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Overcoming the Seduction of Data - AlphaTerra Digital Marketing Conference - 2012-11-20
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Transcript of Overcoming the Seduction of Data - AlphaTerra Digital Marketing Conference - 2012-11-20
@vinoaj
About this presentation
• Presented on Tue 20 Nov 2012 at the AlphaTerra Digital Marketing Conference 2012, in Jakarta, Indonesia.
• PDF copy available at http://vnjv.co/alphaterra
@vinoaj
Measurement
More important today than at any other time in digital marketing
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Interest in analytics is growing YoY
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3 Key Problems for the digital marketer
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#1. Data, Data, Data!
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#2. Caught up in vanity metrics
Impressions Clicks
CTR Reach
http://www.flickr.com/photos/centralasian/5829549813/
@vinoaj
#2. Caught up in vanity metrics
Impressions Clicks
CTR Reach So What? What difference has this made to my
business? http://www.flickr.com/photos/centralasian/5829549813/
@vinoaj
Paid/Earned media
Owned media
#3. Where do I start?
Desktop site Mobile site
Mobile apps Social media presences
Facebook Twitter
AdWords YouTube
Data, data, data! • Clicks • Visits • Impressions • CTRs • CPCs • CPAs • Bounce rates • Exit rates • Unique visitors • Conversions • …
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Today: Where do I start?
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Who am I? • Vinny • 2012 - Chief Consultant /
Founder – Sparkline Analytics
• 2007-2012 – Senior
Conversion Specialist, Google Southeast Asia
@vinoaj
Measurement 101 What matters to my
business?
1
What are the KPIs and Goals that matter?
2
What are my action plans?
3
How do I measure my KPIs and goals?
4
Monitor & Action 5
Objectives to anchor digital strategy
KPI & Goals Map
Contingency Plans
Implemented measurement tools
Increase in conversion rates
@vinoaj
Measurement 101 What matters to my
business?
1 Objectives to anchor
digital strategy
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What is your organizational strategy?
• Brand Recall
• Free Users
• Brand Recall
• Signups • Paid Users • Word of
Mouth
• Volume • Product
Development • Loyalty • Brand
Recognition
• Cost Reduction
• Innovation
• Innovation • Diversify • Exit
@vinoaj
Measurement 101 What matters to my
business?
1
What are the KPIs and Goals that matter?
2
Objectives to anchor digital strategy
KPI & Goals Map
@vinoaj Source: McKinsey, 2009
Too many marketers are preoccupied with macro goals
Number of sales
Number of items per basket
Average order value Macro ($)
goals
@vinoaj Source: McKinsey, 2009
The Consumer Decision Journey
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Setting Meaningful KPIs & Goals Awareness Evaluation Purchase Loyalty /
WOM
KPIs
Goa
ls
# paid users # sales # in-app purchases
User upgraded Product purchased In-app purchase made
Macro ($)
# impressions # new visits # mentions
Time on site (new visitors) Pages / session (new visitors)
# signups # referrals # likes Video engagement
User signs up Referral made Referral signup
Return visits # mentions # referrals
Referral made Referral signup
@vinoaj
Measurement 101 What matters to my
business?
1
What are the KPIs and Goals that matter?
2
What are my action plans?
3
Objectives to anchor digital strategy
KPI & Goals Map
Contingency Plans
@vinoaj
Action is more powerful than measurement
Impressions Clicks
CTR Reach So What? What difference has this made to my
business? http://www.flickr.com/photos/centralasian/5829549813/
@vinoaj
Action plan (a branding example) Strategic Objectives
• Volume • Cost Reduction
Funnel Stage
• Awareness
If KPI or Goal Drops by Take these Actions
New Visitors 8% • Shift budgets to channels delivering high new visitor rates
• Test ad copy • Broaden targeting
Facebook Likes
3% • Create new content with different tones
• Increase velocity of FB ads to recover likes
Video engagement
5% • Re-evaluate viewer demographics
• Freshen content
@vinoaj
Action plan (an ecommerce example) Strategic Objectives
• Volume • Cost Reduction
Funnel Stage
• Purchase
If KPI or Goal Drops by Take these Actions
# Purchases 5% • Test calls to action • Test description on landing
page # Purchases 10% • Modify checkout process
New Visitors 8% • Shift budgets to channels delivering high new visitor rates
• Test ad copy • Broaden targeting
@vinoaj
Also have plans for positive events Strategic Objectives
• Volume • Cost Reduction
Funnel Stage
• Purchase
If KPI or Goal Increases by Take these Actions
# Purchases 5% • Increase budgets for high-converting channels
• Encourage word of mouth recommendations # Purchases 10%
New Visitors 8% • Ramp up offline advertising • Implement retargeting /
remarketing
@vinoaj
Measurement 101 What matters to my
business?
