AMA - Digital Marketing Day 2018

These are the notes and slides from Chris Unitt’s sessions at Future Now - the AMA Digital Marketing Day 2018. Those sessions were…

• Session 1: DATA - the basics and how to use it

• Session 2: DATA - insights to inform your strategy

At the end are some next steps you might be interested in.

Session 1: DATA - the basics and how to use it

What this session was about

We all want to create better campaigns, improve our websites, and give our audiences what they’re looking for. With all the data we’re collecting, the answers must be in there somewhere, right?

In this session, I shared tools and techniques you can use to remove guesswork and let your data show you the way. In a nutshell…

1. Get your analytics tools in order.

2. Ask yourself:

   1. What can we fix?

   2. What can we make easier?

   3. What should we focus on?

   4. What are people looking for?

Slides

Links and resources

Tools:

• Google Analytics

• Google Tag Manager

• Google Search Console

• Campaign URL builder

• Hotjar

• GTMetrix

• web.dev

• Survicate

Book: Don’t Make Me Think by Steve Krug

Methods: Heatmaps, visitor recordings, Customer Effort Score, and user intent survey

Other links:

• Google Analytics custom alerts

• Royal Academy of Arts - content strategy

Further training

AMA workshop: Measuring Up - taking your Google Analytics skills to the next level in London on 13 February 2019.

It’s also worth working through Google’s Analytics Academy and Academy for Ads, Facebook Blueprint, and the HTML and CSS classes on Codecademy.

Session 2: DATA - insights to inform your strategy

WHAT THIS SESSION WAS ABOUT

Using data to make small, incremental improvements to your tactics will add up over time. But how do you use data to inform strategy, test new offerings, and validate the bigger opportunities that might be out there?

In this session, I showed how to use commonly available tools and some imaginative techniques to find and research new audiences, test new offerings, and understand your competitors.

SLIDES

LINKS AND RESOURCES

Tools:

• SimilarWeb

• Google Trends

• LinkedIn Ads and Facebook Ads

• Treejack / Optimal Workshop

• UsabilityHub

• One Further Analytics Baseline (ssh! Get in touch about this one)

Other links:

• Quartz - UberEats is using data to create cool, non-existent restaurants

• The 4-Hour Workweek – smoke test in the physical world

• Buffer - Idea to Paying Customers in 7 Weeks: How We Did It

• Smoke testing

• Cultural Digital

• Cultural organisations - physical v digital audiences (spreadsheet)

What next?

To keep up with what we’re working on, what we’re writing, and what we think is interesting, sign up to our newsletter below.

If you want to stay up to date with the latest development in art, culture, and technology then head over to Cultural Digital and sign up for the newsletter there. That’s the popular one everyone talks about.

Finally, have a look at some of the work that we do with performing arts organisations and museums and galleries. If you think you could/should be doing better with data like to work with us then please get in touch.