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Similar to ANZ Marketing Analytics Session 3 (18)
More from Datalicious (20)
ANZ Marketing Analytics Session 3
- 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. >
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
5
- 6. >
Media
channels
feed
each
other
TV/Print/DM
audience
Banner
Search
audience
audience
December
2011
©
Datalicious
Pty
Ltd
6
- 7. >
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
7
- 8. >
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
8
- 9. >
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
9
- 10. >
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
10
- 12. >
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
12
- 14. >
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
14
- 15. >
New
consumer
decision
journey
The
consumer
decision
process
is
changing
from
linear
to
circular.
December
2011
©
Datalicious
Pty
Ltd
15
- 16. >
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
16
- 21. >
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
21
- 23. >
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
23
- 24. >
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
24
- 25. >
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
25
- 26. >
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
26
- 27. >
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
27
- 28. >
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
28
- 29. >
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
29
- 30. >
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
30
- 33. >
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
33
- 35. Contact
me
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
me
twi<er.com/datalicious
December
2011
©
Datalicious
Pty
Ltd
35