Michael King - Automation Demystified

Search Love San Diego 2014

Transcript

1. AUTOMATION DEMYSTIFIED
2. DOWNLOAD http://bit.ly/sl-auto-mktg
5. At MozCon my “Digital Body Language” talk was about how you could build a cost-effective customizable Marketing Automation platform and I built it and gave it away for free.
9. Yep, just quoted myself.
10. Marketing automation is the cross-section of the skillsets that many of us already know and love.
11. According to a study by the Annuitas Group marketing automation helps you make it rain. http://bit.ly/1rT8mEw
12. The Lenskold and Pedowitz Groups, 2013 Lead-Generation Marketing Effectiveness Study, Nov 2013 - http://bit.ly/ZjexL2
13. I was thinking going back to Philly for the weekend and closed my browser. Then I got an email a few hours later telling me to complete my transaction.
14. I was thinking going back to Philly for the weekend and closed my browser. Then I got an email a few hours later telling me to complete my transaction.
15. Personalization has any number of applications, but it’s generally about highlighting what people are most likely to be interested in based on their user signals.
17. Marketers believe that marketing automation is the best way to improve the ROI of Content Marketing.
18. 86% of consumers believe that personalization has influenced what they purchased. 31% wish their shopping experience was more personalized.
19. According to Yahoo consumers believe that personalizing advertising is more relevant, memorable and engaging than general ads.
20. Industry adoption of marketing automation is still low. This is a great time to capitalize.
25. Alignment of content with user need states and key performance indicators is critical for measurement and effective marketing automation.
26. Marketing automation is the cross-section of the skillsets that many of us already know and love.
29. I’ve spoken at length about personas, but in this case we can stop at segments rather than building actual personas, but they must be quantitative by identifiable metrics.
30. You’ll need to determine which channels you’ll want to be active in with this campaign so you can account for those activities with the right content and tagging. Organic Search      Paid Search      Referral      Email      Organic Social     
31. With marketing automation you need to plan for cross-channel measurement with regard to KPIs and campaign tagging. In some case your campaign tags are also a trigger for automation. Share of Voice for Familiarity Keywords # Impressions for Familiarity Keywords # Impressions for Familiarity Creative # Impressions for Familiarity Creative # Impressions for Familiarity Creative # Impressions for Familiarity Creative Visits to Familiarity Native Placements Visits to Familiarity Content Open Rate Rankings for Familiarity Keywords CTR for Familiarity Keywords CTR for Familiarity Creative CTR for Familiarity Creative CTR for Familiarity Creative CTR for Familiarity Creative Social Shares of Familiarity Native Placements Time on Site for Familiarity Content Opens # Impressions for Familiarity Keywords Quality Score for Familiarity Keywords Clicks of Familiarity Creative Clicks of Familiarity Creative Clicks of Familiarity Creative Clicks of Familiarity Creative Content Downloads # of Links to Familiarity Content CTR CTR for Familiarity Keywords Visits from Familiarity Keywords Visits from Familiarity Creative Visits from Familiarity Creative Visits from Familiarity Creative Visits from Familiarity Creative Page Depth # of Referral Sources to Familiarity Content Unsubscribes # URLs Receiving Traffic for Familiarity Content Content Downloads Content Downloads Content Downloads Content Downloads Content Downloads - Content Downloads Page Depth # Visits to Familiarity Content Page Depth Page Depth Page Depth Social Shares of Familiarity Content Page Depth - Page Depth - Content Downloads - - - Page Depth - - - - Page Depth
32. Marketing Automation user flows are largely not linear and can be cross-channel. In planning out MA you must identify specific flows that lead you believe will lead to conversion.
33. Figure out the points within the user flow that you want to A/B or MV test for improvement. A/B test view layout. Multi-variate test copy options in plans.
34. Triggers can be user actions or attributes that will inform what features on the site or marketing experience needs to be toggled. Cross-channel these can be campaign tags or referrers. Time between visits Number of Page views Clicks Referral Channel User type User path Time on Site Form Submission Basically anything you can track or measure
35. The content needs to respond to a set of rules. You’ll need to determine those rules and then develop specific content Consideration Version Loyalty Version Awareness Version
37. I’ve spoken at length about personas, but in this case we’ll likely have to focus on segments and cohorts rather than personas depending on what your platform setup can measure. http://bit.ly/1fdLpbo
38. Using data from Towerdata you can append demographic and firmographic data to your mailing list or userbase based on email address. http://www.towerdata.com
39. You can do the same thing with FullContact although they focus primarily on the social media profiles of a given user http://www.fullcontact.com
