MEASURING EFFECTIVENESS

Paid Media Tactics

Obj.#

WHAT measuring

lab or field

HOW measured

1

Increase in brand)
 awareness of starbucks
 and popularity in terms
 of offline and online
 audience ( increase in 25% of brand popularity

Lab/field

Brand awareness and popularity should be measured by the number of customers the brand will be able to attract. Monitoring direct and referral traffic is very important. Every aspect of a business strategy is based on monitoring its existing direct customer base. Frequent visits to existing customers develop a base. An increase in new customers ensures brand awareness and also gives a sense of popularity. Monitoring the number of posts on social media platforms will increase the social media presence. Keeping a check on google search is very important which gives a picture of brand popularity and the awareness of potential customers.

2

Increase in customer viewership of ads on
 digital platforms and
 social media ( increase
 reach of 12% throughout
 the campaign)

lab

An increase in customer viewership of ads on digital platforms can be tracked by monitoring the total site traffic. the view time of the ads by potential customers should also be monitored as it gives a picture of whether the customer is liking the ads or whether the ads should be altered. Tracking the increase in view time or traffic site after the successful completion of the campaign. social media platforms like Facebook and Instagram should be monitored and tracked the total no of views or traffic on the site.

3

Local Ads on billboards
 and bus stops that
 capture viewer
 attention for
 minimum 5 seconds

field

Local ads on billboards are very important and can help increase sales. the 5 seconds ads on a billboard can do wonders. Therefore the tracking the number of footfalls in the store nearby the billboard can be a key metric of measuring the success of local billboard ads.

Owned Media Tactics

Obj.#

WHAT measuring

lab or field

HOW measured

4

5 to 10 Mall activation
 ( aim to increase
 customer brand
 retention by 10%)

field

Mall activation means the increase in stores of Starbucks. Therefore customer brand retention can be measured by the no of footfalls in the stores of each mall. More important the number of existing customers who are visiting Starbucks should be monitored. The data should be recorded and analyzed. The purchase frequency metric tends to give an overview of the retention rate of the customers and a decrease of the purchase frequency metric indicates a reduction in the customer retention metric.

5

Increase customer
 interaction and
participation through
reviews and use of
 social media sharing
 ( increase in 50% of
 customer participation)

lab

Customer satisfaction metric for individual and collective behavioral segments. creating a scorecard with areas of experience, quality, and feedback for improvement. NPS ( net promoter score) is good for checking customer loyalty.

6

1  cultural Day celebration
 at normal Starbucks
 stores before
launch to increase
 positive brand
 engagement by 7%

lab

Cultural day celebration gathers many people together making a good environment to hang around. Thus before the launch, this can lead to a positive brand image for Starbucks. People joining the cultural day celebration will spread the opening of stores to various other potential customers. This will foster the growth of customers as well as brand recall.

Earned Media Tactics

Obj.#

WHAT measuring

lab or field

HOW measured

7

Activation covered
 and published
 by 3 online articles and 3
online blog post
 within a month

lab

Activation covered and publishing of blogs is one of the important methods in attracting the attention of the public. Article quality scores are one of the measures that measure the count of the number of clips. An increase in the number of clips signifies good performance. The total number of mentions in blogs and articles is also important and signifies the popularity of Starbucks. This also ensures and gives us a known how of the potential target audience.

8

Social Media posts
 reshared on an
 average of
15 times a week

lab

Tracking the total number of reshared posts is also very crucial. This helps the brand to reach prospective customers who are unaware but willing to come and have a taste of the products offered. Resharing of posts helps in broadening the mass and acts as a crucial method of expanding the customer base. Social share of voice should also be monitored as it helps in gaining knowledge about the no of people mentioning the name of the brand as compared to the competitors in social media.

9

Cultural day pictures
 and photos shared
 at least by 250 people
 with the first week
 ( considering it will
 happen all three
 countries at the
 same time

field

Cultural day celebrations increased the attraction of the public. It also encouraged the mixing of people and provided a good environment. This increased brand recall as well as publicity and brand awareness. the gathering of more than 250 people was a great show. Therefore the customers clicked pictures and shared on social media platforms. This turned out as a blessing in disguise as Starbucks doesn’t require a single penny for social media awareness. Therefore the company should track the total number of pictures post as well as the number of views.

Social Media Tactics

Obj.#

WHAT measuring

lab or field

HOW measured

10

Posts of Starbucks
 home receive 7%
 more reach and
 impression than
 the usual Starbucks
 page

lab

Starbuck home refers to the home page and Starbuck page refers to the page where the order is placed. Therefore this refers to the customer retention rate, the number of customers visiting the page comparing the number of people ordering the food.

11

Post-event posts
 receive 5% more
 engagements and
 feedback than
 what normally
 Starbucks campaign received

field

The number of registration for the events should be calculated. The total sales during the event should be monitored and the total query regarding the events or products. It has been seen that events are more successful than campaigns.

