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| Date post: | 11-May-2015 |
| Category: |
Education |
| Upload: | marketingcamp |
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Business Insider
The Objective of Marketing
• Marketing aligns your brand with the largest market segments in which you have an advantage and targets promotions– Brand – a promise of value (that your core
competence can fulfill)– Market segment – personae with a need where
you can deliver a product or service– Advantage – your differentiation so you don’t
compete on price alone
The good news
• Moore’s law
• Your potential customers can self-educate 24/7 from anywhere
• You can learn more about customers than ever before through Business Intelligence
• Social can lower your support costs and enhance virality
The bad news
• Moore’s Law• Your potential customers can self-educate 24/7
from anywhere• Data accumulates much faster than it can be
analyzed … for now• Business Intelligence has only 4% penetration• Social means that messaging about your brand can
easily get out of control
The really bad news
• Moore’s law and free trade = nowhere to hide
• Product life cycles get shorter
• Differentiation gets harder
• Linearity is disappearing – Traditional market forecasting is in trouble
• The bear is coming
Analytics at its best
• Imprecise indicators of trends
• Indicators of actions to take
• Use A/B testing for continuous refinement– Tweak and retweak– Pay attention to timing
• Report using the language of stakeholders
• Track ROI of analytics to justify efforts
Marketing Then and Now
• Revenue generation: Marketing 30% Sales 70%
• 3 to 5 ad impressions per conversion
• You control the messaging
• A persona is an idea
• Revenue generation: Marketing 70% Sales 30%
• More than 10 impressions per conversion
• You try to track the messaging
• A persona is a segment that you can target
The Google Perspective
• Return on Analytics is the improvement in marketing revenue due to analytics
• Zero moment of Truth – prospects need over 10 exposures before they first convert and buy a product – you need to track and measure to know how to build sales.– ‘Micro-conversions’ – exposures before the
‘macro-conversion’
Data Sources
• Structured data– E-mail responses
– Web logs
– Forms
– Client records
– Affiliate records
– Mobile Applications
– Response forms
– Tracking cookies
• Unstructured Data– Blogs
– Tweets
– Articles
– Social likes/comments
– Rating sites
– Video
– Images
Typical Web Analytics
• Make sure all of your pages are tracking
• Model your funnel
• Define your goals
• Identify your Key Performance Indicators
• Identify historic baselines for KPIs
• Use a dashboard to monitor actuals vs baselines
Market Evolution Examples
• Marketing automation– RocketFuel – Use artificial intelligence to
tweak your marketing programs for you in real time
• BI Services – adding in the unstructured data– Infinigraph – rate your campaigns and brands
based on sentiment on Twitter, Facebook etc.
