SXSW 2015 - Crash Course: Measuring Digital Marketing

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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

CRASH COURSEMEASURING DIGITAL MARKETING

#digiroi @affinityau @LukeBrown_AU @AdamSharAU

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SURVEY BENCHMARKS


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WHAT YOU WANTED TO KNOW

1.  Cover the basics 2.  Cover the basics 3.  No really…cover the basics 4.  Attribution 5.  Tools - basics

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TOP 5 PROBLEMS BENCHMARKS


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SURVEY RESULTS

“Please just tell me what my KPIs

should be”

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EFFECTIVE BUSINESS& DIGITAL GOAL SETTING

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THINGS TO THINK ABOUT

•  SMART Goals •  How many? •  Business Conversions •  Digital Conversions •  Sales Channels •  Sales Source •  Path to sale

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SMART GOALS

Specific Measurable Achievable Relevant Time bound

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HOW MANY GOALS?

•  1 – 3 core goals that directly impact the bottom line

•  2 – 5 supporting goals

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CONVERSION EVENTS


BUSINESS CONVERSIONS

My business considers a conversion complete when: q  The money hits our account q  An in store sale q  An order is shipped q  A contract is signed q  A service is delivered in full q  A reseller places a new order q  A new user registers or downloads our app q  Deferred purchase event – e.g. pharmaceutical script filled. q  Other

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DIGITAL CONVERSIONS

I consider a digital conversion is complete when: q  A sale is complete in my online shop q  A transaction is complete in my app q  A new enquiry is captured through a form on my website q  A new enquiry is captured through a call from my website q  A users is referred to an external site where they can buy q  Content is downloaded or a tool is used q  Website engagement above a threshold q  Other (e.g. coupon redemption in store)

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SALES CHANNELS

How do people buy your stuff. q  Website q  In App Transaction q  Inbound Calls q  Outbound Calls q  Field Sales Reps q  Bricks & Mortar Store q  Retailers & Resellers q  Other

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SALES SOURCE

•  Category Intenders _____% •  Brand Intenders _____% •  Advertising _____% •  Repeat / Loyalty Purchase _____% •  Referral Purchase _____% •  Walk In/Impulse _____% •  Don’t Know _____%

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DATABASE OF INTENTION BENCHMARKS


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PATH TO SALE

REFERRALS RELATIONSHIPS

$

MARKET

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CRM/ECOMM/POS

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PATH TO SALE


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PATH TO SALE


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PATH TO SALE


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PATH TO SALE


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PATH TO SALE


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PATH TO SALE


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PATH TO SALE


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___________

___________

___________

___________

___________

10,000,000

2,000,000

200,000

20,000

2,000

____%

Market Share

____%

Market Conversion Rate

____%

Conversion Rate

____%

____%

____%

____%

Market Penetration

Market Response

Site to ____ Drop off

____ to Sale Drop off

20

10

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0.10

2.00

0.02

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PATH TO SALE


$

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PATH TO SALE


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___________

___________

___________

___________

___________

____%

Market Share

____%


____%

Conversion Rate

____%

____%

____%

____%

Market Penetration

Market Response



20

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10,000,000

8,000,000

800,000

80,000

8,000

0.2

2.0

0.08

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PATH TO SALE


$

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___________

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___________

___________

___________

____%

Market Share

____%


____%

Conversion Rate

____%

____%

____%

____%

Market Penetration

Market Response



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10

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___________

10,000,000

2,000,000

20,000

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0.40

4.00

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200,000

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BUSINESS GOALS

1.  _______________________

2.  _______________________

3.  _______________________

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DIGITAL GOALS

1.  _______________________

2.  _______________________

3.  _______________________

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PATH TO SALE


$

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CRM/ECOMM/POS

/IN STORE

SALE

___________

___________

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___________

___________

____%

Market Share

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____%

Conversion Rate

____%

____%

____%

____%

Market Penetration

Market Response



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PATH TO SALE


$

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PATH TO SALE

MARKET

WASTAGE

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$

Site Path to Scale

NEW LEAD CAPTURED

START

Stage name, e.g. “Initiall Call Back”

Stage name, e.g. “Proposal generated”

Stage name, e.g. “Contract signed”

MIDDLE

END

SITE PATH TO SALE

NEW LEAD CAPTURED

START

Stage Name, e.g. “Add to cart”

