MATAPAC - A Leveraged Model For Internet Activities

Purpose

The purpose of the MATAPAC model is to ensure that:

• the context for Internet / on-line marketing within the organisation is both defined and understood
• relevant activities can be assessed against the agreed context
• tools and approaches are clearly related to key elements to ensure objectives are met.

Background

The model was developed for application within organisations that are predominantly transactional in supplying goods and services. The model has more general applicability, and has been successfully applied to a range of organisations.

A typical retail scenario is as follows:

• the business is already in operation
  
• a Web site is built to ensure an on-line presence
• attention is given to how to acquire traffic
• the business looks at how visitors can be encouraged to buy more often
• further attention is given to acquiring more traffic.

This may be effective, but a more structured approach that gathers background information to properly inform decisions is likely to enjoy higher levels of success.

Approach

The approach is based on four areas of focus, with a clear understanding of what assets are being delivered to the business in each area. Ideally the areas will be addressed in sequence. The areas are:

1. Market Research 
2. => Assets
3. Traffic
4. => Assets
5. Conversion
6. => Assets
7. Product

Market Research

In order to direct the market research, the purpose of the web site needs to be determined in the overall context of business operations. It is important to know what constitutes success in this context.

In a retail context, the market research would be directed to quantifying the available on-line market using data gathering tools, and determining levels of competition in that market space. Key data include:

• search terms
• available traffic
• level of on-line competition

The assets that would be generated comprise:

• preferred search terms, based on those in use, traffic and level of on-line competition
• data to support a business case in terms of the levels of traffic that might be achieved on the web site
• market intelligence

Traffic

Traffic is generated from a variety of sources. In general terms this may be divided as follows:

• On-line
  • Paid
    • Search engines (e.g. AdWords on Google)
    • Site links (e.g. banner ads)
  • Unpaid
    • 'Organic' search engine listings
    • Social networks
      
    • Unpaid links
    • Newsletters
      
• Off-line
  • Paid
    • 'Traditional' advertising media (e.g. television, radio, print, sponsorship)
      
  • Unpaid
    • Word of mouth
    • Branding and signage

In addition activities in this area may also address the means by which an on going relationship with clients is established and maintained

The focus here in this area is in establishing and maintaining sources of traffic.

The assets generated will comprise:

• search engine rankings
• historical data relating paid advertising to outcomes

Conversion

Conversion is about having visitors undertake a desired activity - whether on-line or off-line. This might include:

• completing an enquiry form
• accessing specific information
• making a purchase on-line
• making a purchase off-line
• making a phone call to your business

Where the conversion activity can be tracked on-line, the ability to improve web site effectiveness is considerable. Of particular significance is the range of techniques assocaited with split testing.

A split test presents alternative versions of a web site to different visitors, and data can be collected to determine which of the presentations is associated with higher or lower levels of conversion activity.

The on going process allows for variations to be tested.

Assets generated from this process include:

• split test data
• improved versions of web site content
• improved versions of web site interactions

Product

Product comprises the web site itself (the pages of content) along with goods and services delivered.

This represents what it is that visitors will engage with.

The assets associated with product include:

• graphic design and branding components
• web site pages and content
• customer lists
• transaction data

Idealised Cycle

In an ideal development, the work moves from market research to traffic to conversion to product and back to market research. At each stage, assets are identified and generated.

Where other factors constrain the application of the cycle, there is still considerable value in identifying those areas that have been overlooked or bear further scrutiny. For example, a common experience is find a 20% increase in conversions when split testing is first applied.