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Expon

July 22nd, 2011

Helping organizations develop, deploy and measure effective digital strategies

Process-Focused, proven model that yields resultsFor Developing, Deploying and Measuring Digital Strategies

Tracking, reporting, analyzing and adjusting user experiences to provide improved customer experiences.

Measure & AdjustDeveloping Online Marketing

Strategy and aligning business objectives with the tools,

campaigns, and metrics for success.

Think

ToolIdentifying & Implementing the sofware and systems to

enable key business and marketing processes.

Executing tactics & campaigns that map back to business objectives and provide engaging customer experiences.

Do

Lima Consulting Group provides Best – Practices throughout

Outline

• Top 10 List

• Adobe/Omniture Optimization Overview

• Frameworks for Segmentation

• Purchasing / Engagement Cycle

• What Should we Measure?

04/08/2023 4

I love David Letterman

10. Improving conversions improves brand loyalty and revenues.

Top 10 Reasons Digital Marketers Should Manage by the Numbers

6

Half the money I spend on

advertising is wasted; the trouble is I don't

know which

half.John Wanamaker (attributed)US department store merchant (1838 – 1922)

A data driven marketer you can become.

7. To strengthen your “Trusted Advisor” role

with the boss

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6. It makes you smarter, taller, better looking, and more dangerous …

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5.To provide customized, personalized experiences

4. To predict behavior

3. To strengthen the relationship with the bean counters who sign our checks

2. To avoid

being asked what all bosses ask: “What Have You Done for Me Lately?”

1. Because digital marketing is the New Finance

To gain consumer insights, to take action and provide improved customer experiences.

The Final Judgment

Improve Segment Insights from AnalyticsTurning data into information

Consumer Insights

Timing of Purchases

Buyer Decision Criteria

Buyer NeedsCorrelations

between channels

Buyer Segments

Many more…

Apply KnowledgeCreate experiences targeted for desired segments

Actionable Intelligence

Timing of messages

More targeted experiences

Product Development,

Cross-sells, Up-sells

Ad portfolio optimization

Improved editorial calendar and promotions

by segment

Consumer InsightsTiming of Purchases

Buyer Decision Criteria Buyer Needs

Correlations between channels

Buyer Segments Many more…

Improve ResultsOrganizations using Web Analytics Have Higher Returns

Higher Conversions

Higher engagement Increased loyalty Higher Sales Lowers expenses Improved ROAS Lowers risks

Actionable IntelligenceTiming of messages More targeted

experiences Product Development,

Cross-sells, Up-sellsAd portfolio optimization

Improved editorial calendar and

promotions by segment

Consumer InsightsTiming of Purchases

Buyer Decision Criteria Buyer Needs Correlations

between channels Buyer Segments Many more…

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Internet Business Models

1. Sell products or create marketplace where products are sold. E-commerce & Marketplaces (ebay)

2. Sell services or create a marketplace where services are sold. Lead Generation Networks (lending tree)

3. Advertising – Publishers & Search (Google)4. Subscriptions – Content Creators (WSJ)5. Service Channels – For reducing costs (online

banking)

The Methodologies apply to all business models.

Outline

• Top 10 List

• Adobe/Omniture Optimization Overview

• Frameworks for Segmentation

• Purchasing / Engagement Cycle

• What Should we Measure?

• Some Tips

• David’s slides here

Outline

• Top 10 List

• Adobe/Omniture Optimization Overview

• Frameworks for Segmentation

• Purchasing / Engagement Cycle

• What Should we Measure?

• Some Tips

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OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

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MODERN MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

ADVERTISING

CRM

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Let 1,000 flowers bloom

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If I were given one hour to save

the planet, I would spend 59 minutes defining the

problem and one minute resolving it.

Albert Einstein

Success Metrics

Online Marketing Tactics

Campaign Playbook

Who does what and when?

Analysis

Where are we going?

Business Objectives

Marketing Strategy

Online Marketing Strategic Development Process

Where are we now?

What is the plan to get there?

How do we know it’s working?

How do we get there?

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Know and Serve Customers

Segmentation

• Identify customer needs

• Develop personas

• Customer experience requirements

• Develop sample user experiences for each

Target

• Evaluate and select target segments

• Research demographic, psychographic & behavioral profiles

Positioning

• Identify the core brand proposition by segment

• Online value proposition by segment

• Online marketing mix by segment

Differentiation

• Identify the needed to win and needed to play points

• Align the message to the purchasing cycle

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Data

Information

Advice, Innovations, New Experiences

It’s tough to build a pyramid from the top down

Dynamics of Differentiation – Many Professional Services Companies

Products Services Personnel Channel Image

Form

Features

Performance

Conformance

Durability

Reliability

Repair-ability

Style

Design

Packaging

Ordering Ease

Delivery

Installation

Customer Training

Customer Consulting

Maintenance/Repair

Breadth of Product/Services

Personalized Products

Custom Design

Methodology or Process

Competence

Courtesy

Credibility

Reliability

Responsiveness

Communication

Coverage

Expertise

Performance

Symbols/Brand

Media

Atmosphere

Events

Mission

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© 2008 - 2010 Lima Consulting Group Do not reproduce without the express written consent of Lima Consulting Group, LLC

Play

Win

Play

Win

Win

3304/08/2023

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Don’t do time. Avoid the crime.

