Presentation from Search London - July 2014.
The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour so we can plot the best course of action to drive demonstrable improvements in revenue.
Here is a 3-step process to do that.
19. And they are also misleading:
they think in terms of
interactive engagement hits,
do you?
20. External
KPIs Board
Anything that you can correlate with revenues, conversions, cost (£)
PIs Marketers
Metrics that help you get to your KPI targets (Content performance)
Internal
Flags Marketers + Website managers
To spot issues early (Adjusted bounce rate, site speed)
21. The goal of our work is to
understand the triggers behind
new and existing customers
content consumption and
buying behaviour…
22. …so we can plot the best
course of action to drive
demonstrable improvements in
revenue
27. Understanding what structures
you/the client has in place, and
how the business is using the
data at its disposal, so that we
can devise a data collection and
reporting strategy that supports
our content marketing efforts.
29. 1. Sources attribution
We must attribute prospects to their
acquisition source or channel. We can’t work
out where our best prospects are if we don’t
know the source (PPC, list purchase).
32. 2. Sales funnel definition
We need to define the sales funnel stages by
establishing the demographic and
behavioural measures as prospects move
down the funnel.
35. 3. Data integration/data warehousing
A data warehouse is just a big database that
pulls data from lots of different sources.
When this data is put together, you can do an
all-round user analysis, e.g. looking at online
behaviour and offline conversion. Or tie long-
term purchase history to online behaviour.
38. 4. Conversion attribution
We should AT LEAST create an attribution
model to determine credit for content and
sales conversions. It’s a mistake to attribute
conversion to a single action: the reality is
usually a complex mix of sales path
interactions.
The attribution model should be applied to
evaluate content promotion campaigns.
47. 5. Conversion optimisation
If we know where opportunities fall out, we
can take positive actions: messaging, copy,
calls-to-action, value propositions, design,
and even entire campaigns can be optimized
to overcome any issues.
52. 6. Prospects segmentation
You should segment your prospects, so that
you can boost conversion rates with better
content and increase sales interest with
stronger problem focus.
58. 8. Reporting
The right level of reporting should enable
different stakeholders (marketers,
salespeople etc.) to receive only the
information they need, in a way that’s as
simple and clear as possible, to take
informed decisions.
70. In-depth analysis should be
carried out on a regular basis:
results should be brought into
quarterly meetings with the
relevant stakeholders, upon
internal sharing first with the
(agency) team.
90. How do I link GAusers
with CRM entries?
• ExtractclientidfromGAcookie
• UseyourCRMAPItopushthedatathrough
alongwiththeCRMid
• Callwebhooksasusersperformsetactions
91. Now all your data is integrated,
you can visualise data the way
you/your client/your board needs!
Use free visualisationsAPIs:
• GoogleAnalytics EmbedAPI
• Google Charts