Digital Performance Master Class - Aida Sahraoui, WONE Digital Agency
•
0 recomendaciones•183 vistas
Data, Content & Automation at the center of your Digital Performance Marketing Activations . Your Digital Master class starts with an introduction to the Digital Marketing Landscape focusing on the prominence of embracing digital performance as a key marketing media in order to get the closest possible to your business goals. We will also cover how a coherent and efficient digital strategy can be thought to perfectly complement your global business strategy. Planning and operating digital campaigns will also be an important component of this master class followed by some key guidelines related to data and content automation. How do you define the effectiveness of your digital marketing efforts without measurement and reporting? We will end the session by answering this question and discussing some case studies along with various tips & tricks to keep you innovative and ahead of your competition.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Digital Performance Master Class - Aida Sahraoui, WONE Digital Agency
Similar a Digital Performance Master Class - Aida Sahraoui, WONE Digital Agency (20)
Más de DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Más de DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)
Último
Último (20)
Digital Performance Master Class - Aida Sahraoui, WONE Digital Agency
- 1. Aida Sahraoui FOUNDER WONE DIGITAL AGENCY DUBAI, UAE ~ OCTOBER 22 - 23, 2019 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast DIGIMARCONDUBAI.AE | #DigiMarConDubai Digital Performance Master Class MASTERCLASS
- 2. BUSINESS SCHOOL | ALGERIA 2010 MASTERS INTERNATIONAL BUSINESS | FRANCE 2012 DIGITAL DIRECTOR KEYADE GROUPM | UAE 2018 FOUNDER OF WONE PERFORMANCE AGENCY | UAE 2018 INTRODUCTION
- 3. AGENDA Strategy, Planning & Execution Measurement, Reporting & Optimizations In-house Vs. Outsourced Digital Marketing Digital Marketing Landscape Hot Digital Topics
- 4. LANDSCAPE
- 5. DIGITAL MARKETING LANDSCAPE IMBEDDED IN YOUR GLOBAL BUSINESS STRATEGY
- 6. DIGITAL MARKETING LANDSCAPE • Thought as part of a whole • Needs to have synergies with other channels or be complementary to others • Implemented to answer digital problematics • Strongly depends on your technical capabilities
- 7. WHAT ADVANTAGES DOES DIGITAL MARKETING HAVE? You can reach more people You can reach the right people You can track everything You can have clear visibility on KPIs You can adjust and optimize your campaigns easily
- 8. DIGITAL MARKETING LANDSCAPE Push Marketing Pull Marketing Long Term Marketing Retention Google Display Network, Paid Social, Influencer Marketing & Other Display Google Search, Paid Listings SEO & Organic Social Media Email Marketing, Drip Campaigns, & Retargeting Reach Effectiveness
- 10. AUDIT STEPS TO SUCCESS A S C T M D STRATEGY CONTENT TECH METHODOLOGY DASHBOARDS
- 11. STRATEGY & PLANNING Time between decision and the conversion varies from an audience pool to the other Varies based on seasonality, Brand perception, Product offer, competition, Website or App UX/UI, price, etc.). Automation allows promoting at the right time to the right audience Objective : drive them down the funnel We will retarget Internet users across different phases Dreaming & planning Researching & comparing Buying Educational messaging Content, Pricing & key USPS Rich Content THE STRATEGY
- 12. USER-CENTRIC 12 Online platform Wants to guarantee the satisfaction of both advertisers and web users to ensure they continue to use the service Advertiser Wants to broadcast relevant Ads so that qualified web users visit their site QS Web user Wants an exact response to his request STRATEGY
- 13. ADEQUATE STRATEGY BASED ON NEEDS GLOBAL STRATEGY DIGITAL STRATEGY CHANNELS BUDGET OBJECTIVES TARGETS 13
- 14. PILLARS 14 STRATEGY What’s the desired result? Objective How Much? Budget Where?Channels Converting Your Business Goals Into Site Goals Defining the right amounts to achieve your goals Planning your activations across the right channels
