Post on 21-Oct-2014
description
WHO WE ARE
CONFIDENTLY CREATIVE.
We innovate, nurture and execute upon ideas that not
only maximize engagement but optimize revenue
generation and business goals. Bolstered by sound
digital strategy and sophisticated analytics, our work is
confidently creative.
CREATING A
DIGITAL STRATEGYThe Art of Analytics,
Measurement and Success
THE AVERAGE
TENURE OF
A CMO IS...
MONTHS!
23
5 CMOs IN 7 YEARS
4 CMOs IN 6 YEARS
3 CMOs IN 5 YEARS
New Talent and Skill
Set Requirements
SOURCE: CMO COUNCIL
Emerging Issues
& Challenges
Facing Marketers
in 2011
Recovering Economy
New Technologies or
Engagement Channels
Internet Influence
and Voice
WHY HIGH TURNOVER?
Social Media &
Web 2.0 Strategy
WHY HIGH TURNOVER?Continuing Education:
Where CMOS look
to add skills or
competenciesSOURCE: CMO COUNCIL
Customer Data
Analytics
Competitive Strategy
Development
Global Strategy
Market Entry and
Market Development
Web Metrics
and Measurement
Dollars and Cents
Budgets shift from traditional to digital
Paid Digital Media Paid Traditional Media Earned/Owned Media
Q: What % of your overall marketing budget
was invested in digital channels in 2011 vs 2012?
42
33
8
12
4
18
40
4
27
11
41
2625
7
2
Significantly decreasing
Somewhat decreasing
Staying the Same
Somewhat increasing
Significantly increasing
Growth
Retail
Travel/Tourism
71%
Financial
CPG
Medical
Non-profit/arts
Automotive
Government
41%
38%
30%
30%
29%
19%
15%
Source: SoDA Digital MarketingOutlook Report 2012
Adoption
Industries showing
strongest growth
in use of digital
technology
Growth
The Evolution of Digital’s Role:
Digital now defines strategySource: SoDA Digital Marketing Outlook Report 2012
Opportunity
WHY MEASURE?
ATTRIBUTE SUCCESS
BUDGET, ALLOCATE & DEFEND
RESOURCES
FORECAST DEMAND
OPTIMIZE PERFORMANCE
Best efforts will not substitute for knowledge.- Gordon Bethune CEO, Continental Airlines
9 STEPS TO A
SUCCESSFUL
DIGITAL STRATEGY
DO AN INTERNAL DISCOVERY
STEP 1
DEFINE SUCCESS
Sell More Product
Drive More Leads
Create More Brand
Awareness
Increase Advocacy
Increase Donations
What is the reason for this initiative?
What do you hope to accomplish?
How will you judge its success?
What are the 3 most important actions a customer should take?
What is your fundamental point of differentiation?
What is the maximum $ you can spend to acquire a customer?
ASK YOURSELF
Increase online sales
Increase customer retention
Attract “prospects” / new customers
Increase Frequency of Purchase
Lower inbound call volume
Increase share of voice
Share Business Value Proposition
Drive offline action
BUSINESSOBJECTIVES
DEFINE MEASURABLE KPIs
STEP 2
MEASURE AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
KPIsKey Performance Indicators
Defining measurable KPIs is foundational
to digital marketing programs
Awareness
Visits from search engines
Referrals from social media
Blog & online news mentions
Engagement
Content downloads
Content shares
Visit services page
Conversion
Lead submission via email
Lead submission via phone
Download White Paper
Loyalty
Engagement with emails
RSVPs for seminars
Retweets
WHAT ARE
YOUR KPIs?
