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>  Marke(ng  Data  Strategy  <  

Smart  data  driven  marke-ng  

>  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  
PlaIorms  

Insights  
Analy(cs  
  Data  mining  and  modelling     Customised  dashboards     Tableau,  SpoIire,  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  plaIorms     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  

©  Datalicious  Pty  Ltd  

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>  Clients  across  all  industries  

June  2010  

©  Datalicious  Pty  Ltd  

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>  Today  
  Capturing  data  
–  Op-ons,  limita-ons,  innova-ons  

  Genera-ng  insights  
–  Process,  metrics,  examples  

  Taking  ac-on  
–  Media,  targe-ng,  tes-ng  

June  2010  

©  Datalicious  Pty  Ltd  

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Ques(ons?  
Yell  out  or  tweet  @datalicious  

 

June  2010  

©  Datalicious  Pty  Ltd  

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Clive  Humby:  Data  is  the  new  oil  

June  2010  

©  Datalicious  Pty  Ltd  

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Oil  and  data  come  at  a  price  

June  2010  

©  Datalicious  Pty  Ltd  

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>  Google  Ngram:  Privacy    

June  2010  

©  Datalicious  Pty  Ltd  

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Collec(ng  data     for  the  sake  of  it   or  to  add  value   to  customers?  
June  2010   ©  Datalicious  Pty  Ltd   11  

Product   Partners   Price  

Marke(ng  
Process  

Mix
Physical   Evidence  

 

Place  

People  

Promo(on  

June  2010  

©  Datalicious  Pty  Ltd  

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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010  

>  Capturing  data  
June  2010   ©  Datalicious  Pty  Ltd   13  

>  Digital  data  is  plen(ful  and  cheap      

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Omniture  Summit,  MaV  Belkin,  2007  

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>  Digital  metric  categories  
+Social  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Accuracy  Whitepaper  for  web  analy-cs,  Brian  CliYon,  2008  

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>  What  plaIorm  to  use  
Stage  1:  Data   Stage  2:  Insights   Stage  3:  Ac(on  

Third  par-es  control   most  data,  ad  hoc   repor-ng  only,  i.e.     what  happened?  

Data  is  fully  owned     in-­‐house,  advanced   predic-ve  modelling   Data  is  being  brought     in-­‐house,  shiY  towards   and  trigger  based   insights  genera-on  and   marke-ng,  i.e.  what     will  happen  and     data  mining,  i.e.  why   making  it  happen!   did  it  happen?  
Time,  Control

Sophis-ca-on

 

 
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June  2010  

©  Datalicious  Pty  Ltd  

>  Governance  and  data  integrity  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Omniture  Summit,  MaV  Belkin,  2007  

17  

>  Tag-­‐less  data  capture  

Google:  “atomic  labs”       www.atomiclabs.com  
June  2010   ©  Datalicious  Pty  Ltd   18  

>  Google  data  in  Australia    

Source:  hVp://www.hitwise.com/au/resources/data-­‐centre  
June  2010   ©  Datalicious  Pty  Ltd   19  

>  Search  at  all  stages    

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Inside  the  Mind  of  the  Searcher,  Enquiro  2004  

20  

>  Search  call  to  ac(on  for  offline    

June  2010  

©  Datalicious  Pty  Ltd  

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June  2010  

©  Datalicious  Pty  Ltd  

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>  PURLs  boos(ng  DM  response  rates  
Text  

June  2010  

©  Datalicious  Pty  Ltd  

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>  Unique  phone  numbers  
  1  unique  phone  number    
–  Phone  number  is  considered  part  of  the  brand   –  Media  origin  of  calls  cannot  be  established   –  Added  value  of  website  interac-on  unknown  

  2-­‐10  unique  phone  numbers  
–  Different  numbers  for  different  media  channels   –  Exclusive  number(s)  reserved  for  website  use   –  Call  origin  data  more  granular  but  not  perfect   –  Difficult  to  rotate  and  pause  numbers  
June  2010   ©  Datalicious  Pty  Ltd   24  

