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Marketing Channel Optimization for Digital Strategy
- 1. Internet Marketing SESSION 6: OPTIMIZING MARKETING CHANNELS & ANALYTICS DHARUN KASILINGAM
- 2. Agenda ◦ Case discussion ◦ Introduction to Analytics ◦ GA Demo
- 3. Case YUNO LEARNING: BUILDING MARKETING CHANNELS FOR ONLINE BUSINESS
- 4. Let’s Begin The online test preparation industry in India Yuno Videos https://www.youtube.com/watch?v=coON9xY0oag&ab_channel=YunoLearning https://www.youtube.com/watch?v=aD3X3_7EsY4&ab_channel=YunoLearning
- 5. Assignment Questions Given the status of the online test preparation industry in India, what are Yuno Learning’s opportunities and challenges? Is Yuno Learning’s investment in marketing channels optimized? What improvements could be suggested? Yuno Learning has been experimenting with multiple funnels to optimize the customer’s experience. Which among these are working best for the firm? What improvements may be suggested in this area? Given the COVID-19 crisis, what additional steps should Yuno Learning take for improving its business prospects?
- 6. Question 1 Given the status of the online test preparation industry in India, what are Yuno Learning’s opportunities and challenges?
- 7. Question 2 Is Yuno Learning’s investment in marketing channels optimized? What improvements could be suggested? Case Exibits Paid Organic Evaluation Metrics
- 8. Evaluation Metrics Website traffic generated in absolute terms Cost per unit website traffic Cost per sign-up = total investment ÷ number of sign-ups Cost per demo registration = total investment ÷ number of demo registrations Cost per demo attendance = total investment ÷ number of demo attendance Cost per subscription = total investment ÷ number of subscriptions
- 9. Channels When Cost per Unit of Website Traffic Cost per Sign- Up Cost per Demo Registration Cost per Demo Attendance Cost per Subscription Google Ads Since inception 0.46 2.03 4.17 7.74 40.61 Direct website visit or visits through organic search Since inception 0.17 4.68 8.80 15.72 36.68 Affiliates Mid-2019 to early 2020 0.53 3.55 7.92 118.86 Social media (paid and organic) Mid-2019 to early 2020 0.26 0.66 3.74 7.92 49.52 Remarketing (WhatsApp, text messages, emails, Google Ads, Facebook) Early 2019 to mid-2019 0.14 0.65 1.50 1.94 11.01
- 10. Question 3 Yuno Learning has been experimenting with multiple funnels to optimize the customer’s experience. Which among these are working best for the firm? What improvements may be suggested in this area? AIDAA
- 11. AIDAA Platforms Platform Type Methods A Display, YouTube, Facebook Awareness platforms Display I Online PR, Rating, Testimonials, Celebrity, ROI, Payback, Pilot Testing, Comparison, Case Studies, Reviews, Economic Value Intent platforms Search, Cognitive Analysis, Comparison D Credibility platforms Influencer, Marketer, Celebrity Endorsements, Blogger, Online PR, Trials, Freemium plans A E- Commerce, Marketplace, Aggregators, Portals Transaction platforms Promotion, Cashback A Referrals, Recommendations, Review Websites Advocacy platforms Customer UGC, Testing Ratings, Reviews, Social Selling
- 12. ACQUISITION How do users find you? ACTIVATION Do users have a great first experience? RETENTION Do users come back? REVENUE How do you make money? REFERRAL Do users tell others? SEM | SEO | SOCIAL | BLOGS | AFFILIATES MERCHANDISING | LANDING PAGE OPTIMIZATION CRM - EMAILS|PN|SMS| WHATSAPP|CHAT|RETARGETING PRICING | SUBSCRIPTION GAMIFICATION | CONTESTS USER TASKS CHANNELS Digital at Every Stage
- 13. Funnels When Cost per Unit of Website Traffic Cost per Sign- Up Cost per Demo Registration Cost per Demo Attendance Cost per Subscription Free classes Early 2019 to mid- 2019 0.22 1.17 1.76 6.60 39.62 Free trials Mid-2019 0.21 1.82 3.83 13.21 Demo Late 2019 to date 0.23 1.56 3.99 8.05 30.89 Practice tests Since inception 0.88 1.07 11.01 19.42 132.07 Mock tests Mid-2019 to late 2019 0.06 0.57 3.96 5.94 23.77
- 14. Question 4 Given the COVID-19 crisis, what additional steps should Yuno Learning take for improving its business prospects?
