The presentation discusses the significance of formulating a holistic data plan in business.

1. What Are The Possibilities That
An Holistic Data Plan Brings To
Your Business?

2. The Panel
• Sean Smith,
Head of Band & Communications, HotelClub.com, Orbitz Worldwide
• Leila Seith Hassan,
Senior Marketing Analyst, Datalicious
• Michael Kustreba,
VP Australia and New Zealand, Epsilon International
• Kevin Mackin,
General Manager, Coremetrics Australia and New Zealand

3. Agenda
• Introduction
• An Holistic Data Plan:
– Architecture: Is there a single data source and where
should it be?
– Data Audit: Why this is important
– What is the commercial value of your customer data?
• What are the Possibilities?
– OnSite Behavioural Targeting
– OffSite Behavioural Targeting
– Split and MultiVariate Testing
– MultiChannel Attribution

4. Introduction: Multichannel Trends
Online and offline commerce is converging
October 23, 2009
The State Of Retailing
Online 2009:
Profitability, Economy,
and Multichannel
4

5. Introduction: Multichannel Trends

6. Introduction: Multichannel Trends
Consumers are increasingly multichannel shoppers
• Multichannel is important to online
marketers
– “Seventy percent of US online consumers
exhibit multichannel buying behavior” –
Forrester 2009 sales online, multichannel
“For every $1 of
• Multichannelare then spendingboth online and
customers buyers (buy $5.77 in the
store”
in-store) Terry Lundgren, CEO, Macy*s
-
are a valuable consumer
category

7. Topic 1
An Holistic Data Plan

8. An Holistic Data Plan
Web Call Centers
Social
Display Ad Networks
Interactive TV Store
Mobile
Email
E Billboards Kiosk
• Architecture: Is there a single data source
and where should it be?

9. An Holistic Data Plan
Web Call Centers
Social
Display Ad Networks
Interactive TV
PROFILE Store
Mobile
Email
E Billboards Kiosk
• Architecture: Is there a single data source
and where should it be?

10. An Holistic Data Plan
• Architecture: Is there a single data source
and where should it be?
• Data Audit: Why this is important
• What is the commercial value of your
customer data?

11. Topic 2
What are the possibilities?

12. What are the Possibilities?
On Site Behavioural Targeting
Leverages:
• Click stream and order
data
• Individual Visitor Profiles
• Advanced algorithms
• Merchandiser Controls

13. What are the Possibilities?
On Site Behavioural Targeting
Average percentage of total site sales driven by product recommendations
Home Category Product List Product
9%
>1% 1.3% 6.5%
Order
Pre Cart Cart Confirmation
1.0% 1.2% 0.3%
Measured by visitors who click on and purchase the recommended
product from each recommendation zone

14. What are the Possibilities?
A/B split testing vs. Multivariate testing
Site
Naviga6on
Landing
pages
Informa6on
shown
at
checkout
Security
Messaging

15. What are the Possibilities?
Improved Email Re-Marketing

16. What are the Possibilities?
Improved Email Re-Marketing

17. What are the Possibilities?
Off Site Behavioural Targeting
Surfer Joe’s
A visitor to your
site searches for a
product or
information

18. What are the Possibilities?
Off Site Behavioural Targeting
Surfer Joe’s
They view a specific item
of interest, then depart
without converting

19. What are the Possibilities?
Off Site Behavioural Targeting
Visitor goes to
an unrelated
Surfer Joe’s
site where ads
are being
served
Your ad is targeted to
this person based on
Contextually relevant and
their previous behaviour
targeted ads drive drastically
on your site
higher conversion rates

20. What are the Possibilities?
MultiChannel Attribution
• First Click: good for measuring acquisition
• Middle Clicks: good for measuring influence
• Last Click: good for measuring conversion triggers

21. What are the Possibilities?
MultiChannel Attribution
Organic Success Last channel
Banner Paid
Search
Ad Search
$100 $100 gets all credit
Banner
Ad
Paid Email Success First channel
$100
Search Blast $100 gets all credit
Paid Banner Affiliate Success
All channels
Search Ad Referral
$100 get equal
$100 $100 $100
credit
Print Social Paid Success
All channels
Ad Media Search
$100 get partial
$33 $33 $33
credit

22. What are the Possibilities?
• OnSite Behavioural Targeting
• OffSite Behavioural Targeting
• Split and MultiVariate Testing
• MultiChannel Attribution

23. Summary

24. Summary
• Did we solve anything here today?
– Data plan
– Possibilites
• Did we give anyone an idea to take away
that could be used in their business?
– On Site Behavioural Targeting
– Off Site Behavioural Targeting
– MultiChannel Attribution

25. A Marketing View of Data
PROFILE

26. A Marketing View of Data
PROFILE

27. A Marketing View of Data
PROFILE
Continuous
Optimisation

28. A Marketing View of Data
Continuous
Optimisation

29. Thank You