[ consumer data journey ]
Christian Bartens
Digital Analyst, Tourism Australia
tourism.australia.com
Senior Consultant, Da...
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
"I know that 50% of my
advertising is wasted, I just
don't know which half."
John Wanamaker
[ datalicious...
[ data is delicious ]
101011010100101011110100100101010101000010111110010101010101
001010110010100110100101010011100101001...
[ october 2007 ] [ datalicious.com.au ]
"It is a capital mistake to theorize
before one has data."
Sir Arthur Conan Doyle
[ october 2007 ] [ datalicious.com.au ]
[ digital = 1st hand observation ]
[ media consumption ]
Source: Carat
[ october 2007 ]
66% digital by 2010
50% digital by 2007
media hours
per week
[ datali...
[ october 2007 ] [ datalicious.com.au ]
[ analogue = 2nd hand insights ]
[ research instrument ]
[ september 2007 ] [ datalicious.com.au ]
[ october 2007 ] [ datalicious.com.au ]
"It is a capital mistake to theorize
before one has all the data."
Sir Arthur Cona...
[ consumer data journey ]
101011010100101011110100100101010101000010111110010101010101
00101011001010011010010101001110010...
[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insight...
[ data poles ]
[ october 2007 ]
transactional
close to customer
strategic
removed from customer
[ datalicious.com.au ]
[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insight...
[ response options ]
[ october 2007 ]
digital
search
banner
www
analogue
phone
email
text
ancient
retail store
wom
[ datal...
[ digital responses ]
[ october 2007 ]
impression interaction
view
through
click
through
success
event
ad server, bid mana...
[ digital best practice ]
 Ad server or bid management platform
– Enable view-through tracking
– Implement campaign track...
[ analogue best practice ]
 Phone, email, text
– Offer wide range of response options
– Especially mobile response option...
[ examples ]
 Does all your offline advertising have its own unique
call to action down to media channel and placement?
...
[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insight...
[ conversion funnel 1.0 ]
[ october 2007 ]
conversion process
visit, product pages, product details, add to
shopping cart,...
[ conversion funnel 2.0 ]
[ october 2007 ]
inbound spokes
campaigns, search, emails, landing pages, home
page, navigation,...
[ cross and up-sales ]
[ october 2007 ]
customer selections
product page views, shopping cart content,
product purchases, ...
[ amazon.com ]
[ october 2007 ] [ datalicious.com.au ]
[ examples ]
 Do you make it easy for your consumers to convert
offline even if they started the process online?
 Does y...
[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insight...
[ monetization ]
[ october 2007 ]
acquisition
offline campaigns, online campaigns,
search, emails, referrers, affiliates, ...
[ examples ]
 Do you know what products each of your
customers looked at but did not purchase?
 Do you identify your ema...
[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insight...
[ where is the money ]
[ october 2007 ]
$
$
$
$
$
$
$
$
$
$
[ datalicious.com.au ]
[ examples ]
 Do you know your most valuable customers?
 Are you communicating with your key customers
in a different wa...
[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insight...
[ october 2007 ] [ datalicious.com.au ]
[ segmentation studies ]
[ october 2007 ]
profile
Hitwise
Mosaic
TGI
etc
Roy
Morgan
[ datalicious.com.au ]
[ examples ]
 Are you enriching your internal customer profiles with
insights from external segmentation studies?
 Are y...
[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insight...
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ] [ datalicious.com.au ]
[ where are the eyeballs ]
[ october 2007 ]
search
organic
paid
social
wom
viral
online
offline
display
mail
email
direct
...
[ examples ]
 How many different marketing managers and
budgets do you have in your organisation?
 Does your organizatio...
[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insight...
[ impressions ]
[ october 2007 ]
where
whenwhat
[ datalicious.com.au ]
[ reach ]volume
variations
[ october 2007 ]
Source: Chris Anderson
one2many
one2one
[ datalicious.com.au ]
[ frequency ]
[ october 2007 ] [ datalicious.com.au ]
[ optimisation ]
[ october 2007 ] [ datalicious.com.au ]
run review revise
Source: M&C Saatchi
improvement
run review revi...
[ examples ]
 Do you test your marketing communication such as
emails before they are sent on a smaller sample? What
abou...
