Stitching Data and Revenue - Athens - Hannah Thorpe...another. Reducing the blended CPA requires making Paid Search more efficient with budget and getting the site to convert at a

@TWITTERHANDELHERE #HASHTAGHERE CONFERENCE NAME@TWITTERHANDLEHERE CONFERENCE NAME HERE

STITCHING TOGETHER AUDIENCE DATA FOR MAXIMUM REVENUE.

HANNAHTHORPE.

@HANNAHJTHORPE [email protected]

AT FOUND, WE DON’T ‘DO’ DIGITAL MARKETING, WE LIVE AND BREATHE IT.

WE AREWe’re Found, a London-based digital performance agency who’s remastering ROI. Brands demand only the best results, so that’s what we deliver. Day-in. Day-out. Through data-driven decisions we empower brands to deliver the right message to their customers in the right place - at the right time.

HANNAH THORPE.

• 6+ YEARS OF SEO EXPERIENCE

• CONSISTENTLY DIRVEN POSITIVE ROI FOR CLIENTS

• RECOGNISED AS ONE OF TOP 140 SEO EXPERTS IN 2019

BUSINESS DIRECTOR.

[email protected]


MOST OF US ARE ONLINE TO ”WIN”.



EACH DAY THE DIGITALLANDSCAPE BECOMES MORE AND MORE COMPETITIVE.


@TWITTERHANDELHERE #HASHTAGHERE CONFERENCE NAME@TWITTERHANDLEHERE CONFERENCE NAME HERE@HANNAHJTHORPE [email protected]


IN SOME CASES, OUR METHODS TO SUCCEEDARE ALSO BEING LIMITED.




AND THE ECONOMYISN’T GOING GREAT…



WE NEED TO MAKE THE HIGHEST RETURN FROM INVESTMENT TO STAY ON TOP.


@hannahjthorpe [email protected]

WHAT WEARE GOINGTO COVER.

CUSTOMER LIFECYCLE GRIDS.

OMNI-CHANNEL APPROACH.

DRIVE HIGHER AOV.


@hannahjthorpe [email protected]@HANNAHJTHORPE [email protected]



NOT ALL CUSTOMERSWERE CREATED EQUAL.



ASSISTIVE IS THE NEW PARADIGM.• Results need to be personalised.

• Information retrieved through search needs to be conversational.

• Contextual results (time, place, proximity) matter for relevance.

• Information supplied needs to go beyond links and information toanswers and action.


LIFECYCLE GRIDS.

RECENT & FREQUENT

RECENT & INFREQUENT

NOT RECENT & INFREQUENT

NOT RECENT & FREQUENT

MAN

Y PRO

DUCTS

FEW

PRODU

CTSRECENT NOT RECENT

• Your “rocket fuel” customers• Highest current value and highest potential value• Love your company and are eager buyers

• Your up-and-coming best customers• Dreck heading for top-right quadrant• Brand new customers (top left)

• Former dis-engaged best customers• Depending on current value, worthy of research• Require special communications handling

• Dreck of the customer base• One-time or light buyers that never bought again• Why are you creating dreck customers?

CUSTOMER LIFETIME VALUE

£60.00

AOV LAST 12 MONTHS

£42.00

COST OF ONE SALE

£2.00

VOLUME OF WASTE

1,003,143

EFFICIENT MARKETING INVESTMENT.• Focus on growing out the green and pink

customer base

• Provide existing customers with a better, personalised experience

• Match lookalikes to these groups to grow your audience with the most valuable customers.

RECENT & FREQUENT

RECENT & INFREQUENT

NOT RECENT & INFREQUENT

NOT RECENT & FREQUENT

CUSTOMER SEGMENTATION.SWIM-LANE PERCENTILE.By segmenting your CRM customers into top percentiles, you can create an audience strategy that ensures the information about your top spenders/loyal customers is always utilised to optimise budget.

Top 10% Top 20% Top 30% Top 50% Top 60%

Starting point of budget planning. Create lookalikes of top 10% spenders.

Budget expansion, ensure your top spenders are always in your audiences.

POTENTIAL GAINSOF A SUCCESSFUL RE-ENGAGEMENT.

£-

£1,000,000

£2,000,000

£3,000,000

£4,000,000

£5,000,000

£6,000,000

1% 2% 5% 10%

EXA

MPL

E R

EVEN

UE.

Getting 2% of the 1M ex-customers back into the lifecycle will generate £1.1M in value.

KPI FOR MOVEMENT OF CUSTOMERS.

CONTRACTION GROWTHSTABILITY




START BY INTEGRATING ONLINE CHANNELS.

SHARE LEARNINGS.

