digital marketing by numbers
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bit.ly/1mbmR7m | @jonoalderson
Digital Marketingby Numbers
bit.ly/1mbmR7m | @jonoalderson
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bit.ly/1mbmR7m | @jonoalderson
Data Driven CulturesWe have more data than any other channel.
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bit.ly/1mbmR7m | @jonoalderson
Data Driven CulturesThere should be no guesswork, uncertainty or confusion.
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bit.ly/1mbmR7m | @jonoalderson
Data Driven CulturesWe should all have integrated, intelligent strategies which
are directly driven by a comprehensive collective understanding.
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bit.ly/1mbmR7m | @jonoalderson
So.Who works in a truly, completely,
comprehensively ‘data driven culture’?
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bit.ly/1mbmR7m | @jonoalderson
…there are some key challenges…
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bit.ly/1mbmR7m | @jonoalderson
Analysis Paralysis
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bit.ly/1mbmR7m | @jonoalderson
The box of lies
The Great Crime of the Analytics Industry
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bit.ly/1mbmR7m | @jonoalderson
A (deliberate?) lack of direction
The discovery of magical, ‘’interesting’ insight
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bit.ly/1mbmR7m | @jonoalderson
Difficulty articulating success
You can’t say “Hold on, what are our objectives again?”
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bit.ly/1mbmR7m | @jonoalderson
Obsessive comparison to the past
“How well did we do last time” is lazy.
“How well do we want to do this time?” is better.
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bit.ly/1mbmR7m | @jonoalderson
Only looking at the clickstream
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bit.ly/1mbmR7m | @jonoalderson
Defensive kitten is defensive.
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bit.ly/1mbmR7m | @jonoalderson
Using your data to fuel your organisation
Overcome these hurdles with a simple process
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bit.ly/1mbmR7m | @jonoalderson
You have bespoke data and bespoke needs
Start from scratch
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bit.ly/1mbmR7m | @jonoalderson
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our blog
# triggers of time on page > 2 mins on a
blog post (per month)
Category, author
# average comments-per-post (rolling)
Double revenue
by 2014
Increase sales revenue # sales (per month) Department, channel, product
£ sales revenue (per month)
Increase customer lifetime
value
% of new consumers via the website
making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic region,
entry page
Provide the best
customer
service
Provide great content and
help users find the
information they need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Improve
marketing
efficiency
Maintain a high conversion
rate to sale
% visitors to macroconversions + calls
(per month)
Channel, source, campaign,
keyword, call type
Increase self-service actions
on the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
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bit.ly/1mbmR7m | @jonoalderson
You’ll need 5 things...
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bit.ly/1mbmR7m | @jonoalderson
Get your key stakeholders in a room
Go all the way to the top.
You only get once chance...
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bit.ly/1mbmR7m | @jonoalderson
Remove the elephant from the room
Hansel & Gretel
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bit.ly/1mbmR7m | @jonoalderson
Get to the business objectives
There are no wrong answers
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bit.ly/1mbmR7m | @jonoalderson
Identify themes, consolidate and summarise to get to a list of 5-6.
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bit.ly/1mbmR7m | @jonoalderson
The rules
Objectives must increase revenue, decrease cost or improve brand and must have digital context.