Stage Name, e.g. “Login or Site Registration”

Stage Name, e.g. “Purchase Thank You Page”

MIDDLE

END

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PATH TO SALE

MARKET

WASTAGE

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$

CRM/ECOMM PATH TO SALE

NEW LEAD CAPTURED

START

Stage name, e.g. “Initial Call Back”

Stage name, e.g. “Proposal generated”

Stage name, e.g. “Contract signed”

MIDDLE

END

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QUESTIONS

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KPIs


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HARDKPIs & Soft

KPIs

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$$1STVISIT

2NDVISIT ENQUIRY NEWSLETTER

SIGNUPRE-ENGAGEMENT

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Frequency Latency

PURCHASE PATH

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WEIGHTED AND SUPPORTED OUTCOMES

FIRST TOUCH

FIRST ENGAGEMENT

CONSIDERATION

ACTION

CONVERSION

REPEATCONVERSION

•  Advertising through multiple channels

•  Referral from existing customer

•  Read of page headline in organic search

•  Mouse hover over banner ad

•  Click through to website

•  External read of reviews or press

•  Subsequent site visits •  Site Bookmark, send

or share •  Social network query

“e.g. has anyone hear of these guys before?” •  Sign Up/Registration

•  App Install •  Content save or download

•  Purchase •  Enquiry

•  Direct entry site visit •  Engagement through eDM •  Referral of new business

to you

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KPI METRICS CAN BE FOUND

Social Adserver Web analytics E-Commerce Mobile

Newsletter

In Store / POS Sales representatives CRM Phone analytics

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INSTORE BENCHMARKS


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INSTORE METRICS

•  Footfall

•  Change room use

•  Point of sale transaction

•  Loyalty card / app

•  Digital Coupon / In store bounce back

•  iBeacon

•  Behavioral engineering – post purchase

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API BUILDERS BENCHMARKS


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PATH TO SALE


$

MARKET

WASTAGE

REACH

SITE/APP

CRM/ECOMM/POS

/IN STORE

SALE

#NOPE BENCHMARKS


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CONVERSION EVENTS


10 MEASUREMENT TESTS 1.  The truth test. Are we really measuring what we set out to measure?

2.  The focus test. Are we only measuring what we set out to measure?

3.  The relevancy test. Is it the right measure of the performance measure we want to track?

4.  The consistency test. Will the data always be collected in the same way whoever measures it?

5.  The access test. Is it easy to locate and capture the data needed to make the measurement?

6.  The clarity test. Is any ambiguity possible in interpreting the results?

7.  The so-what test. Can and will the data be acted upon, i.e. is it actionable?

8.  The timeliness test. Can the data be accessed rapidly and frequently enough for action?

9.  The cost test. Is the measure worth the cost of measurement?

10.  The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?

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KPI CASE STUDIES

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CONVERSION EVENTS


Benchmark Change

GAMED METRICS

45% Optimization

-

50

100

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300

350

400

450

500

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24

eCom

mer

ce S

ales

eCommerce Sales

66%

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CONVERSION EVENTS


Benchmark Change

GAMED METRICS

Optimization

$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

-

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CONVERSION EVENTS


Review

GAMED METRICS

$-

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$2,000,000

$2,500,000

-

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CONVERSION EVENTS


GAMED METRICS

$-

$500,000

$1,000,000

$1,500,000

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$2,500,000

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1,000

1,200

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Webform Enquiries Phone Enquiries Revenue

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CONVERSION EVENTS


Correction

GAMED METRICS

$-

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$1STVISIT

2NDVISIT

3RD VISIT ENQUIRY NEWSLETTER

SIGNUP

CASE STUDY - NEWSLETTERS BENCHMARKS


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QUESTIONS

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ESSENTIAL TOOLSBENCHMARKS


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ESSENTIAL TOOLS BENCHMARKS


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CONVERSION EVENTS


SITE ANALYTICS

Marketing Technology Landscape January 2015

INFRA&'

STRU

CTURE

'

by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'

MARKETING'EXPERIENCES' MARKETING'OPERATIONS'

INTERN

ET'

BACK

BONE'

PLATFORM

S'

CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'

MIDDLE&'

WARE

' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'

InteracIve'Content'

Sales'Enablement'

CreaIve'&'Design'

Dashboards/VisualizaIon'

