Dave chaffey benchmarking your digital marketing - linked in web managers group
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Transcript of Dave chaffey benchmarking your digital marketing - linked in web managers group
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Benchmarking to improve your Digital marketing
Linked In Web Managers Group MeetupLondon, Feb 22nd 2011
Dave Chaffey, CEO, Smart Insights
www.SmartInsights.com/presentations
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Books
Qualifications:
Cert DigM and Dip DigM
Best practice guides
About Dave Chaffey
Analytics advice, software & consulting www.smartinsights.com/beta
Search &conversionconsultingwww.clickthrough-marketing.com
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Why benchmark?• External and internal:
• Are we effective+efficient?
• What is the “size of the prize”
• Compare to direct competitors
• Compare out-of-sector
• Shows where we’re strong and week through internal data
• Highlights failings, but…
• Strive to be best-in-breed
• Defines progress to goals
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The Smart Insights
Plan-RACE digital strategy
framework
http://bit.ly/smartstrategy
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1. PLAN - Digital strategy benchmarking
Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy
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An alternative benchmarking approach
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Source: Gijsbert van der Sleen, Consultant, Atos ConsultingContact through blog: http://www.maxx-online.nl. Now http://www.e-business-monitor.org
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Where it all started for me - CMM
Source: Carnegie Mellon University http://www.sei.cmu.edu
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Digital marketing governance maturity
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Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide
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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
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Does this help?
You?1.Transactional Ecommerce2.Relationship-building3.Brand-building4.Publishing5.Agency or consultant?
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Create a performance dashboard
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http://www.smartinsights.com/blog/web-analytics/tools-tips-google-analytics-excel-business-reporting/
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2. Reach• Are these worthwhile?
• Google Adplanner
• Google Trends/Insights for Search
• Compete.com
• Alexa.com
• Hitwise
• Social media monitoring tools
http://www.smartinsights.com/blog/digital-marketing-strategy/tools-for-benchmarking-competitor-visitor-numbershttp://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software/
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Search demand benchmarking
•Should show:
•Potential demand from keyphrase estimators
•Your actual performance (position, clicks, conversion, sales, value):
•Paid – absolute and relative
•Natural – absolute and relative
Use “Google Keyword tool” to identify categories/volume of searchesSee Dan Barker’s article: http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo
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• Monitor by:• Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/
• Not Google link: - it’s not comprehensive
• Majestic SEO (www.majesticseo.com) or SEOMoz Linkscape (www.seomoz.org) • Google alerts service: www.google.com/alerts or www.gigaalert.com • Reputation management tools:
http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software
Benchmarking
Search
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3. Act + Convert: Analytics capability maturity
Real-time application:• Landing-page optimisation• Multivariate testing• Journey optimisation• CMS Integration
Modelling:• Response probability• Automatic visitor segments• Content clustering• Content and activityassociation
Behaviour:• Recency• Frequency• Average Visit Length• Acquisition Method• Event stream • Section stream
Measures• # Users• # Visits• # Page views• Top pages• Top referrers• # Errors
Source: Presented by Julian Brewer, Head of Online Sales and ContentBarclays UK retail banking to Econsultancy masterclass Nov 2008
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Assessing your capability to improve
Source:
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Content drilldown shows relative
effectiveness of page types
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4. How do we measure long-term engagement?
• Richard Sedley (Foviance):
• “Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand”.
• Eric Petersen – Web Analytics Demystified:
http://www.smartinsights.com/blog/customer-engagement/customer-engagement-interview-with-richard-sedley-of-cscape/ http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html
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Email marketing benchmarking
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Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
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How socially engaged are your audience?
http://www.forrester.com/empowered/tool_consumer.html
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RF engagement scoring example
Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue
Scoring:
RecencyLow 1 = > 24months2 = 19-24 months3 = 13-18 months4 = 7-12 months5 = 0-6 monthsHigh
FrequencyLow1 = One purchases2 = Two purchases3 = Three 4 = Four5 = FiveHigh
Note here boundaries are definedto illustrate behaviour. There
are a different number in each group
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RFM Analysis
Source: Jeremy Tapp Econsultancy Masterclass
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Let’s Connect! Questions & discussion welcome
• Blogwww.smartinsights.com
• LinkedInhttp://linkd.in/smartinsights
• Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey