SuperIQ Analytics

>
SuperIQ Analy/cs <

Smart data driven marke-ng
> Smart data driven marke/ng

Using data to widen the funnel
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
Boos/ng ROI
June 2010 Datalicious Pty Ltd 2
Clive Humby: Data is the new oil
June 2010
Datalicious Pty Ltd
Oil and data come at a price
June 2010
Datalicious Pty Ltd
> Google Ngram: Privacy
June 2010
Datalicious Pty Ltd
Collec/ng data for the sake of it or to add value to customers?

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Metrics framework

> AIDA and AIDAS formulas

Old media New media
Awareness
Interest
Desire
Ac/on
Sa/sfac/on
Social media
June 2010
Datalicious Pty Ltd
> Simplied AIDAS funnel
Reach
(Awareness)
Engagement
(Interest & Desire)
Conversion
(Ac-on)
+Buzz
(Sa-sfac-on)
June 2010
Datalicious Pty Ltd
> Marke/ng is about people
People reached
40%
People engaged
10%
People converted
1%
People delighted
June 2010
Datalicious Pty Ltd
10
> 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
June 2010
Datalicious Pty Ltd
11
New vs. returning visitors
June 2010
Datalicious Pty Ltd
12
AU/NZ vs. rest of world
June 2010
Datalicious Pty Ltd
13
> 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
Datalicious Pty Ltd 14
June 2010
Exercise: Metrics framework
June 2010
Datalicious Pty Ltd
15
> 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
June 2010
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
17
> 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.
June 2010
Datalicious Pty Ltd
18
> Importance of calendar events
Trac spikes or other data anomalies without context are very hard to interpret and can render data useless
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Media a;ribu/on

> Campaign ows are complex

= 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 Twi;er, etc
POS kiosks, loyalty cards, etc
Call center, retail stores, etc
June 2011
Datalicious Pty Ltd
21
> Media channels overlap

TV/Print audience
Banner audience
Search audience
June 2011
Datalicious Pty Ltd
22
> Indirect display impact
June 2011
Datalicious Pty Ltd
23
> Indirect display impact
June 2011
Datalicious Pty Ltd
24
> Success a;ribu/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

25
June 2011
Datalicious Pty Ltd
> First and last click a;ribu/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

26
June 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
June 2011
Datalicious Pty Ltd
27
> Search call to ac/on for oine
June 2011
Datalicious Pty Ltd
28
> PURLs boos/ng DM response rates

Text
June 2011
Datalicious Pty Ltd
30
> 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
June 2011
Datalicious Pty Ltd
31
> Understanding channel mix
June 2011
Datalicious Pty Ltd
32
> 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 aeributed 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.
Datalicious Pty Ltd 34
June 2011
> Adjus/ng for oine impact

-5 +5 -15 +15 -10 +10
June 2011
Datalicious Pty Ltd
35
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Smart targe/ng

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

June 2010 Datalicious Pty Ltd
Earn 10-20% incremental revenue online

38
> New consumer decision journey

The consumer decision process is changing from linear to circular.
June 2010
Datalicious Pty Ltd
39
> 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.
June 2010
Datalicious Pty Ltd
41
> 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
June 2010
On-site targe/ng
Datalicious Pty Ltd
Prole targe/ng
42
> Integra/ng targe/ng planorms

O-site targe-ng
Prole targe-ng
On-site targe-ng
June 2010
Datalicious Pty Ltd
43
> Combining data sources

Website behavioural data
Campaign response data
+
Datalicious Pty Ltd
The whole is greater than the sum of its parts
Customer prole data
June 2010
44
> 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
+
Datalicious Pty Ltd
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
June 2010
Updated Con/nuously
45
> Sample customer level data
June 2010
Datalicious Pty Ltd
46
> 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.
Source: White Paper, RedEye, 2007
47
> 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
> Customer proling in ac/on

Using website and email responses to learn a liele bite more about subscribers at every touch point to keep rening proles and messages.
June 2010
Datalicious Pty Ltd
49
> Enhancing data sources

