Better Marketing Research through Better Analytics
•
0 likes•148 views
Are we asking the right questions of our marketing? This presentation is about where the greatest areas of opportunity are in our marketing. A lot of this presentation is visual, not sure if the notes will appear on slideshare...
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Better Marketing Research through Better Analytics
- 1. Better marketing through better questions
- 2. Your goals? • Learn how to improve your marketing ROI • Learn how to find new/better audience • Learn how to evangelize your program • Make them see your importance, brilliance, and general attractiveness
- 3. marketing an old message this is not round what do those balls even mean?
- 5. My goal • We need to think more like generalists • Then, we can act like specialists • Don’t install “lead plumbing”
- 6. the math of money
- 7. revenue x profitability = cash flow
- 8. revenue x profitability $$$ $$ = cash flow
- 9. revenue x profitability $$$ $$ = cash flow
- 10. better questions
- 11. what? why? how? this boring interesting catalytic question is... are you 100% 90% 1.47% asking? how do you reports brains vision answer? getting a good 90% 10% 1.47% answer? is this realistic? yes YES hmm...
- 12. Answering “what” • Early in your process - audience research • During - reporting • After - . . . reporting
- 13. Answering “why” • First, you need to ask . . . the right way • Failure can not be failure. • Gestapo tactics - not a good idea • Keeping your motivation a secret isn’t either • “What do you think about . . . ?”
- 14. who to ask? • Who in your organization can answer questions without bias? • If your analytics team can’t moderate this conversation, it’s time to “make changes”
- 15. what you’ll get back • Laziness - the “intrinsic value” model • Brilliance - the “I care” model
- 16. when to ask “why” search impression click conversion now?
- 17. when to ask “why” search impression click landing page conversion now?
- 18. when to ask “why” search impression click landing page cart conversion now?
- 19. when to ask “why” search impression click [a whole bunch of stuff] conversion - site speed - message consistency - navigation, implied architecture - usability - content (scan-worthy) - site experience - cart experience - account experience - payment experience now? yes. - follow-up
- 20. measure what’s important • Once we have some context, we can establish KPIs (what) and understand them • Map KPIs directly to tactics • Know how to react • Have a plan for when to leave KPIs behind
- 21. So, what’s all this “how” business?
- 22. so . . . an SEO, a usability guy, and a programmer walk into a bar...
- 24. in the land of 1 sun . . .
- 25. the land of 1,000 suns . . .
- 26. GO!
- 27. how?
- 29. BP Increase in conversion Time 10 25 50 100 2 weeks $4 $10 $20 $40 1 month $8 $20 $40 $80 1 quarter $26 $65 $130 $260 6 months $52 $130 $260 $520 Revenue forfeited (thousands) $50k/week revenue @ 2.5% conversion rate
- 30. Who does it right?
- 31. Who does it right? finance and vision technology marketing merchandising operations marketing marketing marketing
- 32. doggy bag
- 33. • Don’t ask what until you know why • Get people educated on the big picture • Build context • Define KPIs with a plan of action • See if your company can handle how • Pick your sun • Ask specialists to weigh in on things outside their realm • Be patient. This will hurt.