Google Real-Time Insight Finder
It doesn't make sense if you do not go through these tools before you execute your integrated digital marketing activities
More details on Real-Time Insight Finder
What 's Big Data
Every day, we create 2.5 quintillion bytes of data–so much that 90% of
the data in the world today has been created in the last two years alone. This
data comes from everywhere: from sensors used to gather climate information,
posts to social media sites, digital pictures and videos posted online,
transaction records of online purchases, and from mobile phone GPS signals to
name a few. This data is big data.
Big data spans three dimensions: Variety, Velocity and Volume.
Big data spans three dimensions: Variety, Velocity and Volume.
·
Variety – Big data extends
beyond structured data, including unstructured data of all varieties: text,
audio, video, click streams, log files and more.
·
Velocity – Often
time-sensitive, big data must be used as it is streaming in to the enterprise
in order to maximize its value to the business.
·
Volume – Big data comes in
one size: large. Enterprises are awash with data, easily amassing terabytes and
even petabytes of information.
Big data is more than a challenge; it is an opportunity to find insight
in new and emerging types of data, to make your business more agile, and to
answer questions that, in the past, were beyond reach. Until now, there was no
practical way to harvest this opportunity. Today, the big data opens the door
to a world of possibilities, giving organizations a solution that is designed
specifically with the needs of the enterprise in mind:
In a context, what are the most powerful ways marketers will be using
big data?
1.
Attribution - understanding which
channels, content, and messaging is working best.
2.
Personalisation and engagement scoring -
delivering the right message to the right person at the right time.
3.
Sales efficiency and effectiveness -
giving the sales department more relevant information at the right time,
helping to close more business faster.
4.
closing the loop - from marketing lead
to sale and ultimately maximizing true ROI.
Typically in a high-consideration (B2B), multi-touch sales process, most
marketers are only tracking web activity to lead. This only tells a part of the
story. In reality, marketing campaigns are still interacting with people into
the late stages of the buying process. Connect your data from lead to
sale; and directly tie marketing activity to revenue and you
get the full picture.
As digital marketing techniques and technologies have evolved, front-end
metrics from web analytics tools often fall short in delivering enough
high-value insight to drive business decisions. Deriving high-value business
insights from disconnected datasets and offline sales processes often requires
time-consuming, complex, and expensive software implementations. It doesn't
have to be long, complicated, or expensive, but you do need help - either
internally uniting from IT and database experts, or outside help from
specialists with experience doing just this.
1.
What opportunities exist to boost sales conversions vs. just increasing
traffic or lead conversions?
2.
How do content, channels, and user experience affect lead quality and
conversion-to-sale?
3.
How do buyers behave differently from non-buyers across campaigns,
channels, and your website?
4.
Where should I invest my marketing and media dollars to produce the
largest ROI, not just more traffic or conversions?
Implementation
1.
Write JavaScript code to set a cookie from your website and pass it as a
custom variable to your analytics platform, in this case Google Analytics. This
ensures the unique customer key will be generated on the customer's first
visit, and then passed with every click, event, and goal completion that Google
Analytics captures. It also ensures that the customer key will be consistently
retained in the user's browser across sessions.
2.
Pass the customer key to the client's lead management system. Most have
web service API for lead form submissions.
3.
Modify your reports and data extracts to automatically load a SQL
database with web analytics and lead data. Since leads are eventually converted
to sales in the lead management system, you now had all the data needed to
perform a closed-loop analysis.
4.
Push some of the key findings from this data into your real-time
dashboard system. This unlocks key sales and marketing data from complex and
hard-to-read spreadsheets and made it easy to view by anyone, anytime. By
delivering this data passively, we were able to focus on our next and most
important step, mining the data for insights.
This solution had low implementation costs and low complexity. No
expensive servers or configurations were needed and no modifications to
infrastructure necessary.
What you need to prepare for an Online Direct Response Campaign
Exert from ClickZ
Although much of the
work of a direct-response campaign can be outsourced, the advertiser must
provide some internal resources for a campaign to succeed. Some key components
of direct-response campaigns that need to be conceived, built, implemented,
managed, staffed, or approved. Prior to undertaking this direct-response
effort, campaign roles and responsibilities must be assigned and divided
between the agency and the client, with clear timelines and expectations laid
out.
Direct-response marketing lives in acronym world. You might find
yourself having to explain to the client how CPMs , CPCs , CTRs and
conversion rates all factor into CPLs CPAs, and ROI. Since direct-response
marketing is formulaic in nature, show the advertiser the range of possible
outcomes based on estimated costs and average response rates. Don't set the
campaign (or you) up for failure by over-projecting based on unrealistic
response or conversion rates.
