Georgea Frank-Tann: Continuous Evaluation & Optimisation

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Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.

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Georgea Frank-Tann: Continuous Evaluation & Optimisation

  1. 1. I love my Job“Without data, you are justanother person with an opinion.”- Andreas Schleicher (German Statician OECD)
  2. 2. Things I can do with data...
  3. 3. 1. A/B- MV Test IBM Tests Radically Different Homepage Designs: Which Got More Product Page Views? https://whichtestwon.com/archives/8390
  4. 4. Verizon Tests Call-to-Action Button Colour on its Homepage. Which Colour Increases Clicks to the “Order Now” Page?https://whichtestwon.com/archives/2699
  5. 5. What is in this presentaion?• How the ‘social web’ has made things more complicated for marketers.• Content Marketing.• How its made things easier for marketers...(the clever ones)• Data Vs Actionable Insights: Design to Evaluate• 3 things to measure... and how.
  6. 6. How the social web has made things more complicated
  7. 7. How the ‘social web’ has made things more complicated for marketers
  8. 8. How the ‘social web’ has made things more complicated for marketers
  9. 9. How the ‘social web’ has made things more complicated for marketers
  10. 10. “The internet has turned what used tobe a controlled, one way message intoa real-time dialogue with millions.”- Danielle Sachs, The Fast Company 2010
  11. 11. Eyeballs Awareness Consideration Preference Action Loyalty Buyers
  12. 12. Complexity lies at the centre of the marketing funnel Poor Competitive reviews alternatives Buyers Eyeballs Contributors Recommendations User-generated from friends content
  13. 13. “The ‘buying’ process begins longbefore a sales person contactsa prospect or visa versa.The fuel that drives a prospect fromlatent interest to active demand iscreated & curated by a brand,distributed over the social web andmeasured against business objectives.”
  14. 14. Content Marketing• Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.• The tactic relies on earning people’s interest.
  15. 15. Don’t tell me what Vs I need information about this, and it’s to buy. I’m smart enough to make hard work to get it my own mind because it seems up ...!!! worthwhile GOOGLE it! Your Brand Products and Services
  16. 16. Webinars/WebcastsWhite papers Print magazinesIn person Articles Digital magazines eBooks VIirtual conferences Print newsletters Branded content toolsSocial media Videos Podcasts Research reports Mobile contenteNewletters BlogsTraditional media Microsites Case studies
  17. 17. 47% of companies are expected toincrease their inbound marketingbudget for 2012.The average cost to acquire a newlead through outbound marketing in2011 was $373, compared to just $143from inbound marketing.
  18. 18. Home Commute Work Retail Work Commute Social Home BedMobileComputerConsoleRetail/POSOutdoorTVRadioPrint
  19. 19. How the social web had made things easier for marketers
  20. 20. Webinars/WebcastsWhite papers Print magazinesIn person Articles Digital magazines eBooks VIirtual conferences Print newsletters Branded content toolsSocial media Videos Podcasts Research reports Mobile contenteNewletters BlogsTraditional media Microsites Case studies
  21. 21. Data Vs Actionable Insights • Design to Evaluate
  22. 22. Do web analytics provide actionable insights that impact your organisation 16% 25% Definitely Sometimes Not really 56%“Our research shows that many organisations are under-investing in internal analytics staff and failing to implement acoherent measurement strategy which can help them turn their data into something of real value to their business,”- Linus Gregoriadis, head of research at E-consultancy.
  23. 23. Digital Planning Process with Evaluation at the core
  24. 24. Design to evaluate
  25. 25. Where are you on the road to optimised Analytics process?£ Optimised Managed processes processes Structured approach to improve conversion Systematic testing of Defined what we are doing Align keywords, calls to action processes Compelling & effective & landing pages Starting out Test multiple calls to action Customer journey analysis Identify KPI’s landing pages A/B & multivariate testing Event triggered/ Benchmark Funnel Analysis behavioural email Competitors Preference Online surveys Behavioural segmentation No segmentation segmentation Customer engagement segmentation Basic Intermediate Advanced Optimised Time
  26. 26. 3 Things to Measure
  27. 27. Main things to measure1. Reach and Appeal2. Quality of Traffic3. Conversion Rate
  28. 28. To achieve business &marketing objectives via online channels marketers need to have real time strategies, with evaluation and optimisation at their core.
  29. 29. How to measure Reach and Appeal?Is the message getting to enough people in the Target Audience? Is the message appealing to the Target Audience?
  30. 30. How is the traffic arriving at the websitefrom various online channels engagingwith the site? ... Email Display Ads SEO Viral video Your landing page / website PPC Online PR
  31. 31. How to measure Conversion Rate?What percentage of the traffic arriving at the givensite is actually completing the desired objective?... 10 arrive at site. 10% conversion rate.
  32. 32. How to get actionable data1. Set up Intelligence Alerts2. Set up Goals/Funnels3. Use Heat Maps4. AB/MV testing5. Use Multi Channel Funnels6.Create advanced segments based to review specific interactions against goal conversions
  33. 33. Sources: - www.threewingsmedia.com/2011/02/push-pull.html -Forrester Research Inc - Eloqua and Jess -The Social Media ProBook -content marketing institute -econsultancy -blitzagfruiency.com -smartinisghts.com

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