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[💼 Case] Real User-based MarCom - CWI#63

Something else this week. A proof of concept why 80% of things you do are just a tactical reaction ba
[💼 Case] Real User-based MarCom - CWI#63
By Dries Bultynck • Issue #63 • View online
Something else this week. A proof of concept why 80% of things you do are just a tactical reaction based on the short term. Some extra measure points can give you more insights to help you focus on a better approach. There needs to be a big shift in analytics for marketing & communication: from campaign thinking towards user doing. We tend to think user-centric, although we don’t act that way.
If you want to skip all this, scroll to the end for the articles/links.

Money down the drain 💸? Or rethink your strategy?
Adwords. Most of us focus too much on the attribution. One of the key elements of getting the most out of advertising is to focus on the one-to-one link with conversion. Does every 💰 I spend, bring direct results. Meaning… Is this the best way to invest my 💰💰💰💰 to have results on the short term. 
Don’t get me wrong. I prefer to work on the long term as that is the most valuable and sustainable thing to do, but working on a shorter (notice I use shorter instead of short) term and tying input directly to output is a good buy-in to get more done!
Situation:
Client is running an Adwords campaign and isn’t happy about the return. 
Question:
What do I need to do? Optimize, delete or rethink my strategy?
Value of visitors
One thing to look at is the bounced sessions. It gives you a good idea of what’s the real challenge. This campaign gets more bounced sessions than non-bounced sessions. No matter what you read about bounce % being wrong in Google Analytics. Two numbers (even if they’re not the correct absolute number) are better than nothing. So… half of the budget is spent on people that bounce. Get rid of them, right? 
The shit thing about Search ads in Adwords is that its a spend-extra approach. You first need to invest in search ads (same for display & shopping ads). Get the traffic and then build another campaign that targets the right visitors with remarketing list for search ads. So you can’t exclude upfront, which makes you spend at least double, in theory. 
You pay for the visitor you don’t want (the bouncer), you pay for the visitor you want (the non-bouncer) and you pay for the visitor you really want (the non-bouncer that comes back that has a higher probability to buy via RLSA)
Personally, I don’t think RLSA are that interesting. Its a way to pay less per click for revisitors, but in the end, you pay again for the same user 💸. It means that the visitor isn’t ready to buy. As simple as that. You don’t want to pay (too much) for people who aren’t ready to buy, right? 
So… The biggest gain is upfront, at the first click. Making it as relevant as possible. Meaning.. you need to understand your audience, right? People, not sessions. Right?
Adding extra insights in the mix
That Adwords campaign mention above, lured in several customers that already bought something in the last 4 months (2n column from the right = users). So… The value of adding RLSA campaign and probably gaining a cent or 10 per click won’t have a huge impact, right? Ridiculous! 
Your marketer focusing too much on RLSA = 💸 💸 💸 💸 💸 
Notice the first-time visitors in the screenshot? 1218 users have visited the website for the very first time EVER, via this campaign. Wow. So this campaign is paying for new visitors? That’s not its core goal. 👨‍🚀 Houston, we have a problem!
HOW ON EARTH can this campaign every be successful if it gets so much new first-time visitors when it focusses on profit? Common sense kicking in? 
Nuance: if this campaign was based upon the customer journey and would need to lure in new visitors, this would have been a successful campaign.
And now what?
Probably the first ‘lets dive-in’ reaction from most of us marketers:
  • Optimize the campaign based on conversions/transactions
  • Cut down costs or even stop the campaign in total if budget is an issue
  • Try RLSA
Although you need a few more insights before you decide what to do:
  • How high is the current ranking? too high maybe?
  • Are we battling at the right places/platforms & with the right products?
  • Is pricing an issue?
  • How long can your client/company hold this invest before it gets a real issue?

A lot of extra business questions need to be asked. Something marketers don’t do. They should. The better you understand the business, the better your advice can/will be. The same adds up for companies: explain your business in high detail and explain the tresholds of spending, earning, margins, etc. It matters!
What da strategy ??
What am I going to do? Quit the campaign to cut costs. Launch a new campaign with only bestsellers as a test. In the short term.
TL;DR
Tip: stop looking at sessions & start looking at users! Do that for every new analysis you’re making. It will show you a totally different story. A more real story. 
Start with people, not product …
Why?
You’ll have a better version of the truth.
By the way … you’re CRM counts people.
And you’re _still_ looking at sessions!? 
Keep the long term & human touch in mind! Data is just another voice at the table. Make it count people. Not sessions!
Data = Ads and that sucks
Data = Ads and that sucks
Remember: In Google Analytics, a user is counted as a unique device + unique browser window. It’s not a person, yet, but it’s closer to reality.
d - out.
Need help?
Just hit reply.
Passed the radar this week
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(Why) The English-Speaking World is the New Soviet Union
Designing Streets for Self-Driving Cars: Parks Instead of Parking Meters | WIRED
Our Consumption Model Is Broken. Here’s How To Build A New One.
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Dries Bultynck

The internet is the best thing that ever happened to me. Really! It helps me to better understand the world we live in and learn as much as I can, as fast as I can in order to be Creative with Intelligence as wide as the box can get. @Parafixio is my playground.

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