Consumer Data Journey

[
Consumer Data Journey ]

Chris&an Bartens
Digital Analyst, Tourism Australia
tourism.australia.com
Senior Consultant, Datalicious
datalicious.com.au
[ datalicious ]
data : insights : ac8on
[ october 2007 ] [ datalicious.com.au ]
"I know that 50% of my
adver8sing is wasted, I just
don't know which half."
John Wanamaker

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[ data is delicious ]

"It is a capital mistake to theorize
before one has data."
Sir Arthur Conan Doyle

[ digital = 1st hand observa8on ]

[ media consump8on ]
media hours
per week
66% digital by 2010
50% digital by 2007
Source: Carat
[ analogue = 2nd hand insights ]

[ research instrument ]
[ september 2007 ] [ datalicious.com.au ]

"It is a capital mistake to theorize
before one has all the data."
Sir Arthur Conan Doyle

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[ consumer data journey ]

response
success
campaign
event
data
insights
media customer
plan database
target customer
segment profile

[ data poles ]
transac8onal strategic
close to customer removed from customer

response
success
campaign
event
data
insights
media customer
plan database
target customer
segment profile

[ response op8ons ]
digital analogue ancient
search phone
retail store
banner email
wom
www text

[ digital responses ]
ad server, bid management plaMorm
site centric tool
view click success

impression interac&on
through through event
branding
direct response

[ digital best prac8ce ]
  Ad server or bid management plaMorm
–  Enable view-‐through tracking
–  Implement campaign tracking codes
  Unique down to crea&ve level
  Site centric analy&cs tool
–  Implement ad server tags on your site
  Alterna&vely integrate with web analy&cs plaMorm
–  Define and measure success events
–  Define success event alloca&on
  First, linear, last campaign response
  Recommend linear success event alloca&on

[ analogue best prac8ce ]
  Phone, email, text
–  Offer wide range of response op&ons
–  Especially mobile response op&ons during down&me
–  Response op&ons unique to each campaign
  Poten&ally even unique down to an offer level
  Retail stores
–  Ask your customers for help
  Run qualita&ve surveys to fill data gaps
–  Use vouchers and promo&onal codes
  Word of mouth
–  Trial new technologies (e.g. BuzzMetrics)
[ examples ]
  Does all your offline adver&sing have its own unique
call to ac&on down to media channel and placement?
  Does all your online adver&sing have its own unique
tracking codes in the click-‐through URLs?
  Are you offering more instant response op&ons besides
your website such as phone numbers, email and text
messaging to facilitate down&me response?
  Does your website have its own unique phone number
so that you can see what customers are researching
online but are conver&ng offline?
  When these customers convert offline are you asking
them specific ques&ons rela&ng to the online media
they have been exposed to and responded to?
response
success
campaign
event
data
insights
media customer
plan database
target customer
segment profile

[ conversion funnel 1.0 ]
campaigns
conversion process
visit, product pages, product details, add to
shopping cart, shipping informa&on, payment
details, order confirma&on, thank you page, etc
success events
[ conversion funnel 2.0 ]
inbound spokes
campaigns, search, emails, landing pages, home
page, naviga&on, internal search, referrers,
affiliates, cross-‐sales, etc
hub product page
outbound spokes
buy now, learn more, test it, customize it, read
reviews, review product, ask expert, contact
support, recommend product, view more, etc
[ cross and up-‐sales ]
customer selec&ons
product page views, shopping cart content,
product purchases, internal search terms,
customer life&me purchases, etc
product combina&ons
company sugges&ons
other customers who have liked this also bought
this, sta&c cross-‐sales, dynamic cross-‐sales,
on site behavioural targe&ng, etc
[ amazon.com ]

[ examples ]
  Do you make it easy for your consumers to convert
offline even if they started the process online?
  Does your ‘thank you’ page ask your customers what
offline adver&sing they have no&ced as well?
  Do you store the purchase ID in your main CRM database
to connect web analy&cs data with standard CRM data?
  Are you con&nuously tes&ng different versions of your
key pages such as the home page and order process
pages to op&mize conversion?
  Are you ac&vely sugges&ng products to your customers
using sta&c or dynamic cross-‐sales techniques on key
pages such as the home, product, order process and
search results pages?
response
success
campaign
event
data
insights
media customer
plan database
target customer
segment profile

