The document discusses data-driven marketing and analytics. It explains how data is collected from various platforms and channels and then analyzed to generate insights which can then be used to inform targeted marketing actions. Key aspects covered include combining different data sets, attributing success across multiple touchpoints, and analyzing how marketing campaigns interact across channels. The goal is to move from siloed reporting to an integrated view of the customer to improve marketing effectiveness.

1. [
Analy(cs
and
Tracking]
Data
Driven
Marke,ng

2. [
Mo(va(on
]
Data
=
©
Datalicious
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2

3. [
Data
driven
marke(ng
]
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
aLribu(on
models
Aprimo,
Trac(on,
Inxmail,
etc
Tagless
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
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3

4. [
Corporate
data
journey
]
Stage
1
Stage
2
Stage
3
Data
Insights
Ac(on
Data
is
fully
owned
Sophis,ca,on
in-­‐house,
advanced
Data
is
being
brought
predic,ve
modelling
in-­‐house,
shiG
towards
and
trigger
based
Third
par,es
control
insights
genera,on
and
marke,ng,
i.e.
what
data
mining,
i.e.
why
will
happen
and
most
data,
ad
hoc
did
it
happen?
making
it
happen!
repor,ng
only,
i.e.
what
happened?
Time,
Control
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4

5. [
Combining
data
sets
]
Web
analy,cs
data
Retail
sales
data
+
The
whole
is
greater
than
the
sum
of
its
parts
Customer
data
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5

6. [
Across
all
data
categories
]
Campaign
data
TV,
print,
call
center,
search,
web
analy,cs,
ad
serving,
etc
Campaign
Customer
data
data
Customer
data
Direct
mail,
call
center,
web
analy,cs,
emails,
surveys,
etc
Consumer
data
Search,
social
media,
trends,
Compe(tor
Consumer
research,
news,
etc
data
data
Compe(tor
data
Search,
social
media,
ad
spend,
news,
offers,
etc
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6

7. Campaign
data
14/11/12
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7

8. [
Single
source
of
truth
]
True
ROAS
Dashboards
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8

9. [
De-­‐duplica(on
across
channels
]
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Web
Analy(cs
Pla;orm
Email
Email
Blast
Pla;orm
$
Organic
Google
Search
Analy(cs
$
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9

10. [
Analyse
channel
overlap
]
Total
Ac(ons:
2,023
DM
&
EDMs
Call
Centre
Paid
Search
$200
-­‐
$400
Radio
301
/
11.1%
CTA
&
$200
-­‐
$500
CPA
Other
112
(38%)
ATL
Display
Media
189
(62%)
1669
(61.2%)
Straight
to
Site
1208
(44.3%)
$125
-­‐
$200
CPA
Organic
Search
493
(18%)
587
(48%)
314
(63%)
621
(52%)
179
(37%)
Partners
Media
Channels
are
interac(ve.
Individual
channel
analysis
yields
liLle
insight
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11. [
Success
aLribu(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
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11

12. [
Campaign
stacking
by
channel
]
Chart
shows
percentage
of
channel
touch
points
that
lead
to
a
conversion.
Neither
first
nor
last-­‐click
measurement
would
provide
true
picture
14/11/12
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12

