PushON hosted the first Online Marketing Meetup in Manchester on 3rd April at Manchester Digital Tech Incubator. Speakers included Ceri Francis from Music Magpie, Denise Maskew from United Utilities, Ben Wilkins from Regital and Gareth Hoyle from Marketing Signals. The meetup was sponsored by Run 2, with Richard Gregory compering,
DVJ Insights optimising brand strategy and media investmentSimon McDonald
How to combine consumer surveys, internal and external data and consumer knowledge to optimise media and brand strategy. Learn from academic and scientific principles and apply to your tracking solutions.
Engage Smarter, Close Faster: Add a Human Touch to ABMMarketo
ABM campaigns are about making one-on-one human connections despite the impersonal barriers of big business. If you want to cut through the noise, reach your champion and sway a whole organization you need to act outside of the inbox. Join this webinar with TJ Nokleby, Manager of Demand Generation at InsideSales and Daniel Gaugler, VP of Marketing at PFL to learn how InsideSales is using a human touch in their ABM campaign to drive engagement with enterprise accounts.
DVJ Insights optimising brand strategy and media investmentSimon McDonald
How to combine consumer surveys, internal and external data and consumer knowledge to optimise media and brand strategy. Learn from academic and scientific principles and apply to your tracking solutions.
Engage Smarter, Close Faster: Add a Human Touch to ABMMarketo
ABM campaigns are about making one-on-one human connections despite the impersonal barriers of big business. If you want to cut through the noise, reach your champion and sway a whole organization you need to act outside of the inbox. Join this webinar with TJ Nokleby, Manager of Demand Generation at InsideSales and Daniel Gaugler, VP of Marketing at PFL to learn how InsideSales is using a human touch in their ABM campaign to drive engagement with enterprise accounts.
Measurement and monetizing customer experience with social media.Michael Wolfe
This is a seminal study that provides substantial evidence that social media is not an upper funnel influence on brand awareness, but rather a metric reflecting the customer-brand experience which has a direct impact on customer purchase behavior.
This is an overview of the tools and techniques it will require to succeed in the infinite environment. Join Mathew Sweezey, author of "Marketing Automation for Dummies" as he walks you though the basic foundations of marketing automation.
Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
Change Management for Demand Geneation eBook Mathew Sweezey
Change Management is not an easy road to head down...
However, in this crazy, sophisticated world of B2B marketing, you must address Change Management as a critical component of Demand Generation if you want to drive real success, real revenue.
This eBook shows you how to Stay Relevant, Productive and Sane and manage the Changing Landscape of Demand Generation written by Mathew Sweezey and Carlos Hidalgo.
This eBook will help you identify and implement effective Change Management principals to help effectively drive Demand Generation success for your organization.
Why the status quo no longer works- Change Management is the missing link
How to identify the barriers to Change
Strategic steps to take to implement Change Management
The realities of Change
Earned Media Amplification - Personal Care BrandMasood Akhtar
Our social media measurement approach applied to a popular personal care brand. Here we assess the degree to which PAID media is AMPLIFIED by EARNED media conversations.
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Masood Akhtar
This analysis sheds light into the connectedness of one brands' insight ecosystem. Using Structural Equation Modelling we have been able to provide a multitude of insights from; some of the causal relationships that exists, the transmission of offline and digital media to sales, the role of social display versus true social consumer engagement and salient concepts that can help steer content generation
Visual Storytelling: Where We Are & Where We’re Headed in 2014 Michael Pranikoff
This presentation was given by PR Newswire Global Director of Emerging Media, Michael Pranikoff on Dec. 12, 2013 at the BDI Visual Social Communications Leadership Forum in NYC.
Learn about the best practices in PR and social media measurement for nonprofit organizations. Includes the 6 steps to successful, standards-compliant measurement!
Measurement and monetizing customer experience with social media.Michael Wolfe
This is a seminal study that provides substantial evidence that social media is not an upper funnel influence on brand awareness, but rather a metric reflecting the customer-brand experience which has a direct impact on customer purchase behavior.
This is an overview of the tools and techniques it will require to succeed in the infinite environment. Join Mathew Sweezey, author of "Marketing Automation for Dummies" as he walks you though the basic foundations of marketing automation.
Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
Change Management for Demand Geneation eBook Mathew Sweezey
Change Management is not an easy road to head down...
However, in this crazy, sophisticated world of B2B marketing, you must address Change Management as a critical component of Demand Generation if you want to drive real success, real revenue.
This eBook shows you how to Stay Relevant, Productive and Sane and manage the Changing Landscape of Demand Generation written by Mathew Sweezey and Carlos Hidalgo.
