lean digital marketing by andraž Štalec - semdays 2015
TRANSCRIPT
Andraž Štalec@andrazstalec
LEAN DIGITAL MARKETING
WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?
SEARS BEST BUY AMAZON
$899,99 $809,99 currently $870,08
MARKETING WAS NEVER EASY
UNDERSTANDING THE CUSTOMER
How to catch the important moments?
VGL BRAND WLTM CONSUMERS WITH GSOH FOR LTR
VGL - Very Good LookingWLTM - Would Like To MeetGSOH – Good Sense Of HumourLTR - Long Term Relationship
MULTI SOURCE10 different information sources are used by average
online user before completing the purchase
80 % OF CONVERSION PATHS INCLUDEMORE THAN 1 DIGITAL CHANNEL
MULTI DEVICEWe use 3+ devices to access the internet
Sessions by device
DIVERSITY10.600 different keywords are used by users to access a website
EACH BUYER IS DIFFERENT3.703 different conversion paths on average
INCENTIVE FOR THE PURCHASE45 % of purchase processes begin online
UNDERSTANDING THE CUSTOMER
What do consumers do in each CDJ phase?
SUCCESS RATEOnly 15,15 % of website visitors start a checkout process
ONLY 11 % OF VISITORSWHO START A CHECKOUT PROCESS ALSO
FINISH IT
WHAT HAPPENS WITH THE OTHERS?99 % USERS DO NOT FINISH THE
PURCHASE
89 % OF USERS ABANDON CARTSWHAT ARE WE GOING TO DO?
ESTABLISH METRICS TO UNDERSTAND USERS
TRACKING CONSUMER DECISION JOURNEY
MICRO AND MACRO
CONVERSIONS
DATA
SEARCH ADS
SEO
DISPLAY
OFFLINE
SOCIAL
SEARCH ADS
SEO
DISPLAY
OFFLINE
SOCIAL
ConnectivityMutual influence
Understanding user behavior throughout the entire CDJ
Number of interactions
Length
Transactions
Micro & macro conversions
Micro & macro conversions
Micro & macro conversions matrix
NEW FOLLOWERS
GALLERIES BROWSED
REVIEWS & RATINGS
EMAIL SIGNUPS
SOCIAL ACTIONS
VIDEOS WATCHED
BOOKING
CONTACT FORMS SUBMITTED
CATALOGS DOWNLOADED
INFO REQUESTED
Long term
Short term
Medium term
DO
THINK
SEE
DOTHINKSEE
Cost per AcquisitionBounce rate
Checkout Abandonment rateRevenue
Macro conversion rate
CTRPage DepthEngagement Micro conversion rate
% of New VisitorsReach & Frequency Events per Visit
Days to Convert% Assisted conversions
Define metrics for all stages of CDJ
Discovery
Unique visitor 1 Unique visitor 2 Unique visitor 3
First purchase Return purchase Loyal purchase
Session-based analytics
Discovery
Unique user
First purchase Return purchase Loyal purchase
User ID: 123456789
User-centric analytics
FIRST CLICKLAST CONVERSIONDISPLAY
STORE
1
2
3
26 %bounce rate
14,42pageviews per visit
135 %increase in CR
4 45 % increase in number of transactions
TENISICE.HRConversion optimization
ADVANCED GOOGLE
ADWORDS MANAGEMEN
T
OPTIMIZATION OF ALL DIGITAL
CHANNELS
ADVANCED ANALYTICS
Where is the trick?
TARGETED ADVERTISING THROUGHOUT
THE CDJ
BETTER PERFORMANCE
AND BETTER ROI
BETTER UNDERSTANDIN
G OF USER BEHAIVOR
Where are the benefits?
GET INSIGHTS
AGGREGATED DATAMetrics like CPA and CR don‘t say a lot…
HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
65,98 %15,44 %10,31 %8,05 %5,49 %1,23 %0,40 %
Organic
Paid
Direct
Referral
Display
Social
Income by digital channel
MAJORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC
BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC,
SOCIAL MEDIA AND DISPLAY NETWORKPLAY CRUCIAL ROLE
AS ASSISTED CONVERSIONS
64 % CONVERSION PATHSINCLUDE NON-BRANDED VISITS
Traffic sources
How do campaigns performe?
Outcomes report
Outcomes report
DOTHINKSEE
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
Digital Channels
HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
When do we access internet?
What is our purchase behaviour?
DO
THINK
SEE
Landing page
What are our landing pages?
DO
THINK
SEE
Landing page #2
Landing page #3
Landing page #1
What are our landing pages?
