>  Effec've  Targe'ng  <  

Coordinate  the  user  experience     to  boost  conversions  

>  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  
June  2010   ©  Datalicious  Pty  Ltd   2  

>  Smart  data  driven  marke'ng  
“Using  data  to  widen  the  funnel”  

Media  A>ribu'on  &  Modeling
Op'mise  channel  mix,  predict  sales  

 

Targeted  Direct  Marke'ng    
Increase  relevance,  reduce  churn  

Tes'ng  &  Op'misa'on  
Remove  barriers,  drive  sales  

Boos'ng  ROI  
June  2010   ©  Datalicious  Pty  Ltd   3  

>  Wide  range  of  data  services  
Data  
PlaKorms  

Insights  
Analy'cs  
  Data  mining  and  modelling     Customised  dashboards     Tableau,  SpoKire,  SPSS,  etc     Media  a>ribu'on  models     Market  and  compe'tor  trends     Social  media  monitoring     Customer  profiling  

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  plaKorms     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    

June  2010  

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>  Clients  across  all  industries  

June  2010  

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Ques'ons?  
Tweet  @datalicious  
 

June  2010  

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Targe'ng  

The  right  message   Via  the  right  channel   To  the  right  person   At  the  right  ?me  
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>  Increase  revenue  by  10-­‐20%    
Capture  internet  traffic  
Capture  50-­‐100%  of  fair  market  share  of  traffic  

Increase  consumer  engagement  

Exceed  50%  of  best  compe?tor’s  engagement  rate    

Capture  qualified  leads  and  sell   Building  consumer  loyalty  

Convert  10-­‐15%  to  leads  and  of  that  20%  to  sales  

Build  60%  loyalty  rate  and  40%  sales  conversion  

Increase  online  revenue  
June  2010   ©  Datalicious  Pty  Ltd  

Earn  10-­‐20%  incremental  revenue  online  
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>  New  consumer  decision  journey  
The  consumer  decision  process  is  changing  from  linear  to  circular.  

June  2010  

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>  New  consumer  decision  journey  
The  consumer  decision  process  is  changing  from  linear  to  circular.  

Online  research     Change  increases   the  importance  of   experience  during   research  phase.  
June  2010   ©  Datalicious  Pty  Ltd   10  

June  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  
June  2010   ©  Datalicious  Pty  Ltd  

From  awareness  messages  
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>  Coordina'on  across  channels        
Genera'ng   awareness  
TV,  radio,  print,   outdoor,  search   marke?ng,  display   ads,  performance   networks,  affiliates,   social  media,  etc  

Crea'ng   engagement  
Retail  stores,  in-­‐store   kiosks,  call  centers,   brochures,  websites,   mobile  apps,  online   chat,  social  media,  etc  

Maximising   revenue  
Outbound  calls,  direct   mail,  emails,  social   media,  SMS,  mobile   apps,  etc  

Off-­‐site   targe'ng  
June  2010  

On-­‐site   targe'ng  
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Profile     targe'ng  
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>  Integra'ng  targe'ng  plaKorms    
Off-­‐site   targe?ng  

Profile   targe?ng  

On-­‐site   targe?ng  

June  2010  

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>  Combining  data  sources  
Website  behavioural  data  

Campaign  response  data  

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The  whole  is  greater     than  the  sum  of  its  parts  

Customer  profile  data  

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>  Transac'ons  plus  behaviours  
CRM  Profile  
one-­‐off  collec?on  of  demographical  data     customer  lifecycle  metrics  and  key  dates   predic?ve  models  based  on  data  mining  

Site  Behaviour  

age,  gender,  address,  etc  

profitability,  expira'on,  etc   propensity  to  buy,  churn,  etc  
historical  data  from  previous  transac?ons  

average  order  value,  points,  etc  

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browsing,  checkout,  etc  
tracking  of  content  preferences  

tracking  of  purchase  funnel  stage  

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

search  terms,  referrers,  etc  
tracking  of  internal  promo?on  responses  

emails,  internal  search,  etc  

Updated  Occasionally  
June  2010  

Updated  Con'nuously  
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>  Sample  customer  level  data    

June  2010  

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>  Unique  visitor  overes'ma'on    
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   overes?mated  visitors  by  up  to  7.6  ?mes  whilst  a  cookie-­‐based   approach  overes'mated  visitors  by  up  to  2.3  'mes.    
June  2010   ©  Datalicious  Pty  Ltd  
Source:  White  Paper,  RedEye,  2007  

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>  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  iden?fica?on  through  Cookies  

Weeks  
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>  Customer  profiling  in  ac'on    
Using  website  and  email  responses   to  learn  a  lifle  bite  more  about   subscribers  at  every     touch  point  to  keep    refining  profiles   and  messages.  

