We need to really understand how our prospects and clients are engaging with our brand online. Keep in mind that means more than just tracking what they are doing on our website. Once we have the data, we can benchmark this against, our competitors and even against our previous performance. We can see deer paths on our websites and turn them into highways if we understand why that content is frequently viewed. But it’s important to remember that the process is rooted in the data. It’s hard to offer advice to a segment without having gained consumer insights by observing them them.--------------------Business shift: online/channel to overall strategy Partners, employees, sales marketing, finance, operations, support, Hr no corp / business function is unaffected by WWWAfter a decade of digital disruption, online has moved from an ecommerce channel to a way of doing business. Businesses need to deliver the most relevant, personalized experiences that will exceed the expectations of their customer’s digital lifestyle. Online Business Optimization is the strategy that customers need to pursue to drive innovation & customer centric services in a digital worldOnline Marketing Suite empowers marketers to optimize customer interactions to create personalized and relevant customer experiences
If you want to find actionable insights you need to segment your web analytics data. You need to separate out the various Sources, Behavior and Outcomes. AvinashKaushik The "monolith" does not come to your website. Your site does not exist for a singular reason either. The core drivers of traffic are magnificently different for each core group of visitors. So your website's really a mix of Visitor Sources, Visitor Behavior and your Desired Outcomes. When you look at all that in aggregate you get nothing. You think Average Time on Site means something. No! You think All Visits and Overall Conversion Rate gives you insights. Nyet! You think understanding Keywords without drilling down to each search engine will be awesome. Non! Author - Web Analytics 2.0 Blogger - Occam's RazorThen you'll understand behavior of micro-segments of your website visitors, which in turn will lead you to actionable insights because you are not focusing on a "glob" rather you are focused on a "specific".
The items in red would require some level of integration between CRM and the financial system. The most interesting examples of this are companies that are bridging their analytics with CRM data
The winner, after careful preparation, is confident he will win the war before he wages battle. The losers, without preparation, engage the enemy first, hoping they will win the fight. —Sun Tzu (4.14)
We helped our client understand who their target was not based on intuition, but based on the data. With that understanding, we recommended that they create new content for tough talking, influential men.I’ve been using this image for years and it’s not a lesson on how to get 1m twitter followers or how to be a winner!
Competitive ShoppersLikes to be the first to own a product, responds to new items, featured or best-sellers. Naturally, competitives want to win, so “…consolation prize! Grab it before it’s gone too!” is fitting - although consolation prize does suggest someone is not a winner…“…fastest GPS position accuracy in the industry” is a powerful selling proposition. The product description would serve competitives who prefer to scan copy better as a bullet list.Competitives are less likely to comparison shop and read lots of text, so making a compelling sales pitch in the email copy is essential. This text is also readable with images off.Offering exclusive web-only prices for a limited time speaks to competitives who like to have the edge on the regular folk.Spontaneous ShoppersResponds to sales, discounts, limited stock and time-limited offers (like day-only sales), so this campaign is appropriate.Spontaneous are text scanners, so bullets would be better here, too. They like to see products in action, a link to a demo video would be great. Or an enlarged image.They’re interested in what others bought, and how popular. Including a customer review star-rating and “how many” reviews there are for the Maestro model may help that spontaneous conversion.Methodical ShoppersLikes product details, very thorough in researching a purchase. So providing a product description and link to more details is great.Unfortunately, the product description doesn’t explain how the Maestro model is comparable to the Initial. Methodicals like side-by-side comparisons.“Fastest GPS position accuracy in the industry” is a powerful selling proposition - but as a methodical, I want back-up and proof before I believe the hype. But if I’m really interested I will read more, and hope the site has enough information for me to make the right decision.I like the phone number option, I can ask questions of the CSR in real-time. I just hope the CSR is knowledgable about the product.Humanistic ShoppersStar ratings and a sample review would help persuade humanistics, who value the opinions of others. The telephone number is great too, he or she knows a person is available to talk through the purchase and answer questions.The gratuitous use of exclamation points aside, Comp-U-Plus’ email includes something for every buying mode. It also provides links to other categories if the featured offer doesn’t do it for you.My recommendations would be to tweak the copy to include:Bullet points to make it easier to scanAn average star rating and link to all reviews (unfortunately there are none that belong to Comp-U-Plus.com)Some idea of how the Maestro compares to the InitialInformation on how to backorder the Initial.
