[	  consumer	  data	  journey	  ]	                   Chris&an	  Bartens	                              	       Digital	  An...
[	  october	  2007	  ]	     [	  datalicious.com.au	  ]	  
"I	  know	  that	  50%	  of	  my	  	                      adver6sing	  is	  wasted,	  I	  just	  	                       d...
10101101010010101111010010010101010100001011111001010101010100101011001010011010010101001110010100100101010010010100101001...
"It	  is	  a	  capital	  mistake	  to	  theorize	                before	  one	  has	  data."	               Sir	  Arthur	 ...
[	  digital	  =	  1st	  hand	  observa6on	  ]	  [	  october	  2007	  ]	                       [	  datalicious.com.au	  ]	  
[	  media	  consump6on	  ]	    media	  hours	    per	  week	                                  66%	  digital	  by	  2010	  ...
[	  analogue	  =	  2nd	  hand	  insights	  ]	  [	  october	  2007	  ]	                          [	  datalicious.com.au	  ]...
[	  research	  instrument	  ]	  [	  september	  2007	  ]	          [	  datalicious.com.au	  ]	  
"It	  is	  a	  capital	  mistake	  to	  theorize	     before	  one	  has	  all	  the	  data."	               Sir	  Arthur	...
10101101010010101111010010010101010100001011111001010101010100101011001010011010010101001110010100100101010010010100101001...
response	                                                                                               success	          ...
[	  data	  poles	  ]	    transac6onal	                            strategic	  	    close	  to	  customer	     removed	  fr...
response	                                                                                               success	          ...
[	  response	  op6ons	  ]	                       digital	         analogue	     ancient	                            search...
[	  digital	  responses	  ]	      ad	  server,	  bid	  management	  plaMorm	                                              ...
[	  digital	  best	  prac6ce	  ]	  §  Ad	  server	  or	  bid	  management	  plaMorm	              –  Enable	  view-­‐thro...
[	  analogue	  best	  prac6ce	  ]	  §  Phone,	  email,	  text	              –  Offer	  wide	  range	  of	  response	  op&o...
[	  examples	  ]	  §  Does	  all	  your	  offline	  adver&sing	  have	  its	  own	  unique	  	      call	  to	  ac&on	  dow...
response	                                                                                               success	          ...
[	  conversion	  funnel	  1.0	  ]	                                  campaigns	                                  conversion...
[	  conversion	  funnel	  2.0	  ]	                                  inbound	  spokes	                                  cam...
[	  cross	  and	  up-­‐sales	  ]	                                  customer	  selec&ons	                                  ...
[	  amazon.com	  ]	  [	  october	  2007	  ]	     [	  datalicious.com.au	  ]	  
[	  examples	  ]	  §  Do	  you	  make	  it	  easy	  for	  your	  consumers	  to	  convert	  	      offline	  even	  if	  th...
response	                                                                                               success	          ...
[	  mone6za6on	  ]	                                  acquisi&on	                                  offline	  campaigns,	  onl...
[	  examples	  ]	  §  Do	  you	  know	  what	  products	  each	  of	  your	  	      customers	  looked	  at	  but	  did	 ...
response	                                                                                               success	          ...
[	  where	  is	  the	  money	  ]	                                  $	                                                   $	...
[	  examples	  ]	  §  Do	  you	  know	  your	  most	  valuable	  customers?	  §  Are	  you	  communica&ng	  with	  your	...
response	                                                                                               success	          ...
[	  october	  2007	  ]	     [	  datalicious.com.au	  ]	  
[	  segmenta6on	  studies	  ]	                                               Hitwise	                                     ...
[	  examples	  ]	  §  Are	  you	  enriching	  your	  internal	  customer	  profiles	  with	      insights	  from	  externa...
response	                                                                                               success	          ...
[	  october	  2007	  ]	     [	  datalicious.com.au	  ]	  
[	  october	  2007	  ]	     [	  datalicious.com.au	  ]	  
[	  where	  are	  the	  eyeballs	  ]	                                  search	  	     social	  	                          ...
