A Data-driven approach to marketing
Transcript of A Data-driven approach to marketing
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#WakeUpTalks
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Data drivenMarketing
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@Gus_MurrayChief Digital Strategy & Insights Officer
#australian#NBRO#digitalstrategist#ultrarunner
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FFW, What we do
Digital Business Value
Strategy Analytics Design / UX OptimizeImplement
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Brands People
Strategy
Measurement
Creation
Distribution
PlanningCreative
Branded ContentUX
AnalyticsSearchTech
Social mediaInsights
Managed Services
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Brochures are nice,Business tools are
better.
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Promised this, but….
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The betterMousetrap
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Data-Driven Marketing
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COST OF PROCESSIING
/ STORAGE
COST OF TOOLS
ABILITY TO MEASURE
What changed?
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How do we move from creating ‘dumb’ sites, to sites that learn?
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A Tesla has 12 sensors, a front-facing camera, and a radar
system under the nose.What does our website have?
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We need to build’user’ dictionaries.
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How can we better use data?
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Content
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“With the purchase of a series, we look
at what does well on piracy sites,”
- VICE PRESIDENT OF CONTENT ACQUISITION, KELLY MERRYMAN
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Contextualization
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Personalisation
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New Products / Services
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Product / Service Validation
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vaporware |ˈvāpərˌwer | (Brit. vapourware)noun Computing, informalsoftware or hardware that has been advertised but is not yet available to buy, either because it is only a concept or because it is still being written or designed.
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24 HoursUnique visitors: 803Pages/Visit: 3.53Early Adopter Signups: 92
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Marketing / Media
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>The 4 Hour Work Week
>Broadband and White Sand
>Millionaire Chameleon
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I’m ok…?!
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How can we help?
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DEFININEOBJECTIVE /
PURPOSE
SETUP METRICS
TEST HYPOTHESIS
First things first:
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REMOVINGUSER FRICTION
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IDENTIFY PROBLEM SECTIONS
IDENTIFY USER PAIN POINTS TEST
Build/Test :: Measure :: Learn
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CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
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CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
THE POTENTIAL POSITIVE IMPACT ON THE USER’S EXPERIENCE
Methodology: C.O.R.E.
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CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
AMOUNT OF USERS AFFECTED
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CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
THE POTENTIAL FOR THE IDEA TO IMPACT REVENUE
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CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
THE COST AND THE SPEEDWITH WHICH IT COULD BE IMPLEMENTED
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Brands People
Strategy
Measurement
Analytics
Implementation
PlanningCreative
Branded ContentUX
SearchTech
Social mediaInsights
Managed Services
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“If you live in Chicago, Amazon doesn’t have to know it’s snowing,
but they know you’re neighbour just bought a shovel and eight
pounds of salt”- Russel Glass, The Big Data-Driven Business
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Analytics Setup – Understanding how to track key customers, potential leads and lost opportunities.
Upcoming Workshop: