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10 Steps to Actionable Analytics for Digital Marketing

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How to use the power of Analytics and Testing to grow online business

Publicado en: Datos y análisis, Marketing
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10 Steps to Actionable Analytics for Digital Marketing

  1. Smart @ Insights III snaps to ACTIDNABLE ANALYTICS “YOU CAN'T MANAGE WHAT YOU [ANT MEASURE" A DR DAVE CHAFFEY - CED, SMART INSIGHTS AAAAAAAAAAAAAAAAA CS
  2. ll] STEPS TO AGTIUNABLE ANALYTIGS lf'lSIQl'ilIS llUN’T BE AN UNLINE MARKETING ZOMBIE. .. WE ALL l(N0lN. .. “YOU [ANT NANAGE WHAT YOU [ANT NEASURE" MANAGEMENT CONSULTANT GURU PETER DRUCKER DRUMMED lT INTO US!
  3. Stuart 10 STEPS Tl] ACTIUNABLE ANALYTICS Insights DON’T BE AN DNLINE MARKETING ZOMBIE. .. DIGITAL IIEDIA ARE THE MOST MEASURABLE ~ EVER, S0 WHY ARE SO EEV GETTING EVALUATION RIGHT? LESS THAN 10%, ARE usmn SUPHISTICATEIJ ATTHIBUTIDN LESS THAN 33% ARE MISSING our on can ‘9c<; mmerce
  4. Smart lfl STEPS Tl] ACTIIINABLE ANALYTICS Insights UNE THIRD GE BUSINESSES DON’T USE CRO YET A VIERSITE IS NONI UNE DE THE NAJDR EHANNELS TD NARKET TIEIST [IF THEWER TRETIINAL REIIESIGN EVETIUNAIIY REDESIGN ‘""‘°“““”“'“' E shortrterm I ad has CHI] Inmatrves In-Irnuse resource Inr continuous IIIID prngrummes Agency used Inr shorI—Ierrn CIIEI IIIIIJHIIVBS Agency retained Inr wntinunus IZIIU prugrammes E ; ,y~. » USZJIJIIIIV sIud1es commrssmned u WEBSITE SUEEESS SYEIIR ms BETVEEII REIIESIGIIS rvmunoum sm unrsnau KEEPS AHEAD “D” I“ We ll]'1e ZII% 30% MP1. snunci: %”;3'e'. e E‘3f'; 'L°'°° Chris I1uward- widerhnnel w| n:m—%NNEL Markelmg Opumlzanon / Q _ #ACTI[]NABLEANALYTl[IS Presented by sMAnrmsrears. cuM + rmsnu. cu. u1<
  5. Smart ® Insights WH[I’S TU BLAME? IS IT THE HiPPO* VHO RELIES UN GUT INSTINET UR ASKS EUR VANITY NEASURES LIKE EAEEDDDK ‘LIKES’? / ‘ _ m scuM+ rmsnu. cu. u1<
  6. WH[I’S TU BLAME? Smart ® Insights IS IT AGENEIES NIHO DON'T ENEOURAGE A NEASURED, OPTINISED APPROAEH, WHO ARE SEARED OE TRAEKING?
  7. 1|] STEPS TO ACTIDNABLE ANALYTICS ® WHO 'S TU BLAME? IS IT ELIENT-SIDE NARKETERS LIHO DON'T PUT THEIR TINE OR 3 '4 BUDGET INTO EANPAIGN EVALUATION . OR OPTIIIISATION7.
  8. Smart ® Insights WHO'S TO BLAME? OR IS II THE ANALYTIES TOOLS PROVIDERS LIHO DON'T SPEAK THE NARKETERS LANGUAGE OR PROVIDE THE USABILITY AND LEARNING NEEDED IN THEIR TOOLS?
