using lifecycle scores for marketing optimisation
DESCRIPTION
Measurecamp - March 2014TRANSCRIPT
Using Lifecycle Scores for Marketing Optimisation
Carmen Mardiros@carmenmardiros
Friday, 28 March 14
@carmenmardiros
Customer’s cognitive decision process,not YOUR marketing funnel.
Post-decisionevaluation
Need Recognition
Option Evaluation ShortlistInterest
(research) Decision
(... Some loopbacks and optional steps, but some form of it always exists )
Friday, 28 March 14
@carmenmardiros
Where your path crosses that of the customer...
Post-decisionevaluation
Need Recognition
Option Evaluation ShortlistInterest
(research) Decision
... there’s just one goal - Move them to NEXT stage
Friday, 28 March 14
@carmenmardiros
Need Recognition
Option Evaluation ShortlistInterest
(research) Decision
See category pagesActively interact with category pages See product pagesActively interact with products
Discovery behaviours The One GoalFind a contender product, to buy now -- or later.(success measure = “Add to basket” )
Friday, 28 March 14
@carmenmardiros
See category pagesActively interact with category pages See product pagesActively interact with productsEngage with curated product listsRead pre-purchase help, tools and featuresAdd to wishlist....
Intuitively, valuable behaviours but many and varied...
Can we aggregate them all in a single “discovery score”?
Organic PPC30
35047
2173
1399
4607
3411
= Propensity of channel to deliver valuable discovery visits.
Friday, 28 March 14
@carmenmardiros
Step 1. How much is each discovery behaviour worth?
Users that interact with category pages
Out of theses, users that ALSOadd to basket
A B
Discovery score = B/A * 100 (... or the conversion rate for this type of discovery behaviour)
Friday, 28 March 14
@carmenmardiros
Step 1. How much is each discovery behaviour worth?
Smoothen out fluctuations by averaging
over weekly cohorts
Caveat: Would need to split by other dimensions to find the true “value” of a behaviour. Tedious work until API supports visitor-level segments.
( Better yet, use median or confidence ranges )
Friday, 28 March 14
@carmenmardiros
Step 1. How much is each discovery behaviour worth?
Behaviours closer to “Add to basket” tend to have higher discovery scores
( duh! ).
Channels that drive a mix of high-score visits are better at moving people to NEXT stage in the decision process.
Friday, 28 March 14
@carmenmardiros
Step 2. Calculating discovery scores when channels bring a messy mix of visits
score1 * ratio1+score2 * ratio2
....
Discovery score =
Why this formula? It evens the playing field (e.g. channels driving more lower-score visits ~ channels driving fewer higher-score visits)
Friday, 28 March 14
Use cases:- Validate intended response from campaigns and messaging- Uncover true channel purpose- Identify time-wasters (high engagement, wrong kind of engagement)- Identify marketing opportunities (low volume, high discovery score)
Friday, 28 March 14
Not just for channels...
Functional overlay for landing page groups to understand flows.(see Gary Angel - Functionalism)
Friday, 28 March 14
Not just for channels...
Function of content seen and interacted with.
Friday, 28 March 14
Progression through decision process
Not just for channels...
Friday, 28 March 14
@carmenmardiros
Yet to do, cross-reference with Multi Channel Funnels
Friday, 28 March 14
Thank You
Carmen Mardiros@carmenmardiros
Friday, 28 March 14