THINK OFFLINE TOO.



INTEGRATED SEARCH APPROACH.

BLENDED CPA

BLENDED TRAFFIC

CPA will decrease through volume of users and improving conversion rates.

Through landing traffic growth and conversion rate optimisation, with strong traffic growth, blended CPA is significantly reduced.

Organic traffic increases with improved rankings. Paid traffic increases through stronger position performance.

Our test and learn approach, with data science ensures a cycle of progress. SEO, PPC and Social Media channels all supporting one another.

Reducing the blended CPA requires making Paid Search more efficient with budget and getting the site to convert at a higher rate. This is a cumulative effect over time.

Growing traffic with Organic search requires

improved rankings. However, without organic rankings early on growth can be achieved with Paid Search.

SHARING CROSS-CHANNEL LEARNINGS.

ONLINE TO OFFLINE. FIND THE KEYWORDS MOST STRONGLY CORRELATED TO IN STORE VISITS.

SEARCH KEYWORD. STRENGTH OF CORRELATION.

bon marche maxi dresses 81.6%

bonmarche sandals 81.6%

+bonmarche +ladies +shorts 81.1%

bon marche swim dresses 80.1%

bonmarche shrewsbury 79.9%

+bonmarche +sandals 78.8%

bon marche swimsuits 77.9%

+beach +wear +kaftans 76.8%

bon marche skirts 75.9%

+bon +marche +white +skirt 75.7%

GOOGLE STORE VISIT CONVERSIONS. • Google Beacons placed in store ping Bluetooth devices.

• Matches back to user Google Search and Display Network behavior.

• Identify the campaigns and keywords which drive most footfall within 7 days.

• Beta in Google Analytics provides data for all channels, not just paid.

GOOGLE STORE VISIT CONVERSIONS.

GIVE ONLINE THE ATTRIBUTION IT DESERVES FOR DRIVING IN-STORE VISITS AND REVENUE!

GOOGLE STORE SALE CONVERSIONS. • In-store transaction data can be uploaded for users with loyalty cards.

• Google matches the customer information tied to transaction data with Google Ads user information.

DRIVE HIGHER AOV.



THE RIGHT PRODUCTS AT THE RIGHT TIME.

MEAUSRE USER EXPERIENCE.

PERSONA-LISE.


DRIVE HIGHER AOV.

PRODUCT FOCUS TIMELINE.

DEEP MARKET INSIGHT.

Tax services

SEO & PPC opportunity!

RISING STAR

Tax credits

SEASONAL RISER

Grants for small business owners

SEASONAL DECLINER

Small/new business grants

SEASONAL DECLINER

Federal grants

FALLING STAR

VAT refund procedure

Content opportunity!

SUSTAINED RISER


BLUE MONDAY.• Prepare for events –

more variation than you might think.

• Third Monday of January.

• Spikes in sales of “stay at home” clothes e.g. Pajamas, Slippers, Jogging Bottoms.


MEASURE USER EXPERIENCE.

• Form dropouts• Navigation engagement• Product comparison

ENHANCED ECOMMERCE.

BUILD CUSTOM REPORTS.

Reporting by hour:

• Sessions• Conversion rate• Transactions• AOV

READY MADE REPORTS.

DAY OF WEEK/HOUR:http://bit.ly/30KlFkr

DAILY ECOMMERCE TRAFFIC:http://bit.ly/2M9Quvs

SOCIAL PERFORMANCE:http://bit.ly/2W5O1a8

EVENT INTERACTION:http://bit.ly/2EKqtwX

http://bit.ly/30KlFkr

http://bit.ly/2M9Quvs

http://bit.ly/2W5O1a8

http://bit.ly/2EKqtwX


CONSUMERS SPEND 48% MORE IF THEIR EXPERIENCE IS PERSONALISED.


SEGMENT THEN GROW.

1. SEGMENT YOUR AUDIENCE TO UNDERSTAND THEIR WANTS.

2. START SMALL WITH PRODUCTS AND CONTENT.

3. LEAD THEM TO UPSELLS AND ADDITIONAL PRODUCTS.

Purchase or view product

See related content higher on blog

Prominent higher value sets post-purchase & content

KEY TAKEAWAYS.




OMNI-CHANNEL.

DRIVE HIGHER AOV.WHAT

WE’VE COVERED.

● Timing is key● Measure

customer experience

● Personalise on site

● Integrate online first

● Share learnings● Expand to offline

● Understand frequency and value of customers

● Grow highest value segments



THANK YOU!


Documents

Stitching Data and Revenue - Athens - Hannah Thorpe...another. Reducing the blended CPA requires making Paid Search more efficient with budget and getting the site to convert at a