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Similar a ANZ Marketing Analytics (13)
ANZ Marketing Analytics
- 2. >
Short
but
sharp
history
§ Datalicious
was
founded
in
late
2007
§ Strong
Omniture
web
analy1cs
history
§ 1
of
4
preferred
Omniture
partners
globally
§ Now
360
data
agency
with
specialist
team
§ Combina1on
of
analysts
and
developers
§ Carefully
selected
best
of
breed
partners
§ Driving
industry
best
prac1ce
(ADMA)
§ Turning
data
into
ac1onable
insights
§ Execu1ng
smart
data
driven
campaigns
December
2011
©
Datalicious
Pty
Ltd
2
- 3. >
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
ROMI
December
2011
©
Datalicious
Pty
Ltd
3
- 5. >
The
ideal
media
dashboard
Channel
Investment
ROMI
Return
Brand
equity
($100)
n/a
$40
Baseline
Offline
$7
330%
$30
TV,
print,
outdoor,
etc
Direct
$1
400%
$5
Direct
mail,
email,
etc
Online
$2
1150%
$25
Search,
display,
social,
etc
December
2011
©
Datalicious
Pty
Ltd
5
- 6. >
Duplica(on
across
channels
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Email
Email
Blast
PlaNorm
$
Organic
Google
Search
Analy(cs
$
December
2011
©
Datalicious
Pty
Ltd
6
- 7. >
Cookie
expira(on
impact
Paid
Bid
Search
Mgmt
$
Banner
Banner
Ad
Ad
Click
Ad
View
Server
$
Email
Email
Expira(on
Blast
PlaNorm
$
Organic
Google
Search
Analy(cs
$
December
2011
©
Datalicious
Pty
Ltd
7
- 8. >
De-‐duplica(on
across
channels
Paid
Search
$
Banner
Ads
$
Central
Analy(cs
PlaNorm
Email
Blast
$
Organic
Search
$
December
2011
©
Datalicious
Pty
Ltd
8
- 9. >
Campaign
flows
are
complex
=
Paid
media
Organic
PR,
WOM,
search
events,
etc
=
Viral
elements
=
Sales
channels
YouTube,
Home
pages,
Paid
TV,
print,
blog,
etc
portals,
etc
search
radio,
etc
Direct
mail,
Landing
pages,
Display
ads,
email,
etc
offers,
etc
affiliates,
etc
CRM
Facebook
program
Twi<er,
etc
POS
kiosks,
Call
center,
loyalty
cards,
etc
retail
stores,
etc
December
2011
©
Datalicious
Pty
Ltd
9
- 10. >
Media
channels
feed
each
other
TV/Print/DM
audience
Banner
Search
audience
audience
December
2011
©
Datalicious
Pty
Ltd
10
- 11. >
Ad
server
exposure
test
Banner
TV/Print
Search
Impression
Response
Response
$
Banner
Search
Direct
Impression
Response
Response
$
Users
are
segmented
before
1st
ad
is
even
Exposed
group:
90%
of
users
get
branded
message
served
Control
group:
10%
of
users
get
non-‐branded
message
Banner
Search
Direct
Impression
Response
Response
$
December
2011
©
Datalicious
Pty
Ltd
11
- 15. >
Success
a<ribu(on
models
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par(al
credit
December
2011
©
Datalicious
Pty
Ltd
15
- 16. >
First
and
last
click
a<ribu(on
Chart
shows
percentage
of
channel
touch
points
that
lead
Paid/Organic
Search
to
a
conversion.
Neither
first
Emails/Shopping
Engines
nor
last-‐click
measurement
would
provide
true
picture
December
2011
©
Datalicious
Pty
Ltd
16
- 17. >
Full
purchase
path
tracking
Introducer
Influencer
Influencer
Closer
$
Paid
Display
Social
Direct
Online
search
ad
clicks
referrals
site
visits
sales
Display
Affiliate
Social
Retail
Offline
ad
views
clicks
buzz
store
visits
sales
TV/print
Organic
Website
Direct
mail,
Life(me
ad
views
search
events
emails
profit
December
2011
©
Datalicious
Pty
Ltd
17
- 18. >
Search
call
to
ac(on
for
offline
December
2011
©
Datalicious
Pty
Ltd
18
- 21. >
Personalised
URLs
for
direct
mail
VickyCarroll.myspaday.com
>
redirect
to
>
myspaday.com?
CampaignID=DM:123&
Demographics=F|35&
CustomerSegment=A1&
CustomerValue=High&
CustomerSince=2001&
ProductHistory=P1|P2&
NextBestOffer=P3&
ChurnRisk=Low
[...]
