This document provides an overview and agenda for Google Marketing Platform tools. It discusses how surveys, display and video ads, search ads, analytics, optimization, tag manager, and Data Studio can be used to find the right audience, drive them to websites, convert prospects to customers, gather insights, optimize experiences, collect data, and tell stories with data. The document also notes that these tools work within a larger environment involving CRM, sales, social media, email, inventory, and other data and platforms.
A slide deck that goes along with a webinar (http://email-marketing.pinpointe.com/webinar-facebook-ads-vs-google-ads-dupont) that explains the key differences between Facebook ads and Google ads – including the pros and cons for your business.
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
Digital Marketing Plan for Real Estate BusinessGaurav Tripathi
Its a complete step by step digital marketing plan and strategy for real estate business. Follow these actionable steps to increase your business online reputation, sales, leads and ranking. Wanna know how you can increase leads for your real estate business? Check this detailed Digital Marketing Plan
A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
How to create a Digital Marketing PlanEder Holguin
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
This PPC Google Ads proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
A slide deck that goes along with a webinar (http://email-marketing.pinpointe.com/webinar-facebook-ads-vs-google-ads-dupont) that explains the key differences between Facebook ads and Google ads – including the pros and cons for your business.
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
Digital Marketing Plan for Real Estate BusinessGaurav Tripathi
Its a complete step by step digital marketing plan and strategy for real estate business. Follow these actionable steps to increase your business online reputation, sales, leads and ranking. Wanna know how you can increase leads for your real estate business? Check this detailed Digital Marketing Plan
A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
How to create a Digital Marketing PlanEder Holguin
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
This PPC Google Ads proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
Growth Hacking / Marketing 101: It's about processRuben Hamilius
Outline of the repeatable growth process startups should adopt to do Growth Marketing. Show & tell deck on basic principles and mindsets of Growth hacking for early stage startups.
Presented at the Singtel Group-Samsung Regional Mobile App Challenge 2015
in the Startup Mentorship Programme
Google Analytics can help you understand what content is getting traction: what gets viewed, what sends traffic and what converts to action.. Dana Chinn, web analytics lecturer at Annanberg USC and Sally Falkow, President of PRESSfeed, the social online newsroom, cover the top10 Google Analytics reports.
Fundamentals of Google Ads, Conversion Tracking AdWords, Google Ads Search, Google Ads Principles, Campaign Types, Optimize Ads for Mobile, Expanded Text Ads Overview, Ad Extentions.
At our company, it has been our legacy to raise the bar of excellence several notches higher with every new creation.
Our vision is to create residential and work spaces with modern amenities at affordable prices.
Digital Marketing Strategy & Plan TemplateBidur Acharya
The template of this digital marketing is provided by NSW IT Support. NSW IT Support, is a reputed and well known IT consultant in Australia. For more detail about digital marketing strategy, please visit: http://nswits.com.au/digital-marketing-company-strategy/
Digital marketing is important for any website For an ecommerce website it is much more than just important Preparing a digital marketing plan for your eCommerce business can be a daunting task
With constantly evolving search algorithms and user behaviors, fluctuating search rankings are a common occurrence in the world of SEO.
But what happens when they suddenly drop? Do you know what steps to take to restore your rankings?
Watch this for a practical guide to diagnosing and recovering lost Google rankings. You’ll learn how to navigate this common challenge, along with the best ways to assess the impact of the drop on affected pages. We’ll also show you the ways to identify if rankings have truly dropped or if it’s just an analytics issue.
You’ll takeaway:
- The proper steps to take to evaluate the impact of changing Google rankings.
- How to protect your website and stay ahead of sudden ranking drops.
- How to identify the cause of lowered rankings.
With Ryan Maloney, SEO Success Manager at Conductor, we’ll explore how to take proactive steps to protect your rankings following the latest Google algorithm updates, so you can mitigate drops in the future.
Register now and learn to protect and rescue your rankings from sudden drops.
Smarter Experimentation with Fully Integrated DataOptimizely
When it comes to your experimentation program, you’re only as reliable as the data you use. When customer data is siloed and fragmented, it impacts the user experience and internal operations. You need to ensure your team is leveraging the most comprehensive visitor and event-level data to build better cross-device user experiences and create highly targeted experiments and personalization strategies for audiences.
In this session, you’ll learn:
- How to fuel better user experiences in Optimizely with centralized, comprehensive, and enriched data from Tealium
- How Tealium can stitch together anonymous and known visitor data and then leverage those audiences within Optimizely to generate more consistent cross-device experiences
- How to leverage both online and offline data to deliver a seamless user experience across devices
- How to connect Optimizely and Tealium using both client-side and server-side integrations for increased performance and real-time experiences
We Discuss new channels (Browser Push Notifications), and other Growth Hacks that still work in 2016. Also a Framework to run ongoing experiments to find Growth Hacks is there.
Growth Hacking / Marketing 101: It's about processRuben Hamilius
Outline of the repeatable growth process startups should adopt to do Growth Marketing. Show & tell deck on basic principles and mindsets of Growth hacking for early stage startups.
Presented at the Singtel Group-Samsung Regional Mobile App Challenge 2015
in the Startup Mentorship Programme
Google Analytics can help you understand what content is getting traction: what gets viewed, what sends traffic and what converts to action.. Dana Chinn, web analytics lecturer at Annanberg USC and Sally Falkow, President of PRESSfeed, the social online newsroom, cover the top10 Google Analytics reports.
Fundamentals of Google Ads, Conversion Tracking AdWords, Google Ads Search, Google Ads Principles, Campaign Types, Optimize Ads for Mobile, Expanded Text Ads Overview, Ad Extentions.
At our company, it has been our legacy to raise the bar of excellence several notches higher with every new creation.
