Digital marketing by numbers

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Digital marketing by numbers

  1. 1. bit.ly/1mbmR7m | @jonoalderson Digital Marketing by Numbers bit.ly/1mbmR7m | @jonoalderson
  2. 2. bit.ly/1mbmR7m | @jonoalderson Data Driven Cultures We have more data than any other channel.
  3. 3. bit.ly/1mbmR7m | @jonoalderson Data Driven Cultures There should be no guesswork, uncertainty or confusion.
  4. 4. bit.ly/1mbmR7m | @jonoalderson Data Driven Cultures We should all have integrated, intelligent strategies which are directly driven by a comprehensive collective understanding.
  5. 5. bit.ly/1mbmR7m | @jonoalderson So. Who works in a truly, completely, comprehensively ‘data driven culture’?
  6. 6. bit.ly/1mbmR7m | @jonoalderson …there are some key challenges…
  7. 7. bit.ly/1mbmR7m | @jonoalderson Analysis Paralysis
  8. 8. bit.ly/1mbmR7m | @jonoalderson The box of lies The Great Crime of the Analytics Industry
  9. 9. bit.ly/1mbmR7m | @jonoalderson A (deliberate?) lack of direction The discovery of magical, ‘’interesting’ insight
  10. 10. bit.ly/1mbmR7m | @jonoalderson An analogy…
  11. 11. bit.ly/1mbmR7m | @jonoalderson Difficulty articulating success You can’t say “Hold on, what are our objectives again?”
  12. 12. bit.ly/1mbmR7m | @jonoalderson HIPPO culture
  13. 13. bit.ly/1mbmR7m | @jonoalderson Obsessive comparison to the past “How well did we do last time” is lazy. “How well do we want to do this time?” is better.
  14. 14. bit.ly/1mbmR7m | @jonoalderson Only looking at the clickstream
  15. 15. bit.ly/1mbmR7m | @jonoalderson Defensive kitten is defensive.
  16. 16. bit.ly/1mbmR7m | @jonoalderson Using your data to fuel your organisation Overcome these hurdles with a simple process
  17. 17. bit.ly/1mbmR7m | @jonoalderson You have bespoke data and bespoke needs Start from scratch
  18. 18. bit.ly/1mbmR7m | @jonoalderson Objective Goal KPI Key Segments Performance Be seen as thought leaders Get people reading and engaging with our blog # triggers of time on page > 2 mins on a blog post (per month) Category, author # average comments-per-post (rolling) Double revenue by 2014 Increase sales revenue # sales (per month) Department, channel, product £ sales revenue (per month) Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) Improve marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions + calls (per month) Channel, source, campaign, keyword, call type Increase self-service actions on the website £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
  19. 19. bit.ly/1mbmR7m | @jonoalderson You’ll need 5 things...
  20. 20. bit.ly/1mbmR7m | @jonoalderson
  21. 21. bit.ly/1mbmR7m | @jonoalderson
  22. 22. bit.ly/1mbmR7m | @jonoalderson
  23. 23. bit.ly/1mbmR7m | @jonoalderson
  24. 24. bit.ly/1mbmR7m | @jonoalderson
  25. 25. bit.ly/1mbmR7m | @jonoalderson Get your key stakeholders in a room Go all the way to the top. You only get once chance...
  26. 26. bit.ly/1mbmR7m | @jonoalderson Remove the elephant from the room Hansel & Gretel
  27. 27. bit.ly/1mbmR7m | @jonoalderson Get to the business objectives There are no wrong answers
  28. 28. bit.ly/1mbmR7m | @jonoalderson Identify themes, consolidate and summarise to get to a list of 5-6.
  29. 29. bit.ly/1mbmR7m | @jonoalderson The rules Objectives must increase revenue, decrease cost or improve brand and must have digital context. Anything else is fluffy, offline, a goal, or a KPI
  30. 30. bit.ly/1mbmR7m | @jonoalderson 1. Double monthly sales revenue by Q3 2014 2. Provide the best customer service 3. Be seen as thought leaders 4. Improve marketing efficiency
  31. 31. bit.ly/1mbmR7m | @jonoalderson Objective Goal Be seen as thought leaders Get people reading and engaging with our blog Double revenue by 2014 Increase sales revenue Increase customer lifetime value Provide the best customer service Provide great content and help users find the information they need Improve marketing efficiency Maintain a high conversion rate to sale Increase self-service actions on the website Identify how digital contributes
