provoke: architecture of awareness

Architecture of AwarenessMatt Delaforce Strategy Director @ 4Ps Marketing

@iamDelaforce

The last click model works well…

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… on my excel sheet!

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Awareness

Consideration

Conversion

The Buying Journey

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“All data in aggregate is crap.”Avinash Kaushik 2013

MEET OUR HEART-THROB

Name: TomAge: 25

Interests: SEO / Girls / Leicester FC

Browses: iPad, iPhone, Laptop

Reads: SEOmoz, search engine land, men’s

health, teamtalk

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Enough is enough! I’m going to get hench!!

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build lean muscle

I need to build some muscles to get Lucy to notice me!

8CLICK

!

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AWARENESS

CONSIDERATION

CONVERSION

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Identify basis for segmentation and establish the important characteristics for

each of them

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Entered on lean muscle goal content and left on the lean muscle product pages.

IntentWhat can we understand?

Using historical analytics data we are able to understand which behaviours precede converting actions

SignalsWhat does good look

like?

Spend an extended period of time browsing various pages across the site

EngageWhat did we expect him to

do?

But what about revenue?!

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£50

£50

£5

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Best way to get a 6 pack?

Let’s retarget Tom based on our strategiclist segementation

RLSA

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£50

£50

£5

Workout Plans to Build Lean Muscle

Hi Tom, what you working on?

Alt +Tab

Oh yeah, I need to make some gains to impress…

Oh no! hide my plans!

Oh Nothing!

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Whey protein powder

That was a close one today! Need to get ripped quick!

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