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Impletementing Analytics - Stop talking, Start doing! by Ben Salmon, We are Crank

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Ben Salmon, Co-Founder of We are Crank talks about the importance of learning from data coming from various sources such as Digital Ads, Emailing campaigns, etc. He does a great job in explaining us to act upon the data insights.

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Impletementing Analytics - Stop talking, Start doing! by Ben Salmon, We are Crank

  1. 1. Stop talking and Start Doing Mastering the art of knowing what shit to fix
  2. 2. More accountability 49% Believe their role has expanded to include strategic and financial responsibility of 
 marketers 36% Say Marketers role has expanded to include strategic and financial responsibility of financial directors Source: Marketing Week
  3. 3. Less understanding 7% Can exactly 
 quantify ROI for marketing spend of financial directors 83% Are unable to quantify ROI from their marketing of 
 marketers Source: Marketing Week
  4. 4. WHY?!
  5. 5. More channels, more choice and more confusion Number of channels The way we can reach and engage our audience Number of devices The way in which our audience views us The Answer Confusion, over what is working, what is driving growth vs costing money 20+ 3X =
  6. 6. Not enough time, people or budget Not enough time How to we focus our resources and teams, so they can work on things that will make a difference? Not enough people How can we give us teams the right information, so they focus on the right thing? Not enough budget How do we highlight which budget can go further to drive more growth with the same or less budget?
  7. 7. But the answer lies in data, doesn’t it?
  8. 8. Actionable Insights? Category 5 Category 4 Category 3 Category 2 Category 1 0 1.5 3 4.5 6 4.3 5.5 3.5 4 5 2.4 4.4 1.8 4 4 3 2 4 4 6 Region 3 Region 2 Region 1 0 1.5 3 4.5 6 Category 5 Category 4 Category 3 Category 2 Category 1 Region 1 Region 2 Region 3 Category 5 Category 4 Category 3 Category 2 Category 1 0 1.5 3 4.5 6 4.3 5.5 3.5 4 5 2.4 4.4 1.8 4 4 3 2 4 4 6 Region 3 Region 2 Region 1 0 1.5 3 4.5 6 Category 5 Category 4 Category 3 Category 2 Category 1 Region 1 Region 2 Region 3 Category 5 had the greatest share
  9. 9. Maybe just factual observations 0 1.5 3 4.5 6 March April May June July 0 1.5 3 4.5 6 March April May June July 0 1.5 3 4.5 6 March April May June July 0 1.5 3 4.5 6 March April May June July Green is the winner!
  10. 10. . . . and some more factual observations 16% 11% 21% 21% 32% Category 5 Category 4 Category 3 Category 2 Category 1 16% 11% 21% 21% 32% Category 5 Category 4 Category 3 Category 2 Category 1 16% 11% 21% 21% 32% Category 5 Category 4 Category 3 Category 2 Category 1 16% 11% 21% 21% 32% Category 5 Category 4 Category 3 Category 2 Category 1 Category 5 wins again, 32%
  11. 11. “Just tell me what I need to do!”
  12. 12. 3 steps Health Check Identify how data is on the site to improve accuracy of information and behaviour Trends & Performance Review performance and costs over time, to create a brand benchmark Marketing Actions Translate trends into a prioritised set of actions, focus
  13. 13. Compare Apples with Apples Device What device are they using on to view your website? 03 02 Source of Traffic Where are visitors coming from? 01 “Segments” Time Period When did they visit your website?
