Your SlideShare is downloading. ×
  • Like
Testing and Optimization
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Testing and Optimization

  • 234 views
Published

The presentation discusses the impact of data driven cross-channel user experience optimization in marketing campaigns.

The presentation discusses the impact of data driven cross-channel user experience optimization in marketing campaigns.

Published in Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
234
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
6
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. >  Tes&ng  &  Op&misa&on  <   Data  driven  cross-­‐channel  user   experience  op4misa4on  
  • 2. >  Smart  data  driven  marke&ng   “Using  data  to  widen  the  funnel”   Media  A9ribu&on  &  Modeling   Op&mise  channel  mix,  predict  sales   Targeted  Direct  Marke&ng     Increase  relevance,  reduce  churn   Tes&ng  &  Op&misa&on   Remove  barriers,  drive  sales   Boos&ng  ROI  December  2011   ©  Datalicious  Pty  Ltd   2  
  • 3. >  Wide  range  of  data  services   Data   Insights   Ac&on   PlaHorms   Analy&cs   Campaigns         Data  collec&on  and  processing   Data  mining  and  modelling   Data  usage  and  applica&on         Omniture,  Google  Analy&cs,  etc   Tableau,  Splunk,  SPSS,  etc   Alterian,  SiteCore,  Inxmail,  etc         Web  and  mobile  analy&cs   Customised  online  dashboards   Targe&ng  and  merchandising         Tag-­‐less  online  data  capture   Media  a9ribu&on  models   Marke&ng  automa&on         Retail  and  call  center  analy&cs   Market  and  compe&tor  trends   CRM  strategy  and  execu&on         Data  warehouse  solu&ons   Social  media  monitoring   Data  driven  websites         Single  customer  view   Customer  segmenta&on   Tes&ng  programs  December  2011   ©  Datalicious  Pty  Ltd   3  
  • 4. >  Clients  across  all  industries  December  2011   ©  Datalicious  Pty  Ltd   4  
  • 5. >  Datalicious  op&misa&on  process  §  Phase  1:  Data  analysis   –  SiteCatalyst,  Discover,  SearchCenter,  etc  §  Phase  2:  Test  design  &  planning   –  Targe4ng  and  tes4ng  matrix  §  Phase  3:  Test  implementa4on   –  Full-­‐service  or  coordina4on  only   –  On-­‐site,  off-­‐site,  call  center,  etc  §  Phase  4:  Test  analysis  §  Phase  5:  Training    December  2011   ©  Datalicious  Pty  Ltd   5  
  • 6. Targe&ng  before  tes&ng  
  • 7. >  Implement  smart  re-­‐targe&ng   Segmenta&on  based  on:  Search  keywords,   display  ad  clicks  and  website  behaviour   Purchase   Data     Cycle   Points   Access   Frequent   Home     Advantage   Flyers   Loans   Research,   Acquisi&on   Acquisi&on   Acquisi&on   Ad  clicks,   considera&on   message  #1   message  #2   message  #3   prod  views   Conversion   Acquisi&on   Acquisi&on   Acquisi&on   Applica&on   intent   message  #4   Message  #5   Message  #6   starts   Reten&on,   Acquisi&on   Acquisi&on   Acquisi&on   Email  clicks,   cross-­‐sell   message  #3   message  #3   message  #2   logins,  etc  December  2011   ©  Datalicious  Pty  Ltd   7  
  • 8. >  Targe&ng  and  tes&ng  matrix   Test   Segment   Content   Success   Difficulty   Poten&al   New   Acquisi&on   Click,     Test  #1A     prospects   offer  A   order,  etc   Low   $50k   New   Acquisi&on   Click,     Test  #1B   prospects   offer  B   order,  etc   Exis&ng   Up-­‐sell   Click,     Test  #2A   customers   offer  A   order,  etc   High   $100k   Exis&ng   Up-­‐sell   Click,     Test  #2B   customers   offer  B   order,  etc  December  2011   ©  Datalicious  Pty  Ltd   8  
  • 9. The  holy  trinity  of  tes&ng  December  2011   ©  Datalicious  Pty  Ltd   9  
  • 10. >  The  holy  trinity  of  tes&ng  1.  The  headline   –  Have  a  headline!   –  Headline  should  be  concrete   –  Headline  should  be  first  thing  visitors  look  at  2.  Call  to  ac&on   –  Don’t  have  too  many  calls  to  ac4on   –  Have  an  ac4onable  call  to  ac4on   –  Have  a  big,  prominent,  visible  call  to  ac4on  3.  Social  proof   –  Logos,  number  of  users,  tes4monials,     case  studies,  media  coverage,  etc  December  2011   ©  Datalicious  Pty  Ltd   10  
