Testing and Optimization

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The presentation discusses the impact of data driven cross-channel user experience optimization in marketing campaigns.

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Testing and Optimization

  1. 1. >  Tes&ng  &  Op&misa&on  <   Data  driven  cross-­‐channel  user   experience  op4misa4on  
  2. 2. >  Smart  data  driven  marke&ng   “Using  data  to  widen  the  funnel”   Media  A9ribu&on  &  Modeling   Op&mise  channel  mix,  predict  sales   Targeted  Direct  Marke&ng     Increase  relevance,  reduce  churn   Tes&ng  &  Op&misa&on   Remove  barriers,  drive  sales   Boos&ng  ROI  December  2011   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Wide  range  of  data  services   Data   Insights   Ac&on   PlaHorms   Analy&cs   Campaigns         Data  collec&on  and  processing   Data  mining  and  modelling   Data  usage  and  applica&on         Omniture,  Google  Analy&cs,  etc   Tableau,  Splunk,  SPSS,  etc   Alterian,  SiteCore,  Inxmail,  etc         Web  and  mobile  analy&cs   Customised  online  dashboards   Targe&ng  and  merchandising         Tag-­‐less  online  data  capture   Media  a9ribu&on  models   Marke&ng  automa&on         Retail  and  call  center  analy&cs   Market  and  compe&tor  trends   CRM  strategy  and  execu&on         Data  warehouse  solu&ons   Social  media  monitoring   Data  driven  websites         Single  customer  view   Customer  segmenta&on   Tes&ng  programs  December  2011   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Clients  across  all  industries  December  2011   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  Datalicious  op&misa&on  process  §  Phase  1:  Data  analysis   –  SiteCatalyst,  Discover,  SearchCenter,  etc  §  Phase  2:  Test  design  &  planning   –  Targe4ng  and  tes4ng  matrix  §  Phase  3:  Test  implementa4on   –  Full-­‐service  or  coordina4on  only   –  On-­‐site,  off-­‐site,  call  center,  etc  §  Phase  4:  Test  analysis  §  Phase  5:  Training    December  2011   ©  Datalicious  Pty  Ltd   5  
  6. 6. Targe&ng  before  tes&ng  
  7. 7. >  Implement  smart  re-­‐targe&ng   Segmenta&on  based  on:  Search  keywords,   display  ad  clicks  and  website  behaviour   Purchase   Data     Cycle   Points   Access   Frequent   Home     Advantage   Flyers   Loans   Research,   Acquisi&on   Acquisi&on   Acquisi&on   Ad  clicks,   considera&on   message  #1   message  #2   message  #3   prod  views   Conversion   Acquisi&on   Acquisi&on   Acquisi&on   Applica&on   intent   message  #4   Message  #5   Message  #6   starts   Reten&on,   Acquisi&on   Acquisi&on   Acquisi&on   Email  clicks,   cross-­‐sell   message  #3   message  #3   message  #2   logins,  etc  December  2011   ©  Datalicious  Pty  Ltd   7  
  8. 8. >  Targe&ng  and  tes&ng  matrix   Test   Segment   Content   Success   Difficulty   Poten&al   New   Acquisi&on   Click,     Test  #1A     prospects   offer  A   order,  etc   Low   $50k   New   Acquisi&on   Click,     Test  #1B   prospects   offer  B   order,  etc   Exis&ng   Up-­‐sell   Click,     Test  #2A   customers   offer  A   order,  etc   High   $100k   Exis&ng   Up-­‐sell   Click,     Test  #2B   customers   offer  B   order,  etc  December  2011   ©  Datalicious  Pty  Ltd   8  
  9. 9. The  holy  trinity  of  tes&ng  December  2011   ©  Datalicious  Pty  Ltd   9  
  10. 10. >  The  holy  trinity  of  tes&ng  1.  The  headline   –  Have  a  headline!   –  Headline  should  be  concrete   –  Headline  should  be  first  thing  visitors  look  at  2.  Call  to  ac&on   –  Don’t  have  too  many  calls  to  ac4on   –  Have  an  ac4onable  call  to  ac4on   –  Have  a  big,  prominent,  visible  call  to  ac4on  3.  Social  proof   –  Logos,  number  of  users,  tes4monials,     case  studies,  media  coverage,  etc  December  2011   ©  Datalicious  Pty  Ltd   10  
