Jono Alderson - Digital Marketing by Numbers at tmwi's April 2016 Digital Marketing Event at the NEC Birmingham

1. @jonoaldersonDigital Marketing By Numbers
Digital Marketing
By Numbers

2. @jonoaldersonDigital Marketing By Numbers
Jono Alderson
Global Head of Digital @ Linkdex
@jonoalderson
Technical SEO + analytics geek + agency guy
Closet web developer & WordPress fanatic

3. @jonoaldersonDigital Marketing By Numbers

4. @jonoaldersonDigital Marketing By Numbers
It’s frameworks, not data,
which drive success

5. @jonoaldersonDigital Marketing By Numbers
Nobody’s succeeding.

6. @jonoaldersonDigital Marketing By Numbers
HIPPO culture
This guy is not an
expert at choosing
KPIs.

7. @jonoaldersonDigital Marketing By Numbers
A lack of direction
The discovery of
magical,
‘’interesting’
insight

8. @jonoaldersonDigital Marketing By Numbers
Analysis Paralysis

9. @jonoaldersonDigital Marketing By Numbers
? ?
? ?

10. @jonoaldersonDigital Marketing By Numbers

11. @jonoaldersonDigital Marketing By Numbers
The box
of lies
The Great Crime of the Analytics Industry

12. @jonoaldersonDigital Marketing By Numbers

13. @jonoaldersonDigital Marketing By Numbers

14. @jonoaldersonDigital Marketing By Numbers
Difficulty articulating success
You can’t say
“Hold on, what are
our objectives
again?”

15. @jonoaldersonDigital Marketing By Numbers
Obsessive comparison to the past
“How well did we
do last time” is
lazy.
“How well do we
want to do this
time?” is better.

16. @jonoaldersonDigital Marketing By Numbers
Only looking at the clickstream

17. @jonoaldersonDigital Marketing By Numbers

18. @jonoaldersonDigital Marketing By Numbers

19. @jonoaldersonDigital Marketing By Numbers
Using a framework data to
fuel your decision-making
Overcome these hurdles with a simple process

20. @jonoaldersonDigital Marketing By Numbers
You have bespoke data and
bespoke needs
Design something from scratch

21. @jonoaldersonDigital Marketing By Numbers
The HEART Framework
For user-centric focus

22. @jonoaldersonDigital Marketing By Numbers

23. @jonoaldersonDigital Marketing By Numbers

24. @jonoaldersonDigital Marketing By Numbers
Evolving This
For larger or established organisations &
products

25. @jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword

26. @jonoaldersonDigital Marketing By Numbers
Visualise performance with bullet charts

27. @jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword

28. @jonoaldersonDigital Marketing By Numbers
You’ll need 5 things...

29. @jonoaldersonDigital Marketing By Numbers

30. @jonoaldersonDigital Marketing By Numbers
Get your key stakeholders in
a room
Go all the way to the top.
You only get once chance...

31. @jonoaldersonDigital Marketing By Numbers
Remove the elephant from the room
Hansel & Gretel

32. @jonoaldersonDigital Marketing By Numbers
Get to the top-level objectives
There are no
wrong answers

33. @jonoaldersonDigital Marketing By Numbers
The rules
Objectives must increase revenue,
decrease cost or improve brand.
Anything else is probably a goal or a KPI.

34. @jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# qualified sales (per month) where the sale had digital attribution Department, channel, product
£ qualified sales revenue (per month), where the sale had digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (roling)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword

35. @jonoaldersonDigital Marketing By Numbers
Make your KPIs ultra-specific and
document the details
# conversions
# qualified macroconversions
# macroconversions (valuable contact form submissions, valuable phone
calls, and offline conversions which cite ‘web’ as source)

36. @jonoaldersonDigital Marketing By Numbers
Encourage gamification
and self-validation for
experiential KPIs.
“I found this helpful”, “I completed a task!“ or “this
was useful” prompts to differentiate between
lost/looking

37. @jonoaldersonDigital Marketing By Numbers
Build analysis criteria and
KPIs into product, service
and campaign specs
“How do we know if this is working?”