ASK YOURSELF
KPIs TEND TO BE
INDUSTRY SPECIFIC
E-COMMERCE
Purchase Product
Add to Cart
Use Store Locator
Share via Facebook
Like on Facebook
Sign up for Newsletter
Add to Wishlist
Check Shipping & Return Info
Engage with Live Chat
Request Catalog
MEDIA
Download Media Kit
Contact Sales
Share via Twitter
Share via LinkedIn
Download Press Release
Download White Paper
View Case Study
Call Sales via Tracked Number
Sign up for Newsletter
Follow Brand on Twitter
NONPROFIT
Donate
Share via Facebook
Share via Twitter
Share via Email
Sign up for Newsletter
Advocacy/Take Action
FB Like Page
Subscribe via RSS
Become a Member
Volunteer
NON-PRODUCT
E-COMMERCE
Reserve Storage Room
Contact Sales
Share via Facebook
Share via Twitter
Sign up for Newsletter
Use Live Chat
Call via Tracking Number
Like on FB
Order Supplies
Get a Quote
INSURANCE
Get a Quote
Share via Email
Share via Facebook
Share via Twitter
Sign up for Newsletter
Request Call Back
Use Planning Tools
Engage with Career Center
Learn about a Product Line
Consult an Agent
FINANCIAL SERVICES
Download Prospectus
Find an Adviser Near Your
Share via Facebook
Share via Twitter
Download White Paper
View Case Study
Submit Lead Gen Form
Sign up for Newsletter
Contact Us
Download a Resource
PUBLISHING
Sign up for Newsletter
Share via Facebook
Share via Twitter
Like Site on FB
Like Article on FB
Comment on Article
View > X Pages/Visit
Be a Return Visitor
Advertise with Us
Avg. Time on Site > X
ADVERTISING
View Work
Contact Us
Read Blog
Share Thoughts
Download Case Study
View our Work
Brand Credibility
Talent Recruitment
?EDUCATION
DEFINE A DIGITAL A STRATEGY
STEP 3
KPIs
METRICS
DIGITAL STRATEGY
PROCESS OVERVIEW
KPIsIncrease Revenue
Increase Conversion Rate
Increase Avg. Order Value
Increase Site Traffic
Increase Reorder Rate
Increase Per Visitor Value
Increase Sharing
METRICS
MORE ABOUT METRICS
Counter Metrics Ratio Metrics
# of Visits
# of Page Views
# of Whitepapers Downloaded
Conversion Rates
Newsletter Signup Rate
Average Time on Site
1, 2, 3 VS
INCREASE CONVERSION RATE TO X
INCREASE DEPTH OF VISIT TO Y
INCREASE ONSITE SHARING BY Z
SITE STRATEGY
INCREASE ENGAGEMENT BY X
DECREASE NEGATIVE POST BY Y
INCREASE WORD OF MOUTH BY Z
SOCIAL STRATEGY
INCREASE OPEN RATES BY X
INCREASE CTR BY Y
INCREASE SIGN UPS BY Z
EMAIL STRATEGY
MEASURE
STEP 4
TAG IT
MEASURE IT
CREATE FUNNELS
STEP 5
SAMPLE CONVERSION FUNNEL
10,000 TOTAL VISITORS TO THE SITE
54 VISITORS COMPLETE GOAL
100% of Visitors
60% Visit Shopping Area
30% Place Item in Cart
3% Make a Purchase
VISITORS TO WEBSITE:
ACQUISITIONDigital Sales Funnel
Understanding what it takes to acquire a customer
Awareness
Research & Compare Stage
Ready to Buy Stage
General Head Terms(i.e NY Digital Agencies)
AwardSites
Industry Blogs / Thought Leadership
Editorials or Referral Sites
Category or Specific Terms (i.e Digital Marketing Agencies NY)
Targeted Category Campaigns
Specific Branded Terms
Direct Visits (Bookmarked)
Mentions on Twitter/Facebook
LinkedIn Ad
Follow on Twitter/LinkedIn
Reputation Review through Peers
ASSIGN VALUE TO ANY GOAL
STEP 6
HOW CAN I DEFINE VALUE FOR NON-REVENUE GOALS?
