Using a framework developed by Tim Wilson I discuss how to best time your marketing mix based on multi touch marketing attribution data.
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1. Time Your Marketing Mix Maximize Return using Attribution
and Reservation Data Time Your Marketing Mix @electricmice
#eftanalytics
2. Justin Goodman Marketing Analyst Internet Marketing Inc.
Google Analytics and Adwords Individual Qualification 10+ Years in
Internet Marketing Forbes Contributor Blogs Featured on SEOMoz
Speaker at Digital World Expo, Dallas Digital Summit & IABC San
Diego Lectured at Emory University on Web Analytics DAA Member
http://www.linkedin.com/in/justinmgoodman Time Your Marketing Mix
@electricmice #eftanalytics
3. Analytics Helps to Answer Two Questions What are we trying
to achieve? How do we know if weve done that? Time Your Marketing
Mix @electricmice #eftanalytics
4. All Decisions should include the following I Believe that
[some idea] If I am right, I will [take some action] To test this,
I will [tool/technology/approach] Time Your Marketing Mix
@electricmice #eftanalytics
5. The Idea Starting with a simple hypothesis: I believe that
If we time our marketing mix properly, we will more effectively
fill rooms Time Your Marketing Mix @electricmice #eftanalytics
6. Race against the Clock Inventory Expires Timing is crucial
Marketing Working with Revenue Manager Time Your Marketing Mix
@electricmice #eftanalytics
7. Filling the Money Jar Importance of Campaigns Understanding
Marketing Initiative Goals Drive Visits Drive engaged Visits Drive
Booking Drive social sharing Campaign Messaging in alignment with
time and goals Time Your Marketing Mix @electricmice
#eftanalytics
8. The Action Sounds good, what does that actually mean? If I
am right I will Use Timing data to drive budget allocation and
marketing channel selection to appropriately push marketing
messaging Time Your Marketing Mix @electricmice #eftanalytics
9. The Tools/Technology/Approach - Data Collection So, How do I
know if I am right? Is it working? Put a Time Stamp on All
Marketing and Conversions Marketing Analytics Technology Convertro
Tag Campaigns Appropriate to Analytics Software UTM and CVO Tagging
Google Analytics and Convertro Track Booking and Arrival Date Hotel
Reservation System and Analytics Software Track Reservation Value
and additional details Hotel Reservation System Time Your Marketing
Mix @electricmice #eftanalytics
10. The Tools/Technology/Approach - Data Aggregation Connect
Marketing Data to Reservation Data to see the Big Picture Collect
Confirmation Number in both Marketing and Reservation System
Database Convertro/Reservation System Combine All Data Excel?
Tableau? MySql? Time Your Marketing Mix @electricmice
#eftanalytics
11. Connected Data Sample Time Your Marketing Mix @electricmice
#eftanalytics
12. The Tools/Technology/Approach - Measuring Return Identify
Attribution Model Algorithmic? Even? Rules Based? Last Click? Time
Your Marketing Mix @electricmice #eftanalytics
13. Understanding Time to Order Note: Understanding the
attribution model is important to understanding the TTO. As the
model changes so does the TTO Time Your Marketing Mix @electricmice
#eftanalytics
14. What does the data Tell us? Building a Baseline What
marketing channels have the longest time from interaction to order
What channels and messages often act as influencers, introducers,
closers? Time Your Marketing Mix @electricmice #eftanalytics
15. What Channels and Messages often act as influencers,
introducers, closers How much are affiliates really helping? What
is retargeting influencing? Time Your Marketing Mix @electricmice
#eftanalytics
16. What does the data Tell us? Building a Baseline What
messaging was most effective? Did it convert with less touches? Did
it reduce TTO? Did special offers reduce the time to order? What
channel was most effective to reduce time to order? VS. Time Your
Marketing Mix @electricmice #eftanalytics
17. Using The Data for Incremental Lift Now that we know what
worked or didn't based on historical data Use baseline data to test
against. Build out testing/marketing strategy Example: In 2013,
when using retargeting we saw a decrease in TTO Test retargeting
messaging Does including a promotional offer decrease TTO Further?
Non-Branded paid search was often an Introducer Instead of pushing
conversion will non-brand PPC be more helpful if the messaging is
an emotional trigger? Should non-brand PPC focus on research? Time
Your Marketing Mix @electricmice #eftanalytics
18. Rinse and Repeat Time Your Marketing Mix @electricmice
#eftanalytics
19. Questions will be taken during the panel or follow up with
me later @ElectricMice http://www.linkedin.com/in/justinmgoodman
[email protected] Time Your Marketing Mix
@electricmice #eftanalytics