>  Unique  phone  numbers  
  10+  unique  phone  numbers  
–  Different  numbers  for  different  media  channels   –  Different  numbers  for  different  product  categories   –  Different  numbers  for  different  conversion  steps   –  Call  origin  becoming  useful  to  shape  call  script   –  Feasible  to  pause  numbers  to  improve  integrity   –  Different  numbers  for  different  website  visitors   –  Call  origin  and  -me  stamp  enable  individual  match   –  Call  conversions  matched  back  to  search  terms  
©  Datalicious  Pty  Ltd   25  

  100+  unique  phone  numbers  

June  2010  

>  Jet  Interac(ve  phone  call  data  

June  2010  

©  Datalicious  Pty  Ltd  

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>  Poten(al  calls  to  ac(on    
                    Unique  click-­‐through  URLs   Calls  to  ac(on   can  help  shape   Unique  vanity  domains  or  URLs   the  customer   Unique  phone  numbers   experience  not   Unique  search  terms   just  evaluate   Unique  email  addresses   responses   Unique  personal  URLs  (PURLs)   Unique  SMS  numbers,  QR  codes   Unique  promo-onal  codes,  vouchers   Geographic  loca-on  (Facebook,  FourSquare)   Plus  regression  analysis  of  cause  and  effect  
©  Datalicious  Pty  Ltd   27  

June  2010  

>  Cookie  based  tracking  process    

What  if:  Someone  deletes  their  cookies?  Or  uses  a  device   that  does  not  support  JavaScript?  Or  uses  two  computers   (work  vs.  home)?  Or  two  people  use  the  same  computer?  
June  2010   ©  Datalicious  Pty  Ltd  
Source:  Google  Analy-cs,  Jus-n  Cutroni,  2007  

28  

>  Duplica(on  across  channels    
Paid     Search   Bid     Mgmt  

$  

Banner     Ads  

Ad     Server  

$  

Email     Blast  

Email   PlaIorm  

$  

Organic   Search  

Google   Analy(cs  

$  

June  2010  

©  Datalicious  Pty  Ltd  

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>  De-­‐duplica(on  across  channels    
Paid     Search  

$  

Banner     Ads   Central   Analy(cs   PlaIorm   Email     Blast  

$  

$  

Organic   Search  

$  

June  2010  

©  Datalicious  Pty  Ltd  

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>  Datalicious  SuperTag  

Ad  Sever,   Paid  Search  

SuperTag  

Web   Analy-cs  

Use  the  same  business  rules  to  trigger  conversions     across  all  plaIorms  to  reduce  discrepancies  
June  2010   ©  Datalicious  Pty  Ltd   31  

>  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  

32  

>  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  
June  2010   ©  Datalicious  Pty  Ltd   33  

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

June  2010  

©  Datalicious  Pty  Ltd  

34  

>  Online  form  best  prac(ce  
Maximise  data  integrity   Age  vs.  year  of  birth   Free  text  vs.  op-ons  

Use  auto-­‐complete     wherever  possible  
June  2010   ©  Datalicious  Pty  Ltd   35  

>  Research  online,  shop  offline    

June  2010  

©  Datalicious  Pty  Ltd  
Source:  2008  Digital  Future  Report,  Surveying  The  Digital  Future,  Year  Seven,  USC  Annenberg  School  

36  

>  Offline  sales  driven  by  online  
Adver(sing     campaign   Phone   order   Credit  check,   fulfilment  

Retail   order  

Confirma(on   email  

Website   research  

Online   order  

Online  order   confirma(on  

Virtual  order   confirma(on  

Cookie  

June  2010  

©  Datalicious  Pty  Ltd  

37  

>  Summary:  Capturing  data  
  Plenty  of  data  sources  and  planorms     Especially  search  is  great  free  data  source     Maintaining  data  integrity  takes  effort     Cookie  technology  has  its  limita-ons     New  tag-­‐less  technologies  emerging     Maximise  iden-fica-on  points     Offline  can  be  -ed  to  online  
June  2010   ©  Datalicious  Pty  Ltd   38  

