Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders?
Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success.
With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you:
- How you can engage customers with your website and proposition;
- The importance of acquisition mapping and capturing the right customer information;
- How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and
- Examples of the tools you can use and the data you should be collecting to measure and optimise success.
Covering the 5 pillars for future success in marketing based on a research report from HubSpot and Smart Insights - https://offers.hubspot.com/the-future-of-marketing-2019
A webinar from Dave Chaffey for the Smart Insights 2020 Digital Priorities
Panel Discussion: Create a 360-degree view of your customers journey to engag...Dave Chaffey
This document summarizes a presentation on creating a 360-degree view of the customer journey to engage customers with the right message at the right time. It discusses reviewing customer touchpoints across the lifecycle to identify gaps and optimize engagement. It also addresses using insights to drive growth, satisfaction and loyalty through content marketing, digital transformation programs, and marketing technology governance. The presentation aims to provide strategies for using data and insights to improve engagement and growth.
Win more customers with an integrated marketing communications strategySmart Insights
The document discusses digital marketing priorities and strategies for 2019. It recommends creating an integrated marketing communications strategy to win more customers by focusing on the connected customer experience. An effective strategy provides personalized, consultative, and frictionless experiences at every touchpoint to build trust over the customer lifecycle. The presentation provides examples of how to implement targeted messaging, content marketing, and sales alignment using marketing automation tools like Pardot to nurture customer relationships at scale.
How To Measure The Performance Of Your Content And Track ROISmart Insights
This document discusses how to measure the performance of content and track return on investment (ROI). It recommends identifying key metrics based on business goals like lead generation, sales, and brand awareness. Common metrics include website traffic, downloads, and social engagement. The document provides a framework for organizing content by channel, type, and goals to ask the right questions of data. It suggests establishing a scoring system and standardizing content to adapt and improve based on insights. Finally, the document outlines calculating content ROI at the campaign, type, and customer lifetime value levels to include in metrics reporting.
Curated tips and tricks to get the most out of your content in 2020.
With such an interconnected world, full of rich content and amazing user experiences, the opportunity to reach new customers is more tantalising than ever before. But how will you reach them all? If you're ready to revolutionise your global content strategy and kick off the decade with all the right tricks up your sleeve, then this webinar is for you.
Join Smartling's VP of Marketing, Annette Obermeier, as she unveils her top 10 hacks for Global Content that can improve your content right now.
- Annette’s absolute hacks to supercharge your global content in 2020
- Surefire methods to maximise your reach with actionable content promotion
- How to position your source content for success with an agile localisation strategy
- Proven, real-world stories from brands just like yours that have revolutionised their global content strategy for success
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROISmart Insights
Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return?
Digital marketing transformation : Benchmarking your digital futureSmart Insights
In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues.
You will learn how to:
> Discover the digital maturity of your business
> Define goals needed to achieve transformation
> Plan and prioritize activities to integrate digital
> Influence company culture and instil a process of continuous improvement
Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Covering the 5 pillars for future success in marketing based on a research report from HubSpot and Smart Insights - https://offers.hubspot.com/the-future-of-marketing-2019
A webinar from Dave Chaffey for the Smart Insights 2020 Digital Priorities
Panel Discussion: Create a 360-degree view of your customers journey to engag...Dave Chaffey
This document summarizes a presentation on creating a 360-degree view of the customer journey to engage customers with the right message at the right time. It discusses reviewing customer touchpoints across the lifecycle to identify gaps and optimize engagement. It also addresses using insights to drive growth, satisfaction and loyalty through content marketing, digital transformation programs, and marketing technology governance. The presentation aims to provide strategies for using data and insights to improve engagement and growth.
Win more customers with an integrated marketing communications strategySmart Insights
The document discusses digital marketing priorities and strategies for 2019. It recommends creating an integrated marketing communications strategy to win more customers by focusing on the connected customer experience. An effective strategy provides personalized, consultative, and frictionless experiences at every touchpoint to build trust over the customer lifecycle. The presentation provides examples of how to implement targeted messaging, content marketing, and sales alignment using marketing automation tools like Pardot to nurture customer relationships at scale.
How To Measure The Performance Of Your Content And Track ROISmart Insights
This document discusses how to measure the performance of content and track return on investment (ROI). It recommends identifying key metrics based on business goals like lead generation, sales, and brand awareness. Common metrics include website traffic, downloads, and social engagement. The document provides a framework for organizing content by channel, type, and goals to ask the right questions of data. It suggests establishing a scoring system and standardizing content to adapt and improve based on insights. Finally, the document outlines calculating content ROI at the campaign, type, and customer lifetime value levels to include in metrics reporting.
Curated tips and tricks to get the most out of your content in 2020.
With such an interconnected world, full of rich content and amazing user experiences, the opportunity to reach new customers is more tantalising than ever before. But how will you reach them all? If you're ready to revolutionise your global content strategy and kick off the decade with all the right tricks up your sleeve, then this webinar is for you.
Join Smartling's VP of Marketing, Annette Obermeier, as she unveils her top 10 hacks for Global Content that can improve your content right now.
- Annette’s absolute hacks to supercharge your global content in 2020
- Surefire methods to maximise your reach with actionable content promotion
- How to position your source content for success with an agile localisation strategy
- Proven, real-world stories from brands just like yours that have revolutionised their global content strategy for success
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROISmart Insights
Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return?
Digital marketing transformation : Benchmarking your digital futureSmart Insights
In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues.