Performance'&'A1ribuIon'

BI,'CI'&'Data'Science'

Web'&'Mobile'AnalyIcs'

Data'Management'PlaQorms/Customer'Data'PlaQorms'

Channel/Local'Mktg'

Team'&'Project'Mgmt'

Audience'&'Market'Data'

Call'AnalyIcs/Management'

Asset'&'Resource'Mgmt'

Vendor'Data/Analysis'

SEO'

PersonalizaIon'&'Chat'

TesIng'&'OpImizaIon'

Customer'Experience/VoC'

Loyalty/Referral/GamificaIon'

Events'&'Webinars'

Social'Media'MarkeIng'

Influencer'MarkeIng'

Email'MarkeIng'

Video'MarkeIng'&'Ads'

CommuniIes'&'Reviews'

Display'&'NaIve'Ads'

Search'&'Social'Ads'

Mobile'MarkeIng'

Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'

Content'MarkeIng'

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CONVERSION EVENTS


ANNOTATION Annotate your timeline to keep track of what changes you’ve made to your site or campaigns you’ve run, and what the impact has been.

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CONVERSION EVENTS


URL SUFFIXES

http://www.you.com?utm_term=Low_Value_Customer •  Analytic platforms pick up the referral source of organic traffic but

won’t for a direct URL entry.

•  Paid traffic is generally recorded as direct entry unless you set have a URL suffix in place.

•  If you define paid traffic you can get more insight than from paid than organic traffic.

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CONVERSION EVENTS


UTM BUILDERS

https://support.google.com/analytics/answer/1033867?hl=en

•  Segment you paid traffic easily

•  Disregard the naming convention

•  Use variables however works for you

•  Complex campaigns make UTMs hard to manage

•  Simplify by automating them using your adserver.

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CONVERSION EVENTS


CONVENTION CONSIDERATIONS

•  Keep your convention consistent across channels

•  Plan and try to future-proof how you use the variables

•  Remember that your competitors can read the UTM

•  Remember that your customers can read the UTM

•  UTM’s don’t just apply to paid traffic, you can use them anywhere you define the URL that points to your website

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UPGRADE If Google Analytics was deployed more than 2 years ago you might want to consider upgrading to the new Universal Analytics.

<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-‐XXXXXXXX-‐X']); _gaq.push(['_trackPageview']); (funcLon() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('hRps:' == document.locaLon.protocol ? 'hRps://ssl' : 'hRp://www') + '.google-‐analyLcs.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>

<script> (funcLon(i,s,o,g,r,a,m){i['GoogleAnalyLcsObject']=r;i[r]=i[r]||funcLon(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-‐analyLcs.com/analyLcs.js','ga'); ga('create', 'UA-‐XXXXXXXX-‐X', 'mydomain.com'); ga('send', 'pageview'); </script>

Google Analytics vs Universal Analytics Pro: •  More features & better insights •  Much more accurate mobile measurement •  Better social media measurement •  Improved eCommerce integration •  Cross device deduplication Con:

•  You’ll need to get the change made •  Existing eCommerce integration need updating •  Your reported traffic volumes might change

Google Analytics

Universal Analytics

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SHARING BENCHMARKS


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•  The best analytics work is collaborative analytics work

•  All parties should work using the same view of your site data

•  Annotations, Segments & Dashboards can be shared

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DATA LEAKAGE If you deal with sensitive information captured in a web form, make sure it isn’t being passed into Google Analytics.

/thankyou?name=Ted%20Bundy&phone=555%2012 34&comment=Ive%20killed%20some%20people% 20can%20I%20speak%20to%20you%20in%20con fidence

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ADSERVERS


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InteracIve'Content'

Sales'Enablement'

CreaIve'&'Design'






Channel/Local'Mktg'






SEO'





Events'&'Webinars'



Email'MarkeIng'





Mobile'MarkeIng'


Content'MarkeIng'


