"to marketing optimisation and beyond!"
DESCRIPTION
Neil Mason's keynote presentation from Emetrics London 2008TRANSCRIPT
“To Marketing Optimisation and Beyond!”
Neil MasonApplied Insights
Forces at work
Internet Adoption & Usage Curve
Source: Net Poll/QXL
Assessment
Scepticism
Trepidation
Orientation
Wanderlust
Confidence
Maturity
Event Driven Usage
Online One Month Three Months Six Months Nine Months One Year Two Years
Act
ivit
y
Time
Propensity to Transact
Internet User E-commerce Development
Up to 12 to 24 months
Exp
erie
nce/
Con
fiden
ce
Information & Research
On-line Retail
Transactions
Auctions
+veGood dealsEfficient ExcitingSmart
-ve:SafetyAnonymity of seller
+veRare/usual itemsFun/excitement(Easy)
-ve:SafetyConfidence about product deliveryWhether it’s a good dealLack of relevance
TransactionalSystems
Sales Reports
Site Reports
Board Reports
Yesterday….
Today….
TransactionalSystems
CountryManagement
InformationFactory
Extracts
GroupManagement
FunctionalManagement
Tomorrow….
TransactionalSystems
CountryManagement
KnowledgeRepository
Extracts
Rules GroupManagement
FunctionalManagement
Third PartyData
Site
LiveTrading
CustomerService
Financials
Analysts
Managers
Partners
Data Warehouse
An
aly
sis
To
ols
Re
po
rtin
g E
nvi
ron
me
nt
Business and Customer Intelligence Strategy
Phase 1- Integrated Reporting
Implementation Approach
Centre
LocalAnalysts
Users
Users
Users
“Centralise Development and Technology - Localise Usage and Support”
Corporate Documents
Localised DocumentsAd-hoc Queries
SupportTraining
Best Practice
DevelopmentAdministration
SecurityExpertise
CRM Technology Framework
Information & Analysis Systems
Transaction Systems
Marketing SystemsData Warehouse
I Wish It Was As Easy As This….
The journey to online marketing optimisation
Performance Tracking
Process Analysis& Optimisation
User Centricity
Insight
Investment
…the right numbers right
It’s about getting….
As Albert said…
The not-so secret approach to getting performance tracking right…
Some simple questions to help you get your KPIs right
• State the online marketing objective• What does that really mean?• What does good look like? What will be
happening differently if you are meeting this objective?
• Can these behaviours or outcomes be measured? How?
• Are these metrics good enough to be KPIs?
Good KPIs are “Übermetrics”…
Organisations need to have thedesire for change…
…to have the ability to execute…
..and to remain focussed
The ingredients for optimisation
The principle of optimisation
Defeat the HIPPO!
HighlyImportantPerson’sPersonalOpinion
Web analytics data
Survey data
Campaign data
Customer data
Get the data out of the silos…
Campaign optimisation
Optimising site processes…
Defining page purposeand measurement
Home page Categorypage
Product list page Product page Basket Checkout
Landing zones Landing zone
EngageRoute Route Engage
Convince
Bounce rate
Promotion space CTR
Process Process
Exit rate
Click to product rate
Exit rate
Cross-sell rate
Add to basket rate
Tool usage
Conversion rate
Conversion rate
Visitor numbers
Multi-variate testing (MVT)• 6 banners• 4 boxes• 5 pictures• 4 sets of links• 3 product lists• 7 copy variations
6 x 4 x 5 x 4 x 3 x 7 = 10,800 permutations!!
Create meaningful segments
A user centric framework…Why do they visit the
site?
?
?
?
?
Who visits the site? What do they do on the site?
Happy Trackers (6%)
Happy Trackers mainly use the site for Track and Trace and little else
In terms of profile they tend to have a stronger business slant and be slightly older than on average
They are not heavy users of the site and their visits are relatively light and narrow – all they do is use Track and Trace
However they are happy with what they do, they rate the site functionality the best out of all the segments
Cottage Industrialists (2%)
Cottage Industrialists are frequent users of the site and they mainly come looking for information on postal prices, delivery services, parcel information and the like.
Half of this segment are involved in some type of online auction related activity and over the course of their lifetime they tend to look at the broadest amount of content on the site. Quite often they will be using the search function to do this
They are reasonably happy with the customer experience on the site and are more likely than on average to recommend the site to others
The user centric framework…in actionWhy do they visit the site and what do they
think of it?
Who visits the site? What do they do on the site?
Most people who visit your website…
Only visit once…Only stay one minute…Generally only look at one page…Most likely only stay for one minute…And probably only transact with you once
Look forward…
Look forward…
Predicting segment membership
Repeat shoppers
Single order shoppers
11 product based segments
Profiled on category purchasing, category browsing, plus opt-in
Profiled on shopping behaviour, purchasing behaviour, category browsing, lifecycles, mosaic, opt-in
75% shoppers
43% items sold
25% shoppers
57% items sold
Repeat Visitor Only
“1 to 2” conversion
Events and triggers
Profiled on category browsing
Probable segment membership
Thank you!Neil [email protected]