You will learn how to:
> Discover the digital maturity of your business
> Define goals needed to achieve transformation
> Plan and prioritize activities to integrate digital
> Influence company culture and instil a process of continuous improvement
Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
6 steps to create a data-driven content strategySmart Insights
Learn how to include search data into content creation and optimization.
“Online content should win hearts and machines.”
In this practical webinar, we’ll look at:
- How to create content that meets the expectations of your target audience
- How to use search intent to know what users want
- Learn how to identify relevant topics
- How to select the right type of content
The document discusses customer data platforms (CDPs) and provides examples of their use cases and benefits. Some key points:
1) A CDP builds a persistent, unified customer database from any data source to provide a holistic view of each customer. It is accessible to other systems.
2) Common CDP use cases include unifying data from various sources, analyzing customer behavior to identify high-value segments, building predictive models, running targeted outbound campaigns, and personalizing interactions across channels.
3) When evaluating CDPs, considerations include what capabilities are needed, vendor fit based on client size/industry, and ensuring the selected CDP can address specific business goals and data needs. Proper management
Discussion: The opportunities provided by AI for online search and merchandising
The way retailers have merchandised online stores hasn’t changed since the early days of E-
commerce, but it has now.
This presentation looks at the disruption and opportunities that come
from Artificial Intelligence and goes beyond the buzzwords to get to grips with how AI techniques
like machine learning and predictive analytics help to solve the complex problem of serving the
most relevant products in ALL cases.
You will learn how to
* Understand the scale of the challenge and the opportunity
* The limitations of traditional online merchandising
* How AI impacts online merchandising by improving search, coping with trends in real-time,
providing insights and making the work of merchandisers more productive and enjoyable
* How and why not all AI solutions are the same
* Make the organisational changes required to accommodate AI-based merchandising
Presenters : Dr Dave Chaffey, Smart Insights and Andrew Fowler, country manager, Apptus UK
B2B Expo Practical B2B digital marketing trends and techniques Smart Insights
This document summarizes a presentation on practical B2B marketing trends and techniques. It discusses developing an integrated digital marketing strategy, reviewing customer lifecycle touchpoints, and the need for omnichannel experiences. It also provides examples of account-based advertising, content marketing strategies, automation techniques like email welcome sequences and site messaging, and optimizing digital interactions through testing. The presentation aims to help marketers plan, manage, and optimize their B2B digital marketing activities and engage audiences.
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
Best Practice To Take Your Digital Content And Brand GlobalSmart Insights
Join Smartling’s Director of Global Marketing, Annette Obermeier, as she shares best practices to make your content work for you across borders and have your translation budget work overtime.
To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog
Digital experience and transformation 2016 - Web design examplesSmart Insights
This document discusses digital marketing priorities for 2016. It recommends that marketing leaders focus on identifying their biggest marketing problems, mapping out a digital roadmap aligned with the customer journey, and delivering a consistent customer experience. The webinar presented will provide practical tips in these areas and advise leaders not to blindly follow hype but rather take a back-to-basics approach focused on customer needs. It also discusses how digital transformation requires focusing on value for the business and customers.
This document provides tips and techniques for omnichannel marketing. It discusses the importance of viewing the customer experience across all channels from the customer's perspective. The document also outlines key success factors for various stages of the customer lifecycle, including boosting reach through content marketing and paid promotion, encouraging interaction through optimized content and customer journeys, boosting conversion through retargeting and testing, and increasing loyalty through lifecycle marketing and customer experience improvements. Implementation plans and metrics are suggested for each stage.
1. The document discusses how user experience (UX) and search engine optimization (SEO) are closely related and how applying principles of information architecture and user behavior can improve a website's UX and SEO.
2. It provides an overview of techniques like using the consumer cross-stitch model, stages of awareness, keyword modifiers, and information foraging theory to understand user needs and design internal links, navigation, and site structure accordingly.
3. The presentation emphasizes the importance of a mobile-first and fast-loading approach, consistency in internal and external signals, and using structured data to improve understanding and ranking for search engines.
This document discusses techniques and tools for evaluating the return on investment (ROI) of retail content marketing. It provides an overview of segmentation analytics that can isolate the contribution of different customer groups and marketing initiatives. The document also recommends using Google Analytics multi-channel funnels to track assisted conversions and considering the value of blogging and social media across the entire customer lifecycle. Counteracting criticisms of content marketing by proving its impact on metrics like leads, sales, and customer loyalty is discussed.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
The Art and Science of Revenue-Centric Marketing in a Digital WorldGary DeAsi
With the digital age upon us, for marketers, the key to driving revenue is all about engaging customers by delivering exceptional omni-channel user experiences throughout the entire buyer's journey. The most effective approach is often one that harnesses the combined power of exercising both sides of the marketing brain'creative and analytical, chaos and order, art and science'to engage your customers on both rational and emotional levels.
In this presentation from the 2015 Marketo Marketing Nation Summit in San Francisco, two-time Marketo Champion, Gary DeAsi, shares insights on how the SmartBear marketing team has adopted an 'art and science' digital approach to drive conversion and revenue at every stage of the funnel, including initiatives that earned SmartBear back-to-back Marketo Revvie Awards in 2013 & 2014 for Most Dramatic Business Impact and Most Creative Integrated Marketing Campaign.
