Filed under: #mktgcloud, A/B Testing, Actionable Insights, Analytics, Behavioural Targeting, CRM, Data, Datarati, Datarati.TV, Display Media, Email Marketing, Forms, Landing Pages, Lead Generation, Lead Nurturing, Lead Scoring, Marketing Automation, Marketing Cloud, Multivariate Testing, Segmentation, Software as a Service, Testing, Web Analytics | Tags: Ad:Tech Sydney 2010
1.) DATA CAPTURE: Have a strategy of what data you plan to collect and why? i.e. Explicit data e.g. demographic data, profile data etc as well as Implicit data e.g. behavioural data (what people click on, pages they view, content they interact with and/or download. How do you plan to use that data? When do you plan to use that data? In what channel will you take action on that data e.g. email, sms, direct mail, social media, telemarketing etc.
2.) CENTRALISE ALL DATA POINTS: Centralise all your digital data into a centralised marketing automation database. This includes, paid search data, paid display data, email marketing, landing pages, web analytics data and social media data. Digital marketers are tired of living in EXCEL HELL www.excelhell.com.au Client side marketers should NOT have to live with excel spreadsheets of basic digital metrics e.g. impressions, click thrus etc.
3.) STREAMLINE METRICS & MEASUREMENT: Educate yourself to understand the metrics you’re using and why you are using them? Do these metrics relate to bottom line business metrics such as closed sales, revenue etc. With the rapid innovation of technology in the digital space, digital marketers are finding it hard to keep up with the new metrics that are being created as these new sets of digital data have never existed before. Keep it simple. Do your impressions, click thrus, conversions etc add to the bottom line revenue of your organisation? Can you prove it? Can you prove which channel is most effective and why? And most importantly, what are the variables responsible for improved conversions and sales e.g. creative, publisher, time of day, offer, channel, etc.
4.) OPTIMISE ALL CAMPAIGNS: If you don’t test EVERY paid search campaign, paid display campaign, email marketing campaign or landing page, YOU SHOULD NOT BE IN DIGITAL MARKETING. There is no more excuses for blaming this on process, time, inefficiencies etc both internal on client side or on agency side. A/B & Multivariate testing takes minutes to set up and can have an enormous impact on the success or failure of your campaigns.
5.) AUTOMATE COMMUNICATIONS: If a prospect or customer indicates some type of behaviour, either explicitly e.g. they have told you they are interested in a product or service or implicitly e.g. they have behaved in a specific way to your campaign through searching a particular keyword, clicking on a particular link in an email, downloading a specific piece of content on your website etc you must automate a dynamic message back to that individual in real-time. Prospects and customers will no longer wait. They want instant gratification, with targeted, anticipated, relevant and personalised communications in an automated way through whichever channel they have requested to receive it in.
NEXT STEPS: Need help with any of the above – contact the Datarati to get started right away!
(02) 8003 7343
Filed under: #mktgcloud, A/B Testing, Datarati, Multivariate Testing, Testing | Tags: A/B Testing, Anil Batra
When you are running an A/B test, be sure not to select your winner to soon.
Here is a great post from Anil Batra’s blog that shows why you need to use statistical relevancy when testing your emails and landing pages.
One Month later
Few more days later
Statistical Relevance Calculator: http://www.marketo.com/b2b-marketing-resources/landing-page-test-calculator.php
Filed under: Actionable Insights, Behavioural Targeting, Datarati, Email Marketing, Marketing Automation, Multivariate Testing, Optimisation, Retention, Segmentation, Software as a Service, Technology, Web Analytics | Tags: Campaign Master, Campaign Monitor, Cheetah Mail, Chimp Mail, Constant Contact, Dream Mail, Email Marketing, Epsilon, eServices, Exact Target, Marketing Automation, Returnity, Strategy Mix, Traction, Vertical Response, Vision 6
Ok, so as a marketer or digital agency, I’m guessing you have one of the following email marketing tools or use one of the following vendors for you or your clients email marketing campaigns:
– Exact Target
– Strategy Mix
– Chimp Mail
– Cheetah Mail
– Dream Mail
– Vertical Response
– Vision 6
– Campaign Monitor
– Campaign Master
– Constant Contact
Here is your problem: You blast out an email campaign and now you’re ask to measure its success. What you do is prepare an excel spreadsheet with metrics such as opens and clicks.
