datalicious - smart data driven marketing
DESCRIPTION
The presentation illustrates the significance of data in marketing campaigns.TRANSCRIPT
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> Data Driven Marke-ng < Momentum Introduc-on
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July 2012 © Datalicious Pty Ltd
Make data sexy by turning it into ac-onable insights
2
YOU CLIENT
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> Short but sharp history § Datalicious was founded in late 2007 § Strong Omniture web analy-cs history § 1 of 4 preferred Omniture partners globally § Now 360 data agency with specialist team § Combina-on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac-ce (ADMA) § Turning data into ac-onable insights § Execu-ng smart data driven campaigns July 2012 © Datalicious Pty Ltd 3
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> Smart data driven marke-ng
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Media A>ribu-on & Modeling
Op-mise channel mix, predict sales
Tes-ng & Op-misa-on Remove barriers, drive sales
Boos-ng ROMI
Targe-ng & Merchandising Increase relevance, reduce churn
“Using data to widen the funnel”
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> Wide range of data services
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Data PlaIorms Data collec-on and processing Omniture, Google Analy-cs, etc Web and mobile analy-cs Tag-‐less online data capture Retail and call center analy-cs Data warehouse solu-ons Single customer view
Insights Analy-cs Data mining and modelling Tableau, Splunk, SPSS, etc Customised online dashboards Media a>ribu-on models Market and compe-tor trends Social media monitoring Customer segmenta-on
Ac-on Campaigns Data usage and applica-on Alterian, SiteCore, Inxmail, etc Targe-ng and merchandising Marke-ng automa-on CRM strategy and execu-on Data driven websites Tes-ng programs
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> Clients across all industries
ADMA, AGL, Aussie, ANZ,
Appliances Online, Bupa, Canon, Captain Compare, Catch of the Day,
E*Trade, Fox Symes, GE Capital, Ikon,
NDS, IMB, Kogan, Lenovo, Luxottica,
Macquarie, Metricon, News Ltd, Optus,
P&O, Robert Half, Suncorp, Sydney Festival, Telstra, Tourism Australia,
Tourism NZ, Trading Post,
Unicef, Westpac
July 2012 © Datalicious Pty Ltd 6
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Standardise metrics
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July 2012 © Datalicious Pty Ltd 8
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Brake down data silos
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> Establish a single source of truth
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Insights Repor-ng
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Customer profile data
> Combining separate data sets
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3rd party customer data
+ The whole is greater than the sum of its parts
Website behaviour data
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Visualise client data
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July 2012 © Datalicious Pty Ltd 13
What trends can you iden-fy in 5 seconds by looking at the raw data only?
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July 2012 © Datalicious Pty Ltd 14
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July 2012 © Datalicious Pty Ltd 16 RED = No single men
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Give credit where due
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Closer
Paid search
Display ad views
TV/print responses
> Advanced media a>ribu-on
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Influencer Influencer $
Display ad clicks
Online sales
Affiliate clicks
Social buzz
Offline sales
Organic search
Website events
Direct mail, emails
Life-me profit
Social referrals
Retail store visits
Direct site visits
Introducer
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> Purchase path example
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> Media a>ribu-on example
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COST PER CONVERSION
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> Search call to ac-on for offline
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VickyCarroll.myspaday.com > redirect to > myspaday.com?
CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOffer=P3& ChurnRisk=Low [...]
> Personalised URLs for direct mail
July 2012 © Datalicious Pty Ltd 23
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Confirma-on email, 1st login
> Offline sales driven by online
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Website research
Phone order
Retail order
Online order
Cookie
Adver-sing campaign
Credit check, fulfilment
Online order confirma-on
Virtual order confirma-on
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July 2012 © Datalicious Pty Ltd 25
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July 2012 © Datalicious Pty Ltd 26
Increase relevance
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> Importance of online experience
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The consumer decision process is changing from linear to circular.
Considera-on set now grows during online research phase which increases importance of user experience during that phase
Online research
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Purchase Cycle
Segmenta-on based on: Search keywords, display ad clicks and website behaviour
Data Points
Default Product A Product B
Default, awareness
Acquisi-on message D1
Acquisi-on message A1
Acquisi-on message B1 Default
Research, considera-on
Acquisi-on message D2
Acquisi-on message A2
Acquisi-on message B2
Landing page view
Purchase intent
Acquisi-on message D3
Acquisi-on message A3
Acquisi-on message B3
Buy now click
> Simple re-‐targe-ng matrix
July 2012 © Datalicious Pty Ltd 28
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> Vision: Seamless online experience
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Affiliates, paid, organic search
DM, TV, print, outdoor, etc
Display ads
Display ad re-‐targe-ng
Online/offline conversion
Email, DM, call center follow-‐up
Dynamic landing pages
Main website (re-‐)targe-ng
PURLs / Search calls to ac-on
My Account (re-‐)targe-ng
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> ANZ home page targe-ng
© Datalicious Pty Ltd 30 July 2012
ANZ home page re-‐targe-ng and merchandising combined with landing page op-misa-on delivered an increase in offer response and conversion rates with an overall project ROI of 578%
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July 2012 © Datalicious Pty Ltd 31
Test and op-mise
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✓ ✗
✗ ✗ ✓
✓
✓ ✓
✓
✓
✓
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> Macquarie landing pages
July 2012 © Datalicious Pty Ltd 35
Before
Aher
The small things count: Simplifica-on down to 1 set of bujons resulted in increased response rate and project ROI of 547%
Project plakorms used: Adobe SiteCatalyst and Test&Target
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> Telstra bundles pages
© Datalicious Pty Ltd 36 July 2012
Telstra bundles page op-misa-on combined call center data (each page had a unique phone number) with Adobe Test&Target online data and delivered a cross-‐channel conversion rate increase with an ROI of 647%
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July 2012 © Datalicious Pty Ltd 37
Digital marke-ng = tags
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Allocate a data budget
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Combine data & crea-vity
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Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi>er.com/datalicious
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Data > Insights > Ac-on
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