Benchmarking Digital Marketing Strategy

Benchmarking to improve your Digital marketing strategy

Presented at Omniture SummitLondon, April 2009

Dave Chaffey, Director, Marketing Insights Ltd

Dave’s Right Touching blog:www.davechaffey.com/blog/

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We like comparing…

www.comparethemeerkat.com

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Why benchmark?► Compare to direct

competitors

► Compare out-of-sector

► Highlights failings, but…

► Strive to be best-in-breed

► Defines progress to goals

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“Marketing & CRM focuses on four core strategic areas...Our broad eCommerce strategy centres on a four point plan which is broken down into a series of individually defined and detailed strategic areas. Our aim is to be exceptional in delivery across each” Russell Gould, E-commerce Director, Thomas Cook

Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide

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Q1. How well defined is your plan?

Detailed plan: separate (27%)Detailed plan: separate (27%)

Detailed plan: integrated(50%)

No Plan (22%)

Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide

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Q2. How have you assessed your capabilities?

Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy

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An alternative benchmarking study

Source: Gijsbert van der Sleen, Consultant, Atos ConsultingContact through blog: http://www.maxx-online.nl

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Conclusions of 2008 study

Source: Gijsbert van der Sleen, Consultant, Atos ConsultingContact through blog: http://www.maxx-online.nl

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Q3. What is your capability maturity?

Source: Carnegie Mellon University http://www.sei.cmu.edu

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Digital marketing governance maturity

Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide

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Analytics capability maturityReal-time application:• Landing-page optimisation• Multivariate testing• Journey optimisation• CMS Integration

Modelling:• Response probability• Automatic visitor segments• Content clustering• Content and activityassociation

Behaviour:• Recency• Frequency• Average Visit Length• Acquisition Method• Event stream • Section stream

Measures• # Users• # Visits• # Page views• Top pages• Top referrers• # Errors

Source: Presented by Julian Brewer, Head of Online Sales and ContentBarclays UK retail banking to Econsultancy masterclass Nov 2008

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Q4. Do you have the right resources?►% of marketing headcount who

are digital specialists?►You: (a) 0-20% (b) 20-40% (c) >40%►Research: 1 in 3►Ratio:

►2 Acquisition: ►3 Conversion: ►2 Retention:►8 IT

Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide

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Detail from the research

Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide

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Q5. Do you have the right team structure?“No perfect way to organise structure. A single team has benefit they’re 100% digital, breathing digital, risk is there is disconnect

with offline world”

Campaignmanager

(Email & DM)

DatabaseExecutive

CustomerDevelopment

CustomerAcqusition

Searchengine

marketing

Partnermarketing

& advertising

Customerexperience

& merchandising

Content& creative

WebSales

Sales or webAnalyst

ITDirector

Finance (& IT) Director

Buying &merchandising

Operations(incl service)

Managing Director

Sales and marketingDirector

Example of team structure for small-medium retailer

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Resources needed for large digital team!

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Internet marketing lightbulb jokes…► How many SEOs does it take to change a light bulb?

► Just one, but it’s gonna take about 3-6 months to start to see the light bulb change. And that light bulb’s pretty high up there- are you sure you wouldn’t rather change 10 easier light bulbs?

► How many PPC experts does it take to…?► Just one but the cost depends on how much the other light bulb

changers are currently charging.

► How many social media gurus does it take to…► It’s not about the change- it’s about engaging people in

conversations about the light bulb change.

► How many web analysts does it take to…► It depends which system you use / who you ask.

