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Data Integration: Taking a Measured Approach

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NMPi's very own Anna Jorysz takes us through how to integrate data into your digital campaigns and how to measure your results.

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Data Integration: Taking a Measured Approach

  1. 1. Taking A Measured Approach DATA INTEGRATION
  2. 2. Data is the new oil. It’s valuable, but if unrefined it cannot really be used. It has to be changed into gas, plastic, chemicals, etc to create a valuable entity … … that drives profitable activity; so must data be broken down, analyzed for it to have value. Clive Humby
  3. 3. What Is Performance Marketing? 2. Driving profit 3. Ongoing analysis AS EFFECTIVELY & EFFICIENTLY AS POSSIBLE 1. Assigning value
  4. 4. BUYING TARGETING & CREATIVE MESSAGING & Why will data help you with this? How will you measure success? How will you optimise further? What are you trying to achieve?
  5. 5. Last year was a record-breaking year for kit sales. This year we need to sell even more! Ads which let users personalise their kit within the banners Use data to predict which version the customer will want
  6. 6. What do we know about the product? Kit. Average CR. Fans love Salah. Kit. Home kit. Women’s home kit.Kit. Home kit.Kit. Home kit. Women’s home kit. Women’s home kit with Salah printing. Average CR. Average CR but high CTR. Average CR. Average CR but high CTR. Average CR but high CTR and is a top selling women’s product. Average CR. Average CR but high CTR. Average CR but high CTR and is a top selling women’s product. Average CR but high CTR and is a top selling women’s product with much more clicks from women than men. Fans love Salah. Fans love Salah but he’s not scored many goals recently. 5 custom labels 1 value per product 1,000 unique values
  7. 7. What do we know about the product? Kit. Home kit. Women’s home kit. Women’s home kit with Salah printing. Average CR. Average CR but high CTR. Average CR but high CTR and is a top selling women’s product. Average CR but high CTR and is a top selling women’s product with much more clicks from women than men. Fans love Salah. Fans love Salah but he’s not scored many goals recently.
  8. 8. What To Do? 1. Build a model 2. Define meaningful categories 3. Test & learn
  9. 9. size, shopping click through rate this week, product id, search clicks last month, player nationality, display revenue yesterday, shopping clicks last month, search sales this week, sales growth week on week, shopping click through rate today, product category, on site conversion rate this month, shopping conversion rate last week, on site traffic this week, display click through rate last week, shopping impressions this week, search click through rate today, paid social click through rate this week, on site revenue today, display impressions last week, shopping revenue last month, paid social click through rate yesterday, on site click through rate today, paid social impressions yesterday, paid social impressions this month, search clicks today, search click through rate last month, search click through rate this month, shopping clicks last week, paid social impressions last month, shopping revenue yesterday, on site traffic last week, paid social clicks yesterday, shopping clicks this week, display conversion rate today, player position, search conversion rate this month, condition, search sales last week, on site click through rate yesterday, display sales this week, shopping impressions this month, revenue ranking, product name, paid social conversion rate today, search revenue this month, search clicks this month, display sales last month, search click through rate this week, display impressions yesterday, url, on site traffic last month, display click through rate last month, on site conversion rate last week, display clicks today, shipping cost, shopping impressions last week, product publicity, paid social revenue this week, search clicks this week, paid social conversion rate last week, display conversion rate yesterday, on site sales this week, search sales this month, paid social revenue this month, paid social sales last month, display click through rate this week, product type, display conversion rate last month, paid social revenue yesterday, on site revenue yesterday, display sales this month, paid social revenue last week, display sales last week, paid social clicks this month, shopping conversion rate today, paid social clicks last month, display revenue last month, player popularity, shopping revenue this week, paid social sales yesterday, on site traffic today, on site revenue last week, on site click through rate last week, on site traffic yesterday, paid social click through rate last month, search clicks last week, player number, shopping sales this week, shopping revenue today, player name, display impressions today, paid social clicks this week, paid social clicks today, shopping conversion rate this month, rating, display click through rate yesterday, search sales today, shopping clicks yesterday, on site sales this month, sales ranking, shopping clicks this month, paid social revenue last month, search impressions last week, sub category, search revenue last month, on site sales last week, paid social conversion rate yesterday, display conversion rate this week, paid social sales this week, paid social sales today, display clicks this week, paid social conversion rate this month, on site revenue last month, shopping click through rate last month, kit year, paid social conversion rate this week, revenue growth week on week, search sales yesterday, shopping clicks today, colour, on site revenue this month, search impressions last month, search impressions this week, shipping destinations, search click through rate last week, display click through rate today, paid social click through rate today, description, search revenue this week, pattern, stock levels, paid social impressions today, shopping click through rate yesterday, sale status, shopping sales yesterday, shopping sales today, paid social clicks last week, age range, shopping impressions last month, search revenue yesterday, search impressions today, price range, traffic growth week on week, display revenue this month, reviews, shopping sales last month, player appearances this season, on site sales yesterday, on site conversion rate yesterday, on site conversion rate this week, paid social impressions last week, gender, material, paid social conversion rate last month, on site sales last month, on site revenue this week, display impressions this month, on site conversion rate today, shopping conversion rate this week, display clicks last week, display click through rate this month, display sales today, shopping impressions today, paid social click through rate this month, paid social sales this month, display clicks yesterday, shopping click through rate this month, search sales last month, shopping revenue last week, search impressions yesterday, paid social sales last week, search conversion rate this week, search conversion rate last month, paid social impressions this week, search conversion rate last week, price, search revenue today, shopping