  14. 14. Digital Performance Benchmark – What happened Segment Revenue Revenue share Revenue Change Visitors Visitor Change Conversions Conversion Rate Conversion Rate Change Rev Per User Rev Per User Change Cost CPA CPA Change All Traffic £1,000,000 20% 422,417 -2% 20,000 4% 3% £62 19% £0 £0 0% Paid Search Brand £175,000 0 -14% 48,875 -42% 3,000 6% 21% £66 22% £40,000 £11 23% Paid Search Non Brand £1,500 500 -66% 12,323 0% 40 0.4% -71% £44 16% £25,000 £625 195% Paid Search Shopping £2,000 500 -52% 3,535 -45% 15 0.5% -49% £62 71% £6,000 £400 164% Organic Search £150,000 0 18% 113,592 -16% 2,700 2.25% 16% £59 20% £0 £0 0% Newsletters £350,000 0 44% 73,214 78% 6,000 7.50% -36% £66 27% £0 £0 0% Social £300 -48% 1,335 -52% 10 0.67% 26% £38 -13% £0 £0 0% Social Ads £1,500 500 -79% 143 -98% 30 20% 564% £60 37% £0 £0 0% Referral £19,200 200 19% 7,030 -52% 350 5% 70% £67 45% £0 £0 0% Direct £300,000 0 76% 122,532 108% 5,700 3.80% -25% £58 12% £0 £0 0% EXAMPLE: The date range which was used for comparison and performance analysis was Q1 2017 vs 2018. Actuals are in grey.
  15. 15. Digital Performance Benchmark – Why it happened Segment Bounce Rate Pages Per Session Avg. Session Duration Enter Funnel Rate Funnel Completion Rate Conversion Rate RPU CPA All Traffic 45% 66% 4.67 -17% 183.0 -1% 52% -10% 8% 14% 4% £62 £0 Paid Search 40% 79% 4.82 -27% 206.0 0% 61% -3% 9% 12% 6% £66 £11 Paid Search Brand 33% 60% 5.42 -24% 236.0 5% 59% -5% 13% 28% 0.4% £44 £625 Paid Search Non Brand 73% 54% 1.92 -40% 54.0 -33% 58% 34% 0% -78% 0.5% £62 £400 Paid Search Shopping 70% 764% 2.47 -40% 99.0 -3% 98% -2% 1% -48% 2.25% £59 £0 Organic Search 48% 147% 3.67 -31% 174.0 -2% 67% -4% 4% 22% 7.50% £66 £0 Newsletters 53% 83% 3.96 -45% 184.0 -26% 44% -22% 16% -19% 0.67% £38 £0 Social 56% 85% 2.50 -23% 103.0 39% 65% 20% 1% 5% 20% £60 £0 Social Ads 39% -12% 5.13 17% 205.0 71% 56% 34% 24% 397% 5%% £67 £0 Referral 37% 100% 6.56 42% 210.0 50% 39% -39% 12% 178% 3.80% £58 £0 Direct 37% 46% 6.50 2% 201.0 -9% 49% -18% 9% -9% 4% £62 £0 EXAMPLE: The date range which was used for comparison and performance analysis was Q1 2017 vs 2018. Actuals are in grey.
  16. 16. Creating your snapshot
  17. 17. from £800,000 to £1,000,000 Revenue up 25% STEP 1: Summarise Performance REVENUE from £80,000 to £71,000 CPA up 25% from £16.39 to £20.51 Costs down 17% Conversion down 11% Traffic down 2.2% from £52.56 to £62.46 Revenue per User up 19%RPU From 432,001 to 422,417 from 4.5% to 4.0% Traffic Ad Spend Conversion EXAMPLE: The date range which was used for comparison and performance analysis was Q1 2017 vs 2018. Actuals are in grey.
