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[	  Analy(cs	  and	  Tracking]	          Data	  Driven	  Marke,ng	  
[	  Mo(va(on	  ]	  	        Data	  =	                          ©	  Datalicious	  Pty	  Ltd	     2	  
[	  Data	  driven	  marke(ng	  ]	  	    Data	                                         Insights	                           ...
[	  Corporate	  data	  journey	  ]	                  Stage	  1	                        Stage	  2	                         ...
[	  Combining	  data	  sets	  ]	        Web	  analy,cs	  data	         Retail	  sales	  data	                             ...
[	  Across	  all	  data	  categories	  ]	                                                                   Campaign	  dat...
Campaign	  data	  14/11/12	           ©	  Datalicious	  Pty	  Ltd	     7	  
[	  Single	  source	  of	  truth	  ]	  True	  ROAS	                                                Dashboards   	         ...
[	  De-­‐duplica(on	  across	  channels	  ]	                 Paid	  	                  Bid	  	                Search	     ...
[	  Analyse	  channel	  overlap	  ]	                                                           Total	  Ac(ons:	  2,023	   ...
[	  Success	  aLribu(on	  models	  ]	    Banner	  	      Paid	  	                                              Organic	   ...
[	  Campaign	  stacking	  by	  channel	  ]	                                                            Chart	  shows	     ...
[	  Stacking	  2.0	  –	  Including	  Post	  Impressions	  ]	              Viewed	             Banner	  Ad	  	             ...
[	  Ad	  server	  exposure	  test	  ]	          1	                                User	  qualifies	  for	  the	  display	  ...
[	  Sample	  Results	  ]	       Control	       Group	                                              Normal	  Display	  Adve...
[	  Paid	  and	  Organic	  search	  ]	        30%	  SEM	         70%	  SEO	                         ©	  Datalicious	  Pty	...
[	  SEO	  or	  SEM?]	                                               High                  	                               ...
[	  Case	  Study	  –	  Poli(cal	  Consul(ng	  Firm	  ]	                                                                  O...
Keyword	  Traffic	  Tool	                                                      -­‐ 	  Spend	  Alloca,on	                    ...
[	  Google	  Webmaster	  Tools	  ]	  14/11/12	          ©	  Datalicious	  Pty	  Ltd	     20	  
14/11/12	     21	  
[	  Search	  call	  to	  ac(on	  ]	               Print	  adver(sing	  can	  be	  analysed	                               ...
[	  Offline	  sales	  driven	  by	  online	  ]	   Tying	  offline	  conversions	  back	  to	  online	  campaign	  and	  resear...
Customer	  data	  14/11/12	           ©	  Datalicious	  Pty	  Ltd	     24	  
[	  You	  can’t	  hide!	  ]	                                                                    2	  years	  on	  	        ...
[	  Social	  Media	  Data	  ]	  Facebook	  Connect	  gives	  you	  the	  following	  and	  more,	  with	  just	  one	  cli...
[	  Prospect	  targe(ng	  parameters	  ]	                     ©	  Datalicious	  Pty	  Ltd	     27	  
[	  Affinity	  targe(ng	  in	  ac(on	  ]	                                                                                   ...
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     29	  
[	  Combining	  data	  sets	  ]	      Site	  Behaviour	                                                                   ...
[	  Store	  locator	  searches	  ]	                        ©	  Datalicious	  Pty	  Ltd	     31	  
Compe(tor	  data	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     32	  
[	  Brand	  search	  volume	  ]	                        ©	  Datalicious	  Pty	  Ltd	     33	  
[	  Market	  share	  trends	  ]	                        ©	  Datalicious	  Pty	  Ltd	     34	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     35	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     36	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     37	  
Consumer	  data	  14/11/12	           ©	  Datalicious	  Pty	  Ltd	     38	  
[	  Search	  term	  volumes	  ]	                                                             hrp://www.wordle.net	        ...
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     40	  
©	  Datalicious	  Pty	  Ltd	     41	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     42	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     43	  
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Analytics and Tracking

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The presentation discusses the concepts and principles of data driven marketing.

