Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.

2. I love my Job
“Without data, you are just
another person with an opinion.”
- Andreas Schleicher (German Statician OECD)

3. Things I can do with data...

6. 1. A/B- MV Test
IBM Tests Radically Different Homepage Designs: Which Got More Product Page Views?
https://whichtestwon.com/archives/8390

7. Verizon Tests Call-to-Action Button Colour on its Homepage. Which Colour Increases Clicks to the “Order Now” Page?
https://whichtestwon.com/archives/2699

8. What is in this presentaion?
• How the ‘social web’ has made things more complicated for marketers.
• Content Marketing.
• How its made things easier for marketers...(the clever ones)
• Data Vs Actionable Insights: Design to Evaluate
• 3 things to measure... and how.

9. How the social web has made things more complicated

10. How the ‘social web’ has made things more complicated for marketers

11. How the ‘social web’ has made things more complicated for marketers

12. How the ‘social web’ has made things more complicated for marketers

13. “The internet has turned what used to
be a controlled, one way message into
a real-time dialogue with millions.”
- Danielle Sachs, The Fast Company 2010

14. Eyeballs Awareness Consideration Preference Action Loyalty Buyers

15. Complexity lies at the centre of the marketing funnel
Poor Competitive
reviews alternatives
Buyers
Eyeballs
Contributors
Recommendations User-generated
from friends content

16. “The ‘buying’ process begins long
before a sales person contacts
a prospect or visa versa.
The fuel that drives a prospect from
latent interest to active demand is
created & curated by a brand,
distributed over the social web and
measured against business objectives.”

17. Content Marketing
• Creating and distributing relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target audience -
with the objective of driving profitable customer action.
• The tactic relies on earning people’s interest.

18. Don’t tell me what
Vs I need information
about this, and it’s
to buy. I’m smart
enough to make hard work to get it
my own mind because it seems
up ...!!! worthwhile
GOOGLE it!
Your Brand
Products and
Services

19. Webinars/Webcasts
White papers Print magazines
In person Articles
Digital magazines eBooks
VIirtual conferences
Print newsletters
Branded content tools
Social media Videos
Podcasts Research reports
Mobile content
eNewletters Blogs
Traditional media
Microsites Case studies

21. 47% of companies are expected to
increase their inbound marketing
budget for 2012.
The average cost to acquire a new
lead through outbound marketing in
2011 was $373, compared to just $143
from inbound marketing.

22. Home
Commute
Work
Retail
Work
Commute
Social
Home
Bed
Mobile
Computer
Console
Retail/POS
Outdoor
TV
Radio
Print

23. How the social web had made things easier for marketers

24. Webinars/Webcasts
White papers Print magazines
In person Articles
Digital magazines eBooks
VIirtual conferences
Print newsletters
Branded content tools
Social media Videos
Podcasts Research reports
Mobile content
eNewletters Blogs
Traditional media
Microsites Case studies

26. Data Vs Actionable Insights
• Design to Evaluate

28. Do web analytics provide actionable insights that impact your organisation
16%
25%
Definitely
Sometimes
Not really
56%
“Our research shows that many organisations are under-investing in internal analytics staff and failing to implement a
coherent measurement strategy which can help them turn their data into something of real value to their business,”
- Linus Gregoriadis, head of research at E-consultancy.

29. Digital Planning Process with Evaluation at the core

30. Design to evaluate

31. Where are you on the road to optimised Analytics process?
£
Optimised
Managed processes
processes Structured approach
to improve conversion
Systematic testing of
Defined what we are doing Align keywords,
calls to action
processes Compelling & effective & landing pages
Starting out Test multiple calls to action
Customer journey analysis
Identify KPI’s landing pages A/B &
multivariate testing Event triggered/
Benchmark Funnel Analysis
behavioural email
Competitors Preference Online surveys
Behavioural segmentation
No segmentation segmentation Customer engagement
segmentation
Basic Intermediate Advanced Optimised Time

32. 3 Things to Measure

33. Main things to measure
1. Reach and Appeal
2. Quality of Traffic
3. Conversion Rate

34. To achieve business &
marketing objectives via online
channels marketers need to
have real time strategies,
with evaluation and
optimisation at their core.

35. How to measure Reach and Appeal?
Is the message getting to enough people in the Target Audience? Is the message appealing to the Target Audience?

37. How is the traffic arriving at the website
from various online channels engaging
with the site? ...
Email Display Ads
SEO
Viral video
Your landing
page / website
PPC Online PR

39. How to measure Conversion Rate?
What percentage of the traffic arriving at the given
site is actually completing the desired objective?...
10 arrive at site. 10% conversion rate.

43. How to get actionable data
1. Set up Intelligence Alerts
2. Set up Goals/Funnels
3. Use Heat Maps
4. AB/MV testing
5. Use Multi Channel Funnels
6.Create advanced segments based to review
specific interactions against goal conversions

44. Sources: - www.threewingsmedia.com/2011/02/push-pull.html
-Forrester Research Inc
- Eloqua and Jess
-The Social Media ProBook
-content marketing institute
-econsultancy
-blitzagfruiency.com
-smartinisghts.com