《数字营销资料》chinaevent-michaelroth.ppt

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1、Bringing Science to the Art of Marketing,Agenda,Introduction Track visits or visitors?Web Analytics:measurement or optimisation?Knowing where to spend your marketing budget How do you know how customers experience your web site?How does your online marketing compare with the best?Summary,What are cu

2、stomers telling you online?,Every ClickEvery FormEvery email responseEvery non-clickEvery non responseTime takenPath TakenMarketing responsesMarketing non responses,What are customers telling you online?,Do you track Visits,.or Visitors?,Are You Listening?,Listening Online,CookiesSessionPersistentSt

3、andard TagsPage ViewElements Conversion EventsTechnical PropertiesRegistrationEtc,Listening Online,Web Analytics LIVE Profile,Listening Online,Basic Details:IdentificationNameAddressCountryAdditional demographicseMail addressPhone numberSexAgeIncomeLanguagePreferencesTwitter IDLoyalty ID code,Tracki

4、ng Marketing Campaigns,Banner Ads,SEM,Shopping Comparison,Social Media,eMail Campaigns,MMC Parameters:,Tracking Social Campaigns,9,Impressions,Content/Comment,ClickThrough,Lets Recap:now We Know:,Who you areNew VisitorFrequent VisitorHigh Value VisitorThe person who is trashing us on Twitter?Where y

5、ou came fromWhich marketing campaign got you to usWhich campaigns work for your customer segmentYour geography and language;pc/browser type What you did on our sitePages you looked atProducts you consideredTime taken,Review Questions:,Are you counting visits or visitors?,What to do with all this pow

6、er?,Improved decisioningKnow your customersKnow how they interactBetter understand which campaigns are working Tighter,defined KPIs Continuously improve the marketing interactionsAutomate Marketing ProcessesPersonalise marketing communicationsClosed loop email marketingIncrease cross sell/up sell op

7、portunities,Remarketing:,13,Please Come Back!,When you know the visitor When you dont know the visitor,When you know the Visitor:Targeted Email,Option 1:email blast same message to everyoneOption 2:personalised,timely,behaviourally targeted message automatically crafted for each visitor,Targeted ema

8、il Tracking codes,Email template Behavioural data,Click on email link Browse web site,Review Questions:,How do you get customers to come back?When you know who they are When you dont know who they are,Personalised Recommendations,Visitors Intent,Web Site,Sales Person,Other customers also viewedOther

9、 customers also boughtOther customers went on to purchaseRecommendations based on the last item added to your cartRecommendations based on the last item youve purchasedTop Sellers overall Top Sellers by categoryTop Sellers in a category of your interestMany more,17,Home,Typical total site sales driv

10、en by product recommendations,Measured by visitors who click on and purchase the recommended product from each recommendation zone,Category,Order Confirmation,Product,1%,1.3%,6.5%,Cart,1.5%,0.3%,Pre Cart,1.6%,Product List,5%,Intelligent Offers,Personalised Product Recommendations,Leverages:Click str

11、eam and order data Individual Visitor ProfilesAdvanced algorithmsMerchandiser Controls Site recommendations Email recommendations POS recommendations Call Centre recommendations,Review Questions:,Are you counting visits or visitors?Are you using web analytics just to measure.or as a marketing optimi

12、sation toolkit?,Marketing Channel Attribution,How do you decide where to spend your marketing budget?,Marketing channel attribution,First Click:good for measuring acquisitionMiddle Clicks:good for measuring influence Last Click:good for measuring conversion triggers,Paid Search,Shopping Comparison,B

13、anner,Social Media,Conversion,Email,Conversion,Sales/Conversion Cycle,Revenue attribution by marketing channel report,22,Attribution Summary,Step 1:Find out which attribution model you are currently using.Step 2:Re-assess your current marketing program now that you know what your are really measurin

14、g.Step 3:Implement a First,Last and Average Click attribution model for your business.Step 4:Reconsider your mix strategy for acquisition,influence and conversion.Step 5:Make more informed and effective investment decisions.Step 6:Bask in the glory of knowing you have improved your marketing effecti

15、veness.,Review Questions:,Are you counting visits or visitors?Are you using web analytics just to measure.or as a marketing optimisation toolkit?Are you measuring your online marketing properly?,Speedo increases return on PPC advertising,Identified search terms that drive visits and conversionsUsed

