Data & Marketing Analytics Theatre; Less communication is more conversation
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The document discusses using data to plan digital marketing channels for acquisition, conversion, and retention. It provides examples of optimizing a hotel booking website and a health club's website using data. Data was used to reduce customer acquisition costs and increase conversion rates and repeat visits for both examples. The document advocates using data from various sources like search analytics, on-site behavior, and CRM systems to improve marketing performance across channels, goals, and the customer journey.
![You don’t sell more with...
Brand amplification rate
Applause rate
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Data & Marketing Analytics Theatre; Less communication is more conversation
- 1. Conversion vs. Conversation Using data to plan your digital channels 29.02.12 Peter McCormack
- 2. I am a Planner
- 3. I am a Planner Marketing + Tech
- 4. I am a Planner Marketing + Tech Data + Experience
- 6. Acquire Convert Retain Data
- 7. Acquire Convert Retain Selling hotel rooms £10 £40 3 CPA Per Booking Repeat Visits
- 8. Acquire Convert Retain Optimise Using Data £9 £45 4 £10 £40 3 CPA Per Booking Repeat Visits
- 9. Acquire Convert Retain Optimise Using Data Display FB Pages FB & Twitter
- 11. Fear of the truth
- 12. Perspective
- 13. What do these guys do? Jeff Emmanuel Blood Sucking Vampire
- 14. What is a Social Media Guru ? Social Media Guru: A term used to assign imaginary expertise in a nascent communications field to an individual with little to no real world business experience and the professional integrity of a bowl of banana pudding. A social media guru is a delusion wrapped in illusion. A social media guru is a marketing parasite that figured out how to monetize the cluelessness of business owners.
- 15. You don’t sell more with... Brand amplification rate Applause rate [insert fantastical metric]
- 16. Please don’t listen to them
- 18. How do you sell more bread? You take bread social obviously...
- 20. I stole my boyfriends cheese and pickle sandwich. I lied and said that a really big seagull swooped down and ate it
- 21. I told my mum to explain to my friend on the phone that I wasn’t at home but really I was eating a bacon sandwich
- 22. £11m campaign “The new creatives, not only represent one of Kingsmill’s largest ever investments, they also reflect our understanding of the modern day family.” Michael Harris, Kingsmill marketing controller Less than 20 videos uploaded in the first 6 months 192 confessions on the website
- 23. Kingsmill is the most high calorie bread ever 50/50 240 per slice! What a joke! Kimberlyhunterx K ♥
- 25. We help clients sell stuff
- 26. We help clients sell stuff Social media is yet to prove it can drive significant sales
- 30. 0.09% CTR
- 32. For every 100 orders 97% were attributed to post impression tracking 3% were attributed to post click tracking
- 34. Good Old Fashioned New Media™
- 35. Success = Data + Creative
- 36. Planning process Planning outputs Customer Engagement Digital Roadmap – Interviews 1, 3, 5 years – Research – Feedback Functional Specification Website (P1) Employee Engagement – Interviews Channel & Data Plan – Requirements gathering Single User Journey – Ideas & inspiration Digital and offline integration, reporting Marketing & Business Engagement Technical Blueprint – KPI & objective setting Integration, wCMS and digital platform – Brand & marketing integration – Roadmap SEO Strategy Keyword, content and link building Technology Engagement – Platform modelling Programme Plan – Integration planning – wCMS planning & evaluation Projects, risk log, project board, budgets
- 37. Acquisition Email No Display Yes Retention Did They Buy? Defined Affiliates Landing Pages Paid Search Mobile v Desktop Social Step 1 Step 2 Step 3 Funnel Optimisation (A/B & MVT) Undefined Offline Landing Pages Natural Search Device Optimisation Landing Page Optimisation (A/B & MVT) Data & Reporting Channel Performance Click Stream Conversion Retention & Revenue
- 38. Email
- 41. I love email
- 42. 1:1
- 43. You said you like my product I’ll email you about a new product I’ll know if you check the site I’ll then try and drive a conversion If you don’t buy I can email you again
- 44. I’ll send messages about everything If you do click I don’t know I don’t know if you bought it from me I’ll then send you some more messages
- 47. Email is not dying Everyone with a job has an email address
- 48. VIRGIN ACTIVE HEALTH CLUBS
- 50. The data couldn’t lie... High ranking for brand terms Paying too much for PPC brand terms Traffic was above average for a legacy site High bounce rate on all landing pages Strong membership base No digital brand loyalty
- 51. The data shaped the new site... Great content focused on a competitive keyword strategy Reduced the PPC burden Dynamic digital platform that is device and user aware Increased the onsite conversion rate Membership services and applications Digital brand activists
- 52. Acquire Convert Retain Selling health club memberships 37% 11% 65% Page impressions Onsite conversion Repeat Visits
- 53. Acquire Convert Retain Selling health club memberships SEO optimised content Personalisation Automated event triggers Dynamic, personalised email Dynamic content and journeys Dynamic, personalised email Blogger outreach Keyword specific landing pages Email lifecycle management Sitecore, Web Content Management System (wCMS)
- 55. @petermccormack The Battleship Building, 179 Harrow Road, London, W2 6NB +44 (0)20 7631 1122 www.mccormackmorrison.com