Andraž Štalec presentation at Digital Marketing Conference – iLive 2015, Riga, Latvia iLive conference is the place to be for actionable sessions on SEO, Google analytics, social media, community building and brand development in the online environment. Follow us on Facebook & Twitter & Instagram: Facebook: http://www.facebook.com/iLivelv Twitter: http://www.twitter.com/iLivelv Instagram: http://www.instagram.com/iliveconference

1. Andraž Štalec
@andrazstalec
LEAN DIGITAL MARKETING

2. WHAT IS THE PRICE OF MICROWAVE OVEN
GE PROFILE ADVANTIUM 120?

3. SEARS BEST BUY AMAZON
$899,99 $809,99 currently $870,08

5. MARKETING WAS NEVER EASY

6. UNDERSTANDING THE CUSTOMER
How to catch the important moments?

7. VGL BRAND WLTM CONSUMERS
WITH GSOH FOR LTR
VGL - Very Good Looking
WLTM - Would Like To Meet
GSOH – Good Sense Of Humour
LTR - Long Term Relationship

8. MULTI SOURCE
10 different information sources are used by average
online user before completing the purchase

9. 80 % OF CONVERSION PATHS INCLUDE
MORE THAN 1 DIGITAL CHANNEL

10. MULTI DEVICE
We use 3+ devices to access the internet

11. Sessions by device

12. DIVERSITY
10.600 different keywords are used by users to access a website

13. EACH BUYER IS DIFFERENT
3.703 different conversion paths on average

14. INCENTIVE FOR THE PURCHASE
45 % of purchase processes begin online

15. UNDERSTANDING THE CUSTOMER
What do consumers do in each CDJ phase?

16. SUCCESS RATE
Only 15,15 % of website visitors start a checkout process

17. ONLY 11 % OF VISITORS
WHO START A CHECKOUT PROCESS ALSO FINISH
IT

18. WHAT HAPPENS WITH THE OTHERS?
99 % USERS DO NOT FINISH THE PURCHASE

19. 89 % OF USERS ABANDON CARTS
WHAT ARE WE GOING TO DO?

20. ESTABLISH METRICS TO UNDERSTAND USERS

21. TRACKING
CONSUMER
DECISION
JOURNEY
MICRO AND
MACRO
CONVERSIONS
DATA

23. SEARCH ADS
SEO
DISPLAY
EMAIL
OFFLINE
SOCIAL

24. SEARCH ADS
SEO
DISPLAY
EMAIL
OFFLINE
SOCIAL
ConnectivityMutual influence

25. Understanding user behavior throughout the entire CDJ
Number of interactions
Length
Transactions

26. Micro & macro conversions

27. Micro & macro conversions

28. Micro & macro conversions matrix
NEW FOLLOWERS
GALLERIES BROWSED
REVIEWS & RATINGS
EMAIL SIGNUPS
SOCIAL ACTIONS
VIDEOS WATCHED
BOOKING
CONTACT FORMS SUBMITTED
CATALOGS DOWNLOADED
INFO REQUESTED
Long term
Short term
Medium term
DO
THINK
SEE

29. DOTHINKSEE
Cost per Acquisition
Bounce rate
Checkout Abandonment rate
Revenue
Macro conversion rate
CTR
Page Depth
Engagement Micro conversion rate
% of New Visitors
Reach & Frequency Events per Visit
Days to Convert
% Assisted conversions
Define metrics for all stages of CDJ

30. Discovery
Unique visitor 1 Unique visitor 2 Unique visitor 3
First purchase Return purchase Loyal purchase
Session-based analytics

31. Discovery
Unique user
First purchase Return purchase Loyal purchase
User ID: 123456789
User-centric analytics

32. FIRST CLICK
LAST CONVERSION
DISPLAY
STORE

33. 1
2
3
26 %
bounce rate
14,42
pageviews per visit
135 %
increase in CR
4 45 %
increase in number of transactions
TENISICE.HR
Conversion optimization

34. ADVANCED
GOOGLE
ADWORDS
MANAGEMENT
OPTIMIZATION
OF ALL DIGITAL
CHANNELS
ADVANCED
ANALYTICS
Where is the trick?

35. TARGETED
ADVERTISING
THROUGHOUT
THE CDJ
BETTER
PERFORMANCE
AND BETTER ROI
BETTER
UNDERSTANDING
OF USER
BEHAIVOR
Where are the benefits?

36. GET INSIGHTS

37. AGGREGATED DATA
Metrics like CPA and CR don‘t say a lot…

38. HOW ARE
USERS
BEHAVING?
WHAT
INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH
CHANNELS
DRIVE
TRAFFIC?
Acquisition
The key segments

39. HOW ARE
USERS
BEHAVING?
WHAT
INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH
CHANNELS
DRIVE
TRAFFIC?
Acquisition
The key segments

40. 65,98 %
15,44 %
10,31 %
8,05 %
5,49 %
1,23 %
0,40 %
Organic
Paid
Direct
Referral
Email
Display
Social
Income by digital channel

41. MAJORITY OF „LAST CLICK“ CONVERSIONS
ARE MADE VIA BRANDED TRAFFIC
BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC,
SOCIAL MEDIA AND DISPLAY NETWORK
PLAY CRUCIAL ROLE
AS ASSISTED CONVERSIONS

42. 64 % CONVERSION PATHS
INCLUDE NON-BRANDED VISITS

43. Traffic sources

44. How do campaigns performe?

45. Outcomes report

46. Outcomes report

47. DOTHINKSEE
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
EMAIL
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
EMAIL
Digital Channels

48. HOW ARE
USERS
BEHAVING?
WHAT
INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH
CHANNELS
DRIVE
TRAFFIC?
Acquisition
The key segments

