[  Consumer  Data  Journey  ]  

Chris&an  Bartens   Digital  Analyst,  Tourism  Australia   tourism.australia.com   Senior  Consultant,  Datalicious   datalicious.com.au  
[  datalicious  ]  
data  :  insights  :  ac8on  

[  october  2007  ]  

[  datalicious.com.au  ]  

"I  know  that  50%  of  my     adver8sing  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  observa8on  ]  

[  october  2007  ]  

[  datalicious.com.au  ]  

[  media  consump8on  ]  
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   profile  
[  datalicious.com.au  ]  

[  data  poles  ]  

transac8onal  
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   profile  
[  datalicious.com.au  ]  

[  response  op8ons  ]  
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  prac8ce  ]  
  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   –  Define  and  measure  success  events   –  Define  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  prac8ce  ]  
  Phone,  email,  text  
–  Offer  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  offer  level  

  Retail  stores  
–  Ask  your  customers  for  help  
  Run  qualita&ve  surveys  to  fill  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  offline  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  offering  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  offline?     When  these  customers  convert  offline  are  you  asking     them  specific  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   profile  
[  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  confirma&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,   affiliates,  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     offline  even  if  they  started  the  process  online?     Does  your  ‘thank  you’  page  ask  your  customers  what     offline  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  different  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   profile  
[  datalicious.com.au  ]  

[  mone8za8on  ]  
acquisi&on  
offline  campaigns,  online  campaigns,     search,  emails,  referrers,  affiliates,  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   offer  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   profile  
[  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  different  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  profile  include  insights  on  top   referring  websites  and  search  terms?     Does  your  customer  profile  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   profile  
[  datalicious.com.au  ]  

[  october  2007  ]  

[  datalicious.com.au  ]  

[  segmenta8on  studies  ]  
Hitwise   Mosaic  

Roy   Morgan  

profile  

TGI  

etc  

[  october  2007  ]  

[  datalicious.com.au  ]  

[  examples  ]  
  Are  you  enriching  your  internal  customer  profiles  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  profile?     Are  external  segmenta&on  studies  part  of  the  overall   data  collec&on  and  profiling  strategy  or  an  add  on?     How  many  different  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   profile  
[  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   offline  

direct  
[  datalicious.com.au  ]  

mail     email  

[  examples  ]  
  How  many  different  marke&ng  managers  and   budgets  do  you  have  in  your  organisa&on?     Does  your  organiza&on  maintain  separate  budgets   for  online  and  offline  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   profile  
[  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  ]  

[  op8misa8on  ]  
run   review   revise   run   review   revise   run   review   revise   run   review   revise  

improvement  

"I  know  that  50%  of  my  adver8sing  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  ]  

[  ques8ons  ]  
chris8an@datalicious.com.au  

[  october  2007  ]  

[  datalicious.com.au  ]  

[  datalicious  ]  
data  :  insights  :  ac8on  

[  october  2007  ]  

[  datalicious.com.au  ]  

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