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Agenda
Sarah Holm has over 15 years of marketing experience. She has worked in corporate and agency teams at Sage, ClickMaven, Jellyfish and is now Head of Digital Marketing at Investec CIB
Webinar: How to use data to improve your marketing - transcript
Speaker 1 00:00
let's have a chat about so I am a big twitter doom scroller for those who don't know what doing scrolling and she's got the days and you get lost and it's an hour late and you haven't even realise that you called and put her phone away
Speaker 1 00:16
and I came across a quote from Edward tricker off the back of a hedge fund management conference that said the plural of anecdote is not data and to really give it a second to think in I don't know how many of you have this but I
Speaker 1 00:34
very often have to have conversations around but I don't like it I need but my friend says that this thing is just rubbish friends isn't rubbish and no one will understand that line and why would people give us the details
Speaker 1 00:53
so I don't know guys back by Show of Hands or just shout out to just go yes am I the only one who experiences this I don't think so though experience with excellent it's a real thing and while there could be no argument to be made for
Speaker 1 01:14
multiple sets of anecdotal data is data the reality is sample sizes of 100 tricky to deal with and I think we deal with on a daily basis regardless of the signs for organisation we even deal with it myself so me as an individual I look at something and I know I don't like that and in my brain my brain goes well in there for nobody will like that
Speaker 1 01:36
this is the tricky thing about data is it's it's either going to prove exactly what you ask it to very often and I think there's something that I found is is keeping keeping a bit of distance and making sure we staying true to what the question is
Speaker 1 01:56
Justin context because we like to backup everything we say with some interesting stuff so as early as two years ago gotten reckons that only 54% of marketing decisions are all backed up by another data which is frankly shocking shocking
Speaker 1 02:11
cuz we've been able to check digital marketing since the beginning in varying forms and only 40% of organisations have an actual 360 degree view of the customer which I think is a big thing when we look at data as a whole and what it can do for us
Speaker 1 02:27
Frankie without customers with our clients we don't have businesses we definitely that so with this is a little bit of context I thought we would kick off today and go but what data I think it's such a silver round about question because it's not really something that we can all answer the same way I
Speaker 1 02:52
think it is completely dependent on what is the requirement for our business and it's always good to start with business objectives what I found certainly over at least the last set of five to seven years is there's a lot of opportunity to do activities
Speaker 1 03:11
there's a lot of activities all over lots of shiny things guys augmented reality virtual reality some cool stuff that I want to do just because it's shiny and it's my gym but when it comes down to answer the question that I always ask
Speaker 1 03:27
but I always ask is what is the object that I shouldn't be doing it so we start from top-down business objectives have to be done to marketing objectives what's and I don't know how you guys feel about this but
Speaker 1 03:44
what can very easily happening is marketing activities that cannot be directly linked back to a business objective of very easy to either discredit or stop doing or overspend on anything it it lacks Focus that lacks Direction
Speaker 1 04:03
and the marketing objective should directly lead into kpis for me this is and should be reasonably straight forward I think Frankie and if I if I talk about some of my history doing this consistently hasn't been something that we've looked at
Speaker 1 04:21
soclean 2 last of sucks at least five years and without the Direct back there's a lot of side of this could happen so someone will come to you we must do things off Pinterest on Snapchat and spaces on Twitter and
Speaker 1 04:42
polls and surveys hour long videos not getting but there's a lot of that comes up and we do work in a very exciting space which is always fun but we need to map it back I'm going up here before I move on to some examples I'm actually Gonna Stop sharing
Speaker 1 05:02
because I don't know about you guys but I really struggle when I can't see people's faces so they could ask you for a second to turn your camera on your willing hello everybody yes you're human what is it runs thoughts on that has anyone ever struggled with this is it just like all this is business as usual course I do this wasn't
Speaker 1 05:22
what do you guys think and also does Mark sometimes come to you and so like we have to be on tik-tok I think that's funny because we're one of the first hotel groups to be on tik-tok but it does make sense for our kind of
Speaker 1 05:48
get market but it's funny I think it depends on who you told me there are certain we feel that you wouldn't platforms that if you are friends that the lawyer you don't want to be on tik-tok you wouldn't advise somebody to be on tik-tok for that matter if you depending on the set of that your head
