ExpOn Conference Presentation - Sao Paulo, Brazil
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ExpOn Conference Presentation - Sao Paulo, Brazil
- 1. 1 Expon Helping organizations develop, deploy and measure effectivedigital strategies July 22nd, 2011
- 2. Process-Focused, proven model that yields results For Developing, Deploying and Measuring Digital Strategies Think Measure & Adjust Developing Online Marketing Strategy and aligning business objectives with the tools, campaigns, and metrics for success. Tracking, reporting, analyzing and adjusting user experiences to provide improved customer experiences. Lima Consulting Group provides Best – Practices throughout Tool Do Identifying & Implementing the sofware and systems to enable key business and marketing processes. Executing tactics & campaigns that map back to business objectives and provide engaging customer experiences.
- 6. Purchasing / Engagement Cycle
- 8. 10. Improving conversions improves brand loyalty and revenues. Top 10 Reasons Digital Marketers Should Manage by the Numbers
- 9. Half the money I spend on advertising is wasted; the trouble is I don't know which half. John Wanamaker (attributed)US department store merchant (1838 – 1922) 6
- 10. A data driven marketer you can become.
- 11. 7. To strengthen your “Trusted Advisor” role with the boss
- 12. 7/28/11 9 6. It makes you smarter, taller, better looking, and more dangerous …
- 13. To provide customized, personalized experiences 7/28/11 10
- 14. 4. To predict behavior
- 15. 3. To strengthen the relationship with the bean counters who sign our checks
- 16. 2. To avoid being asked what all bosses ask: “What Have You Done for Me Lately?”
- 17. 1. Because digital marketing is the New Finance
- 18. To gain consumer insights, to take action and provide improved customer experiences. The Final Judgment
- 19. Improve Segment Insights from AnalyticsTurning data into information
- 20. Apply KnowledgeCreate experiences targeted for desired segments
- 21. Improve ResultsOrganizations using Web Analytics Have Higher Returns
- 22. Internet Business Models Sell products or create marketplace where products are sold. E-commerce & Marketplaces (ebay) Sell services or create a marketplace where services are sold. Lead Generation Networks (lending tree) Advertising – Publishers & Search (Google) Subscriptions – Content Creators (WSJ) Service Channels – For reducingcosts (online banking) The Methodologies apply to all business models. 19
- 26. Purchasing / Engagement Cycle
- 27. What Should we Measure?
- 32. Purchasing / Engagement Cycle
- 33. What Should we Measure?
- 35. 24 24 7/28/11
- 36. 7/28/11 25
- 37. MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING 26 26 7/28/11
- 38. 27
- 39. Let 1,000 flowers bloom 7/28/11 28
- 40. If I were given one hour tosave the planet, I would spend 59 minutes defining the problem and one minute resolving it. Albert Einstein 29
- 41. Online Marketing Strategic Development Process Where are we now? Analysis Success Metrics How do we know it’s working? Business Objectives Campaign Playbook Who does what and when? Where are we going? Marketing Strategy Online Marketing Tactics How do we get there? What is the plan to get there?
- 42. Know and Serve Customers 7/28/11 31
- 43. It’s tough to build a pyramid from the top down 32
- 44. Dynamics of Differentiation – Many Professional Services Companies 33 Play Win Win Play Win © 2008 - 2010 Lima Consulting Group Do not reproduce without the express written consent of Lima Consulting Group, LLC 33 7/28/11
- 45. Don’t do time. Avoid the crime. 7/28/11 34 Analyzing data in aggregate is a crime.
- 46. 35
- 47. Segment, then analyze 7/28/11 36
- 48. Segmentation Map: Custom Home Builder 7/28/11 37
- 49. The process of partitioning a market into groups of potential customers who share similar defined characteristics and who are likely to exhibit similar purchase behavior. Gambling Segments: Optimists, Critics, Dreamers, Managers, Analysts, and Pessimists E-commerce Modalities: Humanistic, Competitive, Spontaneous, & Methodical Services: Delegators, Validators, Do-It-Yourselfers A Primer on Segmentation 38
- 50. Professional Service Segmentation Profiles High Do it Yourselfers Validators Information Seekers Delegators Avoiders Ignore Rely Perceptions of Advisors 39 7/28/11
- 51. 7/28/11 40 Niche Buyers Quality Fanatics Delivery Buyers Traditionalists Price Fighters
- 53. Good parents Socially Influential Motivated by Fear Out of their element Embarrassed Upper middle class women Loving & Caring 42
- 54. Wall Street Gordon Gekko (1987) 43
- 55. If this were my dad, I’d be in this school too.
