The document discusses how Simply Business uses data and measurement to improve their B2B marketing. It describes how they segment their 170,000 customers into 20 groups to target key segments. Measurement of online advertising is discussed, noting issues with optimizing for low cost per quote over revenue. Social media is used to build audience and engage customers, with metrics like reach and shares. User testing helps prioritize actions to solve customer problems. The key points are that data provides insights about customers, measurement allows for competitive advantages, social media requires defined goals and rigorous metrics, and testing new ideas is important for actionable measurements.
This document discusses various properties of water including capillary action, adhesion, cohesion, density changes with temperature, and differences between salt and fresh water. Capillary action causes water to move up plants through hydrogen bonds sticking to surfaces and each other. Hot water is less dense and moves faster than cool water which is more dense and moves slower. Salt water is more dense than fresh water due to higher salt content.
For d 10 ( bedok reservoir ) project infos 14 oct 11 copyOwlfly Sin
The Bedok Reservoir Project consists of developing 577 units, including 553 apartments and 24 strata-titled semi-detached homes, on a 491,080 square foot site located near Bedok Reservoir Road. The development will include a mix of 1 to 5 bedroom units ranging in size from 517 to 2,698 square feet. Residents will benefit from proximity to the future Bedok Town MRT station as well as amenities like Bedok Reservoir Park.
The document contains metadata about a PDF document including information about its creator, title, author, date of creation, number of pages, and bookmarks/sections within the document. There are over 100 bookmarks listed in a hierarchical structure with titles for sections and subsections of the PDF related to cranial CT, MRI, angiography, and the neck presented in axial, sagittal, and coronal views.
Groupon is a collective buying website that offers daily deals on local goods and services. It negotiates discounts with merchants and markets deals to subscribers. When enough people sign up, the deal is activated and subscribers get discounts of 50% or more. Groupon leverages social media like Facebook and Twitter to spread deals virally. It has over 4 million subscribers and has sold over 4.6 million groupons. Future plans include expanding mobile apps and potentially offering deals on luxury goods.
This document discusses various properties of water including capillary action, adhesion, cohesion, density changes with temperature, and differences between salt and fresh water. Capillary action causes water to move up plants through hydrogen bonds sticking to surfaces and each other. Hot water is less dense and moves faster than cool water which is more dense and moves slower. Salt water is more dense than fresh water due to higher salt content.
For d 10 ( bedok reservoir ) project infos 14 oct 11 copyOwlfly Sin
The Bedok Reservoir Project consists of developing 577 units, including 553 apartments and 24 strata-titled semi-detached homes, on a 491,080 square foot site located near Bedok Reservoir Road. The development will include a mix of 1 to 5 bedroom units ranging in size from 517 to 2,698 square feet. Residents will benefit from proximity to the future Bedok Town MRT station as well as amenities like Bedok Reservoir Park.
The document contains metadata about a PDF document including information about its creator, title, author, date of creation, number of pages, and bookmarks/sections within the document. There are over 100 bookmarks listed in a hierarchical structure with titles for sections and subsections of the PDF related to cranial CT, MRI, angiography, and the neck presented in axial, sagittal, and coronal views.
Groupon is a collective buying website that offers daily deals on local goods and services. It negotiates discounts with merchants and markets deals to subscribers. When enough people sign up, the deal is activated and subscribers get discounts of 50% or more. Groupon leverages social media like Facebook and Twitter to spread deals virally. It has over 4 million subscribers and has sold over 4.6 million groupons. Future plans include expanding mobile apps and potentially offering deals on luxury goods.
This document describes Neerbhumi, an Indian agri-tech startup that aims to help farmers identify crop diseases and find cures. It does this through a mobile app backed by artificial intelligence and machine learning. The app allows farmers to identify diseases with a single click photo and then provides recommendations on effective agricultural inputs to treat the issue. Neerbhumi seeks to address common problems faced by farmers like a lack of information, one-size-fits-all solutions, and manual decision making. It expects to benefit farmers through more convenient and data-driven choices that save time and yield opportunities. The startup has raised funds and provided financial projections showing high revenue growth and returns over the next decade as internet access expands to
The document summarizes the results of an advertising campaign for the website "3dmansion.it". Key results included:
- 716 total clicks from 642,080 impressions, with an average CPC of €0.25 and total cost of €181.12
- Traffic to the website increased by 37% in daily visitors, 24% in time spent on site, and 53% in unique daily visitors. Magazine downloads increased by 98%.