Topics include:
1. Digital content creation strategies optimized for engagement
2. Integrated multi-channel demand generation campaigns that resonate and move the needle
3. Getting creative with data! Custom, unorthodox applications of data & Marketo objects
4. Utilizing data to understand buyer personas, behaviors and dynamically dictate customer experiences
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Gary DeAsi
This document discusses mapping content strategy to the modern customer journey. It begins by outlining common challenges like limited content and random acts of content. It then recommends adopting a stages model and considering key customer and business factors. The rest of the document provides details on planning content by auditing existing content, identifying gaps, and aligning content distribution across channels. It emphasizes aligning content to stages in the customer journey and defining metrics for each stage from engagement to advocacy.
A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.
2018 digital marketing trends - Dave ChaffeyDave Chaffey
This document summarizes digital marketing trends for 2018, including applications of artificial intelligence (AI) and machine learning in marketing, accelerated mobile pages (AMPs), progressive web apps (PWAs), and conversion rate optimization (CRO) and personalization. It discusses using AI for conversational interfaces, automated copywriting, and different marketing AI options. It also addresses being ready for the European General Data Protection Regulation (GDPR) and ePrivacy initiative through reviewing customer lifecycles, capability gaps, and personalization techniques.
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
Discover the trends that will make an impact on your business at the start of the new decade.
Understand what consumers want from brand emails, the current email marketing trends and which ones will help you deliver on your business goals for 2020. Komal will take you on a journey of technology, psychology and creativity that will help you to create a powerful future-proofed email marketing strategy for this year and into the roaring twenties!
Pure360’s mission is to help marketers be the best they can be. With our webinar we will help you understand:
- Technology advances that you should be focussed on and those that you can afford to avoid.. for now...
- How to be human
- The importance of back to basics
How to Use Data to Drive Product Decisions by PayPal PMProduct School
The document summarizes a presentation by a PayPal product manager on using data to drive product decisions. The presentation covers how PayPal's product managers use various data sources and analysis techniques like funnel analysis, cohort analysis, segmentation analysis, and A/B testing to minimize fraud losses while ensuring a good user experience. It provides examples of the types of insights and questions that can be answered through different data analysis approaches to help identify issues, prioritize opportunities, and measure the success and impact of product changes.
This document provides an overview of web analytics and Google Analytics. It defines web analytics, discusses ways to analyze data both traditionally and through the web analytics paradigm. It also covers setting up goals and funnels in Google Analytics, using segments, alerts and enhanced ecommerce tracking. A key section discusses attribution modeling and how to set up a custom attribution model based on an understanding of your business and customer journey.
6 steps to create a data-driven content strategySmart Insights
Learn how to include search data into content creation and optimization.
“Online content should win hearts and machines.”
In this practical webinar, we’ll look at:
- How to create content that meets the expectations of your target audience
- How to use search intent to know what users want
- Learn how to identify relevant topics
- How to select the right type of content
The document discusses customer data platforms (CDPs) and provides examples of their use cases and benefits. Some key points:
1) A CDP builds a persistent, unified customer database from any data source to provide a holistic view of each customer. It is accessible to other systems.
2) Common CDP use cases include unifying data from various sources, analyzing customer behavior to identify high-value segments, building predictive models, running targeted outbound campaigns, and personalizing interactions across channels.
3) When evaluating CDPs, considerations include what capabilities are needed, vendor fit based on client size/industry, and ensuring the selected CDP can address specific business goals and data needs. Proper management
Discussion: The opportunities provided by AI for online search and merchandising
The way retailers have merchandised online stores hasn’t changed since the early days of E-
commerce, but it has now.
This presentation looks at the disruption and opportunities that come
from Artificial Intelligence and goes beyond the buzzwords to get to grips with how AI techniques
like machine learning and predictive analytics help to solve the complex problem of serving the
most relevant products in ALL cases.
You will learn how to
* Understand the scale of the challenge and the opportunity
* The limitations of traditional online merchandising
* How AI impacts online merchandising by improving search, coping with trends in real-time,
providing insights and making the work of merchandisers more productive and enjoyable
* How and why not all AI solutions are the same
* Make the organisational changes required to accommodate AI-based merchandising
Presenters : Dr Dave Chaffey, Smart Insights and Andrew Fowler, country manager, Apptus UK
B2B Expo Practical B2B digital marketing trends and techniques Smart Insights
This document summarizes a presentation on practical B2B marketing trends and techniques. It discusses developing an integrated digital marketing strategy, reviewing customer lifecycle touchpoints, and the need for omnichannel experiences. It also provides examples of account-based advertising, content marketing strategies, automation techniques like email welcome sequences and site messaging, and optimizing digital interactions through testing. The presentation aims to help marketers plan, manage, and optimize their B2B digital marketing activities and engage audiences.
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
Best Practice To Take Your Digital Content And Brand GlobalSmart Insights
Join Smartling’s Director of Global Marketing, Annette Obermeier, as she shares best practices to make your content work for you across borders and have your translation budget work overtime.
To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog
Digital experience and transformation 2016 - Web design examplesSmart Insights
This document discusses digital marketing priorities for 2016. It recommends that marketing leaders focus on identifying their biggest marketing problems, mapping out a digital roadmap aligned with the customer journey, and delivering a consistent customer experience. The webinar presented will provide practical tips in these areas and advise leaders not to blindly follow hype but rather take a back-to-basics approach focused on customer needs. It also discusses how digital transformation requires focusing on value for the business and customers.
