1. Remarketing Campaigns - focusing non-converters - upsell - customer match - custom audience - re-engagement
1.1. Paid Search
1.1.1. TBD/TBC for Display and Video
1.2. Paid & Organic Social
1.3. SEO
1.4. Email & Web Push for already converted users
2. Collaboration w/ other teams
2.1. Sales
2.2. Product Marketing
2.3. Data & Back-end
2.4. Customer Success
3. Management & LT updates
4. Key Components
4.1. Challanges
4.2. Timeline:
4.3. Budget:
4.4. Team:
5. Definition of Success
5.1. Methodology Change- Recency Frequency Monetary Modelling created for 50+ different user segments used for Google Ads, GA audience, mirrored for Email marketing + Paid Social & Display Adv.
5.2. CPA / Conversion Value reporting is now on created with Multi-Channel Funnel analysis and budget allocation follows as so
5.3. Mediums - GA, user-ID enablement, Hubspot to analyze customer LTV and cohort reports
6. Channel & Campaign Analysis
6.1. Start:
6.1.1. Retention based Campaigns for churn users, % probable highly converting segments or campaigns
6.1.2. Multi-Channel Funnel analysis & Data Driven Attribution Modelling to budget & channel ops & opt strategy
6.1.3. Subcription Model in pricing & landing page
6.1.3.1. Discount Codes for referral users only
6.1.3.2. Email Marketing to leverage performance in specific segments or user types
6.1.4. Landing Page Optimization
6.1.4.1. UX
6.1.4.2. CRO
6.1.4.3. Navigation & Accessibility
6.1.4.4. Site Speed & Web Vitals
6.2. Stop
6.2.1. allocate budgets for low converting ad + creatives and campaign types
6.2.2. fragmented channels & campaigns fragmented reporting
6.2.3. low CR, high CTR, high CPA
6.2.3.1. 1 creatives / 1 ad set
6.3. Continue
6.3.1. User Jounrey & CRM based Marketing campaigns and only use discounts for user-acquisition in their firs transaction
6.3.2. Google Ads / SEO with keywords expansion, enrich campaigns with CRM data create similar audiences with CRM data
6.3.3. Paid Social & Display campaigns are synced with touch-points for better conversion rate & values