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Analytics and Tracking

  1. 1. [  Analy(cs  and  Tracking]   Data  Driven  Marke,ng  
  2. 2. [  Mo(va(on  ]     Data  =   ©  Datalicious  Pty  Ltd   2  
  3. 3. [  Data  driven  marke(ng  ]     Data   Insights   Ac(on   Pla;orms   Repor(ng   Applica(ons         Data  collec(on  and  processing   Data  mining  and  modelling   Data  usage  and  applica(on         Web  analy(cs  solu(ons   Customised  dashboards   Marke(ng  automa(on         Omniture,  Google  Analy(cs,  etc   Media  aLribu(on  models   Aprimo,  Trac(on,  Inxmail,  etc         Tagless  online  data  capture   Market  and  compe(tor  trends   Targe(ng  and  merchandising         End-­‐to-­‐end  data  pla;orms   Social  media  monitoring   Internal  search  op(misa(on         IVR  and  call  center  repor(ng   Online  surveys  and  polls   CRM  strategy  and  execu(on         Single  customer  view   Customer  profiling   Tes(ng  programs     ©  Datalicious  Pty  Ltd   3  
  4. 4. [  Corporate  data  journey  ]   Stage  1   Stage  2     Stage  3 Data   Insights   Ac(on   Data  is  fully  owned       Sophis,ca,on in-­‐house,  advanced   Data  is  being  brought     predic,ve  modelling   in-­‐house,  shiG  towards   and  trigger  based   Third  par,es  control   insights  genera,on  and   marke,ng,  i.e.  what     data  mining,  i.e.  why   will  happen  and     most  data,  ad  hoc   did  it  happen?   making  it  happen!   repor,ng  only,  i.e.     what  happened?   Time,  Control   ©  Datalicious  Pty  Ltd   4  
  5. 5. [  Combining  data  sets  ]   Web  analy,cs  data   Retail  sales  data   +   The  whole  is  greater     than  the  sum  of  its  parts   Customer  data   ©  Datalicious  Pty  Ltd   5  
  6. 6. [  Across  all  data  categories  ]   Campaign  data   TV,  print,  call  center,  search,  web   analy,cs,  ad  serving,  etc   Campaign   Customer     data   data   Customer  data   Direct  mail,  call  center,  web   analy,cs,  emails,  surveys,  etc     Consumer  data   Search,  social  media,  trends,   Compe(tor   Consumer   research,  news,  etc   data   data     Compe(tor  data   Search,  social  media,  ad  spend,   news,  offers,  etc     ©  Datalicious  Pty  Ltd   6  
  7. 7. Campaign  data  14/11/12   ©  Datalicious  Pty  Ltd   7  
  8. 8. [  Single  source  of  truth  ]  True  ROAS   Dashboards   ©  Datalicious  Pty  Ltd   8  
  9. 9. [  De-­‐duplica(on  across  channels  ]   Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Web   Analy(cs   Pla;orm   Email     Email   Blast   Pla;orm   $   Organic   Google   Search   Analy(cs   $   ©  Datalicious  Pty  Ltd   9  
  10. 10. [  Analyse  channel  overlap  ]   Total  Ac(ons:  2,023   DM  &  EDMs     Call  Centre   Paid  Search   $200  -­‐  $400   Radio   301  /  11.1%   CTA   &   $200  -­‐  $500  CPA   Other   112  (38%)   ATL   Display  Media   189  (62%)   1669   (61.2%)   Straight  to  Site     1208  (44.3%)   $125  -­‐  $200  CPA   Organic  Search   493  (18%)   587  (48%)   314  (63%)   621  (52%)   179  (37%)   Partners  Media  Channels  are  interac(ve.  Individual  channel  analysis  yields  liLle  insight   ©  Datalicious  Pty  Ltd   10  
  11. 11. [  Success  aLribu(on  models  ]   Banner     Paid     Organic   Success   Last  channel   Search   Ad   Search   $100   $100   gets  all  credit   Banner     Paid     Email     Success   First  channel   Ad   $100   Search   Blast   $100   gets  all  credit   Paid     Banner     Affiliate     Success   All  channels  get   Search   Ad   Referral   $100   $100   $100   $100   equal  credit   Print     Social     Paid     Success   All  channels  get   Ad   Media   Search   $33   $33   $33   $100   par(al  credit   ©  Datalicious  Pty  Ltd   11  
  12. 12. [  Campaign  stacking  by  channel  ]   Chart  shows   percentage  of   channel  touch   points  that  lead   to  a  conversion.   Neither  first     nor  last-­‐click   measurement   would  provide   true  picture    14/11/12   ©  Datalicious  Pty  Ltd   12  
  13. 13. [  Stacking  2.0  –  Including  Post  Impressions  ]   Viewed   Banner  Ad     Paid   Straight  to     Success   Search   Site   (no  click!)       $100     Tradi,onally   Tradi,onally   First  Touch   Last  Touch   The  Total  Touches  à  2,454     The  Unique  Touch  points  à  268   The  Total  Sales  for  the  period  à  690   Average  touches  per  sale  à  3.6         The  number  of  (mes  the  touches  occurred   The  number  of  orders  the  touch  point  was  involved  with   Display  -­‐  Post  Impression  -­‐  789   Display  -­‐  Post  Impression  -­‐  403  -­‐  (58.4%)  involvement   Straight  to  site  -­‐  507   Straight  to  site  -­‐  261  -­‐  (37.8%)  involvement   Search  -­‐  SEO  Branded  -­‐  258   Search  -­‐  SEO  Branded  -­‐  131  -­‐  (19.0%)  involvement   -­‐  SEM  -­‐  148   -­‐  SEM  -­‐  75  -­‐  (10.9%)  involvement   -­‐  SEO  Generic  -­‐  16   -­‐  SEO  Generic  -­‐  8  -­‐  (1.2%)  involvement   Internal  Referral  -­‐  155   Internal  Referral  -­‐  80  -­‐  (11.6%)  involvement   Display  -­‐  Post  Click  -­‐  76   Display  -­‐  Post  Click  -­‐  39  -­‐  (5.7%)  involvement   Email  Marke,ng  -­‐  22   Email  Marke,ng  -­‐  11  -­‐  (1.6%)  involvement   Shopping  Engine  -­‐  5   Shopping  Engine  -­‐  3  -­‐  (0.4%)  involvement    [  June  2009]   [  datalicious.com  ]  
  14. 14. [  Ad  server  exposure  test  ]   1   User  qualifies  for  the  display  campaign   (if  the  user  has  already  been  tagged  go  to  step  3)   1st  impression   2   Audience  Segmenta(on   10%  of  users  in  control  group,  90%  in  exposed  group   User  tagged  with  segment   Measurement:   Conversions  per   1000  unique   Control   Exposed   visitors   (displayed  non-­‐branded  message)   (displayed  branded  message)   User  remains  in  segment   N  impressions   3   Control   Exposed   (displayed  non-­‐branded  message)   (displayed  branded  message)  May  2010   ©  Datalicious  Pty  Ltd   14  
  15. 15. [  Sample  Results  ]   Control   Group   Normal  Display  Adver(sing  (90%)   (10%)   Impressions  =  1  M   Impressions  =  9  M   Visitors  =  1,000   Visitors  =  10,000   Sales  =  50   Sales  =  550   Cost  =  $1,000   Cost  =  $9,000   $  per  sale  =  $20   $  per  sale  =  $16       Without  display     With  display   adver,sing,  1  in   every  20,000  people   22%   adver,sing  1  in   every  16,363  people   will  convert     uplij     will  convert         of  sales  would  have  occurred  without  any  display  ac(vity   -­‐  80%   -­‐  Actual  cost  per  sale  is  closer  to  ~5x  reported   ©  Datalicious  Pty  Ltd   15  
  16. 16. [  Paid  and  Organic  search  ]   30%  SEM   70%  SEO   ©  Datalicious  Pty  Ltd   16  
  17. 17. [  SEO  or  SEM?]   High     SEM/SEO   Visitor  Value  ($) SEO     Low Keyword  Compe,,on  i.e.  Cost  ($)   High   Find  another     business!   Low  You  need  to  know  the  value  of  your  visitors  from  each  keyword!   ©  Datalicious  Pty  Ltd   17  
  18. 18. [  Case  Study  –  Poli(cal  Consul(ng  Firm  ]   Original  Proposal   $5k  SEO  project.  3   months  to  complete.   Visitor  Value   High  $$$.  Average   revenue  per  project  is   tens  of  thousands.   Keyword  Compe((on   Low.  Few  organic   compe,tors.  Only  one   single  paid  compe,tor.   Poten(al  Solu(on   Ditch  SEO  Project.  Buy   keywords  cheaply  with   high  ROI   ©  Datalicious  Pty  Ltd     18    
  19. 19. Keyword  Traffic  Tool   -­‐   Spend  Alloca,on   -­‐   Consumer  Interest   -­‐   Market  Size  es,ma,on   -­‐   Keyword  cost   Keyword  Finder  Tool   -­‐   Find  useful  words   -­‐   Use  compe,tor  site  to  find   useful  keywords   -­‐   Market  Size   -­‐   Compe,,on  strength   -­‐   Keyword  cost  14/11/12   ©  Datalicious  Pty  Ltd   19  
  20. 20. [  Google  Webmaster  Tools  ]  14/11/12   ©  Datalicious  Pty  Ltd   20  
  21. 21. 14/11/12   21  
  22. 22. [  Search  call  to  ac(on  ]   Print  adver(sing  can  be  analysed   ©  Datalicious  Pty  Ltd   22  
