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

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Approaches to benchmarking your Internet Marketing

Approaches to benchmarking your Internet Marketing

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  • 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