Digital Marketing Roadmaps – Vía @intersection1


social media strategy roadmap


Are you a fan of those BIG strategic reports? You know… the ones that never get read, gather cobwebs at the back of your filing cabinet or get used to keep the door to your office propped open. 

You will be happy to know that your Intersection Digital Marketing Road Map will be presented in a visual, concise and easy to read format.

You will receive a straightforward, no-nonsense plan that includes sets of strategies, tactics and objectives for your organization to work through over a six to twelve month period.

The following areas make up the framework that’s used to design your digital road map:

  1. Research
  2. Planning
  3. Implementation
  4. Management
  5. Measurement

The end result is a manageable plan that is customized to your specific marketing and communication needs – and takes into account the capacity of your organization.

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How To Measure Your Loyalty Program’s Incremental ROI – vía @cmo_com


Prior to launching a loyalty program, smart marketers build ROI models…

Vía CMO.com
…that forecast incremental profits based on anticipated lifts across three key customer revenue variables: average order size, yearly purchase frequency, and yearly retention rates. These models make assumptions on funding, breakage, and participation rates to estimate results.

ARTICLE HIGHLIGHTS:

  • How can you tell what loyalty members would have spent if no program existed?
  • New customers are a particularly good segment to break out for high-level comparison.
  • The purest way to measure incremental lift is to randomly assign every existing and new customer to a control group.

    Full article 🙂

For example, “Compare Members versus Nonmembers” section, we performed the following analysis:

• Identified every shopper, loyalty program member and nonmember that made at least one purchase over first three months of loyalty program. For the member group, the purchase had to be made within 24 hours of registering for the loyalty program.

CMO Wake-Up Call: Actionable Insights Await In The Contact Center – thnxz @incontactCMO


Marketers are abuzz over numerous new ways to reach out and engage with customers“.

by Mariann McDonagh. Follow Mariann @incontactCMO

Social media is becoming a mainstay, mobile marketing is surging, and voice-of-the-customer (VoC) research programs are in vogue. Marketers are even setting up command centers to track and analyze online customer feedback. We’re learning how to listen, relate, adjust, and respond to customers in ways we never imagined.

ARTICLE HIGHLIGHTS:

  • The contact center presents a unique opportunity to hear the real voice of the customer.

  • Actual customer conversations are potentially more authentic than research gleaned from controlled studies.

  • Your contact center is on the front line of customer service

    Full article? here 🙂

Marketing de contenidos de su marca – Gracias a @MkDirecto @HubSpot


El ingrediente esencial para que el consumidor nacido al calor de la nueva era 2.0 caiga realmente rendido a nuestros pies es el contenido. Las marcas tienen que generar no sólo mucho contenido sino que además tiene que ser de una calidad óptima. ¿Cómo fusionar cantidad y calidad en la creación de contenidos? Creando una potente maquinaria con los engranajes que enumera HubSpot en la siguiente presentación:

Let Your Fans In: The Advantages of Open Facebook Walls // via socialbakers.com // @socialbakers


 

Since we first launched Socially Devoted, brands have really upped their games, increasing the responses to customer questions through social media platforms. We wondered why some brands still have closed walls.

Throughout 2012, as the value of social media and online customer care became apparent, we noticed that companies set up presence and started to focus on two-way communication. Several brands, such as Nivea Men USA and Whirlpool opened their Page walls that were previously closed. And it pays off! Whirlpool is Socially Devoted with a Response Rate of 82,42% and Nivea Men USA is almost there, responding to 64,29% of questions on Facebook.

Via socialbakers Social Media Statistics

Whirlpool opened its Facebook wall and now responds to 82.42% questions! Worth it!

In 2013 we see the smart brands focusing on the quality of relationships, competitive analysis and the consistency of data.

