Having a common language for success is a critical step in understanding the performance of your marketing plan. In this presentation Matt Cooper, Director of Digital Marketing will reviews a methodology that your team can used to define success, measure results, and communicate the performance of your marketing plan. You will learn a clear process that can be used to understand if their marketing budget is being maximized, and how to optimize it for the best results.

1. Understanding the impact of
your marketing dollars
Matt Cooper
Director of Digital Marketing

2. @mattc

3. Agenda
Part I – Online Behaviour
Part II – Customer Journey Map
Part III – Aligning Your Budget

4. Objective
Provide you a framework for
increasing your confidence in the
allocation of your marketing budget

5. Part 1:
Online Behaviour

6. Research

11. 86% 86%
Buyers will perform research
associated with ZMOT.
2012
Generation Y will not make a
purchase until reviewing user
generated content
2014

12. Engagement

13. 91%
Of customers engage with brands online

14. Hyper Engaged – 62.8%
Engage with brands at a high frequency online
(Once/Week)
Engagers – 28%
Engage moderately with a brand at a frequency of
less than once per week
Traditionalists – 9.3%
Tend to avoid engagement with brands

15. 86% 45%
Feel engagement
is a priority
Feel their company actively
manages engagement

16. The Customer Journey
is Online

17. Part 2:
The Customer
Journey Map

18. Customer Journey
Map
Framework used to map out your
target persona’s journey to making
a decision.

19. Customer
Journey
Problem
I
have
a
problem

20. Problem
I
have
a
problem
Research
I
am
looking
for
a
solu;on
Customer
Journey

21. Problem
I
have
a
problem
Research
I
am
looking
for
a
solu;on
Evalua;on
I
am
assessing
solu;ons
for
my
problem
Customer
Journey

22. Problem
I
have
a
problem
Research
I
am
looking
for
a
solu;on
Evalua;on
I
am
assessing
solu;ons
for
my
problem
Decision
I
have
selected
a
solu;on
and
am
prepared
to
move
forward
Customer
Journey

23. Problem
I
have
a
problem
Research
I
am
looking
for
a
solu;on
Evalua;on
I
am
assessing
solu;ons
for
my
problem
Decision
I
have
selected
a
solu;on
and
am
prepared
to
move
forward
Valida;on
Did
the
solu;on
live
up
to
my
expecta;ons
Customer
Journey

24. Solara Example

26. Solara’s Business
• Offer B2B and B2C products
• Offer home and business energy
efficiency solutions
• Marketing objective is to generate
leads for sales staff

28. Customer
Journey
:
Shawn
Home
Owner
Problem
My
hea;ng
bills
are
too
high
Research
I
go
online
and
research
products
to
reduce
costs
Evalua;on
Finds
Solara’s
website
as
well
as
other
compe;tors
He’s
now
aware
of
specific
solu;ons
available
Decision
He’s
now
reviewing
pricing
and
availability
Fills
out
contact
form
to
get
a
home
evalua;on
Valida;on
Share
experience
with
friends
Post
Social
Media
ques;on
Email
survey
response

29. Think, Feel, Do

30. Problem
Think
• My heating bill is way to high
• There must be a way to reduce the amount of money I am
spending
Feel
• I wasn’t expecting this house to cost this much to heat
Do
• Search for ways to save money when heating his home

31. Research
Think
• What options do I have?
• Are there ways to save without investing a lot of money?
• What government programs are out there?
• I wonder what my friends have done?
Feel
• I hope there are non expensive ways to handle this
• I wish there was a service that would figure this out for me
Do
• Refined search
• Send out a message to his friends on Facebook

32. Evaluation
Think
• What type of heat pump will fit my house?
• What financing options are available?
Feel
• I want to make the right decision
• There are a ton of solutions to pick from
• I need expert advice
Do
• Refined search for evaluation services

33. Decision
Think
• A free home evaluation seems like a great first step
• How long will it take to get one?
Feel
• I feel like I’m on the right track
• I can’t wait to know exactly what I can do about it
Do
• Calls and books an energy evaluation
• Does additional research on things he can do right away

34. Validation
Think
• The evaluation was really comprehensive
• What is the best bang for my buck?
• What financing options best fit the upgrades I’m going to do?
Feel
• There are a lot of choices I can make
Do
• Check with friends
• Conduct additional research

35. Gap Analysis

36. Gap Analysis
A review of your existing assets
ability to address questions that
arise in your customer journey.

37. Gap Analysis Findings
Website
• Missing up to date government grant information
Advertising Tactics
• No remarketing
• Existing ads claiming information the website didn’t
have
Customer Feedback
• No surveys being sent

38. How well does your
marketing align?

39. Part 3:
Aligning your
budget

40. Solara’s Ad Budget
• Billboard – 40%
• Radio – 20%
• Newspaper flyer – 10%
• Paid Search – 10%
• Display – 10%
• Facebook – 10%

41. Analytics Review

42. Analytics Review
Paid Search Assisted or converted
over 30% of the leads generated
on the website

43. Problem
I
have
a
problem
Research
I
am
looking
for
a
solu;on
Evalua;on
I
am
assessing
solu;ons
for
my
problem
Decision
I
have
selected
a
solu;on
and
am
prepared
to
move
forward
Valida;on
Did
the
solu;on
live
up
to
my
expecta;ons
Customer
Journey
Radio
Search
Facebook
Search
Search

44. Solara’s Updated Budget
Before
• Billboard – 20%
• Radio – 20%
• Newspaper flyer – 10%
• Paid Search – 10%
• Display – 10%
• Facebook – 10%
After
• Billboard – 10%
• Radio – 30%
• Newspaper flyer – 10%
• Paid Search – 20%
• Display – 10%
• Facebook – 10%

45. Summary
• Research is clear, your customers are
online and they want to engage with you
• A Customer Journey Map will help you
understand how your customer behaves
and what information they are looking for
• Your analytics can be leveraged to provide
you evidence and confidence in your
marketing activities are working

46. Recommendations
• Start discussions around your customer
journey
• Start thinking about your customers on a
deeper level
• Use your analytics to validate your
assumptions about how your customers
think
• Make sure you budget is aligned with their
journey

47. Questions?
Slide deck at – goo.gl/Vugppl