NCDM 2010 - Target Customers Effectively Through Advanced Analytics - Netezza - Intuit
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NCDM 2010 - Target Customers Effectively Through Advanced Analytics - Netezza - Intuit

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Intuit relies on deep analysis to measure and optimize online campaign effectiveness, improve user experience, and increase customer retention. However, it was spending millions of dollars on......

Intuit relies on deep analysis to measure and optimize online campaign effectiveness, improve user experience, and increase customer retention. However, it was spending millions of dollars on multichannel marketing campaigns without knowing which elements of those campaigns were contributing to the bottom line. By analyzing cookie and website data, Intuit was able to conduct better ad targeting and price/volume analysis, understand customer behavior, customize offerings, increase customer satisfaction, and maximize revenue.

Brad Terrell, VP & General Manager, Digital Media at Netezza, and Arup Ray, Director, Data Warehousing & Business Intelligence Development and Architecture at Intuit, present on:

- Using advanced analytics to drive better decisions for multichannel marketing campaigns.

- Learning the benefits of more precise, targeted marketing.

- Discovering where customers are in the ad funnel and how to target them appropriately.

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  • 1. Ta rg e t Cu s to m e rs Effe c tive lyTh ro u g h Ad va n c e d An a lytic s
  • 2. Brad TerrellVP & General Manager,Digital MediaArup RayDirector, Data Warehousing &Business IntelligenceDevelopment and Architecture
  • 3. “Innovation distinguishes between a leader and a follower” - Steve Jobs
  • 4. Before…
  • 5. After… 1 00x THE PERFORMANCE ½ THE COST UNMATCHED SIMPLICITY
  • 6. Right message…Right person…Right time…
  • 7. Netezza wins 2010 DMA Innovation Awardfor Market Segmentation and Optimization technology
  • 8. “25% conversion rate increase with 33% lower CPA” “300% to 2,000% conversion rate improvements”
  • 9. Consumer attention is fragmenting
  • 10. Digital Exhaust benefits marketers
  • 11. Marketing and Data Analysis are Intertwined
  • 12. The Data Aggregation Problem
  • 13. The Segmentation Problem High Age: 18-24 Income: High Age: 25-35 Recency: Low Income: High Income Recency: High Recency of visits to High YourWebSite.com Age: 50-65Income: LowRecency: Low Age: 36-49 Income: Low High Recency: High
  • 14. The Matching Problem Target Segment Awareness Consideration Intent
  • 15. The Bidding ProblemPrice/Volume Forecast Market X: Price/Volume CurveCurves Show the Optimal 1,200,000 IMPRESSIONS PER DAY 1,000,000Bid in Each Market: 800,000 600,000max((R − B) ⋅ N(B)) 400,000 200,000 0 0.00 1.00 2.00 3.00 4.00 5.00 R = revenue derived from showing ad CPM Bid B = ad’s bidN(B) = impression volume for bid B as Market X: Profit Curve predicted by P/V Curve 3,500 3,000 2,500 PROFIT 2,000 1,500 1,000 500 0 0.00 1.00 2.00 3.00 4.00 5.00 CPM Bid
  • 16. Customer Insight Through Deeper Analysis (The Fastest Climbers Win) Optimization Predictive AnalyticsBI Reporting andAd-Hoc Analysis • What is the best choice? • What will happen? • What will the impact be? • What happened? • When and where? • How much?
  • 17. Arup RayDirector, Data Warehousing &Business IntelligenceDevelopment and Architecture
  • 18. Intuit Company InformationWho We Are …A leading provider of business andfinancial management solutions Company Founded: 1983 Date Public: 1993 Stock Symbol: NASDAQ: INTU GAAP Net Revenue (Fiscal 2010): $3.2 billion Employees: ~ 8000 Locations: 60 locations in 40 cities around the globe20
  • 19. Trusted Leading Brands21
  • 20. Multiple Channels for Online Acquisition • Ad Networks Display • Portals • Content Sites Paid Search • Brand • Generic Organic Search • Brand • Generic Affiliates Email22
  • 21. Life stage of customer acquisition Pre- Post- Awareness Conversion Conversion First impression Authentication Conversion23
  • 22. What is working?• Which channels are yielding results? Which sub-channels?• Are channels cannibalizing each other?• What works at what stage of the acquisition funnel?24
  • 23. High Level Goals of Intuit Marketers• Optimize spend across channels• Coordinate spend across channels• Optimize messaging in ads• Use early converter behavior for mid-course adjustments
