Andraž Štalec@andrazstalec

LEAN DIGITAL MARKETING

WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?

SEARS BEST BUY AMAZON

$899,99 $809,99 currently $870,08

CONSUMER BEHAVIOR HAS CHANGED

FUNDAMENTAL CHANGE

+44 %CONVERSION RATE

+160 %

REVENUE

+85 %SESSIONS

MARKETING WAS NEVER EASY

80 % OF CONVERSION PATHS INCLUDEMORE THAN 1 DIGITAL CHANNEL

DIVERSITY10.600 different keywords are used by users to access a website

EACH BUYER IS DIFFERENT3.703 different conversion paths on average

UNDERSTANDING THE CUSTOMER

How to catch the important moments?

VGL BRAND WLTM CONSUMERS WITH GSOH FOR LTR

VGL - Very Good LookingWLTM - Would Like To MeetGSOH – Good Sense Of HumourLTR - Long Term Relationship

SUCCESS RATEOnly 15,15 % of website visitors start a checkout process

ONLY 11 % OF VISITORSWHO START A CHECKOUT PROCESS ALSO

FINISH IT

WHAT HAPPENS WITH THE OTHERS?99 % USERS DO NOT FINISH THE

PURCHASE

89 % OF USERS ABANDON CARTSWHAT ARE WE GOING TO DO?

ESTABLISH METRICS TO UNDERSTAND USERS

TRACKING CONSUMER DECISION JOURNEY

MICRO AND MACRO

CONVERSIONS

DATA

Understanding user behavior throughout the entire CDJ

Number of interactions

Length

Transactions

Micro & macro conversions

Micro & macro conversions

Micro & macro conversions matrix

NEW FOLLOWERS

GALLERIES BROWSED

REVIEWS & RATINGS

EMAIL SIGNUPS

SOCIAL ACTIONS

VIDEOS WATCHED

BOOKING

CONTACT FORMS SUBMITTED

CATALOGS DOWNLOADED

INFO REQUESTED

Long term

Short term

Medium term

DO

THINK

SEE

DOTHINKSEE

Cost per AcquisitionBounce rate

Checkout Abandonment rateRevenue

Macro conversion rate

CTRPage DepthEngagement Micro conversion rate

% of New VisitorsReach & Frequency Events per Visit

Days to Convert% Assisted conversions

Define metrics for all stages of CDJ

Discovery

Unique visitor 1 Unique visitor 2 Unique visitor 3

First purchase Return purchase Loyal purchase

Session-based analytics

Discovery

Unique user

First purchase Return purchase Loyal purchase

User ID: 123456789

User-centric analytics

FIRST CLICKLAST CONVERSIONDISPLAY

STORE

1

2

3

26 %bounce rate

14,42pageviews per visit

135 %increase in CR

4 45 % increase in number of transactions

TENISICE.HRConversion optimization

TARGETED ADVERTISING THROUGHOUT

THE CDJ

BETTER PERFORMANCE

AND BETTER ROI

BETTER UNDERSTANDIN

G OF USER BEHAIVOR

Where are the benefits?

GET INSIGHTS

AGGREGATED DATAMetrics like CPA and CR don‘t say a lot…

HOW ARE USERS

BEHAVING?

WHAT INFLUENCES

CONVERSION?

Behaviour Outcomes

WHICH CHANNELS

DRIVE TRAFFIC?

Acquisition

The key segments

HOW ARE USERS

BEHAVING?

WHAT INFLUENCES

CONVERSION?

Behaviour Outcomes

WHICH CHANNELS

DRIVE TRAFFIC?

Acquisition

The key segments

38,64 %29,11 %11,79 %10,79 %6,64 %1,42 %1,40 %

Organic

Paid

Referral

Direct

Email

Social

Display

Income by digital channel

Ecommerce trends 2015, Red Orbit

MAJORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC

BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC,

SOCIAL MEDIA AND DISPLAY NETWORKPLAY CRUCIAL ROLE

AS ASSISTED CONVERSIONS

64 % CONVERSION PATHSINCLUDE NON-BRANDED VISITS

Outcomes report

Outcomes report

DOTHINKSEE

DISPLAY

SEARCH ADS

SEO

FACEBOOK ADS

SEO

EMAIL

DISPLAY DISPLAY

SEARCH ADS

SEO

SOCIAL

FACEBOOK ADS FACEBOOK ADS

EMAIL

Digital Channels

HOW ARE USERS

BEHAVING?

WHAT INFLUENCES

CONVERSION?

Behaviour Outcomes

WHICH CHANNELS

DRIVE TRAFFIC?

Acquisition

The key segments

When do we access internet?

Online user behaviour 2014, Red Orbit

What is our purchase behaviour?

Online user behaviour 2014, Red Orbit

Enhanced Ecommerce

WEATHER

PRODUCT DATA

PURCHASE PRICE

…

Blog content quality

1

2

3

40 % OF VISITORSvisit webiste more than 5 times before they purchase

33 % OF TRANSACTIONShappen within a day

54 % OF VISITORSvisit webiste more than once before they purchase

4 14 % OF PURCHASE CYCLESlast more than 7 days

How do buyers

BEHAVE

HOW ARE USERS

BEHAVING?

