Digi-Tech analytics workshop: Smart data driven marketing

8/6/2019 Digi-Tech analytics workshop: Smart data driven marketing

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>Marke(ngDataStrategy<Smartdatadrivenmarke-ng



>Shortbutsharphistory

Dataliciouswasfoundedlate2007 StrongOmniturewebanaly-cshistory

Now360dataagencywithspecialistteam

Combina-onofanalystsanddevelopers

Carefullyselectedbestofbreedpartners Drivingindustrybestprac-ce(ADMA)

Turningdataintoac-onableinsights Execu-ngsmartdatadrivencampaigns

June2010 ©DataliciousPtyLtd 2



>Smartdatadrivenmarke(ng


MediaA;ribu(on&Modeling

Op(misechannelmix,predictsales

Tes(ng&Op(misa(on

Removebarriers,drivesales

Boos(ngROI

TargetedDirectMarke(ngIncreaserelevance,reducechurn

“Usingdatatowidenthefunnel”



>Widerangeofdataservices


DataPlaorms

Datacollec(onandprocessing

Webanaly(cssolu(ons

Omniture,GoogleAnaly(cs,etc

Tag-lessonlinedatacapture

End-to-enddataplaorms

IVRandcallcenterrepor(ng

Singlecustomerview

InsightsAnaly(csDataminingandmodelling

Customiseddashboards

Tableau,Spoire,SPSS,etc

Mediaa;ribu(onmodels

Marketandcompe(tortrends

Socialmediamonitoring

Customerprofiling

Ac(onCampaignsDatausageandapplica(on

Marke(ngautoma(on

Alterian,SiteCore,Inxmail,etc

Targe(ngandmerchandising

Internalsearchop(misa(on

CRMstrategyandexecu(on

Tes(ngprograms



>Clientsacrossallindustries




>Today

Capturingdata – Op-ons,limita-ons,innova-ons

Genera-nginsights – Process,metrics,examples

Takingac-on – Media,targe-ng,tes-ng





Ques(ons?Yelloutortweet@datalicious




CliveHumby:Dataisthenewoil




Oilanddatacomeataprice



>GoogleNgram:Privacy




June2010 ©DataliciousPtyLtd

Collec(ngdata

forthesakeofitortoaddvalue

tocustomers?

11



Marke(ng

Mix

Product

Price

Place

Promo(on

PhysicalEvidence

People

Process

Partners




>Capturingdata

101011010010010010101111010010010101010100001011111001010101

010100101011001100010100101001101101001101001010100111001010

010010101001001010010100100101001111101010100101001001001010




>Digitaldataisplen(fulandcheap


Source:OmnitureSummit,MaVBelkin,2007



>Digitalmetriccategories


Source:AccuracyWhitepaperforwebanaly-cs,BrianCliYon,2008

+Social



>Whatplaormtouse


Time,Control

S o p h i s - c a - o n

Stage1:Data Stage2:Insights Stage3:Ac(on

Thirdpar-escontrol

mostdata,adhocrepor-ngonly,i.e.

whathappened?

Dataisbeingbrought

inhouse,shiYtowards

insightsgenera-onand

datamining,i.e.whydidithappen?

Dataisfullyowned

inhouse,advanced

predic-vemodelling

andtriggerbased

marke-ng,i.e.what

willhappenand

makingithappen!



>Governanceanddataintegrity





>Tag-lessdatacapture


Google:“atomiclabs”

