[  Data  driven  marke.

ng  ]  
Reducing  waste  and  increasing   relevance  through  targe3ng  

[  Using  data  to  reduce  waste  ]  
Media  a8ribu.on
Op.mising  channel  mix  
 

Increasing  relevance  

Targe.ng     Tes.ng   $$$  

Improving  usability  

August  2010  

©  Datalicious  Pty  Ltd  

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[  Increase  revenue  by  10-­‐20%  ]  
By  coordina.ng  the  consumer’s  end-­‐to-­‐end  experience,   companies  could  enjoy  revenue  increases  of  10-­‐20%.  

Google:  “get  more  value  from  digital  marke.ng”     or  h8p://bit.ly/cAtSUN  
August  2010   ©  Datalicious  Pty  Ltd  
Source:  McKinsey  Quarterly,  2010  

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[  The  consumer  data  journey  ]  
To  transac.onal  data   To  reten.on  messages  

From  suspect  to  
Time

 

prospect  

To  customer  
Time

 

From  behavioural  data  
August  2010   ©  Datalicious  Pty  Ltd  

From  awareness  messages  
4  

[  Coordina.on  across  channels  ]      
Genera.ng   awareness  
TV,  radio,  print,   outdoor,  search   marke3ng,  display   ads,  performance   networks,  affiliates,   social  media,  etc  

Crea.ng   engagement  
Retail  stores,  call   centers,  brochures,   websites,  landing   pages,  mobile  apps,   online  chat,  etc  

Maximising   revenue  
Outbound  calls,  direct   mail,  emails,  SMS,  etc  

Off-­‐site   targe.ng  
August  2010  

On-­‐site   targe.ng  
©  Datalicious  Pty  Ltd  

Profile     targe.ng  
5  

[  Combining  targe.ng  plaZorms  ]  
Off-­‐site   targe3ng  

Profile   targe3ng  

On-­‐site   targe3ng  

August  2010  

©  Datalicious  Pty  Ltd  

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[  Targe.ng  plaZorms  ]  
§  Off-­‐site  targe3ng  
–  Ad  networks:  Google,  Yahoo,  ValueClick,  etc   –  Ad  servers:  DoubleClick,  Eyeblaster,  Atlas,  etc  

§  On-­‐site  targe3ng  
–  Paid:  Omniture  Test&Target  (Offerma3ca,  TouchClarity),   Memetrics  (Accenture),  Op3most  (Autonomy),  Ke[a   (Acxiom),  AudienceScience,  Maxymiser,  Amadesa,  etc   –  Free:  BTBuckets,  Google  Analy3cs,  etc  

§  Profile  targe3ng  
–  Email  pla^orms:  Inxmail,  Trac3on,  Returnity,  etc   –  Marke3ng  automa3on:  Aprimo,  Unica,  Eloqua,  etc  
August  2010   ©  Datalicious  Pty  Ltd   7  

[  Combining  technology  plaZorms  ]  

On-­‐site     segments  

Off-­‐site   segments  

On  and  off-­‐site  targe.ng  plaZorms  should  use     iden.cal  triggers  to  sort  visitors  into  segments  
August  2010   ©  Datalicious  Pty  Ltd   8  

August  2010  

©  Datalicious  Pty  Ltd  

9  

August  2010  

©  Datalicious  Pty  Ltd  

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[  Combining  data  sets  ]  
Web  analy.cs  data  

Customer  data  

+  
©  Datalicious  Pty  Ltd  

The  whole  is  greater     than  the  sum  of  its  parts  

3rd  party  data  

August  2010  

11  

[  Behaviours  plus  transac.ons  ]  
Site  Behaviour  
browsing,  checkout,  etc  
tracking  of  content  preferences   tracking  of  purchase  funnel  stage  

CRM  Profile  

products,  brands,  features,  etc  
tracking  of  external  campaign  responses  

search  terms,  referrers,  etc  
tracking  of  internal  promo3on  responses  

emails,  internal  search,  etc  

+  
©  Datalicious  Pty  Ltd  

one-­‐off  collec3on  of  demographical  data     customer  lifecycle  metrics  and  key  dates   predic3ve  models  based  on  data  mining  

age,  gender,  address,  etc  

profitability,  expira.on,  etc   propensity  to  buy,  churn,  etc  
historical  data  from  previous  transac3ons  

average  order  value,  points,  etc  

UPDATED  CONTINUOUSLY  

UPDATED  OCCASIONALLY  

August  2010  

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[  Overes.ma.ng  unique  visitors  ]  
The  study  examined  data     from  two  of  the  UK’s  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   overes3mated  visitors  by  up  to  7.6  3mes  whilst  a  cookie-­‐based   approach  overes.mated  visitors  by  up  to  2.3  .mes.        

Google:  ”red  eye  cookie  report  pdf”  or  h8p://bit.ly/cszp2o  

Source:  White  Paper,  RedEye,  2007  

[  Maximise  iden.fica.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  iden3fica3on  through  Cookies  

Weeks  

Datalicious  SuperCookie  
Persistent  Flash  cookie  that  cannot  be  deleted  

August  2010  

©  Datalicious  Pty  Ltd  

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August  2010  

©  Datalicious  Pty  Ltd  

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[  Sample  site  visitor  composi.on  ]  
30%  new  visitors  with  no   previous  website  history   aside  from  campaign  or   referrer  data  of  which   maybe  50%  is  useful   30%  repeat  visitors  with   referral  data  and  some   website  history  allowing   50%  to  be  segmented  by   content  affinity   10%  serious   prospects   with  limited   profile  data  
17  

30%  exis.ng  customers  with  extensive   profile  including  transac3onal  history  of   which  maybe  50%  can  actually  be   iden3fied  as  individuals    
August  2010   ©  Datalicious  Pty  Ltd  

[  Developing  a  targe.ng  matrix  ]  
Phase   Awareness   Considera.on   Purchase  Intent   Up/Cross-­‐Sell   Segment  A   Segment  B   Channels  

[  Developing  a  targe.ng  matrix  ]  
Phase   Awareness   Considera.on   Purchase  Intent   Up/Cross-­‐Sell   Segment  A   Seen  this?   Great  feature!   Great  value!   Add  this!   Segment  B   Channels   Social,  display,   search,  etc   Social,  search,   website,  etc   Search,  site,   emails,  etc   Direct  mail,   emails,  etc  

[  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  efficiently  target  crap  to  your  customers.   Faster  then  you  could  ever  have  yourself.”  

[  Keys  to  effec.ve  targe.ng  ]  
1.  2.  3.  4.  5.  6.  7.  8.  Define  success  metrics   Define  and  validate  segments   Develop  targe3ng  and  message  matrix     Transform  matrix  into  business  rules   Develop  and  test  content   Start  targe3ng  and  automate   Keep  tes3ng  and  refining   Communicate  results  
©  Datalicious  Pty  Ltd   21  

August  2010  

[  ClickTale  tes.ng  case  study  ]  

Google:  “change  one  word  double  conversion”     or  h8p://bit.ly/bpyqFp  
August  2010   ©  Datalicious  Pty  Ltd   22  

“Analyse  to  op.mise”    
In  Melbourne  &  Sydney   October/November   By  Datalicious  

ADMA  short  course  

August  2010  

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23  

cbartens@datalicious.com     ADMA  Forum  Stand  347     www.datalicious.com    
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