Our vision is to create residential and work spaces with modern amenities at affordable prices.
Digital Marketing Strategy & Plan TemplateBidur Acharya
The template of this digital marketing is provided by NSW IT Support. NSW IT Support, is a reputed and well known IT consultant in Australia. For more detail about digital marketing strategy, please visit: http://nswits.com.au/digital-marketing-company-strategy/
Digital marketing is important for any website For an ecommerce website it is much more than just important Preparing a digital marketing plan for your eCommerce business can be a daunting task
With constantly evolving search algorithms and user behaviors, fluctuating search rankings are a common occurrence in the world of SEO.
But what happens when they suddenly drop? Do you know what steps to take to restore your rankings?
Watch this for a practical guide to diagnosing and recovering lost Google rankings. You’ll learn how to navigate this common challenge, along with the best ways to assess the impact of the drop on affected pages. We’ll also show you the ways to identify if rankings have truly dropped or if it’s just an analytics issue.
You’ll takeaway:
- The proper steps to take to evaluate the impact of changing Google rankings.
- How to protect your website and stay ahead of sudden ranking drops.
- How to identify the cause of lowered rankings.
With Ryan Maloney, SEO Success Manager at Conductor, we’ll explore how to take proactive steps to protect your rankings following the latest Google algorithm updates, so you can mitigate drops in the future.
Register now and learn to protect and rescue your rankings from sudden drops.
Smarter Experimentation with Fully Integrated DataOptimizely
When it comes to your experimentation program, you’re only as reliable as the data you use. When customer data is siloed and fragmented, it impacts the user experience and internal operations. You need to ensure your team is leveraging the most comprehensive visitor and event-level data to build better cross-device user experiences and create highly targeted experiments and personalization strategies for audiences.
In this session, you’ll learn:
- How to fuel better user experiences in Optimizely with centralized, comprehensive, and enriched data from Tealium
- How Tealium can stitch together anonymous and known visitor data and then leverage those audiences within Optimizely to generate more consistent cross-device experiences
- How to leverage both online and offline data to deliver a seamless user experience across devices
- How to connect Optimizely and Tealium using both client-side and server-side integrations for increased performance and real-time experiences
We Discuss new channels (Browser Push Notifications), and other Growth Hacks that still work in 2016. Also a Framework to run ongoing experiments to find Growth Hacks is there.
How to Use HomeAdvisor to Connect with ConsumersSurefire Local
HomeAdvisor’s Scott Weigel shows how home improvement professionals can use America’s largest marketplace for home services by taking a deep dive into best practices and pro tips to enhance your profile and increase your exposure to consumers already seeking your services.
If you have any questions or would like to learn more, email marketing@surefiresocial.com
Increase conversion by Andy CrestodinaAnton Shulke
we examine top mistakes made by web-pros when designing client websites, which factors hurt conversion, and what you can do to get better results.
Dive into visitor psychology, ideas that can significantly impact engagement, and watch Andy review sites submitted in real-time, based on his wealth of experience in content and design.
People, process, platform, presented by Adam SingerSocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, Google's Adam Singer shares how to build a smart, flexible analytics organization.
He talks about how getting the right people, implementing the right processes, and using the right technology platform will help you stay current in measuring marketing and sales performance.
Tech-Talk Tuesday: How to Develop and Grow Your Optimization Efforts Into a S...Daniel Caridi
eMarketer moderates a special presentation with Drew Burns, principal product marketing manager at Adobe, who shows you how to unlock countless opportunities to shape and improve the digital experiences that you deliver to your customers.
[Webinar] How To Be A Data-Driven Marketing Powerhouse With Predictive Analyt...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/how-to-be-a-data-driven-marketing-powerhouse-with-predictive-analytics-big-data/
Description:
How is it that b-to-b marketers have more data sources than ever before, but many are still in the dark about how to reach more of the right prospects? Sometimes the sheer volume of data can seem overwhelming, but it doesn’t have to be. In fact, with the right processes, skills and tools, many companies are transforming their approach to demand creation and letting data do the work for them.
Marketers need to make decisions in a data-rich environment, where vast amounts of customer data are flowing not only from the company’s internal systems such as CRM, marketing automation and web analytics, but also from external sources such as social, mobile, and other sources that can be found all over the web. But how do you separate the good data that signify buying signals from the noise found in the rest of the data? And what new skills and processes bring them to life?
In this dynamic session, we’ll hear from thought leaders from LinkedIn, SiriusDecisions and Mintigo on the best strategies for taking a data-driven approach to marketing. They will address key considerations and best practices to answer essential questions around:
-How the explosion of big data and emerging predictive technologies is transforming the marketing discipline
-Examples of marketers at leading companies are effectively utilizing big data & predictive analytics
-Recommendations for preparing your marketing team to become a data-driven organization
The Speakers:
- Russ Glass, Head of Products at LinkedIn
- Megan Heuer, VP & Group Director, Data-Driven Marketing at SiriusDecisions
- John Bara, President & CMO at Mintigo
The term “programmatic” is not new or fresh. You’ve probably heard a lot about it. It’s a channel that is here to stay. However, many advertisers are still struggling to truly understand what it is, why they need it and how to get started. The landscape is a sea of logos and different technologies, all claiming to have the ultimate solution.
In this presentation, Hanapin Marketing’s Bryan Gaynor and MightyHive’s Myles Younger guide you through the Top 5 FAQs When Considering Programmatic. Whether you are an in-house marketer, or part of an agency team, we will guide you through some of the most common questions you should be asking when considering your programmatic stack.
Acquisition, Loyalty and Retention: How a CDP Creates Customers for LifeTealium
As more companies turn to digital-first customer engagement, brand loyalty continues to be tested. Consumers are eager to try new brands which means marketers have a unique opportunity to engage with consumers they might not have in the past. But what is the key to actually capturing and retaining these consumers?