- 15. What Happened? Yuno Learning discontinued affiliate marketing in July 2020 due to poor performance. ◦ The budget was diverted to Google Ads, which had been the best performing channel until then. ◦ Investments in the other channels continued as before. Sales at Yuno Learning took a severe hit due to the pandemic, forcing the firm to diversify its portfolio. ◦ In June 2020, Yuno Learning began offering spoken English courses and coding for children along with its core product, IELTS training. The increase in workload required hiring for all operations: marketing (one new hire), sales (three new hires), and instructors (two new hires). IELTS examinations restarted in October 2020 ◦ Resulting in a renewed spike in demand for IELTS coaching at Yuno Learning. ◦ Due to diversification, the firm’s overall revenue has more than doubled from the pre-pandemic level. ◦ The firm has expanded the marketing budget by 300 per cent, most of which is invested in Google Ads.
- 23. SCROLL MAP CLICK MAP
- 24. Direct visitors Search visitor Referral visitor
- 25. AVERAGE ORDER VALUE CONVERSION RATE
- 27. MULTI CHANNEL FUNNEL ASSIST AND LAST CLICK CHANNEL PATHS TIME LAG PATH LENGTH VISITOR FREQUENCY VALUE PER VISIT
- 33. Pay per sale Pay per lead Pay per click
- 35. 100 80 60 40 20 0 First Touch Second Touch Third Touch Fourth Touch Conversion Last Click Model
- 36. First Click Model 100 80 60 40 20 0 First Touch Second Touch Third Touch Fourth Touch Conversi on
- 37. Google Analytics Tracking code Google AdWords Conversion Tracking Code Snippet Remarketing code
- 38. Thank you
Editor's Notes
- AIDA Model vs Growth Hacking Funnel
- Weblogs or server logs are one of the oldest data collection techniques that were built for collecting information about server activity.
- Weblogs face a few challenges, such as:- a) Page caching by ISP. b) Dynamic IP addresses. c) Proxy servers.
- The JavaScript tag is used to define a client-side script (i.e. JavaScript). The <script> element contains script-ing statements, or it may even point to an external script file through the src (source) attribute.
- Three key metrics in Digital Analytics – Behaviour Analysis, Experience Analysis Out-comes Analysis
- Behaviour analysis is what is traditionally called click stream data analysis. It is the process of collecting, analysing and reporting aggregate data about which pages a website visitor visits and in what order.
- All of us open multiple tabs while browsing.
- Nowadays, marketing efforts are so modernized that they can measure every action on the website. There are data visualization tools that demonstrate which sections of the content generate most engagement and which the least. They are called heat maps and they can provide insights into how to optimize the website, user experience and conversion rate.
- This is one of the most important metrics and a very good segmentation variable. There are three kinds of traffic source:- a) Direct visitors – users that visit a website by directly typing your URL in their browser address bar. b) Search visitors – users that visit a website based on a search query in the search engine. c) Referral visitors – users that visit a website because it was mentioned on another blog or website.
- A website may get many sessions and visitors, but what is more important for a business to track is the busi-ness outcome of visits and sessions.
- Average order value (AOV) can be formulated as the sum of revenue generated divided by the number of orders.
- Multi-channel funnel reports enable understanding of the different channels users interact with on the path to conversion
- The third category of web analytics is Experience Analysis – it is vital to do research on a continuous basis to know if visitors can find the information they are looking for and if the web page served their purpose.
- One must regularly experiment and test different things on the website to know what can be improved. It must be part of the DNA of a company.
- One can have a lot of metrics, but the challenge is how to make it actionable.
- It is important to filter the analytics that is most vital to one’s organization so that the access is quick and easy to support highly informed decision-making.
- Getting overwhelmed with the data generated by web analytic tools is very common. Segmentation can help in getting that data categorized so that one gets actionable insights.
- Affiliate Marketing is a process in which marketers reward publisher/affiliate for every transaction on their website
- Users are exposed to multiple channels before they purchase a product from any website. Suppose one is selling a product; user saw the product advertisement on Facebook but did not buy it at that instance.
- This model is standard in all web analytical reporting tools. In this model, the entire credit for the conversion is given to the channel that was last clicked
- The first interaction or first click attribution model is the same as last interaction/click model; the only difference is that in this model the first touchpoint that a customer interacted with receives 100% of the credit.
- There are several tracking codes that need to be put in for effective measurement of one’s digital marketing.