Overcoming the Seduction of Data - AlphaTerra Digital Marketing Conference - 2012-11-20
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Overcoming the Seduction of Data - AlphaTerra Digital Marketing Conference - 2012-11-20

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This talk was given at the AlphaTerra Digital Marketing Conference held on 20 Nov 2012 at Jakarta, Indonesia. The audience consisted of large advertisers who are new to digital marketing. In this talk ...

This talk was given at the AlphaTerra Digital Marketing Conference held on 20 Nov 2012 at Jakarta, Indonesia. The audience consisted of large advertisers who are new to digital marketing. In this talk I outline a 5-step process for setting up an actionable framework for measuring KPIs and goals. The aim is to have an outcome-driven strategy that is backed by a strong foundation of measurement. The role of the analyst is not to simply measure but to also take action based on the insights gleaned on the data. The actions taken should be aligned with meeting and exceeding the organization's strategic (not just marketing) objectives.

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Overcoming the Seduction of Data - AlphaTerra Digital Marketing Conference - 2012-11-20 Overcoming the Seduction of Data - AlphaTerra Digital Marketing Conference - 2012-11-20 Presentation Transcript

  • Overcomin a kum aar g theVino a j Vij ey ics.c om Seduction of Data t naly ark linea a j@sp vino oaj @vin edin o/v vlink v njv.c
  • About this presentation •  Presented on Tue 20 Nov 2012 at the AlphaTerra Digital Marketing Conference 2012, in Jakarta, Indonesia. •  PDF copy available at http://vnjv.co/alphaterra @vinoaj
  • Measurement More important today than at any other time in digital marketing @vinoaj
  • Interest in analytics is growing YoY @vinoaj
  • 3 Key Problems forthe digital marketer @vinoaj
  • #1. Data, Data, Data! @vinoaj
  • #2. Caught up in vanity metrics Impressions Clicks CTR Reach @vinoaj http://www.flickr.com/photos/centralasian/5829549813/
  • #2. Caught up in vanity metrics ImpressionsSo What? Clicks CTR Reach What difference has this made to my business? @vinoaj http://www.flickr.com/photos/centralasian/5829549813/
  • #3. Where do I start?Owned media Data, data, data! Desktop site Mobile site •  Clicks •  Visits Social media •  Impressions Mobile apps presences •  CTRs •  CPCsPaid/Earned media •  CPAs Facebook Twitter •  Bounce rates •  Exit rates AdWords YouTube •  Unique visitors •  Conversions •  … @vinoaj
  • Today: Where do I start? @vinoaj
  • Who am I? •  Vinny •  2012 - Chief Consultant / Founder – Sparkline Analytics •  2007-2012 – Senior Conversion Specialist, Google Southeast Asia @vinoaj
  • 1 What matters to my Objectives to anchorMeasurement 101 business? digital strategy 2 What are the KPIs and KPI & Goals Map Goals that matter? 3 What are my action Contingency Plans plans? 4 How do I measure my Implemented KPIs and goals? measurement tools 5 Increase in conversion Monitor & Action rates @vinoaj
  • 1 What matters to my Objectives to anchorMeasurement 101 business? digital strategy @vinoaj
  • What is your organizational strategy?•  Brand •  Brand •  Volume •  Cost •  Innovation Recall Recall •  Product Reduction •  Diversify•  Free Users •  Signups Development •  Innovation •  Exit •  Paid Users •  Loyalty •  Word of •  Brand Mouth Recognition @vinoaj
  • 1 What matters to my Objectives to anchorMeasurement 101 business? digital strategy 2 What are the KPIs and KPI & Goals Map Goals that matter? @vinoaj
  • Too many marketers are preoccupied withmacro goals Number of sales Number of items per basket Average order value Macro ($) goals Source: McKinsey, 2009 @vinoaj
  • The Consumer Decision Journey Source: McKinsey, 2009 @vinoaj
  • Setting Meaningful KPIs & Goals Awareness Evaluation Purchase Loyalty / WOM # impressions # signups # paid users Return visits # new visits # referrals # sales # mentions KPIs # mentions # likes # in-app # referrals purchases Video engagement Time on site User signs up User upgraded Referral made (new visitors) Referral made Product Referral signup Pages / purchasedGoals session (new Referral signup visitors) In-app purchase made @vinoaj Macro ($)
  • 1 What matters to my Objectives to anchorMeasurement 101 business? digital strategy 2 What are the KPIs and KPI & Goals Map Goals that matter? 3 What are my action Contingency Plans plans? @vinoaj
  • Action is more powerful thanmeasurement ImpressionsSo What? Clicks CTR Reach What difference has this made to my business? @vinoaj http://www.flickr.com/photos/centralasian/5829549813/
  • Action plan (a branding example) Strategic Objectives If KPI or Goal Drops by Take these Actions•  Volume•  Cost Reduction New Visitors 8% •  Shift budgets to channels delivering high new visitor Funnel Stage rates •  Test ad copy•  Awareness •  Broaden targeting Facebook 3% •  Create new content with Likes different tones •  Increase velocity of FB ads to recover likes Video 5% •  Re-evaluate viewer engagement demographics •  Freshen content @vinoaj