Speaker 1 06:17
so I think I think your target market guide you in which platforms that you want to be in even though it's nice to get certain platforms you're a fucking maybe your pussy put your hand up go for it yeah ironically enough that I actually saw something on tik-tok of a lawyer that was
Speaker 1 06:36
passing advice with your right to a refund on flights for example so there's always a used case and a rich that you probably can get that you didn't anticipate but I think it's more just like how you position at that makes all the difference when it's early the platform is just how you applied then maybe now and
Speaker 1 06:56
they will always be platforms that have our target audience on and they will always be platforms that can accurately listen reason target audience but if it doesn't fit back within our marketing objectives and we not clear about where it sits and how it
Speaker 1 07:11
forms part of a funnel or a process or our pipeline it might be the right place to be but then what are we trying to get out of it what we trying to achieve is it awareness call then return frequency is totally fine
Speaker 1 07:24
but if we looking at consideration people actively engaging with showing interest or Intent maybe not and I think it very much depends George dew point in terms of what your marketing strategy is I always find it find it interesting when when the social media experts say that social media works this because they are social media experts
Speaker 1 07:46
you like we used to be a lot into search marketing research marketing on search marketing works because that's what we did so just awesome boys terms of the messaging in terms of who is promoting at just look at what
Speaker 1 08:03
he's doing it as well I think that's that's quite thought of you must have a very interesting YouTube channels that you choose must be like quite interesting and yeah so it's it's real like a high-value
Speaker 1 08:23
low-volume sort of business when it comes to our marketing or our audience and yeah it's it's quite interesting cuz we're not adversity in his whatever ridiculous social media channels for you are aware and our businesses have a little archery sort of hospitality industry that
Speaker 1 08:42
certain channels performances and certain functions we don't really get a lot of like our business leads and at the end of the day we want to get like his and pillows right so but we do like low-volume with high-value so we are aware that our I got you cigarettes we produce a lot of guns and say Instagram Creed are we have a need to get a content in that sort of just shoot him
Speaker 1 09:07
high-quality content and but that and on Instagram and gets amazing engagement but it doesn't really produces a lot of leads for us but at the end of the day it's sort of support are you know I would say that the sort of segment that interested in making decisions because they're always like and sharing that the funnel or their decision-making process that was like turned to social media to sort of help them in their decision-making process
Speaker 1 09:36
so it is it is interesting part of the consideration because I'm going to present again and what we've got now is just a bit of an example now this is going to be quite different this is a framework only and it's probably the simplest version
Speaker 1 09:58
date of birth skip it a steak and what it'll sort of illustrates is just a very simple example of taking a business objective and its case increase revenue by 20% and breaking it down into potential marketing objectives in its case what does increasing in revenue mean so will likely not gonna spontaneously get people
Speaker 1 10:25
at the sort of action phase by magic sublease on top of the funnel spontaneous awareness people you won't worry about that now after marketing research everyone a 5% increase over 12 months that takes a lot of efforts
Speaker 1 10:39
reach and frequency are all the keys there but we know that we can't focus only on action we need to to build a pipeline and remain within the considerations in increased interest by 25% so what does that mean we can unpack at multiple different ways in this case we said well we want traffic like in traffic but I'm on site
Speaker 1 11:01
needs to be reasonable with and what people are either consuming all the multiple pages are going to and we would like return visitors return visitors different recycle and if we sort of met those out and we said specifics around that how does that then get us the 25%
Speaker 1 11:19
more qualified leads the market and qualified being in the correct target audience we know we need to be certain conversion rates within specific channels cost-per-lead needs to fit with and what is commercially viable for us so we need to keep an eye on that we can't just be spending
Speaker 1 11:37
you know twice what were able to spend because then your road margin what's the lifetime value of a Kind because all of the thing starts to to build a picture of what is it makes sense and and I'll be remaining that lasted very kind of be driving a different demographic and intentionally the demographics may be taken if a product differently
Speaker 1 11:55
