[  Digital  Direct  Marke.

ng  ]  
From  prospect  to  customer  –  smart       targe/ng  at  different  stages  of  the   customer  lifecycle  

That  is  human  nature.  Users  inform  us  of   their  preferences  through  online  behaviour.   The  ability  to  make  these  insights  ac.onable   and  to  deliver  more  relevant  content  creates   a  be@er  experience  for  users  as  well  as   be@er  results  for  businesses.  

Everyone  has  preferences.    

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[  Overview  ]  
  Targe/ng  basics  
–  –  –  –  –  –  –  –  –  Targe/ng  applica/ons   Targe/ng  approaches   Affinity  vs.  one-­‐to-­‐one   Targe/ng  op/ons   AHribu/ng  success   Off-­‐site  providers   On-­‐site  providers   Technology  limita/ons   Integra/on  op/ons  

  Targe/ng  technology  

  Targe/ng  management  

–  Strategy  development   –  Internal  processes   –  Poten/al  segments  
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[  Targe.ng  basics  ]  
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[  Targe.ng  applica.ons  ]    
  Acquisi/on  
–  Convert  prospects  

  Reten/on  
–  Up-­‐sell  and  cross-­‐sell   –  Reduce  churn  

  Branding  
–  Convert  prospects   –  Build  customer  loyalty  
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[  Targe.ng  approaches  ]  
  Contextual  targe/ng  
–  Ads  based  on  viewed  content   –  Anonymous  prospects  (and  customers)  

  Behavioural  targe/ng  
–  Ads  based  on  past  behaviour   –  Anonymous  prospects  (and  customers)  

  Profile  targe/ng  
–  Ads  based  on  user  profile  database   –  Iden/fied  customers  
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[  Affinity  targe.ng  ]    
  Func/on  of  behavioural  targe/ng  
–  Grouping  of  visitors  into  major  segments   –  Based  on  content  and  conversion  behaviour   –  Ease  of  use  vs.  reduced  targe/ng  ability  

  Most  common  affini/es  used  
–  Brand  affinity   –  Image  preference   –  Price  sensi/vity   –  Product  affinity   –  Content  affinity  
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[  Affinity  targe.ng  ]  
Different  type  of     visitors  respond  to     different  ads.  By   using  category   affinity  targe/ng,     response  rates  are     liaed  significantly     across  products.  
Message   Blackberry  Bold   5GB  Mobile  Broadband   Blackberry  Storm   12  Month  Caps   CTR  By  Category  Affinity   Postpay   Prepay   Broadb.   Business  

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[  Targe.ng  op.ons  ]  
  Off-­‐site  
–  Contextual  targe/ng   –  behavioural  targe/ng  
  Based  on  generic  online  behaviour     Based  on  specific  site  behaviour  

  On-­‐site  
–  Contextual  targe/ng   –  behavioural  targe/ng  
  Based  on  specific  site  behaviour  

–  Profile  targe/ng  
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[  A@ribu.ng  success  ]  
  View-­‐through  conversion  
–  Ad  exposure  sufficient  
  All  ads  (or  last)  user  was  exposed  to  receive  conversion  credit     Use  in  combina/on  with  click-­‐through  conversion  tracking     Cookie  expira/on  sedngs  should  be  sensible  

  Click-­‐through  conversion  

–  Ad  click-­‐through  required  

  Only  ads  user  responded  to  can  receive  conversion  credit     Define  what  ad  response  receives  credit  
–  First,  last,  all  equally,  all  par/ally  

  Cookie  expira/on  

–  Define  dura/on  in  days  ads  can  claim  conversion  credit  
  Survey  research  can  help  examine  ad  recollec/on  rate     Usually  different  for  on-­‐site  vs.  off-­‐site  ads  
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[  Success  a@ribu.on  models  ]  
AD  1   AD  2   AD  3   $100  

$100  

Last  ad  gets     all  credit  

AD  1   $100  

AD  2  

AD  3  

$100  

First  ad  gets     all  credit  

AD  1   $100  

AD  2   $100  

AD  3   $100  

$100  

All  ads  get   equal  credit  

AD  1   $33  

AD  2   $33  

AD  3   $33  

$100  

All  ads  get   par.al  credit  
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[  Targe.ng  technology  ]  
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[  Off-­‐site  targe.ng  plaTorms  ]  
  Ad  servers  
–  Eyeblaster   –  DoubleClick   –  Faciliate   –  Atlas   –  Etc  

