Which Medium Works: Multichannel Testing For High-Performance Results


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Which Medium Works: Multichannel Testing For High-Performance Results

  1. 2. Which Medium Works: Multichannel Testing for High Performance Results Spyro Kourtis President / CEO, Hacker Group October 4, 2011
  2. 3. <ul><li>Our vision statement reads : </li></ul><ul><ul><li>“ Create integrated programs that reach the target </li></ul></ul><ul><ul><li>audience where they live, work and play…” </li></ul></ul><ul><ul><li>“… we are NOT media and technology neutral – we are </li></ul></ul><ul><ul><li>biased towards performance and this drives ALL </li></ul></ul><ul><ul><li>recommendations…” </li></ul></ul><ul><li>We only pursue opportunities that deliver results for our clients </li></ul>Performance Bias
  3. 4. Presentation brought to you by the following… following… 4
  4. 5. <ul><li>Once Upon A Time </li></ul><ul><li>Brand advertising was king, queen and the entire royal court </li></ul><ul><li>The rise of “measurable” marketing in the digital world happened out of necessity and I’m sure glad it did </li></ul><ul><li>My journey east to find truth </li></ul>5
  5. 6. <ul><li>End the theoretical fairy tale, get back to practical work </li></ul><ul><li>Focus on objectives and metrics that matter to the executive suite </li></ul><ul><li>Build and track all programs backward from point of sale </li></ul><ul><li>The new and improved integration </li></ul><ul><li>Buy into multi-dimensional testing </li></ul>6
  6. 7. <ul><li>#1 Measurement ≠ Successful </li></ul><ul><li>Many confuse “measurability” with ROI </li></ul><ul><li>Traditional and interactive measurements are not always meaningful for our clients and stop short of sales </li></ul>7
  7. 8. <ul><li>#2 Backward from point of sale </li></ul><ul><li>What’s my budget? </li></ul><ul><li>CPS x Customers = Budget </li></ul><ul><li>  </li></ul>8
  8. 9. <ul><li>What’s your goal? </li></ul><ul><li>Test, measure and roll out with the best combinations to suit your needs </li></ul>9
  9. 10. It begins with targeting <ul><li>Who is the target audience? </li></ul><ul><li>  </li></ul>
  10. 11. #2 It begins with targeting <ul><li>Three flavors: </li></ul><ul><ul><li>Behavioral/transactional information is best </li></ul></ul><ul><ul><li>Demographic/ Firmagraphic </li></ul></ul><ul><ul><li>Self reported information </li></ul></ul><ul><ul><ul><ul><li>─ Acquisition – big ticket sales </li></ul></ul></ul></ul><ul><ul><ul><ul><li>─ Customer communications </li></ul></ul></ul></ul><ul><li>  </li></ul>11
  11. 12. #2 Provide content the way they want to consume it <ul><li>Seamlessly transition physical to digital </li></ul><ul><li>  </li></ul>12
  12. 13. <ul><li>The New and </li></ul><ul><li>Improved Integration </li></ul>
  13. 14. <ul><li>#3 No one discipline should own a specific media channel </li></ul><ul><li>Mass advertising is more than TV </li></ul><ul><li>And direct marketing is more than just mail </li></ul>14
  14. 15. <ul><li>Digital is more than just digital, huh? </li></ul><ul><li>What is the responsibility and expertise of a digital agency? </li></ul><ul><li>#3 No one discipline should own a specific media channel </li></ul>15
  15. 16. <ul><li>BRANDING RECO : </li></ul><ul><li>Rich Media </li></ul><ul><li>2/3 CPM </li></ul><ul><li>One network </li></ul><ul><li>DIRECT RECO: </li></ul><ul><li>Drive leads to Call </li></ul><ul><li>CPC </li></ul><ul><li>Network testing </li></ul>16 <ul><li>No one discipline should own a specific media channel </li></ul>
  16. 17. <ul><li>Integration and optimization </li></ul><ul><li>Integration does not mean executing a campaign across multiple media for uncertain “synergies” </li></ul><ul><li>We optimize performance by reinvesting in media that drive results and dropping those that don’t </li></ul>A + B + C + D + E = ? D > E > A > C > B 17
  17. 18. <ul><li>#3 Our approach to multi-channel campaigns </li></ul><ul><li>Start holistically </li></ul><ul><li>Measure discretely </li></ul><ul><li>Optimize by channel </li></ul><ul><li>Start over: Allocate media holistically </li></ul><ul><li>Not all media is created equal </li></ul><ul><li>New media synergies </li></ul>18
  18. 19. <ul><li>Begin with a holistic view </li></ul><ul><li>Not all media are created equal! </li></ul><ul><li>Set a goal for what to expect from each </li></ul>19
  19. 20. <ul><li>During execution phase, measure all media discretely </li></ul><ul><li>At the right cadence for the channel </li></ul><ul><li>Optimize discretely </li></ul><ul><li>Break it down </li></ul>20
  20. 21. <ul><li>Start over again: Allocate media by channel based on performance and optimization </li></ul><ul><li>Put it back together </li></ul>21
  21. 22. <ul><li>#3 Not all media is created equal </li></ul>22
  22. 23. <ul><li>#3 The power of one prospect universe </li></ul><ul><li>Tracks all solicitations by physical and email address </li></ul><ul><li>Don’t forget mobile phone # </li></ul>23
  23. 24. <ul><li>Keeps you from drawing wrong conclusions </li></ul><ul><li>One Prospect Universe </li></ul>24 Format Summary Lift Over Control ROI Mail Package Only 31.22% 1518% Mail Package with Email Follow Up -53.22% -2619%
  24. 25. <ul><li>Our media strategy: The 4 Cs </li></ul>25
  25. 27. #4 Testing strategy 27
  26. 28. <ul><li>Look out brand, mobile web isn’t just for impressions </li></ul>28
  27. 29. <ul><li>HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM </li></ul><ul><li>Step 1: The Power Test ® methodology </li></ul>29
  28. 30. <ul><li>HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM </li></ul><ul><li>Step 2: Look for winning combinations (Hot Zones™) </li></ul>30
  29. 31. <ul><li>HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM </li></ul><ul><li>Step 3: Check Test ™ or rollout winners </li></ul>31
  30. 32. <ul><li>#4 Multi-Channel media synergies </li></ul><ul><li>Timing </li></ul><ul><li>Offers </li></ul><ul><ul><li>Consistency increases awareness </li></ul></ul><ul><ul><li>Brand them </li></ul></ul><ul><li>Not as concerned about creative synergy </li></ul><ul><li>  </li></ul>32
  31. 33. <ul><li>Don’t forget about conversion: Testing strategies </li></ul><ul><li>Lessons learned – don’t assume that you have the right conversion process in place! </li></ul><ul><li>Avoid spilling leads by validating that the process in place will convert </li></ul><ul><li>Then test to optimize conversion for the best results </li></ul>33
  32. 34. <ul><li>Sales conversion: Site testing </li></ul>34
  33. 35. <ul><li>A/B/n Testing </li></ul><ul><li>Multivariate Testing (MVT) </li></ul><ul><li>A/B/n + MVT </li></ul><ul><li>Sales conversion: Site testing </li></ul>35
  34. 36. <ul><li>Conclusions </li></ul><ul><li>Remember to focus on the metrics that matter </li></ul><ul><li>Tear down silos – plan based on discipline, and execute across ALL relevant accountable media </li></ul><ul><li>Don’t attempt to boil the ocean </li></ul>36
  35. 37. <ul><li>Questions and Answers </li></ul><ul><li>Thank You!! </li></ul>37