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Benchmarking to improve your Digital marketing

Linked In Web Managers Group MeetupLondon, Feb 22nd 2011

Dave Chaffey, CEO, Smart Insights

www.SmartInsights.com/presentations

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Books

Qualifications:

Cert DigM and Dip DigM

Best practice guides

About Dave Chaffey

Analytics advice, software & consulting www.smartinsights.com/beta

Search &conversionconsultingwww.clickthrough-marketing.com

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Why benchmark?• External and internal:

• Are we effective+efficient?

• What is the “size of the prize”

• Compare to direct competitors

• Compare out-of-sector

• Shows where we’re strong and week through internal data

• Highlights failings, but…

• Strive to be best-in-breed

• Defines progress to goals

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The Smart Insights

Plan-RACE digital strategy

framework

http://bit.ly/smartstrategy

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1. PLAN - Digital strategy benchmarking

Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy

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An alternative benchmarking approach

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Source: Gijsbert van der Sleen, Consultant, Atos ConsultingContact through blog: http://www.maxx-online.nl. Now http://www.e-business-monitor.org

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Where it all started for me - CMM

Source: Carnegie Mellon University http://www.sei.cmu.edu

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Digital marketing governance maturity

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Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffeyhttp://econsultancy.com/reports/managing-digital-channels-best-practice-guide

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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

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Does this help?

You?1.Transactional Ecommerce2.Relationship-building3.Brand-building4.Publishing5.Agency or consultant?

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Create a performance dashboard

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http://www.smartinsights.com/blog/web-analytics/tools-tips-google-analytics-excel-business-reporting/

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2. Reach• Are these worthwhile?

• Google Adplanner

• Google Trends/Insights for Search

• Compete.com

• Alexa.com

• Hitwise

• Social media monitoring tools

http://www.smartinsights.com/blog/digital-marketing-strategy/tools-for-benchmarking-competitor-visitor-numbershttp://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software/

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Search demand benchmarking

•Should show:

•Potential demand from keyphrase estimators

•Your actual performance (position, clicks, conversion, sales, value):

•Paid – absolute and relative

•Natural – absolute and relative

Use “Google Keyword tool” to identify categories/volume of searchesSee Dan Barker’s article: http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo

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• Monitor by:• Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/

• Not Google link: - it’s not comprehensive

• Majestic SEO (www.majesticseo.com) or SEOMoz Linkscape (www.seomoz.org) • Google alerts service: www.google.com/alerts or www.gigaalert.com • Reputation management tools:

http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software

Benchmarking

Search

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3. Act + Convert: Analytics capability maturity

Real-time application:• Landing-page optimisation• Multivariate testing• Journey optimisation• CMS Integration

Modelling:• Response probability• Automatic visitor segments• Content clustering• Content and activityassociation

Behaviour:• Recency• Frequency• Average Visit Length• Acquisition Method• Event stream • Section stream

Measures• # Users• # Visits• # Page views• Top pages• Top referrers• # Errors

Source: Presented by Julian Brewer, Head of Online Sales and ContentBarclays UK retail banking to Econsultancy masterclass Nov 2008

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Assessing your capability to improve

Source:

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Content drilldown shows relative

effectiveness of page types

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4. How do we measure long-term engagement?

• Richard Sedley (Foviance):

• “Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand”.

• Eric Petersen – Web Analytics Demystified:

http://www.smartinsights.com/blog/customer-engagement/customer-engagement-interview-with-richard-sedley-of-cscape/ http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html

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Email marketing benchmarking

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Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

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How socially engaged are your audience?

http://www.forrester.com/empowered/tool_consumer.html

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RF engagement scoring example

Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue

Scoring:

RecencyLow 1 = > 24months2 = 19-24 months3 = 13-18 months4 = 7-12 months5 = 0-6 monthsHigh

FrequencyLow1 = One purchases2 = Two purchases3 = Three 4 = Four5 = FiveHigh

Note here boundaries are definedto illustrate behaviour. There

are a different number in each group

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RFM Analysis

Source: Jeremy Tapp Econsultancy Masterclass

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Let’s Connect! Questions & discussion welcome

• Blogwww.smartinsights.com

• LinkedInhttp://linkd.in/smartinsights

• Email Newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

www.twitter.com/DaveChaffey