This is the second-half of a join panel presented at SES Toronto 2013, which covers: • How to track your campaigns' return on investment • How to communicate success to your boss and their boss • How to correlate campaign success with lifetime value

1. Toronto | June 12–14, 2013 | #SESTO |@SESConf
Analytics Attack
Tracking Campaign Performance
Garry Przyklenk
@gprzyklenk
TD Bank Group, Digital Channels
Manager of Measurement Solutions

2. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
Attack your reporting!
Photo credit: http://www.flickr.com/photos/tambako/5512086433
Already discussed:
1. Proper tagging of links
2. Demystifying direct/bookmarked
3. Segmenting campaigns for reporting

3. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
Three Tips to give reports Teeth
1. Attack return on investment
2. Stalk your prey
3. Hunt in packs
Photo credit: http://www.flickr.com/photos/jfsyffert/5609791174

4. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
Attack return on investment
Photo credit: http://www.flickr.com/photos/skoop102/772097800

5. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
1. Attack return on investment
If you want to attack
like a…
Attack ROI by… Level of Ferocity
…cuddly bunny …calculating overall cost with
overall sales.
Weak sauce
…bull in a China shop …trying to calculate lifetime
value.
Damaging but rarely fatal
…rabid wolverine …testing different multi-
channel attribution models.
UNIMAGINABLE RAGE

6. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
Caution!
Protect your credibility with
partners by maintaining an
objective point-of-view on
business goals.
Photo credit: http://www.flickr.com/photos/jfsyffert/5609791174

7. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
Stalk your prey
(to get what you want)

8. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk

9. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
2. Stalk your prey
(to get what you want)
Career needs and wants… How to get what you want… When to strike…
Self-actualization:
• Creativity
• Problem solving
Challenge status quo
• Introducing optimizations
• Testing models
Campaign kick-off
Self-esteem
• Achievement
• Respect
Ongoing communication
• Flaunt business success
• Remain objective
Weekly status updates
End of campaign analysis
Love and Belonging
• Friendship
Be inclusive of team members
• Golden rule never hurts
• Bring others along
Process management
Safety
• Financial security
• Resourcing
Document everything
• Archive “did well” emails
• Keep a running tally of wins
Year-end review

10. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
Success is all about telling a story
Example: Paperless statements campaign
• Cost saving:
– paperless statements saves the company the cost of a mailing per customer per
product per month
– reduced calls to the contact center due to statement availability online and on-time
every month
• Customer satisfaction:
– free scanned check images
– freedom and portability
• Cross-channel involvement:
– Marketing
– Online Channel
– Phone Channel
– ATM Channel
– Branch/Retail Channel
Sample high-level value-add
Postage $0.63
Customers 400,000
Average products
per customer
2
Yearly Cost Savings $6 Million

11. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
Hunt in packs
Photo credit: http://www.nathanszerdyart.com/

12. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
Hunt in packs
Teamwork and cross-channel involvement is essential, but it doesn’t happen
by accident.
1. Establish a RACI
– Responsible, Accountable, Consult, Inform
– Useful tool in establishing organization function and identifying participants
and involvement
– http://paulbosetti.com/business-tools/raci-chart/
2. Design a process and practice
– Identify the critical path to support insights
– Determine service-level agreements (how long will it take to do X and Y)
– Document a flowchart that’s easy for anyone to follow
3. Seek approvals and support from C-suite
– Confirm support of the RACI and Practice and Process documents
– Document resourcing requirements
– SCALE!

13. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
What can success look like?
2013
Measurement
Solutions
Online
Reporting and
Analytics
Integrated
Insights
Optimization
2011
Measurement
Solutions
Online Reporting
and Analytics
Integrated
Insights
Optimization
8 Insights Team Members 22 Insights Team Members!

14. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
How do you know your executives
support you?
• 100% of projects and campaigns have a
measurement strategy
• Escalations to C-suite for absence of Insights
team engagement
• Validation and certification of all reports by
Insights team

15. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@gprzyklenk
In summary…
1. Attack return on investment with the ferocity of a rabid wolverine
– Try to go beyond revenue/cost
– Attempt lifetime value 6 months after a large campaign
– Test different multi-channel attribution models
2. Stalk your prey to get what you want, when you want it
– Know what you want and when to ask
– Challenge the status quo
3. Hunt in packs to make teamwork effective
– Teamwork just doesn’t happen by accident
– Build a RACI and practice and process
– Get C-suite level support

16. Toronto | June 12–14, 2013 | #SESTO |@SESConf
Thank you!
Garry Przyklenk
@gprzyklenk
TD Bank Group, Digital Channels
Manager of Measurement Solutions