SunCorp Campaign Measurement
-
Upload
datalicious-pty-ltd -
Category
Technology
-
view
255 -
download
2
description
Transcript of SunCorp Campaign Measurement
![Page 1: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/1.jpg)
> Campaign Measurement < Digital Campaign Measurement
![Page 2: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/2.jpg)
> Short but sharp history
§ Datalicious was founded late 2007 § Strong Omniture web analy=cs history § Now 360 data agency with specialist team § Combina=on of analysts and developers § Carefully selected best of breed partners § Evangelizing smart data driven marke=ng § Making data accessible and ac=onable § Driving industry best prac=ce (ADMA)
March 2011 © Datalicious Pty Ltd 2
![Page 3: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/3.jpg)
> Clients across all industries
March 2011 © Datalicious Pty Ltd 3
![Page 4: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/4.jpg)
> Wide range of data services
March 2011 © Datalicious Pty Ltd 4
Data Pla>orms Data collec?on and processing Web analy?cs solu?ons Omniture, Google Analy?cs, etc Tag-‐less online data capture End-‐to-‐end data pla>orms IVR and call center repor?ng Single customer view
Insights Repor?ng Data mining and modelling Customised dashboards Media aKribu?on models Market and compe?tor trends Social media monitoring Online surveys and polls Customer profiling
Ac?on Applica?ons Data usage and applica?on Marke?ng automa?on Alterian, Trac?on, Inxmail, etc Targe?ng and merchandising Internal search op?misa?on CRM strategy and execu?on Tes?ng programs
![Page 5: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/5.jpg)
> Smart data driven marke?ng
March 2011 © Datalicious Pty Ltd 5
Media AKribu?on
Op?mise channel mix
Tes?ng Improve usability
$$$
Targe?ng Increase relevance
Stan
dardised
Metric
s Be
nchm
arking and
tren
ding
Standardised Metrics
Benchmarking and trending
![Page 6: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/6.jpg)
> SuperTag pla>orm
101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
March 2011 © Datalicious Pty Ltd 6
![Page 7: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/7.jpg)
> SuperTag code architecture
March 2011 © Datalicious Pty Ltd 7
§ Central JavaScript container tag § One tag for all sites and plaPorms § Hosted internally or externally § Faster tag implementa=on/updates § Eliminates JavaScript caching § Enables code tes=ng on live site § Enables heat map implementa=on § Enables redirects for A/B tes=ng § Enables network wide re-‐targe=ng § Enables live chat implementa=on
![Page 8: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/8.jpg)
> Metrics framework
101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
February 2011 © ADMA & Datalicious Pty Ltd 8
![Page 9: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/9.jpg)
Awareness Interest Desire Ac?on Sa?sfac?on
> AIDA and AIDAS formulas
February 2011 © ADMA & Datalicious Pty Ltd 9
Social media
New media
Old media
![Page 10: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/10.jpg)
Reach (Awareness)
Engagement (Interest & Desire)
Conversion (Ac=on)
+Buzz (Sa=sfac=on)
> Simplified AIDAS funnel
February 2011 © ADMA & Datalicious Pty Ltd 10
![Page 11: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/11.jpg)
People reached
People engaged
People converted
People delighted
> Marke?ng is about people
February 2011 © ADMA & Datalicious Pty Ltd 11
40% 10% 1%
![Page 12: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/12.jpg)
People reached
People engaged
People converted
People delighted
> Addi?onal funnel breakdowns
February 2011 © ADMA & Datalicious Pty Ltd 12
40% 10% 1%
New prospects vs. exis=ng customers
Brand vs. direct response campaign
![Page 13: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/13.jpg)
People reached
People engaged
People converted
People delighted
> Mul?ple metrics data sources
February 2011 © ADMA & Datalicious Pty Ltd 13
Quan=ta=ve and qualita=ve research data
Website, call center and retail data
Social media data
Media and search data
Social media
![Page 14: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/14.jpg)
> Media aKribu?on
101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
March 2011 © Datalicious Pty Ltd 14
![Page 15: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/15.jpg)
Direct mail, email, etc
Facebook TwiKer, etc
> Complex campaign flows
March 2011 © Datalicious Pty Ltd 15
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
![Page 16: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/16.jpg)
> Duplica?on across channels
March 2011 © Datalicious Pty Ltd 16
Banner Ads
Email Blast
Paid Search
Organic Search
$ Bid Mgmt
Ad Server
Email Pla>orm
Google Analy?cs
$
$
$
![Page 17: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/17.jpg)
> Cookie expira?on impact
March 2011 © Datalicious Pty Ltd 17
Banner Ad Click
Email Blast
Paid Search
Organic Search
Bid Mgmt
Ad Server
Email Pla>orm
Google Analy?cs
$
$
$
$
Expira?on
Banner Ad View