12

Increase of 10%
 in reshares on
 social media
 post and videos
 with 5% increase
 in the click
through rate
of link posts
 than usual

lab

This refers to the referral link by which the customers have visited the home page or ordered any product. The reshares on social media should be tracked and the increase in traffic should be monitored.

Paid Media Tactics

Obj.#

WHAT measuring

lab or field

HOW measured

1

Increase in brand)
 awareness of Starbucks
 and popularity in terms
 of offline and online
 audience ( increase in 25% of brand popularity

lab/field

 Apart from tracking website traffic and searching volume data, brand impression through social media engagement offers an increase in metrics and robust analytics tools. For more detailed information the segregation of direct link traffic and referral link traffic should be monitored.

2

Increase in customer
viewership of ads on
 digital platforms and
 social media ( increase
 reach of 12% throughout
 the campaign)

 lab

 Apart from the above-mentioned metrics of total site traffic and monitoring the customer viewership time there are several methods to be implemented along with that. The bounce rate is one of them which measures the % of traffic who visited the site without doing any action.

3

Local Ads on billboards
 and bus stops that
 capture viewer
 attention for
 minimum 5 seconds

 field

Monitoring the increase in footfalls of the nearby stores where the billboards are placed is a very important metric to be taken into consideration. Another method is the conversion rate, which can be determined as the number of people seeing the billboard and the number of people entering the stores. Although its very difficult to collect accurate data but an estimate can be done.

Owned Media Tactics

Obj.#

WHAT measuring

lab or field

HOW measured

4

5 to 10 Mall activation
 ( aim to increase
 customer brand
 retention by 10%)

 field

 Apart from the ( RCR) repeat customer rate and Purchase Frequency metric ( PFM), various other metrics can be used. Average order value is one of the most important metrics and it determines the actual value of order made by the customer. A decrease in average revenue per customer is a bad sign and can affect the brand retention % and will also affect the topline.

5

Increase customer
 interaction and
participation through
reviews and use of
 social media sharing
 ( increase in 50% of
 customer participation)

 lab

 The reviews whether it is good or bad should be monitored and should be replied by the social media management of the company. Apart from NPS another metric that is very important and should be taken into consideration is ART( average resolution time ). ART ( average resolution time ) can be defined as the time taken to resolve the customer queries, effecting reviews, and response accordingly. The number of tweets or posts made by customers after visiting Starbucks should also be monitored which helps in analyzing customer participation. After implementing the results has shown improvement as there has been a tremendous growth of 50% of customer satisfaction.

6

1  cultural Day celebration
 at normal Starbucks
 stores before
launch to increase
 positive brand
 engagement by 7%

 lab

 Apart from the customer engagement, other various metrics can be like gift coupons for customers and the % of redeemed coupons by the customers. This will ensure the customer retention as well as the brand recall.

Earned Media Tactics

Obj.#

WHAT measuring

lab or field

HOW measured

7

Activation covered
 and published
 by 3 online
 article and 3
online blog post
 within a month

 lab

Article quality score and various other methods are very important in analyzing the performance of earned media. Mentions in the 3^rd party post can create lead generation and thus increasing the sales or topline of a company. To evaluate the impact of earned media referral traffic is also very important as it creates awareness and visibility of the products as well as the services offered by Starbucks.

8

Social Media posts
 reshared on an
 average of
15 times a week

 lab

The audience growth rate after the resharing of the post should also be tracked. This can be tracked by calculating the net new followers divided by the total audience. This helps in calculating the growth rate. The total number of views the post has got after resharing. The post reach should also be monitored and analyzed as it helps in tracking the number of people followed the post and visited the official site or have ordered something.

9

Cultural day pictures
 and photos shared
 at least by 250 people
 with the first week
 ( considering it will
 happen all three
 countries at the
 same time

 field

The monitoring and tracking of total views and likes of the posted pictures are very essential. But the next step is even more important. As it is analyzing the data and tracking the increase in the number of views in the official site and check whether the cultural day celebration was fruitful for the company or not.

Social Media Tactics

Obj.#

WHAT measuring

lab or field

HOW measured

10

Posts of Starbucks
 home receive 7%
 more reach and
 impression than
 the usual Starbucks
 page

 lab

 Along with the customer ordering ratio, customer retention should also be checked. The number of customers revisiting the home and page to order or check new offers available or not.

11

Post-event posts
 receive 5% more
 engagements and
 feedback than
 what normally
 Starbucks campaign received

 field

 Post the event, the number of queries for the next event, and to decide whether the next event will be held or not. The total number of queries resolved and the time taken to solve and the satisfaction of the customers after joining the event.

12

Increase of 10%
 in reshares on
 social media
 post and videos
 with a 5% increase
 in the click-through rate
of link posts
 than usual

 lab

 After tracking the referral link data, the referral link conversion rate should be detected and should be monitored.