through quite a lot that can go into it and I think while it seems pretty basic it's actually quite difficult and found skip to this on a regular basis there is and we gonna talk a little bit further on
Speaker 1 12:09
about Cadence and rhythm and and how you keep on top of this I know for our business you know we've got five different audience segments each of those made up of five to 10 discs and we need to do this by each audience segments otherwise we don't keep track with everything of that wraps up into quite a large Division so it's not a simple thing of doing that once it has been done our ability to move the business forward keep the focus going as significantly improved over time
Speaker 1 12:40
we did consider what that means in terms of the actual actual matrix that we assigned to those kPa is how do we decide what got it just put this out there I'm not a data scientist I'm a marketer the way that I approached this is a very much from marketing lanes I think there's an opportunity to
Speaker 1 12:59
allocation of data into that doesn't exist on that slide but frankly that's like a whole workshop by itself so if we look at this sort of high-level and we decided that we got awareness consideration in Action I know some of you may be wondering why that Funnel looks upside down to you
Speaker 1 13:18
30 actually explain this to me and will also extend a 30 where did you get the the upside down real life is upside down model because people enter at the bottom and then they they they become a client at the top and it sort of simulated gravity is working against you so if you don't do anything they Gonna fill out and a traditional Funnel it's almost like he just throw them in Magic lyrics to pop up at the bottom I think that is just not accurate the recall guys this is very straight forward stuff at to reach how do we reach the correct audience at the right time with the right message
Speaker 1 14:02
frequency I feel like this is a swear word any markets on nowadays he talks about reach and frequency gets like taken out by the digital marketer and I'm a digital marketer guys that's that's what I do it's my jam
Speaker 1 14:17
show people said and you could just see the hackles rise the principles would be great if we lived in a very black and white Lily a world where everything works the way it supposed to and all the data comes out a hundred percent accurate and we could have 100% guarantee it we can't
Speaker 1 14:39
really see as we are also human with multiple devices are my goodness guys the TV and the iPad and the phone not me confessing I swear and I think there's a lot to be said for the our Tactics that still works lyrics digital whether it's about the line with its TV and
Speaker 1 14:58
this definitely a a very tangible response in reach and frequency and how defects week will and if you do long-term research you definitely see that in the short-term I know it feels like you sort of have to go on
Speaker 1 15:13
on them not gut feeling but then she washing but I just stopped doing all your your top and middle of fennel in this case bottom of Middle circle and see whether that's action phase is able to be sustained because quite a bit
Speaker 1 15:29
Federation so you want to remain in the consideration set you need to stimulate some kind of interesting gage mint this case you say okay well it could be click-through-rate it could be engagement ratios on the site it could be something like a newsletter sign-up and we gonna talk about my conversion shortly could be returning visitors or scrolldit
Speaker 1 15:54
in a potentially from a heat mapping software pages per visit Oprah visited time on page they all work together to give specific signals around what consideration could could be and then if we look into enzyme in this is this is the money shot right we are all in a stew
Speaker 1 16:16
Angelina think you said right here at the Beginning when a leverage data to make sure that this makes more money will this is where it's at but it's very often can't happen and isolation and we need to be able to measure different avenues of this and I cannot stress this enough what you got to output it's done
Speaker 1 16:35
scones finished the output is produced your needs or your cell or your head on the pillow scoops done or the hundred 192 192 taken but unless you're actively controlling your input matrix your output will always be determined without your input and this is something for me being mildly a control freak is quite scary
Speaker 1 17:00
now we talk a lot about sales and and are in are we getting return on ad spend and does that make sense for it which is great 340 looking at the input matrix we don't understand how we got to that return on ad spend of the return on investment and then we sitting position we don't control our own destiny
Speaker 1 17:20
that's not what am I did comment on how to make to make this tropical was like like in Gillingham picking on you but like people searching for the capital on Google there's a certain amount of people that search for that and you gonna get bookings from the app but all the stuff that she's talking about before then that's what's driving the branches and this applies to
Speaker 1 17:42
22 everybody in the in in The Call by social Grant or even like this is this people at switch on gamma on Google and you betting on those and you gonna get looking for that but you have to grow the number of people at search on Garmin so what I mistakenly just thought like many years ago was like that
