Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
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Transcript of Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
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Analytics, Search, Social Media, Optimization:
Why Has Marketing Gotten So Geeky?
presented by: Kate O’Neill
CEO & Founding Partner, [meta]marketer
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Paging Dr. Drucker:
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
“Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation.Marketing and innovation produce results; all the rest are costs.”
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Traditional Marketing Path
AwarenessAwareness PreferencePreference PurchasePurchase LoyaltyLoyalty
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What’s changed?SearchSocialAnalyticsTechnologies
not to mention…customer expectations of
relevance, usability,
portability, etc.
Let’s look at the landscape >
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How do you plan for all this?
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Let’s Talk About Search.
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What’s changing in
the Web landscape?
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Remember the Pre-Search Web?
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And then...
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Google changed
everything.
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The Consequences of Google
Emphasis on ranking high in the ‘One True Search’
led to Emphasis on inbound links at any cost
which led to Creation of web litter, spam sites, bogus articles, spam blog comments, questionable endorsements, an industry of “experts”, etc
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The Audacity of Google
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Facebook Moving In On Google’s Turf
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It’s (Almost) a Post-Search World,
Baby
But we’re a changed user baseBringing the mindset of shady SEO to social media (unfortunately) - manipulate results, rank high, add junkWe’ve got hundreds of “experts” early in the game. Really?
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How Many ‘Experts’
Are There Really?13,00013,000
??
36,00036,000??
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It All Comes Around Eventually
Twitter lists take us right back to the
manual link-building,
curation modelEmphasis on
“friendsourcing” vs
“crowdsourcing”
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So: what’s changing in the Web landscape?Google > FacebookSearch > SpontaneityFindability > Trustability
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And let’s not forget “the Cloud”
Data portabilityMobile apps & mobile webLocation-based apps & gamesAugmented realityContext relevance takes on geography and proximity
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The “Burden of Proof”
In a digital world, everything is potentially measurable
Business insights need data and validation
Marketing has the opportunity to move from the hot seat to the driver’s seat with the tools to inform the business
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Analytics: With Great Power Comes Great
Accountability.
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Analytics Process at a Glance
Determine KPIsWhat factors will determine success? What’s actionable?
Establish a baselineWhere are the pain points?What’s the range?
PrioritizeWhat’s most critical?What’s easiest?
ValidateForm a hypothesisTest
AnalyzeCompare with baselineExtrapolate to ROI
source: Omniture SiteCatalyst Basic User Training Workbook
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What’s measurable?Traffic
Sources (finding methods)Composition (visitor profile)
EngagementNavigationContent
Conversion
"Not everything that can be counted counts, and not
everything that counts can be counted."
- Albert Einstein
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What’s meaningful?
“Where in the site are visitors most often deciding to leave?”
“Where do visitors most often go after using the internal search?”
“Do visitors who come in on blog posts actually visit the rest of the
site?”
“What search terms are used by the people who are most likely to
purchase?”
In other words:
start with a good question.
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Planning is Key to Analysis
Anticipate
Implement
Modify
Data collection begins!
Incremental data only
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Conversion Metrics
Conversion Rate (Orders or Leads per Visit)OrdersRevenueLeads Generated Offline Sales Completed
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Model the Siteidentify actions / events, content hierarchies, products
(e-commerce), and potentially interesting characteristics
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Types of Reports
Metrics TrendingPathing
Next Page / Previous PageFall-out
Dashboards
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Trending
helpful in spotting anomalies in patterns
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Funnels
helpful with path fall-out visualization
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Page Flow
helpful in spotting
content & navigation problems
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Dashboards
helpful in reviewing KPIs at a glance
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Traffic: Who’s coming to
the site?
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Examples of Traffic Metrics
VisitsPage ViewsTraffic SourcesUnique Visitors
Wait... what’s the difference between ‘absolute unique’ and ‘daily/weekly unique’?
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Visitors: aren’t we all unique?
