>

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
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December 2011

> 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 ROMI
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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media a<ribu(on

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> The ideal media dashboard

Channel Brand equity
Baseline

Investment ($100) $7 $1 $2

ROMI n/a 330% 400% 1150%

Return $40 $30 $5 $25

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Oine Direct

TV, print, outdoor, etc

Direct mail, email, etc

Online

Search, display, social, etc

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Datalicious Pty Ltd

> Duplica(on across channels

Paid Search Bid Mgmt

Banner Ads

Ad Server

Email Blast

Email PlaNorm

Organic Search

Google Analy(cs

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> Cookie expira(on impact

Paid Search Bid Mgmt

Banner Ad Click

Banner Ad View

Ad Server

Expira(on

Email Blast

Email PlaNorm

Organic Search

Google Analy(cs

December 2011

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> De-duplica(on across channels

Paid Search

Banner Ads Central Analy(cs PlaNorm Email Blast

Organic Search

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> 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

December 2011

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> Media channels feed each other

TV/Print/DM audience

Banner audience

Search audience

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> Ad server exposure test

Banner Impression TV/Print Response Search Response

Users are segmented before 1st ad is even served

Banner Impression

Search Response

Direct Response

Exposed group: 90% of users get branded message Control group: 10% of users get non-branded message
Banner Impression Search Response Direct Response

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> Indirect display impact

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> Indirect display impact

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> Indirect display impact

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> 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

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> 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

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December 2011

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> Full purchase path tracking

Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Social referrals

Direct site visits

Online sales

Display ad views

Aliate clicks

Social buzz

Retail store visits

Oine sales

TV/print ad views

Organic search

Website events

Direct mail, emails

Life(me prot

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> Search call to ac(on for oine

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> Personalised URLs for direct mail

VickyCarroll.myspaday.com > redirect to > myspaday.com?

CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOer=P3& ChurnRisk=Low [...]

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> Oine sales driven by online

Adver(sing campaign Phone order Credit check, fullment

Retail order

Conrma(on email, 1st login

Website research

Online order

Online order conrma(on

Virtual order conrma(on

Cookie

December 2011

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> Event ROI extrapola(on

Campaign Product view Applica(on start

Applica(on complete

Oine conversion

Campaign

$10

$30

$60

$100

Campaign

$10

$30

$100

Campaign

$10

$100

December 2011

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> Single source of truth repor(ng

Insights
December 2011 Datalicious Pty Ltd

Repor(ng

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> Where to collect the data

Ad Server
Banner impressions Banner clicks + Paid search clicks

Web Analy(cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Lacking ad impressions Less granular & complex

Lacking organic visits More granular & complex

December 2011

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> Raw a<ribu(on data

Web Analy(cs data sample (AD IMPRESSION >) AFFILIATE > SEARCH > $$$ SEARCH > SOCIAL > EMAIL > DIRECT > $$$

Ad Server data sample 01/01/2011 12:00 AD IMPRESSION 01/01/2011 12:05 PAID SEARCH 07/01/2011 17:00 EMAIL 08/01/2011 15:00 $$$
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> Purchase path for each cookie

Mobile

Home

Work

Tablet

Media

Etc

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> Understanding channel mix

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> 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 Adver1sing Aliate Marke1ng Referrals Email Marke1ng

% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%

Channel Word of Mouth Blogging & Social Media Newspaper Adver1sing Display Adver1sing Email Marke1ng Retail Promo1ons

% of Inuence 32% 24% 9% 14% 7% 14%

Conversions aoributed to search terms that contain brand keywords and direct website visits are most likely not the origina1ng channel that generated the awareness and as such conversion credits should be re-allocated.
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December 2011

> Adjus(ng for oine impact

-5 +5 -15 +15 -10 +10

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> Custom a<ribu(on models

Introducer Inuencer Inuencer Closer

25%

25%

25%

25%

Even A<rib.

33%

33%

33%

0%

Exclusion A<rib.

?
December 2011

?
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Custom A<rib.

