Benchmarking to improve your Digital marketing strategy
Presented at Omniture SummitLondon, April 2009
Dave Chaffey, Director, Marketing Insights Ltd
Dave’s Right Touching blog:www.davechaffey.com/blog/
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We like comparing…
www.comparethemeerkat.com
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Why benchmark?
► Compare to direct competitors
► Compare out-of-sector
► Highlights failings, but…
► Strive to be best-in-breed
► Defines progress to goals
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“Marketing & CRM focuses on four core strategic areas...Our broad eCommerce strategy centres on a four point plan which is broken down into a series of individually defined and detailed strategic areas. Our aim is to be exceptional in delivery across each” Russell Gould, E-commerce Director, Thomas Cook
Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide
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Q1. How well defined is your plan?
Detailed plan: separate (27%)Detailed plan: separate (27%)
Detailed plan: integrated(50%)
No Plan (22%)
Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide
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Q2. How have you assessed your capabilities?
Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy
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An alternative benchmarking study
Source: Gijsbert van der Sleen, Consultant, Atos ConsultingContact through blog: http://www.maxx-online.nl
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Conclusions of 2008 study
Source: Gijsbert van der Sleen, Consultant, Atos ConsultingContact through blog: http://www.maxx-online.nl
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Q3. What is your capability maturity?
Source: Carnegie Mellon University http://www.sei.cmu.edu
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Digital marketing governance maturity
Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide
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Analytics capability maturityReal-time application:• Landing-page optimisation• Multivariate testing• Journey optimisation• CMS Integration
Modelling:• Response probability• Automatic visitor segments• Content clustering• Content and activityassociation
Behaviour:• Recency• Frequency• Average Visit Length• Acquisition Method• Event stream • Section stream
Measures• # Users• # Visits• # Page views• Top pages• Top referrers• # Errors
Source: Presented by Julian Brewer, Head of Online Sales and ContentBarclays UK retail banking to Econsultancy masterclass Nov 2008
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Q4. Do you have the right resources?
►% of marketing headcount who are digital specialists?►You: (a) 0-20% (b) 20-40% (c) >40%►Research: 1 in 3►Ratio:
►2 Acquisition: ►3 Conversion: ►2 Retention:►8 IT
Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide
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Detail from the research
Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide
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Q5. Do you have the right team structure?
“No perfect way to organise structure. A single team has benefit
they’re 100% digital, breathing digital, risk is there is disconnect
with offline world”
Campaignmanager
(Email & DM)
DatabaseExecutive
CustomerDevelopment
CustomerAcqusition
Searchengine
marketing
Partnermarketing
& advertising
Customerexperience
& merchandising
Content& creative
WebSales
Sales or webAnalyst
ITDirector
Finance (& IT) Director
Buying &merchandising
Operations(incl service)
Managing Director
Sales and marketingDirector
Example of team structure for small-medium retailer
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Resources needed for large digital team!
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Internet marketing lightbulb jokes…► How many SEOs does it take to change a light bulb?
► Just one, but it’s gonna take about 3-6 months to start to see the light bulb change. And that light bulb’s pretty high up there- are you sure you wouldn’t rather change 10 easier light bulbs?
► How many PPC experts does it take to…?► Just one but the cost depends on how much the other light bulb
changers are currently charging.
► How many social media gurus does it take to…► It’s not about the change- it’s about engaging people in
conversations about the light bulb change.
► How many web analysts does it take to…► It depends which system you use / who you ask.
