VisitWiltshireOnline Marketing Group

Developing an evidence-led strategy

30th September 2013

Aim / rationale“Ultimately it’s about using best practice web analytics

techniques to get more commercial value from investments in digital marketing”

http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

•For analytics to be effective it must be positioned as a process that will improve overall strategy and performance.•Challenge is less about technology and data and more about people and processes.

Rules of thumb

• For example, for every US $80 spent on driving traffic to websites companies spend only $1 converting that traffic, according to Omniture.

• Avinash Kaushik’s 90:10 rule that you should spend $90 on people (including education and training) for every $10 spent on analytics tools.

Outcomes

• To impact positively on the wider membership by developing best practice in measuring impact of digital marketing – links to training, templates, online resources, etc

• Inform digital marketing strategy at VW and members of OMG

• Disseminate best practice in Wiltshire at local/national levels• Lead to publication of academic research and benefit delivery

of digital marketing courses at BU

Examples from Digital Destinations

• http://www.slideshare.net/DigitalHub/the-green-houses-ddp

• http://www.slideshare.net/DigitalHub/kingston-maurward-gardens-and-animal-park

• http://infogr.am/_/J2JGMbT-v4KG238HC5vl

What is ‘analytics’?

According to Web Analytics Association: “Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.”

What to measure and why?Einstein has been attributed with the famous quotation, ‘Not

everything that can be counted counts, and not everything that counts can be counted’

Purpose of web analytics• optimizing website functionality and conversion (79.7 per cent);• analysis of past performance (73.7 per cent);• optimizing performance of and conversions from marketing campaigns

(67.3 per cent);• determining the best creative executions through A / B and multivariate

testing (49.8 per cent);• baseline information for site redesign (48.6 per cent);• predictive metrics for developing future marketing campaigns (41 per

cent);• budgeting and planning for upcoming business objectives (32.7 per cent);• other (5.6 per cent).

Planning frameworks

• To take into account the fuller customer journey• Important to have a structured testing plan• http://www.smartinsights.com/digital-marketing-strategy-

guide/ • RACE table to set goals and measurement• Attribution is a big challenge• Suggested model for measuring impact of social media• http://www.kaushik.net/avinash/best-social-media-metrics-

conversation-amplification-applause-economic-value/

Suggested format

1. General discussion to scope out the project and its aims; timescale, frequency of meetings; online forum; confidentiality issues;

2. Preparation for next meeting; share resources; identify knowledge gaps; review current performance and insights; prepare draft plan with goals and KPIs; present plan at next OMG meeting for discussion;

3. Measure digital marketing performance against the plan and report back at next OMG meeting; review effectiveness of planning template;