VisitWiltshire
Online Marketing Group
Developing an evidence-led strategy
30th
September 2013
Aim / rationale
“Ultimately it’s about using best practice web analytics
techniques to get more commercial value from inve...
Rules of thumb
• For example, for every US $80 spent on driving traffic to
websites companies spend only $1 converting tha...
Outcomes
• To impact positively on the wider membership by developing
best practice in measuring impact of digital marketi...
Examples from Digital Destinations
• http://www.slideshare.net/DigitalHub/the-green-h
• http://www.slideshare.net/DigitalH...
What is ‘analytics’?
According to Web Analytics Association: “Web
Analytics is the measurement, collection,
analysis and r...
What to measure and why?
Einstein has been attributed with the famous quotation, ‘Not
everything that can be counted count...
Purpose of web analytics
• optimizing website functionality and conversion (79.7 per cent);
• analysis of past performance...
Planning frameworks
• To take into account the fuller customer journey
• Important to have a structured testing plan
• htt...
Suggested format
1. General discussion to scope out the project and its aims;
timescale, frequency of meetings; online for...
Evidence led digital marketing
Evidence led digital marketing
Upcoming SlideShare
Loading in...5
×

Evidence led digital marketing

149

Published on

Presentation made to VisitWiltshire Online Marketing Group

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
149
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Evidence led digital marketing

  1. 1. VisitWiltshire Online Marketing Group Developing an evidence-led strategy 30th September 2013
  2. 2. Aim / rationale “Ultimately it’s about using best practice web analytics techniques to get more commercial value from investments in digital marketing” http://www.smartinsights.com /digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ •For analytics to be effective it must be positioned as a process that will improve overall strategy and performance. •Challenge is less about technology and data and more about people and processes.
  3. 3. Rules of thumb • For example, for every US $80 spent on driving traffic to websites companies spend only $1 converting that traffic, according to Omniture. • Avinash Kaushik’s 90:10 rule that you should spend $90 on people (including education and training) for every $10 spent on analytics tools.
  4. 4. Outcomes • To impact positively on the wider membership by developing best practice in measuring impact of digital marketing – links to training, templates, online resources, etc • Inform digital marketing strategy at VW and members of OMG • Disseminate best practice in Wiltshire at local/national levels • Lead to publication of academic research and benefit delivery of digital marketing courses at BU
  5. 5. Examples from Digital Destinations • http://www.slideshare.net/DigitalHub/the-green-h • http://www.slideshare.net/DigitalHub/kingston-m • http://infogr.am/_/J2JGMbT-v4KG238HC5vl
  6. 6. What is ‘analytics’? According to Web Analytics Association: “Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.”
  7. 7. What to measure and why? Einstein has been attributed with the famous quotation, ‘Not everything that can be counted counts, and not everything that counts can be counted’
  8. 8. Purpose of web analytics • optimizing website functionality and conversion (79.7 per cent); • analysis of past performance (73.7 per cent); • optimizing performance of and conversions from marketing campaigns (67.3 per cent); • determining the best creative executions through A / B and multivariate testing (49.8 per cent); • baseline information for site redesign (48.6 per cent); • predictive metrics for developing future marketing campaigns (41 per cent); • budgeting and planning for upcoming business objectives (32.7 per cent); • other (5.6 per cent).
  9. 9. Planning frameworks • To take into account the fuller customer journey • Important to have a structured testing plan • http://www.smartinsights.com/digital-marketing-strategy- guide/ • RACE table to set goals and measurement • Attribution is a big challenge • Suggested model for measuring impact of social media • http://www.kaushik.net/avinash/best-social-media-metrics- conversation-amplification-applause-economic-value/
  10. 10. Suggested format 1. General discussion to scope out the project and its aims; timescale, frequency of meetings; online forum; confidentiality issues; 2. Preparation for next meeting; share resources; identify knowledge gaps; review current performance and insights; prepare draft plan with goals and KPIs; present plan at next OMG meeting for discussion; 3. Measure digital marketing performance against the plan and report back at next OMG meeting; review effectiveness of planning template;
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×