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010  

>  Genera(ng  insights  
June  2010   ©  Datalicious  Pty  Ltd   39  

>  Corporate  data  journey    
Stage  1   Stage  2  

Data  
Sophis-ca-on

Insights  
“Followers”  

  Ac(on  
Stage  3
“Leaders”  

“Laggards”   Third  par-es  control   most  data,  ad  hoc   repor-ng  only,  i.e.     what  happened?  

Data  is  fully  owned     in-­‐house,  advanced   predic-ve  modelling   Data  is  being  brought     in-­‐house,  shiY  towards   and  trigger  based   insights  genera-on  and   marke-ng,  i.e.  what     will  happen  and     data  mining,  i.e.  why   making  it  happen!   did  it  happen?  
Time,  Control

 

 
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June  2010  

©  Datalicious  Pty  Ltd  

>  Process  is  key  to  success    

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Omniture  Summit,  MaV  Belkin,  2007  

41  

>  AIDA  and  AIDAS  formulas    
Old  media   New  media  

Awareness  

Interest  

Desire  

Ac(on  

Sa(sfac(on  

Social  media  

June  2010  

©  Datalicious  Pty  Ltd  

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>  Simplified  AIDAS  funnel    

Reach  
(Awareness)

 

Engagement  
(Interest  &  Desire)  

Conversion  
(Ac-on)  

+Buzz  
(Sa-sfac-on)  

June  2010  

©  Datalicious  Pty  Ltd  

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>  Marke(ng  is  about  people    

People   reached  

40%  

People   engaged  

10%  

People   converted  

1%  

People   delighted  

June  2010  

©  Datalicious  Pty  Ltd  

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>  Addi(onal  funnel  breakdowns    
Brand  vs.  direct  response  campaign  

People   reached  

40%  

People   engaged  

10%  

People   converted  

1%  

People   delighted  

New  prospects  vs.  exis-ng  customers  

June  2010  

©  Datalicious  Pty  Ltd  

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New  vs.  returning  visitors  

June  2010  

©  Datalicious  Pty  Ltd  

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AU/NZ  vs.  rest  of  world  

June  2010  

©  Datalicious  Pty  Ltd  

47  

>  Poten(al  funnel  breakdowns    
                        Brand  vs.  direct  response  campaign   New  prospects  vs.  exis-ng  customers   Baseline  vs.  incremental  conversions   Compe--ve  ac-vity,  i.e.  none,  a  lot,  etc   Segments,  i.e.  age,  loca-on,  influence,  etc   Channels,  i.e.  search,  display,  social,  etc   Campaigns,  i.e.  this/last  week,  month,  year,  etc   Products  and  brands,  i.e.  iphone,  htc,  etc   Offers,  i.e.  free  minutes,  free  handset,  etc   Devices,  i.e.  home,  office,  mobile,  tablet,  etc  
©  Datalicious  Pty  Ltd   48  

June  2010  

>  Conversion  funnel  1.0  
Campaign  responses   Conversion  funnel  

Product  page,  add  to  shopping  cart,  view  shopping  cart,   cart  checkout,  payment  details,  shipping  informa-on,   order  confirma-on,  etc  

Conversion  event  
June  2010   ©  Datalicious  Pty  Ltd   49  

>  Conversion  funnel  2.0  
Campaign  responses  (inbound  spokes)  
Offline  campaigns,  banner  ads,  email  marke-ng,     referrals,  organic  search,  paid  search,     internal  promo-ons,  etc      

Landing  page  (hub)  
   

Success  events  (outbound  spokes)  

Bounce  rate,  add  to  cart,  cart  checkout,  confirmed  order,     call  back  request,  registra-on,  product  comparison,     product  review,  forward  to  friend,  etc  
June  2010   ©  Datalicious  Pty  Ltd   50  

>  Addi(onal  success  metrics  
Click   Through  

$  

Click   Through  

Add  To   Cart  

Cart   Checkout  

?  