[	  examples	  ]	  §  How	  many	  different	  marke&ng	  managers	  and	      budgets	  do	  you	  have	  in	  your	  org...
response	                                                                                               success	          ...
[	  impressions	  ]	                                             where	                                  what	            ...
[	  reach	  ]	                              one2many	  volume	                                                            ...
[	  frequency	  ]	                                                                                                        ...
[	  op6misa6on	  ]	      run	                       review	   revise	                             improvement	            ...
[	  examples	  ]	  §  Do	  you	  test	  your	  marke&ng	  communica&on	  such	  as	      emails	  before	  they	  are	  s...
[	  ques6ons	  ]	                                  chris6an@datalicious.com.au	  [	  october	  2007	  ]	                  ...
[	  datalicious	  ]	                                  data	  :	  insights	  :	  ac6on	  [	  october	  2007	  ]	           ...
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Consumer Insights - a Crucial Factor in Marketing Communications

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The presentation illustrates the significance of consumer data insights for an effective and successful marketing campaign.

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Consumer Insights - a Crucial Factor in Marketing Communications

  1. 1. [  consumer  data  journey  ]   Chris&an  Bartens     Digital  Analyst,  Tourism  Australia   tourism.australia.com     Senior  Consultant,  Datalicious   datalicious.com.au   [  datalicious  ]   data  :  insights  :  ac6on  
  2. 2. [  october  2007  ]   [  datalicious.com.au  ]  
  3. 3. "I  know  that  50%  of  my     adver6sing  is  wasted,  I  just     dont  know  which  half."   John  Wanamaker  [  october  2007  ]   [  datalicious.com.au  ]  
  4. 4. 101011010100101011110100100101010101000010111110010101010101001010110010100110100101010011100101001001010100100101001010010010100111110101010010100100100101001010111010100101010101  [  data  is  delicious  ]  [  october  2007  ]   [  datalicious.com.au  ]  
  5. 5. "It  is  a  capital  mistake  to  theorize   before  one  has  data."   Sir  Arthur  Conan  Doyle  [  october  2007  ]   [  datalicious.com.au  ]  
  6. 6. [  digital  =  1st  hand  observa6on  ]  [  october  2007  ]   [  datalicious.com.au  ]  
  7. 7. [  media  consump6on  ]   media  hours   per  week   66%  digital  by  2010     50%  digital  by  2007     Source:  Carat  [  october  2007  ]   [  datalicious.com.au  ]  
  8. 8. [  analogue  =  2nd  hand  insights  ]  [  october  2007  ]   [  datalicious.com.au  ]  
  9. 9. [  research  instrument  ]  [  september  2007  ]   [  datalicious.com.au  ]  
  10. 10. "It  is  a  capital  mistake  to  theorize   before  one  has  all  the  data."   Sir  Arthur  Conan  Doyle  [  october  2007  ]   [  datalicious.com.au  ]  
  11. 11. 101011010100101011110100100101010101000010111110010101010101001010110010100110100101010011100101001001010100100101001010010010100111110101010010100100100101001010111010100101010101  [  consumer  data  journey  ]  [  october  2007  ]   [  datalicious.com.au  ]  
  12. 12. response   success   campaign   event   data   insights   media     customer   plan   database   target   customer   segment   profile  [  october  2007  ]   [  datalicious.com.au  ]  
  13. 13. [  data  poles  ]   transac6onal   strategic     close  to  customer   removed  from  customer  [  october  2007  ]   [  datalicious.com.au  ]  
  14. 14. response   success   campaign   event   data   insights   media     customer   plan   database   target   customer   segment   profile  [  october  2007  ]   [  datalicious.com.au  ]  
