Jon and Sam’s SearchLeeds talk aimed to educate on methods of understanding your audience in more detail and linking that audience with commercial knowledge of an organisation. This will help you to unlock the value of using in-depth audience data to maximise the benefit from all of your acquisition activity to really deliver growth.

1. How to deliver growth in the
most efficient way possible
J O N G R E E N H A L G H & S A M A N T H A W R I G H T

2. We do clever stuff with data

3. To grow in the most efficient way possible, you need…
1. Technology and Data Science
2. To apply the knowledge gained from your data to your marketing campaigns
to improve performance

4. What’s the point?

8. We want to target better
and reach people in a more efficient way.

9. We have a long way to go…
but we are making progress.

10. Marketing messages need to be tailored
to your audience.

11. You need to set yourself up for the future
Understand how data
& technology do help
you
Data Science enables
you to do something
with your data
1-1 Based Acquisition
& Retention

12. The role of technology is to enable.

13. Image of a lot of data

15. Image Source

16. To get anywhere,
you have to get your data right.

17. Take 5 steps with your data.
Big, or small, ANYONE can do this
1. Define outcomes
2. Audit your data
3. Plan how to fill data gaps
4. Commit to data quality
5. Turn to technology

18. Enter… Data Science
Image – Statistical Modelling of some kind
Use data science
to communicate with your customer.

19. Photo of a geek
Get a clever person
to help you model your data

20. P R O F I L E A P R O F I L E B P R O F I L E C
Build profiles of who your customers are

21. Live and breathe those profiles

22. P R O F I L E A P R O F I L E B P R O F I L E C
Understand how valuable they are
£ ££ £££

23. P R O F I L E A P R O F I L E B P R O F I L E C
Get creative. Think about what their footprint is

24. Why is this useful?
It allows you to target specific groups of people.

25. Advertising
1980’s
Advertising
2018
Advertising used to be simple

26. Enter… Comms Planning
Platform
Platform
Platform
Type of messaging
Type of messaging
Type of messaging
Frequency
Frequency
Frequency
?
?
?
Once a month
Once a week
Once a day

27. Integrated channel planning and buying
TV Direct mail PressLead gen
Door drop Paid socialCRO
SEO
Radio
Digital display
PPCInserts
Once you know the profiles and footprint… Get channel focused

28. You should be gearing up every channel to be there in
front of your most valuable customers.
RIGHT AUDIENCE
RIGHT PLACE
RIGHT TIME

29. Source: 2015: Accenture Digital Consumer Survey
87% of TV viewers watch TV in conjunction
with another device

31. • Integrated acquisition planning, underpinned by Data Science is the key to driving efficiencies across all
of your media
• Media channels shouldn’t be planned in silos; media neutral planning will deliver improved ROI as well as
improving brand health for your client or campaign
• Relevancy of the audience targeting combined with relevant creative execution and offers, can improve
PPC efficiency by generating more brand searches than generic, reducing the CPC

32. Avalon PPC performance whilst on TV
Increased engagement
0
2000
4000
6000
8000
10000
12000
14000
16000
£0
£5,000
£10,000
£15,000
£20,000
£25,000
£30,000
£35,000
£40,000
£45,000
£50,000
15 May 22 May 29 May 5 Jun 12 Jun 19 Jun 26 Jun 3 Jul 10 Jul 17 Jul 24 Jul 31 Jul 7 Aug 15 Aug 22 Aug 29 Aug 4 Sep 11 Sep 18 Sep 25 Sep 2 Oct 9 Oct
TV Spend Total Site Visits PPC Clicks
Average weekly
clicks increased
by 69% in first
burst
Average weekly
site conversions
from brand terms
also up by 317%
Source: Adalyser/GA 2017

33. Gear your site up to scratch technically
• What devices are your users searching on?
• Which locations are they searching from?
• How are they using Google Maps?
• Do they use the local pack?
• What kind of pages on a site do they prefer?

34. Produce assets that appeal to your customer profiles

35. Focus PR around getting into the right places

36. Maximise Google’s toolset

37. Tailor messaging on Facebook

38. Tailor messaging on Display

39. Photo: Google/Connie Zhou
It doesn't have to be complicated

40. Step 1
Image of data
Step 1 – Understand your data

41. Step 2 – Understand your customer profiles
P R O F I L E A P R O F I L E B P R O F I L E C

42. Step 3 - Start testing

44. Thank You
jon.greenhalgh@branded3.com
@jongreenhalgh
samantha.wright@edit.co.uk