Architecture of AwarenessMatt Delaforce Strategy Director @ 4Ps Marketing
@iamDelaforce
The last click model works well…
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… on my excel sheet!
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Awareness
Consideration
Conversion
The Buying Journey
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“All data in aggregate is crap.”Avinash Kaushik 2013
MEET OUR HEART-THROB
Name: TomAge: 25
Interests: SEO / Girls / Leicester FC
Browses: iPad, iPhone, Laptop
Reads: SEOmoz, search engine land, men’s
health, teamtalk
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Enough is enough! I’m going to get hench!!
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build lean muscle
I need to build some muscles to get Lucy to notice me!
8CLICK
!
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AWARENESS
CONSIDERATION
CONVERSION
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Identify basis for segmentation and establish the important characteristics for
each of them
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Entered on lean muscle goal content and left on the lean muscle product pages.
IntentWhat can we understand?
Using historical analytics data we are able to understand which behaviours precede converting actions
SignalsWhat does good look
like?
Spend an extended period of time browsing various pages across the site
EngageWhat did we expect him to
do?
But what about revenue?!
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£50
£50
£5
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Best way to get a 6 pack?
Let’s retarget Tom based on our strategiclist segementation
RLSA
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£50
£50
£5
Workout Plans to Build Lean Muscle
Hi Tom, what you working on?
Alt +Tab
Oh yeah, I need to make some gains to impress…
Oh no! hide my plans!
Oh Nothing!
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Whey protein powder
That was a close one today! Need to get ripped quick!
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