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Increase relevance
Improve usability
October 2010
Insights
Repor-ng
Data
mining
and
modelling
Customised
dashboards
Media
a:ribu-on
models
Market
and
compe-tor
trends
Social
media
monitoring
Online
surveys
and
polls
Customer
proling
Ac-on
Data collec-on and processing Web analy-cs solu-ons Omniture, Google Analy-cs, etc Tag-less online data capture End-to-end data plaGorms IVR and call center repor-ng Single customer view
Applica-ons
Data usage and applica-on Marke-ng automa-on Aprimo, Trac-on, Inxmail, etc Targe-ng and merchandising Internal search op-misa-on CRM strategy and execu-on Tes-ng programs
October 2010
October 2010
Why?
What?
How?
October 2010
10
Awareness
Interest
Desire
Ac-on
Sa-sfac-on
Social media
October 2010
12
Company
Promo-on
Consumer
WOM,
blogs,
reviews,
ra-ngs,
communi-es,
social
networks,
photo
sharing,
video
sharing
October
2010
ADMA
&
Datalicious
Pty
Ltd
13
October 2010
14
Reach
(Awareness)
Engagement
(Interest
&
Desire)
Conversion
(Ac@on)
+Buzz
(Sa@sfac@on)
October 2010
15
People reached
40%
People engaged
10%
People converted
1%
People delighted
October 2010
16
People reached
40%
People engaged
10%
People converted
1%
People delighted
October 2010
17
Prospect vs. customer High vs. low value Product anity Post code, age, sex, etc
October 2010
24
October 2010
25
Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa@on, order conrma@on, etc
Conversion
event
October
2010
ADMA
&
Datalicious
Pty
Ltd
27
Bounce
rate,
add
to
cart,
cart
checkout,
conrmed
order,
call
back
request,
registra@on,
product
comparison,
product
review,
forward
to
friend,
etc
October
2010
ADMA
&
Datalicious
Pty
Ltd
28
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Store Search
October 2010
29
October 2010
32
Inuence
Reach
October 2010
33
October 2010
35
People reached Search impressions, UBs, etc Click-through or interac-on rate, etc
People engaged
People converted
People delighted
? ?
? ?
?
?
36
October 2010
R I ROI IR MI ROMI BE
Revenue Investment Return on investment Incremental revenue Marke@ng investment Return on marke@ng investment Brand equity
37
October 2010
October 2010
39
October 2010
October 2010
42
October 2010
43
From
suspect
to
Time
prospect
To
customer
Time
Data
Sophis@ca@on
Insights
Ac-on
Stage
3
Third par@es control most data, ad hoc repor@ng only, i.e. what happened?
Data
is
fully
owned
in-house,
advanced
predic@ve
modelling
Data
is
being
brought
in-house,
shib
towards
and
trigger
based
insights
genera@on
and
marke@ng,
i.e.
what
will
happen
and
data
mining,
i.e.
why
making
it
happen!
did
it
happen?
Time,
Control
45
October 2010
Third par@es control most data, ad hoc repor@ng only, i.e. what happened?
Data
is
fully
owned
in-house,
advanced
predic@ve
modelling
Data
is
being
brought
in-house,
shib
towards
and
trigger
based
insights
genera@on
and
marke@ng,
i.e.
what
will
happen
and
data
mining,
i.e.
why
making
it
happen!
did
it
happen?
Time,
Control
Sophis@ca@on
46
October 2010
People Reached
40%
People Engaged
10%
People Converted
1%
People Delighted
Quan@ta@ve and qualita@ve research data Social media data Social media
October 2010
47
Keep
all
your
favourite
reports
but
Eliminate
tag
maintenance
and
ensure
New
pages/content
is
tracked
automa@cally
Across
normal
websites,
mobiles
and
apps
October
2010
ADMA
&
Datalicious
Pty
Ltd
48
Single
point
of
data
capture
and
processing
Real-@me
queries
to
enrich
website
data
Mul@ple
data
export
op@ons
for
web
analy@cs
Enriching
single-customer
view
website
behaviour
October
2010
ADMA
&
Datalicious
Pty
Ltd
49
Source:
h^p://www.hitwise.com/au/datacentre
October
2010
ADMA
&
Datalicious
Pty
Ltd
50
October 2010
51
October 2010
52
Apple
iPhone
October
2010
ADMA
&
Datalicious
Pty
Ltd
53
October 2010
54
October 2010
55
October 2010
56
Iden@fy search term trends and compe@tors Search and media planning
October 2010
What
if:
Someone
deletes
their
cookies?
Or
uses
a
device
that
does
not
support
JavaScript?
Or
uses
two
computers
(work
vs.
home)?
Or
two
people
use
the
same
computer?
October
2010
ADMA
&
Datalicious
Pty
Ltd
Source:
Google
Analy@cs,
Jus@n
Cutroni,
2007
59
60
Datalicious
SuperCookie
Persistent
Flash
cookie
that
cannot
be
deleted
Weeks
October
2010
ADMA
&
Datalicious
Pty
Ltd
62
Banner Ads
Email Blast
Email PlaGorm
Organic Search
Google Analy-cs
October 2010
63
October 2010
64
October 2010
65
October 2010
66
Total
media
budget
of
$10,000
of
which
50%
is
spend
on
paid
search
and
50%
on
display
ads
Total
of
100
conversions
across
both
channels
with
a
channel
overlap
of
50%,
i.e.
both
channels
claim
100%
of
conversions
based
on
their
own
repor@ng
but
once
de-duplicated
they
each
only
contributed
50%
of
conversions
What
are
the
ini@al
CPA
values
and
what
is
the
true
CPA?
$5,000
/
100
=
$50
ini@al
CPA
and
$5,000
/
50
=
$100
true
CPA
(which
represents
a
100%
increase)
ADMA
&
Datalicious
Pty
Ltd
68
October 2010
Banner audience
Search audience
October 2010
69
October 2010
71
October 2010
73
Data from
October 2010
75
October 2010
76
Using
Facebook
Like
bu^ons
is
a
free
and
powerful
way
to
gain
addi@onal
insights
into
consumer
preferences
and
enabling
social
sharing
of
content
as
well
as
possibly
inuence
organic
search
rankings
in
the
near
future.
October
2010
ADMA
&
Datalicious
Pty
Ltd
77
Email address, rst name, last name, gender, birthday, interests, picture, alia@ons, last prole update, @me zone, religion, poli@cal interests, a^racted to which sex, why they want to meet someone, home town, rela@onship status, current loca@on, ac@vi@es, music interests, tv show interests, educa@on history, work history, family, etc
October 2010
(all contacts)
How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu-ons if you serve 1,000,000 banners
How many survey responses do you need if you have 10,000 customers? 369 for each ques-on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu-ons if you serve 1,000,000 banners? 383 sales per banner execu-on or 383 x 6 = 2,298 sales
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Store Search
October 2010
83
Trac
spikes
or
other
data
anomalies
without
context
are
very
hard
to
interpret
and
can
render
data
useless
October
2010
ADMA
&
Datalicious
Pty
Ltd
84
Calendar events
October 2010
Summary
Why?
What?
How?
October 2010
88
Analyzing content usage (engagement) Analyzing conversion drop-out (conversion) Dening custom segments (breakdowns)
October 2010
91
October 2010
94
October 2010
95
October 2010
October 2010
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