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Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness

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Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness

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Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.

Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.

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Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness

  1. 1. March 2015 © Datalicious Pty Ltd 1
  2. 2. March 2015 © Datalicious Pty Ltd 2 WELCOME! Christian Bartens Founder & CEO Datalicious
  3. 3. > Using data to fatten the funnel March 2015 © Datalicious Pty Ltd 3 Media Attribution & Modeling Maximise reach, awareness & increase ROI Testing & Optimisation Remove barriers, drive sales Boosting ROMI Targeting & Merchandising Improve engagement, boost loyalty “Turning data into actionable insights to widen the conversion funnel”
  4. 4. > Wide range of data services Data Platforms Data collection and processing Adobe, Google Analytics, etc Web and mobile analytics Tag-less online data capture Retail and call center analytics Big data & data warehousing Single customer view Insights Analytics Data mining and modelling Tableau, Splunk, SPSS, R, etc Customised dashboards Media attribution analysis Marketing mix modelling Social media monitoring Customer segmentation Action Campaigns Data usage and application SiteCore, ExactTarget, etc Targeting and merchandising Marketing automation CRM strategy and execution Data driven websites Testing programs March 2015 © Datalicious Pty Ltd 4
  5. 5. > Growing global presence March 2015 © Datalicious Pty Ltd 5 v Manila Sydney HQ Auckland San Diego Munich London New York Singapore Melbourne Mumbai Hong Kong
  6. 6. > Google Analytics Premium (GAP)  Full-service GAP offering including value-added services to maximise return on platform investment for all clients  Clients can choose any 2 of the following Datalicious value-added service modules at no extra cost as part of their GAP deal: – Module 1: Weekly tech & tag management support – Module 2: Monthly analytics & reporting support – Module 3: Quarterly testing & optimisation support – Module 4: Quarterly media attribution support – Module 5: Quarterly best practice review – Module 6: Annual data strategy development March 2015 © Datalicious Pty Ltd 6
  7. 7. > Datalicious product development March 2015 © Datalicious Pty Ltd 7 Segment Engage Analyse Measure “Collecting, analysing and actioning data” dataexchange
  8. 8. > Clients across all industries March 2015 © Datalicious Pty Ltd 8
  9. 9. © Datalicious Pty Ltd 9March 2015 John Wanamaker "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
  10. 10. Direct mail, email, etc Facebook Twitter, etc > Channels influence each other March 2015 © Datalicious Pty Ltd 10 POS kiosks, loyalty cards, etc CRM program Home pages, portals, etc YouTube, blog, etc Paid search Organic search Landing pages, offers, etc PR, WOM, events, etc TV, print, radio, etc = Paid media = Viral elements Website, call center, retail = Sales channels Display ads, affiliates, etc
  11. 11. > Media attribution approaches March 2015 © Datalicious Pty Ltd 11 Success $100 Success $100 Display Affiliate Search $100 Success $100 Last channel gets all credit First channel gets all credit All channels get equal credit Success $100 All channels get custom credit Display $100 Affiliate Search Display $33 Affiliate $33 Search $33 Display $15 Affiliate $35 Search $50
  12. 12. > The ideal media dashboard Channel Investment ROMI Return Brand equity Baseline ($100) n/a $40 Offline TV, print, outdoor, etc $7 330% $30 Direct Direct mail, email, etc $1 400% $5 Online Search, display, social, etc $2 1150% $25 March 2015 © Datalicious Pty Ltd 12
  13. 13. > ROMI as competitive advantage March 2015 © Datalicious Pty Ltd 13 74% of marketers do not engage in any form of media attribution aside from the last click leaving 26% of marketers with a serious competitive advantage as their media investment is likely to generate a much higher ROMI.
