2. Agenda
What is #^*! Is Demand Generation?
Components of a demand gen program (roles)
Search, Display, Email, Social/PR, Landing Pages,
Analytics
Planning - Segment, understand user needs and paths,
define metrics
Execution – test. learn quickly, isolate changes
Measuring results
Calculating ROI
Top 10 worst / best practices
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3. Demand Generation Overview
My definition has two parts:
Creating awareness and demand for your brand
Direct Response requires brand awareness
Capitalizing on brand to produce sales
It is NOT:
Tactical / quick fix
Silver bullet
Comprehensive program entails:
Media (paid and earned)
Defined user paths and actions
Robust measurement
Ongoing optimization
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4. How Most View Online Media Mix*
Search Display E-Mail Co-Reg Social
Paid + Rich, Flash, House & 3rd Branded / Networks, Blogs,
Natural Video, .Gif Ads Party email Unbranded Photos, Videos
Leads
Prospects
Sales
*Was not room to include Affiliate,
Comparison Shopping Engines,
Contextual Text Ads, etc.
$$$
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5. How We Should View Online Media
Awareness
Interest
(Consideration /
Preference)
Decision
$$$
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6. Roles of Online Media
Search Display E-Mail Co-Reg Social
CPC CPM/CPC/CPA CPM/CPA CPA ???
Stage
Search
Display
Email
Co-Reg
Social
Awareness
Broad Targeted 3rd party Targeted Mentions
terms
ads
sends
offers
Interest
Narrow Retargeted 3rd party ___
Recʼs
terms
ads
sends
Decision
Branded Retargeted Targeted ___
Reviews
terms
ads
offers
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8. Planning
Develop Media Plan
Define roles / budget
Define Metrics
Segment by stage
Define Offers and Actions
For each audience
At each stage
Define + Segment Audiences
Demographic segments
Get buy-in
Purchase cycle / stages
from your
Their needs at each stage
team
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10. So… how do you know if itʼs working?
What do we measure?
What does it mean?
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11. Measure that which Indicates Value
Basic Metrics
Engagement metrics
Impressions
% Returning
Clicks
Frequency of visit
Visits
Pages viewed per visit
Page views
Time on site
Registrations
Transactions
Web 2.0 Metrics
Posts / Participation
Viewing Videos or Photos
Uploading content
Sharing / Posting
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12. Look Beyond the Last Click
Decision cycles are not linear
Users often require many touches before taking action
Credit is often attributed to the last click
Design flaw of most analytics platforms
Case Studies:
• FedEx Kinkoʼs: 20% of “search” leads had display cookies
• After adjusting, reduced display CPL by 50%
• Regional health care provider: 50% of leads required 5.5
touches before taking action
• Beauty product: average purchase took place after 3rd visit
Takeaway: understand which touch points drive action
engagement mapping, clickpath analysis, i-mapping
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13. Donʼt Forget the Wingman
While SEM usually gets the
credit for scoring…
…there is usually an assist
Display ads
General search terms
Television
Attribute credit where it is due
…to the Wingman!
Display should be viewed as a
supporting medium
Creates awareness and
demand for your brand
Drives better ROI from search
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14. Take a Holistic View
Some results are directly traceable… but many are not!
Due to cookie deletion and multiple machines
Case Studies:
• B2C retailer: 30% increase in home page traffic when display
campaign launched (beyond paid clicks)
• Bank: 4 “home page” actions for every traceable 1 action
Create a baseline
for comparison
Be mindful of the
seasonal impact
Agree upfront how to
attribute credit
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15. A New Way To Index Performance
12 Month Google Search Index: WIDGET
3
Understand the Context of your
2.5
environment – use Google Trends
2 as a proxy for Demand.
1.5
1
1.40
0.5
1.20
0
1.00
0.80
0.60
Show your RELATIVE
performance by indexing your 0.40
"Google Trends ‐ 30 Day Index"
results vs. Google Trends
"Online Leads ‐ 30 Day Index"
0.20
‐
Jan 3 2009 Jan 10 2009
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Jan 17 2009 Jan 24 2009 Jan 31 2009
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16. Communicate in a Way that Works
Daily and Cumulative LeadsCommunicate
Information, not data
Executives LOVE
Campaign Summary Dashboards!
# Leads by Outlet Cost per Lead by Outlet
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17. ROI 101 (warmup slide)
Campaign assumptions:
Investment
$10,000
Impressions ($5 cpm)
2,000,000
Visits (direct and indirect)
10,000
Registration (lead) rate
3%
Lead Close rate
10%
Revenue per customer
$2,500
Expected Results:
Another way to view it:
• 300 leads
• Value per visit: $7.50
• 30 customers
• Cost per visit: $1.00
• $75k in revenue
• $7.50 ROAS*
*Direct ROI captures only part of the value. Brand value of 2mm impressions plus 9,700 visits
that did not register is of equal if not greater value.
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18. How Do We Value Engagement?
Determine how Actions Intent (retailer example)
Action
Value
Visits
Indicates awareness
Registrations
Indicates consideration
Store lookups
Indicates preference
Coupon Downloads
Indicates action
Tell A Friend
Indicates loyalty
Forecast how Intent $$$
Some % of those who show Intent will buy
Do the math and apply across each set of actions
Use common sense to normalize results
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19. ROI Methodology
Project Value Normalize Divide by
Define Assign Close
for each (average) Cost or
Metrics
Rates
action
Values
investment
Such as:
Forecast:
Project:
Strengthen by:
Net it out:
• Visits
• What % will • Revenue, • Eliminate • Return on
purchase?
Margin, NPV
outliers
Spend
• Registrants
• Based on • Based on action
• Separate by • Return on
• Friend invites
actions
audience
Investment
• Based on • Customers
• Based on audience
• Prospects
• Based on
• Coupon D/Ls
audiences
• Customers
audience
• Customers
• Prospects
• Customers
• Store lookups
• Prospects
• Prospects
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22. Case Study
Client: Stage Stores
Audiences: female teens
in underserved markets
Blog
Objective: drive in-store
purchases
Strategy: back-to-school
social networking site
Comments
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23. Supporting Calculations
*Direct ROI captures only part of the value. Brand value of 2mm impressions plus 9,700
visits that did not register is of Online Demand greater value. Interactive
equal if not Generation – Spur
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24. Top 10 Worst and Best Practices
Worst Practices
Best Practices
Make big bets before testing
Test, test, test… then invest
One-off tests
Strategic planning
Overly-Ambitious Expectations
Under-promise, Over-deliver
Measuring each buy based on Attributing credit for assists, not
directly attributable results
just scores
Silo-based approach to assessing Holistic view: understand role of
performance
each media channel.
In-house call center (phone leads)
Outsource call center operations
Expecting perpetual success
Understanding diminishing returns
Chasing shiny new objects
Business case before investing
Insourcing specialized roles
Hire experts
Hording information
Sharing information with agency
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25. In Closing…
When managed properly, nothing beats Online for demand
generation
Success requires…
Strategic approach to planning
Creativity
Common sense
Willingness to fail (as long as you learn!)
Letʼs stay in touch!
Check out our blog http://blog.spurinteractive.com
Follow me on Twitter www.twitter.com/stevelatham
Find me on Facebook and LinkedIn.
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26. About the Presenter
Steve Latham is the founder and CEO of Spur Interactive, a
strategic interactive marketing agency. In this role, Steve
has planned and managed successful campaigns for
leading brands, including ConocoPhillips, FedEx Kinko's,
Southwest Airlines and The Scooter Store, to name a few.
Steve is an accomplished industry lecturer and an active
member of the business and non-profit community. Steveʼs
articles on interactive strategies have been published by
MediaPost, iMedia Connection and Marketing News. He has
been quoted in PR Week, Fortune and CNN.com.
Steve received an MBA from Harvard Business School and a
BBA from the University of Oklahoma. You can find Steve
on Facebook and on Twitter (stevelatham)
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