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WHOWE  CONFIDENTLY CREATIVE.  We innovate, nurture and execute upon ideas that not  only maximize engagement but optimize ...
CREATING ADIGITAL STRATEGYThe Art of Analytics,Measurement and Success
THE AVERAGETENURE OFA CMO IS...               23              MONTHS!
5 CMOs IN 7 YEARS
4 CMOs IN 6 YEARS
3 CMOs IN 5 YEARS
Recovering EconomyWHY HIGHTURNOVER?             New Technologies or                      Engagement ChannelsEmerging Issue...
Social Media &                        Web 2.0 StrategyWHY HIGH                Customer DataTURNOVER?               Analyti...
GrowthDollars and Cents                                                                    Significantly decreasingBudgets...
Growth                           71%   RetailAdoption                         41%   Travel/TourismIndustries showingstrong...
OpportunityThe Evolution of Digital’s Role:Digital now defines strategySource: SoDA Digital Marketing Outlook Report 2012
ATTRIBUTE SUCCESS    BUDGET, ALLOCATE & DEFEND    RESOURCESWHY    FORECAST DEMAND    OPTIMIZE PERFORMANCEMEASURE?
Best effortswill not substitutefor knowledge.- Gordon Bethune  CEO, Continental Airlines
9 STEPS TO ASUCCESSFULDIGITAL STRATEGY
STEP 1DO AN INTERNALDISCOVERY
Sell More Product     Drive More Leads     Create More BrandDEFINE     Awareness     Increase Advocacy     Increase Donati...
ASKYOURSELFWhat is the reason for this initiative?What do you hope to accomplish?How will you judge its success?What are t...
BUSINESSOBJECTIVESIncrease online salesIncrease customer retentionAttract “prospects” / new customersIncrease Frequency of...
STEP 2DEFINEMEASURABLEKPIs
MEASUREAWARENESSENGAGEMENTCONVERSIONLOYALTY
KPIsKey Performance IndicatorsDefining measurable KPIs is foundationalto digital marketing programs           Awareness   ...
ASKYOURSELFWHAT AREYOUR KPIs?
KPIs TEND TO BEINDUSTRY SPECIFIC
E-COMMERCEPurchase ProductAdd to CartUse Store LocatorShare via FacebookLike on FacebookSign up for NewsletterAdd to Wishl...
MEDIADownload Media KitContact SalesShare via TwitterShare via LinkedInDownload Press ReleaseDownload White PaperView Case...
NONPROFITDonateShare via FacebookShare via TwitterShare via EmailSign up for NewsletterAdvocacy/Take ActionFB Like PageSub...
NON-PRODUCTE-COMMERCEReserve Storage RoomContact SalesShare via FacebookShare via TwitterSign up for NewsletterUse Live Ch...
INSURANCEGet a QuoteShare via EmailShare via FacebookShare via TwitterSign up for NewsletterRequest Call BackUse Planning ...
FINANCIALSERVICESDownload ProspectusFind an Adviser Near YourShare via FacebookShare via TwitterDownload White PaperView C...
PUBLISHINGSign up for NewsletterShare via FacebookShare via TwitterLike Site on FBLike Article on FBComment on ArticleView...
ADVERTISINGView WorkContact UsRead BlogShare ThoughtsDownload Case StudyView our WorkBrand CredibilityTalent Recruitment
EDUCATION?
STEP 3DEFINE A DIGITALA STRATEGY
KPIs        METRICS    DIGITAL STRATEGYPROCESSOVERVIEW
KPIs       Increase RevenueMETRICS       Increase Conversion Rate       Increase Avg. Order Value       Increase Site Traf...
MORE ABOUTMETRICS     1, 2, 3                     VS Counter Metrics               Ratio Metrics # of Visits              ...