- 15. Defining an Objective helps you follow a direction Yours targets help you monitor the achievement Yours targets help you build performance reports Objective + Target = Clarity on strategy to adopt See the full picture using attribution models OBJECTIVES & TARGETS 15
- 17. • 1000 Sales/Month • CPA<USD50C • ROI>3 • 10 Visits/Day • 50 Installs/Week • CPD<USD2 • 1 M Users/Week • 3 M Impressions/Week-end • 1000 Page engagement/day • Engagement rate>10% • 10 000 Clicks or Sessions/day • CPS/CPC<USD0.50 • 500 000 Views/Week • CPV<USD0.05 • 50 Leads/Day • CPL<USD30 DEFINE YOUR TARGETS OBJEC TIVE REACH AWAREN ESS ENGAGE MENT TRAFFIC VIDEO VIEWS LEAD SALES STORE VISITS APP INSTALL S 17
- 18. Based on financial capabilities Based on Targets Budgets affect the choice of channels The startup way is to start with an initial trial budget and scale gradually based on results Long Term channels and Retention can be done at very low cost (or free) Marketing cost varies depending on channels used and mid to long term vision BUDGET 18
- 20. Channel Google Display YouTube Programmatic Social Media Google Search Ads SEO Emailing Great for Awareness Awareness Awareness Awareness Consideration & Action Consideration & Action Loyalty Cookie Collection Cookie Collection Real time bidding Engaging with audience Super qualified traffic Super qualified traffic Database Dynamic Content HD engaging Video Content Dynamic Content Dynamic & Static formats High CVRs High CVRs High CVRs Target methods Sequential targeting Audience targeting Database Keywords + Shopping Keywords Push campaigns Retargeting Yes Yes Yes Yes Yes NA Yes Works best with High quality Images Eye-catchy short Videos Content + audience Strategy Strong Community management Methodology White hat practices Frequency Strategy Pricing Relatively low Relatively low Medium to high Relatively low Low to Medium High Relatively low Timeline Quick Quick Quick Quick Quick to Medium Time consuming Quick
- 21. PLANNING MEDIA PLAN EXAMPLE SCENARIO 1: BASED ON BUDGET (USD250K) PROPOSED RETURNS WITHIN THE GIVEN BUDGET (REALISTIC FORECASTS, YET CHALLENGING) Country Budget Traffic CPC Transactions AVO Revenue CVR ROI UAE $ 150,000 187,569 $ 0.80 1,599 $ 138 $ 220,728 0.85% 1.47 KSA $ 100,000 142,310 $ 0.70 878 $ 146 $ 128,177 0.62% 1.28 Total $ 250,000 329,879 $ 0.76 2,477 $ 141 $ 348,904 0.75% 1.40 PERFORMANCE ORIENTED REALISTIC BENCHMARKS CHALLENGING TARGETS KPIS MEETING OBJECTIVES 21
- 23. 23 WHY IS MEASUREMENT SO IMPORTANT? ASSESS Evaluate MONITOR Control ANALYSE Understand OPTIMIZE Improve REPORT Support decisions
- 24. 24 Impressions • Campaigns • Ad groups • Keywords (+/-) • CPCmax • Quality Score • CTR • Landing Pages CTR • Impressions • Ad texts • Traffic qualification • Ad extensions • Position • Quality Score • CPCmax Clicks • Impressions • CTR CPC • CPC max • CTR • Quality Score • CTR • Landing Pages Conversion Rate • Traffic qualification • Ad texts • Landing Pages Cost per installs • Conversion Rate • Traffic Qualification • Ad texts • Landing Pages • CPC • CPCmax • CTR • Quality Score Activations/Subscriptions • Clicks • Impressions • CTR • Conversion Rate Revenue • Sales • Traffic (Clicks) • Conversion Rate • Average Basket • Arbitration towards elements with higher average basket Lifetime Value • Income • Sales • Conversion Rate • Average Basket • Costs • Clicks • CPC Analytics • Screens viewed • Time per session • Bounce rate MEASUREMENT, REPORTING & OPTIMIZATIONS MEASUREMENT KPIS
- 25. • Based on… Traffic CONVERSION RATE Revenue Values ROI/ROAS Contribution Margin Sales Volume CPA User Acquisition CAC CLTV 25 MEASUREMENT, REPORTING & OPTIMIZATIONS KPIS
- 26. 26 MEASUREMENT, REPORTING & OPTIMIZATIONS REPORTING: CUSTOM DASHBOARDS The future of Digital reports are Real-Time inter-connected Dashboards Demographics (Age, Gender, etc.) Audience type Languages Technology (Devices, Browsers, etc.) Ad performance Etc.