Then you go to either your Google Analytics, Omniture etc and pull your unique visitors for the day you sent that email out.
You then look at the number of click thrus and look at the increase of uniques on that day and attribute those email clicks to that increase in uniques.
So, what you have here is a fundamental break in the click stream data. You are trying to compare individualised data from your email marketing tool at a customer level with aggregate data from your web analytics tool. This simply does not work. Nor is it best practice.
What should you be doing?
Here is your solution.
You should be tracking each lead, contact, prospect or customer at an individual level. That is, if they open an email, click on any link in that email and come to either a landing page or website, their digital behavioural data i.e. what they do on that landing page or website (links they click, content they download etc) should be captured, scored and dropped into an email nurturing campaign.
Let me give you an example.
Holden sends out an email campaign to a list of their existing customers with the objective of getting each customer to open the email, click through to a landing page, check out the new Holden car model and register for a test drive at their nearest dealership.
So lets say that customer opens the email, clicks through to the landing page and plays around with the widget on the landing page which allows them to build the car of their choice. e.g. colours, interiors, sports edition etc.
However, this customer doesn’t register for a test drive, closes their browser and leaves the page. What do you do now. Well, you have a rich set of behavioural data now on what that consumer likes.
This is where you should have a marketing automation database. This rich behavioural data would be captured and stored against each individual customer record in the database. Then you would have a pre-built series of automated trigger based emails that would re-touch that customer over a certain period of time. e.g. 1 email per week for the next 4 weeks. Each email’s content would be targeted, relevant, anticipated and personalised based on the behavioural data captured in the initial campaign.
For years marketers and agencies have put this in the too hard basic because they had this DATA problem. Email data was seperate from the web analytics data.
Well no longer my fellow marketeers. The solution is a marketing automation database.
We have the world’s fastest growing marketing automation database solution here in Australia & New Zealand.
The smart data-driven marketers and agencies get this and are acheiving some outstanding and superior results. We recently had a customer acheive a 4000% ROI in their first email campaign.
Want to know more? Call me on 0400 828 866 or email me email@example.com
Filed under: A/B Testing, Datarati, Display Media, Email Marketing, Landing Pages, Multivariate Testing, Research | Tags: Testing
How good is your GUT?
I came across the ‘Which Test Won’ site today.
Very Very cool. Full of actionable data insights on the testing of banner ads, emails and landing pages.
Check it out: www.whichtestwon.com
Filed under: #mktgcloud, A/B Testing, Actionable Insights, Behavioural Targeting, Cloud Computing, CRM, Data, Datarati, Email Marketing, Forms, Lead Generation, Lead Nurturing, Lead Scoring, Loyalty, Marketing Automation, Marketing Cloud, Multivariate Testing, Optimisation, Retention, Search, Segmentation, Software as a Service, Technology, Testing, Web Analytics | Tags: A/B Testing, Analytics, Lead Generation, Lead Nurturing, Lead Scoring, Marketing Automation, Optimisation, ROI, Web Analytics
Another open letter to all Australia, New Zealand & the wider Asia-Pacific digital, direct and data-driven marketers.
As we start 2010, I thought it is critical for all marketers to understand the basics of the term ‘Marketing Automation’, as there STILL seems to be confusion in the market as to what the term means, why’s marketers need it, how it works, and what will happen if they don’t start using it.
What does the term ‘Marketing Automation’ mean:
‘Marketing automation’ is the termed used in the industry to describe the use of a marketing automation database to manage and automate the process of converting prospective customers into actual buyers.
By automating the various tasks and workflows involved in demand generation, lead management, and sales and marketing alignment, a marketing automation database contributes to shorter sales cycles, increased revenue, and better marketing ROI.
A Marketing Automation Database allows a marketer to execute and manage the following all in one centralised database:
– Lead nurturing
– Lead scoring
– Lead generation
– Website monitoring
– Email marketing
– Web Forms
– Landing page creation/optimisation
– A/B + Multivariate Testing
– Marketing asset management
What A Marketing Automation Database is Not:
A Marketing Automation Database is NOT a customer relationship management (CRM) database. A Marketing Automation Database is a SEPERATE marketing database that holds all of the above marketing and behavioural data and integrates with a customers CRM database which holds the customer’s sales and customer service and support data.
