3. RE-CAP: THE CX LOOP
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-
STAND
4. METRICS CAN BE ASSOCIATED BY CONSUMER JOURNEY STAGE
“What are the best options for
me?”
Conversion Rate
Conversion
Sale
AOV
Number of Purchases
“I want to purchase X, but
which one?”
Shares
Reach
Visibility
Traffic
“What are the wider audience
needs and where can we play?”
UNDERSTAND CONSIDER BUY
Page Views
Bounce Rate
Time on Site
Pages per Visit
Conversion Rate
5. …AS CAN THEIR ACTIVITIES
Log File
Analysis
Measurement
& Analytics
Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX
Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
6. Log File
Analysis
Measurement
& Analytics
Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE
Log File
Analysis
Measureme
nt &
Analytics
Content Audit
Data Driven Content
Planning
Information Architecture
Platform Migration
Meta Optimisation
Local Optimisation
Content Marketing &
Digital PR
Measurement & Analytics
Log File Analysis
UNDERSTAND
7. Log File
Analysis
Measurement
& Analytics
Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Marketplace
Optimisation
Information
Architecture
Editorial
Production
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX
Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE
Local
Optimisation
- Local Search Visibility
- Local Search Traffic
Log File
Analysis
Measureme
nt &
Analytics
Content Audit
Data Driven Content
Planning
Information Architecture
Platform Migration
Meta Optimisation
Local Optimisation
Content Marketing &
Digital PR
Measurement & Analytics
Log File Analysis
UNDERSTAND
8. Log File
Analysis
Measurement
& Analytics
Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Log File
Analysis
Marketplace
Optimisation
Information
Architecture
Editorial
Production
Measureme
nt &
Analytics
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
UX
Optimisation &
Testing
Content
Marketing &
Digital PR
App Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE
Content Audit
Data Driven Content
Planning
Information Architecture
Platform Migration
Meta Optimisation
Local Optimisation
Content Marketing &
Digital PR
Measurement & Analytics
Log File Analysis
UNDERSTAND
Local
Optimisation
- Local Search Visibility
- Local Search Traffic
- Organic Visibility
- Organic Traffic
META
Optimisation
9. Log File
Analysis
Measurement
& Analytics
Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX
Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Editorial
Production
Editorial
Production
Editorial
Production
Performance
Optimisation
CONSIDER
UX Optimisation & Testing
Marketplace Optimisation
App Store Optimisation
Editorial Production
Graphic Design &
Production
Content Marketing &
Digital PR
Measurement & Analytics
10. Log File
Analysis
Measurement
& Analytics
Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
Content
Marketing &
Digital PR
App Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Editorial
Production
Editorial
Production
Editorial
Production
Performance
Optimisation
UX
Optimisation
& Testing
- Page Views
- Bounce Rate
- Time on Site
- Pages per Visit
- Conversion Rate
CONSIDER
UX Optimisation & Testing
Marketplace Optimisation
App Store Optimisation
Editorial Production
Graphic Design &
Production
Content Marketing &
Digital PR
Measurement & Analytics
11. Log File
Analysis
Measurement
& Analytics
Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
Content
Marketing &
Digital PR
App Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE
CONSIDER
UX Optimisation & Testing
Marketplace Optimisation
App Store Optimisation
Editorial Production
Graphic Design &
Production
Content Marketing &
Digital PR
Measurement & Analytics
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Editorial
Production
Editorial
Production
Editorial
Production
Performance
Optimisation
Editorial
Production
UX
Optimisation
& Testing
- Page Views
- Bounce Rate
- Time on Site
- Pages per Visit
- Conversion Rate
- Bounce Rate
- Time on Site
- Organic Visibility
- Organic Traffic
12. Log File
Analysis
Measurement
& Analytics
Platform
Migration
Performance
Optimisation
Graphic
Design &
Production
Marketplace
Optimisation
Information
Architecture
Local
Optimisation
Editorial
Production
Data-Driven
Content
Planning
Content
Audit
Conversion
Rate
Optimisation
META
Optimisation
UX
Optimisation
& Testing
Content
Marketing &
Digital PR
App Store
Optimisation
ACTIVITIES THAT RESONATE WITH THE BUY PHASE
BUY
Conversion Rate
Optimisation
UX Optimisation & Testing
Measurement & Analytics
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Editorial
Production
Editorial
Production
Editorial
Production
Performance
Optimisation
Performance
Optimisation
Performance
Optimisation
Editorial
Production
Editorial
Production
Editorial
Production
20. PRIMARY TOOLS THAT INFORM PERFORMANCE CONTENT OBJECTIVES & KPIS
Web Analytics
& Ranking
Tools
21. CASE STUDY: STUDENT LIVING INDEX
APPROACH
- Content that showcases the top 25
student cities about their spending
habits and then rank cities by cost
friendliness
RESULTS
- 230% increase in Share of Voice
on core ‘Student’ KW group
- 50,000+ Organic Visits
OBJECTIVE
- Improve the organic visibility of
NatWest’s Student products
24. NOT A DASHBOARD
CONNECTS OUR BUSINESS ACTIVITY TO
THE BALANCED SCORECARD OF CLIENT
ENSURES WE ARE HIGHLY FOCUSED
POWERS LIVE ROI
A TOOL TO MEASURE MARKETING EFFECTIVENESS
WHAT IS A MEASUREMENT FRAMEWORK?
