adma iq - digital project management

© Copyright Affinity 2015. Commercial in Confidence.

DIGITAL PROJECT MANAGEMENT


KEY IDEAS


PROJECT MANAGEMENT DOESN’T START WITH A BRIEF


PROJECT MANAGEMENT DOESN’T END WHEN THE SITE OR APP IS LIVE

THE BEST PROJECT MANAGEMENT

•  Anticipates the business requirements •  Keeps everyone working together to deliver the common goal •  Builds for an optimizable future


AT THE END OF THE DAY WHAT ARE WE TRYING TO ACHIEVE?

DEVELOPMENT CYCLE


MEASUREMENT IS THE FIRST STEP TO DATA DRIVEN MARKETING


ALL DIGITAL WORK LIVES OR DIES BY ITS DATA STRATEGY

HIERARCHY OF NEEDS

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CHANNEL USED? CTR CR CPC CPA

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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

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HIERARCHY OF NEEDS

EFFECTIVE BUSINESS& DIGITAL GOAL SETTING

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HARDKPIs & Soft

KPIs

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WEIGHTED AND SUPPORTED OUTCOMES

FIRST TOUCH

FIRST ENGAGEMENT

CONSIDERATION

ACTION

CONVERSION

REPEATCONVERSION

• Advertising through multiple channels

• Referral from existing customer

• Read of page headline in organic search

• Mouse hover over banner ad

• Click through to website

• External read of reviews or press

• Subsequent site visits • Site Bookmark, send

or share • Social network query

“e.g. has anyone hear of these guys before?” • Sign Up/Registration

• App Install • Content save or download

• Purchase • Enquiry

• Direct entry site visit • Engagement through eDM • Referral of new business

to you

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$$1STVISIT

2NDVISIT ENQUIRY NEWSLETTER

SIGNUPRE-ENGAGEMENT

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Frequency Latency

PURCHASE PATH

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10 MEASUREMENT TESTS 1.  The truth test. Are we really measuring what we set out to measure?

2.  The focus test. Are we only measuring what we set out to measure?

3.  The relevancy test. Is it the right measure of the performance measure we want to track?

4.  The consistency test. Will the data always be collected in the same way whoever measures it?

5.  The access test. Is it easy to locate and capture the data needed to make the measurement?

6.  The clarity test. Is any ambiguity possible in interpreting the results?

7.  The so-what test. Can and will the data be acted upon, i.e. is it actionable?

8.  The timeliness test. Can the data be accessed rapidly and frequently enough for action?

9.  The cost test. Is the measure worth the cost of measurement?

10.  The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?

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OPTIMIZATION

•  You can and should optimize every part of your path to purchase. •  Always use experimental methodology

–  Keep a control group –  Ensuring you test changes in isolation –  Using statistically significant volumes before calling the result.

•  Don’t optimize to a single metric •  Things don’t stay optimized, be ready for the long haul.

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PRIORITIES 1. Purchase Funnel

Changes here will have the greatest impact on your bottom line and prove out most quickly and cost you the least to implement.

2. Site Content Changes here will have follow on effect to sales, but take longer to prove out, and cost slightly more.

3. External Content Changes to Organic Social Profiles will have a follow on impact to site and sales, but will take substantially longer to prove and may impact on performance of prior stages but should not require a substantial outlay of cost or time.

4. Advertising Creative Changes to creative or messaging in advertising will have a follow on impact, but will take some time to prove out as users need to filter through all prior stages in the funnel, this is the first stage where substantial investment may be required.

5. Media Channels & Targeting Changes to your media channels, targeting & investment level will take the longest time to prove out and may require changes to be made to every successive optimization stage.

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COLLABORATE BENCHMARKS


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ANNOTATION Annotate your timeline to keep track of what changes you’ve made to your site or campaigns you’ve run, and what the impact has been.

SHARING

•  The best work is collaborative work

•  All parties should work using the same view of the projects performance

•  Annotations, Segments & Dashboards can & should be be shared

DIGITAL MANAGEMENT STEPS

1.  Define your business goals

2.  Identify the outcomes you need to deliver to reach those goals

3.  Get consensus from all stakeholders

4.  Find the solution/s that deliver the strategy

5.  Plan how you’ll optimize when you plan how you’ll execute

6.  Use the right tools to share & collaborate

7.  Test, Learn & Optimize

adma iq - digital project management

Marketing