Customer prole data
Geo-demographic data
+
Datalicious Pty Ltd
The whole is greater than the sum of its parts
3rd party data
June 2010
50
> Geo-demographic segments
June 2010
Datalicious Pty Ltd
51
June 2010
Datalicious Pty Ltd
52
> Combining ad planorms
On-site segments
O-site segments
CRM
June 2010
Datalicious Pty Ltd
53
> The Datalicious SuperTag

Ad Servers Media A;ribu/on Paid Search
Web Analy/cs
SuperTag
Aliate Programs
Live Chat A/B Tes/ng Heat Maps
Behavioral Targe/ng
Easily implement and update any tag on any websites without IT involvement. De-duplicate conversions and collect media aeribu-on data to boost return on ad spend. Implement complex re-targe-ng strategies across plakorms to increase response rates. Enable advanced features such heat maps, tes-ng and live chat to op-mise conversions.
54
June 2010
Datalicious Pty Ltd
June 2010
Datalicious Pty Ltd
55
Apple iPhone 4
June 2010
Datalicious Pty Ltd
56
Apple iPhone 4
June 2010
Datalicious Pty Ltd
57
> Anity re-targe/ng in ac/on

Dierent type of visitors respond to dierent ads. By using category anity targe-ng, response rates are liled signicantly across products.
Message Blackberry Bold CTR By Category Anity Postpay Prepay Broadb. Business
+ -
+ + -
+ + +
58
Google: vodafone omniture case study or h;p://bit.ly/de70b7

June 2010
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
> 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
60
30% exis/ng customers with extensive prole including transac-onal history of which maybe 50% can actually be iden-ed as individuals
> Search call to ac/on for oine
June 2010
Datalicious Pty Ltd
61
> PURLs boos/ng DM response rates

Text
June 2010
Datalicious Pty Ltd
62
> Unique phone numbers

2 out of 3 callers hang up as they cannot get their informa-on fast enough. Unique phone numbers can help improve call experience.
June 2010
Datalicious Pty Ltd
63
Exercise: Client data journey
June 2010
Datalicious Pty Ltd
64
> Exercise: Client data journey

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

From awareness messages

65
June 2010
Datalicious Pty Ltd
66
Exercise: Targe/ng matrix
June 2010
Datalicious Pty Ltd
67
> 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
June 2010
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
69
> 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
June 2010
Datalicious Pty Ltd
71
Exercise: Tes/ng matrix
June 2010
Datalicious Pty Ltd
72
> Exercise: Tes/ng matrix

Test Segment Content KPIs Poten/al Results
June 2010
Datalicious Pty Ltd
73
> 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
? ? ? ?
? ? ? ?
74
Test #1N
?
June 2010
Datalicious Pty Ltd
Dont wait for be;er data, get started now.

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

Contact me Learn more Follow me
Data > Insights > Ac/on
June 2010
Datalicious Pty Ltd
77

SuperIQ Analytics

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

SuperIQ Analytics

Uploaded by

Copyright:

Available Formats

>

SuperIQ Analy/cs <

> Smart data driven marke/ng

Media A;ribu/on & Modeling

Targeted Direct Marke/ng

Tes/ng & Op/misa/on

Clive Humby: Data is the new oil

Datalicious Pty Ltd

Oil and data come at a price

Datalicious Pty Ltd

> Google Ngram: Privacy

Datalicious Pty Ltd

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

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

> Addi/onal funnel breakdowns

New prospects vs. exis-ng customers

Datalicious Pty Ltd

New vs. returning visitors

Datalicious Pty Ltd

AU/NZ vs. rest of world

Datalicious Pty Ltd

> Poten/al funnel breakdowns

Exercise: Metrics framework

Datalicious Pty Ltd

> 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

> Establishing a baseline

Datalicious Pty Ltd

> Importance of calendar events

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media a;ribu/on

> Campaign ows are complex

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

Facebook Twi;er, etc

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

Datalicious Pty Ltd

> Media channels overlap

Datalicious Pty Ltd

> Indirect display impact

Datalicious Pty Ltd

> Indirect display impact

Datalicious Pty Ltd

> Success a;ribu/on models

Last channel gets all credit