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Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
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Marketing Education Symposium Sydney Sept 2010

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  • And you might well be confused
  • Mmm, thats nice
  • 179
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  • Transcript

    • 1. Is your elephant Tracking user behaviour for online marketing Tim Elleston – Murdoch University shy?
    • 2. 70%
    • 3. 70% of companies surveyed said the marketing executive is making the call on promotional content Omniture Conversion Survey, 2009
    • 4. Just because they like it doesn’t mean your users do
    • 5. Isn’t it ironic
    • 6. Marketers have spent years
    • 7. learning the value of listening to customers
    • 8. and asking them
    • 9. what it is they want
    • 10. and yet online...
    • 11. Our consumers have fully embraced digital media
    • 12. It’s pervasive across many aspects of our lives
    • 13. Marketing has fundamentally changed.
    • 14. Our customers create our content
    • 15. And promote our brands.
    • 16. We have an increasing number of new channels to use.
    • 17. We can now capture
    • 18. millions of customer interactions
    • 19. analyse them
    • 20. apply insights
    • 21. and make interactions more relevant and personalised.
    • 22. We have an unprecedented marketing opportunity
    • 23. to optimise
    • 24. our conversions
    • 25. And we love our conversion rates 
    • 26. The problem is
    • 27. not only do we need to understand our existing channels
    • 28. but we must also innovate
    • 29. As marketers we’re charged with
    • 30. looking for the most effective way to reach our customers
    • 31. and those channels
    • 32. have varying degrees
    • 33. of influence.
    • 34. And they’re
    • 35. Understanding user behaviour
    • 36. not only prevents us from creating a dull, generic site for everyone
    • 37. It gives us insight into channel effectiveness
    • 38. Understanding behaviour means we understand Our audience segments and • What they’re looking for • Where they look • How far they scroll • What they read (scan) • What they click on • How they navigate and find information
    • 39. we’re able to create a better… In doing so,
    • 40. User experience
    • 41. Yielding greater results
    • 42. For our marketing budget.
    • 43. Measuring outcomes is important, but…
    • 44. focusing on overall conversion
    • 45. We’re not getting the complete picture
    • 46. We’re being short-sighted.
    • 47. There’s a rich diversity
    • 48. of reasons
    • 49. why people come to our websites
    • 50. conversion being just one of them.
    • 51. What about those
    • 52. that refuse to
    • 53. convert
    • 54. If they didn’t convert
    • 55. did we accomplish anything?
    • 56. While you focus on measuring your overall conversions
    • 57. Look at micro-conversions
    • 58. Traffic to website
    • 59. There’s plenty going on…
    • 60. Micro-conversions should also align to your business strategy
    • 61. What’s the objective for each section of your site? #1
    • 62. Research Jobs U/G Courses Annual Report Services P/G Courses Experts News Short Courses Alumni Support Timetables Library books Blogs
    • 63. Who’s your Audience #2
    • 64. Develop an understanding of the differences in site visitors
    • 65. Developing Personas PSYCHOGRAPHICS Motivations for using the web? What do you use it to do? Where else do you seek out information? What tasks do you carry out online? WEBOGRAPHICS Favourite sites Usage platform Location Usage frequency Common user behaviours DEMOGRAPHICS Age Gender Education Job Location SOFT QUESTIONS: Work life balance Issues/pressures Future desires User Profiles Persona
    • 66. For the macro-conversions
    • 67. you measure outcomes Leads Applications Revenue
    • 68. For micro-conversions
    • 69. you could measure: Task completions Engagement Clicks to something Traffic Sources New vs. Repeats Job apps submitted Experts viewed News articles read Research CategoriesUnique Visitors Keywords searchedNavigational paths ?
    • 70. Now you’re on the way to seeing a more complete picture
    • 71. and getting actionable insights
    • 72. Segmentation is the path to insights
    • 73. Absolute numbers that represent one data point
    • 74. Look beyond the numbers
    • 75. Many just look at the numbers
    • 76. in the aggregate...
    • 77. All they’ll see is the big picture...
    • 78. 1 million page views this month “ ”
    • 79. They spend 5 minutes on our site “
    • 80. 200,000 visitors this month“ ”
    • 81. But they’re missing the point
    • 82. 200,000 visitors
    • 83. Is that good or bad?
    • 84. Depends on where they went what they did and how they got there
    • 85. “200,000 visitors last month… Segmentation lets you understand interesting things
    • 86. “200,000 visitors last month… 48% came from Organic Search Segmentation lets you understand interesting things
    • 87. “200,000 visitors last month… 48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic) Segmentation lets you understand interesting things
    • 88. “200,000 visitors last month… 48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic) 2% of traffic came from other University sites 10% came from other websites that link to us Segmentation lets you understand interesting things
    • 89. “200,000 visitors last month… 48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic) 2% of traffic came from other University sites 10% came from other websites that link to us Search traffic also accounted for 44% of our leads and 31% of our application submissions” Segmentation lets you understand interesting things
    • 90. All measures have deeper insights
    • 91. They’re
    • 92. To get over their shyness
    • 93. Segment them
    • 94. Country Region Traffic SourceUser type Mobile Natural Search Paid Search Section of Interest New vs. Repeat Time Spent Social Media Campaign Display Internal Search Browser type Staff Student Example segments:
    • 95. Segments must be: Measurable and identifiable Accessible and actionable Large enough to be profitable
    • 96. Courses Section : 1.67m page views Segmentation example Pretty boring and largely useless…
