The document discusses implementing a data-driven digital marketing culture. It recommends bringing key stakeholders together to identify 5-6 business objectives and define KPIs and targets for each. Objectives should focus on revenue, costs or brand and have a digital context. KPIs should be ultra-specific and track performance by key segments. Targets are set by analyzing historical trends and modifying for predicted activities. The framework establishes a process for ongoing analysis, testing and improvement toward objectives.
The Roles of Analytics in Digital MarketingT.S. Lim
Presentation at the 4th Indonesian Statistical Analysis Conference (ISAC) 2018, held on Thursday, November 8, 2018 at the Parahyangan Catholic University Graduate School.
How Sales & Marketing Can Drive Better Pipeline Conversions - TogetherMarketo
Sales and marketing jointly own the pipeline and they can drive better conversions by working together across the revenue funnel, from leads and accounts to closed business.
While marketing spends cycles to identify the right target accounts and individuals, you want your sales team to be fully armed with the right visibility and content during the sales cycle to accelerate leads to close.
Watch this webinar session, where Marketo, LeanData, Clari, and Ceros will outline how you can set up reps for success with the right leads, insights, and content to boost your conversion rates.
20min guide on how to run B2B digital marketing KC Chan 陈家聪
ppt slide from the Warwick Business School Digital Innovation panel on 25th Jan 2018. It involves some quick insight on how to run a successful B2B digital marketing team, including the importance of persona, user journey to marketing funnel via the Inbound Marketing methodology.
KC Chan - @KcChano
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Marketo
Nobody wants to be a target in your database, and nobody wants to be sold. Today’s buyers want to be heard and helped, on their terms, not yours. Check out the slides from Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist on how marketing and sales teams can work together to transform your company’s digital sales strategy.
5 Marketing Strategies for Customer EngagementMarketo
Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead.
You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
The Roles of Analytics in Digital MarketingT.S. Lim
Presentation at the 4th Indonesian Statistical Analysis Conference (ISAC) 2018, held on Thursday, November 8, 2018 at the Parahyangan Catholic University Graduate School.
How Sales & Marketing Can Drive Better Pipeline Conversions - TogetherMarketo
Sales and marketing jointly own the pipeline and they can drive better conversions by working together across the revenue funnel, from leads and accounts to closed business.
While marketing spends cycles to identify the right target accounts and individuals, you want your sales team to be fully armed with the right visibility and content during the sales cycle to accelerate leads to close.
Watch this webinar session, where Marketo, LeanData, Clari, and Ceros will outline how you can set up reps for success with the right leads, insights, and content to boost your conversion rates.
20min guide on how to run B2B digital marketing KC Chan 陈家聪
ppt slide from the Warwick Business School Digital Innovation panel on 25th Jan 2018. It involves some quick insight on how to run a successful B2B digital marketing team, including the importance of persona, user journey to marketing funnel via the Inbound Marketing methodology.
KC Chan - @KcChano
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Marketo
Nobody wants to be a target in your database, and nobody wants to be sold. Today’s buyers want to be heard and helped, on their terms, not yours. Check out the slides from Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist on how marketing and sales teams can work together to transform your company’s digital sales strategy.
5 Marketing Strategies for Customer EngagementMarketo
Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead.
You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
In this era of the Engagement Economy, where everyone and everything is connected, consumer expectations have changed dramatically. How are marketers faring in making consumers feel wanted, understood, and connected to their brand? Scroll through this deck to find out!
As a marketer you know not all leads are the same. With the dollars you have to spend, it is critical to attract and market to buyers that will be the best fit for your business and not waste money on accounts that have low return or ultimately churn. Account-based marketing is a useful strategy that will help you achieve the right business outcomes by targeting specific high-yield accounts. But how do you get started and what really matters?
Check out this slide deck to get insights into the essentials of account-based marketing.
Want to learn how to unlock the full potential of your marketing automation technology with Salesforce data?