This document provides tips and techniques for omnichannel marketing. It discusses the importance of viewing the customer experience across all channels from the customer's perspective. The document also outlines key success factors for various stages of the customer lifecycle, including boosting reach through content marketing and paid promotion, encouraging interaction through optimized content and customer journeys, boosting conversion through retargeting and testing, and increasing loyalty through lifecycle marketing and customer experience improvements. Implementation plans and metrics are suggested for each stage.
1. The document discusses how user experience (UX) and search engine optimization (SEO) are closely related and how applying principles of information architecture and user behavior can improve a website's UX and SEO.
2. It provides an overview of techniques like using the consumer cross-stitch model, stages of awareness, keyword modifiers, and information foraging theory to understand user needs and design internal links, navigation, and site structure accordingly.
3. The presentation emphasizes the importance of a mobile-first and fast-loading approach, consistency in internal and external signals, and using structured data to improve understanding and ranking for search engines.
This document discusses techniques and tools for evaluating the return on investment (ROI) of retail content marketing. It provides an overview of segmentation analytics that can isolate the contribution of different customer groups and marketing initiatives. The document also recommends using Google Analytics multi-channel funnels to track assisted conversions and considering the value of blogging and social media across the entire customer lifecycle. Counteracting criticisms of content marketing by proving its impact on metrics like leads, sales, and customer loyalty is discussed.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
The Art and Science of Revenue-Centric Marketing in a Digital WorldGary DeAsi
With the digital age upon us, for marketers, the key to driving revenue is all about engaging customers by delivering exceptional omni-channel user experiences throughout the entire buyer's journey. The most effective approach is often one that harnesses the combined power of exercising both sides of the marketing brain'creative and analytical, chaos and order, art and science'to engage your customers on both rational and emotional levels.
In this presentation from the 2015 Marketo Marketing Nation Summit in San Francisco, two-time Marketo Champion, Gary DeAsi, shares insights on how the SmartBear marketing team has adopted an 'art and science' digital approach to drive conversion and revenue at every stage of the funnel, including initiatives that earned SmartBear back-to-back Marketo Revvie Awards in 2013 & 2014 for Most Dramatic Business Impact and Most Creative Integrated Marketing Campaign.
Topics include:
1. Digital content creation strategies optimized for engagement
2. Integrated multi-channel demand generation campaigns that resonate and move the needle
3. Getting creative with data! Custom, unorthodox applications of data & Marketo objects
4. Utilizing data to understand buyer personas, behaviors and dynamically dictate customer experiences
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Gary DeAsi
This document discusses mapping content strategy to the modern customer journey. It begins by outlining common challenges like limited content and random acts of content. It then recommends adopting a stages model and considering key customer and business factors. The rest of the document provides details on planning content by auditing existing content, identifying gaps, and aligning content distribution across channels. It emphasizes aligning content to stages in the customer journey and defining metrics for each stage from engagement to advocacy.
A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.
2018 digital marketing trends - Dave ChaffeyDave Chaffey
This document summarizes digital marketing trends for 2018, including applications of artificial intelligence (AI) and machine learning in marketing, accelerated mobile pages (AMPs), progressive web apps (PWAs), and conversion rate optimization (CRO) and personalization. It discusses using AI for conversational interfaces, automated copywriting, and different marketing AI options. It also addresses being ready for the European General Data Protection Regulation (GDPR) and ePrivacy initiative through reviewing customer lifecycles, capability gaps, and personalization techniques.
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
Discover the trends that will make an impact on your business at the start of the new decade.
Understand what consumers want from brand emails, the current email marketing trends and which ones will help you deliver on your business goals for 2020. Komal will take you on a journey of technology, psychology and creativity that will help you to create a powerful future-proofed email marketing strategy for this year and into the roaring twenties!
Pure360’s mission is to help marketers be the best they can be. With our webinar we will help you understand:
- Technology advances that you should be focussed on and those that you can afford to avoid.. for now...
- How to be human
- The importance of back to basics
How to Use Data to Drive Product Decisions by PayPal PMProduct School
The document summarizes a presentation by a PayPal product manager on using data to drive product decisions. The presentation covers how PayPal's product managers use various data sources and analysis techniques like funnel analysis, cohort analysis, segmentation analysis, and A/B testing to minimize fraud losses while ensuring a good user experience. It provides examples of the types of insights and questions that can be answered through different data analysis approaches to help identify issues, prioritize opportunities, and measure the success and impact of product changes.
This document provides an overview of web analytics and Google Analytics. It defines web analytics, discusses ways to analyze data both traditionally and through the web analytics paradigm. It also covers setting up goals and funnels in Google Analytics, using segments, alerts and enhanced ecommerce tracking. A key section discusses attribution modeling and how to set up a custom attribution model based on an understanding of your business and customer journey.
The document discusses digital marketing and digital transformation. It covers the following key points:
1. The objectives of examining the role of digital marketing and how organizations can utilize digital marketing and measure its effectiveness.
2. An overview of digital transformation in digital marketing, including how it allows companies to take advantage of digital technologies and create personalized customer experiences.
3. The importance of analytics in digital marketing channels like AdWords, email, mobile, and social media to track performance and make data-driven decisions.
Product Management and CX Approaches: Friends or Foes?James Prentis
The document discusses digital business transformation and the need for companies to innovate how they innovate to keep up with rapidly changing customer expectations and technology. It outlines different approaches to innovation like product management, service design, and lean startups. It argues that while product management focuses on optimizing individual products and service design optimizes customer journeys across an organization, they are complementary and work best together, along with experience transformation strategy, to drive digital business transformation. Case studies are provided of how combining these approaches has driven results for companies.