    • 97. Courses Section : 1.67m page views New / Repeat PVs : 837k / 618k = sort of an insight Segment by First vs. Repeat user = boring and useless
    • 98. Courses Section : 1.67m page views New / Repeat PVs : 837k / 618k = not much betterFrom Google : 285k / 217k = sort of an insight Segment by Organic Google Australia = boring and useless
    • 99. Courses Section : 1.67m page views New / Repeat PVs : 837k / 618k = not much betterFrom Google : 285k / 217k = insight1st Time engagement : 1-5 mins = sort of an insight = insightLoyal engagement : 30-60 mins Segment by Time Spent = boring and useless
    • 100. Measurable and identifiable Accessible and actionable Large enough to be profitable = usable
    • 101. A usable insight Cross-promote content to First Time Course Visitors from Search to try to raise engagement
    • 102. Course interest geographically segmented
    • 103. Course interest geographically segmented
    • 104. Course interest geographically segmented
    • 105. Course interest segmented by country
    • 106. Staff search habits
    • 107. Staff spend 208 seconds per search request
    • 108. Staff spend 208 seconds per search request 125,000 searches/year
    • 109. Staff spend 208 seconds per search request 125,000 searches/year 7,200 hours/year or 960 workdays
    • 110. Staff spend 208 seconds per search request 125,000 searches/year 7,200 hours/year or 960 workdays @ $40/hr = $289,000 cost
    • 111. Measurable and identifiable Accessible and actionable Large enough to be profitable = insight Staff search habits
    • 112. Onsite Search Insight: We can reduce downtime through Search optimisation Through their searches, they’ve told us, now help them out... “search as you type” reduces search time
    • 113. Segmentation allows you to optimise your site
    • 114. which leads to a better more relevant User Experience
    • 115. and relevance yields greater conversion
    • 116. So, no more Top Pages Reports
    • 117. How about… Top Pages by Search or Top Pages by Social Media
    • 118. Are you listening?
    • 119. Because they’re talking about you
    • 120. And what they’re saying matters
    • 121. A lot
    • 122. At the very least use
    • 123. Social Media Measurement http://www.ithnk.com/2010/07/13/10-social-media-monitoring-tools-services-that-are-worth-a-closer/
    • 124. Chatter and sentiment about your brand
    • 125. And your competition…
    • 126. Really unhappy Tweetdeck
    • 127. Really unhappy Really, really unhappy Tweetdeck
    • 128. Really unhappy Really, really unhappy We get in contact Tweetdeck
    • 129. Really unhappy Really, really unhappy We get in contact Getting happier Tweetdeck
    • 130. Really unhappy Really, really unhappy We get in contact Getting happier Now we’re all happy Tweetdeck
    • 131. Really happy 1,258 followers If she remained unhappy she not only damages our brand
    • 132. She can damage our revenue
    • 133. She’s our target audience Her 1,258 followers are our target audience
    • 134. If 10% of her followers were considering Murdoch = 125 people
    • 135. If she negatively influenced 10% of those 125 that’s 12 people who might no longer consider Murdoch
    • 136. 12 people is about $450k over 3 years (not to mention reputation)
    • 137. Cost to save : $15,000/yr
    • 138. Cost to save : $15,000/yr Monitoring Tools: $9,000/yr Tweetdeck: Free One social butterfly: $6,000/yr ROI: 2,900%
    • 139. Cost to save : $15,000/yr Monitoring Tools: $9,000/yr Tweetdeck: Free One social butterfly: $6,000/yr ROI: 2,900% And our social butterfly soothed at least 5 twitter-tantrums in the last 6 months.
    • 140. Some marketers
    • 141. Use
    • 142. to understand success
    • 143. A smaller percentage of marketers
    • 144. Use Visits or Visitors
    • 145. Or even bounce rates
    • 146. An even smaller group
    • 147. Look at conversion rates by campaign
    • 148. But they’re all short term measures
    • 149. which is like declaring success
    • 150. after a one night stand
    • 151. I reserve the best
    • 152. For marketers that understand not only Customer Value
    • 153. but ROI by Channel and Segment
    • 154. That means understanding the customer value
    • 155. and the acquisition costs by channel and segment
    • 156. from the top of funnel
    • 157. to the bottom (and beyond)
    • 158. Customer Value - Do you know it? Value of a Lead Leads Started Visitors to XVisitors Applications Started Applications Submitted Offers made Acceptances Enrolments Year 1 Completions Year 2 Completions Year 3 Completions CustomerValue
    • 159. Customer / Channel ROI - Do you know it? Value of a Lead Leads Started Visitors to XVisitors Applications Started Applications Submitted Offers made Acceptances Enrolments Year 1 Completions Year 2 Completions Year 3 Completions CustomerValue Search Traffic Channel Costs
    • 160. Customer / Channel / Segment ROI - Do you know it? Value of a Lead Leads Started Visitors to XVisitors Applications Started Applications Submitted Offers made Acceptances Enrolments Year 1 Completions Year 2 Completions Year 3 Completions CustomerValue Search Traffic New Repeat Channel Costs by segment of channel
    • 161. Customer / Channel / Segment ROI - Do you know it?
    • 162. Measurable and identifiable Accessible and actionable Large enough to be profitable = insight Channel Segment ROI
    • 163. Having that information at the very least, gives you the opportunity to act
    • 164. Acquiring new prospects isn’t getting any easier
    • 165. Marketing budgets are getting smaller
    • 166. But we’re still asked for the same (or more) results
    • 167. To be truly successful, we need to understand the true value and return by segment
    • 168. So we can optimise our marketing dollars.
    • 169. It’s tough enough to get budget for web analytics
    • 170. and focusing on just a small % of visits makes it hard to get the elephant out of the corner
    • 171. It can help you understand user behaviour
    • 172. and through segmentation you can
    • 173. replace “I think” with “I know”
    • 174. http://www.elephantsandanalytics.com.au Shameless plug
    • 175. Tim Elleston senior manager – Digital Media
    • 176. Any questions?

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