Mike King | SearchLove San Diego, 'Automation Demystified'
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AUTOMATION DEMYSTIFIED
description
Marketing Automation is a set of technologies that has largely been ignored by search marketers due to its complexity. In this talk, Mike will bring automation back down to earth to show you ways to merge audience research, content marketing and search to find quick automation wins and prepare yourself for more complex use cases.
Transcript of Mike King | SearchLove San Diego, 'Automation Demystified'
AUTOMATION DEMYSTIFIED
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At MozCon my “Digital Body Language” talk was about how you could build a cost-effective customizable Marketing Automation platform and I built it and gave it away for free.
Yep, just quoted myself.
Marketing automation is the cross-section of the skillsets that many of us already know and love.
According to a study by the Annuitas Group marketing automation helps you make it rain. http://bit.ly/1rT8mEw
The Lenskold and Pedowitz Groups, 2013 Lead-Generation Marketing Effectiveness Study, Nov 2013 - http://bit.ly/ZjexL2
I was thinking going back to Philly for the weekend and closed my browser. Then I got an email a few hours later telling me to complete my transaction.
I was thinking going back to Philly for the weekend and closed my browser. Then I got an email a few hours later telling me to complete my transaction.
Personalization has any number of applications, but it’s generally about highlighting what people are most likely to be interested in based on their user signals.
Marketers believe that marketing automation is the best way to improve the ROI of Content Marketing.
86% of consumers believe that personalization has influenced what they purchased. 31% wish their shopping experience was more personalized.
According to Yahoo consumers believe that personalizing advertising is more relevant, memorable and engaging than general ads.
Industry adoption of marketing automation is still low. This is a great time to capitalize.
Alignment of content with user need states and key performance indicators is critical for measurement and effective marketing automation.
Marketing automation is the cross-section of the skillsets that many of us already know and love.
I’ve spoken at length about personas, but in this case we can stop at segments rather than building actual personas, but they must be quantitative by identifiable metrics.
You’ll need to determine which channels you’ll want to be active in with this campaign so you can account for those activities with the right content and tagging.
Organic Search
Paid Search
Referral
Organic Social
With marketing automation you need to plan for cross-channel measurement with regard to KPIs and campaign tagging. In some case your campaign tags are also a trigger for
automation.
Share of Voice for Familiarity Keywords
# Impressions for Familiarity Keywords
# Impressions for Familiarity Creative
# Impressions for Familiarity Creative
# Impressions for Familiarity Creative
# Impressions for Familiarity Creative
Visits to Familiarity Native Placements
Visits to Familiarity Content
Open Rate
Rankings for Familiarity Keywords
CTR for Familiarity Keywords
CTR for Familiarity Creative
CTR for Familiarity Creative
CTR for Familiarity Creative
CTR for Familiarity Creative
Social Shares of Familiarity Native Placements
Time on Site for Familiarity Content
Opens
# Impressions for Familiarity Keywords
Quality Score for Familiarity Keywords
Clicks of Familiarity Creative
Clicks of Familiarity Creative
Clicks of Familiarity Creative
Clicks of Familiarity Creative
Content Downloads # of Links to Familiarity Content
CTR
CTR for Familiarity Keywords
Visits from Familiarity Keywords
Visits from Familiarity Creative
Visits from Familiarity Creative
Visits from Familiarity Creative
Visits from Familiarity Creative
Page Depth
# of Referral Sources to Familiarity Content
Unsubscribes
# URLs Receiving Traffic for Familiarity Content
Content Downloads
Content Downloads
Content Downloads
Content Downloads
Content Downloads - Content Downloads
Page Depth
# Visits to Familiarity Content
Page Depth Page Depth Page Depth Social Shares of Familiarity Content
Page Depth - Page Depth -
Content Downloads - - - Page Depth - - - -
Page Depth
Marketing Automation user flows are largely not linear and can be cross-channel. In planning out MA you must identify specific flows that lead you believe will lead to
conversion.
Figure out the points within the user flow that you want to A/B or MV test for improvement.
A/B test view layout.
Multi-variate test copy options in plans.
Triggers can be user actions or attributes that will inform what features on the site or marketing experience needs to be toggled. Cross-channel these can be campaign tags or
referrers.
