The DMA conference 2012


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The DMA conference 2012

  1. 1. The DMA data conferenceThursday 1 March 2012, London#dmadata Gold sponsor Gold sponsor Media partner
  2. 2. Welcome from the chairTerry HuntChief Executive Officer, Customer & Co
  3. 3. Keynote AddressChristopher GrahamInformation Commissioner
  4. 4. European data protectionreformAchim KlabundePolicy Officer Data Protection, Directorate General for Justice,European CommissionAchim has requested his slides are not made available
  5. 5. UK’s position on Europeandata protection reformThe Rt Hon. Sir Alan Beith MPChairman of the House of Commons Justice Select Committee
  6. 6. Refreshments & networking
  7. 7. Countdown to cookiecomplianceFedelma GoodHead of Marketing Privacy & Information Management, BarclaysMarc DautlichPartner and Head of Information Law, Pinsent Masons LLP
  8. 8. DMA Data ProtectionConference 1st March 2012 Countdown to Cookie Compliance Fedelma Good Head of Marketing Privacy & Information Management, Barclays Marc Dautlich Partner and Head of Information Law, Pinsent Masons LLP
  9. 9. Introduction
  10. 10. Covering• Introduction• Clarifying the boundaries of the revised law• Guidance - from the legal and the regulatory perspective• How ready is UK plc for May 26th?• What impact are the changes likely to have?• Some final, practical advice
  11. 11. Clarifying the boundaries of the revised lawBeware: The law doesn’t just cover cookies• The law isn’t actually about cookies, but because it affects them so much people have started calling it the ‘Cookie Law’• The law covers all technologies which store information in the “terminal equipment" of a user, and that includes so-called Flash cookies (Locally Stored Objects), HTML5 Local Storage, web beacons or bugs…and moreAnd it doesn’t just apply to websites …• You also need to think about other instances where similar technologies are used e.g. emails and Apps.But intranet sites are excluded• i.e. sites targeted purely at your employees.
  12. 12. In summaryThose setting cookies must:• tell people that the cookies are there,• explain what the cookies are doing, and• obtain their consent to store a cookie on their device.
  13. 13. Can browsers help?• The law provides that browser settings can be used to indicate consent, but, the view of the ICO is that current browser settings are inadequate for the task.• The hope is that browser software will provide a solution (but this would rely on 100% uptake of any new releases).• Microsofts Internet Explorer 9 browser already offers a setting to protect users from potentially intrusive cookies.• Firefox and Googles Chrome could soon follow suit as they attempt to integrate Do Not Track technologies.• Safari, the default web browser on the Apple iPad and iPhone, blocks third-party cookies by default.• DCMS are continuing to talk with the browser manufacturers and we hope to hear more from this in the near future.
  14. 14. Guidance … from the legal and the regulatory perspectiveThe ICO’s perspective• On 13 Dec 2011 the ICO issued his half-term report on how things are going. His verdict, he wrote, "can be summed up by the schoolteachers favourite clichés: could do better and must try harder. A report that listed the URLs of sites that were perfectly compliant from day one would be very short indeed. This is not a surprise to anyone who recognises that redeveloping and redesigning is no easy task.“
  15. 15. The ICO’s core advice remains the same: “It is not enough simply to continue to comply with the 2003 requirement to tell users about cookies and allow them to opt out. The law has changed and whatever solution an organisation implements has to do more than comply with the previous requirements in this area.”1. Check what type of cookies and similar technologies you use and how you use them.2. Assess how intrusive your use of cookies is.3. Decide what solution to obtain consent will be best in your circumstances.
  16. 16. Take some comfort …• “The guidance we’ve issued today builds on the advice we’ve already set out, and now includes specific practical examples of what compliance might look like. We’re half way through the lead-in to formal enforcement of the rules. But, come 26 May next year, when our 12 month grace period ends, there will not be a wave of knee-jerk formal enforcement actions taken against those who are not yet compliant but are trying to get there.”
  17. 17. Some recurring questions• Websites with a global audience?• Legal responsibility vs brand impact?• Who goes first (or last)? – Will big brands wait until 26th May to make their website changes live or will they step out bravely earlier than this?• The do nothing brigade? – Are those who have decided to do nothing playing a dangerous (or a clever) game?• Consumer awareness? – As awareness and understanding increase will website users who come across non compliant sites be more likely to complain? Page 17
  18. 18. Some emerging approaches• IAB• ICC• Non-trade association approaches: – Evidon – CookieQ Page 18
  19. 19. How ready is UK plc for May 26th?• Google awareness campaign – Good to know• Google• Redbridge Media• BBC• DCMS Page 19
  20. 20. What impact will all this have?The (free) internet relies on cookies …• A large number of services may only be offered – free of charge – because their providers finance them by means of advertising and behavioural targeting has proved to be the most efficient method of advertising on the Internet.• In other words, many services that are available on the Internet could not be offered at all or at least not free of charge, if they were not financed by advertising.
