bea 2014 - data driven marketing - engaging readers & driving sales

Download BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

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It is not news that marketers have access to more data today than ever before. The challenge, however, is knowing what data is useful and relevant and what is not. The right data can drive traffic to websites, increase engagement on Facebook and other social networks, gather reader preferences, and target click throughs on advertising. In short, marketing decisions flow easily and naturally with the right data and create better results. Our panelists will share their experiences and valuable insights into how they maximize budget, engage readers and drive book sales using data driven marketing.

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  • 1. Data Driven Marketing: Engaging Readers & Driving Sales Book Expo America 2014 #BEAData Fauzia Burke Founder and President, FSB Associates www.fsbassociates.com @FauziaBurke
  • 2. You dont have to be good with numbers to love #Data @FauziaBurke #BEAData
  • 3. Data is not about numbers, its about patterns. @FauziaBurke #BEAData
  • 4. @FauziaBurke #BEADataBy Domo.com
  • 5. Kate Rados Tom Thompson ! Elizabeth Dimarco @FauziaBurke #BEAData Panelists
  • 6. Data 1. Type 2. Method 3. Reason 4. Use 5. Surprises @FauziaBurke #BEAData
  • 7. Kate Rados Tom Thompson ! Elizabeth Dimarco @FauziaBurke #BEAData Panelists
  • 8. Data Driven Marketing: Engaging Readers & Driving Sales @KateRados | #BEAData
  • 9. #BEAData
  • 10. #BEAData
  • 11. #BEAData
  • 12. #BEAData
  • 13. #BEAData
  • 14. #BEAData
  • 15. #BEAData Jersey City Moms Meetup Group
  • 16. #BEAData Jersey City Moms Meetup Group
  • 17. #BEAData Some Ways We Collect Reader Data Site Registration Sweepstakes Sales Surveys Email Activity Comments and Social Reactions
  • 18. #BEAData Some Ways We Use Reader Data for Marketing Efforts Alert Readers to a Local Author Event Customize Email Messaging for New Releases or Promotions Reach Readers Where they Read: Community Sites, Social, Mobile, Email Newsletters, In- Person Events New Online Products: Apps, Downloads, Articles, Giveaways
  • 19. #BEAData Year-Long Survey Questions: Who Makes Up the RIF Audience? Where Do They Get Book Recommendations? How Do They Enter Our Weekly Sweeps? What Types of Books Do They Enjoy?
  • 20. #BEAData
  • 21. #BEAData
  • 22. #BEAData
  • 23. #BEAData
  • 24. #BEAData Data = Audience Compass Readers give us data with every interaction, informing us how they want to communicate and learn about our books. You can customize your conversation based on what a reader reveals. Data is not the only information upon which to base audience development strategy. Reader engagement is a balance of art and science.
  • 25. Thanks! @KateRados | #BEAData
  • 26. THE DATA-DRIVEN CAMPAIGN RATIONAL MARKETING IN A MESSY WORLD #BEAData VersoAdver@sing.com
  • 27. RATIONAL MARKETING IN A MESSY WORLD THE DATA-DRIVEN CAMPAIGN VersoAdver@sing.com
  • 28. RATIONAL MARKETING IN A MESSY WORLD Known Knowns Known Unknowns Unknown Unknowns Unknown Knowns THE DATA-DRIVEN CAMPAIGN VersoAdver@sing.com
  • 29. Impressions: CPMs for networks v. niche sites v. premium sites v. super premium sites Clicks: CTRs for web v. mobile v. network v. newslePers CPC: Cost per click Engagements: In-ad views, tweets, posts, emails Conversions: Email sign-ups, downloads, purchases, etc. KNOWN KNOWNS What We Measure VersoAdver@sing.com
  • 30. Impressions: CPMs for networks v. niche sites v. premium sites v. super premium sites Clicks: CTRs for Web v. Mobile v. Network v. NewslePers CPC: Cost per click Engagements: Views, tweets, posts, emails Conversions: Email sign-ups, downloads, purchases, etc. Site Reports, 3rd Party Server Data KNOWN KNOWNS How We Measure VersoAdver@sing.com
  • 31. Frequency to conversion Path length Time lag Revenue per placement KNOWN KNOWNS (Part 2) What We Could Measure: Conversion Metrics VersoAdver@sing.com
  • 32. Machine learning can inform ad targe@ng by tes@ng and evolving the user prole with demographic, psychographic, behavioral data KNOWN KNOWNS (Part 2) What We Could Measure: User Prole VersoAdver@sing.com
  • 33. KNOWN KNOWNS How We Measure Conversion & Customer Prole Data VersoAdver@sing.com
  • 34. KNOWN KNOWNS How We Measure Conversion & Customer Prole Data Site Tags (Cookies) 3rd Party Data Deep Learning Algorithms Audience Extension Look-alike modeling VersoAdver@sing.com
  • 35. Past performance is no guarantee of future results. Why do they (or dont they) click? Product v. Placement v. Crea@ve v. Timing Display eect: ComScore and IAB studies Which part of the markeLng pie got the sale? Adver@sing, PR, reviews, social, or all-the-above? KNOWN UNKNOWNS VersoAdver@sing.com
  • 36. French Economists Bots and Bad Guys Unicorns and Sea Monsters Amazon UNKNOWN UNKNOWNS VersoAdver@sing.com
  • 37. UNKNOWN KNOWNS VersoAdver@sing.com
  • 38. DIGITAL REPORTING CONFIRMS site-reported data TRACKS eec@ve CTR, CPM, CPA MEASURES campaign performance against compe@@ve set DELIVERS ac@onable data INFORMS ongoing and future campaigns VersoAdver@sing.com
  • 39. Thank you Tom Thompson tom@versoadver@sing.com @tomthompson Thank you! #BEAData VersoAdver@sing.com
  • 40. BooksILove The mobile place for conversations between friends about books. 2014, BooksILove www.booksilove.com
  • 41. What types of data do we collect? Data from readers who are talking about and recommending books to their friends. 2014, BooksILove www.booksilove.com
  • 42. How do we collect it? Readers use our mobile app. We get data directly from readers about the books they love. Were creating the ultimate focus group. 2014, BooksILove www.booksilove.com
  • 43. Why do we collect it? Create apples-to-apples comparative data See conversational trends ahead of buying trends Gain insights about personal recommendations 2014, BooksILove www.booksilove.com
  • 44. How can it be used to make better marketing decisions? Can help understand: Why readers love a book Which specic elements of a book are most loved How reader perceptions of one book compare to another What are reader trends Who are a books fans and evangelists 2014, BooksILove www.booksilove.com
  • 45. What has surprised us so far? 2014, BooksILove www.booksilove.com

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