Landing pages
Bounce rate
Bounce rate
Blog content quality
Enhanced Ecommerce
WEATHER
PRODUCT DATA
PURCHASE PRICE
…
1
2
3
40 % OF VISITORSvisit webiste more than 5 times before they purchase
33 % OF TRANSACTIONShappen within a day
54 % OF VISITORSvisit webiste more than once before they purchase
4 14 % OF PURCHASE CYCLESlast more than 7 days
How do buyers
BEHAVE
HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
1x
2x
New visitors
Returning visitors
1x
2,5x
Non-branded visits
Branded visits
Conversion rate based on user segment
Influence of weather on conversions
0,44 %
0,78 %
All visitors
Visitors who clicked on a specific Ad
Influence of ad content on conversions
1,58 %
1,97 %
Visitors who came through channel A
Visitors who came through channel B
2,44 %Visitors who came through channel A and B
2,81 %Visitors who came through channel A and C
Influence of digital channels on conversions
OPTIMIZE USER EXPERIENCE
BETTER USER TARGETING
Behaviour Outcomes
OPTIMIZE DIGITAL
MARKETING
Acquisition
Why?
ADAPTING THE CONTENTWhat if the user is not ready to buy?
AGENCIJA OSKARDiversify the content
1
2
3
42,11 %Increase in the number of transactions
55,00 % Increase in income
32,96 %Increase in organic traffic
AGENCIJA OSKARSERP pages
1
2
3
22.000video views per month
13.000articles are read each month
2.486 %increase in traffic
4 37 % bounce rate
BIGBANG.SIinfo portal
ADAPTING THE MARKETINGWhat is our goal?
TARGET GROUP GOAL USER NEED MESSAGE
DIGITAL CHANNELS TARGETING KPIs CONTENT
Digital Marketing Framework
DOTHINKSEE
People who use our, similar or substitute products
People who use our, similar or substitute products and are THINKing they need a
new product
People who use our, similar or substitute products, are thinking they need some & are looking to BUY THEM
RIGHT NOW
Target group
DOTHINKSEE
Build brand awareness
Build brand/product preference & engagement
with a brand Increase sales
Goal
DOTHINKSEE
Feel connected with a brandLearn more about the
product/category Get best deal possible
User need
DOTHINKSEE
Creative that builds emotions
Creative encourages research & engagement
Creative focusing on product & offer
Message
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
DOTHINKSEE
Digital channels
DOTHINKSEE
Affinity categoriesInterest categories
Demographics
In-market buyersInterest categoriesDisplay keywords
TopicsPlacements
RemarketingInformational Searches
Category KWsMid-funnel KWs
Problem/Solution KWsSearch Remarketing
RemarketingTransactional Searches
Brand KWsProduct names
Lower funnel KWsSearch Remarketing
Targeting
DOTHINKSEE
Reach & FrequencyBrand Search% New Visits
Number of mentions
Number of leadsEngagementPage Depth
Assisted conversionsCTR
RevenueConversion Rate
Profit
KPIs
DOTHINKSEE
Campaign landing page which stimulates further
emotional connection and where user can get even
more inspired by the brand
Product description page or blog post, where user can
learn about features & benefits
Product page with clear BUY CTA
Content
HOW TO APPLY THIS TO DISPLAY ADVERTISING?
1
2
3
WIDE TARGETINGAffinity, demographics,...
BUILDING EMOTIONAL CONNECTION
WIDE ORIENTED CREATIVE
Adaptation of advertising
SEE
4 BRANDING
Adaptation of advertising
THINK 1
2
3 ENGAGEMENT WITH A BRAND
CREATIVE WHICH ENCOURAGES RESEARCH
4 BUILIDNG RELATIONS
SPECIFIC TARGETINGInterest, In-market, topics based
Adaptation of advertising
DO 1
2
3
REMARKETING, CLICK STREAM
REVENUE & SALES
FOCUSED ADS
1
2
3
50 %lower CPA
50 %higher CR
70 %increase in sales
4 992 % ROI
PRINTINK.SIGoogle AdWords
REMARKETINGFollow the users throughout the CDJ
DO
THINK
SEERemarketing
Remarketing
Following the users throughout the CDJ
1
2
3
3xhigher conversion rate
60 %more conversions
6xlower cost per conversion
AGENCIJA OSKARAdWords Remarketing
ULTIMATE GOAL IS TO DECREASE CPA
+159 %+17 %+95 %
+122 %+127 %+14 %
Revenue
Sessions
CR
Per Session Value
Transacions
Average Order Value
Cost per transaction- 46 %
YTD results (2014 vs 2013)
3 BASIC STEPS
Basic #1:
UNIQUE CONTENT
Basic #2:
ORGANIC SEARCH
Basic #3:
REMARKETING
Thank [email protected]