2. Develop Customised Landing Pages
Landing pages must take into account the primary campaign objective and
woo the visitor to achieve that objective. Too many landing pages ask for
personal information before even delivering content relevant to why the visitor
clicked through in the first place.
3. Develop
Action-Generating Ad Creative
Online media planners must work closely with
creative developers to develop action-generating ad messages and visuals.
Online also allows for a lot of quick testing and swapping of creative, so the
creative team needs to be prepared to produce multiple offers and a variety of
ads.
4. Use
Unique Phone Numbers or Call Tracking
For lead-generation campaigns, call-ins could play a big part, yet if
you don't have a means to connect the caller to the online direct-response
campaign, the campaign won't get the credit it deserves. Set up unique
toll-free numbers, or use more sophisticated solutions that dynamically
generate a toll-free number based on the source of the visitor.
5. Use
Robust Tracking and Analysis
Tracking and analysis is the most critical piece of the direct-response
puzzle. In direct response, it's likely that multiple platforms -- ad tracking,
e-mail management, Web analytics, affiliate management -- will come into play
when measuring and analyzing a campaign's effectiveness. Online direct-response
marketers must understand the limitations of their current solutions so
workarounds can be devised or new solutions can be acquired and implemented
prior to campaign launch. The direct-response marketer must also be willing to
share the necessary components of performance data with her agency so the
campaign can be refined and made a success.
6. Deploy a
Well-Balanced Mix of Tactics
Leveraging inbound and outbound efforts together can help create a
successful direct-response campaign while improving ROI over time. Consider a
complete mix of online media and tactics: search, display, contextual,
retargeting, e-mail, public relations, affiliate, and social media marketing.
Supporting online efforts with offline ones can increase lift by up to 35
percent.
7. Establish
a Domain Name Strategy
Offline support efforts and some online ones, like optimizing for search
engine and buying text links, can be further reinforced by selecting an appropriate
domain or creating a subdomain. Domains might be selected to elevate recall or
even play on the call to action. Unique domains married to unique microsites
also reduce confusion with data analysis because all the traffic to the site
theoretically should be for that specific direct-marketing campaign.
Content Creation Ideas
Research and thought leadership is now one of the most effective ways to build your online presence
How do you produce content that will attract links,
social shares, help you build your community and engage your target audience?
The digital marketing landscape has changed. The search engines and major social media channels are rapidly evolving. The data that search engines are now able to extract from link profiles and social signals mean that reputation and influence is now fundamental to digital marketing success.
1. Recycle What You Know
If you have ever spoken at an industry event, then you have probably spent hours researching a particular topic – making you a resource of untapped, high value content ideas. So, why not recycle this knowledge into something that is valuable and shareable? Blog posts, whitepapers and case studies of what you have learned add power to your voice while allowing you to assert yourself as an expert in your field.
2. Interview the Industry Leaders
Interviewing your industry connections provides a source for creating the type of content your audience craves: deep, insightful content provided by leaders and visionaries in their field. By displaying these insights in the form of blog posts or webinars, you're generating high quality, link-worthy content while exposing your colleagues to a whole new audience – meaning that both sides win!
3. Curate the News
Sometimes the greatest value can be in curating content, rather than creating content. By providing a weekly roundup of industry specific news you create a valuable resource for visitors, which illustrate that you are up-to-date on the latest developments, trends, and topics. This is also a great opportunity to link to other key thought leaders within your industry.
If content curation seems like too much of a time investment, you may want to explore the dozens of content curation services available on the web. Services like Scoop.it and Curata are designed to help you quickly and easily find relevant news, which can be posted directly to your blog or web page.
4. Conduct a Survey
Another way to make the most of your online community is to conduct a survey. There are many online survey platforms which make the gathering of important data both free and easy. Administering surveys through your LinkedIn groups, community forums, and your Facebook fan page is an ideal way to start exploring the pulse of your community without committing to a major investment.
5. Create Visual Appeal
While infographics have seemingly been around forever, they have only more recently become a staple of the successful online marketing strategy. Through the art of representing data visually, infographics are used to increase awareness about a particular brand, product, industry phenomenon, or up-and-coming trend. It’s this dual threat of providing visual appeal and real value that allows the infographic to attract more links and social shares than just about any other type of online content.
6. Become a Reporter for Your Industry
Have you recently attended an important industry event? Have you read a great white paper or viewed a shareable webinar? Then why not write a blog post which outlines your "takeaway points"? You could even relay some interesting conversations you may have had with other industry leaders. Or you can write a review about a relevant industry book or news article.