  • Action plan (an ecommerce example) Strategic Objectives If KPI or Goal Drops by Take these Actions•  Volume•  Cost Reduction # Purchases 5% •  Test calls to action •  Test description on landing Funnel Stage page # Purchases 10% •  Modify checkout process•  Purchase New Visitors 8% •  Shift budgets to channels delivering high new visitor rates •  Test ad copy •  Broaden targeting @vinoaj
  • Also have plans for positive events Strategic Objectives Increases If KPI or Goal Take these Actions by•  Volume•  Cost Reduction # Purchases 5% •  Increase budgets for high- converting channels Funnel Stage •  Encourage word of mouth # Purchases 10% recommendations•  Purchase New Visitors 8% •  Ramp up offline advertising •  Implement retargeting / remarketing @vinoaj
  • 1 What matters to my Objectives to anchorMeasurement 101 business? digital strategy 2 What are the KPIs and KPI & Goals Map Goals that matter? 3 What are my action Contingency Plans plans? 4 How do I measure my Implemented KPIs and goals? measurement tools @vinoaj
  • KPI & Goal Tracking Toolbox Channel-specific tracking Toolbox App Channel-agnostic Web analytics tracking analytics @vinoaj
  • Make life easy with Google Tag Manager •  Replace 100s of lines of JavaScript with:<body><!-- Google Tag Manager --><noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-VH7G"height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript><script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({gtm.start:new Date().getTime(),event:gtm.js});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!=dataLayer?&l=+l:;j.async=true;j.src=//www.googletagmanager.com/gtm.js?id=+i+dl;f.parentNode.insertBefore(j,f);})(window,document,script,dataLayer,GTM-VH7G);</script><!-- End Google Tag Manager -->……</body> @vinoaj
  • Google Tag Manager – roll out tags from a webinterface Sign up now: https://google.com/tagmanager •  Reduce complexity of tag rollouts (no need to beg IT every time!) •  Speed up page load times @vinoaj
  • Coming soon: Universal Analytics Sign up now: https://services.google.com/fb/forms/ analyticspreview/ •  Moving from cookie-centric to user-centric view •  Setup & management a lot less technical •  Faster load times and smaller cookie sizes @vinoaj
  • 1 What matters to my Objectives to anchorMeasurement 101 business? digital strategy 2 What are the KPIs and KPI & Goals Map Goals that matter? 3 What are my action Contingency Plans plans? 4 How do I measure my Implemented KPIs and goals? measurement tools 5 Increase in conversion Monitor & Action rates @vinoaj
  • Most companies I speak to today ✔" Are you collecting data? Is someone dedicated to looking ✖" at that data on a daily basis? Are they ✖" recommending actions in response? Do they have a voice @vinoaj ✖" within your organisation?
  • Measurement & revenue @vinoaj Source: “Marketing Skills Gap”, Apr 2012, Focus Inc.
  • Measurement skills @vinoaj Source: “Marketing Skills Gap”, Apr 2012, Focus Inc.
  • Don’t leave it too late I must admit, the work you did for us has helped me understand and appreciate the importance of landing page testing and design. This function is lacking on our team, however I’m planning to bring someone onboard real soon. Mark Vozzo Online Manager - Head of Inbound Marketing (APAC), Salesforce.com @vinoaj
  • @vinoaj
  • No time? Intelligence Events! @vinoaj
  • Google Analytics Intelligence Events Speaker Notes •  Case Study: Shoes of Prey •  Download full case study at http://vnjv.co/sopgaia @vinoaj
  • @vinoaj
  • @vinoaj
  • 10% increase in sales Speaker Notes “We knew that their [Polka Dot Bride’s] audience would be receptive and it was a natural choice to partner with them,” he says. “Together we ran a competition for their readers to design and win a pair of wedding shoes on Shoes of Prey. This helped kick-start the launch of our range of wedding shoes, and we’re seeing great sales as a result.” Michael credits the 10% uplift in sales following the release of the new wedding shoe range to this intelligent approach. @vinoaj
  • “So much happens around us that we don’t always know, and Intelligence Alerts allows us to become aware of these ‘unknown unknowns’ and make sure we’re responding effectively.” Michael Fox, Co-Founder & Director of Operations, Shoes of Prey@vinoaj
  • So … what next? @vinoaj
  • 1 What matters to my Objectives to anchorMeasurement 101 business? digital strategy 2 What are the KPIs and KPI & Goals Map Goals that matter? 3 What are my action Contingency Plans plans? 4 How do I measure my Implemented KPIs and goals? measurement tools 5 Increase in conversion Monitor & Action rates @vinoaj
  • 1 Who should I be focusing Customer segmentsMeasurement 201 on? defined in your tools 2 Am I viewing my data in a Custom reports and meaningful manner? custom dashboards 3 Am I looking beyond last- Frameworks for multi- touch attribution? channel analysis 4 Am I giving my customers Usability studies and what they need? voice of customer 5 Increase in conversion Monitor & Action rates @vinoaj
  • Don’t get caught up in vanity metrics ImpressionsSo What? Clicks CTR Reach What difference has this made to my business? @vinoaj http://www.flickr.com/photos/centralasian/5829549813/
  • Terima kas aar ih! a j Vij ey a kum ics.c om Q&AVino t naly ark linea j@sp vinoaj@spa vino a rklineanalyti @vin oaj edin cs.com v njv.c o/v vlink @vinoaj