Digital Marketing By Numbers - By Jonathan Alderson

@jonoaldersonDigital Marketing By Numbers

Digital Marketing

By Numbers


Head of Insight @


Data Driven Cultures

We have more data than any other ecosystem.



There should be no guesswork, uncertainty or confusion.



We should all have integrated, intelligent strategies which

are directly driven by a comprehensive collective

understanding.


So.

Who works in a truly, completely,

comprehensively ‘data driven culture’?


…there are some key challenges…


Analysis Paralysis


The box

of lies

The Great Crime of the Analytics Industry



A (deliberate?) lack of direction

The discovery of

magical,

‘’interesting’

insight


An analogy…


Difficulty articulating success

You can’t say

“Hold on, what are

our objectives

again?”


HIPPO culture


Obsessive comparison to the past

“How well did we

do last time” is

lazy.

“How well do we

want to do this

time?” is better.


Only looking at the clickstream


Defensive analyst

is defensive.


Using your data to fuel your organisation

Overcome these hurdles with a simple process


You have bespoke data and

bespoke needs

Design something from scratch


Objective Goal KPI Key Segments Performance

Be seen as

thought leaders

Get people reading and

engaging with our content

# triggers of time on page > 2 mins on a blog post (per month) Category, author

# average comments-per-post (rolling)

Double YoY

revenue

Increase sales revenue from

digital channels

# sales (per month) where the sale had qualified digital attribution Department, channel, product

£ sales revenue (per month), where the sale had qualified digital

attribution

Increase customer lifetime

value

% of new consumers via the website making a repeat purchase

within 3 months (rolling, YoY)

Channel, source, campaign,

keyword, gender, geographic

region, entry page

Average time between repeat purchases (rolling, YoY)

Provide the best

customer service

Provide great content and help

users find the information they

need

% task completion rate (per month) Initiating page, Channel, source,

campaign, keyword

% satisfaction rate (per month)

Delta % against average competitor satisfaction rate (per month)

Compete on

marketing

efficiency

Maintain a high conversion rate

to sale

% visitors to macroconversions (per month) Channel, source, campaign,

keyword, call type

Increase self-service actions on

the website

£ value of microconversions (per month) Microconverion, channel, source,

campaign, keyword


You’ll need 5 things...







Get your key stakeholders in

a room

Go all the way to the top.

You only get once chance...


Remove the elephant from the room

Hansel & Gretel


Get to the business objectives

There are no

wrong answers


Identify themes, consolidate and

summarise to get to a list of 5-6.


The rules

Objectives must increase revenue, decrease cost or

improve brand and must have digital context.

Anything else is fluffy, offline, a goal, or a KPI


1. Double monthly sales revenue by Q3 2014

2. Provide the best customer service

3. Be seen as thought leaders

4. Compete on marketing efficiency


Objective Goal

Be seen as thought leaders Get people reading and engaging with our blog

Double monthly sales revenue by Q4 2015 Increase revenue from sales

Increase customer lifetime value

Provide the best customer service Provide great content which answers questions and supports need

groups

Help users find what they need effectively; give them a positive

experience in the process

Improve marketing efficiency Maintain a high ratio of channel spend to revenue

Increase self-service actions through the website to reduce overheads

Identify how digital contributes


Design the perfect KPI(s)

for each goal


“Provide great content and help users find the

information they need”% task completion rate (per month)


Delta % against average competitor satisfaction rate (roling)



Be seen as

thought leaders





Double YoY

revenue


digital channels

# qualified sales (per month) where the sale had digital attribution Department, channel, product

£ qualified sales revenue (per month), where the sale had digital

attribution


value





region, entry page


Provide the best

customer service



need


campaign, keyword


Delta % against average competitor satisfaction rate (roling)

Compete on

marketing

efficiency


to sale


keyword, call type


the website


campaign, keyword


Make your KPIs ultra-specific and

document the details

# conversions

# qualified macroconversions

# macroconversions (valuable contact form submissions, ‘productive’

phone calls, and offline conversions which cite ‘web’ as source)


Make your KPIs interdependent


KPI Key Segments

# triggers of time on page > 2 mins on a blog post (per month) Category, author, tag(s), publish day/time, promotion budget


# sales (per month) Department, channel, product, product taxonomy

£ sales revenue (per month)

% of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page

% task completion rate (per month) Initiating page, Channel, source, campaign, keyword


% visitors to macroconversions + calls (per month) Channel, source, campaign, keyword, call type

£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword

Acknowledge key segments (because averages lie)


Visualise performance with bullet charts



Be seen as

thought leaders





Double YoY

revenue


digital channels



attribution


value





region, entry page


Provide the best

customer service



need


campaign, keyword



Compete on

marketing

efficiency


to sale


keyword, call type


the website


campaign, keyword


Setting intelligent targets is hard


Setting Targets

1. Calculate average monthly/seasonal variation

2. Normalise any spikes due to known abnormalities and common sense

(‘sensible’ is better than ‘perfect’)

3. Trend this forwards (trend() and forecast() in Excel are useful)

4. Modify each time period based on predicted activity and one-off and

equity-creating impact

5. Include external/campaign costs



Be seen as

thought leaders





Double YoY

revenue


digital channels



attribution


value





region, entry page


Provide the best

customer service



need


campaign, keyword



Compete on

marketing

efficiency


to sale


keyword, call type


the website


campaign, keyword


Move from reporting to analysis and action


This is a really simple

framework!

But it’s only part of the whole



Be seen as

thought leaders





Double YoY

revenue


digital channels



attribution


value





region, entry page


Provide the best

customer service



need


campaign, keyword



Compete on

marketing

efficiency


to sale


keyword, call type


the website


campaign, keyword


Step by step implementation


You need a process for doing

Agile fortnightly sprints of small, tactical tweaks work

Long change cycles lead to

demoralising performance


You can apply this process to

other scenarios

Specific campaigns, project launches, operational KPIs

Complex (multi-domain/website/app) ecosystems


Permission to fail and

to improve


Move from this…


Move from this...


To this.


Bringing this together...


You know what success and

failure looks like before you

explore or crunch the numbers.

And you know what actions to take depending on what you find


Hippos are locked in to defined

performance definitions.

You’ve removed the opportunity to object, flake, or u-turn


Shortcomings in processes,

resource, tools & culture are

accommodated for, and can’t be

used as excuses.

Opportunities - not limitations


Decisions are made about the

things that matter.


ResourcesAvinash Kaushik

● Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets - http://bit.ly/qmkAsf

● The Difference Between Web Reporting And Web Analysis - http://bit.ly/qEq7Go

Analytics maturity model● Cardinal Path: Online Analytics Maturity (plus self assessment tool) - http://bit.ly/GGXXd9

Bullet Charts● A great guide to (and downloadable templates for) bullet graphs in Excel - http://bit.ly/UNmzIj

● Information Dashboard Design – a great book about charts and data vis - http://amzn.to/1nmyG8N

http://bit.ly/qmkAsf

http://bit.ly/qEq7Go

http://bit.ly/GGXXd9

http://bit.ly/UNmzIj

http://amzn.to/1nmyG8N


Thanks!

Any questions?

Digital Marketing By Numbers - By Jonathan Alderson

Data & Analytics

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