  32. 32. bit.ly/1mbmR7m | @jonoalderson Objective Goal KPI Be seen as thought leaders Get people reading and engaging with our blog # triggers of time on page > 2 mins on a blog post (per month) # average comments-per-post (rolling) Double revenue by 2014 Increase sales revenue # sales (per month) £ sales revenue (per month) Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) % satisfaction rate (per month) Improve marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions + calls (per month) Increase self-service actions on the website £ value of microconversions (per month) Set KPIs with a direct line of sight to business success
  33. 33. bit.ly/1mbmR7m | @jonoalderson Make your KPIs ultra-specific # conversions #macroconversions # macroconversions (valuable contact form submissions, enquiry form completions, ‘productive’ phone calls, and offline conversions which cite ‘web’ as source)
  34. 34. bit.ly/1mbmR7m | @jonoalderson KPI Key Segments # triggers of time on page > 2 mins on a blog post (per month) Category, author, tag(s), publish day/time, promotion budget # average comments-per-post (rolling) # sales (per month) Department, channel, product, product taxonomy £ sales revenue (per month) % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) % visitors to macroconversions + calls (per month) Channel, source, campaign, keyword, call type £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword Acknowledge key segments (because averages lie)
  35. 35. bit.ly/1mbmR7m | @jonoalderson Visualise performance with bullet charts
  36. 36. bit.ly/1mbmR7m | @jonoalderson Set intelligent targets
  37. 37. bit.ly/1mbmR7m | @jonoalderson Objective Goal KPI Key Segments Performance Be seen as thought leaders Get people reading and engaging with our blog # triggers of time on page > 2 mins on a blog post (per month) Category, author # average comments-per-post (rolling) Double revenue by 2014 Increase sales revenue # sales (per month) Department, channel, product £ sales revenue (per month) Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month) Initiating page, Channel, source, campaign, keyword % satisfaction rate (per month) Improve marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions + calls (per month) Channel, source, campaign, keyword, call type Increase self-service actions on the website £ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
  38. 38. bit.ly/1mbmR7m | @jonoalderson Move from reporting to analysis and action
  39. 39. bit.ly/1mbmR7m | @jonoalderson This is a really simple framework! But it’s only part of the whole
  40. 40. bit.ly/1mbmR7m | @jonoalderson Step by step implementation
  41. 41. bit.ly/1mbmR7m | @jonoalderson You need a process for doing Agile fortnightly sprints of small, tactical tweaks work Long change cycles lead to demoralising performance
  42. 42. bit.ly/1mbmR7m | @jonoalderson You can apply this process to other scenarios Specific campaigns, project launches, operational KPIs
  43. 43. bit.ly/1mbmR7m | @jonoalderson Permission to fail and to improve
  44. 44. bit.ly/1mbmR7m | @jonoalderson Move from this…
  45. 45. bit.ly/1mbmR7m | @jonoalderson Move from this...
  46. 46. bit.ly/1mbmR7m | @jonoalderson To this.
  47. 47. bit.ly/1mbmR7m | @jonoalderson Bringing this together...
  48. 48. bit.ly/1mbmR7m | @jonoalderson You know what success and failure looks like before you explore or crunch the numbers. And you know what actions to take depending on what you find
  49. 49. bit.ly/1mbmR7m | @jonoalderson Hippos are locked in to defined performance definitions. You’ve removed the opportunity to object, flake, or u-turn
  50. 50. bit.ly/1mbmR7m | @jonoalderson Shortcomings in processes, resource, tools & culture are accommodated for, and can’t be used as excuses. Opportunities - not limitations
  51. 51. bit.ly/1mbmR7m | @jonoalderson Decisions are made about the things that matter.
  52. 52. bit.ly/1mbmR7m | @jonoalderson Resources Avinash Kaushik ● Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets - http://bit.ly/qmkAsf ● The Difference Between Web Reporting And Web Analysis - http://bit.ly/qEq7Go Analytics maturity model ● Cardinal Path: Online Analytics Maturity (plus self assessment tool) - http://bit.ly/GGXXd9 Bullet Charts ● A great guide to (and downloadable templates for) bullet graphs in Excel - http://bit.ly/UNmzIj ● Information Dashboard Design – a great book about charts and data vis - http://amzn.to/1nmyG8N
  53. 53. bit.ly/1mbmR7m | @jonoalderson Thanks! Any questions?

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