- 56. Segments for Online Purchasing Fast Slow Head Heart 45 7/28/11
- 57. Demographic Default language, registration data, data pulled from FB, LI, Twitter, etc… Psycho-graphic E-commerce profile, services profile, product usage profile, etc… Behavioral Based on observed behavior, product purchases, use of our website Precision vs “Spray and Pray”
- 61. Purchasing / Engagement Cycle
- 63. The Engagement Funnel Not engaged in Social Media Establish a presence Publishers, Writers, Editors, Filmmakers, Uploaders, Photographers, Critics, Leaders RESPONDERS JOINERS AMBASSADORS SPECTATORS INACTIVES Comment, Contribute, Edit, Critique, Vote, Add to what has been said Read, Listen, Watch, Review & Absorb
- 64. THE GATES COMPARED Sales Cycle Prospect Awareness Consideration Rapport Interest Qualify Preference Present Purchase Close Purchasing Cycle Retain Services 50 7/28/11
- 69. What Should we Measure?
- 71. Objective Setting for an e-commerce business 7/28/11 53
- 72. Layout the Plan using a roadmap 54 7/28/11
- 73. Most Effective Highly Effective Moderately Effective Occasionally Effective Rarely Effective
- 74. Closed Loop Marketing Requires Integration 56 Driving Engagement Driving Traffic Conversion Optimization
- 75. 57 This Stuff Wasn’t Made to Fit Together
- 76. The Online Marketing Suite: Optimization 3.0 CMO DASHBOARDS Internet Enterprise CRM Kiosks Call Center POS Teller Search Ad Networks Ad Exchange Mobile Video VISITORACQUISITION CONVERSION ONLINEANALYTICS CHANNELANALYTICS OPEN BUSINESS ANALYTICS PLATFORM Data Warehouse & APIs ONLINE MARKETING SUITE Complete – Open – Modular – Flexible
- 77. Best of Breed: Optimization v2.0 Targeting Testing Analytics Recommendations
- 78. Tool: Systems & Software Assessment 7/28/11 60 Needed or Inadequate Incomplete but adequate Long Term Stability Unknown PPC Bid Mgmt PPC Audit Operational Process System Service Delivery Post-Conversion Post-Click Pre-Click CMS+ personalization capability DMS / Knowledge Mgmt Keyword Research ? CRM + personalization capability Project Management Link Building Accounting System Web Analytics E-mail Marketing Software Landing Page Optimization Software
- 79. Side by Side Channel AnalysisCampaign Return on Investment 61 Show Actions and Metrics Correlate ROI across all campaign types, both online and offline Flexible campaign sourcing allowing users to choose between three options
- 81. Increase traffic to high-influence, low-traffic content.
- 83. Measures the performance of international expansion
- 85. Most Facebook Users Worldwide As of 7/22/2011
- 87. 7/28/11 67 Relevance based on User Behavior Improves Results Default Process Targeted Experiences Improve Conversion Target content to visitors based on behavior, profile parameters and/or business rules
- 88. 3 Rules of Online Marketing Test Test Test 68 7/28/11
- 89. 1 Version of the Truth!
