smart, scalable, & sophisticated: how to optimize your marketing, not just your conversion rate

copyright © 2013 [meta]marketer Inc., Nashville, TN

Smart, Scalable, and Sophisticated:

How to Optimize Your Marketing, Not Just Your Conversion Rate

!

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[presented by] Kate O’Neill,

CEO of [meta]marketer


Who’s Kate O’Neill?‣ linguist by education, passionate about how we communicate,

driven by improving customer experience, and geeky about data

‣ first departmental website at UIC, first intranet at Toshiba, first content manager at Netflix

‣ described by Adobe Test&Target product manager as “on the bleeding edge of web optimization--she's creating the best practices instead of following them.”

‣ past roles at Toshiba, HCA, Magazines.com, lots of startups, etc.

‣ Marketing analytics, optimization, insights, strategy

‣ We help clients understand their customers based on data and insights from their marketing efforts so they can be more effective in creating lasting relationships with them.

‣ Four years old; large and high-growth clients have included Symantec / PC Tools, Ingram Book Publishing, XO Communications, Grand Ole Opry, and dozens of other e-commerce, B2B, companies and brands.

What’s [meta]marketer?


me: @kateo [m]m: @metamarketer

<3 Twitter?


growing marketing

effectiveness yields bigger wins than

an increase in conversion rate

in a single campaign or channel.


Marketing that starts with

relevant customer experiencesand then

continues to improve through a

disciplined and data-driven approach

is the most effective and ultimately most profitable

marketing.


Empathy Experience Effectiveness Efficiency

datainstinct

creative analytical


dashboardrevised audience matrixrevision stage revised

scheduled reportrevised flow map

draft stage scheduled reportdraft flow mapdraft audience matrix

dashboard sketch

sketch audience matrix feasibility reviewsketch flow mapwhiteboard

stage ad hoc report

EfficiencyEffectivenessExperienceEmpathy


Introducing...the Next Big Thing

in the Startup World.

Wonderful Cat Wings, LLC*

cat wingsonderful

*May be a fictional company.

+ = $I mean, right?

The Basic Idea

“We need SEO!”So we can convert all those “cat wings” searchers!

http://www.apple.com/

http://www.apple.com/


And the ones who ARE searching for it:


Well, crap. Maybe we don’t have

a market.


Figure out your sweet spotConsideration Preference Purchase LoyaltyAwareness

cat accessories cat clothing feathery cat wingscat wings wonderful cat wings

The Sweet Spot

suggested marketing effort

potential traffic likely conversion


Emerging vs. established concepts

‣ Are people actually searching for and talking about your concept?

‣ Or are you basing your online acquisition model on wishes and unicorns?


What if we back up a step?


search social

landing pages

conversion

measure

measure

measure m

easureinsights in

sights

insights


First pass: whiteboard-levelpeople with cats who spoil them

people who buy cat clothes

people who buy premium cat foods ???

motivation

message

test channel

give their cat the best

doesn't your cat deserve it?

Facebook

take pictures, show adorable cat

Instagram, Pinterest

nothing is as cute as cat wings

give cat the best life

???

???

??? ??? ??? ???

??? ??? ??? ???

???

???

???

???

???


Your kitty is your little

angel. Doesn't he

deserve wings?

wonderfulcatwings.com

Only the best for your kitty. Visit us online and see our wonderful selection of wings that your cat can wear.

how a sketch-level ad concept might read:


Facebook = awesome for testing demographics.

second pass: draft-levelcat spoilers, unaware of

wings

cat spoilers, aware of

related market

aware of wings aware of brand

previouscustomer

how might you recognize them

by search terms by search termsdirect traffic;

concept searches

direct traffic; brand searches

direct access to login page;

cookie

what types of search terms

cat accessories, cat toys cat clothing

cat wings, gold cat wings

Wonderful Cat Wings

{brand} + login or help

what do they need to move

forward

cat wings are ideal cat toy, accessory

images of cats in cat wings?

selection? price? quality?

quality? return policy?

support? appreciation?

how to measure success

engagement purchase; signup for newsletter

purchase purchase? return visits, referrals

etc


Reinvest insights to achieve sophistication and profits.

!

$$$$$$

324795 938465 843651425638836559 984632 093640337485304858 444093 738930374583183294 272727 002929282644292002 333303 172394272893018393 266549 745218132235336785 667393 123641123675019838 593000 127840183934091274 028344 120309324895987343 234988 102883123489987234 235408 234878890720


Watch small gains grow into big wins.


Your call to action:Email me your favorite a-ha moment about customer empathy to be registered free for our next webinar, coming up in June.

For questions and follow-up:

‣ [email protected]

‣ Twitter: @kateo / @metamarketer

‣ LinkedIn: kateoneill

Thank you for your time.?

???

smart, scalable, & sophisticated: how to optimize your marketing, not just your conversion rate

Business

whats metamarketer

ceo of metamarketer

marketing analytics

tnwhos kate oneill

rstcontent manager

highgrowth clients

ingram book publishing

symantec pctools