In today’s modern global retail environment, customers and businesses alike are increasingly empowered by the new digital technologies and channels available right at their fingertips. But, this explosion in increased connectivity has meant an overwhelming wave of data and information. Businesses are challenged more than ever before to adopt a Data-Driven Digital Marketing Strategy and solutions to better manage that data deluge, understand their customers from every angle and surpass customers’ growing expectations for service.

1. Creating a Data-Driven
Digital Marketing Strategy
Lecturer: Sal Maiorano
Date: 17 Apr 2019

2. Content
● Define a digital marketing strategy
● Illustrate key elements of PPC campaign
● Classify the metrics and KPIs of digital marketing
● Develop a Social Media campaign
● Use Acquisition report in Google Analytics
● Analyse the key areas of data-driven strategy

3. What is a Digital
Marketing
Strategy?
A digital marketing
strategy is the series of
actions that help you
achieve your company
goals through carefully
selected online
marketing channels.

4. The Marketing Tactics
The 7 Ps are a set of recognised
marketing tactics, which you can use in
any combination to satisfy customers
in your target market.
Combining these different marketing
tactics to meet your customers' needs
and wants is known as using a 'tactical
marketing mix'.

5. The evolution of the Customer Buying Cycle

6. The 3 pillars of a Data-Drive Marketing Strategy
Select Your KPIsThe right data Put data in context

7. Measuring outcomes
In the online world, the website fulfil five common business objectives:
1. Ecommerce sites - sell products or services.
2. Lead generation sites - collect user information for sales teams to connect
with potential leads.
3. Content publishers - encourage engagement and frequent visitation.
4. Online informational or support sites - helping users find the information
they need.
5. Branding - drive awareness, engagement and loyalty.

8. Group Work 1
Think about your business or one you are familiar with and write the main
objective of the website.

9. PPC Pay Per Click

10. PPC stands for pay-per-click
PPC is a model of internet
marketing in which advertisers pay
a fee each time one of their ads is
clicked.

11. Google's revenue worldwide from 2002 to 2018 (in
billion U.S. dollars)
Advertising
revenue of
Google in 2018
85.3%

12. Campaign Setup Process
AD
Each Advert contains its own keywords.
AD GROUP
Group of Ads for quality and/or subject
CAMPAIGN
Configure language, geographic targeting and budget.
Campaigns contains multiple ad Groups
Campaign
AD
GROUP
AD
GROUP
AD AD AD AD AD
1. Campaign Architecture
2. Ad Group
3. Keyword selection and Ad Copies
4. Landing page

13. Campaign Organisation
Every account starts with a single campaign
Ask yourself, “What do I want to achieve with this campaign?” Your answer
might be to sell more coffee beans or gift baskets, for example.
Separate campaigns by theme or product line (such as coffee beans,
coffee gifts, teas). Or use the same structure for your campaigns as you do
for your website. If your website is already grouped into categories, your
job is almost done. Map your structure on paper first.

14. Ad Groups
An ad group contains one or more ads which target a shared set of keywords.
Each of your campaigns is made up of one or more ad groups.
Use ad groups to organise your ads by a common theme. For example, try
separating ad groups into the different product or service types you offer.

15. Keywords research
Keyword research is: “The process of defining the search terms we most want
target. Identifies the scale and volume of searches being performed for a
particular phrase”.
This is what Google says:
“Write down the main categories of your business and the terms or phrases that
might fall under each of those categories. Include terms or phrases your
customers would use to describe your products or services.”

16. New Campaign Set up

17. New Campaign Set up

18. New Campaign Set up

19. New Campaign Set up

20. PPC Metrics and KPIs

21. PPC Metrics and KPIs
• Clicks - When someone clicks your ad, like on the blue headline of a text ad,
Google Ads counts that as a click.
• Impressions - How often your ad is shown. An impression is counted each time
your ad is shown on a search result page or other site on the Google Network
• Click-Through Rate (CTR) - A ratio showing how often people who see your ad
end up clicking it. CTR is the number of clicks that your ad receives divided by the
number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you
had 5 clicks and 100 impressions, then your CTR would be 5%.

22. PPC Metrics and KPIs
• Average CPC - It is s based on your actual cost per click (actual CPC), which is the
actual amount you're charged for a click on your ad.
• Cost – It is the media spend you accrued over a period of time

23. PPC Metrics and KPIs
• Conversion - An action that's counted when someone interacts with your ad and
then takes an action that you’ve defined as valuable to your business, such as an
online purchase.
• Cost per conversion (Cost/Con) - It is simply your ad spend divided by the
number of conversions. It is also known as CPA Cost Per Acquisition.
• Conversion Rate - It is calculated by simply taking the number of conversions and
dividing that by the number of total clicks. For example, if you had 50 conversions
from 1,000 clicks, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.

24. Group Work 2
● Download “CTR, Cost/Con and Conversion Rate Analysis” file and fill the
missing KPIs
● What are the KWs with the worst CTR? What element of the PPC campaign
will you review in order to improve it?
● What are the KW with the worst Cost/Cov? What will you do to improve it?

25. Campaign View

26. Ad Group View

27. Questions
• What is the missing metric?
• What is the missing KPI?

28. Social MediaSocial Media

29. Social Media Strategy
● Is my audience on Social Media?
● What are my goals?
● What is the strategy to achieve those goals?
● How will I measure success?
● What existing content do I have to share?
● What kinds of content will I need to create?
● Who will manage it all?
● What incentive is there for people to become a fan of my Page? How
can I add value?

