Using data to plan your digital channels 29.02.12 Peter McCormack Conversion vs. Conversation
Data & Marketing Analytics Theatre; Less communication is more conversation
Jan 24, 2015
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Using data to plan your digital channels
29.02.12
Peter McCormack
Conversion vs. Conversation
I am a Planner
I am a PlannerMarketing + Tech
I am a PlannerMarketing + Tech
Data + Experience
Acquire Convert Retain
Data
Selling hotel rooms
CPA
£10Per Booking
£40Repeat Visits
3
Acquire Convert Retain
Optimise Using Data
CPA
£10Per Booking
£40Repeat Visits
3
Acquire Convert Retain
£9 £45 4
Optimise Using Data
Display FB Pages FB & Twitter
Acquire Convert Retain
Social media addiction
Fear of the truth
Perspective
What do these guys do?
Jeff Emmanuel Blood Sucking Vampire
What is a Social Media Guru ?
Social Media Guru: A term used to assign imaginary expertise in a nascent communications field to an individual with little to no real world business experience and the professional integrity of a bowl of banana pudding.
A social media guru is a delusion wrapped in illusion.
A social media guru is a marketing parasite that figured out how to monetize the cluelessness of business owners.
You don’t sell more with...
Applause rate
Brand amplification rate
[insert fantastical metric]
Please don’t listen to them
How do you sell more bread?
You take bread social obviously...
I stole my boyfriends cheese and pickle sandwich. I lied and said that a really big seagull swooped down and ate it
I told my mum to explain to my friend on the phone that I wasn’t at home but really I was eating a bacon sandwich
£11m campaign
“The new creatives, not only represent one of Kingsmill’s largest ever investments, they also reflect our understanding of the modern day family.”
Michael Harris, Kingsmill marketing controller
Less than 20 videos uploaded in the first 6 months
192 confessions on the website
Kingsmill is the most high calorie bread ever 50/50 240 per slice! What a joke!
Kimberlyhunterx K ♥
We help clients sell stuff
We help clients sell stuff
Social media is yet to
prove it can drive
significant sales
Display
Advertising
0.09% CTR
Post
Impression
Tracking
For every 100 orders97% were attributed to post impression tracking
3% were attributed to post click tracking
Good Old Fashioned New Media™
Success = Data + Creative
Customer Engagement
– Interviews
– Research
– Feedback
Employee Engagement
– Interviews
– Requirements gathering
– Ideas & inspiration
Marketing & Business Engagement
– KPI & objective setting
– Brand & marketing integration
– Roadmap
Technology Engagement
– Platform modelling
– Integration planning
– wCMS planning & evaluation
Digital Roadmap
1, 3, 5 years
Channel & Data Plan
Digital and offline integration, reporting
Technical Blueprint
Integration, wCMS and digital platform
Programme Plan
Projects, risk log, project board, budgets
SEO Strategy
Keyword, content and link buildingS
ing
le U
ser
Jo
urn
ey
Planning process Planning outputs
Functional Specification
Website (P1)
Paid Search
Natural Search
Social
Affiliates
Display
Offline
Device Optimisation
Mobilev
Desktop
Landing Page Optimisation(A/B & MVT)
Funnel Optimisation(A/B & MVT)
Step 1 Step 2 Step 3
Defined Landing Pages
Undefined Landing Pages
Did They Buy?Retention
Acquisition
Yes
No
Data & Reporting
Channel Performance Click Stream Conversion Retention & Revenue
I love email
1:1
You said you like my product
I’ll email you about a new product
I’ll know if you check the site
I’ll then try and drive a conversion
If you don’t buy I can email you again
You said you like my product
I’ll send messages about everything
If you do click I don’t know
I don’t know if you bought it from me
I’ll then send you some more messages
Email is not dying
Everyone with a job has an email address
VIRGIN ACTIVE HEALTH CLUBS
Sell more memberships...
The data couldn’t lie...
Traffic was above average for a legacy site
Strong membership base
High ranking for brand termsPaying too much for PPC brand terms
High bounce rate on all landing pages
No digital brand loyalty
The data shaped the new site...
Dynamic digital platform that is device and user aware
Membership services and applications
Great content focused on a competitive keyword strategyReduced the PPC burden
Increased the onsite conversion rate
Digital brand activists
Selling health club memberships
Page impressions
37%Onsite conversion
11%Repeat Visits
65%
Acquire Convert Retain
Selling health club memberships
SEO optimised content
Acquire Convert Retain
Dynamic, personalised email
Blogger outreach
Personalisation
Dynamic content and journeys
Keyword specific landing pages
Automated event triggers
Dynamic, personalised email
Email lifecycle management
Sitecore, Web Content Management System (wCMS)
Keep more members...
The Battleship Building, 179 Harrow Road, London, W2 6NB
+44 (0)20 7631 1122
www.mccormackmorrison.com
@petermccormack
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