This document summarizes a presentation about using digital marketing data to improve business performance. The presentation discusses how digital marketing is about understanding customers through data insights rather than just numbers. It provides examples of how to analyze data from Google, social media listening, website analytics and more to inform decisions around keywords, landing pages, content, promotions and other aspects of the business. The overall message is that digital marketing should be at the heart of a company's strategy and data can be leveraged to continuously improve performance.

1. CIM - Digital Marketing Forum 2015
Improving business performance through digital marketing

2. Digital marketing is all
about NUMBERS right?

3. Wrong

4. It’s about customers

5. Insight into the numbers
gives us insight into our
customers

6. more is we can
use the data to make
real time changes
What’sWhats

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Introduction
-My name is Justine
-and today I am going to be talking to you about
improving business performance through digital
marketing
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What we do
-As an agency we focus on digital marketing
because its what we are best at, but we
know it is a piece of the puzzle
-We work with our clients firstly to deliver
great digital marketing and return for them,
but to help them understand the data to
improve their overall business
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9. Digital at the heart of
your marketing

10. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Google analysis
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PPC
SEO/
Analytics
Social

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Influence
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Digital
Newsletters
Promotions
Event Selection
Pricing
Content selection
Design consideration

12. PPC

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PPC data
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-SQR’s (search query reports)
can give you insights into
actual terms people use to find
you online
1. Pick a keyword
2. Run it for a while
3.
4.

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Another sleeping giant!
-Who knew…
-Another sleeping giant
-May make us think
twice about setting up
an office in Stockton!
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Brand performance channel
analysis
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-Running PPC on your brand term
-Great way to monitor the
performance of other channels
-Events
-Magazine advertising
-TV advertising
-Radio advertising

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Landing page testing
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A B
Testing options
-Copy
-Language usage
-Promotions/offers
-Pricing

17. Google analytics
[Warning - Data]

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Site content
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Conversion data
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20. Social media insights

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Social media listening
-Listen to your brand
-Listen to hashtags
-Listen to the market
-Listen to the mood
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Social media listening
-“The Dress” & Barry M Cosmetics
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Social media listening
-
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Social media listening
-
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Wispa
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-Campaign started on Facebook & MySpace in
2007 to “Bring back the Wispa!”
-Bought back temporarily to see if the desire
was genuine, but fans were still rallying so the
decision was made to bring it back for good.

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Influence
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Digital
Newsletters
Promotions
Event Selection
Pricing
Content selection
Design consideration

27. Thanks for listening
I will be around with the team after
to answer any questions