How Online Publishers Can Generate NEW Revenue using Digital Behavioural Data

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How Online Publishers Can Generate NEW Revenue using Digital Behavioural Data

  1. 1. Loyalty! Visibility generate NEW revenue How to… with behavioural data
  2. 2. Takeaways 1. 2. 3. 4. 5.
  3. 3. 1. What is the… Opportunity?
  4. 4. 2. How does the... Technology work?
  5. 5. 3. Why should we do it?
  6. 6. 4. What are the… RESULTS?
  7. 7. 4. How much will it cost? 5.
  8. 8. Old 1. The Opportunity…
  9. 9. Loyalty! Sell more inventory at a higher value! using behavioural data 1.
  10. 10. Loyalty! at a higher value! Using Behavioural Data Post Click Re-Marketing with content & offers based on consumer behaviour & engagement 2.
  11. 11. Today…
  12. 12. Tomorrow…
  13. 13. Loyalty! 2. How does it work? ?
  14. 14. Loyalty! <script src=&quot;http://munchkin.marketo.net/munchkin.js <script>mktoMunchkin(&quot;714-CFZ-249&quot;);</script> &quot; type=&quot;text/javascript&quot;></script> 1 line of code Web + Landing Pages
  15. 15. Loyalty! Browser Cookies +
  16. 16. Loyalty! Digital Behaviour =
  17. 17. Loyalty! Scoring
  18. 18. Loyalty! Email & SMS Triggers
  19. 19. Loyalty! Emails, LP’s, Content, Sequence Test
  20. 20. Loyalty! Emails, LP’s, Content, Sequence Optimise
  21. 21. Loyalty! Dashboard
  22. 22. Loyalty! Why should we do it? 3. ?
  23. 23. Loyalty! What’s the risk… if we don’t do it?
  24. 24. Loyalty! No Behavioural Insight No Relevance Limited Revenue Opps
  25. 25. Loyalty! Responses Rates With Consumer
  26. 26. Loyalty! No Visibility advertisers Harder to add value to
  27. 27. Loyalty! So the only option is to
  28. 28. 4. What are the results?
  29. 29. Loyalty! 100 customers Dec 08 150 customers Apr 09 50 customers July 08 200 customers Jul 09 300 customers Oct 09 Marketo Rated #1 globally 500+ customers Apr 10
  30. 30. In 2009… in incremental revenue $300 million
  31. 31. 2010 = $1.1 Billion
  32. 32. 5. What is the cost?
  33. 33. Monthly Cost Database Size $2,000 <10K $2,500 10-30K $3,800 30-100K $5,000 100-250K $7,000 250-750K
  34. 34. 1. Opportunity 2. Technology 3. Why do it 5. Cost 4. Results
  35. 35. Q&A
  36. 36. Loyalty! Next Steps
  37. 37. Loyalty! Have a great day!
  38. 38. Loyalty! Contact Details Will Scully-Power Managing Director Datarati +61 400 828 866 [email_address] www.datarati.com.au Twitter: http://www.twitter.com/willscullypower Blog: http://willscullypower.wordpress.com

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