ADMA Macquarie Campaign Measurement

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ADMA Macquarie Campaign Measurement

  1. 1. >  Campaign  Measurement  <   Digital  Campaign  Measurement   Macquarie  ADMA  Workshop  
  2. 2. >  Short  but  sharp  history    Datalicious  was  founded  late  2007    Strong  Omniture  web  analyBcs  history    Now  360  data  agency  with  specialist  team    CombinaBon  of  analysts  and  developers    Carefully  selected  best  of  breed  partners    Evangelizing  smart  data  driven  markeBng    Making  data  accessible  and  acBonable    Driving  industry  best  pracBce  (ADMA)  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   2  
  3. 3. >  Clients  across  all  industries  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   3  
  4. 4. >  Wide  range  of  data  services   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  aKribu?on  models   Alterian,  Trac?on,  Inxmail,  etc         Tag-­‐less  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    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   4  
  5. 5. >  Smart  data  driven  marke?ng     Standardised  Metrics Standardised  Metrics Media  AKribu?on Benchmarking  and  trending   Benchmarking  and  trending     Op?mise  channel  mix   Targe?ng     Increase  relevance   Tes?ng   Improve  usability   $$$    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   5  
  6. 6. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Metrics  framework    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   6  
  7. 7. >  AIDA  and  AIDAS  formulas     Old  media   New  media   Awareness   Interest   Desire   Ac?on   Sa?sfac?on   Social  media  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   7  
  8. 8. >  Simplified  AIDAS  funnel     Reach   Engagement   Conversion   +Buzz   (Awareness)   (Interest  &  Desire)   (AcBon)   (SaBsfacBon)  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   8  
  9. 9. >  Marke?ng  is  about  people     People   People   People   People   reached   40%   engaged   10%   converted   1%   delighted  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   9  
  10. 10. >  Addi?onal  funnel  breakdowns     Brand  vs.  direct  response  campaign   People   People   People   People   reached   40%   engaged   10%   converted   1%   delighted   New  prospects  vs.  exisBng  customers  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   10  
  11. 11. New  vs.  returning  visitors  
  12. 12. AU/NZ  vs.  rest  of  world  
  13. 13. Exercise:  Funnel  breakdowns  
  14. 14. >  Exercise:  Funnel  breakdowns      List  potenBally  insighYul  funnel  breakdowns   –  Brand  vs.  direct  response  campaign   –  New  prospects  vs.  exisBng  customers   –  Baseline  vs.  incremental  conversions   –  CompeBBve  acBvity,  i.e.  none,  a  lot,  etc   –  Segments,  i.e.  age,  locaBon,  influence,  etc   –  Channels,  i.e.  search,  display,  social,  etc   –  Campaigns,  i.e.  this/last  week,  month,  year,  etc   –  Products  and  brands,  i.e.  iphone,  htc,  etc   –  Offers,  i.e.  free  minutes,  free  handset,  etc  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   14  
  15. 15. >  Mul?ple  metrics  data  sources   Media  and  search  data   Website,  call  center  and  retail  data   People   People   People   People   reached   engaged   converted   delighted   QuanBtaBve  and  qualitaBve  research  data   Social  media  data   Social  media  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   15  
  16. 16. >  Importance  of  calendar  events     Traffic  spikes  or  other  data  anomalies  without  context  are   very  hard  to  interpret  and  can  render  data  useless  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   16  
  17. 17. Calendar  events  to  add  context  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   17  
  18. 18. >  Conversion  funnel  1.0     Campaign  responses   Conversion  funnel   Product  page,  add  to  shopping  cart,  view  shopping  cart,   cart  checkout,  payment  details,  shipping  informaBon,   order  confirmaBon,  etc   Conversion  event  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   18  
  19. 19. >  Conversion  funnel  2.0     Campaign  responses  (inbound  spokes)   Offline  campaigns,  banner  ads,  email  markeBng,     referrals,  organic  search,  paid  search,     internal  promoBons,  etc       Landing  page  (hub)       Success  events  (outbound  spokes)   Bounce  rate,  add  to  cart,  cart  checkout,  confirmed  order,     call  back  request,  registraBon,  product  comparison,     product  review,  forward  to  friend,  etc  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   19  
  20. 20. >  Addi?onal  success  metrics     Click   Through   $   Click   Add  To     Cart   Through   Cart   Checkout   ?   $   Click   Page   Page     Product     Through   Bounce   Views   Views   $   Click   Call  back   Store   Through   request   Search   ?   $  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   20  
  21. 21. Exercise:  Sta?s?cal  significance  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   21  
  22. 22. How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?   How  many  orders  do  you  need  to  test  6  banner  execu?ons     if  you  serve  1,000,000  banners  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   22   Google  “nss  sample  size  calculator”  
