Content marketing analytics: how to make your data work harder for your business

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Presentation from Search London - July 2014. The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour so we can plot the best course of action to drive demonstrable improvements in revenue. Here is a 3-step process to do that.

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Content MarketingAnalytics How to make your data work harder for your business on a budget @dSmulevich I cant think of any other industry where its top professionals have repeated the same thing OVERAND OVER... And pretty much everyone out there listened to them FLUFF FAILURE Choose the right KPIs AKPI is a metric used to determine how well you are performing against your business objectives. Business Objective Goal KPI KPITarget Segmented KPI Number of new leads per month Effective Marketing Build a customer database 200 per month Number of new leads per month by channel New leads from Affiliate programs BOUNCE RATE BOUNCE RATE TIME ON SITE TIME ON SITE KPIs KPIs KPIs Flags And they are also misleading: they think in terms of interactive engagement hits, do you? External KPIs Board Anything that you can correlate with revenues, conversions, cost () PIs Marketers Metrics that help you get to your KPI targets (Content performance) Internal Flags Marketers + Website managers To spot issues early (Adjusted bounce rate, site speed) The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour so we can plot the best course of action to drive demonstrable improvements in revenue How do we get to that? Step up your analytics game Three distinct phases 1. Data audit 2. Framework development 3. Ongoing reporting and analysis Three distinct phases 1. Data audit 2. Framework development 3. Ongoing reporting and analysis Understanding what structures you/the client has in place, and how the business is using the data at its disposal, so that we can devise a data collection and reporting strategy that supports our content marketing efforts. 1. Sources attribution 1. Sources attribution We must attribute prospects to their acquisition source or channel. We cant work out where our best prospects are if we dont know the source (PPC, list purchase). 1. Sources attribution 2. Sales funnel definition 2. Sales funnel definition We need to define the sales funnel stages by establishing the demographic and behavioural measures as prospects move down the funnel. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 3. Data integration/data warehousing A data warehouse is just a big database that pulls data from lots of different sources. When this data is put together, you can do an all-round user analysis, e.g. looking at online behaviour and offline conversion. Or tie long- term purchase history to online behaviour. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 4. Conversion attribution We should AT LEAST create an attribution model to determine credit for content and sales conversions. Its a mistake to attribute conversion to a single action: the reality is usually a complex mix of sales path interactions. The attribution model should be applied to evaluate content promotion campaigns. SEO PPC EMAIL DIRECT 1 2 3 7 4 10 8 9 5 10+ 6 CONVERSION PATH LENGTH SEO PPC EMAIL DIRECT 1 2 3 7 4 10 8 9 5 10+ 6 CONVERSION PATH LENGTH SEO PPC EMAIL DIRECT SEO PPC EMAIL DIRECT SEO PPC EMAIL DIRECT SEO PPC EMAIL DIRECT SEO PPC EMAIL DIRECT 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 5. Conversion optimisation 5. Conversion optimisation If we know where opportunities fall out, we can take positive actions: messaging, copy, calls-to-action, value propositions, design, and even entire campaigns can be optimized to overcome any issues. Dont forget to test your assumptions A/B AA/BB 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 5. Conversion optimisation 6. Prospects segmentation 6. Prospects segmentation You should segment your prospects, so that you can boost conversion rates with better content and increase sales interest with stronger problem focus. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 5. Conversion optimisation 6. Prospects segmentation 7. Post-purchase funnel 7. Post-purchase funnel Can we separate online communications strategies, campaigns and messages for repeat sales to the existing customer base? Thanksto thegenial @martooziefor this! 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 5. Conversion optimisation 6. Prospects segmentation 7. Post-purchase funnel 8. Reporting 8. Reporting The right level of reporting should enable different stakeholders (marketers, salespeople etc.) to receive only the information they need, in a way thats as simple and clear as possible, to take informed decisions. Three distinct phases 1. Data audit 2. Framework development 3. Ongoing reporting and analysis Framework development = Data collection strategy Start from the business requirements, talk to the stakeholders involved and then visualise the dimensions/metrics that you aim to get Now youre ready to spec it out! 1. Planforthemid-longterm 2. Dontovercomplicatethings 3. Thinkofconstraints: Budget Technology Resources Three distinct phases 1. Data audit 2. Framework development 3. Ongoing reporting and analysis AND NOW WHAT? AAAAA Always Add Analysis And Action In-depth analysis should be carried out on a regular basis: results should be brought into quarterly meetings with the relevant stakeholders, upon internal sharing first with the (agency) team. Take data out of silos Outcome: integrated, personalised, dynamic dashboards and reports, on which we can easily add our analysis Outcome: integrated, personalised, dynamic dashboards and reports, on which we can easily add our analysis Outcome: integrated, personalised, dynamic dashboards and reports, on which we can easily add our analysis Outcome: integrated, personalised, dynamic dashboards and reports, on which we can easily add our analysis Become best friends with these bad boys APIs Webhooks Become best friends with these bad boys APIs Webhooks Your bible: GAreference guide http://bit.ly/P8msWU Your playground: the query explorer http://bit.ly/XeNbVy Three ways to extract data using theAPI: Add-ons (Supermetrics rocks!) Custom functions Programmatically (build a PHP app) Easy Hard You can also use the management API to import data into GA! [features still rolling out] http://bit.ly/1nTIkEl Become best friends with these bad boys APIs Webhooks Webhooks let you send data to GoogleAnalytics when something special in another platform happens, e.g. you won that contract with the client! GAMeasurementProtocolhttp://bit.ly/N3z7sa WAIT, WAIT, WAIT. How do I link GAusers with CRM entries? ExtractclientidfromGAcookie UseyourCRMAPItopushthedatathrough alongwiththeCRMid Callwebhooksasusersperformsetactions Now all your data is integrated, you can visualise data the way you/your client/your board needs! Use free visualisationsAPIs: GoogleAnalytics EmbedAPI Google Charts Alittle reminder Collection Reporting Analysis OUR BIG CHALLENGE MEDIUM HIGH LOW Collection Reporting Analysis OUR BIG CHALLENGE MEDIUM HIGH LOW Collection Reporting Analysis OUR BIG CHALLENGE MEDIUM HIGH LOW Collection Reporting Analysis WHAT OUR CLIENTS WILL EXPECT MEDIUM HIGH LOW Collection Reporting Analysis MANAGING EXPECTATIONS MEDIUM HIGH LOW Collection Reporting Analysis MANAGING EXPECTATIONS MEDIUM HIGH LOW THE CIRCLE OF LIFE ACTIONABLEADVICE IMPROVE IMPROVE Thank you. sli.do/SearchLondon @dSmulevich @dSmulevich