7 approaches to achieving progressive growth in digital

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The Basics

1. Building up channels
2. Reporting

Volume drivers

3. Programmatic Buying
4. Member Get Member Programs


Advanced stuff

5. Data Management Platforms
6. Cross Platform
7. Growth Hacking

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7 approaches to achieving progressive growth in digital

  1. 1. 7 approaches for achieving progressive growth in digital marketing
  2. 2. Stream:20 Core Service Groupings Digital Sales Planning Digital Organisation Digital Sales Toolkit Digital Sales Delivery Optimising your business structure and skillsets for digital success Ensuring the correct toolkits are implemented for success Providing innovative strategic support and analysis to drive your digital sales function Driving incremental revenue across Desktop/ Mobile/Tablet The Performance-Driven Digital Marketing Consultancy We push up KPIs by rolling out good practice & best practice London Munich San Francisco
  3. 3. Who we work with Retail Finance Gaming Telecoms Travel Entertainment Publishing Technology Utilities
  4. 4. 7 approaches in 28 minutes……TheBasics 1. Building up channels 2. Reporting Volumedrivers 3. Programmatic Buying 4. Member Get Member Programs Advancedstuff 5. Data Management Platforms 6. Cross Platform 7. Growth Hacking
  5. 5. The Basics
  6. 6. 1. The Basics: Building up your channels The Need • Proliferation of channels – range of different buying channels The Outcome • Measured growth that is cost effective
  7. 7. Awareness Generates demand Consider Keeps you in the frame Purchase Captures demand Push Channels Display Email Offline Pull Channels AffiliatesPPC SEOAggregators Engagement Channels Social Retargeting Email • Converts interested demand • Respond to demand that is ready to buy in the marketplace • Drive demand in the marketplace • Engages prospects in the marketplace REACHENGAGEPROSPECTSCONV Channels behave differently Convert Website Mobile Web Mobile App
  8. 8. Turning Strategy into Practice Detailed, accurate best reporting in the business on the client side Strong, accurate forecasting capability Channel: Target visits Visits to Date Visits by Day Visits vs Target Target signups Signups to Date Signups by Day Signups vs Target Signup Conv Section Conv Conv vs Target Paid Search 563,301 1,185,983 110.5% 132,476 312,916 136.2% 26.4% 12.2% Affiliates 632,166 1,587,243 151.1% 2,074 5,272 154.3% 0.3% 1.3% SEO 417,329 954,296 128.7% 1,812 4,843 167.2% 0.5% 16.9% Display 454,357 1,155,815 154.4% 9,127 29,777 226.2% 2.6% 28.2% Email 776,018 1,606,959 107.1% 62,295 152,014 144.0% 9.5% 17.8% Social 59,408 134,579 126.5% 337 613 81.7% 0.5% -19.8% Direct 127,612 266,950 109.2% 13,218 37,882 186.6% 14.2% 37.0% Untracked 100,742 233,929 132.2% 924 2,772 199.9% 1.2% 29.2% Total 3,130,933 7,125,754 127.6% 444,525 546,089 22.8% 7.7% -46.0% Adjust performance of each individual channel Response (CTR) Conversion(CR) Budget (Tenancy, CPM, CPC, CPA) Increase and decrease the share of sales of each individual channel Substitutional Incremental Compare plans with Actuals Year on year Month on Month Forecast demand Forecast response to changed conditions
  9. 9. 2. Basics: Reporting The Need The Outcome • Control: – Exact understanding of why the numbers are up, why they are down – The ability to then act on those numbers • People not knowing why sales are going up or why sales are going down • People saying they know where they are, when they don’t
  10. 10. Granular channel reports Channel management reporting Business level reporting • Provides day to day individual channel performance within marketing team to assist with optimisation. • Gives trends and overview of performance across all digital channels. • Shows overall channel mix and top line performance summary. Primary users: Channel leads As required: Management Primary users: Management Channel leads Primary users: Senior man. As required: Channel leads Management Reporting Level Level of Use Marketing Stakeholders As required: Senior man. Reporting levels
