The Basics 1. Building up channels 2. Reporting Volume drivers 3. Programmatic Buying 4. Member Get Member Programs Advanced stuff 5. Data Management Platforms 6. Cross Platform 7. Growth Hacking

1. 7 approaches for achieving
progressive growth in digital
marketing

2. Stream:20 Core Service Groupings
Digital Sales
Planning
Digital
Organisation
Digital Sales
Toolkit
Digital Sales
Delivery
Optimising your business
structure and skillsets for
digital success
Ensuring the correct
toolkits are implemented
for success
Providing innovative
strategic support and
analysis to drive your
digital sales function
Driving incremental
revenue across
Desktop/ Mobile/Tablet
The Performance-Driven Digital Marketing Consultancy
We push up KPIs by rolling out good practice & best practice
London Munich San Francisco

3. Who we work with
Retail Finance
Gaming
Telecoms
Travel Entertainment
Publishing
Technology
Utilities

4. 7 approaches in 28 minutes……TheBasics
1. Building up
channels
2. Reporting Volumedrivers
3. Programmatic
Buying
4. Member Get
Member Programs
Advancedstuff
5. Data Management
Platforms
6. Cross Platform
7. Growth Hacking

5. The Basics

6. 1. The Basics: Building up your channels
The Need
• Proliferation of channels – range of different buying
channels
The Outcome
• Measured growth that is cost effective

7. Awareness
Generates
demand
Consider
Keeps you in
the frame
Purchase
Captures
demand
Push Channels
Display Email Offline
Pull Channels
AffiliatesPPC SEOAggregators
Engagement Channels
Social Retargeting Email
• Converts
interested
demand
• Respond to
demand that is
ready to buy in
the
marketplace
• Drive demand
in the
marketplace
• Engages
prospects in
the marketplace
REACHENGAGEPROSPECTSCONV
Channels behave differently
Convert
Website Mobile Web Mobile App

8. Turning Strategy into Practice
Detailed, accurate best reporting in the business on the client side
Strong, accurate forecasting capability
Channel: Target visits Visits to Date Visits by Day
Visits vs
Target
Target signups
Signups to
Date
Signups by
Day
Signups vs
Target
Signup Conv Section Conv Conv vs Target
Paid Search 563,301 1,185,983 110.5% 132,476 312,916 136.2% 26.4% 12.2%
Affiliates 632,166 1,587,243 151.1% 2,074 5,272 154.3% 0.3% 1.3%
SEO 417,329 954,296 128.7% 1,812 4,843 167.2% 0.5% 16.9%
Display 454,357 1,155,815 154.4% 9,127 29,777 226.2% 2.6% 28.2%
Email 776,018 1,606,959 107.1% 62,295 152,014 144.0% 9.5% 17.8%
Social 59,408 134,579 126.5% 337 613 81.7% 0.5% -19.8%
Direct 127,612 266,950 109.2% 13,218 37,882 186.6% 14.2% 37.0%
Untracked 100,742 233,929 132.2% 924 2,772 199.9% 1.2% 29.2%
Total 3,130,933 7,125,754 127.6% 444,525 546,089 22.8% 7.7% -46.0%
Adjust performance of each
individual channel
Response
(CTR)
Conversion(CR)
Budget
(Tenancy, CPM,
CPC, CPA)
Increase and decrease
the share of sales of
each individual channel
Substitutional Incremental
Compare plans with
Actuals
Year on year
Month on
Month
Forecast
demand
Forecast
response to
changed
conditions

9. 2. Basics: Reporting
The Need
The Outcome
• Control:
– Exact understanding of why the numbers are up, why they are down
– The ability to then act on those numbers
• People not knowing why sales are going up or why sales are going down
• People saying they know where they are, when they don’t

