《数字营销资料》china event-michael roth.ppt
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1、Bringing Science to the Art of Marketing,Agenda,Introduction Track visits or visitors? Web Analytics: measurement or optimisation? Knowing where to spend your marketing budget How do you know how customers experience your web site? How does your online marketing compare with the best? Summary,What a
2、re customers telling you online?,Every Click Every Form Every email response Every non-click Every non response Time taken Path Taken Marketing responses Marketing non responses,What are customers telling you online?,Do you track Visits,or Visitors?,Are You Listening?,Listening Online,Cookies Sessio
3、n Persistent Standard Tags Page View Elements Conversion Events Technical Properties Registration Etc,Listening Online,Listening Online,Basic Details: Identification Name Address Country Additional demographics eMail address Phone number Sex Age Income Language Preferences Twitter ID Loyalty ID code
4、,Tracking Marketing Campaigns,Banner Ads,SEM,Shopping Comparison,Social Media,eMail Campaigns,http:/?cm_ven=SEM&cm_cat=Google&cm_pla=AdGroup&cm_ite=Keyword,MMC Parameters:,Tracking Social Campaigns,9,Impressions,Content/Comment,ClickThrough,Lets Recap: now We Know:,Who you are New Visitor Frequent V
5、isitor High Value Visitor The person who is trashing us on Twitter? Where you came from Which marketing campaign got you to us Which campaigns work for your customer segment Your geography and language; pc/browser type What you did on our site Pages you looked at Products you considered Time taken,R
6、eview Questions:,Are you counting visits or visitors?,What to do with all this power?,Improved decisioning Know your customers Know how they interact Better understand which campaigns are working Tighter, defined KPIs Continuously improve the marketing interactions Automate Marketing Processes Perso
7、nalise marketing communications Closed loop email marketing Increase cross sell / up sell opportunities,Remarketing:,13,Please Come Back!,When you know the visitor When you dont know the visitor,When you know the Visitor: Targeted Email,Option 1: email blast same message to everyone Option 2: person
8、alised, timely, behaviourally targeted message automatically crafted for each visitor,Targeted email Tracking codes,Email template Behavioural data,Click on email link Browse web site,Review Questions:,How do you get customers to come back? When you know who they are When you dont know who they are,
9、Personalised Recommendations,Visitors Intent,Web Site,Sales Person,Other customers also viewed Other customers also bought Other customers went on to purchase Recommendations based on the last item added to your cart Recommendations based on the last item youve purchased Top Sellers overall Top Sell
10、ers by category Top Sellers in a category of your interest Many more,17,Home,Typical total site sales driven by product recommendations,Measured by visitors who click on and purchase the recommended product from each recommendation zone,Category,Order Confirmation,Product,1%,1.3%,6.5%,Cart,1.5%,0.3%
11、,Pre Cart,1.6%,Product List,5%,Intelligent Offers,Personalised Product Recommendations,Leverages: Click stream and order data Individual Visitor Profiles Advanced algorithms Merchandiser Controls Site recommendations Email recommendations POS recommendations Call Centre recommendations,Review Questi
12、ons:,Are you counting visits or visitors? Are you using web analytics just to measure or as a marketing optimisation toolkit?,Marketing Channel Attribution,How do you decide where to spend your marketing budget?,Marketing channel attribution,First Click: good for measuring acquisition Middle Clicks:
13、 good for measuring influence Last Click: good for measuring conversion triggers,Paid Search,Shopping Comparison,Banner,Social Media,Conversion,Email,Conversion,Sales/Conversion Cycle,Revenue attribution by marketing channel report,22,Attribution Summary,Step 1: Find out which attribution model you
14、are currently using. Step 2: Re-assess your current marketing program now that you know what your are really measuring. Step 3: Implement a First, Last and Average Click attribution model for your business. Step 4: Reconsider your mix strategy for acquisition, influence and conversion. Step 5: Make
15、more informed and effective investment decisions. Step 6: Bask in the glory of knowing you have improved your marketing effectiveness.,Review Questions:,Are you counting visits or visitors? Are you using web analytics just to measure or as a marketing optimisation toolkit? Are you measuring your onl
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