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Jason BurbyChief Performance Marketing Officer                          POSSIBLE               jason@possible.com         ...
AGENDA01    INTRODUCTIONS02    MARKETING SCIENCES OVERVIEW03    APPROACH04    CULTURE OF ANALYSIS05    COMMON TRAITS OF OU...
POSSIBLE MARKETING SCIENCES TEAMWE BRING SOME “ART” TO THAT SCIENCE.IF CREATIVE HELPS A CONSUMERUNDERSTAND THE BRAND, MARK...
We help our clientsSEE A HOLISTIC VIEW OF WHAT’S GOING ON,WHAT IS WORKING, AND WHAT IS NOT
OURAPPROACH
METHODOLOGY
METHODOLOGYDATA ANALYSISOPTIMIZATIONRESEARCH & INSIGHTS   +   STRATEGY & EXECUTIONMONETIZATIONCRM                         ...
CULTUREOF ANALYSISANDOPTIMIZATION
COMMON SITUATIONAS THE CMO, YOU HAVE py6 1,000,000 TO TACKLE ONE OFTHE FOLLOWING DIGITAL INITIATIVES.OPTIONS•   Increase m...
“BIG DOG SYNDROME”
COMMON TRAITS OFOURMOST SUCCESSFULCLIENTS
COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS•   DIGITAL CHANNEL GOALS ARE IMPERATIVE•   ANALYZE PERFORMANCE BASED ON OVERA...
#1 Digital Channel Goals are ImperativeTHEY MUST BE CLEAR, HOLISTIC,DOCUMENTED, SHARED, VALUED ANDUNDERSTOOD.MORE IMPORTAN...
Marketing Sciences
#2 Analyze Performance Based on Overall Business Goals
#3 Understand data holistically, not in silos and not just digitalINTEGRATION IS KEY AND MORE MOREINSIGHTFUL (AND ACTIONAB...
#4 Focus on Opportunities & RecommendationsNOT JUST REPORTING
#5 Understand Behaviors Across Paid, Earned & Owned
PAID MEDIA                        • Display Ads                        • Paid Search         OWNED          • Contextual A...
#6 Monetize All Key Actions
Monetization OverviewIf Nokia sells 99%+ of theirphones in stores….…why do they spend anymoney at all on a website?
Monetization
Monetization
EXPLAINING THE VALUE OF A “LIKE”
#7 Prioritize OpportunitiesBased on the Greatest Impact to the Business
#8 Understand Customer Experience Online & Offline
#9 Measure & quantify relationships between brands and people
MEASURE &QUANTIFYRELATIONSHIPSBETWEEN BRANDSAND PEOPLEMeasure and quantifyrelationships between brandsand people.Use data ...
#10 Get Aggressive with an Optimization Program
Interactive Optimization Case StudyHypothesis: Widget design lacksclarity for desired actions, this couldbe suppressing cl...
Interactive Optimization Case Study  CONTROL                      VARIANT 3   VARIANT 1                   VARIANT 4  VARIA...
Interactive Optimization Case StudyT1            T2            T3        T4   T5
Interactive Optimization Case Study                                                                     !                 ...
Optimization Throwdown Contests
#11 Avoid Average Experiences
Avoid Average Experiences
Avoid Average Experiences
Avoid Average Experiences
TARGETING AND PERSONALIZING COMMUNICATION                              40 %                              30 %             ...
#12 Fail Faster…
Fail Faster
#13 Understand Your Competitors
Understand Your Competitors
Understand Your Competitors
Jason BurbyChief Performance Marketing Officer                          POSSILBE               jason@possible.com         ...
ADDITIONALCASE STUDIES
Dell Small & Medium Size Business                           Visit to a                         laptop page     First Exper...
Dell Small & Medium Size Business                           Visit to a                         laptop page
Dell Small & Medium Size BusinessResults:Retargeting resulted in a:   • 19% lift in       conversion rate   • 24% lift in ...
Microsoft Partner RelationshipManagement
Microsoft Partner RelationshipManagement
Microsoft Partner RelationshipManagement
Ford: Understanding the Value/ImpactCase Study | Ford
Ford: Understanding the Value/ImpactHow much is digital action worth?                                       64
Ford: Understanding the Value/Impact                                       65
Ford: Understanding the Value/ImpactFord was considering removing the videoassets (viewed as too expensive).The model prov...
