OCTOBER 2019

VAC

• Started Adido in 2003

• Digital marketing speaker and cynic

• The future is fascinating

• I like to swim

@andy_head / @adido

WHO AM I?

OUR AWARDSINDUSTRY RECOGNITION

AGENCY WEBSITE OF THE YEAR

WINNERBEST USE OF SEARCH

DIGITAL MARKETING IN 2019

2017

2019

SOME OTHER CHALLENGES…

GOOGLE IS PUSHING MORE PPC – 76% INC IN 3 YEARS!

2.1%

3.7%

SOME OTHER CHALLENGES…

COST PER CLICK IS GENERALLY GOING UP

FACEBOOK RARELY CONVERTS BUT SPEND KEEP GROWING

THE GROWTH OF STAYCATIONS

https://www.theguardian.com/business/2017/sep/22/uk-overseas-tourists-pound-brexit-ons-figures

“Staycations were also a feature of the summer months after a fall in the pound hit the number UK residents making visits abroad. Britons travelling to Europe and beyond fell to 6.9m, a 2% decrease when compared with July 2016.

Spending by UK residents on foreign holidays also declined by 2% to £4.5bn on the same month a year before.”

BREXIT & WEATHER (& ENVIRONMENT?) HELP THE PUSH

WHAT’S YOUR PROBLEM?

https://www.ukinbound.org/wp-content/uploads/2018/12/Allways-Media-Attractions-Infographic-December-2018.pdf

TYPICAL ISSUES

• ‘We get sales from our website, but don’t know what channels are working best for us’

• ‘We get sales from our website, but don’t know how to spend our (small) budget’

• ‘Should we discount our ticket prices or not?’

• ‘Who are my best customers and how do I get more of them?’

• ‘I think Advert A works best but have no idea of knowing!’

These are the main questions that our venues struggle to answer. What to do?

TYPICAL ATTRACTION MARKETING CHALLENGES

A TYPICAL VIEW

Spend money / Do

stuff

Stuff happens

Get ticket sales

WHAT’S YOUR PROBLEM?

https://www.attractionsmarketing.co.uk/wp-content/uploads/2019/03/NickHow.QaResearch.pdf

SOCIAL THE HOLY GRAIL?

CHANGE? WHAT CHANGE?

THINGS TO PUT INTO ACTION IN 2020

MAKE THE MOST OF YOUR SEOGOOGLE MY BUSINESS PAGE

MAKE THE MOST OF YOUR SEOIF YOU CAN’T BEAT ‘EM…

MAKE THE MOST OF OTHER PEOPLES SEOBARNACLE SEO?

MAKE THE MOST OF OTHER PEOPLES SEOBARNACLE SEO?

MAKE THE MOST OF YOUR SEO

TITLE TAG & DESC NOT OPTIMISED

THIS IS MUCH BETTER!

DO THE BASICS RIGHT!

MAKE THE MOST OF YOUR SEODO THE BASICS RIGHT!

MAKING MORE OF YOUR PPC BUDGETDO YOU NEED TO SPEND MONEY ON YOUR BRAND?

Brand - last action only December J anuary February March April May J une J uly August YTD

Delivered 7,127 18,230 13,957 12,681 11,818 13,209 9,089 9,562 8,507 104,180

% Share 84% 76% 69% 71% 67% 74% 75% 72% 74% 73%

Delivered £2,859.38 £6,918.14 £5,135.42 £4,574.76 £4,479.07 £5,573.27 £4,209.37 £4,464.72 £4,086.63 £42,300.76

% Share 75% 58% 48% 52% 53% 64% 66% 64% 70% 59%

Delivered 95 281 130 95 99 93 94 76 66 1,029

% Share 67% 99% 92% 90% 92% 91% 95% 96% 99% 91%

Delivered £52,247.70 £138,106.20 £57,133.60 £37,787.70 £45,411.10 £44,067.90 £42,207.60 £35,335.10 £23,574.40 £475,871.30

% Share 66% 97% 92% 87% 93% 93% 90% 87% 85% 88%

Ecommerce Conv. Rate Delivered 1.33% 1.54% 0.93% 0.75% 0.84% 0.70% 1.03% 0.79% 0.78% 0.99%

ABV Delivered £549.98 £491.48 £439.49 £397.77 £458.70 £473.85 £449.02 £464.94 £357.19 £462.46

Cost per Sale Delivered £30.10 £24.62 £39.50 £48.16 £45.24 £59.93 £44.78 £58.75 £61.92 £41.11

ROAS Delivered 18.3 20.0 11.1 8.3 10.1 7.9 10.0 7.9 5.8 11.2

Revenue

Clicks

Spend

Transactions

• We stopped bidding on brand terms in March/April as

this term was not seeing any advertiser pressure

• Traffic naturally picked up by the organic search

result

• We were able to put pressure on to partners to either

get them to reduce or increase bids depending on

where we were seeing best returns v their

involvement

MAKING MORE OF YOUR PPC BUDGETCAN YOU GET YOUR ADS FOR FREE?

https://www.google.com/grants/eligibility/

DO MORE ORGANIC SOCIAL?GET FANS INVOLVED

“Why are comments so important? Because they’re a big part of Facebook engagement and send a strong, positive signal to Facebook. It gives the social network a better and a clearer understanding of what your page is actually about. Which leads to higher organic reach and ultimately helps you gain more fans.”

https://www.lyfemarketing.com/blog/facebook-engagement/

DO MORE ORGANIC SOCIAL?

https://www.mobext.ph/blog/5-key-lessons-for-brands-from-the-recent-major-facebook-newsfeed-update

PAY TO PLAY NOW THE NORM

DO MORE EMAIL!

https://www.clickback.com/blog/email-open-rate-benchmarks/

BYPASS THE ALGORITHMS

CHANGE? WHAT CHANGE?