$  

Click   Through  

Bounce   Rate  

Pages  Per   Visit  

Avg  Cart   Value  

$  

Click   Through  

Call  back   requests  

Store   Searches  

>  ...  

$  

June  2010  

©  Datalicious  Pty  Ltd  

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Exercise:  Sta(s(cal  significance  

June  2010  

©  Datalicious  Pty  Ltd  

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How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?   How  many  orders  do  you  need  to  test  6  banner  execu(ons     if  you  serve  1,000,000  banners  

June  2010  

Google  “nss  sample  size  calculator”  

©  Datalicious  Pty  Ltd  

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How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   369  for  each  ques(on  or  369  complete  responses   How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?  And  email  sends?   381  per  subject  line  or  381  x  2  =  762  email  opens   How  many  orders  do  you  need  to  test  6  banner  execu(ons     if  you  serve  1,000,000  banners?   383  sales  per  banner  execu(on  or  383  x  6  =  2,298  sales  

June  2010  

Google  “nss  sample  size  calculator”  

©  Datalicious  Pty  Ltd  

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Exercise:  Metrics  framework  

June  2010  

©  Datalicious  Pty  Ltd  

55  

>  Exercise:  Metrics  framework    
Level   Level  1,   people   Level  2,   strategic   Level  3,   tac(cal   Funnel   breakdowns  
June  2010   ©  Datalicious  Pty  Ltd   56  

Reach  

Engagement  

Conversion  

+Buzz  

>  Exercise:  Metrics  framework    
Level   Level  1,   people   Level  2,   strategic   Level  3,   tac(cal   Funnel   breakdowns  
June  2010  

Reach   People   reached   Display   impressions   Interac(on   rate,  etc  

Engagement   People   engaged  

Conversion   People   converted  

+Buzz   People   delighted  

?   ?  

?   ?  

?   ?  

Exis(ng  customers  vs.  new  prospects,  products,  etc  

©  Datalicious  Pty  Ltd  

57  

>  Establishing  a  baseline  
Switch  all  adver-sing  off  for  a  period   of  -me  (unlikely)  or  establish  a  smaller   control  group  that  is  representa-ve  of   the  en-re  popula-on  (i.e.  search  term,   geography,  etc)  and  switch  off  selected   channels  one  at  a  -me  to  minimise   impact  on  overall  conversions.  

June  2010  

©  Datalicious  Pty  Ltd  

58  

>  Combining  data  sources  
Website  behavioural  data  

Campaign  response  data  

+  
©  Datalicious  Pty  Ltd  

The  whole  is  greater     than  the  sum  of  its  parts  

Customer  profile  data  

June  2010  

59  

>  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  

+  
©  Datalicious  Pty  Ltd  

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  
60  

>  Sample  customer  level  data    

June  2010  

©  Datalicious  Pty  Ltd  

61  

>  Enhancing  data  sources  
Customer  profile  data  

Geo-­‐demographic  data  

+  
©  Datalicious  Pty  Ltd  

The  whole  is  greater     than  the  sum  of  its  parts  

3rd  party  data  

June  2010  

62  

>  Geo-­‐demographic  segments  

June  2010  

©  Datalicious  Pty  Ltd  

63  

June  2010  

©  Datalicious  Pty  Ltd  

64  

>  Hitwise  Mosaic  segment  swing  
australia.com  vs.  newzealand.com   australia.com  vs.  bulafiji.com    

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Hitwise,  2006  

65  

>  Single  source  of  truth  repor(ng  

Insights  
June  2010   ©  Datalicious  Pty  Ltd  

Repor(ng

 

