Uploaded byGarry Przyklenk
Analytics Attack! Tracking Campaign Performance
The document outlines key strategies for enhancing reporting and measurement in digital marketing, focusing on three main principles: attacking return on investment, stalking your prey to fulfill career needs, and hunting in packs for effective teamwork. It emphasizes the importance of thorough analytics, setting clear objectives, and fostering cross-channel collaboration. The presentation also includes practical examples and tools for implementing these strategies within organizations.
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Analytics Attack! Tracking Campaign Performance
- 1. Toronto | June12–14, 2013 | #SESTO |@SESConf Analytics Attack Tracking Campaign Performance Garry Przyklenk @gprzyklenk TD Bank Group, Digital Channels Manager of Measurement Solutions
- 2. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk Attack your reporting! Photo credit: http://www.flickr.com/photos/tambako/5512086433 Already discussed: 1. Proper tagging of links 2. Demystifying direct/bookmarked 3. Segmenting campaigns for reporting
- 3. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk Three Tips to give reports Teeth 1. Attack return on investment 2. Stalk your prey 3. Hunt in packs Photo credit: http://www.flickr.com/photos/jfsyffert/5609791174
- 4. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk Attack return on investment Photo credit: http://www.flickr.com/photos/skoop102/772097800
- 5. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk 1. Attack return on investment If you want to attack like a… Attack ROI by… Level of Ferocity …cuddly bunny …calculating overall cost with overall sales. Weak sauce …bull in a China shop …trying to calculate lifetime value. Damaging but rarely fatal …rabid wolverine …testing different multi- channel attribution models. UNIMAGINABLE RAGE
- 6. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk Caution! Protect your credibility with partners by maintaining an objective point-of-view on business goals. Photo credit: http://www.flickr.com/photos/jfsyffert/5609791174
- 7. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk Stalk your prey (to get what you want)
- 8. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk
- 9. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk 2. Stalk your prey (to get what you want) Career needs and wants… How to get what you want… When to strike… Self-actualization: • Creativity • Problem solving Challenge status quo • Introducing optimizations • Testing models Campaign kick-off Self-esteem • Achievement • Respect Ongoing communication • Flaunt business success • Remain objective Weekly status updates End of campaign analysis Love and Belonging • Friendship Be inclusive of team members • Golden rule never hurts • Bring others along Process management Safety • Financial security • Resourcing Document everything • Archive “did well” emails • Keep a running tally of wins Year-end review
- 10. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk Success is all about telling a story Example: Paperless statements campaign • Cost saving: – paperless statements saves the company the cost of a mailing per customer per product per month – reduced calls to the contact center due to statement availability online and on-time every month • Customer satisfaction: – free scanned check images – freedom and portability • Cross-channel involvement: – Marketing – Online Channel – Phone Channel – ATM Channel – Branch/Retail Channel Sample high-level value-add Postage $0.63 Customers 400,000 Average products per customer 2 Yearly Cost Savings $6 Million
- 11. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk Hunt in packs Photo credit: http://www.nathanszerdyart.com/
- 12. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk Hunt in packs Teamwork and cross-channel involvement is essential, but it doesn’t happen by accident. 1. Establish a RACI – Responsible, Accountable, Consult, Inform – Useful tool in establishing organization function and identifying participants and involvement – http://paulbosetti.com/business-tools/raci-chart/ 2. Design a process and practice – Identify the critical path to support insights – Determine service-level agreements (how long will it take to do X and Y) – Document a flowchart that’s easy for anyone to follow 3. Seek approvals and support from C-suite – Confirm support of the RACI and Practice and Process documents – Document resourcing requirements – SCALE!
- 13. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk What can success look like? 2013 Measurement Solutions Online Reporting and Analytics Integrated Insights Optimization 2011 Measurement Solutions Online Reporting and Analytics Integrated Insights Optimization 8 Insights Team Members 22 Insights Team Members!
- 14. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk How do you know your executives support you? • 100% of projects and campaigns have a measurement strategy • Escalations to C-suite for absence of Insights team engagement • Validation and certification of all reports by Insights team
- 15. Toronto | June12–14, 2013 | #SESTO | @SESConf @gprzyklenk In summary… 1. Attack return on investment with the ferocity of a rabid wolverine – Try to go beyond revenue/cost – Attempt lifetime value 6 months after a large campaign – Test different multi-channel attribution models 2. Stalk your prey to get what you want, when you want it – Know what you want and when to ask – Challenge the status quo 3. Hunt in packs to make teamwork effective – Teamwork just doesn’t happen by accident – Build a RACI and practice and process – Get C-suite level support
- 16. Toronto | June12–14, 2013 | #SESTO |@SESConf Thank you! Garry Przyklenk @gprzyklenk TD Bank Group, Digital Channels Manager of Measurement Solutions