10. Granular channel
reports
Channel
management
reporting
Business level
reporting
• Provides day to day individual
channel performance within
marketing team to assist with
optimisation.
• Gives trends and overview of
performance across all digital
channels.
• Shows overall channel mix and
top line performance summary.
Primary users: Channel leads
As required: Management
Primary users:
Management
Channel leads
Primary users:
Senior man.
As required: Channel leads
Management
Reporting Level Level of Use Marketing Stakeholders
As required: Senior man.
Reporting levels

11. Channel Management Reporting
Channel
management
reporting
• Gives trends and
overview of performance
across all digital
channels.
Primary users:
Management
Channel leads
As required: Senior man.
Month To Date: Visits Target Visits to Date Channel % Visits by Day Visits vs Target Quote Target Quote to Date Channel % Quote by Day Quote vs Target Quote Conv Channel Conv Conv vs Target
Brand Display 4,995 5,302 1% 6.1% 1,479 12 0% -99.2% 0.2% -99.2%
Performance Display 108,168 118,226 13% 9.3% 1,357 941 1% -30.6% 0.8% -36.5%
Affiliates 27,976 52,829 6% 88.8% 5,994 33,676 22% 461.8% 63.7% 197.5%
PPC Brand 141,829 86,541 10% -39.0% 19,921 27,533 18% 38.2% 31.8% 126.5%
Direct 88,402 384,238 43% 334.6% 1,468 40,747 26% 2676.1% 10.6% 538.7%
PPC 141,665 123,732 14% -12.7% 11,356 21,037 14% 85.2% 17.0% 112.1%
SEO 15,610 91,496 10% 486.1% 632 14,416 9% 2179.9% 15.8% 289.0%
Social 527 39,703 4% 7433.4% 84 16,035 10% 19061.3% 40.4% 154.4%
Month to Date Total 529,171 902,067 70.5% 42,291 154,397 265.1% 17.1% 114.2%
Overarching view:
Ahead or behind target and key
metrics for each channel
Visual and numerical

