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How Does Your Digital M arketing Compare? We questioned the “data nerds” from some of the world’s top brands. They ranged from Digital Analysts to Marketing Directors to IT Managers. Here’s what we learned... © 2015 Webtrends, Inc.
Companies rated the most important marketing performance metrics today and in 12-18 months: Δ Content Eﬀectiveness and Engagement Campaign Performance / Conversion Rates Customer Satisfaction Site Traﬃc Online Marketing ROI today in 12-18 months today in 12-18 months today in 12-18 months today in 12-18 months today in 12-18 months -38% -21% +13% -32% +119%* *Brands want to move from fragmented, traditional measurement to a more holistic view of marketing performance. © 2015 Webtrends, Inc. 2
+38% 38% more companies plan to increase investments and initiatives in personalization in the next 12-18 months Hi Sarah! 50% Companies spend half their budgets on website management and they don’t expect that to change in the next 12-18 months © 2015 Webtrends, Inc. 3
The main barriers companies claim limit them from meeting digital marketing goals: 76% silos and a lack of organizational alignment lack of enough people 62% lack of technology © 2015 Webtrends, Inc. 66% to meet their goals 68% lack of money (budget) 57% do not have enough expertise 4
Introducing a framework for digital marketing advancement in five key areas Measurement Segmentation Customer Journey © 2015 Webtrends, Inc. Digital Optimization Personalization 5
Characteristics of less and more advanced stages of digital marketing Less Advanced Characteristics 1 Measurement 2 Segmentation More Advanced Characteristics • Comprehensive 3 • Strategic Tactical Digital Optimization • Automated/continuous • Manual Predictive • Re-active/diagnostic 4 • • Programmatic/institutionalized • Departmental/siloed • Process-driven • Expertise-heavy • Foundational • Out-of-box technology • Customer Journey 5 Personalization © 2015 Webtrends, Inc. 6
1: Measurement Stage 1 Stage 2 Stage 3 Stage 4 Basic trend reporting Campaign measurement Multi-channel measurement strategy at the visitor level Connecting online with offline to predict customer actions © 2015 Webtrends, Inc. 7
2: Segmentation Stage 1 Stage 2 Stage 3 Stage 4 Basic segmentation using common market-defined criteria Advanced segmentation aligned around unique business criteria Segmentation driven from integrated CRM Algorithmic, automated & sciencebased segmentation © 2015 Webtrends, Inc. 8
3: Digital Optimization Stage 1 Stage 2 Stage 3 Stage 4 Basic or manual A/B testing Scientific & programmatic A/B testing Advanced testing on defined segments Automated & programmatic testing across multiple platforms © 2015 Webtrends, Inc. 9
4: Customer Journey Stage 1 Stage 2 Stage 3 Stage 4 Cross-channel pathing Multi-touch attribution Connecting offline and online journeys Insights drive action to improve all touch points in the customer journey © 2015 Webtrends, Inc. 10
5: Personalization Stage 1 Stage 2 Stage 3 Stage 4 Applying basic context to influence personalization Using specific insession behaviors to influence content Leveraging insession behaviors coupled with historical behaviors 1:1 personalization utilizing predictive analysis © 2015 Webtrends, Inc. 11
Digital Marketing Advancement Framework Measurement Segmentation Digital Optimization Customer Journey Personalization Stage Basic trend reporting Basic segmentation using common market-deﬁned criteria Basic or manual A/B testing Cross-channel pathing Applying basic context to inﬂuence personalization Stage Campaign measurement Advanced segmentation aligned around unique business criteria Scientiﬁc & programmatic A/B testing Multi-touch attribution Using speciﬁc in-session behaviors to inﬂuence content Stage Multi-channel measurement strategy at the visitor-level Segmentation driven from integrated CRM Advanced testing on deﬁned segments Connecting oﬄine and online journeys Leveraging in-session behaviors coupled with historical behaviors Stage Connecting online with oﬄine to predict customer actions Algorithmic, automated & science-based segmentation Automated & programmatic testing across multiple platforms Insights drive action to improve all touch points in the customer journey 1:1 personalization utilizing predictive analysis 1 2 3 4 © 2015 Webtrends, Inc. 12
Brands scored themselves in each area of digital marketing advancement The average brand is fairly advanced (stage 3) in ‘measurement,’ while considerably less advanced in other areas. More Advanced Stage 4 3.03 Stage 3 Stage 2 1.34 1.32 1.47 Stage 1 .98 Less Advanced Measurement © 2015 Webtrends, Inc. Segmentation Digital Optimization Customer Journey Personalization 13
How Does Your Digital Marketing Compare? Download Your Free White Paper Your Path to Personalization: A Framework for Digital Marketing Advancement White Paper Your Path to Personalization: A Framework for Digital Marketing Advancement +38% Click here to download > According to our survey, 38% more companies plan to increase investments in personalization in the next 12-18 months It’s a hot topic for today’s marketer: how to deliver a personalized customer experience. But the topic has been met with a lot of confusion, mixed messages and grand promises, raising more questions than real answers. If this is the destination, the practical questions that are often left unanswered are, “where do I start?” and “what is my organization’s path to get there?” Before we get started, it’s important to note that personalization may not be a near-term goal for every marketer or organization. They, too, are on a quest to advance their digital marketing but in an area that best meets their current needs – perhaps measurement or segmentation or testing, for instance. For most, it’s about making progress in one or more areas, experimenting, learning and delivering business and marketing results. And the key to progress is a purposeful data-driven marketing approach that allows you to reveal deeper insights to better understand your customers. < Click here to download So why the focus on personalization? Much of the framework for digital marketing advancement that we’ll share with you is based on a recent survey of our client base. We found that companies are planning to shift and invest more in understanding the customer journey and personalization in the next 12 to 18 months. They aspire to create websites that offer up engaging content customized for each individual, trigger-based messaging based on visitor profiles and behaviors and calls to action designed to encourage greater engagement, purchases and conversions. Another important note is that there’s no one right path to personalization. You’ll determine your own route based upon specific business needs. That said, there are some common building blocks toward personalizing the customer experience. White Paper | Webtrends® © 2015 Webtrends, Inc. All Rights Reserved © 2015 Webtrends, Inc. 14 14