- 27. MEASUREMENT, REPORTING & OPTIMIZATIONS REPORTING: PERFORMANCE DASHBOARDS Calculating KPIs helps you take mathematical and statistically significant decisions, 0 room to assumptions Measured KPIs is support to visual dashboards Calculated KPIs allow to unlock extra budgets and grow your department 27
- 28. GOOGLE DATA STUDIO – REPORTING EXAMPLE
- 29. EXAMPLE GOOGLE DATA STUDIO – REPORTING
- 30. EXAMPLE GOOGLE DATA STUDIO – REPORTING
- 31. Click type Time Action Click Time Yes Optimisations Transaction Time No Reporting Before deleting or pausing a keyword or ad group who hasn’t generated any last click conversion; we recommend running a first click report to identify if he doesn’t help assisting conversions. We use click time to optimize and transaction time for reporting. MEASUREMENT, REPORTING & OPTIMIZATIONS ATTRIBUTION: CLICK TIME AND CONVERSION TIME 31
- 32. MEASUREMENT, REPORTING & OPTIMIZATIONS ATTRIBUTION: WHO DESERVES THE CREDIT FOR ONE CONVERSION? 32 First Touc h Point Position Based Linear Last Touch Point
- 33. « Last Click» Last Click attribution model attributes the conversion to the last visitor’s click within the post click period These models are deduplicated and can be used in both click and conversion time models. Generic click on Google GDN click Branded click Google Conversion Generic click on Google GDN click Branded click Google Conversion MEASUREMENT, REPORTING & OPTIMIZATIONS ATTRIBUTION: FIRST AND LAST CLICK 33
- 34. …Interaction PointsFinal Touch Point Conversions are usually attributed to the last click…. …but it is necessary to take into account previous clicks IN SEA 34 MEASUREMENT, REPORTING & OPTIMIZATIONS ATTRIBUTION: BRAND / NON BRAND
- 35. 35 MEASUREMENT, REPORTING & OPTIMIZATIONS ATTRIBUTION: CROSS DEVICES 1. Mobile 2. Desktop Last Touch Point Conversion attribution Mobile is bad, let’s increase the bids on Desktop! Brand or Generic Buy Smart phone First Touch Point
- 36. OPTIMIZATION 36
- 37. FOCUS ON QUALITY SCORE 37 THE HIGHER, THE BETTER High QS = Lower CPC for Better Positions (Higher Ad Rank) QS OPTIMIZATION AD RANK MAX CPC
- 38. AB TESTING ACROSS ALL CAMPAIGNS COMPONENTS Test & Learn = Find the most profitable formats & targeting Landing Page Optimizations Bidding Strategies - Automation Ad Formats Audience Targeting Devices monitoring AUTOMATION AT THE HEART OF YOUR METHODOLOGY OPTIMIZATION
- 39. Rank ROI CPA CAC CLTV Good if Costs are lower than revenue If selling value is higher than CPA If value from users is higher than CAC The higher the better Average if you are breaking even If selling value equals CPA Good if CTV equals CAC Good if CTV equals CAC Bad if Costs are higher than revenue If selling value is lower than CPA If value from users is lower than CAC Low LTV = customer do not come back Comment Remember to include cancelation rates CPA alone isn't a comprehensive KPI CAC Heavily depends on your capabilities to increase the # orders CLTV depends on your capabilities of retaining your customers CAC < LTV (3x appears to be a rough minimum for SME businesses) Increase your net profit per customer relationship CHECK EFFECTIVENESS OPTIMIZATION 39
- 40. CHECK EFFECTIVENESS OPTIMIZATION 40 Depending on the choice you make for your business, either scale up or pivot! Either boost the spend on profitable campaigns based on your target Or, drop the spend if your investment is infructuous
- 41. STAY FOCUSED, BE EFFICIENT
- 42. TOO MANY CHANNELS? FEELING A LITTLE LOST? 42 ?!!!
