ANZ Analytics

>
ANZ Analy*cs Workshop <

Smart Data Driven Marke.ng
> Short but sharp history

Datalicious was founded late 2007 Strong Omniture web analy.cs history Now 360 data agency with specialist team Combina.on of analysts and developers Carefully selected best of breed partners Evangelizing smart data driven marke.ng Making data accessible and ac.onable Driving industry best prac.ce (ADMA)
March 2011 Datalicious Pty Ltd 2
> Clients across all industries
March 2011
Datalicious Pty Ltd
> Wide range of data services

Data
PlaAorms
Insights
Repor*ng
Data mining and modelling Customised dashboards Media aNribu*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 plaAorms IVR and call center repor*ng Single customer view
Applica*ons
Data usage and applica*on Marke*ng automa*on Alterian, Trac*on, Inxmail, etc Targe*ng and merchandising Internal search op*misa*on CRM strategy and execu*on Tes*ng programs
March 2011
Datalicious Pty Ltd
> Smart data driven marke*ng

Metrics Framework

Metrics Framework
Benchmarking and trending
Media ANribu*on
Op*mise channel mix Increase relevance
Benchmarking and trending
Targe*ng Tes*ng $$$
Improve usability
March 2011
Datalicious Pty Ltd
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Metrics framework

> AIDA and AIDAS formulas

Old media New media
Awareness
Interest
Desire
Ac*on
Sa*sfac*on
Social media
March 2011
Datalicious Pty Ltd
> Simplied AIDAS funnel
Reach
(Awareness)
Engagement
(Interest & Desire)
Conversion
(Ac.on)
+Buzz
(Sa.sfac.on)
March 2011
Datalicious Pty Ltd
> Marke*ng is about people
People reached
40%
People engaged
10%
People converted
1%
People delighted
March 2011
Datalicious Pty Ltd
> Unique visitor overes*ma*on

The study examined data from two of the UKs busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-in users, they provided a robust sample to compare IP-based and cookie-based analysis against. The results were staggering, for example an IP-based approach overes.mated visitors by up to 7.6 .mes whilst a cookie-based approach overes*mated visitors by up to 2.3 *mes.
March 2011 Datalicious Pty Ltd
Source: White Paper, RedEye, 2007
10
> Maximise iden*ca*on points

160% 140% 120% 100% 80% 60% 40% 20%
0 4 8 12 16 20 24 28 32 36 40 44 48
Probability of iden.ca.on through Cookies
Weeks
Mobile
Home
Work
Online
Phone
Branch
March 2011
Datalicious Pty Ltd
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> Addi*onal funnel breakdowns

Brand vs. direct response campaign
People reached
40%
People engaged
10%
People converted
1%
People delighted
New prospects vs. exis.ng customers
March 2011
Datalicious Pty Ltd
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New vs. returning visitors
AU/NZ vs. rest of world
Exercise: Funnel breakdowns
> Exercise: Funnel breakdowns

List poten.ally insighcul funnel breakdowns
Brand vs. direct response campaign New prospects vs. exis.ng customers Baseline vs. incremental conversions Compe..ve ac.vity, i.e. none, a lot, etc Segments, i.e. age, loca.on, inuence, etc Channels, i.e. search, display, social, etc Campaigns, i.e. this/last week, month, year, etc Products and brands, i.e. iphone, htc, etc Oers, i.e. free minutes, free handset, etc Devices, i.e. home, oce, mobile, tablet, etc
Datalicious Pty Ltd
March 2011
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> Mul*ple metrics data sources

Media and search data Website, call center and retail data
People reached
People engaged
People converted
People delighted
Quan.ta.ve and qualita.ve research data Social media data Social media
March 2011
Datalicious Pty Ltd
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> Importance of calendar events
Trac spikes or other data anomalies without context are very hard to interpret and can render data useless
Calendar events to add context
March 2011
Datalicious Pty Ltd
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> Conversion funnel 1.0

Campaign responses Conversion funnel
Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa.on, order conrma.on, etc
Conversion event
> Conversion funnel 2.0

Campaign responses (inbound spokes)
Oine campaigns, banner ads, email marke.ng, referrals, organic search, paid search, internal promo.ons, etc
Landing page (hub)

Success events (outbound spokes)
Bounce rate, add to cart, cart checkout, conrmed order, call back request, registra.on, product comparison, product review, forward to friend, etc
> Addi*onal success metrics