Self Evaluation & Discussion
Self Evaluation & Discussion                                                  Not at    Very Someti   MostBest Practice   ...
Open Discussion/Q&AThank You!                                       Jason Burby                  Chief Performance Marketi...
Appendix
Data AnalysisWhat is it?The measurement and analysis of all digital(site, social, mobile, app, etc.) behavioraldata to pro...
Optimization and TargetingWhat is it?The planning and execution of controlledexperiments in a live environment (on site,mo...
MonetizationWhat is it?A modeling methodology for evaluating the impactof a digital action or channel on eventual sales,br...
User Research and InsightsWhat is it?A study of the motivations, attitudes andinformation needs of the target audience to ...
CRMWhat is it?A business-wide strategy that makes sense ofcustomer interactions to deliver purposeful,consistent, and rele...
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby
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Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby

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Презентация Jason Burby, Chief Performance Marketing Officer, Possible, на Digital Marketing Conference 2012

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Performance Marketing: мост между потребителем и бизнес-результатами © Jason Burby

  1. 1. Jason BurbyChief Performance Marketing Officer POSSIBLE jason@possible.com @JasonBurby
  2. 2. AGENDA01 INTRODUCTIONS02 MARKETING SCIENCES OVERVIEW03 APPROACH04 CULTURE OF ANALYSIS05 COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS06 OPEN DISCUSSION/Q&A
  3. 3. POSSIBLE MARKETING SCIENCES TEAMWE BRING SOME “ART” TO THAT SCIENCE.IF CREATIVE HELPS A CONSUMERUNDERSTAND THE BRAND, MARKETINGSCIENCES HELPS THE BRAND UNDERSTANDAND ANTICIPATE THE CONSUMER – WHOTHEY ARE, WHAT THEY DO, WHERE THEYGO- AND HOW TO ENGAGE WITH THEMMOST EFFECTIVELY.
  4. 4. We help our clientsSEE A HOLISTIC VIEW OF WHAT’S GOING ON,WHAT IS WORKING, AND WHAT IS NOT
  5. 5. OURAPPROACH
  6. 6. METHODOLOGY
  7. 7. METHODOLOGYDATA ANALYSISOPTIMIZATIONRESEARCH & INSIGHTS + STRATEGY & EXECUTIONMONETIZATIONCRM ANSWERS & INCREASED ROI data
  8. 8. CULTUREOF ANALYSISANDOPTIMIZATION
  9. 9. COMMON SITUATIONAS THE CMO, YOU HAVE py6 1,000,000 TO TACKLE ONE OFTHE FOLLOWING DIGITAL INITIATIVES.OPTIONS• Increase media spend• Improve online customer support• Invest more in mobile content• Add Reviews/Ratings to your site• Invest in Social strategy• Tune Purchase/Lead Flow process• Improve Marketing Automation efforts• Improve Landing PagesWHERE DO YOUINVEST YOUR BUDGET?
  10. 10. “BIG DOG SYNDROME”
  11. 11. COMMON TRAITS OFOURMOST SUCCESSFULCLIENTS
  12. 12. COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS• DIGITAL CHANNEL GOALS ARE IMPERATIVE• ANALYZE PERFORMANCE BASED ON OVERALL BUSINESS GOALS• UNDERSTAND DATA HOLISTICALLY, NOT IN SILOS AND NOT JUST DIGITAL• FOCUS ON OPPORTUNITIES AND RECOMMENDATIONS• UNDERSTAND BEHAVIORS ACROSS PAID, EARNED & OWNED• MONETIZE ALL KEY DIGITAL BEHAVIORS• PRIORITIZE OPPORTUNITIES• UNDERSTAND CUSTOMER EXPERIENCE ONLINE AND OFFLINE• MEASURE & QUANTIFY RELATIONSHIPS BETWEEN BRANDS AND PEOPLE• GET AGGRESSIVE WITH AN OPTIMIZATION PROGRAM• AVOID AVERAGE EXPERIENCES• FAIL FASTER…• UNDERSTAND YOUR COMPETITORS
  13. 13. #1 Digital Channel Goals are ImperativeTHEY MUST BE CLEAR, HOLISTIC,DOCUMENTED, SHARED, VALUED ANDUNDERSTOOD.MORE IMPORTANTLY, WEANSWER QUESTIONS THAT ARE ESSENTIALTO DRIVE BUSINESS GOALS….