  14. 14. © Datalicious Pty Ltd 14March 2015 Part 1 How to track the path to purchase
  15. 15. > Duplication across channels March 2015 © Datalicious Pty Ltd 15 Display ads Email blasts Paid search Organic search $ Bid mgmt Ad server Email platform Google Analytics $ $ $
  16. 16. > Duplication across channels March 2015 © Datalicious Pty Ltd 16 Display impression Paid search $ Ad Server Bid mgmt. Web analytics Display click Ad server cookie Organic search Analytics cookie Analytics cookie Analytics cookie Bid mgmt. cookie Ad server cookie
  17. 17. Central analytics platform $ $ $ > De-duplication across channels March 2015 © Datalicious Pty Ltd 17 Display ads Email blasts Paid search Organic search $
  18. 18. Closer Paid search Display ad views TV/print responses > Full purchase path tracking March 2015 © Datalicious Pty Ltd 18 Influencer Influencer $ Display ad clicks Online sales Affiliate clicks Social referrals Offline sales Organic search Social buzz Retail visits Lifetime profit Organic search Emails, direct mail Direct site visits Introducer
  19. 19. > Ad clicks inadequate measure March 2015 © Datalicious Pty Ltd 19 Only a small minority of people actually click on ads, the majority merely processes them (if at all) like any other advertising without an immediate response so advertisers cannot rely on clicks as the sole success measure but should instead focus on impressions delivered
  20. 20. Confirmation email, login > Offline sales driven by online March 2015 © Datalicious Pty Ltd 20 Website research Phone sales Retail sales Online sales Cookie Advertising campaign Fulfilment, CRM, etc Online sales confirmation Virtual sales confirmation
  21. 21. > Search call to action for offline March 2015 © Datalicious Pty Ltd 21
  22. 22. > Search call to action for TV March 2015 © Datalicious Pty Ltd 22 Consumers are now experts at multi-tasking, especially while watching TV. They are constantly online and ready to search so a unique search call to action is ideal to track responses from TV ads. In addition, consumers also remember search terms better than phone numbers or vanity URLs which increases overall response rates and it is easier to control the user experience from a search response (i.e. what landing page to send people to).
  23. 23. March 2015 © Datalicious Pty Ltd 23
  24. 24. March 2015 © Datalicious Pty Ltd 24 What promoted your visit today?  Recent branch visit  Saw an ad on television  Saw an ad in the newspaper  Recommendation from family/friends  […]
  25. 25. > Website entry survey March 2015 © Datalicious Pty Ltd 25 Channel % of Conversions Straight to Site 27% SEO Branded 15% SEM Branded 9% SEO Generic 7% SEM Generic 14% Display Advertising 7% Affiliate Marketing 9% Referrals 5% Email Marketing 7% De-duped Campaign Report } Channel % of Influence Word of Mouth 32% Blogging & Social Media 24% Newspaper Advertising 9% Display Advertising 14% Email Marketing 7% Retail Promotions 14% Greatest Influencer on Branded Search / STS Conversions attributed to search terms that contain brand keywords and direct website visits are most likely not the originating channel that generated the awareness and as such conversion credits should be re-allocated.
  26. 26. > Website entry survey example March 2015 © Datalicious Pty Ltd 26 In this retail example, the exposure to retail display ads was the biggest website traffic driver for direct visits as well as visits originating from search terms that included branded keywords – before TV, word of mouth and print ads.
  27. 27. > Purchase path for each cookie March 2015 © Datalicious Pty Ltd 27 Mobile Home Work Tablet Media Etc
  28. 28. Device path 2 Device path 1+2 > Combining purchase paths March 2015 © Datalicious Pty Ltd 28 Touch point 1 Sale Touch point 1 Touch point 2 Touch point 3 Sale Device path 1 Touch point 2 Touch point 2 Touch point 1 ID point ID point
  29. 29. © Datalicious Pty Ltd 29March 2015 Part 2 Developing the media attribution model
