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Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014
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Marketing analytics using actionable metrics - ParcelPush @ Ad Tech Conference in Sydney 2014

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This presentation about actionable metrics in online marketing describes in five steps how to set up proper goals and how to avoid vanity metrics. The presentation was given at Ad Tech in Sydney in …

This presentation about actionable metrics in online marketing describes in five steps how to set up proper goals and how to avoid vanity metrics. The presentation was given at Ad Tech in Sydney in March 2014. Please refer the blog on http://www.parcelpush.com.au/blog.html for further details. ParcelPush uses a strict AB testing and conversion rate optimising approach in delivering insert marketing.

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  • 1. 17/03/2014 MARKETING ANALYTICS USING ACTIONABLE METRICS
  • 2. PAGE 2 PARCEL INSERTS MAKE ONLINE CONSUMERS HAPPY
  • 3. PAGE 3 AUSTRALIA’S LARGEST ONLINE RETAILERS INSERT FOR PARCELPUSH THE ICONIC, BRANDSEXCLUSIVE, OO.COM.AU, DEALS DIRECT…
  • 4. PAGE 4 ACTIONABLE , ACCESSIBLE AND AUDITABLE THE THREE A’S OF METRICS
  • 5. PAGE 5 CONFIDENTIAL CONVERSION FUNNEL: ACTIONABLE PERCENTAGES MATTER E.G. HYPOTHESIS: ACTIVATION RATE FROM 1ST TIME VISITORS TO A PAYING CUSTOMER IS HIGHER IF SOMEONE WATCHED A PRODUCT VIDEO (EVENT) ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE % % % % % Event% Event % Event% Event % Event % Event % Event% Event
  • 6. PAGE 6 …IT IS MOST LIKELY A VANITY METRIC IF “A CURRENT AFFAIR” INCREASES THE METRIC…
  • 7. PAGE 7 CONFIDENTIAL ACTIONABLE CONVERSION METRICS Metric Customer Behaviour Conversion Rate (% of unique visits) Estimated Value Acquisition Rate 1 Spends x time on site and y views onsite 60% $0.10 Activation Rate 2 Relevant 1st visit (x clicks, y views, z time on site) 25% $0.40 Activation Rate 1 Email Signup 4% $2.50 Activation Rate 2 Account Signup 2% $3.00 Retention Rate 1 Email opened 4% $0.75 Retention Rate 2 Repeat visit (x visits in y days) 3% $2.00 Referral Rate 1 Referred a user who visited site 4% $6.00 Referral Rate 2 Referred a user who activated 3% $9.00 Revenue Rate 1 Customer orders 4% $12.00 Revenue Rate 2 Customer orders repeatedly reaching relevant CLTV 2% $28.00 E.G. HYPOTHESIS: THE CLTV AND REFERRAL RATE OF A CUSTOMER WHO HAS SEEN THE TVC IS X TIMES HIGHER THAN THE AVERAGE
