Smart Marketing
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The presentation illustrates the concepts, principles and significance of data driven marketing.

The presentation illustrates the concepts, principles and significance of data driven marketing.

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Smart Marketing Smart Marketing Presentation Transcript

  • >  Smart  Marke+ng  <   Smart  data  driven  marke-ng  
  • >  Short  but  sharp  history  §  Datalicious  was  founded  late  2007  §  Strong  Omniture  web  analy-cs  history  §  Now  360  data  agency  with  specialist  team  §  Combina-on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Evangelizing  smart  data  driven  marke-ng  §  Making  data  accessible  and  ac-onable  §  Driving  industry  best  prac-ce  (ADMA)  March  2011   ©  Datalicious  Pty  Ltd   2  
  • >  Clients  across  all  industries  March  2011   ©  Datalicious  Pty  Ltd   3  
  • >  Wide  range  of  data  services   Data   Insights   Ac+on   Pla@orms   Repor+ng   Applica+ons         Data  collec+on  and  processing   Data  mining  and  modelling   Data  usage  and  applica+on         Web  analy+cs  solu+ons   Customised  dashboards   Marke+ng  automa+on         Omniture,  Google  Analy+cs,  etc   Media  aLribu+on  models   Alterian,  Trac+on,  Inxmail,  etc         Tag-­‐less  online  data  capture   Market  and  compe+tor  trends   Targe+ng  and  merchandising         End-­‐to-­‐end  data  pla@orms   Social  media  monitoring   Internal  search  op+misa+on         IVR  and  call  center  repor+ng   Online  surveys  and  polls   CRM  strategy  and  execu+on         Single  customer  view   Customer  profiling   Tes+ng  programs    March  2011   ©  Datalicious  Pty  Ltd   4  
  • >  Smart  data  driven  marke+ng     Metrics  Framework Metrics  Framework Media  ALribu+on Benchmarking  and  trending   Benchmarking  and  trending     Op+mise  channel  mix   Targe+ng     Increase  relevance   Tes+ng   Improve  usability     $$$  March  2011   ©  Datalicious  Pty  Ltd   5  
  • 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Metrics  framework  March  2011   ©  Datalicious  Pty  Ltd   6  
  • >  AIDA  and  AIDAS  formulas     Old  media   New  media   Awareness   Interest   Desire   Ac+on   Sa+sfac+on   Social  media  March  2011   ©  Datalicious  Pty  Ltd   7  
  • >  Simplified  AIDAS  funnel     Reach   Engagement   Conversion   +Buzz   (Awareness)   (Interest  &  Desire)   (Ac-on)   (Sa-sfac-on)  March  2011   ©  Datalicious  Pty  Ltd   8  
  • >  Marke+ng  is  about  people     People   People   People   People   reached   40%   engaged   10%   converted   1%   delighted  March  2011   ©  Datalicious  Pty  Ltd   9  
  • >  Addi+onal  funnel  breakdowns     Brand  vs.  direct  response  campaign   People   People   People   People   reached   40%   engaged   10%   converted   1%   delighted   New  prospects  vs.  exis-ng  customers  March  2011   ©  Datalicious  Pty  Ltd   10  
  • AU/NZ  vs.  rest  of  world  
  • >  Importance  of  calendar  events     Traffic  spikes  or  other  data  anomalies  without  context  are   very  hard  to  interpret  and  can  render  data  useless  March  2011   ©  Datalicious  Pty  Ltd   12  
  • Calendar  events  to  add  context  March  2011   ©  Datalicious  Pty  Ltd   13  
  • >  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   ?   $  March  2011   ©  Datalicious  Pty  Ltd   14  
  • >  Exercise:  Metrics  framework     Level   Reach   Engagement   Conversion   +Buzz   Level  1,   people   Level  2,   strategic   Level  3,   tac+cal   Funnel   breakdowns  March  2011   ©  Datalicious  Pty  Ltd   15  
