Julian Barkes and Cabell de Marcellus talked about “How dianomi is turning data insight into actionable strategy” on Wednesday 21 at adtech London. “Data lies at the heart of all businesses. However data alone counts for nothing; it’s what you learn from it and how use you it to make informed changes that really matters. What the client needs is an actionable strategy based on critical marketing intelligence to optimise their entire marketing campaign. Find out how dianomi’s Exedra platform provides the insight needed to optimally engage and convert prospects at every stage of the customer journey.”

1. Turning Data Insight into
Actionable Strategy
How dianomi™’s Exedra™ platform provides the insight
needed to engage and convert prospects optimally at every
stage of the customer journey
Cabell de Marcellus & Julian Barkes
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Wednesday, 21 September, 13:50-14:20
Stand
198

2. The Exedra Platform ™
Audience Reach
Serving over 200m custom ad
impressions a month across our white
labelled premium publisher network,
Live Optimisation targeting the affluent consumer, we
Turning our proprietary provide a brand-safe and
Level2Insight™ data into an transparent environment.
actionable strategy to maximise
ROI.
Exedra
ENGAGE - OPTIMISE - CONVERT
™™
Affluent Audience
Level2Insight ™
Targeting
Market Intelligence and Optimised ad placement via
Analysis providing in depth our SmartLinks™ contextual
data insight to help you technology ensures promotions
acquire, retain and grow are displayed in the right place
your customer base. for the right person.
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Stand
198

3. Stages of the customer journey
TARGET
ENGAGE
CRITICAL MARKETING INTELLIGENCE
CAPTURE
Turning
EDUCATE prospects into
informed buyers
NURTURE
CONVERT
SURVEY
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Stand
198

4. Target
● Market to the right demographic with the means to become valuable customers.
● Exedra™ is fully integrated with Experian down to the household level.
● Users are demographically profiled in real time.
● 30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent.
Affluence Age
Groups Types
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Stand
198

5. Engage
● Start by optimising your click-through-rate. It’s easier & results are more dramatic
● Choose theme, don’t guess. Listen to your customers through surveys
● Identify popular customer needs
● Use the customer’s terminology
● Start by optimising your most trafficked page
1. An improvement will make a bigger difference to sales
2. You will get test results faster and with more confidence
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Stand
198

6. Optimise
● Test everything - all marketing decisions must be based on
statistically significant test results
● Common testing mistakes:
1) Most examples don’t provide P-value - the probability
of obtaining the result by chance alone.
i) A p-value of less than 5% is a common level of
statistical significance.
2) Comparing test results over two different time periods
can mislead you.
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Stand
198

7. Optimise
● Exedra™ automated ad variant testing
A: 10 Seriously Undervalued Stocks
B: Which are the top 10 undervalued companies in the UK
CTR for Group A has 47.4% higher than Group B. The result is statistically significant (at the
p<0.05 level). A result like this will only occur 0.00% of the time by chance alone.
Leads generated for Group A has 32.2% than Group B. The result is statistically significant (at the
Visit us at p<0.05 level). A result like this will only occur 1.87% of the time by chance alone.
Stand
198

8. Capture
Exedra™ - automated A/B/n variant landing page testing
● Landing page submit rates depend largely on the extent of the user details you
are capturing: 15%, 10%, 5%
● Use hero shots, awards, testimonials, social proof, authority and benefits.
● We work with industry leading optimisation experts.
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Stand
198

9. Capture
Example A/B landing page test
Binomial test to compare two proportions
VERSION CLICKS SUBMITS %
A: no awards 558 58 10.4
B: with awards 1265 202 16.0
Group B has 54% higher success rate than
Group A.
The result is statistically significant (at the
p<0.05 level). A result like this will only
occur 0.21% of the time by chance alone.
BUT the time period was NOT the same.
When we only look at data over the same
time period...
VERSION CLICKS SUBMITS %
A: no awards 558 58 10.4
B: with awards 601 78 13.0
Group B has 25% higher success rate than
Group A.
The result is NOT statistically significant (at
the p<0.05 level). A result like this will occur
20.25% of the time by chance alone.
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Stand
198
Action: Keep the test running until we have less than a 5% chance of obtaining the result by
chance alone.

10. Educate
● A customer cannot buy a product if he has not been
educated. In our surveys, we found the most popular request
from users was more education
● Education is an essential part of the buying process:
✔ Guides
✔ Reports
✔ Trials
✔ Demos
✔ Samples
✔ Test drives
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Stand
198

11. Nurture
● Use automated email touch-points: confirmation, fulfillment,
update
● Exedra™ is Return Path certified and fully compliant with
best email practices:
1. handling bounces
2. stopping emailing inactive users
3. achieving a low complaint rate
4. digital signing of emails (DKIM)
5. sending consistent volumes
● Sending emails at the same time of day as original request
● Automated optimisation of subject lines
Service Provider:
Visit us at Email Delivery Certification
Stand Result: Raised deliverability from 50% to over 99%
198 Properly nurtured users are 4x more valuable

12. Nurture
Visit us at Exedra™ tracks the rate of opens, clicks, bounces, unsubscribes,
Stand complaints and CPM.
198

13. Convert
Whether final stage conversion is completed online, via the post or over
the phone - persistence is vital.
● In some cases a prospect needs to receive 5.8 pieces
of direct mail before converting
● 93% chance of making contact after 6 attempts versus
only 39% on the first attempt (see leads 360 white paper)
● However 50% of leads are only called once
● Leads called within one minute can convert more than
4x leads that are left waiting
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Stand
198

14. Survey
Learn, Adapt, Evolve
Gain critical marketing intelligence to optimise your entire
marketing strategy
● What did you choose?
● Why did you choose that product?
● Why did you choose another product?
● Investor Surveys
● Automotive Surveys
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Stand
198