SunCorp Campaign Measurement
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SunCorp Campaign Measurement

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The presentation discusses the concepts and principles on digital campaign measurement.

The presentation discusses the concepts and principles on digital campaign measurement.

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SunCorp Campaign Measurement Presentation Transcript

  • 1. >  Campaign  Measurement  <   Digital  Campaign  Measurement  
  • 2. >  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  
  • 3. >  Clients  across  all  industries  March  2011   ©  Datalicious  Pty  Ltd   3  
  • 4. >  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  aKribu?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  
  • 5. >  Smart  data  driven  marke?ng     Standardised  Metrics Standardised  Metrics Media  AKribu?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  
  • 6. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  SuperTag  pla>orm  March  2011   ©  Datalicious  Pty  Ltd   6  
  • 7. >  SuperTag  code  architecture     §  Central  JavaScript  container  tag   §  One  tag  for  all  sites  and  plaPorms   §  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   7  
  • 8. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Metrics  framework    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   8  
  • 9. >  AIDA  and  AIDAS  formulas     Old  media   New  media   Awareness   Interest   Desire   Ac?on   Sa?sfac?on   Social  media  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   9  
  • 10. >  Simplified  AIDAS  funnel     Reach   Engagement   Conversion   +Buzz   (Awareness)   (Interest  &  Desire)   (Ac=on)   (Sa=sfac=on)  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   10  
  • 11. >  Marke?ng  is  about  people     People   People   People   People   reached   40%   engaged   10%   converted   1%   delighted  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   11  
  • 12. >  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  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   12  
  • 13. >  Mul?ple  metrics  data  sources   Media  and  search  data   Website,  call  center  and  retail  data   People   People   People   People   reached   engaged   converted   delighted   Quan=ta=ve  and  qualita=ve  research  data   Social  media  data   Social  media  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   13  
  • 14. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Media  aKribu?on  March  2011   ©  Datalicious  Pty  Ltd   14  
  • 15. >  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   TwiKer,  etc   POS  kiosks,   Call  center,     loyalty  cards,  etc   retail  stores,  etc  March  2011   ©  Datalicious  Pty  Ltd   15  
  • 16. >  Duplica?on  across  channels     Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Email     Email   Blast   Pla>orm   $   Organic   Google   Search   Analy?cs   $  March  2011   ©  Datalicious  Pty  Ltd   16  
  • 17. >  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   17  
  • 18. >  De-­‐duplica?on  across  channels     Paid     Search   $   Banner     Ads   $   Central   Analy?cs   Pla>orm   Email     Blast   $   Organic   Search   $  March  2011   ©  Datalicious  Pty  Ltd   18  
  • 19. >  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   19  
  • 20. >  Reach  and  channel  overlap     TV/Print     audience   Banner   Search   audience   audience  March  2011   ©  Datalicious  Pty  Ltd   20  
  • 21. >  Ad  server  exposure  test   Banner   TV/Print   Search   Impression   Response   Response   $   Banner   Search   Direct   Impression   Response   Response   $   Users  are   segmented   before  1st   ad  is  even   Exposed  group:  90%  of  users  get  branded  message   served     Control  group:  10%  of  users  get  non-­‐branded  message   Banner   Search   Direct   Impression   Response   Response   $  March  2011   ©  Datalicious  Pty  Ltd   21  
  • 22. >  Indirect  display  impact    March  2011   ©  Datalicious  Pty  Ltd   22  
  • 23. >  Indirect  display  impact    March  2011   ©  Datalicious  Pty  Ltd   23  
  • 24. >  Indirect  display  impact    March  2011   ©  Datalicious  Pty  Ltd   24  
  • 25. >  Success  aKribu?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  March  2011   ©  Datalicious  Pty  Ltd   25  
