, publications,
associations
Primary research (custom, surveys, interviews, focus groups, etc.)
Syndicated research (for fee from research firms, analysts, e.g.,
Forrester, Frost & Sullivan)
Examples of research measures: market sizing/market share, brand
awareness, brand preference, customer satisfaction, competitive
intelligence, market trends)
For specialized markets, research may be the only measures
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Measuring Marketing
Traditional Marketing Measurement

A challenge of traditional measures is relating back to specific
campaigns or initiatives:
–

Most construction products sell through channels of distribution or
retailers
–

Always use direct response offers or promotional codes
End user insight must be provided by channel partners or retail POS data
(often syndicated research, e.g. IRI, Nielsen)
Traditional measures can be integrated with Internet marketing
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Measuring Marketing
Internet Marketing Measurement

With construction marketing increasingly emphasizing Internet,
measures are more often Internet-based:
1.
2.
3.
4.
Website statistics (from host provider including traffic, by day and time)
Google Analytics (Visits, Page Views, Pages/Visit, Bounce Rate, Average
Time (stickiness), Traffic Source (Engines, directories, etc., geography)
Search Engine Optimization (SEO) measures: e.g. websitegrader.com
measures meta coding, indexed pages, links, RSS conversion, social
media integration (Blogs, Twitter)
Website registrations via contact forms, registration pages, e-commerce,
surveys; registrations for newsletters, warranties, catalog or literature
requests, downloads, promotions, events, training programs, webcasts
and seminars, RSS feeds (blogs or news), LinkedIn Connections,
LinkedIn groups
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Measuring Marketing
Sample Google Analytics Dashboard
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Measuring Marketing
Internet Marketing Measurement

When utilizing an Email Service Provider (ESP) to develop and
distribute email campaigns, robust metrics are provided:
1.
2.
3.
4.
5.

Deliverability
Bounces (bad email addresses, hard vs. soft)
Open rates (average 5-20%)
Click-through rates (CTR, average 10%)
Opt-outs (removal requested)
Examples of ESPs include: iContact, Benchmark, Constant
Contact, MailChimp
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Measuring Marketing
Sample Email Dashboard
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Measuring Marketing
Internet Marketing Measurement

When utilizing electronic newswire distribution services like
PRNewswire, BusinessWire or PRWeb, each provides placement
tracking

Google Alerts identifies keyword mentions, and will be covered in
social media monitoring

A new technology call Urchin Tracking Modules or UTMs track
website traffic via subdomains and Google Analytics and can be
used for print ads, banners and more
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Measuring Marketing
Sample PRWeb Dashboard
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Measuring Marketing
Social Media Monitoring

With the explosion of social media, we are pleased to share some
of the features and tools for key platforms, bookmarking and
monitoring:
1.
2.
3.
4.
YouTube lists total channel views, upload views, launch/join date,
subscribers; YouTube metrics system (INSIGHT) has dashboard statistics
including view detail and demographics (age, gender, geography++)
Facebook has added business-friendly features including fan pages,
custom tabs and the “Like” button; Facebook metrics system (INSIGHTS)
identifies page interactions and demographics
Twitter does not offer metrics directly, but Followers and Tweets can
easily be identified. The WeFollow.com directory ranks influence of a
Twitter profile via keywords based on relevant Tweets, Retweets and
listings. Bit.ly is a link shortening tool that allows measurement of link
click-through. TweetDeck and HootSuite are dashboard tools for Twitter+
Bookmarking tools build Internet search authority, with several free
services measuring and archiving bookmark activity including Digg,
Delicious and StumbleUpon
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Measuring Marketing
Sample YouTube Dashboard
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Measuring Marketing
Sample Facebook Dashboard
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Measuring Marketing
Social Media Monitoring

Blogs are monitored via Google analytics, Retweets, Likes,
comments, bookmarks, links and more

Social media monitoring tools identify keyword mentions across
the social-sphere. Radian6 is one of the most popular, userfriendly and powerful:
1.
2.
3.

Monitors keywords across the the entire Internet including blogs, social
profiles, forums and more.
Monitors company, brand and topic mentions; provides links to specific
mentions; excellent graphics for trend analysis
Available on a subscription basis
Google Alerts are a simple but powerful tool to have links to
keywords or keyword strings delivered to your email
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Measuring Marketing
Blog Measures
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Measuring Marketing
Blog Measures
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Measuring Marketing
Sample Radian6 Dashboard
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Guest Speaker
Pavel Solyak
Social Media Mgr.
The Chamberlain Group
pavel.solyak@Chamberlain.com
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Tools for Social Media
Monitoring
Pavel N. Solyak
pavel.solyak@chamberlain.com
Set an Objective
 Increase traffic
 Build links (SEO)
 Customer support
 Customer feedback
 Listen to conversation
Facebook
YouTube
Twitter
Radian6
Measuring Marketing
Webcast Summary
1.
2.
3.
4.
5.
6.
7.
In a soft market, measuring marketing results is critical
Measuring marketing results ranked as the highest priority of
construction marketers in a recent survey
There are 3 broad types of measures: traditional measures,
Internet measures and social media monitoring
Traditional measures include financial (sales, volume), sales
inquiries, market research, news placements and more
Internet measures include web stats, Google Analytics, SEO
measures, email metrics, news placements and related
Social monitoring includes top platforms (YouTube, Facebook,
Twitter), social bookmarking, and new tools like Radian6
Google Alerts is a simple tool for tracking keyword mentions
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Q&A
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Thank You!
The Construction Marketing Association (CMA) is a network of
marketing managers and executives in construction-related
fields. CMA provides professional development and training,
resources and information, networking and recognition.
Find us:
www.ConstructionMarketingAssociation.org
www.ConstructionMarketingBlog.org
Twitter.com/ConstructMarket
Facebook.com/ConstructMarket
LinkedIn.com (Construction Marketing Association Group)
Next Webcast: Lead Generation Best Practices – Construction
December 15, 2010 CONFIDENTIAL DOCUMENT
©2010 Construction Marketing Advisors. All Rights Reserved.