SITESTRATEGY     INCREASE CONVERSION RATE TO X     INCREASE DEPTH OF VISIT TO Y     INCREASE ONSITE SHARING BY Z
SOCIALSTRATEGY     INCREASE ENGAGEMENT BY X     DECREASE NEGATIVE POST BY Y     INCREASE WORD OF MOUTH BY Z
EMAILSTRATEGY     INCREASE OPEN RATES BY X     INCREASE CTR BY Y     INCREASE SIGN UPS BY Z
STEP 4MEASURE
TAG IT
MEASURE IT
STEP 5CREATE FUNNELS
SAMPLECONVERSIONFUNNEL          VISITORS TO WEBSITE:         10,000 TOTAL VISITORS TO THE SITE                            ...
ACQUISITIONDigital Sales FunnelUnderstanding what it takes to acquire a customer                  General Head Terms      ...
STEP 6ASSIGN VALUETO ANY GOAL
HOW CAN IDEFINE VALUE FORNON-REVENUEGOALS?
NEWSLETTER REVENUE ÷ NEWSLETTER SUBSCRIBERSNEWSLETTERSUBSCRIBER
FACEBOOK REVENUE ÷ FACEBOOK LIKESFACEBOOKLIKES
IDENTIFY NON-REVENUE GOALSJoin Our TeamContact UsShare via Social
INSIDE LOOK: HOW TO DETERMINE VALUEAvg NYC Agency Salary - $100k > Avg Recruitment Fee - 20% > Avg Recruitment Cost - $20k...
ASKYOURSELFWHAT ACTIONS DOYOU WANT TOASSIGN VALUE TO?
STEP 7OPTIMIZEYOURACQUISITIONCHANNELS
E-COMMERCECHANNELATTRIBUTIONSource           Visitors   Revenue   Avg. Rev. Per VisitorFacebook         10000      $17000 ...
E-COMMERCECHANNELATTRIBUTIONSource           E-Com Rev/Visitor   Other Goal Value   Last Click Total ValueFacebook        ...
YOU CAN’T                        OPTIMIZE                        WITHOUT DUE                        CREDIT                ...
MULTI-CHANNELATTRIBUTION
MULTI-CHANNELATTRIBUTION  CHANNEL 1   CHANNEL 2   CHANNEL 3
ATTRIBUTIONMODELS                       Channel   Channel   Channel                         1         2         3         ...
CHANNELATTRIBUTION
CHANNELATTRIBUTION
STEP 8OPTIMIZEYOURSEGMENTS
SAMPLE     DIVIDE ANDSEGMENTS   COMPARE           There’s no shortage of ways to           segment your data. Some        ...
STEP 9OPTIMIZEYOURCAMPAIGNS(SOCIAL, NEWSLETTER, SEO)
CAMPAIGNANALYTICS
CAMPAIGNANALYTICS
AUTOTAGGING
AUTOTAGGING
HOW IS SOCIALMEASURED?
WHAT DO         WHAT BRANDSORGANIZATIONS   WANT TO                MEASURE VS.MEASURE?        ACTUALLY                MEASU...
BRAND       EXPERT TIP:SENTIMENT            There are many tools to            assist with brand            sentiment meas...
BRANDDEFENSE
VALUE OFSOCIAL TRAFFIC
NEWSLETTERANALYTICS
SEOANALYTICS
TOOLSTAKEAWAYS TOKICKSTART YOURDIGITAL STRATEGY
REAL-TIME:GOOGLE ANALYTICS
REAL-TIME ANALYTICS:CHART BEAT
OFFLINE INTEGRATION:QR CODE GENERATORS
MOUSE TRACKINGANALYTICS
SURVEYS
USER TESTS
REPORTING
The Art of Analytics, Measurement & Success
The Art of Analytics, Measurement & Success
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The Art of Analytics, Measurement & Success

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Transcript of "The Art of Analytics, Measurement & Success"

  1. 1. WHOWE CONFIDENTLY CREATIVE. We innovate, nurture and execute upon ideas that not only maximize engagement but optimize revenue generation and business goals. Bolstered by sound digital strategy and sophisticated analytics, our work is confidently creative.ARE
  2. 2. CREATING ADIGITAL STRATEGYThe Art of Analytics,Measurement and Success
  3. 3. THE AVERAGETENURE OFA CMO IS... 23 MONTHS!