  11. 11. >  Best  prac&ce  tes&ng  roadmap  §  Phase  #1:  A/B  test   –  Test  the  same  landing   Element  #1:  Prominent  headline   page  content  in   completely  different   layouts  §  Phase  #2:  MV  test   Suppor4ng     Element  #2:     –  Then  test  different   content   Call  to  ac4on   content  element   combina4ons  within  the   winning  layout   Element  #3:  Social  proof  /  trust  §  Phase  #3:  Challenge   –  Con4nue  tes4ng  and   introducing  layout  and   Terms  and  condi4ons   content  challengers  December  2011   ©  Datalicious  Pty  Ltd   11  
  12. 12. December  2011   ©  Datalicious  Pty  Ltd   12  
  13. 13. December  2011   ©  Datalicious  Pty  Ltd   13  
  14. 14. December  2011   ©  Datalicious  Pty  Ltd   14  
  15. 15. December  2011   ©  Datalicious  Pty  Ltd   15  
  16. 16. Chris&an  Knowitall  from   Whoop  Whoop:  Bloody   great  card,  changed  my   life!  Never  leave  the   house  without  it.     Apply  Now  December  2011   ©  Datalicious  Pty  Ltd   16  
  17. 17. Element  #1   Element  #2   Element  #3   Element  #4   Element  #5  December  2011   ©  Datalicious  Pty  Ltd   17  
  18. 18. December  2011   ©  Datalicious  Pty  Ltd   18  
  19. 19. December  2011   ©  Datalicious  Pty  Ltd   19  
  20. 20. December  2011   ©  Datalicious  Pty  Ltd   20  
  21. 21. The  li9le  things  count  December  2011   ©  Datalicious  Pty  Ltd   23  
  22. 22. >  It’s  the  small  things  that  count  December  2011   ©  Datalicious  Pty  Ltd   24  
  23. 23. >  Online  form  best  prac&ce   Maximise  data  integrity   Age  vs.  year  of  birth   Free  text  vs.  op4ons   Use  auto-­‐complete     wherever  possible  December  2011   ©  Datalicious  Pty  Ltd   25  
  24. 24. Challenge  your  perspec&ve  December  2011   ©  Datalicious  Pty  Ltd   26  
  25. 25. >  ClickTale  heat  maps  December  2011   ©  Datalicious  Pty  Ltd   27  
  26. 26. The  phone  s&ll  rings  December  2011   ©  Datalicious  Pty  Ltd   28  
  27. 27. >  Use  unique  phone  numbers   2  out  of  3  callers   hang  up  as  they   cannot  get  their     informa4on  fast   enough.     Unique  phone   numbers  can   help  improve   call  experience.  December  2011   ©  Datalicious  Pty  Ltd   29  
  28. 28. >  Jet  Interac&ve  call  analy&cs  December  2011   ©  Datalicious  Pty  Ltd   30  
  29. 29. Think  outside  the  box  
  30. 30. December  2011   ©  Datalicious  Pty  Ltd   32  
  31. 31. >  Seamless  research  experience   TV,  print,     Display     direct  mail,  etc   ads   Ad  Server  /  SuperTag   Organic,  paid   Display  ad     search   re-­‐targe&ng   AdWords   Ad  Server  /  SuperTag   Test&Target  /  SuperTag   Customised   landing  pages   Test&Target  /  SuperTag   ANZ.com     Applica&on   re-­‐targe&ng   process   Fall-­‐out  email   follow-­‐up  December  2011   ©  Datalicious  Pty  Ltd   33  
  32. 32. >  Network  wide  re-­‐targe&ng   Frequent  Flyer  campaign   Access  Advantage  campaign   Home  Loans  campaign   Card   Access   Loan   prospect   prospect   prospect   Card   Access   Loan   customer   customer   customer   Loan   Loan   Access   prospect   prospect   prospect  December  2011   ©  Datalicious  Pty  Ltd   34  
  33. 33. >  Network  wide  re-­‐targe&ng   Group  wide  campaign  with  approximate  impression  targets  by  product  rather  than  hard  budget  limita&ons   Card   Access   Loan   prospect   prospect   prospect   Card   Access   Loan   customer   customer   customer   Loan   Loan   Access   prospect   prospect   prospect  December  2011   ©  Datalicious  Pty  Ltd   35  
  34. 34. >  Op&misa&on  success  stories  §  Telstra:  Bundles  pages  op4misa4on  §  AGL:  Landing  pages  and  re-­‐targe4ng  §  NDS:  Website  build  including  op4misa4on  §  G&E  Money:  Landing  page  op4misa4on  §  ANZ:  Landing  pages  and  re-­‐targe4ng  §  CBA:  Data  driven  op4misa4on  strategy  §  ADMA:  Tes4ng  &  op4misa4on  course  December  2011   ©  Datalicious  Pty  Ltd   36  
  35. 35. Contact  me  cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi9er.com/datalicious    
  36. 36. Data  >  Insights  >  Ac&on  

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