2. HOW ANALYTICS CAN HELP
YOUR BUSINESS GROW?
Dr. PHILLIP LAW
Head of Analytics
3. THREE PILLARS OF
DIGITAL INVESTMENT
1. MARKETING PERFORMANCE 2. BRAND BUILDING 3. FUTURE PROOFING
Improving conversion rates Creating digital driven experience
Better numbers & ROI
Higher brand affinity &
higher engagement
Staying ahead of the
curve & competition
Pioneering digital marketing
Going back to the mindset of digital first, The way we think about digital strategy is through these 3 strategic pillars and they tend to reach both short term growth and long term.
Improving marketing performance – get better ROI on what you are currently doing
Brand building – rich interactive experiences through video and/or animation
Future proofing through innovation and latest tech as we’ve seen those that are digital leaders from the competition tend to be more profitable.
Talks about the three points I’m going to cover and how these can help you increase performance.
However this is usually the result…
Marketing dont implement the tools properly and/or are not experienced in using the tools.
Tech usualy can implement effectively but tend not to get used by marketing
Finance dont always fully understand the increasingly complexity of the customer journey nor do they understand the potential perks and system 1 decision making. They pursue efficiency. We disproportianately enjoy the things that a business gives us that it doesn‘t have to . In the ecommerce world, free delivery, free returns but at much more deeper level there is a great example, and I happened to walk past it earlier.
Five Guys example – small, medium or large fries. Chuck a load of extra fries. Bring a economist in looking to reduce cost and efficiency and the first thing he will cut is the extra fries and peanuts, but thats where the emotional value comes in. Rachel is going to talk about a customer first approach later, but thats the type of thing that gives added edge over competition.
Most analytics tools are usually introduced by one of these departments in large organisations…..
We’re from a digital agency so maybe slightly biased.
Traditionally, measurement of advertising has been bit of a guessing game, as this quote emphasised. With TV you may be have been able to tell how many people watched the ad or known based on ratings but not known how it influenced people within the path to purchase and the same is said for digital display, too much emphasis is placed on Cost per click or I still see people measuring ‘impressions’ but not knowing who’s seeing those ads or the validity of the site that they feature on.
So we work closely with our media partners to ensure that we’re measuring performance and optimising all channels to the maximum, as we’re not underestimate the power of advertising but its case that there needs to be a stronger emphasis on performance.
Previous webinar on Programmatic, so where analytics and data feed in is ensuring that programmatic is optimised to the full journey.
Talks about the three points I’m going to cover and how these can help you increase performance.
And through effective digital brand building, it creates stronger emotional connections.
Later on Scott, our strategist, and Darren, our creative director, will talk about this.
And finally future proofing.
Many companies are great at future-proofing their products but not their marketing activities.
The digital revolution is creating lots of new opportunities in marketing.
Its important to look at these before you get left behind by the competition.
And finally future proofing.
Many companies are great at future-proofing their products but not their marketing activities.
The digital revolution is creating lots of new opportunities in marketing.
Its important to look at these before you get left behind by the competition.
We’re from a digital agency so maybe slightly biased.
Traditionally, measurement of advertising has been bit of a guessing game, as this quote emphasised. With TV you may be have been able to tell how many people watched the ad or known based on ratings but not known how it influenced people within the path to purchase and the same is said for digital display, too much emphasis is placed on Cost per click or I still see people measuring ‘impressions’ but not knowing who’s seeing those ads or the validity of the site that they feature on.
So we work closely with our media partners to ensure that we’re measuring performance and optimising all channels to the maximum, as we’re not underestimate the power of advertising but its case that there needs to be a stronger emphasis on performance.
Previous webinar on Programmatic, so where analytics and data feed in is ensuring that programmatic is optimised to the full journey.
What is the one thing we should be measuring to prove it’s been successful. How can we prove this is a success? Actually lots of small interlinked measures.