Data & Marketing Analytics Theatre; Less communication is more conversation


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Data & Marketing Analytics Theatre; Less communication is more conversation

  1. 1. Conversion vs. Conversation Using data to plan your digital channels29.02.12Peter McCormack
  2. 2. I am a Planner
  3. 3. I am a PlannerMarketing + Tech
  4. 4. I am a PlannerMarketing + TechData + Experience
  5. 5. Acquire Convert Retain Data
  6. 6. Acquire Convert Retain Selling hotel rooms £10 £40 3 CPA Per Booking Repeat Visits
  7. 7. Acquire Convert Retain Optimise Using Data £9 £45 4 £10 £40 3 CPA Per Booking Repeat Visits
  8. 8. Acquire Convert Retain Optimise Using DataDisplay FB Pages FB & Twitter
  9. 9. Social media addiction
  10. 10. Fear of the truth
  11. 11. Perspective
  12. 12. What do these guys do? Jeff Emmanuel Blood Sucking Vampire
  13. 13. What is a Social Media Guru ?Social Media Guru: A term used to assign imaginary expertise in anascent communications field to an individual with little to no real worldbusiness experience and the professional integrity of a bowl of bananapudding.A social media guru is a delusion wrapped in illusion.A social media guru is a marketing parasite that figured out howto monetize the cluelessness of business owners.
  14. 14. You don’t sell more with...Brand amplification rateApplause rate[insert fantastical metric]
  15. 15. Please don’t listen to them
  16. 16. How do you sell more bread?You take bread social obviously...
  17. 17. I stole my boyfriends cheese and picklesandwich. I lied and said that a reallybig seagull swooped down and ate it
  18. 18. I told my mum to explain to my friendon the phone that I wasn’t at home butreally I was eating a bacon sandwich
  19. 19. £11m campaign“The new creatives, not only represent one ofKingsmill’s largest ever investments, they also reflectour understanding of the modern day family.”Michael Harris, Kingsmill marketing controllerLess than 20 videos uploaded in the first 6 months192 confessions on the website
  20. 20. Kingsmill is the most high calorie breadever 50/50 240 per slice! What a joke!Kimberlyhunterx K ♥
  21. 21. We help clients sell stuff
  22. 22. We help clients sell stuffSocial media is yet toprove it can drivesignificant sales
  23. 23. DisplayAdvertising
  24. 24. 0.09% CTR
  25. 25. PostImpressionTracking
  26. 26. For every 100 orders97% were attributed to post impression tracking3% were attributed to post click tracking
  27. 27. Good Old Fashioned New Media™
  28. 28. Success = Data + Creative
  29. 29. Planning process Planning outputsCustomer Engagement Digital Roadmap – Interviews 1, 3, 5 years – Research – Feedback Functional Specification Website (P1)Employee Engagement – Interviews Channel & Data Plan – Requirements gathering Single User Journey – Ideas & inspiration Digital and offline integration, reportingMarketing & Business Engagement Technical Blueprint – KPI & objective setting Integration, wCMS and digital platform – Brand & marketing integration – Roadmap SEO Strategy Keyword, content and link buildingTechnology Engagement – Platform modelling Programme Plan – Integration planning – wCMS planning & evaluation Projects, risk log, project board, budgets
  30. 30. Acquisition Email No Display Yes Retention Did They Buy? Defined Affiliates Landing Pages Paid Search Mobile v Desktop Social Step 1 Step 2 Step 3 Funnel Optimisation (A/B & MVT) Undefined Offline Landing PagesNatural Search Device Optimisation Landing Page Optimisation (A/B & MVT) Data & ReportingChannel Performance Click Stream Conversion Retention & Revenue
  31. 31. Email
  32. 32. I love email
  33. 33. 1:1
  34. 34. You said you like my product I’ll email you about a new product I’ll know if you check the site I’ll then try and drive a conversionIf you don’t buy I can email you again
  35. 35. I’ll send messages about everything If you do click I don’t know I don’t know if you bought it from meI’ll then send you some more messages
  36. 36. Email is not dyingEveryone with a job has an email address
  38. 38. Sell more memberships...
  39. 39. The data couldn’t lie...High ranking for brand termsPaying too much for PPC brand termsTraffic was above average for a legacy siteHigh bounce rate on all landing pagesStrong membership baseNo digital brand loyalty
  40. 40. The data shaped the new site...Great content focused on a competitive keyword strategyReduced the PPC burdenDynamic digital platform that is device and user awareIncreased the onsite conversion rateMembership services and applicationsDigital brand activists
  41. 41. Acquire Convert Retain Selling health club memberships37% 11% 65%Page impressions Onsite conversion Repeat Visits
  42. 42. Acquire Convert Retain Selling health club memberships SEO optimised content Personalisation Automated event triggersDynamic, personalised email Dynamic content and journeys Dynamic, personalised email Blogger outreach Keyword specific landing pages Email lifecycle management Sitecore, Web Content Management System (wCMS)
  43. 43. Keep more members...
  44. 44. @petermccormackThe Battleship Building, 179 Harrow Road, London, W2 6NB+44 (0)20 7631