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Evidence led digital marketing

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Presentation made to VisitWiltshire Online Marketing Group

Presentation made to VisitWiltshire Online Marketing Group

Published in: Business, Technology

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  • 1. VisitWiltshire Online Marketing Group Developing an evidence-led strategy 30th September 2013
  • 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. 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. 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. 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. 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. 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. 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. 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. 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;