“It’s the journey that                                              matters, not just the                                 ...
RAZORFISH, WHO ARE WE?Full-service digital agencyOne of the largest interactive marketing & technology companiesLeader in ...
WHERE RAZORFISH & FLUENT FIT                                                           3        © 2012 Razorfish. All righ...
WHAT IS FLUENT?A digital marketing technology platform that provides marketers andagencies with a single, integrated softw...
BEGIN AT THE BEGINNING                                                                                              Techno...
THE JOURNEY IS COMPLICATED AND CONNECTED    Display                                                      Search           ...
UNDERSTAND MOTIVATIONS AND BEHAVIORS,THEN TAKE ACTION                                                                     ...
AND THE BEST PART, WE KNOW THIS WORKS!                                                                    Phase 2 - Dynami...
HOW DO WE DO IT?‣ Get to know your customers through research and studies‣ Capture all interactions (whenever possible), a...
REAL WORLD PERSONAS                                                                         The                           ...
INTEGRATED TRACKING AND TAGGING STRATEGY  Microsite           Social Data                       Online Video              ...
IDENTIFY YOUR CUSTOMERS ACROSS CHANNELS                                                                                   ...
FOCUS ON CHARACTERISTICS THAT MATTER MOST     •   3rd Party                                                               ...
ANALYTICAL BUILDING BLOCKSSessionization                                           Paths                                  ...
MULTI-CHANNEL AWARE TARGETING PLATFORM                                                                                    ...
Thank You                     Matthew Comstock                    VP Data & Analytics                 Razorfish Platforms ...
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Razorfish Multi-Channel Marketing: Better Customer Segmentation and Targeting

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Matt Comstock, Vice President Business Intelligence Office, Razorfish, presents at the Big Analytics 2012 Roadshow.

From search to email to social, customers are interacting with your brand across a variety of channels. But what do people do once they view an advertisement or get an email? What common behaviors are displayed once they’re on your site? By combining media exposure/behavior, site-side media, and in-store purchase data, you can understand better the impact media has on driving value to your business. Come to this session to learn how better data-driven multi-channel analysis lets you see what consumers do before they become a customer to understand what content influences which segments of users by media audience. Discover new segmentation and targeting strategies to improve engagement with your brand and increase advertising lift. See how a leader in digital marketing uses a combination of technologies including Teradata Aster, Hadoop, and Amazon Web Services to handle big data and provide big analytics to improve business value.

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Razorfish Multi-Channel Marketing: Better Customer Segmentation and Targeting

