BrightEdge Share15 - S305: Data Learning & Decision Making – Crawl, Walk & Run - Stefan Zechner

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The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE Data = Content How data can get us to a meaningful content strategy actually worth a customers attentions. #westernunion @dasStefanSchaf
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    13-Feb-2017
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Transcript of BrightEdge Share15 - S305: Data Learning & Decision Making – Crawl, Walk & Run - Stefan Zechner

  • The leading industry event by digital marketers for digital marketers

    powered by BRIGHTEDGE

    Data = Content

    How data can get us to a

    meaningful content strategy

    actually worth a customers

    attentions.

    #westernunion

    @dasStefanSchaf

  • @brightedge #share15

    Data about WU.

  • @brightedge #share15

    https://www.youtube.com/watch?v=gMbZYaWNdBM

    https://www.youtube.com/watch?v=gMbZYaWNdBMhttps://www.youtube.com/watch?v=gMbZYaWNdBMhttps://www.youtube.com/watch?v=gMbZYaWNdBM

  • @brightedge #share15

    Data needs Processes.KPI & Goal

    Setting

    Site Audit

    Keyword Research

    Competition Monitoring

    Website Optimisation

    Social & Customer Feedback Listening

    Localization

    Finaly Keyword Set

    Content Calendar

    Marketing Review Board

    Performance Audit

    PPC Campaign

    Test on Viability

    and CTRS

  • @brightedge #share15

    BrightEdge Ignite is Competitors Data.

    Weve identified an opportunity of additional 1,470 keywords for the US market. Those have a combined search volume of 1.9m.

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    1. Page 1 2. Pages 2-3 3. Pages 4-10 4. Pages 10+

    New Keywords

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    1. Page 1 2. Pages 2-3 3. Pages 4-10 4. Pages 10+

    Search Volume (Monthly)

  • @brightedge #share15

    Listening is Customer. Data.

    Active Listening to our customers feedback

    Incorporating this feedback into our content

    Strategy adaptations based on learnings

    FAQs adapted on frequent questions

    Campaigns build around reoccuring topics

  • @brightedge #share15

    Social Data.

    Listenting to Branded

    conversations

    Specific keyword listening

    By country

    By language

    Adapting keywords and strategy

    based on learnings and

    conversations

    on social

  • @brightedge #share15

    Localization. Data is different.

    Global organization dealing in more than

    200 countries.

    Focusing on 19 languages across the

    Globe.

    Localization happens on two levels

    by translation and via transcreation

    manually taking the steps and

    research outlined earlier

  • @brightedge #share15

    Calendarization of Data.

    Publishing Content Calendar

    Actual Copy, Creative and Targeting on Social

    Channels such as Facebook, Twitter,

    Content objectives, upcomming events,

    suggestes hashtags, content owners,

    Content Production Calendar based on

    Data Research

    Tracking of Process

    Initial view of Business Impact per Content

  • @brightedge #share15

    Pure Data. Business Case.

    KeywordsSearch Query Volume

    Traffic

    CTRBased on industry average

    Based on PPC test

    Conversion Rate

    On Site for Branded or Non-Branded content

    Business Impact

    annualized revenue per new customer

  • @brightedge #share15

    Data needs Vetting.

    1. Business

    2. Content

    3. Social

    4. Global Analytics

    5. Translation

    6. Legal

    7. Compliance

    8. Brand

  • @brightedge #share15

    More Data thru A/B testing.

    Test

    More than 400 Words

    Better Text : Code Ratio

    Control

    o Less than 150 Words

    o Poor Text : Code Ratio

    2x

  • @brightedge #share15

    Execution of Data.

  • @brightedge #share15

    Execution of Data.

  • @brightedge #share15

    Execution of Data.

  • @brightedge #share15

    Data & Issues.

    Legal Restrictions

    Technical Platform Limitations creating Workarounds

    Unique Content

    Right Publishing Platform

    Domain-based Strategies (wu.com vs. westernunion.com)

  • @brightedge #share15

    Data can be meassured.

    Funnel View of Contnet Performance

    KPIs measured per day, device and page

    Compared MoM and YoY

  • @brightedge #share15

    Data can be meassured. Rankings and their change Share of Voice on Search

    BrightEdge as an additional source

    for Visits to cross-validate other data

    sources

  • @brightedge #share15

    Data can be meassured.

    Content Consumption

    By Country

    Social Engagement

    By country

  • @brightedge #share15

    But Data performs. Conversion to Acquisition: 2x the average

    Conversion to Purchase: 350% higher

  • @brightedge #share15

    But Data performs. Really.

    Conversion to Acquisition from Natural

    Search more than 3x the average

    50% decrease of Queries on Social in

    relation to How WU works

  • Practical Takeaways

    @brightedge #share15

    Try and Error. There is no simple truth, even though search works

    the same for all of us content does not.

    Keywords still matter their search query does not. Provide

    unique content or at least a unique approach to an existing topic.

    Be social, be natural.

    Measure Content with a variety of KPIs.