  15. 15. [  response  op6ons  ]   digital   analogue   ancient   search   phone   retail  store   banner   email   wom   www   text  [  october  2007  ]   [  datalicious.com.au  ]  
  16. 16. [  digital  responses  ]   ad  server,  bid  management  plaMorm   site  centric  tool   view   click   success   impression   interac&on   through   through   event   branding   direct  response  [  october  2007  ]   [  datalicious.com.au  ]  
  17. 17. [  digital  best  prac6ce  ]  §  Ad  server  or  bid  management  plaMorm   –  Enable  view-­‐through  tracking   –  Implement  campaign  tracking  codes   §  Unique  down  to  crea&ve  level  §  Site  centric  analy&cs  tool   –  Implement  ad  server  tags  on  your  site   §  Alterna&vely  integrate  with  web  analy&cs  plaMorm   –  Define  and  measure  success  events   –  Define  success  event  alloca&on   §  First,  linear,  last  campaign  response   §  Recommend  linear  success  event  alloca&on  [  october  2007  ]   [  datalicious.com.au  ]  
  18. 18. [  analogue  best  prac6ce  ]  §  Phone,  email,  text   –  Offer  wide  range  of  response  op&ons   –  Especially  mobile  response  op&ons  during  down&me   –  Response  op&ons  unique  to  each  campaign   §  Poten&ally  even  unique  down  to  an  offer  level  §  Retail  stores   –  Ask  your  customers  for  help   §  Run  qualita&ve  surveys  to  fill  data  gaps   –  Use  vouchers  and  promo&onal  codes  §  Word  of  mouth   –  Trial  new  technologies  (e.g.  BuzzMetrics)  [  october  2007  ]   [  datalicious.com.au  ]  
  19. 19. [  examples  ]  §  Does  all  your  offline  adver&sing  have  its  own  unique     call  to  ac&on  down  to  media  channel  and  placement?    §  Does  all  your  online  adver&sing  have  its  own  unique   tracking  codes  in  the  click-­‐through  URLs?  §  Are  you  offering  more  instant  response  op&ons  besides   your  website  such  as  phone  numbers,  email  and  text   messaging  to  facilitate  down&me  response?    §  Does  your  website  have  its  own  unique  phone  number     so  that  you  can  see  what  customers  are  researching     online  but  are  conver&ng  offline?  §  When  these  customers  convert  offline  are  you  asking     them  specific  ques&ons  rela&ng  to  the  online  media     they  have  been  exposed  to  and  responded  to?  [  october  2007  ]   [  datalicious.com.au  ]  
  20. 20. response   success   campaign   event   data   insights   media     customer   plan   database   target   customer   segment   profile  [  october  2007  ]   [  datalicious.com.au  ]  
  21. 21. [  conversion  funnel  1.0  ]   campaigns   conversion  process   visit,  product  pages,  product  details,  add  to   shopping  cart,  shipping  informa&on,  payment   details,  order  confirma&on,  thank  you  page,  etc   success  events  [  october  2007  ]   [  datalicious.com.au  ]  
  22. 22. [  conversion  funnel  2.0  ]   inbound  spokes   campaigns,  search,  emails,  landing  pages,  home   page,  naviga&on,  internal  search,  referrers,   affiliates,  cross-­‐sales,  etc     hub  product  page     outbound  spokes   buy  now,  learn  more,  test  it,  customize  it,  read   reviews,  review  product,  ask  expert,  contact   support,  recommend  product,  view  more,  etc  [  october  2007  ]   [  datalicious.com.au  ]  
  23. 23. [  cross  and  up-­‐sales  ]   customer  selec&ons   product  page  views,  shopping  cart  content,     product  purchases,  internal  search  terms,     customer  life&me  purchases,  etc     product  combina&ons     company  sugges&ons   other  customers  who  have  liked  this  also  bought   this,  sta&c  cross-­‐sales,  dynamic  cross-­‐sales,     on  site  behavioural  targe&ng,  etc  [  october  2007  ]   [  datalicious.com.au  ]  
