better marketing research through better analytics
DESCRIPTION
Are we asking the right questions of our marketing? This presentation is about where the greatest areas of opportunity are in our marketing. A lot of this presentation is visual, not sure if the notes will appear on slideshare...TRANSCRIPT
Better marketing through
better questions
Your goals?
• Learn how to improve your marketing ROI
• Learn how to find new/better audience
• Learn how to evangelize your program
• Make them see your importance, brilliance, and general attractiveness
marketing an old message
this is not round
what do those balls even mean?
My goal
• We need to think more like generalists
• Then, we can act like specialists
• Don’t install “lead plumbing”
the math of money
revenue
profitability
cash flow
x
=
revenue
profitability
cash flow
x
=
$$$ $$
revenue
profitability
cash flow
x
=
$$$ $$
better questions
what? why? how?
this question is...
are you asking?
how do you answer?
getting a good answer?
is this realistic?
boring interesting catalytic
100% 90% 1.47%
reports brains vision
90% 10% 1.47%
yes YES hmm...
Answering “what”
• Early in your process - audience research
• During - reporting
• After - . . . reporting
Answering “why”
• First, you need to ask . . . the right way
• Failure can not be failure.
• Gestapo tactics - not a good idea
• Keeping your motivation a secret isn’t either
• “What do you think about . . . ?”
who to ask?
• Who in your organization can answer questions without bias?
• If your analytics team can’t moderate this conversation, it’s time to “make changes”
what you’ll get back
• Laziness - the “intrinsic value” model
• Brilliance - the “I care” model
when to ask “why”
search impression click conversion
now?
when to ask “why”
search impression click conversion
now?
landing page
when to ask “why”
search impression click conversion
now?
landing page cart
when to ask “why”
search impression click conversion
now? yes.
[a whole bunch of stuff]
- site speed- message consistency- navigation, implied architecture- usability- content (scan-worthy)- site experience- cart experience- account experience- payment experience- follow-up
measure what’s important
• Once we have some context, we can establish KPIs (what) and understand them
• Map KPIs directly to tactics
• Know how to react
• Have a plan for when to leave KPIs behind
So, what’s all this “how” business?
so . . . an SEO, a usability guy, and a programmer walk into a bar...
in the land of 1 sun . . .
the land of 1,000 suns . . .
GO!
how?
Time 10 25 50 100
2 weeks
1 month
1 quarter
6 months
$4 $10 $20 $40
$8 $20 $40 $80
$26 $65 $130 $260
$52 $130 $260 $520
BP Increase in conversion
Revenue forfeited (thousands)
$50k/week revenue @ 2.5% conversion rate
Who does it right?
Who does it right?
vision technology marketingfinance andoperations
merchandising
marketing marketing marketing
doggy bag
• Don’t ask what until you know why
• Get people educated on the big picture
• Build context
• Define KPIs with a plan of action
• See if your company can handle how
• Pick your sun
• Ask specialists to weigh in on things outside their realm
• Be patient. This will hurt.
thanks
@evanlapointe
http://www.AtlantaAnalytics.com