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WHY USE AN ADSERVER

•  Independent verification that what you bought is what you got

•  Allow you to use richer more engaging creative

•  Allow you to control message targeting by geo, demo or sequence

•  Track your reach across channels

•  Deduplicated conversions

•  Media attribution

•  Brand safety

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PROGRAMATIC LANDSCAPE

©"LUMA"Partners"LLC"2014

Performance

Video / Rich Media

Targeted Networks / AMPs

Horizontal

Vertical / Custom

Mobile

Exchanges DSPs

Publisher Tools

Data Suppliers

Ad Servers

DMPs and Data Aggregators

Measurement and Analytics

Creative Optimization

Agency Trading Desks

Ad Networks

Media Planning and Attribution

Verification / Privacy

Ad Servers

Retargeting

Media Mgmt Systems and Operations

Sharing Data / Social Tools

SSPs

DISPLAY(LUMAscape

MARKETER

PUBLISHER

CONSUMER

i

Tag Mgmt

Agencies

Denotes acquired company Denotes shuttered company

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REACH TRAPBENCHMARKS


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REACH TRAP RISK FACTORS

•  Substantial budgets active in a digital channel

•  Target a niche audience on an ‘always on’ basis

•  Put a disproportionate amount of budget into retargeting

•  Don’t have conversions deduplicate across channels

•  Use long look back windows to attribute conversions

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CONVERSION EVENTS


DIAGNOSIS

•  Steady decline in total conversion numbers despite good conversion rates and cost per acquisition from paid activity

•  No increase in conversion numbers when extra budget is added

•  No drop in conversion numbers when budget is tightened

•  An unusually long average conversion latency

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CONVERSION EVENTS


Conversion tags let you, your suppliers and their platforms know when a conversion happens letting them optimize towards driving more.

CONVERSION TAGS

SITE VISIT

ADD TO CART

CONFIRM & CHECKOUT

SITE SIGN UP

BROWSE CONTENT

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TAG MANAGEMENT PLATFORMS BENCHMARKS


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CRM


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InteracIve'Content'

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Email'MarkeIng'





Mobile'MarkeIng'


Content'MarkeIng'


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S'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'

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InteracIve'Content'

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CreaIve'&'Design'






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Content'MarkeIng'


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S'CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'

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Email'MarkeIng'





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Content'MarkeIng'

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CRM ESSENTIALS

•  Contact hierarchies structured to reflect your business

•  Data captured in validated fields

•  Integrated CLM capabilities

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CRM BEST PRACTICE

•  “App” level UI simplicity

•  Role specific layouts, portals & dashboards

•  Automated task creation & hand over between teams or roles

•  Mandatory data capture structured to allow better measurement

•  Integration with every other system that holds customer data

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QUESTIONS

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CONVERSION EVENTS

#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace with corrected table, this one has too many columns

KEY METRICS KEY METRICS

CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

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CONVERSION EVENTS

#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace with corrected table, this one has too many columns

KEY METRICS KEY METRICS

CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

METRIC NAME

BENCHMARK

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YOUR TOP 3 PRIME METRICS

1.  _______________________

2.  _______________________

3.  _______________________

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DOESN’TADD UP

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CONVERSION EVENTS


TOP 5

1.  Channel is claiming more clicks that you can see

2.  Channel is claiming more conversion than you can see

3.  Your reports show impossible click through rates

4.  Adserver and publisher reports don’t match

5.  Agency claims I’ve reached more people than exist

MOST COMMON MEASUREMENT PROBLEMS BENCHMARKS


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CONVERSION EVENTS


CHANNEL CLAIMING MORE CLICKS THAN YOU CAN SEE 1.  Know your click attrition rates by channel

2.  Check site analytics is deployed correctly

3.  Confirm your page load times aren’t the problem

4.  Apply a URL suffix if you haven’t already

5.  Have your partners audit their URL’s to make sure they’ve used them

6.  Automate URL suffixes to prevent handling errors

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CONVERSION EVENTS


CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 1st Step - Basics

•  Confirm that tags have only been deployed to the right pages. 2nd Step – Easy Best Practice

•  Disregard your channel reports and start measuring performance through site analytics.

•  Use an automated URL suffix to ensure that your site analytics tracks everything correctly and human error doesn’t limit your visibility.

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CONVERSION EVENTS


CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 3rd Step – Slightly Technical

•  Run page tests to make sure conversion tags fire in only the correct locations, and only fire once.

4th step – Advanced

•  Start tracking all media through an integrated adserver, which will deduplicate conversions correctly.

•  Set up an attribution model, and a data feed to suppliers DMP, then have them suppliers optimise to how you attribute conversions.

