Smart Data Driven Marke-Ng

>
Smart Marke+ng <

Smart data driven marke-ng
> Short but sharp history

Datalicious was founded late 2007 Strong Omniture web analy-cs history Now 360 data agency with specialist team Combina-on of analysts and developers Carefully selected best of breed partners Evangelizing smart data driven marke-ng Making data accessible and ac-onable Driving industry best prac-ce (ADMA)
March 2011 Datalicious Pty Ltd 2
> Clients across all industries
March 2011
Datalicious Pty Ltd
> Wide range of data services

Data
Pla@orms
Insights
Repor+ng
Data mining and modelling Customised dashboards Media aLribu+on models Market and compe+tor trends Social media monitoring Online surveys and polls Customer proling
Ac+on
Data collec+on and processing Web analy+cs solu+ons Omniture, Google Analy+cs, etc Tag-less online data capture End-to-end data pla@orms IVR and call center repor+ng Single customer view
Applica+ons
Data usage and applica+on Marke+ng automa+on Alterian, Trac+on, Inxmail, etc Targe+ng and merchandising Internal search op+misa+on CRM strategy and execu+on Tes+ng programs
March 2011
Datalicious Pty Ltd
> Smart data driven marke+ng

Metrics Framework

Metrics Framework
Benchmarking and trending
Media ALribu+on
Op+mise channel mix Increase relevance
Benchmarking and trending
Targe+ng Tes+ng $$$
Improve usability
March 2011
Datalicious Pty Ltd
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> Metrics framework

> AIDA and AIDAS formulas

Old media New media
Awareness
Interest
Desire
Ac+on
Sa+sfac+on
Social media
March 2011
Datalicious Pty Ltd
> Simplied AIDAS funnel
Reach
(Awareness)
Engagement
(Interest & Desire)
Conversion
(Ac-on)
+Buzz
(Sa-sfac-on)
March 2011
Datalicious Pty Ltd
> Marke+ng is about people
People reached
40%
People engaged
10%
People converted
1%
People delighted
March 2011
Datalicious Pty Ltd
> Addi+onal funnel breakdowns

Brand vs. direct response campaign
People reached
40%
People engaged
10%
People converted
1%
People delighted
New prospects vs. exis-ng customers
March 2011
Datalicious Pty Ltd
10
AU/NZ vs. rest of world
> Importance of calendar events
Trac spikes or other data anomalies without context are very hard to interpret and can render data useless
Calendar events to add context
March 2011
Datalicious Pty Ltd
13
> Addi+onal success metrics

Click Through
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Call back request
Store Search
March 2011
Datalicious Pty Ltd
14
> Exercise: Metrics framework

Level Level 1, people Level 2, strategic Level 3, tac+cal Funnel breakdowns
Reach
Engagement
Conversion
+Buzz
> Single source of truth repor+ng
Insights
March 2011 Datalicious Pty Ltd
Repor+ng
16
> Manual repor+ng s+ll prevails
March 2011
Datalicious Pty Ltd
17
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> Media aLribu+on

> Complex campaign ows

= Paid media = Viral elements = Sales channels
Organic search
PR, WOM, events, etc
YouTube, blog, etc
Home pages, portals, etc
Paid search
TV, print, radio, etc
Direct mail, email, etc
Landing pages, oers, etc
Display ads, aliates, etc
CRM program
Facebook TwiLer, etc
POS kiosks, loyalty cards, etc
Call center, retail stores, etc
March 2011
Datalicious Pty Ltd
19
> Duplica+on across channels

Paid Search Bid Mgmt
Banner Ads
Ad Server
Email Blast
Email Pla@orm
Organic Search
Web Analy+cs
March 2011
Datalicious Pty Ltd
20
> Cookie expira+on impact

Paid Search Bid Mgmt
Banner Ad Click
Banner Ad View
Ad Server
Expira+on
Email Blast
Email Pla@orm
Organic Search
Google Analy+cs
March 2011
Datalicious Pty Ltd
21
> De-duplica+on across channels

Paid Search
Banner Ads Central Analy+cs Pla@orm Email Blast
Organic Search
March 2011
Datalicious Pty Ltd
22
> Exercise: Duplica+on impact

Double-coun-ng of conversions across channels can have a signicant impact on key metrics, especially CPA Example: Display ads and paid search
Solu-on: $50 ini-al CPA and $100 true CPA
Total media budget of $10,000 of which 50% is spend on paid search and 50% on display ads Total of 100 conversions across both channels with a channel overlap of 50%, i.e. both channels claim 100% of conversions based on their own repor-ng but once de-duplicated they each only contributed 50% of conversions What are the ini-al CPA values and what is the true CPA? $5,000 / 100 = $50 ini-al CPA and $5,000 / 50 = $100 true CPA (which represents a 100% increase)
Datalicious Pty Ltd 23
March 2011
> First and last click aLribu+on