Speaker 1 18:01
you know you just do that and then you know you win but all this other stuff is what's driving this the actual brand the searches were you get to fail so it's important to know the final so that you can actually get that person to do that leak or at the end of them to buy
Speaker 1 18:19
yeah anyway Turkey Turkey by the time you heard me give the disclaimer about monologuing guys 30 looking at the sky frowning at me I'm kidding right so when you talk about making sure that we keep in control of and influencing the input signals I think when it comes to
Speaker 1 18:50
things like sales signals or micro conversions this is really the nitty-gritty of what we talking about there there's a certain number of steps that people will take depending on your business audience of who they are what are cell cycle is
Speaker 1 19:05
that will likely then lead to that money shot that whatever it might be the e-commerce sale the the buying of a product this signing up for an annuity products and the tricky thing is not necessarily measuring it but measuring it back to to that specific cell so in this case we've got some day to hear from ferdy and imma give it over to 32 a lucky or
Speaker 1 19:34
Friday but we just finalizing workshop by the steps of people take to actually join social sample you show some ass around the Workshops then we get website for the birth then we get people that look at the wedge with the bird that the actual workshop then they register on the Workshops then they become the interest CRM system because the contact us and then we generated sales so it's it's it's it's
Speaker 1 20:07
this is happening only difference is you actually measuring this now so people go through these phases where they go live maybe they know what they doing maybe not like you know and this is always like I'm just gonna check them out and then I'm gonna go I'm gonna read an article and then maybe I'll join a workshop and Levi video off and then maybe I'll have to make my video little bit later and then they go ok maybe you know they can help with this little thing
Speaker 1 20:34
and so this is the process that all of your class go through even somebody buying German your store like Erica like they go you know am I going to not buy a thank you Ray Owen was like why am I going to choose another number
Speaker 1 20:53
459 for this morning with Jim and like my story before and that I'm gonna try like his big enough for everybody in the school like am I going to look at the school that in the area like I don't know like
Speaker 1 21:10
460 slipping in the eye it's got the holiday brochure on the website a little bit too much okay maybe let's talk to somebody so all of us to all of us go through this and and what serious thing is is it's like you can track it to some extent so that you can get a sense of how
Speaker 1 21:30
it works and which breaking as well because sometimes you you do all the stuff and then you're not getting you not getting the gym so as of the end of what's happening somewhere there's a break yeah and I think food if they quit me if I'm wrong I'm sorry to put you on the spot but you done a workshop about this is a while ago in terms of setting up
Speaker 1 21:52
conversion how are you everybody in this dick and recording to just send me a mail in my email or anything is regardless it's all of this stuff most good tools are able to track us and and it's important that you do
Speaker 1 22:12
because ultimately the first red flag is likely to come from these micro conversions and you can do something about it before it becomes an issue backs the same spaghetti bowl guys are very often look at the bank I work for a bank I can say this very confident if you look at the sheer volume of data
Speaker 1 22:37
adjust the format the Way It Is we have amazing teams working together to get this data into the data Lake and making sure the platform of The One data platform identity platform and how do you say but oh my goodness Frankie at the spaghetti bowl we didn't have another structure it would be hectic
Speaker 1 23:00
especially when you look at the data sources this case I've taken just super simple guys but when you start looking at in Analytics you got everything to do with your website in CRM you've got everything to do with your sale
Speaker 1 23:15
young leaves your pipeline your clients average lifetime value of the client maybe that doesn't even exist in your cry baby comes from another system where where you keep track of annuity products in social you've got what you're paying vs duplex vs your reach and impressions and search clicks click through rate
Speaker 1 23:35
for Brazilian ads and his cost in his impression and thankfully we can't get position too much anymore but still like this is quite a lot that goes on there and anyone ever done that each one of these can put out 10 or 20 different spreadsheets that
Speaker 1 23:52
you don't need to analyse which you don't need to colour it would you do need to look at listen to the together and spit out a response is one thing you take away from today please God takeaway dashboard
Speaker 1 24:06
