2011.03.21.ses.nyc
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Search Engine Strategies -New York-
June 3rd, 2010
Helping organizations develop, deploy and measure
effective digital strategies
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Digital Marketing is the New Finance
• Why analytics?• Observations about Segmentation• Frameworks for Segmentation• Purchasing / Engagement Cycle• What Should we Measure?• The future of web experiences
Look for Hispanic specific Tips throughout the presentation
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Why Analytics?
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So what are the benefits?
• Customer Insights• Actionable Intelligence
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Let 1,000 flowers bloom
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Don’t do time. Avoid the crime.
Analyzing data in aggregate is a crime.
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Segment, then analyze
Segments are a beautiful thing!
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If I were given one hour to save
the planet, I would spend 59 minutes defining the
problem and one minute resolving it.
Albert Einstein
1004/12/2023
Thinking Counts!
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5 Tips for Segmentation
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#1: Needs-based segmentation improves ROI
Convenience• Geography• Language
Firmographics• Size• Industry• Geographic
Coverage
Behavior• Price Sensitive• Delivery Sensitive• Quality Sensitive
Needs• Security• Power• Esteem• Change
Easy to doEasy to replicate
Difficult to doDifficult to replicate
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#2: Use Segmentation Maps
Lifestyle Product Geography Home Construction Status
Features Amenities Language
55+ 55+ Community By City New Construction Heating type (gas, propane)
Pool English
Military They’re Growing Up
By Zip or CEP Quick Move-In No landscape maintenance
Golf Course Spanish
Hispanics Townhome By County Overall Value Adult/Senior Community
Portuguese
Young Couples First timers Country Access to learning centers
French
First Time Main Floor Living By IP Pets
Government And Baby Makes Three
School Districts
Large Family Large and in Charge
High Net Worth Urban
Modern
Green
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Case Study: New homes for Young Couples
Lifestyle Product Geography Home Construction Status
Features Amenities
55+ 55+ Community By City New Construction Heating type (gas, propane)
Pool
Military They’re Growing Up By Zip Quick Move-In No landscape maintenance
Golf Course
Hispanics Townhome By County Overall Value Adult/Senior Community
Young Couples First timers National Access to learning centers
First Time Main Floor Living International Pets
Government And Baby Makes Three
School Districts
Large Family Large and in Charge
High Net Worth Urban
Modern
Green
#3: Use psychographic segmentation for professional services
Perceptions of Advisors
Info
rmati
on S
eeke
rs
High
Ignore Rely
DelegatorsAvoiders
Do-it-Yourselfers Validators
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Price Fighters
Traditionalists
Niche Buyers
Delivery Buyers
Quality Fanatics
#4: Align your segments with your product portfolio
Silverpop.com
Omniture.com
#5: Use psychographic profiles for online purchasing segments
Competitive Spontaneous
Methodical Humanistic
Logical Emotional
Slow
Fast
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Can be used for Individuals (B2C) andOrganizational decisionMaking (B2B)
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Case Study: School for Struggling Teens
• Largest School for struggling teens in the US• Positioned as the top school for struggling
teens • Process-dependent not people-dependent• Differentiated by the concept of
“transformational experience” • Designed as a learning laboratory
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• Good parents• Stay-at-home
moms• Socially
Influential• Motivated by
Fear• Out of their
element• Embarrassed• Upper middle
class women• Loving & Caring
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Wall Street Gordon Gekko (1987)
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The path to cash
The Purchasing Funnel
PREFERENCE
Can you help me? What’s different about you?
How much? How long? And When?
What do you do?Are you the best value for me?
INTEREST PURCHASECONSIDERATIONAWARENESS
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Social Media fits Latinos
• Entertainment– early adopters of entertainment technologies– On par with or more active than non-Hispanics across
most social computing activities• Community
– Culture promotes groups and families• Language
– User Generated content filling the gap since media and marketers largely ignore “Spanish-preferring” online Hispanics
The Engagement Funnel
RESPONDERS
Not engaged in Social Media Establish a presence Publishers, Writers, Editors, Filmmakers, Uploaders, Photographers, Critics, Leaders
Read, Listen, Watch, Review & Absorb
Comment, Contribute, Edit, Critique, Vote, Add to what has been said
JOINERS AMBASSADORSSPECTATORSINACTIVES
Hispanics Engage Even More than Non-Hispanics
vs. 12% for non-Hispanics
vs. 42 % for non-Hispanics
Mor
e En
gage
d
04/12/2023 27
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Most Facebook Users Worldwide
http://www.facebakers.com/countries-with-facebook/
LinkedIn in Brazil is growing at 428% per year
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Last 6 Months
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Rapport
Qualify
Present
Close
Retain
Prospect Awareness
Consideration
Interest
Preference
Purchase
Services
Sales Cycle
Purchasing Cycle
For every step in the consumer cycle, there is a corresponding step in sales
And metrics!
