Lean Digital Marketing by Andraž Štalec - SemDays 2015
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This document discusses strategies for digital marketing and understanding customer behavior throughout the customer decision journey (CDJ). It provides insights into how customers use multiple devices and information sources before making purchases. Key metrics for tracking customer behavior and conversion rates at different stages of the CDJ are proposed. The importance of remarketing and targeting customers based on their behavior is emphasized to decrease costs and increase conversions. Case studies demonstrate how these approaches can increase sales, revenue, and return on investment.
Lean Digital Marketing by Andraž Štalec - SemDays 2015
- 1. Andraž Štalec @andrazstalec LEAN DIGITAL MARKETING
- 2. WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?
- 3. SEARS BEST BUY AMAZON $899,99 $809,99 currently $870,08
- 5. MARKETING WAS NEVER EASY
- 6. UNDERSTANDING THE CUSTOMER How to catch the important moments?
- 7. VGL BRAND WLTM CONSUMERS WITH GSOH FOR LTR VGL - Very Good Looking WLTM - Would Like To Meet GSOH – Good Sense Of Humour LTR - Long Term Relationship
- 8. MULTI SOURCE 10 different information sources are used by average online user before completing the purchase
- 9. 80 % OF CONVERSION PATHS INCLUDE MORE THAN 1 DIGITAL CHANNEL
- 10. MULTI DEVICE We use 3+ devices to access the internet
- 12. DIVERSITY 10.600 different keywords are used by users to access a website
- 13. EACH BUYER IS DIFFERENT 3.703 different conversion paths on average
- 14. INCENTIVE FOR THE PURCHASE 45 % of purchase processes begin online
- 15. UNDERSTANDING THE CUSTOMER What do consumers do in each CDJ phase?
- 16. SUCCESS RATE Only 15,15 % of website visitors start a checkout process
- 17. ONLY 11 % OF VISITORS WHO START A CHECKOUT PROCESS ALSO FINISH IT
- 18. WHAT HAPPENS WITH THE OTHERS? 99 % USERS DO NOT FINISH THE PURCHASE
- 19. 89 % OF USERS ABANDON CARTS WHAT ARE WE GOING TO DO?
- 20. ESTABLISH METRICS TO UNDERSTAND USERS
- 25. Understanding user behavior throughout the entire CDJ Number of interactions Length Transactions
- 26. Micro & macro conversions
- 27. Micro & macro conversions
- 28. Micro & macro conversions matrix NEW FOLLOWERS GALLERIES BROWSED REVIEWS & RATINGS EMAIL SIGNUPS SOCIAL ACTIONS VIDEOS WATCHED BOOKING CONTACT FORMS SUBMITTED CATALOGS DOWNLOADED INFO REQUESTED Long term Short term Medium term DO THINK SEE
- 29. DOTHINKSEE Cost per Acquisition Bounce rate Checkout Abandonment rate Revenue Macro conversion rate CTR Page Depth Engagement Micro conversion rate % of New Visitors Reach & Frequency Events per Visit Days to Convert % Assisted conversions Define metrics for all stages of CDJ
- 30. Discovery Unique visitor 1 Unique visitor 2 Unique visitor 3 First purchase Return purchase Loyal purchase Session-based analytics
- 31. Discovery Unique user First purchase Return purchase Loyal purchase User ID: 123456789 User-centric analytics
- 33. 1 2 3 26 % bounce rate 14,42 pageviews per visit 135 % increase in CR 4 45 % increase in number of transactions TENISICE.HR Conversion optimization
- 34. ADVANCED GOOGLE ADWORDS MANAGEMENT OPTIMIZATION OF ALL DIGITAL CHANNELS ADVANCED ANALYTICS Where is the trick?
- 35. TARGETED ADVERTISING THROUGHOUT THE CDJ BETTER PERFORMANCE AND BETTER ROI BETTER UNDERSTANDING OF USER BEHAIVOR Where are the benefits?
- 36. GET INSIGHTS
- 37. AGGREGATED DATA Metrics like CPA and CR don‘t say a lot…
- 38. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
- 39. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
- 40. 65,98 % 15,44 % 10,31 % 8,05 % 5,49 % 1,23 % 0,40 % Organic Paid Direct Referral Email Display Social Income by digital channel
- 41. MAJORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC, SOCIAL MEDIA AND DISPLAY NETWORK PLAY CRUCIAL ROLE AS ASSISTED CONVERSIONS
- 42. 64 % CONVERSION PATHS INCLUDE NON-BRANDED VISITS
- 43. Traffic sources
- 44. How do campaigns performe?
- 45. Outcomes report
- 46. Outcomes report
- 47. DOTHINKSEE DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL Digital Channels
- 48. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
- 49. When do we access internet?
- 50. What is our purchase behaviour?
- 51. DO THINK SEE Landing page What are our landing pages?
- 52. DO THINK SEE Landing page #2 Landing page #3 Landing page #1 What are our landing pages?
