Module content delivered on the 1st of June 2016 by AFFINITY's Adam Shar as part of ADMA IQ's Digital Marketing Certificate

1. © Copyright Affinity 2015. Commercial in Confidence.
DIGITAL
PROJECT
MANAGEMENT

2. © Copyright Affinity 2015. Commercial in Confidence.
KEY IDEAS

3.
© Copyright Affinity 2015. Commercial in Confidence.
PROJECT MANAGEMENT DOESN’T
START WITH A BRIEF

4.
© Copyright Affinity 2015. Commercial in Confidence.
PROJECT MANAGEMENT DOESN’T
END WHEN THE SITE OR APP IS LIVE

5.
THE BEST PROJECT MANAGEMENT
• Anticipates the business requirements
• Keeps everyone working together to deliver the common goal
• Builds for an optimizable future

6. © Copyright Affinity 2015. Commercial in Confidence.
AT THE END OF THE DAY WHAT
ARE WE TRYING TO ACHIEVE?

8.
DEVELOPMENT CYCLE

9.
© Copyright Affinity 2015. Commercial in Confidence.
MEASUREMENT IS THE FIRST STEP
TO DATA DRIVEN MARKETING

10.
© Copyright Affinity 2015. Commercial in Confidence.
ALL DIGITAL WORK LIVES OR
DIES BY ITS DATA STRATEGY

11.
HIERARCHY OF NEEDS

12.
HIERARCHY OF NEEDS

13.
HIERARCHY OF NEEDS

14.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HIERARCHY OF NEEDS

15.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HIERARCHY OF NEEDS

16.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HIERARCHY OF NEEDS

17.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HIERARCHY OF NEEDS

18.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HIERARCHY OF NEEDS

19.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HIERARCHY OF NEEDS

20.
EFFECTIVE
BUSINESS
& DIGITAL
GOAL
SETTING

21.
KPIs BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
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ONLINE TV
NATIVE
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

22.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

23.
HARD
KPIs
& SoftKPIs
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

24.
WEIGHTED AND SUPPORTED
OUTCOMES
FIRST TOUCH
FIRST ENGAGEMENT
CONSIDERATION
ACTION
CONVERSION
REPEAT
CONVERSION
• Advertising through
multiple channels
• Referral from existing
customer
• Read of page headline
in organic search
• Mouse hover over
banner ad
• Click through to
website
• External read of
reviews or press
• Subsequent site visits
• Site Bookmark, send
or share
• Social network query
“e.g. has anyone hear
of these guys
before?”
• Sign Up/Registration
• App Install
• Content save or download
• Purchase
• Enquiry
• Direct entry site visit
• Engagement through eDM
• Referral of new business
to you
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

25.
$$1ST
VISIT
2ND
VISIT
ENQUIRY NEWSLETTER
SIGNUP
RE-ENGAGEMENT
CONVERSION EVENTS
Frequency Latency
PURCHASE PATH
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

26.
10 MEASUREMENT TESTS
1. The truth test. Are we really measuring what we set out to measure?
2. The focus test. Are we only measuring what we set out to measure?
3. The relevancy test. Is it the right measure of the performance measure we want to track?
4. The consistency test. Will the data always be collected in the same way whoever measures it?
5. The access test. Is it easy to locate and capture the data needed to make the measurement?
6. The clarity test. Is any ambiguity possible in interpreting the results?
7. The so-what test. Can and will the data be acted upon, i.e. is it actionable?
8. The timeliness test. Can the data be accessed rapidly and frequently enough for action?
9. The cost test. Is the measure worth the cost of measurement?
10. The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
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27.
OPTIMIZATION
BENCHMARKS
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28.
OPTIMIZATION
• You can and should optimize every part of your path to purchase.
• Always use experimental methodology
– Keep a control group
– Ensuring you test changes in isolation
– Using statistically significant volumes before calling the result.
• Don’t optimize to a single metric
• Things don’t stay optimized, be ready for the long haul.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
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29.
PRIORITIES
1. Purchase Funnel
Changes here will have the greatest impact on your bottom line and prove out most quickly and
cost you the least to implement.
2. Site Content
Changes here will have follow on effect to sales, but take longer to prove out, and cost slightly
more.
3. External Content
Changes to Organic Social Profiles will have a follow on impact to site and sales, but will take
substantially longer to prove and may impact on performance of prior stages but should not
require a substantial outlay of cost or time.
4. Advertising Creative
Changes to creative or messaging in advertising will have a follow on impact, but will take some
time to prove out as users need to filter through all prior stages in the funnel, this is the first stage
where substantial investment may be required.
5. Media Channels & Targeting
Changes to your media channels, targeting & investment level will take the longest time to prove
out and may require changes to be made to every successive optimization stage.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
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CONVERSION EVENTS
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
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30.
CHAMPAGNE TOWER APPROACH
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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DISPLAY
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31.
COLLABORATE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

33.
ANNOTATION
Annotate your timeline to keep track of what changes you’ve made to
your site or campaigns you’ve run, and what the impact has been.

34.
SHARING
• The best work is collaborative work
• All parties should work using the same view of the projects
performance
• Annotations, Segments & Dashboards can & should be be shared

35.
RECAP

36.
DIGITAL MANAGEMENT STEPS
1. Define your business goals
2. Identify the outcomes you need to deliver to reach those goals
3. Get consensus from all stakeholders
4. Find the solution/s that deliver the strategy
5. Plan how you’ll optimize when you plan how you’ll execute
6. Use the right tools to share & collaborate
7. Test, Learn & Optimize