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LIVErtising 2018 05 Webvertising: half artist half scientist

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Keynote 05 of my Master course in digital marketing communication at IHECS, Brussels

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LIVErtising 2018 05 Webvertising: half artist half scientist

  1. 1. LIVErtising.net !1 8 Webvertising: half ARTIST half SCIENTIST LIVErtising 18.05 Lecture version
  2. 2. LIVErtising.net !2
  3. 3. LIVErtising.net 3
  4. 4. LIVErtising.net !4
  5. 5. LIVErtising.net !4
  6. 6. LIVErtising.net !4
  7. 7. LIVErtising.net !4
  8. 8. 1 1
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  11. 11. LIVErtising.net 6 What?
  12. 12. LIVErtising.net !7 ??? ??? Which is better? a b
  13. 13. LIVErtising.net !7 ??? ??? Which is better? a b
  14. 14. LIVErtising.net !7 ??? ??? Which is better? a b
  15. 15. LIVErtising.net !7 ??? ??? Which is better? a b 50% 50%
  16. 16. LIVErtising.net !7 ??? Which is better? a b 50% 50%
  17. 17. LIVErtising.net !7 Which is better? a b 50% 50%
  18. 18. LIVErtising.net !7 a b 50% 50%
  19. 19. LIVErtising.net 8
  20. 20. LIVErtising.net 8
  21. 21. LIVErtising.net 8 Ver A = control version Ver B = test version
  22. 22. LIVErtising.net 9 A/B testing possibilities
  23. 23. LIVErtising.net 9 A/B testing possibilities
  24. 24. LIVErtising.net 9 A/B testing possibilities Layout
  25. 25. LIVErtising.net 9 A/B testing possibilities Layout Visuals
  26. 26. LIVErtising.net 9 A/B testing possibilities Layout Visuals Price
  27. 27. LIVErtising.net 9 A/B testing possibilities Layout Visuals Price Trust elements
  28. 28. LIVErtising.net 9 A/B testing possibilities Layout Visuals Price Trust elements Copy, CTA…
  29. 29. LIVErtising.net 10 Examples?
  30. 30. LIVErtising.net 11 www.abtestcases.com/
  31. 31. LIVErtising.net 11 www.abtestcases.com/
  32. 32. LIVErtising.net 11 www.abtestcases.com/
  33. 33. LIVErtising.net 11 www.abtestcases.com/ Text
  34. 34. LIVErtising.net 12 www.abtestcases.com/
  35. 35. LIVErtising.net 12 www.abtestcases.com/
  36. 36. LIVErtising.net 12 www.abtestcases.com/
  37. 37. LIVErtising.net 12 www.abtestcases.com/ Visuals
  38. 38. LIVErtising.net 13 www.abtestcases.com/
  39. 39. LIVErtising.net 13 www.abtestcases.com/
  40. 40. LIVErtising.net 13 www.abtestcases.com/
  41. 41. LIVErtising.net 13 www.abtestcases.com/
  42. 42. LIVErtising.net 14 www.abtestcases.com/
  43. 43. LIVErtising.net 14 www.abtestcases.com/
  44. 44. LIVErtising.net 14 www.abtestcases.com/
  45. 45. LIVErtising.net 14 www.abtestcases.com/
  46. 46. LIVErtising.net 14 www.abtestcases.com/ Trust elements
  47. 47. LIVErtising.net 15www.abtestcases.com/
  48. 48. LIVErtising.net 15www.abtestcases.com/
  49. 49. LIVErtising.net 15www.abtestcases.com/
  50. 50. LIVErtising.net 15www.abtestcases.com/ Price
  51. 51. LIVErtising.net 16 http://www.abtestcases.com/
  52. 52. LIVErtising.net 17 Technique?
  53. 53. LIVErtising.net !18
  54. 54. LIVErtising.net !18
  55. 55. LIVErtising.net !18
  56. 56. LIVErtising.net !18
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  60. 60. LIVErtising.net !19
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  64. 64. LIVErtising.net !19
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  66. 66. LIVErtising.net !19
  67. 67. LIVErtising.net !19
  68. 68. LIVErtising.net !19
  69. 69. LIVErtising.net 20
  70. 70. LIVErtising.net 20
  71. 71. LIVErtising.net 20 control ver: ”longpost”
  72. 72. LIVErtising.net 20 control ver: ”longpost” test ver: ”shortpost”
  73. 73. LIVErtising.net 20 &utm_source=facebook&utm_content=longpost control ver: ”longpost” test ver: ”shortpost”
  74. 74. LIVErtising.net 20 &utm_source=facebook&utm_content=shortpost &utm_source=facebook&utm_content=longpost control ver: ”longpost” test ver: ”shortpost”
  75. 75. LIVErtising.net 20 &utm_source=facebook&utm_content=shortpost &utm_source=facebook&utm_content=longpost utm tracking parameters in a URL control ver: ”longpost” test ver: ”shortpost”
  76. 76. LIVErtising.net 21
  77. 77. LIVErtising.net 22
  78. 78. LIVErtising.net 23
  79. 79. LIVErtising.net 24
  80. 80. LIVErtising.net !25 https://www.youtube.com/watch?v=inq0UkGE-jE&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=9
  81. 81. LIVErtising.net !25 https://www.youtube.com/watch?v=inq0UkGE-jE&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=9
  82. 82. LIVErtising.net 26 Process?
  83. 83. LIVErtising.net 27 What are the building blocks of any activity? P E M P E M
  84. 84. LIVErtising.net !28
  85. 85. LIVErtising.net !28 P
  86. 86. LIVErtising.net !28 P E
  87. 87. LIVErtising.net !28 P E M
  88. 88. LIVErtising.net 29