  4. 4. 5 CMOs IN 7 YEARS
  5. 5. 4 CMOs IN 6 YEARS
  6. 6. 3 CMOs IN 5 YEARS
  7. 7. Recovering EconomyWHY HIGHTURNOVER? New Technologies or Engagement ChannelsEmerging Issues& Challenges Internet InfluenceFacing Marketers and Voicein 2011SOURCE: CMO COUNCIL New Talent and Skill Set Requirements
  8. 8. Social Media & Web 2.0 StrategyWHY HIGH Customer DataTURNOVER? AnalyticsContinuing Education: Competitive Strategy DevelopmentWhere CMOS lookto add skills or Global Strategycompetencies Market Entry andSOURCE: CMO COUNCIL Market Development Web Metrics and Measurement
  9. 9. GrowthDollars and Cents Significantly decreasingBudgets shift from traditional to digital Somewhat decreasing Staying the SameQ: What % of your overall marketing budget Somewhat increasing Significantly increasingwas invested in digital channels in 2011 vs 2012?Paid Digital Media Paid Traditional Media Earned/Owned Media 42 40 41 33 27 26 25 18 12 11 8 7 4 4 2
  10. 10. Growth 71% RetailAdoption 41% Travel/TourismIndustries showingstrongest growth 38% Financialin use of digitaltechnologySource: SoDA Digital Marketing 30% CPGOutlook Report 2012 30% Medical 29% Automotive 19% Non-profit/arts 15% Government
  11. 11. OpportunityThe Evolution of Digital’s Role:Digital now defines strategySource: SoDA Digital Marketing Outlook Report 2012
  12. 12. ATTRIBUTE SUCCESS BUDGET, ALLOCATE & DEFEND RESOURCESWHY FORECAST DEMAND OPTIMIZE PERFORMANCEMEASURE?
  13. 13. Best effortswill not substitutefor knowledge.- Gordon Bethune CEO, Continental Airlines
  14. 14. 9 STEPS TO ASUCCESSFULDIGITAL STRATEGY
  15. 15. STEP 1DO AN INTERNALDISCOVERY
  16. 16. Sell More Product Drive More Leads Create More BrandDEFINE Awareness Increase Advocacy Increase DonationsSUCCESS
  17. 17. ASKYOURSELFWhat is the reason for this initiative?What do you hope to accomplish?How will you judge its success?What are the 3 most important actions a customer should take?What is your fundamental point of differentiation?What is the maximum $ you can spend to acquire a customer?
  18. 18. BUSINESSOBJECTIVESIncrease online salesIncrease customer retentionAttract “prospects” / new customersIncrease Frequency of PurchaseLower inbound call volumeIncrease share of voiceShare Business Value PropositionDrive offline action
  19. 19. STEP 2DEFINEMEASURABLEKPIs
  20. 20. MEASUREAWARENESSENGAGEMENTCONVERSIONLOYALTY
  21. 21. KPIsKey Performance IndicatorsDefining measurable KPIs is foundationalto digital marketing programs Awareness Engagement Visits from search engines Content downloads Referrals from social media Content shares Blog & online news mentions Visit services page Conversion Loyalty Lead submission via email Engagement with emails Lead submission via phone RSVPs for seminars Download White Paper Retweets
  22. 22. ASKYOURSELFWHAT AREYOUR KPIs?
