Digital Marketing: Key Metrics with Jill Quick & Dave Chaffey

Best practices and trends on Influencer Relationship Management from the Smart Insights Digital Marketing Trends summit 2018.

This document summarizes Dave Chaffey's presentation on evaluating content marketing ROI. It discusses techniques for proving the value of content marketing, including using dashboards, analytics segments, page value metrics, attribution models, and tools for showing social media amplification. It recommends using the VQVC framework to cover volume, quality and value of visits, as well as costs. The presentation provides examples from companies on how to measure ROI at both the overall investment level and for individual content initiatives and assets.

To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog

This document summarizes a webinar on digital marketing priorities for 2018 presented by Imran Farooq. The webinar discusses 7Ps (Pathway, Positioning, Proficiency, Prosperity, Productivity, Propel, Productise) that marketers should focus on to avoid becoming redundant. It encourages marketers to have a clear direction and destination; create a magnetic presence; commit to mastery; get client success quickly; be in a flow state; use tools to accelerate; and generate revenue through productized models. The webinar provides advice on developing one's career from a £20k freedom seeker to a £200k+ master of influence and discusses creating a personal learning plan to focus

How to maximize the returns from your biddable media budget There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns? In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them. You will learn: - The minefield of marketing metrics and how you can use data to understand your audience - Cross-channel cannibalisation and the danger of a silo-mentality - Why last-click attribution isn’t the answer - Risk-taking – why it’s not just for James Bond!

This document provides tips and techniques for omnichannel marketing. It discusses the importance of viewing the customer experience across all channels from the customer's perspective. The document also outlines key success factors for various stages of the customer lifecycle, including boosting reach through content marketing and paid promotion, encouraging interaction through optimized content and customer journeys, boosting conversion through retargeting and testing, and increasing loyalty through lifecycle marketing and customer experience improvements. Implementation plans and metrics are suggested for each stage.

A summary of recommendations on how to manage digital marketing in 2017 based on our worldwide research report

This document discusses how to measure the performance of content and track return on investment (ROI). It recommends identifying key metrics based on business goals like lead generation, sales, and brand awareness. Common metrics include website traffic, downloads, and social engagement. The document provides a framework for organizing content by channel, type, and goals to ask the right questions of data. It suggests establishing a scoring system and standardizing content to adapt and improve based on insights. Finally, the document outlines calculating content ROI at the campaign, type, and customer lifetime value levels to include in metrics reporting.

My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.

This document summarizes digital marketing trends for 2018, including applications of artificial intelligence (AI) and machine learning in marketing, accelerated mobile pages (AMPs), progressive web apps (PWAs), and conversion rate optimization (CRO) and personalization. It discusses using AI for conversational interfaces, automated copywriting, and different marketing AI options. It also addresses being ready for the European General Data Protection Regulation (GDPR) and ePrivacy initiative through reviewing customer lifecycles, capability gaps, and personalization techniques.

The document discusses digital marketing priorities and strategies for 2019. It recommends creating an integrated marketing communications strategy to win more customers by focusing on the connected customer experience. An effective strategy provides personalized, consultative, and frictionless experiences at every touchpoint to build trust over the customer lifecycle. The presentation provides examples of how to implement targeted messaging, content marketing, and sales alignment using marketing automation tools like Pardot to nurture customer relationships at scale.

Managing Digital Marketing in 2015 Best practices for integrating digital technology, marketing and advertising to fuel business growth Author: Dr Dave Chaffey Research in collaboration with TFM&A 2015 Published: January 2015

A guide for agencies on the processes and options for growing new business focusing on Digital Agency services.

This presentation discusses eight strategies for driving business growth using digital marketing. It provides examples of how companies like Hubspot and ASOS grew using digital strategies. Key strategies discussed include developing an omnichannel customer experience, integrating search, social and email marketing, focusing on engagement, and using latest best practices such as personalization, social media marketing and re-targeting. The presentation emphasizes that measurement and optimization should be the foundation of any digital marketing strategy.

Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders? Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success. With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you: - How you can engage customers with your website and proposition; - The importance of acquisition mapping and capturing the right customer information; - How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and - Examples of the tools you can use and the data you should be collecting to measure and optimise success.

In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues. You will learn how to: > Discover the digital maturity of your business > Define goals needed to achieve transformation > Plan and prioritize activities to integrate digital > Influence company culture and instil a process of continuous improvement Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.

1. The document discusses trends affecting sales prospecting, including the rise of AI, virtual selling, and digital buying. It identifies opportunities for sales teams to leverage AI, prioritization insights, and product-led growth to adapt. 2. A new sales paradigm is proposed with three pillars: prioritization, personalization, and collaboration. Prioritization involves understanding best customer profiles and buyer teams. Personalization uses AI to personalize at scale. Collaboration enables internal and external collaboration over contextual data. 3. Investing in AI, data privacy, prioritization insights, and tools for asynchronous learning are identified as ways for sales teams to succeed in this evolving landscape. A framework is presented to help sales teams prospect effectively

The document summarizes eight common mistakes that digital marketers should avoid in 2017, as presented by Ray Coppinger of Marketo. The mistakes include: not defining digital marketing goals for one's company; failing to help guide content marketing strategy; not prioritizing SEO; focusing on the wrong metrics; testing improperly or not at all; not prioritizing social media; being obsessed with ranking first in search results; and falling behind industry changes by not continuing to learn. Coppinger provides advice on how to avoid each mistake, such as aligning metrics with channel objectives, starting small tests, and creating a reading list to stay updated on latest trends.

