Upload
jeff-sauer
View
401
Download
3
Embed Size (px)
Citation preview
Project your digital marketing budget for
2017 and beyond
Jeff Sauer (@jeffalytics)
@jeffalytics
Who wants to kill it in 2017?
We all do!
@jeffalytics
But is that our reality?
Or are we fighting for budget scraps?
@jeffalytics
Budgets, eh?
We need to get a bigger budget!
So we visit our finance department
And we ask really nicely
And finance is all like…
So we create what might be the best growth chart in the history of charts. Sooo perfect!
And finance drops the hammer
And we get super sad and might even cry
@jeffalytics
That used to happen to this guy I know…
Until he finally got fed up with hearing no
NO
@jeffalytics
And adjusted his approach
@jeffalytics
Want to start hearing “yes” more often?
@jeffalytics
How to project value of increased
marketing budgets
Make a compelling argument for
bigger budgets
Using competitive data to build our
own models
What we can learn from competitive intelligence tools
Today, we will discuss
View at www.jeffalytics.com
Quick resource mention: Periodic Table of GA
@jeffalytics
Ci Competitive Intelligence
First tool: Google Analytics
@jeffalytics
Bm Benchmark Reports
Check one box in your GA account
Thisisdoneatanaccountlevel
Choose your industry vertical
Then set your location and website size
@jeffalytics
Start comparing
Story: Our earned media program is working
Story: Our email program is way behind
Isemailperformingpoorlyorjustnotbeingtracked?
Story: We have no paid media, but others do
Wearenotspendinganythingonadvertising.Shouldwebe?
Story: We have a missed mobile opportunity
Second Tool: SimilarWeb Pro
Industry level benchmarks
SimilarWeb Tool: http://www.similarweb.com/
Traffic source comparisons
@jeffalytics
Good stories, but still many
questions
@jeffalytics
What about specific
competitors?
@jeffalytics
Tc Traffic Comparison
• SimilarWeb Competitive Intelligence Tool: http://www.similarweb.com/
Specific individual website traffic rankings
Compare traffic to others
Understand overall traffic trends
Then start drilling into traffic sources
Who is investing in social?
Is anyone doing display?
What is your Audience Interested in?
Even do Mobile Comparisons!
@jeffalytics
Sc SpendComparison
SEMRush Tool: http://www.semrush.com/
SEMRush for Search Spend Estimates
Traffic costs
SEMRush Tool: http://www.semrush.com/
Granular data to compare with AdWords tool
Also data from SimilarWeb
SpyFu Tool: http://www.spyfu.com/
Make sure to compare with SpyFu as well
MOAT Display Intelligence Tool: http://www.moat.com/
Check out Moat for display intelligence
@jeffalytics
What do we do with this
data?
Triangulate your data sources
Your Data Adobe, Google Analytics
Triangulate your data sources
AnonymizedBenchmark (GA),
Industry (SW)
Your Data Adobe, Google Analytics
Your Data Adobe, Google Analytics
SpecificSimilarWeb,SEMRush, etc.
AnonymizedBenchmarking Reports (GA)
Triangulate your data sources
AnonymizedBenchmark (GA),
Industry (SW)
SpecificSimilarWeb,
SEMRush, etc.
Your Data Adobe, Google Analytics
@jeffalytics
Project your marketing
budget
@jeffalytics
Low Watermark (What we are currently doing)
Provide several, well researched options
@jeffalytics
Low Watermark (What we are currently doing)
Provide several, well researched options
Medium Watermark(What our competitors are doing)
@jeffalytics
Low Watermark (What we are currently doing)
Provide several, well researched options
Medium Watermark(What our competitors are doing)
High Watermark(Our market potential)
Show low-medium-high expense projections
Project revenues for each budget
Calculate profit potential
$-
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
ProfitPotential
ProfitPotentialofMarketingInitiatives
LowWatermark(currentbudget) MediumWatermark(competitorsbudget)
HighWatermark(10xMoonshotPlan)
Put together a profit model to share
@jeffalytics
Which one would you
choose?
@jeffalytics
Let’s bring this back to
finance
Six Months and 10 calls later…
Yo, give us a bigger budget and we will make you $21 Million in profit!
$- $5,000,000$10,000,000$15,000,000$20,000,000$25,000,000
ProfitPotential
ProfitPotentialofMarketingInitiatives
LowWatermark(currentbudget)
MediumWatermark(competitorsbudget)
HighWatermark(10xMoonshotPlan)
Finance loves you
You might even get promoted!
Promoted
@jeffalytics
Bonus: Automation
ideas
@jeffalytics
Automation saves time!
@jeffalytics
Cy CyfeDashboards
• http://www.cyfe.com/
Cyfe for Free API based dashboards
All kinds of integrations
Sample Cyfe Dashboard
Cyfe Competitive Dashboard https://www.cyfe.com/blog/competitor-dashboard/
Competitive Dashboard with Cyfe
Harvest Google Alerts
Connect Cyfe with other tools using Zapier
@jeffalytics
Za ZapierRecipes
• https://www.zapier.com/
My favorite technology in the world right now
Choose the product you want to integrate
Zapier Recipe Book - https://zapier.com/zapbook/cyfe/
Create your own recipe or choose from recommended lists
@jeffalytics
Project your marketing budget
Automation saves time and research
Back up opinions with competitive
research
Speak the language of the CFO
Action Items