  23. 23. How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   369  for  each  ques?on  or  369  complete  responses   How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?  And  email  sends?   381  per  subject  line  or  381  x  2  =  762  email  opens   How  many  orders  do  you  need  to  test  6  banner  execu?ons     if  you  serve  1,000,000  banners?   383  sales  per  banner  execu?on  or  383  x  6  =  2,298  sales  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   23   Google  “nss  sample  size  calculator”  
  24. 24. >  Addi?onal  success  metrics     Click   Through   $   Click   Add  To     Cart   Through   Cart   Checkout   ?   $   Click   Page   Page     Product     Through   Bounce   Views   Views   $   Click   Call  back   Store   Through   request   Search   ?   $  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   24  
  25. 25. Exercise:  Metrics  framework  
  26. 26. >  Exercise:  Metrics  framework     Level   Reach   Engagement   Conversion   +Buzz   Level  1   People   Level  2   Strategic   Level  3   Tac?cal  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   26  
  27. 27. >  Exercise:  Metrics  framework     Level   Reach   Engagement   Conversion   +Buzz   Level  1   People   People   People   People   People   reached   engaged   converted   delighted   Search   Level  2   Strategic   impressions,   UBs,  etc   ?   ?   ?   Click-­‐through   Level  3   Tac?cal   or  interac?on   rate,  etc   ?   ?   ?  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   27  
  28. 28. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Media  aKribu?on  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   28  
  29. 29. >  Complex  campaign  flows   =  Paid  media   Organic     PR,  WOM,   search   events,  etc   =  Viral  elements   =  Sales  channels   YouTube,     Home  pages,   Paid     TV,  print,     blog,  etc   portals,  etc   search   radio,  etc   Direct  mail,     Landing  pages,   Display  ads,   email,  etc   offers,  etc   affiliates,  etc   CRM   Facebook   program   TwiKer,  etc   POS  kiosks,   Call  center,     loyalty  cards,  etc   retail  stores,  etc  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   29  
  30. 30. >  Duplica?on  across  channels     Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Email     Email   Blast   Pla>orm   $   Organic   Google   Search   Analy?cs   $  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   30  
  31. 31. >  Cookie  expira?on  impact   Paid     Bid     Search   Mgmt   $   Banner     Banner     Ad     Ad  Click   Ad  View   Server   $   Email     Email   Expira?on   Blast   Pla>orm   $   Organic   Google   Search   Analy?cs   $  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   31  
  32. 32. >  De-­‐duplica?on  across  channels     Paid     Search   $   Banner     Ads   $   Central   Analy?cs   Pla>orm   Email     Blast   $   Organic   Search   $  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   32  
  33. 33. Exercise:  Duplica?on  impact  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   33  
  34. 34. >  Exercise:  Duplica?on  impact      Double-­‐counBng  of  conversions  across  channels  can   have  a  significant  impact  on  key  metrics,  especially  CPA    Example:  Display  ads  and  paid  search   –  Total  media  budget  of  $10,000  of  which  50%  is  spend  on  paid   search  and  50%  on  display  ads   –  Total  of  100  conversions  across  both  channels  with  a  channel   overlap  of  50%,  i.e.  both  channels  claim  100%  of  conversions   based  on  their  own  reporBng  but  once  de-­‐duplicated  they   each  only  contributed  50%  of  conversions   –  What  are  the  iniBal  CPA  values  and  what  is  the  true  CPA?    SoluBon:  $50  iniBal  CPA  and  $100  true  CPA   –  $5,000  /  100  =  $50  iniBal  CPA  and  $5,000  /  50  =  $100  true   CPA  (which  represents  a  100%  increase)  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   34  
  35. 35. >  Reach  and  channel  overlap     TV/Print     audience   Banner   Search   audience   audience  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   35  
  36. 36. >  Ad  server  exposure  test   Banner   TV/Print   Search   Impression   Response   Response   $   Banner   Search   Direct   Impression   Response   Response   $   Users  are   segmented   before  1st   ad  is  even   Exposed  group:  90%  of  users  get  branded  message   served     Control  group:  10%  of  users  get  non-­‐branded  message   Banner   Search   Direct   Impression   Response   Response   $  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   36  
  37. 37. >  Indirect  display  impact    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   37  
  38. 38. >  Indirect  display  impact    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   38  
  39. 39. >  Indirect  display  impact    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   39  
  40. 40. >  Success  aKribu?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  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   40  
  41. 41. >  First  and  last  click  aKribu?on     Chart  shows   percentage  of   channel  touch   points  that  lead   Paid/Organic  Search   to  a  conversion.   Neither  first     Emails/Shopping  Engines   nor  last-­‐click   measurement   would  provide   true  picture    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   41  
