Take Your Marketing Measurement to the Next Level

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PR 20/20

Business News & Politik

Take Your Marketing Measurement to the Next Level

Presented by Laurel Miltner (@laurelmackenzie)
May 31, 2012

Change Velocity

• Accelerated rate of change
driven by technology innovations
• Trends and shifts in consumer
behavior demand
evolved marketing services
• New ways to reach target audiences,
measure and track communications Source: Wikipedia

• With challenge comes opportunity — tools can make our
lives easier, too

@laurelmackenzie

Selective Consumption

• Basic principle behind inbound marketing
• Consumers tune out traditional marketing
messages, choose what to consume and when
• Brands lose control, but gain loyalty by being there when
consumers need them
• Shifting budgets demand new strategies, tactics and
marketing skills

@laurelmackenzie

Success Factors

• Outcomes > outputs
• Metrics that impact the bottom line

Image from HubSpot shows traffic sources
and lead conversion rate.

@laurelmackenzie

Determine Objectives, Success Factors
and KPIs

• What do you want to
achieve?
• What factors impact this
goal?
• How will you truly measure
success?

@laurelmackenzie

Example 1

Image from Google Analytics shows geographic
origin of visits, drilled down to Cleveland.
@laurelmackenzie

Example 1

Image (top) from Google Analytics shows where Cleveland
visitors come from. Image (bottom) from HubSpot shows
Lead Management tool, basic lead data available.

@laurelmackenzie

Example 2

• Objective: Increase sales
• Success Factors:
• (KPI) Leads
• Engagement with lead-nurture outreach
• (KPI) Sales
• Look for:
• Actions that impact conversions (e.g. 80% of people who
complete lead form A visit page X)

@laurelmackenzie

Example 2

Image from HubSpot Enterprise shows the
pages that assist in lead conversions.

@laurelmackenzie

Marketing Tactics That Drive Results

@laurelmackenzie

Spotlight on Content

Buyer-
Nurturing
focused Sale
Campaign
content

Cross-channel promotion: Share related resources to Work closely with sales
• Blog drive the lead further teams to ensure consistent
• Social media through the purchase path messaging, understand the
• PR pitches buyer
• PPC ads
• Guest articles
• Email

@laurelmackenzie

Spotlight on Content

Sample Landing Page

Images from HubSpot show how a lead-nurturing email
campaign can follow content download.
@laurelmackenzie

Marketing Technology
(just a few examples)

@laurelmackenzie

Hybrid Professionals

• Proficient content creators
• Social media and tech savvy
• Analytical
• Business-minded
• Strategic

@laurelmackenzie

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Neil Kimberley

Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

Insurers' journeys to build a mastery in the IoT usage

Matteo Carbone

Some HCL environments are not utilized to their full extent, and that is unfortunate. If only specific modules (such as Files or Activities) are used in HCL Connections, it is not perceived and experienced as the Enterprise Social Network it truly is. If Sametime is only used for internal chat, you are missing out on integrating tailor-styled web-meeting facilities into your key processes. If an HCL Notes application is not accessible via the web, fewer users will be able to find it. Kick-start your HCL environment with three business cases that are low-hanging fruit. All you need is some (re)thinking and user adoption!

Boost the utilization of your HCL environment by reevaluating use cases and f...

Roland Driesen

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Ensure the security of your HCL environment by applying the Zero Trust princi...

Mondelez State of Snacking and Future Trends 2023

Insurers' journeys to build a mastery in the IoT usage

Boost the utilization of your HCL environment by reevaluating use cases and f...

Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...

Take Your Marketing Measurement to the Next Level

1. Take Your Marketing Measurement to the Next Level Presented by Laurel Miltner (@laurelmackenzie) May 31, 2012

2. The Need for Change @laurelmackenzie

3. Change Velocity • Accelerated rate of change driven by technology innovations • Trends and shifts in consumer behavior demand evolved marketing services • New ways to reach target audiences, measure and track communications Source: Wikipedia • With challenge comes opportunity — tools can make our lives easier, too @laurelmackenzie

4. Selective Consumption • Basic principle behind inbound marketing • Consumers tune out traditional marketing messages, choose what to consume and when • Brands lose control, but gain loyalty by being there when consumers need them • Shifting budgets demand new strategies, tactics and marketing skills @laurelmackenzie

5. Success Factors • Outcomes > outputs • Metrics that impact the bottom line Image from HubSpot shows traffic sources and lead conversion rate. @laurelmackenzie

6. How to Make the Move @laurelmackenzie

7. Determine Objectives, Success Factors and KPIs • What do you want to achieve? • What factors impact this goal? • How will you truly measure success? @laurelmackenzie

8. Example 1 • Objective: Increase brand awareness in Cleveland market • Success Factors: • (KPI) Website traffic from Cleveland • Local media and blog mentions, and resulting traffic • Social media reach and influence among Clevelanders • (KPI) Cleveland leads and sales • Reviews and referrals from Clevelanders @laurelmackenzie

9. Example 1 Image from Google Analytics shows geographic origin of visits, drilled down to Cleveland. @laurelmackenzie

10. Example 1 Image (top) from Google Analytics shows where Cleveland visitors come from. Image (bottom) from HubSpot shows Lead Management tool, basic lead data available. @laurelmackenzie

11. Example 2 • Objective: Increase sales • Success Factors: • (KPI) Leads • Engagement with lead-nurture outreach • (KPI) Sales • Look for: • Actions that impact conversions (e.g. 80% of people who complete lead form A visit page X) @laurelmackenzie

12. Example 2 Image from HubSpot Enterprise shows the pages that assist in lead conversions. @laurelmackenzie

13. Marketing Tactics That Drive Results @laurelmackenzie

14. Integrated Approach @laurelmackenzie

15. Spotlight on Content Buyer- Nurturing focused Sale Campaign content Cross-channel promotion: Share related resources to Work closely with sales • Blog drive the lead further teams to ensure consistent • Social media through the purchase path messaging, understand the • PR pitches buyer • PPC ads • Guest articles • Email @laurelmackenzie

16. Spotlight on Content Sample Landing Page Images from HubSpot show how a lead-nurturing email campaign can follow content download. @laurelmackenzie

17. How to Make it Happen @laurelmackenzie

18. Marketing Technology (just a few examples) @laurelmackenzie

19. Hybrid Professionals • Proficient content creators • Social media and tech savvy • Analytical • Business-minded • Strategic @laurelmackenzie

Take Your Marketing Measurement to the Next Level

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