December
2011
©
Datalicious
Pty
Ltd
21
- 22. >
Offline
sales
driven
by
online
Adver(sing
Phone
Credit
check,
campaign
order
fulfilment
Retail
Confirma(on
order
email,
1st
login
Website
Online
Online
order
Virtual
order
research
order
confirma(on
confirma(on
Cookie
December
2011
©
Datalicious
Pty
Ltd
22
- 23. >
Event
ROI
extrapola(on
Product
Applica(on
Applica(on
Offline
Campaign
view
start
complete
conversion
@
@
Campaign
$10
$30
$60
$100
Campaign
$10
$30
$100
Campaign
$10
$100
December
2011
©
Datalicious
Pty
Ltd
23
- 24. >
Single
source
of
truth
repor(ng
Insights
Repor(ng
December
2011
©
Datalicious
Pty
Ltd
24
- 25. >
Where
to
collect
the
data
Ad
Server
Web
Analy(cs
Banner
impressions
Referral
visits
Banner
clicks
Social
media
visits
+
Organic
search
visits
Paid
search
clicks
Paid
search
visits
Email
visits,
etc
Lacking
organic
visits
Lacking
ad
impressions
More
granular
&
complex
Less
granular
&
complex
December
2011
©
Datalicious
Pty
Ltd
25
- 26. >
Raw
a<ribu(on
data
Web
Analy(cs
data
sample
(AD
IMPRESSION
>)
AFFILIATE
>
SEARCH
>
$$$
SEARCH
>
SOCIAL
>
EMAIL
>
DIRECT
>
$$$
Ad
Server
data
sample
01/01/2011
12:00
AD
IMPRESSION
01/01/2011
12:05
PAID
SEARCH
07/01/2011
17:00
EMAIL
08/01/2011
15:00
$$$
December
2011
©
Datalicious
Pty
Ltd
26
- 27. >
Purchase
path
for
each
cookie
Mobile
Home
Work
Tablet
Media
Etc
December
2011
©
Datalicious
Pty
Ltd
27
- 30. >
Website
entry
survey
De-‐duped
Campaign
Report
Greatest
Influencer
on
Branded
Search
/
STS
}
Channel
%
of
Conversions
Channel
%
of
Influence
Straight
to
Site
27%
Word
of
Mouth
32%
SEO
Branded
15%
Blogging
&
Social
Media
24%
SEM
Branded
9%
Newspaper
Adver1sing
9%
SEO
Generic
7%
Display
Adver1sing
14%
SEM
Generic
14%
Email
Marke1ng
7%
Display
Adver1sing
7%
Retail
Promo1ons
14%
Affiliate
Marke1ng
9%
Referrals
5%
Conversions
aoributed
to
search
terms
Email
Marke1ng
7%
that
contain
brand
keywords
and
direct
website
visits
are
most
likely
not
the
origina1ng
channel
that
generated
the
awareness
and
as
such
conversion
credits
should
be
re-‐allocated.
December
2011
©
Datalicious
Pty
Ltd
30
- 31. >
Adjus(ng
for
offline
impact
-‐5
-‐15
-‐10
+5
+15
+10
December
2011
©
Datalicious
Pty
Ltd
31
- 32. >
Custom
a<ribu(on
models
Introducer
Influencer
Influencer
Closer
$
Even
25%
25%
25%
25%
A<rib.
Exclusion
33%
33%
33%
0%
A<rib.
?
?
?
?
Custom
A<rib.
December
2011
©
Datalicious
Pty
Ltd
32
- 33. >
Path
across
different
segments
Introducer
Influencer
Influencer
Closer
$
Product
Channel
1
Channel
2
Channel
3
Channel
4
A
vs.
B
New
Channel
1
Channel
2
Channel
3
Channel
4
prospects
Exis(ng
Channel
1
Channel
2
Channel
3
Product
4
customers
December
2011
©
Datalicious
Pty
Ltd
33
- 35. >
Increase
revenue
by
10-‐20%
Capture
internet
traffic
Capture
50-‐100%
of
fair
market
share
of
traffic
Increase
consumer
engagement
Exceed
50%
of
best
compe1tor’s
engagement
rate
Capture
qualified
leads
and
sell
Convert
10-‐15%
to
leads
and
of
that
20%
to
sales
Building
consumer
loyalty
Build
60%
loyalty
rate
and
40%
sales
conversion
Increase
online
revenue
Earn
10-‐20%
incremental
revenue
online
December
2011
©
Datalicious
Pty
Ltd
35
- 36. >
New
consumer
decision
journey
The
consumer
decision
process
is
changing
from
linear
to
circular.
December
2011
©
Datalicious
Pty
Ltd
36
- 37. >
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.
