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How To Deliver Growth In The Most Efficient Way Possible


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Jon Greenhalgh's talk at Digital Gaggle on 12th April 2018.

Published in: Business
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How To Deliver Growth In The Most Efficient Way Possible

  1. 1. How to deliver growth in the most efficient way possible Jon Greenhalgh @jongreenhalgh
  2. 2. We do clever stuff with data
  3. 3. To grow in the most efficient way possible, you need… 1. Technology and Data Science 2. To apply the knowledge gained from your data to your marketing campaigns to improve performance
  4. 4. What’s the point?
  5. 5. We want to target better and reach people in a more efficient way.
  6. 6. We have a long way to go… but we are making progress.
  7. 7. Marketing messages need to be tailored to your audience.
  8. 8. You need to set yourself up for the future Understand your data & technology do help you Data Science to be able to do something with your data 1-1 Based Acquisition & Retention
  9. 9. The role of technology is to enable.
  10. 10. Image of a lot of data
  11. 11. Image Source
  12. 12. To get anywhere, you have to get your data right.
  13. 13. Take 5 steps with your data. Big, or small, ANYONE can do this 1.Define outcomes 2.Audit your data 3.Plan how to fill data gaps 4.Commit to data quality 5.Turn to technology
  14. 14. Enter… Data Science Image – Statistical Modelling of some kind Use data science to communicate with your customer.
  15. 15. Photo of a geek Get a clever person to help you model your data
  16. 16. P R O F I L E A P R O F I L E B P R O F I L E C Build profiles of who your customers are
  17. 17. Live and breathe those profiles
  18. 18. P R O F I L E A P R O F I L E B P R O F I L E C Understand how valuable they are £ ££ £££
  19. 19. P R O F I L E A P R O F I L E B P R O F I L E C Get creative. Think about what their footprint is
  20. 20. Why is this useful? It allows you to target specific groups of people.
  21. 21. Enter… Comms Planning Platform Platform Platform Type of messaging Type of messaging Type of messaging Frequency Frequency Frequency ? ? ? Once a month Once a week Once a day
  22. 22. S E O P A I D M E D I A C O N T E N T M A R K E T I N G S O C I A L M E D I A P R C R O A N A L Y T I C S T R A I N I N G Once you know the profiles & footprint.. Get channel focused
  23. 23. You should be gearing up every channel to be there in front of your most valuable customers. Right Audience Right Place Right Time
  24. 24. Gear your site up to scratch technically • What devices are your users searching on? • Which locations are they searching from? • How are they using Google Maps? • Do they use the local pack? • What kind of pages on a site do they prefer?
  25. 25. Produce assets that appeal to your customer profiles
  26. 26. Focus PR around getting into the right places
  27. 27. Maximise Google’s toolset
  28. 28. Tailor messaging on Facebook
  29. 29. Tailor messaging on Display
  30. 30. Photo: Google/Connie Zhou It doesn't have to be complicated
  31. 31. Step 1 Image of data Step 1 – Understand your data
  32. 32. Step 2 – Understand your customer profiles P R O F I L E A P R O F I L E B P R O F I L E C
  33. 33. Step 3 - Start testing
  34. 34. Thank You @jongreenhalgh