4 Steps to Building a Data-Driven Strategy - White Exchange - 24.11.14
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Digital marketing is one of the most data heavy industries around, yet we as marketers are not always utlising it to drive decisions. To help you build a successful data-driven strategy, Daniel will be sharing his 4 integral steps for collating the information you need.
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4 Steps to Building a Data-Driven Strategy - White Exchange - 24.11.14
- 1. whitedotnet 4 steps to building a data-driven organic search strategy Daniel Bianchini Director of Services @ White @danielbianchini
- 2. danielbianchini Data is being utilised everywhere, and by everyone!
- 4. Yet, we haven’t all grasped that concept in organic search danielbianchini marketing.
- 5. danielbianchini What we tend to do is…
- 11. “We have more data than any danielbianchini other ecosystem” - Jono Alderson
- 12. danielbianchini But it’s important to understand…
- 13. “Not everything that can be counted counts, and not everything that counts can be danielbianchini counted” - Albert Einstein
- 14. danielbianchini Dept/Channel Goal Identify Opportunity Understanding your audience Competitor Research Create Strategy Objective
- 15. danielbianchini CAVEAT: For this presentation, I have analysed the cruise industry from an aggregator’s perspective.
- 16. danielbianchini Determining your goal Step 1
- 17. Dept/Channel goals need to contribute to the overall business objective and not be danielbianchini standalone
- 18. service/provider online • Increase market share • Become a thought leader • Increase brand awareness • Increase online sales danielbianchini Business Objective • Become #1 Department Objective Channel Goal • # of thought leadership content pieces • % of sales YoY • % of brand engagement
- 19. danielbianchini EXAMPLE GOAL: Increase online visibility and sales through organic search. Business Objective – Become the number one online cruise aggregator
- 20. Understanding your audience. danielbianchini Step 2
- 21. You are the marketer, not necessarily the intended danielbianchini audience.
- 22. danielbianchini ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
- 23. danielbianchini • Internal database (CRM) • Stakeholder meetings • Customer service & sales teams
- 24. danielbianchini
- 25. danielbianchini
- 26. danielbianchini
- 27. danielbianchini ARTICLES GUIDES INFOGRAPHIC EBOOKS ENEWS TRENDS DEMO GUIDES ARTICLES REPORTS/ WHITE PAPERS TRENDS GUIDES INFOGRAPHIC EBOOKS ENEWS PRESS RELEASE ARTICLES GUIDES ENEWS REPORTS/ WHITE PAPER PRESS RELEASE DEMO GUIDES GUIDES PRESS RELEASE ARTICLES DEMO GUIDES ENEWS Persona 1 Persona 3 Persona 2 Persona 4
- 28. danielbianchini WHAT DO WE KNOW? Audience is predominantly 60+, likes to travel, and spends more time online than watching TV. They use multiple devices, receptive of apps, and are active on social media.
- 29. danielbianchini WHAT DO WE KNOW? They are regular cruise goers, with a brand and ship loyalty. When researching they use online articles, guides and news to help with their purchase decision.
- 30. danielbianchini Competitor Research Step 2
- 31. You should have an idea of your main competitors from your key danielbianchini stakeholders meeting.
- 32. Collect all of the current ranking data for each of your identified danielbianchini competitors!
- 33. danielbianchini 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 Imagine Cruising Total vs Unique Keywords Readers Offers Cruise 118 Planet Cruise IGLU Cruise Unique Keywords Total Keywords
- 34. Keyword Data danielbianchini Search Queries
- 35. danielbianchini Here’s my competitor s Who are these?
- 36. danielbianchini Here’s my competitor s Not in my original list
- 37. danielbianchini Competitors Repeat Keywords Market Process new competitors through SEMrush. Extract new keywords based on those competitors. Repeat until you have a good/complete picture of the market. Identify any new competitors the keywords have unearthed.
- 38. Now you know who your competitors are, but what are danielbianchini they doing?
- 39. danielbianchini
- 40. danielbianchini
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- 42. danielbianchini
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- 45. danielbianchini WHAT DO WE KNOW? The keyword research provided a better understanding of the market as a whole, including identifying those competitors that were not considered.
- 46. danielbianchini WHAT DO WE KNOW? Our research shows that competitors are competing in search, email and social but only a few are doing it well.
- 47. danielbianchini Using the data from the competitor research and user profiling, WILL open up opportunities.
- 48. danielbianchini Finding Opportunities Step 4
- 49. Initial analysis has provided 3 danielbianchini opportunities
- 50. Don’t target just search volume, but instead look for realistic opportunities that you danielbianchini can achieve consistently.
- 51. danielbianchini
- 52. danielbianchini
- 53. danielbianchini
- 54. danielbianchini My competitor s Not relevant to the business
- 55. danielbianchini
- 56. That’s a potential increase of 3,800 visits per month through danielbianchini organic search
- 57. Combined with a conversion rate of 3.17% and average danielbianchini order value of £879 =
- 58. danielbianchini £105,884.34 per month
- 59. And there are another 10 cruise whitedotnet brands to target!
