[  Digital  Measurement  ]  

Analy&cs  workshop  on  how  to  turn   data  into  ac&onable  insights  

[  Company  history  ]  
  Datalicious  was  founded  in  2007     Strong  Omniture  web  analy&cs  history     One-­‐stop  data  agency  with  specialist  team     Combina&on  of  analysts  and  developers     Making  data  accessible  and  ac&onable     Driving  industry  best  prac&ce     Evangelizing  use  of  data  
June  2010   ©  Datalicious  Pty  Ltd   2  

[  Challenging  clients  ]  

June  2010  

©  Datalicious  Pty  Ltd  

3  

[  Data  driven  marke:ng  ]    
Data  
Pla<orms  
Data  collec:on  and  processing   Web  analy:cs  solu:ons   Omniture,  Google  Analy:cs,  etc   Tagless  online  data  capture   End-­‐to-­‐end  data  pla<orms   IVR  and  call  center  repor:ng   Single  customer  view  

Insights  
Repor:ng  
Data  mining  and  modelling   Customised  dashboards   Media  aKribu:on  models   Market  and  compe:tor  trends   Social  media  monitoring   Online  surveys  and  polls   Customer  profiling  

Ac:on  

Applica:ons  
Data  usage  and  applica:on   Marke:ng  automa:on   Aprimo,  Trac:on,  Inxmail,  etc   Targe:ng  and  merchandising   Internal  search  op:misa:on   CRM  strategy  and  execu:on   Tes:ng  programs  

June  2010  

©  Datalicious  Pty  Ltd  

4  

[  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  

5  

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010  

[  Capturing  data  ]  
June  2010   ©  Datalicious  Pty  Ltd   6  

[  Digital  data  is  cheap  ]  

June  2010  

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

7  

[  Digital  data  op:ons  ]  
+Social  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Accuracy  Whitepaper  for  web  analy&cs,  Brian  CliWon,  2008  

8  

[  On-­‐site  analy:cs  tools  ]  

Google:     ”forrester  wave     web  analy:cs  pdf”     or     hKp://bit.ly/aTLAKT  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Forrester  Wave  Web  Analy&cs,  2009  

9  

[  What  pla<orm  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,  shiW  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

 

 
10  

June  2010  

©  Datalicious  Pty  Ltd  

[  Governance  and  data  integrity  ]  

June  2010  

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

11  

[  Free  off-­‐site  analy:cs  tools  ]  
                    hSp://www.google.com/trends     hSp://www.google.com/sktool   hSp://www.google.com/insights/search   hSp://www.google.com/webmasters   hSp://www.google.com/adplanner   hSp://www.google.com/videotarge&ng   hSp://www.keywordspy.com     hSp://www.compete.com   hSp://www.alexa.com     hSp://wiki.kenburbary.com    
©  Datalicious  Pty  Ltd   12  

June  2010  

[  Search  at  all  stages  ]  

In  Australia  Google  has  a  market  share     of  almost  90%  of  all  searches,  making     it  a  very  large  and  reliable  data  sample  
June  2010   ©  Datalicious  Pty  Ltd  
Source:  Inside  the  Mind  of  the  Searcher,  Enquiro  2004  

13  

[  Search  call  to  ac:on  for  offline  ]  

June  2010  

©  Datalicious  Pty  Ltd  

14  

[  Client  side  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  

15  

[  Tag-­‐less  data  capture  ]  

Google:  “atomic  labs”       www.atomiclabs.com  
June  2010   ©  Datalicious  Pty  Ltd   16  

[  Overes:ma:on  of  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   overes&mated  visitors  by  up  to  7.6  &mes  whilst  a  cookie-­‐based   approach  overes:mated  visitors  by  up  to  2.3  :mes.  

Google:  ”red  eye  cookie  report  pdf”  or  hKp://bit.ly/cszp2o  
June  2010   ©  Datalicious  Pty  Ltd  
Source:  White  Paper,  RedEye,  2007  

17  

[  Maximise  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  

June  2010  

©  Datalicious  Pty  Ltd  

18  

Datalicious  SuperCookie  
Persistent  Flash  cookie  that  cannot  be  deleted  

June  2010  

©  Datalicious  Pty  Ltd  

19  

[  Mobile  page  headers  ]  

MSISDN  =  Mobile  Number  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Mobile  Tracking,  Omniture,  2008  