www.atomiclabs.com



>GoogledatainAustralia


Source:hVp://www.hitwise.com/au/resources/datacentre



>Searchatallstages


Source:InsidetheMindoftheSearcher,Enquiro2004



>Searchcalltoac(onforoffline




>PURLsboos(ngDMresponserates


Text



>Uniquephonenumbers

1uniquephonenumber

– Phonenumberisconsideredpartofthebrand

– Mediaoriginofcallscannotbeestablished

– Addedvalueofwebsiteinterac-onunknown 210uniquephonenumbers

– Differentnumbersfordifferentmediachannels

– Exclusivenumber(s)reservedforwebsiteuse

– Callorigindatamoregranularbutnotperfect

– Difficulttorotateandpausenumbers




>Uniquephonenumbers

10+uniquephonenumbers – Differentnumbersfordifferentmediachannels

– Differentnumbersfordifferentproductcategories

– Differentnumbersfordifferentconversionsteps

– Calloriginbecomingusefultoshapecallscript

– Feasibletopausenumberstoimproveintegrity

100+uniquephonenumbers – Differentnumbersfordifferentwebsitevisitors

– Calloriginand-mestampenableindividualmatch

– Callconversionsmatchedbacktosearchterms




>JetInterac(vephonecalldata




>Poten(alcallstoac(on

UniqueclickthroughURLs UniquevanitydomainsorURLs

Uniquephonenumbers

Uniquesearchterms

Uniqueemailaddresses

UniquepersonalURLs(PURLs) UniqueSMSnumbers,QRcodes

Uniquepromo-onalcodes,vouchers

Geographicloca-on(Facebook,FourSquare) PlusregressionanalysisofcauseandeffectJune2010 ©DataliciousPtyLtd 27

Callstoac(on

canhelpshape

thecustomer

experiencenot

justevaluateresponses



>Cookiebasedtrackingprocess


Source:GoogleAnaly-cs,Jus-nCutroni,2007

Whatif:Someonedeletestheircookies?Orusesadevice

thatdoesnotsupportJavaScript?Orusestwocomputers

workvs.home)?Ortwopeopleusethesamecomputer?



>Duplica(onacrosschannels


BannerAds

EmailBlast

Paid

Search

Organic

Search

$Bid

Mgmt

AdServer

EmailPlaorm

Google

Analy(cs

$

$

$



CentralAnaly(cs

Plaorm

$

$

$

>De-duplica(onacrosschannels


BannerAds

EmailBlast

Paid

Search

Organic

Search

$



>DataliciousSuperTag


AdSever,

PaidSearch SuperTag

Web

Analy-cs

Usethesamebusinessrulestotriggerconversions

acrossallplaormstoreducediscrepancies



ThestudyexamineddatafromtwooftheUK’sbusiestecommercewebsites,ASDAandWilliamHill.

Giventhatmorethanhalfofallpageimpressionsonthesesitesarefromloggedinusers,theyprovidedarobust

sampletocompareIPbasedandcookiebasedanalysisagainst.Theresultswerestaggering,forexampleanIPbasedapproachoveres-matedvisitorsbyupto7.6-meswhilstacookie-basedapproachoveres(matedvisitorsbyupto2.3(mes.

>Uniquevisitoroveres(ma(on


Source:WhitePaper,RedEye,2007



>Maximiseiden(fica(onpoints

20%

40%

60%

80%

100%

120%

140%

160%

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

Weeks

−−−Probabilityofiden-fica-onthroughCookies

June2010 33©DataliciousPtyLtd



>Customerprofilinginac(on


Usingwebsiteandemailresponses

tolearnaliVlebitemoreabout

subscribersatevery

touchpointtokeep

refiningprofilesandmessages.



>Onlineformbestprac(ce


Maximisedataintegrity

Agevs.yearofbirth

Freetextvs.op-ons

Useauto-complete

whereverpossible



>Researchonline,shopoffline


Source:2008DigitalFutureReport,SurveyingTheDigitalFuture,earSeven,USCAnnenbergSchool



>Offlinesalesdrivenbyonline


Websiteresearch

Phoneorder

Retailorder

Onlineorder

Cookie

Adver(singcampaign

Creditcheck,fulfilment

Onlineorderconfirma(on

Virtualorderconfirma(on

Confirma(onemail



>Summary:Capturingdata

Plentyofdatasourcesandplaorms

Especiallysearchisgreatfreedatasource Maintainingdataintegritytakeseffort

Cookietechnologyhasitslimita-ons

Newtaglesstechnologiesemerging

Maximiseiden-fica-onpoints Offlinecanbe-edtoonline




>Genera(nginsights

101011010010010010101111010010010101010100001011111001010101

010100101011001100010100101001101101001101001010100111001010

010010101001001010010100100101001111101010100101001001001010




>Corporatedatajourney


Time,Control

S o p h i s - c a - o n

Stage1

Data

Stage2

InsightsStage3Ac(on

Thirdpar-escontrol

mostdata,adhocrepor-ngonly,i.e.

whathappened?

Dataisbeingbrought

inhouse,shiYtowards

insightsgenera-onand

datamining,i.e.whydidithappen?

Dataisfullyownedinhouse,advanced

predic-vemodelling

andtriggerbased

marke-ng,i.e.what

willhappenand

makingithappen!