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Tool: Align communications with behavior
Stage in the buying process
Awareness Consideration Interest Preference Purchase Retention
Communication Objectives
Generate Awareness
Positioning, benefits & features and branding
Differentiation, lead generation
Assist in the purchase decision
Facilitate Purchase
Support use and retain
Internet Marketing Tactics
PPC, Banners, Social, email
SEM, SEO, affiliate marketing
Aggregators, directories, testimonials
Buyer guides, user reviews and ratings
Automated e-mails, offline options
Personalized website content and interaction
Tips for Latinos Segmented targets by language and culturally specific campaigns
Culturally sensitive landing pages – language specific
Language specific funnel and consistent messaging
Testimonials of similar purchasers
International shipping, language specific policy pages
Review sites so they can share with their friends
Campaigns
Key Performance Indicators (Success Metrics)
Example Chart – fill in for your organization
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Putting the pieces together
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Layout the Plan using a roadmap
Strategy Tactics Campaigns Analytics
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Closed Loop Marketing Requires Integration
Pre - Click
• PPC Platforms
• Rich Media Platforms
• E-mail solutions
Post-Click
• Analytics• CRM• Content
Mgmt Sys• Landing Page
Opt.
Post Conversion
• Sales Order• Financial
SystemDriving Traffic Driving Engagement Conversion Optimization
Analytics extends throughout the entire funnel
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This Stuff Wasn’t Made to Fit Together…
Red herrings & golden nuggetsOptimize content on your site to drive success
Key Business Questions• Which content drives
incremental engagement?• Which pages are most
popular, but do not drive success?
• Which pages seem unpopular but demonstrate success?
• Which pages drive conversion?
Key Benefits• Rework pages with high traffic but are consistently “dead-ends”.• Increase traffic to high-influence, low-traffic content.• Remove “dead wood” content. Retire content that has low influence and low
conversion.
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Daily Motion Case StudyChallenge:
“the more registered members we have, and the longer our audience is watching the videos and engaging with the site, the more attractive we become to advertisers.” -SVP, Media Sales
Results:•Increased user engagement•Measures the performance of international expansion•Provides media buyers and advertising partners with accurate performance data
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Data
Information
Advice, Innovations, New Experiences
It’s tough to build a pyramid from the top down
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Bonus Tip!
Identify Spanish-preferred visitors using advanced segmentations
Dimensions Languages Contains ES
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Developing, Deploying and Measuring online marketing strategies
Paul Limaplima@limaconsulting.comwww.LimaConsulting.com
www.twitter.com/paul__lima
1(866)500–LIMA (5462)
Philadelphia | Sao Paulo | Bogota | Montevideo
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Classification Drilling Example
Media Source
Profile Classification•Title
•Industry
•Gender
•State
•Country
Channel TacticPromotion
04/12/2023
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Side by Side Channel Analysis Campaign Return on Investment
Correlate ROI across all campaign types, both online and offline
Flexible campaign sourcing allowing users to choose between three options
Show Actions and Metrics
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Online Business Optimization Evolution from A Channel to Business Strategy
Measure Optimize
Find and apply new
insights to optimize
your business based on
a complete view of all
interactions
Deliver reporting
and dashboards to
measure marketing
performance
Leverage these
measurements to
make informed
decisions about
how to interact with
customers Bring together
information from the
Internet and the
enterprise for a
comprehensive view
of customer
interactions
Automate certain
customer interactions
and activities based on
real-time data, business
rules and performance
Extend
Innovate
Automate
Execute
Measure
Process-Focused, proven model that yields resultsFor Developing, Deploying and Measuring Digital Strategies
Tracking, reporting, analyizing and adjusting user experiences to provide improved customer experiences.
Measure & AdjustDeveloping Online Marketing
Strategy and aligning business objectives with the tools,
campaigns, and metrics for success.
Think
ToolIdentifying & Implementing the sofware and systems to
enable key business and marketing processes.
Executing tactics & campaigns that map back to business objectives and provide engaging customer experiences.
Do
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Measure using Launch and Learn StrategiesMeasure Goals by Integrating Analytics, Online Marketing Sources and CRM
Funnel Consumer Behavior Typical Key Performance Indicator
Awareness – Can you help me?
Find Your Site # of ImpressionsClick Through Rate and #
Consideration – What does your company/product do?
Search for Product/Service Bounce Rate Landing Page Bounce RatesE-mail open & Click through ratiosTime on Site for new visitorsNext Flow Analysis ReportInternal Search AnalysisNames/E-mails acquired
Interest– What’s different about your company/product?
Feature Compare and Education Webinar Signups“Portfolio Finder” StartsDownloads Video Starts & Finishes
Preference –Which solution offers the highest value for the money?
Compare Shopping Cart Starts & AbandonmentsRequests for QuotesCalls and Leads - unique numbers @ the keyword levelChat Starts
Purchase – How much for how long?
Commit Revenue by … Product Category Product Source (ad network, SEO, phone, chat, promotion, e-mail campaign) Segment
Retention – What have you done for me lately?
Re-order & up-sells Product reviews and ratings submittedCases submittedReturn frequencyLifetime value Customer Satisfaction
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• This session will explore the use of web analytics in both the US Hispanic markets and in Latin America, the players in Latin America and the adoption of analytics by region. We will also explore how organizations can leverage best practices when running multi-channel campaigns, multi-lingual websites sites, and multiple diversity segments.
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