- 43. UNDERSTAND HOW THEY ALL WORK TOGETHER 43 Awareness = Uplift on SEM Awareness = Data Collection = Better Retargeting Strong SEA + SEO = Better results Social Media = Uplift on SEM Retargeting = Reminder shot = leads to further actions Emailing =Customer Loyalty = Better Conversions Awareness: Traffic, Views, Engagement, etc. Conversion: Sales, Revenue, CPA, ROI, Contribution Margin, etc. Consideration: Leads, View rate, Interaction rate, etc. Retention Long- term Pull Push NEW ACQUISITION NEW ACQUISITION & RETARGETING NEW ACQUISITION & HEAVY RETARGETING
- 44. IN-HOUSE VS. OUTSOURCED DIGITAL MARKETING
- 45. THE DIGITAL MARKETING LANDSCAPE TODAY
- 46. Agency CLIENTBranding Agency Creative Agency IT team Operations Sales teams Customer Service THE DIGITAL MARKETING LANDSCAPE TODAY Customer service
- 47. DISRUPTING THE DIGITAL MARKETING LANDSCAPE
- 48. THE DIGITAL MARKETING LANDSCAPE TODAY Branding Agency Creative Agency IT team Operations Sales teams Customer Service AGENCY CLIENT IT Support UX/UI Support (Site/LPs/ App) SEO Support Content Strategy Other MKG campaigns : E-mailing, Influencers, SMS campaigns, Push notifications, etc. Data collection & CRM Support DISRUPTING THE DIGITAL MARKETING LANDSCAPE Feedback on Product Offer/USPS
- 49. DOS & DON’T’S Don'tsDOs • Set Roadmaps • Agree on challenging yetachievable Media Plans (target + Timelines) • Make sure measurementis in place against any target KPI before you begin • Automate processes • Organize regular(Daily/Weekly)updates • Choose partners based on their core-business expertise • Use Digital insights to adapt the product/Service • Spend the budgetgradually on a test & learn mode • Be Super reactive (Time is money) • Over forecasting • Allocating budgetswith no targets beforehand • Taking decisionswithout analyzing the customer behavior (Demographics, cross-devices, cross- channels, Drop points, etc.) • Retention of Information • Keep onboarding manualprocesses (Optimizations, reporting, etc.) • Last minute tactical campaigns • Ignore seasonality • Decisions based on assumptions 49
- 50. HOT TOPICS
- 51. ARTIFICIAL INTELLIGENCE BOTS VOICE SEARCH GOOGLE SHOPPING
- 52. THE SIMULATION OF HUMAN INTELLIGENCE PROCESSES BY POWERFUL AI
- 53. The concept of artificial intelligence is nothing new to the world (Alan Mathison Turing, computer scientist, 1954) Robotic process automation Machine learning Machine vision Natural language processing Robotics ML is a subset of AI
- 54. DEMAND MARKETING PROCESS IN AI/DIGITAL WORLD AI DRIVEN MARKETING KEY BUSINESS OUTCOME KEY BUSINESS TARGETS MULTI ATTRIBUTION & DECISION MAKING PROCESS
- 55. MULTI TOUNCH POINTS: SEARCH ADS | VIDEOS | SM | MOBILE DESKTOP | STORE
- 56. USE OF MACHINE LEARNING IN REAL LIFE EXAMPLE 1. Billions of clicks take place on Google ads every day 2. We are trying to predict something => the likelihood of a user purchasing 3. There is no other feasible way to do this because it would be impossible for a human to calculate a bid for every single combination of feature values. Device Time Country Site Visitor? Operating System Language Browser Search Query Desktop 9:15 UAE Yes Windows Arabic Chrome pixel Mobile 14:22 Lebanon No OSX French Chrome best android Mobile 23:01 KSA No Linux Arabic Safari pixel 32 GB very silver Tablet 10:27 USA No OSX English Chrome Android vs iOS
