see think do - agile end to end marketing
DESCRIPTION
Thank you to PRmoment.com for the awesome event 11 September 2014 #socialb2b - hope you enjoyed the presentation and discussion - slides are hereTRANSCRIPT
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Google Confidential and Proprietary
the art of end to end relationships at scale
from the amazing work done by Avinash Kaushikhttp://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/
See. Think. Do.
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Google Confidential and Proprietary
David KeeneHead of Marketing, Google for Work, NACE
google.com/+DavidKeeneX
@dkeene
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EVERYTHING IS CONNECTED
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EVERYONE IS ALWAYS ONLINE
75%Smartphone Penetration
70%UK 4G coverage
86%Online every day
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Google Confidential and Proprietary
PEOPLE LIVE IN A BOUNDLESS, MULTISCREEN MEDIA WORLD
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1. What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 20122. Google Connected Device Study, UK, March 2013
3 Average number of
devices per person rising from 2.3 in 2012 2
MANY SCREENS
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Google Confidential and Proprietary
MAYBE A SIX SCREEN WORLD?
[WEARABLE][MOBILE] [TABLET][DESKTOP] [IN-CAR][TV]
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Google Confidential and Proprietary
Display Search Conversion
MULTI-CHANNEL
Desktop Store Conversion
ONLINE-TO-OFFLINE
Mobile ConversionDesktop
CROSS-DEVICE
ConversionGenericSearch
BrandSearch
INTRA-CHANNEL
SALES BUYING JOURNEYCOMPLEX, MULTI-TOUCH, MULTI-STEP, LONG.......
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Google Confidential and Proprietary
BUYING A NEW CARIN 2014 - WHAT WAS MY BUYING JOURNEY?
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Google Confidential and Proprietary
MARKETING ATTRIBUTION IS STILL A LAST CLICK WORLD
convertlastclick????
????
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Google Confidential and Proprietary
MEASUREMENT AND ATTRIBUTION IS A SILOED MEDIA WORLD
TV VIDEO SOCIALDISPLAYSEO PAIDSEARCH
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Google Confidential and Proprietary
BUSINESS LIVING IN THE PAST - MARKETING/SALES/SERVICEMARKETING 101
Awareness
Consideration
Purchase
Loyalty
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Google Confidential and Proprietary
STRATEGY
PUT THE CUSTOMER
FIRST
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Google Confidential and Proprietary
HOW DO WE FIX THIS PROBLEM?MARKETING @ GOOGLE
Awareness
Consideration
Purchase
Loyalty
See
Care
ThinkDo
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Google Confidential and Proprietary
THE ROLE OF DIGITAL FOR EACH STAGE?
People who drive cars
People who are thinking they might need a new car soon
People who want to buy a new car now
HOW CAN WE MOVE PEOPLE
A D
VO
C A
C Y
& L
O Y
A L
T Y
SEE THINK DOC O N S I D E R A T I O NA W A R E N E S S P U R C H A S E
E V A L U A T I O N
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Google Confidential and Proprietary
Generic Search Click
Referral
BREAK DOWN CUSTOMER JOURNEY
SEE THINK DO
DIFFERENT TOUCHPOINTS, METRICS AND USER ACTIONS
Brand Search
Click
Newsletter SignupDisplay
Impression
Last touchpoint
Assist touchpoints
Microconversion
Remarketing Click
MacroconversionPurchase
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Google Confidential and Proprietary
BUILD A PLAN FOR EACH STAGERE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE
SEE THINK DO
People who wear shoes
People who are thinking they need
new shoes for the fall
People who are are looking to buy fall
shoes now
S O C IA LS O C I A L
S E O S E O S E O
D I S P L A Y D I S P L A Y D I S P L A Y
Y O U T U B E Y O U T U B E Y T
S E M S E MS E M
A F F I L I A T E S
E M A I LE M A I L
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Google Confidential and Proprietary
EXPERIMENT AND MEASURE BETTERMETRICS MUST ALIGN WITH MARKETING OBJECTIVES
SEE THINK DO
DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E SR E M A R K E T I N G / C O N T E X T U A LP R O D U C T - C E N T R I C / O F F E R S
Y O U T U B E M A S T H E A D / D E M O /P S Y C H O / S O C I A L ? ? P R O D U C T
V I D E O
B R A N D / P R O D U C T /L O W E R F U N N E L T E R M S
G E N E R A LB R O A D
Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N
CTR
Page Depth
Microconversions
Assist Conversions & Ratios (over mid-term)
Interactions, Conversation, Amplification, Applause
% of New Visits
Indexed Increase in Brand Awareness
Assist Conversions & Ratios (over long-term)
Visitor Loyalty
Abandonment Rate
Conversions/CPA
Revenue/ROAS
Profit
REVISED CAMPAIGN METRICS OF SUCCESS (EXAMPLES)
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Google Confidential and Proprietary
GOOGLE ANALYTICS REALLY USEFUL MULTI-CHANNEL FUNNELS REPORTING
Overview Assisted Conversions Top Conversion Paths
Time Lag Path Length
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Google Confidential and Proprietary
VISUALIZE ASSIST METRICSAGAINST SEE/THINK/DO FOR IMPROVED UNDERSTANDING
SEE
5.015.0 0.30.5
Organic Search
Direct
0.8 0.63.1
THINK
Assist Ratios
DOTHINKSEE
60 day lookbackAssist
Conversions
9.0
Brand Paid Search
Display & Video: Upper Funnel
Display & Video: Mid-Funnel Paid Search:
Generic
0.7
Referral
Display & Video: Lower Funnel
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Google Confidential and Proprietary
COLLABORATING - RETHINKING - WORKCOME TOGETHER/HACK/HUSTLE/CREATE/ANYWHERE
http://youtu.be/bTFPSQ7Q0zw
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Google Confidential and Proprietary
RETHINK MEDIA
RETHINK METRICS
RETHINK MODEL
RETHINK WORK
FOCUS ON CUSTOMER
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Google Confidential and Proprietary
Thank you.
google.com/+DavidKeeneX
@dkeene