The term ‘Marketing Automation’ is designed to meet the specific needs of marketers and involves a holistic approach to generating, nurturing, and converting leads into customers by automating a variety of marketing techniques (e.g. email, Website\monitoring, landing page optimisation, and more) and ensuring marketing and sales alignment throughout the process.
(See previous post on Marketing Automation Database vs. Customer Relationship Management Database)
In the last 2 weeks here is a list of questions that I’ve heard from digital and direct marketers and their agencies:
Q. Why should I change? What will happen if I don’t?
Your email marketing, paid search, paid display and web analytics data is all sitting in disparate databases and typically in an aggregate data format. So how can you possible determine what a prospect or customer is doing down to an individual level.
For example, lets say you want to run an email campaign. You segment your data in your email marketing database, dump in your creative and then hit the send button. What comes back is metrics on opens and click-thrus. Where this fundamentally FAILS is that once that prospect or customer clicks from a link in your email to either a landing page or your website you lose complete visibility at the individual level. So now you look at the number of click-thrus from your email blast and compare that with the aggregate web analytics data of unique visitors and assume the spike in traffic is as a direct result of your email blast.
We as marketers should be embarrassed if this is the way we are still measuring the performance of our digital campaigns. Why? Because the technology to do this exists and there are many companies in Australia & New Zealand using it!! Its called a Marketing Automation Database!
So what happens if you don’t embrace it? The Marketer will eventually lose their job or the agency will lose the client as their level of measurement and analytics are not up to scratch with the industry’s best practice.
Q. How does the issue impact my industry? What are my peers and competitors doing?
A marketing automation database is a fundamental requirement for every digital marketer who want to effectively track, score, measure and optimise their campaigns. The companies who use this technology and the actionable data insight to optimise their campaigns will simple produce better conversions and campaign ROI.
A number of your peers and competitors are already using this technology here in Australia & New Zealand producing ROI numbers as high as 4000%.
Q. Are there best practices I can refer to? Which experts can help me think strategically?
Yes, we here at Datarati use our aggregate customer and campaign data insights across multiple industry verticals to provide our customers with industry best practices in Email marketing, Lead nurturing, Lead scoring, Lead generation, Website monitoring, Web Forms, Landing page creation/optimisation, A/B + Multivariate Testing, Marketing asset management and ROI/Analytics.
Remember THIS: Data drives Insight. Insight drives Strategy. Strategy drives Creative. Creative drives Response. Response drives Revenue. Revenue drives ROI.
Q. What are the options or alternatives? Who can add the most value to the project?
There are multiple options on the market today, but one clear winner in the marketing automation space here in Australia & New Zealand but also globally. The marketing automation database vendor leading this charge is Marketo. They added 110 new customers in Q4 2009 alone, dominating the marketing automation category globally. In fact, more companies choose and switch to Marketo than any other marketing automation vendor: http://www.marketo.com/about/news/marketo_adds_110_new_customers_in_q4_2009_dominates_marketing_automation_category.php
Success breeds success. So who is going to add the most value to your project. Quite simply, the stand out leaders in the space.
Q. What if? What if end users won’t adopt the new process?
With any new technology comes the adoption issue. Historically, this issue was very big a few years ago because the marketing automation software vendors that existed back then had developed user interfaces that were very difficult for a marketer to navigate through, thus creating an adoption problem.
What we’ve seen change dramatically in the last 12 months is new marketing automation databases on the market like Marketo who’s user interface is by far the leader in usability as well as functionality.
Lastly, with any new implementation change management is critical. Therefore, regardless of what type of solution you end up selecting it is critical for the vendor or their partner to provide you with a change management plan and approach to ensure success.
Q. Why should I trust your company? How long will it take me to get an ROI?
You should trust the company and the team that has the most experience and successful track record in this space.
Results will always speak for themselves.
Your ROI can be acheived within 1 email campaign as we recently saw with a customers first email campaign. There first campaign generated such a high ROI that they were able to pay for the marketing automation database for the next two years.
Are you ready to get started?
These types of results are awaiting you…
Give us a call to arrange a meeting!
Datarati Pty Ltd
Level 1, 111 Elizabeth Street
Sydney, NSW 2000
Marketing Automation & CRM Director
Datarati Pty Ltd.
Level 1, 111 Elizabeth Street
Sydney, NSW 2000