WHAT INFLUENCES

CONVERSION?

Behaviour Outcomes

WHICH CHANNELS

DRIVE TRAFFIC?

Acquisition

The key segments

1x

2x

New visitors

Returning visitors

1x

2,5x

Non-branded visits

Branded visits

Conversion rate based on user segment

0,44 %

0,78 %

All visitors

Visitors who clicked on a specific Ad

Influence of ad content on conversions

1,58 %

1,97 %

Visitors who came through channel A

Visitors who came through channel B

2,44 %Visitors who came through channel A and B

2,81 %Visitors who came through channel A and C

Influence of digital channels on conversions

Influence of weather on conversions

OPTIMIZE USER EXPERIENCE

BETTER USER TARGETING

Behaviour Outcomes

OPTIMIZE DIGITAL

MARKETING

Acquisition

Why?

ADAPTING THE CONTENTWhat if the user is not ready to buy?

HOW GOOD ARE WE?

if $bounce_rate >= 50 % then we suck

HOW? WHAT?

Think Do

WHY?

See

Types of content

OSKAR¸TRAVEL AGENCYDiversify the content

1

2

3

42,11 %Increase in the number of transactions

55,00 % Increase in income

32,96 %Increase in organic traffic

OSKAR¸TRAVEL AGENCYDiversify the content

1

2

3

22.000video views per month

13.000articles are read each month

2.486 %increase in traffic

4 37 % bounce rate

BIGBANG.SIinfo portal

HELPING CUSTOMERS THROUGHOUT CDJ BUILDS YOUR REPUTATION

ADAPTING THE MARKETINGWhat is our goal?

TARGET GROUP GOAL USER NEED MESSAGE

DIGITAL CHANNELS TARGETING KPIs CONTENT

Digital Marketing Framework

DOTHINKSEE

People who use our, similar or substitute products

People who use our, similar or substitute products and are THINKing they need a

new product

People who use our, similar or substitute products, are thinking they need some & are looking to BUY THEM

RIGHT NOW

Target group

DOTHINKSEE

Build brand awareness

Build brand/product preference & engagement

with a brand Increase sales

Goal

DOTHINKSEE

Feel connected with a brandLearn more about the

product/category Get best deal possible

User need

DOTHINKSEE

Creative that builds emotions

Creative encourages research & engagement

Creative focusing on product & offer

Message

DISPLAY

SEARCH ADS

SEO

FACEBOOK ADS

SEO

EMAIL

DISPLAY DISPLAY

SEARCH ADS

SEO

SOCIAL

FACEBOOK ADS FACEBOOK ADS

EMAIL

DOTHINKSEE

Digital channels

DOTHINKSEE

Affinity categoriesInterest categories

Demographics

In-market buyersInterest categoriesDisplay keywords

TopicsPlacements

RemarketingInformational Searches

Category KWsMid-funnel KWs

Problem/Solution KWsSearch Remarketing

RemarketingTransactional Searches

Brand KWsProduct names

Lower funnel KWsSearch Remarketing

Targeting

DOTHINKSEE

Reach & FrequencyBrand Search% New Visits

Number of mentions

Number of leadsEngagementPage Depth

Assisted conversionsCTR

RevenueConversion Rate

Profit

KPIs

HOW TO APPLY THIS TO DISPLAY ADVERTISING?

1

2

3

WIDE TARGETINGAffinity, demographics,...

BUILDING EMOTIONAL CONNECTION

WIDE ORIENTED CREATIVE

Adaptation of advertising

SEE

4 BRANDING

Adaptation of advertising

THINK 1

2

3 ENGAGEMENT WITH A BRAND

CREATIVE WHICH ENCOURAGES RESEARCH

4 BUILIDNG RELATIONS

SPECIFIC TARGETINGInterest, In-market, topics based

Adaptation of advertising

DO 1

2

3

REMARKETING, CLICK STREAM

REVENUE & SALES

FOCUSED ADS

1

2

3

50 %lower CPA

50 %higher CR

70 %increase in sales

4 992 % ROI

PRINTINK.SIGoogle AdWords

CAPTURE THE MICRO MOMENTS

Manageable strategy for every moment

Use The Power of Customer Match and Remarketing

1

2

3

143,18 %higher conversion rate

28,85 %lower costs

84,85 %higher revenue

ADRIA AIRWAYSAdWords Remarketing

ULTIMATE GOAL IS TO DECREASE CPA

+159 %+17 %+95 %

+122 %+127 %+14 %

Revenue

Sessions

CR

Per Session Value

Transacions

Average Order Value

Cost per transaction- 46 %

YTD results (2014 vs 2013)

3 BASIC STEPS

Basic #1:

UNIQUE CONTENT

Basic #2:

ORGANIC SEARCH

Basic #3:

REMARKETING

Thank youandraz.stalec@red-orbit.com