Marketing

Analytics

Case study

TRAINING FOR THE

FINAL EXAM
The case: ACTORS
HASBRO is the brand behind a variety of children’s toys…
The case: ACTORS
Amp Agency worked for 25 Hasbro brands on:
 managing both paid and organic search (SEO and SEM),
 creative online advertising,
 global analytics reporting
 analysis across all digital platforms (media, search, site,
and social).
They also figured out what was working -and what wasn’t-
in their marketing spend to help improve ROI.
  Gain more clarity on the impact of
the main touch points that influence
shoppers before, during, and after
they engage with the brand online.

The case:  Find patterns in engagements that

GOALS correlate with conversions.

 Understand how investments in

specific channels affect performance
on other channels.
 One of the benefits of hiring a digital
marketing agency is that they have
The case. specialized skills and team members
that you may not have at your
Advanced company.
statistical
skills
For example, Amp was able to put
required statisticians to work on Hasbro for
more precise and high-level
behavioral analyses.
 Amp used third-party data to
analyze browsing behavior of
customers before they bought
from the toy company.
The case. This way, they were able to better
Tracking understand the factors that
« off-site » influence people to buy from a
pre-purchase company like Hasbro.
customer By understanding the different
journey aspects of the customer journey
before transactions take place,
Hasbro was able to get a much
clearer picture as to where to put
their marketing dollars
 Analyzing further what customers did once
on Hasbro’s site was also interesting: the
content that customers were engaging with,
the content that preceded conversions, the
The case. content that reduced conversions, etc.
Analizing Amp used advanced predictive modeling
engagement techniques to analyze customer behavior
across Hasbro sites to figure out exactly
with « on-site » which types of content to create in order to
content before guide customers through the purchase
conversions process more effectively.
This helped Hasbro understand what they
needed to change about their content
strategy, UX, and design to get the most
conversions.
 The agency then used econometric modeling
techniques to analyze media investment,
which resulted in insights into the ROI of
various marketing channels. This helped
Hasbro see how all the marketing channels
work together to help generate conversions
on the site. The results achieved by the
The case. agency here include better understanding for
Optimizing their client about the entire end-to-end
customer journey.
marketing
By knowing the behavioral patterns of
spend & ROI customers before they interact with the
Hasbro brand, the patterns of customer
interactions with the site before making a
purchase, and how all the marketing
channels work together, Hasbro was able to
optimize their marketing spend to get better
ROI.
 QUESTION 1
Which key types of marketing
analytics are evoked in this case?
This part of the course helps here
None of the following analytical techniques apply to the case
NOT RELEVANT IN THIS CASE, EITHER…
(just predictive modelling to assess effectivity of contents)
The following analytics are at the core of the case: tracking off-site and on-site behavior
of customers (WEB ANALYTICS), identifying patterns of engagement all along the
process of conversion (CUSTOMER JOURNEY ANALYSIS), and measuring the contribution
of touchpoints/channels in the « path to purchase » (ATTRIBUTION MODELLING)
NOT RELEVANT IN THIS CASE…
NOT RELEVANT IN THIS CASE…
Another analytical technique not listed above but
very explicitely described in the case report

The agency then used

econometric modeling techniques to analyze media
investment, which resulted in insights into the ROI
of various marketing channels (…)
to optimize their marketing spend to get better ROI.
 QUESTION 2
Which key types of marketing
analytics are evoked in this case?
We use the classical data-based value
creation process
 DATA SOURCES > CAPABILITIES > ANALYTICS > VALUE

 I propose to make out the process according to the

following steps:
1. What are the objectives and the targeted marketing VALUE?
2. What should be computed to meet the goals? = ANALYTICS
3. Recap of the useful DATA SOURCES as an input of the process
4. Recap of some key skills and tools crucial to the process =
CAPABILITIES
VALUE
 The project is about optimizing marketing campaigns,
marketing communication contents and channels
 Help decide what, where, when, and to whom communicate
to optimize conversion and sales
 Optimal allocation of marketing and communication spend…
for a maximized Return on Investment (ROI)
 Relevant KPIs are mainly value-to-firm (V2F) oriented:
• Scores of contributions of touch points and campaign
• Sales volumes online
• ROI of communication
 DATA & ANALYTICAL
PROCESS
STEP ANALYTICS DATA
“Gain more clarity on the impact of Web analytics Browsing and
searching activities
1 the main touch points that influence
shoppers before, during, and after
Customer
journey (keywords) + Exposure
they engage with the brand online” modelling to ads offsite , Clicks…
“Find patterns in engagements that Attribution Onsite clicks, internal
correlate with conversions + modelling browsing, key on-site
2 Understand how investments in events to track
specific channels affect performance Predictive
on other channels” modelling Transaction data
Cost of marketing
Econometric campaigns
3 Calculate campaign costs and ROI modelling
Sales volumes
CAPABILITIES
 INFORMATION AVAILABLE IN THE TEXT
 High-level statistical and econometric skills
=> resort to specialized partner: Amp agency
 Third-party partner to get the about browsing activity of
customers before they engage with company’s website

 ADDITIONAL SUGGESTIONS
 Use of Google Analytics
 Prepare tracking with marketing and communication teams
(…)
 Assessment criteria
Assuming 4 points would be alloted
0,5 0,8 1 (+)
There is a confusion
with the model and it The proposed model The model is the
has a minor
Use the model penalizes the discrepancy with the expected one (and
exhaustiveness of the even a refined version)
expected one
report
Correctness of At least one important Minor Correct classification
classification misclassification misclassification of all the items
Process almost all the Processes all the
Completeness of Identifies several elements of the text elements (and is able
analysis elements and doesn’t miss any to extrapolate
key ones accurately)
Identify relevant Identifies key expected Identifies key expected Identifies all the
items not explicit in concept/extrapolation
but misses at least an
concept/extrapolation
but misses some
obvious ones (+
extrapolates with
the case important one minor one prescion)