  23. 23. KPIs TEND TO BEINDUSTRY SPECIFIC
  24. 24. E-COMMERCEPurchase ProductAdd to CartUse Store LocatorShare via FacebookLike on FacebookSign up for NewsletterAdd to WishlistCheck Shipping & Return InfoEngage with Live ChatRequest Catalog
  25. 25. MEDIADownload Media KitContact SalesShare via TwitterShare via LinkedInDownload Press ReleaseDownload White PaperView Case StudyCall Sales via Tracked NumberSign up for NewsletterFollow Brand on Twitter
  26. 26. NONPROFITDonateShare via FacebookShare via TwitterShare via EmailSign up for NewsletterAdvocacy/Take ActionFB Like PageSubscribe via RSSBecome a MemberVolunteer
  27. 27. NON-PRODUCTE-COMMERCEReserve Storage RoomContact SalesShare via FacebookShare via TwitterSign up for NewsletterUse Live ChatCall via Tracking NumberLike on FBOrder SuppliesGet a Quote
  28. 28. INSURANCEGet a QuoteShare via EmailShare via FacebookShare via TwitterSign up for NewsletterRequest Call BackUse Planning ToolsEngage with Career CenterLearn about a Product LineConsult an Agent
  29. 29. FINANCIALSERVICESDownload ProspectusFind an Adviser Near YourShare via FacebookShare via TwitterDownload White PaperView Case StudySubmit Lead Gen FormSign up for NewsletterContact UsDownload a Resource
  30. 30. PUBLISHINGSign up for NewsletterShare via FacebookShare via TwitterLike Site on FBLike Article on FBComment on ArticleView > X Pages/VisitBe a Return VisitorAdvertise with UsAvg. Time on Site > X
  31. 31. ADVERTISINGView WorkContact UsRead BlogShare ThoughtsDownload Case StudyView our WorkBrand CredibilityTalent Recruitment
  32. 32. EDUCATION?
  33. 33. STEP 3DEFINE A DIGITALA STRATEGY
  34. 34. KPIs METRICS DIGITAL STRATEGYPROCESSOVERVIEW
  35. 35. KPIs Increase RevenueMETRICS Increase Conversion Rate Increase Avg. Order Value Increase Site Traffic Increase Reorder Rate Increase Per Visitor Value Increase Sharing
  36. 36. MORE ABOUTMETRICS 1, 2, 3 VS Counter Metrics Ratio Metrics # of Visits Conversion Rates # of Page Views Newsletter Signup Rate # of Whitepapers Downloaded Average Time on Site
  37. 37. SITESTRATEGY INCREASE CONVERSION RATE TO X INCREASE DEPTH OF VISIT TO Y INCREASE ONSITE SHARING BY Z
  38. 38. SOCIALSTRATEGY INCREASE ENGAGEMENT BY X DECREASE NEGATIVE POST BY Y INCREASE WORD OF MOUTH BY Z
  39. 39. EMAILSTRATEGY INCREASE OPEN RATES BY X INCREASE CTR BY Y INCREASE SIGN UPS BY Z
  40. 40. STEP 4MEASURE
  41. 41. TAG IT
  42. 42. MEASURE IT
  43. 43. STEP 5CREATE FUNNELS
  44. 44. SAMPLECONVERSIONFUNNEL VISITORS TO WEBSITE: 10,000 TOTAL VISITORS TO THE SITE 60% Visit Shopping Area 100% of Visitors 30% Place Item in Cart 3% Make a Purchase 54 VISITORS COMPLETE GOAL
  45. 45. ACQUISITIONDigital Sales FunnelUnderstanding what it takes to acquire a customer General Head Terms Award Industry Blogs / Thought Editorials or (i.e NY Digital Agencies) Sites Leadership Referral Sites Awareness Category or Specific Terms (i.e Digital Marketing Agencies Mentions on Twitter/Facebook NY) Research & Compare Stage Targeted Category LinkedIn Ad Campaigns Ready to Follow on Twitter/LinkedIn Specific Branded Terms Buy Stage Direct Visits (Bookmarked) Reputation Review through Peers
  46. 46. STEP 6ASSIGN VALUETO ANY GOAL
  47. 47. HOW CAN IDEFINE VALUE FORNON-REVENUEGOALS?
  48. 48. NEWSLETTER REVENUE ÷ NEWSLETTER SUBSCRIBERSNEWSLETTERSUBSCRIBER
  49. 49. FACEBOOK REVENUE ÷ FACEBOOK LIKESFACEBOOKLIKES
  50. 50. IDENTIFY NON-REVENUE GOALSJoin Our TeamContact UsShare via Social
  51. 51. INSIDE LOOK: HOW TO DETERMINE VALUEAvg NYC Agency Salary - $100k > Avg Recruitment Fee - 20% > Avg Recruitment Cost - $20kAvg. Interview Rate - 5% > Avg. Cost for Interview - $1000 > Avg. Hire Rate - 10%Value for Join Our Team - $100
  52. 52. ASKYOURSELFWHAT ACTIONS DOYOU WANT TOASSIGN VALUE TO?
