Leveraging data to navigate your marketing blind spots

©2023 Journey Further. All rights reserved. All related logos, assets
messaging are trademarks of Journey Further Ltd Leveraging data to navigate your blind spots 1

messaging are trademarks of Journey Further Ltd 2 Who are we? Journey Further is the ‘Clarity at Speedʼ performance marketing agency. We provide integrated media solutions and drive growth internationally. Journey Further

messaging are trademarks of Journey Further Ltd 3 Who are we? 5 yearsʼ experience in strategy and innovation. 15 yearsʼ experience in organic media and search. Joe Levart Organic Director Paul Norris Solutions Manager Journey Further

messaging are trademarks of Journey Further Ltd 4 Why are we here?

messaging are trademarks of Journey Further Ltd 5 Established brands and digital pioneers share a common performance challenge ➔ Big brand theory doesnʼt work with their business model ➔ Cookie cutter best practice isnʼt relevant to them 5

6 ©2024 Journey Further. All rights reserved. All related logos,
assets messaging are trademarks of Journey Further Ltd 40%  60% of advertising budgets are spent ineffectually every year

assets messaging are trademarks of Journey Further Ltd Company truths Known to company Company blind spot Not known to company Growth potential The great unknown Not known to market Known to market

messaging are trademarks of Journey Further Ltd 8 “We have a customer segmentation but it isnʼt addressable in media.ˮ “How do we balance performance and brand marketing spend with a CFO whoʼs in the detail of weekly performance? “Weʼre struggling to find a robust process for uploading offline conversion data into ad platforms.ˮ “I donʼt understand why my competitors are outranking me organically in key categories.ˮ “What SEO activity is going to drive the greatest gains in the shortest period of time?ˮ Joe Levart /in/joelevart

messaging are trademarks of Journey Further Ltd There is a better way 9

assets messaging are trademarks of Journey Further Ltd Company truths Known to company Company blind spot Not known to company Growth potential The great unknown? Not known to market Known to market

messaging are trademarks of Journey Further Ltd 11 1 Data capture 2 Data integration You arenʼt capturing the data thatʼs available Are we tracking all customer data through our CRM? Is my brand future-proofed from changes in the data landscape? Is my tech stack capable of capturing data that I need? You arenʼt integrating the right data with advertising platforms How are we utilising our business data through media channels? Do I have CAPIG and/or server-side tracking to aid targeting? Is the data that Iʼm feeding Paid Media AI aligned with my goals?

messaging are trademarks of Journey Further Ltd Transforming bookings availability through strategic data-driven digital marketing

14 “How does our store availability impact our conversion rates?ˮ
“And what can we do about it?ˮ

15 Wait: 12 Days Wait: 1 Day Same Bid

16 Storage 1 Using BigQuery, tracking days to next appointment
at a store and postcode level 2 Analysis 3 Integration Creating a Media API, feeding marketing platforms conversion value rules, updated daily Using predictive analysis to quantify the effect of availability on conversion rates

17 Weighted Bids Optimised for conversion value Wait: 12 Days
Wait: 1 Day

assets messaging are trademarks of Journey Further Ltd - 20% Cost-per-acquisition + 31% Web bookings The results?

messaging are trademarks of Journey Further Ltd 19 04 03 02 Leverage third-party insights into seasonality and paid media trends to ensure youʼre finding white space Future-proof your platforms from changes in the data landscape, including cookie deprecation and consent mode Consider what data youʼre capturing and if itʼs aligned to your business goals Consider if the data youʼre integrating into ad platforms is going to move the needle for key metrics 01

assets messaging are trademarks of Journey Further Ltd Company truths Known to company Company blind spot Not known to company Growth potential The great unknown? Not known to market Known to market

messaging are trademarks of Journey Further Ltd 21 1 Accessible & indexable Logically structured & interlinked Fast & secure 2 Content aligns with intent Key elements optimised Trustworthy & helpful 3 Volume & frequency Authoritative Technical Content Links

messaging are trademarks of Journey Further Ltd 22 “We try to understand what is relevant for a website, how much should we weigh these individual links, and the total number of links doesnʼt matter at all.ˮ 22

messaging are trademarks of Journey Further Ltd 23 1 Accessible & indexable Logically structured & interlinked Fast & secure 2 Content aligns with intent Key elements optimised Trustworthy & Helpful 3 Volume & Frequency Authoritative Technical Content Links Relevant?

messaging are trademarks of Journey Further Ltd 24 But whatʼs relevant?

messaging are trademarks of Journey Further Ltd 25 As brands, you need to cut through the noise to identify content & links that matter Your data Our tool Output Insight Links to your site Mentions, citations Owned URLs Disp. placement reports Key words Entities Sentiment Relevancy Frequency Score Identification of topics, themes and concepts How does a machine view your content?

trainers womens trainers 26 70 13 Coupon Site Relevant Not
relevant 91

messaging are trademarks of Journey Further Ltd Leveraging data to drive brand fame

messaging are trademarks of Journey Further Ltd 28 We created 15 campaigns across 5 business units

messaging are trademarks of Journey Further Ltd 29 Getting links from relevant content in high authority publications

30 318 links, increasing relevancy by 22% ⬆22% RELEVANCY SCORE
3.24m ESTIMATED VIEWS 4.97m SOCIAL ENGAGEMENTS 64% FOLLOW LINKS 66 DOMAIN RATING

31 3,001 more keywords on page 1

assets messaging are trademarks of Journey Further Ltd + 18% Non brand sessions + 13% Organic revenue The results?

messaging are trademarks of Journey Further Ltd 33 05 04 03 02 Test, test, test to find out what actually works Blind spots are common due to the black box nature of Googleʼs algorithms - map your problems to the framework If youʼre hitting an organic performance plateau, category relevancy is likely an issue Earned, relevant and authoritative links are more important than ever 01

34 QR code Or come find us at stand 3!
Any specific challenges? Let us know.

Thank you 35 35

Leveraging data to navigate your marketing bl...

Leveraging data to navigate your marketing blind spots

More Decks by Paul Norris

Other Decks in Marketing & SEO

Featured

Transcript