0
Daniel Kim | Product Marketing Manager                      Sean O‘Donovan | Vice President, Marketing              Statem...
Webinar: Statement Series
Webinar: Statement Series
Agenda• Statements 2.0• Traditional vs. Digital• Targeted Ads• A/B Testing• Landing Page Best Practices• Tracking Metrics
Statements 2.0 Web 2.0 is a loosely defined intersection of web application features that facilitate participatory informa...
Traditional vs DigitalOld School:             New School:Offline                       OnlineDirect Mail                  ...
Online Adoption• Shift to online over last 5-7 years – medium  can now be leveraged to include statements• Statements more...
Changing Demographics• Youth movement• Online, mobile and interactive• Other demographics are moving  there too
Internet Usage by Age
Internet Usage by Age
Online Banking Usage
Multi-Channel Marketing• Average improvement of 50% for multichannel  campaigns over traditional campaigns1• 62% of online...
Multi-Channel Integration*IPA analysis of over 250 case studies
So What’s Next?• Statements as a marketing vehicle• The importance of Calls to Action (CTA)• Leveraging landing pages• The...
Easy ComparisonDon’t be this guy   Be this guy
Calls To Action
Calls To Action
QR Code UsageComScore Survey+ In June 2011, 14m  US Smartphone users  scanned a QR code+ Canadian data for the  same perio...
Engaging Recipients Online• Just having web addresses or clickable  URLs is not enough• The recipient that chooses to enga...
Landing Page Best Practices
Above the fold?A                B     Fold line
A/B Testing Landing Pages• Helps identify which of two variants  converts best• Can do this very easily using Google’s fre...
A/B Testing – Illustration 1                A                       BWhich Landing Page Headline & SubheadVersion Increase...
A/B Testing Ads•   Can A/B test statement ads too/or instead•   Assumes campaign runs >1 month•   2 variants spread across...
A/B Testing – Illustration 2                 A                       BWhich Imagery Helped this Landing PageIncrease Leads...
Tracking and Measuring•   So you put in all that hard work•   How do you know it’s working•   Online facilitates measureme...
Google Analytics• Free yet robust analytics solution• Track visits, click-throughs and  conversions• Also measure hundreds...
Google Analytics• Getting going is easy:  1.       Register at www.google.com/analytics  2.       Get tracking code  3.   ...
Google Analytics
Some Other Related Ideas• Leverage push email• Leveraging coupons  – Joint marketing• Amortising statement costs  – Sell a...
Advanced Segmentation• Get it all humming on an ad by ad basis• Then look at different demographic  segments• Targeting by...
Message Central
For More Information:    Website: www.doxim.com    Facebook: www.facebook.com/doxim    Twitter: @doxim_inc    YouTube: Dox...
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Statements 2.0: A Critical Part of Your Marketing Mix

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On April 25th, 2012, Doxim delivered another informative webinar: Statements 2.0: A Critical Part of Your Marketing Mix. Our VP of Marketing, Sean O'Donovoan discussed ways to improve your marketing campaign awareness and cross sell and up sell members on your product & service offerings to compliment your existing eStatement solution.

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  • Good Afternoon everyone! Welcome to Doxim’s third and final installment in a series of statement centric webinars entitled “Statements 2.0: A Critical Part of Your Marketing Mix.” Now just to recap the series;
  • in the first installment we showed you how to “Unleash your statements’ true potential” and we revealed the various features of a world class statement design, the how-tosof statement composition and delivery, and provided answers to common production processing gaps faced by credit unions and financial service providers like yourselves;
  • In the second webinar of the series we revealed the “Winning strategies to drive estatement adoption” and walked through some of our own client success stories and detailed their adoption programs that helped them achieve high levels of eDelivery.
  • Now for those of you that are new to Doxim webinars we ask that you submit all questions and comments in the comment box at the bottom of your GoTo Webinar user interface and we’ll answer them during our Q&A session at the end of the webinar …so don’t be shy and ask away. Now today’s webinar is targeted to those who want to learn how to create a marketing machine through the use of their statements and the online channel. We’ll begin by covering the importance of digital communications and the dive deeper into some of the tactics and best practices in target marketing that help deliver maximum ROI for your marketing programs.Im joined today by Sean O’Donovan, Doxim’s Vice President of Marketing. Now Sean lets start by clarify what we mean by “Statement 2.0”…
  • Thanks Dan,So, what does statements 2.0 mean? Well its derived from the term web 2.0 and its loosely defined as ….It essentially refers to the fact that, more and more, statements are playing a central role in online marketing programs and that web presence can be leveraged to enable higher level of engagement and user-experience by starting with the statement based communications. To do this, marketers need to leverage multiple communication mechanisms and mediums including their statement ads, customized landing pages, web content and other forms of interactive digital media. Now some of you may be asking what’s the relevance to me and my organization?