20  

[  Single-­‐sign  on  ]  
Facebook  Connect  gives  your   company  the  following  data   and  more  with  just  one  click!  
ID,  first  name,  last  name,  middle  name,   picture,  affilia&ons,  last  profile  update,   &me  zone,  religion,  poli&cal  interests,   interests,  sex,  birthday,  aSracted  to   which  sex,  why  they  want  to  meet   someone,  home  town,  rela&onship   status,  current  loca&on,  ac&vi&es,  music   interests,  tv  show  interests,  educa&on   history,  work  history,  family  and  email    

Need  anything  else?  
21  

June  2010  

©  Datalicious  Pty  Ltd  

[  Research  online,  shop  offline  ]  

Google:  ”digital  future  report  2009  pdf”  or  hKp://bit.ly/ZkLvr  

June  2010  

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

22  

[  Offline  sales  driven  by  online  ]  
Tying  offline  conversions  back  to  online  campaign  and  research  behavior  using   standard  cookie  technology  by  triggering  virtual  online  order  confirma&on   pages  for  offline  sales  using  email  receipts.  
Website.com   Research   Phone   Orders   Credit  Check   Fulfilment  

@   @   @  

Virtual  Order   Confirma:on  

Adver:sing     Campaign  

Website.com   Research  

Retail   Orders  

Credit  Check   Fulfilment  

Virtual  Order   Confirma:on  

Website.com   Research  

Online   Orders  

Online  Order   Confirma:on  

Credit  Check   Fulfilment  

Virtual  Order   Confirma:on  

Cookie  

Cookie  

Cookie  

June  2010  

©  Datalicious  Pty  Ltd  

23  

[  Summary:  Capturing  data  ]  
  Plenty  of  data  sources  and  plajorms     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   24  

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010  

[  Genera:ng  insights  ]  
June  2010   ©  Datalicious  Pty  Ltd   25  

[  Corporate  data  journey  ]  
Stage  1   Stage  2  

Data  
Sophis&ca&on

Insights  

  Ac:on  
Stage  3

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,  shiW  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

 

 
26  

June  2010  

©  Datalicious  Pty  Ltd  

[  The  ideal  analyst  ]  
  Business  minded     Technically  savvy  
–  Semng  realis&c  improvement  goals   –  Bridging  gap  between  business  and  IT   –  Raising  awareness  for  the  value  of  data   –  Needs  to  be  taken  serious  across  organisa&on   –  Able  to  analyse  without  loyalty  conflict    
©  Datalicious  Pty  Ltd   27  

  Strong  sales  skills  

  Seniority  and  experience     Posi&on  within  hierarchy  
June  2010  

[  Process  is  key  to  success  ]  

June  2010  

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

28  

[  Defining  metrics  frameworks  ]  
Media  and  search  data   Website,  call  center  and  retail  data  

Reach   (Awareness)  

Engagement  
(Interest  &  Desire)  

Ac:on  
(Ac&on)  

+Buzz  
(Sa&sfac&on)  

Quan&ta&ve  and  qualita&ve  research  data   Social  media  data   Social  media  

June  2010  

©  Datalicious  Pty  Ltd  

29  

[  Key  metrics  by  website  type  ]  

June  2010  

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

30  

[  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   31  

[  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   32  

[  Addi:onal  success  metrics  ]  
Click   Through  

$  

Click   Through  

Add  To  Cart  

Cart   Checkout  

?  

$  

Click   Through  

Bounce   Rate  

Pages  Per   Visit  

Video   Views  

$  

Click   Through  

Call  back   requests  

Store   Searches  

?  

$  

June  2010  

©  Datalicious  Pty  Ltd  

33  

Exercise:  Metrics  framework  

June  2010  

©  Datalicious  Pty  Ltd  

34  

[  Exercise:  Metrics  framework  ]  
Stage   Reach   Engagement   Ac:on   +Buzz  
June  2010   ©  Datalicious  Pty  Ltd   35  

Metrics  

Data  Sources  

[  Exercise:  Metrics  framework  ]  
Stage   Reach   Engagement   Ac:on   +Buzz  
June  2010  

Metrics   Impressions,   Searches   Video  Views,   Product  Views   Orders,   Store  Searches   Comments,   Men:ons  
©  Datalicious  Pty  Ltd  

Data  Sources   Ad  Server,     Google   Web  Analy:cs   Pla<orm   Web  Analy:cs,   Call  Center   Social  Analy:cs   Pla<orm  
36  

[  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  

June  2010  

37  

[  Behaviours  vs.  transac:ons  ]  
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  

+  
©  Datalicious  Pty  Ltd  

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  

June  2010  

38  

[  Store  searches  vs.  actual  loca:ons  ]  

