2. About Dave Chaffey
•
•
•
•
About Dave Chaffey
A professional trainer
in E-marketing since
1997
Author of 5 bestselling
marketing books now
in their 4th and 5th
edition
Manages
SmartInsights.com a
marketing advice site
with paid members in
over 50 countries
Insights Director at
agency ClickThrough
Marketing
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5. ELEPHANT TAMING #1
BUSINESS OBJECTIVES AND KPIS AGREED
1. DEFINED MARKETING OUTCOMES
2. KPIS TO USE ON DASHBOARD
3. INTEGRATE OTHER FEEDBACK AND
SOCIAL MEDIA PREFERENCES
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6. Q. What do we want marketing to achieve?
Q. Which measures will show success?
Reach
Organic visits
Media visits
Act
“Stickiness”
Leads
Convert
Sales
Engage
Satisfaction
Advocacy = Sharing
Tip. Use Scent trails to target personas
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7. Create a top-level Dashboard
B2B Example. Value??
Source: Michael Brenner
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8. RACE dashboard
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
n Searches
% Brand
nLeads
%
Conversion
to lead
Goal value
per visit
Page views/
visit
nSales
%
Conversion
to sale
Sales
value
Average
order value
% active
customers
% Customer
conversion
% existing
sales value
n Brand
mentions
Volume
Quality
Act
Interaction
and leads
Convert
Sales and
profit
Engage
Loyalty and
advocacy
Value
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10. ELEPHANT TAMING #2 GOALS SETUP?
1. GOALS FOR MARKETING OUTCOMES
2. GOALS FOR INTERACTION
3. VALUE ASSIGNED TO GOALS
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11. What
are the
GOALS
for our
site?
• Brochure
thank you
• Value
assigned:
•
E.G £3
• Call back
page
• E.G. £4
• Taster page
• E.G. £9
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Call tracking with GA
11
13. ELEPHANT TAMING #3
CUSTOMISED REPORTS AND
INTELLIGENCE SET UP?
EXAMPLES FOR DASHBOARDS BY ROLE:
1. SHOW PERFORMANCE THROUGH TIME
2. SHOW GOALS AND FUNNEL
3. PERFORMANCE BY CHANNEL AND COUNTRY
4. CONTENT EFFECTIVENESS PORTFOLIO
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17. Page or product popularity (views)
or page view variance (compared to average)
Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
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