We are very metrics focused and follow a data-driven approach for each digital marketing campaign. Our processes include:
Defining a Conversion – What are your specific goals? Is it to drive an online sale, fill in a form, increase social likes / followers, get your customers to downloading a report or watch a video?
Attribution Modelling – We then track and analyze each of the interactions your customers have with you online, we weight these appropriately and then see how each touchpoint contributes to your bottom line.
True Attribution – In order to gain true attribution we can also factor in none-digital influences to include any print or TV ads you may be running.
Google Multi-Channel Funnels – One tool we use to help monitor and analyze attribution data is using Google Analytics. The video below explains this well:
Last Click Attribution – The most important ability of multi-channel funnels is to go beyond the last click. Analytics packages, when applied in a basic way, will generally tell you where your completed goals came from. That is, what was the traffic source that delivered the user that converted. That’s not to say they hadn’t visited your site 10 times before from various other sources. Multi-channel funnels goes beyond this and lays out the different digital channels that a user used before converting. You can start to see things like although your email campaigns might not generate much direct sales, they do contribute to a large percentage of your sales overall.
Essentially we are taking each of the touch points a customer has online, such as email, online ads, social media,etc and we then look at what order they experienced or interacted with these touch points in the lead up to the conversion (the point at which they did the thing we wanted them to do, which need not be limited to a purchase). In order to correctly understand how important each touchpoint is we using a weighting mechanism, looking at things like how much did they interact, how long for and how recent was? By looking at each of these factors we are deciding how important this touchpoint is and then assigning it an appropriate percentage of the revenue it helped generate.
For example, a video viewed for 2 minutes yesterday will generally have more influence on our behaviour than an ad that we saw but didn’t interact with a week ago.
Fail Faster / Optimize Effectively – we can now take a touchpoint that looks expensive but ineffective and cut it from our plans. What we will very quickly see is that this changes the values for all of the other touch points in many cases. Some that seemed very effective now don’t work at all! The reason is that each touchpoint impacts the others, and in order to do some effective with attribution modelling, the work is only actually just starting.
At this stage we need to start testing. What works and what doesn’t? How do different touchpoint interact? Whats the best mix of digital channels? How are online and offline interacting? This all takes planning and resourcing, and without this you’ve just wasted a lot of money on data you can’t really use or interpret.
Another area that we specialize is Search Engine Optimization, our processes include:
Traffic Analysis & Market Research, Exhaustive keyword list presentation (Volume / Conversion ration), Competitor keyword research, Website Analysis, Website structure analysis & diagnostics, Content analysis, Competitive analysis, Traffic source analysis, Link analysis, Webmaster management (Google Webmaster Tools etc).
Site & Content Optimization, Optimization of the internal link structure (if needed), HTML sitemap creation and submission to Bing, Yahoo, Google, Optimization of Meta Content, Meta description optimization, Page Title & Header tags optimization, Keyword density, Navigation, Spider friendly navigation set up on request, H1/H2 tags optimization, Image alt tags optimization, Content re-writing to balance keyword density, Re-optimization and tweaking to enhance positions.
Off Page Optimization, Social Media Optimization, Press release writing services, Press release submission & distribution, Blog submission & syndication, Social bookmarking, Video saturation.
Active Monitoring, Ranking Reports, Rankings summary, Ranking improvements and declines summary, Google Crawl Diagnostics Report, Issues summary, Decrease & fix errors and warnings based on issues, Competition Research Reports, Competitive ranking intelligence, Competitor research, Daily monitoring & tracking.