  9. VIE THINK EVERYONE HAS TO HOLD THEIR HANDS UP' TO NOVE EORVIARD AND LOOK TO INPROVE THEIR APPROAEH TO EVALUATING AND INPROVING NARKETING ROI IN THE FUTURE. Find Out More IO STEPS TO AOTIONABLE ANALYTIGS 9 nsl s
  10. IO STEPS TO ACTIONABLE ANALYTICS Insights HERE ARE IO PRACTICAL STEPS WE RECOMMEND YOU CAN TAKE THIS ADVIEE IS OUR RESEAREH AND EXPERIENEE AS ANALYSIS WHEN WORKING WITH BUSINESSES TO EREATE #ACTIONABLEANALYTICS / — #ACTl[]NABLEANAI. YTl[IS Presented by sMAnrmsrmns. cun + r1nsnu. cu. ur(
  11. IO STEPS TO ACTIONABLE ANALYTICS InSIQhIiS 1: SELECT A DEFINED PERSON RESPONSIBLE FOR DRIVING CUSTOMER EXPERIENCE INCLUDING MULTICHANNEL ROI AND OPTIMISATION DO YOU HAVE A DEFINED PERSON RESPONSIBLE FOR THE QUALITY OF NULTIEHANNEL EUSTONEN EXPENENEEI YTS - SINOLE DEFINED PERSON — NO - SHARED RESPONSIBILITY 26.11% — NO CLEAR RESPONSIBILITY 0 Smart * commerce 52 Inslghls , )VU ° 0 www. smarIinsights. cuIn www. ec0mmerceexpo. cn. uk / Q _ #ACTI[]NABLEANALYTICS Presented by sMAmmsn; nrs. cuM + rmsnumux
  12. IO STEPS TO ACTIONABLE ANALYTICS IflSIgI'IIiS 2. PUT THE BUILDING BLOCKS IN PLACE FOR #ACTIONABLEANALYTICS THE ESSENTIALS OT ALTIONADLE ANALYTILS 0. RESPONSIBILITIES? 0. STAFF ENGAGEIIENTI PEOPLE & 0. STRATEGIT ALIGNIIENT7. FOTUS ON THE PROCESS 0. REGULAR REVIENI PROLESSI “IIEASURES THAT I1ATTER' TATILITATE REVIEW AND ALTION KPIs TOOLS U. DASHDOARDS7. U. FULL-FUNNEL? 0. EWEMAU 0. 360 DEGREE VIENIS7. 0. LUSTDIIEHENTREDI 3: | II, ITEEPLIL3,GIENm Q_ BRAND HM EFFECTIVE VISUALISATIDN TO HIGHLIGHT TRENDS AND EXLEPTIONS / Q _ #ACTIONABLEANALYTICS Presented by SMARTlllSlEHTS. CflM + FlRsT1fl. I:U. Ul(
  13. Smart Ifl STEPS TO ACTIONABLE ANALYTICS Insights 3. IF YOU DON’T HAVE ONE, DEFINE A STRATEGY PROCESS TO HELP YOU PRIORITISE AND PLAN YOUR IMPROVEMENTS STRATEGIC ANALYSIS - Industry Analysis - Customer/ marketplace trends - Customer activity cycle - Environment forecast - Competitor analysis - Assessment of internal strengths. weaknesses. resources. culture SUPPORTING ORGANIZATIONAL ARRANGEMENTS - Structure - Process - Symbols MISSION - Rewards fundamental purpose . people Values - Activities VISIT)" - Functional policies SOURCE: “Are you sure you have a strategy? " Donald C. Hambrick and James W. Frederickson Academy of Management Executive ZDOI Vol. 15 No. 4 / _ #ACTIONABLEANALYTICS Presented III] siiAiiinismiiis. cui4 + FIIISTII]. Ct]. UI(
  14. IO STEPS TO ACTIONABLE ANALYTICS 4. DEFINE VISION, GOALS SMART OBJECTIVES AND DASHBOARD KPIS VISION GOALS ORIELTIVES LSFS AND KPIS IIETRILS AND IIEASURES #ACTIONABLEANALYTICS
  15. Smart In STEPS TO ACTIONABLE ANALYTICS Insights DEFINE A FUTURE VISION FOR HOW ANALYTICS WILL GROW YOUR BUSINESS DELL’S JOURNEY STARTED IIIIII THAN A DEEADE AGO SOURCE: Dell Analytics — Testing & Targeting Regional iniplementatiun Global implementaion Regional KPI Standard I(PI's - global dashboard , III BT experience Internal testing i Industry leading . capability I testing capability Ml l“““°l l°3l“‘9 I In-house clickstream tool VDC solution Al‘-lVan°°d Regional team 3°! l“'°“l3lI°“ Global team across BU Limited expertise and talent bench Work closely with [ii-ow in-house vendors I: constdtants expertise A _ #ACTIONABLEANALYTICS Presented by SMARTIIISIEHTS. CflM + FlIIST1fl. Ct]. UI( Global team by no
