DATA NOW DRIVES YOUR STRATEGY STEVE SIMPSON MINDSHARE WORLDWIDE
Thing is these days, everyone is online and the communication is two ways Over 500m members Over 24 hours of content uploaded every minute 52% penetration of smart phones in the USA forecast for 2011 bigger than regular phones 7/6/2010 2
You can embrace this future by making decisions based on the data this new world produces 7/6/2010 Sample Footer Text Here 3 Personalisation Data Device Convergence Content Combining
…and the thing is, the hype is justified. $ are finally catching up! 7/5/2010 4 $50bn
6/28/2010 Sample Footer Text Here 5 Clients are seeking effective metrics and proven ROI from digital media Lack of consistent, 3rd party metrics across all digital media platforms Beyond reach and clicks - behavioral Brand Advocacy Marketing effectiveness and ROI benchmarks relative to offline media channels
6/28/2010 Sample Footer Text Here 6 The questions are the same…but there are new ones “Ok, ok. I know I need to start spending online but….” How much to spend? Where to spend it? Over what time? How do I react quickly based on data collected?
6/28/2010 Sample Footer Text Here 7 Our new marketing reality From….. Owned Paid Earned Earned Owned To….. Paid
6/28/2010 Sample Footer Text Here 8 Imagine you need to get an important person from Wimbledon to Mallorca..... Do you? Fly Direct? Take a bus to Portsmouth, then a boat? Take a train to Paris then hire a car and drive? What if the flight is delayed? What if your car breaks down? Do you have a contingency plan?
6/28/2010 Sample Footer Text Here 9 Process for analytical decision making Challenge and Journey Vehicles Course Correction Choose relevant vehicles to deliver KPIs Dynamic adaption of sites, keywords, content, seeding to meet objectives Identify business objectives and KPIs
6/28/2010 Sample Footer Text Here 10 Challenge and Journey Challenge Generate Xm new registrations by end Q4 2010 with an average cost per registration of €Y KPIs Increase unique user interaction with brand site content by X% Generate Xm site conversions at a cost of €Z Recruit Y fans to Facebook fan page
Challenge and Journey 06/07/2010 Sample Footer Text Here 11 Banner impression Conversion Site arrival Recommend Seek Involve Act Share
Unique user interaction rate
Cost per exposure
Cost-per-conversion / lead
# Fans / Likes
6/28/2010 Sample Footer Text Here 12 Process for analytical decision making
06/07/2010 Sample Footer Text Here 13 Different channels assist each other and themselves prior to last click Brand PPC Generic PPC Display Sales Bubble size: no. of customer kick start a journey; Line width: total customer traffic volume. Source: Atlas click path report
06/07/2010 Sample Footer Text Here 14 Top 10 conversion rate routes: Start journey further away and finish with brand terms or display Brand PPC Generic PPC Display Sales Customers start with brand PPC or generic PPC then change to display show the highest conversion rate – 19%. % inside bubble shows conversion rate of customers travelling on particular route.
How do we bring this together in a decision making environment? 06/07/2010 Sample Footer Text Here 15 ROI by Market / Activity Protect media that strongly contribute to objectives CPS vs CTR Minimise sites, keywords that don’t drive sales 80% of Activities live in the long tail Are our prospects taking out the right messages from our activities?
6/28/2010 Sample Footer Text Here 16 Quiz for delegates Is a “click” a challenge, a KPI or a vehicle? What is the best source of data for ‘arrivals’ or ‘unique visitors’? What issues do we face with ‘last click wins’ effectiveness measurement? What challenges do you face in your business to implement a digital analytics approach? Can you afford not to do it?
6/28/2010 Sample Footer Text Here 17 Summary Digital analytics is a vital tool for decision making as spend catches up with consumer usage Ensure that your objectives align to KPIs and vehicles you can really measure to deliver accountability Look beyond the obvious reported measurement to understand relationships between digital activities Implement a dashboard to dynamically adapt consumer experience based on data feedback