Workshop 2              Digital Destinations:   Measuring the impact, outcomes and success                     Philip Alfo...
AgendaWorkshop 2 – today’s plan• See printed agenda
Project update• Profile on www.budigitalhub.com and join LinkedIn  group• Memorandum of understanding• Digital Visitor app...
Customer EngagementCustomer engagement:     “Repeated interactions that strengthen the emotional, psychological or physica...
An Engagement Framework                              y                                        Aw                          ...
Developing the strategySituation: where are we now?Objectives: where do we wantto be?Strategy: how do we get there?Tactics...
Situation analysis• Customer Insight: Identify distinct customer segments and  why they buy from you• Product Insight: Wha...
Google Analytics Basics: Essential             Stats
Advanced segments• Introductory Video: Advanced Segmentation | Google  Analytics IQ Lessons• Default advanced segments   –...
Outcomes – strategic business level• Outcomes as articulated in November• How have they progressed?• What further clarific...
Developing the strategy- WHO?
The Marketing Objectives Checklist              Navigate your way to an effective objectives-led marketing mindsetIdentify...
Business goals - examples• Increase Level 2 sales by those students that  have completed the Level 1 course• Target the Lo...
Digital Plan – Goals               Email marketing• Aims:                              • KPIs:   – Re-engage past customer...
Tactics – how are we going to get there?• Multi channel:  – Email  – Social media  – SEO  – Adwords  – Website  – Referral...
Developing the on-line strategy – important questionsWhere does this fit with your current work?Have a plan – don’t bite ...
Developing the strategyWhere can you say it?How many can you manage and where are your consumers likely to be?How often ...
Developing the strategyMake your customers your championsThe importance of user generated content and ‘social media’word ...
Digital Plan – Goals               Email marketing• Aims:                              • KPIs:   – Re-engage past customer...
Measurement is key‘Not everything that can be counted counts, and not everything                  that counts can be count...
Set targets for KPIs• Open rate and CTR (what percentage?) – base  against past performance (time period), industry  avera...
Online tools for creating andmonitoring customer engagement
Useful links and articles• http://www.smartinsights.com/google-  analytics/google-analytics-  segmentation/segmenting-goog...
Contact details          palford@bournemouth.ac.uk                Tel: 01202 961646              Twitter: @philipalford   ...
Digital Marketing, Tracking and Measuring
Digital Marketing, Tracking and Measuring
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Digital Marketing, Tracking and Measuring

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Presentation at ESRC Digital Destinations January 2013 seminar

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  • Awareness: Linking: showfeatured products screenshot from a New Mind website
  • Digital Marketing, Tracking and Measuring