  • I think everyone recognizes that there has been a wholesale shift in the way businesses must reach out and interact with their customersIt’s led to a dramatic decline or reallocation of budgeted dollars from traditional marketing vehicles like Direct Mail, TV & radio spots to more modern marketing vehicles that favour online interaction including web properties, landing pages, email and PPC and SEO. The old school of offline advertising no longer works. The average person is exposed to over 3000 ads/marketing messages per day across all media and we’ve all learned to zone them outA key driver for this is the fact that life has sped up exponentially and people have less time to themselves than ever before. So they have become very selective about what they pay attention to Simultaneous to this, more and more people turning online. They use the online world to find things they want, rate products before purchase, and satisfy a growing need to be always on and instantly gratified As a result smart companies are focusing their marketing strategy and marketing spend in this arena, where they can better engage and interact with their customers
  • This has not happened overnight. But the trend is acceleratingThe concept of ‘being online’ was introduced to the mass market in the mid 90s and it took nearly a decade for the medium to become ingrained in our culture. But its only been in the past 5-7 years that we’ve seen a dynamic shift in the way marketers have started to really tailor their programs to resonate with customers and prospects online. In the past few years we’ve seen this trend start to include transactional documents, like statements, as well. This involves three changes 1. the integration of marketing messages onto statements 2. statements becoming a key component in online campaigns, especially eStatements and 3. more and more customers opting for e-only statements. Statements have moved forward from being just a compliance document you have to mail out. They are now a marketing document with a unique benefit.They are the #1 item of mail that gets opened and read by the recipient. Even online statements get read rates of between 5 and 15% - which is pretty good for a document that is typically just passively posted to an online archive once a month. These rates can go up substantially when push notification is added to the mix. But more on that later.What is happening now, and is the subject of today’s webinar’ is the emerging opportunity to leverage this ‘often read’ piece of customer communication to maximize it’s value as an advertising vehicle and focus on ways to use it as springboard to engage with clients in the online world
  • Let’s just step back for a moment and look at where the shift is coming from. I don’t think there is doubt in anyone’s mind that the Youth segment – 10 to 25 years old - have embraced the digital world completely. And they started doing this several years ago, meaning the internet culture is gently infiltrating all age groups:1. As the early adopters age2. As the late adopters (typically Gen X, Generation Jones and boomers are dragged into the online world too)Gens Y and X completely at home online and expect to operate online for the majority of their interactions – whether it be with friends, retailers or service providersNot only do they expect to reside largely online, they are being taught to expect interactivity and engagement to be part of that experience and, increasingly, to enjoy this via their mobile device
  • Although the data is not completely current it does come from a BIG sample – nearly 23,000 participants, so it is accurate. And there is no denying the trend. the biggest shift comes from the two groups between 35 and 64 years and that is right in the sweet spot for many financial institutions.