- 53. Landing pages
- 54. Bounce rate
- 55. Bounce rate
- 57. Enhanced Ecommerce WEATHER PRODUCT DATA PURCHASE PRICE …
- 58. 1 2 3 40 % OF VISITORS visit webiste more than 5 times before they purchase 33 % OF TRANSACTIONS happen within a day 54 % OF VISITORS visit webiste more than once before they purchase 4 14 % OF PURCHASE CYCLES last more than 7 days How do buyers BEHAVE
- 59. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
- 60. 1x 2x New visitors Returning visitors 1x 2,5x Non-branded visits Branded visits Conversion rate based on user segment
- 61. Influence of weather on conversions
- 62. 0,44 % 0,78 % All visitors Visitors who clicked on a specific Ad Influence of ad content on conversions
- 63. 1,58 % 1,97 % Visitors who came through channel A Visitors who came through channel B 2,44 % Visitors who came through channel A and B 2,81 % Visitors who came through channel A and C Influence of digital channels on conversions
- 64. OPTIMIZE USER EXPERIENCE BETTER USER TARGETING Behaviour Outcomes OPTIMIZE DIGITAL MARKETING Acquisition Why?
- 65. ADAPTING THE CONTENT What if the user is not ready to buy?
- 66. AGENCIJA OSKAR Diversify the content
- 67. 1 2 3 42,11 % Increase in the number of transactions 55,00 % Increase in income 32,96 % Increase in organic traffic AGENCIJA OSKAR SERP pages
- 68. 1 2 3 22.000 video views per month 13.000 articles are read each month 2.486 % increase in traffic 4 37 % bounce rate BIGBANG.SI info portal
- 69. ADAPTING THE MARKETING What is our goal?
- 71. TARGET GROUP GOAL USER NEED MESSAGE DIGITAL CHANNELS TARGETING KPIs CONTENT Digital Marketing Framework
- 72. DOTHINKSEE People who use our, similar or substitute products People who use our, similar or substitute products and are THINKing they need a new product People who use our, similar or substitute products, are thinking they need some & are looking to BUY THEM RIGHT NOW Target group
- 73. DOTHINKSEE Build brand awareness Build brand/product preference & engagement with a brand Increase sales Goal
- 74. DOTHINKSEE Feel connected with a brand Learn more about the product/category Get best deal possible User need
- 75. DOTHINKSEE Creative that builds emotions Creative encourages research & engagement Creative focusing on product & offer Message
- 76. DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL DOTHINKSEE Digital channels
- 77. DOTHINKSEE Affinity categories Interest categories Demographics In-market buyers Interest categories Display keywords Topics Placements Remarketing Informational Searches Category KWs Mid-funnel KWs Problem/Solution KWs Search Remarketing Remarketing Transactional Searches Brand KWs Product names Lower funnel KWs Search Remarketing Targeting
- 78. DOTHINKSEE Reach & Frequency Brand Search % New Visits Number of mentions Number of leads Engagement Page Depth Assisted conversions CTR Revenue Conversion Rate Profit KPIs
- 79. DOTHINKSEE Campaign landing page which stimulates further emotional connection and where user can get even more inspired by the brand Product description page or blog post, where user can learn about features & benefits Product page with clear BUY CTA Content
- 80. HOW TO APPLY THIS TO DISPLAY ADVERTISING?
- 81. 1 2 3 WIDE TARGETING Affinity, demographics,... BUILDING EMOTIONAL CONNECTION WIDE ORIENTED CREATIVE Adaptation of advertising SEE 4 BRANDING
- 82. Adaptation of advertising THINK 1 2 3 ENGAGEMENT WITH A BRAND CREATIVE WHICH ENCOURAGES RESEARCH 4 BUILIDNG RELATIONS SPECIFIC TARGETING Interest, In-market, topics based
- 83. Adaptation of advertising DO 1 2 3 REMARKETING, CLICK STREAM REVENUE & SALES FOCUSED ADS
- 84. 1 2 3 50 % lower CPA 50 % higher CR 70 % increase in sales 4 992 % ROI PRINTINK.SI Google AdWords
- 85. REMARKETING Follow the users throughout the CDJ
- 86. DO THINK SEE Remarketing Remarketing Following the users throughout the CDJ
- 87. 1 2 3 3x higher conversion rate 60 % more conversions 6x lower cost per conversion AGENCIJA OSKAR AdWords Remarketing
- 88. ULTIMATE GOAL IS TO DECREASE CPA
- 89. +159 % +17 % +95 % +122 % +127 % +14 % Revenue Sessions CR Per Session Value Transacions Average Order Value Cost per transaction- 46 % YTD results (2014 vs 2013)
- 90. 3 BASIC STEPS
Editor's Notes
- Opravičilo za ENG
- Marketing ni bil nikoli preprost. Z eksplozijo digitalnega marketinga je postal še bolj zapleten. Ogromen nabor različnih spletnih strani, aplikacij, možnosti oglaševanja, družbenih medijev in drugih trženjskih kanalov nam preprosto ne pomaga pri razumevanju potrošnikov.
- Vsak kupec je drugačen in zmotno je prepričanje, da lahko jasno definiramo kako se bo obnašal. Povprečno so v lanskem letu kupci na analiziranih spletnih straneh svoje nakupe opravili preko več kot 3.700 različnih konverzijskih poti.
- https://www.google.com/analytics/web/?authuser=0#my-reports/wV2Cv2p0RjWAqiDUHY_amw/a36493418w64597854p66548971/%3F533-table.plotKeys%3D%5B%5D%26533-table-dataTable.sortColumnName%3Danalytics.transactionsPerVisit%26533-table-dataTable.sortDescending%3Dtrue%26533-graphMode.mode%3DmotionChart/
- http://www.youtube.com/watch?v=pamyPaTK4pw