Anything else is fluffy, offline, a goal, or a KPI
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bit.ly/1mbmR7m | @jonoalderson
1. Double monthly sales revenue by Q3 20142. Provide the best customer service3. Be seen as thought leaders4. Improve marketing efficiency
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bit.ly/1mbmR7m | @jonoalderson
Objective Goal
Be seen as thought leaders Get people reading and engaging with our blog
Double revenue by 2014 Increase sales revenue
Increase customer lifetime value
Provide the best customer service Provide great content and help users find the information they need
Improve marketing efficiency Maintain a high conversion rate to sale
Increase self-service actions on the website
Identify how digital contributes
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bit.ly/1mbmR7m | @jonoalderson
Objective Goal KPI
Be seen as thought leaders Get people reading and engaging with our blog # triggers of time on page > 2 mins on a blog post (per month)
# average comments-per-post (rolling)
Double revenue by 2014 Increase sales revenue # sales (per month)
£ sales revenue (per month)
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month)
% satisfaction rate (per month)
Improve marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions + calls (per month)
Increase self-service actions on the website £ value of microconversions (per month)
Set KPIs with a direct line of sight to business success
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bit.ly/1mbmR7m | @jonoalderson
Make your KPIs ultra-specific
# conversions
#macroconversions
# macroconversions (valuable contact form submissions, enquiry form completions, ‘productive’ phone calls, and offline conversions which
cite ‘web’ as source)
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bit.ly/1mbmR7m | @jonoalderson
KPI Key Segments
# triggers of time on page > 2 mins on a blog post (per month) Category, author, tag(s), publish day/time, promotion budget
# average comments-per-post (rolling)
# sales (per month) Department, channel, product, product taxonomy
£ sales revenue (per month)
% of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page
% task completion rate (per month) Initiating page, Channel, source, campaign, keyword
% satisfaction rate (per month)
% visitors to macroconversions + calls (per month) Channel, source, campaign, keyword, call type
£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
Acknowledge key segments (because averages lie)
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bit.ly/1mbmR7m | @jonoalderson
Visualise performance with bullet charts
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bit.ly/1mbmR7m | @jonoalderson
Set intelligent targets
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bit.ly/1mbmR7m | @jonoalderson
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our blog
# triggers of time on page > 2 mins on a
blog post (per month)
Category, author
# average comments-per-post (rolling)
Double revenue
by 2014
Increase sales revenue # sales (per month) Department, channel, product
£ sales revenue (per month)
Increase customer lifetime
value
% of new consumers via the website
making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic region,
entry page
Provide the best
customer
service
Provide great content and
help users find the
information they need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Improve
marketing
efficiency
Maintain a high conversion
rate to sale
% visitors to macroconversions + calls
(per month)
Channel, source, campaign,
keyword, call type
Increase self-service actions
on the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
![Page 38: Digital marketing by numbers](https://reader033.vdocuments.mx/reader033/viewer/2022042814/54c62b4c4a7959de728b45e8/html5/thumbnails/38.jpg)
bit.ly/1mbmR7m | @jonoalderson
Move from reporting to analysis and action
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bit.ly/1mbmR7m | @jonoalderson
This is a really simple framework!
But it’s only part of the whole
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bit.ly/1mbmR7m | @jonoalderson
Step by step implementation
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bit.ly/1mbmR7m | @jonoalderson
You need a process for doingAgile fortnightly sprints of small, tactical tweaks work
Long change cycles lead to demoralising performance
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bit.ly/1mbmR7m | @jonoalderson
You can apply this process to other scenarios
Specific campaigns, project launches, operational KPIs
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bit.ly/1mbmR7m | @jonoalderson
Permission to fail and to improve
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bit.ly/1mbmR7m | @jonoalderson
Move from this…
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bit.ly/1mbmR7m | @jonoalderson
Move from this...
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bit.ly/1mbmR7m | @jonoalderson
Bringing this together...
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bit.ly/1mbmR7m | @jonoalderson
You know what success and failure looks like before you
explore or crunch the numbers.
And you know what actions to take depending on what you find
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bit.ly/1mbmR7m | @jonoalderson
Hippos are locked in to defined performance definitions.
You’ve removed the opportunity to object, flake, or u-turn
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bit.ly/1mbmR7m | @jonoalderson
Shortcomings in processes, resource, tools & culture are
accommodated for, and can’t be used as excuses.
Opportunities - not limitations
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bit.ly/1mbmR7m | @jonoalderson
Decisions are made about the things that matter.
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bit.ly/1mbmR7m | @jonoalderson
ResourcesAvinash Kaushik
● Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets - http://bit.ly/qmkAsf
● The Difference Between Web Reporting And Web Analysis - http://bit.ly/qEq7Go
Analytics maturity model● Cardinal Path: Online Analytics Maturity (plus self assessment tool) - http://bit.ly/GGXXd9
Bullet Charts● A great guide to (and downloadable templates for) bullet graphs in Excel - http://bit.ly/UNmzIj
● Information Dashboard Design – a great book about charts and data vis - http://amzn.to/1nmyG8N
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bit.ly/1mbmR7m | @jonoalderson
Thanks!
Any questions?