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

evan.lapointe@searchdiscovery.com

http://www.AtlantaAnalytics.com