Data

 driven  marke-ng  
Increasing  campaign  response  rates  
through  data  driven  targe3ng  
 Datalicious  company  history  
•  Datalicious  was  founded  in  2007  
•  Strong  Omniture  web  analy3cs  history,  now  
•  One-­‐stop  data  agency  with  specialist  team  
•  Combina3on  of  analysts  and  developers  
•  Making  data  accessible  and  ac3onable  
•  Driving  industry  best  prac3ce  
•  Evangelizing  use  of  data  

August  2010   ©  Datalicious  Pty  Ltd   2  

 Data  driven  marke-ng  

Media  a8ribu-on  

Op-mising  channel  mix  

Targe-ng    
Increasing  relevance  

Tes-ng  
Improving  usability  

$$$  
August  2010   ©  Datalicious  Pty  Ltd   3  
 Increase  revenue  by  10-­‐20%  
By  coordina-ng  the  consumer’s  end-­‐to-­‐end  experience,  
companies  could  enjoy  revenue  increases  of  10-­‐20%.  

Google:  “get  more  value  from  digital  marke-ng”    

or  h8p://bit.ly/cAtSUN  

August  2010   ©  Datalicious  Pty  Ltd   4  

Source:  McKinsey  Quarterly,  2010  
 The  consumer  data  journey  
To  transac-onal  data   To  reten-on  messages  

From  suspect  to   prospect   To  customer  

Time   Time  

From  behavioural  data   From  awareness  messages  

August  2010   ©  Datalicious  Pty  Ltd   5  

 Coordina-on  across  channels      
Genera-ng   Crea-ng   Maximising  
awareness   engagement   revenue  

TV,  radio,  print,   Retail  stores,  call   Outbound  calls,  direct  

outdoor,  search   centers,  brochures,   mail,  emails,  SMS,  etc  
marke3ng,  display   websites,  landing  
ads,  performance   pages,  mobile  apps,  
networks,  affiliates,   online  chat,  etc  
social  media,  etc  

Off-­‐site   On-­‐site   Profile    

targe-ng   targe-ng   targe-ng  

August  2010   ©  Datalicious  Pty  Ltd   6  

 Combining  targe-ng  plaXorms  

Off-­‐site  
targe3ng  

Profile   On-­‐site  
targe3ng   targe3ng  

August  2010   ©  Datalicious  Pty  Ltd   7  

 Combining  technology  plaXorms  

On-­‐site     Off-­‐site  
segments   segments  

On  and  off-­‐site  targe-ng  plaXorms  should  use    

iden-cal  triggers  to  sort  visitors  into  segments  

August  2010   ©  Datalicious  Pty  Ltd   8  

August  2010   ©  Datalicious  Pty  Ltd   9  
August  2010   ©  Datalicious  Pty  Ltd   10  
 Combining  data  sets  

Website  behavioural  data  

Campaign  response  data  

+   The  whole  is  greater    
than  the  sum  of  its  parts  

Customer  profile  data  

August  2010   ©  Datalicious  Pty  Ltd   11  

 Behaviours  plus  transac-ons  
Site  Behaviour   CRM  Profile  
tracking  of  purchase  funnel  stage   one-­‐off  collec3on  of  demographical  data    

+  
browsing,  checkout,  etc   age,  gender,  address,  etc  
tracking  of  content  preferences   customer  lifecycle  metrics  and  key  dates  
products,  brands,  features,  etc   profitability,  expira-on,  etc  
tracking  of  external  campaign  responses   predic3ve  models  based  on  data  mining  
search  terms,  referrers,  etc   propensity  to  buy,  churn,  etc  
tracking  of  internal  promo3on  responses   historical  data  from  previous  transac3ons  
emails,  internal  search,  etc   average  order  value,  points,  etc  

UPDATED  CONTINUOUSLY   UPDATED  OCCASIONALLY  

August  2010   ©  Datalicious  Pty  Ltd   12  

 Facebook  as  subscrip-on  op-on  
Facebook  Connect  gives  your  
company  the  following  data  
and  more  with  just  one  click!  
Email  address,  first  name,  last  name,  
middle  name,  picture,  affilia3ons,  last  
profile  update,  3me  zone,  religion,  
poli3cal  interests,  interests,  sex,  birthday,  
a\racted  to  which  sex,  why  they  want  to  
meet  someone,  home  town,  rela3onship  
status,  current  loca3on,  ac3vi3es,  music  
interests,  tv  show  interests,  educa3on  
history,  work  history,  family  and  ID  

August  2010   ©  Datalicious  Pty  Ltd   13  

 Flowtown  social  profiling  
Name,  age,  gender,  occupa-on,  loca-on,  social    
profiles  and  influencer  ranking  based  on  email  

(influencers  only)  

(all  contacts)  

August  2010   ©  Datalicious  Pty  Ltd   14  

 Overes-ma-ng  unique  visitors  
The  study  examined  data    
from  two  of  the  UK’s  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  
overes3mated  visitors  by  up  to  7.6  3mes  whilst  a  cookie-­‐based  
approach  overes-mated  visitors  by  up  to  2.3  -mes.  