 

However some brands are still lagging behind and don’t even allow their customers to contact them via Facebook. These include PumaDolce & Gabbana and Blackberry. Altogether these brands do not allow a total of 15 979 004 fans to have a voice. Leer más “Let Your Fans In: The Advantages of Open Facebook Walls // via socialbakers.com // @socialbakers”

Pan-Session Analysis With Google Analytics


 

Marketing Measurement & Optimization

Multi-Session Analysis With Google Analytics

When it comes to analytics, I am a big fan of pan-session analysis. Pan-session analysis provides insights across multiple visits by the same person. For almost every website it is an incredibly, powerful way to understand your visitors better.

Online-behavior.com

By applying the insights you derive from this analysis, you can further optimize your visitor’s experience and conversion rate.

In the following paragraphs I will describe five different pan-session analysis techniques that deliver great insights.

  • Frequency and recency analysis
  • Time and visits to purchase analysis
  • Pan-session funnel analysis
  • Multichannel analysis
  • Customer analysis

Let’s start with frequency and recency reporting.

1. Frequency And Recency Analysis

Frequency and recency metrics and distributions show you how loyal your audience actually is. Do your visitors only come once and never return? Or do you have a great deal of visitors who come to your website even more than three times a week?

Let’s take a closer look at two reports. First, the ‘count of visits’ report, which shows the frequency of visitors (direct link to report):

Count of Visits report

Almost 80% of the visitors to this website visit the website just once and don’t come again. That doesn’t look very good. Let’s dive into the recency metric, in the ‘days since last visit’ report (go to this reportand click on ‘days since last visit’ tab).

Days Since Last Visit report

The recency graph on itself doesn’t look bad. Almost 90% of the visitors visited the website within the last day. But, we have to subtract the new visitors to get a good overview of the returning visitors percentage and how often they visit the site.

With the combined overview of recency and frequency metrics I would conclude that this website really needs to invest in building a stable base of loyal subscribers / visitors.

Posting new content (a blog?) and offers on a more regular base would definitely help to keep the visitors engaged with this website.

2. Visits And Time to Purchase Analysis

In order to find out more about the product buying decision cycle, the visits and time to purchase reports deliver very useful information. You can find these reports in the E-commerce module of Google Analytics (if you have E-commerce implemented, here is a direct link to report). An example of a “Visits to Purchase” report is shown below:

Visits to Purchase report

In this case roughly 40% of the visitors convert within the first visit and 70% needs one to four visits to come to a buying decision. Wow, 20% of the conversions on this website take place after seven or more visits. What’s happening here?

A lot of websites contain landing pages that are too much focused on making a direct sale. It is extremely important to segment your visitors and apply different tactics to make them convert. The “time to purchase” data shows a similar distribution as we saw earlier:

Time to Purchase report

Now it’s time to segment your data further and find out which visitors convert the highest (visitors from a geographical region, certain campaign traffic, etc.) and which visitors don’t. You can use different strategies for each visitor segment. Leer más “Pan-Session Analysis With Google Analytics”

The Value Elevator Speech for your Innovation | innovationexcellence.com


The Value Elevator Speech for your Innovationby Stephan Liozu

Are you able to clearly articulate the value proposition for your innovation, your business model, or your startup? Can you recite in one quick minute this value proposition and two to three value drivers that illustrate its power and monetized differential value? If you are a business leaders in the trenches, a multi-tasking entrepreneur or a busy innovator, chances are that you have not gone through the exercise and are not ready for it.

I was recently participating in a top management conversation at a fairly large high tech start up and I asked leaders around the room if they were able to articulate the business model value proposition and their critical value drivers. The question took them by surprise and generated some interesting internal discussions. I was invited to speak with them about their potential pricing problems but we quickly realized that the problem resided in the business model fundamentals and the overall value proposition. The conversation uncovered internal disagreements, some frustration among the various executives, and a real need to take a step back and reflect.

Case closed! How can one have a creative and constructive discussion on pricing models without have a clear idea of what your innovative business model is all about and what types of differentiating features you bring to your customers? This is fundamental exercise that every marketing manager, business manager, innovator,  and entrepreneur should go through to create a crisp value story that will create excitement and interest for customer, investors and partners.

There are three critical elements to work as shown in the figure below.

Leer más “The Value Elevator Speech for your Innovation | innovationexcellence.com”