>

Digital Measurement <

More than just coun.ng hits!

> 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 Driving industry best prac.ce (ADMA) Turning data into ac.onable insights Execu.ng smart data driven campaigns
May 2011 Datalicious Pty Ltd 2

> Clients across all industries

May 2011

Datalicious Pty Ltd

> Wide range of data services

Data
Pla>orms

Insights
Analy?cs
Data mining and modelling Customised dashboards Tableau, Spo>ire, SPSS, etc Media aKribu?on models Market and compe?tor trends Social media monitoring 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

Campaigns

Data usage and applica?on Marke?ng automa?on Alterian, SiteCore, Inxmail, etc Targe?ng and merchandising Internal search op?misa?on CRM strategy and execu?on Tes?ng programs

May 2011

Datalicious Pty Ltd

> Smart data driven marke?ng

Metrics Framework

Metrics Framework

Benchmarking and trending

Media AKribu?on
Op?mise channel mix Increase relevance

Benchmarking and trending

Targe?ng Tes?ng $$$

Improve usability

May 2011

Datalicious Pty Ltd

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Digital metrics

May 2011 Datalicious Pty Ltd 6

> Digital data is plen?ful and cheap

April 2011

Datalicious Pty Ltd

Source: Omniture Summit, MaS Belkin, 2007

HITS
How Idiots Track Success

> Basic website metrics

Page view/impression: The number of .mes a page (an analyst-denable unit of content) was viewed. Visit/session: A visit is an interac.on, by an individual, with a website consis.ng of one or more requests for an analyst-denable unit of content (i.e. page view). If an individual has not taken another ac.on (typically addi.onal page views) on the site within a specied .me period, the visit session will terminate. Unique visitor/browser: The number of inferred individual people (ltered for spiders and robots), within a designated repor.ng .meframe, with ac.vity consis.ng of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the repor.ng period.
May 2011 Datalicious Pty Ltd
Source: Web Analy.cs Deni.ons, Web Analy.cs Associa.on, 2007

> Cookie based tracking process

What if: Someone deletes their cookies? Or uses a device that does not support JavaScript? Or uses two computers (work vs. home)? Or two people use the same computer?
April 2011 Datalicious Pty Ltd
Source: Google Analy.cs, Jus.n Cutroni, 2007

10

> Unique visitor overes?ma?on

The study examined data from two of the UKs busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-in users, they provided a robust sample to compare IP-based and cookie-based analysis against. The results were staggering, for example an IP-based approach overes.mated visitors by up to 7.6 .mes whilst a cookie-based approach overes?mated visitors by up to 2.3 ?mes.
April 2011 Datalicious Pty Ltd
Source: White Paper, RedEye, 2007

11

> 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
April 2011 Datalicious Pty Ltd 12

> Maximise iden?ca?on points

Mobile

Home

Work

Online

Phone

Branch

April 2011

Datalicious Pty Ltd

13

> Sample customer level data

April 2011

Datalicious Pty Ltd

14

> Digital metric categories

+Social

May 2011

Datalicious Pty Ltd

Source: Accuracy Whitepaper for web analy.cs, Brian Clihon, 2008

15

> Digital means global

The image is a model of the Internet, based on how many people view dierent sites and how these sites are related to each other. There are 3 colours on this model. Red, Green and Blue. Each represents users from US, Europe and Asia. The picture illustrates how non linear the digital world is. It also shows how some sites have a strong centre of gravity for mass audiences; others have strong centres of gravity for niche audiences. It is important to iden.fy where marke.ng is going to have most impact - crea.ng powerful programs on niche sites, which gradually extend an inuence on the larger communi.es; or (more expensive) marke.ng ac.vity on mass sites, that will then generate a frenzy of interest in smaller niche groups.

May 2011

Datalicious Pty Ltd

Source: Carat/Isobar, 2007

16

> Dening metrics frameworks

Media and search data Website, call center and retail data

Reach (Awareness)

Engagement
(Interest & Desire)

Ac?on
(Ac.on)

+Buzz
(Sa.sfac.on)

Quan.ta.ve and qualita.ve research data Social media data Social media

May 2011

Datalicious Pty Ltd

17

> Importance of calendar events

Trac spikes or other data anomalies without context are very hard to interpret and can render data useless
April 2011 Datalicious Pty Ltd 18

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Measuring reach

May 2011 Datalicious Pty Ltd 19

> Reach and channel overlap

TV/Print audience

Banner audience

Search audience

April 2011

Datalicious Pty Ltd

20

> Ad server exposure test

Banner Impression TV/Print Response Search Response

Users are segmented before 1st ad is even served

Banner Impression

Search Response

Direct Response

Exposed group: 90% of users get branded message Control group: 10% of users get non-branded message
Banner Impression Search Response Direct Response

April 2011

Datalicious Pty Ltd

21

> Indirect display impact

April 2011

Datalicious Pty Ltd

22

> Indirect display impact

April 2011

Datalicious Pty Ltd

23

April 2011

Datalicious Pty Ltd

24

> Indirect display impact

April 2011

Datalicious Pty Ltd

25

> New marketplace: Search

May 2011

Datalicious Pty Ltd

26

> Google data in Australia

Source: hSp://www.hitwise.com/au/resources/data-centre
April 2011 Datalicious Pty Ltd 27