  • >  Single  source  of  truth  repor+ng   Insights   Repor+ng  March  2011   ©  Datalicious  Pty  Ltd   16  
  • >  Manual  repor+ng  s+ll  prevails  March  2011   ©  Datalicious  Pty  Ltd   17  
  • 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Media  aLribu+on  March  2011   ©  Datalicious  Pty  Ltd   18  
  • >  Complex  campaign  flows   =  Paid  media   Organic     PR,  WOM,   search   events,  etc   =  Viral  elements   =  Sales  channels   YouTube,     Home  pages,   Paid     TV,  print,     blog,  etc   portals,  etc   search   radio,  etc   Direct  mail,     Landing  pages,   Display  ads,   email,  etc   offers,  etc   affiliates,  etc   CRM   Facebook   program   TwiLer,  etc   POS  kiosks,   Call  center,     loyalty  cards,  etc   retail  stores,  etc  March  2011   ©  Datalicious  Pty  Ltd   19  
  • >  Duplica+on  across  channels     Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Email     Email   Blast   Pla@orm   $   Organic   Web   Search   Analy+cs   $  March  2011   ©  Datalicious  Pty  Ltd   20  
  • >  Cookie  expira+on  impact   Paid     Bid     Search   Mgmt   $   Banner     Banner     Ad     Ad  Click   Ad  View   Server   $   Email     Email   Expira+on   Blast   Pla@orm   $   Organic   Google   Search   Analy+cs   $  March  2011   ©  Datalicious  Pty  Ltd   21  
  • >  De-­‐duplica+on  across  channels     Paid     Search   $   Banner     Ads   $   Central   Analy+cs   Pla@orm   Email     Blast   $   Organic   Search   $  March  2011   ©  Datalicious  Pty  Ltd   22  
  • >  Exercise:  Duplica+on  impact    §  Double-­‐coun-ng  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  repor-ng  but  once  de-­‐duplicated  they   each  only  contributed  50%  of  conversions   –  What  are  the  ini-al  CPA  values  and  what  is  the  true  CPA?  §  Solu-on:  $50  ini-al  CPA  and  $100  true  CPA   –  $5,000  /  100  =  $50  ini-al  CPA  and  $5,000  /  50  =  $100  true   CPA  (which  represents  a  100%  increase)  March  2011   ©  Datalicious  Pty  Ltd   23  
  • >  First  and  last  click  aLribu+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    March  2011   ©  Datalicious  Pty  Ltd   24  
  • >  Full  path  to  purchase   Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Online   Generic   Click   Visit   Branded   Banner     SEO   Affiliate   Social   Offline   View   Generic   Click   Media   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update  March  2011   ©  Datalicious  Pty  Ltd   25  
  • >  Understanding  channel  mix  March  2011   ©  Datalicious  Pty  Ltd   26  
  • >  Adjus+ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  March  2011   ©  Datalicious  Pty  Ltd   27  
  • 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Targe+ng  and  tes+ng  March  2011   ©  Datalicious  Pty  Ltd   28  
  • >  Increase  revenue  by  10-­‐20%     Capture  internet  traffic   Capture  50-­‐100%  of  fair  market  share  of  traffic   Increase  consumer  engagement   Exceed  50%  of  best  compe-tor’s  engagement  rate     Capture  qualified  leads  and  sell   Convert  10-­‐15%  to  leads  and  of  that  20%  to  sales   Building  consumer  loyalty   Build  60%  loyalty  rate  and  40%  sales  conversion   Increase  online  revenue   Earn  10-­‐20%  incremental  revenue  online  March  2011   ©  Datalicious  Pty  Ltd   29  
  • >  New  consumer  decision  journey   The  consumer  decision  process  is  changing  from  linear  to  circular.  March  2011   ©  Datalicious  Pty  Ltd   30  