  • This US data is a lot more current as it’s from 2012.While based on a smaller sample (2253) it likely reflects the truth across North America – that internet usage is becoming more and more prevalent with the majority of adults getting on board with a vengeance. I’ve highlighted the 65+ age group to compare it to the next slide
  • Which shows Internet banking usage numbers.These are a little lower across the board but the data is a little old too – sorry , I couldn’t find anything more recent but I really only wanted to use it to highlight one data point, which is that seniors are not lagging so far behind in terms of internet banking usage58% vs 71% for all other age groups – about a 19% difference, as compared to the previous graph where seniors are at 48% compared to an average of other ages of 87% – a 45% differenceSo, while seniors seem to continue to lag behind all other age groups in terms of internet usage in general, from an internet banking perspective this gap is considerably narrower. Whihc potentially bodes well for financial service marketers
  • So let’s get back on track. We’ve established that online is becoming a required focus for all marketers. Does this mean that offline is dead?Thankfully no. For marketers it’s more like a 180 degree shift, where online now rules and takes the lions share of focus but offline contributes when and where it makes senseIn fact many stats show that multichannel campaigns that include both online and offline components can often outperform single channel campaigns – These stats from the marketing services firm Marketpath serve to illustrate this; Their research data shows that multichannel online campaigns can outperform traditional campaigns by 50%.Furthermore, they also identify that 62% of online campaigns have better ROI if they include an offline marketing vehicles
  • This research is further supported by a recent report commissioned by the Institute of Practitioners in Advertising (IPA) This provided an analysis of over 250 case studies that were entered for the IPA Effectiveness Awards Their data clearly shows that there is a direct correlation between the number of channels deployed in a campaign or program and how these programs provide real business valueThese are important findings for financial service providers who already send out statements to customers each and every month. As the statement can represent the first channel of communication in a multichannel campaignsAnd , typically, you get 12 opportunities each year to leverage this fact and use the statement as a springboard to engage with your customers online. And let’s be honest. It only makes sense to put effort into leveraging statements as a springboard when you consider the substantial level of effort and cost that is already being put into statement creation and dispatchSo, before we look at this next slide, let’s do a poll.Over to you Dan
  • Thanks Sean. Yes OK,. This is a simple one Please let us know whether your campaigns are typically single channel or multi channel?So let’s recap quicklyOnline adoption, and over all internet usage is going up and not going awayThe need to be focused on online marketing is here to stay, however studies show that integrated multi channel campaigns can actually perform better than single thread online programs – and even better if they contain an offline componentSo what’s next?REVIEW THE 5 BULLETSStatements as a marketing vehicleThe importance of Calls to ActionLeveraging landing pagesThe importance of A/B testingMeasuring success
  • So, to take advantage of statement based marketing programs, the first thing is to have a better looking statement. I’m assuming that at least some of our audience has all already moved to a better looking or enhanced statement design, with multiple message zones. If you haven’t let us know and we can help you get there!So, once you have a nice looking statement that is designed to deliver targeted messages to the recipient. What now? How do you leverage this asset to your advantage?
  • Well the first thing to focus on with statement based advertising, is to deliver a message that speaks to the reader and incites them to do something. This means that your statement based ads need to have a strong call to action and make it easy for the reader to act on that CTA. In essence, you need to treat the ad real estate just like a direct mail pieceNow people respond differently online and offline. Online they can click through on a statement ad to find out more. Off line they need to be instructed to do something slightly different, like pick up a phone or type a URL into their browser.So, Ideally, if your statement processor and/or back end data stream allow for it, you should actually have two different ads – one for you print statements and one for your estatements - so that the CTA can be properly tailored for the medium.
  • You’ll notice that the print ad example I showed you also contained a QR code too. This device allows the statement recipient to use a QR reader on their smart phone to scan the QR code and go instantly online.One observation for QR code usage. If you plan to use QR codes on a print statement think hard about the “post scan “ user experience. Ideally it should link to mobile friendly content. There is nothing worse for the user experience linking them to your web site that they then have to read and navigate using a 3.5” screen.This being said, deploying QR codes can lead to a lot more work as you need to accommodate the mobile screen in your user engagement strategy, and frankly, I personally think the jury is still out on the value of QR codes. There is no doubt they do get scanned. But just how much?
  • This data from Comscore shows total QR code audience in June 2011. 14m US smartphone users scanned QR codes in June 2011, 1.3 million Canadians did the same, out of a total smartphone population of some 105 million smartphones (about 14.5%)These Not huge numbers but I guess the table shows that the best place to put a QR code is on an ad targeted at 25-34 year olds (37% of users) or if you want to target a slightly broader audience -18-44 years old (73% of users)So by all means think about using them but maybe use this data to help decide where you can get the biggest bang for your buck
  • So, let’s assume you have a nicely constructed statement based marketing message with a strong CTA.Next you need to decide where that click or URL will take the reader. Typically marketers will choose one of three destinationsThe home page – this is usually not a good choice, especially if the reason they have clicked is not covered by your home page contentA more specific web page – e.g. your responders click thru on an ad for new low mortgage rates and they are linked to your mortgage home page – again not great, as it was the special mortgage offer that attracted them so they are not just displaying general interest in mortgagesBoth these options als0 raise issue with tracking response as many other people visit these pages too from other sourcesThe ideal is to send them to a custom built landing page that talks specifically to the offer in the ad. This landing page will also, typically include a CTA – it could be a suggestion to call you, or maybe a short registration form that provides access to some value added content like a “How to Choose the right Mortgage for a First time home buyer”
  • Here’s an example of a landing page from our web site. As with any marketing vehicle, there are lots of best practices to keep in mind when designing a landing page. Just like the statement ad, make sure the LP content drives the reader to action – the copy must sell whatever you are offering and incite response If you include form keep it as short as possible. Only collect the information you absolutely positively have to have. Each additional field you include will be a barrier to conversion If you are offering something in in exchange for contact details, include a “hero shot” because people are attracted to pictures and process what they mean much more quickly than words If you have a form, Include a privacy statement or badge to assure the reader that any info they give to you is safe Make sure the critical content of the LP is ‘above the fold ’ this means it can be read without scrolling – typically this means your LP needs to fit into a 1024 x 768 resolution screen. You can assess the most common screen resolution used by your online visitors with Google analytics, which I’ll will touch on later It’s even important to focus on the click through button. “get my eStatement Adoption Kit” will drive more conversions than having a button that just says “Submit” Stay away from flash based landing pages. They can look amazing but they can cause issues with analytics and tracking and are also a no-no from a usability perspective – don’t for get there are over 325 million iOS devices out there that don’t support flash!
