How being strategic with your marketing data and analytics (DNA) provides real ROI value and connects people with your vision.

1. ► How being strategic with your
marketing data and analytics
provides real ROI value and
connects people with your vision

2. ► to your online marketing
data and analytics (DNA)
A new approach
2.

3. The conversion funnel
A process of turning people
who don’t know
about your business
into leads, prospects
and, eventually,
customers

4. The traditional sales funnel
POTENTIAL LEADS
email, social media to drive traffic
PROSPECTS
customers use your site
DO STUFF
redesign, new logo
CUSTOMERS

5. Marketing DNA strategy
widens the conversion funnel
Media attribution and modeling
maximise reach, awareness & increase ROI
Target and merchandise
improve engagement, boost loyalty
Test and optimise
remove barriers, drive sales
Boost your return on
marketing investment

6. a wider top
Optimising the journey to your web site
Social media, email, search, blogs and adword marketing
are some of the ways that broaden
the width of your funnel and
generate more leads

7. a longer funnel
upselling and offering additional value
When people are completing
an activity on your site
(purchasing a product),
offer them more again

8. ‘Winning in the middle’
Case study
8.

9. ► The Kia Australia web site was used
simply as an online brochure
► How can Kia improve car-owner’s
purchase journey while generating
efficiency savings across all Kia digital
marketing?
► How to track more than the last
inbound click to Kia online?
► Unify their digital marketing with
DoubleClick to manage search, video,
display and mobile channels
► Multi-click attribution modeling
► Use rich online data sources to inform
offline marketing decisions
► All reporting is unified and linked to goals
Optimising the buying journey

10. 30% lower cost per acquisition
Benefit
10.

11. BEING REMARKABLE
Bonus slide
11.

12. Being good is the new average.
To be successful, you need to
start being remarkable
• –Seth Godin
What can this mean?
Providing more value than what people expect
captures their attention and makes you memorable
More wow, now!

13. ► Coles wanted to drive in-store and online sales in the busy
run-up to Christmas and reach Australian grocery-buying mums
Case study
13.

14. Christmas sales success
Partnering with Facebook, we deliver for
Coles:
► advertising reach effectiveness;
► message association; and
► sales results.
We use a combination of:
► Photo ads and posts
featuring photos of Christmas food
► Link ads
sharing recipes and driving website traffic
► Ad-target blocks
25–54 year-old Australian mothers
14.

15. * Calculated based on Nielsen Sales Effect and advertiser spend
† Nielsen Sales Effect and Online Campaign Ratings
‡ Nielsen Sales Effect
§ that “Coles is the best value store for Christmas groceries” among women exposed to the campaign versus a control group (Nielsen Brand Effect)
Qualitative and quantitative analytics show the results
20x
return on
ad spend*
89%
accuracy in
audience reach‡
2+million
households
reached†
25%
increase in
message
association§
15.

16. 3% lift in sales
Benefit
16.

17. CREATING CONNECTIONS
Bonus slide
17.

18. We no longer live in a world of mass marketing.
We live in a world of connection and value
Avoid describing your leads or customers as leads or customers.
Once someone consumes a piece of content or makes a purchase,
they join a community.
Respecting your audience, users, clients, customers…
Striving to embody connection and value
will positively alter your business’ destiny

19. ► Sony Music
Case study
19.

20. What do we learn from Dami Im on social media?
20.
Winner of ‘X-Factor’ Australia 2013
BONUS INFOGRAPHIC:
How multi-channel data
predicted the 1-2-3 result of
X-Factor Australia
bit.ly/xfactorau2013

21. What do we learn from Dami Im on social media?
37.68% 1.24%
Positive Negative
High positivity continues since winning
X-Factor Australia 2013
21.

22. 0
20,000
40,000
60,000
80,000
100,000
120,000
0
5,000
10,000
15,000
20,000
25,000
Photos,videos,clicks
Likes,comments,shares
Likes Comments Shares Photo views Video Plays Clicks
22.
Ice-­‐bucket
challenge
Sings
at
friend’s
wedding
unannounced
Unplugged
version
of
her
latest
single,
‘Gladiator’
Fans respond to the ‘authentic’ Dami
August activity on her Facebook page is highest for 2014

23. -­‐30%
-­‐20%
-­‐10%
0%
10%
20%
30%
40%
50%
13-­‐17
18-­‐24
25-­‐34
35-­‐44
45-­‐54
55-­‐64
65+
Page
Fans
71.43%
28.57%
Page
Reach
63.89%
36.11%
Engaged
Users
73.39%
26.61%
Women engage most with her on Facebook
But content reach skews male in key demographics
23.

24. Marketing-mix modelling
From YouTube view to billboards to purchase
24.
Data Type Data Source
Earned Radio spins/airplay
Earned Shazam
Paid Gupta (Facebook, YouTube, Google display and SEM)
Paid Initiative bought media (TV, Radio, OOH, Digital, mobile)
Paid Sony Direct bookings
Sales iTunes (including postcode data)
Sales Google Play
Sales Physical sales (JB, sanity, KTB’s)
Streaming Spotify (plays and followers)
Streaming Rdio
Owned Google analytics (visits)
Owned Vevo (video views AND revenue)
Owned Click data from SmartURL
Owned Instagram
Owned Twitter
Owned Facebook
Owned Vine
Owned Google +
Owned Newsletters
Owned YouTube (plays and followers)
Owned/Earned Social sentiment (Synthesio)
Sales Affiliate (conversions and revenue)
Earned SoundCloud
Other Neilson site ratings
Other Print readership

25. Full omni-channel view
of audiences’ engagement with artists
Understanding music-fans’ connection
from first listen to song purchase
Benefit
25.

26. ► Summing up
A complete data strategy
26.

27. ► Your customers know the products you offer
and marketing you create are:
► Relevant to their needs
► Personalised to them
► Engaging
► For businesses, data strategy should develop:
► A single-customer view of online and offline activities
► An approach that holistically collects, interprets and
takes action around your data
(storing, curating, distributing and monetising)
► Your customised data strategy should deliver:
► The data that matches your precise needs
► The processes and systems required to process data
volumes, variety and velocity
► The right infrastructure to manage your data
► The expertise that transforms information in to
compelling and actionable insights
► Access to professionals who put brands and customers
first and are transparent about how they use data in a
way that respects people’s privacy
27.
Best-in industry data-driven marketing

28. Download this presentation
bit.ly/MarketingDNA
More about Cam Parker
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