  1. 1. “It’s the journey that matters, not just the ending” - Paul Lockhart Matthew Comstock – VP, Data & Analytics matthew.comstock@razorfish.com Razorfish Platforms - Fluent © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  2. 2. RAZORFISH, WHO ARE WE?Full-service digital agencyOne of the largest interactive marketing & technology companiesLeader in web design and digital marketing according to Forrester$60 billion of media managed across the Publicis Groupe network Brand Enabling Perception MARKETING “Brand Reality” TECHNOLOGY Technology Traditional Create experiences Technology agencies create that build businesses consultants and build market design and build awareness IT systems 2 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  3. 3. WHERE RAZORFISH & FLUENT FIT 3 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  4. 4. WHAT IS FLUENT?A digital marketing technology platform that provides marketers andagencies with a single, integrated software application to target,distribute, and manage multi-channel digital campaigns andexperiences. Component included in this presentation Marketing Central (Marketing Planning and Management, Team Collaboration and Workflow) Experience Publishing (CMS / DAM, Multi-Channel and Multi-Device Distribution, Social Monitoring) Discovery Insights Targeting (Data Scientist Ad hoc modeling (Analytics and Reporting, (Multi-Channel Aware Environment) including Attribution) Segmentation and Targeting) Data Warehouse (Data Sources - 1st and 3rd Party, Data Normalization + Transformation, Data Management) Cloud Infrastructure (Software as a Service) 4 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  5. 5. BEGIN AT THE BEGINNING Technology The  Strategy Analysis Channel Relevant  Customer  Experiences  Journey 5 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  6. 6. THE JOURNEY IS COMPLICATED AND CONNECTED Display Search Affiliate DOT. Email com Social Call Center Mobile TV 6 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  7. 7. UNDERSTAND MOTIVATIONS AND BEHAVIORS,THEN TAKE ACTION Offline Interactions Data Online Management Interactions & Analytics ‣ Bid for her more smartly ‣ Serve her content she’ll respond to ‣ Look for others like her (look-a-likes) ‣ Look for others that act like her (act-a-likes) ‣ Empower her to share her experience Anya 1-off Cosmetics maven to 1+ who replenishes Purchasers monthly 7 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  8. 8. AND THE BEST PART, WE KNOW THIS WORKS! Phase 2 - Dynamic Targeting, Advanced Segmentation 1,400,000 1,200,000 Phase 1 - Dynamic Targeting Last Action 1,000,000Impressions Baseline Funnel 688,414 800,000 600,000 Incremental 400,000 395,838 312,479 Contribution 200,000 4X 156,239 0 112,155 46,731 102,518 Clicked 42,716 on Ad Engaged with Content Clicked on 1.41% “Where to Buy” 45.39% 0.81% 35.89% Referred 39.47% to Partner Site 0.35% 29.91% 25.22% 91.41% 19.94% Each customer, based on her past shopping experience is treated to different, more relevant content to re-engage or keep her engaged 8 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  9. 9. HOW DO WE DO IT?‣ Get to know your customers through research and studies‣ Capture all interactions (whenever possible), and link them‣ Create customer profiles through business aligned characteristics and behavioral analysis, then define both single and multichannel segments‣ Create an experience strategy to get the right experience and message to the customer at the right time (IN THE RIGHT CHANNEL)‣ Take a crawl, walk, run approach by starting with a single channel and evolve from there 9 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  10. 10. REAL WORLD PERSONAS The The Hunter (unexpected) Indulgent The Family Fashion Icon Shopper 10 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  11. 11. INTEGRATED TRACKING AND TAGGING STRATEGY Microsite Social Data Online Video Call Center Enterprise Experience Display Website POS Bill/Receipt Search Pinterest Twitter Data Plan Statements Email Broadcast Geolocation Account Tenure Mobile Games3rd Party Social 3rd Party Preferences TV/Radio Tablet Organic 11 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  12. 12. IDENTIFY YOUR CUSTOMERS ACROSS CHANNELS Universal  IdentifierAd Server Website  Transaction Customer  Device EmailIdentifier Identifier Identifier Identifier Identifier Identifier 12 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  13. 13. FOCUS ON CHARACTERISTICS THAT MATTER MOST • 3rd Party • CRM / Offline Data • Social Universal Identifier • Loyalty • Location Based Data • Site engagement • Ad server The 7 characteristics result in over 39,000 possible segments. 4 9 2 13 7 3 2Influencer Categories Time Loyalty Average Order In Store Consumer Types Recently Windows Tiers Sizes Purchase Types Types Viewed 13 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  14. 14. ANALYTICAL BUILDING BLOCKSSessionization Paths Attribution Associative Regression Analysis Analysis 14 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  15. 15. MULTI-CHANNEL AWARE TARGETING PLATFORM Data Channel Specific Management, Channel Offers Data Acquisition Targeting Analytics & Segmentation Ad Serving Publisher Ad Exchange MapReduce ProcessingClient Site Client Site Data Classification & Offers Targeting Stewardship Offline Customer Demo, 3rd Party & Behavioral Data Email Email Lists Targeting & Offers Advanced Audience Centric Online Customer Segmentation Data Warehouse Behavioral Data Call Center Analysis Call Center Targeting (w/ in-database Offers analytics) Social Media Channel PerformanceSocial Media Targeting Feedback Offers Channel Tracking 15 © 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
  16. 16. Thank You Matthew Comstock VP Data & Analytics Razorfish Platforms - Fluent matthew.comstock@razorfish.com 16© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
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