  21. 21. What impact will all this have?• Conservative estimates are that over 92% of websites in the EU use cookies at the moment• They’ll either have to stop using cookies, or start gaining consent• And the burning issue is … how to gain consent• A business coalition has created a website to illustrate how the Dutch transposition of the European E-Privacy Directive would impact the web surfing experience …
  22. 22. What impact will all this have?• There are other sites that demonstrate the potential impact in a humorous way including David Naylor’s site …
  23. 23. What impact will all this have?• And no matter what choice you make the impact could be significant …
  24. 24. Ouch!
  25. 25. Some final, practical advice• If you havent already started to look at the issue, do so today• Inform and educate internally• Ensure the issue is understood by senior stakeholders• Allocate budget and resource• Set up a cross functional task force to manage the process through to completion• Ensure customer facing staff know what to say if customers ask what your organisation is doing to comply• Make easy and immediate changes e.g. add to your existing cookie policies to tell your customers that you are getting ready Page 32
  26. 26. Some final practical experience• Identify all your websites• Audit your websites 1. Check what type of cookies and similar technologies you use and how you use them. 2. Assess how intrusive your use of cookies is. 3. Decide what solution to obtain consent will be best in your circumstances.• Implement and test your solution• Provide clear and understandable descriptions of cookies (in same or similar language to others?) Page 33
  27. 27. And finally• Remember that this is not just about being compliant for 26 May 2012: – Set up policies and procedures to manage the issue going forward• Ensure the issue is understood by senior stakeholders Page 34
  28. 28. Thank you. Page 35
  29. 29. Has data compliance killedthe telemarketing channel?Mark WaltonChief Executive Officer, Aquira
  30. 30. Mark Walton, C.E.O.
  31. 31. Will Datathe Legislation kill Telemarketing channel ?
  32. 32. 60 million records a year 20,000 new customers a month 1000 managed staff
  33. 33. £2 billion1.1 m people500 businesses60,000 in telemarketing
  34. 34. 124 companies86% said ‘telemarketing important’68% planning MORE
  35. 35. intrusivegenericvaluelessintimidatingannoyingdishonesttime-consumingdistractingscary !
  36. 36. rant to Ofcom..Source: ICO, 6 Jan 2012 September 2010 to September 2011Source: Ofcom, CCT data 1 2
  37. 37. EC legislation headlinesAffects storage•It’s personal !•Security and us all • Why, what purpose, how long?•Rightmore portability & complaintBe to access proactive•Communications – EXPLICIT OPT-INSevere fines•Pro-active breaches – come clean!
  38. 38. (a) the purposes of the processing;(b) the categories of personal data concerned;(c) the recipients or categories of recipients to whom the personal datahave been disclosed, in particular the recipients in third countries;(d) the period for which the personal data will be stored;(e) the existence of the right to request from the controller rectification,erasure or restriction of processing of personal data concerning the datasubject; (right of access)(f) the right to lodge a complaint to the supervisory authority and thecontact details of the supervisory authority;(g) communication of the personal data undergoing processing and ofany available information as to their source.
  39. 39. telemarketing hits legislative brick wall?17.2 million TPS12 million landline5.2 mobileMulti-channel accessSophisticated consumers messages a day
  40. 40. Telemarketing can bepositive
  41. 41. Conversion rates & ROI Affinity Online Retail Telemarketing
  42. 42. Standard Standard Enhanced EnhancedLEAD GENERATIONBound by figures Data DMC Rate Data 30.00% Data 50.00%Calls Per Hour 22 10DMC’s Per Hour 6 5Productive Hours Per Day 6.5 6.5DMC Conversion Rate 1% 12.50%Sales Per Agent Day 0.43 4Data Penetration Rate 50% 80% Driven by dataData Required Per DayCost Per Lead 286 £0.10 82 £1.50Data CPA £66.67 £30.28
  43. 43. Consumerinsight we can target you
  44. 44. Emerging telco negative pressOfcom penalties ? 97 complaints
  45. 45. getting it right 3 million records per month 20 million records hosted Dialler ready data Sales coachingPerformance and MI reporting
  46. 46. getting it right results• Successful performance model developed• 10,000 additional customers every month• Cost per sale down by 16% (lowest ever )• Sales up 30% on year• Annual data usage reduced by 150%• ROI has saved over £1million per year• Reduced non compliant data usage to zero• Mitigated bad publicity and avoided Ofcom penalties
  47. 47. Data Legislationwill not killtheTelemarketingchannel
  48. 48. Mark Walton, 0843 289 0500 Thank you.
  49. 49. Break out sessions
  50. 50. Best practice and legalissues of social mediaStephen GroomHead of Marketing and Privacy Law, Osborne Clarke
  51. 51. Best Practice and Legal Issues ofSocial MediaStephen GroomHead of Marketing and Privacy LawOsborne Clarke London1 March 2012
  52. 52. osborneclarke.comComing up• Some basics• Top ten social media cases: you are the judge• Key lessons 60
  53. 53. osborneclarke.comSome basics: CAP Code• ASA-enforced "CAP" UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing ("CAP CODE") applies to any marketing activity in social media provided it is: – under the advertisers control and – directly connected with the supply or transfer of goods, services, opportunities and gifts or – directly soliciting fund-raising donations• Penalties: – full case report published – removal of paid-for search linking to relevant page – ASA paid-for ads on search engines, highlighting advertisers non compliance – microsite for non-compliant online advertisers 61
  54. 54.
