Most marketing programs suck, because they are done without a purpose in mind. It's time to start growing up with our web marketing by setting a solid strategy before we launch our marketing campaigns.
How do we do this? Start with the outcome and work backwards. This is the strategy that Amazon employs, and you should too! Learn how it's all done in this presentation.
This presentation was originally given at SMX Munich 2015. It covers a framework for strategic measurement of web analytics programs.
Measure twice, cut once. While that is the golden rule of carpentry, the same can’t be said for most online marketing programs. The truth is that unless you set forth a sound measurement strategy before launching your marketing campaigns, you will have trouble effectively analyzing your results. Without effective measurement, endless amounts time and money will be wasted. This happens every day in the online marketing world, but by following these simple frameworks, you can tailor your online campaigns toward the one thing that matters: results.
18. @jeffalytics
We should do a site survey
because I heard they were
cool (and sales keeps calling)
Start with the outcome in mind
19. @jeffalytics
We should do a site survey
because I heard they were
cool (and sales keeps calling)
If I can reduce unhappy
customers I will generate
more sales and more money
Start with the outcome in mind
34. @jeffalytics
Put it all together
Goal 1: Increase
number of new users
KPI: Active Users
• Target: 5,000 Registered Users
KPI: New User Growth
• Target: 416 Users/Month
KPI: Worldwide Coverage
• Target: 25 Countries
Goal 2: Reduce
customer complaints
KPI: Reduce complaints
• Target: Reduce to 100 complaints
a month
KPI: Customer Referrals
• Target: 10% of Users Refer
KPI: Renew unhappy
customers
• Target: 50 Renewals
Goal 3: Increase
conversion rate
KPI: Conversion rate
Increase
• Target: 3% conversion rate by
end of year
KPI: Market Share
• Target: Top 5 in Sales
36. @jeffalytics
Amazon.com a $75 bn Online Retailer
Read this blog post at: bit.ly/amazonbackwards
Back in
2006!
Brilliant
37. @jeffalytics
80 Percent ofYour Results Come
from 20 Percent ofYour Efforts
The 80/20 Rule of Marketing
20 Percent ofYour Results Come from The Other 80
Percent
80/20 Marketing: perrymarshall.com/80-20/
45. @jeffalytics
New method of collecting
visitor data
What is Universal Analytics?
Less Reliant on Cookies
Tracks Users Across Devices Processes Data in the Cloud
Allows Custom Data
Integration
Most new features are
Universal Only
50. @jeffalytics
Custom HTML Tags
Google Tag Manager Capabilities
JavaScript Macros
Custom Tag Firing Schedules
Trigger Based Execution
(Formerly called Rules)
Third Party Tags Weather Tracking
81. @jeffalytics
Lean Analytics
One for me: Experimental Analytics
User Analytics
Audience Analytics Site Surveys
Conversion Optimization
Something we haven’t even
thought of yet
84. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Strategic Digital Marketing
85. @jeffalytics
What do you want to do this year?
Goal: Sign up 5,000 new users in 2015
Goal: Reduce Customer Complaints by 50%
Goal: Improve Our Conversion Rate by 50%
86. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Set Targets
Strategic Digital Marketing
87. @jeffalytics
How are you going to get there?
• 5,000 new users
• 416 users/month OR
• 352 users + 3% growth/month
• Budget $100,000
Targets
88. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Set Targets
Agree on Tactics
Strategic Digital Marketing
89. @jeffalytics
Agree on which tactics to deploy
Tactics
• Big Content
• Email capture
• Auto-responder
• Guest posts
• Podcasts
• Webinars
• SEO
• Paid Search
• Facebook
• Referrals
• Blogging
• Affiliates
• Videos
91. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Strategic Digital Marketing
92. @jeffalytics
Who do we need to call in?
Teams
• Writers
• CTO
• Video Producer
• Graphic Designer
• SEO
• PPC
93. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Choose Tools
Strategic Digital Marketing
94. @jeffalytics
What tools will get us there?
Tools
• Landing Page software
• Email opt in
• Email software
• Buzzsumo
• iTunes Store
• Google Analytics
95. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Choose Tools
Do what the plan says and work toward
reaching defined targets
Work the Plan
Strategic Digital Marketing
97. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Sell the Results
Choose Tools
Do what the plan says and work toward
reaching defined targets
Work the Plan
Strategic Digital Marketing
99. @jeffalytics
How do we grow our business through
digital marketing?
Establish Goals
Who is accountable for the results?
Form Teams
Set Targets
Agree on Tactics
Sell the Results
Choose Tools
Do what the plan says and work toward
reaching defined targets
Work the Plan
Do more of the things that worked and
stop with the ineffective efforts
Reflect and Repeat
Strategic Digital Marketing