  18. 18. Step 2: Understand what created the change Paid Search Brand on Desktop up 50% to 10% Conversion Paid Search Brand on Desktop, was down 56% to 20,000 Traffic +£200,0000 Newsletters on Desktop, up 24% to £68.00 Revenue per User Paid Search Non Brand on Mobile, CPA up 200% to £800 Ad Spend Direct on Desktop, which was up 80% to £210,000 Revenue
  19. 19. Step 3: Focus on the Quick Wins Paid Search Brand on Desktop Revenue down 25% to £100,000 Paid Search Shopping on Desktop Revenue down 80% to £1,000 Social Ads on Mobile Revenue down 120% £500 Due to a decrease in Traffic by 75% to 20,000 Due to a decrease in Traffic by 100% to 100 Due to a increase in bounce rate by 800% to a bounce of 70% WHAT? WHY? LOST £50,000 LOST £5,000 LOST £2,500 £ £
  20. 20. Media Devices Product Timing Content & Owned •Resolve cost per acquisition on non brand and shopping seem very high given the spend per customer (£625 and £400) •For paid social: Use budget to increase awareness on mothers day campaigns. •Newsletters and paid search deliver the best assistance to conversion, so factor in budgeting and cost per acquisition calculations. •Could we investigate reducing the free shipping threshold (to £45) to see if this drives an increase in mobile customer spend (average is £46) •Fix beds landing page as soon a possible, as this is an issue due to performance on mobile and desktop •Increase desktop paid media spend/email sends on a Sunday from 8am - 6pm •Increase mobile paid media spend/email sends on a Friday afternoon from 4pm to 7pm and on Sunday 8-9am and 5-8pm •Mobile merchandising needs to focus on products: Books, pillow covers and children chairs •Desktop merchandising needs to focus on products: Sofas, beds and dining tables •Newsletters are the biggest source of income but have more headroom for serialised content and an increased in customer communications. •Create more content on furniture hacks, decorating—school and Shipping. Content customers are 2 times more likely to purchase and spend £20 more when they do. Step 4: Plan for what’s next
  21. 21. Bringing it to life
  22. 22. How do I buy my media today? Monday Tuesday Wednesday Thursday Friday Saturday Sunday 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
  23. 23. When should I engage my Desktop audience? Monday Tuesday Wednesday Thursday Friday Saturday Sunday 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
  24. 24. When should I engage my Mobile audience? Monday Tuesday Wednesday Thursday Friday Saturday Sunday 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
  25. 25. What should free shipping be and should I bundle? Device -Avg. Order Value Avg.OrderValue £ 0.00 £ 15.00 £ 30.00 £ 45.00 £ 60.00 Device desktop m obile tablet Device - Items per Transaction ItemsperTransaction 0 0.75 1.5 2.25 3 Device desktop m obile tablet
  26. 26. What shall I merchandise by device? Product Categories - Quantity Purchased via Device ProductCategory Kids Accessories Bedroom Dining room Living room % of Purchases via Device 0.0% 7.5% 15.0% 22.5% 30.0% Mobile - % of Purchases All Devices % of Purchases Desktop % of Purchases
  27. 27. Do those who view content convert? User Conversion UserConversionRate 0.0% 2.8% 5.5% 8.3% 11.0% Group AllU sers ContentConsum ers N otContentConsum ers
  28. 28. Does content drive more spend? Revenue per User RevenueperTransaction £ 55.00 £ 57.50 £ 60.00 £ 62.50 £ 65.00 Group AllU sers ContentConsum ers N otContentConsum ers
  29. 29. What content is working? SeeninShare 0.0% 10.0% 20.0% 30.0% 40.0% /furniture-hacks.html /help-InformationAboutShipping /decorating-school.html /furniture/bedtime-routine.html /how-to-setup-your-room.html /self-build/top-tips.html All Views Engaged Views Purchase Views NOTE:“Engaged” defined as going on to view a Product page
  30. 30. What not to forget
  31. 31. Summary: Stop Talking and Start Doing Use historical data to benchmark your business to understand performance and where to focus There is no silver bullet, it is all about small gains over time, test and learn Better to do execute and learn, than plan the perfect answer
  32. 32. ▸ ben@wearecrank.com ▸ wearecrank.com ▸ @wearecrank Wearecrank Ltd, trading as Crank. Registered number: 9456050 | Registered address: 3rd floor, Crown House, 151 High Road, Loughton, Essex IG10 4LG | VAT: 234 2270 39

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