Эволюция KPI в b2b

Любой показатель можно померить, а потом привязать к итоговым бизнес-результатам, но если сложный продукт и узкий прямой спрос, то следует действовать последовательно.

Эволюция branding-KPI в perfomance-маркетинге:

 

  • Оценка влияния брендинговых кампаний на продающие кампании

 

Пример. Запускаем ролик в youtube.

  1. Ролик посмотрел Вася — помещаем его с помощью гугла.
  2. С помощью rtb (баннера) призываем его к покупке нашего продукта. Вася кликнет по баннеру, перейдет в интернет магазин, но не сделет заказ. .
  3. Завтра Вася вобьет название нашего магазина в гугле, придет и купит.

С помощью многоканальных последовательностей в Google Analytics отслеживаем и понимаем какую роль сыграла медийная кампания.

 

  • Оптимизация брендинговых кампаний исходя из результатов продающих кампаний

 

Пример. 2 типа медийных размещений на 2 разных сайтах. Переходы, просмотры, стоимость клика примерно одинаковая.

  • Вопрос: “какая кампания была более эффективна?”
  • Ответ: “помечаем аудитории и работаем с ней с помощью ремаркетинга, в процессе отслеживаем продажи — и выделить ту аудитория, которая в продажи конвертилась более эффективно.”

 

 

  • Performance-маркетинговые стратегии с эволюционирующим KPI

-Тактические KPI позволяют оптимизировать кампании, достигать краткосрочные цели в рамках общей стратегии (стоимость клика, стоимость контакта, стоимость заказа)

 

-Стратегические KPI позволяют оценивать непосредственное влияние маркетинговой активности на бизнес (ROI)

Кейсы

Особенности продвижения сложных финансовых продуктов

Задача: найти аудиторию, которая продуктом может заинтересоваться

 

Особенности:

узкий прямой спрос

длинный цикл продаж — с момента первого контакта с рекламным соощения до совершения сделки может пройти месяц

продажа завершается онлайн (в офисе)

 

Что делать:

  1. используем популярные новостные тренды — что-то происходит, мы делаем лендос и приводим аудиторию: в нестабильное время можно заработать — есть разные типы продутов, мы можете попробоваться. Далее помечаем аудиторию и идем со 2 предложением и 2 лендосом
  2. С помощью ремаркетинга приводим аудиторию на лендинг с более конкретным предложением пол определенный сегмент  

 

Наши тактические KPI:

клик и лид

 

Через год наши KPI:

стоимость клиента — стоимость заключения договора

 

Поисковик авиабилетов

 

Особенности:

  • 5 сильных и популярных в России игроков
  • 10+ небольших, но очень агрессивных
  • 1000+ медленно развивающихся
  • Конкуренция со стороны мета-поисковиков, Online Travel Agencies и прямых продавцов услуг

Как итог:

  • Объем инвестиционного рынка >$5+ млрд —->Цены ВЧ в спецах $10+ за клик

 

Что делать:

  1. CPC — Работа на узнаваемость с целью познакомить как можно больше людей с нашим билетчиком

Наращиваем объем кликов в 5 раз за 4 месяца при фиксированном СPC

Отслеживаем рост брендовых запросов в Яндексе

Копим статистику

2. Click out

Сегментируем накопленные данные

Учитываем фактор сезонности

Подключаем ремаркетинг

Смещаем акцент в коммуникации

3. Roi

Итог статьи:

Задайте стратегические KPI — решайте задачи бизнеса

Используйте тактические KPI

Оценивайте эффективность комплексно — оценивайте взаимное влиение каналов (не оценивайте все по last клику)

 

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