a data-driven approach to marketing
TRANSCRIPT
#WakeUpTalks
Data drivenMarketing
@Gus_MurrayChief Digital Strategy & Insights Officer
#australian#NBRO#digitalstrategist#ultrarunner
FFW, What we do
Digital Business Value
Strategy Analytics Design / UX OptimizeImplement
Brands People
Strategy
Measurement
Creation
Distribution
PlanningCreative
Branded ContentUX
AnalyticsSearchTech
Social mediaInsights
Managed Services
Brochures are nice,Business tools are
better.
Promised this, but….
The betterMousetrap
Data-Driven Marketing
COST OF PROCESSIING
/ STORAGE
COST OF TOOLS
ABILITY TO MEASURE
What changed?
How do we move from creating ‘dumb’ sites, to sites that learn?
A Tesla has 12 sensors, a front-facing camera, and a radar
system under the nose.What does our website have?
We need to build’user’ dictionaries.
How can we better use data?
Content
“With the purchase of a series, we look
at what does well on piracy sites,”
- VICE PRESIDENT OF CONTENT ACQUISITION, KELLY MERRYMAN
Contextualization
Personalisation
New Products / Services
Product / Service Validation
vaporware |ˈvāpərˌwer | (Brit. vapourware)noun Computing, informalsoftware or hardware that has been advertised but is not yet available to buy, either because it is only a concept or because it is still being written or designed.
24 HoursUnique visitors: 803Pages/Visit: 3.53Early Adopter Signups: 92
Marketing / Media
>The 4 Hour Work Week
>Broadband and White Sand
>Millionaire Chameleon
I’m ok…?!
How can we help?
DEFININEOBJECTIVE /
PURPOSE
SETUP METRICS
TEST HYPOTHESIS
First things first:
REMOVINGUSER FRICTION
IDENTIFY PROBLEM SECTIONS
IDENTIFY USER PAIN POINTS TEST
Build/Test :: Measure :: Learn
CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
THE POTENTIAL POSITIVE IMPACT ON THE USER’S EXPERIENCE
Methodology: C.O.R.E.
CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
AMOUNT OF USERS AFFECTED
CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
THE POTENTIAL FOR THE IDEA TO IMPACT REVENUE
CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
THE COST AND THE SPEEDWITH WHICH IT COULD BE IMPLEMENTED
Brands People
Strategy
Measurement
Analytics
Implementation
PlanningCreative
Branded ContentUX
SearchTech
Social mediaInsights
Managed Services
“If you live in Chicago, Amazon doesn’t have to know it’s snowing,
but they know you’re neighbour just bought a shovel and eight
pounds of salt”- Russel Glass, The Big Data-Driven Business
Analytics Setup – Understanding how to track key customers, potential leads and lost opportunities.
Upcoming Workshop: