At the start, it is necessary to analyze in detail the company’s business indicators, the advantages and disadvantages of the product, competitors, the relevant market, its dynamics, trends and forecasts. This will give an understanding of how to improve interaction with existing and potential clients on the Internet and solve marketing problems. However, the study of data does not end there. Deep data analytics
What else needs to be analyzed:
- target audience, including where japan whatsapp data users come to the site from (from contextual advertising, from organic search, social networks, via a direct link, etc.);
- search results in the subject;
- current conversion rate on the site;
- transaction sequence (call analysis, ordering procedures, etc.);
- semantic core and advertising campaigns;
- the efficiency of all traffic sources and much more.
Thus, deep analytics should be present at all stages of work: from the initial analysis for setting goals and objectives of the performance strategy to analytics at each stage of the sales funnel for each advertising channel of the strategy. This will allow you to control the effectiveness of invested funds and income from advertising activities not only on the Internet, but also offline.
Setting goals
This is the starting point in developing working with digital marketing is a never- a successful campaign. Depending on the business goals, advertising channels and tools are selected, a comprehensive strategy is formed, the budget and implementation timeframe are determined.
We often hear the following goals from clients:
— We need to hold a promotion, we have seasonal discounts.
— I want to increase sales.
– I’m new to the market. I want people to know about me.
Yes, these goals are clear, but quite abstract from a performance marketing perspective. To develop a comprehensive strategy, they need to be formulated more precisely. There are four main types of goals:
- Business goals (company’s position in the market, sales and profit levels).
- Marketing objectives (changing the consumer base, attracting new customers, changing product usage habits, increasing product loyalty).
- Communication goals (creating a need for a product, increasing its recognition, forming an attitude towards the product, stimulating purchase).
- Media goals (expressed in the format of media indicators, communication channels and other media planning parameters: reach, frequency, budget, etc.)
The most convenient way to set goals is by using the SMART method. It allows you to summarize the available information, set adequate deadlines, determine whether there are enough resources, and formulate clear, precise, specific tasks. As a clear example, let’s consider how a company selling, say, elephants, would set goals using the SMART method:
Building a comprehensive strategy
As part of a comprehensive performance marketing strategy, the most effective advertising tools for each specific business and website philippines numbers are selected: we leave and, if necessary, adjust effective ones, get rid of unprofitable ones, add new ones, predicting the results from them.
With the help of these advertising tools, you will be able to attract users to the site, lead each visitor through the entire sales funnel, and also retain and return them to the conversion stage, to a repeat purchase, to the status of a regular customer of the company.
In addition, the basis of a comprehensive performance marketing strategy is an analysis of a specific business and the characteristics of the industry as a whole, as well as data from deep web analytics of the resource and all current online advertising activities.
Advertising Channel Management
After a successful launch of advertising, the company starts receiving requests and applications. However, simply counting them is not enough. It is important to understand how high-quality they are and how they are related to advertising channels:
Which of them ultimately generated real sales, what budget was spent on developing the channels. Deep data analytics what profit the company received from these investments. End-to-end analytics allows you to identify all this data.
With end-to-end analytics, channels are optimized based on a set of indicators such as ROI, conversion to sales, cost per application. Deep data analytics cost per visitor, CLV (the average amount of revenue that a client brings in over the entire period of cooperation with the company). Moreover, it becomes possible to evaluate the profit from each advertising tool, the average check for each channel, profitability, etc. for certain reporting periods.
End-to-end analytics can be organize through:
- Universal Analytics, which allows you to customize ROI reports, integrate with call tracking systems and online advertising services (for example, contextual advertising services);
- special services such as CoMagic or Roistat; Deep data analytics
- Microsoft Power BI, which allows you to collect big data from different sources (CRM, call tracking systems, advertising platforms, etc.), analyze them and make optimal decisions.
- Google Data Studio, which enables end-to-end analytics for data aggregation, analysis, and visualization.
- creating your own solution – usually in the form of a web service.
Creating an effective end-to-end analytics system with full integration of CRM/CMS, web analytics and online advertising systems is a time- and labor-intensive process. But the efforts pay off due to more efficient work with advertising channels and targeted budget investment.
Who is performance marketing suitable for?
Performance marketing is a rather expensive advertising tool, so it is usually use by companies with an advertising budget of more than 100,000 rubles or even 300,000 rubles per month. Only in this case will the investment pay off. Deep data analytics.
However, even if the advertising budget is significantly smaller, no one forbids you to apply the general principles of performance marketing in practice: keep track of how much money and in which advertising channel you invest and, if suddenly the return on some tool unexpectedly decreases, redistribute the money to more effective areas.