Listen in to our on-demand webinar with Marketo's Adrienne Whitten and Bluewolf's Mark Townsend to learn:
• Why integration is essential for customer journey design
• What marketers really need from their data
• Four barriers to high performance campaigns
• How to design and build programs that scale
Your Content Marketing Machine Is Broken—And There's Only One Thing That Can ...Influitive
B2B content marketing is broken. Learn why user-generated content is the solution, and how other brands are leveraging their customer's voices to tell powerful stories and increase their reach in this short primer for marketing executives.
ion interactive's co-founder, Anna Talerico, teams up with NewsCred's Head of Strategy, Michael Brenner, for a power hour of content marketing know-how.
Explore how brands can use personalized storytelling to build relationships at scale and how sales teams can use content interactions to accelerate one-on-one relationships and revenue velocity.
This is the modern content marketing roadmap to becoming the brand they want versus the one they tolerate.
The State of Engagement in Marketing Today- European ViewMarketo
In this era of the Engagement Economy, where everyone and everything is connected, consumer expectations have changed dramatically. How are European marketers faring in making consumers feel wanted, understood, and connected to their brand? Scroll through this deck to find out!
Deliver Engaging Content to Your Buyers: A Tale of Two Journeysion interactive
Buyers want more.
More access to more information before they talk to sales. More useful content that they can trust. More self discovery. More control.
BUT NOT MORE CONTENT.
Successful marketers are evolving to give buyers what they want across their journey. More static content is not the answer. Usefulness and utility separate an engaging interactive dialogue from a passive one.
This presentation will guide you through:
- Contrasting static and interactive buyer journeys
- How interactive content can support every stage of the journey with social sharing, lead generation, demand generation, sales enablement and inbound generation
- Using an interactive dialogue to provide rich, explicit insights for lead scoring, sales outreach and marketing segmentation
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)Localogy
This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
A comprehensive organic strategy is crucial to your success on Amazon. In this session, we will break down actionable ways to improve your organic rank on Amazon’s A9 algorithm—2021 style. We’ll show you how to immediately optimize your product visibility and ramp up sales velocity.
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
Alex Cheeseman, Global Head of Strategy at NewsCred, discusses the elusive 'holy grail' of content and how you can define it and find it for your business.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
Presented at 360 iDev Denver 2012
We're at the end of 2012 and it has become clear that the mobile app economy is leaving the vast majority of developers out in the cold. The revenue story is lopsided -- a handful of apps have turned into gold mines, but most of them are still standing in the river with a pan hoping for a stray nugget.
With over a million apps in existence, simply building your app does not mean that users will come. In this talk you'll learn how to use customer relationship management, analytics and marketing tools to turn your app into a full fledged business.
We'll start with a discussion of the many facets of analytics spanning from macro trends in the app stores all the way down to the demographics and actions of your individual users. You'll then learn about how to use customer relationship management tools collect and analyze that data in order to execute on marketing campaigns to engage, grow and monetize your user base.
Past, Present & Predictions: Content Marketing from 2017 to 2018Marketo
Check out this slide deck featuring content marketing experts from Uberflip, Marketo and BlueJeans on what happened in the world of content marketing in 2017 and what to expect for 2018.
In this era of the Engagement Economy, where everyone and everything is connected, consumer expectations have changed dramatically. How are marketers faring in making consumers feel wanted, understood, and connected to their brand? Scroll through this deck to find out!
As a marketer you know not all leads are the same. With the dollars you have to spend, it is critical to attract and market to buyers that will be the best fit for your business and not waste money on accounts that have low return or ultimately churn. Account-based marketing is a useful strategy that will help you achieve the right business outcomes by targeting specific high-yield accounts. But how do you get started and what really matters?
Check out this slide deck to get insights into the essentials of account-based marketing.
Want to learn how to unlock the full potential of your marketing automation technology with Salesforce data?
