Georgea Frank-Tann: Continuous Evaluation & Optimisation

“W!"#$%" &'"', ($% 'r) *%+" ',$"#)r p)r+$, w!"# ', $p!,!$,.”- Andreas Schleicher (German Statician OECD)

I lov! m" Job

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1. !/B- MV T"#

IBM Tests Radically Different Homepage Designs: Which Got More Product Page Views?

https://whichtestwon.com/archives/8390

Verizon Tests Call-to-Action Button Colour on its Homepage. Which Colour Increases Clicks to the “Order Now” Page?

https://whichtestwon.com/archives/2699

Wha! " i# th" pr$entaio#?

• How the ‘social web’ has made things more complicated for marketers.

• Content Marketing.

• How its made things easier for marketers...(the clever ones)

• Data Vs Actionable Insights: Design to Evaluate

• 3 things to measure... and how.

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Eyeball!

Buyer!

Contributor!

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Conten! Marketin"

• Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience -

with the objective of driving profitable customer action.

• The tactic relies on earning people’s interest.

V+Don’t tell me what to buy. I’m smart enough to make

my own mind up ...!!!

GOOGLE it!

I need informationabout this, and it’shard work to get it

because it seems worthwhile

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Digita" mag+in!VIirtua" conferenc!

47% of companies are expected to increase their inbound marketing budget for 2012.

The average cost to acquire a new lead through outbound marketing in 2011 was $373, compared to just $143 from inbound marketing.

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Outdoor

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Dat! V" Actionabl# Insight"

• Design to Evaluate

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16% 25%

56%

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“Our research shows that many organisations are under-investing in internal analytics staff and failing to implement a coherent measurement strategy which can help them turn their data into something of real value to their business,” - Linus Gregoriadis, head of research at E-consultancy.

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Startin! ou"

De# ne$ proc% s&

Manage$ proc% s&

Optim' e$ proc% s&

Identify KPI’sBenchmark Competitors

No segmentation

Test multiplelanding pages

Funnel AnalysisPreference

segmentation

Systematic testing of what we are doing

Compelling & effectivecalls to action

A/B &multivariate testing

Online surveysCustomer engagement

segmentation

Structured approachto improve conversion

Align keywords, calls to action

& landing pagesCustomer journey analysis

Event triggered/behavioural email

Behavioural segmentation

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( m)B* i+ Intermediat) Advance$ Optim' e$

3 !ing" t# Me$ur%

1. Reach and Appeal

2. Quality of Traffic

3. Conversion Rate

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w!"# )v'0%'"!$, ',& $p"!15'"!$, '" "#)!r /$r).

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Is the message appealing to the Target Audience?Is the message getting to enough people in the Target Audience?

How is the traffic arriving at the website from various online channels engaging with the site? ...

PPC

Vira! vide"

Onlin# PR

SEO

Emai! D$ pla% Ad&

Your landin' pag# / we( it#

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What percentage of the traffic arriving at the given site is actually completing the desired objective?...

10 arrive at site. 10% conversion rate.

1. Set up Intelligence Alerts2. Set up Goals/Funnels

3. Use Heat Maps4. AB/MV testing

5. Use Multi Channel Funnels6.Create advanced segments based to review

specific interactions against goal conversions

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- www.threewingsmedia.com/2011/02/push-pull.html-Forrester Research Inc- Eloqua and Jess-The Social Media ProBook-content marketing institute-econsultancy-blitzagfruiency.com-smartinisghts.com

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