- 11.4% increase in new registered users, achieving the goal of 10% more users. Cost per new user was €7.50.
The campaign achieved its goals of increased traffic, downloads, and registered users. The summary provides statistics
The Impact of Online Advertising for RetailersNewsworks
The document discusses online advertising for retailers based on an analysis of econometric studies. It finds that online advertising currently receives a low share of media spending compared to other channels like TV and print. It also finds that online advertising provides a higher return on investment than TV, and is the most efficient medium for online retailers. Increasing online advertising spend can improve the performance and return on investment of not just online advertising but other media channels as well. The analysis recommends that retailers increase their online advertising spend to maximize overall marketing efficiency and return on investment.
Carter's is considering three strategies to diversify its portfolio and increase customer engagement. Strategy 1 involves launching a maternity clothing line called "Mommy To Be." Strategy 2 expands Carter's side-by-side retail stores. Strategy 3 develops a Carter's smartphone app. Financial projections show all three strategies achieving sales growth and increased market share. The document discusses the objectives, implementation, marketing and financial expectations of each strategy over three years.
This document provides an overview and analysis of Vera Bradley, Inc. strategies to increase market share and profitability. It discusses three strategic initiatives - increasing market share through a new product line, closing the bottom 10% of underperforming stores, and halting new store openings to focus on renovating existing stores. Financial projections show the incremental positive impact of each strategy on net income. Combining all three strategies results in the highest net income. The presentation evaluates the strategies and their expected financial outcomes.
Internet Marketing for Home PerformanceEnergy Circle
This document summarizes an Internet marketing presentation given to energy efficiency contractors. It discusses how marketing is shifting from traditional interruption methods to inbound strategies focused on search engine optimization, social media, and content marketing. Specific tactics covered include optimizing the primary website, Google Places listings, social media presence, and creating helpful content targeted at common search queries related to energy efficiency and home performance.
In December 2011, Channel Marketing Group solicited distributors in the construction
and industrial trades to ascertain which marketing tools they utilize and how effective
these tools are for them. Almost 200 companies responded. This report details the
findings.
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...Hanapin Marketing
This session will cover three aspects of YouTube ads:
1. Creative - Attendees will garner a full understanding of true view model on YouTube. Best practices in video development and building specifically for the platform and placement. Lastly making the most of the most valuable impression on the web, zero to thirty seconds on YouTube.
2. Targeting - Learn advanced tactical targeting strategies. New AdWords UI functionality. Combining search & video as well as what to expect in 2018 from YouTube and AdWords.
3. Strategy - The truth about YouTube and when an advertiser is ready. How to compare YouTube and Facebook video from a user experience and advertising strategy perspectives.
The document outlines the agenda for the PPA Southern Regional Meeting being held at Hobbledown on November 13th, 2012. The agenda includes presentations on the UK Indoor Play Market Report results, small group discussions on practical operating ideas and risk management, networking with suppliers, and seminars on running sports classes and improving food and drink sales. A tour of the host center will conclude the event.
Presentation from CIMCIG Digital Marketing Workshop in March 2011. This presentation focuses on measuring what matters for your website.....outcomes or leads and understanding conversion rates.
This document discusses supply chain insights and market mix management. It provides definitions of market mix and promotion management. It also includes polling questions about companies' use of technology for market mix determination and the goals and effectiveness of trade promotion projects. Charts show data on how well companies met goals of recent projects, replacement timelines, and compliance levels for various trade promotion tactics at retail. The document advocates for market mix determination to address changes in retailer programs, digital opportunities, and compliance evaluation gaps.
