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Data driven multi-channel management Alison Waldron

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Data driven

multi-channel management

Alison Waldron

Who are Stream:20?

Digital Planning

Digital Transformation

Digital Integration

Digital Delivery

Optimizing your business structure and skillsets for digital success

Ensuring technology is implemented for success

Providing innovative strategic support and analysis to drive your digital sales function

Driving incremental revenue across Desktop/ Mobile/Tablet

The Performance-Driven Digital Marketing Consultancy We push up KPIs by rolling out good practice & best practice

on the client side

London Munich San Francisco

Who we work with

Retail Finance

Gaming

Telecoms

Travel Entertainment

Publishing

Technology

Utilities

What am I going to talk about?

• Using data to drive your channel management decisions

– Driving incremental sales

– Maximizing your budget

• How do we look at this?

1. Understanding which channels to invest in to generate the most

sales - Attribution

2. Understanding when to invest in different channels - Seasonal

planning

3. Identifying untapped opportunities to leverage new audiences

and maximize non-traditional KPIs – Growth hacking

Channel management & attribution

Push Pull

Historic channel management

6

Awareness

Generates

demand

Consider

Keeps you in

the frame

Purchase

Captures

demand

Push Channels Display Email Offline

Pull Channels Affiliates PPC SEO Aggregators

Engagement Channels

Social Retargeting Email

• Converts interested demand

• Respond to demand that is ready to buy in the marketplace

• Drive demand in the marketplace

• Engages prospects in the marketplace

REA

CH

EN

GA

GE

PR

OSP

ECTS

C

ON

V

Channels behave differently

Convert

Website Mobile Web Mobile App

Attribution

Customer insight

• Do our customers use multiple channels to find us?

• How many visits does it take to convert a customer?

• Do target audiences differ in the channels they use to find us?

Channel management

• Which channels create customer awareness?

• Which channels are best to convert customer at the end of the buying process?

• What is my ‘true’ cost per sale by channel?

Business decisions

• How can we use this information to leverage my agencies?

• If we have to cut budget, where is best to remove spend?

• If we have extra budget, where is best to spend?

First vs. Last click

What happens when you remove single clicks?

Affiliate

Acquisition

Email Display

Offline Media

Attribution Multi-Channel management

PUSH

PULL

DEMAND GENERATION

DEMAND CONVERSION

PPC/SEO Direct Retargeting Display

Conversion

Email

Brand PPC/SEO

Generic PPC / SEO

A typical customer journey

• Is it as simple as saying increasing impressions increases demands and starts off sales?

• How much can you invest in Display in order to maintain a positive ROI?

Search Visit

Direct Visit

Affiliate Visit

Sale

Calculating Impact Accurately

• Impression vs. Click weighting measurement

– “How much more likely is an individual to Convert if they have seen an impression?”

• Propensity to visit the site

• Conversion once on the site

• Click journey measurement

– “How much more likely is an individual to convert if I drive them to the site more often?”

• Likelihood of returning to the site

• Conversion once revisiting the site

Going further – simpler KPIs that

allow you to game attribution

Building a brand online

Then

Rich media formats

Expensive premium placements

Display, video pre-rolls

Metrics replicating offline

Now

Content marketing

Seeding, social & mobile placements ideal

Multitude of channels

Metrics leveraging online relevance

In practice

Awareness and brand are not design heavy ads

Number and variations of placements have increased

dramatically

The focus is now on the stage a prospect is in their buying

journey, not the channel

All stages of the buying journey are measurable

Macro Conversion Micro Conversion

New Metrics: Micro conversion

REGISTRATION

Goal

KPI examples

Quality traffic to site / serving appropriate content

CPA, CPC, CTR

Site performance / user journeys Bounce Rate, Content Funnels, Content Frequency

Clear calls to action / intuitive discovery of new content / behavioural targeting of stories

Sharing, Watch video, like, Signup, ARPV (advertising)

Driving satisfaction & cohesive user experience

Single log in / remembering preferences / personalised content / community engagement

Provide a reason to be loyal ( loyalty scheme rewarding value)