lafferty's laughing at me very slightly just been the bane of my existence for a little while now and I stay at with a little bit of a shame that it has taken us a very long time to get to this point
Speaker 1 24:19
because humongous humongous humongous and I mean this is not my day today but it doesn't have to be difficult data studio is an excellent tool they are third-party connectors supermetrics or Xavier that can bring in just about any data that you want Frankie like
Speaker 1 24:46
99.9% of what you using should be able to be pulled through you write some logic you make sure it makes sense and then you start comparing stop looking at overtime what are the trains I know this seems very basic b
Speaker 1 25:00
1channel in isolation it means very little in the grand scheme of things one tactic and isolation so whether you doing consideration or action or awareness also makes very little sense bringing it together is the value line and analysing it as a whole is probably the most important thing that you can do
Speaker 1 25:21
input output how do you bring them together how do you make sure that puts what you actually want and how do you pick up in a pap smears something quite significant that's happening in the macroeconomic environment that is starting to have a negative impact on your sales are your visitors can you start to pick that up before it becomes proper
Speaker 1 25:42
like red flag head down blinkers on need to try and fix something and when we look at that if we come back to we set up business objectives we set our marketing objectives and then we have a marketing kpis
Speaker 1 25:59
so should be the things that you are looking at I want to see everyday I'm a little bit hectic spur often will go with often for now and you should be able to measure progress over time you should be able to measure progress to
Speaker 1 26:13
Golden Frankie this should be the thing that you talk about with business as a business to move your business forward this should be clear to be very clear hard maths back to business objectives you should be able to bring in here of the 10 inbound leads that you drove from your marketing campaign for XYZ two of those and I'll sales qualified one of them is a
Speaker 1 26:37
document signing stage it should be that simple and it can be a note often you know that they often seem like they heard also for example and the dreaded word attribution but how do I know whether the lead that I drove on my site which came from paid search
Speaker 1 26:58
has resulted in a sale there are lots of different ways of of slicing that particular pie and the more effort you put into that to getting it right now the Likely it is to save you time money and effort in the long run and help you focus your activities in the right areas and
Speaker 1 27:13
so are you saying that it's like you know you're 50 Cent a pic just start with that and get that it to grips with that and then make it more complicated like what like what is what did you experience than me out of the playoffs
Speaker 1 27:36
a good question so guys because we the division of working and the five different segments which is not heard about when I first started I have changed the world but the reality is a lot of data and frankly it's not that difficult to get hold of the thing that we struggled with the end and continue to struggle with is correlation by audience segment with the different banks systems it's very normal stuff very normal
Speaker 1 28:07
what I found his works particularly well for me not only a mistake that some of my past careers is you choose 325 right now so prioritise the same way as if you had a Dave backlog you can't do everything all at once and you also can't promise it won't even do that one so what are you doing prioritised based on effort or return or is it illegal or a compliance thing and that's how you prioritise in this case what are the three key inputs and to keep up with matrix that you feel like I'm
Speaker 1 28:39
going to change your business right now and go for those who starts wanted boiled ocean which is certainly what I have done in the past and I mean it's lovely but it takes so much time and effort to get anything up and running that by the time you put a year into the future you still on the planning phase because it's so complex and you haven't got anything going
Speaker 1 29:02
show some results sport work really well from his past especially for our audiences and our segments that you're actually friendly they don't have to be that complicated if you looking for a savings account
Speaker 1 29:15
that's reasonably straight-forward you looking for a business banking accounts with at school when your institution and western you have to only 25% of your fans at any one time then we can have different conversations but in that case the guys are not
Speaker 1 29:30
unlikely to be looking for digital marketing to drive in Palm leaves or any kind of return materially if it's more about awareness job so Focus first well the ocean data definitely 34000 give an example of an exercise of refuse to have a few times it just helps to distil like one of these
Speaker 1 29:51
325 key metrics and they different for each business is it I call it like if you stuck on an island what is the five numbers that you need to see every week to let you know that the business is going well or not
Speaker 1 30:08