  24. 24. [  amazon.com  ]  [  october  2007  ]   [  datalicious.com.au  ]  
  25. 25. [  examples  ]  §  Do  you  make  it  easy  for  your  consumers  to  convert     offline  even  if  they  started  the  process  online?  §  Does  your  ‘thank  you’  page  ask  your  customers  what     offline  adver&sing  they  have  no&ced  as  well?  §  Do  you  store  the  purchase  ID  in  your  main  CRM  database     to  connect  web  analy&cs  data  with  standard  CRM  data?  §  Are  you  con&nuously  tes&ng  different  versions  of  your     key  pages  such  as  the  home  page  and  order  process     pages  to  op&mize  conversion?  §  Are  you  ac&vely  sugges&ng  products  to  your  customers   using  sta&c  or  dynamic  cross-­‐sales  techniques  on  key   pages  such  as  the  home,  product,  order  process  and   search  results  pages?  [  october  2007  ]   [  datalicious.com.au  ]  
  26. 26. response   success   campaign   event   data   insights   media     customer   plan   database   target   customer   segment   profile  [  october  2007  ]   [  datalicious.com.au  ]  
  27. 27. [  mone6za6on  ]   acquisi&on   offline  campaigns,  online  campaigns,     search,  emails,  referrers,  affiliates,  etc       customers  &  prospects     $     mone&za&on   cross-­‐sales,  recommend  products,     re-­‐contact,  re-­‐market,  surveys,  etc  [  october  2007  ]   [  datalicious.com.au  ]  
  28. 28. [  examples  ]  §  Do  you  know  what  products  each  of  your     customers  looked  at  but  did  not  purchase?  §  Do  you  iden&fy  your  email  subscribers  via  unique   tracking  IDs  in  the  email  click-­‐through  URLs?  §  Do  you  include  brand  messages  and  product   sugges&ons  in  transac&onal  emails?  §  Are  you  integra&ng  web  2.0  technologies  into  your   CRM  strategy  such  as  RSS  feeds  and  if  so,  do  you   offer  just  one  or  more  customized  feeds?  §  Are  you  asking  your  customers  about  their     sugges&ons  and  desires  or  are  you  only  tracking     their  behaviour?    [  october  2007  ]   [  datalicious.com.au  ]  
  29. 29. response   success   campaign   event   data   insights   media     customer   plan   database   target   customer   segment   profile  [  october  2007  ]   [  datalicious.com.au  ]  
  30. 30. [  where  is  the  money  ]   $   $   $   $   $   $   $   $   $   $  [  october  2007  ]   [  datalicious.com.au  ]  
  31. 31. [  examples  ]  §  Do  you  know  your  most  valuable  customers?  §  Are  you  communica&ng  with  your  key  customers     in  a  different  way  then  with  your  others  customers?  §  Do  your  key  customers  know  that  they  are  your   most  valuable  clients  and  do  they  feel  the  love?  §  Does  your  customer  profile  include  insights  on  top   referring  websites  and  search  terms?  §  Does  your  customer  profile  know  what  type  of   customers  are  more  likely  to  respond  to  a  certain     key  message  or  crea&ve  than  others?  §  Can  you  iden&fy  your  key  customers  on  your  own   website  in  real-­‐&me  while  they  visit?  [  october  2007  ]   [  datalicious.com.au  ]  
  32. 32. response   success   campaign   event   data   insights   media     customer   plan   database   target   customer   segment   profile  [  october  2007  ]   [  datalicious.com.au  ]  
  33. 33. [  october  2007  ]   [  datalicious.com.au  ]  
  34. 34. [  segmenta6on  studies  ]   Hitwise   Mosaic   Roy   profile   TGI   Morgan   etc  [  october  2007  ]   [  datalicious.com.au  ]  