16、data to drive natural and onsite search,and to optimize consumer experienceGained new insight into ROAS by considering diverse attribution windows,Needed increased visibility into traffic from PPC adsWanted to understand how people use search,in order to better allocate marketing spend,Selected Core

17、metrics Digital Agency Services to manage PPC AdvertisingCombined search with Coremetrics data for insight into customer behaviorLeveraged attribution windows to understand how diverse channels move through the purchase cycle,Challenge,Results,Solution,Customer Profile,Born on Bondi Beach near Sydne

18、y,Australia in 1928,Speedo is the worlds top-selling swimwear brand.Now sold in more than 170 countries around the world,Speedos product line includes womens fashion and fitness swimwear,mens water shorts,kids swimwear,footwear,and a comprehensive collection of aquatic fitness equipment.,Li Ning Spo

19、rts Goods,Delivers targeted personalized campaigns based on deep customer insightsLaunched 600%more marketing promotionsUnified e-commerce platform for web,mobile and social sites,Data from each shopper is dynamic and real-time intelligence is used to improve the overall customer experience with per

20、sonalized promotion tactics,Challenge,Results,Solution,Customer Profile,Li Ning Company Limited is one of the leading sports brand companies in China,mainly providing sporting goods including footwear,apparel,equipment and accessories for professional and leisure purposes primarily under the LI-NING

21、 brand,A B2C platform lacking integration Scant insight into visitors Existing system limitations.Needed to manage a multichannel environment,Real results reported by IBM Marketing Solutions users,27,Better top-&bottom-line results:,Revenue:up 1-3%Margin:up 2-5%,More efficient marketing:,Cycle times

22、:down 40-80%Marketing costs:down 20-40%Campaign volume:up 2-5x,Better customer relationships:,Customer value:up 5-10%Loyalty and retention:up 10-15%Acquisition cost:down 25%-75%,More effective marketing:,Response rates:up 10-50%Campaign ROI:up 15-30%Online marketing ROI:up 15-25x,Improved transactio

23、nal results:,Sales volume:up 0.5-1%Average order value:up 15-20%Trade ROI:up 15-20%,For more information:,2014 IBM Corporation,29,Mobile is on the rise,Mobile is on the rise across industries,2014 IBM Corporation,30,55%YoY,43%YoY,48%YoY,30%YoY,59%YoY,66%YoY,19%YoY,Source:IBM Digital Analytics Benchm

24、ark,Smartphones to browse.,2014 IBM Corporation,31,Tablets to buy.,Source:IBM Digital Analytics Benchmark,Optimize for mobile,Understand what your customers are experiencing and what mobile investments are most profitable for youRender by mobile device type,operating system and vendorUtilize mobile

25、push technology to leverage rising mobile use,2014 IBM Corporation,32,2014 IBM Corporation,33,Customer attention is declining,Average session length 9%,Consistent indicators of declining customer attention span,34,Source:IBM Digital Analytics Benchmark(March 2012 vs March 2014),Page views per sessio

26、n 23%,Single page views 15%,2014 IBM Corporation,Keep customers engaged,Optimize the mobile experience at the device levelOffer personalized recommendationsConduct A/B testing to gain insights and improve usability,2014 IBM Corporation,35,2014 IBM Corporation,36,online shopping continues its steady

27、march,Online sales continue to grow year over year despite splintered customer attention,2014 IBM Corporation,37,Source:IBM Digital Analytics Benchmark,Optimize Digital Marketing,Personalize the customer experience to keep customers engagedTest and optimize campaigns to maximize ROIMeasure and analy

28、ze your online performance to understand and leverage best practices,2014 IBM Corporation,38,IBM Digital Analytics Benchmark:industry performance reporting versus peers and competitors as part of IBM Digital Analytics,Performance metrics for uncovering areas of opportunity,improvement or discovering

29、 trends in your industry.,Performance analytics.Aggregated and anonymous.Flexible and timely reporting.,39,2014 IBM Corporation,Thank you,US Retail&Retail sub-verticalsBlack Friday,Cyber Monday ReportsUK RetailNov 25 Mega MondayDec 2 Cyber MondayAustralia RetailNov 19-20 Click FrenzyHoliday Recap ReportsUS,UK,Australia,40,2014 IBM Corporation,Questions,?,IBM Marketing Solutions,Bringing Science to the Art of Marketing,43,