Time between visits
Number of Page views
Clicks
Referral Channel
User type
User path
Time on Site
Form Submission
Basically anything you can track or measure
The content needs to respond to a set of rules. You’ll need to determine those rules and then develop specific content
Consideration Version
Loyalty Version Awareness Version
I’ve spoken at length about personas, but in this case we’ll likely have to focus on segments and cohorts rather than personas depending on what your platform setup can measure.
http://bit.ly/1fdLpbo
Using data from Towerdata you can append demographic and firmographic data to your mailing list or userbase based on email address. http://www.towerdata.com
You can do the same thing with FullContact although they focus primarily on the social media profiles of a given user http://www.fullcontact.com
FullContact provides a sheet in Excel that will pull their data down without needing to code.
You can get your API data directly in Excel with some VBA using Excel-REST.
You don’t have to be a coder to use APIs. Using Postman allows you to test out API calls with no code at all http://www.getpostman.com
Orange is a visual data mining tool that gives you powerful statistical analysis without requiring code or math. http://orange.biolab.si/
Use Open Refine (fka Google Refine) http://openrefine.org/index.html. Make sure all the data types in your columns matches.
Use Open Refine (fka Google Refine) http://openrefine.org/index.html. Make sure all the data types in your columns matches.
In this case the N/A value must become a non-sensical value 1k-0k and the 0 value
must be 0k-0k to ensure consistency
Use the K-Means clustering method of unsupervised learning to cluster your mailing list based on the features you collect from FullContact.
Tribalytics allows you to cluster by features of Twitter followers. http://www.tribalytics.com
In many cases user flows as seen to be within a given website whereas a journey map is an indication of a cross-channel experience. Build user flows that connect all of the cross-
channel experiences.
This is how you achieve comprehensive alignment for marketing automation.
Specifically align your channels, content and measurement with each of these phases and determine the triggers and user experience for each one
Identifying winning or losing paths in your analytics platform specifically by advanced segments is a quick way to figure out worthy user flows for automation.
Depending on your user segmentation setup you’ll want to define values for the different actions. Your actions should align with your triggers. In this case we have segmentation of
new visitors and repeat visitors.
Website Visit
From Search 10 10
From Social 3 5
From Referral
3 5
Pageview 1 2
Attend Webinar 10 10
Content Download
15 15
Mailing List Signup
15 15
You can define your scoring range however you’d like, but this is a good schema to work within.
<40 – Very Low Engagement; highly likely to not signup 40-80 – Medium Engagement; most customers will contact you, but not signup 80-100 – Highly Engaged; very high signup rate
Alternatively, the Google Tag Manager (see @MikeCP’s presentation) is much better for this.
_gaq.push(['_trackEvent',
‘userEngagementEvents', // category of activity
‘[insert name of engagement event here]', // Action
]);
Your content strategy should specifically speak to the specific segment’s need at this particular phase and touchpoint and how you’ll address that need to move them through
the funnel.
Each channel and touchpoint is different and may require a different tone. You must define that tone to ensure it resonates with the target segment. Check out MailChimp’s
http://voiceandtone.com
You’ll need to define the requirements for the content that will be created for this specific touchpoint and phase. Be mindful that a given page may have multiple options based on
the user’s features and actions.
Since keywords are gone from the referrer in Organic and Paid Search you can only make changes to the overall experience based on the channel and landing page combination.
Landing Page
Associated Keywords
Based on the campaign tagging in links from the email you can identify the nurture track and use these variables to trigger additional experiences.
Campaign Tag
Link Clicked Landing Page
Nurture Track Id
Creative ID
Referral Source
Campaign ID Landing Page
Creative ID
Referral Source
Campaign ID
Cookie Placement URL
Landing Page
Post ID
Referral Source
Landing Page
Campaign Tag
There are any number of tools out there for marketing automation. It depends on your requirements and business goals what you should use.
Many of the marketing automation tools integrate with other data providers and give you high level dashboards.
Undoubtedly, you’ll want a more complete picture of metrics in your dashboards and Klipfolio makes it easy to pull all the data together with APIs. http://www.klipfolio.com
Most of the data sources we as SEOs use are already pre-baked and those that aren’t are easily set up with no coding.
There are lead intelligence and marketing automation tools galore.
Augur is the closest thing out there to what I’ve built. I’ve spoken to the Founder, he’s incredibly smart and has some features that are well beyond Quantum Lead.
If you’re on Wordpress I suggest LeadIn for capturing your leads, forms and user paths easily. http://www.leadin.com
With Augur, LeadIn and a developer you could potentially build everything you else you’ll get out of these other tools.
These are likely the more familiar marketing automation platforms, but none of them offers a “perfect solution.”
Mintigo is a very interesting solution for predictive analytics and lead scoring that plugs into these platforms. http://www.mintigo.com
Personyze has similar drag drop pesonalization functionality to Optimizely and Monetate, but a much lower price tag. http://www.personyze.com
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