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Turning Data Insight into
              Actionable Strategy
              How dianomi™’s Exedra™ platform provides the insight
              needed to engage and convert prospects optimally at every
              stage of the customer journey




              Cabell de Marcellus & Julian Barkes
Visit us at
              Wednesday, 21 September, 13:50-14:20
Stand
 198
The Exedra Platform               ™




                                                                                       Audience Reach
                                                                                       Serving over 200m custom ad
                                                                                       impressions a month across our white
                                                                                       labelled premium publisher network,
              Live Optimisation                                                        targeting the affluent consumer, we
              Turning our proprietary                                                     provide a brand-safe and
              Level2Insight™ data into an                                                    transparent environment.
              actionable strategy to maximise
              ROI.




                                                    Exedra
                                                    ENGAGE - OPTIMISE - CONVERT
                                                                                  ™™




                                                                                             Affluent Audience
              Level2Insight       ™
                                                                                               Targeting
              Market Intelligence and                                                        Optimised ad placement via
              Analysis providing in depth                                                    our SmartLinks™ contextual
              data insight to help you                                                       technology ensures promotions
              acquire, retain and grow                                                       are displayed in the right place
              your customer base.                                                            for the right person.



Visit us at
Stand
 198
Stages of the customer journey


                                                TARGET


                                                ENGAGE
              CRITICAL MARKETING INTELLIGENCE

                                                CAPTURE
                                                          Turning
                                                EDUCATE   prospects into
                                                          informed buyers
                                                NURTURE


                                                CONVERT


                                                SURVEY
Visit us at
Stand
 198
Target
              ● Market to the right demographic with the means to become valuable customers.

              ● Exedra™ is fully integrated with Experian down to the household level.

              ● Users are demographically profiled in real time.

              ● 30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent.


              Affluence                                    Age




              Groups                                      Types




Visit us at
Stand
 198
Engage


              ● Start by optimising your click-through-rate. It’s easier & results are more dramatic

              ● Choose theme, don’t guess. Listen to your customers through surveys

              ● Identify popular customer needs

              ● Use the customer’s terminology

              ● Start by optimising your most trafficked page

                   1. An improvement will make a bigger difference to sales

                   2. You will get test results faster and with more confidence




Visit us at
Stand
 198
Optimise


              ● Test everything - all marketing decisions must be based on
                statistically significant test results

              ● Common testing mistakes:

                  1) Most examples don’t provide P-value - the probability
                  of obtaining the result by chance alone.

                       i) A p-value of less than 5% is a common level of
                       statistical significance.

                  2) Comparing test results over two different time periods
                  can mislead you.




Visit us at
Stand
 198
Optimise
              ● Exedra™ automated ad variant testing




              A: 10 Seriously Undervalued Stocks
              B: Which are the top 10 undervalued companies in the UK
              CTR for Group A has 47.4% higher than Group B. The result is statistically significant (at the
              p<0.05 level). A result like this will only occur 0.00% of the time by chance alone.

              Leads generated for Group A has 32.2% than Group B. The result is statistically significant (at the
Visit us at   p<0.05 level). A result like this will only occur 1.87% of the time by chance alone.
Stand
 198
Capture
              Exedra™ - automated A/B/n variant landing page testing

              ● Landing page submit rates depend largely on the extent of the user details you
                 are capturing: 15%, 10%, 5%

              ● Use hero shots, awards, testimonials, social proof, authority and benefits.

              ● We work with industry leading optimisation experts.




Visit us at
Stand
 198
Capture
                                                  Example A/B landing page test

Binomial test to compare two proportions

VERSION             CLICKS     SUBMITS      %

A: no awards        558        58           10.4
B: with awards      1265       202          16.0

Group B has 54% higher success rate than
Group A.

The result is statistically significant (at the
p<0.05 level). A result like this will only
occur 0.21% of the time by chance alone.

BUT the time period was NOT the same.