June  2010  

©  Datalicious  Pty  Ltd  

39  

[  Enriching  customer  profiles  ]  

All  you  need  is  an  address  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Hitwise,  2006  

40  

[  Hitwise  Mosaic  segment  swing  ]  
australia.com  vs.  newzealand.com   australia.com  vs.  bulafiji.com    

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Hitwise,  2006  

41  

[  Hitwise  Mosaic  segment  swing  ]  
australia.com  vs.  newzealand.com  
australia.com  vs.  newzealand.com  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Hitwise,  2006  

42  

[  Single  source  of  truth  ]  

Insights  
June  2010   ©  Datalicious  Pty  Ltd  

Repor:ng

 

43  

[  De-­‐duplica:on  across  channels  ]  
Paid     Search   Bid     Mgmt  

$  

Banner     Ads  

Ad     Server   Central   Analy:cs   Pla<orm  

$  

Email     Blast  

Email   Pla<orm  

$  

Organic   Search  

Google   Analy:cs  

$  

June  2010  

©  Datalicious  Pty  Ltd  

44  

Thinking  outside  the  box  

June  2010  

©  Datalicious  Pty  Ltd  

45  

[  Search  and  brand  strength  ]  

June  2010  

©  Datalicious  Pty  Ltd  

46  

[  Search  and  the  product  lifecycle  ]  
Nokia  N-­‐Series  

www.google.com/trends  

Apple  iPhone  
June  2010   ©  Datalicious  Pty  Ltd   47  

[  Search  and  media  planning  ]  
www.google.com/adplanner  

June  2010  

©  Datalicious  Pty  Ltd  

48  

June  2010  

©  Datalicious  Pty  Ltd  

49  

June  2010  

©  Datalicious  Pty  Ltd  

50  

Fiat  500:  Online  influencing  offline  

Google:  “slideshare  fiat  500  case  study”  or  hKp://bit.ly/lh7bx  

June  2010  

©  Datalicious  Pty  Ltd  

51  

[  Search  driving  offline  crea:ve  ]  

June  2010  

©  Datalicious  Pty  Ltd  

52  

June  2010  

©  Datalicious  Pty  Ltd  

53  

Sen:ment  analysis:  People  vs.  machine  

June  2010  

Google:  “people  vs  machines  debate”  or  hKp://bit.ly/8VbtB  

©  Datalicious  Pty  Ltd  

54  

[  Social  metrics  and  tools  ]  

Google:     ”slideshare     al:meter  report”     or     hKp://bit.ly/c8uYXT  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Social  Marke&ng  Analy&cs,  Al&meter,  2010  

55  

Exercise:  Sta:s:cal  significance  

June  2010  

©  Datalicious  Pty  Ltd  

56  

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  

©  Datalicious  Pty  Ltd  

57  

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?   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  

©  Datalicious  Pty  Ltd  

58  

[  Summary:  Genera:ng  insights  ]  
  Right  resources  and  processes  are  key     Define  a  flexible  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   59  

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010  

[  Taking  ac:on  ]  
June  2010   ©  Datalicious  Pty  Ltd   60  

[  How  to  drive  ROI  ]  
  Increasing  revenue  
–  Increasing  overall  amount  of  sales     –  Increasing  the  average  revenue  per  sale  

  Reducing  costs  
–  Increasing  media  effec&veness   –  Increasing  website  conversion  rates   –  Increasing  online  self-­‐service  usage  

  Improving  customer  experience  
–  Reducing  steps  necessary  to  complete  a  task   –  Perceived  value  or  quality  of  the  final  solu&on  
June  2010   ©  Datalicious  Pty  Ltd   61  

[  How  to  drive  ROI  ]  
Media  or  how  to  op:mise  the  channel  mix   Targe:ng  or  how  to  increasing  relevance   Tes:ng  or  how  to  maximise  conversion  

June  2010  

©  Datalicious  Pty  Ltd  

62  

[  Success  aKribu: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  
63  

June  2010  

©  Datalicious  Pty  Ltd  

[  First  vs.  last  click  aKribu: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    
64  

June  2010  

©  Datalicious  Pty  Ltd  

[  Path  to  purchase  ]  
Banner     Click   SEM   Generic   Partner   Site   Direct     Visit  

$  

Banner     View  

SEO   Generic  

$  

TV   Ad  

SEO   Branded  

Banner     Click  

$  

Print     Ad  

Social     Media  

Email   Update  

Direct     Visit  

$  

June  2010  

©  Datalicious  Pty  Ltd  

65  

[  Forrester  media  aKribu:on  ]  
Google:     ”forrester   aKribu:on   framework  pdf”     or     hKp://bit.ly/ dnbnzY  

