jono alderson - digital marketing by numbers

@jonoaldersonDigital Marketing By Numbers

Digital Marketing

By Numbers


Jono Alderson

Global Head of Digital @ Linkdex

@jonoalderson

Technical SEO + analytics geek + agency guy

Closet web developer & WordPress fanatic

https://twitter.com/jonoalderson


It’s frameworks, not data,

which drive success


Nobody’s succeeding.


HIPPO culture

This guy is not an

expert at choosing

KPIs.


A lack of direction

The discovery of

magical,

‘’interesting’

insight


Analysis Paralysis


? ?

? ?


The box

of lies

The Great Crime of the Analytics Industry


Difficulty articulating success

You can’t say

“Hold on, what are

our objectives

again?”


Obsessive comparison to the past

“How well did we

do last time” is

lazy.

“How well do we

want to do this

time?” is better.


Only looking at the clickstream


Using a framework data to fuel your decision-making

Overcome these hurdles with a simple process


You have bespoke data and

bespoke needs

Design something from scratch


The HEART Framework

For user-centric focus


Evolving This

For larger or established organisations &

products


Objective Goal KPI Key Segments Performance

Be seen as

thought leaders

Get people reading and

engaging with our content

# triggers of time on page > 2 mins on a blog post (per month) Category, author

# average comments-per-post (rolling)

Double YoY

revenue

Increase sales revenue from

digital channels

# qualified sales (per month) where the sale had digital attribution Department, channel, product

£ qualified sales revenue (per month), where the sale had digital

attribution

Increase customer lifetime

value

% of new consumers via the website making a repeat purchase

within 3 months (rolling, YoY)

Channel, source, campaign,

keyword, gender, geographic

region, entry page

Average time between repeat purchases (rolling, YoY)

Provide the best

customer service

Provide great content and help

users find the information they

need

% task completion rate (per month) Initiating page, Channel, source,

campaign, keyword

% satisfaction rate (per month)

Delta % against average competitor satisfaction rate (roling)

Compete on

marketing

efficiency

Maintain a high conversion rate

to sale

% visitors to macroconversions (per month) Channel, source, campaign,

keyword, call type

Increase self-service actions on

the website

£ value of microconversions (per month) Microconverion, channel, source,

campaign, keyword


Visualise performance with bullet charts



Be seen as

thought leaders





Double YoY

revenue


digital channels



attribution


value





region, entry page


Provide the best

customer service



need


campaign, keyword



Compete on

marketing

efficiency


to sale


keyword, call type


the website


campaign, keyword


You’ll need 5 things...


Get your key stakeholders in

a room

Go all the way to the top.

You only get once chance...


Remove the elephant from the room

Hansel & Gretel


Get to the top-level objectives

There are no

wrong answers


The rules

Objectives must increase revenue,

decrease cost or improve brand.

Anything else is probably a goal or a KPI.



Be seen as

thought leaders





Double YoY

revenue


digital channels



attribution


value





region, entry page


Provide the best

customer service



need


campaign, keyword



Compete on

marketing

efficiency


to sale


keyword, call type


the website


campaign, keyword


Make your KPIs ultra-specific and

document the details

# conversions

# qualified macroconversions

# macroconversions (valuable contact form submissions, valuable phone

calls, and offline conversions which cite ‘web’ as source)


Encourage gamification

and self-validation for

experiential KPIs.

“I found this helpful”, “I completed a task!“ or “this

was useful” prompts to differentiate between

lost/looking


Build analysis criteria and

KPIs into product, service

and campaign specs

“How do we know if this is working?”


Setting Targets

1. Calculate average monthly/seasonal variation

2. Normalise any spikes due to known abnormalities and common sense

(‘sensible’ is better than ‘perfect’)

3. Trend this forwards (trend() and forecast() in Excel are useful)

4. Modify each time period based on predicted activity and one-off and

equity-creating impact

5. Include external/campaign costs



Be seen as

thought leaders





Double YoY

revenue


digital channels

# sales (per month) where the sale had qualified digital attribution Department, channel, product

£ sales revenue (per month), where the sale had qualified digital

attribution


value





region, entry page


Provide the best

customer service



need


campaign, keyword


Delta % against average competitor satisfaction rate (per month)

Compete on

marketing

efficiency


to sale


keyword, call type


the website


campaign, keyword


Step by step implementation


Pirate Metrics

For agile, growth-focused start-ups & apps


Self Evaluation

For getting better at this over time


Move from this…

http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/


Move from this...http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/


To this.http://www.cardinalpath.com/services/online-analytics-maturity-model/assessment/


Tools

….come last.


eCRM?



Be seen as

thought leaders





Double YoY

revenue


digital channels

# sales (per month) where the sale had qualified digital attribution Department, channel, product

£ sales revenue (per month), where the sale had qualified digital

attribution


value





region, entry page


Provide the best

customer service



need


campaign, keyword


Delta % against average competitor satisfaction rate (per month)

Compete on

marketing

efficiency


to sale


keyword, call type


the website


campaign, keyword


So.

Frameworks...


An aside…

Don’t let people shit on

your parade have

differing opinions.

Searching higher up the funnel @jonoalderson

C-level

Be in

control“I can set a

binding vision”

Marketing

Minimise

risk“I can change our

priorities”

Finance

Minimise cost“I can agree to spend, to

accumulate”

Third parties

& other SEOs

Defend themselves“I can challenge the

status quo”

Tech & Legal

Maintain status quo“I can veto anything”

bit.ly/linkdex-videos



Bringing this together...


You know what success and

failure looks like before you

explore or crunch the numbers.

And you know what actions to take depending on what you find


Hippos are locked in to defined

performance definitions.

You’ve removed the opportunity to object, flake, or u-turn


Shortcomings in processes,

resource, tools & culture are

accommodated for, and can’t be

used as excuses.

Opportunities - not limitations


Decisions are made about the

things that matter


Thanks!

Any questions?

Jono Alderson

Global Head of Digital @

Linkdex

@jonoalderson