7. Share Presentations
When you give a speech, presentation, or webinar, you will usually have an accompanying slideshow. Don’t keep this great information to yourself! Share it with your community. Online tools like SlideShare make it quick and easy to share visual presentation slides. This is a great opportunity for showcasing your expertise and drawing attention to your next public event.
8. Conduct an Interview… With Yourself
Though this may seem a little strange, it has become a proven way to generate quality content. Prepare a list of questions on the latest industry developments or trends. Then, have someone off camera ask you each question. When done well, the video should come across as relaxed and informal, demonstrating both your personality and expertise.
9. Answer the Burning Questions
If you regularly speak at industry events, interact through social media channels or blog on your website, you will inevitably begin to recognize the common questions and dilemmas faced by the members of your community. These questions can be used as the basis for a blog post, SlideShare, video, or even white paper. And because this information is relevant to your audience’s specific needs, it is virtually guaranteed to garner interest.
10. Showcase Your Talents through Video Tutorials
There’s no better way to improve and highlight your skills than to teach others. Video gives you a unique opportunity to showcase your personality whilst sharing your knowledge with others. Why not produce a weekly tutorial that’s published on the same day each week?
The digital marketing landscape has changed. The search engines and major social media channels are rapidly evolving. The data that search engines are now able to extract from link profiles and social signals mean that reputation and influence is now fundamental to digital marketing success.
1. Recycle What You Know
If you have ever spoken at an industry event, then you have probably spent hours researching a particular topic – making you a resource of untapped, high value content ideas. So, why not recycle this knowledge into something that is valuable and shareable? Blog posts, whitepapers and case studies of what you have learned add power to your voice while allowing you to assert yourself as an expert in your field.
2. Interview the Industry Leaders
Interviewing your industry connections provides a source for creating the type of content your audience craves: deep, insightful content provided by leaders and visionaries in their field. By displaying these insights in the form of blog posts or webinars, you're generating high quality, link-worthy content while exposing your colleagues to a whole new audience – meaning that both sides win!
3. Curate the News
Sometimes the greatest value can be in curating content, rather than creating content. By providing a weekly roundup of industry specific news you create a valuable resource for visitors, which illustrate that you are up-to-date on the latest developments, trends, and topics. This is also a great opportunity to link to other key thought leaders within your industry.
If content curation seems like too much of a time investment, you may want to explore the dozens of content curation services available on the web. Services like Scoop.it and Curata are designed to help you quickly and easily find relevant news, which can be posted directly to your blog or web page.
4. Conduct a Survey
Another way to make the most of your online community is to conduct a survey. There are many online survey platforms which make the gathering of important data both free and easy. Administering surveys through your LinkedIn groups, community forums, and your Facebook fan page is an ideal way to start exploring the pulse of your community without committing to a major investment.
5. Create Visual Appeal
While infographics have seemingly been around forever, they have only more recently become a staple of the successful online marketing strategy. Through the art of representing data visually, infographics are used to increase awareness about a particular brand, product, industry phenomenon, or up-and-coming trend. It’s this dual threat of providing visual appeal and real value that allows the infographic to attract more links and social shares than just about any other type of online content.
6. Become a Reporter for Your Industry
Have you recently attended an important industry event? Have you read a great white paper or viewed a shareable webinar? Then why not write a blog post which outlines your "takeaway points"? You could even relay some interesting conversations you may have had with other industry leaders. Or you can write a review about a relevant industry book or news article.
7. Share Presentations
When you give a speech, presentation, or webinar, you will usually have an accompanying slideshow. Don’t keep this great information to yourself! Share it with your community. Online tools like SlideShare make it quick and easy to share visual presentation slides. This is a great opportunity for showcasing your expertise and drawing attention to your next public event.
8. Conduct an Interview… With Yourself
Though this may seem a little strange, it has become a proven way to generate quality content. Prepare a list of questions on the latest industry developments or trends. Then, have someone off camera ask you each question. When done well, the video should come across as relaxed and informal, demonstrating both your personality and expertise.
9. Answer the Burning Questions
If you regularly speak at industry events, interact through social media channels or blog on your website, you will inevitably begin to recognize the common questions and dilemmas faced by the members of your community. These questions can be used as the basis for a blog post, SlideShare, video, or even white paper. And because this information is relevant to your audience’s specific needs, it is virtually guaranteed to garner interest.
10. Showcase Your Talents through Video Tutorials
There’s no better way to improve and highlight your skills than to teach others. Video gives you a unique opportunity to showcase your personality whilst sharing your knowledge with others. Why not produce a weekly tutorial that’s published on the same day each week?
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