Georgea Frank-Tann: Continuous Evaluation & Optimisation
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The document discusses the evolving challenges and opportunities in marketing due to the social web, emphasizing the importance of data and analytics for driving effective content marketing strategies. It highlights the shift from traditional marketing to a more dynamic dialogue with consumers, the value of actionable insights, and the need for systematic evaluation of marketing efforts. Additionally, it presents various methods for measuring reach, appeal, and conversion rates to optimize marketing objectives.
Georgea Frank-Tann: Continuous Evaluation & Optimisation
- 2. I love my Job “Without data, you are just another person with an opinion.” - Andreas Schleicher (German Statician OECD)
- 3. Things I can do with data...
- 6. 1. A/B- MV Test IBM Tests Radically Different Homepage Designs: Which Got More Product Page Views? https://whichtestwon.com/archives/8390
- 7. Verizon Tests Call-to-Action Button Colour on its Homepage. Which Colour Increases Clicks to the “Order Now” Page? https://whichtestwon.com/archives/2699
- 8. What is in this presentaion? • How the ‘social web’ has made things more complicated for marketers. • Content Marketing. • How its made things easier for marketers...(the clever ones) • Data Vs Actionable Insights: Design to Evaluate • 3 things to measure... and how.
- 9. How the social web has made things more complicated
- 10. How the ‘social web’ has made things more complicated for marketers
- 11. How the ‘social web’ has made things more complicated for marketers
- 12. How the ‘social web’ has made things more complicated for marketers
- 13. “The internet has turned what used to be a controlled, one way message into a real-time dialogue with millions.” - Danielle Sachs, The Fast Company 2010
- 14. Eyeballs Awareness Consideration Preference Action Loyalty Buyers
- 15. Complexity lies at the centre of the marketing funnel Poor Competitive reviews alternatives Buyers Eyeballs Contributors Recommendations User-generated from friends content
- 16. “The ‘buying’ process begins long before a sales person contacts a prospect or visa versa. The fuel that drives a prospect from latent interest to active demand is created & curated by a brand, distributed over the social web and measured against business objectives.”
- 17. Content Marketing • Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. • The tactic relies on earning people’s interest.
- 18. Don’t tell me what Vs I need information about this, and it’s to buy. I’m smart enough to make hard work to get it my own mind because it seems up ...!!! worthwhile GOOGLE it! Your Brand Products and Services
- 19. Webinars/Webcasts White papers Print magazines In person Articles Digital magazines eBooks VIirtual conferences Print newsletters Branded content tools Social media Videos Podcasts Research reports Mobile content eNewletters Blogs Traditional media Microsites Case studies
- 21. 47% of companies are expected to increase their inbound marketing budget for 2012. The average cost to acquire a new lead through outbound marketing in 2011 was $373, compared to just $143 from inbound marketing.
- 22. Home Commute Work Retail Work Commute Social Home Bed Mobile Computer Console Retail/POS Outdoor TV Radio Print
- 23. How the social web had made things easier for marketers
- 24. Webinars/Webcasts White papers Print magazines In person Articles Digital magazines eBooks VIirtual conferences Print newsletters Branded content tools Social media Videos Podcasts Research reports Mobile content eNewletters Blogs Traditional media Microsites Case studies
- 26. Data Vs Actionable Insights • Design to Evaluate
- 28. Do web analytics provide actionable insights that impact your organisation 16% 25% Definitely Sometimes Not really 56% “Our research shows that many organisations are under-investing in internal analytics staff and failing to implement a coherent measurement strategy which can help them turn their data into something of real value to their business,” - Linus Gregoriadis, head of research at E-consultancy.
- 29. Digital Planning Process with Evaluation at the core
- 31. Where are you on the road to optimised Analytics process? £ Optimised Managed processes processes Structured approach to improve conversion Systematic testing of Defined what we are doing Align keywords, calls to action processes Compelling & effective & landing pages Starting out Test multiple calls to action Customer journey analysis Identify KPI’s landing pages A/B & multivariate testing Event triggered/ Benchmark Funnel Analysis behavioural email Competitors Preference Online surveys Behavioural segmentation No segmentation segmentation Customer engagement segmentation Basic Intermediate Advanced Optimised Time
- 32. 3 Things to Measure
- 33. Main things to measure 1. Reach and Appeal 2. Quality of Traffic 3. Conversion Rate
- 34. To achieve business & marketing objectives via online channels marketers need to have real time strategies, with evaluation and optimisation at their core.
- 35. How to measure Reach and Appeal? Is the message getting to enough people in the Target Audience? Is the message appealing to the Target Audience?
- 37. How is the traffic arriving at the website from various online channels engaging with the site? ... Email Display Ads SEO Viral video Your landing page / website PPC Online PR
- 39. How to measure Conversion Rate? What percentage of the traffic arriving at the given site is actually completing the desired objective?... 10 arrive at site. 10% conversion rate.
- 43. How to get actionable data 1. Set up Intelligence Alerts 2. Set up Goals/Funnels 3. Use Heat Maps 4. AB/MV testing 5. Use Multi Channel Funnels 6.Create advanced segments based to review specific interactions against goal conversions
- 44. Sources: - www.threewingsmedia.com/2011/02/push-pull.html -Forrester Research Inc - Eloqua and Jess -The Social Media ProBook -content marketing institute -econsultancy -blitzagfruiency.com -smartinisghts.com