  • So here’s an example of how just one of those best practices can impact the success of an LPYes, I know it’s in Dutch. But you don’t need to be able to read it to understand the message. It’s actually from a bank and it’s “selling” savings accounts. The only difference between the two LPs is that version A has one more benefit in the three columns, which served to push the Submit Button below the fold.As a result version B led to 13 % more visitors opening savings accounts than version A. So you can see that the fold is an important element to pay attention to By the way, this example, and a few more we are going to share comes from “Which test Won.com. It’s a great resource for this sort of study. If you go there you can register to receive monthly emails with exaamples and vote on which one you think performed best. The results can be eye opening
  • This brings us neatly to the subject of A/B testing. Just like you might test different variants in an email subject line, or two different Paid search ads, you can also test different variables in landing pages to identify which of two variants drives better results. The good news is that our friends at Google have developed a free tool that you can use to do this with very little effort. Best practices dictate that you minimize the changes you make to your two variants as much as possible. Ideally, for each test you should change just one variable like the colour of a background, the size, colour or words on a CTA button, or the headline. If you change multiple variables at once and get an improvement it will be unclear which changed variable actually impacted the resultThe main control variables are:Copy – tone, length, nomenclature, etcDesign – colour, imagery, layout, etcCall to action – mixture of copy, colour, placement(s) and promotion, etcThe good news is that small changes to a landing page variable can significantly impact response rates/conversion rates so they are worth testing out
  • In fact, let’s have some fun and do a poll now with thisexample. The only change made here is in the wording and layout of the head and sub head. Everything else remains exactly the sameLet’s do a poll Dan, and see if our audience can tell us which LP drove the most responseOK Sean. So please study each LP for a few seconds then I’ll initiate the poll so you can voteResult: (A) increased leads by 27.8%
  • A/B testing can also be used on statement ads as wellTo do this you need to run your ads for at least 2 months as you can only test 1 x per monthIt’s simple too. Create two ad variants and split these across your recipient base. measure the response levels for each ad to identify which ad pulled best. Use this ad to communicate with your entire customer base in the following monthIn some case the data you collect, especially over time, can help you make better decisions about the sort of design concepts that resonate best with your audience You can use these learnings to help focus the design of other materials such as web content, in branch posters, Direct mail pieces etc.