    1. 1. Workshop 2 Digital Destinations: Measuring the impact, outcomes and success Philip Alford Bournemouth University www.budigitalhub.com www.pinterest.com/digitaldest ddp@bournemouth.ac.uk @PhilipAlford | @SchoolofTourism #DDBU
    2. 2. AgendaWorkshop 2 – today’s plan• See printed agenda
    3. 3. Project update• Profile on www.budigitalhub.com and join LinkedIn group• Memorandum of understanding• Digital Visitor app – March-June• Next seminar – March 19-21• Student report due in w/c 25th March• Webinars – dates to be confirmed
    4. 4. Customer EngagementCustomer engagement: “Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand”Customer engagement strategy: “A strategy to encourage interaction and participation of consumers with a brand through developing content andexperiences with the aim of meeting commercial objectives. It is closely related to the development of content marketing and social media strategy.”
    5. 5. An Engagement Framework y Aw cac Suspect ar vo en Ad ess Pro er nc spe Influe ct Cu te Co s to ca m vo er Ad st nv rsi re e Int e on@KarlHavard
    6. 6. Developing the strategySituation: where are we now?Objectives: where do we wantto be?Strategy: how do we get there?Tactics: how exactly do we getthere?Action: what is our plan?Control: did we get there?
    7. 7. Situation analysis• Customer Insight: Identify distinct customer segments and why they buy from you• Product Insight: What is your unique offer and is it clearly communicated online? Think about this in terms of specific customers rather than in general• Internal Resources: for example customer database that isn’t being used effectively• Identify issues, weaknesses, challenges, opportunities which could inform objective-setting• Competitor analysis – points of differentiation?• Your digital marketing analytics should inform this stage
    8. 8. Google Analytics Basics: Essential Stats
    9. 9. Advanced segments• Introductory Video: Advanced Segmentation | Google Analytics IQ Lessons• Default advanced segments – Non-bounce visits – Mobile and tablet visits• Custom advanced segments – Visitors who viewed 3 pages and more – US visitors – German visitors
    10. 10. Outcomes – strategic business level• Outcomes as articulated in November• How have they progressed?• What further clarification is needed?
    11. 11. Developing the strategy- WHO?
    12. 12. The Marketing Objectives Checklist Navigate your way to an effective objectives-led marketing mindsetIdentify the biggest growth opportunities for your business... with new customers: with existing customers: speak to more get more reach more get people to get people to increase people people to try people buy more often buy more prices Seek activities Seek Seek options Seek activities Seek activities Seek ways to to drive activities to to increase to drive to fuel weight add product awareness drive trial distribution frequency of purchase value NB: segmentation simplified for the purposes of the checklistUnderstand who you need to talk to... those aware those buying those buyingthose unaware those buying those who only but not yet but not very but not very regularly buy your brand of the brand buying often loyalOutput: Our core objective is to get ........... customers who are ................... to ........................... i.e. Our core objective is to get new customers who are unaware to be aware of our brand
    13. 13. Business goals - examples• Increase Level 2 sales by those students that have completed the Level 1 course• Target the London market for Jurassic Coast day trips• Target the stag/hen parties, kid’s parties and team building clients within the groups market
    14. 14. Digital Plan – Goals Email marketing• Aims: • KPIs: – Re-engage past customers – Open rates – Test what content works most – CTR effectively – Referrals – Drive traffic to webpage with – Unsubscribes specific offer – Behaviour on website – Drive traffic to Facebook to – No. conversions build community engagement – Likes on Facebook – Drive traffic from FB to website – Shares on FB – UGC on FB
    15. 15. Tactics – how are we going to get there?• Multi channel: – Email – Social media – SEO – Adwords – Website – Referral sites – Etc.
    16. 16. Developing the on-line strategy – important questionsWhere does this fit with your current work?Have a plan – don’t bite off more than you can chew.What do you want to say?Clear messages, fully prepared – to give and receive.Who do you want to say it to?Which channels do your customers use?When are you going to say it?Sending your message when people want to, and can, read them.
    17. 17. Developing the strategyWhere can you say it?How many can you manage and where are your consumers likely to be?How often should you do it?Be regular, but not all at once – time your messages, have breathing spacebetween your updates, blogs and discussions.What do you want customers to do once they have heard you?Make sure you have a clear call to action. Be prepared to target themdirectly and to respond to them directly – good or bad.
    18. 18. Developing the strategyMake your customers your championsThe importance of user generated content and ‘social media’word of mouth.Be visible, be relevant and stay on messageMake sure you are part of the place, time and conversation.How long can you keep going?Don’t start out on the social media/marketing route if you can’tsustain it!
    19. 19. Digital Plan – Goals Email marketing• Aims: • KPIs: – Re-engage past customers – Open rates – Test what content works most – CTR effectively – Referrals – Drive traffic to webpage with – Unsubscribes specific offer – Behaviour on website – Drive traffic to Facebook to – No. conversions build community engagement – Likes on Facebook – Drive traffic from FB to website – Shares on FB – UGC on FB
    20. 20. Measurement is key‘Not everything that can be counted counts, and not everything that counts can be counted”
    21. 21. Set targets for KPIs• Open rate and CTR (what percentage?) – base against past performance (time period), industry average, or what would expect (informed guesswork)? You need a start point• Engagement with web content: number of visits, pages viewed, bounce rate, conversions (goal- setting)• Engagement with FB: number of posts, Likes, shares, traffic to website from FB
    22. 22. Online tools for creating andmonitoring customer engagement
    23. 23. Useful links and articles• http://www.smartinsights.com/google- analytics/google-analytics- segmentation/segmenting-google-analytics/• http://www.kaushik.net• http://www.google.com/analytics/customers/i ndex.html
    24. 24. Contact details palford@bournemouth.ac.uk Tel: 01202 961646 Twitter: @philipalford Web: www.budigitalhub.co.ukFacebook: http://www.facebook.com/BUDigitalHub
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