it can't be revenue company profit because those are lagging things they said the stuff is already happened so what are the five metrics that's important for you so Julian full jumper with you I would guess it would be
Speaker 1 30:21
like in a number of engage visitors from the website browsing rooms younger I think yours would probably be like number of school PDF downloads I think you also probably be like in gauge visitors or like somebody that ended to check out of a so-so
Speaker 1 30:46
everybody got a different ones but that was a very useful exercise to just start slowly and just and just measure like just mention five things that should really driving the business forward and the unit is super complicated dashboards just like just like just like things because if one of those go 20 you know you gonna be in trouble in 2 weeks time but you know how I love her at super extra complicated dashboard didn't know I was going to say that super helpful alright 32 wanna tackles phone
Speaker 1 31:35
so if you wanna wanna wanna learn how to build it back or do I have a workshop in a month's time that's going to be technical I'm gonna go and show you how to connect Google at google Analytics and Google data studio to build a dashboard so are
Speaker 1 31:51
you welcome to sign up free go and have a look at the at the at the page with yes talking about me it sounds very interesting I just want to know can you pull in obviously I mean it's a Google product so you could pull in any Google sheets or
Speaker 1 32:13
any external so like for example we do social media dashboard is there a Facebook plug-in or happen does that work like that also it's a promise anything but if you wanna connect to Facebook Facebook login American LinkedIn plug-in that's the chicken that you could just use to 222
Speaker 1 32:44
I'm gonna try to do it in the next workshop actually cool alright I'm gonna work through analysis unless someone wants to me to look at this in a bit more detail but you don't know what success looks like you don't know what a measuring against it's really really important and now it sounds like okay but that's a quite obvious
Speaker 1 33:17
this is particularly difficult especially when you looking at your micro conversions and your input metrics what do you measure them against and I think just take out of this create your own benchmarks I
Speaker 1 33:30
often get asked often but what is the industry benchmark guys like I work for a bank the penguins never ever not another single bank is ever going to allow any kind of detailed information to be shared over there are no benchmarks we benchmarked against ourselves
Speaker 1 33:53
so that obviously does mean that you need to create your own benchmarks that created by the time it's a working living breathing thing make sure that if you're doing a piece of content to the same audience
Speaker 1 34:07
and a month before this month and next month maybe different topics just check all the topic still relevant as it makes sense the previous benchmark was a 4.23% click-through rates and now it's 0.8 something's going on there like either your content that the actual article on relevant people do not want to read it or
Speaker 1 34:32
maybe some is gone haywire and your audience targeting and you don't even know it all the algorithm change Frankie guys happens all the time whether we like it or not and you all of a sudden now need to do an extra this Sunday that in order to get it or the spin metric is not allowing you to get through now because actually 4 weeks and there's a lot of things to consider but at least you'll be able to understand within a reasonable amount of time with us something is successful or not before you get to the end for us up but you can't change that
Speaker 1 35:03
very important write data guys I love a good Excel spreadsheet it is my favourite in this case we don't have them I almost put a spreadsheet in like I gave it a real but then I didn't insert is very happy
Speaker 1 35:21
so when we look at data this is such a tricky thing for me there is no right and wrong answer and I understand it's quite difficult and I also understand that a lot of people have differing views when I get off I might seem to look at something that determines success we've spoken about benchmarks then I ask what does success look like was it based on the benchmark or was it based on a target that you needed to reach cool
Speaker 1 35:49
and then a lot of it has been looking at the data holistically to try and understand which each individual metric mean so for example new users we spoken could be a sign of potentially awareness to be looking superb sort of at the Education phase it could also be part of consideration had to put content out there trying to target is like a new demographic
Speaker 1 36:14
in this case organic search has really kicked it out the park was generating just more than half of the total new users what's a book when we done add that into engagement if you gave me for organic search was sitting at 25% for tonight I really gotta wonder is that traffic relevant
Speaker 1 36:36
