Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

How Does Your Marketing Compare?

4.212 visualizaciones

Publicado el

Check out this SlideShare to determine where your company is at on the path to providing personalized experiences for your customers and prospects.

Publicado en: Marketing
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Your opinions matter! get paid for them! click here for more info...●●● http://ishbv.com/surveys6/pdf
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Unlock Her Legs(Official) $69 | Get 90% Off + 8 Special Bonus? ♥♥♥ https://tinyurl.com/unlockherlegss
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

How Does Your Marketing Compare?

  1. 1. © 2015 Webtrends, Inc. How Does Your Digital Marketing Compare? We questioned the “data nerds” from some of the world’s top brands. They ranged from Digital Analysts to Marketing Directors to IT Managers. Here’s what we learned...
  2. 2. © 2015 Webtrends, Inc. 2 Companies rated the most important marketing performance metrics today and in 12-18 months: *Brands want to move from fragmented, traditional measurement to a more holistic view of marketing performance. Content Effectiveness and Engagement Campaign Performance / Conversion Rates Customer Satisfaction Site Traffic Online Marketing ROI -38% -21% +13% +119%* -32% in 12-18 months today in 12-18 months today in 12-18 months today in 12-18 months today in 12-18 months today Δ
  3. 3. © 2015 Webtrends, Inc. 3 50%Companies spend half their budgets on website management and they don’t expect that to change in the next 12-18 months +38%38% more companies plan to increase investments and initiatives in personalization in the next 12-18 months Hi Sarah!
  4. 4. © 2015 Webtrends, Inc. 4 The main barriers companies claim limit them from meeting digital marketing goals: lack of money (budget)lack of enough people to meet their goals silos and a lack of organizational alignment 76% 68%66% lack of technology 62% do not have enough expertise 57%
  5. 5. © 2015 Webtrends, Inc. 5 Introducing a framework for digital marketing advancement in five key areas Measurement Segmentation Digital Optimization Customer Journey Personalization
  6. 6. © 2015 Webtrends, Inc. 6 Characteristics of less and more advanced stages of digital marketing Less Advanced 1 Measurement More Advanced Characteristics • Foundational • Out-of-box technology • Tactical • Manual • Re-active/diagnostic • Departmental/siloed 2 Segmentation Characteristics • Comprehensive • Strategic • Automated/continuous • Predictive • Programmatic/institutionalized • Process-driven • Expertise-heavy 3 Digital Optimization 4 Customer Journey 5 Personalization
  7. 7. © 2015 Webtrends, Inc. 7 1: Measurement Stage 4 Connecting online with offline to predict customer actions Stage 1 Basic trend reporting Stage 2 Campaign measurement Stage 3 Multi-channel measurement strategy at the visitor level
  8. 8. © 2015 Webtrends, Inc. 8 2: Segmentation Stage 4 Algorithmic, automated science- based segmentation Stage 1 Basic segmentation using common market-defined criteria Stage 2 Advanced segmentation aligned around unique business criteria Stage 3 Segmentation driven from integrated CRM
  9. 9. © 2015 Webtrends, Inc. 9 3: Digital Optimization Stage 4 Automated programmatic testing across multiple platforms Stage 1 Basic or manual A/B testing Stage 2 Scientific programmatic A/B testing Stage 3 Advanced testing on defined segments
  10. 10. © 2015 Webtrends, Inc. 10 4: Customer Journey Stage 4 Insights drive action to improve all touch points in the customer journey Stage 1 Cross-channel pathing Stage 2 Multi-touch attribution Stage 3 Connecting offline and online journeys
  11. 11. © 2015 Webtrends, Inc. 11 5: Personalization Stage 4 1:1 personalization utilizing predictive analysis Stage 1 Applying basic context to influence personalization Stage 2 Using specific in- session behaviors to influence content Stage 3 Leveraging in- session behaviors coupled with historical behaviors
  12. 12. © 2015 Webtrends, Inc. 12 Measurement Segmentation Digital Optimization Customer Journey Personalization Stage 1 Stage 2 Stage 3 Stage 4 Connecting online with offline to predict customer actions Algorithmic, automated science-based segmentation Automated programmatic testing across multiple platforms Insights drive action to improve all touch points in the customer journey 1:1 personalization utilizing predictive analysis Basic trend reporting Basic segmentation using common market-defined criteria Basic or manual A/B testing Cross-channel pathing Applying basic context to influence personalization Campaign measurement Advanced segmentation aligned around unique business criteria Scientific programmatic A/B testing Multi-touch attribution Using specific in-session behaviors to influence content Multi-channel measurement strategy at the visitor-level Segmentation driven from integrated CRM Advanced testing on defined segments Connecting offline and online journeys Leveraging in-session behaviors coupled with historical behaviors Digital Marketing Advancement Framework
  13. 13. © 2015 Webtrends, Inc. 13 Brands scored themselves in each area of digital marketing advancement The average brand is fairly advanced (stage 3) in ‘measurement,’ while considerably less advanced in other areas. Measurement Segmentation Digital Optimization Customer Journey Personalization 3.03 More Advanced Less Advanced 1.34 1.32 1.47 .98 Stage 3 Stage 4 Stage 2 Stage 1
  14. 14. © 2015 Webtrends, Inc. 14 How Does Your Digital Marketing Compare? Download Your Free White Paper Your Path to Personalization: A Framework for Digital Marketing Advancement It’s a hot topic for today’s marketer: how to deliver a personalized customer experience. But the topic has been met with a lot of confusion, mixed messages and grand promises, raising more questions than real answers. If this is the destination, the practical questions that are often left unanswered are, “where do I start?” and “what is my organization’s path to get there?” Before we get started, it’s important to note that personalization may not be a near-term goal for every marketer or organization. They, too, are on a quest to advance their digital marketing but in an area that best meets their current needs – perhaps measurement or segmentation or testing, for instance. For most, it’s about making progress in one or more areas, experimenting, learning and delivering business and marketing results. And the key to progress is a purposeful data-driven marketing approach that allows you to reveal deeper insights to better understand your customers. So why the focus on personalization? Much of the framework for digital marketing advancement that we’ll share with you is based on a recent survey of our client base. We found that companies are planning to shift and invest more in understanding the customer journey and personalization in the next 12 to 18 months. They aspire to create websites that offer up engaging content customized for each individual, trigger-based messaging based on visitor profiles and behaviors and calls to action designed to encourage greater engagement, purchases and conversions. Another important note is that there’s no one right path to personalization. You’ll determine your own route based upon specific business needs. That said, there are some common building blocks toward personalizing the customer experience. White Paper Your Path to Personalization: A Framework for Digital Marketing Advancement +38% According to our survey, 38% more companies plan to increase investments in personalization in the next 12-18 months 14White Paper | Webtrends® © 2015 Webtrends, Inc. All Rights Reserved Click here to downloadClick here to download

×