data & marketing analytics theatre; less communication is more conversation

Using data to plan your digital channels

29.02.12

Peter McCormack

Conversion vs. Conversation

I am a Planner

I am a PlannerMarketing + Tech

I am a PlannerMarketing + Tech

Data + Experience

Acquire Convert Retain

Data

Selling hotel rooms

CPA

£10Per Booking

£40Repeat Visits

3

Acquire Convert Retain

Optimise Using Data

CPA

£10Per Booking

£40Repeat Visits

3

Acquire Convert Retain

£9 £45 4

Optimise Using Data

Display FB Pages FB & Twitter

Acquire Convert Retain

Social media addiction

Fear of the truth

Perspective

What do these guys do?

Jeff Emmanuel Blood Sucking Vampire

What is a Social Media Guru ?

Social Media Guru: A term used to assign imaginary expertise in a nascent communications field to an individual with little to no real world business experience and the professional integrity of a bowl of banana pudding.

A social media guru is a delusion wrapped in illusion.

A social media guru is a marketing parasite that figured out how to monetize the cluelessness of business owners.

You don’t sell more with...

Applause rate

Brand amplification rate

[insert fantastical metric]

Please don’t listen to them

How do you sell more bread?

You take bread social obviously...

I stole my boyfriends cheese and pickle sandwich. I lied and said that a really big seagull swooped down and ate it

I told my mum to explain to my friend on the phone that I wasn’t at home but really I was eating a bacon sandwich

£11m campaign

“The new creatives, not only represent one of Kingsmill’s largest ever investments, they also reflect our understanding of the modern day family.”

Michael Harris, Kingsmill marketing controller

Less than 20 videos uploaded in the first 6 months

192 confessions on the website

Kingsmill is the most high calorie bread ever 50/50 240 per slice! What a joke!

Kimberlyhunterx K ♥

We help clients sell stuff

We help clients sell stuff

Social media is yet to

prove it can drive

significant sales

Display

Advertising

0.09% CTR

Post

Impression

Tracking

For every 100 orders97% were attributed to post impression tracking

3% were attributed to post click tracking

Good Old Fashioned New Media™

Success = Data + Creative

Customer Engagement

– Interviews

– Research

– Feedback

Employee Engagement

– Interviews

– Requirements gathering

– Ideas & inspiration

Marketing & Business Engagement

– KPI & objective setting

– Brand & marketing integration

– Roadmap

Technology Engagement

– Platform modelling

– Integration planning

– wCMS planning & evaluation

Digital Roadmap

1, 3, 5 years

Channel & Data Plan

Digital and offline integration, reporting

Technical Blueprint

Integration, wCMS and digital platform

Programme Plan

Projects, risk log, project board, budgets

SEO Strategy

Keyword, content and link buildingS

ing

le U

ser

Jo

urn

ey

Planning process Planning outputs

Functional Specification

Website (P1)

Paid Search

Natural Search

Social

Affiliates

Display

Offline

Email

Device Optimisation

Mobilev

Desktop

Landing Page Optimisation(A/B & MVT)

Funnel Optimisation(A/B & MVT)

Step 1 Step 2 Step 3

Defined Landing Pages

Undefined Landing Pages

Did They Buy?Retention

Acquisition

Yes

No

Data & Reporting

Channel Performance Click Stream Conversion Retention & Revenue

Email

I love email

1:1

You said you like my product

I’ll email you about a new product

I’ll know if you check the site

I’ll then try and drive a conversion

If you don’t buy I can email you again

You said you like my product

I’ll send messages about everything

If you do click I don’t know

I don’t know if you bought it from me

I’ll then send you some more messages

Email is not dying

Everyone with a job has an email address

VIRGIN ACTIVE HEALTH CLUBS

Sell more memberships...

The data couldn’t lie...

Traffic was above average for a legacy site

Strong membership base

High ranking for brand termsPaying too much for PPC brand terms

High bounce rate on all landing pages

No digital brand loyalty

The data shaped the new site...

Dynamic digital platform that is device and user aware

Membership services and applications

Great content focused on a competitive keyword strategyReduced the PPC burden

Increased the onsite conversion rate

Digital brand activists

Selling health club memberships

Page impressions

37%Onsite conversion

11%Repeat Visits

65%

Acquire Convert Retain

Selling health club memberships

SEO optimised content

Acquire Convert Retain

Dynamic, personalised email

Blogger outreach

Personalisation

Dynamic content and journeys

Keyword specific landing pages

Automated event triggers

Dynamic, personalised email

Email lifecycle management

Sitecore, Web Content Management System (wCMS)

Keep more members...

The Battleship Building, 179 Harrow Road, London, W2 6NB

+44 (0)20 7631 1122

www.mccormackmorrison.com

@petermccormack