This document introduces a team of 6 students from the Department of Management Studies at the University of Barishal. It provides each student's name, roll number, and proposed research topic. The topics covered include optimization of e-business services, content management systems, web development, testing, database migration, and web analytics.
Digital Analytics for E-commerce and Online BusinessYour Retail Coach
Digital analytics can provide various benefits to businesses through analyzing data from websites, social media, e-commerce platforms, and other digital sources. It helps with informed decision-making, identifying areas for improvement, tracking key performance indicators, and ensuring profitability. The document outlines four main forms of digital analytics - web analytics, social media analytics, business intelligence, and e-commerce analytics. It also discusses how different business functions like sales, marketing, operations, and finance can leverage digital analytics insights. Overall, digital analytics provides an edge to businesses by facilitating intelligent decisions, issuing warning signals, conducting profitability analysis, and allowing for KPI tracking.
Disruption in Banking: The Era of DigitisationBackbase
This document discusses the disruption in banking due to changing customer behavior and the rise of digital banking. It notes that customers are increasingly shifting to digital banking for convenience. Small fintech startups are also gaining prominence by disrupting traditional lending and wealth management. The document outlines two key focus points for digital transformation in 2015 - pursuing an omni-channel delivery model to provide a seamless customer experience across channels, and controlling an organization's digital strategy through a customer-centric platform that empowers customers, business units and IT.
B2B Health Check: 5 Steps to eCommerce Fitness [WEBINAR]Four51, Inc.
Webinar Slides from 2/4/16 webinar
73% of B2B buyers now research at least half of their purchases online. Increasingly, they buy online as well. But too many of the websites of manufacturers, wholesalers and distributors aren’t in shape to make the most of this big opportunity to grow sales.
Today, agility, speed and rich features are what distinguish successful B2B e-commerce sites and empower them to deliver an online experience that mirrors what B2B buyers have come to expect from shopping retail websites.
From data management to streamlining key processes to mobile's role, this webinar will cover the tactics and technology online B2B sellers must prioritize to become best-in-class, driving sales and profits.
Hear from Aberdeen Group's Omer Minkara, Newegg's Ross Higgins, Four51's Chip House and Internet Retailer's Don Davis as we explore exactly what must be done to ensure your site is ready for 2016 and beyond.
Questions? Email marketing@four51.com
THE POWER OF DIGITAL TECHNOLOGIES AND POSITIVE TRANSFORMATION ON BUSINESSES.pdfPaul Mbua
The training focused on The Power of Digital Technologies and the positive transformation they can have on their businesses.
Objectives Included:
•Clear Understanding of digital transformation
• Assessing your level of digital transformation
• Things to Consider in your digital transformation journey
• Digital transformation framework and strategy
• Effective use of tools and their Application
Vortrag von Raj Venkatesan und Kim Whitler an der HWZ-Darden Konferenz vom 8. Juni 2017 an der HWZ Hochschule für Wirtschaft Zürich.
https://fh-hwz.ch/conference
Account-Based Marketing: Foundations and Strategy Demandbase
Please join us on Wednesday, September 3rd for an Account-Based Marketing Webinar with Demandbase’s Senior Manager of Campaign Strategy Sarah Nels.
You will learn:
The fundamentals of deploying an Account-Based Marketing framework, How to better understand the market segments and attributes of your best customers as the foundation of a target account list, To review strategies for aligning sales and marketing around a common list of target accounts, through interactive examples, and Explore both offsite and onsite personalization strategies to complete the buyer’s journey.
Simplifying complexity of Digital journey AgileNetwork
This document discusses concepts related to building a digital business. It defines a digital business as one that uses technology as a competitive advantage across internal and external operations. Building a truly digital business is complex due to the rapid pace of change in consumer behavior, technology innovations, and data. The document outlines three dimensions of a digital strategy - management focus, business strategy, and IT strategy. It provides examples of how companies are approaching digital transformation and recommends having a dedicated digital business vision owner to oversee the various components required for success.
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Top tips for driving leads and optimising conversions in 2020
1. 1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Top tips for driving leads and optimising
conversions in 2020
Philip McGuin
Director of Demand Generation
Stickyeyes
@
Digital Marketing Priorities 2020 brought to you by
Will Garbutt
UX and CRO Manager
Stickyeyes
@stickyeyes
2. 2
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Looking at the front-end user journey
Section 1
Will Garbutt
UX and CRO Manager
@stickyeyes
Digital Marketing Priorities 2020 brought to you by
@stickyeyes
3. 3
***
A fully formed strategy for optimising lead management consists of 2 key areas:
End-to-end lead management
Getting users to engage with the website
& proposition & ensuring that they are
routed key acquisition where quality data
is captured.
FRONT END
USER JOURNEY
BACK OFFICE
USER JOURNEY
This is about transitioning the user
acquisition data across various sales life
cycle stages or gates so they can become
a customer.
4. 4
***
This section looks at how we can analyse the user journey to increase conversions.
End-to-end lead management
Getting users to engage with the website
& proposition & ensuring that they are
routed key acquisition where quality data
is captured.
FRONT END
USER JOURNEY
BACK OFFICE
USER JOURNEY
This is about transitioning the user
acquisition data across various sales life
cycle stages or gates so they can become
a customer.