When we only look at data over the same
time period...

VERSION             CLICKS     SUBMITS      %

A: no awards        558        58           10.4
B: with awards      601        78           13.0

Group B has 25% higher success rate than
Group A.

The result is NOT statistically significant (at
the p<0.05 level). A result like this will occur
20.25% of the time by chance alone.




Visit us at
Stand
 198
                                                  Action: Keep the test running until we have less than a 5% chance of obtaining the result by
                                                  chance alone.
Educate


              ● A customer cannot buy a product if he has not been
                educated. In our surveys, we found the most popular request
                from users was more education

              ● Education is an essential part of the buying process:
                   ✔ Guides
                   ✔ Reports
                   ✔ Trials
                   ✔ Demos
                   ✔ Samples
                   ✔ Test drives




Visit us at
Stand
 198
Nurture


              ● Use automated email touch-points: confirmation, fulfillment,
                update
              ● Exedra™ is Return Path certified and fully compliant with
                best email practices:
                     1. handling bounces
                     2. stopping emailing inactive users
                     3. achieving a low complaint rate
                     4. digital signing of emails (DKIM)
                     5. sending consistent volumes

              ● Sending emails at the same time of day as original request
              ● Automated optimisation of subject lines
                                                                        Service Provider:
Visit us at                                                             Email Delivery Certification

Stand         Result: Raised deliverability from 50% to over 99%
 198          Properly nurtured users are 4x more valuable
Nurture




Visit us at   Exedra™ tracks the rate of opens, clicks, bounces, unsubscribes,
Stand         complaints and CPM.
 198
Convert


              Whether final stage conversion is completed online, via the post or over
              the phone - persistence is vital.

              ● In some cases a prospect needs to receive 5.8 pieces
                of direct mail before converting

              ● 93% chance of making contact after 6 attempts versus
                only 39% on the first attempt (see leads 360 white paper)

              ● However 50% of leads are only called once

              ● Leads called within one minute can convert more than
                4x leads that are left waiting



Visit us at
Stand
 198
Survey
              Learn, Adapt, Evolve

              Gain critical marketing intelligence to optimise your entire
              marketing strategy
                     ● What did you choose?
                     ● Why did you choose that product?
                     ● Why did you choose another product?
                     ● Investor Surveys
                     ● Automotive Surveys




Visit us at
Stand
 198
dianomi adtech London presentation 2011
dianomi adtech London presentation 2011
dianomi adtech London presentation 2011

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dianomi adtech London presentation 2011