38. @jonoaldersonDigital Marketing By Numbers
Setting Targets
1. Calculate average monthly/seasonal variation
2. Normalise any spikes due to known abnormalities and common sense
(‘sensible’ is better than ‘perfect’)
3. Trend this forwards (trend() and forecast() in Excel are useful)
4. Modify each time period based on predicted activity and one-off and
equity-creating impact
5. Include external/campaign costs

39. @jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# sales (per month) where the sale had qualified digital attribution Department, channel, product
£ sales revenue (per month), where the sale had qualified digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (per month)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword

40. @jonoaldersonDigital Marketing By Numbers
Step by step implementation

41. @jonoaldersonDigital Marketing By Numbers
Pirate Metrics
For agile, growth-focused start-ups & apps

42. @jonoaldersonDigital Marketing By Numbers

43. @jonoaldersonDigital Marketing By Numbers

44. @jonoaldersonDigital Marketing By Numbers
Self Evaluation
For getting better at this over time

45. @jonoaldersonDigital Marketing By Numbers
Move from this…
http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/

46. @jonoaldersonDigital Marketing By Numbers
Move from this...
http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/

47. @jonoaldersonDigital Marketing By Numbers
To this.
http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/

48. @jonoaldersonDigital Marketing By Numbers
Tools
….come last.

49. @jonoaldersonDigital Marketing By Numbers
eCRM?

50. @jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# sales (per month) where the sale had qualified digital attribution Department, channel, product
£ sales revenue (per month), where the sale had qualified digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (per month)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword

51. @jonoaldersonDigital Marketing By Numbers
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our content
# triggers of time on page > 2 mins on a blog post (per month) Category, author
# average comments-per-post (rolling)
Double YoY
revenue
Increase sales revenue from
digital channels
# sales (per month) where the sale had qualified digital attribution Department, channel, product
£ sales revenue (per month), where the sale had qualified digital
attribution
Increase customer lifetime
value
% of new consumers via the website making a repeat purchase
within 3 months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic
region, entry page
Average time between repeat purchases (rolling, YoY)
Provide the best
customer service
Provide great content and help
users find the information they
need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Delta % against average competitor satisfaction rate (per month)
Compete on
marketing
efficiency
Maintain a high conversion rate
to sale
% visitors to macroconversions (per month) Channel, source, campaign,
keyword, call type
Increase self-service actions on
the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword

52. @jonoaldersonDigital Marketing By Numbers
So.
Frameworks...

53. @jonoaldersonDigital Marketing By Numbers
An aside…
Don’t let people shit on
your parade have
differing opinions.

54. Searching higher up the funnel @jonoalderson
C-level
Be in
control
“I can set a
binding vision”
Marketing
Minimise
risk
“I can change our
priorities”
Finance
Minimise cost
“I can agree to spend, to
accumulate”
Third parties
& other SEOs
Defend themselves
“I can challenge the
status quo”
Tech & Legal
Maintain status quo
“I can veto anything”
bit.ly/linkdex-videos

55. @jonoaldersonDigital Marketing By Numbers
Bringing this together...

56. @jonoaldersonDigital Marketing By Numbers
You know what success and
failure looks like before you
explore or crunch the numbers.
And you know what actions to take depending on what you find

57. @jonoaldersonDigital Marketing By Numbers
Hippos are locked in to defined
performance definitions.
You’ve removed the opportunity to object, flake, or u-turn

58. @jonoaldersonDigital Marketing By Numbers
Shortcomings in processes,
resource, tools & culture are
accommodated for, and can’t be
used as excuses.
Opportunities - not limitations

59. @jonoaldersonDigital Marketing By Numbers
Decisions are made about the
things that matter

60. @jonoaldersonDigital Marketing By Numbers
Thanks!
Any questions?
Jono Alderson
Global Head of Digital @
Linkdex
@jonoalderson