The Year 2020 Took Us All By Executive Email List Surprise: Drop In Turnover Or Even Budget Cuts

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diparani
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The Year 2020 Took Us All By Executive Email List Surprise: Drop In Turnover Or Even Budget Cuts

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upheaval in consumption habits... The marketing teams were therefore heavily solicited. To support their businesses, they are being asked to adapt quickly to an unprecedented situation. To limit the damage, and start 2021 on a good basis, it is therefore urgent to challenge your marketing mix and find budget optimizations that boost your ROI. First executive email list of all, it is absolutely necessary to understand how to build your marketing mix and how to challenge it without increasing your budget . Macro tips to challenge your marketing mix The puzzle of levers Initially, it is necessary to start from the postulate executive email list different and must be considered executive email list as it is. It is absolutely not necessary to compare the projects between them: the differences of sector, of target, of maturity of the company, of competition… make each project unique. Once the “white sheet” step has been accepted, here are 3 key steps to select the levers to activate: Step 1: select a single objective , the goal being not to disperse and to concentrate your efforts on a precise angle to be more efficient. Step 2: choose your fight between recruiting and retaining , it will depend on the life cycle of your project. Step 3: Adopt a short and long term vision .

Some levers are essential but have no immediate effect (eg SEO ), yet they should not be neglected. Attribution models: is your analysis correct? In performance analysis , we tend to mistakenly attribute our success to the " last click" , i.e. the last point of contact that took place with the Internet user before the triggering of the goal. However, this success was ultimately enabled by the last as the first point of contact, as well as by all the points of contact in executive email list between. It is therefore important to bear in mind all the different attribution models that exist. Configure the attribution model closest to your customer cycle on your analytical monitoring tools and compare it regularly with other models to refine the analysis of the performance of your marketing mix. Analyze the nature of the traffic generated by your levers To analyze the performance of your levers, we share executive email list with you Guillaume Eouzan's method, which consists first of all in creating in a few clicks 4 personalized segments in your web analytics tool : “ Cold audience ” segment “ Lukewarm Audience ” Segment “ Hot Audience ” Segment Segment “

Boiling Audience” Then, the objective is to select executive email list them one by one and analyze the performance of this traffic: sources, device , geographical area, landing page , etc. Examples of probing questions: Are the levers generating a cold audience really so-called visibility levers? What are the landing pages on my “hot audience” segment? Can I use them executive email list on more levers? What is the message on the levers generating a lukewarm audience? Why is she not encouraged to go further? Which device generates a hot audience? At what stage does the audience leave the site/app? What UX at this stage? Is there one region that stands out with the boiling audience? Why ? Once the strategy has been built and activated, here are some tips to challenge your vision along the way. FOR FURTHER Mix-
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