  Ad  Networks  
–  Google   –  Yahoo   –  ValueClick   –  Adconian   –  Etc  

hHp://en.wikipedia.org/wiki/Contextual_adver/sing,  hHp://hubpages.com/hub/101-­‐Google-­‐Adsense-­‐Alterna/ves,     hHp://en.wikipedia.org/wiki/Central_ad_server,  hHp://www.adopera/onsonline.com/2008/05/23/list-­‐of-­‐ad-­‐servers/,     hHp://lists.econsultant.com/top-­‐10-­‐adver/sing-­‐networks.html,  hHp://www.clickz.com/3633599,  hHp://en.wikipedia.org/wiki/ behavioural_targe/ng      

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[  On-­‐site  targe.ng  plaTorms  ]  
                  Test&Target  (Omniture,  Offerma/ca,  TouchClarity)   Memetrics  (Accenture)   Op/most  (Autonomy)   Keaa  (Acxiom)   AudienceScience   Maxymiser   Amadesa   Certona   SiteSpect  

  BTBuckets  (free,  targe/ng  only)     Google  Website  Op/mizer  (free,  tes/ng  only)  
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[  Matching  segments  are  key  ]  

On-­‐site     segments  

Off-­‐site   segments  

On  and  off-­‐site  targe/ng  plamorms  should  use     iden/cal  triggers  to  sort  visitors  into  segments  
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[  Technology  limita.ons  ]  
  JavaScript     Cookies  
–  Relies  on  JavaScript  to  be  enabled   –  Relies  on  cookies  for  iden/fica/on  

  hHp://blogs.omniture.com/2006/04/08/15-­‐reasons-­‐why-­‐all-­‐ unique-­‐visitors-­‐are-­‐not-­‐created-­‐equal/     Mul/ple  users  per  computer     Mul/ple  computers     Cookie  dele/on  

  Segments     Content  
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–  Can’t  find  profitable  segments   –  Can’t  produce  quality  content  
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[  Integra.on  op.ons  ]    
  Web  analy/cs  
–  Record  behavioural  segments  allocated  through  on-­‐site  targe/ng     plamorm  in  web  analy/cs  plamorm  as  well  for  each  visitor   –  Example:  break  down  site  traffic  and  campaign     responses  by  product  category  affinity   –  Replicate  behavioural  segments  allocated  through  on-­‐site     targe/ng  plamorm  in  off-­‐site  ad  serving  environment     –  Example:  use  on-­‐site  targe/ng  plamorm  to  dynamically  write     ad  server  tags  into  each  page  if  visitor  is  in  specific  segment   –  Implement  on-­‐site  targe/ng  plamorm  tags  on  affiliate     sites  in  order  to  grow  targe/ng  cookie  pool  faster   –  Example:  display  customized  ads  to  first  /me  site  visitors     although  they  have  only  visited  affiliate  sites  so  far  
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  Ad  serving  

  Affiliates  

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[  Integra.on  op.ons  ]    
  Email  
–  Adjust  email  content  for  customers  based  on  behavioural     segments  allocated  through  on-­‐site  targe/ng  plamorm   –  Example:  email  customers  product  sugges/ons  based  on     their  current  content  affinity  and  posi/on  in  purchase  funnel   –  Add  customer  profile  data  to  on-­‐site  behavioural  parameters   –  Example:  record  customer’s  profitability  in  on-­‐site  targe/ng   plamorm  upon  login  on  email  click-­‐through   –  Adjust  on-­‐site  content  based  on  unique  offline  call  to  ac/on   –  Example:  visitors  using  a  specific  call  to  ac/on  see  on-­‐site     ads  matching  the  offline  ads  to  guarantee  consistency  
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  CRM  