Google:  ”red  eye  cookie  report  pdf”  or  h8p://bit.ly/cszp2o  

Source:  White  Paper,  RedEye,  2007  

 Maximise  iden-fica-on  points  
160%  

140%  

120%  

100%  

80%  

60%  
−−−  Probability  of  iden3fica3on  through  Cookies  
40%  

20%  
0   4   8   12   16   20   24   28   32   36   40   44   48  

Weeks  
 Sample  site  visitor  composi-on  
30%  new  visitors  with  no   30%  repeat  visitors  with  
previous  website  history   referral  data  and  some  
aside  from  campaign  or   website  history  allowing  
referrer  data  of  which   50%  to  be  segmented  by  
maybe  50%  is  useful   content  affinity  

30%  exis-ng  customers  with  extensive   10%  serious  

profile  including  transac3onal  history  of   prospects  
which  maybe  50%  can  actually  be   with  limited  
iden3fied  as  individuals     profile  data  

August  2010   ©  Datalicious  Pty  Ltd   17  

 Developing  a  targe-ng  matrix  
Phase   Segment  A   Segment  B   Channels  

Awareness  

Considera-on  

Purchase  Intent  

Up/Cross-­‐Sell  
 Developing  a  targe-ng  matrix  
Phase   Segment  A   Segment  B   Channels  

Social,  display,  
Awareness   Seen  this?  
search,  etc  

Social,  search,  
Considera-on   Great  feature!  
website,  etc  

Search,  site,  
Purchase  Intent   Great  value!  
emails,  etc  

Direct  mail,  
Up/Cross-­‐Sell   Add  this!  
emails,  etc  
 Affinity  targe-ng  in  ac-on  
Different  type  of    
visitors  respond  to    
different  ads.  By  
using  category  
affinity  targe3ng,    
response  rates  are    
liied  significantly    
across  products.  

CTR  By  Category  Affinity  

Message  
Postpay   Prepay   Broadb.   Business  

Blackberry  Bold   - - - +
Google:  “vodafone   5GB  Mobile  Broadband   - - + -
omniture  case  study”     Blackberry  Storm   + - + +
or  h8p://bit.ly/de70b7   12  Month  Caps   - + - +

June  2010   ©  Datalicious  Pty  Ltd   20  

 Poten-al  newsle8er  layout  
Using  data  on  
Rule  based  header  theme   website  behaviour  
imported  into  the  
Data  verifica-on   NPS   email  delivery  
plajorm  to  build  
business  rules  to  
Rule  based  offer  
customise  content  
Closest    
stores,    
delivery.  
Profile  based  offer  
offers    
etc  

August  2010   ©  Datalicious  Pty  Ltd   21  

 Poten-al  landing  page  layout  
Passing  data  on  user  
Branded  header   preferences  through  
to  the  website  via  
Email  or  campaign  message  match   parameters  in  email  
click-­‐through  URLs    
to  customise  
content  delivery.  
Targeted  offers   Call  to  ac-on  

August  2010   ©  Datalicious  Pty  Ltd   22  

 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  efficiently  target  crap  to  your  
customers.  Faster  then  you  could    
ever  have  yourself.”  
 Tes-ng  case  study  

Google:  “change  one  word  double  conversion”    

or  h8p://bit.ly/bpyqFp  

August  2010   ©  Datalicious  Pty  Ltd   24  

 Keys  to  effec-ve  targe-ng  
1.  Define  success  metrics  
2.  Define  and  validate  segments  
3.  Develop  targe3ng  and  message  matrix    
4.  Transform  matrix  into  business  rules  
5.  Develop  and  test  content  
6.  Start  targe3ng  and  automate  
7.  Keep  tes3ng  and  refining  
8.  Communicate  results  
August  2010   ©  Datalicious  Pty  Ltd   25  
 ADMA  short  course  
“Analyse  to  op-mise”    
In  Melbourne  &  Sydney  
October/November  
By  Datalicious  

August  2010   ©  Datalicious  Pty  Ltd   26  

 Email  me  
cbartens@datalicious.com  

Follow  us  
twi8er.com/datalicious  

Learn  more  
blog.datalicious.com  

August  2010   ©  Datalicious  Pty  Ltd   27