  42. 42. >  Full  path  to  purchase   Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Online   Generic   Click   Visit   Branded   Banner     SEO   Affiliate   Social   Offline   View   Generic   Click   Media   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   42  
  43. 43. >  Search  call  to  ac?on  for  offline    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   43  
  44. 44. Offline  response  tracking  and  improved  experience   February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   44  
  45. 45. February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   45  
  46. 46. >  PURLs  boos?ng  DM  response  rates   Text  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   46  
  47. 47. >  Jet  Interac?ve  phone  call  data  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   47  
  48. 48. >  Poten?al  calls  to  ac?on      Unique  click-­‐through  URLs    Unique  vanity  domains  or  URLs    Unique  phone  numbers    Unique  search  terms    Unique  email  addresses    Unique  personal  URLs  (PURLs)    Unique  SMS  numbers,  QR  codes    Unique  promoBonal  codes,  vouchers    Geographic  locaBon  (Facebook,  FourSquare)    Plus  regression  analysis  of  cause  and  effect  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   48  
  49. 49. >  Cross-­‐channel  impact  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   49  
  50. 50. >  Offline  sales  driven  by  online   Adver?sing     Phone   Credit  check,   campaign   order   fulfilment   Retail   Confirma?on   order   email   Website   Online   Online  order   Virtual  order   research   order   confirma?on   confirma?on   Cookie  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   50  
  51. 51. >  Full  path  to  purchase   Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Online   Generic   Click   Visit   Branded   Banner     SEO   Affiliate   Social   Offline   View   Generic   Click   Media   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   51  
  52. 52. >  Adobe  stacking/par?cipa?on   Adobe  can  only  stack   direct  paid  and  organic   responses  that  end  up  on   your  website  proper?es,   mere  banner  impressions   are  missing  from  the  stack   and  cannot  be  included   via  Genesis  aser  the  fact.  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   52  
  53. 53. >  Combining  data  sources  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   53  
  54. 54. >  Single  source  of  truth  repor?ng   Insights   Repor?ng  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   54  
  55. 55. >  Understanding  channel  mix  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   55  
  56. 56. >  Website  entry  survey     De-­‐duped  Campaign  Report   Greatest  Influencer  on  Branded  Search  /  STS   }   Channel   %  of  Conversions   Channel   %  of  Influence   Straight  to  Site   27%   Word  of  Mouth   32%   SEO  Branded   15%   Blogging  &  Social  Media   24%   SEM  Branded   9%   Newspaper  AdverBsing   9%   SEO  Generic   7%   Display  AdverBsing   14%   SEM  Generic   14%   Email  MarkeBng   7%   Display  AdverBsing   7%   Retail  PromoBons   14%   Affiliate  MarkeBng   9%   Referrals   5%   Conversions  anributed  to  search  terms   Email  MarkeBng   7%   that  contain  brand  keywords  and  direct   website  visits  are  most  likely  not  the   originaBng  channel  that  generated  the   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   57  
  57. 57. >  Adjus?ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   58  
  58. 58. >  Success  aKribu?on  models     Introducer   Influencer   Influencer   Closer   $   Even     25%   25%   25%   25%   AKrib.   Exclusion   33%   33%   33%   0%   AKrib.   PaKern   30%   20%   20%   30%   AKrib.  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   59  
  59. 59. >  Path  across  different  segments   Introducer   Influencer   Influencer   Closer   $   Product     Channel  1   Channel  2   Channel  3   Channel  4   A  vs.  B   New   Channel  1   Channel  2   Channel  3   Channel  4   prospects   Exis?ng   Channel  1   Channel  2   Channel  3   Product  4   customers  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   60  
  60. 60. Exercise:  AKribu?on  model  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   61  
  61. 61. >  Exercise:  AKribu?on  models     Introducer   Influencer   Influencer   Closer   $   Even     25%   25%   25%   25%   AKrib.   Exclusion   33%   33%   33%   0%   AKrib.   ?   ?   ?   ?   Custom   AKrib.  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   62  
  62. 62. >  Common  aKribu?on  models    Allocate  more  conversion  credits  to  more   recent  touch  points  for  brands  with  a  strong   baseline  to  sBmulate  repeat  purchases      Allocate  more  conversion  credits  to  more   recent  touch  points  for  brands  with  a  direct   response  focus    Allocate  more  conversion  credits  to  iniBaBng   touch  points  for  new  and  expensive  brands  and   products  to  insert  them  into  the  mindset  February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   63  
  63. 63. Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twiKer.com/datalicious    February  2011   ©  ADMA  &  Datalicious  Pty  Ltd   64  
  64. 64. Data  >  Insights  >  Ac?on  

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