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Presentation: e-HealthInsurance: Better User Experiences Through Post-click Marketing

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Digital campaigns create mounds of data, but finding the correct bits and bytes to test in your campaigns can become challenging. Ian Lupoch, vice president of search marketing at e-HealthInsurance, …

Digital campaigns create mounds of data, but finding the correct bits and bytes to test in your campaigns can become challenging. Ian Lupoch, vice president of search marketing at e-HealthInsurance, shows us how to mine the correct data that will help marketers from a variety of industries -- healthcare, retail, finance, entertainment and others -- find positive long-term results.

Published in: Business, Technology

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  • 1. Big Testing, Big Results: The SecretsBehind Better User ExperiencesThrough Post-Click MarketingIan LopuchVice President, Search Marketingian.lopuch@ehealth.com | @ianlopuch | PPCIan.com
  • 2. IntroductionAbout eHealth:• America’s #1 Health Insurance Website• Over 3 million insured since 1997• Compare over 10,000 plans from 180+ carriers• Apply online, 24/7 customer supportAbout Ian:• Stanford BS in Computer Science• 8+ years in digital marketing• Nextag  QuinStreet  Inflection  eHealth• Responsible for search marketing, display, direct mail,and paid at risk media
  • 3. Big data, big testing, big experienceOld world marketing• Silos• Intuition• Smaller tests• Marketing viewed as soft skillNew paradigm• Cross-functional integration• Inspired hypothesis based on big data• Large tests, go big, iterate quickly• Marketing is data-driven, andsolicited across organization forinsights/testing hypothesisImage & framework © ion platform / Scott Brinker
  • 4. Big testing: big ideas, big team, bigdeal• Hypothetical Example:– Marketing team analyzes 8 years of ad copy testing data from Google AdWords account and discovers best adsfrom impression to conversion– Marketing team leverages ion to test new landing pages that include rewritten value proposition based on adcopy data• New pages win based on click to paying customer with statistical significance– Marketing team collaborates with product management team to share results and suggest completely newvalue proposition on homepage– Product management team implements test and realizes a win– Marketing and product teams work together to share new value proposition with broader teams, entireorganization enjoys improvements in performanceImage & framework © ion platform / Scott Brinker
  • 5. Marketers control a multitude ofbig dataSearch Marketing:• SEM account data– Google AdWords– Bing Ads– Second tier engines– Beta tests• Analytics platform data– Google Analytics– Omniture• SEM technology platformdata– ion platform• Rich data from tracking– Position at run time,placement, match typeDisplay:– Data from third party dataproviders– View-through vs. click-through conversions– Statistics by website byplacement by creativeSocial:• Likes• Fans• Post impressionsOffline:• Prospective customeraddresses• Call center metrics
  • 6. eHealth marketing program –how we’re leveraging big data• Landing page testing with ion platform– Leveraging big data to drive big testing, which yieldsbig experiences– Frequently testing new landing pages– Multivariate testing strategy– Unique landing page tests per customer segment– Close collaboration with ion creative design team andalso our PM team– Realized time savings efficiency– Observed increases in SEM landing page conversionrate
  • 7. eHealth / ion – landing pageexamples• Original control • Carrier-specificpage• State-specificpage
  • 8. eHealth / ion – landing pageexamples• State + seasonal landing pages
  • 9. eHealth / ion – landing pageexamples• Dentalinsurance page• Dummies guidepage• State-specificpage
  • 10. eHealth / ion – landing pageexamples• Multi-step flow, deep integration via APIStep 1: Zip Code Capture Step 2: Census (Primary Applicant)Step 3: Census (Spouse/Children, If Applicable) Step 4: Quote Results
  • 11. eHealth / ion – measuring results• Measure every click on every page• Manage to statistical significance (automated in platform)• Winner per segment becomes new control for thatsegment– Segments are getting more and more granular– Landing pages per segments are taking customized paths• Closely monitor and set goals against SEM landing pageconversion rate and also full SEM funnel conversion rate• Close collaboration with PM team and other marketinginitiatives
  • 12. eHealth / ion – measuring results• Click map – actual data removed
  • 13. eHealth marketing program –how we’re leveraging big data• Landing page testing with ion platform• Advanced, automated bid management– Integration of rich data into model• Ad copy testing– Including ad extension testing– Testing universal and segment-driven messaging• Collaboration with data providers to drivetargeted programs• Advancements in tracking and attribution
  • 14. Questions?• Thank you!• Contact Information:– ian.lopuch@ehealth.com– @ianlopuch– PPCIan.com• Additional information about ion:– http://ioninteractive.com/