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Reading Adobe’s Digital Marketing Blog (Part 1)

Another reading session. This time it’s the Adobe Digital Marketing Blog. One of the first posts are from the omniture blog which is now that blog.

Getting your daily dose of dashboards?

  • “feel good reporting” = long reports nobody reads
  • Instead of reading 50 pages, provide fast 30 seconds overviews
  • Daily monitoring helps you to fix problems fast

Industry benchmarks: everything you need to know

  • Problem with benchmarks: things are measured differently
  • Metrics vary between days, geography, etc.

More on conversion benchmarks…

  • How should I act based on trends in benchmarks?
  • E.g. conversion rate down – what does this mean?
  • CTR for emails up – which mails, which basis?

Got Alerts? Don’t let this happen to you!

  • Wanted to buy a new graphics card
  • While checkout a message said “your shopping cart is empty”
  • Check but couldn’t add anything to the shopping cart
    • Activate alerts for your most critical metrics!

The Dark Side of A/B Testing: Don’t Make These Two Mistakes!

  • Example: New home page with special offers and cleaner design
  • 90/10 split test, i.e. 10% to new design
  • KPIs: home page conversion rate and revenue per home page visit
  • both increased
    • Problem: Which helped increasing the KPIs – Clearer design or special offers?
  • Solution: Don’t change more than one element on a page – it helps you understand your customer’s behavior
  • Alternatively: use MVT
  • Example: tested new thing but CV lowered dramatically
  • Look at your customers – are the new or old?
  • Especially old, frequent customers can be unreceptive to changes
  • Solution: Segment your customers, better on RFM metrics

How to Spend Fewer Dollars, Smarter and Faster, during Tight Times

  • Search: real-time, easy measurable
  • Email marketing: fast, easy measurable
  • Online video: expensive but measurable

The Challenges and Value of Digital Marketing Integration

  • Customers are
    • Better Connected – more information, can easy switch channels
    • Bombarded – tons of information
    • Empowered – can publish reviews, write on their blog, etc.
    • Savvy – higher expectation for relevant and personalized experience
  • Harder to track customers on different platforms but possible

User-generated Content and Word of Mouth Marketing

  • Conventional marketing
    • Intercept – target and expose your message
    • Inhibit – make it difficult to compare your product to other
    • Isolate – remove all third parties
  • Digital marketing
    • Attract – create incentives for people to seek you out
    • Assist – be helpful and engage with people
    • Affiliate – mobilize third parties to become more helpful
    • Analyze – find out what’s working and where you can improve
  • Not only conversions matter, they rest of the people do too!

Reaching the Individual: Site Surfers Becoming People

  • Each visitor is unique
  • Provide relevant content if possible
  • Understand the behavior of visitors – how can you improve their experience?
  • Personalize as much as possible

Don’t Do This! 7 Pitfalls When Deploying Analytics (Part I)

  1. Neglecting key stakeholders – websites touch all facets of an organization!
  2. Focusing on tactical requirements – what are your strategic business requirements?
  3. Believing data equals requirements – don’t ask for KPIs ask for strategic goals
  4. Having too many KPIs – select these KPIs that are strongly tied with your goal

Don’t Do This! 7 Pitfalls When Deploying Analytics (Part II)

  • Get too much into detail – don’t neglect the global picture
  • Mul­ti­ple ver­sions of the truth – there are differences between measurements in tools. Get over it and start looking at trends!
  • Isolate yourself – Start teaching how to use analytics and bring power users into your circle for more innovation
  • Ana­lyt­ics suc­cess is all about build­ing a base­line for per­for­mance (your KPI trend), and try­ing new things to improve on this base­line. That’s it!

How to Make Testing Successful

  • Do it right the first time, so you have accurate data
  • Start testing the important stuff and act on your findings
  • Start with politically easy things first
  • Be excited about testing and evangelize

Answers to Practical Questions about Targeting

  • Test site elements, content bits, CTA, etc.
  • Targeting helps to feel your customer at the right place
  • You can practically target everything
  • First-time visitor can be targeted by referrer, keyword, time of day, day of week, geography, browser, OS, etc.

Do You Have an Automated Response and Lead Nurturing Program in Place?

  • Strategy for lead nurturing / drip marketing
    1. Send email from your real sales staff with phone number
    2. Send relevant content for your prospect – e.g. shopping cart abandonment -> send email with reminder; different emails for different industries in a B2B setting
    3. The timing should be right – first contacts to leads should be within five minutes(!); try emails for longer periods
    4. Follow up quickly and then back off slowing – don’t spam your prospect
    5. Automate everything

The Art and Zen of Testing for Success

  • Don’t just take lift as a goal
  • Start witch question: e.g. should be button be blue or red? Is the navigation on the left or right more effective?
  • Try to answer ‘why’
  • Advantage: It isn’t about the goal anymore, it’s about insights

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