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.

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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

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Lifecycle marketing opportunity

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Understand
consumers
Marketing
Techniques
Master
Martech
Optimise platform
best practices
Process : integrate
marketing plans
The 5 pillars of improving
marketing today

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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

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1. Customer behaviour –
the biggest trend ?

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Growing multi-device ownership

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From Mobile-first to the
Multichannel majority

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Desktop Purchase still #1 device
Source: Custora Ecommerce Pulse

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Recommended technique : Segment channels/journeys by device

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2. Marketing techniques
The eight key techniques every business needs to master

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Q. Which digital marketing activity
will most INCREASE your
commercial returns in 2017?
 1. “Big Data”
 2. Content Marketing
 3. Marketing Automation
(incl. email, lead scoring, personalisation)
 4. Mobile Marketing
 5. Conversion Rate Optimisation

14. 14@DaveChaffeySmart Insights Digital marketing trends 2017 article

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The Big 3 digital channel sales
drivers in retail sector (last click)
Source: Custora Ecommerce Pulse

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The reality = multiple touchpoints
Source: Google Customer Journey path to purchase study

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0
10
20
30
40
50
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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Example call-back pop-up based on
user behaviour
Source: Optilead

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Recommended technique : Use Attribution models and use
Multichannel funnels in Google Analytics

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AdRoll US attribution report

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3. Marketing Technology
Q&A and Free poster version at Stand T1130

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Our Marketing technology stack
Paid Owned and
Automation
Earned Experience Analytics Productivity
Yours? Tweet to #TFM16 one free, ideally new marketing tool
‘you couldn’t live without’

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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

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B2B-specific attribution

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Moving from descriptive to
predictive measurement

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4. Marketing Platforms

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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

34. 34@DaveChaffeySource: PAC Omnichannel 2015 research

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Digital Transformation
Do you have a (Digital) Marketing Centre of Excellence?

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Let’s Connect!
Questions & discussion welcome
on Stand H10 or SmartInsights.com
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 Managing Digital Marketing 2014 report
 Managing Customer Experiences 2014 report
 Sample planning templates
 Planning infographics
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 DIY Planning and optimisation templates in
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 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