  • Let’s do one more quick poll. This is a landing page for a gym, but it’s similar to an ad.The only change made here is in the photo that was used Everything else remains the sameSo which LP delivered the higher conversion rate? Dan, can you run the poll? OK Sean. So please study each LP for a few seconds then I’ll initiate the poll so you can voteResult: (A) increased leads by 29%
  • So you’ve worked away to create engaging statement based ads, , with strong CTAs, that link to compelling, targeted landing pages, that themselves engage the reader and incite further action.But how do you know whether all this hard labor is bearing fruit. Well, the joy of the online world is that it is infinitely trackable and measurable so you can work our what’s working and what’s not. And then do more of the former and less of the latter. But what do you track and measure?Well here are some metrics that you might consider focusing on:Click through rate - on your statements (at least your eStatements). This can be measures by using conversion code on the URL link itself, or simply by tracking the number of visits to your landing page – note however that if you want to do the latter it might be better to have two LPs – one for the eStatement ad and one for the Print statement ad, so you can gain more granular insightsAt the landing page level there are two key measures to consider:Conversion Rate – being the number of readers that take action as a result of the landing page contentIf conversion rates are low, also look at Time on page – if this is very short, then there may be some issues with readability, clarity of message or such like, which you can address
  • And how do you track all this stuff.Well a great starting point is GA. IT’s free and easy to install and useYet not everyone is using it. I visited a dozen of client sites this week and only about half have the tool in place. I come across so many web designers that don’t install it as part of the servcei and I think that is criminal. Because it is soo powerful so easy to use and so easy to deployIt allows you to gain insights into a hugerange tracking variables – not just page visits and conversionsIt also helps you to identify keywords that people use to find you on line, which web pages get the most visits , which get the most attention, where your site visitors are located, which sites are referring traffic to you and on and on. Ans almost every mettirc GA provides is actionable and can lead to more visits and better visitor engagement
  • RegisterGet codeInstall on all pages (include file) make sure the Home page gets it too24 -48hours later start to see results
  • Ah yes, when we were looking at landing pages we talked about keeping key content above the foldGA tracks many things, including the screen resolutions of site visitors. This is data from our web siteIn our case the top 10 screen sizes are 1024x768 pixels or higher. This accounts for such a laregeproprotion of total visitors we confidently decide to build LPs to fit that screen sixze and know that the majority of users will see our complete LP without the need to scroll
  • So we’re close to wrapping up now. But there were a few other concepts I wanted to shareFirstly push email. I mentioned that eStatements (which are the ideal vehicle to engage readers in an online world) enjoy between 5 and 15% open rates.These rates can be increased significantly with push email – I.e simple notification to the customer that their eStatement is ready to be read. This email could contain a link to the online banking portal, or even a secure link to the eStatement itself, using a hashed URL. Whatever approach you use, it will bush readership upYou can even include incentive based ads on the statement itself and refer to these in the notification email to drive readership – e.g. check out your statement online and find out how you can get a free home renovation voucherWhich brings me to the second idea – which is leveraging coupons. These can be things like a free $100 Home depot voucher that you associate with an ad to take out a home renovation loan. Or even coupons for store savings that could be included in a secondary ad space on the statements. This can then be used to incite seniors to go online to look at their statements, at which point you can also advertise pertinent services to them like retirement savings investments, estate planning , etcA coupon or third party ad campaign can actually be used to amortise your statement costs – for example, you run an ad for a special car loan rate in conjunction with a local dealership who pays you for the ad impressions you are providing to themLastly, think about colour printing for paper statements– if you have, achieved, or can drive good levels of print suppression (around 50% plus) the savings you make should be enough to deliver the balance of print statements in colour. And this really improves the impact of statement based ads. And if you don’t want to spend all that money, think about colour for just your high net worth cleints who have more disposable income to direct to other products and servcicesthat you offer
  • The very last subject I would like to touch on is advanced segmentation.Once you have your ads, landing pages and analytics all humming along., this is the next place to apply some focusIf you are able to break down your customer base by demographic segment then it’s worth leveraging this to improve ad targetingTargeting specific ads to specific segments will help to increase response rates, sometimes significantlyThe challenges are of course:1 Where to get the data . Often your CRM is the best place to start so long as you capture things other than name and address2. How to overlay the demogrtaphic segmentation on to your statement production process
  • So this brings us to our final slide a quick plug DoximWe can help you to develop enhanced statement designs with integrated marketing messages. We can print these for you in B&W or colour And of course we can upload them to our Cloud based ECM for easy access by staff across multiple locations. We can also push them out to your portal of choice so that end customers can benefit from them to. Very soon, we will be launching a new application, that’s designed to help our customers to better manage their statement based marketingIt’s called Doxim Message central. Its an easy to use self serve interface that allows users to upload the ads they want to use on their statement, QC them on the statement and then release them for printIt also allows users to self manage the submission of online and print based inserts, newsletters However, much more importantly than this, is that it allows users to select, upload, stage and deliver multiple targeted ads to different customer segments – e.g. a savings account add to youth, a mortgage ad to young adults, a car load add to the middle the aged and a retirement planning ad to seniorsUsing Doxim Message Central along with rich demographic data sources will allow you self administer the targeting of all these ad messages to different demographic groups, This will lead to more meaningful reader engagements, better conversions and ultimately, more success in cross selling and up selling new products and services.