“It’s near impossible to predict an individual visitor’s purchase role and customer personality. But you can optimize your landing pages to “cover all the bases” if you understand what different customer types respond to.”
These are many key performance indicators and they vary depending on the business objectives. Calls – tracked at the keyword levelThe most compelling stats are down in the purchase category and can offer incredible insights
To get more meaningful understanding of how marketing dollars are contributing to sales, we need to have the ability to integrate the software within the organization. How could we calculate the profitability of a client without understanding the expenses associated with serving them? We’ve done this level of integration for our clients.
Complete - Brings together best-of-breed marketing apps into one unified platformOpen - Access to data and business rules to build and connect new applicationsModular - Deploy as needed, including hundreds of best-in-class third party appsFlexible - Readily tailored to meet the specific requirements of individual customers
Demo Implementation:Five traffic variables: page, site section, sub section, sub section 2, sub section 3, content type, content title. Participation with all eventsKPI:Registration participationContent velocity = Page view participation/visit
Given these industry trends, our customers understand that they need to pursue Online Business Optimization as a strategy.However, many wonder on where to begin the journey?Most companies are at varying stages of online business optimization strategy. It is important to understand what are the key business requirements for your business and how each element in your marketing mix affects those KBRs. Your KBRs support your overall business strategy – start out by defining what success means to your organization.Then you can start measuring the key online business metrics that matter for your industry – for eg, conversion rates if you are a retail or ecommerce site, click through rates or subscriptions if you are an ad supported publisher etc.The next step is execution based on these key performance indicators. Ensure that the KPI’s are disseminated to product specialists, marketers, sales teams and finance – so they can make informed decisions on how to interact with customers. Next, automate the processes that are the low hanging fruit, processes that you have tested and have high confidence in, so you can free up the marketing and business analysts to think about optimizing the overall customer experienceOnce the basic processes are automated, marketing analysts can then extend the view of the customer to include information from their prior interactions with your business, as well as pulling together information that’s available on the internet. This requires that you integrate your online marketing applications with enterprise and internet applications for a complete view of the customer.Finally, establish an closed loop innovation process that brings together The pressure is on for marketing to contribute to the bottom line – growing market share, improving operational efficiencies and aligning with sales to drive revenue growth. Now there is an opportunity to take a process approach to marketing since online online marketing is highly measurable and more marketing channels are starting to become just as measurable.By accurately measuring key performance indicators that are tied to key business requirements, you can create a measurable increase in ROI.
Process-Focused, proven model that yields results<br />For Developing, Deploying and Measuring Digital Strategies<br /> Think<br />Measure & Adjust<br />Developing Online Marketing Strategy and aligning business objectives with the tools, campaigns, and metrics for success.<br />Tracking, reporting, analyzing and adjusting user experiences to provide improved customer experiences.<br />Lima Consulting Group provides Best – Practices throughout <br /> Tool<br />Do<br />Identifying & Implementing the sofware and systems to enable key business and marketing processes.<br />Executing tactics & campaigns that map back to business objectives and provide engaging customer experiences.<br />
3. To strengthen the relationship with the bean counters who sign our checks <br />
2. To avoid being asked what all bosses ask: “What Have You Done for Me Lately?”<br />
1. Because digital marketing is the New Finance<br />
To gain consumer insights, to take action and provide improved customer experiences.<br />The Final Judgment<br />
Improve Segment Insights from AnalyticsTurning data into information<br />
Apply KnowledgeCreate experiences targeted for desired segments<br />
Improve ResultsOrganizations using Web Analytics Have Higher Returns<br />
