Digital Marketing By Numbers - By Jonathan Alderson

Digital Marketing
By Numbers
Digital Marketing By Numbers @jonoalderson

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

The discovery of
magical,
‘’interesting’
insight
A (deliberate?) lack of direction

An analogy…

You can’t say
“Hold on, what are
our objectives
again?”
Difficulty articulating success

HIPPO culture

“How well did we
do last time” is
lazy.
“How well do we
want to do this
time?” is better.
Obsessive comparison to the past

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...

Hansel & Gretel
Remove the elephant from the room

There are no
wrong answers
Get to the business objectives

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)

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
Double YoY
revenue
Increase sales revenue from
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
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
Delta % against average competitor satisfaction rate (roling)
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

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

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

Move from reporting to analysis and action

This is a really simple
framework!
But it’s only part of the whole

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.

Resources
Avinash 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

Thanks!
Any questions?

Digital Marketing By Numbers - By Jonathan Alderson

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