  35. 35. [  examples  ]  §  Are  you  enriching  your  internal  customer  profiles  with   insights  from  external  segmenta&on  studies?  §  Are  you  considering  external  matching  parameters  for   segmenta&on  studies  when  designing  internal  forms     and  surveys?  §  Did  you  know  that  services  like  Hitwise  can  tell  you  what   websites  your  key  customers  are  more  likely  to  visit  than   others  once  you  matched  them  to  a  MOSAIC  profile?  §  Are  external  segmenta&on  studies  part  of  the  overall   data  collec&on  and  profiling  strategy  or  an  add  on?  §  How  many  different  departments,  managers  and   separate  budgets  would  be  involved    to  get  to  this     point  in  the  presenta&on  so  far?  [  october  2007  ]   [  datalicious.com.au  ]  
  36. 36. response   success   campaign   event   data   insights   media     customer   plan   database   target   customer   segment   profile  [  october  2007  ]   [  datalicious.com.au  ]  
  37. 37. [  october  2007  ]   [  datalicious.com.au  ]  
  38. 38. [  october  2007  ]   [  datalicious.com.au  ]  
  39. 39. [  where  are  the  eyeballs  ]   search     social     organic   wom   paid   viral   online   mail     offline   email   display   direct  [  october  2007  ]   [  datalicious.com.au  ]  
  40. 40. [  examples  ]  §  How  many  different  marke&ng  managers  and   budgets  do  you  have  in  your  organisa&on?  §  Does  your  organiza&on  maintain  separate  budgets   for  online  and  offline  media  spend?  §  What  drives  your  marke&ng  strategy  and  media   planning?  Short-­‐term  revenue  goals  or  long-­‐term   strategic  goals?  §  Is  there  a  formalised  process  for  campaign  and   insights  repor&ng  within  your  company?  §  Are  earlier  campaign  summary  reports  consulted   and  passed  on  to  your  agencies  during  the  planning   process?    [  october  2007  ]   [  datalicious.com.au  ]  
  41. 41. response   success   campaign   event   data   insights   media     customer   plan   database   target   customer   segment   profile  [  october  2007  ]   [  datalicious.com.au  ]  
  42. 42. [  impressions  ]   where   what   when  [  october  2007  ]   [  datalicious.com.au  ]  
  43. 43. [  reach  ]   one2many  volume   one2one   varia&ons   Source:  Chris  Anderson  [  october  2007  ]   [  datalicious.com.au  ]  
  44. 44. [  frequency  ]   where   what   when   where   what   when   where   what   when   where   what   when   where   where   what   when   what   when  [  october  2007  ]   [  datalicious.com.au  ]  
  45. 45. [  op6misa6on  ]   run   review   revise   improvement   run   review   revise   run   review   revise   run   review   revise  "I  know  that  50%  of  my  adver6sing  is  wasted,     I  just  dont  know  which  half."   John  Wanamaker   Source:  M&C  Saatchi  [  october  2007  ]   [  datalicious.com.au  ]  
  46. 46. [  examples  ]  §  Do  you  test  your  marke&ng  communica&on  such  as   emails  before  they  are  sent  on  a  smaller  sample?  What   about  search  or  display  ads?  §  Do  you  review  and  op&mize  all  your  campaigns  on  an   ongoing  basis  or  only  at  the  start?    §  Do  your  media  and  crea&ve  agencies  report  back  to  you   on  mere  metrics  or  actual  improvements  they  made?  §  Do  you  work  with  a  separate  crea&ve  and  media  agency?   How  well  do  they  communicate  insights  to  each  other?  §  How  well  does  the  knowledge  transfer  between   departments  inside  your  own  company  work  or  from   campaign  to  campaign?  [  october  2007  ]   [  datalicious.com.au  ]  
  47. 47. [  ques6ons  ]   chris6an@datalicious.com.au  [  october  2007  ]   [  datalicious.com.au  ]  
  48. 48. [  datalicious  ]   data  :  insights  :  ac6on  [  october  2007  ]   [  datalicious.com.au  ]  
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