  55. 55. osborneclarke.comSome basics: unfair tradinglaws• Consumer Protection from Unfair Trading Regulations 2008 ("CPRs")• apply to the following in any media channel – any act, omission, course of conduct, representation or commercial communication (including advertising and marketing) by a trader which is directly connected with the promotion, sale or supply of a product to or from consumers• Penalties: – For businesses and consenting, conniving or negligent directors, managers, secretaries or a person purporting to act in that capacity – fines up to £5000 and up to 2 years in prison – Injunctions under Enterprise Act 2002 – Public undertakings 63
  56. 56. osborneclarke.comSome basic rules to follow• Make it clear that an ad is an ad (and not someones post) – see "always unfair" commercial practices #11 & #22 in Consumer Protection from Unfair Trading Regs 2008 Schedule 1 – See also 2.4 and 3.45 CAP Code-identify advertorials and testimonials must be genuine• CAP Code basic rules: legal, decent, honest, truthful• User-generated content – must comply with CAP Code if adopted, highlighted etc by advertiser – re-tweeting could trigger CAP Code testimonial rules• Data protection: collecting personal data from/contacting individuals on social media? Comply with DPA/PECRegs 64
  57. 57. osborneclarke.comSocial media- marketing on Twitter• See Twitters own rules: – Promoted Products Policy, UK Guidelines and Guidelines for Contests on Twitter e.g. • get permission to use anothers Tweets • promo rules should disqualify entrants using multiple accounts to enter • discourage repeated retweets • Promoted Products targeted to the UK that directly promote unlicensed gambling services not allowed• NB Celebrity Tweet issues-watch out for the Office of Fair Trading 65
  58. 58. osborneclarke.comSocial media-marketing on Facebook• See Facebooks own rules: – Promotions Guidelines, Advertising Guidelines and Platform Policies – Promotions must for example: • state that promo is in no way sponsored, endorsed, administered or associated with Facebook • not condition entry on user taking any action using any Facebook features or functionality other than liking a page • not use Facebook features or functionality as an entry mechanism eg act of liking a page• NB Sponsored stories- CAP Code rules re: eg alcohol 66
  59. 59. osborneclarke.comTop ten cases #1OFT vs Handpicked Media Feb 2011• Handpicked Media ("HPM") operates a commercial blogging network• As part of its client services, it engages bloggers to provide editorial coverage of topics eg fashion, music• Blogs include favourable references to HPM clients• Appear on various sites including Twitter• No mention of commercial connection between blogger and brands• OFT investigates.. 67
  60. 60. osborneclarke.comTop ten cases #2Nestlé and Greenpeace March 2010• Greenpeace accuses supplier of palm oil to sweet brands of illegal deforestation• Kraft/Unilever suspend contracts, Nestlé: we will investigate first• Greenpeace posts a video criticising Nestlé• Nestlé takes legal action to get video taken down• Greenpeace calls for mass retaliation• Nestlés Facebook page fills up with complaints and user profile pics carry altered Nestlé logos• Nestlé tells users it may delete altered logos from profiles 68
  61. 61. osborneclarke.comTop ten cases #3Preece v JD Wetherspoon PLC May 2012• Wetherspoon employee handbook reserves right to take disciplinary action if … • any employee blog "including pages on sites such as Facebook found to lower the reputation of the organisation, staff or customers"• Pub manager Miss Preece posts negative comments on Facebook about verbal abuse and physical threats she suffered at hands of two named customers• Miss Preece thought only 40-50 of her closest friends would see these. She actually had over 600 contacts• Preece is sacked for gross misconduct and appeals 69
  62. 62. osborneclarke.comTop ten cases #4Snickers/ Rio Ferdinand et al Jan 2012• Rio Ferdinand, Katie Price & ors start posting odd Tweets ending with their photo with a Snickers bar• Last Tweets link to an @snickersUKhungry#spon account set up by Mars• Unclear whether the personalities are paid by Mars• Two complaints to the ASA• The ASA is investigating 70
  63. 63. osborneclarke.comTop ten cases #5Ebuyer and the ASA December 2011• Website for online electrical goods retailer• "Foehn & Hirsch Portable WiFi Internet Radio (black)" and showed four and a half stars• Further text states "17 reviews", all favourable• Complainants negative review does not feature and he complains to the ASA• Ebuyer to ASA: "current filters are pre-set to show those ratings which are most useful and these will be more positive than negative" 71
  64. 64. osborneclarke.comTop ten cases #6Hays Recruitment vs Ions June 2008• Middle ranking Hays consultant Mark Ions…• uses his LinkedIn network to approach clients for his own rival agency "Exclusive Human Resources" ("EHR")• EHR set up 3 weeks before Ions resigns from Hays• Hays apply to court for an order that Ions hands over his LinkedIn business contacts• AND all emails sent to or received by his LinkedIn account from Hays computer network• AND all documents showing any use by Ions of the LinkedIn contacts and any business obtained from them 72
