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P&O 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 Driving industry best prac-ce (ADMA) Turning data into ac-onable insights Execu-ng smart data driven campaigns
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> Smart data driven marke+ng


Media A@ribu+on & Modeling
Op+mise channel mix, predict sales

Targeted Direct Marke+ng


Increase relevance, reduce churn

Tes+ng & Op+misa+on


Remove barriers, drive sales

Boost ROMI
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> Wide range of data services


Data
PlaIorms

Insights
Analy+cs
Data mining and modelling Customised dashboards Tableau, SpoIire, SPSS, etc Media a@ribu+on models Market and compe+tor trends Social media monitoring 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 plaIorms IVR and call center repor+ng Single customer view

Campaigns

Data usage and applica+on Marke+ng automa+on Alterian, SiteCore, Inxmail, etc Targe+ng and merchandising Internal search op+misa+on CRM strategy and execu+on Tes+ng programs

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> Clients across all industries

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> Today
Data Roadmap Prerequisites:
1. How do you want to dieren-ate your promo-on ac-vity to dierent segments of consumers/web users/customers?
(What would these segments be?) OUTPUT: Dra[ Targe-ng Matrix

2. What metrics are available at dierent points in the consumer path to purchase?
OUTPUT: Dra[ Metrics Framework
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Clive Humby: Data is the new oil

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> Corporate data journey


Stage 1 Stage 2

Data
Sophis-ca-on

Insights
Followers

Ac+on
Stage 3
Leaders

Laggards 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, shi[ 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

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Oil and data come at a price

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> Google Ngram: Privacy

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Collec+ng data for the sake of it or to add value to customers?


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> Data driven marke+ng to


Improve media planning and targe-ng Op-mise media placements across channels Increase campaign/content engagement Increase website/call center conversion Iden-fy protable product bundles/prices Improve targe-ng and increase up/cross-sell Improve travel agent engagement/training And much more
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Product Partners Price

Marke+ng
Process

Mix
Physical Evidence

Place

People

Promo+on

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Targe+ng matrix


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Targe+ng

The right message Via the right channel To the right person At the right -me
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> 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


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Earn 10-20% incremental revenue online


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> New consumer decision journey


The consumer decision process is changing from linear to circular.

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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.
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Exercise: Customer journey

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> The consumer data journey


To transac+onal data To reten+on messages

From suspect to
Time

prospect

To customer
Time

From behavioural data


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From awareness messages


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> 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
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On-site targe+ng
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Prole targe+ng
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> Combining targe+ng plaIorms


O-site targe-ng

Prole targe-ng

On-site targe-ng

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Take a closer look at our cash ow solu+ons November 2010 Datalicious Pty Ltd 24

0
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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 li[ed signicantly across products.
Message Blackberry Bold CTR By Category Anity Postpay Prepay Broadb. Business

+ -

+ + -

+ + +
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Google: vodafone omniture case study or h@p://bit.ly/de70b7


June 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
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> Prospect targe+ng parameters

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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
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30% exis+ng customers with extensive prole including transac-onal history of which maybe 50% can actually be iden-ed as individuals
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> Search call to ac+on for oine

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Include in press

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> PURLs boos+ng DM response rates


Text

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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
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> 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
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100+ unique phone numbers

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> Jet Interac+ve phone call data

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> Poten+al calls to ac+on


Unique click-through URLs Calls to ac+on can help shape Unique vanity domains or URLs the customer Unique phone numbers experience not Unique search terms just evaluate Unique email addresses responses 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
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June 2011

> Combining data sources


Website behavioural data

Campaign response data

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The whole is greater than the sum of its parts

Customer prole data

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> Transac+ons plus behaviours


CRM Prole
one-o collec-on of demographical data customer lifecycle metrics and key dates predic-ve models based on data mining

Site Behaviour

age, gender, address, etc

protability, expira+on, etc propensity to buy, churn, etc


historical data from previous transac-ons

average order value, points, etc

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browsing, checkout, etc


tracking of content preferences

tracking of purchase funnel stage

products, brands, features, etc


tracking of external campaign responses

search terms, referrers, etc


tracking of internal promo-on responses

emails, internal search, etc

Updated Occasionally
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Updated Con+nuously
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> Customer proling in ac+on


Using website and email responses to learn a limle bite more about subscribers at every touch point to keep rening proles and messages.

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> Online form best prac+ce


Maximise data integrity Age vs. year of birth Free text vs. op-ons

Use auto-complete wherever possible


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> Enhancing data sources


Customer prole data

Geo-demographic data

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The whole is greater than the sum of its parts

3rd party data

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> Geo-demographic segments

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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.
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Exercise: Targe+ng matrix

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> Exercise: Targe+ng matrix


Purchase Cycle Default, awareness Research, considera+on Purchase intent Reten+on, up/cross-sell
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Segments: Colour, price, product anity, etc X Y

Media Channels

Data Points

> Exercise: Targe+ng matrix


Purchase Cycle Default, awareness Research, considera+on Purchase intent Reten+on, up/cross-sell
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Segments: Colour, price, product anity, etc X Have you seen A? A has great features! A delivers great value! Why not buy B? Y Have you seen B? B has great features! B delivers great value! Why not buy A?
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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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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Metrics framework


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> AIDA and AIDAS formulas


Old media New media

Awareness

Interest

Desire

Ac+on

Sa+sfac+on

Social media

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> Simplied AIDAS funnel

Reach
(Awareness)

Engagement
(Interest & Desire)

Conversion
(Ac-on)

+Buzz
(Sa-sfac-on)

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> Marke+ng is about people

People reached

40%

People engaged

10%

People converted

1%

People delighted

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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

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New vs. returning visitors

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AU/NZ vs. rest of world

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> Poten+al 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
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June 2011

Exercise: Metrics framework

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> Exercise: Metrics framework


Level Level 1, people Level 2, strategic Level 3, tac+cal Funnel breakdowns
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Reach

Engagement

Conversion

+Buzz

> Exercise: Metrics framework


Level Level 1 People Level 2 Strategic Level 3 Tac+cal Funnel Breakdowns
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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

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> Establishing a baseline


Switch all adver-sing o for a period of -me (unlikely) or establish a smaller control group that is representa-ve of the en-re popula-on (i.e. search term, geography, etc) and switch o selected channels one at a -me to minimise impact on overall conversions.

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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
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Dont wait for be@er data, get started now.


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cbartens@datalicious.com blog.datalicious.com twi@er.com/datalicious


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Data > Insights > Ac+on