in this case it sitting at 66% so fantastic and so on and so forth I could go into this for days like I've got a quite a methodical way that I do these kind of things and I think that everyone is slightly different a lot of it is pulling on your experience from previously but most of it for me is the benchmark so far benchmark was 1 minute 38 organic searches ready then pick it up because all the new users and their engagement rate and that I'm on page are indicating strong interest signals video I can see you when I say something do you want
Speaker 1 37:09
lucky impureza interesting point where the data speak to be to be to be interpreted and complex the Google Analytics and all these two still I guess you got like 66% amigo I actually have no idea what that means but why
Speaker 1 37:27
I'm so so what you're saying is is is is like benchmarking against yourself that's that's the date of the two that's the only data that you have at the moment it's like this month we did 66% last month we had 75%
Speaker 1 37:45
something happen it's gone down so so when you look at data just make sure that you get the complex right and compared with previous previous period so that you can get value out of it I don't understand numbers
Speaker 1 37:57
which is lovely and that's when we start heading into we got 1,000 people to our site amazing and it goes okay what why do I care if we can tell them that we got 1,000 people to decide to spend more than 50% of the benchmarks a 50% increase in the benchmark
Speaker 1 38:18
and they had a 30% higher propensity to fill up elite form in 30 days will be much different story fairy this is just some more data if we look at new users and conversions I'm not gonna go into this one thing I do want to caution anyone else in this b industry benchmarks actually when they are available are quite dangerous
Speaker 1 38:42
so there's an industry benchmark that float around in our building around financial email is so direct marketing and that the benchmark open rate is 20.4% see this wonderful service so that's great so then we send out a
Speaker 1 39:03
highly-targeted thought leadership pieces will be get analysts and I'll really smart guys you are surprisingly good at writing to clean up his pieces about the economic environment and supply chains and the war and brexit and the impact and the Americans and what does mean an
Speaker 1 39:22
amazing and I'll open Raiders 40% so now we're kicking the benchmark guys Kickin It the reality is we consistently getting 40% our benchmark is 40% not 20% remaining average daily average so you can tell I have strong feelings
Speaker 1 39:44
for that left so I don't actually think we have time for him alignment I think if we can open up the floor to Q&A and just talk about some of the day tell measurement challenges some of the people I have in the Uno in the group I think that will be enough
Speaker 1 40:02
probably more valuable God so does anybody so does anybody have like you know any struggles in terms of measurement and like what to report on given anything from you don't show anything from you I think
Speaker 1 40:29
benchmarking against yourself based on historical data is actually brilliant because we were having this problem of who.do.you benchmark against when you're not a typical hotel you're not really an apartment and everybody trust this 2.5 convention great
Speaker 1 40:45
it's not even there and you have no idea how to get to that so that has been brilliant for me and I would implement that okay or not when you especially in your in your industry you can do math and 1 comparison but especially yours like you have to do seasonal so look at the same data from last year so so busy or evens business even really be seen without see if he's comparing August with jambi it's gonna look like they are shooting the lights out
Speaker 1 41:20
yes to compare August with August last year cuz that's the busiest season so then you can give yourself an idea off if you're moving forward or not brilliant can't do anything for you bring your spotty is not a problem
Speaker 1 41:38
at this point I was interesting to hear what what's the possibilities are we thinking approach when it comes to Benchmarx especially from IT company point of view benchmarks or bit difficult to to establish but yeah we are we are definitely changing the bridge on that
Speaker 1 42:01
doesn't even come your arms are you using the date of the measure setting up workshops with Francois from your team and it's really helped us to answer the questions that you asking now so really nice for him to kind of facilitate that sort of conversation cuz I think what was there before like you know you have a some shins on what you should be looking at or shouldn't but if you don't think
Speaker 1 42:33
the goals that you're my to achieve then you won't be able to see that doctor I think having a session with Francois from your team has really helped us a lot of pulling anything from from your side I see you have you work with a couple of clients
Speaker 1 42:49
so this was an amazing value for me I work with a fractional Simone she wanted me to join this call to look at some improving chest and all understanding at the gate because I work with your data and just get a better sense of I think the communication gaps
Speaker 1 43:26
so this was absolutely amazing for me to understand the industry and lot better and language is associated lest we we go into any industry and it's very difficult to 10022 get deep stains off of any of all the different Industries so
Speaker 1 43:58
