7 approaches toAchieve Progressive Growth

in digital marketingSerge Milbank

Stream:20 Core Service Groupings

Digital Sales Planning

DigitalOrganisation

Digital SalesToolkit

Digital Sales Delivery

Optimising your business structure and skillsets for digital success

Ensuring the correct toolkits are implemented for success

Providing innovative strategic support and analysis to drive your digital sales function

Driving incremental revenue across Desktop/ Mobile/Tablet

The Performance-Driven Digital Marketing Consultancy We push up KPIs by rolling out good practice & best practice

London Munich San Francisco

Who we work with

Retail Finance

Gaming

Telecoms

Travel Entertainment

Publishing

Technology

Utilities

7 approaches in 30 minutes……Th

e Ba

sics

1. Building up channels

2. ReportingVo

lum

e dr

iver

s

3. Programmatic Buying

4. Member Get Member Programs

Adva

nced

stu

ff

5. Data Management Platforms

6. Cross Platform

7. Growth Hacking

The Basics

1. The Basics: Building up your channels

The Need• Proliferation of channels – range of different buying

channels

The Outcome• Measured growth that is cost effective

AwarenessGenerates

demand

ConsiderKeeps you in

the frame

PurchaseCaptures

demand

• Drive demand in the marketplace RE

ACH

• Engages prospects in the marketplace EN

GAG

E

• Respond to demand that is ready to buy in the marketplace PR

OSP

ECTS

• Converts interested demand CO

NV

Channels behave differently

Convert

Website Mobile Web Mobile App

Pull Channels

AffiliatesPPC SEOAggregators

Push Channels

Display Email Offline

Engagement Channels

Social Retargeting Email

Turning Strategy into Practice

Establish a detailed, accurate reporting in the business on client side

Establish a robust, accurate forecasting capability

Channel: Target visits Visits to Date Visits by DayVisits vs

TargetTarget signups

Signups to Date

Signups by Day

Signups vs Target

Signup Conv Section Conv Conv vs Target

Paid Search 563,301 1,185,983 110.5% 132,476 312,916 136.2% 26.4% 12.2%Affiliates 632,166 1,587,243 151.1% 2,074 5,272 154.3% 0.3% 1.3%SEO 417,329 954,296 128.7% 1,812 4,843 167.2% 0.5% 16.9%Display 454,357 1,155,815 154.4% 9,127 29,777 226.2% 2.6% 28.2%Email 776,018 1,606,959 107.1% 62,295 152,014 144.0% 9.5% 17.8%Social 59,408 134,579 126.5% 337 613 81.7% 0.5% -19.8%Direct 127,612 266,950 109.2% 13,218 37,882 186.6% 14.2% 37.0%Untracked 100,742 233,929 132.2% 924 2,772 199.9% 1.2% 29.2%Total 3,130,933 7,125,754 127.6% 444,525 546,089 22.8% 7.7% -46.0%

Adjust performance of each individual channel

Response (CTR) Conversion(CR)

Budget (Tenancy, CPM,

CPC, CPA)

Increase and decrease the share of sales of

each individual channel

Substitutional Incremental

Compare plans with Actuals

Year on year Month on Month

Forecast demand

Forecast response to

changed conditions

2. Basics: Reporting

The Need

The Outcome• Control:

– Exact understanding of why the numbers are up, why they are down– The ability to then act on those numbers

• People not knowing why sales are going up or why sales are going down• People saying they know where they are, when they don’t

Granular channel reports

Channel management

reporting

Business level reporting

• Provides day to day individual channel performance within marketing team to assist with optimisation.

• Gives trends and overview of performance across all digital channels.

• Shows overall channel mix and top line performance summary.

Primary users: Channel leads

As required: Management

Primary users:Management

Channel leads

Primary users:Senior man.

As required: Channel leads

Management

Reporting Level Level of Use Marketing Stakeholders

As required: Senior man.

Essential Reporting levels

Channel Management Reporting

Channel management

reporting

• Gives trends and overview of performance across all digital channels.

Primary users:Management

Channel leads

As required: Senior man.

Month To Date: Visits Target Visits to Date Channel % Visits by Day Visits vs Target Quote Target Quote to Date Channel % Quote by Day Quote vs Target Quote Conv Channel Conv Conv vs Target

Brand Display 4,995 5,302 1% 6.1% 1,479 12 0% -99.2% 0.2% -99.2%

Performance Display 108,168 118,226 13% 9.3% 1,357 941 1% -30.6% 0.8% -36.5%

Affiliates 27,976 52,829 6% 88.8% 5,994 33,676 22% 461.8% 63.7% 197.5%

PPC Brand 141,829 86,541 10% -39.0% 19,921 27,533 18% 38.2% 31.8% 126.5%

Direct 88,402 384,238 43% 334.6% 1,468 40,747 26% 2676.1% 10.6% 538.7%

PPC 141,665 123,732 14% -12.7% 11,356 21,037 14% 85.2% 17.0% 112.1%

SEO 15,610 91,496 10% 486.1% 632 14,416 9% 2179.9% 15.8% 289.0%

Social 527 39,703 4% 7433.4% 84 16,035 10% 19061.3% 40.4% 154.4%

Month to Date Total 529,171 902,067 70.5% 42,291 154,397 265.1% 17.1% 114.2%

Overarching view: Ahead or behind target and key

metrics for each channel

Visual and numerical

Granular Channel ReportingWeek On Week Campaign Performance Report

Overall PPC Impressions Results

Campaign Name (Multiple Items)