Analyzing data in aggregate is a crime.

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Segment, then analyze

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Segmentation Map: Custom Home Builder

Lifestyle Product Geography Home Construction Status

Features Amenities Language

55+ 55+ Community By City New Construction

Heating type (gas, propane)

Pool English

Military They’re Growing Up

By Zip or CEP Quick Move-In No landscape maintenance

Golf Course Spanish

Hispanics Townhome By County Overall Value Adult/Senior Community

Portuguese

Young Couples First timers Country Access to learning centers

French

First Time Main Floor Living By IP Pets

Government And Baby Makes Three

School Districts

Large Family Large and in Charge

High Net Worth Urban

Modern

Green

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• The process of partitioning a market into groups of potential customers who share similar defined characteristics and who are likely to exhibit similar purchase behavior.

• Gambling Segments: Optimists, Critics, Dreamers, Managers, Analysts, and Pessimists

• E-commerce Modalities: Humanistic, Competitive, Spontaneous, & Methodical

• Services: Delegators, Validators, Do-It-Yourselfers

A Primer on Segmentation

Professional Service Segmentation Profiles

Perceptions of Advisors

Info

rmati

on S

eeke

rs

High

Ignore Rely

DelegatorsAvoiders

Do it Yourselfers Validators

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Price Fighters

Traditionalists

Niche Buyers

Delivery Buyers

Quality Fanatics

Silverpop.com

Omniture.com

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• Good parents• Socially

Influential• Motivated by

Fear• Out of their

element• Embarrassed• Upper middle

class women• Loving & Cari

ng

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Wall Street Gordon Gekko (1987)

If this were my dad, I’d be in this school too.

Segments for Online Purchasing

Competitive Spontaneous

Methodical Humanistic

Head Heart

Slow

Fast

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04/08/2023

• Demographic– Default language, registration

data, data pulled from FB, LI, Twitter, etc…

• Psycho-graphic– E-commerce profile, services

profile, product usage profile, etc…• Behavioral

– Based on observed behavior, product purchases, use of our website

Precision vs “Spray and Pray”

Outline

• Top 10 List

• Adobe/Omniture Optimization Overview

• Frameworks for Segmentation

• Purchasing / Engagement Cycle

• What Should we Measure?

The Purchasing Funnel

PREFERENCE

Can you help me? What’s different about you?

How much? How long? And When?

What do you do?Are you the best value for me?

INTEREST PURCHASECONSIDERATIONAWARENESS

The Engagement Funnel

RESPONDERS

Not engaged in Social Media Establish a presence Publishers, Writers, Editors, Filmmakers, Uploaders, Photographers, Critics, Leaders

Read, Listen, Watch, Review & Absorb

Comment, Contribute, Edit, Critique, Vote, Add to what has been said

JOINERS AMBASSADORSSPECTATORSINACTIVES

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Rapport

Qualify

Present

Close

Retain

Prospect Awareness

Consideration

Interest

Preference

Purchase

Services

Sales Cycle

Purchasing Cycle

THE GATES COMPARED

04/08/2023

Outline

• Top 10 List

• Adobe/Omniture Optimization Overview

• Frameworks for Segmentation

• Purchasing Engagement Cycle

• What Should we Measure?

• Some Tips

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Measure using Launch and Learn StrategiesMeasure Goals by Integrating Analytics, Online Marketing Sources and CRM

Funnel Consumer Behavior Typical Key Performance Indicator

Awareness – Can you help me?

Find Your Site # of ImpressionsClick Through Rate and #

Consideration – What does your company/product do?

Search for Product/Service Bounce Rate Landing Page Bounce RatesE-mail open & Click through ratiosTime on Site for new visitorsNext Flow Analysis ReportInternal Search AnalysisNames/E-mails acquired

Interest– What’s different about your company/product?

Feature Compare and Education Webinar Signups“Portfolio Finder” StartsDownloads Video Starts & Finishes

Preference –Which solution offers the highest value for the money?

Compare Shopping Cart Starts & AbandonmentsRequests for QuotesCalls and Leads - unique numbers @ the keyword levelChat Starts

Purchase – How much for how long?

Commit Revenue by … Product Category Product Source (ad network, SEO, phone, chat, promotion, e-mail campaign) Segment

Retention – What have you done for me lately?