Click Through
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Call back request
Store Search
March 2011
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Exercise: Sta*s*cal signicance
March 2011
Datalicious Pty Ltd
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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
March 2011
Google nss sample size calculator
Datalicious Pty Ltd
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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
March 2011
Google nss sample size calculator
Datalicious Pty Ltd
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> Addi*onal success metrics

Click Through
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Call back request
Store Search
March 2011
Datalicious Pty Ltd
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Exercise: Metrics framework
> Exercise: Metrics framework

Level Level 1, people Level 2, strategic Level 3, tac*cal Funnel breakdowns
Reach
Engagement
Conversion
+Buzz
> Exercise: Metrics framework

Level Level 1 People Level 2 Strategic Level 3 Tac*cal Funnel Breakdowns
March 2011
Reach People reached Display impressions Interac*on rate, etc
Engagement People engaged
Conversion People converted
+Buzz People delighted
? ?
? ?
? ?
Exis*ng customers vs. new prospects, products, etc
Datalicious Pty Ltd
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> Exercise: Conversion Funnel
March 2011
Datalicious Pty Ltd
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> Media aNribu*on

> Complex campaign ows

= Paid media = Viral elements = Sales channels
Organic search
PR, WOM, events, etc
YouTube, blog, etc
Home pages, portals, etc
Paid search
TV, print, radio, etc
Direct mail, email, etc
Landing pages, oers, etc
Display ads, aliates, etc
CRM program
Facebook TwiNer, etc
POS kiosks, loyalty cards, etc
Call center, retail stores, etc
March 2011
Datalicious Pty Ltd
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> Duplica*on across channels

Paid Search Bid Mgmt
Banner Ads
Ad Server
Email Blast
Email PlaAorm
Organic Search
Web Analy*cs
March 2011
Datalicious Pty Ltd
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> Cookie expira*on impact

Paid Search Bid Mgmt
Banner Ad Click
Banner Ad View
Ad Server
Expira*on
Email Blast
Email PlaAorm
Organic Search
Google Analy*cs
March 2011
Datalicious Pty Ltd
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> ANZ repor*ng plaAorms
March 2011
Datalicious Pty Ltd
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> De-duplica*on across channels

Paid Search
Banner Ads Central Analy*cs PlaAorm Email Blast
Organic Search
March 2011
Datalicious Pty Ltd
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Exercise: Duplica*on impact
March 2011
Datalicious Pty Ltd
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> Exercise: Duplica*on impact

Double-coun.ng of conversions across channels can have a signicant impact on key metrics, especially CPA Example: Display ads and paid search
Solu.on: $50 ini.al CPA and $100 true CPA
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)
Datalicious Pty Ltd 39
March 2011
> Reach and channel overlap

TV/Print audience
Banner audience
Search audience
March 2011
Datalicious Pty Ltd
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> Ad server exposure test

Banner Impression TV/Print Response Search Response
Users are segmented before 1st ad is even served
Banner Impression
Search Response
Direct Response
Exposed group: 90% of users get branded message Control group: 10% of users get non-branded message
Banner Impression Search Response Direct Response
March 2011
Datalicious Pty Ltd
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> Indirect display impact
March 2011
Datalicious Pty Ltd
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March 2011
Datalicious Pty Ltd
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March 2011
Datalicious Pty Ltd
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March 2011
Datalicious Pty Ltd
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> Success aNribu*on models

Banner Ad Paid Search Organic Search $100 Success
$100
Last channel gets all credit
Banner Ad $100
Paid Search
Email Blast
Success
$100
First channel gets all credit
Paid Search $100
Banner Ad $100
Aliate Referral $100
Success
$100
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success
$100
All channels get par*al credit

46
March 2011
Datalicious Pty Ltd
> First and last click aNribu*on

Chart shows percentage of channel touch points that lead to a conversion.
Paid/Organic Search
Emails/Shopping Engines
Neither rst nor last-click measurement would provide true picture

47
March 2011
Datalicious Pty Ltd
> Full path to purchase

Introducer Inuencer Inuencer Closer
SEM Generic
Banner Click
Direct Visit
SEO Branded
Online
Banner View
SEO Generic
Aliate Click
Social Media
Oine
TV Ad
SEO Branded
Direct Visit
Email Update
Abandon
March 2011
Datalicious Pty Ltd
48
> Poten*al calls to ac*on

