IDM B2B conference: Marketing Metrics: Alastair Douglas

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Slides from the presentation that I gave at the IDM B2B conference on 18th May 2011 at the Commonwealth Club. http://www.theidm.com/marketing-events/b2b-conference/

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  • IDM B2B conference: Marketing Metrics: Alastair Douglas

    1. 1. The 8th IDM B2B MarketingConference: Understanding and Engaging Customer 2.0 Marketing metrics: How measurement can increase accountability and acquisition Alastair Douglas Head of Marketing & Analysis
    2. 2. Simply Business is the UK’s largest online business insurance broker Over 170,000 businesses are currently insured with us
    3. 3. We acquire all our customers online through our website
    4. 4. We acquire all our customers online through our website
    5. 5. Segmentation as a customer understanding & targeting tool c. 1,000 20 customer classifications of segments business Key target 170,000 customers segments
    6. 6. Use data to begin understanding: then layer in qualitative feedback
    7. 7. Net promoter score verbatims I have never had any problems and (the process) has always been straight forward and no hassle I have regularly recommended you. I purchased it on the internet. I found that the prices were very competitive.The cover was about the same throughout I got no feedback from you.You didnt provide any special offers. You took the money for the year and then you just stayed quiet. I didnt even realise my policy had lapsed
    8. 8. Paid search: The data and measurement arms race Revenue Sales Actions Engaged visitors Visits Clicks Impressions
    9. 9. Why optimising for cost/quote and not revenue can be problematic Ad Group CTR Click to quote Quote to sale Cost/quote ROI Brand 21% 13% 61% £3.54 £12.06 Cleaners 18% 37% 16% £6.85 £0.65 Health & Beauty 8% 31% 7% £10.40 £0.17 Education 3% 25% 11% £11.12 £0.19 Entertainment 9% 21% 14% £11.52 £0.26 Professionals 7% 32% 18% £17.77 £0.73 Recruitment 1% 25% 0% £21.45 £0.00 Tradesmen 7% 30% 24% £22.13 £0.78 Public liability 11% 35% 20% £24.22 £0.56 Generic insurance 6% 26% 19% £25.20 £0.78 Construction 6% 24% 15% £28.32 £0.90 Contractors 6% 35% 38% £29.11 £0.98 Advertising/Design 2% 18% 33% £29.76 £0.68
    10. 10. Why optimising for cost/quote and not revenue can be problematic Ad Group CTR Click to quote Quote to sale Cost/quote ROI Brand 21% 13% 61% £3.54 £12.06 Cleaners 18% 37% 16% £6.85 £0.65 Health & Beauty 8% 31% 7% £10.40 £0.17 Education 3% 25% 11% £11.12 £0.19 Entertainment 9% 21% 14% £11.52 £0.26 Professionals 7% 32% 18% £17.77 £0.73 Recruitment 1% 25% 0% £21.45 £0.00 Tradesmen 7% 30% 24% £22.13 £0.78 Public liability 11% 35% 20% £24.22 £0.56 Generic insurance 6% 26% 19% £25.20 £0.78 Construction 6% 24% 15% £28.32 £0.90 Contractors 6% 35% 38% £29.11 £0.98 Advertising/Design 2% 18% 33% £29.76 £0.68
    11. 11. Why optimising for cost/quote and not revenue can be problematic Ad Group CTR Click to quote Quote to sale Cost/quote ROI Brand 21% 13% 61% £3.54 £12.06 Cleaners 18% 37% 16% £6.85 £0.65 Health & Beauty 8% 31% 7% £10.40 £0.17 Education 3% 25% 11% £11.12 £0.19 Entertainment 9% 21% 14% £11.52 £0.26 Professionals 7% 32% 18% £17.77 £0.73 Recruitment 1% 25% 0% £21.45 £0.00 Tradesmen 7% 30% 24% £22.13 £0.78 Public liability 11% 35% 20% £24.22 £0.56 Generic insurance 6% 26% 19% £25.20 £0.78 Construction 6% 24% 15% £28.32 £0.90 Contractors 6% 35% 38% £29.11 £0.98 Advertising/Design 2% 18% 33% £29.76 £0.68
    12. 12. Measure to a higher level of granularity than your competitors One bad creative or keyword can ruin the whole ad group or campaign CTR 14.4% CTR 5.3% CTR 9.8%
    13. 13. Measure to a higher level of granularity than your competitors One bad creative or keyword can ruin the whole ad group or campaign CTR 14.4% CTR 5.3% CTR 9.8%
    14. 14. Social media: Start by building an audience • Content of interest to start-ups and small businesses who use Twitter • Don’t try to sell too much • Try different things • Monitor what works and what doesn’t work using free tools such as Klout, Topsy and Tweetdeck • Metrics: True reach, number of total shares, amount of inbound traffic
    15. 15. Incorporate engagement on Twitter into your customer services team • Tools like Radian 6 can make this process more efficient and thorough • This is a core function and should be kept in house
    16. 16. Be open and engage with customer feedback authentically • Amplify customer testimonials
    17. 17. Customer service - more transparent and more efficient • Engage with feedback - good or bad
    18. 18. Social media key points • Be very specific about what you want to achieve - we have had success with engagement and customer service but not with acquisition • It is a very powerful tool for advocacy • Set metrics - but understand that social measures of influence are just that. • Use channels such as Get Satisfaction and Twitter to reduce your cost of customer service and understand your customers better
    19. 19. Affiliate marketing - you can control your own cost per acquisition
    20. 20. Use affiliate platforms as a way of testing your most effective message
    21. 21. Use affiliate platforms as a way of testing your most effective message 15% more quotes
    22. 22. User testing: A platform for new ideas to solve customer problems
    23. 23. Actions from a user testing day
    24. 24. Prioritised actions
    25. 25. Summary • Your database is full of insight about your customers and can be used to help you understand them better • You can use data and measurement to gain a competitive advantage • Choose your measures carefully in social media - but be rigorous • Make sure you have a creative and testing platform: if you can’t test new ideas then the measurements will not be actionable
    26. 26. Questions? • Simply Business on Twitter: @simplybusiness • Get involved in the Simply Business community: www.simplybusiness.co.uk/social • I am @alastairdouglas on Twitter

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