Re-order & up-sells Product reviews and ratings submittedCases submittedReturn frequencyLifetime value Customer Satisfaction

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Objective Setting for an e-commerce business

Balanced Scored Sector Efficiency Effectiveness

Financial Results (Business Value)

Channel CostsChannel Profitability

Online Contribution (direct & indirect)Profit Contributed

Customer Value Online reachCost of acquisitionCustomer propensity to defect

Sales and sales per customerNew customersOnline market shareCustomer satisfaction ratingsCustomer loyalty index

Operational Processes Conversion RatesAverage Order ValueList size and qualityE-mail active %

Fulfillment timesSupport response times

Innovation & learning (people & knowledge)

Approaches testedInternal e-marketing educationInternal satisfaction ratings

Approaches deployedPerformance appraisal review

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Layout the Plan using a roadmap

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Strategy Tactics Campaigns Analytics

Marketing & Sales Category Awareness Consideration Interest Preference Purchase

Website Content*

Landing Page Testing (Multivariate)

Search Engine Optimization

Link Building

Pay Per Click: Keyword

Pay Per Click: Contextual

Pay Per Click: Site Targeted

Blogging on external sites

Social Media & User Generated Content

Affiliate Marketing

Banner Advertising

E-mail marketing (known groups)

E-mail marketing (broadcast)

Widgets and Free Applications/Tools

Text & Mobile Marketing

Video

Most Effective

Highly Effective

Moderately Effective

Occasionally Effective

Rarely Effective

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Closed Loop Marketing Requires Integration

Pre - Click

• PPC Platforms

• Rich Media Platforms

• E-mail solutions

Post-Click

• Analytics• CRM• Content

Mgmt Sys• Landing Page

Opt.

Post Conversion

• Sales Order• Financial

SystemDriving Traffic Driving Engagement Conversion Optimization

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This Stuff Wasn’t Made to Fit Together

The Online Marketing Suite: Optimization 3.0

VISITORACQUISITION CONVERSION

ONLINEANALYTICS

CHANNELANALYTICS

CMO DASHBOARDS

CRM

Kiosks

Call Center

POS

Teller

Search

Ad Networks

Ad Exchange

Mobile

Video

ONLINE MARKETING SUITE

OPEN BUSINESS ANALYTICS PLATFORMData Warehouse & APIs

Internet Enterprise

Complete – Open – Modular – Flexible

Best of Breed: Optimization v2.0

Analytics

TestingTargeting

Recommendations

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Tool: Systems & Software Assessment

PPC Bid Mgmt

PPC Audit

Keyword Research

Link Building

E-mail Marketing Software

CMS+ personalization capability

CRM + personalization capability

Landing Page Optimization Software

Accounting System

Operational Process System

DMS / Knowledge Mgmt

Project Management

Web Analytics

Service DeliveryPost-ConversionPost-ClickPre-Click

?

Needed or Inadequate

Incomplete but adequate

Long Term Stability

Unknown

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Side by Side Channel Analysis Campaign Return on Investment

Correlate ROI across all campaign types, both online and offline

Flexible campaign sourcing allowing users to choose between three options

Show Actions and Metrics

Content & Content InfluenceOptimize content on your site to drive success

Key Business Questions

• Which content drives incremental engagement?

• Which pages are most popular, but do not drive success?

• Which pages drive conversion?

Key Benefits• Rework pages with high traffic but are consistently “dead-ends”.• Increase traffic to high-influence, low-traffic content.• Remove “dead wood” content. Retire content that has low influence and low

conversion.

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Daily Motion Case Study

Challenge:“the more registered members we have, and the longer our audience is watching the videos and engaging with the site, the more attractive we become to advertisers.” -SVP, Media Sales

Results:•Increased user engagement•Measures the performance of international expansion•Provides media buyers and advertising partners with accurate performance data

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Most Facebook Users WorldwideAs of 02.2010

http://www.facebakers.com/countries-with-facebook/

Most Facebook Users WorldwideAs of 7/22/2011

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Target content to visitors based on behavior, profile parameters and/or business rules

Targeted Experiences Improve Conversion

Default Process

Relevance based on User Behavior Improves Results

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3 Rules of Online Marketing

1. Test2. Test3. Test

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1 Version of the Truth!

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Classification Drilling Example

Media Source

Profile Classification•Title

•Industry

•Gender

•State

•Country

Channel TacticPromotion

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Online Business Optimization Evolution from A Channel to Business Strategy

Find and apply new

insights to optimize

your business based on

a complete view of all

interactions

Deliver reporting

and dashboards to

measure marketing

performance

Leverage these

measurements to

make informed

decisions about

how to interact with

customers Bring together

information from

the Internet and

the enterprise for

a comprehensive

view of customer

interactions

Automate certain

customer interactions

and activities based on

real-time data, business

rules and performance

Extend

Innovate

Automate

Execute

Measure

Measure Optimize

• Email me for a Pay Per Click Worksheet plima@limaconsulting.com

• www.CMO.com • Free Research at Omniture.com• Call David and I to discuss your projects or

career objectives in the industry.

Bonus Tools & Resources

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Allocate the Budget for PPC

Developing, Deploying and Measuring effective digital strategies

Paul Lima(11) 2528 – 0401 (Sao Paulo)(212) 671-0309 (Philadelphia)plima@limaconsulting.comTwitter: Paul__Lima

David Saxon(11) 2175 – 9555 (Sao Paulo)( (Philadelphia)dsaxon@adobe.comTwitter: