The document discusses analyzing marketing email campaign response data over a 3 day period to validate the "80-20 rule", where 80% of responses are received within the first 3 days. The analysis looked at campaign data from various business units like tickets, annual passes, lead generation, and accommodation. It was found that waiting more than 3 days captured very little additional response data. This validated that most response occurs within 3 days, allowing marketing to more quickly analyze campaign performance and determine if campaigns should be modified.

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2016 TWDC Data Contest: Marketing’s 3 Day
Golden Thumb Rule
Posted by Dhanashree Arole Jul 28, 2016
Project Title – Behavior Pattern of Guest Response in Internet Marketing
Segment / Business Unit (where implemented) – Customer Engagement Platform
What was the business process or problem that was being addressed/ investigated ? –
The Customer Engagement Platform department plans and deploys multiple campaigns
throughout the fiscal year to gauge guest interest in various types such as offers,
acquisitions, entitlements and awareness. It is significant to understand how the
theory of 3 days of guest response is valid for email recipients and confirm that
this cumulative response contributes towards any size-able conclusions in decision
support system. The key factors that affect such ideal behavior are revealed in
multiple parameters such as the size of sample, the guest email relevance and the
funneling of important milestones in the process of data accumulation and analysis.
How did you go about solving it (include technologies and methodology)? - The basic
principles of internet marketing are tried and tested in this approach, where every business
and customer actions are monitored. The waterfall model includes following stages:
•1. Email sent to target audience
2. Email bounced back due to various reasons such as hard fails, invalid email address
3. Email delivered delivered to guest's inbox
4. Email opened by guest
5. Content links clicked by guests
6. Guests opting out from receiving emails
7. Finally guest unsubscribing from emails
The methodology is to slice and dice through the data marts in unique way to
surface most relevant information that not only rejects the null hypothesis but also
verifies and validates the key insights. The approach is to segregate the response
raw data into marts which represent the campaign types. The metadata of each
final development table for campaign type is consistent and contains campaign
id, campaign type, campaign sub type, guest action code, guest action date,
aggregate guest count, fiscal year, fiscal month and fiscal day. The sql program

2. 2016 TWDC Data Contest: Marketing’s 3 Day Golden Thumb Rule
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takes into consideration the fundamentals of extract, transform and lead and
achieves the data in cleaner state to bundle together themed campaign descriptions.
• Line of Business: TICKET
Data Column Data Value
Campaign ID 9689
FY16_L_Q2_RST_TKT_PROMO_EM
Business Unit DLR
Market Domestic
Business Unit Sub Type TICKET
Tag FY 16 DLR Q2 PROMO TKT
The 3 day data analysis for January 15, 16, 17 satisfies the
80 - 20 principle.
• Line of Business: Annual Passholder
Data Column Data Value
Campaign ID 10000
FY16_W_Q2_AP_APR_ENEWS_No_Offer
Business Unit WDW
Market Domestic
Business Unit Sub Type AP
Tag WDW AP Newsletter April FY 16
Campaign ID 10002
FY16_W_Q2_AP_APR_ENEWS_sato_supp
Business Unit WDW
Market Domestic

3. 2016 TWDC Data Contest: Marketing’s 3 Day Golden Thumb Rule
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Business Unit Sub Type AP
Tag WDW AP Newsletter April FY 16
The 3 day data analysis for April 14, 15, 16 satisfies the 80 - 20 principle.
• Line of Business: Lead Generation
Data Column Data Value

4. 2016 TWDC Data Contest: Marketing’s 3 Day Golden Thumb Rule
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Campaign ID 9935 FY16_W_Q2_VPD_PREK_EM
Business Unit WDW
Market Domestic
Business Unit Sub Type Leadgen
Tag FY 16 Lead Gen VPD
The 3 day data analysis for March 15, 16, 17 satisfies the
80 - 20 principle.
Line of Business: ACCOMMODATION
Data Column Data Value
Campaign ID 10023 FY
16_W_Q3_RST_CAN_FRN_INT_EM_RC_9916
Business Unit WDW
Market Canada
Business Unit Sub Type Accommodation
Tag FY 16 WDW Q3 Broad
Campaign ID 10022
FY16_W_Q3_RST_CAN_ENG_INT_EM_RC_99
Business Unit WDW
Market Canada
Business Unit Sub Type Accommodation
Tag FY 16 WDW Q3 Broad
The 3 day data analysis for April 8, 9, 10 satisfies the 80 -
20 principle.
Campaign Category Campaign ID Percent Drop

5. 2016 TWDC Data Contest: Marketing’s 3 Day Golden Thumb Rule
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Acquisition 9689 88%
Entitlement 10000 86%
Entitlement 10002 96%
Leadgen 9935 95%
Offer 10022 92%
Offer 10023 88%
What were the results / benefits? - Hence the 80-20 rule applies to
these crucial campaigns where waiting for guest response after 3 days
of highest peak makes little sense and is statistically insignificant. In
summary, the business should closely monitor the wave of aggregate sent
and delivered stages for email campaigns and then after the maximum
aggregate for open is tracked, the next important milestone is maximum
aggregate for click and this metric when collected and analyzed for 3
days gives best insight into how well the campaign performed in terms
of 3-day trend. This is huge benefit in terms of quick turnaround to
validate if the business logic behind specific themed adhoc campaigns
will result in decision making to modify them into triggered as it proves the
efforts geared towards deploying these novice campaigns have paid off.
Contestant Information:
Primary Contact Name – Dhanashree Arole
Creation Team Member(s) – Dhanashree Arole, Sara Yates
Segment / Business Unit of Creation Team - Disney Destinations, LLC -
Customer Engagement Platform
Contestant Information:
Primary Contact Name – Dhanashree Arole
Creation Team Member(s) – Dhanashree Arole, Sara Yates
Segment / Business Unit of Creation Team - Disney Destinations, LLC -
Customer Engagement Platform

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By submitting this Blog - I agree to abide by all the contest rules.
• RESPONSE TREND OFFER.twb.zip 12.1 K
• RESPONSE TREND LEADGEN.twb.zip 10.3 K
• RESPONSE TREND ACQUISITION.twb.zip 17.6 K
• RESPONSE TREND ENTITLEMENT.twb.zip 11.4 K
15 Views Tags: guest_data_analysis, email marketing, 2016 twdc data contest
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