Digital Database Marketing
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Transcript of Digital Database Marketing
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Gary Angel / President of Semphonic
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Semphonic provides full-service web analytics consulting and advanced online measurement to digital media, financial services, health&pharma, B2B, technology, and the public sector. Gary blogs at http://semphonic.blogs.com/semangel
Nice to Meet You!
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From Analytics to Marketing (and back again)
Political Campaigns
Opinion Research
Political Campaigns Database Marketing
Financial Services – Technical Analysis
Financial Services – Credit Card Marketing
Web Analytics
Online Database Marketing
A bit of personal history…
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Is this your Web analytics experience?
Confusion
Uncertainty
Doubt
Fear
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Analytics Maturity Stages
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We typically see a few more stages
Ana
lysi
s B
arrie
r0.3 Customize Tag
0.2 Basic Reporting
0.1 Out of the box site tag
0.4 Customized Report Set & Heavy ad-hoc reporting
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Why has Web analytics Struggled?
People
Process
Technology
We still haven’t gotten much
value
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What’s Missing?
A Method
Clear Path to Value
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Database Marketing has Proven/Actionable Methods
The Good
Actionable
Proven
Impactful
Measurable
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But it’s Channels are Dying
The Good The Bad
Actionable
Proven
Impactful
Measurable
Direct Mail
Outbound Calling
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What if we could do this?
Database Marketing
Web Analytics
Online Behavior
Customer Driven
Database-Driven
SaaS
Email Marketing
Demographics
List Enhancement
Statistical Models
Event DrivenProven
Actionable
Old
Social
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Some of the Key Techniques
Enrichment
•Use of 3rd Party Data to create Targeting or Contact Mechanisms
Segmentation
•Data-driven visitor segments
Visitor Targeting
•1-1 Targeting
Control Groups
•Scientific testing
Segmented Testing
•Creative driven from Segmentation and Analysis Hypotheses
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Can be adapted
Enrichment
•BlueKai•Rapleaf•eMail Append•Connection Engine
•Key Joining
Segmentation
•Behavioral Segmentation
Visitor Targeting
•Visitor Mart•Warehousing
Control Groups
•Control Groups
Segmented Testing
•Web Analytics and MVT Tools
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But it’s not a slam dunk…
Web Data is mostly
anonymous – how do I know who anyone is?
Web Data is all page based – what does it
mean?How do I work with tools that
don’t give access to visitor-level
data?
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Here’s a Framework
• How recent is their interestRecency
• What they look at, care about or do mostInterest
• What they’ve bought, signed-up for, registered or opted-inRelationship
• Address, Work Location, Current LocationLocation
• Gender, Age, Marital & Family, Income, etc.Demographics
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What’s Online Data & What’s Offline Data
Recency
Interest
Relationship
Location
Demographics
Online
Offline
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It’s not all Rocket-Science
In traditional database marketing, some of the most valuable lists you could use/buy were:
Common Name Description Dimension
New Movers NCOA filers (LOCATION)
Hot Buyers Recent Catalog Purchasers (RECENCY)
Warranty Expiring: Customer coming to End of Life on Warranty
(RELATIONSHIP)
Related Magazine Subscribers Subscribed to a Magazine with a topical interest
(INTEREST)
New AARPs Seniors (DEMOGRAPHICS)
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There are online equivalents
New Interest
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Across every Online Channel
Recency - ReActivation
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For nearly every type of site
Geographic
IP Detection - SF
IP Detection - DC
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Almost every type of campaign
Relationship
Viral Campaign SeedingSocial Interactor List
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And for every type of targeting
Even Demographic Magic Moments
After Viewing
Content can cue all sorts of Demographic and Magic Moment
inferences
Before Viewing
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Convergence is the Future of Online
The Key Channels
The Right Techniques
Database Marketing Digital
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