![Page 18: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/18.jpg)
Central Analy?cs Pla>orm
$
$
$
> De-‐duplica?on across channels
March 2011 © Datalicious Pty Ltd 18
Banner Ads
Email Blast
Paid Search
Organic Search
$
![Page 19: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/19.jpg)
> Exercise: Duplica?on impact § Double-‐coun=ng of conversions across channels can
have a significant impact on key metrics, especially CPA § Example: Display ads and paid search
– Total media budget of $10,000 of which 50% is spend on paid search and 50% on display ads
– Total of 100 conversions across both channels with a channel overlap of 50%, i.e. both channels claim 100% of conversions based on their own repor=ng but once de-‐duplicated they each only contributed 50% of conversions
– What are the ini=al CPA values and what is the true CPA? § Solu=on: $50 ini=al CPA and $100 true CPA
– $5,000 / 100 = $50 ini=al CPA and $5,000 / 50 = $100 true CPA (which represents a 100% increase)
March 2011 © Datalicious Pty Ltd 19
![Page 20: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/20.jpg)
TV/Print audience
Search audience
Banner audience
> Reach and channel overlap
March 2011 © Datalicious Pty Ltd 20
![Page 21: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/21.jpg)
Users are segmented before 1st ad is even served
> Ad server exposure test
March 2011 © Datalicious Pty Ltd 21
Banner Impression $ TV/Print
Response Search
Response
Banner Impression $ Search
Response Direct
Response
Exposed group: 90% of users get branded message
Banner Impression $ Search
Response Direct
Response
Control group: 10% of users get non-‐branded message
![Page 22: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/22.jpg)
> Indirect display impact
March 2011 © Datalicious Pty Ltd 22
![Page 23: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/23.jpg)
> Indirect display impact
March 2011 © Datalicious Pty Ltd 23
![Page 24: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/24.jpg)
> Indirect display impact
March 2011 © Datalicious Pty Ltd 24
![Page 25: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/25.jpg)
> Success aKribu?on models
March 2011 © Datalicious Pty Ltd 25
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
![Page 26: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/26.jpg)
> First and last click aKribu?on
March 2011 © Datalicious Pty Ltd 26
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
![Page 27: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/27.jpg)
Closer
SEM Generic
Banner View
TV Ad
> Full path to purchase
March 2011 © Datalicious Pty Ltd 27
Influencer Influencer $
Banner Click Online
SEO Generic
Affiliate Click Offline
SEO Branded
Direct Visit
Email Update Abandon
Direct Visit
Social Media
SEO Branded
Introducer
![Page 28: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/28.jpg)
> Search call to ac?on for offline
March 2011 © Datalicious Pty Ltd 28
![Page 29: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/29.jpg)
March 2011 © Datalicious Pty Ltd 29 Offline response tracking and improved experience
![Page 30: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/30.jpg)
March 2011 © Datalicious Pty Ltd 30
![Page 31: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/31.jpg)
> PURLs boos?ng DM response rates
March 2011 © Datalicious Pty Ltd 31
Text
![Page 32: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/32.jpg)
> Jet Interac?ve phone call data
March 2011 © Datalicious Pty Ltd 32
![Page 33: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/33.jpg)
> Poten?al calls to ac?on § Unique click-‐through URLs § Unique vanity domains or URLs § Unique phone numbers § Unique search terms § Unique email addresses § Unique personal URLs (PURLs) § Unique SMS numbers, QR codes § Unique promo=onal codes, vouchers § Geographic loca=on (Facebook, FourSquare) § Plus regression analysis of cause and effect
March 2011 © Datalicious Pty Ltd 33
![Page 34: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/34.jpg)
> Cross-‐channel impact
March 2011 © Datalicious Pty Ltd 34
![Page 35: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/35.jpg)
> Offline sales driven by online
March 2011 © Datalicious Pty Ltd 35
Website research
Phone order
Retail order
Online order
Cookie
Adver?sing campaign
Credit check, fulfilment
Online order confirma?on
Virtual order confirma?on
Confirma?on email
![Page 36: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/36.jpg)
Closer
SEM Generic
Banner View
TV Ad
> Full path to purchase
March 2011 © Datalicious Pty Ltd 36
Influencer Influencer $
Banner Click Online
SEO Generic
Affiliate Click Offline
SEO Branded
Direct Visit
Email Update Abandon
Direct Visit
Social Media
SEO Branded
Introducer
![Page 37: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/37.jpg)
> Adobe stacking/par?cipa?on
March 2011 © Datalicious Pty Ltd 37
Adobe can only stack direct paid and organic responses that end up on your website proper?es, mere banner impressions are missing from the stack and cannot be included via Genesis aeer the fact.