1
What are the KPIs and Goals that matter?
2
What are my action plans?
3
How do I measure my KPIs and goals?
4
Objectives to anchor digital strategy
KPI & Goals Map
Contingency Plans
Implemented measurement tools
@vinoaj
Web analytics
Channel-agnostic tracking
Channel-specific tracking
KPI & Goal Tracking Toolbox
Toolbox
App analytics
@vinoaj
Make life easy with Google Tag Manager • Replace 100s of lines of JavaScript with:
<body> <!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-VH7G" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-VH7G');</script> <!-- End Google Tag Manager --> … … </body>
@vinoaj
Google Tag Manager – roll out tags from a web interface
• Reduce complexity of tag rollouts (no need to beg IT every time!)
• Speed up page load times
Sign up now: https://google.com/tagmanager
@vinoaj
Coming soon: Universal Analytics
• Moving from cookie-centric to user-centric view • Setup & management a lot less technical • Faster load times and smaller cookie sizes
Sign up now: https://services.google.com/fb/forms/analyticspreview/
@vinoaj
Measurement 101 What matters to my
business?
1
What are the KPIs and Goals that matter?
2
What are my action plans?
3
How do I measure my KPIs and goals?
4
Monitor & Action 5
Objectives to anchor digital strategy
KPI & Goals Map
Contingency Plans
Implemented measurement tools
Increase in conversion rates
@vinoaj
Most companies I speak to today Are you collecting
data?
✖"
✔"Is someone
dedicated to looking at that data on a
daily basis?
Are they recommending
actions in response?
Do they have a voice within your
organisation?
✖"
✖"
@vinoaj
Measurement & revenue
Source: “Marketing Skills Gap”, Apr 2012, Focus Inc.
@vinoaj
Measurement skills
Source: “Marketing Skills Gap”, Apr 2012, Focus Inc.
@vinoaj
Don’t leave it too late
Mark Vozzo Online Manager - Head of Inbound Marketing (APAC), Salesforce.com
I must admit, the work you did for us has helped me understand and appreciate the
importance of landing page testing and design. This function is lacking on our team,
however I’m planning to bring someone onboard real soon.
@vinoaj
@vinoaj
No time? Intelligence Events!
@vinoaj
Google Analytics Intelligence Events Speaker Notes • Case Study: Shoes of Prey • Download full case study at http://vnjv.co/sopgaia
@vinoaj
@vinoaj
@vinoaj
10% increase in sales
Speaker Notes “We knew that their [Polka Dot Bride’s] audience would be receptive and it was a natural choice to partner with them,” he says. “Together we ran a competition for their readers to design and win a pair of wedding shoes on Shoes of Prey. This helped kick-start the launch of our range of wedding shoes, and we’re seeing great sales as a result.” Michael credits the 10% uplift in sales following the release of the new wedding shoe range to this intelligent approach.
@vinoaj
“So much happens around us that we don’t always know, and Intelligence Alerts allows us to become aware of these ‘unknown unknowns’ and make sure we’re responding effectively.” Michael Fox, Co-Founder & Director of
Operations, Shoes of Prey
@vinoaj
So … what next?
@vinoaj
Measurement 101 What matters to my
business?
1
What are the KPIs and Goals that matter?
2
What are my action plans?
3
How do I measure my KPIs and goals?
4
Monitor & Action 5
Objectives to anchor digital strategy
KPI & Goals Map
Contingency Plans
Implemented measurement tools
Increase in conversion rates
@vinoaj
Measurement 201 Who should I be focusing
on?
1
Am I viewing my data in a meaningful manner?
2
Am I looking beyond last-touch attribution?
3
Am I giving my customers what they need?
4
Monitor & Action 5
Customer segments defined in your tools
Custom reports and custom dashboards
Frameworks for multi-channel analysis
Usability studies and voice of customer
Increase in conversion rates
@vinoaj
Don’t get caught up in vanity metrics
Impressions Clicks
CTR Reach So What? What difference has this made to my
business? http://www.flickr.com/photos/centralasian/5829549813/