  • 24. Where is the data to help me?• Doubleclick tracks all converters and non-converters across web sites as well as on key pages of our web site• Omniture tracks customer behavior on our site• These data sets are warehoused in our Customer Experience Data Warehouse running on Netezza• Massive volumes of data – the impression table alone has more than 40 Billion rows!26
  • 25. What does the data tell me?• A lot … – About the effectiveness of the acquisition channel as well as specific campaigns – About channel interferences – About product issues – About customer behavior with regards to acquisition campaigns27
  • 26. Example of Display Ads from Ad Networks CHANNEL EFFECTIVENESS28
  • 27. 29 Reach by Exposure Conversion Frequency Rate 10.0% 15.0% 20.0% 25.0% 0.0% 5.0% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 1 1 10 10 19 19 28 28 37 37 46 46 55 55 64 64 73 73 82 82 91 91 100 100 109 109 118 118 127 127 136 136 145 145 154 154 163 163 172 172 181 181 190 190 199 199 208 208 217 217 Ad Network – A 226 226 Display Display 235 235 244 244 253 253 Impressions Impressions 262 262 271 271 280 280 289 289 298 298 Average exposures per cookie = 28.9 Average conversion rate = 3.1% Average impressions per conversion = XX.X
  • 28. Ad Network - B 50.0% Conversion 45.0% Average impressions per conversion = X.X 40.0% Rate 35.0% 30.0% Average exposures per cookie = 15.6 25.0% 20.0% Average conversion rate = 14.8% 15.0% 10.0% Display Impressions 5.0% 0.0% 1 10 19 28 37 46 55 64 73 82 91 100 109 118 127 136 145 154 163 172 181 190 199 208 217 226 235 244 253 262 271 280 289 298 45.00%Frequency 40.00%ExposureReach by 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% Display Impressions 5.00% 0.00% 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 30
  • 29. Reach by Conversion31 Exposure Rate Frequency 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0.0% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 0.00% 5.00% 1 1 10 10 19 19 28 28 37 37 46 46 55 55 64 64 73 73 82 82 91 91 100 100 109 109 118 118 127 127 136 136 145 145 154 154 163 163 172 172 181 181 190 190 199 199 208 208 217 217 Ad Network - C 226 226 235 235 244 244 253 253 262 262 Display Impressions Display Impressions 271 271 280 280 289 289 Average exposures per cookie = 6.05 Average conversion rate = 3.8% Average impressions per conversion = XX.XX
  • 30. Portal Home Pages – Distinct Visitors 0131 MSN HP Money Module Txtlink 0201 MSN HP Money Module Txtlink 0131 MSN HP 0201 MSN HP 0125 MSN HP 0215 MSN HP 0214 MSN HP 0131 Yahoo HP RM 0207 Yahoo Marketplace - Logo + text 0124 MSN HP 0124 MSN HP Money Module Txtlink 0201 AOL RM - User Initiated 0131 AOL HP RM - Host 0201 AOL HP RM - Host 0131 AOL HP Textlink 0201 AOL HP Textlink 0124 AOL HP Textlink 0125 AOL HP 0221 AOL HP - Textlink 0125 AOL HP Textlink 0124 AOL HP 0221 AOL HP 300x250 0201 AOL HP NB 0131 AOL HP NB AOL HP 01/10 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 800000032
  • 31. Portal Home Pages - Impressions 0131 MSN HP Money Module Txtlink 0201 MSN HP Money Module Txtlink 0131 MSN HP 0201 MSN HP 0125 MSN HP 0215 MSN HP 0214 MSN HP 0131 Yahoo HP RM 0207 Yahoo Marketplace - Logo + text 0124 MSN HP 0124 MSN HP Money Module Txtlink 0201 AOL RM - User Initiated 0131 AOL HP RM - Host 0201 AOL HP RM - Host 0131 AOL HP Textlink 0201 AOL HP Textlink 0124 AOL HP Textlink 0125 AOL HP 0221 AOL HP - Textlink 0125 AOL HP Textlink 0124 AOL HP 0221 AOL HP 300x250 0201 AOL HP NB 0131 AOL HP NB AOL HP 01/10 0 10000000 20000000 30000000 40000000 5000000033
  • 32. Portal Home Pages – Distinct Converters 0131 MSN HP Money Module Txtlink 0201 MSN HP Money Module Txtlink 0131 MSN HP 0201 MSN HP 0125 MSN HP 0215 MSN HP 0214 MSN HP 0131 Yahoo HP RM0207 Yahoo Marketplace - Logo + text 0124 MSN HP 0124 MSN HP Money Module Txtlink 0201 AOL RM - User Initiated 0131 AOL HP RM - Host 0201 AOL HP RM - Host 0131 AOL HP Textlink 0201 AOL HP Textlink 0124 AOL HP Textlink 0125 AOL HP 0221 AOL HP - Textlink 0125 AOL HP Textlink 0124 AOL HP 0221 AOL HP 300x250 0201 AOL HP NB 0131 AOL HP NB AOL HP 01/10 0 50000 100000 150000 200000 250000 300000 350000 34
  • 33. Portal Home Pages – Distinct converters per Impression 0131 MSN HP Money Module Txtlink 0201 MSN HP Money Module Txtlink 0131 MSN HP 0201 MSN HP 0125 MSN HP 0215 MSN HP 0214 MSN HP 0131 Yahoo HP RM0207 Yahoo Marketplace - Logo + text 0124 MSN HP 0124 MSN HP Money Module Txtlink 0201 AOL RM - User Initiated 0131 AOL HP RM - Host 0201 AOL HP RM - Host 0131 AOL HP Textlink 0201 AOL HP Textlink 0124 AOL HP Textlink 0125 AOL HP 0221 AOL HP - Textlink 0125 AOL HP Textlink 0124 AOL HP 0221 AOL HP 300x250 0201 AOL HP NB 0131 AOL HP NB AOL HP 01/10 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 35
