Hi

Marketing Process

Situation Marketing Implement

Mission Mix
Analysis Plan & Control
Marketing Process

Situation Marketing Implement

Mission Mix
Analysis Plan & Control
A role for each medium Outdoor

Digital Objective Print

Television
 A role for each medium Outdoo
r

1. Social Media (One-to-many)

2. Chat (One-to-one)
3. Online Video
Objecti
4. Streaming Video Digital
ve
Print
5. Streaming Audio
6. Reading
7. Gaming
8. Shopping
9. News
10. Travel Televisi
on
Mobile phone adoption in India
Source: Statista
Source: “Innovating for the next half billion” Omidyar Network, 2017
Source: “Innovating for the next half
billion” Omidyar Network, 2017
Don’t lose sight of

Marketing objective

Role of medium

Target audience
Form factors and screen sizes
What other devices
● Desktop / laptop
● Tablet
● Mobile phone
What other devices
● Desktops / Laptops
● Tablets
● Mobile Phones
● Wearables / Smartwatches
● Streaming Devices
● Connected Home / Smart Home Devices
● CarPlay / Android Auto
What do these form factors mean?
Occasions & Opportunities

Mobile At work
Tablet Commute
Desktop Going out
Streaming Device At home
Vacation
Context is everything
How do you infer context
● Time of day
● Location
● Platform
● Content adjacency
How do they do it?
That’s how
 Thank You
sheshank.reddy@gmail.com
Hi
Sell me something boring
External HDD
Ask some
questions
Digital Marketing Analytics
Analytics
 Discovery

Interpretation
Communication
Meaningful Patterns
When

Implemen
Situation Marketing
Mission Mix t
Analysis Plan
& Control
 Where Outdoo
r

1. Social Media (One-to-many)

2. Chat (One-to-one)
3. Online Video
Objecti
4. Streaming Video Digital
ve
Print
5. Streaming Audio
6. Reading
7. Gaming
8. Shopping
9. News
10. Travel Televisi
on
Why
● Planning
● Monitoring
● Course Correction
● Interpretation
● Learning
Measured
Managed
Terminology.
Quickly.
Visit
Visit
One individual visitor who arrives at your
web site and proceeds to browse.

Counted again if the same visitor returns

after the session ends.
User
User
A unique visitor

Counted only once within a defined period

Session
Session
Period of time that a user is actively
engaged with your website

Ends when you navigate away from the site,

close the browser window or time-out due to
inactivity
Bounce Rate
Bounce Rate
% of single page visits
Direct - Channel
Direct
Came directly to website

Typed in the URL or clicked a bookmark

Organic
Organic
Came from a search engine results page
Paid Search
Paid Search
Came from a Search Ad
Referral
Referral
Came from a link on another website

Back Links
Social
Social
Came from a link on Social Media
Email
Email
Came from an email campaign
Metrics, KPI’s and Leading Indicators
What are KPI’s?
● Measurement of activity
● Performance against goals
● Influence on success as defined
Step 1: Goals
Step 2: Activities
Step 3: Metrics
Step 4: Budgets
Let us build a plan
1. Goals
2. Activities
3. Metrics
4. Budgets
Those are metrics. What are KPI’s?
● Measurement of activity
● Performance against goals
● Influence on success as defined
Metrics, KPI’s and Leading Indicators
Metrics, KPI’s and Leading Indicators
 Thank You
sheshank.reddy@gmail.com
Hi
We spoke about...
Big Data Analytics
● Volume
● Variety
● Velocity
● Veracity
The AirBNB Story
● 2008 - Founded
● 2010 - Data Scientist
● 7 people in an apartment
● New Business Model
● Any insight is ground breaking
The AirBNB Story
● 2008 - Founded
● 2010 - Data Scientist
● 7 people in an apartment
● New Business Model
● Any insight is ground breaking
The AirBNB Story
● 2015 - 43,000% Growth
● 10 Million + Guests
● Valuation exceeds Hyatt
● How do we continue to create magic the same way?
Basic Principles
Data isn’t numbers, it’s people
People not numbers
● Recreate the sequence of events
● Indirectly - What they like and don’t like

“this property is more attractive than that one, I find these features useful but
those — not so much”
Proactive partnership vs. reactive
stats-gathering
Partnership
● Good + Impact = Great
● Insights to influence decisions
● Decisions have the intended effect
Customer-driven decisions
Customer driven
Wrestling the train from the monkey
That’s how does it.
Shall we get past some technical stuff now?
How is content delivered online?
on airbnb?
Basic terms
Website - collection of web pages of code.

