Y&R Data Driven Marketing

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The presentation illustrates the impact of data in marketing campaigns.

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Y&R Data Driven Marketing

  1. 1. >  Data  Driven  Marke-ng  <   Y&R  Group  Introduc/on  
  2. 2. Make  data  sexy   YOU CLIENT by  turning  it  into     ac-onable  insights  July  2012   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Short  but  sharp  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy/cs  history  §  1  of  4  preferred  Omniture  partners  globally  §  Now  360  data  agency  with  specialist  team  §  Combina/on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Driving  industry  best  prac/ce  (ADMA)  §  Turning  data  into  ac/onable  insights  §  Execu/ng  smart  data  driven  campaigns      July  2012   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Smart  data  driven  marke-ng   “Using  data  to  widen  the  funnel”   Media  A>ribu-on  &  Modeling   Op-mise  channel  mix,  predict  sales   Targe-ng  &  Merchandising   Increase  relevance,  reduce  churn   Tes-ng  &  Op-misa-on   Remove  barriers,  drive  sales   Boos-ng  ROMI  July  2012   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  Wide  range  of  data  services   Data   Insights   Ac-on   PlaIorms   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  a>ribu-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  July  2012   ©  Datalicious  Pty  Ltd   5  
  6. 6. >  Clients  across  all  industries   AGL, Aussie, ANZ, ADMA, Appliances Online, Bupa, Canon, Captain Compare, Catch of the Day, E*Trade, Fox Symes, GE Capital, Ikon, NDS, IMB, Kogan, Lenovo, Luxottica,Macquarie, Metricon, News Ltd, Optus, P&O, Robert Half, Suncorp, Sydney Festival, Telstra, Tourism Australia, Tourism NZ, Trading Post, Unicef, WestpacJuly  2012   ©  Datalicious  Pty  Ltd   6  
  7. 7. Standardise  metrics  July  2012   ©  Datalicious  Pty  Ltd   7  
  8. 8. July  2012   ©  Datalicious  Pty  Ltd   8  
  9. 9. Brake  down  data  silos  July  2012   ©  Datalicious  Pty  Ltd   9  
  10. 10. >  Establish  a  single  source  of  truth   Insights   Repor-ng  July  2012   ©  Datalicious  Pty  Ltd   10  
  11. 11. >  Combining  separate  data  sets   Website  behaviour  data   Customer  profile  data   +   The  whole  is  greater     than  the  sum  of  its  parts   3rd  party  segment  data  July  2012   ©  Datalicious  Pty  Ltd   11  
  12. 12. Visualise  client  data  July  2012   ©  Datalicious  Pty  Ltd   12  
  13. 13. What  trends  can  you  iden-fy  in  5  seconds     by  looking  at  the  raw  data  only?  July  2012   ©  Datalicious  Pty  Ltd   13  
  14. 14. July  2012   ©  Datalicious  Pty  Ltd   14  
  15. 15. July  2012   ©  Datalicious  Pty  Ltd   15  
  16. 16. RED  =  No  single  men   July  2012   ©  Datalicious  Pty  Ltd   16  
  17. 17. July  2012   ©  Datalicious  Pty  Ltd   17  
  18. 18. Give  credit  where  due  July  2012   ©  Datalicious  Pty  Ltd   18  
  19. 19. >  Advanced  media  a>ribu-on   Introducer   Influencer   Influencer   Closer   $   Paid     Display     Social   Direct     Online   search   ad  clicks   referrals   site  visits   sales   Display     Affiliate   Social     Retail     Offline   ad  views   clicks   buzz   store  visits   sales   TV/print     Organic   Website   Direct  mail,   Life-me   responses   search   events   emails   profit  July  2012   ©  Datalicious  Pty  Ltd   19  