  30. 30. > Media attribution approaches March 2015 © Datalicious Pty Ltd 30 Success $100 Success $100 Display Affiliate Search $100 Success $100 Last channel gets all credit First channel gets all credit All channels get equal credit Success $100 All channels get custom credit Display $100 Affiliate Search Display $33 Affiliate $33 Search $33 Display $15 Affiliate $35 Search $50
  31. 31. > First and last click attribution March 2015 © Datalicious Pty Ltd 31 Chart shows percentage of channel touch points that lead to a conversion. Neither first nor last-click measurement would provide true picture Paid/Organic Search Emails/Shopping Engines
  32. 32. > Standard attribution models  The First/Last Interaction model plus …  The Linear model might be used if your campaigns are designed to maintain awareness with the customer throughout the entire sales cycle.  The Position Based model can be used to adjust credit for different parts of the customer journey, such as early interactions that create awareness and late interactions that close sales.  The Time Decay model assigns the most credit to touch points that occurred nearest to the time of conversion. It can be useful for campaigns with short sales cycles, such as promotions. March 2015 © Datalicious Pty Ltd 32
  33. 33. > Media attribution models March 2015 © Datalicious Pty Ltd 33 $100 Even/linear attribution Time decay attribution Custom attribution 10% 15% 25% 50% Display impression Display impression Display click Search click 10% 10% 50% 30% 25% 25% 25% 25%
  34. 34. 10% 30% 10% 50% 10% 50% 30%10% > Custom (weighted) attribution March 2015 © Datalicious Pty Ltd 34 $100 Weighted attribution $100 Weighted attribution Display impression Display impression Display click Search click Display impression Search click Display impression Display click
  35. 35. Touch point 1 > Analytics to pick the best model March 2015 © Datalicious Pty Ltd 35 Touch point 2 Touch point 3 Touch point N CloserInfluencer Influencer $Introducer Touch point 1 Touch point 2 Touch point 3 Touch point N Touch point 1 Touch point 2 Touch point 3 Touch point N ✖ ✔ ✖
  36. 36. > Custom models most effective March 2015 © Datalicious Pty Ltd 36 56% of marketers consider a unique or custom (weighted) media attribution approach that does not use a standard out-of-the-box methodology as most effective.
  37. 37. March 2015 © Datalicious Pty Ltd 37
  38. 38. March 2015 © Datalicious Pty Ltd 38 What promoted your visit today?  Recent branch visit  Saw an ad on television  Saw an ad in the newspaper  Recommendation from family/friends  […]
  39. 39. Individual path 1 Individual path 1 Individual path N > Individual purchase path tracking March 2015 © Datalicious Pty Ltd 39 Touch point 1 Touch point 2 Individual transaction Touch point 1 Individual transaction Touch point 2 Touch point 1 Touch point 2 Touch point N Individual transaction Touch point N Touch point N Individual path 1 Touch point N
  40. 40. > Econometric media mix modelling March 2015 © Datalicious Pty Ltd 40 Total revenue Total revenue Total revenue Total revenue Spend channel 1 Spend channel 1 Spend channel 1 Totals week N Spend channel N Spend channel N Total revenue Totals week 1 Totals week 2 Totals week 3 Totals week 4 Spend channel 2 Spend channel 2 Spend channel 2
  41. 41. > Pathing & modelling combined March 2015 © Datalicious Pty Ltd 41 Touch point 1 Touch point 2 Individual transaction Spend channel 2 Spend channel N Spend channel 1 Individual path 1 Touch point N Influencing factors  Offline media spend  Competitive activity  Geo-demographics  Transaction history  Client satisfaction  Social sentiment  Interest rates  Weather  Pricing Influence factor N Influence factor N Influence factor N
  42. 42. March 2015 © Datalicious Pty Ltd 42
  43. 43. © Datalicious Pty Ltd 43March 2015 Part 3 Case studies and Media attribution study
  44. 44. > Media attribution approaches March 2015 © Datalicious Pty Ltd 44 Display Affiliate Search $100 Success $100 Last channel gets all credit Success $100 All channels get custom credit Display $15 Affiliate $35 Search $50 vs.
  45. 45. > Media attribution study March 2015 45© Datalicious Pty Ltd data.li/mastudy
  46. 46. > Display being undervalued March 2015 46© Datalicious Pty Ltd data.li/mastudy