49. When do we access internet?

50. What is our purchase behaviour?

51. DO
THINK
SEE
Landing page
What are our landing pages?

52. DO
THINK
SEE
Landing page #2
Landing page #3
Landing page #1
What are our landing pages?

53. Landing pages

54. Bounce rate

55. Bounce rate

56. Blog content quality

57. Enhanced Ecommerce
WEATHER
PRODUCT DATA
PURCHASE PRICE
…

58. 1
2
3
40 % OF VISITORS
visit webiste more than 5 times before they purchase
33 % OF TRANSACTIONS
happen within a day
54 % OF VISITORS
visit webiste more than once before they purchase
4 14 % OF PURCHASE CYCLES
last more than 7 days
How do buyers
BEHAVE

59. HOW ARE
USERS
BEHAVING?
WHAT
INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH
CHANNELS
DRIVE
TRAFFIC?
Acquisition
The key segments

60. 1x
2x
New visitors
Returning visitors
1x
2,5x
Non-branded visits
Branded visits
Conversion rate based on user segment

61. 0,44 %
0,78 %
All visitors
Visitors who clicked on a specific Ad
Influence of ad content on conversions

62. 1,58 %
1,97 %
Visitors who came through channel A
Visitors who came through channel B
2,44 %
Visitors who came through channel A and B
2,81 %
Visitors who came through channel A and C
Influence of digital channels on conversions

63. Influence of weather on conversions

64. OPTIMIZE USER
EXPERIENCE
BETTER USER
TARGETING
Behaviour Outcomes
OPTIMIZE DIGITAL
MARKETING
Acquisition
Why?

65. ADAPTING THE CONTENT
What if the user is not ready to buy?

66. AGENCIJA OSKAR
Diversify the content

67. 1
2
3
42,11 %
Increase in the number of transactions
55,00 %
Increase in income
32,96 %
Increase in organic traffic
AGENCIJA OSKAR
SERP pages

68. 1
2
3
22.000
video views per month
13.000
articles are read each month
2.486 %
increase in traffic
4 37 %
bounce rate
BIGBANG.SI
info portal

69. ADAPTING THE MARKETING
What is our goal?

71. TARGET GROUP GOAL USER NEED MESSAGE
DIGITAL
CHANNELS
TARGETING KPIs CONTENT
Digital Marketing Framework

72. DOTHINKSEE
People who use our, similar
or substitute products
People who use our, similar
or substitute products and
are THINKing they need a
new product
People who use our, similar
or substitute products, are
thinking they need some &
are looking to BUY THEM
RIGHT NOW
Target group

73. DOTHINKSEE
Build brand awareness
Build brand/product
preference & engagement
with a brand Increase sales
Goal

74. DOTHINKSEE
Feel connected with a brand
Learn more about the
product/category Get best deal possible
User need

75. DOTHINKSEE
Creative that builds
emotions
Creative encourages
research & engagement
Creative focusing on product
& offer
Message

76. DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
EMAIL
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
EMAIL
DOTHINKSEE
Digital channels

77. DOTHINKSEE
Affinity categories
Interest categories
Demographics
In-market buyers
Interest categories
Display keywords
Topics
Placements
Remarketing
Informational Searches
Category KWs
Mid-funnel KWs
Problem/Solution KWs
Search Remarketing
Remarketing
Transactional Searches
Brand KWs
Product names
Lower funnel KWs
Search Remarketing
Targeting

78. DOTHINKSEE
Reach & Frequency
Brand Search
% New Visits
Number of mentions
Number of leads
Engagement
Page Depth
Assisted conversions
CTR
Revenue
Conversion Rate
Profit
KPIs

79. DOTHINKSEE
Campaign landing page
which stimulates further
emotional connection and
where user can get even
more inspired by the brand
Product description page or
blog post, where user can
learn about features &
benefits
Product page with clear BUY
CTA
Content

80. HOW TO APPLY THIS TO DISPLAY
ADVERTISING?

81. 1
2
3
WIDE TARGETING
Affinity, demographics,...
BUILDING EMOTIONAL CONNECTIO
WIDE ORIENTED CREATIVE
Adaptation of advertising
SEE
4 BRANDING

82. Adaptation of advertising
THINK 1
2
3 ENGAGEMENT WITH A BRAND
CREATIVE WHICH
ENCOURAGES RESEARCH
4 BUILIDNG RELATIONS
SPECIFIC TARGETING
Interest, In-market, topics based

83. Adaptation of advertising
DO 1
2
3
REMARKETING, CLICK STREAM
REVENUE & SALES
FOCUSED ADS

84. 1
2
3
50 %
lower CPA
50 %
higher CR
70 %
increase in sales
4 992 %
ROI
PRINTINK.SI
Google AdWords

85. REMARKETING
Follow the users throughout the CDJ

86. DO
THINK
SEE
Remarketing
Remarketing
Following the users throughout the CDJ

87. 1
2
3
3x
higher conversion rate
60 %
more conversions
6x
lower cost per conversion
AGENCIJA OSKAR
AdWords Remarketing

88. ULTIMATE GOAL IS TO DECREASE CPA

89. +159 %
+17 %
+95 %
+122 %
+127 %
+14 %
Revenue
Sessions
CR
Per Session Value
Transacions
Average Order Value
Cost per transaction- 46 %
YTD results (2014 vs 2013)

90. 3 BASIC STEPS

91. Basic #1:
UNIQUE CONTENT

92. Basic #2:
ORGANIC SEARCH

93. Basic #3:
REMARKETING

94. Thank you
andraz.stalec@red-orbit.com