[ mone8za8on ]
acquisi&on
offline campaigns, online campaigns,
search, emails, referrers, affiliates, etc
customers & prospects
$
mone&za&on
cross-‐sales, recommend products,
re-‐contact, re-‐market, surveys, etc
[ examples ]
  Do you know what products each of your
customers looked at but did not purchase?
  Do you iden&fy your email subscribers via unique
tracking IDs in the email click-‐through URLs?
  Do you include brand messages and product
sugges&ons in transac&onal emails?
  Are you integra&ng web 2.0 technologies into your
CRM strategy such as RSS feeds and if so, do you
offer just one or more customized feeds?
  Are you asking your customers about their
sugges&ons and desires or are you only tracking
their behaviour?
response
success
campaign
event
data
insights
media customer
plan database
target customer
segment profile

[ where is the money ]
$
$
$
$
$
$ $
$
$
$

[ examples ]
  Do you know your most valuable customers?
  Are you communica&ng with your key customers
in a different way then with your others customers?
  Do your key customers know that they are your most
valuable clients and do they feel the love?
  Does your customer profile include insights on top
referring websites and search terms?
  Does your customer profile know what type of
customers are more likely to respond to a certain
key message or crea&ve than others?
  Can you iden&fy your key customers on your own
website in real-‐&me while they visit?
response
success
campaign
event
data
insights
media customer
plan database
target customer
segment profile

[ segmenta8on studies ]
Hitwise
Mosaic
Roy
profile TGI
Morgan
etc

[ examples ]
  Are you enriching your internal customer profiles with
insights from external segmenta&on studies?
  Are you considering external matching parameters for
segmenta&on studies when designing internal forms
and surveys?
  Did you know that services like Hitwise can tell you what
websites your key customers are more likely to visit than
others once you matched them to a MOSAIC profile?
  Are external segmenta&on studies part of the overall
data collec&on and profiling strategy or an add on?
  How many different departments, managers and
separate budgets would be involved to get to this
point in the presenta&on so far?
response
success
campaign
event
data
insights
media customer
plan database
target customer
segment profile

[ where are the eyeballs ]
search social
organic wom
paid viral
online mail
offline email
display direct

[ examples ]
  How many different marke&ng managers and
budgets do you have in your organisa&on?
  Does your organiza&on maintain separate budgets
for online and offline media spend?
  What drives your marke&ng strategy and media
planning? Short-‐term revenue goals or long-‐term
strategic goals?
  Is there a formalised process for campaign and
insights repor&ng within your company?
  Are earlier campaign summary reports consulted and
passed on to your agencies during the planning
process?
response
success
campaign
event
data
insights
media customer
plan database
target customer
segment profile

[ impressions ]
where
what when

[ reach ]
one2many
volume
one2one
varia&ons
Source: Chris Anderson
[ frequency ]
where
what when
where
what when
where
what when
where
what when
where
where
what when
what when

[ op8misa8on ]
run review revise improvement
run review revise
run review revise
run review revise
"I know that 50% of my adver8sing is wasted,

I just don't know which half."
John Wanamaker
Source: M&C Saatchi
[ examples ]
  Do you test your marke&ng communica&on such as
emails before they are sent on a smaller sample? What
about search or display ads?
  Do you review and op&mize all your campaigns on an
ongoing basis or only at the start?
  Do your media and crea&ve agencies report back to you
on mere metrics or actual improvements they made?
  Do you work with a separate crea&ve and media agency?
How well do they communicate insights to each other?
  How well does the knowledge transfer between
departments inside your own company work or from
campaign to campaign?

[ ques8ons ]
chris8an@datalicious.com.au

[ datalicious ]
data : insights : ac8on

Consumer Data Journey

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[

Consumer Data Journey ]

[ october 2007 ] [ datalicious.com.au ]

[ data is delicious ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ september 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ consumer data journey ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

digital analogue ancient

[ october 2007 ] [ datalicious.com.au ]

site centric tool

view click success

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

hub product page

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

customers & prospects

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

run review revise

run review revise

"I know that 50% of my adver8sing is wasted,

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ] [ datalicious.com.au ]

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