Unique click-through URLs Unique vanity domains or URLs Unique phone numbers Unique search terms Unique email addresses Unique personal URLs (PURLs) Unique SMS numbers, QR codes Unique promo.onal codes, vouchers Geographic loca.on (Facebook, FourSquare) Plus regression analysis of cause and eect
March 2011
> Search call to ac*on for oine
March 2011
Datalicious Pty Ltd
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March 2011
Datalicious Pty Ltd
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> PURLs boos*ng DM response rates

Text
March 2011
Datalicious Pty Ltd
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> Jet Interac*ve phone call data
March 2011
Datalicious Pty Ltd
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> Unique phone numbers

1 unique phone number
Phone number is considered part of the brand Media origin of calls cannot be established Added value of website interac.on unknown
2-10 unique phone numbers

Dierent numbers for dierent media channels Exclusive number(s) reserved for website use Call origin data more granular but not perfect Dicult to rotate and pause numbers
> Unique phone numbers

10+ unique phone numbers
Dierent numbers for dierent media channels Dierent numbers for dierent product categories Dierent numbers for dierent conversion steps Call origin becoming useful to shape call script Feasible to pause numbers to improve integrity Dierent numbers for dierent website visitors Call origin and .me stamp enable individual match Call conversions matched back to search terms
100+ unique phone numbers
March 2011
> Cross-channel impact
March 2011
Datalicious Pty Ltd
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> Oine sales driven by online

Adver*sing campaign Phone order Credit check, fullment
Retail order
Conrma*on email
Website research
Online order
Online order conrma*on
Virtual order conrma*on
Cookie
March 2011
Datalicious Pty Ltd
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> Full path to purchase

SEM Generic
Banner Click
Direct Visit
SEO Branded
Online
Banner View
SEO Generic
Aliate Click
Social Media
Oine
TV Ad
SEO Branded
Direct Visit
Email Update
Abandon
March 2011
Datalicious Pty Ltd
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Adobe campaign stack does not include organic channels or banner impressions and does not expire on any event, i.e. con*nues as long as the cookie is present.
March 2011
Datalicious Pty Ltd
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> Where to collect the data

Ad Server
Banner impressions Banner clicks + Paid search clicks
Web Analy*cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Lacking ad impressions Less granular & complex
Lacking organic visits More granular & complex
March 2011
Datalicious Pty Ltd
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Mobile
Home
Work
Online
Phone
Branch
March 2011
Datalicious Pty Ltd
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> Combining data sources
March 2011
Datalicious Pty Ltd
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> Single source of truth repor*ng
Insights
Repor*ng
63
> Understanding channel mix
March 2011
Datalicious Pty Ltd
64
> Website entry survey

De-duped Campaign Report Greatest Inuencer on Branded Search / STS
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver.sing Aliate Marke.ng Referrals Email Marke.ng
% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%
Channel Word of Mouth Blogging & Social Media Newspaper Adver.sing Display Adver.sing Email Marke.ng Retail Promo.ons
% of Inuence 32% 24% 9% 14% 7% 14%
Conversions arributed to search terms that contain brand keywords and direct website visits are most likely not the origina.ng channel that generated the awareness and as such conversion credits should be re-allocated.
March 2011
> Adjus*ng for oine impact

-5 +5 -15 +15 -10 +10
March 2011
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> Success aNribu*on models

25%
25%
25%
25%
Even ANrib.
33%
33%
33%
0%
Exclusion ANrib.
30%
20%
20%
30%
PaNern ANrib.
March 2011
Datalicious Pty Ltd
68
> Path across dierent segments

Channel 1
Channel 2
Channel 3
Channel 4
Product A vs. B
Channel 1
Channel 2
Channel 3
Channel 4
New prospects
Channel 1
Channel 2
Channel 3
Product 4
Exis*ng customers
March 2011
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69
Exercise: ANribu*on model
March 2011
Datalicious Pty Ltd
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> Exercise: ANribu*on models

25%
25%
25%
25%
Even ANrib.
33%
33%
33%
0%
Exclusion ANrib.
?
March 2011
?
Datalicious Pty Ltd
Custom ANrib.
71
> Common aNribu*on models