40. FullContact provides a sheet in Excel that will pull their data down without needing to code.
41. You can get your API data directly in Excel with some VBA using Excel-REST.
42. You don’t have to be a coder to use APIs. Using Postman allows you to test out API calls with no code at all http://www.getpostman.com
43. Orange is a visual data mining tool that gives you powerful statistical analysis without requiring code or math. http://orange.biolab.si/
44. K-means Clustering is … http://bit.ly/1qJEKgm
45. Use Open Refine (fka Google Refine) http://openrefine.org/index.html. Make sure all the data types in your columns matches.
46. Use Open Refine (fka Google Refine) http://openrefine.org/index.html. Make sure all the data types in your columns matches. In this case the N/A value must become a non-sensical value 1k-0k and the 0 value must be 0k-0k to ensure consistency
47. Use the K-Means clustering method of unsupervised learning to cluster your mailing list based on the features you collect from FullContact.
49. Tribalytics allows you to cluster by features of Twitter followers. http://www.tribalytics.com
50. In many cases user flows as seen to be within a given website whereas a journey map is an indication of a cross-channel experience. Build user flows that connect all of the cross- channel experiences.
51. This is how you achieve comprehensive alignment for marketing automation. Specifically align your channels, content and measurement with each of these phases and determine the triggers and user experience for each one
52. Identifying winning or losing paths in your analytics platform specifically by advanced segments is a quick way to figure out worthy user flows for automation.
53. Depending on your user segmentation setup you’ll want to define values for the different actions. Your actions should align with your triggers. In this case we have segmentation of new visitors and repeat visitors. Website Visit From Search 10 10 From Social 3 5 From Referral 3 5 Pageview 1 2 Attend Webinar 10 10 Content Download 15 15 Mailing List Signup 15 15
54. You can define your scoring range however you’d like, but this is a good schema to work within. <40 – Very Low Engagement; highly likely to not signup 40-80 – Medium Engagement; most customers will contact you, but not signup 80-100 – Highly Engaged; very high signup rate
55. Alternatively, the Google Tag Manager (see @MikeCP’s presentation) is much better for this. _gaq.push(['_trackEvent', ‘userEngagementEvents', // category of activity ‘[insert name of engagement event here]', // Action ]);
57. Your content strategy should specifically speak to the specific segment’s need at this particular phase and touchpoint and how you’ll address that need to move them through the funnel.
58. Each channel and touchpoint is different and may require a different tone. You must define that tone to ensure it resonates with the target segment. Check out MailChimp’s http://voiceandtone.com
59. You’ll need to define the requirements for the content that will be created for this specific touchpoint and phase. Be mindful that a given page may have multiple options based on the user’s features and actions.
61. Since keywords are gone from the referrer in Organic and Paid Search you can only make changes to the overall experience based on the channel and landing page combination. Landing Page Associated Keywords
62. Based on the campaign tagging in links from the email you can identify the nurture track and use these variables to trigger additional experiences. Campaign Tag Link Clicked Landing Page Nurture Track Id
63. Creative ID Referral Source Campaign ID Landing Page
64. Creative ID Referral Source Campaign ID Cookie Placement URL Landing Page
65. Post ID Referral Source Landing Page Campaign Tag
66. There are any number of tools out there for marketing automation. It depends on your requirements and business goals what you should use.
68. Many of the marketing automation tools integrate with other data providers and give you high level dashboards.
69. Undoubtedly, you’ll want a more complete picture of metrics in your dashboards and Klipfolio makes it easy to pull all the data together with APIs. http://www.klipfolio.com
70. Most of the data sources we as SEOs use are already pre-baked and those that aren’t are easily set up with no coding.
72. There are lead intelligence and marketing automation tools galore.
73. Augur is the closest thing out there to what I’ve built. I’ve spoken to the Founder, he’s incredibly smart and has some features that are well beyond Quantum Lead.
74. If you’re on Wordpress I suggest LeadIn for capturing your leads, forms and user paths easily. http://www.leadin.com
75. With Augur, LeadIn and a developer you could potentially build everything you else you’ll get out of these other tools.
76. These are likely the more familiar marketing automation platforms, but none of them offers a “perfect solution.”
77. Mintigo is a very interesting solution for predictive analytics and lead scoring that plugs into these platforms. http://www.mintigo.com
78. Personyze has similar drag drop pesonalization functionality to Optimizely and Monetate, but a much lower price tag. http://www.personyze.com
81. DOWNLOAD: HTTP://BIT.LY/SL-AUTO-MKTG