In the second webinar in our Definitive Guide to CDPs series, Director of Product Marketing, Jacob Spencer, shared inspiring CDP use cases to create customers for life. Discover how a CDP can help you take advantage of this digital spike with the ability to:
- Find new customers without relying on third-party cookie tracking
- Uphold and adjust privacy preferences with access to consent data in real time
- Increase return on ad spend and click-through rates like the Utah Jazz!
You can view the on-demand session on our website in our Resource Hub
The hardest part of building a startup
My presentation is about the hardest part of building a startup (growth), and how to achieve it with a small budget and limited resources. I also touch on the best tools to use, how to use them, and how to make sure you're getting the most out of your initial traffic.
We’re talking about data and analytics and The End of Tracking with Ben Weber, Digital Analytics Specialist.
We're talking about
-Cookies
-User privacy
-Data Regulations
-ITP
-Ad blockers
-Firewalls
-Impacts on tracking
Fixing Forecast Accuracy: Joint Webinar with Sales Management AssociationRevegy, Inc.
Forecasting accuracy is a problem for sales organizations. Too often forecasts reflect little more than a sales force’s collective intuition about future results. Not the reliable predictor management needs.
New approaches to forecasting are proving much more valuable. They combine technology, salesperson activities, and a focus on verifiable customer outcomes.
AUBG Lecture - Data & Analytics - Importance of data.pptxYasen4
Lecture at the American University in Bulgaria talking about the concept of the T-shaped marketer and the importance of data in making informed decisions.
In our newest AIS Media Inc. webinar, Search Marketing Success Blueprint, we cover how effective search marketing begins with a close alignment between your business goals and your overall search strategy, ultimately providing patients with the readily available healthcare information they need.
Not only will you dramatically increase website traffic and leads, but enjoy the added benefit of guiding patients to choose your practice through our guide.
Learn new key insights and discover what's worked for clients in your industry. We’ll share tips for using search marketing to immediately begin attracting new patients.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Surviving the Analytics Apocalypse_ The Death of Universal Analytics and the...In Marketing We Trust
Slidedeck from the Digital Analytics Wednesday Presentation held on the 14th of June.
Freddy, our Chief Innovation Officer, is speaking to us on the end of Universal Analytics and "new dawn" that is GA4. It doesn't sound melodramatic at all. ;) It will be cathartic and entertaining I'm sure as the looming deadline approaches.
Learn how In Marketing We Trust uses Botify for Internal Linking on enterprise websites.
See how we:
- Identify quick wins and tidy up work
- Cut down huge websites
- Redirect crawl resources
- Increase traffic 47%
- Added 1.6M non-branded visits per month
- And More
AI-Powered SEO with Botify: Automation in Prevention, Execution, and Implemen...In Marketing We Trust
For our last Data-Driven Digital community webinar, we spoke about AI-powered SEO with Botify and automation in prevention, execution and implementation at scale with Agata Adamczak, SEO Specialist and client partner director at Botify.
Learn how to automate common and complex SEO tasks to free up your time and headspace.
Historically, SEOs have had to operate extensive spreadsheets to build reports and analyse data and conduct manual checks to stay on top of their website’s technical health. With most time spent on reporting and audits that left little time for action and strategy.
You’ll learn:
*How to crawl (including JavaScript) at scale
*How to use Botify to determine what tasks will drive the biggest impact
*How to automate technical recommendations
*How to protect your website and resolve issues before you’re impacted in rankings, useability or performance
*How to automate keyword performance reporting at scale
*And much more
For our TrustED Conf 2021 VR World Tour, we heard from Andrei Inso, a seasoned Operations Executive on a few techniques in overall improving performance plus a workflow to measure your success.
For our TrustED Conf 2021 VR World Tour, we heard from Leann Chan, an experienced Search Engine Optimisation specialist, on COVID-19 consumer trends & post-pandemic SEO. Learn what the SEO 'musts' are to survive and thrive during a pandemic.
For our TrustED Conf 2021 VR World Tour, we heard from EL Phan, a Talent Acquisition Specialist who’s been active in the APAC region for the past 4 years focused on the IT division before switching to digital marketing on how the talent market changed after the pandemic.
For our TrustED Conf 2021 VR World Tour, we heard from Leticia Eroles Palacio, an Account Manager with over 10 years of experience across different countries developing and implementing digital strategies for well-known companies. We got key insights on how to effectively communicate and connect with clients and teammates.
For our TrustED Conf 2021 VR World Tour, we heard from Lisa Ffrench, Paid Media Specialist on The Explosion of Online Shopping During the Pandemic.
Online shopping has taken off over the past 12-18 months. Will this trend continue? Are retailers keeping up with the explosion of growth?
What we’ll cover:
- Shopping during the global pandemic
- Online shopping in 2020/2021
- Online retail results
- Online retail: Australia
- How will this translate to Christmas and beyond?
- Christmas & new consumer behaviours
- How to position your ecomm store for success
At our TrustED Conf 2021 VR World Tour, we heard from Oum Chirdchuen, on the benefits and uses of Google Search Operators, plus some more cool Google features you might not know about.
For our TrustED Conf 2021 VR World Tour, we heard from Martin Sprong, a seasoned digital marketer, specialising in SEO on The Power Of Persuasion.
Find out what the principles of persuasion are and how to apply them to your digital marketing activities. Learn about the power of persuasion.
First-Party World Problems: Future-Proof Your Business with First-Party DataIn Marketing We Trust
Last month for our Data-Driven Digital Community webinar, we talked about First-Party World Problems and how to Future-Proof Your Business with First-Party Data with our Head of Growth, Selina Gough.
Collecting and strategically activating first-party data has never been more important and it’s the businesses who are preparing for the change of cookies in their business decision-making processes that are winning today.