  • 11. >  Best  prac&ce  tes&ng  roadmap  §  Phase  #1:  A/B  test   –  Test  the  same  landing   Element  #1:  Prominent  headline   page  content  in   completely  different   layouts  §  Phase  #2:  MV  test   Suppor4ng     Element  #2:     –  Then  test  different   content   Call  to  ac4on   content  element   combina4ons  within  the   winning  layout   Element  #3:  Social  proof  /  trust  §  Phase  #3:  Challenge   –  Con4nue  tes4ng  and   introducing  layout  and   Terms  and  condi4ons   content  challengers  December  2011   ©  Datalicious  Pty  Ltd   11  
  • 12. December  2011   ©  Datalicious  Pty  Ltd   12  
  • 13. December  2011   ©  Datalicious  Pty  Ltd   13  
  • 14. December  2011   ©  Datalicious  Pty  Ltd   14  
  • 15. December  2011   ©  Datalicious  Pty  Ltd   15  
  • 16. Chris&an  Knowitall  from   Whoop  Whoop:  Bloody   great  card,  changed  my   life!  Never  leave  the   house  without  it.     Apply  Now  December  2011   ©  Datalicious  Pty  Ltd   16  
  • 17. Element  #1   Element  #2   Element  #3   Element  #4   Element  #5  December  2011   ©  Datalicious  Pty  Ltd   17  
  • 18. December  2011   ©  Datalicious  Pty  Ltd   18  
  • 19. December  2011   ©  Datalicious  Pty  Ltd   19  
  • 20. December  2011   ©  Datalicious  Pty  Ltd   20  
  • 21. The  li9le  things  count  December  2011   ©  Datalicious  Pty  Ltd   23  
  • 22. >  It’s  the  small  things  that  count  December  2011   ©  Datalicious  Pty  Ltd   24  
  • 23. >  Online  form  best  prac&ce   Maximise  data  integrity   Age  vs.  year  of  birth   Free  text  vs.  op4ons   Use  auto-­‐complete     wherever  possible  December  2011   ©  Datalicious  Pty  Ltd   25  
  • 24. Challenge  your  perspec&ve  December  2011   ©  Datalicious  Pty  Ltd   26  
  • 25. >  ClickTale  heat  maps  December  2011   ©  Datalicious  Pty  Ltd   27  
  • 26. The  phone  s&ll  rings  December  2011   ©  Datalicious  Pty  Ltd   28  
  • 27. >  Use  unique  phone  numbers   2  out  of  3  callers   hang  up  as  they   cannot  get  their     informa4on  fast   enough.     Unique  phone   numbers  can   help  improve   call  experience.  December  2011   ©  Datalicious  Pty  Ltd   29  
  • 28. >  Jet  Interac&ve  call  analy&cs  December  2011   ©  Datalicious  Pty  Ltd   30  
  • 29. Think  outside  the  box  
  • 30. December  2011   ©  Datalicious  Pty  Ltd   32  
  • 31. >  Seamless  research  experience   TV,  print,     Display     direct  mail,  etc   ads   Ad  Server  /  SuperTag   Organic,  paid   Display  ad     search   re-­‐targe&ng   AdWords   Ad  Server  /  SuperTag   Test&Target  /  SuperTag   Customised   landing  pages   Test&Target  /  SuperTag   ANZ.com     Applica&on   re-­‐targe&ng   process   Fall-­‐out  email   follow-­‐up  December  2011   ©  Datalicious  Pty  Ltd   33  
  • 32. >  Network  wide  re-­‐targe&ng   Frequent  Flyer  campaign   Access  Advantage  campaign   Home  Loans  campaign   Card   Access   Loan   prospect   prospect   prospect   Card   Access   Loan   customer   customer   customer   Loan   Loan   Access   prospect   prospect   prospect  December  2011   ©  Datalicious  Pty  Ltd   34  
  • 33. >  Network  wide  re-­‐targe&ng   Group  wide  campaign  with  approximate  impression  targets  by  product  rather  than  hard  budget  limita&ons   Card   Access   Loan   prospect   prospect   prospect   Card   Access   Loan   customer   customer   customer   Loan   Loan   Access   prospect   prospect   prospect  December  2011   ©  Datalicious  Pty  Ltd   35  
  • 34. >  Op&misa&on  success  stories  §  Telstra:  Bundles  pages  op4misa4on  §  AGL:  Landing  pages  and  re-­‐targe4ng  §  NDS:  Website  build  including  op4misa4on  §  G&E  Money:  Landing  page  op4misa4on  §  ANZ:  Landing  pages  and  re-­‐targe4ng  §  CBA:  Data  driven  op4misa4on  strategy  §  ADMA:  Tes4ng  &  op4misa4on  course  December  2011   ©  Datalicious  Pty  Ltd   36  
  • 35. Contact  me  cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi9er.com/datalicious    
  • 36. Data  >  Insights  >  Ac&on