Mon: Joe, Jane, JeffTues: John, JackWeds: James, JillThurs: Jeff, Jason,
JackFri: Jay, Joel, John
How many visits? at least 13How many visitors? 13
How many unique daily visitors? 13How many unique weekly visitors? 10
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Engagement: What’s happening once people get
there?
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Examples of Engagement
MetricsReturn VisitsTime on Site / Time Spent per VisitBounce Rate
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Are You Ready for the Social
Web?
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Defining Social Media
•publishing power to the masses
•participation
•conversation
•accountability, transparency, measurability
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What do we mean by social media?
•Twitter, Facebook, MySpace, LinkedIn, blogs
•but also
•YouTube, Ning, Flickr, Vimeo, Bebo, Last.fm, imeem, Plaxo, Tumblr, etc.
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Social Media Measurements
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Traditional Marketing Path
AwarenessAwareness PreferencePreference PurchasePurchase LoyaltyLoyalty
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Social Marketing Path
Reach / Reach / Exposure / Exposure / AwarenessAwareness
EngagemeEngagementnt InfluenceInfluence Goal ActionGoal Action
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Social Marketing PathSelect Measures
# of Visits# of Visits# of Visitors# of VisitorsCommentsComments
Click-throughsClick-throughsDurationDuration
Repeat visitsRepeat visitsRegistrationRegistration
RetweetsRetweets
Purchase Purchase ConsiderationConsiderationLikelihood to Likelihood to RecommendRecommend
PurchasePurchaseAttend eventAttend eventTell a friendTell a friend
ContactContact
Reach / Exposure / Awareness
Reach / Exposure / Awareness
EngagementEngagement InfluenceInfluencePerformance
of Goal Action
Performance of
Goal Action
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What are Ideal Measures?
Reach
Clickthroughs
Purchases
Awareness
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Unprecedented Technologies: A
Look at Optimization
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How are most design decisions
made?
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HPPO
HighestPaidPerson’sOpinion
Not irrelevant, but not comprehensive.
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By Committee
“I need my department to be featured on the home page!”
“Can we use something other than red for the Buy buttons? I hate red.”
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Designer’s Aesthetic
Flash!
Prettiness over performance
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Finger in the Wind
What seems to be trendy
What someone mentioned at a party
What’s reported in the news
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In other words...
in a vacuum.
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How should design decisions be
made?
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You need user input.
You are not your audience.Even if you are.
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You need data.
Users lie.Aggregate data doesn’t.
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HPPO
Data trumps opinions.
Even highly paid ones.
Use conversion-related metrics to determine executive-relevant
strengths and weaknesses of the site.
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Committee
If it isn’t interesting to the user,
ditch it.
Use engagement metrics to determine what keeps users on the site.
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Design for Design’s Sake
Think users like your design?
Prove it.
If your creative success can’t be measured, it may not be valued.
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Finger in the Wind
“Great idea! I’ll add it to the
testing roadmap.”
Trendy ideas are worth knowing about.But they may not work in your situation.
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Balance objective and subjective
input
what people think or feel
versus
what people do
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Balance qualitative
and quantitative input
what you can intuit
versus
what you can measure
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Gathering Balanced Input
focus groups
A/B or MVT results
usability studies / interviews
surveys
analytics data
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What to do?
‣Balance subjective & objective testing(And know that you may get it wrong)
‣Find the story behind the story(But know that you may get it wrong)
‣Look for a narrative in onsite testing(But know that you may get it wrong)
‣Look for the unobvious AND the obvious(And know that you may get it wrong)
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If you’re still going to get it wrong,
why test?
Because you can not only measure lift when you’re right...
(Woo hoo!)you can also contain risk when you’re wrong.
(And it just might save your job.)
In short, test your way to greatness.
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Customer Expectations Are
Changing
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What Customers Have Come to
Expect:Interaction: Through social channels, click to chat
support, etc.Responsiveness: Replies to complaints on Twitter
and elsewhere, fast fast FAST turnaroundCustomization: Ability to set up custom levels of
interactions, or even better, learn without them telling you
Relevance: Specific, targeted messaging and experiences
Respect: Nothing foisted on them, no invasions of privacy or security
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Q&A
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