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IMPOSSIBLE CTR

1.  Re-export the tags from your 3rd party adserver

2.  Get the publisher to show you the code they implemented

3.  Confirm that the publisher has deployed them the right way around

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ADSERVER & PUBLISHER REPORTS DON’T MATCH

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ADSERVER & PUBLISHER REPORTS DON’T MATCH 1.  Get the publisher to show you the code they implemented

2.  Check to see if the code contains [timestamp]

3.  Have them replace the placeholder with a working timestamp macro

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REACH DUPLICATION

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AGENCY CLAIMS I’VE REACHED MORE PEOPLE THAN EXIST

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QUESTIONS

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QUESTIONS

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MEASUREMENTFRAMEWORKSBENCHMARKS


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MEASUREMENT FRAMEWORK

Plan •  Identify and engage key stakeholders for their requirements •  Define what data you want to collect by channel or asset •  Identify the right tools to collect the data you need

Deploy •  Generate any needed code and specify how the tracking should be deployed •  Ensure that access to relevant tools is given to relevant stakeholders •  Assign responsibility for deployment to best person for the job

Maintain •  Record measurement fault dates, causes and resolutions. •  Make sure all of your stakeholder and partners understand their responsibilities

and consistently deliver what you need.

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MEASUREMENT FRAMEWORK

Plan •  Identify and engage key stakeholders for their requirements •  Define what data you want to collect by channel or asset •  Identify the right tools to collect the data you need

Deploy •  Generate any needed code and specify how the tracking should be deployed •  Ensure that access to relevant tools is given to relevant stakeholders •  Assign responsibility for deployment to best person for the job

Maintain •  Record measurement fault dates, causes and resolutions. •  Make sure all of your stakeholder and partners understand their responsibilities

and consistently deliver what you need.

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MEASUREMENT TOOLS

CHANNEL MEASUREMENT TOOLS

MAIN TOOL OWNER DEDUPES? SECONDARY TOOL OWNER DEDEUPES?

WEBSITE

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KISS BENCHMARKS


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CHOOSING CHANNEL METRICS

Performance Driven Cost Per Acquisition/Transaction Completed supporting outcome Rate of Clicks to Acquisition/Transaction Clicks to Supporting Outcome Transactional Avg. Basket Size Avg. Basket Revenue Avg. Basket Profit

Delivery Driven Daily/Weekly/Monthly Clicks/Traffic Sign Ups/Registrations New Biz Conversions Repeat Biz Conversions Transactional Total Revenue Total Profit Marketing ROI

Insights Driven Path to Purchase Avg. Frequency before $ Avg. Latency before $ Lifetime Customer Avg. Lifetime Revenue Avg. Lifetime Profit

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BEST PRACTICE

• Choose metrics that lead to the completion of a business or digital goal.

• Choose metrics common to & consistently present across all channels. • Preferentially track metrics that your marketing efforts actually affect.

•  Ensure your tools will let you deduplicated transactions or enquiries.

• Decide in advance how you will gauge ‘success’ for a metric.

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COMPARISON METRICS

A metric is a meaningless without a gauge of success, so always use a comparison metric.

Common Comparison Metrics

• Result vs Target • Result vs Benchmark • Result vs Time

–  Year on Year –  Period on Period

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QUESTIONS

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ADVANCED TOOLS BENCHMARKS


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MEDIA ATTRIBUTION

Transparent path to purchase

–  Clearly shows cross channel interaction –  Identifies best performing paths to conversion –  Shows path to conversion length in time & touch

Assign credit based on different models

–  Compare & contrast different models to find what channels, strategies, audience segments, campaigns, creatives, messages/copy, keywords add the most value.

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BRAND SAFETY BENCHMARKS


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BRAND SAFETY Reporters Build a list of questionable impressions for you to review and action

Pro: Get visibility of blind exchanges, lets you push for make good Con: Doesn’t keep you brand safe, just lets you solve the problem after the fact

Blockers Prevents your ad from being bid on or appearing on suspect sites

Pro: Prevents the majority of brand risk ad impressions Con: Doesn’t prevent all brand unsafe impressions

Typically oversensitive and might block many safe & relevant ad impressions Can’t be used if for products with overlap into a risk category For CPM buys - publishers will hate you for serving blank ads

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PRO TIPS

The best brand safety tool is the platform you use to target media. Search: Keep negative keyword lists up to date Display: Use white lists preferentially over blind exchanges

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QUESTIONS

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CONVERSION EVENTS


THE QUEST FOR ANSWERS

Actionable insights are answers to business questions. To start answering these questions, start asking some. Structure your analysis using simple but specific questions like; •  Where does my traffic come from? •  Where do my conversions come from? •  How do the different pages on my website aid conversion?