13. [
Stacking
2.0
–
Including
Post
Impressions
]
Viewed
Banner
Ad
Paid
Straight
to
Success
Search
Site
(no
click!)
$100
Tradi,onally
Tradi,onally
First
Touch
Last
Touch
The
Total
Touches
à
2,454
The
Unique
Touch
points
à
268
The
Total
Sales
for
the
period
à
690
Average
touches
per
sale
à
3.6
The
number
of
(mes
the
touches
occurred
The
number
of
orders
the
touch
point
was
involved
with
Display
-­‐
Post
Impression
-­‐
789
Display
-­‐
Post
Impression
-­‐
403
-­‐
(58.4%)
involvement
Straight
to
site
-­‐
507
Straight
to
site
-­‐
261
-­‐
(37.8%)
involvement
Search
-­‐
SEO
Branded
-­‐
258
Search
-­‐
SEO
Branded
-­‐
131
-­‐
(19.0%)
involvement
-­‐
SEM
-­‐
148
-­‐
SEM
-­‐
75
-­‐
(10.9%)
involvement
-­‐
SEO
Generic
-­‐
16
-­‐
SEO
Generic
-­‐
8
-­‐
(1.2%)
involvement
Internal
Referral
-­‐
155
Internal
Referral
-­‐
80
-­‐
(11.6%)
involvement
Display
-­‐
Post
Click
-­‐
76
Display
-­‐
Post
Click
-­‐
39
-­‐
(5.7%)
involvement
Email
Marke,ng
-­‐
22
Email
Marke,ng
-­‐
11
-­‐
(1.6%)
involvement
Shopping
Engine
-­‐
5
Shopping
Engine
-­‐
3
-­‐
(0.4%)
involvement
[
June
2009]
[
datalicious.com
]

14. [
Ad
server
exposure
test
]
1
User
qualifies
for
the
display
campaign
(if
the
user
has
already
been
tagged
go
to
step
3)
1st
impression
2
Audience
Segmenta(on
10%
of
users
in
control
group,
90%
in
exposed
group
User
tagged
with
segment
Measurement:
Conversions
per
1000
unique
Control
Exposed
visitors
(displayed
non-­‐branded
message)
(displayed
branded
message)
User
remains
in
segment
N
impressions
3
Control
Exposed
(displayed
non-­‐branded
message)
(displayed
branded
message)
May
2010
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15. [
Sample
Results
]
Control
Group
Normal
Display
Adver(sing
(90%)
(10%)
Impressions
=
1
M
Impressions
=
9
M
Visitors
=
1,000
Visitors
=
10,000
Sales
=
50
Sales
=
550
Cost
=
$1,000
Cost
=
$9,000
$
per
sale
=
$20
$
per
sale
=
$16
Without
display
With
display
adver,sing,
1
in
every
20,000
people
22%
adver,sing
1
in
every
16,363
people
will
convert
uplij
will
convert
of
sales
would
have
occurred
without
any
display
ac(vity
-­‐
80%
-­‐
Actual
cost
per
sale
is
closer
to
~5x
reported
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15

16. [
Paid
and
Organic
search
]
30%
SEM
70%
SEO
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16

17. [
SEO
or
SEM?]
High
SEM/SEO
Visitor
Value
($)
SEO
Low Keyword
Compe,,on
i.e.
Cost
($)
High
Find
another
business!
Low
You
need
to
know
the
value
of
your
visitors
from
each
keyword!
©
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17

18. [
Case
Study
–
Poli(cal
Consul(ng
Firm
]
Original
Proposal
$5k
SEO
project.
3
months
to
complete.
Visitor
Value
High
$$$.
Average
revenue
per
project
is
tens
of
thousands.
Keyword
Compe((on
Low.
Few
organic
compe,tors.
Only
one
single
paid
compe,tor.
Poten(al
Solu(on
Ditch
SEO
Project.
Buy
keywords
cheaply
with
high
ROI
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18

19. Keyword
Traffic
Tool
-­‐
Spend
Alloca,on
-­‐
Consumer
Interest
-­‐
Market
Size
es,ma,on
-­‐
Keyword
cost
Keyword
Finder
Tool
-­‐
Find
useful
words
-­‐
Use
compe,tor
site
to
find
useful
keywords
-­‐
Market
Size
-­‐
Compe,,on
strength
-­‐
Keyword
cost
14/11/12
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19

20. [
Google
Webmaster
Tools
]
14/11/12
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21. 14/11/12
21

22. [
Search
call
to
ac(on
]
Print
adver(sing
can
be
analysed
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22