  65. 65. osborneclarke.comTop ten cases #7Mercedes Benz "Win a Vito" promo Jan 2012• Entrants to submit creative content showing why they should win• Judging panel draws up shortlist of 10 for public vote• Ts and cs: right to alter, amend or foreclose at any time• During voting, a contestant complained that 2 other entrants had posted their entries on forum sites using public voting systems• After initially saying this was OK, Mercedes Benz ("MB") discovers that the 2 entrants had been offering to pay for votes 73
  66. 66. osborneclarke.comMercedes Benz "Win a Vito" promotion #2• MB suspends voting period, disqualifies 2 entrants and….• amends ts and cs to • reserve right to disqualify any finalists if it has reason to believe anyone voting for their submission has been paid or incentivised in any way, either by a finalist or a third party• MB restarts voting• MB discovers that the original complainant is using websites allowing her to exchange votes with other contest entrants• MB disqualifies complainant• Complainant complains to the ASA that late change to the rules unfairly led to her disqualification and that the contest had not been conducted fairly 74
  67. 67. osborneclarke.comTop ten cases #8Coastal Contacts, Inc (US) November 2012• Coastal Contacts ("CC") Facebook page: • "Like this page! So you can get your free pair of glasses"• Competitor 1-800-Contacts complains to the National Advertising Division ("NAD") that CC had been misleading and fraudulent by…• omitting to mention offer conditions such as the need to pay cost of shipping and handling until after "like" clicked and ……• mentioning the number of "likes" received from all its Facebook pages globally in later press releases given to investors 75
  68. 68. osborneclarke.comTop ten cases #9PhonepayPlus and Captive Interactive Feb 2012• Captive Interactive operates "Miss Teen Queen UK", an online beauty pageant ..• and encourages contestants to post promotional material on Facebook urging friends to send texts supporting their entry• The number to text is a premium rate service number• One contestant does this and as a result two sisters aged 11 and 12 spend a collective £2548 texting their support for that candidate• PhonepayPlus investigates 76
  69. 69. osborneclarke.comTop ten cases # 10TripAdvisor and the ASA February 2012• The TripAdvisor website states • "read reviews from real travellers…offers trusted advice…more than 50 million honest travel reviews • on review pages is TripAdvisor logo and "Reviews you can trust"• KwikChex Ltd complains to the ASA that the above is misleading as TripAdvisor does not verify reviews and cannot not prove they are genuine• TripAdviser: no review site can guarantee it is 100% fraud free. Not practical to manually screen all reviews pre post. All reviewers have to click to confirm that their review is honest and genuine 77
  70. 70. osborneclarke.comSum-up• Reviews, likes & other user-generated content: use and present with care and remember copyright/moral right!• Employees, social media and brands -accidents waiting to happen so review your employee social media policies.• Data protection -so far the platforms, not marketers have occupied data privacy headlines, but dont be the first to change this and watch out for the new DP Regulation.• Paid-for endorsements? Read the IBA/ISBA Guidelines. 78
  71. 71. osborneclarke.comAny questions? [insert photo here] Height = 5.39cm Width = 5.81cmStephen GroomHead of Marketing & Privacy LawT +44 (0) 207 105 7078M +44 (0) 207 105 79
  72. 72. Best Practice and Legal Issues ofSocial MediaStephen GroomHead of Marketing and Privacy LawOsborne Clarke London1 March 2012
  73. 73. Lunch & networking
  74. 74. Multi-channel permissionmanagementDaniel CrossDirector of Strategy, Lateral GroupChris ParkinsonGroup Compliance Director, Lateral Group
  75. 75. Multi Channel Opt-in and Permission Marketing
  76. 76. Today’s Agenda• Introducing Lateral Group• The regulatory challenge• Case study and approaches• Q&A time
  77. 77. Introducing Lateral Group
  78. 78. Lateral Group Our Vision & Mission• We help our clients gain greater insights into their customers and prospects, supporting them to profitably sell more products and services by developing and enhancing relationships through the creation and delivery of integrated communications across all channels.• We will continually demonstrate the successes that we deliver our clients through the clear measurement of ROI, driving on-going effectiveness and efficiency.
  79. 79. Key Propositions
  80. 80. Proposition Elements
  81. 81. The ICM Competency Framework
  82. 82. The Regulatory Challenge
  83. 83. Legislation• Data Protection Act• Privacy and Electronic Communications Regulation
  84. 84. DPA Requirements• Have you gained the correct permission? • Did you explain what you are going to use data for • Fair processing notices, Privacy policies • Did you gain consent? • Freely given, full informed, specific to the circumstances, and with a positive indication of the Data Subject wishes • Remember it can be withdrawn!• You are not using the data for something else – are you? • You can only use data for the purpose or purposes specified at the point of collection
  85. 85. Legislation• Privacy and Electronic Communications Regulation • Is it a service message or marketing message • Can you send a service message? • Can you send a marketing message? • Is it B2C or B2B? • Different rules for each • What sort, if any, opt-in do you have or need? • Can you prove it?
