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MEASURE YOUR MARKETING
John Beggs - National Manager Creative Services, Sensis®John Beggs - National Manager Creative Services, Sensis®
Michelle Gamble - Founder and Chief Angel, Marketing Angels
Philip Shaw - Director, CleverClicks
Moderated by Small Business Commentator Valerie Khoo
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MEASURE YOUR MARKETING
Moderated by Small Business Commentator Valerie Khoo
Michelle Gamble - Founder and Chief Angel, Marketing AngelsMichelle Gamble - Founder and Chief Angel, Marketing Angels
Philip Shaw - Director, CleverClicks
John Beggs - National Manager Creative Services, Sensis®
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Marketing AngelsAffordable Marketing Managers/Directors for growing businesses
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The Marketing Process
REPORTING
Track and Measure Effectiveness
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Where are you now?
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Paint a picture of what you need to achieve
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What should you be measuring?
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Free/really cheap tools
Software as a service solutionsGood for small number of usersCustomisation can be minimal
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Some rules of thumb• Direct Mail
– To new prospects = 1%– To current customers =
2%
• You can increase response by 25% if followed up– Postcards– Telemarketing– Email
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Some rules of thumb• Email Marketing
– Click through rates = 5.1 – 10%
– Sales 2.1% - 10% of click throughs
– Personalised URL’s can improve response by 100- 130%
– Social media sharing buttons can increase click-throughs by 30%
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Some rules of thumb
– Frequency is key to performance for these tactics
– In print inserts generally perform better than “off the page”
– Drive respondents to online for improved measurement
– Have an offer
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Case study• Direct mail to 2000+
contacts• Telemarketing to 500• 60 delegates attended
from 23 organisations • 5 converted to full
programme clients + other who went straight to full programme
• 100% ROI
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Drive brand awareness for higher ROI
• Measure– Searches for Co. Name– Direct traffic– Referrals from non-
customers
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Have a plan so you can focus on the
priorities
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Be fearless
Be focussed
Be relentless
Be consistent
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Happy Marketing!
www. twitter.com/marketingangels www.facebook.com/marketingangels
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MEASURE YOUR MARKETING
Moderated by Small Business Commentator Valerie Khoo
Philip Shaw - Director, CleverClicksPhilip Shaw - Director, CleverClicks
John Beggs - National Manager Creative Services, Sensis®
Michelle Gamble - Founder and Chief Angel, Marketing Angels
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 37
Half the money I spend on advertising is wasted;
the trouble is, I don't know which half.”John Wanamaker
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
1. Google Analytics
2. Search Engine
Optimisation
3. Google Adwords
4. Social Media
5. Other Stuff© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 38
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
Why Measure?
© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 39
Do more of the stuff that works.
Less of the stuff that doesn’t.
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
#1 PriorityReturn on Investment (ROI)
By Channel
© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 40
Channel #Lead
s
Conv Rate
#Sales
$ Revenu
e
$Cost
%ROI
Print
Radio
Website (Branded)
Organic/SEO(Unbranded)
PPC
Referring Websites…
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 41
1. Google Analytics
1. Develop analytics skills in house
2. Define roles, KPIs, reporting
frequency
3. Reports – “The Why”?
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1.1 Google Analytics - GOALS
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1.2 Google Analytics Reports >VISITORS > MAP OVERLAY
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1.3 Google Analytics – ADVANCED SEGMENTS
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1.3 Google Analytics – ADVANCED SEGMENTS
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1.4 Google Analytics – FILTERS
1. Edit “Profiles” > “Filter Applied
to Profile”
2. Click “Add Filter”
3. Enter IP Addresses to exclude
“Get rid of the noise”
Exclude traffic an I.P. address filter.
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1.5 Google Analytics – Scheduling
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1.6 Google Analytics – Compare To Past
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1.7 Google Analytics – INTERNAL SITE SEARCH
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2.1 Search Engine Optimisation – KEYWORD REPORT
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2.2 Search Engine Optimisation – Filter Brand Traffic
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2.3 Search Engine Optimisation – # Pages Indexed
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2.4 Search Engine Optimisation – SEO for Firefox
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2.5 Search Engine Optimisation – Inbound Links
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
3. Google AdWordsa. Conversion Tracking –> Cost Per
Conversion
b. Run 2 ads per ad group (split testing)
c. ROI by keyword
d. Keyword Quality Score
e. Excel Pivot Tables
f. Phone Call tracking
© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 55
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
4. Social Mediaa. “Traffic Source” => “Referring
Websites”
b. # Goals & Conversion Rates
c. Time invested?
d. Advanced Segments
e. Google URL Builder
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4.1 Social Media – Google URL Builder
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
5. Other Measuring Tipsa. A/B Testing
b. Multivariate testing
c. Advanced analytics (Crazy Egg,
ClickTale)
d. Web forms integrated into CRM
© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 58
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“If businesses really don't care about
wasting valuable resources ….
or aren't concerned about getting
better value for money,
then they don't need to bother
with measurement.”Jean McIntyre, CEO, Sponsors Select
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 60
“80% of my marketing can be measured. And that’s good
enough for me.”Philip Shaw
Half the money I spend on advertising is wasted; the trouble is, I
don't know which half.”John Wanamaker
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© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000
@ Philip Shaw© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 61
Our Services:
- Online Marketing Mentoring
- Google Adwords Management &
Training
- Google Analytics Training
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MEASURE YOUR MARKETING
John Beggs, National Manager Creative Services, Sensis®John Beggs, National Manager Creative Services, Sensis®
Michelle Gamble, Founder and Chief Angel, Marketing AngelsMichelle Gamble, Founder and Chief Angel, Marketing Angels
Philip Shaw, Director, CleverClicksPhilip Shaw, Director, CleverClicks
Moderated by Small Business Commentator Valerie Khoo