This eBook will help you identify and implement effective Change Management principals to help effectively drive Demand Generation success for your organization.
Why the status quo no longer works- Change Management is the missing link
How to identify the barriers to Change
Strategic steps to take to implement Change Management
The realities of Change
Earned Media Amplification - Personal Care BrandMasood Akhtar
Our social media measurement approach applied to a popular personal care brand. Here we assess the degree to which PAID media is AMPLIFIED by EARNED media conversations.
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Masood Akhtar
This analysis sheds light into the connectedness of one brands' insight ecosystem. Using Structural Equation Modelling we have been able to provide a multitude of insights from; some of the causal relationships that exists, the transmission of offline and digital media to sales, the role of social display versus true social consumer engagement and salient concepts that can help steer content generation
Visual Storytelling: Where We Are & Where We’re Headed in 2014 Michael Pranikoff
This presentation was given by PR Newswire Global Director of Emerging Media, Michael Pranikoff on Dec. 12, 2013 at the BDI Visual Social Communications Leadership Forum in NYC.
Learn about the best practices in PR and social media measurement for nonprofit organizations. Includes the 6 steps to successful, standards-compliant measurement!
No one wants to hear that the car that has always felt safe and comfortable now needs a major overhaul. When the ride has always been smooth, it’s hard to believe that the engine will soon be straining to get the car up hills.
But for those of us behind the wheel of continuous tracking, that's how it feels at the moment. We are still moving forward well enough, but signs we pass along the road are warning of tough conditions ahead. Are the wheels really going to fall off around the next bend?
Display Measurement Concepting To Completion V2.0John Grudnowski
Partnered with Nielsen & Vizu: Overview (targeted at an intermediate audience) into Display Measurement from Concepting through to Re-Application of insights
How to Optimise the Efficiency of Your Digital CommunicationLa French Tech
Discover 6 easy tips that will help you to get the maximum out of your digital communication. Optimize your paid media and owned media approach of the Internet in order to generate online visibility and improve your digital ROI.
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldAnu Adegbola
Measurement is having what may be the biggest shake-up yet in 2024, with cookie deprecation looming, and AI and signals taking over from traditional attribution.
For anyone running Paid Media, particularly upper funnel Social or Brand campaigns, this might be worrying!
Amy shares practical ways to evolve measurement using 1st party data, with options for brands at both ends of the brand / performance spend spectrum. Plus, what 3rd party tools & new platform options are available to help you understand what impact your spend is having on business goals.
http://www.spiral16.com Social media ROI is tough to calculate because its a financial metric, and social media's value is not inherently financial. But the challenge isn't new -- finding ROI is difficult in other programs and campaigns as well. This presentation gives you 6 steps you can follow to measure an effective social media program.
Social media presentation in under 2 hoursRajesh Menon
Social Media - definition, 10 rules of success, marketing and strategy, channels, best practices, trends 2018.
Yammer (from ideation to implementation), other tools like Slack, Confluence and Sharepoint.
Activity time
Security.
Recap
Predicting the Next News Trends: The Advent of Intelligent Media AnalysisVMS
Predicting the Next News Trends: The Advent of Intelligent Media Analysis - a presentation given by Angela Jeffrey, APR, Vice President Integrated Media for VMS, at the 2010 PRSA International Conference in Washington D.C.
DLSU Manila Technical Digital Marketing GuideJomer Gregorio
March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models.
I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner.
Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon.
Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957
Getting Started with Online-to-Offline Measurementbrandonwishnow
Although most marketers would agree that online-to-offline measurement is important for the future success of their business, it’s hard to know what steps to take to adopt this strategic initiative.
Ovative/group has found that when done correctly, online-to-offline addresses many of the most complex business problems by providing answers to questions such as: What is the impact of an online visit on offline sales? Does this impact vary by category or product type? What marketing channels influence offline most? And, can I use these channels to drive offline acquisition?
But how do you get started and ensure online-to-offline is a success for your organization? After attending this webinar featuring Ovative/group and LiveRamp you’ll understand:
– Why online-to-offline is important and how to prioritize it among other strategic initiatives
– Who within your organization needs to be involved and how to structure your team
– What technology is required to build online-to-offline measurement capabilities
– How to make digital marketing decisions based on enterprise metrics
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
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.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
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.
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
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
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.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Mastering Dynamic Web Designing A Comprehensive Guide.pdf
Online Marketing Meetup ,Manchester
1. OnlineMarketingMeetup
Ecommerce. Delivered.