5. 5
Front-end user journey
• How do we get users engaged with the site?
• How do we ensure they are routed to the key
acquisition point on the website?
• How do we ensure we capture the right user
information that is relevant for business success?
6. 6
***
The key to answering those questions involves following a process similar to the below:
The process
DEFINE
OBJECTIVES
Ensure you have a clear view of
what success looks like
STEP 1
UNDERSTAND
YOUR USERS
What do they want?
What are they doing?
How are they doing it?
STEP 2
OPTIMISE
EXPERIENCE
Continuous testing & learning
STEP 3
8. 8
1 - Define your objectives
• What are you trying to achieve?
• How are you defining success?
• Is everything in place to track end-to-end success?
***
It’s important to be structured in your approach and ensure all stakeholders understand the objectives.
10. 10
2 - Understanding your users
Ask yourself WHY:
• Why should they choose your offering over others?
• Why should they trust you?
• Why should they take the time to fill out this form?
11. 11
2 - Understanding your users
***
There are a number of other tasks that can be carried out in order to gain an understanding of your
users, how they interact with your site, and what they are looking for.
Analytics Heatmaps
Competitor
Research
Live Chat /
Customer
Service
Customer
Surveys
User
Testing
Howtheycurrentlybehaveon-site Whattheyseeon
othersites
Whattheysaytheywant
12. 12
2 - Understanding your users
Current on-site behaviour:
• Where are people entering
your site?
• What pages are most
important to conversion?
• How are people engaging
with key pages?
18. 18
3 - Optimise the experience
After identifying any potential issues
with your site:
• Create new designs
• Test the solution
• Measure the results
This should form part of a full
CRO Strategy
20. 20
Data capture best practices
• Concise bulleted list of reasons to sign up.
• Preview of what the users gets in exchange.
• Clear trust signals.
• Persistent CTAs (calls to action).
• Minimal number of required fields.
21. 21
Smart Insights - example
• Preview of what users get
in exchange.
• Clear trust signals.
• Minimal number of
required fields.
22. 22
Smart Insights - example
Preview of what users get
in exchange.
• Clear trust signals.
• Minimal number of
required fields.
23. 23
Smart Insights - example
• Preview of what users get
in exchange.
Clear trust signals.
• Minimal number of
required fields.
24. 24
Smart Insights - example
• Preview of what users get
in exchange.
• Clear trust signals.
Minimal number of
required fields.
25. 25
The only way you can be
certain that something will
work is by testing on
YOUR USERS.
26. 26
Data quality vs quantity
How much are you willing to give up for a conversion?
29. 29
Data: quality vs quantity
• How much will you give up for a conversion?
• Are you offering a fair value exchange?
• Explain the value in the data – eg: to get more
personalised information.
• Ask for a little early on, and then more information
as the relationship is fostered.
31. 31
In summary…
• Ensure you have clear, measurable objectives.
• Ask yourself why…?
• Perform research to understand your users.
• Focus on what value you can give your users.
• Test, test, test.
32. 32
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Looking at the back-office user journey
Section 2
Philip McGuin
Director of Demand Generation
@stickyeyes
Digital Marketing Priorities 2020 brought to you by
@stickyeyes
33. 33
***
Within this section we now look at the back-office optimisation of the lead management process.
End-to-end lead management optimisation
Getting users to engage with the website
& proposition & ensuring that they are
routed key acquisition where quality data
is captured.
FRONT END
USER JOURNEY
1
BACK OFFICE
USER JOURNEY
2
This is about transitioning the user
acquisition data across various sales life
cycle stages or gates so they can become
a customer.
34. 34
Optimising the lead management back-office
is about understanding the life cycle of a lead
& its journey within the business.
We then identify key improvements within
these life cycle stages through better processes
& user management, data accuracy, data
integration & software usage.
35. 35
Types of optimisation scenarios
***
There are typically three types of lead management & audit deployment scenarios.
FIX IT
Corrective action on existing
processes & infrastructure.
SCENARIO 1
EXPAND IT
Incremental components need to be
added to existing processes &
infrastructure.
SCENARIO 2
BUILD IT
Implementation of a new set
of processes & infrastructure.
SCENARIO 3
36. 36
***
Stage two is all about mapping out the pre-existing lead management process & identifying key problems.
Defining clear benefits for the business
CAMPAIGN & CHANNEL BENEFITS
1. Campaign & channel accountability.
2. Better manage campaign investment.
3. Align marketing & sales management efforts.
4. Support campaign & website optimisation.
5. End-to-end campaign reporting.
BUSINESS & OPERATIONAL BENEFITS
1. Improve lead capture & accuracy.
2. Improve lead data quality.
3. Better support the customer life cycle.
4. Improve internal processes & efficiencies.
5. Improve software & related systems.
37. 37
Explaining lead management terminology
***
Below are a number of key terms that are used within lead management.
LEAD DATA
This is the individual data
points that make up a lead.
This will differ between B2B
& B2C, but they typically
include prospect contact
information & area / product
/ services of interest.
LIFE CYCLE STAGES
The key stages or gates a
lead goes through within the
business to become a
customer.
For example the B2B
marketing life cycle stage
include Lead, MQL, SQL,
Opportunity & Sales.
USER JOURNEYS
This is the range of users
involved within the
management process.
In essence there are typically
a range of user journeys with
different people dealing with
the data in very different
ways.