- 91. Industry
- 92. Gender
- 93. State
- 94. CountryClassification Drilling Example 70 7/28/11
- 95. Online Business Optimization Evolution from A Channel to Business Strategy Automate certain customer interactions and activities based on real-time data, business rules and performance Innovate Leverage these measurements to make informed decisions about how to interact with customers Find and apply new insights to optimize your business based on a complete view of all interactions Extend Deliver reporting and dashboards to measure marketing performance Automate Bring together information from the Internet and the enterprise for a comprehensive view of customer interactions Execute Measure Measure Optimize
- 96. Email me for a Pay Per Click Worksheet plima@limaconsulting.com www.CMO.com Free Research at Omniture.com Call David and I to discuss your projects or career objectives in the industry. Bonus Tools & Resources
- 97. Allocate the Budget for PPC 7/28/11 73
- 98. Paul Lima (11) 2528 – 0401 (Sao Paulo) (212) 671-0309 (Philadelphia) plima@limaconsulting.com Twitter: Paul__Lima David Saxon (11) 2175 – 9555 (Sao Paulo) ( (Philadelphia) dsaxon@adobe.com Twitter: Developing, Deploying andMeasuring effective digital strategies
Hinweis der Redaktion
- BrokerageAdvertisingInfomediaryMerchantManufacturer (Direct)AffiliateCommunitySubscriptionUtilityType of Model:Description:BrokerageModel Brokers are market-makers: they bring buyers and sellers together and facilitate transactions. Brokers play a frequent role in business-to-business (B2B), business-to-consumer (B2C), or consumer-to-consumer (C2C) markets. Usually a broker charges a fee or commission for each transaction it enables. The formula for fees can vary. Brokerage models include: Marketplace Exchange -- offers a full range of services covering the transaction process, from market assessment to negotiation and fulfillment. Exchanges operate independently or are backed by an industry consortium. [Orbitz, ChemConnect]Buy/Sell Fulfillment -- takes customer orders to buy or sell a product or service, including terms like price and delivery. [CarsDirect, Respond.com]Demand Collection System -- the patented "name-your-price" model pioneered by Priceline.com. Prospective buyer makes a final (binding) bid for a specified good or service, and the broker arranges fulfillment. [Priceline.com]Auction Broker -- conducts auctions for sellers (individuals or merchants). Broker charges the seller a listing fee and commission scaled with the value of the transaction. Auctions vary widely in terms of the offering and bidding rules. [eBay]Transaction Broker -- provides a third-party payment mechanism for buyers and sellers to settle a transaction. [PayPal, Escrow.com]Distributor -- is a catalog operation that connects a large number of product manufacturers with volume and retail buyers. Broker facilitates business transactions between franchised distributors and their trading partners. Search Agent -- a software agent or "robot" used to search-out the price and availability for a good or service specified by the buyer, or to locate hard to find information.Virtual Marketplace -- or virtual mall, a hosting service for online merchants that charges setup, monthly listing, and/or transaction fees. May also provide automated transaction and relationship marketing services. [zShops and Merchant Services at Amazon.com]return to topAdvertisingModel The web advertising model is an extension of the traditional media broadcast model. The broadcaster, in this case, a web site, provides content (usually, but not necessarily, for free) and services (like email, IM, blogs) mixed with advertising messages in the form of banner ads. The banner ads may be the major or sole source of revenue for the broadcaster. The broadcaster may be a content creator or a distributor of content created elsewhere. The advertising model works best when the volume of viewer traffic is large or highly specialized. Portal -- usually a search engine that may include varied content or services. A high volume of user traffic makes advertising profitable and permits further diversification of site services. A personalized portal allows customization of the interface and content to the user. A niche portal cultivates a well-defined user demographic. [Yahoo!]Classifieds -- list items for sale or wanted for purchase. Listing fees are common, but there also may be a membership fee. [Monster.com, Craigslist, Match.com]User Registration -- content-based sites that are free to access but require users to register and provide demographic data. Registration allows inter-session tracking of user surfing habits and thereby generates data of potential value in targeted advertising campaigns. [NYTimes]Query-based Paid Placement -- sells favorable link positioning (i.e., sponsored links) or advertising keyed to particular search terms in a user query, such as Overture's trademark "pay-for-performance" model. [Google, Overture]Contextual Advertising / Behavioral Marketing -- freeware developers who bundle adware with their product. For example, a browser extension that automates authentication and form fill-ins, also delivers advertising links or pop-ups as the user surfs the web. Contextual advertisers can sell targeted advertising based on an individual user's surfing activity.Content-Targeted Advertising -- pioneered by Google, it extends the