why your marketing will fail without cross channel data & how to fix it
TRANSCRIPT
1
Content Is King
1
Content Was King
WORLD FAMOUS BRANDSIt’s got to be Apple, right?
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WORLD FAMOUS BRANDSMcDonalds? Can somebody get this kid a happy meal?
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WORLD FAMOUS BRANDSHillary? Hillary who?
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WORLD FAMOUS BRANDSPlease just tell us already…
Source: http://www.complex.com/style/2013/03/the-50-most-iconic-brand-logos-of-all-time/nike @BigLeapMKTG
HOW NIKE MAKES MONEYWhere Nike’s Revenues Come From
Nike Business Segments Revenue Share - 2015
Footwear
60%
Apparel28%
Equipment5%
Converse 7% Global Brands
0%
Source: http://revenuesandprofits.com/how-nike-makes-money-understanding-nike-business-model/ @BigLeapMKTG
HOW NIKE MAKES MONEYWhere Nike’s Revenues Come From
@BigLeapMKTG
HOW NIKE MAKES MONEYWhere Nike’s Revenues Come From
@BigLeapMKTG
HOW NIKE MAKES MONEYWhere Nike’s Revenues Come From
@BigLeapMKTG
HOW NIKE MAKES MONEYWhere Nike’s Revenues Come From
@BigLeapMKTG
HOW NIKE MAKES MONEYNike – Just Endorse It (it also looks like a shoe)
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ENTER LEBRON JAMESLifelong Nike Contract
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KING JAMES VALUENike Contract Worth $1B
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KING JAMES VALUENike Contract Worth $1B
@BigLeapMKTG
KING JAMES VALUENike Contract Worth $1B
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MICHAEL JORDAN BRANDShoes + Apparel + Equipment = GLOBAL BRAND
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KING JAMES VALUEShoes + Apparel + Equipment = GLOBAL BRAND
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WHAT DOES IT ALL MEAN?Data, that’s what.
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WHY DATA IS KINGWhy is data gathering important?
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WHY DATA IS KINGWhy is data gathering important?
@BigLeapMKTG
WHY DATA IS KINGWhy is data gathering important?
@BigLeapMKTG
WHY DATA IS KINGWhy is data gathering important?
@BigLeapMKTG
2
Strategies forData Compilation
GOOGLE’s DATA HUBGOOGLE’s DATA HUB
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“ANYTHING IS POSSIBLE”Well….sort of
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PAID & ORGANIC SEARCH REPORT1+1=3?
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PAID & ORGANIC SEARCH REPORT1+1=3?
+ =
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PAID & ORGANIC SEARCH REPORT1+1=3?
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GOOGLE ANALYTICS ADWORDSCool, but why?
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SALESFORCE ADWORDSI see where you’re going with this
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SALESFORCE ADWORDSI see where you’re going with this
COST PER LEAD REVENUE
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LEADS GENERATED$80/CPL
$284/CPL1,095287
None$27,384
3
Data for TargetingTesting & Tracking
AUDIENCE TARGETING & TESTING
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BEHAVIOR FLOW REPORTData for a better user experience
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4
Goal Completion
And Attribution
SUCCESS METRICSEvery campaign should have measurable KPI’s
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SUCCESS METRICSEvery campaign should have measurable KPI’s
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SUCCESS METRICSSyncing online & offline goal completions
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SUCCESS METRICSImport goal completions from GA into Adwords
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SUCCESS METRICSAttribution Modeling – If you’re not first you’re last
vs.First click Last click
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SUCCESS METRICSAttribution Modeling
Linear Position-based Time Decay
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SUCCESS METRICSFirst Touch vs. W-Shaped
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5
TIPS FOR ADWORDS
AUTOMATION
AUTOMATED BID RULESFound in “Bulk Operations”
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AUTOMATED BID RULESManage time more effectively
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AUTOMATED BID RULESManage time more effectively
@BigLeapMKTG
AUTOMATED BID RULESManage time more effectively
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AUTOMATED BID RULESSales and Promotions
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AUTOMATED BID RULESSales and Promotions
@BigLeapMKTG
AUTOMATED BID RULESManage time more effectively
@BigLeapMKTG
AUTOMATED BID RULESManage time more effectively
@BigLeapMKTG
AUTOMATED BID RULESManage time more effectively
@BigLeapMKTG