- 58. GOOGLE SMART BIDDING MACHINE LEARNING INFORMED, ACCURATE BIDDING DECISIONS OPTIMIZE BIDS FOR EVERY AUCTION CAPTURE MOMENTS (RELEVANCY) Factoring in millions of signals to determine the optimal bid for every stage in the funnel, across devices and products, and then it continually refines models of conversion performance at different bid levels to maximize your results.
- 59. AUDIENCE TARGETING (LOOKALIKE) MACHINE LEARNING Facebook Business Manager provides a firsthand glimpse of how machine learning makes life much easier for advertisers. For example, every time someone creates a target audience based off of interest, machine learning has assisted that process. That’s because the interests an advertiser can target on Facebook are all generated by a machine-learning algorithm that analyzes information that users voluntarily put onto their Facebook profiles.
- 60. USE OF MACHINE LEARNING IN MKG & BUSINESS Netflix is one of the most preeminent brands putting predictive analytics in practice. The recommended movies users see on the front page of their Netflix screen is curated by an algorithm, which offers recommendations on movies, shows, documentaries and other content it believes a user will like based on previous watch behavior.
- 61. DYNAMIC PRODUCT PRICING MACHINE LEARNING One such way machine learning is doing this is through dynamic pricing. In a nutshell, dynamic pricing correlates price and sales trend data along with other variables such as available inventory. The method has gained steam over the course of the last decade, especially in the live events industry.
- 62. BOTS
- 63. A bot (short for "robot") is an automated program that runs over the Internet. Some bots run automatically, while others only execute commands when they receive specific input. There are many different types of bots, but some common examples include web crawlers, chat room bots, and malicious bots. Chatterbots Spambots Botnets (Virus) Natural language processing Robotics
- 67. Bots aren’t evil forces out to replace you. Instead, they’re tools that you can use to get the results you want.
- 68. VOICE SEARCH THE INCREASED ADOPTION RATE OF THESE ITEMS HAS OBVIOUSLY HAD SIGNIFICANT EFFECTS ON SEARCH TRENDS.
- 69. ‘’Hey, Siri’’ In fact, ComScore estimates that by 2020, more than half of all searches will be done via voice search. Now we’re seeing more than 20 percent of all mobile searches being done by voice, with no signs of slowing down.
- 70. SERP N1 Ranking Rethinking your content (Writen vs. Spoken) Specific questions The power screenless Apps (Smart-speakers and local-based searches) Natural language processing Robotics 70
- 72. Stronger relationships with your digital partners Work on tangible targets & Budgets Data-driven Decisions Automate as much as possible Take Mobile to the next level Go the extra mile to understand your Online customers Test & Learn (New Betas) Optimize your Product Catalogues Explore Online to Offline capabilities from Google, Facebook, etc. Stay Ahead of your competition TAKEAWAYS 72
- 74. THANK YOU & KEEP IN TOUCH AIDA@WONE.AE Aida Sahraoui OCTOBER 2019
- 75. LUNCHEON