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MEANINGFUL QUESTIONS

Work your way up to questions that give you answers, not metrics Q. How do my different channels perform? A. Like this, using three prime metrics as meaningful comparisons Q. How can I improve my conversion rate? A. By applying the learnings of the 3 top pages to the 3 bottom pages Q. How can I promote repeat purchase? A. Here are the factors common in repeat purchasing customers, some of which we can amplify across single purchase customers

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METRIC SELECTION

•  What metrics should I use to answer the question?

•  What 1st party data do I have on hand?

•  What external data sources can I access?

•  How can I judge the accuracy of the data?

•  Can I improve accuracy & accountability by using multiple metrics?

•  What metrics can we actually affect?

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CONSIDER NOVEL SOURCES

•  Remember to mine your media data for behavioral insights

•  Searched Terms used as an intent gauge can make you a mind reader •  Validate your assumptions with real world experiments

•  Validate your Quant findings with Qual research for a human touch

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AUTOMATION

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AUTOMATION OPTIONS

Alerts

Telling you things you can find out yourself sooner Workflow automation

Tools that do what you do faster or better Business Intelligence

Tools that make it possible for people other than analysts to find new insights.

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ALERTS

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ALERTS BEST PRACTICE

Setup for success •  Setup a fault state alert; e.g. no transactions today •  Setup a success alert; e.g. we’ve exceeded the monthly target •  Include relevant stakeholders, such as IT, as recipients on your alerts

Make alerts clear & manageable

•  Make sure the alert clearly states its source •  Make sure the alert clearly states the problem it is reporting •  Limit the number or complexity of alerts so you don’t flood inbox’s

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WORKFLOW AUTOMATION

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WORKFLOW AUTOMATION

To get value out of these tools you need to: •  Understand what they actually do

•  Actually have a requirement for both their basic and advanced features

•  Have the time to learn how to use them properly

•  Have the time to actually do something with them

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BUSINESS INTELLIGENCE

A Business Intelligence tools takes data, often stored in multiple silos’, and integrates and processes it in a way that couldn’t be easily done by a human beings because of:

•  Overwhelming Volumes •  Overwhelming Complexity •  Overwhelming Boredom

These tools add value to an organisation by providing a constant stream of accurate information through a intuitive interfaces.

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FUNCTIONS

•  Dashboarding & Visualization

•  Sales forecasting

•  Media Attribution

•  Automated Audience & Customer Segmentation •  Path to Purchase Optimization

•  Predictive targeting

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BI PLATFORM CONSIDERATIONS

•  Does it actually meet all of my needs.

•  Will I need to pay for many features that I will never need to use?

•  Do we have the skills or should we up-skill first?

•  Will I need to change existing internal processes.

•  Will I need to change existing internal systems.

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OPTIMIZATION

•  You can and should optimize every part of your path to purchase. •  Always use experimental methodology

–  Keep a control group –  Ensuring you test changes in isolation –  Using statistically significant volumes before calling the result.

•  Don’t optimize to a single metric •  Things don’t stay optimized, be ready for the long haul.

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OPTIMIZATION PRIORITIES 1. Purchase Funnel

Changes here will have the greatest impact on your bottom line and prove out most quickly and cost you the least to implement.

2. Site Content Changes here will have follow on effect to sales, but take longer to prove out, and cost slightly more.

3. External Content Changes to Organic Social Profiles will have a follow on impact to site and sales, but will take substantially longer to prove and may impact on performance of prior stages but should not require a substantial outlay of cost or time.

4. Advertising Creative Changes to creative or messaging in advertising will have a follow on impact, but will take some time to prove out as users need to filter through all prior stages in the funnel, this is the first stage where substantial investment may be required.

5. Media Channels & Targeting Changes to your media channels, targeting & investment level will take the longest time to prove out and may require changes to be made to every successive optimization stage.

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CRASH COURSEMEASURING DIGITAL MARKETING

#digiroi @affinityau @LukeBrown_AU @AdamSharAU

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