  Offline  

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[  Maximise  profiling  data  ]  
website   data  

campaign   data  

customer   data  

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[  Targe.ng  management  ]  
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[  Keys  to  effec.ve  targe.ng  ]  
1.  2.  3.  4.  5.  6.  7.  8.  9.  Define  success   Conduct  research   Define  segments   Validate  segments   Define  content   Test  content   Business  rules   Start  targe/ng   Communicate  results  
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     
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[  Strategy  and  execu.on  ]  
Content  
Success  defini/on   Consumer  research   Segment  defini/on   Segment  valida/on   Content  tes/ng   Business  rules  

Process  
Resource  training   Content  produc/on   Plamorm  maintenance   Campaign  integra/on   Ongoing  repor/ng   Agency  processes  

Ongoing   Targe.ng   Success  

Segments  
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[  Prospect  targe.ng  parameters  ]  

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[  Customer  targe.ng  journey  ]  
Reten/on   Customer  Profile  
Customer  receives  email  with  customized  content,  upgrades  online   Customer  visits  website,  sees  messaging  emphasising  upgrade  benefits   Customer  frequently  visits  specific  product  pages   Customer  reads  news  online,  sees  banner  for  special  customer  offer   Customer  visits  online  help  site  instead  of  calling  call  center   Receives  welcome  email  with  product  FAQ   Prospect  
-­‐12   -­‐11   -­‐10   -­‐9   -­‐8   -­‐7   -­‐6   -­‐5   -­‐4   -­‐3   -­‐2   -­‐1   0  

Customer  

Prospect   receives   reminder   email,   finishes   online  purchase   1   2   3   4   5   6   7   8   9   10   11   12  

Prospects  clicks  on  paid  search,  starts  checkout  using  voucher  but  leaves   Prospect  visits  retail  store  for  demonstra/on,  receives  personalized  voucher   Referral  from  affiliate  site,  prospect  sees  customized  offers  on  site   Prospect  sees  print  ad,  executes  unique  search,  sees  customized  offers  on  site   Prospect  sees  banner  ad,  no  response  

Considera/on  
Weeks  

Visitor  Behaviour  
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[  Add  customer  parameters  ]  
Site  Behaviour  
tracking  of  purchase  funnel  stage  

CRM  Profile  

browsing,  checkout,  etc   products,  brands,  features,  etc   search  terms,  referrers,  etc  
tracking  of  internal  promo/on  responses   tracking  of  external  campaign  responses   tracking  of  content  preferences  

emails,  internal  search,  etc  

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one-­‐off  collec/on  of  demographical  data     customer  lifecycle  metrics  and  key  dates   predic/ve  models  based  on  data  mining  

age,  gender,  address,  etc  

profitability,  expira.on,  etc   propensity  to  buy,  churn,  etc  
historical  data  from  previous  transac/ons  

average  order  value,  points,  etc  

UPDATED  CONTINUOUSLY  

UPDATED  OCCASIONALLY  

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[  Mul.ply  iden.fica.on  points  ]  
Probability  of  iden/fica/on  through  cookie   140%   120%  

100%  

80%  

60%  

40%  

20%  

0%   0   4   8   12   16   20   24   Weeks   28   32   36   40   44   48  

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[  Email  iden.fica.on  points  ]  
Website     research   Phone   Conversion   Fulfilment  

@   @   @  

Online  Receipt   Confirma/on  

Adver/sing   Campaign  

Website     research  

Retail   Conversion  

Fulfilment  

Online  Receipt   Confirma/on  

Website     research  

Online   Conversion  

Online  Order   Confirma/on  

Fulfilment  

Online  Receipt   Confirma/on  

Cookie  ID  

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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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[  About  us  ]  
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[  Datalicious  services  ]  
Data  
Web  Analy.cs  Solu.ons   Marke.ng  System  Integra.on   Cross  Channel  Media  Tracking   Online  Surveys/Panels   Omniture  Specialists   Google  Analy.cs  Specialists  

Insights  
Keyword  Research   Campaign  Repor.ng   Segmenta.on/Data  Mining   Quan.ta.ve  Research   Market/Consumer  Trends   Compe.tor  Analysis  

Ac.on  
Search  Lead  Media   Campaign  Op.misa.on   Internal  Search  Op.misa.on   Targe.ng/Merchandizing   A/B,  Mul.variate  Tes.ng   Staff  Training/Workshops  

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[  Datalicious  clients  ]  

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insights@datalicious.com  

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