Learn:
- How businesses can formulate strategies to collect relevant data
- How to utilise first-party data to provide value to consumers
- How first-party data improves reporting, marketing budget utilisation and marketing decision making
Google Analytics 4 is not simply the upgrade to Universal Analytics. It is an entirely new version and redesign of the tool. It is the new generation of Google Analytics that will allow you to collect data from both apps and web.
In this webinar with our Head of Digital Analytics, Benoit Weber, you will discover the tool, understand how to use and navigate the new features and interface, and run through the main differences with Universal Analytics.
For our last Data-Driven Digital community webinar, we spoke to Heather Physioc at VMLY&R about building an integrated digital powerhouse and got lessons from merging an organic, paid and content practice.
Search and other digital marketing channels can’t live in a silo - yet nearly every company struggles to break down the walls between disciplines. In order to be its most effective, search and digital teams have to collaborate successfully across paid, organic, content and more.
Get tips for integrating and collaborating from the hard knocks and learnings through merging an organic, paid and performance content team into one unified Discoverability group.
Find out how VMLY&R went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from their mistakes and wins as you apply the principles in your own company.
Crawl before you run... with enterprise SEO
Enterprise websites are often large, sprawling things with dark corners people only find out about years later.
In this webinar with Amanda King, SEO Specialist at Optus, we’ll go through why it’s important you understand all the dark corners of your website (and how it impacts Google and other search engines seeing the important bits of your site).
Plus, if you’re so inclined, we’ll go through some easy ways to find potential rabbit holes, and other analysis and review to take to your teams or agencies.
Last month, for our Data-Driven Digital community webinar, we talked to Jes Scholz about how to Unleash the Power of Google Without Keywords. Many marketers hear the word Google and immediately their minds focus on optimising for Universal Search. The issue is, Google is no longer a list of 10 blue links plus some ads.
The search engine has become a fully-fledged ecosystem, which takes its users on a journey to content they never knew they wanted to search. This is achieved through experiences such as Google News, Google Discover, Google Lens and more. Learn why it’s critical to prominently establish your brand within the full Google ecosystem, where to focus your optimisation efforts for these new contact points and how to measure the impact on visibility, sessions and conversions.
The recent COVID-19 pandemic has pushed the world into uncharted waters, particularly when it comes to predicting how people will behave in this environment, let alone dispatching meaningful and effective actions at scale.
In this talk, James Nicholson, Digital Technology Consultant at Neobadger, will cover how organisations who bridge the gap between their first-party data and their marketing and business operations automation have flourished during these trying times.
70% of campaign performance is driven by creative, yet the majority of markets are still using static banners with no personalisation or data insights.
Come learn how JoyStick has rolled out data-driven campaigns with smart personalized creatives for global brands such as Google, Nike, HBO & Netflix to name only a few.
Internal links are an important way of telling search engines about your site's most important pages, but most of the internal linking structures we see aren't optimised to take advantage of this.
Here, our Head of Data, James Bardsley, dives into some of the techniques, from scraping to machine learning, that we use to identify internal linking problems and find solutions at scale for enterprise businesses including Expedia and Gumtree.
Building a Marketing Data Warehouse in Google BigQuery with SupermetricsIn Marketing We Trust
Learn how to build a marketing data warehouse in Google BigQuery with Supermetrics' Jukka Puputti.
We will cover:
- Changes in marketing data landscape
- Drivers and obstacles to data-driven approach in marketing
- Challenges in taking control of marketing data
- Benefits of building a marketing data warehouse
- Simple steps to get started
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Metaverse Marketing in the Generation of the Internet - Eugene Capon
Google Marketing Platform Tools: Ultimate Guide
1. Digital You Can Trust |
Google Marketing
Platform Tools: Ultimate
Guide
2. Digital You Can Trust |
BEN
BENOIT WEBER
ANALYTICS SPECIALIST
Xin chào, my name is BEN.
❏ Educational background in software/research engineering
❏ Specialised in Google Analytics, GTM
❏ Passionate about data governance and integrity
❏ Based in Da Nang, Viet Nam
Contact
❏ benoit@inmarketingwetrust.com.au
❏ https://www.linkedin.com/in/benoit-weber/
BEN
8. Digital You Can Trust |
FIND THE RIGHT AUDIENCE
DRIVE THE AUDIENCE TO YOUR FRONT DOOR
CONVERT PROSPECTS TO CUSTOMERS
GATHER THE INSIGHT YOU NEED
Surveys
9. Digital You Can Trust |
Test your creative Ask for opinions Test your brand
awareness
12. Digital You Can Trust |
FIND OUT WHY SHOPPERS ABANDONED THEIR
SHOPPING CARTS
1 - Create your audience in Google Analytics
2 - Import your audience lists into Google Ads
3 - Serve your survey to your remarketing audience
14. Digital You Can Trust |
FIND THE RIGHT AUDIENCE
DRIVE THE AUDIENCE TO YOUR FRONT DOOR
CONVERT PROSPECTS TO CUSTOMERS
REACH AUDIENCES ACROSS THE WEB
DV360
18. Digital You Can Trust |
First-Party data
CRM data
Transactional
data
CUSTOMER MATCH & REMARKETING & SIMILAR
AUDIENCES
Similar
audiences
Customer
Match
Display remarketing
20. Digital You Can Trust |
FIND THE RIGHT AUDIENCE
DRIVE THE AUDIENCE TO YOUR FRONT DOOR
CONVERT PROSPECTS TO CUSTOMERS
REACH AUDIENCES IN SEARCH ENGINES
SA360
22. Digital You Can Trust |
SHOW SEARCH ADS ACROSS SEARCH ENGINES
23. Digital You Can Trust |
Campaign
s
Groups/Ads Keywords Bids Budgets
24. Digital You Can Trust |
BEHAVIOURAL CONVERSION PREDICTION
Write pCvR data to output table
Create, train and run
model
BigQuery BigQuery
ML
Data Import
Measurement Protocol
GA BQ Export
Scheduler
RLSA + Display RMKT
Display RMKT
26. Digital You Can Trust |
FIND THE RIGHT AUDIENCE
DRIVE THE AUDIENCE TO YOUR FRONT DOOR
CONVERT PROSPECTS TO CUSTOMERS
GATHER INSIGHTS AND UNDERSTAND YOUR USERS
Analytics
28. Digital You Can Trust |
➔ E-commerce purchases
➔ Newsletter subscriptions
➔ Contact form submissions
DWELL-TIME
➔ Bounces
➔ Idle and active time
➔ Read time
INTERACTIONS
➔ Clicks on CTA
➔ Scroll Depth
➔ Outbound Links
VISIBILITY
➔ Page Views
➔ Content Visibility
➔ Element Visibility: Pop ups
➔ Downloads
➔ Social media interactions
➔ Javascript errors
1
GOALS
➔ Pages per sessions, Session Duration
➔ Phone Calls
WHAT CAN BE MEASURED ON SITE?