12. Granular Channel Reporting
Week On Week Campaign Performance Report
Overall PPC Impressions Results
Campaign Name (Multiple Items)
Month (All)
Site Name (Multiple Items)
Impressions
Week Total
1 461626
2 457082
3 466625
4 474007
5 404977
6 442740
7 411482
8 387853
Grand Total 3506392
Month (All)
Site Name (All)
Week
Campaign NameData 1 2 3 4 5 6 7 8 Grand Total
bambini Impressions 0 0
Clicks 4 4
Average CTR% 0.00 0.00
Average Position 0.00 0.00
Media Cost € 0.00 € 0.00
Average CPC € 0.00 € 0.00
Web Sales 0 0
CMN 0 0
Web SAC € 0.00 € 0.00
Web CR% 0.0000 0.0000
intrattenimento Impressions 47820 68586 63986 63144 55550 87864 62380 66890 516220
Clicks 856 1554 3034 2146 1836 1984 1226 1826 14462
Average CTR% 1.79 2.34 4.89 3.46 3.32 2.24 2.00 2.72 2.85
Average Position 1.34 1.35 1.08 1.05 1.02 1.02 1.01 1.02 1.11
Media Cost € 109.96 € 225.20 € 268.80 € 233.04 € 223.76 € 248.60 € 178.32 € 230.16 € 1,717.84
Average CPC € 0.13 € 0.14 € 0.09 € 0.11 € 0.12 € 0.13 € 0.14 € 0.13 € 0.12
Web Sales 0 8 0 0 0 0 0 0 8
CMN 0 12 2 0 0 2 0 0 16
Web SAC € 0.00 € 28.15 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 3.52
Web CR% 0.0000 0.0051 0.0000 0.0000 0.0000 0.0000 0.0000 0.0000 0.0006
serie a Impressions 0 0
Clicks 0 0
Average CTR% 0.00 0.00
Average Position 0.00 0.00
Media Cost € 0.00 € 0.00
Average CPC € 0.00 € 0.00
Web Sales 0 0
CMN 1 1
Web SAC € 0.00 € 0.00
Web CR% 0.0000 0.0000
SKY Impressions 407474 377700 393308 403506 340814 347044 341444 313432 2924722
Clicks 51938 44722 41400 29602 28016 27382 28126 24684 275870
Average CTR% 13.02 12.88 10.74 7.51 8.40 8.02 8.43 8.07 9.63
Average Position 1.03 1.04 1.06 1.05 1.13 1.12 1.09 1.08 1.08
Media Cost € 14,508.06 € 12,883.56 € 12,015.36 € 9,584.90 € 9,967.90 € 7,982.66 € 7,657.26 € 6,840.56 € 81,440.26
Average CPC € 0.27 € 0.26 € 0.28 € 0.32 € 0.35 € 0.29 € 0.27 € 0.27 € 0.29
Web Sales 346 298 146 106 116 102 158 94 1366
CMN 602 580 512 312 104 50 80 84 2324
Web SAC € 41.93 € 43.23 € 82.30 € 90.42 € 85.93 € 78.26 € 48.46 € 72.77 € 67.91
Web CR% 0.0067 0.0067 0.0035 0.0036 0.0041 0.0037 0.0056 0.0038 0.0047
sky hd Impressions 6332 10208 8622 6984 8228 7480 7358 7090 62302
Clicks 666 1632 1094 750 872 944 930 844 7732
Average CTR% 11.05 17.91 12.80 11.08 10.89 11.95 12.56 12.07 12.54
Average Position 1.01 1.01 1.01 1.01 1.01 1.04 1.02 1.01 1.02
Media Cost € 87.44 € 206.92 € 120.76 € 91.44 € 111.48 € 108.60 € 115.80 € 102.56 € 945.00
Average CPC € 0.12 € 0.12 € 0.11 € 0.12 € 0.12 € 0.12 € 0.13 € 0.12 € 0.12
Web Sales 0 2 4 2 2 0 0 0 10
CMN 2 6 4 0 0 2 2 0 16
Web SAC € 0.00 € 103.46 € 30.19 € 45.72 € 55.74 € 0.00 € 0.00 € 0.00 € 29.39
Web CR% 0.0000 0.0012 0.0037 0.0027 0.0023 0.0000 0.0000 0.0000 0.0012
PPC Impressions Summary
0
100000
200000
300000
400000
500000
600000
700000
800000
37 38 39 40 41 42 43 44 45
PPC Visibility- Impressions Chart
Granular channel
reports
• Provides day to day
individual channel
performance within
marketing team to assist
with optimisation.
Primary users: Channel leads
As required: Management
Further detail:
Ahead or behind target and key metrics
Allows you to drill down to ask why you
are ahead or behind
Visual view to allow ease of
communication internally

13. Volume Drivers - things
that work

14. 3. The Volume Drivers: Programmatic buying
The Need
The Outcome
• Ability to target better than paid search
• Effective CPA & demand generation
• Display advertising not driving effective CPA
• Little sophistication in targeting

15. Audience
Supply Side Platforms
Ad Exchanges
Demand Side Platforms
How things have changed
DSP DSP DSP
SSP SSP SSP
Website Website Data
Enrichment
Data
enrichment
Adserved
Advertiser
Audience
Website
Bulk Buy
Media Agency
I/O

16. Use Case: Audience Segments
16
Unknown Group
Data Driven – Offsite
Brand Aware No Clear Desire
Brand Aware Thinking of Buying
Price / Product Aware
Order Dropouts
•Unknown – no known tags,
not meeting any other criteria
•Upper Segment Dropouts Able
to target externally
•All other site visits
•Number of Visits / Recency /
Time on Site / Brand Section
•Sales Section Visits
•Started Order Process – Not
completed order process1
2
3
4
5
6
Basic
Retargeting
Segmented
retargeting
Buying
Audiences

17. 4. The volume drivers: Member Get Member Programs
The Need
The Outcome
• Channel shares up to 20% of sales
• Multiplier on existing channels
• Constant pressure for brands to drive more sales
• The most effective selling is peer to peer

