Smart, Scalable, & Sophisticated: How to Optimize your Marketing, Not Just Your Conversion Rate

copyright © 2013 [meta]marketer Inc., Nashville,TN
Smart, Scalable, and Sophisticated:
How to Optimize Your Marketing, Not Just Your Conversion Rate
!
$$$$$
$
324795 938465 843651425638
836559 984632 093640337485
304858 444093 738930374583
183294 272727 002929282644
292002 333303 172394272893
018393 266549 745218132235
336785 667393 123641123675
019838 593000 127840183934
091274 028344 120309324895
987343 234988 102883123489
987234 235408 234878890720
[presented by] Kate O’Neill,
CEO of [meta]marketer

Who’s Kate O’Neill?
‣ linguist by education, passionate about how we communicate,
driven by improving customer experience, and geeky about data
‣ first departmental website at UIC, first intranet at Toshiba, first
content manager at Netflix
‣ described by Adobe Test&Target product manager as “on the
bleeding edge of web optimization--she's creating the best
practices instead of following them.”
‣ past roles at Toshiba, HCA, Magazines.com, lots of startups,
etc.
‣ Marketing analytics, optimization, insights, strategy
‣ We help clients understand their customers based on data and insights from
their marketing efforts so they can be more effective in creating lasting
relationships with them.
‣ Four years old; large and high-growth clients have included Symantec / PC
Tools, Ingram Book Publishing, XO Communications, Grand Ole Opry, and
dozens of other e-commerce, B2B, companies and brands.
What’s [meta]marketer?

me: @kateo
[m]m: @metamarketer
<3 Twitter?

growing marketing
effectiveness
yields bigger wins than
an increase in
conversion rate
in a single
campaign or channel.

Marketing
that starts with
relevant customer experiences
and then
continues to improve
through a
disciplined and data-driven
approach
is the most effective
and ultimately most proﬁtable
marketing.

Empathy Experience Effectiveness Efﬁciency
datainstinct
creative analytical

dashboard
revised audience
matrixrevision stage
revised
scheduled report
revised flow map
draft stage scheduled reportdraft flow map
draft audience
matrix
dashboard
sketch
sketch audience
matrix
feasibility reviewsketch flow map
whiteboard
stage
ad hoc report
EfficiencyEffectivenessExperienceEmpathy

Introducing...
the Next Big Thing
in the Startup World.

Wonderful Cat
Wings, LLC*
cat wings
onderful
*May be a ﬁctional company.

+ =
$
I mean, right?
The Basic Idea

“We need SEO!”
So we can convert all those “cat wings” searchers!

And the ones who ARE
searching for it:

Well, crap.
Maybe we don’t have
a market.

Figure out your sweet spot
Consideration Preference Purchase LoyaltyAwareness
cat accessories cat clothing feathery cat wingscat wings wonderful cat wings
The Sweet Spot
suggested marketing effort
potential traffic likely conversion

Emerging vs.
established concepts
‣ Are people actually searching for and
talking about your concept?
‣ Or are you basing your online
acquisition model on wishes and
unicorns?

What if we back up a step?

search social
landing pages
conversion
measure
measure
measure
measure
insights
insights
insights

First pass: whiteboard-level
people with cats
who spoil them
people who buy
cat clothes
people who buy
premium cat foods
???
motivation
message
test channel
give their cat
the best
doesn't your cat
deserve it?
Facebook
take pictures,
show adorable cat
Instagram,
Pinterest
nothing is as
cute as cat wings
give cat the
best life
???
???
??? ??? ??? ???
??? ??? ??? ???
???
???
???
???
???

Your kitty is
your little
angel.
Doesn't he
deserve
wings?
wonderfulcatwings.com
Only the best for your kitty.
Visit us online and see
our wonderful selection
of wings that your cat
can wear.
how a
sketch-
level ad
concept
might
read:

Facebook = awesome for
testing demographics.

second pass: draft-level
cat spoilers,
unaware of
wings
cat spoilers,
aware of
related market
aware of wings aware of
brand
previous
customer
how might you
recognize them
by search terms by search terms
direct trafﬁc;
concept
searches
direct trafﬁc;
brand searches
direct access to
login page;
cookie
what types of
search terms
cat accessories,
cat toys
cat clothing
cat wings, gold
cat wings
Wonderful Cat
Wings
{brand} + login
or help
what do they
need to move
forward
cat wings are
ideal cat toy,
accessory
images of cats in
cat wings?
selection? price?
quality?
quality? return
policy?
support?
appreciation?
how to measure
success
engagement
purchase; signup
for newsletter
purchase purchase?
return visits,
referrals
etc

Reinvest insights to achieve
sophistication and proﬁts.
!
$$$$$
$
324795 938465 843651425638
836559 984632 093640337485
304858 444093 738930374583
183294 272727 002929282644
292002 333303 172394272893
018393 266549 745218132235
336785 667393 123641123675
019838 593000 127840183934
091274 028344 120309324895
987343 234988 102883123489
987234 235408 234878890720

Watch small gains grow into big wins.

Your call to action:
Email me your favorite a-ha
moment about customer empathy
to be registered free for our next
webinar, coming up in June.
For questions and follow-up:
‣ kate@metamarketer.com
‣ Twitter: @kateo / @metamarketer
‣ LinkedIn: kateoneill
Thank you for your time.
?
??
?

Smart, Scalable, & Sophisticated: How to Optimize your Marketing, Not Just Your Conversion Rate

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (7)

Similar to Smart, Scalable, & Sophisticated: How to Optimize your Marketing, Not Just Your Conversion Rate

Similar to Smart, Scalable, & Sophisticated: How to Optimize your Marketing, Not Just Your Conversion Rate (20)

More from Kate O'Neill

More from Kate O'Neill (10)

Recently uploaded

Recently uploaded (20)

Smart, Scalable, & Sophisticated: How to Optimize your Marketing, Not Just Your Conversion Rate

Editor's Notes