29. Digital You Can Trust |
ConversionsAcquisition Behaviour
How did users find me ? What did users do
?
Did users do what I wanted them to ?
THE ABC FRAMEWORK
1
30. Digital You Can Trust |
INTEGRATE YOUR CRM WITH GOOGLE ANALYTICS
32. Digital You Can Trust |
FIND THE RIGHT AUDIENCE
DRIVE THE AUDIENCE TO YOUR FRONT DOOR
CONVERT PROSPECTS TO CUSTOMERS
OPTIMISE THE USER EXPERIENCE
Optimize
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OPTIMISATION FRAMEWORK
Conversion Rate
Optimisation
Reporting
Strategy
Analysis
Implementation
Business Impact
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CONVERSION RATE OPTIMISATION PROCESS
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FIND THE RIGHT AUDIENCE
DRIVE THE AUDIENCE TO YOUR FRONT DOOR
CONVERT PROSPECTS TO CUSTOMERS
COLLECT THE DATA YOU WANT
Tag Manager
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<GTM CONTAINER>
Native Implementation Through a Tag Manager
<HTML CODE>
<ANALYTICS TAG>
<HTML CODE>
<MARKETING TAG>
<HTML CODE>
<GTM CONTAINER>
<HTML CODE>
<ANALYTICS TAG>
<MARKETING TAG>
HOW DO WE IMPLEMENT TAGS?
1
40. Digital You Can Trust |
COLLECT THE DATA YOU WANT
Data
Data
Data
Data
Data
Data
41. Digital You Can Trust |
NATIVELY SUPPORTED & CUSTOM TEMPLATE TAGS
+
https://tagmanager.google.com/galler
y/
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❏ Deployment
❏ Control
❏ Validation & Versioning
❏ Security
❏ Templates
GTM BENEFITS
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PREVENT DATA COLLECTION BASED ON CONSENT
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FIND THE RIGHT AUDIENCE
DRIVE THE AUDIENCE TO YOUR FRONT DOOR
CONVERT PROSPECTS TO CUSTOMERS
COLLECT THE DATA YOU WANT
Data Studio
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NATIVELY SUPPORTED & CUSTOM
VISUALISATIONS
+
https://developers.google.com/datastudio/visualization/
https://datastudiogallery.appspot.com/gallery
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FIND THE RIGHT AUDIENCE
DRIVE THE AUDIENCE TO YOUR FRONT DOOR
CONVERT PROSPECTS TO CUSTOMERS
ALL ALONG THE JOURNEY
51. Digital You Can Trust |
BigQuery
Content
Media
Ecommerce
Finance
WE WORK IN A LARGER ENVIRONMENT THAN JUST GMP
COLLECT
CRM/Sales
Social
Email Marketing
Inventory
TRANSFORM
ANALYSE
VISUALISE
ACTIVATE
Ads Platforms
CRM Platforms
Commerce Platforms
Email Platforms
Social Platforms
DataPrep
Cloud ML
52. Digital You Can Trust |
Data from Display, Video
and Search bought through
DV360 & Search Ads 360
flows into Campaign
Manager & Analytics 360
Data from social, email, affiliates
and other paid media is tracked
in Campaign Manager
Search Ads 360
Tag Manager 360
Optimize 360
Data
Studio
Export data
into easy to
read
visualisations
Test best onsite content to show
particular audience segments
Deploy tags faster for conversion
tracking, site analytics, remarketing,
and more
Display &
Video 360
Campaign
Manager
Analytics 360
Re-target audience segment
with specific messaging
Upload
CRM
Data in
A360
Import
offline
user
actions
Track usage of websites and apps.
Create segments of users and see the complete user
journey from Ad to Sale
FULL REPORTING OF CUSTOMER JOURNEYS
53. DELIVERED
BY EXPERTS
Our global team of expert consultants and
practitioners have been hand-selected from
thousands of applicants.
Digital You Can Trust |
54. We’re a global online marketing
agency managed from one of
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Digital You Can Trust |
GET IN
TOUCH
Editor's Notes
Hi everyone.
Thanks for joining the event today. I am really glad to be the one presenting to you.
We are going to cover a lot of my favorite tools. Google Marketing Platform is composed of 7 tools and the objective is to provide you with an overview of each of the tools and some case studies/architecture/integration that you could do.
Before we jump into GMP tools, let me start with a quick introduction about me.
My name is Ben. I have been living in Vietnam for about 8 years. I am based in Da Nang.
I am an engineer but I reconverted into marketing about 5 year ago.
