《数字营销资料》chinaeventmichaelroth.ppt

* * Here is an example of some great email results – a Global hotels group. * * Personalised recommendations is another thing a lot of our more advance customers are doing and getting great value from... * * * * Here’s an interesting question: How do you decide where to spend your marketing budget? Most people measure the outcomes of their marketing tactics – and spend more on those ones that are working and spend less on those that aren’t, right? You sit around in the marketing team review meeting on a Tuesday morning and say: That campaign is doing well – we ‘ll extend thatand that one is not as good as we’d hoped so we’ll cut our losses on that one... What if the way you are measuring your online campaigns is flawed? What if, through no fault of your own, you are not actually measuring what you think you are? Then most of your investment decisions will be flawed, right? * One of the best-kept secrets in online marketing is that most campaign attribution data is completely wrong and the models used to evaluate campaign performance are wholly inappropriate. The relative nascence of digital marketing practices and social media , combined with conflicting measurement systems and poorly understood interaction between online marketing channels, likely means that hundreds of millions of dollars are wasted annually on marketing efforts that don’t produce their intended results. Inappropriate attribution models frequently lead to incorrect conclusions about the efficacy of campaigns resulting in sub-optimal investment strategies. What’s worse is that many companies involved in digital marketing today aren’t even aware that they have a problem. Limitations inherent in many of the most popular campaign tracking applications and a complete lack of standards leads countless companies to over-invest in near-term conversion drivers. This focus on “same session” and “last touch” conversion drivers results in millions of dollars of un-tapped opportunities associa