“Followers”

“Leaders”

“Laggards”



>Processiskeytosuccess





Awareness Interest Desire Ac(on Sa(sfac(on

>AIDAandAIDASformulas


Socialmedia

Newmedia

Oldmedia



Reach

(Awareness)Engagement

(Interest&Desire)

Conversion

(Ac-on)

+Buzz

(Sa-sfac-on)

>SimplifiedAIDASfunnel




Peoplereached

Peopleengaged

Peopleconverted

Peopledelighted

>Marke(ngisaboutpeople


40% 10% 1%



Peoplereached

Peopleengaged

Peopleconverted

Peopledelighted

>Addi(onalfunnelbreakdowns


40% 10% 1%

Newprospectsvs.exis-ngcustomers

Brandvs.directresponsecampaign




Newvs.returningvisitors




AU/NZvs.restofworld



>Poten(alfunnelbreakdowns

Brandvs.directresponsecampaign Newprospectsvs.exis-ngcustomers

Baselinevs.incrementalconversions

Compe--veac-vity,i.e.none,alot,etc

Segments,i.e.age,loca-on,influence,etc

Channels,i.e.search,display,social,etc Campaigns,i.e.this/lastweek,month,year,etc

Productsandbrands,i.e.iphone,htc,etc Offers,i.e.freeminutes,freehandset,etc

Devices,i.e.home,office,mobile,tablet,etc




>Conversionfunnel1.0

June2010

ConversionfunnelProductpage,addtoshoppingcart,viewshoppingcart,

cartcheckout,paymentdetails,shippinginforma-on,

orderconfirma-on,etc

Conversionevent

Campaignresponses

©DataliciousPtyLtd 49



>Conversionfunnel2.0

June2010

Campaignresponses(inboundspokes)Offlinecampaigns,bannerads,emailmarke-ng,

referrals,organicsearch,paidsearch,

internalpromo-ons,etc

Landingpage(hub)

Successevents(outboundspokes)Bouncerate,addtocart,cartcheckout,confirmedorder,

callbackrequest,registra-on,productcomparison,

productreview,forwardtofriend,etc

©DataliciousPtyLtd 50



>Addi(onalsuccessmetrics


Click

Through

AddTo

Cart

ClickThrough

BounceRate

Click

Through $

Click

Through

Callback

requests

Store

Searches>... $

$

$

Cart

Checkout

PagesPerVisit

?

AvgCartValue



Exercise:Sta(s(calsignificance




Howmanysurveyresponsesdoyouneedifyouhave10,000customers?

Howmanyemailopensdoyouneedtotest2subjectlines

ifyoursubscriberbaseis50,000?

Howmanyordersdoyouneedtotest6bannerexecu(ons

ifyouserve1,000,000banners

Google“nsssamplesizecalculator”




Howmanysurveyresponsesdoyouneedifyouhave10,000customers?

369foreachques(onor369completeresponses

Howmanyemailopensdoyouneedtotest2subjectlines

ifyoursubscriberbaseis50,000?Andemailsends?

381persubjectlineor381x2=762emailopens

Howmanyordersdoyouneedtotest6bannerexecu(ons

ifyouserve1,000,000banners?383salesperbannerexecu(onor383x6=2,298sales

Google“nsssamplesizecalculator”




Exercise:Metricsframework




Level Reach Engagement Conversion +Buzz

Level1,

people

People

reached

People

engaged

People

converted

People

delighted

Level2,strategic

Displayimpressions ? ? ?

Level3,

tac(cal

Interac(on

rate,etc ? ? ?

Funnel

breakdownsExis(ngcustomersvs.newprospects,products,etc

>Exercise:Metricsframework




>Establishingabaseline


Switchalladver-singoffforaperiod

of-me(unlikely)orestablishasmaller

controlgroupthatisrepresenta-veof

theen-repopula-on(i.e.searchterm,geography,etc)andswitchoffselected

channelsoneata-metominimise

impactonoverallconversions.