Repeat Visit Rate, Multi-channel behaviour, LTV

Create a environment where customers are happy to become advocates of the brand

Social Sharing, MGM Conversion

Post Visit Multiple

return visits and

engagement

1st Visit Welcome, engage

and then transfer to key revenue

generating content areas

Acquisition

Browse

Micro Conversions

Satisfaction

Loyalty

Advocacy

Confirmed sale

• Watching a video on a site

• Sharing content with a friend

• Posting an article on your social network

Use Case: Audience Segments

17

Unknown Group

Data Driven – Offsite

Brand Aware No Clear Desire

Brand Aware Thinking of Buying

Price / Product Aware

Order Dropouts

•Unknown – no known tags, not meeting any other criteria

•Upper Segment Dropouts Able to target externally

•All other site visits

•Number of Visits / Recency / Time on Site / Brand Section

•Sales Section Visits

•Started Order Process – Not completed order process 1

2

3

4

5

6

Basic Retargeting

Segmented retargeting

Buying Audiences

Audience Segments

No. Segment Content Display SEM Social Email

1 High CVR Order Dropouts

2 Price / Product Aware

3 Brand Aware Thinking of Buying

4 Brand Aware No Clear Desire

5 Data Driven – Offsite

6 Unknown Group

Buying Funnel

Unidentified prospects

Fix

ed

RT

Criteo &

Analect

RT

GDN

RT

OMD (RTB)

RT

Sociomatic

Reta

rgeting

Perf

orm

ance P

PC

Reta

rgeting

Onsite E

mail

Captu

re

Fix

ed

On

site

Em

ail

Cap

ture

Lookalike &

GDN

RTB Aw

are

ness P

PC

Youtube

RT

Location

Targetin

g

Audience

Buys

List Rental

Customer

Reviews Price

comparison

Expert

Reviews

UGC -

Video

Classic PR

Content

seeding

Seasonality rules the world

Seasonal conversion expectation

• Conversion rate has a seasonality closely related to product demand

• This allows you to plan activity around this curve both for C/R and traffic

Reacting to high performance in indirect demand M

ISSE

D

OP

PO

RTU

NIT

Y

PLA

NN

ING

FO

R K

NO

WN

D

EMA

ND

• Offers/discounts produce peaks in conversion, pulling demand forward: – Direct demand convert at a better rate

– Pulls forward indirect demand

Offer period

Making demand work

Tactics

• Maximizing sales at conversion peaks

• Maintaining brand visibility at conversion dips

• Lead capture at low conversion periods

• Utilizing partner seasonality at seasonal lows

Using Growth Hacking Techniques

to improve performance

Growth hacking – using the AARRR Framework

cquisition evenue TRADITIONAL ACQUISITION

cquisition ctivation etention eferral evenue GROWTH HACKING

New Metrics: K Coefficient

• VK – Visitors plus referred visitors from network

VK 1,000 conversions £5 CPA Effective CPA

V0 1,000+0 = 1,000 £5,000 £5.00

V0.1 1,000+100 = 1,100 £5,000 £4.55

V0.2 1,000+200 = 1,200 £5,000 £4.17

V1 1,000+1,000 = 2,000 £5,000 £2.50

V2 1,000+2,000 = 3,000 £5,000 £1.60

V3 1,000+3,000 = 4,000 £5,000 £1.25

• Reality is this most outcomes will not go viral

• Your goal is to get it above 0, to get effective CPA down

Vir

al

Gro

wth

etention eferral

Growth hacking and multi-channel management

cquisition

ctivation

evenue

eferral

etention

ENGAGED BUT NOT CONVERTED

INSIGHT FOR TARGETING

1. Demand response channel Marketing

2. Engagement Marketing 3. Member get member program 4. Insight for targeting in demand

generation marketing

Amplifying key data insights

Familiarity with your data is crucial – seemingly small trends can have a game changing impact when amplified!

A hotel booking client found that CVR was: • Down 15% on sunny days • Up 12% on rainy days

Solution: Upweight spend on rainy days to maximize high converting period Results: 9% reduction in CPA; 4% increase in CVR

A gaming client saw an increase in stakes for online bingo during half time, leading to an increase in revenue.

Solution: Create media plan focusing on converting demand during half time Results: 9% revenue uplift amplified to 22% revenue uplift

Conclusions

• Understanding your seasonality and its effect on

conversion helps you maximize sales from existing

demand

• An accurate attribution model means you don’t just need

to rely on high cost Push marketing to drive demand

• Familiarity with your data is key – if you see something

that works, act fast!

Thank you

[email protected]