Analyze to Optimize - ADMA Digital Certificate
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Analyze to Optimize - ADMA Digital Certificate

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Analyze to Optimize - ADMA Digital Certificate Presentation Transcript

  • 1. [  Analyse  to  op-mise  ]   Campaign  tracking  and  analy0cs   digital  cer0ficate  guest  lecture  
  • 2. [  Company  history  ]  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy0cs  history  §  1  of  4  Omniture  Service  Partners  globally  §  Now  360  data  agency  with  specialist  team  §  Combina0on  of  analysts  and  developers  §  Making  data  accessible  and  ac0onable  §  Evangelizing  smart  data  driven  marke0ng  §  Driving  industry  best  prac0ce  (ADMA)  October  2010   ©  Datalicious  Pty  Ltd   2  
  • 3. [  Smart  data  driven  marke-ng  ]   Media  A:ribu-on   Op-mise  channel  mix   Targe-ng     Increase  relevance   Tes-ng   Improve  usability   $$$  October  2010   ©  Datalicious  Pty  Ltd   3  
  • 4. [  Clients  across  all  industries  ]  October  2010   ©  Datalicious  Pty  Ltd   4  
  • 5. [  AIDA  and  AIDAS  formulas  ]   Old  media   New  media   Awareness   Interest   Desire   Ac-on   Sa-sfac-on   Social  media  October  2010   ©  Datalicious  Pty  Ltd   5  
  • 6. [  Simplified  AIDAS  funnel  ]   Reach   Engagement   Conversion   +Buzz   (Awareness)   (Interest  &  Desire)   (Ac0on)   (Sa0sfac0on)  October  2010   ©  Datalicious  Pty  Ltd   6  
  • 7. [  Marke-ng  is  about  people  ]   Media  and  search  data   Website,  call  center  and  retail  data   People   People   People   People   Reached   40%   Engaged   10%   Converted   1%   Delighted   Quan0ta0ve  and  qualita0ve  research  data   Social  media  data   Social  media  October  2010   ©  Datalicious  Pty  Ltd   7  
  • 8. [  Google  data  in  Australia  ]   Source:  hXp://www.hitwise.com/au/datacentre    October  2010   ©  Datalicious  Pty  Ltd   8  
  • 9. [  Search  and  brand  strength  ]  October  2010   ©  Datalicious  Pty  Ltd   9  
  • 10. [  Search  and  the  product  lifecycle  ]   Nokia  N-­‐Series   Apple  iPhone  October  2010   ©  Datalicious  Pty  Ltd   10  
  • 11. [  Search  and  media  planning  ]  October  2010   ©  Datalicious  Pty  Ltd   11  
  • 12. [  Search  driving  offline  crea-ve  ]  October  2010   ©  Datalicious  Pty  Ltd   12  
  • 13. [  Facebook                insights  ]   Using  Facebook  Like   buXons  is  a  free  and   powerful  way  to  gain   addi0onal  insights   into  consumer   preferences  and   enabling  social  sharing   of  content     as  well  as  possibly   influence  organic   search  rankings  in     the  near  future.  October  2010   ©  Datalicious  Pty  Ltd   13  
  • 14. [  Conversion  funnel  1.0  ]   Campaign  responses   Conversion  funnel   Product  page,  add  to  shopping  cart,  view  shopping  cart,   cart  checkout,  payment  details,  shipping  informa0on,   order  confirma0on,  etc   Conversion  event  October  2010   ©  Datalicious  Pty  Ltd   14  
  • 15. [  Conversion  funnel  2.0  ]   Campaign  responses  (inbound  spokes)   Offline  campaigns,  banner  ads,  email  marke0ng,     referrals,  organic  search,  paid  search,     internal  promo0ons,  etc       Landing  page  (hub)       Success  events  (outbound  spokes)   Bounce  rate,  add  to  cart,  cart  checkout,  confirmed  order,     call  back  request,  registra0on,  product  comparison,     product  review,  forward  to  friend,  etc  October  2010   ©  Datalicious  Pty  Ltd   15  
  • 16. [  Addi-onal  success  metrics  ]   Click   Through   $   Click   Add  To     Cart   Through   Cart   Checkout   ?   $   Click   Page   Page     Product     Through   Bounce   Views   Views   $   Click   Call  back   Store   Through   request   Search   ?   $  October  2010   ©  Datalicious  Pty  Ltd   16  
  • 17. How  many  survey  responses  do  you  need     if  you  have  10,000  customers?  How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?  How  many  orders  do  you  need  to  test  6  banner  execu-ons     if  you  serve  1,000,000  banners   Google  “nss  sample  size  calculator”  
  • 18. How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   369  for  each  ques-on  or  369  complete  responses  How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?  And  email  sends?   381  per  subject  line  or  381  x  2  =  762  email  opens  How  many  orders  do  you  need  to  test  6  banner  execu-ons     if  you  serve  1,000,000  banners?   383  sales  per  banner  execu-on  or  383  x  6  =  2,298  sales   Google  “nss  sample  size  calculator”  
  • 19. [  De-­‐duplica-on  across  channels  ]   Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Central   Analy-cs   Plagorm   Email     Email   Blast   Plagorm   $   Organic   Google   Search   Analy-cs   $  October  2010   ©  Datalicious  Pty  Ltd   19  