A review of 5 key areas of digital marketing trends for business-to-business marketers presented to the CommuniGator conference in Sept 2016

Charity marketing specialist Lucy Conlan steps us through the trends across web, mobile, email and social media marketing to engage their audiences into 2016.

A webinar for Smart Insights members from Mike Berry, author of "The Best of Global Digital Marketing"

Consultant Chris Jones of Redsocks reviews the latest merchandising techniques for e-retailers and brands selling through online retail sites.

Cassie Oumedian is the Sr. Digital Specialist at Hanapin Marketing with over 7 years of PPC experience working on some of the world's largest brands. At Hanapin, she helps Enterprise, Small and Medium size businesses analyze their PPC accounts to help identify gaps and opportunities within their digital PPC strategy. Higher quality ads can lead to lower prices and better ad positions. The components of Quality Score (expected CTR, ad relevance, and landing page experience) are determined every time your keyword matches a customer's search. What is Quality Score? How is Quality Score calculated? Click Thru Rate Landing Page Relevance Ad Text Relevance Keyword Relevance Historical Performance Device Why is Quality Score Important? Ad Rank = QS + Max CpC + Ad Extensions What Does and Doesn’t Matter Regarding Quality Score? Se ling the (Quality) Score Using Quality Score to Guide Optimizations Bing Quality Score New updates released in Feb include Market Estimate QS when not enough data is available. Facebook Relevance Score Relevance score is calculated based on the positive and negative feedback an ad receives from its target audience. The higher an ad’s relevance score is, the less it will cost to be delivered. Sounds familiar…. Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. Search Lost IS (budget): The percentage of time that your ads weren't shown on the Search Network due to insufficient budget.. Impression Share From my experience a total search impression share of 75% + would be considered good as this means your account is showing up for majority of auctions available. This is factoring in a balance of all the match types. What Happens When An Accounts Has Lots of Broad Match? Are negative keywords blocking relevant traffic in your account? Ad Extensions Ad Extensions are a Big Deal! How to tell if your display campaigns are broken? Start by reviewing Display Placement Reports to see if your ads are showing up on relevant sites. If placements are not driving actual conversions or assisted conversions, be sure to exclude placements to increase efficiency. If you notice mobile apps are driving irrelevant traffic, you can exclude them by adding the above placement exclusion to weed out inefficient traffic. How Do Search Partners Perform for your account? After reviewing the data, you can then determine if you need to expand search partners, or maybe exclude them all together to help increase efficiency. Adjust mobile bid modifiers to help optimize for optimal conversions and CPA/ROAS. Bing mobile and TABLET bid adjustments Bing offers Tablet bids adjustments from -20% up to +300% to help optimize tablet performance 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo

Organizations strive to minimize the cost to acquire a customer. This pyramid shows the key metrics that impact CAC, their formulas and the chain of events that builds value and efficacy in digital marketing.

These 50 metrics are must haves for any CMOs, CDOs, CIOs and CFOs. They help to illustrate why marketing is important and how marketing will help your organization.

The document discusses various growth metrics for digital products including pageviews, time spent, downloads, daily active users, unique visitors, customer acquisition cost, lifetime value, viral coefficient, and churn rate. It provides definitions and examples for each metric, noting that customer acquisition cost should be 3 times lower than lifetime value and that viral coefficient and churn rate can be calculated on a monthly or yearly basis.

Presented at Lean Startup Circle on 4/15/14 for their back to basics night. The theme for the evening was analytics.

Sonamine presentation at Casual Connect July 2011. Beyond Metrics - Predictives with lessons and perspectives from other industries.

The document discusses how big data and algorithms will change search marketing in 2016. As more data is created, algorithms and machine learning will be used to analyze multiple data sources and provide automated insights and recommendations to help marketers be more efficient. This will free up experts to focus on more creative work. The presentation encourages marketers to collect and analyze as much website data as possible and use algorithms to help manage their search marketing efforts.

4 Common Archetypes Across Digital Commerce Brands, 2 Archetypes Emerge As Leaders & Orchestrating for Success.

The document discusses key performance indicators (KPIs) for social media marketing campaigns. It identifies 10 essential KPIs: return on investment, incremental sales, traffic sources, purchase funnel, goal completion rate, keyword performance, end action rate, cost per lead, email marketing engagement score, and social interactions. For each KPI, it provides a definition and describes success indicators, such as incremental sales exceeding marketing investment or a high goal completion rate.

This document discusses the transition from integrated marketing to transmedia storytelling. Integrated marketing focuses on consistency across media with one main message, while transmedia tells a cohesive story through multiple platforms to encourage engagement. It advocates pulling consumers in through compelling narratives rather than just pushing messages. The document outlines a 4-phase process for transmedia planning: 1) ignite brand stories, 2) hook up tribes by seeding content, 3) create live experiences, and 4) amplify through sharing. It argues transmedia better leverages social relationships and sees consumers as complex beings who piece together information, while integrated marketing treats people simply and ignores how media suit different purposes.

Sales metrics can help you drive more efficient growth by understanding bottlenecks and weak points in your business.