  • 34. Portal Home Page – Impressions per distinct converter 0131 MSN HP Money Module Txtlink 0201 MSN HP Money Module Txtlink 0131 MSN HP 0201 MSN HP 0125 MSN HP 0215 MSN HP 0214 MSN HP 0131 Yahoo HP RM 0207 Yahoo Marketplace - Logo + text 0124 MSN HP 0124 MSN HP Money Module Txtlink 0201 AOL RM - User Initiated 0131 AOL HP RM - Host 0201 AOL HP RM - Host Good value? 0131 AOL HP Textlink 0201 AOL HP Textlink 0124 AOL HP Textlink 0125 AOL HP 0221 AOL HP - Textlink 0125 AOL HP Textlink 0124 AOL HP 0221 AOL HP 300x250 0201 AOL HP NB 0131 AOL HP NB AOL HP 01/10 0 20 40 60 80 100 120 140 160 180 20036
  • 35. Affiliate clicks versus paid search CHANNEL INTERFERENCE37
  • 36. Paid Search Clicks and Affiliate Clicks Paid Search does not currently interact significantly with Affiliate 3% No Affiliate click before At least one Affiliate click before 97% 15% No Paid Search click before 85% At least one Paid Search click before38
  • 37. Paid Search Clicks and Affiliate Clicks Paid Search does not currently interact significantly with AffiliateNumber Paid Search click aloneof Affiliate click alonecookies Paid Search click followed by Affiliate clickwith… Affiliate click followed by Paid Search click 0 1000000 2000000 3000000 4000000 5000000 6000000 Paid Search click aloneConversionrate of Affiliate click alonecookies Paid Search click followed by Affiliate clickwith… Affiliate click followed by Paid Search click 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
  • 38. PRODUCT ISSUES40
  • 39. Why do people not convert? Which are the problem pages? Create alternate flows and do A/B testing Pre- Post- Awareness Conversion Conversion Authentication Conversion impression First41
  • 40. CUSTOMER BEHAVIOR42
  • 41. Converted on Display Click… People who convert on display click tend to stick with display clicks… Awareness Stage Navigation Stage Email Click Email Click Email Impression 1.46 Email Impression 1.78 Affiliate Click 1.92 2.40 1.41 Affiliate Click 1.69 Paid Search Click 1.43 Paid Search Click 1.96 1.39 1.92 Display Click 52.0 Display Click 56.5 Display Impression Display Impression 0% 50% 100% 0% 20% 40% 60% 80% 100% Average number of exposures,Percentage of converters for converters who had at least one exposurewho had at least one exposure 43
  • 42. Converted on Paid Search Click… People who convert on paid search click tend to stick with paid search clicks… Awareness Stage Navigation Stage Email Click Email Click Email Impression 1.44 Email Impression 1.72 1.96 2.15 Affiliate Click Affiliate Click 1.43 1.60 Paid Search Click 1.31 Paid Search Click 1.87 1.34 1.67 Display Click 26.8 Display Click 34.5Display Impression Display Impression 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 44
  • 43. Converted on Affiliate Click… People who convert on affiliate click tend to stick with affiliate clicks… Awareness Stage Navigation Stage Email Click Email Clicks Email Impression 1.45 Email Impression 1.77 2.04 2.66 Affiliate Click Affiliate Click 1.34 1.83 Paid Search Click 1.37 Paid Search Click 1.83 1.32 1.63 Display Click Display Click 40.5 28.2Display Impression Display Impression 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 45
  • 44. Converted on Email Click… People who convert on email click tend to stick with email clicks… Awareness Stage Navigation Stage Email Click Email Click Email Impression Email Impression 1.77 1.32 Affiliate Click 1.98 Affiliate Click 2.66 1.41 1.83 Paid Search Click 1.30 Paid Search Click 1.83 1.28 1.63 Display Click Display Click 40.5 23.2Display Impression Display Impression 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 46
  • 45. RELEVANT MESSAGING47
  • 46. Messages that are funnel aware• Based on where the user is in the funnel we can target them with relevant messages• This could be a better offer if they are in awareness stage or a reinforcement of value proposition if they are in navigation stage• Doubleclick provides reach beyond the confines of the Intuit websites• The impressions in post-conversion stage are used to cross-sell other products and hence are not wasted48
  • 47. Keys to success• Ability to load large data volumes daily• Complex queries that process billions of rows in minutes and not hours• Ability to leverage intelligent messaging mechanisms within Intuit website and Doubleclick for intelligent messages across the web Data Insight Action49
  • 48. THANK YOU50