Jason BurbyChief Performance Marketing Officer POSSIBLE firstname.lastname@example.org @JasonBurby
AGENDA01 INTRODUCTIONS02 MARKETING SCIENCES OVERVIEW03 APPROACH04 CULTURE OF ANALYSIS05 COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS06 OPEN DISCUSSION/Q&A
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.
We help our clientsSEE A HOLISTIC VIEW OF WHAT’S GOING ON,WHAT IS WORKING, AND WHAT IS NOT
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?
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
#1 Digital Channel Goals are ImperativeTHEY MUST BE CLEAR, HOLISTIC,DOCUMENTED, SHARED, VALUED ANDUNDERSTOOD.MORE IMPORTANTLY, WEANSWER QUESTIONS THAT ARE ESSENTIALTO DRIVE BUSINESS GOALS….
#9 Measure & quantify relationships between brands and people
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.
#10 Get Aggressive with an Optimization Program
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
Interactive Optimization Case Study CONTROL VARIANT 3 VARIANT 1 VARIANT 4 VARIANT 2 VARIANT 5
Interactive Optimization Case StudyT1 T2 T3 T4 T5
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
Dell Small & Medium Size Business Visit to a laptop page First Experience Return Experience
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 AOVFurther targeting by theexact product viewedresulted in an additional42% revenue lift on top ofthat. Winning Return Experience
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.
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
Open Discussion/Q&AThank You! Jason Burby Chief Performance Marketing Officer Possible Worldwide email@example.com @JasonBurby
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.
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.
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.
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.
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.