> Search at all stages

April 2011

Datalicious Pty Ltd

Source: Inside the Mind of the Searcher, Enquiro 2004

28

> Search and brand strength

April 2011

Datalicious Pty Ltd

29

May 2011

Datalicious Pty Ltd

30

> Search and the product lifecycle

Nokia N-Series

Apple iPhone
April 2011 Datalicious Pty Ltd 31

> Search and media planning

April 2011

Datalicious Pty Ltd

32

> Search driving oine crea?ve

April 2011

Datalicious Pty Ltd

33

> Hitwise Mosaic segment swing

australia.com vs. newzealand.com australia.com vs. bulaji.com

May 2011

Source: Hitwise.com.au, 2008

Datalicious Pty Ltd

34

> Hitwise Mosaic segment swing

australia.com vs. newzealand.com
australia.com vs. newzealand.com

May 2011

Source: Hitwise.com.au, 2008

Datalicious Pty Ltd

35

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Measuring engagement

May 2011 Datalicious Pty Ltd 36

> Conversion funnel 1.0

Campaign responses Conversion funnel

Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa.on, order conrma.on, etc

Conversion event
May 2011 Datalicious Pty Ltd 37

> Conversion funnel 2.0

Campaign responses (inbound spokes)
Oine campaigns, banner ads, email marke.ng, referrals, organic search, paid search, internal promo.ons, etc

Landing page (hub)

Success events (outbound spokes)

Bounce rate, add to cart, cart checkout, conrmed order, call back request, registra.on, product comparison, product review, forward to friend, etc
May 2011 Datalicious Pty Ltd 38

> Addi?onal success metrics

Click Through

Click Through

Add To Cart

Cart Checkout

Click Through

Bounce Rate

Pages Per Visit

Avg Cart Value

Click Through

Call back requests

Store Searches

> ...

May 2011

Datalicious Pty Ltd

39

May 2011

Datalicious Pty Ltd

40

May 2011

Datalicious Pty Ltd

41

> Book: Tuned In

70% or more of new products or new product decisions were made without market data

May 2011

Datalicious Pty Ltd

Source: hSp://www.pragma.cmarke.ng.com/tunedin

42

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Measuring ac?on

May 2011 Datalicious Pty Ltd 43

> Key metrics by website type

May 2011

Datalicious Pty Ltd

Source: Omniture Summit, MaS Belkin, 2007

44

> Duplica?on across channels

Paid Search Bid Mgmt

Banner Ads

Ad Server

Email Blast

Email Pla>orm

Organic Search

Google Analy?cs

April 2011

Datalicious Pty Ltd

45

> 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

April 2011

Datalicious Pty Ltd

46

> De-duplica?on across channels

Paid Search

Banner Ads Central Analy?cs Pla>orm Email Blast

Organic Search

April 2011

Datalicious Pty Ltd

47

> Poten?al 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 48

April 2011

> Campaign ow and calls to ac?on

= Paid media = Viral elements = Coupons, surveys

Organic search

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

Paid search

TV, print, radio, etc

Direct mail, email, etc C1

Landing pages, oers, etc C2

Display ads, aliates, etc

CRM program

Facebook TwiKer, etc C3

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

April 2011

Datalicious Pty Ltd

49

> Success aKribu?on models

Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par?al credit

50

May 2011

Datalicious Pty Ltd

> First and last click aKribu?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

51

April 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

April 2011

Datalicious Pty Ltd

52

> Search call to ac?on for oine

April 2011

Datalicious Pty Ltd

53

April 2011

Datalicious Pty Ltd

54

> Research online buy in store

May 2011

Datalicious Pty Ltd

Source: 2008 Digital Future Report, Surveying The Digital Future, Year Seven, USC Annenberg School

55

> Store locator searches

May 2011

Datalicious Pty Ltd

56

> Oine sales driven by online

Adver?sing campaign Phone order Credit check, fullment

Retail order

Conrma?on email

Website research

Online order

Online order conrma?on

Virtual order conrma?on

Cookie

April 2011

Datalicious Pty Ltd

57

How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu?ons if you serve 1,000,000 banners

April 2011

Google nss sample size calculator

Datalicious Pty Ltd

58

How many survey responses do you need if you have 10,000 customers? 369 for each ques?on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu?ons if you serve 1,000,000 banners? 383 sales per banner execu?on or 383 x 6 = 2,298 sales

April 2011

Google nss sample size calculator

Datalicious Pty Ltd

59

> 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

April 2011

Datalicious Pty Ltd

60

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Measuring buzz

May 2011 Datalicious Pty Ltd 61

> Importance of social media

Search

Company

Promo?on

Consumer

WOM, blogs, reviews, ra?ngs, communi?es, social networks, photo sharing, video sharing
May 2011 Datalicious Pty Ltd 62

> Measuring social media

Sen.ment

Inuence

Reach

April 2011

Datalicious Pty Ltd

63

May 2011

Datalicious Pty Ltd

64

Sen?ment analysis: People vs. machine

April 2011

Datalicious Pty Ltd

65

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Useful links

May 2011 Datalicious Pty Ltd 66

> News and research

hSp://blog.datalicious.com hSp://www.emarketer.com hSp://www.marke.ngcharts.com hSp://www.techcrunch.com hSp://www.smartbrief.com/iab hSp://www.trendwatching.com hSp://www.springwise.com hSp://www.useit.com/alertbox hSp://weblogs.hitwise.com
Datalicious Pty Ltd 67

May 2011

> Trends and data

hSp://www.google.com/trends hSp://www.google.com/sktool hSp://www.google.com/webmasters hSp://www.google.com/adplanner hSp://www.google.com/videotarge.ng hSp://www.hitwise.com.au/datacenter hSp://www.compete.com/ hSp://www.alexa.com/ hSp://wiki.kenburbary.com/
Datalicious Pty Ltd 68

May 2011

cbartens@datalicious.com blog.datalicious.com twiKer.com/datalicious

April 2011 Datalicious Pty Ltd 69

Contact us

Learn more Follow us

Data > Insights > Ac?on