5 tips for measuring & optimising multi-platform marketing, AT INTERNET jump 2011
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With the growing number of marketing platforms and measurement techniques, it more important than ever to remember 'the basics'. This presentation will go though the 5 steps to ensure you have a robust reporting framework in place that will accommodate any new technology or measurement technique."
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5 tips for measuring & optimising multi-platform marketing, AT INTERNET jump 2011
- 1. - eConsultancy’s Jump London October 12, 2011- ONLINE INTELLIGENCE SOLUTIONS -
- 3. 1. Understand your goals 2. Develop meaningful KPIs 3. Measure everything 4. Monetize everything 5. Have an „action plan‟ ONLINE INTELLIGENCE SOLUTIONS
- 4. • Consider every possible scenario • Clearly understand the purpose of all your marketing activity • Know to which goal it relates ONLINE INTELLIGENCE SOLUTIONS
- 6. • Clear • Meaningful • Revenue Based ONLINE INTELLIGENCE SOLUTIONS
- 8. “Enterprises need to align their organizations with consistent and insightful measurement and decision support systems that enable business users to answer questions — such as, what happened, why did it happen and what will happen? — across all areas of their business.” Gartner - "Key Issues for Analytics, Business Intelligence and Performance Management, 2011" ONLINE INTELLIGENCE SOLUTIONS
- 9. The Great Firewall “the splintering and dividing POS Facebook Systems of the Internet due to various factors such as Internet technology, commerce, poli Censored tics, nationalism and Publisher Sites Paywalls Australia religion” LinkedIn ONLINE INTELLIGENCE SOLUTIONS
- 10. „Splineternet‟ as it Print applies to those of us 3rd here today is used to Web Party describe the various Joined up measurement platforms used to POS Mobile access marketing activities TV ONLINE INTELLIGENCE SOLUTIONS
- 11. Owned SEO • Website • Apps • Fan Pages Earned Paid • Social Networks Direct PPC • Email • Forums • PPC / Display • Organic • Affiliates Referrals • Sponsored Links • Word of mouth ONLINE INTELLIGENCE SOLUTIONS 1
- 12. £ € $ ONLINE INTELLIGENCE SOLUTIONS
- 14. • It‟s complicated but not impossible • Remember that Cost Savings is “revenue enhancement” • If you don‟t have cost data, make reasonable assumptions • Get the finance team involved • Use data to forecast future performance ONLINE INTELLIGENCE SOLUTIONS
- 15. “On average 55% of the gross benefit of e-commerce in the case studies came from efficiency savings, and the remaining 45 per cent from additional revenue. Interestingly, businesses that made small and medium-sized investments in e-commerce saw a higher proportion of their return come from additional revenue while those making a large investment reaped the most benefit from business efficiencies because their initiatives were typically aimed at generating these types of efficiencies.” Australian Government Department of Communications Information Technology and the Arts “Advancing with eCommerce – Summary Report" ONLINE INTELLIGENCE SOLUTIONS
- 16. Your revenue figures drop by 50% for a day? A week? A month? A famous blogger or site writes a critical article about your brand? ONLINE INTELLIGENCE SOLUTIONS
- 17. 1. Know what you want to achieve 2. Develop supporting KPIs 3. Measure everything 4. Monetize everything 5. Have an „action plan‟ ONLINE INTELLIGENCE SOLUTIONS
- 18. David Mulhall-Brown Country Manager UK & Ireland david.brown@atinternet.com ONLINE INTELLIGENCE SOLUTIONS
Notas del editor
- Originally going to talk about EU Cookie Legislation but it was already taken by our friends at WebtrendsSaw that this topic had been ‘chosen’ for me by eConsultancy“Cross-platform” measurement could take hours to discuss.. How to boil it down to 30 minutes?
- Make sure you unearth ALL of the possible goals for the site. Get every ounce of value possible.Make sure EVERYONE KNOWS WHAT ALL OF THE GOALS ARE.At least one KPI to measure the progress of each goal.Establish baselines and targets for each KPI.Targets can be % or actual figures – doesn’t matter.Measure everything you possibly can, and start measuring as early as you can.If it doesn’t have a £ or € sign, don’t report on it. (not to the board, at least)Know what you want to do when the numbers aren’t what you expect.
- The point of this video is to demonstrate how a lot of marketing teams react – that is they fall in love with the ‘next big thing’ and focus a lot of time and energy on it until, SQUIRREL! – the next, ‘next big thing’ comes along and again and againMarketing teams need to ensure they understand exactly how the new widget is going to
- This slide shows what monetary information on each and every user currently on the site.