Listen in to our on-demand webinar with Marketo's Adrienne Whitten and Bluewolf's Mark Townsend to learn:
• Why integration is essential for customer journey design
• What marketers really need from their data
• Four barriers to high performance campaigns
• How to design and build programs that scale
Your Content Marketing Machine Is Broken—And There's Only One Thing That Can ...Influitive
B2B content marketing is broken. Learn why user-generated content is the solution, and how other brands are leveraging their customer's voices to tell powerful stories and increase their reach in this short primer for marketing executives.
ion interactive's co-founder, Anna Talerico, teams up with NewsCred's Head of Strategy, Michael Brenner, for a power hour of content marketing know-how.
Explore how brands can use personalized storytelling to build relationships at scale and how sales teams can use content interactions to accelerate one-on-one relationships and revenue velocity.
This is the modern content marketing roadmap to becoming the brand they want versus the one they tolerate.
The State of Engagement in Marketing Today- European ViewMarketo
In this era of the Engagement Economy, where everyone and everything is connected, consumer expectations have changed dramatically. How are European marketers faring in making consumers feel wanted, understood, and connected to their brand? Scroll through this deck to find out!
Deliver Engaging Content to Your Buyers: A Tale of Two Journeysion interactive
Buyers want more.
More access to more information before they talk to sales. More useful content that they can trust. More self discovery. More control.
BUT NOT MORE CONTENT.
Successful marketers are evolving to give buyers what they want across their journey. More static content is not the answer. Usefulness and utility separate an engaging interactive dialogue from a passive one.
This presentation will guide you through:
- Contrasting static and interactive buyer journeys
- How interactive content can support every stage of the journey with social sharing, lead generation, demand generation, sales enablement and inbound generation
- Using an interactive dialogue to provide rich, explicit insights for lead scoring, sales outreach and marketing segmentation
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)Localogy
This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
A comprehensive organic strategy is crucial to your success on Amazon. In this session, we will break down actionable ways to improve your organic rank on Amazon’s A9 algorithm—2021 style. We’ll show you how to immediately optimize your product visibility and ramp up sales velocity.
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
Alex Cheeseman, Global Head of Strategy at NewsCred, discusses the elusive 'holy grail' of content and how you can define it and find it for your business.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
Presented at 360 iDev Denver 2012
We're at the end of 2012 and it has become clear that the mobile app economy is leaving the vast majority of developers out in the cold. The revenue story is lopsided -- a handful of apps have turned into gold mines, but most of them are still standing in the river with a pan hoping for a stray nugget.
With over a million apps in existence, simply building your app does not mean that users will come. In this talk you'll learn how to use customer relationship management, analytics and marketing tools to turn your app into a full fledged business.
We'll start with a discussion of the many facets of analytics spanning from macro trends in the app stores all the way down to the demographics and actions of your individual users. You'll then learn about how to use customer relationship management tools collect and analyze that data in order to execute on marketing campaigns to engage, grow and monetize your user base.
Past, Present & Predictions: Content Marketing from 2017 to 2018Marketo
Check out this slide deck featuring content marketing experts from Uberflip, Marketo and BlueJeans on what happened in the world of content marketing in 2017 and what to expect for 2018.
Introduction to mapping with Fusion Tables + CartoDB during d|Bootcamp Nairobi 2014. Prepared and presented by Upande team - Mark de Blois, Luchiri, Sammer.
Product Marketing by Numbers - Objectives, Goals and KPI frameworksJono Alderson
Product management should be data driven, consumer-centric, and informed by deep insights derived from tracking and analysing user behaviour at scale.
But this can only happen if you use a framework; if you've defined what 'good' looks like before you start implementing tracking and collecting data points.
I explore a couple of frameworks - including my own hybrid model - and share processes which overcome analysis paralysis and enable truly data-driven product development.
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceHanapin Marketing
Join Kapil Mohan, product manager at Zenreach, and Bahador Jamshidi, paid social account manager at Hanapin, to learn how to use Facebook offline conversion to track campaigns to real-world outcomes.