sales last week, display conversion rate this month, kit type, display impressions this week, brand, display impressions last month, on site traffic this month, player current form, search conversion rate today, paid social click through rate last week, on site click through rate this week, shopping sales this month, price competitiveness, shopping conversion rate yesterday, display revenue today, display conversion rate last week, shopping impressions yesterday, on site conversion rate last month, search impressions this month, on site sales today, shopping revenue this month, search clicks yesterday, display clicks last month, availability, shopping conversion rate last month, search conversion rate yesterday, search revenue last week, search click through rate yesterday, paid social revenue today, on site click through rate this month, display sales yesterday, display clicks this month, player goals this season, display revenue last week, shopping click through rate last week, on site click through rate last month, size, shopping click through rate this week, product id, search clicks last month, player nationality, display revenue yesterday, shopping clicks last month, search sales this week, sales growth week on week, shopping click through rate today, product category, on site conversion rate this month, shopping conversion rate last week, on site traffic this week, display click through rate last week, shopping impressions this week, search click through rate today, paid social click through rate this week, on site revenue today, display impressions last week, shopping revenue last month, paid social click through rate yesterday, on site click through rate today, paid social impressions yesterday, paid social impressions this month, search clicks today, search click through rate last month, search click through rate this month, shopping clicks last week, paid social impressions last month, shopping revenue yesterday, on site traffic last week, paid social clicks yesterday, shopping clicks this week, display conversion rate today, player position, search conversion rate this month, condition, search sales last week, on site click through rate yesterday, display sales this week, shopping impressions this month, revenue ranking, product name, paid social conversion rate today, search revenue this month, search clicks this month, display sales last month, search click through rate this week, display impressions yesterday, url, on site traffic last month, display click through rate last month, on site conversion rate last week, display clicks today, shipping cost, shopping impressions last week, product publicity, paid social revenue this week, search clicks this week, paid social conversion rate last week, display conversion rate yesterday, on site sales this week, search sales this month, paid social revenue this month, paid social sales last month, display click through rate this week, product type, display conversion rate last month, paid social revenue yesterday, on site revenue yesterday, display sales this month, paid social revenue last week, display sales last week, paid social clicks this month, shopping conversion rate today, paid social clicks last month, display revenue last month, player popularity, shopping revenue this week, paid social sales yesterday, on site traffic today, on site revenue last week, on site click through rate last week, on site traffic yesterday, paid social click through rate last month, search clicks last week, player number, shopping sales this week, shopping revenue today, player name, display impressions today, paid social clicks this week, paid social clicks today, shopping conversion rate this month, rating, display click through rate yesterday, search sales today, shopping clicks yesterday, on site sales this month, sales ranking, shopping clicks this month, paid social revenue last month, search impressions last week, sub category, search revenue last month, on site sales last week, paid social conversion rate yesterday, display conversion rate this week, paid social sales this week, paid social sales today, display clicks this week, paid social conversion rate this month, on site revenue last month, shopping click through rate last month, kit year, paid social conversion rate this week, revenue growth week on week, search sales yesterday, shopping clicks today, colour, on site revenue this month, search impressions last month, search impressions this week, shipping destinations, search click through rate last week, display click through rate today, paid social click through rate today, description, search revenue this week, pattern, stock levels, paid social impressions today, shopping click through rate yesterday, sale status, shopping sales yesterday, shopping sales today, paid social clicks last week, age range, shopping impressions last month, search revenue yesterday, search impressions today, price range, traffic growth week on week, display revenue this month, reviews, shopping sales last month, player appearances this season, on site sales yesterday, on site conversion rate yesterday, on site conversion rate this week, paid social impressions last week, gender, material, paid social conversion rate last month, on site sales last month, on site revenue this week, display impressions this month, on site conversion rate today, shopping conversion rate this week, display clicks last week, display click through rate this month, display sales today, shopping impressions today, paid social click through rate this month, paid social sales this month, display clicks yesterday, shopping click through rate this month, search sales last month, shopping revenue last week, search impressions yesterday, paid social sales last week, search conversion rate this week, search conversion rate last month, paid social impressions this week, search conversion rate last week, price, search revenue today, shopping sales last week, display conversion rate this month, kit type, display impressions this week, brand, display impressions last month, on site traffic this month, player current form, search conversion rate today, paid social click through rate last week, on site click through rate this week, shopping sales this month, price competitiveness, shopping conversion rate yesterday, display revenue today, display conversion rate last week, shopping impressions yesterday, on site conversion rate last month, search impressions this month, on site sales today, shopping revenue this month, search clicks yesterday, display clicks last month, availability, shopping conversion rate last month, search conversion rate yesterday, search revenue last week, search click through rate yesterday, paid social revenue today, on site click through rate this month, display sales yesterday, display clicks this month, player goals this season, display revenue last week, shopping click through rate last week, on site click through rate last month, or define one or more Performance Coefficients
  10. 10. This sounds like machine learning
  11. 11. 1. Measure 2. Be measured 3. Measure again When it comes to your data integration strategy: ...but don’t forget to be creative!
  12. 12. Questions? sli.do #nmpignite

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