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Digital Advertising:“Going Beyond the Click”
Kashif KhurshidSr. Strategist, Web [email protected]
AMA Houston 4/23/15
What’s your Digital Game Plan?
Image credit to amc.com and http://www.n3rdabl3.co.uk/
1. Tagging Links• Identify the information you want captured (Platform + Site)
• Organize parameters to easily slice and dice campaigns
Structure:
www.example.com?cid=
Define Channels: Paid Search, Banner, Email, Social, Offline, 3rd party sites
www.example.com?cid=PS_Goog_NB_EX_Loc_Sale_Men_Shirt_Gucci_Pur_kw_baller_status
Product/Service
Brand/ Non Brand
Local/ Global
Campaign Name
Ad Group Keyword
Goals Network Match Type
Parameter is “?cid=<value>” & UTM=<value)
2. Audience SegmentationCommon Uses: Behavior
(frequency, depth)
Content category
Technical attributes (Devices (phone, tablets) , browsers)
Geo attributes
Custom dimensions/ metrics
Goals
Image credit to wisegeek.org
3. Keep a Scorecard
10 Key Digital Metrics:
Digital Scorecard Desktop Mobile Tablet Paid Search Display Etc.
Visits
Visit Depth
% of All Visits
Avg Time on Site
Frequency
Recency
Bounce Rate
Completion/ Conversion Rate
Funnel Steps/ Step Rate
Revenue / Orders / Avg Order Value
Defined Segments
(Online + Offline)
Build up to Advance Segments:• "Millennials - Mobile" • "New Visitors - Paid Search" • "Working Moms - Display"
Integrate Systems:• Ad Network Data, Email, Social• Attribution Credit, Journey Scoring
4. Actionable Analytics
Ways to Apply Analytics:
1. Measure and optimize Marketing Effectiveness
2. Predictive Modeling for recurring campaigns
3. Optimize Landing Page Design & Content
4. Ease flows to & through funnels
5. Personalization of content and offers in real-time
Image credit to glowmetrics.com
Optimizing for the Customer
Experience!
5. Organizational Structure for Digital Success
Key Challenges:
Leadership Sponsorship
Centralized Governance on Digital
Digital Technology & Roles exist in Silos
Institutionalize Processes / Discipline
Benchmarks
Metrics
Set Goals
Tactics
Deploy
START:
Summary: The Game Plan!
1. Tagging External Links
2. Audience Segmentation
3. Measuring Performance
4. Applying Analytics Insights
5. Organizational Readiness
Image credit to viraheinz.pitt.edu
Image credit to http://www.deathandtaxesmag.com//