precision of search advertising to the rest of the web. Google identifies the meaning of a web page and then automatically delivers relevant ads when a user visits that page. [Google]Intromercials -- animated full-screen ads placed at the entry of a site before a user reaches the intended content. [CBS MarketWatch]Ultramercials -- interactive online ads that require the user to respond intermittently in order to wade through the message before reaching the intended content. [Salon in cooperation with Mercedes-Benz]return to topInfomediaryModel Data about consumers and their consumption habits are valuable, especially when that information is carefully analyzed and used to target marketing campaigns. Independently collected data about producers and their products are useful to consumers when considering a purchase. Some firms function as infomediaries (information intermediaries) assisting buyers and/or sellers understand a given market. Advertising Networks -- feed banner ads to a network of member sites, thereby enabling advertisers to deploy large marketing campaigns. Ad networks collect data about web users that can be used to analyze marketing effectiveness. [DoubleClick]Audience Measurement Services -- online audience market research agencies. [Nielsen//Netratings]Incentive Marketing -- customer loyalty program that provides incentives to customers such as redeemable points or coupons for making purchases from associated retailers. Data collected about users is sold for targeted advertising. [Coolsavings]Metamediary -- facilitates transactions between buyer and sellers by providing comprehensive information and ancillary services, without being involved in the actual exchange of goods or services between the parties. [Edmunds]return to topMerchantModel Wholesalers and retailers of goods and services. Sales may be made based on list prices or through auction. Virtual Merchant --or e-tailer, is a retail merchant that operates solely over the web. [Amazon.com] Catalog Merchant -- mail-order business with a web-based catalog. Combines mail, telephone and online ordering. [Lands' End]Click and Mortar -- traditional brick-and-mortar retail establishment with web storefront. [Barnes & Noble]Bit Vendor -- a merchant that deals strictly in digital products and services and, in its purest form, conducts both sales and distribution over the web. [Apple iTunes Music Store]return to topManufacturer(Direct) Model The manufacturer or "direct model", it is predicated on the power of the web to allow a manufacturer (i.e., a company that creates a product or service) to reach buyers directly and thereby compress the distribution channel. The manufacturer model can be based on efficiency, improved customer service, and a better understanding of customer preferences. [Dell Computer] Purchase -- the sale of a product in which the right of ownership is transferred to the buyer. Lease -- in exchange for a rental fee, the buyer receives the right to use the product under a “terms of use” agreement. The product is returned to the seller upon expiration or default of the lease agreement. One type of agreement may include a right of purchase upon expiration of the lease. License -- the sale of a product that involves only the transfer of usage rights to the buyer, in accordance with a “terms of use” agreement. Ownership rights remain with the manufacturer (e.g., with software licensing). Brand Integrated Content -- in contrast to the sponsored-content approach (i.e., the advertising model), brand-integrated content is created by the manufacturer itself for the sole basis of product placement. [bmwfilms]. return to topAffiliateModel In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, the affiliate model, provides purchase opportunities wherever people may be surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to affiliated partner sites. The affiliates provide purchase-point click-through to the merchant. It is a pay-for-performance model -- if an affiliate does not generate sales, it represents no cost to the merchant. The affiliate model is inherently well-suited to the web, which explains its popularity. Variations include, banner exchange, pay-per-click, and revenue sharing programs. [Barnes & Noble, Amazon.com] Banner Exchange -- trades banner placement among a network of affiliated sites. Pay-per-click -- site that pays affiliates for a user click-through.Revenue Sharing -- offers a percent-of-sale commission based on a user click-through in which the user subsequently purchases a product. return to topCommunityModel The viability of the community model is based on user loyalty. Users have a high investment in both time and emotion. Revenue can be based on the sale of ancillary products and services or voluntary contributions; or revenue may be tied to contextual advertising and subscriptions for premium services. The Internet is inherently suited to community business models and today this is one of the more fertile areas of development, as seen in rise of social networking. Open Source -- software developed collaboratively by a global community of programmers who share code openly. Instead of licensing code for a fee, open source relies on revenue generated from related services like systems integration, product support, tutorials and user documentation. [Red Hat]Open Content -- openly accessible content developed collaboratively by a global