NMPi's very own Anna Jorysz takes us through how to integrate data into your digital campaigns and how to measure your results.

1. Taking A Measured
Approach
DATA INTEGRATION

3. Data is the new oil.
It’s valuable, but if unrefined it
cannot really be used.
It has to be changed into gas,
plastic, chemicals, etc to create a
valuable entity …
… that drives profitable activity;
so must data be broken down,
analyzed for it to have value.
Clive Humby

4. What Is Performance Marketing?
2.
Driving
profit
3.
Ongoing
analysis
AS EFFECTIVELY & EFFICIENTLY AS POSSIBLE
1.
Assigning
value

5. BUYING
TARGETING
&
CREATIVE
MESSAGING
&
Why will data help you with this?
How will you measure success?
How will you optimise further?
What are you trying to achieve?

6. Last year was a record-breaking
year for kit sales.
This year we need to sell
even more!
Ads which let users
personalise their
kit within the
banners
Use data to predict
which version the
customer will
want

9. What do we know about
the product?
Kit.
Average CR.
Fans love Salah.
Kit. Home kit. Women’s home kit.Kit. Home kit.Kit. Home kit. Women’s home kit.
Women’s home kit with Salah
printing.
Average CR. Average CR but high
CTR.
Average CR. Average CR but high
CTR. Average CR but high CTR
and is a top selling women’s
product.
Average CR. Average CR but high
CTR. Average CR but high CTR
and is a top selling women’s
product. Average CR but high CTR
and is a top selling women’s
product with much more clicks
from women than men.
Fans love Salah. Fans love Salah
but he’s not scored many goals
recently.
5
custom labels
1
value per product
1,000
unique values

10. What do we know about
the product?
Kit. Home kit. Women’s home kit.
Women’s home kit with Salah
printing.
Average CR. Average CR but high
CTR. Average CR but high CTR
and is a top selling women’s
product. Average CR but high CTR
and is a top selling women’s
product with much more clicks
from women than men.
Fans love Salah. Fans love Salah
but he’s not scored many goals
recently.