66  

June  2010  

©  Datalicious  Pty  Ltd  

67  

Thinking  outside  the  box  

June  2010  

©  Datalicious  Pty  Ltd  

68  

>  Store  locator  searches  

June  2010  

©  Datalicious  Pty  Ltd  

69  

>  Search  and  brand  strength    

June  2010  

©  Datalicious  Pty  Ltd  

70  

>  Search  and  media  planning    

June  2010  

©  Datalicious  Pty  Ltd  

71  

>  Search  driving  offline  crea(ve    

June  2010  

©  Datalicious  Pty  Ltd  

72  

>  Importance  of  calendar  events    

Traffic  spikes  or  other  data  anomalies  without  context  are   very  hard  to  interpret  and  can  render  data  useless  
June  2010   ©  Datalicious  Pty  Ltd   73  

>  Summary:  Genera(ng  insights  
  Right  resources  and  processes  are  key     Define  a  standardised  metrics  framework     Maintain  framework  to  enable  comparison     Combine  data  sets  for  hidden  insights       Establish  a  single  (data)  source  of  truth     Think  outside  the  box  and  across  channels     Data  does  not  equal  significance  
June  2010   ©  Datalicious  Pty  Ltd   74  

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010  

>  Taking  ac(on  
June  2010   ©  Datalicious  Pty  Ltd   75  

>  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   76  

>  Campaign  flow  and  calls  to  ac(on    
=  Paid  media   =  Viral  elements   =  Coupons,  surveys  

Organic     search  

PR,  WOM,   events,  etc  

YouTube,     blog,  etc  

Home  pages,   portals,  etc  

Paid     search  

TV,  print,     radio,  etc  

Direct  mail,     email,  etc   C1  

Landing  pages,   offers,  etc   C2  

Display  ads,   affiliates,  etc  

CRM   program  

Facebook   Twi;er,  etc   C3  

POS  kiosks,   loyalty  cards,  etc  

Call  center,     retail  stores,  etc  

June  2010  

©  Datalicious  Pty  Ltd  

77  

>  Success  a;ribu(on  models    
Banner     Ad   Paid     Search   Organic   Search   $100   Success

$100  

 

Last  channel   gets  all  credit  

Banner     Ad   $100  

Paid     Search  

Email     Blast  

Success

$100  

 

First  channel   gets  all  credit  

Paid     Search   $100  

Banner     Ad   $100  

Affiliate     Referral   $100  

Success

$100  

 

All  channels  get   equal  credit  

Print     Ad   $33  

Social     Media   $33  

Paid     Search   $33  

Success

$100  

 

All  channels  get   par(al  credit  
78  

June  2010  

©  Datalicious  Pty  Ltd  

>  First  and  last  click  a;ribu(on    
Chart  shows   percentage  of   channel  touch   points  that  lead   to  a  conversion.  

Paid/Organic  Search  

Emails/Shopping  Engines  

Neither  first     nor  last-­‐click   measurement   would  provide   true  picture    
79  

June  2010  

©  Datalicious  Pty  Ltd  

>  Full  path  to  purchase  
Introducer   Influencer   Influencer   Closer  

$  

SEM   Generic  

Banner   Click  

Direct     Visit  

SEO   Branded  

Online  

Banner     View  

SEO   Generic  

Affiliate   Click  

Social   Media  

Offline  

TV     Ad  

SEO   Branded  

Direct     Visit  

Email   Update  

Abandon  

June  2010  

©  Datalicious  Pty  Ltd  

80  

>  Understanding  channel  mix  

June  2010  

©  Datalicious  Pty  Ltd  

81  

>  ClearSaleing  media  a;ribu(on  

June  2010  

©  Datalicious  Pty  Ltd  

82  

June  2010  

©  Datalicious  Pty  Ltd  

83  

Targe(ng  

The  right  message   Via  the  right  channel   To  the  right  person   At  the  right  -me  
June  2010   ©  Datalicious  Pty  Ltd   84  

