digital marketing by numbers

bit.ly/1mbmR7m | @jonoalderson

Digital Marketingby Numbers

Data Driven CulturesWe have more data than any other channel.

Data Driven CulturesThere should be no guesswork, uncertainty or confusion.

Data Driven CulturesWe should all have integrated, intelligent strategies which

are directly driven by a comprehensive collective understanding.

So.Who works in a truly, completely,

comprehensively ‘data driven culture’?

…there are some key challenges…

Analysis Paralysis

The box of lies

The Great Crime of the Analytics Industry

A (deliberate?) lack of direction

The discovery of magical, ‘’interesting’ insight

An analogy…

Difficulty articulating success

You can’t say “Hold on, what are our objectives again?”

HIPPO culture

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.

Only looking at the clickstream

Defensive kitten is defensive.

Using your data to fuel your organisation

Overcome these hurdles with a simple process

You have bespoke data and bespoke needs

Start from scratch

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

% 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)

keyword, call type

Increase self-service actions

on the website

£ value of microconversions (per month) Microconverion, channel, source,

campaign, keyword

You’ll need 5 things...

Get your key stakeholders in a room

Go all the way to the top.

You only get once chance...

Remove the elephant from the room

Hansel & Gretel

Get to the business objectives

There are no wrong answers

Identify themes, consolidate and summarise to get to a list of 5-6.

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

1. Double monthly sales revenue by Q3 20142. Provide the best customer service3. Be seen as thought leaders4. Improve marketing efficiency

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

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)

Double revenue by 2014 Increase sales revenue # sales (per month)

Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3

Provide the best customer service Provide great content and help users find the information they need % task completion 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

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)

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

# sales (per month) Department, channel, product, product taxonomy

% 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

% 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)

Visualise performance with bullet charts

Set intelligent targets

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

Double revenue

by 2014

Increase sales revenue # sales (per month) Department, channel, product

Increase customer lifetime

% of new consumers via the website

making a repeat purchase within 3

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

Improve

marketing

efficiency

Maintain a high conversion

rate to sale

% visitors to macroconversions + calls

(per month)

keyword, call type

Increase self-service actions

on the website

£ value of microconversions (per month) Microconverion, channel, source,

campaign, keyword

Move from reporting to analysis and action

This is a really simple framework!

But it’s only part of the whole

Step by step implementation

You need a process for doingAgile fortnightly sprints of small, tactical tweaks work

Long change cycles lead to demoralising performance

You can apply this process to other scenarios

Specific campaigns, project launches, operational KPIs

Permission to fail and to improve

Move from this…

Move from this...

To this.

Bringing this together...

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

Hippos are locked in to defined performance definitions.

You’ve removed the opportunity to object, flake, or u-turn

Shortcomings in processes, resource, tools & culture are

accommodated for, and can’t be used as excuses.

Opportunities - not limitations

Decisions are made about the things that matter.

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

Thanks!

Any questions?

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