community of contributors who work voluntarily. [Wikipedia]Public Broadcasting -- user-supported model used by not-for-profit radio and television broadcasting extended to the web. A community of users support the site through voluntary donations. [The Classical Station (WCPE.org)]Social Networking Services -- sites that provide individuals with the ability to connect to other individuals along a defined common interest (professional, hobby, romance). Social networking services can provide opportunities for contextual advertising and subscriptions for premium services. [Flickr, Friendster, Orkut]return to topSubscriptionModel Users are charged a periodic -- daily, monthly or annual -- fee to subscribe to a service. It is not uncommon for sites to combine free content with "premium" (i.e., subscriber- or member-only) content. Subscription fees are incurred irrespective of actual usage rates. Subscription and advertising models are frequently combined. Content Services -- provide text, audio, or video content to users who subscribe for a fee to gain access to the service. [Listen.com, Netflix]Person-to-Person Networking Services -- are conduits for the distribution of user-submitted information, such as individuals searching for former schoolmates. [Classmates]Trust Services -- come in the form of membership associations that abide by an explicit code of conduct, and in which members pay a subscription fee. [Truste]Internet Services Providers -- offer network connectivity and related services on a monthly subscription. [America Online]return to topUtilityModel The utility or "on-demand" model is based on metering usage, or a "pay as you go" approach. Unlike subscriber services, metered services are based on actual usage rates. Traditionally, metering has been used for essential services (e.g., electricity water, long-distance telephone services). Internet service providers (ISPs) in some parts of the world operate as utilities, charging customers for connection minutes, as opposed to the subscriber model common in the U.S. Metered Usage -- measures and bills users based on actual usage of a service.Metered Subscriptions -- allows subscribers to purchase access to content in metered portions (e.g., numbers of pages viewed). [Slashdot]return to topAbout the author: Michael Rappa is director of the Institute for Advanced Analytics at North Carolina State University.
- We need to really understand how our prospects and clients are engaging with our brand online. Keep in mind that means more than just tracking what they are doing on our website. Once we have the data, we can benchmark this against, our competitors and even against our previous performance. We can see deer paths on our websites and turn them into highways if we understand why that content is frequently viewed. But it’s important to remember that the process is rooted in the data. It’s hard to offer advice to a segment without having gained consumer insights by observing them them.--------------------Business shift: online/channel to overall strategy Partners, employees, sales marketing, finance, operations, support, Hr no corp / business function is unaffected by WWWAfter a decade of digital disruption, online has moved from an ecommerce channel to a way of doing business. Businesses need to deliver the most relevant, personalized experiences that will exceed the expectations of their customer’s digital lifestyle. Online Business Optimization is the strategy that customers need to pursue to drive innovation & customer centric services in a digital worldOnline Marketing Suite empowers marketers to optimize customer interactions to create personalized and relevant customer experiences
- If you want to find actionable insights you need to segment your web analytics data. You need to separate out the various Sources, Behavior and Outcomes. AvinashKaushik The "monolith" does not come to your website. Your site does not exist for a singular reason either. The core drivers of traffic are magnificently different for each core group of visitors. So your website's really a mix of Visitor Sources, Visitor Behavior and your Desired Outcomes. When you look at all that in aggregate you get nothing. You think Average Time on Site means something. No! You think All Visits and Overall Conversion Rate gives you insights. Nyet! You think understanding Keywords without drilling down to each search engine will be awesome. Non! Author - Web Analytics 2.0 Blogger - Occam's RazorThen you'll understand behavior of micro-segments of your website visitors, which in turn will lead you to actionable insights because you are not focusing on a "glob" rather you are focused on a "specific".
- The items in red would require some level of integration between CRM and the financial system. The most interesting examples of this are companies that are bridging their analytics with CRM data
- The winner, after careful preparation, is confident he will win the war before he wages battle. The losers, without preparation, engage the enemy first, hoping they will win the fight. —Sun Tzu (4.14)
- We helped our client understand who their target was not based on intuition, but based on the data. With that understanding, we recommended that they create new content for tough talking, influential men.I’ve been using this image for years and it’s not a lesson on how to get 1m twitter followers or how to be a winner!