Google Academy 2009 Adwords Master ClassOnlyWords.ro
This document discusses how to maximize return on investment from Google AdWords. It covers optimizing campaigns for different goals like sales, leads, or branding. Key recommendations include structuring accounts to mirror the business's site structure, using specific ad texts and keywords, optimizing landing pages, bidding on the content network, and measuring results through reporting. Continuous testing and refinement of campaigns is important to improve return on investment over time.
The power of coalition loyalty marketingNORD DDB RIGA
The document discusses coalition loyalty marketing programs. It provides an overview of the loyalty marketing landscape in the Baltics, the benefits of coalition programs from both partner and member perspectives, and criteria for success. It then details BalticMiles, a pan-Baltic coalition loyalty program, including its vision/mission, partners in various industries, targets from customer, internal, and resource perspectives, and examples of projects to achieve its goals.
This document discusses how digital technology is changing the marketing landscape. It analyzes how the marketplace and audiences are evolving online, and how customers and required marketing responses are changing. It provides solutions for marketers, including establishing rules and using tools to integrate marketing across channels. The key points are that digital is impacting all businesses; audiences are highly connected online and changing how they use media; customers are more empowered and collaborative; and marketing must listen, converse, connect, customize and integrate across channels both online and offline.
The document is Celtra Creative's quarterly report on display ad engagement for Q2 2019. Some key findings include:
- Interstitial ad formats had the highest median engagement rate of 1.74% due to larger screen coverage.
- The beauty & personal care industry surpassed automotive as the top performer with a median rate of 2.04%.
- LATAM continued to see higher engagement than other regions, with a median rate of 2.24%.
- Ads performed best in the afternoon, with a spike at lunch hours. Weekend engagement also outperformed weekdays.
- In-app ads saw stronger performance than mobile web with median rates of 1.19% and 0.74
NCADA Conference - Digital Consulting: A Value-Added Option for Any DealershipDave Spannhake
Dave Spannhake and Wilson Anthony share insights into best practices for automotive digital marketing for today's modern car dealership. Dave shares insights from his days managing a team of 25 people at a 33 car dealership group along with his past several years running Reunion Marketing as Wilson discusses lessons learned as he consults several dealerships with his growing consulting firm.
The document discusses analyzing retail opportunities through studying retail spending patterns. It outlines how retail analysis uses statistics, surveys, models of retail gravitation, and comparative spending analysis to identify opportunities. Specifically, it shows how Reilly's Law of retail gravitation can be used to determine what percentage of retail spending from a population occurs in different retail centers based on their size. It then provides an example comparing normalized per capita retail spending across categories between Yorkton and North Battleford to identify opportunities.
This document discusses the key principles of the 80/20 rule as outlined in Richard Koch's book "The 80/20 Principle". It provides examples of how the 80/20 rule can be applied, including case studies of an electronics company's product and customer sales data. The implications of the 80/20 rule are that focusing efforts on the most productive 20% of activities can lead to 80% of returns.
This document introduces KDD Analytics, a company that specializes in database marketing analytics for B2B clients. They have experience in market sizing, segmentation, predictive modeling, and data integration/visualization. Their services help clients make more informed decisions through data analytics. They have deep experience in industries like telecom, IT, and energy.
This document describes Neerbhumi, an Indian agri-tech startup that aims to help farmers identify crop diseases and find cures. It does this through a mobile app backed by artificial intelligence and machine learning. The app allows farmers to identify diseases with a single click photo and then provides recommendations on effective agricultural inputs to treat the issue. Neerbhumi seeks to address common problems faced by farmers like a lack of information, one-size-fits-all solutions, and manual decision making. It expects to benefit farmers through more convenient and data-driven choices that save time and yield opportunities. The startup has raised funds and provided financial projections showing high revenue growth and returns over the next decade as internet access expands to
The document summarizes the results of an advertising campaign for the website "3dmansion.it". Key results included:
- 716 total clicks from 642,080 impressions, with an average CPC of €0.25 and total cost of €181.12
- Traffic to the website increased by 37% in daily visitors, 24% in time spent on site, and 53% in unique daily visitors. Magazine downloads increased by 98%.
- 11.4% increase in new registered users, achieving the goal of 10% more users. Cost per new user was €7.50.
