VPOD Quarter 4
Data Driven Marketing
Data Research
Step 1 - Identify Competition
Tool SERanking
Methodology
Strip Keywords from
-
Vecos
-
Yellowbox
-
Elocker
-
Workspace
Smart Locker Only Campaign
Evaluate feasibility of 1 focused campaign
See PDF
Short Answer would only generate 1 deal every 2 month(s)
Flip Book
- Click On The Cover Page Below
30 Leads a Month
Research what would we need to do to generate
30 leads a month
Based on average Click thru & Conversion Data
3 Campaigns
Full Funnel Data
The Spreadsheet below shows you:
Top of funnel
- PPC Campaign Adwords to Website
- Website traffic sources attrition
- SEO Keyword Performance
- Engagement Times
Mid Funnel
- MQL volume & Lead Quality
- Content Conversions
- Nurture funnel performance
Bottom Funnel
SQL to customer conversion
Deal Value and Velocity
ROI by channel
Data Driven Decision Making
Whilst we are Implementing the Plan to generate 30 leads a month, we will build an end to end Measurement System:
Objectives:
-
Measure the PPC Campaign "End to End"
-
Gain a Decision making tool
-
Gain a Learning Tool
-
Establish PPC ROI "from Ad Word to Deal"
Why?
1. At the moment the data sits in Silo's
-
Google Adwords - the campaign
-
Google Analytics the campaign analytics
-
HubSpot - Website - Clicks
-
Hubspot - Marketing Qualified Lead data
-
Hubspot - Sales Qualified Lead Data
-
Hubspot - Pipeline Growth
-
Hubspot - Deal Value
-
ROI
It's highly likely we will ad sophisticated re-marketing tools to Up the Click through, conversion rates to best in Class. As we do that we want 3 levels of dashboards:
1. A Board Level Reporting Dashboard - updated in real time that has topline numbers.
2. An Operational Dashboard - that tells us how we are doing - we can see in real time the end to end process and how its performing.
3. Dial Efficiency - Detail Dashboard - where we can analyse what's going, right, wrong, gain insights and see the impact of tweaks. A Diagnostic tool.
The advice Received is to use:
-
Databox
-
Looker Studio
We will evaluate these and implement them in November.
-
the faster the better
-
with one caveat - Speed kills precision
Priority
-
Diagnostic Dashboard 1st - so we can learn and improve.
-
Board Level Report 2nd - so the board can see accountability & ROI
-
Operational Report last - As it's a maintenance tool
Data Driven Marketing Data Flow
This Measurement Tool will revolutionise VPOD marketing:
1. It will show performance in real time.
2. It will make everyone accountable for their part.
3. They can see the impact of changes they make on the numbers.
4. They can experiment with full clarity of the impact.
5. We as a team, can learn & fast.
6. Management can have their faith in marketing replaced and view it as an investment not a cost.
Detailed Measurement
The Diagnostic Report will have data at each of these levels.
Initially we will review it once a day to:
- Extract Learns & Insights
Useful Links
Assets that save time - PPC analysis
1. Assumption start with WebPages for Asset / Padel / Smart Locker
2. Set up a baseline of Click Thru and conversion before we turn on dedicated landing pages
3. Why turn on dedicated landing pages?
4. The web pages conversion forecast is 2-3% (once speed addressed) not 4-6%
5. Commercial driver why have 50% of the leads?
6. See Current WebPage scores by page and area
Data Driven Marketing
How to create a data driven marketing culture
-
Not activity based, results based.
-
Measure everything
-
Review numbers daily
-
Learn daily - use the numbers to drive insights, learns and performance.
-
Grow your people
Consolidating Data
How to consolidate data from different sources