June  2010  

©  Datalicious  Pty  Ltd  
Source:  Forrester,  2009  

66  

[  Customer  data  journey  ]  
To  transac:onal  data   To  reten:on  messages  

From  suspect  to  
Time

 

prospect  
Time

 

To  customer  

From  behavioural  data  
June  2010   ©  Datalicious  Pty  Ltd  

From  awareness  messages  
67  

June  2010  

©  Datalicious  Pty  Ltd  

68  

June  2010  

©  Datalicious  Pty  Ltd  

69  

[  Matching  segments  are  key  ]  

On-­‐site     segments  

Off-­‐site   segments  

On  and  off-­‐site  targe:ng  pla<orms  should  use     iden:cal  triggers  to  sort  visitors  into  segments  
June  2010   ©  Datalicious  Pty  Ltd   70  

[  Off-­‐site  targe:ng  pla<orms  ]  
  Ad  servers  
–  Google/DoubleClick   –  Eyeblaster   –  Faciliate   –  Atlas   –  Etc  

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

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

June  2010  

©  Datalicious  Pty  Ltd  

71  

[  On-­‐site  targe:ng  pla<orms  ]  
                      Test&Target  (Omniture,  Offerma&ca,  TouchClarity)   Memetrics  (Accenture)   Op&most  (Autonomy)   KeWa  (Acxiom)   AudienceScience   Maxymiser   Amadesa   Certona   SiteSpect   BTBuckets  (free)   Google/DoubleClick  Ad  Server  (free)  
©  Datalicious  Pty  Ltd   72  

June  2010  

[  Prospect  targe:ng  parameters  ]  

June  2010  

©  Datalicious  Pty  Ltd  

73  

[  Vodafone  affinity  targe:ng  ]  
Different  type  of     visitors  respond  to     different  ads.  By   using  category   affinity  targe&ng,     response  rates  are     liWed  significantly     across  products.  
Message   Blackberry  Bold   5GB  Mobile  Broadband   Blackberry  Storm   12  Month  Caps   CTR  By  Category  Affinity   Postpay   Prepay   Broadb.   Business  

+ -

+

+ + -

+ + +
74  

June  2010  

©  Datalicious  Pty  Ltd  

[  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  
June  2010   ©  Datalicious  Pty  Ltd   75  

[  Coordinate  the  experience  ]  
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  hKp://bit.ly/cAtSUN  
June  2010   ©  Datalicious  Pty  Ltd  
Source:  McKinsey  Quarterly,  2010  

76  

[  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  

77  

Exercise:  Targe:ng  matrix  

June  2010  

©  Datalicious  Pty  Ltd  

78  

[  Exercise:  Targe:ng  matrix  ]  
Phase   Awareness   Considera:on   Purchase  Intent   Up/Cross-­‐Sell   Reten:on  
June  2010   ©  Datalicious  Pty  Ltd   79  

Segment  A  

Segment  B  

[  Exercise:  Targe:ng  matrix  ]  
Phase   Awareness   Considera:on   Purchase  Intent   Up/Cross-­‐Sell   Reten:on  
June  2010  

Segment  A   Seen  this?   Great  feature!   Great  value!   Add  this!   Discount?  
©  Datalicious  Pty  Ltd  

Segment  B  

80  

[  ClickTale  tes:ng  case  study  ]  

Google:  “change  one  word  double  conversion”     or  hKp://bit.ly/bpyqFp  
June  2010   ©  Datalicious  Pty  Ltd   81  

[  Tes:ng  pla<orms  ]  
                    Test&Target  (Omniture,  Offerma&ca,  TouchClarity)   Memetrics  (Accenture)   Op&most  (Autonomy)   KeWa  (Acxiom)   Maxymiser   Amadesa   SiteSpect   ClickTale  (cheap)   Unbounce  (cheap)   Google  Website  Op&miser  (free)  
©  Datalicious  Pty  Ltd   82  

June  2010  

[  Summary  ]  
  There  is  no  magic  formula  for  ROI     Focus  on  the  en&re  conversion  funnel     Media  aSribu&on  is  hard  but  necessary     Neither  first  nor  last  click  method  works     Create  a  coordinated  targeted  experience     Content  is  always  king  no  maSer  what     Test,  learn  and  refine  con&nuously  
June  2010   ©  Datalicious  Pty  Ltd   83  

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June  2010   84  

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