December
2011
©
Datalicious
Pty
Ltd
37
- 42. >
Seamless
research
experience
TV,
print,
Display
direct
mail,
etc
ads
Ad
Server
/
SuperTag
Organic,
paid
Display
ad
search
re-‐targe(ng
AdWords
Ad
Server
/
SuperTag
Test&Target
/
SuperTag
Customised
landing
pages
Test&Target
/
SuperTag
ANZ.com
Applica(on
re-‐targe(ng
process
Fall-‐out
email
follow-‐up
December
2011
©
Datalicious
Pty
Ltd
42
- 43. >
Network
wide
re-‐targe(ng
Frequent
Flyer
campaign
Access
Advantage
campaign
Home
Loans
campaign
Card
Access
Loan
prospect
prospect
prospect
Card
Access
Loan
customer
customer
customer
Loan
Loan
Access
prospect
prospect
prospect
December
2011
©
Datalicious
Pty
Ltd
43
- 44. >
Network
wide
re-‐targe(ng
Group
wide
campaign
with
approximate
impression
targets
by
product
rather
than
hard
budget
limita(ons
Card
Access
Loan
prospect
prospect
prospect
Card
Access
Loan
customer
customer
customer
Loan
Loan
Access
prospect
prospect
prospect
December
2011
©
Datalicious
Pty
Ltd
44
- 46. >
Developing
a
targe(ng
matrix
Segmenta(on
based
on:
Search
keywords,
display
ad
clicks
and
website
behaviour
Purchase
Data
Cycle
Points
Access
Frequent
Etc
Advantage
Flyers
Research,
Acquisi(on
Acquisi(on
Acquisi(on
Ad
clicks,
considera(on
message
#A1
message
#A3
message
#A5
prod
views
Conversion
Acquisi(on
Acquisi(on
Acquisi(on
Applica(on
intent
message
#A2
message
#A4
message
#A6
starts
Reten(on,
Reten(on
Reten(on
Reten(on
Email
clicks,
cross-‐sell
message
#R1
message
#R2
message
#R3
logins,
etc
December
2011
©
Datalicious
Pty
Ltd
46
- 47. >
Combining
data
sources
Website
behavioural
data
Campaign
response
data
+
The
whole
is
greater
than
the
sum
of
its
parts
Customer
profile
data
December
2011
©
Datalicious
Pty
Ltd
47
- 48. >
Transac(ons
plus
behaviours
CRM
Profile
Site
Behaviour
one-‐off
collec1on
of
demographical
data
tracking
of
purchase
funnel
stage
+
age,
gender,
address,
etc
browsing,
checkout,
etc
customer
lifecycle
metrics
and
key
dates
tracking
of
content
preferences
profitability,
expira(on,
etc
products,
brands,
features,
etc
predic1ve
models
based
on
data
mining
tracking
of
external
campaign
responses
propensity
to
buy,
churn,
etc
search
terms,
referrers,
etc
historical
data
from
previous
transac1ons
tracking
of
internal
promo1on
responses
average
order
value,
points,
etc
emails,
internal
search,
etc
Updated
Occasionally
Updated
Con(nuously
December
2011
©
Datalicious
Pty
Ltd
48
- 49. >
Maximise
iden(fica(on
points
160%
140%
120%
100%
80%
60%
−−−
Probability
of
iden1fica1on
through
Cookies
40%
20%
0
4
8
12
16
20
24
28
32
36
40
44
48
Weeks
December
2011
©
Datalicious
Pty
Ltd
49
- 50. >
Developing
a
tes(ng
matrix
Test
Segment
Content
Success
Difficulty
Poten(al
New
Acquisi(on
Clicks,
Test
#1A
prospects
offer
A
orders,
etc
Low
$50k
New
Acquisi(on
Clicks,
Test
#1B
prospects
offer
B
orders,
etc
Exis(ng
Up-‐sell
Clicks,
Test
#2A
customers
offer
A
orders,
etc
High
$75k
Exis(ng
Up-‐sell
Clicks,
Test
#2B
customers
offer
B
orders,
etc
December
2011
©
Datalicious
Pty
Ltd
50
- 51. >
The
holy
trinity
of
tes(ng
1.
The
headline
– Have
a
headline!
– Headline
should
be
concrete
– Headline
should
be
first
thing
visitors
look
at
2.
Call
to
ac(on
– Don’t
have
too
many
calls
to
ac1on
– Have
an
ac1onable
call
to
ac1on
– Have
a
big,
prominent,
visible
call
to
ac1on
3.
Social
proof
– Logos,
number
of
users,
tes1monials,
case
studies,
media
coverage,
etc
December
2011
©
Datalicious
Pty
Ltd
51
- 52. >
Best
prac(ce
tes(ng
roadmap
§ Phase
#1:
A/B
test
– Test
the
same
landing
Element
#1:
Prominent
headline
page
content
in
completely
different
layouts
§ Phase
#2:
MV
test
Suppor1ng
Element
#2:
– Then
test
different
content
Call
to
ac1on
content
element
combina1ons
within
the
winning
layout
Element
#3:
Social
proof
/
trust
§ Phase
#3:
Challenge
– Con1nue
tes1ng
and
introducing
layout
and
Terms
and
condi1ons
content
challengers
December
2011
©
Datalicious
Pty
Ltd
52
- 53. >
Use
unique
phone
numbers
2
out
of
3
callers
hang
up
as
they
cannot
get
their
informa1on
fast
enough.
Unique
phone
numbers
can
help
improve
call
experience.
December
2011
©
Datalicious
Pty
Ltd
53
- 55. Contact
me
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
me
twi<er.com/datalicious
December
2011
©
Datalicious
Pty
Ltd
55