![Page 38: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/38.jpg)
> Combining data sources
March 2011 © Datalicious Pty Ltd 38
![Page 39: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/39.jpg)
> Single source of truth repor?ng
March 2011 © Datalicious Pty Ltd 39
Insights Repor?ng
![Page 40: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/40.jpg)
> Understanding channel mix
March 2011 © Datalicious Pty Ltd 40
![Page 41: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/41.jpg)
![Page 42: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/42.jpg)
> Website entry survey
March 2011 © Datalicious Pty Ltd 42
Channel % of Conversions
Straight to Site 27%
SEO Branded 15%
SEM Branded 9%
SEO Generic 7%
SEM Generic 14%
Display Adver=sing 7%
Affiliate Marke=ng 9%
Referrals 5%
Email Marke=ng 7%
De-‐duped Campaign Report
} Channel % of Influence
Word of Mouth 32%
Blogging & Social Media 24%
Newspaper Adver=sing 9%
Display Adver=sing 14%
Email Marke=ng 7%
Retail Promo=ons 14%
Greatest Influencer on Branded Search / STS
Conversions aoributed 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.
![Page 43: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/43.jpg)
> Adjus?ng for offline impact
March 2011 © Datalicious Pty Ltd 43
+15 +5 +10 -‐15 -‐5 -‐10
![Page 44: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/44.jpg)
Closer
25%
> Success aKribu?on models
March 2011 © Datalicious Pty Ltd 44
Influencer Influencer $
25% Even AKrib.
Exclusion AKrib.
PaKern AKrib.
25% 25%
Introducer
33% 33% 33% 0%
30% 20% 20% 30%
![Page 45: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/45.jpg)
Closer
Channel 1
Channel 1
Channel 1
> Path across different segments
March 2011 © Datalicious Pty Ltd 45
Influencer Influencer $
Channel 2
Channel 2 Channel 3
Channel 2 Channel 3 Product 4
Channel 3
Channel 4
Channel 4
Introducer
Product A vs. B
New prospects
Exis?ng customers
![Page 46: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/46.jpg)
Closer
25%
> Exercise: AKribu?on models
March 2011 © Datalicious Pty Ltd 46
Influencer Influencer $
25% Even AKrib.
Exclusion AKrib.
Custom AKrib.
25% 25%
Introducer
33% 33% 33% 0%
? ? ? ?
![Page 47: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/47.jpg)
> Common aKribu?on models
§ Allocate more conversion credits to more recent touch points for brands with a strong baseline to s=mulate repeat purchases
§ Allocate more conversion credits to more recent touch points for brands with a direct response focus
§ Allocate more conversion credits to ini=a=ng touch points for new and expensive brands and products to insert them into the mindset
March 2011 © Datalicious Pty Ltd 47
![Page 48: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/48.jpg)
March 2011 © Datalicious Pty Ltd 48
Contact us [email protected]
Learn more
blog.datalicious.com
Follow us twiKer.com/datalicious
![Page 49: SunCorp Campaign Measurement](https://reader033.fdocuments.in/reader033/viewer/2022051612/54c0fac54a7959a8138b45c5/html5/thumbnails/49.jpg)
Data > Insights > Ac?on