ADMA Data Day: Consumer Data Journey

[consumer data journey ]
Christian BartensDigital Analyst, Tourism Australiatourism.australia.comSenior Consultant, Dataliciousdatalicious.com.au
[ datalicious ]data : insights : action

[ 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

[ data is delicious ]
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[ october 2007 ]

[ october 2007 ]
"It is a capital mistake to theorize before one has data."Sir Arthur Conan Doyle

[ october 2007 ]
[ digital = 1st hand observation ]

[ media consumption ]
[ october 2007 ]
66% digital by 2010
50% digital by 2007
media hoursper week
Source: Carat

[ october 2007 ]
[ analogue = 2nd hand insights ]

[ research instrument ]
[ september 2007 ]

[ october 2007 ]
"It is a capital mistake to theorize before one has all the data."Sir Arthur Conan Doyle

[ consumer data journey ]
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[ october 2007 ]

[ october 2007 ]
datainsights

[ data poles ]
[ october 2007 ]
demographics
repeat customers
most profitable clients
click-throughs
cross-sales
conversion process
target segments
media strategy
impressions
strategy
transactionalclose to customer
strategicremoved from customer

[ october 2007 ]
datainsights

[ response options ]
[ october 2007 ]

[ digital responses ]
[ october 2007 ]
ad server, bid management platform
site centric tool
branding
direct response

[ 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 ]

[ 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 ]

[ 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 ]

[ october 2007 ]
datainsights

[ conversion funnel 1.0 ]
[ october 2007 ]
campaigns
conversion process
visit, product pages, product details, add to shopping cart, shipping information, payment details, order confirmation, thank you page, etc
success events

[ 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

[ 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

[ amazon.com ]
[ october 2007 ]

[ 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 ]

[ october 2007 ]
datainsights

[ 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
$

[ 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 ]

[ october 2007 ]
datainsights

[ where is the money ]
[ october 2007 ]
$
$
$
$
$
$
$
$
$
$

[ 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 ]

[ october 2007 ]
datainsights

[ october 2007 ]

[ segmentation studies ]
[ october 2007 ]

[ 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 ]

[ october 2007 ]
datainsights

[ october 2007 ]

[ where are the eyeballs ]
[ october 2007 ]

[ 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 ]

[ october 2007 ]
datainsights

[ impressions ]
[ october 2007 ]

[ reach ]
volume
variations
[ october 2007 ]
one2many
one2one
Source: Chris Anderson

[ frequency ]
[ october 2007 ]

[ optimisation ]
[ october 2007 ]
improvement
run
review
revise
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
Source: M&C Saatchi

[ 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 ]

[ october 2007 ]
[ questions]christian@datalicious.com.au

[ october 2007 ]
[ datalicious ]data : insights : action