PROCESS FLOWS
Visual steps for completing a
lead process.
Process flows will include
user flows, document flows,
manual & automated flows
as well as how software
solutions are utilised.
DATA FLOWS
Visual flow of lead data
through an information
system.
For example this includes
physical data flows as well as
logic / conditional
information data flows.
38. 38
Back-office optimisation methodology
***
There are 6 key stages to back-office lead management optimisation, these include the following:
Stakeholders
& Project
Objectives
User
Processes &
Data Audit
Solution &
Systems
Audit
Scenario
Planning &
Selection
Design
New Solution
Architecture
Deploy New
Solution
Architecture
Identifyleadmanagementoptimisationproblems Developmentnewleadmanagementsolution
1 2 3 4 5 6
Identify leadmanagementoptimisationproblemsviaa series of
systems & processaudits
Developmentof new optimisationleadmanagementsolutionvia the
implementationof a series of new systems & processes
40. 40
Identifying key project stakeholders
***
It’s essential to build a cohesive project team that brings in a range of stakeholders across the business.
MARKETING
STAKEHOLDERS
SALES
STAKEHOLDERS
TECHNICAL
STAKEHOLDERS
OPERATIONAL
STAKEHOLDERS
EXECUTIVE
STAKEHOLDERS&SPONSORS
1 2 3 4
6
ENDUSERS
STAKEHOLDERS
5
41. 41
Defining clear project objectives & outcomes
It is essential to put in place a road map that plans out what will be achieved, how and why.
Lead Processes &
Road Blocks
Objective / Outcome 2:
Identify key lead process
problems & issues that
impact lead quality &
hinder the sales &
customer process.
Lead Management
Architecture
Objective / Outcome 1:
Map out the current lead
management landscape,
from lead capture through
to sales closure &
customer onboarding.
Process RAG
Recommendations
Objective / Outcome 3:
Produce based a detailed
RAG recommendations,
identifying a range of
short, medium and long
terms fixes.
Data Management
Improvements
Objective / Outcome 4:
Look specifically at data
management and identify
how it can improve the life
cycle of a lead within the
business.
Systems / Software
Improvements
Objectives / Outcome 5:
Look specifically at
systems/software &
identify how they can
improve the life cycle of a
lead within the business.
43. 43
***
Stage two is all about mapping out the pre-existing lead management process & identifying key problems.
Life cycle, users, process & data flows
LIFE CYCLE, USERS & PROCESS FLOWS
1. Map out the life cycle of lead data.
2. Identify users journeys with the lead data.
3. Map out key visuals processes & data flows.
4. Identify relevant solution & systems.
5. Build visual process maps & data flows.
PROBLEM IDENTIFICATION AREAS
1. How leads are captured & stored?
2. How leads are routed through the life cycle?
3. How leads are processed & validated?
4. How does software facilitate the life cycle?
5. Which processes are manual / automated?
44. 44
***
The process map below is an example of how you start to bring the pieces of the jigsaw together.
Example visual process map
MARKETING AUTOMATION
CAMPAIGN
DEPLOYMENT
MARKETING TEAM
NEW LEAD
GENERATION
&
LEAD
NURTURE
&
WEB ASSETS
CAMPAIGN
STRATEGY
SALES
ENGAGEMENT
MEETING /
DEMO
SALES
NURTURE
START WORK /
DELIVERABLES
DIRECT SALES TEAM
REQUEST
QUOTE
SUBMIT
PROPOSAL /
QUOTE
NO
YES
QUOTE
AGREED
NEGOTIATION
/ REVIEW
CONTRACT
SIGNED
YES
NO
END OF
SALES
PROCESS
NO
SALES AUTOMATION
CUSTOMER
NEEDS
QUALIFICATION
OUTBOUND SALES TEAM
YES
NO
OR
RELATIONSHIP
MANAGEMENT
46. 46
The core technology stack
***
Core technology stack consists of two key platforms - 1) marketing automation and 2) sales / CRM automation
Online ContentMarketing Automation Solution
Automated management of lead data
capture, marketing campaigns & lead
nurture process. Bringing the lead to
the door step of the sales team.
Sales Automation
Management of the lead & sales life
cycle & relationship process i.e.
convert the lead to a customer.
Core Technology Stack
47. 47
Solution feature set & capability
***
It is important to checklist key features & then see if they are being used & if not, why?
Email Marketing Capability
Landing Pages & Forms
List & Workflow Capability
Personalisation Capability
Custom Field Creation
Reporting & Data Management
API & Data Management
Contact / Pipeline Management
Call / Email Management
Activity / Task Management
Workflow Capability
Custom Field Creation
Reporting & Data Management
API & Data Management
SALESAUTOMATION
MARKETINGAUTOMATION
Integration?
48. 48
Identifying the wider technology stack
***
As part of the audit you will need to consider the wider technology stack & integration points.
Insert
Marketing Automation
Solution
ESP / Marketing Automation
systems to manage ongoing email
campaigns and communications
Insert
SalesAutomation
Solution
eCRM to manage the on-boarding
process of volunteers & other
reader stakeholders
Insert
API/Integration
Solutions
Rest API to manage technical
integrations between the various
software solutions
Insert
3rd Party
Solutions
Capability to integrate with 3rd
Party business tools such as sage,
Eventbrite, Magento
Core Technology Stack Wider Technology Stack
49. 49
Bringing it together into a global schematic
***
This is a detailed visual presentation that breaks down all key processes areas & identifies exact problem areas.