3rd April, 2019
MSP, Manchester Technology Centre
Hosts:
Richard Gregory
https://www.richardgregory.co.uk/
Elena Williams, Sarah Wilding, Jonny
Mangas, Lee Mason
PushON
Sponsored by
#OnlineMarketingMeetupMcr
@PushOnltd
#OnlineMarketingMeetupMcr
@PushOnltd
2. #OnlineMarketingMeetupMcr
@PushOnltd
Agenda
Ecommerce. Delivered.
17:45-18:15 Attendee registration, welcome drink
18:15 Introduction from Richard Gregory
18:30 Ceri Francis, Music Magpie: Measuring Facebook
18:55 Denise Maskew, United Utilities: A Look At Marketing From Inside A
Corporate Organisation
19:15 Food/Drinks
19:30 Ben Wilkins: The Revolution In Out Of Home
19:55 Gareth Hoyle: Driving Digital Clicks To Your Physical Bricks
20:15 Closing the event and Informal gathering, drinks
Sponsored by
4. Summary
Defining the problem
Briefly, on the Facebook Pixel
Measurement options overview
• Attribution window comparison
• Promo codes in Ads
• Regression analysis
• A/B Testing
• Facebook Marketing API
• Bayesian structural time series
Questions
10. Facebook Pixel: Common Problems
No transaction IDs – and against TOS to send them?!
Can’t validate the accuracy of pixel implementation
Agencies with poor understanding of measurement add their pixel to
the site
Multiple pixels duplicate event based conversion reporting
Non-specialists try multiple methods of implementation (e.g. dual
implementation in Shopify, + a tag manager)
Duplicate pixel triggers cause duplicate conversion reporting
11. Resource Cost Robust Results
Regression Analysis
“Look at the Pixel” & compare attribution windows
Facebook Lift Analysis (Marketing API)
Machine Learning (e.g. Bayesian approach)
Audience Based A/B Testing
Measurement Approaches
Reliance on Facebook Platform
Promotional codes in Ads
12. “Look at the pixel” – Attribution Comparison
How it works
1. Customise columns in “Ad Manager” or “Ad Reporting”
2. Click window comparison and select as appropriate
13. “Look at the pixel” – Attribution Comparison
Summary
Advantages Disadvantages
Easy Wholly relies on Facebook platform data
Allows closer comparison to other Display
platforms attribution windows
If using for optimisation, more time consuming/
less efficient measurement
No cost
14. Promotion Codes in Ads
1. Setup promotion codes
2. Setup reports and calculate CoS, CPA etc.
3. If possible, automate
How it works
Campaign Spend Code Redemptions Revenue CPA CoS
Campaign 1 £250 26 £1170 £9.61 21.4%
Campaign 2 £150 21 £1203 £7.14 12.5%
15. Promotion Codes in Ads
Advantages Disadvantages
No reliance on Facebook platform to track results Dependence on customer recall of the code
Allows daily optimisation Difficult to factor into multi-touch attribution
models
Efficient and reliable method of measuring FB-only
promos
Campaigns are incentivised so results cannot be
generalised to non-promo activity
May require marketing budget for voucher codes
Summary
16. Audience Based A/B Testing
1. Allocate significant portion of marketing spend over 1+ months to Facebook
2. Define two randomised audiences
3. Run campaign: pick which group to serve ads to, and exclude the other from targeting (“Treatment”
below).
4. Evaluate results (typically frequentist t-test unless you have a statistician) once significance is reached
How it works
Test Group Facebook Reach Sales Revenue AOV
Reach Estimated
Conversion Rate
Control 163,567 20,300 £701,568 £34.56 12.4%
Treatment 158,392 18,700 £649,825 £34.75 11.8%
17. Audience Based A/B Testing
Advantages Disadvantages
Analogous to CRM marketing testing when
targeting existing customers
New customer acquisition less reliable as may
require some reliance on Facebook reach metrics
Gives a view of the incrementality of Facebook
beyond PV/PC attribution
Some problems including results in direct-response
based attribution models
Summary
18. Regression Analysis
1. Allocate significant portion of marketing spend over 1+ months to Facebook, in a low-variance period
2. Define two randomised audiences (optional, useful for high variance periods)
3. Analyse results once significant
How it works
19. Regression Analysis
Example
Significant predictor @ 99%
Explains 16% of variance
Correlates strongly with orders
Not significant predictor (<90%)
Explains 7% of variance
Correlates minimally with orders
20. Regression Analysis
Summary
Advantages Disadvantages
Good solution for brands with fairly “static” sales
trends
Difficult to isolate Facebook performance when other
variables at play, e.g. seasonality
Gives a view of the incrementality of Facebook
beyond PV/PC attribution
Some problems including results in direct-response
based attribution models
Goes further than other methods to answer:
“what should the FB budget be?”