- Competitive ShoppersLikes to be the first to own a product, responds to new items, featured or best-sellers. Naturally, competitives want to win, so “…consolation prize! Grab it before it’s gone too!” is fitting - although consolation prize does suggest someone is not a winner…“…fastest GPS position accuracy in the industry” is a powerful selling proposition. The product description would serve competitives who prefer to scan copy better as a bullet list.Competitives are less likely to comparison shop and read lots of text, so making a compelling sales pitch in the email copy is essential. This text is also readable with images off.Offering exclusive web-only prices for a limited time speaks to competitives who like to have the edge on the regular folk.Spontaneous ShoppersResponds to sales, discounts, limited stock and time-limited offers (like day-only sales), so this campaign is appropriate.Spontaneous are text scanners, so bullets would be better here, too. They like to see products in action, a link to a demo video would be great. Or an enlarged image.They’re interested in what others bought, and how popular. Including a customer review star-rating and “how many” reviews there are for the Maestro model may help that spontaneous conversion.Methodical ShoppersLikes product details, very thorough in researching a purchase. So providing a product description and link to more details is great.Unfortunately, the product description doesn’t explain how the Maestro model is comparable to the Initial. Methodicals like side-by-side comparisons.“Fastest GPS position accuracy in the industry” is a powerful selling proposition - but as a methodical, I want back-up and proof before I believe the hype. But if I’m really interested I will read more, and hope the site has enough information for me to make the right decision.I like the phone number option, I can ask questions of the CSR in real-time. I just hope the CSR is knowledgable about the product.Humanistic ShoppersStar ratings and a sample review would help persuade humanistics, who value the opinions of others. The telephone number is great too, he or she knows a person is available to talk through the purchase and answer questions.The gratuitous use of exclamation points aside, Comp-U-Plus’ email includes something for every buying mode. It also provides links to other categories if the featured offer doesn’t do it for you.My recommendations would be to tweak the copy to include:Bullet points to make it easier to scanAn average star rating and link to all reviews (unfortunately there are none that belong to Comp-U-Plus.com)Some idea of how the Maestro compares to the InitialInformation on how to backorder the Initial.
- “It’s near impossible to predict an individual visitor’s purchase role and customer personality. But you can optimize your landing pages to “cover all the bases” if you understand what different customer types respond to.”
- These are many key performance indicators and they vary depending on the business objectives. Calls – tracked at the keyword levelThe most compelling stats are down in the purchase category and can offer incredible insights
- To get more meaningful understanding of how marketing dollars are contributing to sales, we need to have the ability to integrate the software within the organization. How could we calculate the profitability of a client without understanding the expenses associated with serving them? We’ve done this level of integration for our clients.
- Complete - Brings together best-of-breed marketing apps into one unified platformOpen - Access to data and business rules to build and connect new applicationsModular - Deploy as needed, including hundreds of best-in-class third party appsFlexible - Readily tailored to meet the specific requirements of individual customers
- Demo Implementation:Five traffic variables: page, site section, sub section, sub section 2, sub section 3, content type, content title. Participation with all eventsKPI:Registration participationContent velocity = Page view participation/visit
- Given these industry trends, our customers understand that they need to pursue Online Business Optimization as a strategy.However, many wonder on where to begin the journey?Most companies are at varying stages of online business optimization strategy. It is important to understand what are the key business requirements for your business and how each element in your marketing mix affects those KBRs. Your KBRs support your overall business strategy – start out by defining what success means to your organization.Then you can start measuring the key online business metrics that matter for your industry – for eg, conversion rates if you are a retail or ecommerce site, click through rates or subscriptions if you are an ad supported publisher etc.The next step is execution based on these key performance indicators. Ensure that the KPI’s are disseminated to product specialists, marketers, sales teams and finance – so they can make informed decisions on how to interact with customers. Next, automate the processes that are the low hanging fruit, processes that you have tested and have high confidence in, so you can free up the marketing and business analysts to think about optimizing the overall customer experienceOnce the basic processes are automated, marketing analysts can then extend the view of the customer to include information from their prior interactions with your business, as well as pulling together information that’s available on the internet. This requires that you integrate your online marketing applications with enterprise and internet applications for a complete view of the customer.Finally, establish an closed loop innovation process that brings together The pressure is on for marketing to contribute to the bottom line – growing market share, improving operational efficiencies and aligning with sales to drive revenue growth. Now there is an opportunity to take a process approach to marketing since online online marketing is highly measurable and more marketing channels are starting to become just as measurable.By accurately measuring key performance indicators that are tied to key business requirements, you can create a measurable increase in ROI.