  14. 14. Marketing Sciences
  15. 15. #2 Analyze Performance Based on Overall Business Goals
  16. 16. #3 Understand data holistically, not in silos and not just digitalINTEGRATION IS KEY AND MORE MOREINSIGHTFUL (AND ACTIONABLE)
  17. 17. #4 Focus on Opportunities & RecommendationsNOT JUST REPORTING
  18. 18. #5 Understand Behaviors Across Paid, Earned & Owned
  19. 19. PAID MEDIA • Display Ads • Paid Search OWNED • Contextual Ads • Bought Email EARNED MEDIA • SEO • Social Media • Online PR GOALS • Loyalty Email OWNED MEDIA • WebsitesEARNED PAID • Mobile Site • Microsites • Landing Page
  20. 20. #6 Monetize All Key Actions
  21. 21. Monetization OverviewIf Nokia sells 99%+ of theirphones in stores….…why do they spend anymoney at all on a website?
  22. 22. Monetization
  23. 23. Monetization
  24. 24. EXPLAINING THE VALUE OF A “LIKE”
  25. 25. #7 Prioritize OpportunitiesBased on the Greatest Impact to the Business
  26. 26. #8 Understand Customer Experience Online & Offline
  27. 27. #9 Measure & quantify relationships between brands and people
  28. 28. MEASURE &QUANTIFYRELATIONSHIPSBETWEEN BRANDSAND PEOPLEMeasure and quantifyrelationships between brandsand people.Use data to understandmotivations, attitudes andprofiles linked to behaviors.Analyse value.Deliver content that hasmeaning and distribute it withpurpose across multiplechannels.Ignite communities with ideasthat create valuablerelationships.
  29. 29. #10 Get Aggressive with an Optimization Program
  30. 30. Interactive Optimization Case StudyHypothesis: Widget design lacksclarity for desired actions, this couldbe suppressing click through rates.Objective: Increase total monetizedvalue of the Finder Widget byincreasing CTR. MSN is paid bypartner sites per unique visitor whoclicks:Existing homes, New homes, Rentals- $0.55 Foreclosures -$0.60 House Values - $0.75Senior Living - $0.50Professional services - $0.50
  31. 31. Interactive Optimization Case Study CONTROL VARIANT 3 VARIANT 1 VARIANT 4 VARIANT 2 VARIANT 5
  32. 32. Interactive Optimization Case StudyT1 T2 T3 T4 T5
  33. 33. Interactive Optimization Case Study ! Variant Rev!/!UU Li. Control $0.175 8 T1 $0.177 0.95% T2 $0.179 1.93% T3 $0.183 4.43% T4 $0.180 2.77% T5 $0.192 9.69% Variant 5 wins testT1 T2 T3 T4 T5
  34. 34. Optimization Throwdown Contests
  35. 35. #11 Avoid Average Experiences
  36. 36. Avoid Average Experiences
  37. 37. Avoid Average Experiences
  38. 38. Avoid Average Experiences
  39. 39. TARGETING AND PERSONALIZING COMMUNICATION 40 % 30 % 20 % 10 % 0% Nov Dec Jan Feb Mar Apr May Jun Jul Aug Spt APJ FY08 APJ FY09
  40. 40. #12 Fail Faster…
  41. 41. Fail Faster
  42. 42. #13 Understand Your Competitors
  43. 43. Understand Your Competitors
  44. 44. Understand Your Competitors
  45. 45. Jason BurbyChief Performance Marketing Officer POSSILBE jason@possible.com @JasonBurby
  46. 46. ADDITIONALCASE STUDIES
  47. 47. Dell Small & Medium Size Business Visit to a laptop page First Experience Return Experience
  48. 48. Dell Small & Medium Size Business Visit to a laptop page
  49. 49. Dell Small & Medium Size BusinessResults:Retargeting resulted in a: • 19% lift in conversion rate • 24% lift in AOVFurther targeting by theexact product viewedresulted in an additional42% revenue lift on top ofthat. Winning Return Experience
  50. 50. Microsoft Partner RelationshipManagement
  51. 51. Microsoft Partner RelationshipManagement
  52. 52. Microsoft Partner RelationshipManagement
  53. 53. Ford: Understanding the Value/ImpactCase Study | Ford
  54. 54. Ford: Understanding the Value/ImpactHow much is digital action worth? 64
  55. 55. Ford: Understanding the Value/Impact 65
  56. 56. Ford: Understanding the Value/ImpactFord was considering removing the videoassets (viewed as too expensive).The model proved that videos had amajor positive influence on thecustomer’s sales behavior.The monetization model justifiedcontinued production. Increased attentionto video experience increased Test Driveand Configuration completionssubstantially.
