Moving the Needle The process behind finding your momentum Joanna Lord @joannalord Director of Customer Acquisition

What the hell does “moving the needle” mean in marketing?

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Made money. Became more efficient. Set up processes. Ramp a channel up. Pause campaigns. All sorts of good stuff. Saved money. Launched something. Improved something. Trained someone. Foster relationships. Test new channels. Increased retention. Leverage successes for more. Researching new moves.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html The SEOmoz marketing team’s CURRENT projects

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Sad truth is: you can’t do them all at once full steam ahead. Yeah I know…that math behind this is really complicated

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html So what can we do? Research and track our investments more effectively.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html My goal as a marketer is to never make a decision…That’s what data is for.

So you mean going with my gut doesn’t cut it as a process?!? WTF?!?

Well it does. But it doesn’t scale.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html So what does this process look like? Brainstorm Prioritize Track Action

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Brainstorm the hell out of this.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html No need to reinvent the brightly colored marketing graphic wheel

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://on.mash.to/kPUF0p Wisemapping.com Bubbl.us Xmind.net Mindmeister Mindomo

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Personas Customer Value Business Value Technical Value Technical Cost Strategic Value Learn What Buckets Matter to You

(Complex) (Quick ‘n dirty)

Okay so now I have this beautifully prioritized roadmap… now what?

Just get started…

#PRO Tip: The part no one ever tells you about…be patient.

With that said, have Plan B ready. You should always know the substitute.

Track it, track it, track it “The super duper important part”

Goal setting. Where do they meet, where do they overlap, how do they differ?

Bad assumptions happen in the absence of goal setting

Repeat after me: Ranges are my friend. Ranges are my friend. Best practice: Cover your ass

How do we track these effectively? As marketers we must embrace multi-touch attribution.

It’s freaking hard to understand how all my inbound traffic plays off each other

Paid search marketing Affiliate marketing Retargeting Facebook ad buys LinkedIn ad buys Revenue shares Partnership buys Display buys Not to mention all the paid advertising & performance media stuff….

Paid search marketing Affiliate marketing Retargeting Facebook ad buys LinkedIn ad buys Revenue shares Partnership buys Display buys Site sponsorships Conference Sponsorships Print collateral TV ads Radio ads Donations And then all that offline craziness, I mean really?! #confusing

You always suspected this was out there but didn’t know what to call it The Halo Effect: When the positive trait or performance of one channel influences another, causing subsequent or compacted successes.

The obligatory funnel comparison slide #magical #mediocre

Okay I’m sold. Attribution can be done! What tools do I use?

NEW!! Google Analytics – Multi touch funnel tracking

o.m.g

How confident are you in the data you are working off of? Today’s freak out moment:

Custom Variables: Leave no room for other opinions More GA Fun:

Weighted Sort: Low hanging fruit taste so good #holla More GA Fun:

Weighted Sort: Low hanging fruit taste so good #holla More GA Fun:

Seriously friends, others are catching on Webtrends KISSmetrics HasOffers

Whoa hold up. Now I have all of this data in front of me, how do I focus? SQUIRREL!

Know the number that matters to YOU today.

Increase our retargeting share of voice Improve the conversion rate for the PRO tour Improve the site’s performance Strengthen our CTR for PPC Your tools should change over time.

At some point you have to call it.

How do you know if you are doing it right? Looks like this:

Remember that really scare neon post it slide at the beginning?

This process driven approach turns it into something much cooler.

Thank you! Questions? Seriously harass me, I love this stuff. Joanna Lord @joannalord Director of Customer Acquisition