Month (All)

Site Name (Multiple Items)

Impressions

Week Total

1 461626

2 457082

3 466625

4 474007

5 404977

6 442740

7 411482

8 387853

Grand Total 3506392

Month (All)

Site Name (All)

Week

Campaign NameData 1 2 3 4 5 6 7 8 Grand Total

bambini Impressions 0 0

Clicks 4 4

Average CTR% 0.00 0.00

Average Position 0.00 0.00

Media Cost € 0.00 € 0.00

Average CPC € 0.00 € 0.00

Web Sales 0 0

CMN 0 0

Web SAC € 0.00 € 0.00

Web CR% 0.0000 0.0000

intrattenimento Impressions 47820 68586 63986 63144 55550 87864 62380 66890 516220

Clicks 856 1554 3034 2146 1836 1984 1226 1826 14462

Average CTR% 1.79 2.34 4.89 3.46 3.32 2.24 2.00 2.72 2.85

Average Position 1.34 1.35 1.08 1.05 1.02 1.02 1.01 1.02 1.11

Media Cost € 109.96 € 225.20 € 268.80 € 233.04 € 223.76 € 248.60 € 178.32 € 230.16 € 1,717.84

Average CPC € 0.13 € 0.14 € 0.09 € 0.11 € 0.12 € 0.13 € 0.14 € 0.13 € 0.12

Web Sales 0 8 0 0 0 0 0 0 8

CMN 0 12 2 0 0 2 0 0 16

Web SAC € 0.00 € 28.15 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 3.52

Web CR% 0.0000 0.0051 0.0000 0.0000 0.0000 0.0000 0.0000 0.0000 0.0006

serie a Impressions 0 0

Clicks 0 0

Average CTR% 0.00 0.00

Average Position 0.00 0.00

Media Cost € 0.00 € 0.00

Average CPC € 0.00 € 0.00

Web Sales 0 0

CMN 1 1

Web SAC € 0.00 € 0.00

Web CR% 0.0000 0.0000

SKY Impressions 407474 377700 393308 403506 340814 347044 341444 313432 2924722

Clicks 51938 44722 41400 29602 28016 27382 28126 24684 275870

Average CTR% 13.02 12.88 10.74 7.51 8.40 8.02 8.43 8.07 9.63

Average Position 1.03 1.04 1.06 1.05 1.13 1.12 1.09 1.08 1.08

Media Cost € 14,508.06 € 12,883.56 € 12,015.36 € 9,584.90 € 9,967.90 € 7,982.66 € 7,657.26 € 6,840.56 € 81,440.26

Average CPC € 0.27 € 0.26 € 0.28 € 0.32 € 0.35 € 0.29 € 0.27 € 0.27 € 0.29

Web Sales 346 298 146 106 116 102 158 94 1366

CMN 602 580 512 312 104 50 80 84 2324

Web SAC € 41.93 € 43.23 € 82.30 € 90.42 € 85.93 € 78.26 € 48.46 € 72.77 € 67.91

Web CR% 0.0067 0.0067 0.0035 0.0036 0.0041 0.0037 0.0056 0.0038 0.0047

sky hd Impressions 6332 10208 8622 6984 8228 7480 7358 7090 62302

Clicks 666 1632 1094 750 872 944 930 844 7732

Average CTR% 11.05 17.91 12.80 11.08 10.89 11.95 12.56 12.07 12.54

Average Position 1.01 1.01 1.01 1.01 1.01 1.04 1.02 1.01 1.02

Media Cost € 87.44 € 206.92 € 120.76 € 91.44 € 111.48 € 108.60 € 115.80 € 102.56 € 945.00

Average CPC € 0.12 € 0.12 € 0.11 € 0.12 € 0.12 € 0.12 € 0.13 € 0.12 € 0.12

Web Sales 0 2 4 2 2 0 0 0 10

CMN 2 6 4 0 0 2 2 0 16

Web SAC € 0.00 € 103.46 € 30.19 € 45.72 € 55.74 € 0.00 € 0.00 € 0.00 € 29.39

Web CR% 0.0000 0.0012 0.0037 0.0027 0.0023 0.0000 0.0000 0.0000 0.0012

PPC Impressions Summary

0

100000

200000

300000

400000

500000

600000

700000

800000

37 38 39 40 41 42 43 44 45

PPC Visibility - Impressions Chart

Granular channel reports

• Provides day to day individual channel performance within marketing team to assist with optimisation.