June  2010  

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>  Combining  ad  plaKorms  

On-­‐site     segments  

Off-­‐site   segments  

CRM  

June  2010  

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>  The  Datalicious  SuperTag  
Ad     Servers   Media   A>ribu'on     Paid     Search  

Web   Analy'cs  

SuperTag  

Affiliate   Programs  

Live     Chat   A/B  Tes'ng   Heat  Maps  

Behavioral   Targe'ng  

Easily  implement  and  update   any  tag  on  any  websites  without   IT  involvement.     De-­‐duplicate  conversions  and   collect  media  afribu?on  data  to   boost  return  on  ad  spend.     Implement  complex  re-­‐targe?ng   strategies  across  plagorms  to   increase  response  rates.     Enable  advanced  features  such   heat  maps,  tes?ng  and  live  chat   to  op?mise  conversions.  
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Apple   iPhone  4  

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Apple  iPhone  4  

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>  Affinity  re-­‐targe'ng  in  ac'on    
Different  type  of     visitors  respond  to     different  ads.  By   using  category   affinity  targe?ng,     response  rates  are     lihed  significantly     across  products.  
Message   Blackberry  Bold   CTR  By  Category  Affinity   Postpay   Prepay   Broadb.   Business  

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+ + -

+ + +
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Google:  “vodafone   omniture  case  study”     or  h>p://bit.ly/de70b7  
June  2010  

5GB  Mobile  Broadband   Blackberry  Storm   12  Month  Caps  

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>  Ad-­‐sequencing  in  ac'on  
Marke?ng  is  about   telling  stories  and   stories  are  not  sta?c   but  evolve  over  ?me  

Ad-­‐sequencing  can  help  to   evolve  stories  over  ?me  the     more  users  engage  with  ads  
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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  
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30%  exis'ng  customers  with  extensive   profile  including  transac?onal  history  of   which  maybe  50%  can  actually  be   iden?fied  as  individuals    
June  2010   ©  Datalicious  Pty  Ltd  

>  Search  call  to  ac'on  for  offline    

June  2010  

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>  PURLs  boos'ng  DM  response  rates  
Text  

June  2010  

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>  Unique  phone  numbers  
2  out  of  3  callers   hang  up  as  they   cannot  get  their     informa?on  fast   enough.     Unique  phone   numbers  can   help  improve   call  experience.  

June  2010  

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>  Developing  a  targe'ng  matrix  
Purchase   Cycle   Default,   awareness   Research,   considera'on   Purchase   intent   Reten'on,   up/cross-­‐sell  
June  2010  

Segments:  Colour,  price,   product  affinity,  etc   Have  you     seen  A?   A  has  great     features!   A  delivers   great  value!   Why  not   buy  B?   Have  you     seen  B?   B  has  great     features!   B  delivers   great  value!   Why  not   buy  A?  
©  Datalicious  Pty  Ltd  

Media   Channels   Display,   search,  etc   Search,   website,  etc   Website,   emails,  etc   Direct  mails,   emails,  etc  

Data     Points   Default   Ad  clicks,   prod  views   Cart  adds,   checkouts   Email  clicks,   logins,  etc  
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>  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.”  
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>  Google  Ngram:  Privacy    

June  2010  

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Collec'ng  data     for  the  sake  of  it   or  to  add  value   to  customers?  
June  2010   ©  Datalicious  Pty  Ltd   37  

cbartens@datalicious.com     blog.datalicious.com     twi>er.com/datalicious    
June  2010   ©  Datalicious  Pty  Ltd   38  

Contact  me   Learn  more   Follow  me  

Data  >  Insights  >  Ac'on  

June  2010  

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