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Dave chaffey benchmarking your digital marketing - linked in web managers group

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Approaches to benchmarking your Internet Marketing

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Dave chaffey benchmarking your digital marketing - linked in web managers group

  1. 1. Benchmarking to improve your Digital marketing Linked In Web Managers Group Meetup London, Feb 22 nd 2011 Dave Chaffey, CEO, Smart Insights www.SmartInsights.com/presentations
  2. 2. About Dave Chaffey <ul><li>Analytics </li></ul><ul><li>advice, software </li></ul><ul><li>& consulting </li></ul><ul><li>www.smartinsights.com/beta </li></ul><ul><li>Search & </li></ul><ul><li>conversion </li></ul><ul><li>consulting </li></ul><ul><li>www.clickthrough-marketing.com </li></ul>Books Qualifications: Cert DigM and Dip DigM Best practice guides
  3. 3. Why benchmark? <ul><li>External and internal: </li></ul><ul><ul><li>Are we effective+efficient? </li></ul></ul><ul><ul><li>What is the “size of the prize” </li></ul></ul><ul><ul><li>Compare to direct competitors </li></ul></ul><ul><ul><li>Compare out-of-sector </li></ul></ul><ul><ul><li>Shows where we’re strong and week through internal data </li></ul></ul><ul><li>Highlights failings, but… </li></ul><ul><ul><li>Strive to be best-in-breed </li></ul></ul><ul><ul><li>Defines progress to goals </li></ul></ul>
  4. 4. The Smart Insights Plan-RACE digital strategy framework http://bit.ly/smartstrategy
  5. 5. 1. PLAN - Digital strategy benchmarking Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy
  6. 6. An alternative benchmarking approach Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx- online.nl . Now http://www.e-business-monitor.org
  7. 7. Where it all started for me - CMM Source: Carnegie Mellon University http://www.sei.cmu.edu
  8. 8. Digital marketing governance maturity Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
  9. 9. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
  10. 10. Does this help? <ul><li>You? </li></ul><ul><li>Transactional Ecommerce </li></ul><ul><li>Relationship-building </li></ul><ul><li>Brand-building </li></ul><ul><li>Publishing </li></ul><ul><li>Agency or consultant? </li></ul>
  11. 11. Create a performance dashboard http://www.smartinsights.com/blog/web-analytics/tools-tips-google-analytics-excel-business-reporting/
  12. 12. 2. Reach <ul><li>Are these worthwhile? </li></ul><ul><ul><li>Google Adplanner </li></ul></ul><ul><ul><li>Google Trends/Insights for Search </li></ul></ul><ul><ul><li>Compete.com </li></ul></ul><ul><ul><li>Alexa.com </li></ul></ul><ul><ul><li>Hitwise </li></ul></ul><ul><ul><li>Social media monitoring tools </li></ul></ul>http://www.smartinsights.com/blog/digital-marketing-strategy/tools-for-benchmarking-competitor-visitor-numbers http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software/
  13. 13. Search demand benchmarking <ul><li>Should show: </li></ul><ul><ul><ul><li>Potential demand from keyphrase estimators </li></ul></ul></ul><ul><ul><ul><li>Your actual performance (position, clicks, conversion, sales, value): </li></ul></ul></ul><ul><ul><ul><ul><li>Paid – absolute and relative </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Natural – absolute and relative </li></ul></ul></ul></ul>Use “Google Keyword tool” to identify categories/volume of searches See Dan Barker’s article: http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo
  14. 14. Benchmarking Search <ul><li>Monitor by: </li></ul><ul><ul><ul><li>Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/ </li></ul></ul></ul><ul><ul><ul><ul><li>Not Google link: - it’s not comprehensive </li></ul></ul></ul></ul><ul><ul><ul><li>Majestic SEO ( www.majesticseo.com ) or SEOMoz Linkscape ( www.seomoz.org ) </li></ul></ul></ul><ul><ul><ul><li>Google alerts service: www.google.com/alerts or www.gigaalert.com </li></ul></ul></ul><ul><ul><ul><li>Reputation management tools: </li></ul></ul></ul><ul><li>http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software </li></ul>
  15. 15. 3. Act + Convert: Analytics capability maturity <ul><li>Real-time application: </li></ul><ul><li>Landing-page optimisation </li></ul><ul><li>Multivariate testing </li></ul><ul><li>Journey optimisation </li></ul><ul><li>CMS Integration </li></ul><ul><li>Modelling: </li></ul><ul><li>Response probability </li></ul><ul><li>Automatic visitor segments </li></ul><ul><li>Content clustering </li></ul><ul><li>Content and activity association </li></ul><ul><li>Behaviour: </li></ul><ul><li>Recency </li></ul><ul><li>Frequency </li></ul><ul><li>Average Visit Length </li></ul><ul><li>Acquisition Method </li></ul><ul><li>Event stream </li></ul><ul><li>Section stream </li></ul><ul><li>Measures </li></ul><ul><li># Users </li></ul><ul><li># Visits </li></ul><ul><li># Page views </li></ul><ul><li>Top pages </li></ul><ul><li>Top referrers </li></ul><ul><li># Errors </li></ul>Source: Presented by Julian Brewer, Head of Online Sales and Content Barclays UK retail banking to Econsultancy masterclass Nov 2008
  16. 16. Assessing your capability to improve Source:
  17. 17. Content drilldown shows relative effectiveness of page types
  18. 18. 4. How do we measure long-term engagement ? <ul><li>Richard Sedley (Foviance): </li></ul><ul><ul><li>“ Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand ”. </li></ul></ul><ul><li>Eric Petersen – Web Analytics Demystified: </li></ul>http://www.smartinsights.com/blog/customer-engagement/customer-engagement-interview-with-richard-sedley-of-cscape/ http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html
  19. 19. Email marketing benchmarking Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
  20. 20. How socially engaged are your audience? http://www.forrester.com/empowered/tool_consumer.html
  21. 21. RF engagement scoring example Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue Scoring: Recency Low 1 = > 24months 2 = 19-24 months 3 = 13-18 months 4 = 7-12 months 5 = 0-6 months High Frequency Low 1 = One purchases 2 = Two purchases 3 = Three 4 = Four 5 = Five High Note here boundaries are defined to illustrate behaviour. There are a different number in each group
  22. 22. RFM Analysis Source: Jeremy Tapp Econsultancy Masterclass
  23. 23. Let’s Connect! Questions & discussion welcome <ul><li>Blog </li></ul><ul><li>www.smartinsights.com </li></ul><ul><li>LinkedIn </li></ul><ul><li>http://linkd.in/smartinsights </li></ul><ul><li>Email Newsletter </li></ul><ul><li>www.smartinsights.com </li></ul>uk.linkedin.com/in/davechaffey ww w.facebook.com/davechaffey www.twitter.com/DaveChaffey

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