Dave Chaffey, Director, Marketing Insights Ltd Dave’s Right Touching blog:

1. Benchmarking to improve your Digital marketing strategyPresented at Omniture SummitLondon, April 2009 Dave Chaffey, Director, Marketing Insights Ltd Dave’s Right Touching blog: www.davechaffey.com/blog/

2. We like comparing… www.comparethemeerkat.com

3. Compare to direct competitors Compare out-of-sector Highlights failings, but… Strive to be best-in-breed Defines progress to goals Why benchmark?

4. “Marketing & CRM focuses on four core strategic areas...Our broad eCommerce strategy centres on a four point plan which is broken down into a series of individually defined and detailed strategic areas. Our aim is to be exceptional in delivery across each” Russell Gould, E-commerce Director, Thomas Cook Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

5. Q1. How well defined is your plan? Detailed plan: integrated(50%) Detailed plan: separate (27%) Detailed plan: separate (27%) No Plan (22%) Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

6. Q2. How have you assessed your capabilities? Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy

7. An alternative benchmarking study Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx-online.nl

8. Conclusions of 2008 study Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx-online.nl

9. Q3. What is your capability maturity? Source: Carnegie Mellon University http://www.sei.cmu.edu

10. Digital marketing governance maturity Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

11. Analytics capability maturity • Real-time application: • Landing-page optimisation • Multivariate testing • Journey optimisation • CMS Integration • Modelling: • Response probability • Automatic visitor segments • Content clustering • Content and activityassociation • Behaviour: • Recency • Frequency • Average Visit Length • Acquisition Method • Event stream • Section stream • Measures • # Users • # Visits • # Page views • Top pages • Top referrers • # Errors Source: Presented by Julian Brewer, Head of Online Sales and ContentBarclays UK retail banking to Econsultancy masterclass Nov 2008

12. Q4. Do you have the right resources? • % of marketing headcount who are digital specialists? • You: (a) 0-20% (b) 20-40% (c) >40% • Research: 1 in 3 • Ratio: • 2Acquisition: • 3Conversion: • 2Retention: • 8IT Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

13. Detail from the research Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

14. Q5. Do you have the right team structure? “No perfect way to organise structure. A single team has benefit they’re 100% digital, breathing digital, risk is there is disconnect with offline world” Example of team structure for small-medium retailer

15. Resources needed for large digital team!

16. Internet marketing lightbulb jokes… • How many SEOs does it take to change a light bulb? • Just one, but it’s gonna take about 3-6 months to start to see the light bulb change. And that light bulb’s pretty high up there- are you sure you wouldn’t rather change 10 easier light bulbs? • How many PPC experts does it take to…? • Just one but the cost depends on how much the other light bulb changers are currently charging. • How many social media gurus does it take to… • It’s not about the change- it’s about engaging people in conversations about the light bulb change. • How many web analysts does it take to… • It depends which system you use / who you ask. Source: http://www.searchenginejournal.com/internet-marketing-jokes/9601/

17. Q6. How automated is your optimization?

18. Q7. How refined is your SEM capability? Establish the campaign objectives and metrics for success Regular calls and status meetings with client to ensure a partnership approach Cross channel strategy meetings to ensure integrated planning approach Analyse user demand, seasonality trends, competitive benchmarking and combine with forecast tools Update Rankings Report & Campaign Objectives Report and feed insight back into strategy Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep diving into Analytics Observe changes to rankings and traffic levels and refine strategy. Use analytics to understand new user’s intent Conduct Visibility, Content & Reputation audits and provide detailed recommendations Provide implementation guidance & hand hold throughout process Source:

19. How good is your keyphrase-level reporting? • Should show: • Potential performance from keyphrase estimators • Your actual performance (position, clicks, conversion, sales, value): • Paid – absolute and relative • Natural – absolute and relative

20. Q8. How refined is your site conversion optimization • Journey optimisation: • Personalised containers across site • On-site search • Landing pageOptimisation • Brand messages • Product info • Data collection • Conversion pathoptimisation • Registration pages • Shopping basket • Checkout • Home pageOptimisation • Brand messages • Engagement • Merchandising

21. A B2C home page optimization case study Prominent Unique phone number for tracking Incentivised Lead generation form Conversion Goals + OVP Social proof: Brand reassurance Top customer concerns answered

22. A B2B home page optimization Social Proof Clear response options Messaging targeting key audiences

23. Salesforce landing page

24. Source: Webinar with Richard Weaver, Head of eCommerce

25. Override with knownslot Source: Webinar with Richard Weaver, Head of eCommerce

26. OVP:Online ValueProposition Recommended Score 0-10 Best sellers Based on product Feed of sales Minority of the searches on home page, so enter here Source: Webinar with Richard Weaver, Head of eCommerce

27. Q9. How refined is your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

28. Personalised British Airways Trip Guide Personalized with customer name Direct link to “My booking” area of BA.com Search fields pre-populated with customer travel dates and destination Customized destination information including sightseeing and airport info Source:

29. Q10. How do you approach benchmarking? • A discussion of your approaches: • Where does benchmarking fit? • Which tools do you use? • What helps convince colleagues to believe?

30. Thank you • Download this presentation from: www.davechaffey.com/presentations • Any questions, do email me: dave.chaffey@marketing-insights.co.uk • Friend me! • www.twitter.com/DaveChaffey, www.linkedin.com/in/davechaffey • Subscribe to my E-marketing Essentials monthly briefing on what’s new in E-marketing www.davechaffey.com