Source: http://www.searchenginejournal.com/internet-marketing-jokes/9601/

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Q6. How automated is your optimization? Web analytics (WA)

Purpose: Analyse customer website behaviour and marketing outcomes related to referrer segmentsVendors:Google Analytics, Omniture,Visual Sciences, Webtrends

Email Service ProvidersPurpose: ESPs broadcast and track emails as part of campaigns or automated contact strategyVendors:Email Reaction, Email Vision, Exact Target Silverpop, Responsys, Vertical Response

Website experimentationPurpose: AB testing and multivariate testing of alternative pages and journeysVendors: Google website Optimizer, Maxymiser, Offermatica, Omniture and Optimost

Website personalisationPurpose: Automated and rules-based recommendations and merchandising based on referrer, products browsed and/or customer dataVendors: atg, Fredhopper, Omniture Touch Clarity and Wunderloop

Ad tracking & optimisationPurpose: Serve display ads and optimise yield for advertisers and publishers. Also track other media channels such as affiliate and search to understand customer journeysVendors: Atlas, Doubleclick Dart plus WA vendors

Behavioural ad targetingPurpose: Serves relevant ads based on content consumed and audience profile. Also re-targeting of ad viewers potentially on advertisers site.Vendors: Advertising.com, Blue Lithium, Revenue Sciences, Tacoda

Enterprise analyticsPurpose: Provide analysis tools for creating dashboards and in-depth analysisVendors: Business Objects and Cognos plus WA vendors e.g. Omniture Discover

Paid search optimisationPurpose: Serves relevant ads based on content consumed and audience profile. Also re-targeting of ad viewers potentially on advertisers site.Vendors: Atlas Search, Efficient Frontier, Google conversion optimizer, Search Works

Marketing OptimisationPurpose: A hub to manage and automate performance improvements across customer contacts of acquisition, conversion and retention. Provide integration with E-CRM systemsVendors: Omniture, Web Trends, Visual Sciences.

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Establish the campaign objectives and metrics for success

Cross channel strategy meetings to ensure integrated

planning approach

Analyse user demand, seasonality trends,

competitive benchmarking and combine with forecast

tools

Conduct Visibility, Content & Reputation audits and provide

detailed recommendationsProvide implementation guidance & hand hold throughout process

Observe changes to rankings and traffic levels and refine strategy. Use analytics to understand new

user’s intent

Update Rankings Report & Campaign

Objectives Report and feed insight

back into strategy

Regular calls and status meetings with client to

ensure a partnership approach

Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep

diving into Analytics

Q7. How refined is your SEM capability?

Source:

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How good is your keyphrase-level reporting?

►Should show:►Potential performance from keyphrase estimators►Your actual performance

(position, clicks, conversion, sales, value):► Paid – absolute and relative► Natural – absolute and relative

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Q8. How refined is your site conversion optimization

Journey optimisation:• Personalised containers across site • On-site search

Conversion pathoptimisation• Registration pages• Shopping basket • Checkout

Landing pageOptimisation• Brand messages• Product info• Data collection

Home pageOptimisation• Brand messages• Engagement• Merchandising

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A B2C home page optimization case study

IncentivisedLead generation

form

ConversionGoals

+OVP

Prominent Unique phone number for tracking

Social proof:Brand reassurance

Top customer concerns answered

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A B2B home page optimization

Social Proof

Clear responseoptions

Messaging targeting key audiences

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Salesforce landing page

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Source: Webinar with Richard Weaver, Head of eCommerce

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Overridewith knownslot

Source: Webinar with Richard Weaver, Head of eCommerce

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Minority of the searches on home page, so enter here

OVP:Online Value

PropositionRecommendedScore 0-10

Best sellersBased on productFeed of sales

Source: Webinar with Richard Weaver, Head of eCommerce

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Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

Q9. How refined is your email marketing capability?

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Personalised British Airways Trip Guide

Personalized with customer name

Direct link to “My booking” area of BA.com

Search fields pre-populated with customer travel dates and destination

Customized destination information including sightseeing and airport info

Source:

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Q10. How do you approach benchmarking?►A discussion of your approaches:

►Where does benchmarking fit?

►Which tools do you use?

►What helps convince colleagues to believe?

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Thank you

► Download this presentation from:www.davechaffey.com/presentations

► Any questions, do email me:dave.chaffey@marketing-insights.co.uk

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