Web server - computer that receives the request for a web page sent by your
browser

Browser - connects your computer to the server through an IP address

IP address - obtained from Domain Name System by translating the URL

https://www.airbnb.co.in/ 23.45.148.247:
Basic terms
Website - collection of web pages of code.

Web server - computer that receives the request for a web page sent by your
browser

Browser - connects your computer to the server through an IP address

IP address - obtained from Domain Name System by translating the URL

https://www.airbnb.co.in/ 23.45.148.247:
But… What is a web-page?
So web content can be
● Documents
● Data
● Forms
● Applications
● Services
● Images
● Animations
● Audio
● Video
● ...
Advertisers, Networks & Publishers
Advertisers, Networks & Publishers
 Thank You
sheshank.reddy@gmail.com
Hi
Google Analytics is
good at _____
Play Video
Quick exercise
● Who should they be targeting?
● Where
● And how?
How can GA help?
How?
● Demographic
● Psychographic
● Behavioural
● Time / Dayparting
● Data
● Technology
Demographic
Demographic
● Age
● Gender
● Income
● Location
● Education
● Marital Status
Psychographic
Data
● 1st & 3rd Party Databases
● Lookalikes
Technology
● Device
● Browser
● OS
● Resolution
Behavioural
● Purchase History
● Browsing History
● Product Usage
● Immediate context
How though?
Persistence
Urchins, Cookies & Scripts
Let’s click on an ad
Google UTM
● URL
● Traffic Source
● Medium
● Campaign Name
● Keywords
● Content
How do I recognise a user?
● Browser Information
● UTM
● Cookie
● Tracking Pixel / Web Beacon / JavaScript Tag
● Facebook Pixel
● Post Login
Cookies are basic
How do I recognise a user?
● Browser Information
● UTM
● Cookie
● Tracking Pixel / Web Beacon / JavaScript Tag
● Facebook Pixel
● Post Login
What does a Pixel log?
● Operating System
● Website or email
● Client type
● Screen resolution
● Time
● Activities
● IP and Location
Coming to Analytics
Web Analytics
● Google Analytics
● Google Website Optimizer
● Piwik
● Open Web Analytics
● Site Meter
● Chart Intelligence / Panguin
Social Media Analytics
● Facebook Insights ● Buffer
○ Quintly ● Simply Measured
● Instagram Insights ● Sprout Social / Hootsuite
○ Websta
● Keyhole
● Twitter Analytics
● Mention
○ Followerwonk / Audiense
○ Talkwalker
○ Tweetreach
● Pinterest Analytics
● Viralwoot
● Tailwind
● Social Bakers
○ Rival IQ
● Cyfe
Video Analytics
● YouTube
● Vimeo
Google isn’t everything
But it is getting there
Google Analytics
Answers questions
● Acquisition – How many?
● Audience – Who?
● Goals – What?
● Collaboration
● Campaigns
 Time Check
sheshank.reddy@gmail.com
 1
Analyze
EVERYTHING
 2
Measure twice
Cut once
 3
Don’t be a
tool
 Thank You
sheshank.reddy@gmail.com
Hi
Consumer
Journey
The simplistic model
Marketing Funnel
Or simply
Though in reality

Life
Something
expensive
A realistic model
● Need
Incident
A realistic model
● Need
○ Triggers
■ Internal
■ External
● Information
 $ 500

What phone!

A Samsung Something B Sony Something

: :
C Apple Something D Google Something
: :
 $ 500

What phone!

A Samsung Something B Sony Something

: :
C Apple Something D Google Something
: :
 $ 500

What phone!