  16. Smart In STEPS TO ACTIONABLE ANALYTICS Insights . ..THEN SELECT THE RELEVANT SMARTER OBJECTIVES LRITERIA BEHIND THE LETTERS LETTER HOST EOHHOII G ALTERNATIVE S 3 Significant, stretching, simple, sustainable M ‘L. Motivational, manageablemeaningtul “A__ Appr-o-priate, ECIIWVENJIB, agreed, a%abTe. aotFImable. —acGJ; (TrTeiTtedFadj. ii—‘sTable, am-big‘ i i aligned with corporate goals. aspirational, acceptable Result-based. results-oriented, resourced, resonant, realistic, reasonable In W um framed. —timed. "time-based. timeboxed, time-specific. timetabled, time limited, i time/ cost limited, trackable, tangible, timely time—sensitive I _ ___. _ EVALUATE Evaluated. evaluate consistently ethical, excitable, enjoyable, engaging, ecological. evidenced H Reviewed rewarded, reassess, revisit, recordable, rewarding, reaching, recognise mastery A _ #ACTIONABLEANALYTICS Presented by SMAIITlltSI[tHTS. CflM + FIlISTIfl. Ct]. UI(
  17. IO STEPS TO ACTIONABLE ANALYTICS Insights 5. CREATE A KP] DASHBOARD TO IMPROVE PERFORMANCE THAT GOES BEYOND VOLUME TO MEASURE THE VOVC METRICS RE UNIQUE VISITORS mm W REVENUE (PE: COST AWARENESS AND VISITS X GAP PEI VISIT PEI IIIIK GIIIII VAIUE PEI VISIT CONVERT UUEU UEE EUEEUUE SALES IIIIII PRUIII IIIETIIIE VALUE Source: Smart Insights Introduction to RACE Planning / _ #ACTIONABLEANALYTICS Presented by SMARTIllSIBHTS. cflM + Emsnu. cu. u1<
  18. IO STEPS TO ACTIONABLE ANALYTICS Insights GLOBAL VOIILD IIOIIINIITION INE. ninrriii MAiii-: rim: MEASUREMENT Mom-1 °°”““"‘ “"1"” "V "‘"““*" K““*""‘ EEIIEMTEE W I WEBSITE GOAL: Reinforce Ottline/ Online Advertising WEBSITE GOAL: WEBSITE GOAL: Capture Leads Provide Homebuyer [Email/ Contact] Info & Resources WEBSITE GOAL: Engage Community via Local Events KPI: Branded Trattic TARGET: 7k VisitslMo I(PI= KPII Conv. Home Tours # of Downloads TARGET: TARGET: 20lMo 150lMo I(PI: Visitor Loyalty TARGET: 50% Repeat Visits SEGMEIITS= 1. 2. 3+ Visits Buckets SEGMEIITS: Trattic Sources Converted Visits SEGMENTS: SEGMEIITS: Trattic Sources Document Type Site Tools Used Geography / Q _ #ACTIONABLEANALYTICS Presented by smumnsnvns. cuM + Emsnn. cu. ui(
  19. IO STEPS TO ACTIONABLE ANALYTICS Insights REMEMBER TO LISTEN TO THE VOICE OF THE CUSTOMER TOO WITH THE RIGHT FEEDBACK TOOLS / , Satisfactlonz 63 Task Completion: 56% mg Qualarooi‘ 5° 50% 25 5 255 75% A Polldaclcly ( ° ‘°° oes moss ‘ “perceptions NZ EEEEEEEEEE CM Website Feedback Tool 61* 0 http: IIbit. lyIsmartfeedback / Q _ #ACTIONABLEANALYTICS Presented by SMARTlllSlGHTS. cflM + FlltsT1I]. [:l]. |ll(
  20. IO STEPS TO ACTIONABLE ANALYTICS DEFINE CONTROL IMPROVE #ACTIONABLEANALYTICS MEASURE ANALYZE tv DEFINE IIEASURE ANALYZE INPROVE LOIITROL -'iII#'| fill! ‘ Jill". -‘1IIl"< .1i: :~. -‘1IIl'w' -‘1lII". ‘ -'i| lt‘1 -VIII"! -‘iII"‘. ' -‘1Ilt“II -’‘lIl2‘'| I ‘ Smart Insights Select a Project Establish Performance Parameters Validate Measurement System for Y Establish Process Baseline Detine Performance Goals Identify Variation Sources Explore Potential Causes Establish Variable Relationship Design Operation Limits Validate Measurement System for It Verity Process lrnprovement Implement Process Controls Presented by SMARTDISIGHTSCOM + FlRSTIO. CO. UK I ft} I0.