18. MGM – End to End
Referrer (customer) Referee (prospect)
Reward
receipt
Reward
Receipt
Management
Database
VerificationPropensity analysis
Customer
Promotion
Referral
Destination
Referral
Message Landing
Page
Order
Process Reward
confirm

19. Member referral schemes are purely incentive driven
Making MGM work
• Requires someone
actively using the
product
• Incentive needs to be
no strings attached and
high perceived value
• Most effective when
advocates and
proselytizers targeted

20. The Advanced stuff

21. 5. The Advanced stuff: Data Management Platforms
The Need
• Multiple data sources needing to link up
• Programmatic buying
The Outcome
• All activity housed within a single data point
• Significantly enhanced insight in real time and actionable

22. DMP – hierarchical overview
22
Site
analytics
Email
database
Search
data
Ad Server
data
CRM
CMS
Email campaigns
Display
Search
Mobile
Video
TV
Mobile
Intake
Analytics/InsightUserInterface
ChannelLinks
Normalisation
Segmentation/Scoring
Tag Management
Inputs Data Management Platform (DMP) Live Channels
A DMP conducts a multi-layered cookie sync between all your systems, typically
through a piece of javascript called a container tag, which allows the DMP to sync its
own cookie ID to the cookie IDs of whatever other systems you might be using.

23. 6. The Advanced stuff: Cross Platform Marketing
The Need
• 20%-50% of traffic is now mobile
• Conversion is often up to 50% lower on mobile
The Outcome
• Making mobile marketing viable and sales driving
• Attribution across platforms

24. 3 ecosystems with different dynamics
Enablers
• Mobile conversion tracking
• Mobile analytics
• User segmentation > personalisation
• Member get Member
APP ECOSYSTEM MOBILE WEB ECOSYSTEM PC ECOSYSTEM
Consider
Install
Usage
Push notifications
App stores
Pay-per-install networks
Pre-loads
Facebook App Install ads
Advertising solutions
Awareness
Consider
Purchase
Usage
Display
Content
Offline
Social
Retargeting
Email
PPC
Affiliates
SEO
App recommendation sites
Awareness
Consider
Purchase
Usage
Email
Display
Content
Offline
Social
Retargeting
PPC
Affiliates
SEO
Email
Retargeting

25. 7. The Advanced stuff: Growth Hacking
The Need
The Outcome
• Rapid growth – exponential growth of the scale of
facebook, linkedin, Air bnb
• Startups: The need to get rapid growth on a low budget
• Enterprise: The need to move marketing initiatives
forward faster

26. Structure: How growth marketing works
Marketing Product/Tech
Marketing Product/Tech
TRADITIONAL
MARKETING
GROWTH
MAREKTING
• Separate teams
• Marketing brief goes into the work
stack – you may see it next year
• Marketing thinks Product/Tech are
slow and are prone to saying “no”
• Product/Tech thinks Marketing are
reckless
• Unified Teams
• Marketing & Product/Tech form the
brief as a team
• Leverages the ability of the product
itself to market
• Reckless briefs become
increasingly viable

27. Structure: How growth marketing works
Marketing Product
Growth team
• 1-2 technical marketers
• 2 developers reporting
to marketers, not
product development
• Work on marketability of
the product
Product Team
• Current team
• Work on product
improvement
Marketing Team
• Traditional Marketing
outputs

28. Examples
Growth Hack:
• Allowed users to create a public
profile so that the search engines
index their profiles and show up
organically in search results.
• First to have people upload their
contact lists
Growth:
2 million to 200 million
users
Growth Hack:
• Peer-to-peer vacation rentals
• Facilitated users to promote their
apartment ads on craigs list
automatically
Growth:
• Valued at $1 billion+
• To hit $500 million in
revenues

29. Thank you
Serge.milbank@stream20.com
@stream20 @eumeus
www.slideshare.net/SergeMilbank
www.stream20.com