A Samsung Something B Sony Something

: :
C Apple Something D Google Something
: :
A realistic model
● Need
○ Triggers
■ Internal
■ External
● Information
○ Friend
○ Experts
○ Retailers
● Shortlist
○ Friend
○ Experts
○ Retailers
A realistic model
● Need
○ Triggers
■ Internal
■ External
● Information
○ Friend
○ Experts
○ Retailers
● Shortlist
○ Friend
○ Experts
○ Retailers
● Purchase
○ ...
Marketing Touchpoints
Marketing Touchpoints
opportunities for intervention
WatchFinder
Challenge
● Premium watch purchases are a drawn out, time-consuming affair

● Less that 1% conversion rate

Goals
● Encourage visitors to return and complete a purchase
● Encourage visitors to visit the London flagship
Approach
● 20 behavioural segments
● Extrapolated intent
○ Funnel stage
○ ISP
Results
● RoI of 1300%
● 34% lower CPA
Attribution
the bane of a marketer
Attribution Models
● Last Interaction
● Last Non Direct Click
● Last Google Ads Click
● First Interaction
● Linear
● Time Decay
● Position Based
Last Interaction
100% to Last Interaction
Last Non Direct Click
Last click, ignoring the ‘Direct’ channel
Last Google Ads Click
What it says
First Interaction
100% to First Interaction
Linear
Equal weightage to all interactions
Time Decay
Reducing weightage in reverse chronological order

Most recent interaction gets the highest weightage

and finally … Position Based
40% to first interaction

40% to last interaction

20% split evenly between all other interactions

Attribution
it is your prerogative
 Thank You
sheshank.reddy@gmail.com
Hi
We looked at...

WatchFinder
Remember?
● Premium watch purchases are a drawn out, time-consuming affair

● Less that 1% conversion rate

Goals
● Encourage visitors to return and complete a purchase
● Encourage visitors to visit the London flagship
Google Analytics is
good at _____
 Surprise Quiz
metrics
2 Questions Only
Q1. WatchFinder wants to run a Facebook Campaign to build awareness of the London
Flagship Store. They’ve narrowed down the Facebook TG to 0.7 Million people. How many
unique ad impressions do they need to serve at a CTR (Click-through-rate) of 9% to get 10,000
visitors to their website landing page? (Assume Zero Bounce Rate and choose the closest
answer).
a. 9,000
b. 100k
c. Approximately 3.7 Million
d. None of the above

Q2. For the Facebook campaign in the previous question, if they achieve a Cost-Per-Click of
GBP 9, How much will they spend on this Facebook campaign alone?
a. 90,000
b. 100k
c. 8,100
d. Can’t say
How did you do?
2 Questions Only
Q1. WatchFinder wants to run a Facebook Campaign to build awareness of the London
Flagship Store. They’ve narrowed down the Facebook TG to 0.7 Million people. How many
unique ad impressions do they need to serve at a CTR (Click-through-rate) of 9% to get 10,000
visitors to their website landing page? (Assume Zero Bounce Rate and choose the closest
answer).
a. 9,000
b. 100k
c. Approximately 3.7 Million
d. None of the above

Q2. For the Facebook campaign in the previous question, if they achieve a Cost-Per-Click of
GBP 9, How much will they spend on this Facebook campaign alone?
a. 90,000
b. 100k
c. 8,100
d. Can’t say
We discussed
Attribution
Attribution Models
● Last Interaction
● Last Non Direct Click
● Last Google Ads Click
● First Interaction
● Linear
● Time Decay
● Position Based
Micro Case
Play Video
Challenge
● Creating a unified view of the various digital marketing touchpoints
Goals
● Use channels more efficiently
● Improve RoI by budgeting according to the channel’s impact
Solution
● Attribution modelling
● Revealed Display was undervalued by 400%
● Contextual messaging to deliver funnel-stage and device appropriate content
● Targets the van rental business
Results
● 5 Weeks
● 1.8 Million Impressions
● 370k completed views
● 635% increase in Van Related Keywords
● 45x conversions from display
Google Analytics is
good at _____
While crafting a campaign...
 3
Key Principles
 1
Brand
led
 2
Consumer
obsessed
 3
Product
driven
Thoughts?
 Time Check
sheshank.reddy@gmail.com
bonus Mini Case Study
Play Video
Challenge
● EE is a small brand owned by BT
● The last step of customer acquisition happens, largely, in stores where
customers choose a plan, pay and pick up their SIM
● How do you justify search ad spend when your transactions are not
happening online?
Solution
● Geo-targeting
● Identified pairs of very similar regions
○ Similar demographics
○ Similar market share
○ Like Edinburgh and Belfast
● 24 Regions of UK
● 12 Test and 12 Control
○ ‘Test’ got geo-targeted Search Ads
○ ‘Control’ got no search ads
Results
● GBP 2.32 ROAS
Google Analytics is
good at _____
 Thank You
sheshank.reddy@gmail.com