1) WebAssets
2) LifeCycleStages
3) DataCaptureMethods
4) User Journeys&Goals
5) ProcessSteps/Methods
6) DataTransferMethods
7) IntegrationPoints
8) Software/SystemIntegration
51. 51
Developing a range of optimisation scenarios
***
You need to produce a number of scenarios. Each will have different risks, costs dependencies & outcomes.
SCENARIO1
Minimal fixes to key
processes & data areas.
SCENARIO2
Extensive re-configuration of
existing processes & software
systems.
SCENARIO3
Full process replacement &
upgrade to new software
solution.
Shorter Deployment Time Frame Longer Deployment Time Frame
Lower Cost & Lower Business Impact Higher Cost & Higher Business Impact
52. 52
RAG base scenario score card
***
This compares & contrasts the impact of each scenario & their propensity to deliver the desired outcome.
Key Recommendations:
1. Data Recommendations.
2. Workflow Recommendations.
3. Software Recommendations.
4. Asset Recommendations.
5. Process Recommendations.
6. Administration Recommendations.
54. 54
Scenario selection process
***
It is essential to select a scenario that is the most realistic to deploy but also scales with the business
SCALABILITY
Does the scenario have the feature
capability & flexibility to scale with the
business
API INTEGRATION
Does the scenario have capability to
integrate with solution and will it leverage
API
PROCESS IMPROVEMENT
Does the scenario definitively seek to
improve a relevant process
FEATURE CAPABILITY
Does the scenario seek to meet the
necessary feature requirements
BRAND QUAILITY
Does the scenario focus notable,
established or a reputable solutions
SOLUTION PRICING
Does the scenario pricing potentially make
it a minimum viable outcome
55. 55
***
New architecture involves check listing all the problems & identifying resolutions based on the selected scenario.
Problem, impact & resolution check listing
Problem:
Limited or incorrect lead
data captured
Impact:
Poor lead qualification & lead
validation resulting in excessive
wastage impacting time & ROI
Resolution
Build new data points into web
assets & automate capture into the
eCRM solution stack
POOR DATA QUALITY
Problem:
Key parts of the life cycle process
are reliant on manual intervention
Impact:
Impacts resource time, process
accuracy, decision making quality
& customer response times
Resolution
Provide automated eCRM
workflows & validation trapping at
each life cycle stage
EXCESSIVE MANUAL PROCESS
Problem:
Supporting solutions unable to
facilitate a range of key actions for
the marketing & sales teams
Impact:
A key impact is that the business
being unable to scale & flex the
marketing & sales process to
ongoing business needs
Resolution
Implement new eCRM solution
that addresses their capability
LIMITED SYSTEMS CAPABILITY
Problem:
Limited or poor communication
between the various web assets,
software solutions & 3rd party tools
Impact:
A key impact is data quality as well
as leading excessive manual tasks
such as data inputting & reporting
Resolution
Implement a new tool that
integrates all these via API scripts
& workflows management
WEAK SYSTEMS INTEGRATION
56. 56
Developing the new solution architecture
***
The final element is then to develop a new global schematic that showcases the new architecture & resolutions.
Marketing Solution
SalesSolution
Integration
solutions
Website Assets
3rd Party Solutions i.e.Sage, SMS, Events & Survey Solutions
Transactions
58. 58
Optimisation deployment process
***
The optimisation deployment process contains five sequential key areas each with a range of tasks & outcomes.
DataFramework
User &DataMapping
DefiningDataTypes
DataDictionaryBuild
DataExtraction
AREA1
DataCleaning
User/SystemsAdmin
DataObjectConfiguration
UserInterfaceConfiguration
DataFrameworkMigration
AREA2
CAMPAIGNSSTREAMSSolutionConfiguration
SystemsTesting
DataImport
DataBinding/Relationships
DataValidation
Data Submission
AREA3
CAMPAIGNSSTREAMSDataMigration
DataTesting
Pre-ScriptConnectionTesting
SolutionFeatureChecklisting
SolutionWorkflowPlanning
SolutionScriptDevelopment
AREA4
CAMPAIGNSSTREAMSAPI/
3rd PartyIntegration
ScriptTesting
ReportWireframes
ReportingDataDictionary
Report/DashboardBuilds
DataImport/Population
AREA5
CAMPAIGNSSTREAMSReporting&Dashboards
ReportTesting
59. 59
Architecture testing process
***
Successful deployment of the new optimised architecture is predicated on robust & iterative testing.
AUTOMATION TESTING
Testing automated actions such as setting
field logic and decision making outcomes.
USER ROLE TESTING
Testing functionality specific to user roles
such as fields that should & should not be
visible to an individuals roles & task.
CRUD TESTING
Testing the simplest functionality of the
system: creating, reading, updating and
deleting records.
FIELD TESTING
Testing individual field functionality to
ensure that individual parts work as
intended.
USER ACCEPTANCE TESTING
Testing with end users to complete their
user journey and see where processes are
falling down.
COMPREHENSIVE TESTING
Testing all previous steps together to
ensure that all combined features work.
60. 60
Solution rollout, BAU & iteration
***
Final rollout needs to including sign-off & user training, but also provide for ongoing process iteration & support.
STEP 1
Testing Sign-off
STEP 2
User Training
STEP 3
Systems Rollout
STEP 5
Support Services
STEP 4
BAU & Iteration