  • >  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.  March  2011   ©  Datalicious  Pty  Ltd   31  
  • >  Combining  targe+ng  pla@orms     Off-­‐site   targe-ng   Profile   On-­‐site   targe-ng   targe-ng  March  2011   ©  Datalicious  Pty  Ltd   32  
  • >  Combining  technology     On-­‐site     Off-­‐site   segments   segments   CRM  March  2011   ©  Datalicious  Pty  Ltd   33  
  • >  SuperTag  code  architecture     §  Central  JavaScript  container  tag   §  One  tag  for  all  sites  and  plagorms   §  Hosted  internally  or  externally   §  Faster  tag  implementa-on/updates   §  Eliminates  JavaScript  caching   §  Enables  code  tes-ng  on  live  site   §  Enables  heat  map  implementa-on   §  Enables  redirects  for  A/B  tes-ng   §  Enables  network  wide  re-­‐targe-ng   §  Enables  live  chat  implementa-on  March  2011   ©  Datalicious  Pty  Ltd   34  
  • >  Combining  data  sets     Website  behavioural  data   Campaign  response  data   +   The  whole  is  greater     than  the  sum  of  its  parts   Customer  profile  data  March  2011   ©  Datalicious  Pty  Ltd   35  
  • >  Maximise  iden+fica+on  points    160%  140%  120%  100%   80%   60%   −−−  Probability  of  iden-fica-on  through  Cookies   40%   20%   0   4   8   12   16   20   24   28   32   36   40   44   48   Weeks  March  2011   ©  Datalicious  Pty  Ltd   36  
  • >  Sample  customer  level  data    March  2011   ©  Datalicious  Pty  Ltd   37  
  • >  Affinity  re-­‐targe+ng  in  ac+on     Different  type  of     visitors  respond  to     different  ads.  By   using  category   affinity  targe-ng,     response  rates  are     lijed  significantly     across  products.   CTR  By  Category  Affinity   Message   Postpay   Prepay   Broadb.   Business   Blackberry  Bold   - - - + Google:  “vodafone   5GB  Mobile  Broadband   - - + - omniture  case  study”     Blackberry  Storm   + - + + or  hLp://bit.ly/de70b7   12  Month  Caps   - + - +March  2011   ©  Datalicious  Pty  Ltd   38  
  • >  Ad-­‐sequencing  in  ac+on   Marke-ng  is  about   telling  stories  and   stories  are  not  sta-c   but  evolve  over  -me   Ad-­‐sequencing  can  help  to   evolve  stories  over  -me  the     more  users  engage  with  ads  March  2011   ©  Datalicious  Pty  Ltd   39  
  • >  Exercise:  Targe+ng  matrix   Purchase   Segments:  Colour,  price,   Media   Data     Cycle   product  affinity,  etc   Channels   Points   Default,   awareness   Research,   considera+on   Purchase   intent   Reten+on,   up/cross-­‐sell  March  2011   ©  Datalicious  Pty  Ltd   40  
  • >  Quality  content  is  key     Avinash  Kaushik:     “The  principle  of  garbage  in,  garbage  out   applies  here.  […  what  makes  a  behaviour   targe;ng  pla<orm  ;ck,  and  produce  results,  is   not  its  intelligence,  it  is  your  ability  to  actually   feed  it  the  right  content  which  it  can  then  target   [….  You  feed  your  BT  system  crap  and  it  will   quickly  and  efficiently  target  crap  to  your   customers.  Faster  then  you  could     ever  have  yourself.”  March  2011   ©  Datalicious  Pty  Ltd   41  
  • >  ClickTale  tes+ng  case  study    March  2011   ©  Datalicious  Pty  Ltd   42  
  • >  Exercise:  Tes+ng  matrix   Test   Segment   Content   KPIs   Poten+al   Results  March  2011   ©  Datalicious  Pty  Ltd   43  
  • Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twiLer.com/datalicious    March  2011   ©  Datalicious  Pty  Ltd   44  
  • Data  >  Insights  >  Ac+on