How to make 2019 your successful year for digital campaigns

Editor's Notes

1. Good evening. THANK YOU for joining us this evening. CLICK
2. Good evening. THANK YOU for joining us this evening. I’m NB, CEO. I’m joined by SB our CTO and Robin Williams from Data Hive For what I trust you will find an informative evening. Running order: NB intro, RW and SB meat, Questions. More beer and networking. Approx 30-40 mins plus time for a Q&A at the end. Let me give you a little BACKGROUND: We have been involved in digital marketing from both agency and client side. Our problem – common to the whole industry – drowning in data but very little true insights to continually improve the value we give to our clients. CLICK to next.
3. NIGEL – LETS ADMIT IT – what we do is a REAL STRUGGLE We all struggle to collect and understand data. We all struggle to give real insights to our clients. We will all be familiar with stats like this. A Harvard Business Review suggested that half of firms surveyed haven’t been able to demonstrate any useful impact from social media! And the NUMBERS INVOLVED are HUGE!!!      
4. DESPITE ALL THIS: Online spend in 2017 was a over £10bn in the UK! Google’s ad revenue was a whopping $73.8 billion Facebook’s ad revenue was a $36.3 billion Twitter’s ad revenue was *only* $3.26 billion They’re getting a lot of money from us ...
5. So, from both agency and client side we looked for answers. How did we get through the end-of-month issue of too much data, too many tips, not enough information reality? LOTS OF ADVICE OUT THERE – very little helpful insights. And many tools (like the one on the right) that are data rich but insight poor. So, what is the answer . . . . CLICK
6. Let me introduce Robin from Data Hive for our first presentation.
7. Stewart introduce THANK YOU ROBIN. If that is the landscape . . . . . . . WHAT ELSE CAN WE AGENCIES DO TO DELIVER BETTER VALUE TO OUR CLIENTS?
8. STEWART – The first thing to talk about is what we are all trying to achieve I want to do that in the context of this colourful diagram! Vanity metrics are the bottom of the funnel that ultimately results (hopefully) in customers. Yet, they are the thing that many organisation spend lots of time measuring and trying to improve. It’s important to remember that these metrics, whilst they have a place are only useful insomuch as they lead to the next stage of the funnel. Vanity metrics themselves have a hierarchy; in this case, we’ve picked out impressions which are least useful (an impression in itself is meaningless; they might not really see it; they might not like it!), likes are more valuable (a bit), shares more so – at least they increase the likelihood of interested people seeing what you’ve put out there. Applies equally to emails as well as social media etc Clicks look good – but are they real? Real visitors is the key. Measure the engagement based upon what you are trying to achieve with your campaign. That might be enough! (brand building) More likely you’ll want customers!
9. STEWART – We worked very hard to get an understanding of the factors that would help you understand the success of a marketing campaign, down to a very detailed level – which content on which channel at which time and WHY? We refer to this “Measuring, understanding and acting upon the value of your real traffic” or LEARN, IMPROVE and TRANSFORM Along the way, we found out a lot of interesting things that we used to train the Beacon platform. Here are 6 key findings backed up by real data.
10. STEWART – Examples of Twitter impressions vs real-human visits as identified within Beacon. This really picks up the value of identifying vis You can see a correlation between the two charts, but one is clearly more important than another. Identify agency problem – how do you give your clients more than just vanity metrics without it taking all your time!?
11. STEWART – How to identify bots the hard way! This is how you might do it yourself. If you are looking in your web logs, as we are here - you’ll see examples of bots reporting themselves as bots to your website. Most will get filtered out by short links, but some – such as the latest Google Bot, will follow the short link and contribute traffic to your website that you might think is genuine, unless you spend the time to find out that it isn’t.
12. STEWART – This is what you actually want. Beacon lets you see how many clicks (which you might be paying) for are from bots; it also gives you a chance to understand where the bots might be coming from. Good bots vs bad bots. Remember, you may well be paying for this traffic; and whilst you can’t necessarily get your money back, at least you’ll have a good overview of whether to accept the level of bot activity you are getting on a channel (paid or otherwise) and you can make spending and priority decisions based on that. Some of these will be good and some not so good.
13. STEWART – Make sure the tool you use allows you to compare the two easily for each shortened URL; and also gives you the referrer (where available!) Why? Using short URLs allows you to compare differences between clicks & visits It lets you see how many clicks (which you might be paying) for are from bots; it also gives you a chance to understand where the bots might be coming from. Good bots vs bad bots. If you use a short-end URL, you have a much better handle on fraud – on a per message as well as per channel level (it is clear some channels send my fraudulent traffic, do some messages?) However, you also have a much better handle on the quality of the genuine traffic you get for each message you send out, by measuring – well, pretty much everything!
14. STEWART Once you have a real visitor, you want to score their activity. Thinking back to the funnel we looked at earlier; this is where we are measuring visitor engagement. This is how Beacon does it…as you can see, we bring out for every single visit to every single link in your campaigns not only the indicators you might be able to get elsewhere – duration, page views, but also the visitor actions from that visit – there is also a visitor journey view so you can evaluate a visit in detail for clues to behaviour. We then tie that together into the campaign and channel and score the whole lot – to your specific campaign criteria. Clearly you will have different criteria depending on what you are trying to achieve in your campaign. Campaigns may well be different from each other.
15. STEWART Here is a detailed visitor journey, allowing in depth analysis of journeys of interest – you’ll usually want to do this for specific journeys of interest – successful journeys and those that look like they should be successful but aren’t.
16. STEWART – When sending campaign traffic on many channels, you want to understand how well each channel performs. Some channels will be more “botty”, some will generate more visits, will cost more or less – but as you can see, drawing all those together into a single view really help understand how you want to use channels – and if you want to use them at all.
17. STEWART This screen shot builds upon the previous one; it’s a detailed channel view for the lifetime of all links in that channel. More than happy to arrange a private demo to run through this in more detail for anyone who needs it.
18. STEWART – Finally, before I hand back to Nigel, just some words on other factors that might impact on the success of your campaign activity. Look at the browser & O/S of the visitor – might be some clues here. Definitely look at the Geography – all of these are being presented in Beacon very soon. Understand what is happening in the world – if you’re putting out content targeting football during the European championships, does that mean you’ll get more or less engagement (the distraction/overload theory)
19. Hello THANK YOU Robin & Stewart. Just to summarise . . .
20. NIGEL – Re-enforcement of six steps. We will send a copy of this presentation to everyone who attends. Just before we go to Questions . . . .
21. Most of the screen grabs in this presentation have come from Beacon. The platform we have developed to give us those insights. Trial or Demo – website And as a thank you – special offer for you. Just sign up for demo or trial and we will let you know. Thank you for joining us – over to RW & SB for your questions. CLICK