Allocate more conversion credits to more recent touch points for brands with a strong baseline to s.mulate repeat purchases Allocate more conversion credits to more recent touch points for brands with a direct response focus Allocate more conversion credits to ini.a.ng touch points for new and expensive brands and products to insert them into the mindset
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Targe*ng and tes*ng

> Increase revenue by 10-20%

Capture internet trac
Capture 50-100% of fair market share of trac
Increase consumer engagement
Exceed 50% of best compe.tors engagement rate
Capture qualied leads and sell Building consumer loyalty
Convert 10-15% to leads and of that 20% to sales
Build 60% loyalty rate and 40% sales conversion
Increase online revenue

Earn 10-20% incremental revenue online

74
> New consumer decision journey

The consumer decision process is changing from linear to circular.
March 2011
Datalicious Pty Ltd
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> New consumer decision journey

The consumer decision process is changing from linear to circular.
Online research Change increases the importance of experience during research phase.
> The consumer data journey

To transac*onal data To reten*on messages
From suspect to
Time
prospect
To customer
Time
From behavioural data

From awareness messages

77
> Coordina*on across channels

Genera*ng awareness
TV, radio, print, outdoor, search marke.ng, display ads, performance networks, aliates, social media, etc
Crea*ng engagement
Retail stores, in-store kiosks, call centers, brochures, websites, mobile apps, online chat, social media, etc
Maximising revenue
Outbound calls, direct mail, emails, social media, SMS, mobile apps, etc
O-site targe*ng
March 2011
On-site targe*ng
Datalicious Pty Ltd
Prole targe*ng
78
> Combining targe*ng plaAorms

O-site targe.ng
Prole targe.ng
On-site targe.ng
March 2011
Datalicious Pty Ltd
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ANZ Low Rate MasterCard
ANZ Business Debit Card
> Combining technology
On-site segments
O-site segments
CRM
March 2011
Datalicious Pty Ltd
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> SuperTag code architecture
Central JavaScript container tag One tag for all sites and placorms Hosted internally or externally Faster tag implementa.on/updates Eliminates JavaScript caching Enables code tes.ng on live site Enables heat map implementa.on Enables redirects for A/B tes.ng Enables network wide re-targe.ng Enables live chat implementa.on
> Combining data sets

Website behavioural data
Campaign response data
+
Datalicious Pty Ltd
The whole is greater than the sum of its parts
Customer prole data
March 2011
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> Behaviours plus transac*ons

Site Behaviour
browsing, checkout, etc
tracking of content preferences tracking of purchase funnel stage
CRM Prole
products, brands, features, etc

tracking of external campaign responses
search terms, referrers, etc

tracking of internal promo.on responses
emails, internal search, etc
+
Datalicious Pty Ltd
one-o collec.on of demographical data customer lifecycle metrics and key dates predic.ve models based on data mining
age, gender, address, etc
protability, expira*on, etc propensity to buy, churn, etc

historical data from previous transac.ons
average order value, points, etc
Updated Con*nuously
March 2011
Updated Occasionally
87

160% 140% 120% 100% 80% 60% 40% 20%
0 4 8 12 16 20 24 28 32 36 40 44 48
Probability of iden.ca.on through Cookies
Weeks
Mobile
Home
Work
Online
Phone
Branch
March 2011
Datalicious Pty Ltd
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> Sample customer level data
March 2011
Datalicious Pty Ltd
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> Sample site visitor composi*on

30% new visitors with no previous website history aside from campaign or referrer data of which maybe 50% is useful 30% repeat visitors with referral data and some website history allowing 50% to be segmented by content anity 10% serious prospects with limited prole data
91
30% exis*ng customers with extensive prole including transac.onal history of which maybe 50% can actually be iden.ed as individuals
> Prospect targe*ng parameters
March 2011
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> Anity re-targe*ng in ac*on

Dierent type of visitors respond to dierent ads. By using category anity targe.ng, response rates are lited signicantly across products.
Message Blackberry Bold CTR By Category Anity Postpay Prepay Broadb. Business
+ -
+ + -
+ + +
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Google: vodafone omniture case study or hNp://bit.ly/de70b7

March 2011
5GB Mobile Broadband Blackberry Storm 12 Month Caps
Datalicious Pty Ltd
> Ad-sequencing in ac*on

Marke.ng is about telling stories and stories are not sta.c but evolve over .me
Ad-sequencing can help to evolve stories over .me the more users engage with ads
Exercise: Targe*ng matrix
> Exercise: Targe*ng matrix

