Smarter Digital Engagementwith Advanced Targeting              Phillip Kemelor, VP Strategic Analytics              Octobe...
Semphonic• Founded in 1997, Semphonic is one of the world’s  largest vendor neutral digital analytics consulting firms.• H...
Expertise in Key VerticalsFinancialTechnologyHealth &PharmaMediaConsumerNon-Profit                                        ...
Phil Kemelor - Analytics Dinosaur•Career in digital analytics since 1996•Semphonic VP, Strategic Analytics since 2007•Foun...
The Holy GrailAcquisition of new customers         Retention of current customersCustomer advocacy                    Up-s...
Meaningful Metrics?   No context   No story   No insight                      6
“The most important thing in art is TheFrame…without this humble appliance you can’t knowwhere The Art stops and The Real ...
Success                       A               Based       Success       Metrics                                  R. Donald...
Campaign Acquisition to Conversion    Objective            Success Event          Campaign KPIs                           ...
Brand Recognition Impact on Conversion       Objective             Success Event               Campaign KPIs              ...
What is influencing conversion?                                  11
Segmentation…Getting to Know Your Visitors                                           Visitors                             ...
Behavior…What Do Visitors Do?                                                                                         Visi...
Visitor + Behavior = Insight                        Submits product        New                         request form       ...
Engagement                      Submits product      Engaged                        request form                          ...
Apply Visitor and Behavior Segments to                       Metrics    Objective                 Success Event         Ca...
The Takeaways   Goals and objectives give context Visitor and visit segmentation get you         beyond high level traffic...
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Smarter digital engagement with advanced targeting final 10 03 12

  1. 1. Smarter Digital Engagementwith Advanced Targeting Phillip Kemelor, VP Strategic Analytics October 4, 2012
  2. 2. Semphonic• Founded in 1997, Semphonic is one of the world’s largest vendor neutral digital analytics consulting firms.• Headquarters in San Francisco and offices in Washington, DC, Boston, New York, Portland OR , Philadelphia and Berlin , Germany.• We focus on enterprise-level clients – Financial Services – Health & Pharma – Travel & Hospitality – B2B Tech – Digital Media – Government – Non-Profit 2
  3. 3. Expertise in Key VerticalsFinancialTechnologyHealth &PharmaMediaConsumerNon-Profit 3
  4. 4. Phil Kemelor - Analytics Dinosaur•Career in digital analytics since 1996•Semphonic VP, Strategic Analytics since 2007•Founder, one of world’s first analytics programs, Bell Atlantic, 1997•Author, The Executive’s Guide to Web Site Measurement, 2006•Lead Analyst, CMS Watch Web Analytics Report , 2007-10 http://bit.ly/UHxiyy 4
  5. 5. The Holy GrailAcquisition of new customers Retention of current customersCustomer advocacy Up-sell and cross-sell 5
  6. 6. Meaningful Metrics? No context No story No insight 6
  7. 7. “The most important thing in art is TheFrame…without this humble appliance you can’t knowwhere The Art stops and The Real World begins.You have to put a ‘box’ around it because otherwise,what is that stuff on the wall?” Your Analytics Here 7
  8. 8. Success A Based Success Metrics R. Donald Daniel – Brings goals, objectives McKinsey and Co. and evaluation John F. Rockart – together Sloan School of Mgt.• Define Organizational Mission – Identify Strategic Goals that map to the mission • Determine concrete and measurable Objectives – Define Success Events that evaluate the objectives » Develop Key Performance Indicators (KPIs) to measure whether Success Events are accomplished based on goals or targets 8
  9. 9. Campaign Acquisition to Conversion Objective Success Event Campaign KPIs – Conference Increase # of Visits Converting from Registrations eNewsletter by 30% Increase # of Visits Converting from Email Registration Blasts by 30%* Meet or exceed Confirmation PVs -revenue projections by Target #/Actual # by 10% Target Date Increase # of Visits Converting from blog posts by 30%* Increase # of Visits Converting from Internal Site Referrals by 30%* 9
  10. 10. Brand Recognition Impact on Conversion Objective Success Event Campaign KPIs – Conference Increase # of visitors from direct or Registrations bookmarks by x% Registration Confirmation Increase # of visitorsMeet or exceed revenue projections by 10% PVs - Target #/Actual # by from branded term Target Date SEO or PPC by x% Increase # of visitors from branded social media channel referrals by x% 10
  11. 11. What is influencing conversion? 11
  12. 12. Segmentation…Getting to Know Your Visitors Visitors • Known Target Audience – Email and postal – Current customers and leads – Target geography • Visitor Origin – Geolocation – Company • Type – New Visitors – Repeat Visitors – Frequent VisitorsCategorize groups of visitors by origin, behavior, audience type 12
  13. 13. Behavior…What Do Visitors Do? VisitsMarketing Brand Audience Lead Gen Sales • Begin•Primarily Email •Company wide •Prospects •Forms to •Offline Sales•Some social •Vertical specific •Customers contact a •Some – Direct•Some offline via representative eCommerce events – Referrals – Entries • End – Exits – Conversion – Advocacy • During – Pages viewed – Tasks completed How the visit begins, how it ends and/or – Frequent Visitors what happens during the visit 13
  14. 14. Visitor + Behavior = Insight Submits product New request form ProspectFirst time visitor Submits product Existing request form Prospect Repeat visitor 14
  15. 15. Engagement Submits product Engaged request form New and shares article ProspectFirst time visitor Submits product Engaged request form and Existing shares article Prospect Repeat visitor 15
  16. 16. Apply Visitor and Behavior Segments to Metrics Objective Success Event Campaign KPIs – Conference Increase # of Visits Converting from Registrations eNewsletter by 30% Increase # of Visits Converting from Email Registration Blasts by 30%* Meet or exceed Confirmation PVs -revenue projections by Target #/Actual # by 10% Target Date Increase # of Visits Converting from blog posts by 30%* Which segments do a better job of Increase # of Visits conversion or contributing to goals? Converting from Internal Site Referrals by 30%* 16
  17. 17. The Takeaways Goals and objectives give context Visitor and visit segmentation get you beyond high level trafficEngagement is not an end to itself…how does it influence conversion and goals Phil Kemelor pkemelor@semphonic.com Blog: http://wam.typepad.com Twitter: @philkemelor 17

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