  23. 23. [  Offline  sales  driven  by  online  ]   Tying  offline  conversions  back  to  online  campaign  and  research  behavior  using   standard  cookie  technology  by  triggering  virtual  online  order  confirma,on   pages  for  offline  sales  using  email  receipts.   Website.com   Phone   Virtual  Order   Research   Orders   Credit  Check   Fulfilment   @   Confirma(on   Adver(sing     Website.com   Retail   Virtual  Order   Campaign   Research   Orders   Credit  Check   Fulfilment   @   Confirma(on   Website.com   Online   Online  Order   Virtual  Order   Research   Orders   Confirma(on   Credit  Check   Fulfilment   @   Confirma(on   Cookie   Cookie   Cookie  May  2010   ©  Datalicious  Pty  Ltd   23  
  24. 24. Customer  data  14/11/12   ©  Datalicious  Pty  Ltd   24  
  25. 25. [  You  can’t  hide!  ]   2  years  on     the  beach   Iden(fies  themself     User  visits   User  visits   (e.g.  sale  or   Looks  at  lots  of   Site   Site  again   registra(on)   ‘widgets’   anonymously   ‘anonymously’   Cookie   Web   Cookie   Analy(cs   Database   Hi  John,  long   (me  no  talk,  we   have  a  special   Name:  John  Example   on  widgets!   Interest:  Widgets   History:     Business   -­‐Last  visit  2  years  ago.   Intelligence   -­‐Purchased  10  blue  widgets   Database   -­‐High  value  band   Loca(on:  2000,  Sydney       ©  Datalicious  Pty  Ltd   25  
  26. 26. [  Social  Media  Data  ]  Facebook  Connect  gives  you  the  following  and  more,  with  just  one  click…  Id,  first  name,  last  name,  middle  name,  pic,  affilia,ons,  last  profile  update,  ,mezone,  religion,  poli,cal  interests,  interests,  sex,  birthday,  arracted  to  which  sex,  why  they  want  to  meet  someone,  home  town,  rela,onship  status,  current  loca,on,  ac,vi,es,  music  interests,  tv  show  interests,educa,on  history,  work  history,  family  and  email.     -­‐  Is  there  anything  else  you  need  to  know?     ©  Datalicious  Pty  Ltd   26  
  27. 27. [  Prospect  targe(ng  parameters  ]   ©  Datalicious  Pty  Ltd   27  
  28. 28. [  Affinity  targe(ng  in  ac(on  ]   Different  types  of     visitors  respond  to     different  ads.  By   using  category   affinity  targe,ng,     response  rates  are     liGed  significantly     across  products.   Click-­‐Through  Rate  By  Category  Affinity   Message   Postpay   Prepay   Broadb.   Business   Blackberry  Bold   - - - + 5GB  Mobile  Broadband   - - + - Blackberry  Storm   + - + + 12  Month  Caps   - + - + ©  Datalicious  Pty  Ltd   28  
  29. 29. 14/11/12   ©  Datalicious  Pty  Ltd   29  
  30. 30. [  Combining  data  sets  ]   Site  Behaviour   CRM  Profile   tracking  of  purchase  funnel  stage   one-­‐off  collec,on  of  demographical  data     +   browsing,  checkout,  etc   age,  gender,  address,  etc   tracking  of  content  preferences   customer  lifecycle  metrics  and  key  dates   products,  brands,  features,  etc   profitability,  expira(on,  etc   tracking  of  external  campaign  responses   predic,ve  models  based  on  data  mining   search  terms,  referrers,  etc   propensity  to  buy,  churn,  etc   tracking  of  internal  promo,on  responses   historical  data  from  previous  transac,ons   emails,  internal  search,  etc   average  order  value,  points,  etc   UPDATED  CONTINUOUSLY   UPDATED  OCCASIONALLY   ©  Datalicious  Pty  Ltd   30  
  31. 31. [  Store  locator  searches  ]   ©  Datalicious  Pty  Ltd   31  
  32. 32. Compe(tor  data  14/11/12   ©  Datalicious  Pty  Ltd   32  
  33. 33. [  Brand  search  volume  ]   ©  Datalicious  Pty  Ltd   33  
  34. 34. [  Market  share  trends  ]   ©  Datalicious  Pty  Ltd   34  
  35. 35. 14/11/12   ©  Datalicious  Pty  Ltd   35  
  36. 36. 14/11/12   ©  Datalicious  Pty  Ltd   36  
  37. 37. 14/11/12   ©  Datalicious  Pty  Ltd   37  
  38. 38. Consumer  data  14/11/12   ©  Datalicious  Pty  Ltd   38  
  39. 39. [  Search  term  volumes  ]   hrp://www.wordle.net   ©  Datalicious  Pty  Ltd   39  
  40. 40. 14/11/12   ©  Datalicious  Pty  Ltd   40  
  41. 41. ©  Datalicious  Pty  Ltd   41  
  42. 42. 14/11/12   ©  Datalicious  Pty  Ltd   42  
  43. 43. 14/11/12   ©  Datalicious  Pty  Ltd   43  

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