4 Steps to Building a Data-Driven Strategy - White Exchange - 24.11.14

Editor's Notes

• #4: It is also being used in social media, email marketing, UX and web design. Its even being used in sales and customer service
• #7: Have an internal conversation, if you are lucky. Right a few ideas down on a pad, until you have something that you really like. Nothing, that is based on data. Just a gut feeling.
• #8: But it’s a common trait in many people, that our first idea is the best and nothing else will come close to it.
• #9: This banner was placed on top of the Manchester Town hall advertising the 2012 Irish Festival. The goal of the banner was not only to make people aware of the festival, but to drive traffic to their website through the URL and the QR Code!
• #10: These type of ideas, that are thought of quickly, and not thoroughly investigate can produce bad results, and in some cases cause more harm to the brand.
• #12: To take a quote from Jono’s presentation earlier. “We have more data than any other ecosystem”, so lets start using it.
• #14: Data comes from all sources, and can be demonstrated in different metrics.
• #15: In the rest of this presentation, I will take you through 4 steps, that will enable you to create a data-driven strategy focussed on the user.
• #17: The first step to building a data-driven strategy Is understanding what your goals is. As Jono, has covered this already, this will pretty quick.
• #18: I have come across many projects that have a standalone goal, if any goals at all. These are the projects that tend to fail, even if they have done well, as there is no measurement to say otherwise.
• #19: Your goal, or the goal of your department/channel should, and needs to be based on the overall business objective. This way, every channel is contributing to the same objective, even if it through different goals. If the business objective is to increase market share, then your departmental goal could be to increase brand awareness and/or online sales. This will then filter down to the different channels, who may have similar goals to each other, but will be more specific. These goals, are what your marketing activity will be based on and measured against.
• #20: The goal for the cruise aggregator
• #22: This is something that is more common, than people think. Just because you work for the company, does not necessarily mean that you are the target market. You still need to do your research.
• #23: Therefore understanding your audience is essential. If you start to advertise to the wrong audience, then you are unlikely to hit any of the goals that you have established. Ideally, your brand team will already understand who your target audience is, and therefore have ready made personas. If they haven’t, or even if they have it is always recommended to get as much data on your user as possible. The next few slides will allow us to get more data on those that we are targeting.
• #24: The best source of audience data, is from those that work internally. Whether it is sitting down with internal teams such as the sales and customer service, or a one-on-one conversation with the subject matter experts, it is important to gather as much information from them. Once you have that information, it doesn’t stop there. You need to harness that relationship, as you will want to continue getting information about your users regularly. including People who deal with the customer on a day-to-day basis. To be able to leverage this data, you will need to hold internal meetings with those key stakeholders, the customer service and sales teams. Once you have built these relationships, try to ensure that you maintain them as they will be a useful source of data in the future.
• #25: Once you have had your internal meetings, getting an understanding of your customers and potential customers is the next step. From the survey you are looking to understand why the user will or will not buy from you, what type of content and/or media they are looking for. Do they use online tools such as calculators, or would they prefer to buy over the phone. All this data will enable you to create a more informed strategy. This can be done using a number of different services including Survey Monkey, Google Surveys, iPad App, or creating your own Google Form. These should be distributed not only to your current customers, but a sample of potential customers to get a range of feedback.
• #26: If you don’t have persona data from your brand team, then you can use a tool from You.gov that gives you a quick understanding of your persona based on already established brands.
• #34: Whilst in SEMrush, you can see how much of an overlap in keyword targeting there is compared to your keywords. From the keyword list that you have exported, you will need to cleanse and logically categorise these terms to see where your competitors are targeting. Once you have cleansed the keywords you will start to see then initial opportunity that maybe available through the number of unique keywords your competitors are targeting.
• #35: There is always more opportunities to be found, therefore you need to do further research. This is where you need to look further afield, look into the
• #36: Once you have a list of keywords, and they have been tagged logically with CPC and monthly search volume. You need to upload to your
• #38: EAT, SLEEP, RAVE, REPEAT Need to repeat this process, until you are happy with your keyword list, and the competitor set that you have built. I ended up with 6,000 keywords and 25 competitors.
• #42: What channels they are using? How are they using those channels? – Customer Service, Promotional What content are they promoting, if any? How engaged are they with their audience, and how engaged is the audience
• #43: Once you know what they are doing. It is important to understand who there social media audience is.
• #56: FIND LINKS AND SOCIAL SHARES TO THESE PAGES
• #64: Explain about the four process. I have chosen the Cruise Line industry as part of my analysis.