11. What To Do?
1.
Build a model
2.
Define
meaningful
categories
3.
Test & learn

12. size, shopping click through rate this week, product id, search clicks last month, player nationality, display revenue yesterday, shopping clicks last month, search sales this
week, sales growth week on week, shopping click through rate today, product category, on site conversion rate this month, shopping conversion rate last week, on site
traffic this week, display click through rate last week, shopping impressions this week, search click through rate today, paid social click through rate this week, on site
revenue today, display impressions last week, shopping revenue last month, paid social click through rate yesterday, on site click through rate today, paid social
impressions yesterday, paid social impressions this month, search clicks today, search click through rate last month, search click through rate this month, shopping clicks
last week, paid social impressions last month, shopping revenue yesterday, on site traffic last week, paid social clicks yesterday, shopping clicks this week, display
conversion rate today, player position, search conversion rate this month, condition, search sales last week, on site click through rate yesterday, display sales this week,
shopping impressions this month, revenue ranking, product name, paid social conversion rate today, search revenue this month, search clicks this month, display sales last
month, search click through rate this week, display impressions yesterday, url, on site traffic last month, display click through rate last month, on site conversion rate last
week, display clicks today, shipping cost, shopping impressions last week, product publicity, paid social revenue this week, search clicks this week, paid social conversion
rate last week, display conversion rate yesterday, on site sales this week, search sales this month, paid social revenue this month, paid social sales last month, display
click through rate this week, product type, display conversion rate last month, paid social revenue yesterday, on site revenue yesterday, display sales this month, paid
social revenue last week, display sales last week, paid social clicks this month, shopping conversion rate today, paid social clicks last month, display revenue last month,
player popularity, shopping revenue this week, paid social sales yesterday, on site traffic today, on site revenue last week, on site click through rate last week, on site
traffic yesterday, paid social click through rate last month, search clicks last week, player number, shopping sales this week, shopping revenue today, player name, display
impressions today, paid social clicks this week, paid social clicks today, shopping conversion rate this month, rating, display click through rate yesterday, search sales
today, shopping clicks yesterday, on site sales this month, sales ranking, shopping clicks this month, paid social revenue last month, search impressions last week, sub
category, search revenue last month, on site sales last week, paid social conversion rate yesterday, display conversion rate this week, paid social sales this week, paid
social sales today, display clicks this week, paid social conversion rate this month, on site revenue last month, shopping click through rate last month, kit year, paid social
conversion rate this week, revenue growth week on week, search sales yesterday, shopping clicks today, colour, on site revenue this month, search impressions last
month, search impressions this week, shipping destinations, search click through rate last week, display click through rate today, paid social click through rate today,
description, search revenue this week, pattern, stock levels, paid social impressions today, shopping click through rate yesterday, sale status, shopping sales yesterday,
shopping sales today, paid social clicks last week, age range, shopping impressions last month, search revenue yesterday, search impressions today, price range, traffic
growth week on week, display revenue this month, reviews, shopping sales last month, player appearances this season, on site sales yesterday, on site conversion rate
yesterday, on site conversion rate this week, paid social impressions last week, gender, material, paid social conversion rate last month, on site sales last month, on site
revenue this week, display impressions this month, on site conversion rate today, shopping conversion rate this week, display clicks last week, display click through rate
this month, display sales today, shopping impressions today, paid social click through rate this month, paid social sales this month, display clicks yesterday, shopping click
through rate this month, search sales last month, shopping revenue last week, search impressions yesterday, paid social sales last week, search conversion rate this
week, search conversion rate last month, paid social impressions this week, search conversion rate last week, price, search revenue today, shopping sales last week,
display conversion rate this month, kit type, display impressions this week, brand, display impressions last month, on site traffic this month, player current form, search
conversion rate today, paid social click through rate last week, on site click through rate this week, shopping sales this month, price competitiveness, shopping conversion
rate yesterday, display revenue today, display conversion rate last week, shopping impressions yesterday, on site conversion rate last month, search impressions this
month, on site sales today, shopping revenue this month, search clicks yesterday, display clicks last month, availability, shopping conversion rate last month, search
conversion rate yesterday, search revenue last week, search click through rate yesterday, paid social revenue today, on site click through rate this month, display sales
yesterday, display clicks this month, player goals this season, display revenue last week, shopping click through rate last week, on site click through rate last month,
size, shopping click through rate this week, product id, search clicks last month, player nationality, display revenue yesterday, shopping clicks last month, search sales this
week, sales growth week on week, shopping click through rate today, product category, on site conversion rate this month, shopping conversion rate last week, on site
traffic this week, display click through rate last week, shopping impressions this week, search click through rate today, paid social click through rate this week, on site
revenue today, display impressions last week, shopping revenue last month, paid social click through rate yesterday, on site click through rate today, paid social
impressions yesterday, paid social impressions this month, search clicks today, search click through rate last month, search click through rate this month, shopping clicks
last week, paid social impressions last month, shopping revenue yesterday, on site traffic last week, paid social clicks yesterday, shopping clicks this week, display
conversion rate today, player position, search conversion rate this month, condition, search sales last week, on site click through rate yesterday, display sales this week,
shopping impressions this month, revenue ranking, product name, paid social conversion rate today, search revenue this month, search clicks this month, display sales last
month, search click through rate this week, display impressions yesterday, url, on site traffic last month, display click through rate last month, on site conversion rate last
week, display clicks today, shipping cost, shopping impressions last week, product publicity, paid social revenue this week, search clicks this week, paid social conversion
rate last week, display conversion rate yesterday, on site sales this week, search sales this month, paid social revenue this month, paid social sales last month, display
click through rate this week, product type, display conversion rate last month, paid social revenue yesterday, on site revenue yesterday, display sales this month, paid
social revenue last week, display sales last week, paid social clicks this month, shopping conversion rate today, paid social clicks last month, display revenue last month,
player popularity, shopping revenue this week, paid social sales yesterday, on site traffic today, on site revenue last week, on site click through rate last week, on site
traffic yesterday, paid social click through rate last month, search clicks last week, player number, shopping sales this week, shopping revenue today, player name, display
impressions today, paid social clicks this week, paid social clicks today, shopping conversion rate this month, rating, display click through rate yesterday, search sales
today, shopping clicks yesterday, on site sales this month, sales ranking, shopping clicks this month, paid social revenue last month, search impressions last week, sub
category, search revenue last month, on site sales last week, paid social conversion rate yesterday, display conversion rate this week, paid social sales this week, paid
social sales today, display clicks this week, paid social conversion rate this month, on site revenue last month, shopping click through rate last month, kit year, paid social
conversion rate this week, revenue growth week on week, search sales yesterday, shopping clicks today, colour, on site revenue this month, search impressions last
month, search impressions this week, shipping destinations, search click through rate last week, display click through rate today, paid social click through rate today,
description, search revenue this week, pattern, stock levels, paid social impressions today, shopping click through rate yesterday, sale status, shopping sales yesterday,
shopping sales today, paid social clicks last week, age range, shopping impressions last month, search revenue yesterday, search impressions today, price range, traffic
growth week on week, display revenue this month, reviews, shopping sales last month, player appearances this season, on site sales yesterday, on site conversion rate
yesterday, on site conversion rate this week, paid social impressions last week, gender, material, paid social conversion rate last month, on site sales last month, on site
revenue this week, display impressions this month, on site conversion rate today, shopping conversion rate this week, display clicks last week, display click through rate
this month, display sales today, shopping impressions today, paid social click through rate this month, paid social sales this month, display clicks yesterday, shopping click
through rate this month, search sales last month, shopping revenue last week, search impressions yesterday, paid social sales last week, search conversion rate this
week, search conversion rate last month, paid social impressions this week, search conversion rate last week, price, search revenue today, shopping sales last week,
display conversion rate this month, kit type, display impressions this week, brand, display impressions last month, on site traffic this month, player current form, search
conversion rate today, paid social click through rate last week, on site click through rate this week, shopping sales this month, price competitiveness, shopping conversion
rate yesterday, display revenue today, display conversion rate last week, shopping impressions yesterday, on site conversion rate last month, search impressions this
month, on site sales today, shopping revenue this month, search clicks yesterday, display clicks last month, availability, shopping conversion rate last month, search
conversion rate yesterday, search revenue last week, search click through rate yesterday, paid social revenue today, on site click through rate this month, display sales
yesterday, display clicks this month, player goals this season, display revenue last week, shopping click through rate last week, on site click through rate last month,
or define one or more
Performance
Coefficients

13. This sounds like
machine learning

14. 1. Measure
2. Be measured
3. Measure again
When it comes to your data
integration strategy:
...but don’t forget to be creative!

15. Questions?
sli.do
#nmpignite