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Which Medium Works: Multichannel Testing For High-Performance Results
 

Which Medium Works: Multichannel Testing For High-Performance Results

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    Which Medium Works: Multichannel Testing For High-Performance Results Which Medium Works: Multichannel Testing For High-Performance Results Presentation Transcript

    •  
    • Which Medium Works: Multichannel Testing for High Performance Results Spyro Kourtis President / CEO, Hacker Group October 4, 2011
      • Our vision statement reads :
        • “ Create integrated programs that reach the target
        • audience where they live, work and play…”
        • “… we are NOT media and technology neutral – we are
        • biased towards performance and this drives ALL
        • recommendations…”
      • We only pursue opportunities that deliver results for our clients
      Performance Bias
    • Presentation brought to you by the following… following… 4
      • Once Upon A Time
      • Brand advertising was king, queen and the entire royal court
      • The rise of “measurable” marketing in the digital world happened out of necessity and I’m sure glad it did
      • My journey east to find truth
      5
      • End the theoretical fairy tale, get back to practical work
      • Focus on objectives and metrics that matter to the executive suite
      • Build and track all programs backward from point of sale
      • The new and improved integration
      • Buy into multi-dimensional testing
      6
      • #1 Measurement ≠ Successful
      • Many confuse “measurability” with ROI
      • Traditional and interactive measurements are not always meaningful for our clients and stop short of sales
      7
      • #2 Backward from point of sale
      • What’s my budget?
      • CPS x Customers = Budget
      •  
      8
      • What’s your goal?
      • Test, measure and roll out with the best combinations to suit your needs
      9
    • It begins with targeting
      • Who is the target audience?
      •  
    • #2 It begins with targeting
      • Three flavors:
        • Behavioral/transactional information is best
        • Demographic/ Firmagraphic
        • Self reported information
            • ─ Acquisition – big ticket sales
            • ─ Customer communications
      •  
      11
    • #2 Provide content the way they want to consume it
      • Seamlessly transition physical to digital
      •  
      12
      • The New and
      • Improved Integration
      • #3 No one discipline should own a specific media channel
      • Mass advertising is more than TV
      • And direct marketing is more than just mail
      14
      • Digital is more than just digital, huh?
      • What is the responsibility and expertise of a digital agency?
      • #3 No one discipline should own a specific media channel
      15
      • BRANDING RECO :
      • Rich Media
      • 2/3 CPM
      • One network
      • DIRECT RECO:
      • Drive leads to Call
      • CPC
      • Network testing
      16
      • No one discipline should own a specific media channel
      • Integration and optimization
      • Integration does not mean executing a campaign across multiple media for uncertain “synergies”
      • We optimize performance by reinvesting in media that drive results and dropping those that don’t
      A + B + C + D + E = ? D > E > A > C > B 17
      • #3 Our approach to multi-channel campaigns
      • Start holistically
      • Measure discretely
      • Optimize by channel
      • Start over: Allocate media holistically
      • Not all media is created equal
      • New media synergies
      18
      • Begin with a holistic view
      • Not all media are created equal!
      • Set a goal for what to expect from each
      19
      • During execution phase, measure all media discretely
      • At the right cadence for the channel
      • Optimize discretely
      • Break it down
      20
      • Start over again: Allocate media by channel based on performance and optimization
      • Put it back together
      21
      • #3 Not all media is created equal
      22
      • #3 The power of one prospect universe
      • Tracks all solicitations by physical and email address
      • Don’t forget mobile phone #
      23
      • Keeps you from drawing wrong conclusions
      • One Prospect Universe
      24 Format Summary Lift Over Control ROI Mail Package Only 31.22% 1518% Mail Package with Email Follow Up -53.22% -2619%
      • Our media strategy: The 4 Cs
      25
    •  
    • #4 Testing strategy 27
      • Look out brand, mobile web isn’t just for impressions
      28
      • HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM
      • Step 1: The Power Test ® methodology
      29
      • HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM
      • Step 2: Look for winning combinations (Hot Zones™)
      30
      • HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM
      • Step 3: Check Test ™ or rollout winners
      31
      • #4 Multi-Channel media synergies
      • Timing
      • Offers
        • Consistency increases awareness
        • Brand them
      • Not as concerned about creative synergy
      •  
      32
      • Don’t forget about conversion: Testing strategies
      • Lessons learned – don’t assume that you have the right conversion process in place!
      • Avoid spilling leads by validating that the process in place will convert
      • Then test to optimize conversion for the best results
      33
      • Sales conversion: Site testing
      34
      • A/B/n Testing
      • Multivariate Testing (MVT)
      • A/B/n + MVT
      • Sales conversion: Site testing
      35
      • Conclusions
      • Remember to focus on the metrics that matter
      • Tear down silos – plan based on discipline, and execute across ALL relevant accountable media
      • Don’t attempt to boil the ocean
      36
      • Questions and Answers
      • Thank You!!
      37