See Think Do - Agile End To End Marketing

Google Confidential and Proprietary

the art of end to end relationships at scale

from the amazing work done by Avinash Kaushikhttp://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/

See. Think. Do.


David KeeneHead of Marketing, Google for Work, NACE

google.com/+DavidKeeneX

@dkeene

EVERYTHING IS CONNECTED

EVERYONE IS ALWAYS ONLINE

75%Smartphone Penetration

70%UK 4G coverage

86%Online every day


PEOPLE LIVE IN A BOUNDLESS, MULTISCREEN MEDIA WORLD

1. What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 20122. Google Connected Device Study, UK, March 2013

3 Average number of

devices per person rising from 2.3 in 2012 2

MANY SCREENS


MAYBE A SIX SCREEN WORLD?

[WEARABLE][MOBILE] [TABLET][DESKTOP] [IN-CAR][TV]


Display Search Conversion

MULTI-CHANNEL

Desktop Store Conversion

ONLINE-TO-OFFLINE

Mobile ConversionDesktop

CROSS-DEVICE

ConversionGenericSearch

BrandSearch

INTRA-CHANNEL

SALES BUYING JOURNEYCOMPLEX, MULTI-TOUCH, MULTI-STEP, LONG.......


BUYING A NEW CARIN 2014 - WHAT WAS MY BUYING JOURNEY?


MARKETING ATTRIBUTION IS STILL A LAST CLICK WORLD

convertlastclick????

????


MEASUREMENT AND ATTRIBUTION IS A SILOED MEDIA WORLD

TV VIDEO SOCIALDISPLAYSEO PAIDSEARCH


BUSINESS LIVING IN THE PAST - MARKETING/SALES/SERVICEMARKETING 101

Awareness

Consideration

Purchase

Loyalty


STRATEGY

PUT THE CUSTOMER

FIRST


HOW DO WE FIX THIS PROBLEM?MARKETING @ GOOGLE

Awareness

Consideration

Purchase

Loyalty

See

Care

ThinkDo


THE ROLE OF DIGITAL FOR EACH STAGE?

People who drive cars

People who are thinking they might need a new car soon

People who want to buy a new car now

HOW CAN WE MOVE PEOPLE

A D

VO

C A

C Y

& L

O Y

A L

T Y

SEE THINK DOC O N S I D E R A T I O NA W A R E N E S S P U R C H A S E

E V A L U A T I O N


Generic Search Click

Referral

BREAK DOWN CUSTOMER JOURNEY

SEE THINK DO

DIFFERENT TOUCHPOINTS, METRICS AND USER ACTIONS

Brand Search

Click

Newsletter SignupDisplay

Impression

Last touchpoint

Assist touchpoints

Microconversion

Remarketing Click

MacroconversionPurchase


BUILD A PLAN FOR EACH STAGERE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE

SEE THINK DO

People who wear shoes

People who are thinking they need

new shoes for the fall

People who are are looking to buy fall

shoes now

S O C IA LS O C I A L

S E O S E O S E O

D I S P L A Y D I S P L A Y D I S P L A Y

Y O U T U B E Y O U T U B E Y T

S E M S E MS E M

A F F I L I A T E S

E M A I LE M A I L


EXPERIMENT AND MEASURE BETTERMETRICS MUST ALIGN WITH MARKETING OBJECTIVES

SEE THINK DO

DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E SR E M A R K E T I N G / C O N T E X T U A LP R O D U C T - C E N T R I C / O F F E R S

Y O U T U B E M A S T H E A D / D E M O /P S Y C H O / S O C I A L ? ? P R O D U C T

V I D E O

B R A N D / P R O D U C T /L O W E R F U N N E L T E R M S

G E N E R A LB R O A D

Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N

CTR

Page Depth

Microconversions

Assist Conversions & Ratios (over mid-term)

Interactions, Conversation, Amplification, Applause

% of New Visits

Indexed Increase in Brand Awareness

Assist Conversions & Ratios (over long-term)

Visitor Loyalty

Abandonment Rate

Conversions/CPA

Revenue/ROAS

Profit

REVISED CAMPAIGN METRICS OF SUCCESS (EXAMPLES)


GOOGLE ANALYTICS REALLY USEFUL MULTI-CHANNEL FUNNELS REPORTING

Overview Assisted Conversions Top Conversion Paths

Time Lag Path Length


VISUALIZE ASSIST METRICSAGAINST SEE/THINK/DO FOR IMPROVED UNDERSTANDING

SEE

5.015.0 0.30.5

Organic Search

Direct

0.8 0.63.1

THINK

Assist Ratios

DOTHINKSEE

60 day lookbackAssist

Conversions

9.0

Email

Brand Paid Search

Display & Video: Upper Funnel

Display & Video: Mid-Funnel Paid Search:

Generic

0.7

Referral

Display & Video: Lower Funnel


COLLABORATING - RETHINKING - WORKCOME TOGETHER/HACK/HUSTLE/CREATE/ANYWHERE

http://youtu.be/bTFPSQ7Q0zw

http://www.youtube.com/watch?v=bTFPSQ7Q0zw


RETHINK MEDIA

RETHINK METRICS

RETHINK MODEL

RETHINK WORK

FOCUS ON CUSTOMER


Thank you.

google.com/+DavidKeeneX

@dkeene