- 60. danielbianchini Data back from the user survey confirms the information shown from the persona with limited cruise goers coming from those under 35. This can turn into a longer more business focused campaign IF YOU to ARE change 30 YEARS this. OLD OR 10% UNDER HAVE YOU: 35% 55% 60% 50% 40% 30% 20% 10% 0% Ever considered a cruise holiday Never considered a cruise holiday I’m over 30 years old
- 61. danielbianchini Content that has the most engagement, through both social media and comments is content that makes the news. Creating a content calendar, that allows you to be flexible will enable you to create timely content that will be shared.
- 62. All 3 opportunities are user focussed and based on data! danielbianchini
- 63. danielbianchini Dept/Channel Goal Have identified opportunity Understand the audience You’ve done your competitor research Time to create your strategy Busineess Objective
- 64. whitedotnet Thank you! Slides available: http://bit.ly/1x6iQCR Daniel Bianchini Director of Services @ White @danielbianchini
Notas del editor
- It is also being used in social media, email marketing, UX and web design. Its even being used in sales and customer service
- Have an internal conversation, if you are lucky. Right a few ideas down on a pad, until you have something that you really like. Nothing, that is based on data. Just a gut feeling.
- But it’s a common trait in many people, that our first idea is the best and nothing else will come close to it.
- This banner was placed on top of the Manchester Town hall advertising the 2012 Irish Festival. The goal of the banner was not only to make people aware of the festival, but to drive traffic to their website through the URL and the QR Code!
- These type of ideas, that are thought of quickly, and not thoroughly investigate can produce bad results, and in some cases cause more harm to the brand.
- To take a quote from Jono’s presentation earlier. “We have more data than any other ecosystem”, so lets start using it.
- Data comes from all sources, and can be demonstrated in different metrics.
- In the rest of this presentation, I will take you through 4 steps, that will enable you to create a data-driven strategy focussed on the user.
- The first step to building a data-driven strategy Is understanding what your goals is. As Jono, has covered this already, this will pretty quick.
- I have come across many projects that have a standalone goal, if any goals at all. These are the projects that tend to fail, even if they have done well, as there is no measurement to say otherwise.
- Your goal, or the goal of your department/channel should, and needs to be based on the overall business objective. This way, every channel is contributing to the same objective, even if it through different goals. If the business objective is to increase market share, then your departmental goal could be to increase brand awareness and/or online sales. This will then filter down to the different channels, who may have similar goals to each other, but will be more specific. These goals, are what your marketing activity will be based on and measured against.
- The goal for the cruise aggregator
- This is something that is more common, than people think. Just because you work for the company, does not necessarily mean that you are the target market. You still need to do your research.
- Therefore understanding your audience is essential. If you start to advertise to the wrong audience, then you are unlikely to hit any of the goals that you have established. Ideally, your brand team will already understand who your target audience is, and therefore have ready made personas. If they haven’t, or even if they have it is always recommended to get as much data on your user as possible. The next few slides will allow us to get more data on those that we are targeting.
- The best source of audience data, is from those that work internally. Whether it is sitting down with internal teams such as the sales and customer service, or a one-on-one conversation with the subject matter experts, it is important to gather as much information from them. Once you have that information, it doesn’t stop there. You need to harness that relationship, as you will want to continue getting information about your users regularly. including People who deal with the customer on a day-to-day basis. To be able to leverage this data, you will need to hold internal meetings with those key stakeholders, the customer service and sales teams. Once you have built these relationships, try to ensure that you maintain them as they will be a useful source of data in the future.
- Once you have had your internal meetings, getting an understanding of your customers and potential customers is the next step. From the survey you are looking to understand why the user will or will not buy from you, what type of content and/or media they are looking for. Do they use online tools such as calculators, or would they prefer to buy over the phone. All this data will enable you to create a more informed strategy. This can be done using a number of different services including Survey Monkey, Google Surveys, iPad App, or creating your own Google Form. These should be distributed not only to your current customers, but a sample of potential customers to get a range of feedback.
- If you don’t have persona data from your brand team, then you can use a tool from You.gov that gives you a quick understanding of your persona based on already established brands.
- Whilst in SEMrush, you can see how much of an overlap in keyword targeting there is compared to your keywords. From the keyword list that you have exported, you will need to cleanse and logically categorise these terms to see where your competitors are targeting. Once you have cleansed the keywords you will start to see then initial opportunity that maybe available through the number of unique keywords your competitors are targeting.
- There is always more opportunities to be found, therefore you need to do further research. This is where you need to look further afield, look into the
- Once you have a list of keywords, and they have been tagged logically with CPC and monthly search volume. You need to upload to your
- EAT, SLEEP, RAVE, REPEAT Need to repeat this process, until you are happy with your keyword list, and the competitor set that you have built. I ended up with 6,000 keywords and 25 competitors.
- What channels they are using? How are they using those channels? – Customer Service, Promotional What content are they promoting, if any? How engaged are they with their audience, and how engaged is the audience
- Once you know what they are doing. It is important to understand who there social media audience is.
- FIND LINKS AND SOCIAL SHARES TO THESE PAGES
- Explain about the four process. I have chosen the Cruise Line industry as part of my analysis.