  • Transcript of "Statements 2.0: A Critical Part of Your Marketing Mix"

    1. 1. Daniel Kim | Product Marketing Manager Sean O‘Donovan | Vice President, Marketing Statements 2.0A Critical Part of Your Marketing Mix
    2. 2. Webinar: Statement Series
    3. 3. Webinar: Statement Series
    4. 4. Agenda• Statements 2.0• Traditional vs. Digital• Targeted Ads• A/B Testing• Landing Page Best Practices• Tracking Metrics
    5. 5. Statements 2.0 Web 2.0 is a loosely defined intersection of web application features that facilitate participatory information sharing, interoperability, user- centered design, and collaboration on the World Wide Web.
    6. 6. Traditional vs DigitalOld School: New School:Offline OnlineDirect Mail EmailPrint Social MediaTV SEO & PPCRadio VideoTele- PodcastMarketing Website
    7. 7. Online Adoption• Shift to online over last 5-7 years – medium can now be leveraged to include statements• Statements more than just a customer facing report they’re a marketing document too• #1 customer touch point in statements integrated with #1 customer channel/medium
    8. 8. Changing Demographics• Youth movement• Online, mobile and interactive• Other demographics are moving there too
    9. 9. Internet Usage by Age
    10. 10. Internet Usage by Age
    11. 11. Online Banking Usage
    12. 12. Multi-Channel Marketing• Average improvement of 50% for multichannel campaigns over traditional campaigns1• 62% of online campaigns deliver increase in ROI when combined with offline marketing such as direct mail11 MarketPath Annual Marketing Research Study, 2011.
    13. 13. Multi-Channel Integration*IPA analysis of over 250 case studies
    14. 14. So What’s Next?• Statements as a marketing vehicle• The importance of Calls to Action (CTA)• Leveraging landing pages• The importance of A/B testing• Measuring success
    15. 15. Easy ComparisonDon’t be this guy Be this guy
    16. 16. Calls To Action
    17. 17. Calls To Action
    18. 18. QR Code UsageComScore Survey+ In June 2011, 14m US Smartphone users scanned a QR code+ Canadian data for the same period 1.3m – Majority Male – 25-35 years old
    19. 19. Engaging Recipients Online• Just having web addresses or clickable URLs is not enough• The recipient that chooses to engage expects more• First thing is a landing page that is tightly associated with the ad message – not just a link to a related pages- or worse, a home page
    20. 20. Landing Page Best Practices
    21. 21. Above the fold?A B Fold line
    22. 22. A/B Testing Landing Pages• Helps identify which of two variants converts best• Can do this very easily using Google’s free Website Optimizer: www.google.com/websiteoptimizer• Can significantly impact effectiveness
    23. 23. A/B Testing – Illustration 1 A BWhich Landing Page Headline & SubheadVersion Increased Leads by 27.8%?
    24. 24. A/B Testing Ads• Can A/B test statement ads too/or instead• Assumes campaign runs >1 month• 2 variants spread across recipient base• Measure response• Leverage best ad for following month(s)• And for other mktg materials – Web content, posters, DM, LPs, etc•
    25. 25. A/B Testing – Illustration 2 A BWhich Imagery Helped this Landing PageIncrease Leads by 29%?
    26. 26. Tracking and Measuring• So you put in all that hard work• How do you know it’s working• Online facilitates measurement• Key metrics : – Click through rate – Visits to LP – Time on page – Conversion rate
    27. 27. Google Analytics• Free yet robust analytics solution• Track visits, click-throughs and conversions• Also measure hundreds of other variables
    28. 28. Google Analytics• Getting going is easy: 1. Register at www.google.com/analytics 2. Get tracking code 3. Add to every web page – include file 4. 24 hours later start tracking site visitors • Top content • Unique visitors • Page views/time on site • Referrals and keywords
    29. 29. Google Analytics
    30. 30. Some Other Related Ideas• Leverage push email• Leveraging coupons – Joint marketing• Amortising statement costs – Sell ad impressions to partners and sponsors• Think about colour printing – When your print suppression is >50% – For high net worth clients
    31. 31. Advanced Segmentation• Get it all humming on an ad by ad basis• Then look at different demographic segments• Targeting by segment can increase response rates significantly• Challenge is: 1. Getting the segmentation data – CRM 2. Leveraging it for statement ads
    32. 32. Message Central
    33. 33. For More Information: Website: www.doxim.com Facebook: www.facebook.com/doxim Twitter: @doxim_inc YouTube: DoximTV
    34. 34. Generation Jones
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