  • 8. PAGE 8 CONFIDENTIAL IDEAS FOR GOALS AND EVENTS • CONVERSION / PURCHASE • NEWSLETTER SUBSCRIPTIONS • FREE TRIAL SUBSCRIPTIONS • UPGRADES • QUOTE REQUESTS • DOWNLOADS • WATCHING A VIDEO ABOUT A SERVICE/PRODUCT • VIEWING 5+ PAGES ON THE WEBSITE • VIEWING 10+ PAGES ON THE WEBSITE • FACEBOOK LIKES / GOOGLE+ • JOB APPLICATION FORMS • CONTACT FORMS • IN-APP PURCHASES
  • 9. PAGE 9 CONFIDENTIAL COOKBOOK PART I: THE SETUP 1. ENSURE YOUR PROMOTIONS ARE MEASURABLE (CAMPAIGN LINKS UTM TAGGED / URL BUILDER). 2. ENSURE GOOGLE ANALYTICS IS INSTALLED ON YOUR LANDING PAGES (TAGGING PAGES). 3. DEFINE AND SETUP CONVERSION GOALS AND EVENTS FOR YOUR SITE AND APP (ENGAGEMENT FLOWS, FUNNELS) 4. TEST YOUR SETUP 5. INSTALLADWORDS CONVERSION TRACKING 6. LINK ADWORDS ACCOUNTS 7. ENABLE ADWORDS AUTO-TAGGING 8. ENABLE TRACKING FOR ALL PAGES AND SUBDOMAINS (EXCLUDE OFFICE IP) 9. COLLECT ORDER DATA (SKU, PRICE)
  • 10. PAGE 10 CONFIDENTIAL COOKBOOK PART II: TIPS FOR THE FIRST ITERATION 1. DO A CHANNEL BY CHANNEL AUDIT FIRST 2. THEN START WITH TWO CHANNELS 3. USE ONE TRACKING SYSTEM 4. SET COOKIE DURATION 5. REDUCE DATA / COMPLEXITY E.G. BY JUST LOOKING AT 2- 3 TOUCH POINTS 6. START WITH STANDARD CONVERSION GOALS 7. RUN SPLIT-TESTS AND REGRESSION TESTS TO TEST CORRELATIONS 8. ENSURE RESULTS ARE STATISTICAL RELEVANT (SEE CALCULATOR PARCELPUSH.COM.AU)
  • 11. PAGE 11 CONFIDENTIAL COOKBOOK PART II: USE ATTRIBUTION RATIOS TO COMPARE CAMPAIGN SPLIT-TEST RESULTS REVENUE FROM FIRST TOUCH / REVENUE FROM LAST TOUCH = APPROPRIATE ATTRIBUTION RATIO • CLOSER TO 0.00 = CONVERSION CAMPAIGN • CLOSER TO 1.00 = PERSUASION CAMPAIGN • CLOSER TO 10.00 = ACQUISITION CAMPAIGN APPROPRIATE ATTRIBUTION NET RATIO = (REVENUE FROM FIRST TOUCH - CAMPAIGN MARKETING COST) / (REVENUE FROM LAST TOUCH – CAMPAIGN MARKETING COST) APPROPRIATE ATTRIBUTION RATIO MARGIN = (REVENUE FROM FIRST TOUCH – CAMPAIGN COGS/ REVENUE FROM LAST TOUCH - CAMPAIGN COGS) SOURCE: ACQUISIO / SEARCH MARKETING NOW “BUILDING AN ATTRIBUTION MODEL THAT WORKS”
  • 12. PAGE 12 CONFIDENTIAL COOKBOOK PART III: CALCULATE EFFICIENCY FACTORS PER CHANNEL AND USE SIMPLE SCORING TO DETERMINE FAIRER CPOS (SEE EXCEL EXAMPLE PARCELPUSH.COM.AU) INSPIRED BY QUISMA “INDIVIDUAL CONVERSION ATTRIBUTION”
  • 13. PAGE 13 CONFIDENTIAL COOKBOOK PART IV: START CRUNCHING DATA 1. WORK SCIENTIFICALLY 2. HIRE SOME REALLY BRIGHT TALENT (FINANCE OR ACCOUNTING BACKGROUND, EXCELLENT EXCEL SKILLS) 3. UPGRADE YOUR ANALYTICS SOFTWARE OR START COMBINING MORE DATA SOURCES IN ONE BI SYSTEM 4. INVEST INTO AN AD SERVER 5. ADD BEHAVIOURAL PROFILING TO THE MIX 6. INTEGRATE DIRECT MARKETING TOOLS AND START AUTOMATING PERSONALISED MESSAGES (EMAIL, ABANDONED CART, RETARGETING…)
  • 14. PAGE 14 WWW.PARCELPUSH.COM.AU TEL: 1300 436 806 BJORN@PARCELPUSH.COM.AU CONTACT

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