Dave chaffey benchmarking your digital marketing - linked in web managers group

  • 5,398 views
Uploaded on

Approaches to benchmarking your Internet Marketing

Approaches to benchmarking your Internet Marketing

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
5,398
On Slideshare
0
From Embeds
0
Number of Embeds
8

Actions

Shares
Downloads
362
Comments
0
Likes
15

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Only 1/3 of companies using Google Analytics regularly change their website.

Transcript

  • 1. Benchmarking to improve your Digital marketing Linked In Web Managers Group Meetup London, Feb 22 nd 2011 Dave Chaffey, CEO, Smart Insights www.SmartInsights.com/presentations
  • 2. About Dave Chaffey
    • Analytics
    • advice, software
    • & consulting
    • www.smartinsights.com/beta
    • Search &
    • conversion
    • consulting
    • www.clickthrough-marketing.com
    Books Qualifications: Cert DigM and Dip DigM Best practice guides
  • 3. Why benchmark?
    • External and internal:
      • Are we effective+efficient?
      • What is the “size of the prize”
      • Compare to direct competitors
      • Compare out-of-sector
      • Shows where we’re strong and week through internal data
    • Highlights failings, but…
      • Strive to be best-in-breed
      • Defines progress to goals
  • 4. The Smart Insights Plan-RACE digital strategy framework http://bit.ly/smartstrategy
  • 5. 1. PLAN - Digital strategy benchmarking Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy
  • 6. An alternative benchmarking approach Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx- online.nl . Now http://www.e-business-monitor.org
  • 7. Where it all started for me - CMM Source: Carnegie Mellon University http://www.sei.cmu.edu
  • 8. Digital marketing governance maturity Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
  • 9. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
  • 10. Does this help?
    • You?
    • Transactional Ecommerce
    • Relationship-building
    • Brand-building
    • Publishing
    • Agency or consultant?
  • 11. Create a performance dashboard http://www.smartinsights.com/blog/web-analytics/tools-tips-google-analytics-excel-business-reporting/
  • 12. 2. Reach
    • Are these worthwhile?
      • Google Adplanner
      • Google Trends/Insights for Search
      • Compete.com
      • Alexa.com
      • Hitwise
      • Social media monitoring tools
    http://www.smartinsights.com/blog/digital-marketing-strategy/tools-for-benchmarking-competitor-visitor-numbers http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software/
  • 13. Search demand benchmarking
    • Should show:
        • Potential demand from keyphrase estimators
        • Your actual performance (position, clicks, conversion, sales, value):
          • Paid – absolute and relative
          • Natural – absolute and relative
    Use “Google Keyword tool” to identify categories/volume of searches See Dan Barker’s article: http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo
  • 14. Benchmarking Search
    • Monitor by:
        • Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/
          • Not Google link: - it’s not comprehensive
        • Majestic SEO ( www.majesticseo.com ) or SEOMoz Linkscape ( www.seomoz.org )
        • Google alerts service: www.google.com/alerts or www.gigaalert.com
        • Reputation management tools:
    • http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software
  • 15. 3. Act + Convert: Analytics capability maturity
    • Real-time application:
    • Landing-page optimisation
    • Multivariate testing
    • Journey optimisation
    • CMS Integration
    • Modelling:
    • Response probability
    • Automatic visitor segments
    • Content clustering
    • Content and activity association
    • Behaviour:
    • Recency
    • Frequency
    • Average Visit Length
    • Acquisition Method
    • Event stream
    • Section stream
    • Measures
    • # Users
    • # Visits
    • # Page views
    • Top pages
    • Top referrers
    • # Errors
    Source: Presented by Julian Brewer, Head of Online Sales and Content Barclays UK retail banking to Econsultancy masterclass Nov 2008
  • 16. Assessing your capability to improve Source:
  • 17. Content drilldown shows relative effectiveness of page types
  • 18. 4. How do we measure long-term engagement ?
    • Richard Sedley (Foviance):
      • “ Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand ”.
    • Eric Petersen – Web Analytics Demystified:
    http://www.smartinsights.com/blog/customer-engagement/customer-engagement-interview-with-richard-sedley-of-cscape/ http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html
  • 19. Email marketing benchmarking Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
  • 20. How socially engaged are your audience? http://www.forrester.com/empowered/tool_consumer.html
  • 21. RF engagement scoring example Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue Scoring: Recency Low 1 = > 24months 2 = 19-24 months 3 = 13-18 months 4 = 7-12 months 5 = 0-6 months High Frequency Low 1 = One purchases 2 = Two purchases 3 = Three 4 = Four 5 = Five High Note here boundaries are defined to illustrate behaviour. There are a different number in each group
  • 22. RFM Analysis Source: Jeremy Tapp Econsultancy Masterclass
  • 23. Let’s Connect! Questions & discussion welcome
    • Blog
    • www.smartinsights.com
    • LinkedIn
    • http://linkd.in/smartinsights
    • Email Newsletter
    • www.smartinsights.com
    uk.linkedin.com/in/davechaffey ww w.facebook.com/davechaffey www.twitter.com/DaveChaffey