1.
1@DaveChaffey
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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2@DaveChaffey
Lifecycle marketing opportunity

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3@DaveChaffey
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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4@DaveChaffey
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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5@DaveChaffey

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6@DaveChaffey

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7@DaveChaffey
1. Customer behaviour –
the biggest trend ?

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8@DaveChaffey
Growing multi-device ownership

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9@DaveChaffey
From Mobile-first to the
Multichannel majority

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10@DaveChaffey
Desktop Purchase still #1 device
Source: Custora Ecommerce Pulse

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11@DaveChaffey
Recommended technique : Segment channels/journeys by device

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

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13@DaveChaffey
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

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14@DaveChaffeySmart Insights Digital marketing trends 2017 article

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

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

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17@DaveChaffey
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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18@DaveChaffey
Example call-back pop-up based on
user behaviour
Source: Optilead

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

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20@DaveChaffey
AdRoll US attribution report

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21@DaveChaffey

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22@DaveChaffey

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

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24@DaveChaffey
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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25@DaveChaffey
30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

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26@DaveChaffey

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27@DaveChaffey
B2B-specific attribution

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28@DaveChaffey
Moving from descriptive to
predictive measurement

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29@DaveChaffey

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30@DaveChaffey
4. Marketing Platforms

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31@DaveChaffey
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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32@DaveChaffey
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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33@DaveChaffey
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

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34@DaveChaffeySource: PAC Omnichannel 2015 research

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

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36@DaveChaffey
Let’s Connect!
Questions & discussion welcome
on Stand H10 or SmartInsights.com
Free, Basic member tools
 Managing Digital Marketing 2014 report
 Managing Customer Experiences 2014 report
 Sample planning templates
 Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning
 7 Step Guides to all digital marketing
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
 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