The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
2009 PODi AppForum
1. Social Networks, Mobile Devices,
Email and Direct Mail
Is this the Future of “Direct
Influencing”?
I fl i ”?
Jeffrey Stewart
VP Technical Services
Trekk Cross-Media
2. What Is The Future of Direct Influence?
• Communications Trends
• Viral Network Platforms
• Influencing Behavior
• Examples of Success
• 1 to 1 Measurement
3. quot;Technology will
never replace
people. People
who use
technology will
replace people
who don't.quot;
6. Presidential Campaign Trends
“Thomas Jefferson used newspapers to win the presidency, F.D.R.
“ ff
used radio to change the way he governed, J.F.K. was the first
president to understand television and Howard Dean saw the
television,
value of the Web for raising money. But Senator Barack Obama
lower the cost
understood that you could use the Web to
sense of
of building a political brand, create a
co ec o
connection and engagement,, and dispense with the
gg p
people to
command and control method of governing to allow
self-organize to do the work.”
g - The New York Times
9. Obama Email Updates
• Email Alerts
• News Releases
•E
Event Reminders
tR i d
• Solicitations
•E
Email N
il Newsletters
l tt
• 13M+ Addresses
• 1B+ Messages
10. What Is The Future of Direct Influence?
• Communications Trends
• Viral Network Platforms
• Influencing Behavior
• Examples of Success
• 1 to 1 Measurement
22. What Is The Future of Direct Influence?
• Communications Trends
• Viral Network Platforms
• Influencing Behavior
• Examples of Success
• 1 to 1Measurement
23. SEO / SEM / SMO
• Search Engine Optimization
• Organic Search
• Keyword Definition and Optimization
• Index Submission and Monitoring
• Link Harvesting and Exchange
• Search Engine Marketing
• Google AdWords
• DoubleClick Ad Networks
• Social Media Optimization
• Continually Feed Content of Interest
•C
Create Li k
t Linkages f P
for People t C
l to Comment O
t On
27. PR 3.0
• PRWeek - Industry enters a new age: PR 3.0
• “…the integration of new media communications such as
social networking, blogging and social media”
g, gg g
• Blog Post - Public Relations 3.0? What the…
• “…new communication methods to create an environment of
direct business-to-consumer relations” {and BtoB!}
business to consumer relations
• WordOfMouth.com - Who’s Got PR 3.0?
• “…it has opened the door to new communication channels
p
and tools.” “…not too many PR folks are using these social
tools.”
• Engage Customers with Communications!
28. What Is The Future of Direct Influence?
• Communications Trends
• Viral Network Platforms
• Influencing Behavior
• Examples of Success
• 1 to 1 Measurement
29. “A good hockey player
A
plays where the puck is.”
“A great hockey player
plays where the puck is
going to be.”
Wayne Gretzky
41. A/B Testing - Google AdWords
Super Crunchers The End of Intuition
Why Thinking-by-Numbers Is Why Thinking-by-Numbers Is
the New Way to Be Smart
y the New Way to Be Smart
y
www.bantamdell.com www.bantamdell.com
63% More likely you select Super Crunchers
Ad
46. “If you can t
If can’t
measure it, you
,y
can’t manage it”
47. ROI = Return / Investment
•R t
Return
• Value of product sold (profit margin)
• Value of Qualified Lead (projected sales)
• Value of Customer Lifetime Loyalty (historically)
• Investment
• Fixed Costs
• Campaign Research and Concept Development
• Tactic Design and Implementation
• Tracking and Measurement Tools
• Variable Costs
• List Acquisition and Cleansing
• Printing and Fulfillment
• Offline and O
O e a d Online Ad Placement
e d ace e
• Operation and Measurement
48. Measurement Metrics
• C t P Impression
Cost Per I i
•B
Broadcast Impressions
d tI i
• Cost Per Click
• Response Rates
• Cost Per Conversion
• C t P Lead
Cost Per L d
• Cost per Direct Mail
• Cost per Email
Delivered / Opened /
Click Through
49. Keeping Score
Low Value Mid Value High Value All
VDP Design A 2500/500/100
VDP Design B 750/490/195
Email A 5000/1000/250
Email B 5000/800/200 2500/400/150
Banner Ad 1 30000/250/50
Banner Ad 2 25000/250/70
AdWords 45000/500/40
$0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
$23,210 for
$23 210 f 1055 conversions or $22 each
i h
50. Launch & Learn
• Identify unique segment behavior
• Use test results to refine message and designs
• C l l t i di id l t ti ROI
Calculate individual tactic
• Refine campaign for next cycle
• O continuously i
Or ti l improve midstream
id t