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SearchLeeds 2018 - Jon Greenhalgh & Sam Wright - Edit & Branded3 - How to deliver growth in the most efficient way possible


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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.

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SearchLeeds 2018 - Jon Greenhalgh & Sam Wright - Edit & Branded3 - How to deliver growth in the most efficient way possible

  1. 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. 2. We do clever stuff with data
  3. 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. 4. What’s the point?
  5. 5. We want to target better and reach people in a more efficient way.
  6. 6. We have a long way to go… but we are making progress.
  7. 7. Marketing messages need to be tailored to your audience.
  8. 8. 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
  9. 9. The role of technology is to enable.
  10. 10. Image of a lot of data
  11. 11. Image Source
  12. 12. To get anywhere, you have to get your data right.
  13. 13. 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
  14. 14. Enter… Data Science Image – Statistical Modelling of some kind Use data science to communicate with your customer.
  15. 15. Photo of a geek Get a clever person to help you model your data
  16. 16. 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
  17. 17. Live and breathe those profiles
  18. 18. 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 £ ££ £££
  19. 19. 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
  20. 20. Why is this useful? It allows you to target specific groups of people.
  21. 21. Advertising 1980’s Advertising 2018 Advertising used to be simple
  22. 22. 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
  23. 23. 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
  24. 24. You should be gearing up every channel to be there in front of your most valuable customers. RIGHT AUDIENCE RIGHT PLACE RIGHT TIME
  25. 25. Source: 2015: Accenture Digital Consumer Survey 87% of TV viewers watch TV in conjunction with another device
  26. 26. • 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
  27. 27. 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
  28. 28. 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?
  29. 29. Produce assets that appeal to your customer profiles
  30. 30. Focus PR around getting into the right places
  31. 31. Maximise Google’s toolset
  32. 32. Tailor messaging on Facebook
  33. 33. Tailor messaging on Display
  34. 34. Photo: Google/Connie Zhou It doesn't have to be complicated
  35. 35. Step 1 Image of data Step 1 – Understand your data
  36. 36. 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
  37. 37. Step 3 - Start testing
  38. 38. Thank You @jongreenhalgh