Real-Time Marketing Approach. Putting Information Into Action

Transcription

1 Real-Time Marketing Approach Putting Information Into Action

2 The Opportunity Data is becoming the new raw material of business with an economic input almost on a par with capital and labor. Every day I wake up and ask, how can I flow data better, manage data better, analyze data better? Rollin Ford, CIO of WalMart

3 The Opportunity We know where you are. We know where you ve been. We can more or less know what you re thinking about... in a couple of years the technology will be so good it will be very hard for people to watch or consume something that has not in some sense been tailored for them. Eric Schmidt

4 The Opportunity

5 The Opportunity

6 7 Principles of Real-Time Marketing Approach 1. Be data driven. Invest in appropriate online reporting solutions 2. Build your marketing programs around your target audiences and make sure online and offline channels are integrated 3. Set marketing objectives that are specific and measurable 4. Track every campaign and every dollar 5. Invest in campaign landing pages that are targeted to each promotion and tested 6. Make sure your online reporting is timely, concise and actionable 7. Learn to Fail Fast

7 What Does the Data Say?

8 What does the Data Say? Web analytics tools have increased greatly in power, sophistication and accuracy in recent years. The licensing cost of many of them is ZERO

9 What does the Data Say? Google Analytics: Language Allows you to see where you already hold market share Helps in selection of new geo targets Provides guidance in prioritization of dedicated sites and/or language translations

10 What does the Data Say? Google Analytics: Mobile Device Info Teaches you about preferences of your audience and shapes your mobile strategy Prioritizes the high mobile traffic pages allowing you to create mobile versions of these pages first (events/deals)

11 What does the Data Say? Google Analytics: Pathing Give insights into the paths different users take on your website. Segmenting this type of report by geo or language can give insight into the type of content different regional users are looking for, and how they are finding it.

12 What does the Data Say? Google Analytics: Site Search Information needs of site visitors is the best way to determine new pages to build on the site or types of content to promote on the homepage Social Reports Great way to find out what users are sharing

13 What does the Data Say?

14 What does the Data Say? Bright Edge Competitor analysis Unique share of voice Keyword ranking improvement Advanced keyword monitoring

15 How Do You Use What You ve Learned

16 Applying Your Knowledge Building marketing programs around your audiences Creating targeted content strategies Dynamic content delivery in all marketing channels Web Mobile and Social Connecting offline and online

17 Applying Your Knowledge Interest: keyword Mardi Gras Geography: New York Targeting and Personalization

18 Applying Your Knowledge Geography and Previous engagement Targeting and Personalization

19 Applying Your Knowledge Subscriber Profiles Behavioral Targeting Targeting and Personalization

20 Applying Your Knowledge Social Media Content Facebook Connect for log in Facebook Open Graph to find friends who have Florida connections: select a friend and ask them a question (on the friend s Facebook wall) post a Florida related travel question as your status customize content based on user s FB profile and activity

21 Applying Your Knowledge 50% 40% 30% 20% Lowest Landing Page Bounce Rate 37% 32% 31% 26% 24% 21% 10% Week 4 Week 6 Week 7 Week 8 Week 9 Week 11 $4.50 $4.00 $3.50 Average Cost Per Conversion $4.20 $4.17 $4.01 $3.95 $3.48 $3.31 $3.00 Week 4 Week 6 Week 7 Week 8 Week 9 Week 11

22 Applying Your Knowledge

23 Applying Your Knowledge

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25 Applying Your Knowledge CONNECTIONS mi

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30 Metrics that Matter

31 Metrics That Matter 1. Audience 2. Engagement People Visits Bounce Rate Page Views Per Visit 3. Signals of Intent to Travel Time on Site Social Media Sharing & Engagement Check Pricing & Availability Deal & Offer Views Click Through to Partner Website Views of Detailed Listing Information Sign Up Guide Order Map Views & Interactions Bookings

32 Metrics That Matter Clear, Actionable Reporting

33 Key Take-Aways

34 7 Principles of Real-Time Marketing Approach 1. Be data driven. Invest in appropriate online reporting solutions 2. Build your marketing programs around your target audiences and make sure online and offline channels are integrated 3. Set marketing objectives that are specific and measurable 4. Track every campaign and every dollar 5. Invest in campaign landing pages that are targeted to each promotion and tested 6. Make sure your online reporting is timely, concise and actionable 7. Learn to Fail Fast

35 Questions & Discussion Angie Briggs