I now work at In Marketing We Trust as an analyst specialist. I am the head of Analytics and my everyday work mostly involves GTM, Google Analytics and Data Studio.
Since 2017, IMWT is google certified partner (GTM, Optimize, Data Studio, Analytics).
Today, we are going to talk about some of the tools that I love and use the most.
Here, you can see how I got excited while I was attending the annual summit in San Francisco.
Today’s presentation will mainly focus on Google Marketing Platform tools.
This is Google Marketing Platform. It is composed of 7 different tools.
GMP is the entreprise level of Google’s Marketing, Advertising and analytics suite.
So there is a free version of analytics tools and google ads but GMP is the next step up.
Quick poll: Who has used at least one of these tools? 2 of these tools? More than 4 of these tools? All of these tools?
GMP Tools are involved along the user journey. At every stage of the marketing funnel:Awareness, interest, consideration, evaluation, decision, purchase
1. Gather the insights you need about your prospects with Google Surveys
2. Grow your business faster with Google Search
3. Deliver faster, smarter marketing across media with Search and Display & Video 360
4. Measure and collect the right data with Google Tag Manager
5. Monitor and report on your performance with Google Analytics
6. Share insights across your teams with powerful dashboards in Google Data Studio
7. Run A/B testing to optimise user experience towards conversions with Google Optimize
In today’s agenda: I will take you through the 7 Google Marketing Platform tools.
We will have a brief quick overview of each of the tools, what they do and for each of the products, I will provide an example of how the tool could integrate or be used with other GMP tools or Google Cloud Products.
We will start our review with Surveys.
Surveys can be used in the very early stages but also at the end of the marketing funnel.
Like Google says, I quote: “It helps you turn answers into insights.”
Ask the right questions to the right people.
Google Surveys offers the tools to get fast, reliable insights from real people across the web.
It allows you to make more informed business decisions, understand your marketing impact, and keep a pulse on the health of your brand.
With Survey, you can perform 3 different things:
Make better creatives for your campaigns by getting consumer feedback early
Research the opinions of consumers around the world to inform important business decisions
Keep a regular pulse on brand awareness, perception, purchase intent and user trust
Google made it easy for us to create a survey. You write the questions you want to ask, then select who you want to ask (target respondents) based on their age, gender, region then you define and fix the budget and the frequency. You wait for users to answer and then generate statistically significant results in a matter of days.
It is really simple and efficient.
This is how your results will appear in the interface.
Surveys covers more than 50 countries in the world.(55 countries last time I checked) including
In the region:
Australia
Hong Kong
India
Indonesia
Japan
Malaysia
New Zealand
Pakistan
Philippines
Singapore
South Korea
Taiwan
Thailand
Vietnam
The example I wanted to show you. In Surveys 360, you can use a remarketing lists as audience.
1 - Create your audience in Google Analytics
2 - Import your audience lists into Google Ads
3 - Serve your survey to your remarketing audience
why shoppers abandoned their shopping carts? Ask them! Curious about how many customers converted due to your new free shipping offer? Ask them!
Gather insights on actions taken off-site, and offline, weeks after an online action?
Surveys helps you ask opinions, to get the answers to the questions you have about your brand, and it helps you to test creative.
Now, let’s move down the funnel, and introduce Display & Video 360.
Display & Video 360 is part of the advertising arm of Google Marketing Platform along with Search Ads 360.
DV360 is usually involved earlier in the user’s journey than Search Ads 360.
According to Google, internet users spend 4% of their time on the web on search. Display ads help you reach users in the 96% of the time spent on the web outside of search engines.
DV 360, as its name suggests, covers Display and Video, but it is also includes other elements of advertising such as Native advertising, and audio.
All 4 (Display, Video, Native and Audio) are managed within DV360.
You build your campaigns, manage your audiences and creatives, you choose the inventory and then serve your ads across the web.
Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.
For those familiar with DoubleClick, Display & Video 360 is the new kid in town (since 2018).
It brings together features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center in a single product.
Display & Video 360 is organized around five integrated modules that work together to simplify the end-to-end campaign process: Campaigns,
Audiences, Creatives, Inventory and Insights.
You start by specifying your campaign budget, goals, and dates.
Then you define your audience, you could use your own data (like your CRM or audience lists you create via Google Analytics 360), you can also create audience lists within the tool to target people based on survey, behavioral, demographic data provided by Google or other third parties (Bluekai, liveramp, neilsen, eyeota).
In terms of Creative, there’s a number of ways you can run creatives through DV360. You have a greater design freedom (HTML5), larger files, mor supported formats than if you were running an ad through Google Display Network and Google ads.
Then in term of Inventories: There are 2 types of ways you can buy inventory and buy ad space:: open or preferred/private inventory.
First is open inventory (real-time bidding): this is the open auction - the ad space goes to the higher bidder.
Second is private or preferred inventory. These are the premium publishers (all big names tend to be here rather than in the open inventory because they’re worth more. So that is a case where you either have to be invited OR make a deal OR otherwise work directly with the publisher in order to appear on their site.
And then insights then the Insights module is where you go to audit your media spend, measure impact, and access the information you need to optimize your campaigns and media spend.
https://www.blog.google/products/marketingplatform/360/connect-high-quality-publishers-and-broadcasters-display-video-360s-inventory-module/
https://croud.com/blog/programmatic/five-things-croud-loves-about-display-video-360/
As an example for DV360, I wanted to focus on 3 types of audiences we can use.
First, let’s start with the integration with Google Analytics. Later on today, we will cover a bit more into details GA, but basically, in GA, you gather information about users that visited your site. And you can build any audience you want based on demographic and behaviour (basic interaction or conversions).
So you could build an audience list for every user that came to your site and showed some sort of engagement and use this list a a display remarketing list.
