2009: The Year Of Disemployment? Or Promoplanning?

If you’re working in marketing or analytics this article will show you how to promoplan to get a raise, get a promotion or at the very least prove your value and keep hold of your current job. The recession is already proving that those who disappoint their superiors have a chance of adding their names to the unemployment statistics. Promoplanning therefore helps you avoid disemployment.

Promoplanning

Because you have Analytics at your disposal you have a gold mine full of nuggets waiting to be mined. What promoplanning does is essentially make you look good after you already found the gold. In Analytics terms what I mean is that you investigate the current situation, find a “win” for your business and then reveal the win after you got approval to go and look for it, thus proving the value of analytics while also looking like the hero.

Planning to be the hero

Your boss might not think this is entirely ethical if he found out of course but it’s a dog eat dog world out there and what you’re doing is presenting yourself in the best possible light while also providing business insights that previously your business wouldn’t have had. It’s a “Win, Win” scenario as long as you play it right. Not only that but by implementing this strategy as a process you develop a longer term strategy making you continuously look good and continuously do good things for your business.

The process looks like this:

win_process1

(Source: Cult of Analytics, Fig 4.1 – The Quick Win Process)

The above process comes from a diagram in my book used to describe a process to plan quick wins in order to build business culture. Click on it to see the steps if it’s too small to read.

The Pre-Study phase

The pre-study phase is when you or your analysts look to find you some low hanging fruit in web analytics terms.

Study current situation

If this is the first time the website has been analyzed then there is a good chance you can improve an outcome. Start with conversion (activate) and work backwards.

In Pre-Study you could look at:

  1. Reach. Which sources of traffic are the best performers in terms of volume and cost? Why?
  2. Engage. Which processes have high abandonment points? Which pages have too high bounce rates? Which keywords engage more visitors? Which pages have higher exit points than others? Which places on the website are not clicked very well when their main function is to attract click through? Where on the site is there poor time spent? Is this justified (link pages?) or is this content you want to have read which is being ignored?
  3. Activate. Which reach sources are the best at converting traffic? Which keywords generate the most conversions? How do your process funnels convert?
  4. Nurture. For now you could look at things like email newsletter responses. You’re looking for short-term gains, so simply by showing the lift in traffic (plus related activation and engagement) after sending a newsletter is proof enough.

Once you have defined the opportunities you then define the potential win. This should be in terms of business objectives and related where possible to financial opportunities.

Determine potential wins

You now try to determine things you can demonstrate have monetary value.

Let’s say for instance you have found that traffic to your website that comes from a particular Google adwords campaign bounces (arrives but then leaves without doing anything) at a certain page at a rate of 80%. On looking at the ads and the page you see that the ad is discussing one aspect of your service but the landing page doesn’t talk about this aspect. In other words the landing page is irrelevant to the visitor and your visitor is not finding what he/she expected to see.
For arguments sake let’s say the campaign cost was €1000. Immediately you can see €800 of this is currently being wasted.

You could stop the campaign to re-think and you would immediately see a saving. However you could go a further step and find campaigns don’t have a high bounce rate in comparison to this one.

If the campaigns are designed to generate leads do they convert better from lower bounce rate landing pages? Is it possible you could learn from the way the lower bounce rate campaigns work? What do they do better? Let’s say you find another campaign that provides a more relevant experience to the visitor that bounces at 20% that generates 4 times as many leads.

Run tests

After running some simple tests (basing your ideas on what worked for the good campaign) you see that by changing the Google ad to something more relevant to the landing page you get similar results to the page that bounced at 20%.
Let’s say each sale is worth €10,000 and you just found a way to generate 4 times as many leads. If your lead to sale ratio is 10% and you can generate 100 more leads from your campaign you can then confidently say that the value of your change is (100/10)x10000 – a staggering €100,000. Now that’s a win. Once you have found this keep it to yourself until you have gone through the next step, which is to design the win.

Design the win

Once you have the information you need to package it nicely into something everyone can understand and into a form that everyone can use. The first thing to do is put the win into a common platform.

Extract data to a common platform

Don’t expect that your superiors or anyone else will understand web analytics at all and will most likely never have logged into your web analytics tool. You also need to pass this information around in an easy distributable form. For instance Microsoft Office’s Powerpoint, Word, Excel or Adobe PDF documents are good tools to use to package the information because everyone in your organization will understand how to use these tools.

Concept the win – drive a tank through the office

Easy to understand is the key to successfully conceptualizing your win. There is no point demonstrating that landing page ‘a’ had an 80% bounce rate and landing page ‘b’ a 20% bounce rate from Google campaigns. Even though this is true it doesn’t drive a tank through your bosses office window.

You need to start with the money. Changes across key Google campaigns could result in an estimated lift of €75,000 in sales would wake your boss up much more effectively. Over deliver if you can. Those of you whom are awake will have noticed I suggested €75,000 in sales. This is so you can easily over achieve. You promise your bosses 75K and then deliver 100K. It makes you into an even bigger hero and brings even more attention to your value and your work.

When your boss sees your pre-study in this kind of format it’s a no-brainer for him to approve your campaign changes. Only now do you make the changes that then result in the business lift you predicted.

This is key to the promoplan because the superiors in the organization need to be in control of the business, they need to understand what is going on in their team. Their understanding what you do is key to your success, because the more wins you achieve the more valuable you become to your boss. If your boss feels he had a hand in the €100K lift in business this is a result for him too. Don’t be the mysterious dude whose job no-one understands, be the team player who communicates to everyone openly what he’s trying to achieve and why.

Communicate the win to the whole business

Once you have designed your win and put it into a format everyone can read you now need to communicate it throughout your organization. This is the part where you and your boss show off your results to the whole business.

If you have a corporate Intranet put the win there and display it prominently with a strong headline. “Learn how we made an extra €100K with the same advertising cost as last month” is better than “Bounce rate analysis”.

Also don’t forget your in house email lists, send the intranet link to all staff celebrating the win, and call the business to action asking for them to follow up with questions they might have about their own campaigns or business success.

Finding wins is never this easy but promoplanning is

It’s more than likely that you won’t find a win as simple as the one I described, but you will find an opportunity. I have yet to work with any business that didn’t have an opportunity to improve. I also truly believe that implementing this promoplanning or quick win process will be beneficial for all concerned.

How will 2009 turn out for you? Disemployment? Or Promoplanning to win?

Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009. He currently serves as CEO at Quru and has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.

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One comment on “2009: The Year Of Disemployment? Or Promoplanning?
  1. This is excellent.Over delivering is a great way to make yourself consistently look good. And if you are setting the initial estimates then over-delivering should be a breeze.

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