Internet Business Models<br />Sell products or create marketplace where products are sold. E-commerce & Marketplaces (ebay)<br />Sell services or create a marketplace where services are sold. Lead Generation Networks (lending tree)<br />Advertising – Publishers & Search (Google)<br />Subscriptions – Content Creators (WSJ)<br />Service Channels – For reducingcosts (online banking)<br />The Methodologies apply to all business models.<br />19<br />
Let 1,000 flowers bloom<br />7/28/11<br />28<br />
If I were given one hour tosave the planet, I would spend 59 minutes defining the problem and one minute resolving it.<br />Albert Einstein<br />29<br />
Online Marketing Strategic Development Process<br />Where are we now?<br />Analysis<br />Success Metrics<br />How do we know it’s working?<br />Business Objectives<br />Campaign Playbook<br />Who does what and when?<br />Where are we going?<br />Marketing Strategy<br />Online Marketing Tactics<br />How do we get there?<br />What is the plan to get there?<br />
Know and Serve Customers <br />7/28/11<br />31<br />
It’s tough to build a pyramid from the top down<br />32<br />
Segment, then analyze<br />7/28/11<br />36<br />
Segmentation Map: Custom Home Builder<br />7/28/11<br />37<br />
The process of partitioning a market into groups of potential customers who share similar defined characteristics and who are likely to exhibit similar purchase behavior.<br />Gambling Segments: Optimists, Critics, Dreamers, Managers, Analysts, and Pessimists<br />E-commerce Modalities: Humanistic, Competitive, Spontaneous, & Methodical<br />Services: Delegators, Validators, Do-It-Yourselfers<br />A Primer on Segmentation<br />38<br />
Professional Service Segmentation Profiles<br />High<br />Do it Yourselfers<br />Validators<br />Information Seekers<br />Delegators<br />Avoiders<br />Ignore<br />Rely<br />Perceptions of Advisors<br />39<br />7/28/11<br />
What Should we Measure?</li></li></ul><li>The Purchasing Funnel<br />Can you help me?<br />What’s different about you?<br />How much? How long? And When?<br />PREFERENCE<br />INTEREST<br />PURCHASE<br />CONSIDERATION<br />AWARENESS<br />Are you the best value for me?<br />What do you do?<br />
The Engagement Funnel<br />Not engaged in Social Media<br />Establish a presence<br />Publishers, Writers, Editors, Filmmakers, Uploaders, Photographers, Critics, Leaders<br />RESPONDERS<br />JOINERS<br />AMBASSADORS<br />SPECTATORS<br />INACTIVES<br />Comment, Contribute, Edit, Critique, Vote, Add to what has been said<br />Read, Listen, Watch, Review & Absorb<br />
Side by Side Channel AnalysisCampaign Return on Investment<br />61<br />Show Actions and Metrics<br />Correlate ROI across all campaign types, both online and offline<br />Flexible campaign sourcing allowing users to choose between three options<br />
Content & Content InfluenceOptimize content on your site to drive success<br />Key Business Questions<br />Which content drives incremental engagement?<br />Which pages are most popular, but do not drive success?<br />Which pages drive conversion?<br />Key Benefits<br /><ul><li>Rework pages with high traffic but are consistently “dead-ends”.
Increase traffic to high-influence, low-traffic content.
Remove “dead wood” content. Retire content that has low influence and low conversion.</li></li></ul><li>Daily Motion Case Study<br />7/28/11<br />63<br />Challenge:<br />“the more registered members we have, and the longer our audience is watching the videos and engaging with the site, the more attractive we become to advertisers.” <br />-SVP, Media Sales<br />Results:<br /><ul><li>Increased user engagement
Measures the performance of international expansion
Provides media buyers and advertising partners with accurate performance data</li></li></ul><li>7/28/11<br />64<br />Most Facebook Users Worldwide<br />As of 02.2010<br />http://www.facebakers.com/countries-with-facebook/<br />
Most Facebook Users Worldwide<br />As of 7/22/2011<br />
7/28/11<br />67<br />Relevance based on User Behavior Improves Results<br />Default Process<br />Targeted Experiences <br />Improve Conversion <br /> Target content to visitors based on behavior, profile parameters and/or business rules<br />
Online Business Optimization Evolution from A Channel to Business Strategy<br />Automate certain customer interactions and activities based on real-time data, business rules and performance<br />Innovate<br />Leverage these measurements to make informed decisions about how to interact with customers<br />Find and apply new insights to optimize your business based on a complete view of all interactions<br />Extend<br />Deliver reporting and dashboards to measure marketing performance<br />Automate<br />Bring together information from the Internet and the enterprise for a comprehensive view of customer interactions<br />Execute<br />Measure<br />Measure Optimize<br />
Email me for a Pay Per Click Worksheet email@example.com<br />www.CMO.com<br />Free Research at Omniture.com<br />Call David and I to discuss your projects or career objectives in the industry.<br />Bonus Tools & Resources<br />
Allocate the Budget for PPC<br />7/28/11<br />73<br />