简洁商务模板之标杆学习提升市场战略davechaffey-b

BenchmarkingtoimproveyourDigitalmarketingstrategyPresentedatOmnitureSummitLondon,April2009DaveChaffey,Director,MarketingInsightsLtdDave’sRightTouchingblog:…►Comparetodirectcompetitors►Compareout-of-sector►Highlightsfailings,but…►Strivetobebest-in-breed►Definesprogresstogoals4“Marketing&CRMfocusesonfourcorestrategicareas...OurbroadeCommercestrategycentresonafourpointplanwhichisbrokendownintoaseriesofindividuallydefinedanddetailedstrategicareas.Ouraimistobeexceptionalindeliveryacrosseach”RussellGould,E-commerceDirector,ThomasCookSource:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey:separate(27%)Detailedplan:separate(27%)Detailedplan:integrated(50%)NoPlan(22%)Source:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey::GijsbertvanderSleen,Consultant,AtosConsultingContactthroughblog:::CarnegieMellonUniversity:DaveChaffey:•Landing-pageoptimisation•Multivariatetesting•Journeyoptimisation•CMSIntegrationModelling:•Responseprobability•Automaticvisitorsegments•Contentclustering•ContentandactivityassociationBehaviour:•Recency•Frequency•AverageVisitLength•AcquisitionMethod•Eventstream•SectionstreamMeasures•#Users•#Visits•#Pageviews•Toppages•Topreferrers•#ErrorsSource:PresentedbyJulianBrewer,HeadofOnlineSalesandContentBarclaysUKretailbankingtoEconsultancymasterclassNov200812Q4.Doyouhavetherightresources?►%ofmarketingheadcountwhoaredigitalspecialists?►You:(a)0-20%(b)20-40%(c)40%►Research:1in3►Ratio:►2Acquisition:►3Conversion:►2Retention:►8ITSource:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey“Noperfectwaytoorganisestructure.Asingleteamhasbenefitthey’re100%digital,breathingdigital,riskisthereisdisconnectwithofflineworld”Campaignmanager(Email&DM)DatabaseExecutiveCustomerDevelopmentCustomerAcqusitionSearchenginemarketingPartnermarketing&advertisingCustomerexperience&merchandisingContent&creativeWebSalesSalesorwebAnalystITDirectorFinance(&IT)DirectorBuying&merchandisingOperations(inclservice)ManagingDirectorSalesandmarketingDirectorExampleofteamstructureforsmall-mediumretailer15Resourcesneededforlargedigitalteam!16Internetmarketinglightbulbjokes…►HowmanySEOsdoesittaketochangealightbulb?►Justone,butit’sgonnatakeabout3-6monthstostarttoseethelightbulbchange.Andthatlightbulb’sprettyhighupthere-areyousureyouwouldn’tratherchange10easierlightbulbs?►HowmanyPPCexpertsdoesittaketo…?►Justonebutthecostdependsonhowmuchtheotherlightbulbchangersarecurrentlycharging.►Howmanysocialmediagurusdoesittaketo…►It’snotaboutthechange-it’saboutengagingpeopleinconversationsaboutthelightbulbchange.►Howmanywebanalystsdoesittaketo…►Itdependswhichsystemyouuse/whoyouask.Source:(WA)Purpose:AnalysecustomerwebsitebehaviourandmarketingoutcomesrelatedtoreferrersegmentsVendors:GoogleAnalytics,Omniture,VisualSciences,WebtrendsEmailServiceProvidersPurpose:ESPsbroadcastandtrackemailsaspartofcampaignsorautomatedcontactstrategyVendors:EmailReaction,EmailVision,ExactTargetSilverpop,Responsys,VerticalResponseWebsiteexperimentationPurpose:ABtestingandmultivariatetestingofalternativepagesandjourneysVendors:GooglewebsiteOptimizer,Maxymiser,Offermatica,OmnitureandOptimostWebsitepersonalisationPurpose:Automatedandrules-basedrecommendationsandmerchandisingbasedonreferrer,productsbrowsedand/orcustomerdataVendors:atg,Fredhopper,OmnitureTouchClarityandWunderloopAdtracking&optimisationPurpose:Servedisplayadsandoptimiseyieldforadvertisersandpublishers.AlsotrackothermediachannelssuchasaffiliateandsearchtounderstandcustomerjourneysVendors:Atlas,DoubleclickDartplusWAvendorsBehaviouraladtargetingPurpose:Servesrelevantadsbasedoncontentconsumedandaudienceprofile.Alsore-targetingofadviewerspotentiallyonadvertiserssite.Vendors:Advertising.com,BlueLithium,RevenueSciences,TacodaEnterpriseanalyticsPur