Purchase Cycle Default, awareness Research, considera*on Purchase intent Reten*on, up/cross-sell
Segments: Colour, price, product anity, etc
Media Channels
Data Points
> Exercise: Targe*ng matrix

Purchase Cycle Default, awareness Research, considera*on Purchase intent Reten*on, up/cross-sell
March 2011
Segments: Colour, price, product anity, etc Have you seen A? A has great features! A delivers great value! Why not buy B? Have you seen B? B has great features! B delivers great value! Why not buy A?
Datalicious Pty Ltd
Media Channels Display, search, etc Search, website, etc Website, emails, etc Direct mails, emails, etc
Data Points Default Ad clicks, prod views Cart adds, checkouts Email clicks, logins, etc
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> Quality content is key

Avinash Kaushik: The principle of garbage in, garbage out applies here. [ what makes a behaviour targe;ng pla<orm ;ck, and produce results, is not its intelligence, it is your ability to actually feed it the right content which it can then target [. You feed your BT system crap and it will quickly and eciently target crap to your customers. Faster then you could ever have yourself.
> ClickTale tes*ng case study
March 2011
Datalicious Pty Ltd
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> Bad campaign worse than none
March 2011
Datalicious Pty Ltd
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Exercise: Tes*ng matrix
> Exercise: Tes*ng matrix

Test Segment Content KPIs Poten*al Results
March 2011
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> Exercise: Tes*ng matrix

Test Test #1A Test #1B Segment Content KPIs Poten*al Results
New Conversion Next step, prospects form A order, etc New Conversion Next step, prospects form B order, etc New Conversion Next step, prospects form N order, etc
? ? ? ?
? ? ? ?
103
Test #1N
?
March 2011
Datalicious Pty Ltd
> Keys to eec*ve targe*ng

1. 2. 3. 4. 5. 6. 7. 8. Dene success metrics Dene and validate segments Develop targe.ng and message matrix Transform matrix into business rules Develop and test content Start targe.ng and automate Keep tes.ng and rening Communicate results
March 2011
cbartens@datalicious.com blog.datalicious.com twiNer.com/datalicious

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>

ANZ Analy*cs Workshop <

> Short but sharp history

> Clients across all industries

Datalicious Pty Ltd

> Wide range of data services

Datalicious Pty Ltd

> Smart data driven marke*ng

Benchmarking and trending

Benchmarking and trending

Targe*ng Tes*ng $$$

Datalicious Pty Ltd

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Metrics framework

> AIDA and AIDAS formulas

Datalicious Pty Ltd

> Simplied AIDAS funnel

Datalicious Pty Ltd

> Marke*ng is about people

Datalicious Pty Ltd

> Unique visitor overes*ma*on

> Maximise iden*ca*on points

Probability of iden.ca.on through Cookies

> Maximise iden*ca*on points

Datalicious Pty Ltd

> Addi*onal funnel breakdowns

New prospects vs. exis.ng customers

Datalicious Pty Ltd

New vs. returning visitors

AU/NZ vs. rest of world

Exercise: Funnel breakdowns

> Exercise: Funnel breakdowns

> Mul*ple metrics data sources

Datalicious Pty Ltd

> Importance of calendar events

Calendar events to add context

Datalicious Pty Ltd

> Conversion funnel 1.0

> Conversion funnel 2.0

Landing page (hub)

Success events (outbound spokes)

> Addi*onal success metrics

Call back request

Datalicious Pty Ltd

Exercise: Sta*s*cal signicance

Datalicious Pty Ltd

Google nss sample size calculator

Datalicious Pty Ltd

Google nss sample size calculator

Datalicious Pty Ltd

> Addi*onal success metrics

Call back request

Datalicious Pty Ltd

Exercise: Metrics framework

> Exercise: Metrics framework

> Exercise: Metrics framework

Reach People reached Display impressions Interac*on rate, etc

Engagement People engaged

Conversion People converted

+Buzz People delighted

Exis*ng customers vs. new prospects, products, etc

Datalicious Pty Ltd

> Exercise: Conversion Funnel

Datalicious Pty Ltd

Targeng Tesng $$$

> Unique visitor overesmaon

> Maximise idencaon points

> Maximise idencaon points

Exercise: Stascal signicance

> Potenal calls to acon