21. Marketing API
1. Randomise customers into “cells” (test groups)
2. Include customers eligible to see ads in both groups
3. Facebook will measure outcomes in both groups
4. Significance and incremental lift are calculated
How it works
22. Marketing API
Summary
Advantages Disadvantages
Best measure of eligible reached customers Wholly activated within the Facebook platform
Combines statistical validity with accurate source
data
High resource cost if done without assistance from
FB
Easy reporting as all data held in Facebook Can be run by FB AMs if spend is high enough, but
then no view of result calculations
Gives a view of the incrementality of Facebook,
including for offline sales
24. Bayesian Approach (Causal Impact)
1. Add time-series predictors of measured KPI and determine time-series predictors of performance
2. Specify control group for use as a predictor (optional + dependent on situation)
3. Run test and pass results through the determined model to estimate the impact of the
intervention(marketing campaign) in the post-period
How it works
1. Adrian Colyer, https://blog.acolyer.org/2016/03/03/inferring-causal-impact-using-bayesian-structural-time-series-models/
1
Campaign Period
25. Bayesian Approach (Causal Impact)
Summary
Advantages Disadvantages
Strongest prediction power of all listed methods Resource cost very high
Additional insight into predictors for your business Complex to setup and run
Requires a strong signal (often high spend) to be
valid
26. Bayesian Approach (Causal Impact)
Application of the method
https://blog.acolyer.org/2016/03/03/inferring-causal-impact-using-bayesian-structural-time-series-models/
R Library by Kay Brodersen @ Google
https://google.github.io/CausalImpact/CausalImpact.html
Python Port (incomplete) by Jamal Senouci @ dunhumby
https://github.com/jamalsenouci/causalimpact
Further Reading
31. How best to support each other
⊗ Live and breathe the brand
⊚ Take the time to understand the brand and the industry
⊚ … and take the time to teach us yours
⊗ Agree on deliverables, time frames, outcomes etc up
front – and how to communicate when things change
(on both sides
31
32. ⊗ Help us brief properly and understand the results we
may see (with budget options)
32
33. ⊗ Understand how seemingly small changes can have
big operational impacts
⊗ There is an art to keeping on top of us to deliver what
we need to versus driving us up the wall with
requests
⊗ When you pitch… don’t just send the A team, we
want to meet the people we will be working with
⊗ Give us the confidence to be brave and less risk
averse
33
34. And of course we are massively jealous you can wear
jeans and use Macs…not just on Fridays
34
54. 01.
02.
03.
Contents.
Why the high street is still
important. And always will be.
Driving targeted footfall to your
physical locations.
Measuring success from your
digital marketing spend.
#clickstobricks | @mrketingsignals | @search_magician
55. Why the high street
is still important.
#clickstobricks | @mrketingsignals | @search_magician
56. In November 2018, pre-Christmas
internet sales accounted for only 20%
of retail spending in the UK.
https://ons.gov.uk/
57.
58. Figures for September 2018 show
UK in-store sales declining 2.7%
compared to September 2017.
BDO’s latest High Street Sales Tracker (HSST)
59. The way we shop
has changed.
#clickstobricks | @mrketingsignals | @search_magician
60. The high street
has changed.
#clickstobricks | @mrketingsignals | @search_magician
61. Yet many activities still
involve visiting a
physical location.
#clickstobricks | @mrketingsignals | @search_magician
80. Reach a relevant audience by
identifying interests and overlaying
with demographics.
Demographic &
interest targeting.
Interests
Gender
Age Range
21-42
Awareness Consideration Preference Buy Loyalty Advocacy
81. Reach a relevant audience by
targeting specific job titles, functions
and skills.
Job title targeting.
Awareness Consideration Preference Buy Loyalty Advocacy
Job Title
Industry
Skills
82. All customers are NOT equal.
20% 60% 20%
Non-Profitable
Customers
Profitable
Customers
Very Profitable
Customers
Numberofcustomers
Time
#clickstobricks | @mrketingsignals | @search_magician
84. Location extensions on your search ads.
Show them where the
location is whilst they are
searching online
Awareness Consideration Preference Buy Loyalty Advocacy
85. Awareness Consideration Preference Buy Loyalty Advocacy
Show adverts in the local map pack.
Increase the visibility of
your local business within
Google Maps.
The easiest way to the
top of the map pack.
