ADMA Data Day: Consumer Data Journey

[ consumer data journey ]
Christian Bartens
Digital Analyst, Tourism Australia
tourism.australia.com
Senior Consultant, Datalicious
datalicious.com.au
[ datalicious ]
data : insights : action

[ october 2007 ] [ datalicious.com.au ]

[ october 2007 ]
"I know that 50% of my
advertising is wasted, I just
don't know which half."
John Wanamaker
[ datalicious.com.au ]

[ data is delicious ]
101011010100101011110100100101010101000010111110010101010101
001010110010100110100101010011100101001001010100100101001010
010010100111110101010010100100100101001010111010100101010101

"It is a capital mistake to theorize
before one has data."
Sir Arthur Conan Doyle

[ digital = 1st hand observation ]

[ media consumption ]
Source: Carat
[ october 2007 ]
66% digital by 2010
50% digital by 2007
media hours
per week

[ analogue = 2nd hand insights ]

[ research instrument ]
[ september 2007 ] [ datalicious.com.au ]

"It is a capital mistake to theorize
before one has all the data."
Sir Arthur Conan Doyle

[ consumer data journey ]
101011010100101011110100100101010101000010111110010101010101
001010110010100110100101010011100101001001010100100101001010
010010100111110101010010100100100101001010111010100101010101

[ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights

[ data poles ]
[ october 2007 ]
transactional
close to customer
strategic
removed from customer

[ response options ]
[ october 2007 ]
digital
search
banner
www
analogue
phone
email
text
ancient
retail store
wom

[ digital responses ]
[ october 2007 ]
impression interaction
view
through
click
through
success
event
ad server, bid management platform
site centric tool
branding
direct response

[ digital best practice ]
 Ad server or bid management platform
– Enable view-through tracking
– Implement campaign tracking codes
 Unique down to creative level
 Site centric analytics tool
– Implement ad server tags on your site
 Alternatively integrate with web analytics platform
– Define and measure success events
– Define success event allocation
 First, linear, last campaign response
 Recommend linear success event allocation

[ analogue best practice ]
 Phone, email, text
– Offer wide range of response options
– Especially mobile response options during downtime
– Response options unique to each campaign
 Potentially even unique down to an offer level
 Retail stores
– Ask your customers for help
 Run qualitative surveys to fill data gaps
– Use vouchers and promotional codes
 Word of mouth
– Trial new technologies (e.g. BuzzMetrics)

[ examples ]
 Does all your offline advertising have its own unique
call to action down to media channel and placement?
 Does all your online advertising have its own unique
tracking codes in the click-through URLs?
 Are you offering more instant response options besides
your website such as phone numbers, email and text
messaging to facilitate downtime response?
 Does your website have its own unique phone number
so that you can see what customers are researching
online but are converting offline?
 When these customers convert offline are you asking
them specific questions relating to the online media
they have been exposed to and responded to?

[ conversion funnel 1.0 ]
[ october 2007 ]
conversion process
visit, product pages, product details, add to
shopping cart, shipping information, payment
details, order confirmation, thank you page, etc
success events
campaigns

[ conversion funnel 2.0 ]
[ october 2007 ]
inbound spokes
campaigns, search, emails, landing pages, home
page, navigation, internal search, referrers,
affiliates, cross-sales, etc
hub product page
outbound spokes
buy now, learn more, test it, customize it, read
reviews, review product, ask expert, contact
support, recommend product, view more, etc

[ cross and up-sales ]
[ october 2007 ]
customer selections
product page views, shopping cart content,
product purchases, internal search terms,
customer lifetime purchases, etc
product combinations
company suggestions
other customers who have liked this also bought
this, static cross-sales, dynamic cross-sales,
on site behavioural targeting, etc

[ amazon.com ]

[ examples ]
 Do you make it easy for your consumers to convert
offline even if they started the process online?
 Does your ‘thank you’ page ask your customers what
offline advertising they have noticed as well?
 Do you store the purchase ID in your main CRM database
to connect web analytics data with standard CRM data?
 Are you continuously testing different versions of your
key pages such as the home page and order process
pages to optimize conversion?
 Are you actively suggesting products to your customers
using static or dynamic cross-sales techniques on key
pages such as the home, product, order process and
search results pages?

[ monetization ]
[ october 2007 ]
acquisition
offline campaigns, online campaigns,
search, emails, referrers, affiliates, etc
customers & prospects
monetization
cross-sales, recommend products,
re-contact, re-market, surveys, etc
$

[ examples ]
 Do you know what products each of your
customers looked at but did not purchase?
 Do you identify your email subscribers via unique
tracking IDs in the email click-through URLs?
 Do you include brand messages and product
suggestions in transactional emails?
 Are you integrating web 2.0 technologies into your
CRM strategy such as RSS feeds and if so, do you
offer just one or more customized feeds?
 Are you asking your customers about their
suggestions and desires or are you only tracking
their behaviour?

[ where is the money ]
[ october 2007 ]
$
$
$
$
$
$
$
$
$
$

[ examples ]
 Do you know your most valuable customers?
 Are you communicating with your key customers
in a different way then with your others customers?
 Do your key customers know that they are your most
valuable clients and do they feel the love?
 Does your customer profile include insights on top
referring websites and search terms?
 Does your customer profile know what type of
customers are more likely to respond to a certain
key message or creative than others?
 Can you identify your key customers on your own
website in real-time while they visit?

[ segmentation studies ]
[ october 2007 ]
profile
Hitwise
Mosaic
TGI
etc
Roy
Morgan

[ examples ]
 Are you enriching your internal customer profiles with
insights from external segmentation studies?
 Are you considering external matching parameters for
segmentation studies when designing internal forms
and surveys?
 Did you know that services like Hitwise can tell you what
websites your key customers are more likely to visit than
others once you matched them to a MOSAIC profile?
 Are external segmentation studies part of the overall
data collection and profiling strategy or an add on?
 How many different departments, managers and
separate budgets would be involved to get to this
point in the presentation so far?

[ where are the eyeballs ]
[ october 2007 ]
search
organic
paid
social
wom
viral
online
offline
display
mail
email
direct

[ examples ]
 How many different marketing managers and
budgets do you have in your organisation?
 Does your organization maintain separate budgets
for online and offline media spend?
 What drives your marketing strategy and media
planning? Short-term revenue goals or long-term
strategic goals?
 Is there a formalised process for campaign and
insights reporting within your company?
 Are earlier campaign summary reports consulted and
passed on to your agencies during the planning
process?

[ impressions ]
[ october 2007 ]
where
whenwhat

[ reach ]volume
variations
[ october 2007 ]
Source: Chris Anderson
one2many
one2one

[ frequency ]

[ optimisation ]
run review revise
Source: M&C Saatchi
improvement
run review revise
run review revise
run review revise
"I know that 50% of my advertising is wasted,
I just don't know which half."
John Wanamaker

[ examples ]
 Do you test your marketing communication such as
emails before they are sent on a smaller sample? What
about search or display ads?
 Do you review and optimize all your campaigns on an
ongoing basis or only at the start?
 Do your media and creative agencies report back to you
on mere metrics or actual improvements they made?
 Do you work with a separate creative and media agency?
How well do they communicate insights to each other?
 How well does the knowledge transfer between
departments inside your own company work or from
campaign to campaign?

[ october 2007 ]
[ questions ]
christian@datalicious.com.au

[ october 2007 ]
[ datalicious ]
data : insights : action

ADMA Data Day: Consumer Data Journey

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