  • 1. Turning Data Insight into Actionable Strategy How dianomi™’s Exedra™ platform provides the insight needed to engage and convert prospects optimally at every stage of the customer journey Cabell de Marcellus & Julian Barkes Visit us at Wednesday, 21 September, 13:50-14:20 Stand 198
  • 2. The Exedra Platform ™ Audience Reach Serving over 200m custom ad impressions a month across our white labelled premium publisher network, Live Optimisation targeting the affluent consumer, we Turning our proprietary provide a brand-safe and Level2Insight™ data into an transparent environment. actionable strategy to maximise ROI. Exedra ENGAGE - OPTIMISE - CONVERT ™™ Affluent Audience Level2Insight ™ Targeting Market Intelligence and Optimised ad placement via Analysis providing in depth our SmartLinks™ contextual data insight to help you technology ensures promotions acquire, retain and grow are displayed in the right place your customer base. for the right person. Visit us at Stand 198
  • 3. Stages of the customer journey TARGET ENGAGE CRITICAL MARKETING INTELLIGENCE CAPTURE Turning EDUCATE prospects into informed buyers NURTURE CONVERT SURVEY Visit us at Stand 198
  • 4. Target ● Market to the right demographic with the means to become valuable customers. ● Exedra™ is fully integrated with Experian down to the household level. ● Users are demographically profiled in real time. ● 30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent. Affluence Age Groups Types Visit us at Stand 198
  • 5. Engage ● Start by optimising your click-through-rate. It’s easier & results are more dramatic ● Choose theme, don’t guess. Listen to your customers through surveys ● Identify popular customer needs ● Use the customer’s terminology ● Start by optimising your most trafficked page 1. An improvement will make a bigger difference to sales 2. You will get test results faster and with more confidence Visit us at Stand 198
  • 6. Optimise ● Test everything - all marketing decisions must be based on statistically significant test results ● Common testing mistakes: 1) Most examples don’t provide P-value - the probability of obtaining the result by chance alone. i) A p-value of less than 5% is a common level of statistical significance. 2) Comparing test results over two different time periods can mislead you. Visit us at Stand 198
  • 7. Optimise ● Exedra™ automated ad variant testing A: 10 Seriously Undervalued Stocks B: Which are the top 10 undervalued companies in the UK CTR for Group A has 47.4% higher than Group B. The result is statistically significant (at the p<0.05 level). A result like this will only occur 0.00% of the time by chance alone. Leads generated for Group A has 32.2% than Group B. The result is statistically significant (at the Visit us at p<0.05 level). A result like this will only occur 1.87% of the time by chance alone. Stand 198
  • 8. Capture Exedra™ - automated A/B/n variant landing page testing ● Landing page submit rates depend largely on the extent of the user details you are capturing: 15%, 10%, 5% ● Use hero shots, awards, testimonials, social proof, authority and benefits. ● We work with industry leading optimisation experts. Visit us at Stand 198
  • 9. Capture Example A/B landing page test Binomial test to compare two proportions VERSION CLICKS SUBMITS % A: no awards 558 58 10.4 B: with awards 1265 202 16.0 Group B has 54% higher success rate than Group A. The result is statistically significant (at the p<0.05 level). A result like this will only occur 0.21% of the time by chance alone. BUT the time period was NOT the same. When we only look at data over the same time period... VERSION CLICKS SUBMITS % A: no awards 558 58 10.4 B: with awards 601 78 13.0 Group B has 25% higher success rate than Group A. The result is NOT statistically significant (at the p<0.05 level). A result like this will occur 20.25% of the time by chance alone. Visit us at Stand 198 Action: Keep the test running until we have less than a 5% chance of obtaining the result by chance alone.
  • 10. Educate ● A customer cannot buy a product if he has not been educated. In our surveys, we found the most popular request from users was more education ● Education is an essential part of the buying process: ✔ Guides ✔ Reports ✔ Trials ✔ Demos ✔ Samples ✔ Test drives Visit us at Stand 198
  • 11. Nurture ● Use automated email touch-points: confirmation, fulfillment, update ● Exedra™ is Return Path certified and fully compliant with best email practices: 1. handling bounces 2. stopping emailing inactive users 3. achieving a low complaint rate 4. digital signing of emails (DKIM) 5. sending consistent volumes ● Sending emails at the same time of day as original request ● Automated optimisation of subject lines Service Provider: Visit us at Email Delivery Certification Stand Result: Raised deliverability from 50% to over 99% 198 Properly nurtured users are 4x more valuable
  • 12. Nurture Visit us at Exedra™ tracks the rate of opens, clicks, bounces, unsubscribes, Stand complaints and CPM. 198
  • 13. Convert Whether final stage conversion is completed online, via the post or over the phone - persistence is vital. ● In some cases a prospect needs to receive 5.8 pieces of direct mail before converting ● 93% chance of making contact after 6 attempts versus only 39% on the first attempt (see leads 360 white paper) ● However 50% of leads are only called once ● Leads called within one minute can convert more than 4x leads that are left waiting Visit us at Stand 198
  • 14. Survey Learn, Adapt, Evolve Gain critical marketing intelligence to optimise your entire marketing strategy ● What did you choose? ● Why did you choose that product? ● Why did you choose another product? ● Investor Surveys ● Automotive Surveys Visit us at Stand 198