a data-driven approach to marketing

#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

Questions?

Gus.murray@ffwagency.com

Thank you!

Analytics Setup – Understanding how to track key customers, potential leads and lost opportunities.

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