Chart shows percentage of channel touch points that lead to a conversion.
Paid/Organic Search
Emails/Shopping Engines
Neither rst nor last-click measurement would provide true picture

24
March 2011
Datalicious Pty Ltd
> Full path to purchase

Introducer Inuencer Inuencer Closer
SEM Generic
Banner Click
Direct Visit
SEO Branded
Online
Banner View
SEO Generic
Aliate Click
Social Media
Oine
TV Ad
SEO Branded
Direct Visit
Email Update
Abandon
March 2011
Datalicious Pty Ltd
25
> Understanding channel mix
March 2011
Datalicious Pty Ltd
26
> Adjus+ng for oine impact

-5 +5 -15 +15 -10 +10
March 2011
Datalicious Pty Ltd
27
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> Targe+ng and tes+ng

> Increase revenue by 10-20%

Capture internet trac
Capture 50-100% of fair market share of trac
Increase consumer engagement
Exceed 50% of best compe-tors engagement rate
Capture qualied leads and sell Building consumer loyalty
Convert 10-15% to leads and of that 20% to sales
Build 60% loyalty rate and 40% sales conversion
Increase online revenue

March 2011 Datalicious Pty Ltd
Earn 10-20% incremental revenue online

29
> New consumer decision journey

The consumer decision process is changing from linear to circular.
March 2011
Datalicious Pty Ltd
30
> New consumer decision journey

The consumer decision process is changing from linear to circular.
Online research Change increases the importance of experience during research phase.
> Combining targe+ng pla@orms

O-site targe-ng
Prole targe-ng
On-site targe-ng
March 2011
Datalicious Pty Ltd
32
> Combining technology
On-site segments
O-site segments
CRM
March 2011
Datalicious Pty Ltd
33
> SuperTag code architecture
Central JavaScript container tag One tag for all sites and plagorms Hosted internally or externally Faster tag implementa-on/updates Eliminates JavaScript caching Enables code tes-ng on live site Enables heat map implementa-on Enables redirects for A/B tes-ng Enables network wide re-targe-ng Enables live chat implementa-on
> Combining data sets

Website behavioural data
Campaign response data
+
Datalicious Pty Ltd
The whole is greater than the sum of its parts
Customer prole data
March 2011
35
> Maximise iden+ca+on points

160% 140% 120% 100% 80% 60% 40% 20%
0 4 8 12 16 20 24 28 32 36 40 44 48
Probability of iden-ca-on through Cookies
Weeks
> Sample customer level data
March 2011
Datalicious Pty Ltd
37
> Anity re-targe+ng in ac+on

Dierent type of visitors respond to dierent ads. By using category anity targe-ng, response rates are lijed signicantly across products.
Message Blackberry Bold CTR By Category Anity Postpay Prepay Broadb. Business
+ -
+ + -
+ + +
38
Google: vodafone omniture case study or hLp://bit.ly/de70b7

March 2011
5GB Mobile Broadband Blackberry Storm 12 Month Caps
Datalicious Pty Ltd
> Ad-sequencing in ac+on

Marke-ng is about telling stories and stories are not sta-c but evolve over -me
Ad-sequencing can help to evolve stories over -me the more users engage with ads
> Exercise: Targe+ng matrix

Purchase Cycle Default, awareness Research, considera+on Purchase intent Reten+on, up/cross-sell
Segments: Colour, price, product anity, etc
Media Channels
Data Points
> Quality content is key

Avinash Kaushik: The principle of garbage in, garbage out applies here. [ what makes a behaviour targe;ng pla<orm ;ck, and produce results, is not its intelligence, it is your ability to actually feed it the right content which it can then target [. You feed your BT system crap and it will quickly and eciently target crap to your customers. Faster then you could ever have yourself.
> ClickTale tes+ng case study
March 2011
Datalicious Pty Ltd
42
> Exercise: Tes+ng matrix

Test Segment Content KPIs Poten+al Results
March 2011
Datalicious Pty Ltd
43
cbartens@datalicious.com blog.datalicious.com twiLer.com/datalicious

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>

Smart Marke+ng <

> Short but sharp history

> Clients across all industries

Datalicious Pty Ltd

> Wide range of data services

Datalicious Pty Ltd