  53. 53. STEP 7OPTIMIZEYOURACQUISITIONCHANNELS
  54. 54. E-COMMERCECHANNELATTRIBUTIONSource Visitors Revenue Avg. Rev. Per VisitorFacebook 10000 $17000 $1.70Twitter 5000 $4000 $0.80Pinterest 6000 $9000 $1.50Huffingtonpost 200 $1400 $7.00
  55. 55. E-COMMERCECHANNELATTRIBUTIONSource E-Com Rev/Visitor Other Goal Value Last Click Total ValueFacebook $1.70 + $4.56 = $6.26Twitter $0.80 + $0.61 = $1.41Pinterest $1.50 + $3.09 = $4.59Huffingtonpost $7.00 + $4.01 = $11.01
  56. 56. YOU CAN’T OPTIMIZE WITHOUT DUE CREDIT Expert Tip: Don’t sell your digital marketing successes short - - understand how multi-channel touchpoints should beMULTI-CHANNEL attributed to conversions.ATTRIBUTIONHow Multiple ChannelsAffect Conversions
  57. 57. MULTI-CHANNELATTRIBUTION
  58. 58. MULTI-CHANNELATTRIBUTION CHANNEL 1 CHANNEL 2 CHANNEL 3
  59. 59. ATTRIBUTIONMODELS Channel Channel Channel 1 2 3 Last Click - - 100% $ Even 35% 33% 33% $ Path Position 15% 25% 60% $ First Click 100% - - $ U Curve 40% 20% 40% $
  60. 60. CHANNELATTRIBUTION
  61. 61. CHANNELATTRIBUTION
  62. 62. STEP 8OPTIMIZEYOURSEGMENTS
  63. 63. SAMPLE DIVIDE ANDSEGMENTS COMPARE There’s no shortage of ways to segment your data. Some common segmentations are: •International VS Domestic •Paid Traffic VS Earned Traffic •New VS Return Visitors •Mobile VS Desktop •Converting VS Non-Converting
  64. 64. STEP 9OPTIMIZEYOURCAMPAIGNS(SOCIAL, NEWSLETTER, SEO)
  65. 65. CAMPAIGNANALYTICS
  66. 66. CAMPAIGNANALYTICS
  67. 67. AUTOTAGGING
  68. 68. AUTOTAGGING
  69. 69. HOW IS SOCIALMEASURED?
  70. 70. WHAT DO WHAT BRANDSORGANIZATIONS WANT TO MEASURE VS.MEASURE? ACTUALLY MEASURE There is great disparity in what brands deem important vs. what they actually measure. The top two? 1. Social ROI 2. Brand Sentiment
  71. 71. BRAND EXPERT TIP:SENTIMENT There are many tools to assist with brand sentiment measurement - - but ultimately, sharp oversight of automatic tools is still needed to ensure tone of voice and sentiment is accurately accounted for. This sample to the left shows an incorrectly tagged “negative” post.
  72. 72. BRANDDEFENSE
  73. 73. VALUE OFSOCIAL TRAFFIC
  74. 74. NEWSLETTERANALYTICS
  75. 75. SEOANALYTICS
  76. 76. TOOLSTAKEAWAYS TOKICKSTART YOURDIGITAL STRATEGY
  77. 77. REAL-TIME:GOOGLE ANALYTICS
  78. 78. REAL-TIME ANALYTICS:CHART BEAT
  79. 79. OFFLINE INTEGRATION:QR CODE GENERATORS
  80. 80. MOUSE TRACKINGANALYTICS
  81. 81. SURVEYS
  82. 82. USER TESTS
  83. 83. REPORTING
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