Or you could create a list of users that converted on your site (bought a product online, or subscribed to your newsletter or that submitted a form), and then use the similar audience feature in DV360 to target users who are likely to engage, click, or convert with your ads.
Or you even could first-party data, like your CRM or even transactional data. If your dataset is big enough, you could use customer match.
Customer Match lets you serve ads based on data about your customers that you share with Google.
With Customer Match targeting, you can also reach new users by targeting similar audiences to your most valuable customers.
Let’s use the data we have at our disposal to create audiences for users that are likely to engage and converts with our ads.
In DV360, we build our campaigns, manage audiences and creatives to serve your ads across the web: Display, Video, Native and Audio ads.
Search Ads 360 is the other advertising tool of Google Marketing Platform.
Basically, where DV360 is more dedicated to awareness, Search Ads will help you serve ads in search engines and will cover more of the interest and consideration phases of the user’s journey.
Search Ads 360 will help you manage campaigns, audiences and serve ads on different search engines.
As I said a few minutes ago, according to Google, users spent 96% of their time spent outside of search engines, across websites. That’s where we reach them with DV360, now the other 4%, the 4% of the time users spent on Search Engines, we can use Search Ads to reach out to them.
Basically, Search Ads will help you serve the right ad to the right audience at the right time based on a query that a user performed in a search engine.
This works like an auction: everyone can bid and ultimately the ad space goes to the most adequate ads and the highest bidder.
Just to compare with Google Ads,
Google Ads (AdWords) is a similar tool but it does not allow marketing campaigns to be run across multiple engine accounts. It is limited to the Google Search Network and its search partners such as Youtube Search.
Search Ads 360 is a search management platform that helps marketers to manage large search marketing campaigns, across multiple engines and media channels.
You can use Search Ads 360 to create, manage, and report on campaigns for the following engines: Google Ads, Microsoft advertising, Yahoo, Baidu
Create and target campaigns across different tools
Manage your budget with bid strategies
Experiment with ad copy and Test your landing pages
Upload Bulk edits
You will use Search Ads 360 campaigns to traffic ads and keywords to Baidu, Google, Bing or Yahoo.
Without Search Ads 360 (DoubleClick Search), you’d need to manage your ads and keywords on each search engine, and it would be much more difficult to analyze your ad/keyword performance across engines. You also wouldn’t have the automated bidding power of the more sophisticated Search Ads 360 (DoubleClick Search) bid strategies.
With Search Ads 360, you save time, reduce complexity, and have the ability to make better decisions and increase your Return on Investment for search marketing.
The example I wanted to cover today with GA is the “behavioural conversion predictions.
This is something we have implemented for one of client in Australia.
This involves GA, Google Ads (Search Ads) and Display & Video 360.
Integrate CRM with Google Analytics (using lead Id and Client Id from GA)
Use ML to identify customers most likely to convert
Import the estimated metric into GA
Target messaging and experience + adjust audiences and bidding accordingly
Let’s move on to the analytics arm of the Google Marketing Platform. Google Analytics!
Google Analytics helps you to understand how behave users once they are on your site.
It provides insight about how users found you, what they have done on site and if they have done what you wanted them to do (if they have converted).
Quick introduction for those who never worked with Google Analytics. It helps you understand
the performance of your website
the behaviour and demographic of your visitors.
what online behaviour led to purchases.
You can use this data to make informed decisions about how to reach new and existing customers.
Here is an example of what we could measure on a ecommerce site that has a blog.
I classified the different interaction into groups:
First you have visibility: what content your users has seen
Second you have interactions: clicks on CTA, scroll depth, outbound links
Dwell-Time:
Goals and conversions: what you wnat people to do, achieve on your site
You have 3 main sets of reports: Acquisition, Behaviour and Conversions.
A: how did the user find me: what marketing activity drove traffic to my site,
The example that I want to cover with you is how to integrate GA and your CRM to be able to report on lead’s qualification : report on TOFU, MOFU and BOFU.
After Google Analytics, let’s move on to Optimize.
Optimize helps you Run A/B testing to optimise user experience towards conversions. Which is what we call Conversion Rate Optimisation: CRO.
Conversion rate optimization is important because it allows you to lower your acquisition costs by getting more value from users you already acquired. By optimizing your conversion rate, you can increase revenue per visitor, acquire more customers, and grow your business.
To give a bit of a background with Optimise, we need to take one step back.
Here is the optimisation framework. This is presented in the book ‘Google Analytics Breakthrough’ Feras Alhlou, Shiraz Asif, Eric Fettman. I really recommend this book.
The ultimate goal being to have a business impact: Make more money, Reduce Cost, Improve loyalty.
Optimisation requires a proper strategy, precise and complete implementation, clear reporting, and good analysis skills.
The idea is to make decisions and recommendations based on data, not feelings.
The optimisation framework stresses the importance of data confidence and governance
it is the fundamental of the framework
without accurate data you cannot do proper optimisation.
You are only as good as your data.
Strategy: Develop roadmap and KPIs - Measurement Plan, Discovery and Audit
Implementation: Measure what matters. Implement through GTM the tools that will enable you to get the information you need: Analytics, testing and qualitative tools (crazy eggs, hotjar)
Reporting: create dashboards in datastudio, custom reports/dashboard in GA, use the advanced analysis tool in GA360
Analysis: Derive actionable insights What is and what is not working
Optimisation: Testing and personalisation based on qualitative and quantitative inputs (user recording, heatmaps, surveys, CRM data, personas)
We need to make decisions based
Business Impact: Increase revenue, reduce cost, improve loyalty
Goals, ecommerce, segmentation, traffic sources
Strategy
If we zoom in into the conversion rate optimisation process itself, it is composed of 6 steps.