  57. 57. Self Evaluation & Discussion
  58. 58. Self Evaluation & Discussion Not at Very Someti MostBest Practice All Rarely mes Times Always(1) Digital Channel Goals are imperative(2) Analyze performance based on overall business goals(3) Don’t analyze data in silos(4) Focus on opportunities and recommendations(5) Understand behaviors across Bought, Earned & Owned(6) Monetize all key digital behaviors X(7) Prioritize opportunities(8) Understand customer experience online and offline(9) Get aggressive with an optimization program(10) Fail faster…BONUS: Avoid Average Experiences
  59. 59. Open Discussion/Q&AThank You! Jason Burby Chief Performance Marketing Officer Possible Worldwide jason@possibleworldwide.com @JasonBurby
  60. 60. Appendix
  61. 61. Data AnalysisWhat is it?The measurement and analysis of all digital(site, social, mobile, app, etc.) behavioraldata to provide a holistic view ofperformance and a range of opportunities foroptimization.What does it include?Insights and actionable recommendations inthe form of data visualization, scorecards, adhoc reports, deep dive analysis audits.Technical and organization support formeasurement, including goals and kpidefinition, and tagging specs.What is the value?• Understand what is working and what isn’t do you can maximize the former and fix the latter. Translate a landscape of too much data into compelling stories with clear next steps.
  62. 62. Optimization and TargetingWhat is it?The planning and execution of controlledexperiments in a live environment (on site,mobile, apps, etc.) to determine the bestcontent for the right audience at the righttime.What does it include?A/B/n and multivariate tests, behavioraltargeting and segmentation.What is the value?• Understand with statistical certainty which version of copy, offers, images or paths result in more end action conversions.• Constant, iterative improvement of a web, mobile or app experience.• Quantifiable creative improvements to the bottom line.
  63. 63. MonetizationWhat is it?A modeling methodology for evaluating the impactof a digital action or channel on eventual sales,brand perception or likelihood to engage.What does it include?Econometric models of digital actions acrossmultiple channels with relative values andprioritization.What is the value?• Attribute every digital action to the all up business goals.• Prioritize marketing efforts across different channels based on objective impact.
  64. 64. User Research and InsightsWhat is it?A study of the motivations, attitudes andinformation needs of the target audience to bothinform the creative direction and measureperformance again business objectives.What does it include?Usability studies (in person and remote), marketresearch and analysis, intent surveys, satisfactionand brand measurement.What is the value?• Understand the digital landscape to determine if new channels are worth investigating.• Research on the usability and efficacy of digital experiences so that that can be optimized.• Segmentation of customer data so that different people with different needs are treated appropriately and presented with relevant content.
  65. 65. CRMWhat is it?A business-wide strategy that makes sense ofcustomer interactions to deliver purposeful,consistent, and relevant content acrossmultiple channels to generate positive ROI.What does it include?Vision & strategy development, multi-channel communications planning,execution, engagement (loyalty) program development and optimization.What is the value?• Talk to customers in relevant, meaningful ways, whether they are interacting in person, or through web, email, social, or mobile channels.• Create and manage a loyalty program designed to improve perception, engagement, frequency and ROI.

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