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

December 2011 © Datalicious Pty Ltd 3

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

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Direct mail, email, etc

Facebook Twi<er, etc

> Campaign flows are complex


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


> Success a<ribu(on models


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


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


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


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


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%


> New consumer decision journey


The consumer decision process is changing from linear to circular.

> New consumer decision journey


The consumer decision process is changing from linear to circular.

Change increases the importance of experience during research phase.

Online research

Customised landing pages

> Seamless research experience


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


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



Ad clicks, prod views

Conversion intent




Applica(on starts

Reten(on, cross-‐sell

Reten(on message #R1



Email clicks, logins, etc

> Developing a targe(ng matrix


Campaign response data

> Combining data sources


Customer profile data

+ The whole is greater than the sum of its parts

Website behavioural data

> Transac(ons plus behaviours


+ 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

December 2011 26 © Datalicious Pty Ltd

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


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


> 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


> 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


Element #1: Prominent headline

Element #2: Call to ac1on

Suppor1ng content

Element #3: Social proof / trust

Terms and condi1ons

> Use unique phone numbers


2 out of 3 callers hang up as they cannot get their informa1on fast enough. Unique phone numbers can help improve call experience.

Contact me [email protected]

Learn more

blog.datalicious.com

Follow me twi<er.com/datalicious


Data > Insights > Ac(on


anz marketing analytics session 3

Technology

datalicious pty

sharp history datalicious

data agency

historical data

a1 message

internal search

smart data driven markeng

a3 message