yeah thank you thank you so much for Incredible value question from you really actually wanted to get the rest of this presentation I think it's so valuable so if we can't finish spell okay alright Lauren you in the in the B2B space right so how do you
Speaker 1 44:22
how do you like Jack the different small interactions on the web website Walmart have ever got a completely wrong hello Lawrence thing is working is there anybody that experience in terms of measurement maybe Freddy on the B2B space so the thing
Speaker 1 44:50
that we struggle with in the B2B space is mapping unknown data so if someone visit your site doesn't fill out a form or or some kind of a soft conversion around receiving research they are micro conversion
Speaker 1 45:08
minutes some point also becomes a lease that person that you can see that's great but there are cell cycle is quite long and then it can be 2 years 15 years but it's not go there and when you've got someone is in the pipeline you know they may be receiving calls from their potential consultants and having discussions but there are still going on the sun actually seen it before the mapping those two sets of data back has been quite key for us and we are actively looking at enhancing our marketing automation tools to be able to do that and then make it back into our CRM so I think there's some interesting things be long sales Cycles and be able to start much data without individual sale is very important
Speaker 1 45:48
if you have a complicated long sales cycle specially B2B and delete our usual crap today in CRM so there's a way that you could link your your online google Analytics data with your CRM were you passing information over to see her name some Duke and NC Black Watch working watch not so if you
Speaker 1 46:16
if you want a recording or deck on that just also send me an email and I'll send it over to you because it's very valuable stuff at the end of the day everyone is measuring the cost per lead which is quite easy to do but to measure the cost per sale that's actually where the real value lies like you know like
Speaker 1 46:37
you got a new pupil it needs an enquiry on the website is one thing but a new sign up at the school like that's important or urgent sale you know that's what you want you don't gauge was it does it's cute but like you know how many people bought Butcher or
Speaker 1 46:55
any any any other other questions we gonna start wrapping it up you can log on to 2 to post the question in the in the chat as well did we actually do have some common sense in the in the chat and I know she wanted to go play
Speaker 1 47:16
pool in the Channel swastika 60 understanding the business model of the specially important let's crash courses faster coming to me guys I think of very relevant context is king or whether you're the person who has done to protect our business loop guys we've seen over the last year and actually our strategy for the next 12 months should be x1z that context piece which is very and tangible a
Speaker 1 48:00
is crucially important to be able to move the stuff forward I'm I'm gonna see something that we've learnt from our clients the last two years is it is you're talking my data and Analytics or stuff to people that sign all the money for this is projects and the work in the system north of
Speaker 1 48:21
what we doing we started looking at the data that we have business valuable insight social down to business will be getting files from this is the average basket size SP the world people coming from to get the inside and then share the inside
Speaker 1 48:45
the business and my business moves back and then we get the budget for Analytics and all the Star sports and all that stuff that's been a very interesting learning for us talking about I really think about what is the inside and how do I get more
Speaker 1 49:05
it's on page how much do I get more bookings now you know how do I get home to be sold how many euros can I get moldy so so that's a little tip in terms of just managing managing any any last comments or questions
Speaker 1 49:19
it's overwhelming so the one thing that's worked very well for me is to cherry-pick what works for my business and only do that I still read a lot but I can't be worried about to go to create my machine learning model off of my client data platform to make sure the propensity is x y and z if I don't have the resources to be able to execute on that but there's a lot of stuff out there
Speaker 1 49:58
and you know everyone professes to be a Guru Nanak was our environment changing way to quickly just stick to the stuff that makes sense to you that makes sense your business objectives and that work really well for us it's helped us Focus after stopping squirrels
Speaker 1 50:18
the professed goldfish syndrome and and last thing what gets measured gets done in your teams in my team for myself to my leader what gets measured gets done to you thank you recording this top-of-the-line I did to myself for the lady and thank you for joining us we have another Workshop in the month time it's gonna be more technical and
Speaker 1 50:50
Sarah thank you for preparing and joining us for the school thanks guys great to be here nice to meet you all hope to see you guys around 9 Street thank you thank you thank you
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