Smart Uses of Data: How to Learn More About Your Audience and Target Individual Customers - Owen Hancock, CJ Affiliate & Ed Lovelock, Argos
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Consumer insights have long been central to marketing strategy, but integrating audience data with the output of a typical plan is no mean feat. Collecting information is one thing, using it to develop a performance programme is quite another. In this session Ed Lovelock and Owen Hancock will explore the innovative ways Argos and Commission Junction worked together over the last year, utilising data available to them from the British retailer’s site. The audience will learn of additional information on the lifetime value of affiliate-driven customers to the company, split testing cashback rates and targeting profitable behavioural segments. Data best practices will also be covered and how, when properly utilised, they can create smarter and more efficient affiliate programmes.
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Smart Uses of Data: How to Learn More About Your Audience and Target Individual Customers - Owen Hancock, CJ Affiliate & Ed Lovelock, Argos
- 1. Smart Uses of Data How to learn more about your audience and target individual customers
- 4. Starting A Campaign 1 2 3 4 Objective Data Actions Outcomes
- 5. Set Your Goals Desired Outputs Budget Availability Identify stakeholders S.M.A.R.T.
- 6. Understand What Data is Available Campaign Goal Aggregated Data (Offline) Aggregated Data (Online) 3rd Party Data 1st Party Data (Online) 1st Party Data (Offline)
- 8. 3rd Party Data Clicks Location User demographics User spend Conversion Rate User Conversion AOV Category Performance
- 9. 3rd Party Data – Publishers
- 10. 1st Party Data
- 11. 1st Party - Metrics Advertiser Seasonality Customer Publisher Browse history Colour preference Lifetime value Categories purchased in Cross Channel Purchasers Collections Stock Affiliate programme data New Customer Ratio Average order value Repeat Rate Reactivation Customer Ratio
- 13. Review How To Use This Data Reach Relevancy Message Device People Place Time
- 14. Review How To Use This Data Message
- 15. Review How To Use This Data Device
- 16. Review How To Use This Data People
- 17. Review How To Use This Data Place
- 18. Review How To Use This Data Time
- 20. The Outcomes Of Smart Uses Of Data Profitability Incrementality Time Efficiency
- 22. Data Capture Link immediate offline data to online marketing Targeting individual shopper Wealth of behavioural data
- 23. Mobile Applications Cloud-Based Services Client Data Publisher Data Network Data More Free-Flowing Information Offline Data Legacy Applications Application Servers Web Appications Integration More information available Information updates quicker Change user journeys
- 24. Targeting A Segment Of One Robust consumer profiles to uncover actionable insights Use insights to create personalised creative and offers Increase conversions and drive more sales
- 25. Takeaways In depth planning Attitude to using data Learning from results Integration with other channels
Editor's Notes
- ED LOVELOCK
- ED LOVELOCK
- ED LOVELOCK
- ED LOVELOCK Set your goals, both long term and short term Budget Understand what data is available to you and what isn’t Review how you can utilise this data Feed learning into entire programme / future campaigns
- ED LOVELOCK Why set objectives So much data you need to know what to look for Who’s paying for it and will they continue to fund What information do you want to capture What objectives should be like: Make these sensible, achievable and measurable (don’t do it for the sake of it) Examples Knowing what cashback rates to use to significantly increase volume of revenue Attract sales away from a particular competitor Increase sales of particular product
- OWEN HANCOCK
- OWEN HANCOCK
- OWEN HANCOCK
- OWEN HANCOCK
- OWEN HANCOCK
- OWEN HANCOCK Make sure you have a use for these data fields Let your affiliates know this information (affiliate can drive more customers if they know more about the customer’s interests, when they’re likely to purchase etc and what a more valuable customer looks like) Put the time in to capture this data (if you have strong objectives you will re-coup the cost) Build the capture in a agile manner that allows you this data to be used by others Average Order Value Lifetime value New customer ratio Reactivated Customer Ratio Categories purchased in Repeat Rate Seasonality Cross channel purchases/users Browse history Behaviour segments (address, family, age, wealth, credit card) Colours purchased Stock Collections Affiliate programme data – e.g. seasonality
- ED LOVELOCK
- ED LOVELOCK Hitwise/cashback
- ED LOVELOCK In store voucher
- ED LOVELOCK Targeted new customer
- ED LOVELOCK
- ED LOVELOCK Targeted new customer
- OWEN HANCOCK
- OWEN HANCOCK Profitability Incrementality Efficiency if time
- OWEN HANCOCK
- OWEN HANCOCK
- OWEN HANCOCK Integration e.g. automated feeds or APIs
- OWEN HANCOCK
- OWEN HANCOCK Transparent and in-depth planning Attitude to using data Communication and integration with other channels Learn from results Additional data you wish you had had Feeding back to other channels - The more people that buy in the better (cheaper to share costs and easier to get the big picture ++++