  21. IO STEPS TO ACTIONABLE ANALYTICS Insights 7. DO CRO! HOW DO YOU IIANAGE EONVERSION RATE OPTIIIIZATIONI. In-house resources used for short-term I ad hoc CRO initiatives ln—house resource for continuous CRO programmes Agency used for short-tenn CRO initiatives Agency retained for continuous CRO programmes Usability studies commissioned Other I 0% 2% IO% 20% 30% 40% Find Out More / Q _ #ACTIONABLEANALYTICS Presented by SMAttTlltStItHTS. CflM + FlltsT1fl. I:tl. Ut(
  22. IO STEPS TO ACTIONABLE ANALYTICS Smart Insights 8. MAKE IT CONTINUOUS - THAT’S “ALWAYS-ON’ OPTIMISATION THE BEST OF THE WEB WEBSITE SUIEESS 5 YEAR GAPS BETWEEN REDESIGIIS SOURCE: Chris Goward ~ WiderFunnel WI D E RFQV N EL eeeeeee rig Opltmtlztlori #ACTIONABLEANALYTICS TRADITIONAL RI-JJESIGN EVOLUTIONARY REDESIGN EVOLUTIONARY SITE REDESIGN KEEPS AHEAD HOW EREOUENTLY DO YOU TYPIEALLY HARE UPDATES TO YOUR SITE TO OPTIIIISE ITS EEEEETIVENESS7. It's more then 3 years since last major redesign 18.33% Rs between 1-3 years since the last major redesign We udated the site within last year but haven't tested improvements since We run tests and optimisations every few months to improve effectiveness We run a continuous programme of testing improvements to different parts of the customer journey / _ Presented by SMARTDISIGHTSCOM + FIRSTIO. CO. UI(
  23. Smart I0 STEPS 10 ACTIONABLE ANALYTICS Insights 9. KEEP IT GOING WITH REGULAR PLANNING TO REVIEW ACTUAL AGAINST TARGET LAST YEARS 0] PERFORMANCE - EXAMPLE 33;: 90 DAY PLAN #1 SITE visiroiis 10,000 10,000 10,000 30,000 01/01/2015 - 3II01I2015 mos 1000 1000 1000 1000 mm units 100 100 100 300 CUMMERCI AL mm ASP £10.00 £10.00 £10.00 £10.00 []BJEcT[VE[3] TOTAL REVENUE £1,000.00 £1,000.00 £1,000.00 £3,000.00 HEVENUE= £XX UNITS= £XX KEY PERFURMANEE INDICATORS [TARGETS] 10.000 10,000 10,000 90,000 SITE VISITORS LEADS 1000 1000 1000 1000 TOTAL UNITS 100 100 100 £00 SOURCE TOTAL ASP £10.00 £10.00 £10.00 £10.00 Smart lnsi hts Di ital TOTAL REVENUE £1,000.00 £1,000.00 £1,000.00 £6,000.00 Sty-ajegyj Tmyjkyj / Q _ #ACTIONABLEANALYTICS Presented by SMAltTtItSlEHTS. COM + FlttST10.I:0.0I(
  24. Smart I0 STEPS T0 ACTIONABLE ANALYrics Insights IO. FUTURE PROOF YOUR #ACTIONABLEANALYTICS CAPABILITIES BY REVIEWING HOW YOU USE ANALYTICS NOW 4. Quantified 5. Optimised 3. Defined 2. Managed Cross—business integration and collaboration Dedicated experience and media optimisation resources to implement Wider use in business Dedicated analysts (larger businesses) HIPPO engaged Simple reporting A. Management and Resourcing No engagement No dedicated resource Satisfaction scoring B" ""°‘T'°5 None selected Marketing °, “‘°°"‘e5 Financial value or proxy CuS, l0mer, Llfe_llme Value KPI dependencies Selection Last