This document summarizes Dave Chaffey's presentation on lifecycle marketing measurement and automation. The presentation covered 5 key topics: 1) understanding changing customer behaviors like multi-device usage, 2) mastering important marketing techniques like attribution modeling, 3) optimizing marketing technology stacks, 4) leveraging capabilities of marketing platforms like Google and predictive analytics, and 5) integrating insights into marketing plans and processes. The goal is to improve marketing efforts by understanding customers, using the right techniques, technologies, and integrating learnings into strategic plans.
The state of lifecycle marketing and automation 2016
1. 1@DaveChaffey
The State of Lifecycle
Measurement and Automation
Dr Dave Chaffey. SmartInsights.com
Presented at TFM, London, 2016.
Report and slides: http://go.smartinsights.com/tfm
4. 4@DaveChaffey
About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice
community with > 1 million unique visitors each quarter. Expert
members in over 80 countries use our planning guides, templates
and online courses to Plan, Manage and Optimise their digital
marketing. We also offer consulting and training for members.
Specialist Digital Marketing consultant, trainer and author since ‘97.
Free Basic membership
Paid Expert membership Paid Expert membership
Presented at TFM, London, 2016.
Report and slides: http://go.smartinsights.com/tfm
17. 17@DaveChaffey
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0-5 5-10 10-15 15-20 20-25 25-30 30-45 45-60 60-120
ConversionRate(%)
Time to call after abandonment (minutes)
Plus offline conversion touchpoins important
in many high purchase value sectors
Abandonment identified instantly
Typical session timeout detection
Normal
starting
point
SMS Conversion Rates
Email Conversion Rates
Source: Optilead
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Platform best practices to watch for in 2017
AI and chatbots e.g. Messenger and All
Updates to 200 X Google organic signals
Paid media options to boost awareness and
conversion through segmented re-marketing
Predictive analytics
Smart Insights Digital Media options cheatsheet
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AdWords innovations to trial
and optimise in 2017
Expanded text ads for Mobile
Mobile Bid adjustments
Cross-device attribution
Account-level sitelinks
Plus established nurturing techniques RLSA, Customer Match
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5. Integrate insight-driven marketing
plans and processes
Define opportunity:
Analytics review
Capability audit - Identify
improvements
Model lead targets
TOWs summary
Create strategy
Review ALL touchpoints to generate ideas
Map content to lifecycle communications
Create comprehensive communications model
Prioritise actions
Define recommendations
Identify quick wins
Longer-term improvements
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Let’s Connect!
Questions & discussion welcome
on Stand H10 or SmartInsights.com
Free, Basic member tools
Managing Digital Marketing 2014 report
Managing Customer Experiences 2014 report
Sample planning templates
Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning
7 Step Guides to all digital marketing
DIY Planning and optimisation templates in
Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-
member-reasons
Personal Discount! DAVESAVE20
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/
Q&A and Free poster version at Stand T1130
Notes de l'éditeur
CoE relevant to Marketing Automation – new – integrating Sales and Marketing guide