Webinar: "Don't Kill the Patient"

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Join Kate O’Neill, founder and CEO of [meta]marketer, and Josh Oakes, Director of Optimization at [meta]marketer, while they discuss how to resist the urge to pull the plug on your marketing efforts and how to give the medicine a chance to work.

Learn how to:
• diagnose your marketing troubles
• determine the best treatment
• feel comfortable about covering the bill
• do this all without overreacting

As a business decision-maker, you know how difficult it is to asses and diagnose a failing marketing program, much less determine how to treat the condition and accept long-term costs of care. Register today and learn the [meta]marketer approach to marketing optimization and safely move your marketing efforts forward without killing the patient.

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  • Replaced 302s with 301s\nImproved internal linking, Improved semantic URLs, Improved canonical URLS\n
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  • can’t predict lift and payoff of small changes\n
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  • Webinar: "Don't Kill the Patient"

    1. 1. Don’t Kill the Patient How Not To Overreact To Marketing Optimization Numbers [presented by] Kate O’Neill, CEO and Founder and Josh Oakes, Director of Optimization moderated by Lucas Hendrickson
    2. 2. About [meta]marketer‣ “Marketing optimization agency” i.e. we’re geeky but we care. :)‣ We help clients understand their customers based on data and insights so they can be more effective in marketing to those customers.‣ Past clients include Symantec, Ingram Book Publishing, Opry.com, other e-commerce, B2B, and dozens of other companies and brands.‣ We like the color orange. Clearly.
    3. 3. Who’s Kate O’Neill?‣ Past gigs have included Netflix, Toshiba, HCA, Magazines.com, lots of startups, etc.‣ Passionate about customer experience and geeky about data.‣ Just kind of a fun chick, y’know?Who’s Josh Oakes?‣ Spearheads our work in conversion optimization: using data from real world tests to determine what works and what doesn’t for your customers on your site.‣ Owns–and can field strip–an original Macintosh.‣ Office curmudgeon and resident Star Wars nerd.
    4. 4. Marketing Optimization‣ how to diagnose a failing marketing program‣ how to treat the condition‣ cover the costs of care
    5. 5. Half of your marketing dollars are wasted.Do you know which half?
    6. 6. DON’TPANIC!!
    7. 7. Don’t Overreact…‣ To the diagnosis‣ To the course of treatment‣ To the bill
    8. 8. Don’t Overreact to the Diagnosis:Knowledge and Acceptance
    9. 9. Symptoms that lead companies to considermarketing optimization ‣ “Our website sucks!” ‣ “We don’t show up on Google!” ‣ “We don’t know if this is working!”
    10. 10. How should you react? Under reactDo nothing. Reasonably React Discrete, strategic tests. Overreact Wholesale redesign!
    11. 11. [tip]Use marketing optimization to findopportunities to improve yourbusiness, and act on them in ameasurable, rational way.
    12. 12. Overreact:Conflating the diagnosis‣ “Our shopping cart page is too long. We need to redesign the entire website.”‣ “Nobody is viewing our product details. We need to link them from the homepage.”‣ “We are not showing up on Google. We need to change our content management system.”
    13. 13. [example]Client with an established website with greatcontent and an established user base wasperforming poorly in organic searches.
    14. 14. After incorporating recommendations
    15. 15. Under Reacting:Second Opinions
    16. 16. [tip]Marketing optimization advicecannot take hold if the people whoneed to hear it most...don’t. Whomakes the final decision? Whosigns the check?
    17. 17. Don’t Overreact to the Course of Treatment:Processes and Culture
    18. 18. Over-Testing‣ Testing passed statistically significant results‣ Using A/B Testing when Multivariate is the right tool‣ Getting stuck on pet projects
    19. 19. Under Testing‣ Ending tests before reaching statistical significance‣ Ignoring the little things‣ Letting unchecked bias blind you to results
    20. 20. Dealing with Discomfort‣ The point of getting treatment is that something has to change‣ Some things will be non- negotiable but everything can’t be‣ Be realistic and remember that something will have to die
    21. 21. Making Lifestyle Changes‣ It’s “your thing” now‣ Don’t throw everything out‣ Take the time to adapt to the new reality
    22. 22. Reasonable Reactions‣ Things you can start today.‣ Things you’ll need to see the Doctor about.
    23. 23. Start Today‣ Talk about what matters to your business and how to measure it‣ Take a look and what you can measure now and evaluate whether the data aligns with what you’re doing‣ Try it out!
    24. 24. [tip]There are many low cost tools andmany that offer free trials you canstart using immediately to get afeel for it.
    25. 25. See the Doctor‣ You don’t know what you need to (or can) to measure‣ You don’t have the people or the resources to do the work‣ You can’t ramp up the knowledge in your timeframe and you know you’re going to have to pay for it
    26. 26. Don’t Overreact to the Bill:Budgets and Costs
    27. 27. ROI isn’t the only Return‣ You won’t see immediate ROI‣ It’s an investment in your people as well as your business‣ It’s an investment in sophistication
    28. 28. Wins now don’t always pay off now ‣ Long sales cycles make revenue a trailing metric ‣ Small gains compound over time ‣ Small gains can combine for big gains
    29. 29. Investment and Outcomes‣ Attention and investment don’t correlate with lift‣ Tests with no clear winner tell you what you don’t need to worry about!‣ Sometimes big tests get small results and small tests get big results
    30. 30. Don’t Stop Taking theMedicine!‣ Don’t stop testing or redirect your investments because you’ve identified a loss area‣ Don’t stop testing a particular area just because you’ve improved it‣ Don’t stop treating one condition because another one is improving faster
    31. 31. Conclusions
    32. 32. Q&A
    33. 33. Got Feedback?
    34. 34. Next Webinar‣ Thursday, December 15th, 12PM CST “Analytics are People: Knowing Your Data is Knowing Your Customers”
    35. 35. Thank you for your time.‣ Be sure to join us for our next webinar: ...‣ For questions and follow-up:‣ info@metamarketer.com‣ Twitter: @kateo / @joshtheoak @metamarketer‣ LinkedIn: kateoneill / joshuaoakes

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