Dave chaffey benchmarking your digital marketing - linked in web managers group
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The document discusses benchmarking digital marketing strategies and tactics. It provides examples of tools and frameworks for benchmarking different aspects of digital marketing performance, such as search engine rankings, website traffic, social media engagement, and marketing automation capabilities. Benchmarking is presented as a way to evaluate effectiveness and efficiency, identify strengths and weaknesses, and track progress towards goals.
Dave chaffey benchmarking your digital marketing - linked in web managers group
- 1. Benchmarking to improve your Digital marketing Linked In Web Managers Group Meetup London, Feb 22 nd 2011 Dave Chaffey, CEO, Smart Insights www.SmartInsights.com/presentations
- 2. About Dave Chaffey Analytics advice, software & consulting www.smartinsights.com/beta Search & conversion consulting www.clickthrough-marketing.com Books Qualifications: Cert DigM and Dip DigM Best practice guides
- 3. Why benchmark? External and internal: Are we effective+efficient? What is the “size of the prize” Compare to direct competitors Compare out-of-sector Shows where we’re strong and week through internal data Highlights failings, but… Strive to be best-in-breed Defines progress to goals
- 4. The Smart Insights Plan-RACE digital strategy framework http://bit.ly/smartstrategy
- 5. 1. PLAN - Digital strategy benchmarking Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy
- 6. An alternative benchmarking approach Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx- online.nl . Now http://www.e-business-monitor.org
- 7. Where it all started for me - CMM Source: Carnegie Mellon University http://www.sei.cmu.edu
- 8. Digital marketing governance maturity Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
- 10. Does this help? You? Transactional Ecommerce Relationship-building Brand-building Publishing Agency or consultant?
- 11. Create a performance dashboard http://www.smartinsights.com/blog/web-analytics/tools-tips-google-analytics-excel-business-reporting/
- 12. 2. Reach Are these worthwhile? Google Adplanner Google Trends/Insights for Search Compete.com Alexa.com Hitwise Social media monitoring tools http://www.smartinsights.com/blog/digital-marketing-strategy/tools-for-benchmarking-competitor-visitor-numbers http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software/
- 13. Search demand benchmarking Should show: Potential demand from keyphrase estimators Your actual performance (position, clicks, conversion, sales, value): Paid – absolute and relative Natural – absolute and relative Use “Google Keyword tool” to identify categories/volume of searches See Dan Barker’s article: http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo
- 14. Benchmarking Search Monitor by: Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/ Not Google link: - it’s not comprehensive Majestic SEO ( www.majesticseo.com ) or SEOMoz Linkscape ( www.seomoz.org ) Google alerts service: www.google.com/alerts or www.gigaalert.com Reputation management tools: http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software
- 15. 3. Act + Convert: Analytics capability maturity Real-time application: Landing-page optimisation Multivariate testing Journey optimisation CMS Integration Modelling: Response probability Automatic visitor segments Content clustering Content and activity association Behaviour: Recency Frequency Average Visit Length Acquisition Method Event stream Section stream Measures # Users # Visits # Page views Top pages Top referrers # Errors Source: Presented by Julian Brewer, Head of Online Sales and Content Barclays UK retail banking to Econsultancy masterclass Nov 2008
- 16. Assessing your capability to improve Source:
- 17. Content drilldown shows relative effectiveness of page types
- 18. 4. How do we measure long-term engagement ? Richard Sedley (Foviance): “ Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand ”. Eric Petersen – Web Analytics Demystified: http://www.smartinsights.com/blog/customer-engagement/customer-engagement-interview-with-richard-sedley-of-cscape/ http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html
- 19. Email marketing benchmarking Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
- 20. How socially engaged are your audience? http://www.forrester.com/empowered/tool_consumer.html
- 21. RF engagement scoring example Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue Scoring: Recency Low 1 = > 24months 2 = 19-24 months 3 = 13-18 months 4 = 7-12 months 5 = 0-6 months High Frequency Low 1 = One purchases 2 = Two purchases 3 = Three 4 = Four 5 = Five High Note here boundaries are defined to illustrate behaviour. There are a different number in each group
- 22. RFM Analysis Source: Jeremy Tapp Econsultancy Masterclass
- 23. Let’s Connect! Questions & discussion welcome Blog www.smartinsights.com LinkedIn http://linkd.in/smartinsights Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey ww w.facebook.com/davechaffey www.twitter.com/DaveChaffey
Editor's Notes
- #5: Only 1/3 of companies using Google Analytics regularly change their website.