DC Digital Analytics - Sept Meetup - "How to Weaponize Your Data"

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The DC Digital Analytics MeetUp group brought together digital analytics professionals for an evening of talks and discussions specific to our craft. This presentation, titled, "How to Weaponize Your Data" was delivered by Zach Wales (@ZactlyHZ), Director, SEO, SEM, Analytics at HZ. The event was hosted by HZ (hzdg.com) and Viget. Other speakers included: "Fundamentals of Analytics Planning & Implementation" by Evelyn Chou, Senior Business Analyst at AKQA. "Responsive Content: Building Personalized Web Experiences" by Albert Wavering, Analytics Architect at Blue State Digital.

Marketing

How to Weaponize Your Data
Zach Wales
hzdg.com | @ZactlyHZ

Our client:
A new construction homebuilder
Operates nationally
Wants a new content marketing vehicle

The best place to listen before you jump on the phone.
!
According to Forrester Research, most of your buyers
complete 60-90% of their research prior to a hand raise.
!
Today’s prospects solely engage with marketed content
during the first 70% of their buyer’s journeys.

$http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost- Eloqua_ebook_Content_Marketing.pdf PPC {$

Two things about content…
It has to rank to matter
How humans behave with it

Two things about you…
Set difficult goals you can reach
Be just a little delusional*
* http://contentmarketinginstitute.com/2014/09/adaptive-content-omni-channel-technique/

Case Study 1
“Proof” that content marketing works:
!
• Students in MBA program launched basic
WordPress blogs
• Covered niche categories (health, sports, dance,
etc.)
• Frequency = 60 posts per month
Source: Vertical Metrics,
https://www.slideshare.net/secret/nN2R08mIWYM5L9

Case Study 4 (our homebuilder client)
TEST: Optimize 39 existing pages
APPLY: Create >100 new pages

Case Study 1
TEST: A 1-month Outbrain campaign
targeting first time homebuyers using
our client’s blog content.
!
Session stats from Google Analytics:
Hour of the Day Number of Sessions
6 am 514
5 am 505
2 am 492
3 am 407
4 am 359
1 am 290
7 am 240
12 am 39
4pm 27
6pm 23

Case Study 2
AdWords’ Bid by Weather (a.k.a. taking advantage of a shitty winter)

Case Study 2
Dimension Widening: Gave us insights on online-to-offline behaviors

Inspirational
Motivational
November (seasonally low) February (seasonally high)
S M T W T F S S M T W T F S
Emotional
Contextual
Informational
Blog
Social
Email
Blog
Social
Email
Website
Email
Blog
Website
PRs
Email
Direct Mail
Novel perspectives
Stories of dreams and visions
Stories of courage
What’s new and different
What challenges you
Pushing the boundaries
Industry leadership
Building practices
Educational tools
Real estate insights
Homebuilder facts
Community details
Model features
Blog
Social
Email
Anecdotes
Imagery of new home & life
Relatable situations

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DC Digital Analytics - Sept Meetup - "How to Weaponize Your Data"

1. How to Weaponize Your Data Zach Wales hzdg.com | @ZactlyHZ

8. Our client: A new construction homebuilder Operates nationally Wants a new content marketing vehicle

9. Why?

10. The best place to listen before you jump on the phone. ! According to Forrester Research, most of your buyers complete 60-90% of their research prior to a hand raise. ! Today’s prospects solely engage with marketed content during the first 70% of their buyer’s journeys.

11. http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost- Eloqua_ebook_Content_Marketing.pdf PPC {

12. How?

13. Two things about content… It has to rank to matter How humans behave with it

14. Two things about you… Set difficult goals you can reach Be just a little delusional* * http://contentmarketinginstitute.com/2014/09/adaptive-content-omni-channel-technique/

15. How it ranks

16.

17. True?

18. Case Study 1 “Proof” that content marketing works: ! • Students in MBA program launched basic WordPress blogs • Covered niche categories (health, sports, dance, etc.) • Frequency = 60 posts per month Source: Vertical Metrics, https://www.slideshare.net/secret/nN2R08mIWYM5L9

19. Organic Search Traffic AB Case Study 2 MOM BLOG MOM BLOG 2 branded “mommy” blogs Multiple, real authors Balance – brand voice & autonomy SEO strategy Social media support 3 x the frequency

20. Case Study 3

21. Case Study 4 (our homebuilder client) TEST: Optimize 39 existing pages APPLY: Create >100 new pages

22. How humans behave

23. Case Study 1 TEST: A 1-month Outbrain campaign targeting first time homebuyers using our client’s blog content. ! Session stats from Google Analytics: Hour of the Day Number of Sessions 6 am 514 5 am 505 2 am 492 3 am 407 4 am 359 1 am 290 7 am 240 12 am 39 4pm 27 6pm 23

24. Case Study 2 AdWords’ Bid by Weather (a.k.a. taking advantage of a shitty winter)

25. Case Study 2 Dimension Widening: Gave us insights on online-to-offline behaviors

26. Weaponize

27. Routine Cue Reward

28. Inspirational Motivational November (seasonally low) February (seasonally high) S M T W T F S S M T W T F S Emotional Contextual Informational Blog Social Email Blog Social Email Website Email Blog Website PRs Email Direct Mail Novel perspectives Stories of dreams and visions Stories of courage What’s new and different What challenges you Pushing the boundaries Industry leadership Building practices Educational tools Real estate insights Homebuilder facts Community details Model features Blog Social Email Anecdotes Imagery of new home & life Relatable situations

29. #thanks

DC Digital Analytics - Sept Meetup - "How to Weaponize Your Data"

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DC Digital Analytics - Sept Meetup - "How to Weaponize Your Data"