Campaignresponsedata

>Combiningdatasources


Customerprofiledata

+ Thewholeisgreater

thanthesumofitsparts

Websitebehaviouraldata



>Transac(onsplusbehaviours


+oneoffcollec-onofdemographicaldata

age,gender,address,etc

customerlifecyclemetricsandkeydatesprofitability,expira(on,etcpredic-vemodelsbasedondatamining

propensitytobuy,churn,etchistoricaldatafromprevioustransac-ons

averageordervalue,points,etc

CRMProfile

UpdatedOccasionally

trackingofpurchasefunnelstage

browsing,checkout,etc

trackingofcontentpreferencesproducts,brands,features,etc

trackingofexternalcampaignresponses

searchterms,referrers,etctrackingofinternalpromo-onresponses

emails,internalsearch,etc

SiteBehaviour

UpdatedCon(nuously



>Samplecustomerleveldata




Geo-demographicdata

>Enhancingdatasources


3rdpartydata

+ Thewholeisgreater

thanthesumofitsparts

Customerprofiledata



>Geo-demographicsegments




>HitwiseMosaicsegmentswing

australia.comvs.newzealand.com australia.comvs.bulafiji.com


Source:Hitwise,2006



>Singlesourceoftruthrepor(ng


Insights Repor(ng




Thinkingoutsidethebox

68



>Storelocatorsearches




>Searchandbrandstrength




>Searchandmediaplanning




>Searchdrivingofflinecrea(ve




>Importanceofcalendarevents


Trafficspikesorotherdataanomalieswithoutcontextare

veryhardtointerpretandcanrenderdatauseless



>Summary:Genera(nginsights

Rightresourcesandprocessesarekey Defineastandardisedmetricsframework

Maintainframeworktoenablecomparison

Combinedatasetsforhiddeninsights

Establishasingle(data)sourceoftruth Thinkoutsidetheboxandacrosschannels DatadoesnotequalsignificanceJune2010 ©DataliciousPtyLtd 74



>Takingac(on

101011010010010010101111010010010101010100001011111001010101

010100101011001100010100101001101101001101001010100111001010

010010101001001010010100100101001111101010100101001001001010




>Smartdatadrivenmarke(ng


MediaA;ribu(on&Modeling

Op(misechannelmix,predictsales

Tes(ng&Op(misa(on

Removebarriers,drivesales

Boos(ngROI

TargetedDirectMarke(ngIncreaserelevance,reducechurn

“Usingdatatowidenthefunnel”



Directmail,

email,etc

Facebook

Twi;er,etc

>Campaignflowandcallstoac(on


POSkiosks,

loyaltycards,etc

CRM

program

Homepages,

portals,etc

YouTube,

blog,etc

Paid

search

Organic

search

Landingpages,

offers,etc

PR,WOM,

events,etc

TV,print,

radio,etc

C2

C3

=Paidmedia

=iralelements

Callcenter,

retailstores,etc

=Coupons,surveys

Displayads,

affiliates,etc

C1



>Successa;ribu(onmodels


BannerAd

$100

Email

Blast

Paid

Search

$100

Banner

Ad

$100

Affiliate

Referral

$100

Success

$100

Success$100

Banner

Ad

Paid

Search

Organic

Search$100

Success$100

Lastchannelgetsallcredit

Firstchannel

getsallcredit

Allchannelsget

equalcredit

Print

Ad

$33

Social

Media

$33

Paid

Search

$33

Success$100

Allchannelsgetpar(alcredit

Paid

Search



>Firstandlastclicka;ribu(on


Chartshowspercentageof

channeltouch

pointsthatlead

toaconversion.

Neitherfirst

norlastclickmeasurement

wouldprovide

truepicture

Paid/OrganicSearch

Emails/ShoppingEngines



Closer

SEM

Generic

BannerView

TV

Ad

>Fullpathtopurchase


Influencer Influencer $

Banner

Click

Online

SEOGeneric

AffiliateClick

Offline

SEO

Branded

Direct

Visit

Email

UpdateAbandon

Direct

Visit

SocialMedia

SEO

Branded

Introducer



>Understandingchannelmix




>ClearSaleingmediaa;ribu(on




Therightmessage

iatherightchannel

Totherightperson

Attheright-me

Targe(ng


b 0 20%



CaptureinternettrafficCapture50100%offairmarketshareoftraffic

IncreaseconsumerengagementExceed50%ofbestcompe-tor’sengagementrate

CapturequalifiedleadsandsellConvert1015%toleadsandofthat20%tosales

BuildingconsumerloyaltyBuild60%loyaltyrateand40%salesconversion

IncreaseonlinerevenueEarn1020%incrementalrevenueonline

>Increaserevenueby10-20%


d i i j



>Newconsumerdecisionjourney


Theconsumerdecisionprocessischangingfromlineartocircular.

N d i i j



>Newconsumerdecisionjourney


Theconsumerdecisionprocessischangingfromlineartocircular.

Changeincreasestheimportanceof

experienceduring

researchphase.