The campaign achieved its goals of increased traffic, downloads, and registered users. The summary provides statistics
The Impact of Online Advertising for RetailersNewsworks
The document discusses online advertising for retailers based on an analysis of econometric studies. It finds that online advertising currently receives a low share of media spending compared to other channels like TV and print. It also finds that online advertising provides a higher return on investment than TV, and is the most efficient medium for online retailers. Increasing online advertising spend can improve the performance and return on investment of not just online advertising but other media channels as well. The analysis recommends that retailers increase their online advertising spend to maximize overall marketing efficiency and return on investment.
Carter's is considering three strategies to diversify its portfolio and increase customer engagement. Strategy 1 involves launching a maternity clothing line called "Mommy To Be." Strategy 2 expands Carter's side-by-side retail stores. Strategy 3 develops a Carter's smartphone app. Financial projections show all three strategies achieving sales growth and increased market share. The document discusses the objectives, implementation, marketing and financial expectations of each strategy over three years.
This document provides an overview and analysis of Vera Bradley, Inc. strategies to increase market share and profitability. It discusses three strategic initiatives - increasing market share through a new product line, closing the bottom 10% of underperforming stores, and halting new store openings to focus on renovating existing stores. Financial projections show the incremental positive impact of each strategy on net income. Combining all three strategies results in the highest net income. The presentation evaluates the strategies and their expected financial outcomes.
Internet Marketing for Home PerformanceEnergy Circle
This document summarizes an Internet marketing presentation given to energy efficiency contractors. It discusses how marketing is shifting from traditional interruption methods to inbound strategies focused on search engine optimization, social media, and content marketing. Specific tactics covered include optimizing the primary website, Google Places listings, social media presence, and creating helpful content targeted at common search queries related to energy efficiency and home performance.
In December 2011, Channel Marketing Group solicited distributors in the construction
and industrial trades to ascertain which marketing tools they utilize and how effective
these tools are for them. Almost 200 companies responded. This report details the
findings.
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...Hanapin Marketing
This session will cover three aspects of YouTube ads:
1. Creative - Attendees will garner a full understanding of true view model on YouTube. Best practices in video development and building specifically for the platform and placement. Lastly making the most of the most valuable impression on the web, zero to thirty seconds on YouTube.
2. Targeting - Learn advanced tactical targeting strategies. New AdWords UI functionality. Combining search & video as well as what to expect in 2018 from YouTube and AdWords.
3. Strategy - The truth about YouTube and when an advertiser is ready. How to compare YouTube and Facebook video from a user experience and advertising strategy perspectives.
The document outlines the agenda for the PPA Southern Regional Meeting being held at Hobbledown on November 13th, 2012. The agenda includes presentations on the UK Indoor Play Market Report results, small group discussions on practical operating ideas and risk management, networking with suppliers, and seminars on running sports classes and improving food and drink sales. A tour of the host center will conclude the event.
Presentation from CIMCIG Digital Marketing Workshop in March 2011. This presentation focuses on measuring what matters for your website.....outcomes or leads and understanding conversion rates.
This document discusses supply chain insights and market mix management. It provides definitions of market mix and promotion management. It also includes polling questions about companies' use of technology for market mix determination and the goals and effectiveness of trade promotion projects. Charts show data on how well companies met goals of recent projects, replacement timelines, and compliance levels for various trade promotion tactics at retail. The document advocates for market mix determination to address changes in retailer programs, digital opportunities, and compliance evaluation gaps.
Google Academy 2009 Adwords Master ClassOnlyWords.ro
This document discusses how to maximize return on investment from Google AdWords. It covers optimizing campaigns for different goals like sales, leads, or branding. Key recommendations include structuring accounts to mirror the business's site structure, using specific ad texts and keywords, optimizing landing pages, bidding on the content network, and measuring results through reporting. Continuous testing and refinement of campaigns is important to improve return on investment over time.