  47. 47. > Display influencing search March 2015 47© Datalicious Pty Ltd data.li/mastudy
  48. 48. > Unique display audience March 2015 48© Datalicious Pty Ltd data.li/mastudy
  49. 49. > Display influencing conversions March 2015 49© Datalicious Pty Ltd data.li/mastudy
  50. 50. > Media mix imbalance March 2015 50© Datalicious Pty Ltd data.li/mastudy
  51. 51. > Media mix imbalance March 2015 51© Datalicious Pty Ltd data.li/mastudy
  52. 52. > Media attribution March 2015 © Datalicious Pty Ltd 52 Vodafone Data Driven Attribution (DDA) in Google Analytics Premium (GAP) designed to optimise the overall media mix across paid and organic media channels resulting in a significant project ROI.
  53. 53. > Media attribution March 2015 © Datalicious Pty Ltd 53 Suncorp purchase path tracking and media attribution modelling in order to optimise the overall Suncorp insurance budget mix across paid and earned media resulting in an overall project ROI of 2,078%.
  54. 54. > Media attribution March 2015 © Datalicious Pty Ltd 54 Telstra purchase path tracking and media attribution including social designed to optimise the overall Telstra budget mix across paid and earned media resulting in an overall project ROI of 403%.
  55. 55. > Media attribution March 2015 © Datalicious Pty Ltd 55 Telstra purchase path tracking and media attribution including social designed to optimise the overall Telstra budget mix across paid and earned media resulting in an overall project ROI of 403%. "[...] Datalicious are helping us to move from a last click measurement model to a more accurate media attribution approach. [...] had to overcome some unique challenges but the Datalicious' expertise helped us through those. [...] potential to significantly change our media planning in order to boost performance across channels. Highly recommended."
  56. 56. > Media attribution March 2015 © Datalicious Pty Ltd 56 Medibank Data Driven Attribution (DDA) in Google Analytics Premium (GAP) designed to optimise the overall media mix across paid and organic media channels resulting in a significant project ROI.
  57. 57. > Media attribution March 2015 © Datalicious Pty Ltd 57 Medibank Data Driven Attribution (DDA) in Google Analytics Premium (GAP) designed to optimise the overall media mix across paid and organic media channels resulting in a significant project ROI. “The decision to partner with Datalicious for the GAP implementation was based on the depth of their prior web analytics and media attribution experience […]. We feel that insights delivered by an independent 3rd party will provide a more lively discussion and thus better outcome, especially in areas of […] media optimisation.”
  58. 58. March 2015 © Datalicious Pty Ltd 58 SMART DATA DRIVEN MARKETING cbartens@datalicious.com

Editor's Notes

  • featuring outlandish products that fail catastrophically at the worst possible times

    the word acme is derived from Greek (αιχμή / ακμή ; English transliteration: acmē) meaning the peak, zenith or prime, and products from the fictional Acme Corporation are both generic and failure-prone
  • featuring outlandish products that fail catastrophically at the worst possible times

    the word acme is derived from Greek (αιχμή / ακμή ; English transliteration: acmē) meaning the peak, zenith or prime, and products from the fictional Acme Corporation are both generic and failure-prone
  • Pros
    Consumers multi-task
    Increased recollection levels
    Ability to track offline channels
    Cons
    Paid search competition
    Difficult to get natural rankings
  • featuring outlandish products that fail catastrophically at the worst possible times

    the word acme is derived from Greek (αιχμή / ακμή ; English transliteration: acmē) meaning the peak, zenith or prime, and products from the fictional Acme Corporation are both generic and failure-prone
  • featuring outlandish products that fail catastrophically at the worst possible times

    the word acme is derived from Greek (αιχμή / ακμή ; English transliteration: acmē) meaning the peak, zenith or prime, and products from the fictional Acme Corporation are both generic and failure-prone
  • ×