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@marketingmojo | marketing-mojo.com
YOUR DIGITAL MARKETING IS FAILING YOU.Janet Driscoll MillerInternet SummitRaleigh, NCNovember 17, 2016
SO LET’S GO FIX IT…
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DIGITAL MARKETINGUNIVERSAL TRUTH #1:
NOT ALL TRAFFIC IS EQUAL
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INTENT(SEARCH ENGINES)
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THE INTENT CHALLENGE• “Social Media Management Software”
› Enterprise level product: 12 months/$100,000 commitment
• But WHO searches using this term?
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INTENT(SEARCH ENGINES)
IDENTITY(SOCIAL MEDIA)
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LINKEDIN TARGETING OPTIONSDemographic Targeting Options
Location ContinentCountry
StateCity
Companies NameIndustry
Company size(also exclude current customers)
Job Title TitleFunctionSeniority
School School NameField of Study Field of Study
Degree DegreeSkills Skill NameGroup Group NameGender Gender
Age Age
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CASE STUDY: ENTERPRISE SOFTWARE
PPC Alone PPC and LinkedIn0
50100150200250300350400
Conversions
PPC Alone PPC and LinkedIn0
100
200
300
400
500
600
700
Cost Per Lead
PPC Alone PPC and LinkedIn $-
$10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00
$100,000.00
Cost
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FACEBOOK TARGETING OPTIONSDemographic Targeting Options
Location ContinentCountry
StateCity
Companies Employer NameIndustries
Office Type (ex: home office)(also exclude current customers)
Job Title TitleSchool School Name
Field of Study Field of StudyEducation Level Degree
Currently in SchoolApp Users Current app users
App not currently installedGender Gender
Age Age
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DIGITAL MARKETINGUNIVERSAL TRUTH #2:
TRUE ATTRIBUTION IS HARD.
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SINGLE SOURCE MODELS• First Touch
› Gives all credit to the first channel/campaign› Set once and never changes
• Last Touch› Gives all credit to the last channel/campaign› Always updating, but can be “locked” down
1 2 3 4 5
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FRACTIONAL SOURCE MODELS• Linear
› Gives equal credit to all channels/campaigns› Always updating, but can be “locked” down
• Time Decay› Gives most credit to the last channel/campaign› Always updating, but can be “locked” down
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NOT SURE? TEST THEM OUT!
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GOOGLE ANALYTICS ATTRIBUTION MODEL COMPARISON TOOL
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GOOGLE ANALYTICS TAGGING• Passes information from your
destination URLs into Google Analytics
• Tagging is automatic in Google AdWords by default
• https://support.google.com/analytics/answer/1033867?hl=en
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FIX SELF-REFERRALS!• Google Universal Analytics can create self-referral
issues• Self-referral:
› Your site’s domain is listed as a referral site to itself• When you switch from Classic to Universal, you
have to update the “referral exclusion list”
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HOW SELF-REFERRALS HAPPEN IN UNIVERSAL• Session length is 30 minutes by default
Referral Source/Medium:
Google/organic
Referral Source/Medium:YourDomain.com/
referral
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WHAT HAPPENS WHEN IT’S FIXED?• Self-referral traffic
becomes correctly attributed to the original source/medium
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HOW DO YOU FIX IT?• Set referral exclusions under PROPERTY setting in
Google Analytics• Select Tracking Info/Referral Exclusion List
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SQL
Closed Won
MQL
SAL
Website Visit
HOW DO YOU TRACK IT ALL?
Google Analytics
Marketing Automation
CRM
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Campaign Name Converted Leads
Num Total Opportunities
Num Won Opportunities
Total Value Opportunities
Total Value Won Opportunities
2017 Dig Mktg Checklist - Facebook 1 2 1 $ 8,000.00 $ 5,000.00 2016 ROI-2 Webinar 1 4 1 $ 23,500.00 $ 10,000.00 2016 ROI Webinar 2 6 2 $ 34,000.00 $ 14,000.00 Request a Quote 1 1 0 $ 5,000.00 $ -
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CONTACT INFO
JANET DRISCOLL MILLERPresident and CEOMarketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller
Download the ROI Workbook at: http://bit.ly/ROIWorkbook
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