Onlineresearch



C bi i t ( l



Offsitetarge-ng

Onsite

targe-ng

Profile

targe-ng

>Combiningtarge(ngplaorms





Takeacloser

lookatour

cashflow

solu(ons



> C bi i t h l



Onsite

segments

Offsite

segments

>Combiningtechnology


CRM

> D t li i S T



>DataliciousSuperTag


Onetagforallsitesandplaorms Hostedinternallyorexternally Fasttagimplementa-on/updates

EliminatesJavaScriptcaching

Enablescodetes-ngonlivesite Enablesheatmapimplementa-on

EnablesredirectsforA/Btes-ng Enablesnetworkwideretarge-ng Enableslivechatimplementa-on

Plusmul-channelmediaaVribu-on

> Affinity re targe(ng in ac(on



>Affinityre-targe(nginac(on


Differenttypeofvisitorsrespondto

differentads.By

usingcategory

affinitytarge-ng,

responseratesare

liYedsignificantly

acrossproducts.

MessageCTRByCategoryAffinity

Postpay Prepay Broadb. Business

BlackberryBold - - - +5GBMobileBroadband - - + -BlackberryStorm + - + +12MonthCaps - + - +

Google:“vodafoneomniturecasestudy”

orh;p://bit.ly/de70b7

> Ad sequencing in ac(on



>Ad-sequencinginac(on


Marke-ngisabouttellingstoriesand

storiesarenotsta-c

butevolveover-me

Adsequencingcanhelptoevolvestoriesover-methe

moreusersengagewithads

> Sample site visitor composi(on



>Samplesitevisitorcomposi(on


30%exis(ngcustomerswithextensive

profileincludingtransac-onalhistoryofwhichmaybe50%canactuallybe

iden-fiedasindividuals

30%newvisitorswithno

previouswebsitehistory

asidefromcampaignor

referrerdataofwhich

maybe50%isuseful

10%serious

prospects

withlimited

profiledata

30%repeatvisitorswith

referraldataandsome

websitehistoryallowing

50%tobesegmentedby

contentaffinity



Exercise:Targe(ngmatrix


> Exercise: Targe(ng matrix



Purchase

Cycle

Segments:Colour,price,

productaffinity,etc

Media

Channels

Data

Points

Default,awareness

Research,

considera(on

Purchaseintent

Reten(on,up/cross-sell

>Exercise:Targe(ngmatrix


> Exercise: Targe(ng matrix



Purchase

Cycle

Segments:Colour,price,

productaffinity,etc

Media

Channels

Data

Points

Default,awareness

HaveyouseenA?

HaveyouseenB?

Display,search,etc

Default

Research,

considera(on

Ahasgreat

features!

Bhasgreat

features!

Search,

website,etc

Adclicks,

prodviews

Purchaseintent

Adeliversgreatvalue!

Bdeliversgreatvalue!

Website,emails,etc

Cartadds,checkouts

Reten(on,up/cross-sell

WhynotbuyB?

WhynotbuyA?

Directmails,emails,etc

Emailclicks,logins,etc

>Exercise:Targe(ngmatrix


> Quality content is key



>Qualitycontentiskey

AvinashKaushik:“Theprincipleofgarbagein,garbageout

applieshere.[…whatmakesabehaviour

targe;ngpla<orm;ck,andproduceresults,is

notitsintelligence,itisyourabilitytoactually

feedittherightcontentwhichitcanthentarget

[….YoufeedyourBTsystemcrapanditwill

quicklyandefficientlytargetcraptoyourcustomers.Fasterthenyoucould

everhaveyourself.”


> ClickTale tes(ng case study



>ClickTaletes(ngcasestudy


> Developing a tes(ng matrix



Test Segment Content KPIs Poten(al Results

Test#1ANew

prospects

Conversion

formA

Nextstep,

order,etc ? ?

Test#1BNew

prospectsConversionformB

Nextstep,order,etc ? ?

Test#1NNew

prospects

Conversion

formN

Nextstep,

order,etc ? ?

? ? ? ? ? ?

>Developingates(ngmatrix


> Summary



>Summary

ThereisnomagicformulaforROI

Focusontheen-reconversionfunnel MediaaVribu-onishardbutnecessary

Neitherfirstnorlastclickmethodworks

Createacoordinatedtargetedexperience ContentisalwayskingnomaVerwhat

Test,learnandrefinecon-nuouslyJune2010 ©DataliciousPtyLtd 105




Don’twait

forbe;erdata,getstartednow.

106




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