  • 26. >  First  and  last  click  aKribu?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   26  
  • 27. >  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   27  
  • 28. >  Search  call  to  ac?on  for  offline    March  2011   ©  Datalicious  Pty  Ltd   28  
  • 29. Offline  response  tracking  and  improved  experience   March  2011   ©  Datalicious  Pty  Ltd   29  
  • 30. March  2011   ©  Datalicious  Pty  Ltd   30  
  • 31. >  PURLs  boos?ng  DM  response  rates   Text  March  2011   ©  Datalicious  Pty  Ltd   31  
  • 32. >  Jet  Interac?ve  phone  call  data  March  2011   ©  Datalicious  Pty  Ltd   32  
  • 33. >  Poten?al  calls  to  ac?on    §  Unique  click-­‐through  URLs  §  Unique  vanity  domains  or  URLs  §  Unique  phone  numbers  §  Unique  search  terms  §  Unique  email  addresses  §  Unique  personal  URLs  (PURLs)  §  Unique  SMS  numbers,  QR  codes  §  Unique  promo=onal  codes,  vouchers  §  Geographic  loca=on  (Facebook,  FourSquare)  §  Plus  regression  analysis  of  cause  and  effect  March  2011   ©  Datalicious  Pty  Ltd   33  
  • 34. >  Cross-­‐channel  impact  March  2011   ©  Datalicious  Pty  Ltd   34  
  • 35. >  Offline  sales  driven  by  online   Adver?sing     Phone   Credit  check,   campaign   order   fulfilment   Retail   Confirma?on   order   email   Website   Online   Online  order   Virtual  order   research   order   confirma?on   confirma?on   Cookie  March  2011   ©  Datalicious  Pty  Ltd   35  
  • 36. >  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   36  
  • 37. >  Adobe  stacking/par?cipa?on   Adobe  can  only  stack   direct  paid  and  organic   responses  that  end  up  on   your  website  proper?es,   mere  banner  impressions   are  missing  from  the  stack   and  cannot  be  included   via  Genesis  aeer  the  fact.  March  2011   ©  Datalicious  Pty  Ltd   37  
  • 38. >  Combining  data  sources  March  2011   ©  Datalicious  Pty  Ltd   38  
  • 39. >  Single  source  of  truth  repor?ng   Insights   Repor?ng  March  2011   ©  Datalicious  Pty  Ltd   39  
  • 40. >  Understanding  channel  mix  March  2011   ©  Datalicious  Pty  Ltd   40  
  • 41. >  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  Adver=sing   9%   SEO  Generic   7%   Display  Adver=sing   14%   SEM  Generic   14%   Email  Marke=ng   7%   Display  Adver=sing   7%   Retail  Promo=ons   14%   Affiliate  Marke=ng   9%   Referrals   5%   Conversions  aoributed  to  search  terms   Email  Marke=ng   7%   that  contain  brand  keywords  and  direct   website  visits  are  most  likely  not  the   origina=ng  channel  that  generated  the   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.    March  2011   ©  Datalicious  Pty  Ltd   42  
  • 42. >  Adjus?ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  March  2011   ©  Datalicious  Pty  Ltd   43  
  • 43. >  Success  aKribu?on  models     Introducer   Influencer   Influencer   Closer   $   Even     25%   25%   25%   25%   AKrib.   Exclusion   33%   33%   33%   0%   AKrib.   PaKern   30%   20%   20%   30%   AKrib.  March  2011   ©  Datalicious  Pty  Ltd   44  
  • 44. >  Path  across  different  segments   Introducer   Influencer   Influencer   Closer   $   Product     Channel  1   Channel  2   Channel  3   Channel  4   A  vs.  B   New   Channel  1   Channel  2   Channel  3   Channel  4   prospects   Exis?ng   Channel  1   Channel  2   Channel  3   Product  4   customers  March  2011   ©  Datalicious  Pty  Ltd   45  
  • 45. >  Exercise:  AKribu?on  models     Introducer   Influencer   Influencer   Closer   $   Even     25%   25%   25%   25%   AKrib.   Exclusion   33%   33%   33%   0%   AKrib.   ?   ?   ?   ?   Custom   AKrib.  March  2011   ©  Datalicious  Pty  Ltd   46  
  • 46. >  Common  aKribu?on  models  §  Allocate  more  conversion  credits  to  more   recent  touch  points  for  brands  with  a  strong   baseline  to  s=mulate  repeat  purchases    §  Allocate  more  conversion  credits  to  more   recent  touch  points  for  brands  with  a  direct   response  focus  §  Allocate  more  conversion  credits  to  ini=a=ng   touch  points  for  new  and  expensive  brands  and   products  to  insert  them  into  the  mindset  March  2011   ©  Datalicious  Pty  Ltd   47  
  • 47. Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twiKer.com/datalicious    March  2011   ©  Datalicious  Pty  Ltd   48  
  • 48. Data  >  Insights  >  Ac?on