message in a digital bottle: finding the right audience by marla johnson - #sejsummit silicon valley
TRANSCRIPT
Message in a Digital Bottle
(or Operationalizing Audience Segmentation)
Marla Johnson CEO and Co-Founder,
Aristotle Inc.
Sebas&an Wenzel, Webanaly&csbook
You can
rely on it
Free 30-Day Trial
Instant data. Tweak strategies. Benchmark
competitors.
Cast for Target Audiences
Create and Optimize
Content that Answers Needs
Determine and Design for Audiences’
Intent
3 Takeaways
Marla Johnson CEO and Co-Founder,
• CEO of Aristotle, an interactive marketing agency
• Graceland, Bob Marley, Destinations,
Chili’s, FedEx, Disney, Fireworks.com, Dollywood, Biltmore…
• Healthcare, Retail, B2B, Professional Services, Non-profits, Banking, etc.
Problem: SCATTERGRID
#SEJSummit!#Searchmetrics! @marlajoceo!
Problem: MOVING TARGETS
Tradi/onal linear
lifestage trajectory
Possible Millennial
trajectories
Live with parents
Cohabit with partner
Get divorced
Move in with friends
Get an education Start career
Get married Have
children
Travel abroad
Children leave home
Live with parents
Get an education Start career
Have children
Go back to education
Get married
Move back home
Change career
Cohabit with partner
Additions to family
Older kids leave home
Buy home
Buy home
Sell home Look for new home
#SEJSummit!#Searchmetrics! @marlajoceo!
#SEJSummit!#Searchmetrics! @marlajoceo!
150 times a day 162 minutes a day
20% of media time 4% of ad spend
Problem: CONTEXT & RELEVANCE
#SEJSummit!#Searchmetrics! @marlajoceo!
Problem: Ad Spend/ROI
2014 digital ad spend:
$138 BILLION -‐ eMarketer
Cast for Target Audiences
#SEJSummit!#Searchmetrics! @marlajoceo!
Audience-Casting Tools
Tableau & GA – Quick Fire Analysis (BBB)
Tableau – Dept. of Transporta&on (BBB)
Tableau – GA Geographic Data (Graceland)
#SEJSummit!#Searchmetrics! @marlajoceo!
Searchmetrics (Graceland)
#SEJSummit!#Searchmetrics! @marlajoceo!
Determine & Design for Audiences’
INTENT
#SEJSummit!#Searchmetrics! @marlajoceo!
Intent-Determining Tools
Semantic Search Marketing Model
– Family-‐focused – Memorable – Affordable – Simple – Safe
– All About Friends – Unique – Shareable – Fun – Different/New
#SEJSummit #Searchmetrics @marlajoceo
Aristotle Seman&c Search (Utah)
Semantic Content Development
Calendaring RELEVANCE
Design & Optimize Content that Answers
Real Questions
#SEJSummit!#Searchmetrics! @marlajoceo!
Perf – Measuring Tools
Web Perf & Content Calendar
#SEJSummit!#Searchmetrics! @marlajoceo!
6% Bounce Rate (Speedy Too!)
SSM Model: Did we answer?
#SEJSummit!#Searchmetrics! @marlajoceo!
Clicks, signups, orders, subscriptions, shares…
Did they do what we hoped?
Did the landing pages & CTAs meet the audiences’ goals?
Homepage Eye-Tracking (5,153)
Homepage Eye-Tracking (5,153)
Homepage Eye-Tracking (5,153)
Did we give them the content they wanted?
Did the navigation help?
Mobile Navigation
Interior Navigation
#SEJSummit!#Searchmetrics! @marlajoceo!
Did the ads hit the mark? • Google Display • A/B Tested Two CTAs • ROI: 26:1
#SEJSummit!#Searchmetrics! @marlajoceo!
Was the dayparting strategy efficient?
#SEJSummit!#Searchmetrics! @marlajoceo!
Did the Google Display Network match up?
Cast for Target Audiences
Create and Optimize
Content that Answers Needs
Determine and Design for Audiences’
Intent
3 Takeaways
Marla Johnson CEO and Co-Founder, Aristotle Inc.
@MarlaJoCEO
Thank you!