[

consumer data journey ]

Chris&an Bartens Digital Analyst, Tourism Australia tourism.australia.com Senior Consultant, Datalicious datalicious.com.au
[ datalicious ]
data : insights : ac6on

[ october 2007 ]

[ datalicious.com.au ]

"I know that 50% of my adver6sing is wasted, I just don't know which half." John Wanamaker

[ october 2007 ]

[ datalicious.com.au ]

101011010100101011110100100101010101000010111110010101010101 001010110010100110100101010011100101001001010100100101001010 010010100111110101010010100100100101001010111010100101010101

[ data is delicious ]
[ october 2007 ] [ datalicious.com.au ]

"It is a capital mistake to theorize before one has data." Sir Arthur Conan Doyle

[ october 2007 ]

[ datalicious.com.au ]

[ digital = 1st hand observa6on ]

[ october 2007 ]

[ datalicious.com.au ]

[ media consump6on ]
media hours per week

66% digital by 2010 50% digital by 2007

Source: Carat
[ october 2007 ] [ datalicious.com.au ]

[ analogue = 2nd hand insights ]

[ october 2007 ]

[ datalicious.com.au ]

[ research instrument ]

[ september 2007 ]

[ datalicious.com.au ]

"It is a capital mistake to theorize before one has all the data." Sir Arthur Conan Doyle

[ october 2007 ]

[ datalicious.com.au ]

101011010100101011110100100101010101000010111110010101010101 001010110010100110100101010011100101001001010100100101001010 010010100111110101010010100100100101001010111010100101010101

[ consumer data journey ]

[ october 2007 ] [ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment
[ october 2007 ]

customer prole
[ datalicious.com.au ]

[ data poles ]

transac6onal
close to customer

removed from customer

strategic

[ october 2007 ]

[ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment
[ october 2007 ]

customer prole
[ datalicious.com.au ]

[ response op6ons ]
digital
search

analogue
phone

ancient
retail store

banner

email wom

www

text

[ october 2007 ]

[ datalicious.com.au ]

[ digital responses ]
ad server, bid management plaMorm site centric tool

impression

interac&on

view through

click through

success event

branding direct response

[ october 2007 ]

[ datalicious.com.au ]

[ digital best prac6ce ]

Ad server or bid management plaMorm
Enable view-through tracking Implement campaign tracking codes
Unique down to crea&ve level

Site centric analy&cs tool

Implement ad server tags on your site Dene and measure success events Dene success event alloca&on

Alterna&vely integrate with web analy&cs plaMorm

First, linear, last campaign response Recommend linear success event alloca&on
[ datalicious.com.au ]

[ october 2007 ]

[ analogue best prac6ce ]

Phone, email, text
Oer wide range of response op&ons Especially mobile response op&ons during down&me Response op&ons unique to each campaign
Poten&ally even unique down to an oer level

Retail stores
Ask your customers for help
Run qualita&ve surveys to ll data gaps

Use vouchers and promo&onal codes

Word of mouth
Trial new technologies (e.g. BuzzMetrics)
[ october 2007 ] [ datalicious.com.au ]

[ examples ]
Does all your oine adver&sing have its own unique call to ac&on down to media channel and placement? Does all your online adver&sing have its own unique tracking codes in the click-through URLs? Are you oering more instant response op&ons besides your website such as phone numbers, email and text messaging to facilitate down&me response? Does your website have its own unique phone number so that you can see what customers are researching online but are conver&ng oine? When these customers convert oine are you asking them specic ques&ons rela&ng to the online media they have been exposed to and responded to?
[ october 2007 ] [ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment
[ october 2007 ]

customer prole
[ datalicious.com.au ]

[ conversion funnel 1.0 ]

campaigns conversion process

visit, product pages, product details, add to shopping cart, shipping informa&on, payment details, order conrma&on, thank you page, etc

success events
[ october 2007 ] [ datalicious.com.au ]

[ conversion funnel 2.0 ]

inbound spokes
campaigns, search, emails, landing pages, home page, naviga&on, internal search, referrers, aliates, cross-sales, etc

hub product page outbound spokes

buy now, learn more, test it, customize it, read reviews, review product, ask expert, contact support, recommend product, view more, etc

[ october 2007 ]

[ datalicious.com.au ]

[ cross and up-sales ]

customer selec&ons
product page views, shopping cart content, product purchases, internal search terms, customer life&me purchases, etc

product combina&ons company sugges&ons

other customers who have liked this also bought this, sta&c cross-sales, dynamic cross-sales, on site behavioural targe&ng, etc
[ october 2007 ] [ datalicious.com.au ]

[ amazon.com ]

[ october 2007 ]

[ datalicious.com.au ]