The main topic based on popular opinion during Amura Evolve 2014 was 'How to use big data analytics for marketing & sales automation and simplification in real estate.' With live demonstration, the need for big data based platform for marketing & sales in real estate was established.
Discovering new drive for Business Growth: Digital MarketingLee Myeongho
Learn how to reach, engage and convert your target audience into customers. The talk is aimed at promoting the value of digital marketing and discussing how you can improve your marketing capability by following the step-by-step process that brings your business to the next level.
This is the deck from the Marketing Automation breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
Elevate your business above the competition by creating an unforgettable personal brand. Learn how to stand out in a crowded marketplace as the go-to expert and build a bigger audience, generate more leads, and close more sales. You will walk away from this presentation with innovative marketing strategies that you can implement immediately for increased influence and income generating opportunities.
Learn How To:
• Stand out and make an impact by positioning yourself as the go-to expert in your niche market.
• Accelerate your income-generating opportunities by up-leveling your marketing with expert positioning.
• Race past your competition with a proven and strategic action plan to grow and expand income streams.
• Develop innovative marketing funnels that generate more followers, more income streams, more sales and more profits!
Looking forward to next steps!
Growth hacking: how to use analytics to create kickass marketing strategiesEveline Smet
Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.
Similar to Digital Marketing By Numbers - By Jonathan Alderson (20)
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Show drafts
volume_up
Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
3. Data Driven Cultures
We have more data than any other ecosystem.
Digital Marketing By Numbers @jonoalderson
4. Data Driven Cultures
There should be no guesswork, uncertainty or confusion.
Digital Marketing By Numbers @jonoalderson
5. Data Driven Cultures
We should all have integrated, intelligent strategies which
are directly driven by a comprehensive collective
understanding.
Digital Marketing By Numbers @jonoalderson
6. So.
Who works in a truly, completely,
comprehensively ‘data driven culture’?
Digital Marketing By Numbers @jonoalderson
7. …there are some key challenges…
Digital Marketing By Numbers @jonoalderson
15. “How well did we
do last time” is
lazy.
“How well do we
want to do this
time?” is better.
Obsessive comparison to the past
Digital Marketing By Numbers @jonoalderson
16. Only looking at the clickstream
Digital Marketing By Numbers @jonoalderson
18. Using your data to fuel your
organisation
Overcome these hurdles with a simple process
Digital Marketing By Numbers @jonoalderson
19. You have bespoke data and
bespoke needs
Design something from scratch
Digital Marketing By Numbers @jonoalderson
20. Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# sales (per month) where the sale had qualified digital attribution Department, channel, product
£ sales revenue (per month), where the sale had qualified digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (per month)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
Digital Marketing By Numbers @jonoalderson
21. You’ll need 5 things...
Digital Marketing By Numbers @jonoalderson
31. The rules
Objectives must increase revenue, decrease cost or
improve brand and must have digital context.
