With the growing number of marketing platforms and measurement techniques, it more important than ever to remember 'the basics'. This presentation will go though the 5 steps to ensure you have a robust reporting framework in place that will accommodate any new technology or measurement technique."
3. 1. Understand your goals
2. Develop meaningful KPIs
3. Measure everything
4. Monetize everything
5. Have an „action plan‟
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4. • Consider every possible
scenario
• Clearly understand the
purpose of all your
marketing activity
• Know to which goal it
relates
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8. “Enterprises need to align their organizations with consistent and
insightful measurement and decision support systems that enable
business users to answer questions — such as, what
happened, why did it happen and what will happen? — across all
areas of their business.”
Gartner - "Key Issues for Analytics, Business Intelligence and Performance Management, 2011"
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9. The Great
Firewall
“the splintering and dividing
POS
Facebook
Systems
of the Internet due to various
factors such as
Internet
technology, commerce, poli
Censored
tics, nationalism and Publisher
Sites
Paywalls
Australia
religion”
LinkedIn
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10. „Splineternet‟ as it
Print
applies to those of us
3rd
here today is used to Web
Party
describe the various Joined up
measurement
platforms used to
POS Mobile
access marketing
activities TV
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11. Owned
SEO
• Website
• Apps
• Fan Pages
Earned Paid
• Social Networks
Direct PPC
• Email
• Forums
• PPC / Display
• Organic
• Affiliates
Referrals
• Sponsored Links
• Word of mouth
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1
14. • It‟s complicated but not impossible
• Remember that Cost Savings is
“revenue enhancement”
• If you don‟t have cost data, make
reasonable assumptions
• Get the finance team involved
• Use data to forecast future
performance
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15. “On average 55% of the gross benefit of e-commerce in the case
studies came from efficiency savings, and the remaining 45 per
cent from additional revenue. Interestingly, businesses that made
small and medium-sized investments in e-commerce saw a higher
proportion of their return come from additional revenue while
those making a large investment reaped the most benefit from
business efficiencies because their initiatives were typically aimed at
generating these types of efficiencies.”
Australian Government Department of Communications Information Technology and the Arts
“Advancing with eCommerce – Summary Report"
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16. Your revenue
figures drop by
50% for a day?
A week?
A month? A famous blogger or
site writes a critical
article about your
brand?
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17. 1. Know what you want to achieve
2. Develop supporting KPIs
3. Measure everything
4. Monetize everything
5. Have an „action plan‟
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Originally going to talk about EU Cookie Legislation but it was already taken by our friends at WebtrendsSaw that this topic had been ‘chosen’ for me by eConsultancy“Cross-platform” measurement could take hours to discuss.. How to boil it down to 30 minutes?
Make sure you unearth ALL of the possible goals for the site. Get every ounce of value possible.Make sure EVERYONE KNOWS WHAT ALL OF THE GOALS ARE.At least one KPI to measure the progress of each goal.Establish baselines and targets for each KPI.Targets can be % or actual figures – doesn’t matter.Measure everything you possibly can, and start measuring as early as you can.If it doesn’t have a £ or € sign, don’t report on it. (not to the board, at least)Know what you want to do when the numbers aren’t what you expect.
The point of this video is to demonstrate how a lot of marketing teams react – that is they fall in love with the ‘next big thing’ and focus a lot of time and energy on it until, SQUIRREL! – the next, ‘next big thing’ comes along and again and againMarketing teams need to ensure they understand exactly how the new widget is going to
This slide shows what monetary information on each and every user currently on the site.