  86. 86. Email Marketing• Compliance Requirements • From PECR and DPA • Service message • Opt in not required, but you must have permission • or marketing message • Opt in is required for consumers • Not for business • But different in different countries • What is Opt-in or soft opt in
  87. 87. European Email opt in rulesCountry Consumer BusinessAustria Yes NoDenmark Yes YesFrance Yes NoGermany Yes YesUK Yes No
  88. 88. Email Opt In• Soft Opt In • If in the process of making a purchase a consumer supplies their email address • They consent to receive marketing email “for the time being” • On similar products and services • As long as unsubscribe was offered at the time and in every subsequent communication
  89. 89. Email Marketing• Gathering Consumer Consent • Cannot provide pre ticked opt in boxes • See example • Must opt in to having their email address passed to third parties• Each email communication must contain an unsubscribe mechanism
  90. 90. Privacy and Consent• When collecting consent • Store the paragraph that the user signed up to against record in database • Give user as much choice as possible to get best response • Allow for service messages in web privacy • Do not be too restrictive with definitions of usage • You cannot easily change it later! • Understand email requirements from PECR
  91. 91. Addressing the Challenge
  92. 92. Increasing Email Permissions• The drive to integrate online channels to reduce costs and develop relationships often highlights issues with customer permissions.• Often these arise through changes in permission processes, legacy systems or new data acquisition.• …there are a number of strategies available for marketers to ensure that their permission data is optimised in a multi-channel environment.
  93. 93. Email Permission Strategies No Email Email Permission No Permission
  94. 94. Engage: Opt In Permissions Capture•Result: 31% increase in opted-in contacts
  95. 95. Questions
  96. 96. Consumer targeting throughthe agesMark PatronChief Executive Officer, RedEye
  97. 97. DMA data conference Multi-channel marketinganalysing multi-channel online data is like trying to drink from a fire hydrant Mark Patron 1st March 2012 10 6
  98. 98. Agenda • Data Protection legislation • How consumer data has developed • Behavioural data - email example • Multi-channel media attribution 10 7
  99. 99. Data Protection legislation• European Data Protection legislation is good for the advertising industry. Protects it from itself.• Just compare with US self-regulation where three quarters of Americans signed up to “do not call” list.• Consumers in the US feel they have lost control of their personal data. In Europe consumers have recourse through Data Protection legislation.• The balance between consumers’ right to privacy and marketers’ wish to target is a fine and sometimes fraught one.• This balance changes over time, for example Tesco Clubcard, 1 - 2% discount in exchange for personal data. 10 8
  100. 100. New EU Data Protection DirectiveNew right to be forgotten Good idea. Consumers wound up if no one remembers. Auditing?Limits on profiling of In employment law for a fairindividuals selection or redundancy process use a scorecard!Data protection registration Really for mainframes!requirements and costs Can legislation keep up?...abolished 10 9
  101. 101. Facebook and privacy• “Every year people are sharing twice as much information as the previous year” Facebook CEO, Mark Zuckerberg• Facebook is a case study in how respecting and protecting privacy is fundamental to trusting a brand• Facebook, similar to many data driven businesses, has an inherent conflict - it makes more money by being more open with peoples’ personal data• The next generation are growing up online and are not passive recipients of information anymore, they share…• But employers are discriminating against candidates because of something they shared on Facebook 11 0
  102. 102. Google and privacy Content tracking Google new privacy policy: identify users across all its services and integrate data across all its services Digital photographs when & where taken Could locate individuals in any + face recognition digital photograph on internet & derive where user has been, with whom and doing whatAdd YouTube and Android smartphones “implications are breathtaking” Source: FT 16/2/12 11 1
  103. 103. Different types of consumer data Transactional/RFM What? Customer Behavioural Where? Demographic Lifestyle How? Credit Attitudinal Market research Why? 11 2
  104. 104. How consumer data has developedDate Type of data Source Recency 1st/3rd Revenue/ party user/yr‘80’s Customer d’base Customer < 1 day 1st £50 transactions Geodemographics Census < 10 years Anon. £0.05‘90’s Lifestyle Lifestyle surveys < 6 months 3rd £2‘00’s Transactional Co-op databases < 1 month 3rd £0.5 Search Google Real time 1st £15 Behavioural Web analytics and Real time 1st £50 email database‘10’s Social media User generated Real time 1st/3rd £3 shared content 11 3
  105. 105. How do you segment your customers?Source: Econsultancy/RedEye Conversion Rate Optimization Report 2011 11 4
  106. 106. What do you use segmentation for?Source: Econsultancy/RedEye Conversion Rate Optimization Report 2011 11 5
  107. 107. Relevance is key46% of respondents saidthat irrelevancy is themain reason forunsubscribing fromcompany’s emailnewsletters…Frequency of emails is another reason with 23% of emailusers listing it as a reason to unsubscribe. 11 6
  108. 108. How to make emails more relevant 11 7
  109. 109. How it is done 11 8
  110. 110. Evans Cycles case studyEvans Cycles implementeda highly segmented,customer lifecycle emailmarketing strategy.• 103% increase in year on year revenue• 2399% ROI• 84.9% open rate• 40.5% click through rate 2399% ROI 11 9
