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ADMA Macquarie Campaign Measurement
The document provides an overview of Datalicious, a data analytics agency, and discusses approaches to digital campaign measurement. It notes that Datalicious was founded in 2007 and now offers a wide range of data services including data platforms, insights reporting, and applications. It also discusses frameworks for measuring campaign performance, including the AIDA and AIDAS models, and the importance of considering multiple metrics and calendar events for proper data interpretation and context.
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ADMA Macquarie Campaign Measurement
- 1. > Campaign Measurement < Digital Campaign Measurement Macquarie ADMA Workshop
- 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. > Clients across all industries February 2011 © ADMA & Datalicious Pty Ltd 3
- 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. > 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. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > Metrics framework February 2011 © ADMA & Datalicious Pty Ltd 6
- 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. > Simplified AIDAS funnel Reach Engagement Conversion +Buzz (Awareness) (Interest & Desire) (AcBon) (SaBsfacBon) February 2011 © ADMA & Datalicious Pty Ltd 8
- 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. > 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. New vs. returning visitors
- 12. AU/NZ vs. rest of world
- 13.
- 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. > 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. > 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. Calendar events to add context February 2011 © ADMA & Datalicious Pty Ltd 17
- 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. > 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. > 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. Exercise: Sta?s?cal significance February 2011 © ADMA & Datalicious Pty Ltd 21
- 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. 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. > 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.
- 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. > 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. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > Media aKribu?on February 2011 © ADMA & Datalicious Pty Ltd 28
- 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. > 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. > 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. > 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. Exercise: Duplica?on impact February 2011 © ADMA & Datalicious Pty Ltd 33
- 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. > Reach and channel overlap TV/Print audience Banner Search audience audience February 2011 © ADMA & Datalicious Pty Ltd 35
- 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. > Indirect display impact February 2011 © ADMA & Datalicious Pty Ltd 37
- 38. > Indirect display impact February 2011 © ADMA & Datalicious Pty Ltd 38
- 39. > Indirect display impact February 2011 © ADMA & Datalicious Pty Ltd 39
- 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. > 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. > 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. > Search call to ac?on for offline February 2011 © ADMA & Datalicious Pty Ltd 43
- 44. Offline response tracking and improved experience February 2011 © ADMA & Datalicious Pty Ltd 44
- 45. February 2011 © ADMA & Datalicious Pty Ltd 45
- 46. > PURLs boos?ng DM response rates Text February 2011 © ADMA & Datalicious Pty Ltd 46
- 47. > Jet Interac?ve phone call data February 2011 © ADMA & Datalicious Pty Ltd 47
- 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. > Cross-‐channel impact February 2011 © ADMA & Datalicious Pty Ltd 49
- 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. > 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. > 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. > Combining data sources February 2011 © ADMA & Datalicious Pty Ltd 53
- 54. > Single source of truth repor?ng Insights Repor?ng February 2011 © ADMA & Datalicious Pty Ltd 54
- 55. > Understanding channel mix February 2011 © ADMA & Datalicious Pty Ltd 55
- 57. > 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
- 58. > Adjus?ng for offline impact -‐5 -‐15 -‐10 +5 +15 +10 February 2011 © ADMA & Datalicious Pty Ltd 58
- 59. > 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
- 60. > 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
- 61. Exercise: AKribu?on model February 2011 © ADMA & Datalicious Pty Ltd 61
- 62. > 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
- 63. > 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
- 64. Contact us cbartens@datalicious.com Learn more blog.datalicious.com Follow us twiKer.com/datalicious February 2011 © ADMA & Datalicious Pty Ltd 64
- 65. Data > Insights > Ac?on