  • 20. [  Exercise:  Duplica-on  impact  ]  §  Double-­‐coun0ng  of  conversions  across  channels  can   have  a  significant  impact  on  key  metrics,  especially  CPA  §  Example:  Display  ads  and  paid  search   –  Total  media  budget  of  $10,000  of  which  50%  is  spend  on  paid   search  and  50%  on  display  ads   –  Total  of  100  conversions  across  both  channels  with  a  channel   overlap  of  50%,  i.e.  both  channels  claim  100%  of  conversions   based  on  their  own  repor0ng  but  once  de-­‐duplicated  they   each  only  contributed  50%  of  conversions   –  What  are  the  ini0al  CPA  values  and  what  is  the  true  CPA?  §  Solu0on:  $50  ini0al  CPA  and  $100  true  CPA   –  $5,000  /  100  =  $50  ini0al  CPA  and  $5,000  /  50  =  $100  true   CPA  (which  represents  a  100%  increase)  October  2010   ©  Datalicious  Pty  Ltd   20  
  • 21. [  Success  a:ribu-on  models  ]   Banner     Paid     Organic   Success   Last  channel   Search   Ad   Search   $100   $100   gets  all  credit   Banner     Paid     Email     Success   First  channel   Ad   $100   Search   Blast   $100   gets  all  credit   Paid     Banner     Affiliate     Success   All  channels  get   Search   Ad   Referral   $100   $100   $100   $100   equal  credit   Print     Social     Paid     Success   All  channels  get   Ad   Media   Search   $33   $33   $33   $100   par-al  credit  October  2010   ©  Datalicious  Pty  Ltd   21  
  • 22. [  First  and  last  click  a:ribu-on  ]   Chart  shows   percentage  of   channel  touch   points  that  lead   Paid/Organic  Search   to  a  conversion.   Neither  first     Emails/Shopping  Engines   nor  last-­‐click   measurement   would  provide   true  picture    October  2010   ©  Datalicious  Pty  Ltd   22  
  • 23. [  Full  path  to  purchase  ]   Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Generic   Click   Visit   Branded   $   Banner     SEO   Affiliate   Social   View   Generic   Click   Media   $   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update  October  2010   ©  Datalicious  Pty  Ltd   23  
  • 24. [  Understanding  channel  overlap  ]  October  2010   ©  Datalicious  Pty  Ltd   24  
  • 25. [  Website  entry  survey  ]   De-­‐duped  Campaign  Report   Greatest  Influencer  on  Branded  Search  /  STS   }   Channel   %  of  Conversions   Channel   %  of  Influence   Straight  to  Site   27%   Word  of  Mouth   32%   SEO  Branded   15%   Blogging  &  Social  Media   24%   SEM  Branded   9%   Newspaper  Adver0sing   9%   SEO  Generic   7%   Display  Adver0sing   14%   SEM  Generic   14%   Email  Marke0ng   7%   Display  Adver0sing   7%   Retail  Promo0ons   14%   Affiliate  Marke0ng   9%   Referrals   5%   Conversions  aXributed  to  search  terms   Email  Marke0ng   7%   that  contain  brand  keywords  and  direct   website  visits  are  most  likely  not  the   origina0ng  channel  that  generated  the   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.    October  2010   ©  Datalicious  Pty  Ltd   25  
  • 26. [  Unique  visitor  overes-ma-on  ]  The  study  examined    data  from  two  of    the  UK’s  busiest    ecommerce    websites,  ASDA  and  William  Hill.    Given  that  more    than  half  of  all  page    impressions  on  these    sites  are  from  logged-­‐in    users,  they  provided  a  robust    sample  to  compare  IP-­‐based  and  cookie-­‐based  analysis  against.  The  results  were  staggering,  for  example  an  IP-­‐based  approach  overes0mated  visitors  by  up  to  7.6  0mes  whilst  a  cookie-­‐based  approach  overes-mated  visitors  by  up  to  2.3  -mes.    October  2010   ©  Datalicious  Pty  Ltd   26   Source:  White  Paper,  RedEye,  2007  
  • 27. [  Importance  of  calendar  events  ]   Traffic  spikes  or  other  data  anomalies  without  context  are   very  hard  to  interpret  and  can  render  data  useless  October  2010   ©  Datalicious  Pty  Ltd   27  
  • 28. [  Useful  analy-cs  tools  ]  §  hXp://labs.google.com/sets    §  hXp://www.google.com/trends      §  hXp://www.google.com/insights/search    §  hXp://www.google.com/sktool    §  hXp://bit.ly/googlekeywordtoolexternal    §  hXp://www.google.com/webmasters    §  hXp://www.google.com/adplanner    §  hXp://www.google.com/videotarge0ng    §  hXp://www.keywordspy.com        §  hXp://www.compete.com    October  2010   ©  Datalicious  Pty  Ltd   28  
  • 29. [  Useful  analy-cs  tools  ]  §  hXp://bit.ly/hitwisedatacenter      §  hXp://www.socialmen0on.com    §  hXp://twiXersen0ment.appspot.com    §  hXp://bit.ly/twiXerstreamgraphs    §  hXp://twitrratr.com    §  hXp://bit.ly/listooools1      §  hXp://bit.ly/listooools2    §  hXp://manyeyes.alphaworks.ibm.com    §  hXp://www.wordle.net        §  hXp://www.tagxedo.com    October  2010   ©  Datalicious  Pty  Ltd   29  
  • 30. ADMA  short  course  “Analyse  to  op-mise”     In  Melbourne  &  Sydney   October/November   By  Datalicious  
  • 31. Contact  us  cbartens@datalicious.com     Follow  us   twiXer.com/datalicious     Learn  more   blog.datalicious.com