  111. 111. Online data varies considerably in quality Ov e r Re porting of Visitor Figure s ov e r 28 day pe riod on 700% 600% 500% 400% 300% 200% 100% 0% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 IP Based Cookie Based Method Good Limitations IP Cheap and easy Inaccurate garbage-in garbage-out Cookie Cheap and easy, Cookie deletion and More accurate blocking Log in More accurate for More expensive registered visitors, What to do about non Better for targeting registered users? Cookie & log in Much more accurate More expensive More difficult More commitment needed Source: RedEye 12 0
  112. 112. Greatest challenges facing web analytics?Web Analytics Association (2011) Outlook Survey 12 1
  113. 113. A typical customer journey Origination Assists Last click 12 2
  114. 114. Media attribution - last click wins• Default model since post click tracking began online in the mid nineties and adopted as standard by Google AdWords, DoubleClick and web analytics vendors• Aggregators like MoneySupermarket have used a model that allows them to own the prospect for up to 60 days• Online data shows the full interaction a customer has with the brand across all channels• Enables you to see the time between visits, the influence a channel has on each sale• But it’s a lot of data to crunch… 12 3
  115. 115. What the data looks like 12 4
  116. 116. Monarch Airlines case study• On average 60% of sales have some form of assist• Half of all sales with an assist complete on a different channel from the assist• In some cases you can attribute up to 60% more of your sales to tracked media rather than ‘unknown’ or ‘direct to site’• Media attribution analysis led to streamlining online marketing activity: • Migrating from PPC to SEO for destination terms • Paid destination terms expensive & not converting OR supporting SEO terms • Increased investment in comparison site activity… 12 5
  117. 117. Assist Correlation Nodes – January 08 3.5% Email Natural Search All Sales All Sales 2.5% no assists 8.5% 48% self assist 18% no assists 45% self assists 2% 14.5% 4% 9% 3.5% 10% 17% 3% Paid Search Comparison All Sales 17% no assists 4% Sites Comparison sites All Sale’s 42% self assists 29% no assists 29% no assists 30% self assists Lower crossover to over 8.5% channels Increase investment 12 6
  118. 118. Assist Correlation Nodes – January 08Drill into search 16% Paid Search - Natural Search Brand - Brand 12.5% All Sales All Sales 17% no assists 16% no assists 42% self assist 41% self assists 4% 4% 0% Non brand / Destination 4.5% 9% 0% 0% 4.5% terms Not influencing brand 8% 25% Paid Search terms Natural 0% – Non Brand Don’t spend extra money Search – Non Brand All Sales 25% no assists on expensive paid All Sales 0% 30% no assists 0% self assists destination terms 31% self assists 12 7
  119. 119. Example output matrix Closes sales - Spend More % last Click Sales Integrate with overall strategy Email PPC Display SEO Affiliate Starts sales process - Integrate in overall Reduce spend strategy % total contribution 12 8
  120. 120. Conclusion• The balance between consumers’ right to privacy and marketers’ wish to target is a fine and sometimes fraught one• 1st party data - consumers understand and expect 3rd party data - consumers expect permissioning 1st/3rd party sharing/network effects - more thought reqd.• We are in danger of blindly giving up our future privacy in return for free apps• We need good regulation and privacy watchdogs to protect consumers (and the advertising industry from itself), but not to stifle innovation (or jobs) 12 9
  121. 121. Thank You 13 0
  122. 122. The impossible dream: How toadopt basic rules to measureyour marketingMatthew TodChief Executive, Logan Tod & Co
  123. 123. The Impossible Dream?Complete, accurate & cost effective Multi-Channel MeasurementMatthew Tod, CEO Logan Tod & Co© 2011 Logan Tod & Co March 2, 2012
  124. 124. Retail & Consumer Clients© 2011 Logan Tod & Co 2012 10 January 2012 133
  125. 125. What I’m going to talk about today• The broken measurement model and the reasons it requires an upgrade to meet the needs of Multi-Channel businesses• Why most Cookies are broken and we should celebrate their demise wholeheartedly• The measurement challenge that we now must tackle© 2011 Logan Tod & Co March 2, 2012 134
  126. 126. The consumer purchasing journey time for manycategories extends over a considerable period Source: Google/Nielsen NetView – Beyond Last Click© 2011 Logan Tod & Co March 2, 2012 135
  127. 127. The complexity of the purchase journey is muchgreater than is usually appreciated This is probably an underestimate due to the nature of the survey panel Source: Google/Nielsen NetView – Beyond Last Click© 2011 Logan Tod & Co March 2, 2012 136
  128. 128. The current measurement model is very simplisticand is based upon an old fashioned view of the web© 2011 Logan Tod & Co March 2, 2012 137
  129. 129. The simplistic model does not match the facts thatLogan Tod & Co measure for clients every day Less than half of sales come from the “1 click 1 channel” model Source: Logan Tod© 2011 Logan Tod & Co March 2, 2012 138
  130. 130. The real Single View is very complex when realconsumer behaviour is mapped out over time© 2011 Logan Tod & Co March 2, 2012 139
  131. 131. Cookies ‘suck’ as a tracking mechanism, so stopworrying about them so much!© 2011 Logan Tod & Co March 2, 2012 140
  132. 132. Our tracking methods are broken and need to adaptand develop a whole new measurement paradigm• Most tracking is binary (buy/didnt buy) and makes no allowance for the consumer journey • “Last Click” predominates• We focus on single outcomes not value created • No value in research? Too difficult? Poor knowledge? • Scorecards provide a much better perspective on campaigns• By not showing the full impact of a campaign we • Over simplify the marketing process • Hide real insight into how consumers buy • Undervalue our efforts • Misrepresent ROI© 2011 Logan Tod & Co March 2, 2012 141
