1、We like comparing1Why benchmark?Compare to direct competitorsCompare out-of-sectorHighlights failings, butStrive to be best-in-breedDefines progress to goals2“Marketing & CRM focuses on four core strategic areas.Our broad eCommerce strategy centres on a four point plan which is broken down into

2、a series of individually defined and detailed strategic areas. Our aim is to be exceptional in delivery across each” Russell Gould, E-commerce Director, Thomas Cook Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey :/econsultancy /reports/managing-digital-channels-best-prac

3、tice-guide 3Q1. How well defined is your plan?Detailed plan: separate (27%)Detailed plan: separate (27%)Detailed plan: integrated(50%)No Plan (22%)Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey :/econsultancy /reports/managing-digital-channels-best-practice-guide 4Q2. Ho

4、w have you assessed your capabilities?5An alternative benchmarking study6Conclusions of 2008 study7Q3. What is your capability maturity?8Digital marketing governance maturitySource: Econsultancy Managing Digital Channels report. Author: Dave Chaffey :/econsultancy /reports/managing-digital-channels-

5、best-practice-guide 9Analytics capability maturityReal-time application: Landing-page optimisation Multivariate testing Journey optimisation CMS IntegrationModelling: Response probability Automatic visitor segments Content clustering Content and activityassociationBehaviour: Recency Frequency Averag

6、e Visit Length Acquisition Method Event stream Section streamMeasures # Users # Visits # Page views Top pages Top referrers # ErrorsSource: Presented by Julian Brewer, Head of Online Sales and ContentBarclays UK retail banking to Econsultancy masterclass Nov 200810Q4. Do you have the right resources

7、?% of marketing headcount who are digital specialists?You: (a) 0-20% (b) 20-40% (c) 40%Research: 1 in 3Ratio: 2 Acquisition: 3 Conversion: 2 Retention:8 ITSource: Econsultancy Managing Digital Channels report. Author: Dave Chaffey :/econsultancy /reports/managing-digital-channels-best-practice-guide

8、 11Detail from the researchSource: Econsultancy Managing Digital Channels report. Author: Dave Chaffey :/econsultancy /reports/managing-digital-channels-best-practice-guide 12Q5. Do you have the right team structure?“No perfect way to organise structure. A single team has benefit theyre 100% digital

9、, breathing digital, risk is there is disconnect with offline world”Example of team structure for small-medium retailer13Resources needed for large digital team!14Internet marketing lightbulb jokesHow many SEOs does it take to change a light bulb?Just one, but its gonna take about 3-6 months to star

10、t to see the light bulb change. And that light bulbs pretty high up there- are you sure you wouldnt rather change 10 easier light bulbs?How many PPC experts does it take to?Just one but the cost depends on how much the other light bulb changers are currently charging.How many social media gurus does

11、 it take toIts not about the change- its about engaging people in conversations about the light bulb change.How many web analysts does it take toIt depends which system you use / who you ask.15Q6. How automated is your optimization? 16BriefCampaignPlanningUser Demand AnalysisUsability StudyAuditImpl

12、ementObservation & RefinementReportingStatus MeetingsEstablish the campaign objectives and metrics for successCross channel strategy meetings to ensure integrated planning approachAnalyse user demand, seasonality trends, competitive benchmarking and combine with forecast toolsConduct Visibility,

13、 Content & Reputation audits and provide detailed recommendationsProvide implementation guidance & hand hold throughout processObserve changes to rankings and traffic levels and refine strategy. Use analytics to understand new users intent Update Rankings Report & Campaign Objectives Rep

14、ort and feed insight back into strategyRegular calls and status meetings with client to ensure a partnership approachAnalyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep diving into AnalyticsQ7. How refined is your SEM capability?Source:17

15、How good is your keyphrase-level reporting?Should show:Potential performance from keyphrase estimatorsYour actual performance (position, clicks, conversion, sales, value):Paid absolute and relativeNatural absolute and relative18Q8. How refined is your site conversion optimizationJourney optimisation

16、: Personalised containers across site On-site searchConversion pathoptimisation Registration pages Shopping basket CheckoutLanding pageOptimisation Brand messages Product info Data collection Home pageOptimisation Brand messages Engagement Merchandising19A B2C home page optimization case studyIncent

17、ivisedLead generation form ConversionGoals +OVPProminent Unique phone number for trackingSocial proof:Brand reassuranceTop customer concerns answered20A B2B home page optimizationSocial ProofClear responseoptionsMessaging targeting key audiences21Salesforce landing page22Source: Webinar with Richard

18、 Weaver, Head of eCommerce 23Overridewith knownslotSource: Webinar with Richard Weaver, Head of eCommerce 24Minority of the searches on home page, so enter hereOVP:Online ValuePropositionRecommendedScore 0-10Best sellersBased on productFeed of salesSource: Webinar with Richard Weaver, Head of eCommerce 25Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permissionQ9. How refined is your email marketing capability?26Personalised British Airways Trip GuidePersonalized with customer nameDirect link to “My booking” area of BA Search fields pre-pop