23. [
Offline
sales
driven
by
online
]
Tying
offline
conversions
back
to
online
campaign
and
research
behavior
using
standard
cookie
technology
by
triggering
virtual
online
order
confirma,on
pages
for
offline
sales
using
email
receipts.
Website.com
Phone
Virtual
Order
Research
Orders
Credit
Check
Fulfilment
@
Confirma(on
Adver(sing
Website.com
Retail
Virtual
Order
Campaign
Research
Orders
Credit
Check
Fulfilment
@
Confirma(on
Website.com
Online
Online
Order
Virtual
Order
Research
Orders
Confirma(on
Credit
Check
Fulfilment
@
Confirma(on
Cookie
Cookie
Cookie
May
2010
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23

24. Customer
data
14/11/12
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24

25. [
You
can’t
hide!
]
2
years
on
the
beach
Iden(fies
themself
User
visits
User
visits
(e.g.
sale
or
Looks
at
lots
of
Site
Site
again
registra(on)
‘widgets’
anonymously
‘anonymously’
Cookie
Web
Cookie
Analy(cs
Database
Hi
John,
long
(me
no
talk,
we
have
a
special
Name:
John
Example
on
widgets!
Interest:
Widgets
History:
Business
-­‐Last
visit
2
years
ago.
Intelligence
-­‐Purchased
10
blue
widgets
Database
-­‐High
value
band
Loca(on:
2000,
Sydney
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25

26. [
Social
Media
Data
]
Facebook
Connect
gives
you
the
following
and
more,
with
just
one
click…
Id,
first
name,
last
name,
middle
name,
pic,
affilia,ons,
last
profile
update,
,mezone,
religion,
poli,cal
interests,
interests,
sex,
birthday,
arracted
to
which
sex,
why
they
want
to
meet
someone,
home
town,
rela,onship
status,
current
loca,on,
ac,vi,es,
music
interests,
tv
show
interests,educa,on
history,
work
history,
family
and
email.
-­‐
Is
there
anything
else
you
need
to
know?
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26

27. [
Prospect
targe(ng
parameters
]
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27

28. [
Affinity
targe(ng
in
ac(on
]
Different
types
of
visitors
respond
to
different
ads.
By
using
category
affinity
targe,ng,
response
rates
are
liGed
significantly
across
products.
Click-­‐Through
Rate
By
Category
Affinity
Message
Postpay
Prepay
Broadb.
Business
Blackberry
Bold
- - - +
5GB
Mobile
Broadband
- - + -
Blackberry
Storm
+ - + +
12
Month
Caps
- + - +
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28

29. 14/11/12
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29

30. [
Combining
data
sets
]
Site
Behaviour
CRM
Profile
tracking
of
purchase
funnel
stage
one-­‐off
collec,on
of
demographical
data
+
browsing,
checkout,
etc
age,
gender,
address,
etc
tracking
of
content
preferences
customer
lifecycle
metrics
and
key
dates
products,
brands,
features,
etc
profitability,
expira(on,
etc
tracking
of
external
campaign
responses
predic,ve
models
based
on
data
mining
search
terms,
referrers,
etc
propensity
to
buy,
churn,
etc
tracking
of
internal
promo,on
responses
historical
data
from
previous
transac,ons
emails,
internal
search,
etc
average
order
value,
points,
etc
UPDATED
CONTINUOUSLY
UPDATED
OCCASIONALLY
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30

31. [
Store
locator
searches
]
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31

32. Compe(tor
data
14/11/12
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32

33. [
Brand
search
volume
]
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33

34. [
Market
share
trends
]
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34

35. 14/11/12
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36. 14/11/12
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37. 14/11/12
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38. Consumer
data
14/11/12
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38

39. [
Search
term
volumes
]
hrp://www.wordle.net
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39

40. 14/11/12
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41. ©
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42. 14/11/12
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43. 14/11/12
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