  20. 20. >  Purchase  path  example  July  2012   ©  Datalicious  Pty  Ltd   20  
  21. 21. >  Media  a>ribu-on  example   COST  PER  CONVERSION  July  2012   ©  Datalicious  Pty  Ltd   21  
  22. 22. July  2012   ©  Datalicious  Pty  Ltd   22  
  23. 23. Increase  relevance  July  2012   ©  Datalicious  Pty  Ltd   23  
  24. 24. >  Importance  of  online  experience   The  consumer  decision  process  is  changing  from  linear  to  circular.   Considera-on     set  now  grows   during  online   Online  research     research  phase   which  increases   importance  of   user  experience   during  that  phase  July  2012   ©  Datalicious  Pty  Ltd   24  
  25. 25. >  Simple  re-­‐targe-ng  matrix   Segmenta-on  based  on:  Search  keywords,   display  ad  clicks  and  website  behaviour   Purchase   Data     Cycle   Points   Default   Product  A   Product  B   Default,   Acquisi-on   Acquisi-on   Acquisi-on   Default   awareness   message  D1   message  A1   message  B1   Research,   Acquisi-on   Acquisi-on   Acquisi-on   Landing     considera-on   message  D2   message  A2   message  B2   page  view   Purchase   Acquisi-on   Acquisi-on   Acquisi-on   Buy   intent   message  D3   message  A3   message  B3   now  click  July  2012   ©  Datalicious  Pty  Ltd   25  
  26. 26. >  Vision:  Seamless  online  experience   Affiliates,  paid,   Display     organic  search   ads   PURLs  /  Search  calls  to  ac/on   DM,  TV,  print,     Display  ad     outdoor,  etc   re-­‐targe-ng   My  Account     (re-­‐)targe-ng   Main  website   Dynamic     (re-­‐)targe-ng   landing  pages   Online/offline   Email,  DM,  call   conversion   center  follow-­‐up  July  2012   ©  Datalicious  Pty  Ltd   26  
  27. 27. >  ANZ  home  page  targe-ng   ANZ  home  page   re-­‐targe/ng  and   merchandising   combined  with   landing  page   op/misa/on   delivered  an   increase  in  offer   response  and   conversion  rates   with  an  overall   project  ROI  of   578%  July  2012   ©  Datalicious  Pty  Ltd   27  
  28. 28. Test  and  op-mise  July  2012   ©  Datalicious  Pty  Ltd   28  
  29. 29. ✓   ✓   ✓   ✗   ✓   ✓   ✓   ✓   ✗   ✗  July  2012   ✓   ©  Datalicious  Pty  Ltd   29  
  30. 30. July  2012   ©  Datalicious  Pty  Ltd   30  
  31. 31. July  2012   ©  Datalicious  Pty  Ltd   31  
  32. 32. >  Macquarie  landing  pages   Project  plaforms  used:  Adobe     Before   SiteCatalyst  and  Test&Target   Aber   The  small  things  count:   Simplifica/on  down  to  1   set  of  bueons  resulted  in   increased  response  rate   and  project  ROI  of  547%  July  2012   ©  Datalicious  Pty  Ltd   32  
  33. 33. >  Telstra  bundles  pages   Telstra  bundles  page  op/misa/on  combined  call  center  data  (each  page   had  a  unique  phone  number)  with  Adobe  Test&Target  online  data  and   delivered  a  cross-­‐channel  conversion  rate  increase  with  an  ROI  of  647%  July  2012   ©  Datalicious  Pty  Ltd   33  
  34. 34. Digital  marke-ng  =  tags  July  2012   ©  Datalicious  Pty  Ltd   34  
  35. 35. July  2012   ©  Datalicious  Pty  Ltd   35  
  36. 36. Allocate  a  data  budget  July  2012   ©  Datalicious  Pty  Ltd   36  
  37. 37. Combine  data  &  crea-vity  July  2012   ©  Datalicious  Pty  Ltd   37  
  38. 38. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi>er.com/datalicious    July  2012   ©  Datalicious  Pty  Ltd   38  
  39. 39. Data  >  Insights  >  Ac-on  July  2012   ©  Datalicious  Pty  Ltd   39  

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