25. BRAND
CUSTOMER
EXPERIENCE
PRODUCTS
Customer Experience
+
Simplify Product Understanding
+
Support Growth
No. 1 xxx
CUSTOMER BASE
Trust
Brand Consideration
Buzz
Sentiment
NPS/Advocacy
Customer Satisfaction
Complaints
Visit to the Website
Open and Transparent
Fair
Profitability
Rankings
Market Share
Acquisition
Retention
Main Bank
Share of Wallet
EXAMPLE: FINANCIAL SERVICES
27. The Development Process
Discover Define Design Develop Deploy
STAGED APPROACH WITH FULL PROJECT MANAGEMENT
NEVER UNDER-ESTIMATE THE IMPORTANCE OF THE ‘DISCOVER’ PERIOD
‒ INITIAL FOCUS MUST BE ON THE CHALLENGE AND NOT A SOLUTION
‒ INCLUDES KEY DATA & TECH AUDITS
ALWAYS REQUIRES CLEAR CLIENT ‘OWNER’
and maintain
32. ATTRIBUTION
Email Search Display Search Affiliates
LAST CLICK
APPROACH
X X X X
Email Search Display Search Affiliates
MULTI-TOUCH
ATTRIBUTION
Email Search Display Search Affiliates
Which interaction is responsible for the conversion?
The industry default
A better way…
34. ATTRIBUTION: DEVELOPED PROPRIETARY APPROACH
MACHINE-LEARNED, ALGORITHMIC
APPROACH
DETERMINES THE CONTRIBUTION
VALUE OF EACH ATTRIBUTE
AUTOMATED INTEGRATION OF OUTPUT
TO OPTIMISATION BID PLATFORMS
35. APPROACH
Our advanced, algorithmic model uses
machine-learning techniques to derive
touchpoint values that are continuously
updated
Integration of optimisation
recommendations are connected directly
into execution platforms
ROI
Cost per quote improvement of 10% from a
single product
Equivalent of +£1m of media efficiency gain
in a year
OBJECTIVE
Understand the true contribution of digital
touchpoints to online Quotes and Sales to
direct granular budget optimisation
CASE STUDY: ATTRIBUTION
UK MAJOR INSURANCE
PROVIDER
James + Shaun, Performance Content Framework
Focuses on 3 stages, Understand, Consider, Buy (focuses on post awareness)
Measure each stage
3 key areas
Understand – Broader category analysis (need & lifestage)
Research – What sort of product or service do I need?
Purchase – Which product or service am I going to buy (transactional)
Common metrics can be associated to each stage could be:
Understand
Shares – who shares?
Reach – who links/mentions?
Visibility – who can see
Traffic – who visits
Consider
Who engages with my content?
Buy
Who converts
x
Across performance content pillar…
Content Audit, understanding content gaps amongst competition.
Content Planning, delivering content that meets user needs.
Do we need to migrate platforms to meet the user needs?
Measurement & Analytics is a point is an activity that resonates across each stage..
Log file Analysis, understand how search engines interact.
Is the searcher intent local based? Are users frequently travelling to your website via mobile devices?
Metrics associated to local optimisation could be local visibility and traffic
Meta Optimisation
Opportunity to capture and entice wider audience
Traffic & Visibility
More focused activity that looks to impact consideration type mind-sets
Marketplace Optimisation, in most cases users already have a product in mind that they’d like to purchase. Seeking product, pricing and review information before making a purchase decision.
App Store Optimisation, a user who downloads an app has a high propensity to be within the consideration phase
- UX Optimisation, Engage users to
- Content to develop further consideration, potentially geared around content audits/gaps
Both UX and CRO can be situated as part of the buy phase. Developing a better User Experience that pushes a consumer towards a point of conversion.
xxx
Approach
- Students are more concerned than ever about financing University
-NatWest are an authority on Student finance
We know cash can be a rare commodity when you're a student, so, in partnership with an independent research company, we've produced the Student Living Index to show students which cities they can see their money go further. We took a sample of 2486 students to give you an idea of how much students spend in the UK on things like travel, eating out and food shopping in each city compared with last year. You can also find out how much time they're dedicating to part-time work and studying.