Set up goals: what is it that we want to improve, define the metrics and assign a value to it
Micro: Small actions that will have an indirect impact on the bottom line. ( Download a brochure , Submit a contact form, Subscribe to a newsletter)
Macro: Actions that will impact directly your bottom line (Add to cart, Checkout, Select Packages, Add-ons selection)
Research and Analyse phase: use qualitative and quantitative data to understand how you could increase the conversion rate and performance (how you could get a clearer and more relevant VP, how you could reduce distractions & anxiety, how you use urgency factor… anything to increase your performance.
Google Analytics is only one of the multiple data points that you should be using.
You should ask directly your users through polls or surveys
Review the usability of your site: functional, reliable, usable, enjoyable by
Perform heuristic assessment of your design by an UX specialist
Run user testings
Run some interviews (sales and support team) and do some call log analysis
Review behaviour: Heat maps, Click maps, Move maps
Any data point that will help you understand
Who your users/customer are (socio-demographics)
The issues they are trying to solve
What features they benefit the most
Their customer journey
Emit hypothesis:
You state the problem you want to solve
The hypothesis that will solve this problem
ex
Problem: Less than one percent of visitors sign up for our newsletter.
Hypothesis: “Visitors don’t see the value in signing up for our newsletter. Adding three bullet points about the benefits will increase signup rates.
Then you design you test
And finally you use optimise to run A/B Testing.
Optimise is just the tool and is only 1 of the steps of the CRO.
The biggest asset of your optimisation program is People not the tool.
Now, what is A/B testing.
To resolve the problem we found, we emited an hypothesis on how we could fix or improve the experience.
In order to validate if our hypothesis was right, we split the traffic into 2 buckets of people.
Half the people will see the orginal, half will see a variation of the page.
Once we reached statistical significance (>95%) and that the test is valid, we can compare the performance of A versus B.
The winner variation will be implemented and your conversion rate and performance will be improved.
Optimise is quite limited in term of reporting. It provides with some sort of report, but we usually, at IMWT, on the top of the built-in reports, create our own dashboard in DataStudio. It not only enables us to report on the metrics we want (without restrain) but also provides our client an access to a live dashboard for them to monitor their experiment.
First, you need to integrate Optimize with Analytics (native integration).
We generally install Optimize via Google Tag Manager.
We also add specific event tracking in Google Tag Manager in case our experiment required additional insight.
And then you create a dashboard in DataStudio that reports on the original (control) versus the variation.
Now let’s move to the 6th tool: Google Tag Manager. (my favorite)
Google Tag Manager aims to simplify the deployment and maintenance of tags.
Native Implementation
Tags are hard coded into the HTML code.
Every modification and addition is done in the original code.
Through a tag manager
A snippet of JavaScript code is included in each page.
Every tag is implemented in a container.
The tag management is done within the GTM interface.
Google Tag Manager will enable you to collect, process the information you want and then send it to the tools you use.
You could send information to Google Analytics (obviously), but you could also use GTM to implement Floodlight tags ( to track interactiokns for Search Ads and DV360), you could implement facebook tags (to report on pageviews and specific interactions for your campaigns), you can also deploy other analytics tools such as hotjar, optimise, or crazyegg.
There are a lot of built-in tags and since year, you can even implement your own custom templates or use some provided by the community
Here are some benefits of Google Tag Manager.
No need to make source code changes
Track all tags in a single place to avoid duplication and mistakes
Built-in debugging, testing and preview tools
Version control to keep track of changes
Multiple levels of permissions to view, edit and publish tags
A lot of built-in tags are available (automatic update) and there is now custom templates (we can create your own tags or use some providing by the community)
The last tool of them all is DataStudio. This is the google visualisation tool.
There are 6 steps in analytics effectiveness: the collection, the aggregation, the segmention, the integration, the visualisation and the interpretation of the data.
The visualisation is essential to effective communication.
The power of visualisation are often underestimated. The right visualisation will help you interpret the causality behind the data.
Google Studio enables you to tell a story using your data.
Visualize your data through highly configurable charts and tables.
Easily connect to a variety of data sources.
Share your insights with your team or with the world.
Collaborate on reports with your team.
Speed up your report creation process with built-in sample reports.
Here is this slide, you can see few examples.
The first dashboard is using Google Analytics as a datasource and can be used to monitor monthly performance in term of traffic, conversions.
The second dashboard is reporting on email campaign performance: open rate, click rates using google sheet as a datasource.
The third one is used to estimate the impact of ITP on your analytics.
This one is Games Done Quick, a charity event where speed runners play video games as fast as possible to raise money. They host 2 events a year and raise millions of dollars for charities such as Médecins Sans Frontières and the Prevent Cancer Foundation.
The last one is a dashboard reporting on the usage a chatbot and its impact on performance.
There is a lot of built-in visualisations + custom visualisations provided by the community or even implement own visualisation.
There exist loads of data sources. And Since you can use excel or even Big Query as a datasource, there is alsmost no limits in what kind of data you can use.
GMP Tools are involved along the user journeys.
1. Gather the insights you need about your prospects with Google Surveys
2. Grow your business faster with Google Search
3. Deliver faster, smarter marketing across media with Search and Display & Video 360
4. Measure and collect the right data with Google Tag Manager
5. Monitor and report on your performance with Google Analytics
6. Share insights across your teams with powerful dashboards in Google Data Studio
7. Run A/B testing to optimise user experience towards conversions with Google Optimize
2 sessions dedicated to cross product work: 1 dedicated to GMP, 1 dedicated to Ads and few workshops (I assited on 1 creative workshop Marketing Intelligence)
Growth: high-value user acquisition
Personalisation: customized offers
Measurement: offline-to-online measurement and attribution
Nurturing and retention: predicetd churn
Marketing efficiency: inventory aware marketing, media mix modeling