NEWSLETTER SUBSCRIBER
NEWSLETTER REVENUE ÷ NEWSLETTER SUBSCRIBERS
FACEBOOKLIKES
FACEBOOK REVENUE ÷ FACEBOOK LIKES
IDENTIFY NON-REVENUE GOALS
Join Our Team
Contact Us
Share via Social
INSIDE LOOK: HOW TO DETERMINE VALUE
Avg NYC Agency Salary - $100k > Avg Recruitment Fee - 20% > Avg Recruitment Cost - $20k
Avg. Interview Rate - 5% > Avg. Cost for Interview - $1000 > Avg. Hire Rate - 10%
Value for Join Our Team - $100
ASK YOURSELFWHAT ACTIONS DO
YOU WANT TO
ASSIGN VALUE TO?
OPTIMIZE YOUR ACQUISITIONCHANNELS
STEP 7
E-COMMERCECHANNEL ATTRIBUTION
Source Visitors Revenue
Huffingtonpost
10000
5000
6000
200
$17000
$4000
$9000
$1400
$1.70
$0.80
$1.50
$7.00
Avg. Rev. Per Visitor
E-COMMERCECHANNEL ATTRIBUTION
Source E-Com Rev/Visitor Other Goal Value Last Click Total Value
Huffingtonpost
$1.70 +
$0.80 +
$1.50 +
$7.00 +
$4.56 =
$0.61 =
$3.09 =
$4.01 =
$6.26
$1.41
$4.59
$11.01
MULTI-CHANNELATTRIBUTIONHow Multiple Channels Affect Conversions
YOU CAN’T OPTIMIZE WITHOUT DUE CREDIT
Expert Tip:
Don’t sell your digital
marketing successes short - -
understand how multi-channel
touchpoints should be
attributed to conversions.
MULTI-CHANNELATTRIBUTION
MULTI-CHANNELATTRIBUTION
CHANNEL 1 CHANNEL 2 CHANNEL 3
ATTRIBUTION MODELS
Last Click
Even
Path Position
First Click
U Curve
2 3
$
$
$
$
$
100%
33%
60%
40%
-
- -
-
20%40%
25%15%
33%35%
100%
1
Channel Channel Channel
CHANNELATTRIBUTION
CHANNELATTRIBUTION
OPTIMIZE YOUR SEGMENTS
STEP 8
SAMPLESEGMENTS
DIVIDE AND COMPARE
There’s no shortage of ways to
segment your data. Some
common segmentations are:
•International VS Domestic
•Paid Traffic VS Earned Traffic
•New VS Return Visitors
•Mobile VS Desktop
•Converting VS Non-Converting
OPTIMIZE YOUR CAMPAIGNS(SOCIAL, NEWSLETTER, SEO)
STEP 9
CAMPAIGNANALYTICS
CAMPAIGNANALYTICS
AUTO TAGGING
AUTO TAGGING
HOW IS SOCIAL MEASURED?
WHAT DO ORGANIZATIONS MEASURE?
WHAT BRANDS WANT TO MEASURE VS. ACTUALLY MEASURE
There is great disparity in what
brands deem important vs.
what they actually measure.
The top two?
1. Social ROI
2. Brand Sentiment
BRANDSENTIMENT
EXPERT TIP:
There are many tools to
assist with brand
sentiment measurement - -
but ultimately, sharp
oversight of automatic
tools is still needed to
ensure tone of voice and
sentiment is accurately
accounted for.
This sample to the left
shows an incorrectly
tagged “negative” post.
BRANDDEFENSE
VALUE OF SOCIAL TRAFFIC
NEWSLETTERANALYTICS
SEOANALYTICS
TAKEAWAYS TO KICKSTART YOUR DIGITAL STRATEGY
TOOLS
REAL-TIME:GOOGLE ANALYTICS
REAL-TIME ANALYTICS:CHART BEAT
OFFLINE INTEGRATION:QR CODE GENERATORS
MOUSE TRACKING ANALYTICS
SURVEYS
USER TESTS
REPORTING