[ october 2007 ]
[ questions ]
christian@datalicious.com.au
[ datalicious.com.au ]
[ october 2007 ]
[ datalicious ]
data : insights : action
[ datalicious.com.au ]
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ADMA Data Day: Consumer Data Journey

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July 2007

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ADMA Data Day: Consumer Data Journey

  1. 1. [ consumer data journey ] Christian Bartens Digital Analyst, Tourism Australia tourism.australia.com Senior Consultant, Datalicious datalicious.com.au [ datalicious ] data : insights : action
  2. 2. [ october 2007 ] [ datalicious.com.au ]
  3. 3. [ october 2007 ] "I know that 50% of my advertising is wasted, I just don't know which half." John Wanamaker [ datalicious.com.au ]
  4. 4. [ data is delicious ] 101011010100101011110100100101010101000010111110010101010101 001010110010100110100101010011100101001001010100100101001010 010010100111110101010010100100100101001010111010100101010101 [ october 2007 ] [ datalicious.com.au ]
  5. 5. [ october 2007 ] [ datalicious.com.au ] "It is a capital mistake to theorize before one has data." Sir Arthur Conan Doyle
  6. 6. [ october 2007 ] [ datalicious.com.au ] [ digital = 1st hand observation ]
  7. 7. [ media consumption ] Source: Carat [ october 2007 ] 66% digital by 2010 50% digital by 2007 media hours per week [ datalicious.com.au ]
  8. 8. [ october 2007 ] [ datalicious.com.au ] [ analogue = 2nd hand insights ]
  9. 9. [ research instrument ] [ september 2007 ] [ datalicious.com.au ]
  10. 10. [ october 2007 ] [ datalicious.com.au ] "It is a capital mistake to theorize before one has all the data." Sir Arthur Conan Doyle
  11. 11. [ consumer data journey ] 101011010100101011110100100101010101000010111110010101010101 001010110010100110100101010011100101001001010100100101001010 010010100111110101010010100100100101001010111010100101010101 [ october 2007 ] [ datalicious.com.au ]
  12. 12. [ october 2007 ] response success event customer database customer profile target segment media plan campaign data insights [ datalicious.com.au ]
  13. 13. [ data poles ] [ october 2007 ] transactional close to customer strategic removed from customer [ datalicious.com.au ]
  14. 14. [ october 2007 ] response success event customer database customer profile target segment media plan campaign data insights [ datalicious.com.au ]
  15. 15. [ response options ] [ october 2007 ] digital search banner www analogue phone email text ancient retail store wom [ datalicious.com.au ]
  16. 16. [ digital responses ] [ october 2007 ] impression interaction view through click through success event ad server, bid management platform site centric tool branding [ datalicious.com.au ] direct response
  17. 17. [ digital best practice ]  Ad server or bid management platform – Enable view-through tracking – Implement campaign tracking codes  Unique down to creative level  Site centric analytics tool – Implement ad server tags on your site  Alternatively integrate with web analytics platform – Define and measure success events – Define success event allocation  First, linear, last campaign response  Recommend linear success event allocation [ october 2007 ] [ datalicious.com.au ]
  18. 18. [ analogue best practice ]  Phone, email, text – Offer wide range of response options – Especially mobile response options during downtime – Response options unique to each campaign  Potentially even unique down to an offer level  Retail stores – Ask your customers for help  Run qualitative surveys to fill data gaps – Use vouchers and promotional codes  Word of mouth – Trial new technologies (e.g. BuzzMetrics) [ october 2007 ] [ datalicious.com.au ]
  19. 19. [ examples ]  Does all your offline advertising have its own unique call to action down to media channel and placement?  Does all your online advertising have its own unique tracking codes in the click-through URLs?  Are you offering more instant response options besides your website such as phone numbers, email and text messaging to facilitate downtime response?  Does your website have its own unique phone number so that you can see what customers are researching online but are converting offline?  When these customers convert offline are you asking them specific questions relating to the online media they have been exposed to and responded to? [ october 2007 ] [ datalicious.com.au ]
  20. 20. [ october 2007 ] response success event customer database customer profile target segment media plan campaign data insights [ datalicious.com.au ]
  21. 21. [ conversion funnel 1.0 ] [ october 2007 ] conversion process visit, product pages, product details, add to shopping cart, shipping information, payment details, order confirmation, thank you page, etc success events campaigns [ datalicious.com.au ]
  22. 22. [ conversion funnel 2.0 ] [ october 2007 ] inbound spokes campaigns, search, emails, landing pages, home page, navigation, 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 [ datalicious.com.au ]