click . . . . Media attribution models Simple media attribution Basic web analytics + Customer—teedback + Voice of customer +Real—time social media + Predictive analytics C. ‘ Efls Basic Social media + Basic social analytics + Personalisation + Oflline report + Econometric models (TyP'° V965) Basic Email reporting + Benchmarking tools + Bi visualisation + CRM/ Individual tracking (large businesses) . Goals Segmentation D. A I ‘ — — ' — custofiigzjn Stagggflzfrgggns Custom reports Events Fulil dashboards A“lOm: t|: (:(; eal “me Mailed reports Simple threstinold alerts Personalisation system Marketing Automation 380 degree customer view E. Integration Email integration Social media integration Persona consideration Simple in-page and visitor path analysis AB Tests Media testing None / F. Optimisation HiPPO_| ed Multivariate Testing Optimisation of Personalisation increase in number of tests of new techniques No stmctured reviews and WILFING G. Review Process Regular (weekly, monthly) 90—day planning defining . Continuous program me programme of testing “DireCti0rilesS" ”Ztrui: tui£= d tectirlil “Customer-centric“ TOFFWUI’-"-I043 Visit our hub page www. smartinsights. com/ Join our Expert members to learn how to achieve more actionableanalytics tor our free blog articles. fast + actionable analytics by improving KPls. people. process and start checklist. tools using our templates and guided learning + Check our blog for lots at examples oi how to + Piaii. Manage and optimize yoiii digital inaiketiiig A _ #ACTIONABLEANALYTICS Presented by SMARTDISIGHTSCOM + FlRST10.CO. UK .
  25. Smart 1|] STEPS in ACTIONABLE ANALYTICS Insights lg. BEFIEIE {IE FUTURE VISIUIT FUR YOUR BIlI4.i". 'D ‘ ‘Cf . I“ ". v_ v ‘ > r'__ ’ A :1 ‘R __Q *5.‘ I*<'. 'L ' : " n I . ..‘i P‘? I r I ~_ ' it ‘ . ;4 A; _t , ' ° I 1 I I 7‘ “ ‘ ’; /'JP‘ I I l§; '<‘- I 4 v~= —-"'—‘”‘i C: ’ I/ i‘ I I in I: ‘ I i ~ ‘tint ' © L. l V . I: tzilf ° CLICK A GUIDE TU UUWNLUIIU A _ #ACTIUNABI. EANIII. YTICS Presented by SMAI'lTIllSIliHTS. CflM + I-'IIlST1fl. CU. UI( I
  26. - LET'S CUNNECT! Ouesliohs & discussion welcome uk. linkedin. com/ in/ davechaffey n www. facebook. com/ davechaffey www. twitter. com/ Davechaffey 8+ htt s: // lus. oo 1e. com/ +DaveChaffeyUK/ Smart Insights SmartInsights. com Plan I Manage I Optimize Free, Basic member tools a Managing Digital Marketing 2014 report a Sample planning templates - Planning infographics www. smartinsights. com/ membership Premium, Expert Member Learning 0 7 Step Guide to BZB Digital Marketing 0 Online courses 0 DIY Planning and optimisation templates in Word, Excel and Powerpoint www. smartinsights. com/ membership/ expert-member-reasons

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