Source: http://www.searchenginejournal.com/internet-marketing-jokes/9601/
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Q6. How automated is your optimization? Web analytics (WA)
Purpose: Analyse customer website behaviour and marketing outcomes related to referrer segmentsVendors:Google Analytics, Omniture,Visual Sciences, Webtrends
Email Service ProvidersPurpose: ESPs broadcast and track emails as part of campaigns or automated contact strategyVendors:Email Reaction, Email Vision, Exact Target Silverpop, Responsys, Vertical Response
Website experimentationPurpose: AB testing and multivariate testing of alternative pages and journeysVendors: Google website Optimizer, Maxymiser, Offermatica, Omniture and Optimost
Website personalisationPurpose: Automated and rules-based recommendations and merchandising based on referrer, products browsed and/or customer dataVendors: atg, Fredhopper, Omniture Touch Clarity and Wunderloop
Ad tracking & optimisationPurpose: Serve display ads and optimise yield for advertisers and publishers. Also track other media channels such as affiliate and search to understand customer journeysVendors: Atlas, Doubleclick Dart plus WA vendors
Behavioural ad targetingPurpose: Serves relevant ads based on content consumed and audience profile. Also re-targeting of ad viewers potentially on advertisers site.Vendors: Advertising.com, Blue Lithium, Revenue Sciences, Tacoda
Enterprise analyticsPurpose: Provide analysis tools for creating dashboards and in-depth analysisVendors: Business Objects and Cognos plus WA vendors e.g. Omniture Discover
Paid search optimisationPurpose: Serves relevant ads based on content consumed and audience profile. Also re-targeting of ad viewers potentially on advertisers site.Vendors: Atlas Search, Efficient Frontier, Google conversion optimizer, Search Works
Marketing OptimisationPurpose: A hub to manage and automate performance improvements across customer contacts of acquisition, conversion and retention. Provide integration with E-CRM systemsVendors: Omniture, Web Trends, Visual Sciences.
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Establish the campaign objectives and metrics for success
Cross channel strategy meetings to ensure integrated
planning approach
Analyse user demand, seasonality trends,
competitive benchmarking and combine with forecast
tools
Conduct Visibility, Content & Reputation audits and provide
detailed recommendationsProvide implementation guidance & hand hold throughout process
Observe changes to rankings and traffic levels and refine strategy. Use analytics to understand new
user’s intent
Update Rankings Report & Campaign
Objectives Report and feed insight
back into strategy
Regular calls and status meetings with client to ensure a partnership
approach
Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep
diving into Analytics
Q7. How refined is your SEM capability?
Source:
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How good is your keyphrase-level reporting?
►Should show:►Potential performance from keyphrase estimators►Your actual performance
(position, clicks, conversion, sales, value):► Paid – absolute and relative► Natural – absolute and relative
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Q8. How refined is your site conversion optimization
Journey optimisation:• Personalised containers across site • On-site search
Conversion pathoptimisation• Registration pages• Shopping basket • Checkout
Landing pageOptimisation• Brand messages• Product info• Data collection
Home pageOptimisation• Brand messages• Engagement• Merchandising
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A B2C home page optimization case study
IncentivisedLead generation
form
ConversionGoals
+OVP
Prominent Unique phone number for tracking
Social proof:Brand reassurance
Top customer concerns answered
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A B2B home page optimization
Social Proof
Clear responseoptions
Messaging targeting key audiences
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Salesforce landing page
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Source: Webinar with Richard Weaver, Head of eCommerce
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Overridewith knownslot
Source: Webinar with Richard Weaver, Head of eCommerce
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Minority of the searches on home page, so enter here
OVP:Online Value
PropositionRecommendedScore 0-10
Best sellersBased on productFeed of sales
Source: Webinar with Richard Weaver, Head of eCommerce
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Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Q9. How refined is your email marketing capability?
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Personalised British Airways Trip Guide
Personalized with customer name
Direct link to “My booking” area of BA.com
Search fields pre-populated with customer travel dates and destination
Customized destination information including sightseeing and airport info
Source:
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Q10. How do you approach benchmarking?
►A discussion of your approaches:
►Where does benchmarking fit?
►Which tools do you use?
►What helps convince colleagues to believe?
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Thank you
► Download this presentation from:www.davechaffey.com/presentations
► Any questions, do email me:[email protected]
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