data driven channel management | san francisco digital marketing hub
TRANSCRIPT
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
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?
Affiliate
Acquisition
Email Display
Offline Media
Attribution Multi-Channel management
PUSH
PULL
DEMAND GENERATION
DEMAND CONVERSION
PPC/SEO Direct Retargeting Display
Conversion
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
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
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
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
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!