86. Awareness Consideration Preference Buy Loyalty Advocacy
Drive store visits direct from PLA ads.
Label adverts when the
user can visit a store and
see the physical product.
87. Awareness Consideration Preference Buy Loyalty Advocacy
Local inventory listings from PLA ads.
Let local users know that
your shop has the items
that they're looking for, at
the moment they search.
88. Physical customers can be
encouraged to mention the store they
visited in their online review.
Adds another layer of trust to
influence others to visit.
QR code on a receipt and a voucher?
Online reviews via
physical customers
Awareness Consideration Preference Buy Loyalty Advocacy
89. Whilst they
are at the shops.
#clickstobricks | @mrketingsignals | @search_magician
92. Direct the user straight to a phone
call, skipping the website visit.
Also show the physical location to
drive footfall
Click to call ads.
Awareness Consideration Preference Buy Loyalty Advocacy
93. Encourage footfall into
your local business with a
specific message or offer
within your Google Maps
listing.
Promoted pins.
Awareness Consideration Preference Buy Loyalty Advocacy
94. Local awareness ads.
Reach Facebook and
Instagram users who are
within a certain radius to
drive footfall to your physical
locations.
Awareness Consideration Preference Buy Loyalty Advocacy
95. Reach Facebook and Instagram users
who are currently at a certain location
by dropping a pin on the precise
coordinates of the physical location.
One of the most under used tactics in
most campaigns.
Social pin drops.
Awareness Consideration Preference Buy Loyalty Advocacy
97. Minimum targeting = 1KM
Add exclusion zones to the mix...
Minimum targeting = your house!
Or
A competitor's business.
Or an event you are attending
where your potential clients may
be.
Laser target users.
Awareness Consideration Preference Buy Loyalty Advocacy
98. Here is the beautiful end result.
Run special offers - Maybe use a
rival business name as the
voucher code.
Perfect to steal competitor and
drive local footfall
Laser target users.
Awareness Consideration Preference Buy Loyalty Advocacy
99. Give users a reason to
visit your locations.
#clickstobricks | @mrketingsignals | @search_magician
105. Ad platforms provide us with tools.
Offline Conversion Tracking /
Store Visits Report (GA)
Customer data must be shared.
#clickstobricks | @mrketingsignals | @search_magician
Offline Event Tracking
107. Ad platforms provide us with tools.
1. A logged-in
Google/Facebook user
clicks on a search/social
ad before visiting store.
2. Customer
information gathered
via loyalty scheme,
product activations or
e-receipts.
3. Transaction data
with associated
customer data is
uploaded to Google
Ads/Facebook.
4. Transaction
data is matched
with search/social
ad click from
logged-in user.
Instore Purchase
Attribution
#clickstobricks | @mrketingsignals | @search_magician
108. Customer match needed
We only get a positive result if
the data we collect matches
what the ad platforms hold.
Most people only have 1 email
address and phone number.
110. Key identifiers to collect.
Email Address Telephone Number Customer Number
#clickstobricks | @mrketingsignals | @search_magician
111. Voucher generated online to be used offline.
#clickstobricks | @mrketingsignals | @search_magician
112. Some food for thought…..
Would it be worth offering a
voucher code in store in order to
track those customers who are
“showrooming” you?
#clickstobricks | @mrketingsignals | @search_magician
113. Loyalty cards work. People love free stuff.
#clickstobricks | @mrketingsignals | @search_magician
114. e-Receipts.
Use the “green” angle and
help save the planet.
Easy and non-obtrusive
method of data collection.
Can be used in a variety of
different high street settings.
No guarantee they give you
their correct email address.
115. Follow up contact.
More convenient for the
customer to be reminded.
Grants permission to contact them
with special offers and discounts.
Easy and non-obtrusive
method of data collection.
Very high chance they will give
you the correct details.
116. You are giving the customer
something in exchange for data
Grants permission to contact
them - cross sell products.
Easy and non-obtrusive
method of data collection.
No guarantee they give you
their correct email address.
Offer free Wifi.
117. Attribute footfall in your real
world locations to online
marketing activity.
Too many privacy concerns for
this to work at the moment.
Beacon project.
Awareness Consideration Preference Buy Loyalty Advocacy
118. It is not an easy
journey.
#clickstobricks | @mrketingsignals | @search_magician
119. It is not an easy
journey.
#clickstobricks | @mrketingsignals | @search_magician
120. I hope I have taught
you all at least 1
thing today.
Download this presentation:
http://seo.im/clickstobricks
@mrketingsignals | @search_magician