FINDING AN EDGE WITH DATA

ARE YOU DOING THE RIGHT THINGS?

• The internet is mature now – there are very few easy wins

• Data is a great route to get better results

• Most companies don’t have their data in order! Sad but true.

• Having good data and using it well can be a really (good) unfair advantage

• Linking up all data points is also a challenge most have solved

• Again, getting good at this can make a significant difference

• Paid media is a (increasingly) complicated beast

• There are many layers that can be added to make things sophisticated and get better results

THERE ARE NO EASY WINSBUT DATA CAN DEFINITELY HELP!

TO DELIVER BETTER

UNDERSTANDING OF RESULTS…

WHY SHOULD YOU CARE?IMPROVE YOUR DECISION MAKING

TO INVEST MONEY MORE

WISELY IN WHAT WORKS…

YOU NEED BETTER DETAIL!

MAKING MARKETING INVESTMENT DECISIONSTHE TIERS OF DATA ANALYSIS AND METRICS

CPC / CTR

CPA / CPL / CONV. RATE

SALES / REVENUE

ROI /

PROFIT

Real time benchmark statistics – how well are you competing in the ad

space?

Initial indicators of success based on ‘what good needs to look like.’

Often guesstimated based on ratios but can be calculated from online stats.

Reliant on information from business intelligence.Could involve one-off or multiple purchases from same

customer over a period of time

Only possible by accounting for all costs and all revenue involved in generating the sale (snapshot in time or lifetime)

MAKE SURE YOUR TRACKING IS CORRECT!BAD DATA IN = BAD DATA OUT

SOME PREFER TO BOOK BY PHONECAPTURE THEIR DATA VIA CALL TRACKING

December J anuary February March April May J une J uly August

Parc Vu Websales REV £138,251.98 £535,351.65 £215,605.30 £191,069.97 £286,781.80 £249,814.00 £301,048.15 £434,889.80 £287,477.38

Web Sales £128,880.30 £492,765.50 £203,343.10 £175,772.40 £266,897.40 £229,697.70 £277,522.80 £409,252.40 £250,989.70

Web Sales from Phone Calls £0.00 £123,000.00 £54,858.00 £45,510.00 £47,121.00 £37,230.00 £64,380.00 £92,000.00 £103,200.00

DCStorm / Response Tap Websales REV £128,880.30 £615,765.50 £258,201.10 £221,282.40 £314,018.40 £266,927.70 £341,902.80 £501,252.40 £354,189.70

Parc Vu Bookings 273 1056 485 512 690 572 692 890 743

DCStorm web sales 257 987 455 473 639 527 634 821 633

Web Sales from Phone Calls 0 246 125 125 117 102 148 184 258

DCStorm / Response Tap Websales Bookings 257 1233 580 598 756 629 782 1005 891

Diff 16 69 30 39 51 45 58 69 110

On the phone for longer than 9 minutes = a likely sale (11 mins in J an-Feb & 10 mins in March) 57 33 34 50 36 58 71 109

Total Calls 588 396 455 436 383 439 659 891Calls to Sales Conv. Rate 10% 8% 7% 11% 9% 13% 11% 12%

Originally reported calls to sales conv. rate 42% 32% 27% 26% 27% 34% 34% 29%

TIE ALL DATA SOURCES TOGETHERMULTIPLE SOURCES OF INFORMATION WITH CONNECTING ELEMENTS

Web analytics information about online sales• Reference ID captured in URL,

but part of a longer query string• Extract ID

• Report metrics available• Date – Year, Month, Day• Default channel• Source• Campaign• Keyword• Conversions

Master data about each customer sale initiated• Date• Product purchased• Value• Ticket reference ID

Spend & performance data from advertising platforms

• Spend• Impressions• Clicks• CTR• Avg. CPC• sales• Conversion rate

TIE ALL DATA SOURCES TOGETHERMULTIPLE SOURCES OF INFORMATION WITH CONNECTING ELEMENTS

SUMMARY

• It’s ok to build your brand on other places if that’s where your audience is

• You have to spend money to be in the game – either through time or media – but most likely both

• Make sure you are doing the basics right and making the most of your limited resources – don’t

chase the shiny new thing!

• Putting together the pieces of the data puzzle will help you get advantage – web, phone, CRM and

everything else you can

• Value is in the detail of data – getting to grips with it will help you make better use of your budget –

and where you get best results from

MAKE JUST ONE CHANGETIME TO TAKE ACTION!

EXPLORE. CAPTIVATE.CREATE.

01202 586 300

HELLO@ADI.DO

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EXPLORE. CAPTIVATE.CREATE.

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