analytics and tracking
DESCRIPTION
The presentation discusses the concepts and principles of data driven marketing.TRANSCRIPT
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[ Analy(cs and Tracking] Data Driven Marke,ng
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Data =
© Datalicious Pty Ltd 2
[ Mo(va(on ]
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[ Data driven marke(ng ]
© Datalicious Pty Ltd 3
Data Pla;orms Data collec(on and processing Web analy(cs solu(ons Omniture, Google Analy(cs, etc Tagless online data capture End-‐to-‐end data pla;orms IVR and call center repor(ng Single customer view
Insights Repor(ng Data mining and modelling Customised dashboards Media aLribu(on models Market and compe(tor trends Social media monitoring Online surveys and polls Customer profiling
Ac(on Applica(ons Data usage and applica(on Marke(ng automa(on Aprimo, Trac(on, Inxmail, etc Targe(ng and merchandising Internal search op(misa(on CRM strategy and execu(on Tes(ng programs
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[ Corporate data journey ]
© Datalicious Pty Ltd 4
Time, Control
Soph
is,ca,o
n
Stage 1
Data Stage 2
Insights Stage 3 Ac(on
Third par,es control most data, ad hoc repor,ng only, i.e. what happened?
Data is being brought in-‐house, shiG towards insights genera,on and data mining, i.e. why did it happen?
Data is fully owned in-‐house, advanced predic,ve modelling and trigger based marke,ng, i.e. what will happen and making it happen!
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Retail sales data
[ Combining data sets ]
© Datalicious Pty Ltd 5
Customer data
+ The whole is greater than the sum of its parts
Web analy,cs data
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Campaign data
Customer data
Compe(tor data
Consumer data
[ Across all data categories ]
© Datalicious Pty Ltd 6
Campaign data TV, print, call center, search, web analy,cs, ad serving, etc Customer data Direct mail, call center, web analy,cs, emails, surveys, etc Consumer data Search, social media, trends, research, news, etc Compe(tor data Search, social media, ad spend, news, offers, etc
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Campaign data
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[ Single source of truth ]
© Datalicious Pty Ltd 8
True ROAS Dashboards
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[ De-‐duplica(on across channels ]
© Datalicious Pty Ltd 9
Banner Ads
Email Blast
Paid Search
Organic Search
$ Bid Mgmt
Ad Server
Email Pla;orm
Google Analy(cs
$
$
$
Web Analy(cs Pla;orm
$
$
$
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[ Analyse channel overlap ]
© Datalicious Pty Ltd 10
Total Ac(ons: 2,023
Display Media 1669 (61.2%)
$125 -‐ $200 CPA
Paid Search 301 / 11.1%
$200 -‐ $500 CPA
189 (62%)
112 (38%)
Straight to Site 1208 (44.3%)
621 (52%)
587 (48%)
DM & EDMs
$200 -‐ $400 CTA
Radio &
Other ATL
Organic Search 493 (18%)
179 (37%)
314 (63%)
Partners
Call Centre
Media Channels are interac(ve. Individual channel analysis yields liLle insight
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[ Success aLribu(on models ]
Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate Referral $100
Success $100
Success $100
Banner Ad
Paid Search
Organic Search $100
Success $100
Last channel gets all credit
First channel gets all credit
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success $100
All channels get par(al credit
Paid Search
11 © Datalicious Pty Ltd
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[ Campaign stacking by channel ]
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Chart shows percentage of channel touch points that lead to a conversion.
Neither first nor last-‐click measurement would provide true picture
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[ Stacking 2.0 – Including Post Impressions ]
[ June 2009] [ datalicious.com ]
The Total Touches à 2,454 The Unique Touch points à 268 The Total Sales for the period à 690 Average touches per sale à 3.6
The number of (mes the touches occurred
Display -‐ Post Impression -‐ 789 Straight to site -‐ 507 Search -‐ SEO Branded -‐ 258
-‐ SEM -‐ 148 -‐ SEO Generic -‐ 16
Internal Referral -‐ 155 Display -‐ Post Click -‐ 76 Email Marke,ng -‐ 22 Shopping Engine -‐ 5
The number of orders the touch point was involved with Display -‐ Post Impression -‐ 403 -‐ (58.4%) involvement Straight to site -‐ 261 -‐ (37.8%) involvement Search -‐ SEO Branded -‐ 131 -‐ (19.0%) involvement
-‐ SEM -‐ 75 -‐ (10.9%) involvement -‐ SEO Generic -‐ 8 -‐ (1.2%) involvement
Internal Referral -‐ 80 -‐ (11.6%) involvement Display -‐ Post Click -‐ 39 -‐ (5.7%) involvement Email Marke,ng -‐ 11 -‐ (1.6%) involvement Shopping Engine -‐ 3 -‐ (0.4%) involvement
Straight to Site
Success $100
Paid Search
Viewed Banner Ad (no click!)
Tradi,onally First Touch
Tradi,onally Last Touch
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[ Ad server exposure test ]
May 2010 © Datalicious Pty Ltd 14
User qualifies for the display campaign (if the user has already been tagged go to step 3)
Audience Segmenta(on 10% of users in control group, 90% in exposed group
2
1
User tagged with segment
3
1st impression
N impressions
Control (displayed non-‐branded message)
Exposed (displayed branded message)
Measurement: Conversions per 1000 unique visitors
Control (displayed non-‐branded message)
Exposed (displayed branded message)
User remains in segment
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© Datalicious Pty Ltd 15
[ Sample Results ]
© Datalicious Pty Ltd 15
Normal Display Adver(sing (90%) Control Group (10%)
22% uplij
Impressions = 1 M Visitors = 1,000 Sales = 50 Cost = $1,000 $ per sale = $20 Without display
adver,sing, 1 in every 20,000 people will convert
Impressions = 9 M Visitors = 10,000 Sales = 550 Cost = $9,000 $ per sale = $16 With display
adver,sing 1 in every 16,363 people will convert
-‐ 80% of sales would have occurred without any display ac(vity -‐ Actual cost per sale is closer to ~5x reported
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© Datalicious Pty Ltd 16
[ Paid and Organic search ]
© Datalicious Pty Ltd 16
70% SEO
30% SEM
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[ SEO or SEM?]
© Datalicious Pty Ltd 17
Find another business!
Visitor Value
($)
Keyword Compe,,on i.e. Cost ($)
High
High Low
Low
SEO SEM/SEO
You need to know the value of your visitors from each keyword!
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© Datalicious Pty Ltd 18
[ Case Study – Poli(cal Consul(ng Firm ] Original Proposal $5k SEO project. 3 months to complete.
Visitor Value High $$$. Average revenue per project is tens of thousands.
Keyword Compe((on Low. Few organic compe,tors. Only one single paid compe,tor.
Poten(al Solu(on Ditch SEO Project. Buy keywords cheaply with high ROI
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Keyword Traffic Tool -‐ Spend Alloca,on -‐ Consumer Interest -‐ Market Size es,ma,on -‐ Keyword cost
Keyword Finder Tool -‐ Find useful words -‐ Use compe,tor site to find useful keywords -‐ Market Size -‐ Compe,,on strength -‐ Keyword cost
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[ Google Webmaster Tools ]
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[ Search call to ac(on ]
© Datalicious Pty Ltd 22
Print adver(sing can be analysed
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[ Offline sales driven by online ]
May 2010 © Datalicious Pty Ltd 23
Cookie
Website.com Research
Credit Check Fulfilment
Phone Orders
Retail Orders
Online Orders
Credit Check Fulfilment
Credit Check Fulfilment
Website.com Research
Website.com Research
Online Order Confirma(on
Virtual Order Confirma(on
Virtual Order Confirma(on
Virtual Order Confirma(on
@
@
@
Cookie Cookie
Adver(sing Campaign
Tying offline conversions back to online campaign and research behavior using standard cookie technology by triggering virtual online order confirma,on pages for offline sales using email receipts.
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Customer data
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[ You can’t hide! ]
Cookie
Iden(fies themself (e.g. sale or registra(on)
User visits Site
anonymously
Web Analy(cs Database
2 years on the beach
Cookie
User visits Site again
‘anonymously’
Looks at lots of ‘widgets’
Name: John Example Interest: Widgets History: -‐Last visit 2 years ago. -‐Purchased 10 blue widgets -‐High value band Loca(on: 2000, Sydney
Business Intelligence Database
Hi John, long (me no talk, we have a special on widgets!
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[ Social Media Data ] Facebook Connect gives you the following and more, with just one click… Id, first name, last name, middle name, pic, affilia,ons, last profile update, ,mezone, religion, poli,cal interests, interests, sex, birthday, arracted to which sex, why they want to meet someone, home town, rela,onship status, current loca,on, ac,vi,es, music interests, tv show interests,educa,on history, work history, family and email.
-‐ Is there anything else you need to know?
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[ Prospect targe(ng parameters ]
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[ Affinity targe(ng in ac(on ] Different types of visitors respond to different ads. By using category affinity targe,ng, response rates are liGed significantly across products.
Message Click-‐Through Rate By Category Affinity
Postpay Prepay Broadb. Business
Blackberry Bold - - - + 5GB Mobile Broadband - - + - Blackberry Storm + - + + 12 Month Caps - + - +
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[ Combining data sets ]
© Datalicious Pty Ltd 30
one-‐off collec,on of demographical data age, gender, address, etc customer lifecycle metrics and key dates profitability, expira(on, etc predic,ve models based on data mining
propensity to buy, churn, etc historical data from previous transac,ons
average order value, points, etc
CRM Profile
UPDATED OCCASIONALLY
+ tracking of purchase funnel stage
browsing, checkout, etc tracking of content preferences
products, brands, features, etc tracking of external campaign responses
search terms, referrers, etc tracking of internal promo,on responses
emails, internal search, etc
Site Behaviour
UPDATED CONTINUOUSLY
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[ Store locator searches ]
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Compe(tor data
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[ Brand search volume ]
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[ Market share trends ]
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Consumer data
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[ Search term volumes ]
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hrp://www.wordle.net
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