Marketing data and analytics: 3 case studies
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Transcript of Marketing data and analytics: 3 case studies
► How being strategic with your marketing data and analytics provides real ROI value and connects people with your vision
The conversion funnel
A process of turning people who don’t know
about your business into leads, prospects
and, eventually, customers
The traditional sales funnel
POTENTIAL LEADS email, social media to drive traffic
PROSPECTS customers use your site
DO STUFF redesign, new logo
CUSTOMERS
The traditional sales funnel
POTENTIAL LEADS email, social media to drive traffic
PROSPECTS customers use your site
DO STUFF redesign, SEO
CUSTOMERS
Marketing DNA strategy widens the conversion funnel
Media attribution and modeling maximise reach, awareness & increase ROI
Target and merchandise improve engagement, boost loyalty
Test and optimise remove barriers, drive sales
Boost your return on marketing investment
a wider top Optimising the journey to your web site
Social media, email, search, blogs and adword marketing are some of the ways that broaden
the width of your funnel and generate more leads
a longer funnel upselling and offering additional value
When people are completing an activity on your site (purchasing a product), offer them more again
► The Kia Australia web site was used simply as an online brochure
► How can Kia improve car-owner’s purchase journey while generating efficiency savings across all Kia digital marketing?
► How to track more than the last inbound click to Kia online?
► Unify their digital marketing with DoubleClick to manage search, video, display and mobile channels
► Multi-click attribution modeling
► Use rich online data sources to inform offline marketing decisions
► All reporting is unified and linked to goals
Optimising the buying journey
Being good is the new average. To be successful, you need to
start being remarkable • –Seth Godin
What can this mean? Providing more value than what people expect captures their attention and makes you memorable
More wow, now!
► Coles wanted to drive in-store and online sales in the busy run-up to Christmas and reach Australian grocery-buying mums
Case study
13.
Christmas sales success
Partnering with Facebook, we deliver for Coles: ► advertising reach effectiveness; ► message association; and ► sales results.
We use a combination of: ► Photo ads and posts
featuring photos of Christmas food ► Link ads
sharing recipes and driving website traffic ► Ad-target blocks
25–54 year-old Australian mothers
14.
* Calculated based on Nielsen Sales Effect and advertiser spend † Nielsen Sales Effect and Online Campaign Ratings ‡ Nielsen Sales Effect § that “Coles is the best value store for Christmas groceries” among women exposed to the campaign versus a control group (Nielsen Brand Effect)
Qualitative and quantitative analytics show the results
20x
return on ad spend*
89%
accuracy in
audience reach‡
2+ million
households reached†
25%
increase in message
association§
25%
increase in message
association§
89%
accuracy in
audience reach‡
2+ million
households reached†
20x
return on ad spend*
15.
We no longer live in a world of mass marketing. We live in a world of connection and value
Avoid describing your leads or customers as leads or customers. Once someone consumes a piece of content or makes a purchase,
they join a community.
Respecting your audience, users, clients, customers…
Striving to embody connection and value will positively alter your business’ destiny
What do we learn from Dami Im on social media?
20.
Winner of ‘X-Factor’ Australia 2013
BONUS INFOGRAPHIC: How multi-channel data
predicted the 1-2-3 result of X-Factor Australia
bit.ly/xfactorau2013
What do we learn from Dami Im on social media?
37.68% 1.24%
Positive Negative
High positivity continues since winning X-Factor Australia 2013
21.
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Phot
os, v
ideo
s, cli
cks
Like
s, co
mm
ents
, sha
res
Likes Comments Shares Photo views Video Plays Clicks
22.
Ice-‐bucket challenge
Sings at friend’s wedding unannounced
Unplugged version of her latest single, ‘Gladiator’
Fans respond to the ‘authentic’ Dami
August activity on her Facebook page is highest for 2014
-‐30%
-‐20%
-‐10%
0%
10%
20%
30%
40%
50% 13-‐17 18-‐24 25-‐34 35-‐44 45-‐54 55-‐64 65+
Page Fans 71.43% 28.57% Page Reach 63.89% 36.11%
Engaged Users 73.39% 26.61%
Women engage most with her on Facebook
But content reach skews male in key demographics
23.
Marketing-mix modelling From YouTube view to billboards to purchase
24.
Data Type Data Source Earned Radio spins/airplay Earned Shazam
Paid Gupta (Facebook, YouTube, Google display and SEM) Paid Initiative bought media (TV, Radio, OOH, Digital, mobile) Paid Sony Direct bookings Sales iTunes (including postcode data) Sales Google Play Sales Physical sales (JB, sanity, KTB’s)
Streaming Spotify (plays and followers) Streaming Rdio
Owned Google analytics (visits) Owned Vevo (video views AND revenue) Owned Click data from SmartURL Owned Instagram Owned Twitter Owned Facebook Owned Vine Owned Google + Owned Newsletters Owned YouTube (plays and followers)
Owned/Earned Social sentiment (Synthesio) Sales Affiliate (conversions and revenue)
Earned SoundCloud Other Neilson site ratings Other Print readership
Full omni-channel view of audiences’ engagement with artists Understanding music-fans’ connection
from first listen to song purchase
Benefit
25.
► Your customers know the products you offer and marketing you create are: ► Relevant to their needs ► Personalised to them ► Engaging
► For businesses, data strategy should develop: ► A single-customer view of online and offline activities ► An approach that holistically collects, interprets and
takes action around your data (storing, curating, distributing and monetising)
► Your customised data strategy should deliver: ► The data that matches your precise needs ► The processes and systems required to process data
volumes, variety and velocity ► The right infrastructure to manage your data ► The expertise that transforms information in to
compelling and actionable insights ► Access to professionals who put brands and customers
first and are transparent about how they use data in a way that respects people’s privacy
27.
Best-in industry data-driven marketing
Download this presentation
bit.ly/MarketingDNA
More about Cam Parker
linkedin.com/in/CamParkr
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