Anything else is fluffy, offline, a goal, or a KPI
Digital Marketing By Numbers @jonoalderson
32. 1. Double monthly sales revenue by Q3 2014
2. Provide the best customer service
3. Be seen as thought leaders
4. Compete on marketing efficiency
Digital Marketing By Numbers @jonoalderson
33. Objective Goal
Be seen as thought leaders Get people reading and engaging with our blog
Double monthly sales revenue by Q4 2015 Increase revenue from sales
Increase customer lifetime value
Provide the best customer service Provide great content which answers questions and supports need
groups
Help users find what they need effectively; give them a positive
experience in the process
Improve marketing efficiency Maintain a high ratio of channel spend to revenue
Increase self-service actions through the website to reduce overheads
Identify how digital contributes
Digital Marketing By Numbers @jonoalderson
34. Design the perfect KPI(s)
for each goal
Digital Marketing By Numbers @jonoalderson
35. “Provide great content and
help users find the
information they need”
% task completion rate (per month)
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Digital Marketing By Numbers @jonoalderson
36. Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
Digital Marketing By Numbers @jonoalderson
37. Make your KPIs ultra-specific and
document the details
# conversions
# qualified macroconversions
# macroconversions (valuable contact form submissions, ‘productive’
phone calls, and offline conversions which cite ‘web’ as source)
Digital Marketing By Numbers @jonoalderson
38. Make your KPIs interdependent
Digital Marketing By Numbers @jonoalderson
39. KPI Key Segments
# triggers of time on page > 2 mins on a blog post (per month) Category, author, tag(s), publish day/time, promotion budget
# average comments-per-post (rolling)
# sales (per month) Department, channel, product, product taxonomy
£ sales revenue (per month)
% of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page
% task completion rate (per month) Initiating page, Channel, source, campaign, keyword
% satisfaction rate (per month)
% visitors to macroconversions + calls (per month) Channel, source, campaign, keyword, call type
£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
Acknowledge key segments (because averages lie)
Digital Marketing By Numbers @jonoalderson
41. Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# sales (per month) where the sale had qualified digital attribution Department, channel, product
£ sales revenue (per month), where the sale had qualified digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (per month)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
Digital Marketing By Numbers @jonoalderson
43. Setting Targets
1. Calculate average monthly/seasonal variation
2. Normalise any spikes due to known abnormalities and common sense
(‘sensible’ is better than ‘perfect’)
3. Trend this forwards (trend() and forecast() in Excel are useful)
4. Modify each time period based on predicted activity and one-off and
equity-creating impact
5. Include external/campaign costs
Digital Marketing By Numbers @jonoalderson
44. Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# sales (per month) where the sale had qualified digital attribution Department, channel, product
£ sales revenue (per month), where the sale had qualified digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (per month)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
Digital Marketing By Numbers @jonoalderson
45. Move from reporting to analysis and action
Digital Marketing By Numbers @jonoalderson
46. This is a really simple
framework!
But it’s only part of the whole
Digital Marketing By Numbers @jonoalderson
47. Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# sales (per month) where the sale had qualified digital attribution Department, channel, product
£ sales revenue (per month), where the sale had qualified digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (per month)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
Digital Marketing By Numbers @jonoalderson
48. Step by step implementation
Digital Marketing By Numbers @jonoalderson
49. You need a process for doing
Agile fortnightly sprints of small, tactical tweaks work
Long change cycles lead to
demoralising performance
Digital Marketing By Numbers @jonoalderson
50. You can apply this process to
other scenarios
Specific campaigns, project launches, operational KPIs
Complex (multi-domain/website/app) ecosystems
Digital Marketing By Numbers @jonoalderson
51. Permission to fail and
to improve
Digital Marketing By Numbers @jonoalderson
56. You know what success and
failure looks like before you
explore or crunch the numbers.
And you know what actions to take depending on what you find
Digital Marketing By Numbers @jonoalderson
57. Hippos are locked in to defined
performance definitions.
You’ve removed the opportunity to object, flake, or u-turn
Digital Marketing By Numbers @jonoalderson
58. Shortcomings in processes,
resource, tools & culture are
accommodated for, and can’t be
used as excuses.
Opportunities - not limitations
Digital Marketing By Numbers @jonoalderson
59. Decisions are made about the
things that matter.
Digital Marketing By Numbers @jonoalderson
60. Resources
Avinash Kaushik
● Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets - http://bit.ly/qmkAsf
● The Difference Between Web Reporting And Web Analysis - http://bit.ly/qEq7Go
Analytics maturity model
● Cardinal Path: Online Analytics Maturity (plus self assessment tool) - http://bit.ly/GGXXd9
Bullet Charts
● A great guide to (and downloadable templates for) bullet graphs in Excel - http://bit.ly/UNmzIj
● Information Dashboard Design – a great book about charts and data vis - http://amzn.to/1nmyG8N
Digital Marketing By Numbers @jonoalderson