  23. 23. [ cross and up-sales ] [ october 2007 ] customer selections product page views, shopping cart content, product purchases, internal search terms, customer lifetime purchases, etc product combinations company suggestions other customers who have liked this also bought this, static cross-sales, dynamic cross-sales, on site behavioural targeting, etc [ 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 advertising they have noticed as well?  Do you store the purchase ID in your main CRM database to connect web analytics data with standard CRM data?  Are you continuously testing different versions of your key pages such as the home page and order process pages to optimize conversion?  Are you actively suggesting products to your customers using static 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. [ october 2007 ] response success event customer database customer profile target segment media plan campaign data insights [ datalicious.com.au ]
  27. 27. [ monetization ] [ october 2007 ] acquisition offline campaigns, online campaigns, search, emails, referrers, affiliates, etc customers & prospects monetization cross-sales, recommend products, re-contact, re-market, surveys, etc $ [ datalicious.com.au ]
  28. 28. [ examples ]  Do you know what products each of your customers looked at but did not purchase?  Do you identify your email subscribers via unique tracking IDs in the email click-through URLs?  Do you include brand messages and product suggestions in transactional emails?  Are you integrating 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 suggestions and desires or are you only tracking their behaviour? [ october 2007 ] [ datalicious.com.au ]
  29. 29. [ october 2007 ] response success event customer database customer profile target segment media plan campaign data insights [ 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 communicating 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 creative than others?  Can you identify your key customers on your own website in real-time while they visit? [ october 2007 ] [ datalicious.com.au ]
  32. 32. [ october 2007 ] response success event customer database customer profile target segment media plan campaign data insights [ datalicious.com.au ]
  33. 33. [ october 2007 ] [ datalicious.com.au ]
  34. 34. [ segmentation studies ] [ october 2007 ] profile Hitwise Mosaic TGI etc Roy Morgan [ datalicious.com.au ]
  35. 35. [ examples ]  Are you enriching your internal customer profiles with insights from external segmentation studies?  Are you considering external matching parameters for segmentation 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 segmentation studies part of the overall data collection 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 presentation so far? [ october 2007 ] [ datalicious.com.au ]
  36. 36. [ october 2007 ] response success event customer database customer profile target segment media plan campaign data insights [ datalicious.com.au ]
  37. 37. [ october 2007 ] [ datalicious.com.au ]
  38. 38. [ october 2007 ] [ datalicious.com.au ]
  39. 39. [ where are the eyeballs ] [ october 2007 ] search organic paid social wom viral online offline display mail email direct [ datalicious.com.au ]
  40. 40. [ examples ]  How many different marketing managers and budgets do you have in your organisation?  Does your organization maintain separate budgets for online and offline media spend?  What drives your marketing strategy and media planning? Short-term revenue goals or long-term strategic goals?  Is there a formalised process for campaign and insights reporting 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. [ october 2007 ] response success event customer database customer profile target segment media plan campaign data insights [ datalicious.com.au ]
  42. 42. [ impressions ] [ october 2007 ] where whenwhat [ datalicious.com.au ]
  43. 43. [ reach ]volume variations [ october 2007 ] Source: Chris Anderson one2many one2one [ datalicious.com.au ]
  44. 44. [ frequency ] [ october 2007 ] [ datalicious.com.au ]
  45. 45. [ optimisation ] [ october 2007 ] [ datalicious.com.au ] run review revise Source: M&C Saatchi improvement run review revise run review revise run review revise "I know that 50% of my advertising is wasted, I just don't know which half." John Wanamaker
  46. 46. [ examples ]  Do you test your marketing communication such as emails before they are sent on a smaller sample? What about search or display ads?  Do you review and optimize all your campaigns on an ongoing basis or only at the start?  Do your media and creative agencies report back to you on mere metrics or actual improvements they made?  Do you work with a separate creative 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. [ october 2007 ] [ questions ] christian@datalicious.com.au [ datalicious.com.au ]
  48. 48. [ october 2007 ] [ datalicious ] data : insights : action [ datalicious.com.au ]

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