ANZ Marketing Analytics Session 3
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Transcript of ANZ Marketing Analytics Session 3
> Marke(ng Analy(cs < Using data to boost return on
marke1ng investment
> Short but sharp history § Datalicious was founded in late 2007 § Strong Omniture web analy1cs history § 1 of 4 preferred Omniture partners globally § Now 360 data agency with specialist team § Combina1on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac1ce (ADMA) § Turning data into ac1onable insights § Execu1ng smart data driven campaigns December 2011 © Datalicious Pty Ltd 2
> Smart data driven marke(ng
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Media A<ribu(on & Modeling
Op(mise channel mix, predict sales
Tes(ng & Op(misa(on Remove barriers, drive sales
Boos(ng ROMI
Targeted Direct Marke(ng Increase relevance, reduce churn
“Using data to widen the funnel”
> Media a<ribu(on
101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
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Direct mail, email, etc
Facebook Twi<er, etc
> Campaign flows are complex
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POS kiosks, loyalty cards, etc
CRM program
Home pages, portals, etc
YouTube, blog, etc
Paid search
Organic search
Landing pages, offers, etc
PR, WOM, events, etc
TV, print, radio, etc
= Paid media
= Viral elements
Call center, retail stores, etc
= Sales channels
Display ads, affiliates, etc
TV/Print/DM audience
Search audience
Banner audience
> Media channels feed each other
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> Success a<ribu(on models
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Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate Referral $100
Success $100
Success $100
Banner Ad
Paid Search
Organic Search $100
Success $100
Last channel gets all credit
First channel gets all credit
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success $100
All channels get par(al credit
Paid Search
> First and last click a<ribu(on
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Chart shows percentage of channel touch points that lead to a conversion.
Neither first nor last-‐click measurement would provide true picture
Paid/Organic Search
Emails/Shopping Engines
Closer
Paid search
Display ad views
TV/print ad views
> Full purchase path tracking
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Influencer Influencer $
Display ad clicks
Online sales
Affiliate clicks
Social buzz
Offline sales
Organic search
Website events
Direct mail, emails
Life(me profit
Social referrals
Retail store visits
Direct site visits
Introducer
Confirma(on email, 1st login
> Offline sales driven by online
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Website research
Phone order
Retail order
Online order
Cookie
Adver(sing campaign
Credit check, fulfilment
Online order confirma(on
Virtual order confirma(on
> Event ROI extrapola(on
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Product view
Applica(on start
Offline conversion
$10 $100
$100
$100
$30 $60
Campaign
$10 $30
$10
Applica(on complete
@ @
Campaign
Campaign
Campaign
> Experience op(misa(on
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Capture internet traffic Capture 50-‐100% of fair market share of traffic
Increase consumer engagement Exceed 50% of best compe1tor’s engagement rate
Capture qualified leads and sell Convert 10-‐15% to leads and of that 20% to sales
Building consumer loyalty Build 60% loyalty rate and 40% sales conversion
Increase online revenue Earn 10-‐20% incremental revenue online
> Increase revenue by 10-‐20%
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> New consumer decision journey
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The consumer decision process is changing from linear to circular.
> New consumer decision journey
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The consumer decision process is changing from linear to circular.
Change increases the importance of experience during research phase.
Online research
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Customised landing pages
> Seamless research experience
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TV, print, direct mail, etc
Organic, paid search
Display ads
Display ad re-‐targe(ng
Applica(on process
Fall-‐out email follow-‐up
ANZ.com re-‐targe(ng
Ad Server / SuperTag
Ad Server / SuperTag
AdWords
Test&Target / SuperTag
Test&Target / SuperTag
Targe(ng before tes(ng
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Purchase Cycle
Segmenta(on based on: Search keywords, display ad clicks and website behaviour Data
Points Access Advantage
Frequent Flyers Etc
Research, considera(on
Acquisi(on message #A1
Acquisi(on message #A3
Acquisi(on message #A5
Ad clicks, prod views
Conversion intent
Acquisi(on message #A2
Acquisi(on message #A4
Acquisi(on message #A6
Applica(on starts
Reten(on, cross-‐sell
Reten(on message #R1
Reten(on message #R2
Reten(on message #R3
Email clicks, logins, etc
> Developing a targe(ng matrix
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Campaign response data
> Combining data sources
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Customer profile data
+ The whole is greater than the sum of its parts
Website behavioural data
> Transac(ons plus behaviours
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+ one-‐off collec1on of demographical data age, gender, address, etc customer lifecycle metrics and key dates profitability, expira(on, etc predic1ve models based on data mining
propensity to buy, churn, etc historical data from previous transac1ons
average order value, points, etc
CRM Profile
Updated Occasionally
tracking of purchase funnel stage
browsing, checkout, etc tracking of content preferences
products, brands, features, etc tracking of external campaign responses
search terms, referrers, etc tracking of internal promo1on responses
emails, internal search, etc
Site Behaviour
Updated Con(nuously
> Maximise iden(fica(on points
20%
40%
60%
80%
100%
120%
140%
160%
0 4 8 12 16 20 24 28 32 36 40 44 48
Weeks
−−− Probability of iden1fica1on through Cookies
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VickyCarroll.myspaday.com > redirect to > myspaday.com?
CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOffer=P3& ChurnRisk=Low [...]
> Personalised URLs for direct mail
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Test Segment Content Success Difficulty Poten(al
Test #1A New prospects
Acquisi(on offer A
Clicks, orders, etc
Low $50k Test #1B New
prospects Acquisi(on offer B
Clicks, orders, etc
Test #2A Exis(ng customers
Up-‐sell offer A
Clicks, orders, etc
High $75k Test #2B Exis(ng
customers Up-‐sell offer B
Clicks, orders, etc
> Developing a tes(ng matrix
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> The holy trinity of tes(ng 1. The headline – Have a headline! – Headline should be concrete – Headline should be first thing visitors look at
2. Call to ac(on – Don’t have too many calls to ac1on – Have an ac1onable call to ac1on – Have a big, prominent, visible call to ac1on
3. Social proof – Logos, number of users, tes1monials, case studies, media coverage, etc
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> Best prac(ce tes(ng roadmap § Phase #1: A/B test
– Test the same landing page content in completely different layouts
§ Phase #2: MV test – Then test different content element combina1ons within the winning layout
§ Phase #3: Challenge – Con1nue tes1ng and introducing layout and content challengers
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Element #1: Prominent headline
Element #2: Call to ac1on
Suppor1ng content
Element #3: Social proof / trust
Terms and condi1ons
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> Use unique phone numbers
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2 out of 3 callers hang up as they cannot get their informa1on fast enough. Unique phone numbers can help improve call experience.
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Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi<er.com/datalicious
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Data > Insights > Ac(on
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