30. Content Audience Relevance Evaluation
How do we want to be
perceived?
What are we going to say,
share, comment on?
How are we going to do it?
Who do we want to be
associated with?
Who do we want to
influence?
Who do we want to engage?
What are important issues to
our audience?
How can we help, advise, add
value?
Can we do this frequently?
Can we measure if / how our
content matters?
How are we going to measure
if audiences care?
How are we going to measure
our relevance?
Do you (or can you) CARE?

31. 10 Likes Work colleague
70 Likes
150 Likes
300 Likes
Parents/sibling
Room mate
Spouse
https://www.nytimes.com/2015/01/20/science/facebook-knows-you-better-than-anyone-else.html

32. Group Work 3
You need to launch a Facebook Paid Ads campaign for the University of
Piemonte Orientale.
Please fill the brief (download Social Media Campaign Brief), and send it to the
Media Agency.

33. Improve buyer persona & targeting
Understating you Audience is key on Social Media Strategy:
● What is the demographics of your social audience?
● Where your audience are physically?
● What platforms are your audience using?
● What are their interests?
● Behaviour?

34. Facebook Ads – Campaign Set up

35. Facebook Ads – Create an Ad Set

36. Facebook Ads – Create an Ad Set - Targeting

37. Facebook Ads – Create an Ad Set - Platform

38. Facebook Ads – Create an Ad Set - Budget

39. Facebook Ads Metrics

40. Google Analytics

41. Defining “digital analytics”
Digital analytics is the analysis of quantitative data from your business or mobile
app to drive a continual improvement of the online experience that your
customers and potential customers have which translates to your desired
outcomes.

42. Create a Demo Account
1. Go to bit.ly/2VzrM8h
2. Click on
3. Sign in with your Gmail account

43. A quick overview

44. Key metrics and dimensions
● Dimensions - Describe characteristics of your users, their sessions and
actions
● Metrics - These are simply the quantitative measurements of users, sessions
and actions. Metrics are numerical data. They’re numbers.

45. Dimensions
Dimensions describe the data. They are the labels in the
rows of your reports. Think of a dimension as describing the
“what,” as in “what keyword did they use” or “what city is the
visitor from” or “what pages were viewed.”

46. Metrics
Metrics measure the data. Metrics are elements about a
dimension that can be measured. Think of a metric as
answering “how many” or “how long,” as in “how many visits”
or “how long a visitor was on the site.”

47. Dimensions and Metrics in the report
● Users (Visitors ) -The metric called “Users” measures the number of unique users that visit your site during
a certain time period.
● Sessions (Visits), are defined as a period of consecutive activity by the same user.
● Time based metrics “visit duration” or “time on page”.
● Bounce rate is the percentage of sessions with only one user interaction.
Acquisition Metrics Behavior Metrics Conversions Metrics

48. Acquisition reports
The Acquisition section helps you understand how people find your website.
These reports are valuable because they can help any business understand their
investment in digital marketing.
● What channels are driving the most traffic?
● Which sites are sending traffic to your site?
● Which campaigns are driving the most traffic?

49. Acquisition - Channel

50. Segmenting by Source and Medium
● Source: the origin of your traffic, such as a search
engine (for example, google) or a domain
(example.com).
● Medium: the general category of the source, for
example, organic search (organic), cost-per-click paid
search (cpc), web referral (referral).

51. Source/Medium View

52. Google Ads (PPC)
You can connect your Google Ads (PPC campaigns) to GA.
You will see the performance here

53. Group Exercise 4
● Download ABV, ROAS Analysis and fill the file with the missing metrics KPIS
Return On Ad Spend (ROAS) - It is one of the most important metrics for online
advertisers.
ROAS = (Revenue – Cost) / Cost
Average Basket Value (ABV) – it tracks the average €/$/£ amount spent each
time a customer places an order on a website or mobile app.
ABV = Total revenue / the number of orders.

54. Digital Marketing Strategy

55. What is digital marketing strategy?
Your digital marketing strategy is the series of actions that help you achieve your
company goals through carefully selected online marketing channels.
These channels include paid, earned, and owned media.

56. The SOSTAC Model

57. Group Work 5
Transform the Business Objective you set earlier on, into a SMART Objective.
● Specific
● Measurable
● Achievable
● Realistic
● Timing

58. Typical KPIs
Commerce website
● conversion rates
● average order value
● Conversions
Lead Generation Website
● conversion rate
● cost-per-lead
● Numbers of leads
Content publisher Website
● depth of visit
● new visitors percentage
● page/content depth
Informational Website
● length of visit and content depth
● percent of visit under 90 seconds
● top internal search phrases

59. The Digital Marketing Mix

60. The Conversion Funnel
Media Coverage
Awareness
Consideration
Conversion
Remarketing
Paid Influencers
Native Ads
Paid Social
Retargeting
Pay Per Click
Display Ads
Blog
Guest Posts
SEOEmail
CostPerAcquisition
Very
High
Great
TrafficScalability
Very
Reactive or Very Limited

61. Group Work 6
Based on the Digital Strategy file, create allocate €1mil marketing budget for the
next financial year.

62. Measuring Performance
What do we
want to achieve?
What is
happening?
Why is it
happening?
What should we
do about it?
Goal setting
Performance Measurement
Performance diagnosis
Corrective action
CONTROL
Who?
MEASURE
Who?
When?
How?
REVIEW
Who?
When?

63. Presenting results
How you present your results should be decided based on:
● Knowing the audience and responding to their needs (format, frequency, level
of details, use of jargon/abbreviations)
● Being easily able to update them to keep them useful
● Making them easy to share
● Knowing that the data is sound and that any interpretation required is available
within the report

64. “Without data, you're just another
person with an opinion.”
W. Edwards Deming (1982).