  11. 11. Channel Management Reporting Channel management reporting • Gives trends and overview of performance across all digital channels. Primary users: Management Channel leads As required: Senior man. Month To Date: Visits Target Visits to Date Channel % Visits by Day Visits vs Target Quote Target Quote to Date Channel % Quote by Day Quote vs Target Quote Conv Channel Conv Conv vs Target Brand Display 4,995 5,302 1% 6.1% 1,479 12 0% -99.2% 0.2% -99.2% Performance Display 108,168 118,226 13% 9.3% 1,357 941 1% -30.6% 0.8% -36.5% Affiliates 27,976 52,829 6% 88.8% 5,994 33,676 22% 461.8% 63.7% 197.5% PPC Brand 141,829 86,541 10% -39.0% 19,921 27,533 18% 38.2% 31.8% 126.5% Direct 88,402 384,238 43% 334.6% 1,468 40,747 26% 2676.1% 10.6% 538.7% PPC 141,665 123,732 14% -12.7% 11,356 21,037 14% 85.2% 17.0% 112.1% SEO 15,610 91,496 10% 486.1% 632 14,416 9% 2179.9% 15.8% 289.0% Social 527 39,703 4% 7433.4% 84 16,035 10% 19061.3% 40.4% 154.4% Month to Date Total 529,171 902,067 70.5% 42,291 154,397 265.1% 17.1% 114.2% Overarching view: Ahead or behind target and key metrics for each channel Visual and numerical
  12. 12. Granular Channel Reporting Week On Week Campaign Performance Report Overall PPC Impressions Results Campaign Name (Multiple Items) Month (All) Site Name (Multiple Items) Impressions Week Total 1 461626 2 457082 3 466625 4 474007 5 404977 6 442740 7 411482 8 387853 Grand Total 3506392 Month (All) Site Name (All) Week Campaign NameData 1 2 3 4 5 6 7 8 Grand Total bambini Impressions 0 0 Clicks 4 4 Average CTR% 0.00 0.00 Average Position 0.00 0.00 Media Cost € 0.00 € 0.00 Average CPC € 0.00 € 0.00 Web Sales 0 0 CMN 0 0 Web SAC € 0.00 € 0.00 Web CR% 0.0000 0.0000 intrattenimento Impressions 47820 68586 63986 63144 55550 87864 62380 66890 516220 Clicks 856 1554 3034 2146 1836 1984 1226 1826 14462 Average CTR% 1.79 2.34 4.89 3.46 3.32 2.24 2.00 2.72 2.85 Average Position 1.34 1.35 1.08 1.05 1.02 1.02 1.01 1.02 1.11 Media Cost € 109.96 € 225.20 € 268.80 € 233.04 € 223.76 € 248.60 € 178.32 € 230.16 € 1,717.84 Average CPC € 0.13 € 0.14 € 0.09 € 0.11 € 0.12 € 0.13 € 0.14 € 0.13 € 0.12 Web Sales 0 8 0 0 0 0 0 0 8 CMN 0 12 2 0 0 2 0 0 16 Web SAC € 0.00 € 28.15 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 3.52 Web CR% 0.0000 0.0051 0.0000 0.0000 0.0000 0.0000 0.0000 0.0000 0.0006 serie a Impressions 0 0 Clicks 0 0 Average CTR% 0.00 0.00 Average Position 0.00 0.00 Media Cost € 0.00 € 0.00 Average CPC € 0.00 € 0.00 Web Sales 0 0 CMN 1 1 Web SAC € 0.00 € 0.00 Web CR% 0.0000 0.0000 SKY Impressions 407474 377700 393308 403506 340814 347044 341444 313432 2924722 Clicks 51938 44722 41400 29602 28016 27382 28126 24684 275870 Average CTR% 13.02 12.88 10.74 7.51 8.40 8.02 8.43 8.07 9.63 Average Position 1.03 1.04 1.06 1.05 1.13 1.12 1.09 1.08 1.08 Media Cost € 14,508.06 € 12,883.56 € 12,015.36 € 9,584.90 € 9,967.90 € 7,982.66 € 7,657.26 € 6,840.56 € 81,440.26 Average CPC € 0.27 € 0.26 € 0.28 € 0.32 € 0.35 € 0.29 € 0.27 € 0.27 € 0.29 Web Sales 346 298 146 106 116 102 158 94 1366 CMN 602 580 512 312 104 50 80 84 2324 Web SAC € 41.93 € 43.23 € 82.30 € 90.42 € 85.93 € 78.26 € 48.46 € 72.77 € 67.91 Web CR% 0.0067 0.0067 0.0035 0.0036 0.0041 0.0037 0.0056 0.0038 0.0047 sky hd Impressions 6332 10208 8622 6984 8228 7480 7358 7090 62302 Clicks 666 1632 1094 750 872 944 930 844 7732 Average CTR% 11.05 17.91 12.80 11.08 10.89 11.95 12.56 12.07 12.54 Average Position 1.01 1.01 1.01 1.01 1.01 1.04 1.02 1.01 1.02 Media Cost € 87.44 € 206.92 € 120.76 € 91.44 € 111.48 € 108.60 € 115.80 € 102.56 € 945.00 Average CPC € 0.12 € 0.12 € 0.11 € 0.12 € 0.12 € 0.12 € 0.13 € 0.12 € 0.12 Web Sales 0 2 4 2 2 0 0 0 10 CMN 2 6 4 0 0 2 2 0 16 Web SAC € 0.00 € 103.46 € 30.19 € 45.72 € 55.74 € 0.00 € 0.00 € 0.00 € 29.39 Web CR% 0.0000 0.0012 0.0037 0.0027 0.0023 0.0000 0.0000 0.0000 0.0012 PPC Impressions Summary 0 100000 200000 300000 400000 500000 600000 700000 800000 37 38 39 40 41 42 43 44 45 PPC Visibility- Impressions Chart Granular channel reports • Provides day to day individual channel performance within marketing team to assist with optimisation. Primary users: Channel leads As required: Management Further detail: Ahead or behind target and key metrics Allows you to drill down to ask why you are ahead or behind Visual view to allow ease of communication internally
  13. 13. Volume Drivers - things that work
  14. 14. 3. The Volume Drivers: Programmatic buying The Need The Outcome • Ability to target better than paid search • Effective CPA & demand generation • Display advertising not driving effective CPA • Little sophistication in targeting
  15. 15. Audience Supply Side Platforms Ad Exchanges Demand Side Platforms How things have changed DSP DSP DSP SSP SSP SSP Website Website Data Enrichment Data enrichment Adserved Advertiser Audience Website Bulk Buy Media Agency I/O