  89. 89. LIVErtising.net 29
  90. 90. LIVErtising.net 30 Measurement: requirements a b 50% 50%
  91. 91. LIVErtising.net 30 Measurement: requirements a b 50% 50%
  92. 92. LIVErtising.net 30 Measurement: requirements a b 50% 50%
  93. 93. LIVErtising.net 30 Measurement: requirements a b 50% 50%
  94. 94. LIVErtising.net 30 Measurement: requirements a b 50% 50%
  95. 95. LIVErtising.net 31
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  97. 97. LIVErtising.net 33
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  99. 99. LIVErtising.net 34
  100. 100. 1 2
  101. 101. LIVErtising.net 36
  102. 102. LIVErtising.net 37
  103. 103. LIVErtising.net 38 Measuring digital activity : online tracking AmplifyInteractBuild a presence
  104. 104. LIVErtising.net 38 Measuring digital activity : online tracking Amplify Interact Build a presence
  105. 105. LIVErtising.net 38 Measuring digital activity : online tracking Amplify Interact Build a presence Visits, unique visitors, repeat visitors, bounce rate
  106. 106. LIVErtising.net 38 Measuring digital activity : online tracking Amplify Interact Build a presence Visits, unique visitors, repeat visitors, bounce rate Visit duration, page views, Conversion (visit > lead > sales), PDF download, newsletter subscription, …
  107. 107. LIVErtising.net 38 Measuring digital activity : online tracking Amplify Interact Build a presence Visits, unique visitors, repeat visitors, bounce rate Visit duration, page views, Conversion (visit > lead > sales), PDF download, newsletter subscription, … RSS, shares, embeds, viral effect, hashtag engagement
  108. 108. LIVErtising.net 39
  109. 109. LIVErtising.net 39
  110. 110. LIVErtising.net 39
  111. 111. LIVErtising.net Measure: KPIs are **not** metrics
  112. 112. LIVErtising.net 41
  113. 113. LIVErtising.net 41
  114. 114. LIVErtising.net 41
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  119. 119. LIVErtising.net 41
  120. 120. LIVErtising.net 41
  121. 121. LIVErtising.net 41
  122. 122. LIVErtising.net !42 Bounce rate
  123. 123. LIVErtising.net !43 https://ceblog.s3.amazonaws.com/wp-content/uploads/2015/11/what-is-bounce-rate.png
  124. 124. LIVErtising.net
  125. 125. LIVErtising.net
  126. 126. LIVErtising.net
  127. 127. LIVErtising.net
  128. 128. LIVErtising.net
  129. 129. Analytics : ENGAGEMENT & CONVERSION, **not** visits or fans
  130. 130. Analytics : ENGAGEMENT & CONVERSION, **not** visits or fans
  131. 131. Analytics : ENGAGEMENT & CONVERSION, **not** visits or fans
  132. 132. 1 3
  133. 133. LIVErtising.net !51 https://youtu.be/mf_DTA7CW9Q
  134. 134. LIVErtising.net !51 https://youtu.be/mf_DTA7CW9Q
  135. 135. LIVErtising.net !52
  136. 136. LIVErtising.net 53
  137. 137. LIVErtising.net 53 eye tracking
  138. 138. LIVErtising.net 54
  139. 139. LIVErtising.net 54 click heatmap
  140. 140. LIVErtising.net !55 https://www.paulolyslager.com/heatmap-hot-or-not/
  141. 141. LIVErtising.net !55 https://www.paulolyslager.com/heatmap-hot-or-not/
  142. 142. LIVErtising.net !55 https://www.paulolyslager.com/heatmap-hot-or-not/
  143. 143. LIVErtising.net !55 https://www.paulolyslager.com/heatmap-hot-or-not/
  144. 144. LIVErtising.net !55 https://www.paulolyslager.com/heatmap-hot-or-not/
  145. 145. LIVErtising.net !55 https://www.paulolyslager.com/heatmap-hot-or-not/
  146. 146. 1 4
  147. 147. LIVErtising.net 57
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  149. 149. LIVErtising.net 58
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  158. 158. LIVErtising.net 60
  159. 159. LIVErtising.net
  160. 160. LIVErtising.net
  161. 161. LIVErtising.NET IHECS2015-16 !62
  162. 162. LIVErtising.NET IHECS2015-16 !62
  163. 163. LIVErtising.net 63 https://developers.google.com/maps/
  164. 164. LIVErtising.net 64
  165. 165. LIVErtising.net 65
  166. 166. LIVErtising.net 66 https://marketingland.com/snapchat-opens-advertising-api-everyone-234429
  167. 167. LIVErtising.net 67
  168. 168. LIVErtising.net !68 1 1 A/B testing 2 1 Analytics (bounce rate) 3 1 Heatmaps/UX 4 1 APIS
  169. 169. LIVErtising.net !69
  170. 170. Appendices
  171. 171. LIVErtising.net !71 http://goo.gl/bL9ldv
  172. 172. LIVErtising.net 72 http://conversionsciences.com/blog/ab-testing-tools/?ref=quuu&utm_content=bufferf770a&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer
  173. 173. LIVErtising.net !73 https://vwo.com/resources/
  174. 174. LIVErtising.net !73 https://vwo.com/resources/
  175. 175. LIVErtising.net =8
  176. 176. LIVErtising.net =8
  177. 177. LIVErtising.net 75 https://analytics.google.com/analytics/academy/course/6?utm_medium=email&utm_source=announcement&utm_campaign=evergreen_launch

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