The power of coalition loyalty marketingNORD DDB RIGA
The document discusses coalition loyalty marketing programs. It provides an overview of the loyalty marketing landscape in the Baltics, the benefits of coalition programs from both partner and member perspectives, and criteria for success. It then details BalticMiles, a pan-Baltic coalition loyalty program, including its vision/mission, partners in various industries, targets from customer, internal, and resource perspectives, and examples of projects to achieve its goals.
This document discusses how digital technology is changing the marketing landscape. It analyzes how the marketplace and audiences are evolving online, and how customers and required marketing responses are changing. It provides solutions for marketers, including establishing rules and using tools to integrate marketing across channels. The key points are that digital is impacting all businesses; audiences are highly connected online and changing how they use media; customers are more empowered and collaborative; and marketing must listen, converse, connect, customize and integrate across channels both online and offline.
The document is Celtra Creative's quarterly report on display ad engagement for Q2 2019. Some key findings include:
- Interstitial ad formats had the highest median engagement rate of 1.74% due to larger screen coverage.
- The beauty & personal care industry surpassed automotive as the top performer with a median rate of 2.04%.
- LATAM continued to see higher engagement than other regions, with a median rate of 2.24%.
- Ads performed best in the afternoon, with a spike at lunch hours. Weekend engagement also outperformed weekdays.
- In-app ads saw stronger performance than mobile web with median rates of 1.19% and 0.74
NCADA Conference - Digital Consulting: A Value-Added Option for Any DealershipDave Spannhake
Dave Spannhake and Wilson Anthony share insights into best practices for automotive digital marketing for today's modern car dealership. Dave shares insights from his days managing a team of 25 people at a 33 car dealership group along with his past several years running Reunion Marketing as Wilson discusses lessons learned as he consults several dealerships with his growing consulting firm.
The document discusses analyzing retail opportunities through studying retail spending patterns. It outlines how retail analysis uses statistics, surveys, models of retail gravitation, and comparative spending analysis to identify opportunities. Specifically, it shows how Reilly's Law of retail gravitation can be used to determine what percentage of retail spending from a population occurs in different retail centers based on their size. It then provides an example comparing normalized per capita retail spending across categories between Yorkton and North Battleford to identify opportunities.
This document discusses the key principles of the 80/20 rule as outlined in Richard Koch's book "The 80/20 Principle". It provides examples of how the 80/20 rule can be applied, including case studies of an electronics company's product and customer sales data. The implications of the 80/20 rule are that focusing efforts on the most productive 20% of activities can lead to 80% of returns.
This document introduces KDD Analytics, a company that specializes in database marketing analytics for B2B clients. They have experience in market sizing, segmentation, predictive modeling, and data integration/visualization. Their services help clients make more informed decisions through data analytics. They have deep experience in industries like telecom, IT, and energy.
Similar to IDM B2B Conference: Marketing metrics (20)
1. The 8th IDM B2B Marketing
Conference:
Understanding and Engaging
Customer 2.0
Marketing metrics:
How measurement can increase
accountability and acquisition
Alastair Douglas
Head of Marketing & Analysis
2. Simply Business is the UK’s largest online business insurance broker
Over 170,000 businesses are currently insured with us
5. Segmentation as a customer understanding & targeting tool
c. 1,000 20 customer
classifications of segments
business
Key target
170,000 customers segments
6. Use data to begin understanding: then layer in qualitative feedback
7. Net promoter score verbatims
I have never had any problems and (the process) has always
been straight forward and no hassle
I have regularly recommended you. I purchased it on the
internet. I found that the prices were very competitive.The cover
was about the same throughout
I got no feedback from you.You didn't provide any special offers.
You took the money for the year and then you just stayed quiet.
