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Digital marketing, measurement and analytics

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CrescoData's E-commerce Talk Series. May, 2016

Published in: Data & Analytics
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Digital marketing, measurement and analytics

  1. 1. Introduction - Anna Trybocka, CEO 1
  2. 2. One feed in - multiple feeds out2
  3. 3. Digital Marketing, Measurement & Analytics 3 Speaker: Ivan Wong Partner, Queen Consulting Group
  4. 4. Agenda Digital Media Landscape: The Customer Journey Today Digital Campaigns: Key Channels & Tactics Measuring & Optimizing Digital Campaigns Wrapup / Q&As 4
  5. 5. Digital Media Landscape: The Customer Journey Today 5
  6. 6. Zero Moment of Truth (ZMOT) Source: https://www.thinkwithgoogle.com/collections/zero-moment-truth.html 6
  7. 7. Zero Moment of Truth (ZMOT) Source: https://www.thinkwithgoogle.com/collections/zero-moment-truth.html 7
  8. 8. Micromoments 8
  9. 9. Digital Campaigns: Key Channels & Tactics 9
  10. 10. Top Tactics: B2B & B2C 10
  11. 11. Key Digital Channels Email MarketingSocial Media Marketing SEO/Content Marketing 11
  12. 12. Google + Facebook = > 90% Reach Facebook: reach of nearly 1 billion users with 1 trillion page views a month. Facebook reaches 51% of the world’s online users. Google reaches 90% of all internet users (including YouTube, Blogger and Gmail) Google serves up 180 billion advertisement impressions a month. Source: http://www.wordstream.com/facebook-vs-google 12
  13. 13. Which digital tactic(s) might be the best option to drive ROI against your business goals? A. Marketing automation B. Content marketing C. SEO D. Paid Search E. Social Media F. Other Channel (please name) G. It depends on what my own specific goals are 13
  14. 14. Measuring & Optimizing Digital Campaigns 14
  15. 15. Key Measurement Success Factors 1. Start with a clear goal 2. Focus on the right metrics 3. Value and Target your best customers (segments) 4. Attribute value across the journey 5. Prove marketing impact 15
  16. 16. Start with your marketing goals... 16
  17. 17. Focus on the right KPIs Source: Google Insights 17
  18. 18. Traffic KPIs across Search and Display CTR (Search): 3-4% CTR (Display): 0.17% Sources: wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks, https://www.richmediagallery.com/tools/benchmarks 18
  19. 19. Average conversion rate for Search is 2.7% Average conversion rate for Display is 0.89% Average CPA across all industries: SGD $82 Source: WordStream Research, Mar 2016 AdWords Performance KPIs 19
  20. 20. Focus on the key KPIs against your business goals 20
  21. 21. Value & Target Your Best Customers 21
  22. 22. Attribute value across the journey Source: www.adroll.com 22
  23. 23. Prove marketing impact Step 2: Track conversions & ROI ● Return on investment (ROI) is the ratio of net profits to costs ● Measuring ROI for your digital marketing efforts is essential to knowing if your campaigns are succeeding ● Conversion rates and Return On Ad Spend (ROAS) can help determine the ROI of campaigns ROI = (Revenue - Cost of Goods Sold) / (Cost of Goods Sold) 23
  24. 24. Step 1: Tag ALL marketing campaigns GA Campaign Measurement Guide: https://db.tt/5QXarazK Prove marketing impact Cross-channel Cross-device 24
  25. 25. Prove marketing impact Step 3: Measure & Optimize campaigns against ROI Track and optimize your campaign KPIs to improve a campaign focused on traffic: ● Clicks and clickthrough rate (CTR) ● Keywords and Quality Score ● Bounce Rates and Visit Duration (Website) ● Impressions ● Reach and frequency ● Conversions and ROI 25
  26. 26. Key Takeaways 1. Start with a clear goal 2. Focus on the right metrics 3. Value and Target your best customers 4. Attribute value across the journey 5. Prove marketing impact 26
  27. 27. Next steps: Cresco & QCG ● E-commerce sales amplification ● Marketing consultancy ● Digital capability development (Training & Consulting) ● Campaign launch & optimization ● Government assistance: Marketing (Spring CDG) & Export (IE MRA) campaigns Queen Consulting Group is a Google Partner Agency. We are also proud to be trainers for the Google Partner Academy programme. Working closely with our partners including CrescoData and Google, our passion is to help organisations of all types use digital marketing effectively.27
  28. 28. Thank you 28

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