Primary users: Channel leads

As required: Management

Further detail: Ahead or behind target and key metrics

Allows you to drill down to ask why you are ahead or behind

Visual view to allow ease of communication internally

Volume Drivers - things that work

3. The Volume Drivers: Programmatic buying

The Need

The Outcome• Ability to target better than paid search• Effective CPA & demand generation

• Display advertising not driving effective CPA• Little sophistication in targeting

Audience

Supply Side Platforms

Ad Exchanges

Demand Side Platforms

How things have changed

DSP DSP DSP

SSP SSP

Website Website Data enrichment

Data enrichment

Ad

serv

ed

Advertiser

Audience

Website

Bulk Buy

Media Agency

I/O

SSP

Use Case: Audience Segments

Unknown Group• Unknown – no known tags,

not meeting any other criteria6

Basic retargeting

Segmented retargeting

Buying AudiencesData Driven – Offsite

• Upper Segment Dropouts Able to target externally5

Brand Aware No Clear Desire

• All other site visits4Brand Aware

Thinking of Buying• Number of Visits / Recency /

Time on Site / Brand Section3Price / Product Aware • Sales Section Visits2

Order Dropouts• Started Order Process – Not

completed order process1

4. The volume drivers: Member Get Member Programs

The Need

The Outcome• Channel shares up to 20% of sales• Multiplier on existing channels

• Constant pressure for brands to drive more sales• The most effective selling is peer to peer

MGM – End to End

Referrer (customer) Referee (prospect)

Reward receipt

Reward Receipt

Management Database

VerificationPropensity analysis

Customer Promotion

Referral Destination

Referral Message

Landing Page

Order Process

Reward confirm

Member referral schemes are purely incentive driven

Making MGM work• Requires someone

actively using the product

• Incentive needs to be no strings attached and high perceived value

• Most effective when advocates and proselytizers targeted

The Advanced stuff

5. The Advanced stuff: Data Management Platforms

The Need• Multiple data sources needing to link up • Programmatic buying

The Outcome• All activity housed within a single data point• Significantly enhanced, actionable insight - in real time

DMP – hierarchical overview

22

CMS

Email campaigns

Display

Search

Mobile

Video

TV

Mobile

Intake

Analytics/InsightU

ser I

nter

face

Chan

nel L

inks

Normalisation

Segmentation/Scoring

Tag Management

Inputs Data Management Platform (DMP) Live Channels

Site analytics

Email database

Search data

Ad Server data

CRM

A DMP conducts a multi-layered cookie sync between all your systems, typically through a piece of javascript called a container tag, which allows the DMP to sync its own cookie ID to the cookie IDs of whatever other systems you might be using.  

6. The Advanced stuff: Cross Platform Marketing

The Need• 20%-50% of traffic is now mobile• Conversion is often up to 50% lower on mobile

The Outcome• Making mobile marketing viable and sales driving• Attribution across platforms

3 ecosystems with different dynamics

APP ECOSYSTEM MOBILE WEB ECOSYSTEM PC ECOSYSTEM

Consider

Install

Usage

Push notifications

App stores

Pay-per-install networks

Pre-loads

Facebook App Install ads

Advertising solutions

Awareness

Consider

Purchase

Usage

DisplayContentOffline

Social Retargeting

EmailPPC

AffiliatesSEOApp

recommendation sites

Email

Awareness

Consider

Purchase

Usage

Display

ContentOffline

Social Retargeting

PPCAffiliates

SEO

Email

Retargeting

• Mobile conversion tracking• Mobile analytics• User segmentation > personalisation• Member get MemberEn

able

rs

7. The Advanced stuff: Growth Hacking

The Need

The Outcome• Rapid growth – exponential growth on the scale of

Facebook, Linkedin, AirBnB

• Start-ups: The need to get rapid growth on a low budget• Enterprise: The need to move marketing initiatives

forward faster

Structure: How growth marketing worksT

RA

DIT

ION

AL

M

AR

KE

TIN

GG

RO

WT

H

MA

RE

KT

ING

• Separate teams• Marketing brief goes into

the work stack – you may see it next year

• Marketing thinks Product/ Tech are slow and are prone to saying “no”

• Product/Tech thinks Marketing are reckless

• Unified Teams• Marketing & Product/Tech

form the brief as a team• Leverages the ability of the

product itself to market• Reckless briefs become

increasingly viable

Marketing Product/Tech

Marketing Product/Tech

Structure: How growth marketing works

Marketing Product

Growth team• 1-2 technical marketers• 2 developers reporting

to marketers, not product development

• Work on marketability of the product

Product Team• Current team• Work on product

improvement

Marketing Team• Traditional Marketing

outputs

Examples

Growth Hack:• Allowed users to create a public

profile so that the search engines index their profiles and show up organically in search results

• First to have people upload their contact lists

Growth:• 2 million to 200 million

users

Growth Hack:• Peer-to-peer vacation rentals • Facilitated users to promote their

apartment ads on CraigsList automatically

Growth:• Valued at $1 billion+ • To hit $500 million in

revenues

Thank you

serge.milbank@stream20.com@stream20 – find us on Facebook, Twitter and LinkedInFor more information visit: www.stream20.com