  16. 16. Use Case: Audience Segments 16 Unknown Group Data Driven – Offsite Brand Aware No Clear Desire Brand Aware Thinking of Buying Price / Product Aware Order Dropouts •Unknown – no known tags, not meeting any other criteria •Upper Segment Dropouts Able to target externally •All other site visits •Number of Visits / Recency / Time on Site / Brand Section •Sales Section Visits •Started Order Process – Not completed order process1 2 3 4 5 6 Basic Retargeting Segmented retargeting Buying Audiences
  17. 17. 4. The volume drivers: Member Get Member Programs The Need The Outcome • Channel shares up to 20% of sales • Multiplier on existing channels • Constant pressure for brands to drive more sales • The most effective selling is peer to peer
  18. 18. MGM – End to End Referrer (customer) Referee (prospect) Reward receipt Reward Receipt Management Database VerificationPropensity analysis Customer Promotion Referral Destination Referral Message Landing Page Order Process Reward confirm
  19. 19. Member referral schemes are purely incentive driven Making MGM work • Requires someone actively using the product • Incentive needs to be no strings attached and high perceived value • Most effective when advocates and proselytizers targeted
  20. 20. The Advanced stuff
  21. 21. 5. The Advanced stuff: Data Management Platforms The Need • Multiple data sources needing to link up • Programmatic buying The Outcome • All activity housed within a single data point • Significantly enhanced insight in real time and actionable
  22. 22. DMP – hierarchical overview 22 Site analytics Email database Search data Ad Server data CRM CMS Email campaigns Display Search Mobile Video TV Mobile Intake Analytics/InsightUserInterface ChannelLinks Normalisation Segmentation/Scoring Tag Management Inputs Data Management Platform (DMP) Live Channels A DMP conducts a multi-layered cookie sync between all your systems, typically through a piece of javascript called a container tag, which allows the DMP to sync its own cookie ID to the cookie IDs of whatever other systems you might be using.
  23. 23. 6. The Advanced stuff: Cross Platform Marketing The Need • 20%-50% of traffic is now mobile • Conversion is often up to 50% lower on mobile The Outcome • Making mobile marketing viable and sales driving • Attribution across platforms
  24. 24. 3 ecosystems with different dynamics Enablers • Mobile conversion tracking • Mobile analytics • User segmentation > personalisation • Member get Member APP ECOSYSTEM MOBILE WEB ECOSYSTEM PC ECOSYSTEM Consider Install Usage Push notifications App stores Pay-per-install networks Pre-loads Facebook App Install ads Advertising solutions Awareness Consider Purchase Usage Display Content Offline Social Retargeting Email PPC Affiliates SEO App recommendation sites Awareness Consider Purchase Usage Email Display Content Offline Social Retargeting PPC Affiliates SEO Email Retargeting
  25. 25. 7. The Advanced stuff: Growth Hacking The Need The Outcome • Rapid growth – exponential growth of the scale of facebook, linkedin, Air bnb • Startups: The need to get rapid growth on a low budget • Enterprise: The need to move marketing initiatives forward faster
  26. 26. Structure: How growth marketing works Marketing Product/Tech Marketing Product/Tech TRADITIONAL MARKETING GROWTH MAREKTING • Separate teams • Marketing brief goes into the work stack – you may see it next year • Marketing thinks Product/Tech are slow and are prone to saying “no” • Product/Tech thinks Marketing are reckless • Unified Teams • Marketing & Product/Tech form the brief as a team • Leverages the ability of the product itself to market • Reckless briefs become increasingly viable
  27. 27. Structure: How growth marketing works Marketing Product Growth team • 1-2 technical marketers • 2 developers reporting to marketers, not product development • Work on marketability of the product Product Team • Current team • Work on product improvement Marketing Team • Traditional Marketing outputs
  28. 28. Examples Growth Hack: • Allowed users to create a public profile so that the search engines index their profiles and show up organically in search results. • First to have people upload their contact lists Growth: 2 million to 200 million users Growth Hack: • Peer-to-peer vacation rentals • Facilitated users to promote their apartment ads on craigs list automatically Growth: • Valued at $1 billion+ • To hit $500 million in revenues
  29. 29. Thank you Serge.milbank@stream20.com @stream20 @eumeus www.slideshare.net/SergeMilbank www.stream20.com

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