>  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  
85  

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

June  2010  

©  Datalicious  Pty  Ltd  

86  

>  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   87  

June  2010  

©  Datalicious  Pty  Ltd  

88  

>  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  
©  Datalicious  Pty  Ltd  

Profile     targe(ng  
89  

>  Combining  targe(ng  plaIorms    
Off-­‐site   targe-ng  

Profile   targe-ng  

On-­‐site   targe-ng  

June  2010  

©  Datalicious  Pty  Ltd  

90  

June  2010  

©  Datalicious  Pty  Ltd  

91  

Take  a  closer   look  at  our   cash  flow   solu(ons   June  2010   ©  Datalicious  Pty  Ltd   92  

June  2010  

©  Datalicious  Pty  Ltd  

93  

>  Combining  technology    

On-­‐site     segments  

Off-­‐site   segments  

CRM  

June  2010  

©  Datalicious  Pty  Ltd  

94  

>  Datalicious  SuperTag  

  One  tag  for  all  sites  and  planorms     Hosted  internally  or  externally     Fast  tag  implementa-on/updates     Eliminates  JavaScript  caching     Enables  code  tes-ng  on  live  site     Enables  heat  map  implementa-on     Enables  redirects  for  A/B  tes-ng     Enables  network  wide  re-­‐targe-ng     Enables  live  chat  implementa-on     Plus  mul--­‐channel  media  aVribu-on  
June  2010   ©  Datalicious  Pty  Ltd   95  

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

+ -

+

+ + -

+ + +
96  

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

5GB  Mobile  Broadband   Blackberry  Storm   12  Month  Caps  

©  Datalicious  Pty  Ltd  

>  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  
June  2010   ©  Datalicious  Pty  Ltd   97  

>  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  
98  

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  

Exercise:  Targe(ng  matrix  

June  2010  

©  Datalicious  Pty  Ltd  

99  

>  Exercise:  Targe(ng  matrix  
Purchase   Cycle   Default,   awareness   Research,   considera(on   Purchase   intent   Reten(on,   up/cross-­‐sell  
June  2010   ©  Datalicious  Pty  Ltd   100  

Segments:  Colour,  price,   product  affinity,  etc  

Media   Channels  

Data     Points  

>  Exercise:  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  
101  

>  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.”  
June  2010   ©  Datalicious  Pty  Ltd   102  

>  ClickTale  tes(ng  case  study    

June  2010  

©  Datalicious  Pty  Ltd  

103  

>  Developing  a  tes(ng  matrix  
Test   Test  #1A     Test  #1B   Segment   Content   KPIs   Poten(al   Results  

New   Conversion   Next  step,   prospects   form  A   order,  etc   New   Conversion   Next  step,   prospects   form  B   order,  etc   New   Conversion   Next  step,   prospects   form  N   order,  etc  

?   ?   ?   ?  

?   ?   ?   ?  
104  

Test  #1N  

?  
June  2010  

?  

?  

?  

©  Datalicious  Pty  Ltd  

>  Summary  
  There  is  no  magic  formula  for  ROI     Focus  on  the  en-re  conversion  funnel     Media  aVribu-on  is  hard  but  necessary     Neither  first  nor  last  click  method  works     Create  a  coordinated  targeted  experience     Content  is  always  king  no  maVer  what     Test,  learn  and  refine  con-nuously  
June  2010   ©  Datalicious  Pty  Ltd   105  

Don’t  wait     for  be;er  data,   get  started  now.  
June  2010   ©  Datalicious  Pty  Ltd   106  

cbartens@datalicious.com     blog.datalicious.com     twi;er.com/datalicious    
June  2010   ©  Datalicious  Pty  Ltd   107  

Contact  me   Learn  more   Follow  me  

Data  >  Insights  >  Ac(on  

June  2010  

©  Datalicious  Pty  Ltd  

108  

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