Bridging the digital skills gap – Dr Dave Chaffey, CEO, Smart Insights

Developing Digital
Skills 2015 Research
Dr Dave Chaffey,
CEO, SmartInsights.com
Download presentation and report:
http://bit.ly/digitalskills2015
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The Ascent of Digital Skills
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Digital in Demand
Sample n=1028 worldwide
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Digital in Demand 2
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“We have to learn new technical skills
and hire a different mix of people.
“There are two different areas of
expertise developing in marketing.
There is the ‘left brain’ of data,
insights, marketing operations and
automation.
Source: TFM Interview
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“I need to hire really good
analysts to interrogate our data
and make sense to produce
valuable insights.
Then there is the ‘right brain’ of
content and creative…”
Source: TFM Interview
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“But what we are missing are the
leaders of the future who are capable
to straddling both to see the overall
strategy, how we use digital and social
channels.
We need to train our talent to fuse
the two.”
Source: TFM Interview
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About Dave
About Dave Chaffey
•
Consultant, trainer and author
in digital marketing since 1997
•
Editor of SmartInsights.com a digital strategy advice site
with Expert (Pro) members in
over 80 countries using our
planning guides, templates
and online courses to improve
results.
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Ecommerce Design Bible
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Agenda
 Not just a “Statfest”!
 The “Top 20 Skills” plus recommendations
for 5 Skills areas
 How businesses should and do support skills
 Tools to help you improve your digital marketing skills
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SKILLS Area : 1 Digital Strategy
Recommendations:
 1. Understand process planning frameworks:
SOSTAC® and RACE
 2. Become an evangelist for Digital
Transformation = Digital Integration
 3. How to create agile, actionable 90 day plans
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Source: PAC Omnichannel 2015 research
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SOSTAC® Planning Skills
PR Smith’s SOSTAC® Planning framework www.prsmith.org
See our SOSTAC® planning guide for Expert members
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SOSTAC® : What, Why, How, When?
PR Smith’s SOSTAC® Planning framework www.prsmith.org
See SOSTAC® planning guide for Expert members
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Amanda has gone as far as to ban the word ‘digital’ to
encourage her team to think beyond organisational silos.
 “We need to go back to what marketing is, and the
product is marketing. More people need to remember
that, get off the drug of digital being something separate
and get back to what we do best”.
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SKILLS Area : 2 MOBILE
In-demand Mobile marketing skills
 1. Advertising to audiences on mobile,
e.g. Programmatic, Retargeting, In-app
 2. Analytics and CRO to understand and
improve mobile (and cross-device) conversion
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Mobile vital, but
don’t throw out the ‘desktop’
Is your site design mobile or adaptive?
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SKILLS Area : 3 CRO and Experience
 1. Understand the
principles and process
 2. Encourage adoption of
structured tests and tools
 3. Get ‘hands-on’ with GA:
https://analyticsacademy.withgoogle.com/explorer
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Customer Journeys report - published 2014
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UK Ecommerce example of mindset
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Forthcoming Smart Insights research with CommuniGator
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SKILLS Area : 4 Marketing Automation
 Skills typically lacking:
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


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Designing rules-based email sequences
Lead scoring
Email testing
Testing web-based personalisation options
Predictive analytics
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SKILLS Area : 5 Analytics & insight
 1. Understand the principles and process for
successful ‘Test and Learn’
 2. Understand dashboard design and VQVC
measures
 3. Be aware of the free and paid tools – which do
you use to ‘stay up-to-date’?
10 free insight tools for the ‘hands-on’ digital marketer
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Creating a simplified RACE dashboard
Reach
Awareness
and visits
Act
Interaction
and leads
Convert
Sales and
profit
Engage
Loyalty and
advocacy
Unique
visitors
Bounce
rate
Revenue
per visit
n Searches
% Brand
nLeads
%
Conversion
to lead
Goal value
per visit
Page views/
visit
nSales
%
Conversion
to sale
Sales
value
Average
order value
% active
customers
% Customer
conversion
% existing
sales value
n Brand
mentions
Volume
Quality
Value
Segment and attribute for content types and channels
Source: Smart Insights: RACE Planning Framework
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Company support
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Finally…Focus on the sales
drivers
Custora Pulse – leading US retailers
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Next Steps? See how your business
rates
http://www.smartinsights.com/howgood
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Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Presentation download : http://bit.ly/digitalskills2015
uk.l
http://www.linkedin.com/in/davechaffeyy
Free, Basic member tools
 Sample planning templates
www.facebook.com/davechaffey
 Planning infographics
www.smartinsights.com/membership
www.twitter.com/DaveChaffey
Premium, Expert member learning
 7 Step Guides to all digital marketing
 Online courses
https://plus.google.com/+DaveChaffeyUK/
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
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