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KPMG
Digital Analytics
eMetrics summit, Toronto
20 March 2013
Anuschka van Dijke
Senior Manager Global Digital Operations
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
© 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firm...
Thank you
Presentation by Anuschka van Dijke
KPMG CONFIDENTIAL
The information contained herein is of a general nature and is
not intended to address the circumstances...
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Successfully bringing analytics programs to life, presentation by Anuschka van Dijke, KPMG for 2013 eMetrics, Toronto

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Successfully bringing analytics programs to life involves much more than buying and implementing tools. But, how do you do it? This presentation details how I changed the approach to digital analytics at KPMG International.

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Successfully bringing analytics programs to life, presentation by Anuschka van Dijke, KPMG for 2013 eMetrics, Toronto

  1. 1. KPMG Digital Analytics eMetrics summit, Toronto 20 March 2013 Anuschka van Dijke Senior Manager Global Digital Operations
  2. 2. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 1 Introduction I’m not an analyst, I’m global digital operations team (senior) manager (which includes content publishing, online marketing, county member firm support/training and analytics), and this is my world: •KPMG is a network of member firms offering audit, tax and advisory services •We are in a relationship building business •Our most important content is our thought leadership •Content is developed and promoted to increase both KPMG brand and services awareness in the marketplace, within the firm’s specialty areas •The impact of our thought leadership on the market is similar to our competitors, who also produce thought leadership, but we try to distingusih ourselves by the point of view taken
  3. 3. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 2 Analytics in real life (B2B) Successfully bringing analytics programs to life involves much more than buying and implementing tools But, how do you do it?
  4. 4. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 3 Our challenge The volume of thought leadership KPMG produces would make any popular author very jealous. And that’s a problem. Our metrics are telling us that the impact of our thought leadership on the market is similar to our competitors, who also produce a lot of thought leadership material.
  5. 5. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 4 Marketing in B2B where revenue model is based on offline sales Marketing objective: Bigger, Bolder and Louder Impact Positioning Profile Increase visibility of sectors in key priority areas and increase brand awareness and brand recognition Differentiate positioning of KPMG capabilities from competitors, create brand preference Communicate (internal) and execute (external) marketing campaigns supported by lead client partners and national practices, that drive revenues (for partner who is accountable)
  6. 6. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 5 Marketing in B2B: what gets marketers excited? Marketers use online channels for KPMG to become known for having an insightful opinion about topics important to our clients Opinions expressed through thought leadership and online conversations (social media) function as a conversation starter with (potential) clients With their business need in mind, we learned that our marketers got excited: 1. When compared to internal competitors 2. When compared to external competitors 3. When provided with insights about clients and targets 4. When provided by tangible examples of leads/Requests for proposal (RFPs)
  7. 7. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 6 Challenge 1: Moving away from the long-format PDF download Automotive Survey Social Banker Consumers and Convergence Corporate Responsibility Davos 2012 Building Business Value 0 5000 10000 15000 20000 25000 0 5 10 15 20 25 Visits Number of Pages Multi Page vs Single PDF Campaigns Better Pill to Swallow Challenge Bribery Corruption Metals Outlook Responsible Investment Forum 54 21 46 15 83 36 *figure inside bubble represents social media shares
  8. 8. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 7 Challenge 2: Social media is not important to B2B
  9. 9. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 8 Challenge 3: Introducing strategic goals, success events and KPIs Strategic goals: •Web site to drive revenue •Web site to promote KPMG brand •Web site to act as key recruitment channel Established success events and Key Performance Indicators (KPIs) for goals Presented reporting templates to measure against success events and KPIs Marketing department was nervous: •Strategic goals did not meet their individual goals •Who’s accountable?
  10. 10. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 9 A new approach to marketing objectives Key marketing objective: Do More With Less Talk less, listen more Follow less, lead more Less ample, more nimble Assume less, measure more Discuss less, do moreStep 1 Step 2 Step 3 Step 4 Step 5
  11. 11. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 10 Producing measurable results by classification and valuation of metrics Acquisition Marketing and promotion through paid, owned and earned tactics Passive Engagement Single actions showing no engagement with content or result in a conversion Active Engagement Multiple actions indicating high visitor interest in content, endorsing content or potential advocate for KPMG Lead Generation Activity reaching KPMG staff member, such as an email or RFP submission
  12. 12. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 11 Producing measurable results by segmentation By Visitor type: •Target Audience Identification: anonymous clients and prospects, identified clients and prospects, job applicants and researchers (analysts, journalists, government, competitors, etc.) •Visitor Origin: geo-location, company and industry •Visitor Behavior: new vs. returning visitors, frequent visitors, new registrants vs. returning registrants By Visit type: prospect, participant, passive browser, researcher, advocate, focused seeker, passive/engaged/participating job seeker, brand aware visitor, responder, (non) brand aware searcher, passive/engaged social visitor
  13. 13. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. KPMG CONFIDENTIAL. 12 What I’ve learned (so far) •Marketing doesn’t get excited by data, but by insights •Based on insights provided by the analyst, marketers become data analytics advocates •Marketers respond to what is news to them: provide them with a new insight or use a new angle to look at the same data •Customize the message to marketers, not the reports •Questions?
  14. 14. Thank you Presentation by Anuschka van Dijke
  15. 15. KPMG CONFIDENTIAL The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation. © 2013 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International.

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