Digital marketing by numbers
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bit.ly/1mbmR7m | @jonoalderson
Digital Marketingby Numbers
bit.ly/1mbmR7m | @jonoalderson
bit.ly/1mbmR7m | @jonoalderson
Data Driven CulturesWe have more data than any other channel.
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Data Driven CulturesThere should be no guesswork, uncertainty or confusion.
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Data Driven CulturesWe should all have integrated, intelligent strategies which
are directly driven by a comprehensive collective understanding.
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So.Who works in a truly, completely,
comprehensively ‘data driven culture’?
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…there are some key challenges…
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Analysis Paralysis
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The box of lies
The Great Crime of the Analytics Industry
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A (deliberate?) lack of direction
The discovery of magical, ‘’interesting’ insight
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Difficulty articulating success
You can’t say “Hold on, what are our objectives again?”
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Obsessive comparison to the past
“How well did we do last time” is lazy.
“How well do we want to do this time?” is better.
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Only looking at the clickstream
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Defensive kitten is defensive.
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Using your data to fuel your organisation
Overcome these hurdles with a simple process
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You have bespoke data and bespoke needs
Start from scratch
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Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our blog
# triggers of time on page > 2 mins on a
blog post (per month)
Category, author
# average comments-per-post (rolling)
Double revenue
by 2014
Increase sales revenue # sales (per month) Department, channel, product
£ sales revenue (per month)
Increase customer lifetime
value
% of new consumers via the website
making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic region,
entry page
Provide the best
customer
service
Provide great content and
help users find the
information they need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Improve
marketing
efficiency
Maintain a high conversion
rate to sale
% visitors to macroconversions + calls
(per month)
Channel, source, campaign,
keyword, call type
Increase self-service actions
on the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
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You’ll need 5 things...
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Get your key stakeholders in a room
Go all the way to the top.
You only get once chance...
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Remove the elephant from the room
Hansel & Gretel
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Get to the business objectives
There are no wrong answers
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Identify themes, consolidate and summarise to get to a list of 5-6.
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The rules
Objectives must increase revenue, decrease cost or improve brand and must have digital context.
Anything else is fluffy, offline, a goal, or a KPI
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1. Double monthly sales revenue by Q3 20142. Provide the best customer service3. Be seen as thought leaders4. Improve marketing efficiency
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Objective Goal
Be seen as thought leaders Get people reading and engaging with our blog
Double revenue by 2014 Increase sales revenue
Increase customer lifetime value
Provide the best customer service Provide great content and help users find the information they need
Improve marketing efficiency Maintain a high conversion rate to sale
Increase self-service actions on the website
Identify how digital contributes
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Objective Goal KPI
Be seen as thought leaders Get people reading and engaging with our blog # triggers of time on page > 2 mins on a blog post (per month)
# average comments-per-post (rolling)
Double revenue by 2014 Increase sales revenue # sales (per month)
£ sales revenue (per month)
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month)
% satisfaction rate (per month)
Improve marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions + calls (per month)
Increase self-service actions on the website £ value of microconversions (per month)
Set KPIs with a direct line of sight to business success
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Make your KPIs ultra-specific
# conversions
#macroconversions
# macroconversions (valuable contact form submissions, enquiry form completions, ‘productive’ phone calls, and offline conversions which
cite ‘web’ as source)
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KPI Key Segments
# triggers of time on page > 2 mins on a blog post (per month) Category, author, tag(s), publish day/time, promotion budget
# average comments-per-post (rolling)
# sales (per month) Department, channel, product, product taxonomy
£ sales revenue (per month)
% of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page
% task completion rate (per month) Initiating page, Channel, source, campaign, keyword
% satisfaction rate (per month)
% visitors to macroconversions + calls (per month) Channel, source, campaign, keyword, call type
£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
Acknowledge key segments (because averages lie)
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Visualise performance with bullet charts
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Set intelligent targets
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Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our blog
# triggers of time on page > 2 mins on a
blog post (per month)
Category, author
# average comments-per-post (rolling)
Double revenue
by 2014
Increase sales revenue # sales (per month) Department, channel, product
£ sales revenue (per month)
Increase customer lifetime
value
% of new consumers via the website
making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic region,
entry page
Provide the best
customer
service
Provide great content and
help users find the
information they need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Improve
marketing
efficiency
Maintain a high conversion
rate to sale
% visitors to macroconversions + calls
(per month)
Channel, source, campaign,
keyword, call type
Increase self-service actions
on the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
bit.ly/1mbmR7m | @jonoalderson
Move from reporting to analysis and action
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This is a really simple framework!
But it’s only part of the whole
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Step by step implementation
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You need a process for doingAgile fortnightly sprints of small, tactical tweaks work
Long change cycles lead to demoralising performance
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You can apply this process to other scenarios
Specific campaigns, project launches, operational KPIs
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Permission to fail and to improve
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Move from this…
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Move from this...
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Bringing this together...
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You know what success and failure looks like before you
explore or crunch the numbers.
And you know what actions to take depending on what you find
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Hippos are locked in to defined performance definitions.
You’ve removed the opportunity to object, flake, or u-turn
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Shortcomings in processes, resource, tools & culture are
accommodated for, and can’t be used as excuses.
Opportunities - not limitations
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Decisions are made about the things that matter.
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ResourcesAvinash Kaushik
● Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets - http://bit.ly/qmkAsf
● The Difference Between Web Reporting And Web Analysis - http://bit.ly/qEq7Go
Analytics maturity model● Cardinal Path: Online Analytics Maturity (plus self assessment tool) - http://bit.ly/GGXXd9
Bullet Charts● A great guide to (and downloadable templates for) bullet graphs in Excel - http://bit.ly/UNmzIj
● Information Dashboard Design – a great book about charts and data vis - http://amzn.to/1nmyG8N
bit.ly/1mbmR7m | @jonoalderson
Thanks!
Any questions?