[ examples ]
Do you make it easy for your consumers to convert oine even if they started the process online? Does your thank you page ask your customers what oine adver&sing they have no&ced as well? Do you store the purchase ID in your main CRM database to connect web analy&cs data with standard CRM data? Are you con&nuously tes&ng dierent versions of your key pages such as the home page and order process pages to op&mize conversion? Are you ac&vely sugges&ng products to your customers using sta&c or dynamic cross-sales techniques on key pages such as the home, product, order process and search results pages?
[ october 2007 ] [ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment
[ october 2007 ]

customer prole
[ datalicious.com.au ]

[ mone6za6on ]
acquisi&on
oine campaigns, online campaigns, search, emails, referrers, aliates, etc

customers & prospects

[ october 2007 ]

mone&za&on

cross-sales, recommend products, re-contact, re-market, surveys, etc

[ datalicious.com.au ]

[ examples ]
Do you know what products each of your customers looked at but did not purchase? Do you iden&fy your email subscribers via unique tracking IDs in the email click-through URLs? Do you include brand messages and product sugges&ons in transac&onal emails? Are you integra&ng web 2.0 technologies into your CRM strategy such as RSS feeds and if so, do you oer just one or more customized feeds? Are you asking your customers about their sugges&ons and desires or are you only tracking their behaviour?
[ october 2007 ] [ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment
[ october 2007 ]

customer prole
[ datalicious.com.au ]

[ where is the money ]

$ $ $ $ $ $ $ $ $

$
[ datalicious.com.au ]

[ october 2007 ]

[ examples ]
Do you know your most valuable customers? Are you communica&ng with your key customers in a dierent way then with your others customers? Do your key customers know that they are your most valuable clients and do they feel the love? Does your customer prole include insights on top referring websites and search terms? Does your customer prole know what type of customers are more likely to respond to a certain key message or crea&ve than others? Can you iden&fy your key customers on your own website in real-&me while they visit?
[ october 2007 ] [ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment
[ october 2007 ]

customer prole
[ datalicious.com.au ]

[ october 2007 ]

[ datalicious.com.au ]

[ segmenta6on studies ]
Hitwise Mosaic

Roy Morgan

prole

TGI

etc

[ october 2007 ]

[ datalicious.com.au ]

[ examples ]
Are you enriching your internal customer proles with insights from external segmenta&on studies? Are you considering external matching parameters for segmenta&on studies when designing internal forms and surveys? Did you know that services like Hitwise can tell you what websites your key customers are more likely to visit than others once you matched them to a MOSAIC prole? Are external segmenta&on studies part of the overall data collec&on and proling strategy or an add on? How many dierent departments, managers and separate budgets would be involved to get to this point in the presenta&on so far?
[ october 2007 ] [ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment
[ october 2007 ]

customer prole
[ datalicious.com.au ]

[ october 2007 ]

[ datalicious.com.au ]

[ october 2007 ]

[ datalicious.com.au ]

[ where are the eyeballs ]

search
organic paid

social
wom viral

display
[ october 2007 ]

online oine

direct
[ datalicious.com.au ]

mail email

[ examples ]
How many dierent marke&ng managers and budgets do you have in your organisa&on? Does your organiza&on maintain separate budgets for online and oine media spend? What drives your marke&ng strategy and media planning? Short-term revenue goals or long-term strategic goals? Is there a formalised process for campaign and insights repor&ng within your company? Are earlier campaign summary reports consulted and passed on to your agencies during the planning process?
[ october 2007 ] [ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment
[ october 2007 ]

customer prole
[ datalicious.com.au ]

[ impressions ]
where

what

when

[ october 2007 ]

[ datalicious.com.au ]

[ reach ]
one2many
volume

one2one
varia&ons
Source: Chris Anderson
[ october 2007 ] [ datalicious.com.au ]

[ frequency ]
where what where what when when

where what when

where what where where what when what when when

[ october 2007 ]

[ datalicious.com.au ]

[ op6misa6on ]
run review revise run review revise run review revise run review revise

improvement

"I know that 50% of my adver6sing is wasted, I just don't know which half." John Wanamaker
Source: M&C Saatchi
[ october 2007 ] [ datalicious.com.au ]

[ examples ]
Do you test your marke&ng communica&on such as emails before they are sent on a smaller sample? What about search or display ads? Do you review and op&mize all your campaigns on an ongoing basis or only at the start? Do your media and crea&ve agencies report back to you on mere metrics or actual improvements they made? Do you work with a separate crea&ve and media agency? How well do they communicate insights to each other? How well does the knowledge transfer between departments inside your own company work or from campaign to campaign?
[ october 2007 ] [ datalicious.com.au ]

[ ques6ons ]
chris6an@datalicious.com.au

[ october 2007 ]

[ datalicious.com.au ]

[ datalicious ]
data : insights : ac6on

[ october 2007 ]

[ datalicious.com.au ]