  133. 133. The numbers don’t add up again, don’t pretend they do!You need to think about a total measurement strategyPerfection is unachievable, aim to lower uncertaintyYou will need to accept working with samples of dataYou will need to use statistical methods not countsTesting has to be built in to all marketing activity © 2012 02/03/2012 142
  134. 134. Defining your vision for a multi-channel data,measurement and insight strategy• What are the BIG questions you need to answer? • How should I best allocate my marketing budget? • How can I optimise each channel within a multi-channel context? • What are the real constraints to faster more profitable growth?• What is the VALUE of the answers to these questions? • Measurement costs, but you have to spend appropriately, backed by a proper business case, to justify it • The business case is built by answering questions such as: • What is the true profit you would generate from being 10%, 20% or 30% more effective at spending your marketing budget? • What would be the value of focusing your development budgets on the real constraints to growth?© 2011 Logan Tod & Co March 2, 2012 143
  135. 135. Good questions need integrated data sets &smarter methods to provide valuable answers© 2011 Logan Tod & Co March 2, 2012 144
  136. 136. Good base data is essential; but currently there is alack of focus and investment• ‘Buckets of campaign data’ held in different systems are misleading, making sensible analysis impossible• One source of ALL digital campaign data is a pre-requisite • All means all! Search (paid, natural), Affiliate, Email, Display, Comparison engines etc. recorded in one system• The single campaign data collection tools include: • Full data collector tools: Celebrus, Magiq • Tag management tools: Tagman, Tealium, Site Tagger • Web analytics tools: Adobe Omniture, Coremetrics, Google Analytics, Webtrends• Tools are not enough, process is needed to make it work© 2011 Logan Tod & Co March 2, 2012 145
  137. 137. Single View cannot be achieved, so do simple thingsquickly, earn a return, evolve and improve• Connected ‘Islands of Excellence’ NOT a ‘Single View of the customer ’ is the best option currently • White Elephant ‘Single view of customer’ IT driven projects are too slow, too expensive and will not yield a single view• Build Island of Excellence first • Campaign data: Single collection point for all campaigns • Product data: Price, relative price, review score, availability • Customer data: Transactions, engagement, comment • Customer experience: Measure the experience across platforms• Use Cloud based tools, like Quantivo, to speed up production of each island and then connecting islands together© 2011 Logan Tod & Co March 2, 2012 146
  138. 138. Tools like Quantivo are game-changers for multi-channel data analysis & insight Answer real-world questions to help Answer real-world questions to help you drive impressions, visits, you drive impressions, visits, conversions, or any other behavior. conversions, or any other behavior. 1 This online media provider This online media provider discovered that Xbox channel discovered that Xbox channel content was bringing first-time content was bringing first-time visitors referred from Google back visitors referred from Google back for repeat visits... for repeat visits...2 ...and that those ...and that those return visitors were 4x return visitors were 4x ...and that sessions which featured ...and that sessions which featured more likely to be more likely to be visits to music game content more visits to music game content more attracted to music attracted to music games... 3 than doubled the average page views than doubled the average page views games... for that session, from 22 to over 45! for that session, from 22 to over 45!© 2011 Logan Tod & Co March 2, 2012 147
  139. 139. Statistical techniques are now a prerequisite tounderstanding consumer behaviour properly© 2011 Logan Tod & Co March 2, 2012 148
  140. 140. People & Skills A new breed of Marketing Data Scientists is needed who can use statistics and plan/execute the tests needed to deliver answers© 2011 Logan Tod & Co March 2, 2012 149
  141. 141. To summarise• The current industry measurement model needs to be retired • It is naive and does not reflect consumer reality • It is broken because it relies so heavily on the discredited cookie • It cannot provide the answers to proper business questiosn • It undervalues the impact of may activities• Get a measurement strategy before everything else• Smart data collecting with a simple scalable approach enables smart people to deliver competitive advantage• So what is your plan?© 2011 Logan Tod & Co March 2, 2012 150
  142. 142. Questions, suggestions andfeedback please!© 2011 Logan Tod & Co March 2, 2012
  143. 143. Beyond the like: Measuringvalue and effectiveness onsocial media engagementRoger WarnerManaging Director, Content & Motion
  144. 144. Refreshments & networking
  145. 145. Making sense of consumer datain the digital worldJonathan BurstonSales Director, CACI
  146. 146. Making Sense of Consumer Data in the Digital WorldJonathan BurstonSales Director, Integrated Marketing Group
  147. 147. A few years ago there was ‘The Line’… Long lunches, beautiful ads, sexy models, big budgets… Sales? ROI? The econometric model says we need more TV… “We’re brand builders, darling.” Targeted comms, just smaller budgets (& lunches)… Response Rates may be low but it’s profitable… “We use data-driven insight & analysis”.
