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

  • 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
  • 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
  • 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
  • The Smart Insights Plan-RACE digital strategy framework http://bit.ly/smartstrategy
  • 1. PLAN - Digital strategy benchmarking Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy
  • 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
  • Where it all started for me - CMM Source: Carnegie Mellon University http://www.sei.cmu.edu
  • Digital marketing governance maturity Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
  • http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
  • Does this help?
    • You?
    • Transactional Ecommerce
    • Relationship-building
    • Brand-building
    • Publishing
    • Agency or consultant?
  • Create a performance dashboard http://www.smartinsights.com/blog/web-analytics/tools-tips-google-analytics-excel-business-reporting/
  • 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/
  • 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
  • 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
  • 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
  • Assessing your capability to improve Source:
  • Content drilldown shows relative effectiveness of page types
  • 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
  • Email marketing benchmarking Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
  • How socially engaged are your audience? http://www.forrester.com/empowered/tool_consumer.html
  • 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
  • RFM Analysis Source: Jeremy Tapp Econsultancy Masterclass
  • 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