I didn't even realise my policy had lapsed
8. Paid search: The data and measurement arms race
Revenue
Sales
Actions
Engaged visitors
Visits
Clicks
Impressions
9. Why optimising for cost/quote and not revenue can be problematic
Ad Group CTR Click to quote Quote to sale Cost/quote ROI
Brand 21% 13% 61% £3.54 £12.06
Cleaners 18% 37% 16% £6.85 £0.65
Health & Beauty 8% 31% 7% £10.40 £0.17
Education 3% 25% 11% £11.12 £0.19
Entertainment 9% 21% 14% £11.52 £0.26
Professionals 7% 32% 18% £17.77 £0.73
Recruitment 1% 25% 0% £21.45 £0.00
Tradesmen 7% 30% 24% £22.13 £0.78
Public liability 11% 35% 20% £24.22 £0.56
Generic insurance 6% 26% 19% £25.20 £0.78
Construction 6% 24% 15% £28.32 £0.90
Contractors 6% 35% 38% £29.11 £0.98
Advertising/Design 2% 18% 33% £29.76 £0.68
10. Why optimising for cost/quote and not revenue can be problematic
Ad Group CTR Click to quote Quote to sale Cost/quote ROI
Brand 21% 13% 61% £3.54 £12.06
Cleaners 18% 37% 16% £6.85 £0.65
Health & Beauty 8% 31% 7% £10.40 £0.17
Education 3% 25% 11% £11.12 £0.19
Entertainment 9% 21% 14% £11.52 £0.26
Professionals 7% 32% 18% £17.77 £0.73
Recruitment 1% 25% 0% £21.45 £0.00
Tradesmen 7% 30% 24% £22.13 £0.78
Public liability 11% 35% 20% £24.22 £0.56
Generic insurance 6% 26% 19% £25.20 £0.78
Construction 6% 24% 15% £28.32 £0.90
Contractors 6% 35% 38% £29.11 £0.98
Advertising/Design 2% 18% 33% £29.76 £0.68
11. Why optimising for cost/quote and not revenue can be problematic
Ad Group CTR Click to quote Quote to sale Cost/quote ROI
Brand 21% 13% 61% £3.54 £12.06
Cleaners 18% 37% 16% £6.85 £0.65
Health & Beauty 8% 31% 7% £10.40 £0.17
Education 3% 25% 11% £11.12 £0.19
Entertainment 9% 21% 14% £11.52 £0.26
Professionals 7% 32% 18% £17.77 £0.73
Recruitment 1% 25% 0% £21.45 £0.00
Tradesmen 7% 30% 24% £22.13 £0.78
Public liability 11% 35% 20% £24.22 £0.56
Generic insurance 6% 26% 19% £25.20 £0.78
Construction 6% 24% 15% £28.32 £0.90
Contractors 6% 35% 38% £29.11 £0.98
Advertising/Design 2% 18% 33% £29.76 £0.68
12. Measure to a higher level of granularity than your competitors
One bad creative or keyword can ruin the whole
ad group or campaign
CTR 14.4%
CTR 5.3%
CTR 9.8%
13. Measure to a higher level of granularity than your competitors
One bad creative or keyword can ruin the whole
ad group or campaign
CTR 14.4%
CTR 5.3%
CTR 9.8%
14. Social media: Start by building an audience
• Content of interest to start-ups
and small businesses who use
Twitter
• Don’t try to sell too much
• Try different things
• Monitor what works and what
doesn’t work using free tools
such as Klout, Topsy and
Tweetdeck
• Metrics: True reach, number of
total shares, amount of inbound
traffic
15. Incorporate engagement on Twitter into your customer services team
• Tools like Radian 6 can make this process more efficient and thorough
• This is a core function and should be kept in house
16. Be open and engage with customer feedback authentically
• Amplify customer testimonials
17. Customer service - more transparent and more efficient
• Engage with feedback - good or bad
18. Social media key points
• Be very specific about what you want to achieve - we have had success with
engagement and customer service but not with acquisition
• It is a very powerful tool for advocacy
• Set metrics - but understand that social measures of influence are just that.
• Use channels such as Get Satisfaction and Twitter to reduce your cost of
customer service and understand your customers better
25. Summary
• Your database is full of insight about your customers and can be used to help you
understand them better
• You can use data and measurement to gain a competitive advantage
• Choose your measures carefully in social media - but be rigorous
• Make sure you have a creative and testing platform: if you can’t test new ideas then the
measurements will not be actionable
26. Questions?
• Simply Business on Twitter: @simplybusiness
• Get involved in the Simply Business community: www.simplybusiness.co.uk/social
• I am @alastairdouglas on Twitter