  148. 148. …consumers interacted directly with brands “ I buy in shop, direct or through an intermediary I’ll ask friends or read reviews in magazines I watch TV, read the paper, have a mobile Identity theft is losing my wallet My bank, the Government & data companies know me Brands or data companies survey me I can opt out or ignore comms ”
  149. 149. The information age has transformed this… Explosion of channels Google, Facebook, Apple etc. are the new data giants Technology, software, social change? We’re all fuelling this data explosion More data for marketeers then ever before…
  150. 150. …consumers don’t just engage directly with a brand 800m Facebook users/ 100 million Twitter users ½ of all mobiles to be smartphones by 2015 Over 250m Tweets a day Over 18bn App downloads via iTunes Twitter has over 15bn API calls per day
  151. 151. Now we have what we’ve always craved: Contextual Data Likes, dislikes, real-time location, preferences, interest… Consumers openly supply data to brands & friends Brand interaction can be tracked Active Word of Mouth can be measured Brand Engagement Consumer influence can be gauged Tracking technology continually getting smarter
  152. 152. Digital trails are long and complex… Network Network Comment Comment Engagement Engagement Location Location Sentiment Sentiment Referral Referral Personal Personal Interest Interest IP Address IP Address Affiliation Affiliation Purchase Purchase Click-Stream Click-Stream Cookie Cookie Age Age Preferences Preferences Open Rates Open Rates Time/Date Time/Date Income Income Click-Thrus Click-Thrus Screen Screen Geo-dems Geo-dems Likes Likes Trigger Trigger Behaviour Behaviour
  153. 153. …customer records are becoming more complex & diverse Personal Data Personal Data Personal Data Personal Data Demographic & Lifestyle Demographic & Lifestyle Demographic & Lifestyle Demographic & Lifestyle Transactional Information Transactional Information Transactional Information Transactional Information Comms Data Comms Data Comms Data Comms Data Behavioural (Web & Comms) Behavioural (Web & Comms) Predictive (Web & Comms) Predictive (Web & Comms) UGI & CVI UGI & CVI Social Media Engagement Social Media Engagement Sentiment Sentiment
  154. 154. A Consumer Digital Data Model Web Brand ESP P Cookies Social WEBSTE Media Beacons WEBSITE P A A WEB ANALYTICS Flash CookiesIDENTIFIABLE CONSUMER CONSUMER 3RD PARTY 3rd PARTY ANONYMOUSCONSUMERS VOLUNTEERED DERIVED VOLUNTEERED DERIVED CONSUMERS Personal data provided to an Data derived about consumers Data acquired on consumers Data collected & aggregated organisation directly by or customers based on via 3rd party Social Media sites on anonymous consumers consumers or customers observed behaviour (and intermediaries) based on observed behaviour • Contact Details • Contact Details • IP Address • IP Address • Personal details • Personal details • Web behaviour • Web behaviour • Preferences • Preferences • Cookie data • Cookie data • Network Size • Network Size • Click-stream data • Click-stream data • Purchases • Purchases • Browsing history • Browsing history • Location • Location • Location/ IP Address • Location/ IP Address • Location • Location • Screen Resolution • Screen Resolution • Brand affiliation • Brand affiliation • Shopping Basket • Shopping Basket • Personal Data • Personal Data • Email Behaviour • Email Behaviour • Comment • Comment data data • Privacy Options • Privacy Options • Email Provider • Email Provider • Sentiment • Sentiment • Interests • Interests • Reviews • Reviews • Preferences • Preferences • Brand sentiment • Brand sentiment • Aggregated • Aggregated • Contextual data • Contextual data demographics & demographics & • Brand Engagement • Brand Engagement geo-demographics geo-demographics • Likes/ Dislikes • Likes/ Dislikes
  155. 155. Marketing language is rapidly changing… Open APIs Networks Amplification Communities Social Conversational Networks Marketing Tradigital Augmented Marketing Reality Sentiment Monitoring
  156. 156. …consumer expectations have increased FROM TO 6 week reaction 0.06 second reaction Single Channel Multiple Channels One to Many One to One to Many Push Pull Data assimilation Customer dialogue Muted Loud
  157. 157. Marketing models have to (and are) adapting PUSH Acquisition Growth Retention PULL Engage Brands need to record, link, monitor and utilise relevant data collected from inbound, Influence outbound and intra-consumer conversations, across all relevant channels to drive better conversations and therefore have deeper customer relationships Amplify
  158. 158. Familiar challenges still exist Data held in organisational silos A lot is known about a few Data rich; insight poor Brand centric data, not user centric-data Organisational planning still product, not consumer focussed
  159. 159. Have we lost our privacy? Picture:
  160. 160. Where next? • Consumer digital is increasing and will only increase • Digital data market is changing rapidly – often daily • Whether social, web behaviour, email behaviour, Open ID or all – no brand is impervious & you’ll already be collecting this data • Increasingly more difficult for marketing organisations to help clients have coordinated ‘direct’ conversations with their customers • Permission management still key
  161. 161. Jonathan BurstonSales Director, Integrated Marketing GroupT: 020 7065 6137E:
  162. 162. From mad men to math men: Alook at the currenttransformation of the marketingindustryGregory RoekensChief Technology Officer, Wunderman
  163. 163. Closing comments from thechairTerry HuntChief Executive Officer, Customer & Co
  164. 164. Thank you for attendingTo see a list of upcoming events please visit