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> Path across dierent segments

Introducer Inuencer Inuencer Closer

Channel 1

Channel 2

Channel 3

Channel 4

Product A vs. B

Channel 1

Channel 2

Channel 3

Channel 4

New prospects

Channel 1

Channel 2

Channel 3

Product 4

Exis(ng customers

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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Experience op(misa(on

December 2011 Datalicious Pty Ltd 34

> Increase revenue by 10-20%

Capture internet trac
Capture 50-100% of fair market share of trac

Increase consumer engagement

Exceed 50% of best compe1tors 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

December 2011 Datalicious Pty Ltd

Earn 10-20% incremental revenue online

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> New consumer decision journey

The consumer decision process is changing from linear to circular.

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> 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.
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> Seamless research experience

TV, print, direct mail, etc Ad Server / SuperTag Display ads

Organic, paid search

AdWords

Ad Server / SuperTag

Display ad re-targe(ng

Customised landing pages Test&Target / SuperTag ANZ.com re-targe(ng Applica(on process

Test&Target / SuperTag

Fall-out email follow-up

December 2011

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> Network wide re-targe(ng

Frequent Flyer campaign Access Advantage campaign Home Loans campaign

Card prospect

Access prospect

Loan prospect

Card customer

Access customer

Loan customer

Loan prospect

Loan prospect

Access prospect

December 2011

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> Network wide re-targe(ng

Group wide campaign with approximate impression targets by product rather than hard budget limita(ons

Card prospect

Access prospect

Loan prospect

Card customer

Access customer

Loan customer

Loan prospect

Loan prospect

Access prospect

December 2011

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Targe(ng before tes(ng

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> Developing a targe(ng matrix

Purchase Cycle Segmenta(on based on: Search keywords, display ad clicks and website behaviour Access Advantage Frequent Flyers Acquisi(on message #A3 Acquisi(on message #A4 Reten(on message #R2
Datalicious Pty Ltd

Etc Acquisi(on message #A5 Acquisi(on message #A6 Reten(on message #R3

Data Points

Research, Acquisi(on considera(on message #A1 Conversion intent Reten(on, cross-sell

December 2011

Ad clicks, prod views Applica(on starts Email clicks, logins, etc

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Acquisi(on message #A2 Reten(on message #R1

> 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

December 2011

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> Transac(ons plus behaviours

CRM Prole
one-o collec1on of demographical data customer lifecycle metrics and key dates predic1ve models based on data mining

Site Behaviour

age, gender, address, etc

protability, expira(on, etc propensity to buy, churn, etc

historical data from previous transac1ons

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 promo1on responses

emails, internal search, etc

Updated Occasionally
December 2011

Updated Con(nuously
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> 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 iden1ca1on through Cookies

Weeks
December 2011 Datalicious Pty Ltd 49

> Developing a tes(ng matrix

Test Test #1A Test #1B Segment Content Success Diculty Poten(al

New Acquisi(on Clicks, prospects oer A orders, etc New Acquisi(on Clicks, prospects oer B orders, etc Exis(ng customers Exis(ng customers Up-sell oer A Up-sell oer B Clicks, orders, etc Clicks, orders, etc

Low

$50k

Test #2A

High Test #2B

$75k

December 2011

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> The holy trinity of tes(ng

1. The headline
Have a headline! Headline should be concrete Headline should be rst thing visitors look at Dont have too many calls to ac1on Have an ac1onable call to ac1on Have a big, prominent, visible call to ac1on Logos, number of users, tes1monials, case studies, media coverage, etc
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2. Call to ac(on

3. Social proof
December 2011

> Best prac(ce tes(ng roadmap

Phase #1: A/B test
Test the same landing page content in completely dierent layouts Then test dierent content element combina1ons within the winning layout Con1nue tes1ng and introducing layout and content challengers
Datalicious Pty Ltd

Element #1: Prominent headline

Phase #2: MV test

Suppor1ng content

Element #2: Call to ac1on

Phase #3: Challenge

Element #3: Social proof / trust Terms and condi1ons

December 2011

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> 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.

December 2011

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[email protected] blog.datalicious.com twi<er.com/datalicious

December 2011 Datalicious Pty Ltd 55

Contact me Learn more Follow me

Data > Insights > Ac(on

December 2011

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