D&A ANALYTICS ROADMAP

Description:
Campaign analytics plan proposal for ZTE USA

Use case:

DIVIDER
PAGE
Constructing measurement & analytics plans for a
new campaign or marketing program

Contents:
Three-step framework for KPI definition
Overview of multi-touch [fractional] attribution
Overview of Learning Agenda & R&D Program

kbs+ ANALYTICS BLUEPRINT

GOALS

OUTCOMES

what are the

what should our

audience

what are the

best

think, feel
and do

measures

business
goals
we want to
influence with
marketing?

in response to
our campaign?

METRICS

that reflect
these
outcomes?

ZTE BLUEPRINT: BUSINESS GOALS

BRAND EQUITY
Strengthen ZTEs competitive
position in the handset market by
evolving consumer perception

CONVERSIO
N
Drive an increase in total
sales of ZTE handsets,
services and accessories

LOYALTY
Build a base of impassioned
customers, who stick with us over
time and advocate for our brand

ZTE BLUEPRINT: CONSUMER BEHAVIOR

More consumers recognizing the ZTE brand and product availability

More consumers buying and re-buying ZTE products

More consumers satisfied with their experience and loyal to ZTE

ZTE BLUEPRINT: KPIs

Recognizing
ZTE brand &
products

Search
Interest

Site
Traffic

Visitor
Pageview
s

Product
Comparison
s

Social
Mentions

Share of
Search

ZTE BLUEPRINT: KPIs

First-time &
repeat
buying

First-time
Purchase

Upgrade

Repeat
Purchase

ZTE BLUEPRINT: KPIs

Satisfied &
Loyal ZTE
Customers

Issues
Resolved

Endorsemen
ts

Reduced
customer churn

Positive
Sentiment

User
Reviews

Likelihood to
repeat purchase

Higher
customer
LTV

kbs+ ANALYTICS TOOLKIT

DATA
CAPTURE

Touchpoint
exposure &
conversion tracking
Dot com & content
engagement
Conversation &
sentiment

DATA
SCIENCE

DATA
ANALYSIS
&
REPORTIN
G

Multi-touch
attribution

Benchmarking &
analysis

Predictive
forecasting &
media mix
modeling

Dashboarding &
monthly reporting

Segmentation &
cluster analysis

Testing & ad hoc deep

dives

ZTE REPORTING PREVIEW

Quarterl
y

Monthl
y
Results and analysis of overall
activity by channel and tactic, to
include benchmark comparisons
and trend analyses that provide
context for evaluating
performance

A deeper dive into results from the

most recent quarter, taking a more
comprehensive view of
performance relative to overall
brand strategy, plus any significant
insights, implications and
recommended courses of action

Annual
A look back on the highlights of the
entire year and the campaigns
major accomplishments, along with
recommendations, forecasts for
future growth, re-calibrated
benchmarks and learning agenda
priorities

Ad hoc
Occasional findings from data
analyses aimed at identifying drivers
of anomalous events, exploring the
impact of a hypothetical scenario or
addressing mission-critical questions
in order to effectively optimize the
campaign

NUTS
AND
BOLTS
DIVIDER
PAGE
Building a heuristic analytics platform

NUTS & BOLTS

1
1

ATTRIBUTION METHODOLOGY WHY MULTI-TOUCH IS BETTER

Multi-Touch (aka Fractional) Attribution gives a comprehensive picture of how all of our ads
influence conversion.While Last Ad credits only the final touchpoint in the user path
Multi-Touch distributes credit to each touchpoint in the path - a fraction for each contribution leading to
conversion.

The good news: Its accessible. Most ad servers - including Sizmek - now feature built in Off-theshelf and customizable Multi-Touch models, which can be easily set up.

NUTS & BOLTS

1
2

DATA CAPTURE - TECHNICAL REQUIREMENTS

Data capture and collection will play a crucial role in enabling our campaign measurement and analytics.
With this in mind, we recommend that the following items be made accessible to kbs+:
Adobe Analytics / Omniture Report Data Page Visitation Data Breakout of visits by individual pages
that the campaign is driving traffic towardActivity Paths on Site A look into the activity path of a
visitor post landing on the siteBreakout of Visits by Source To support insight into the campaigns
unique impact vs. other traffic sourcesRepeat vs. New Visits To support comparative analyses of
engagement, interest and visit quality

-Adobe Analytics / Site Catalyst Data Tracking

-Ad Tracking Code Creation of Omniture Ad Tags that will be embedded in kbs+ creative

unitsCampaign Tracking Labels A customized taxonomy (developed by kbs+) that can be

implemented in Omniture to support easy recognition and analysis of campaign traffic sources
Sizmek Tracking Code

-Ad Server Counter Tags Campaign tags originated by Sizmek, placed on all pages of TE.com

NUTS & BOLTS

1
3

ATTRIBUTION METHODOLOGY BENEFITS OF MULTI-TOUCH VS. LAST CLICK

We propose using a multi-touch attribution approach for evaluating and optimizing media performance.
Our experience has shown that this approach is more sophisticated and more accurate than the prevailing
Last-Ad or Last-Click standard.
A close look at Last-Clicks critical flaws
A generalized illustration: The hypothetical path of an online user targeted with our advertising

-User encounters multiple ad impressions over time, whether researching brands or just browsing by topical
interest

-User eventually commits to a decision and completes a conversion event

-The final ad in the touchpoint sequence receives 100% of the credit, regardless of whether any assists
may have paved the way for the conversion

Please Note: This is an illustrative view of a user path-to-conversion. While the conversion event shown in this case indicates a
purchase, the conversion that we will attribute and optimize to for the TE Brand Campaign is defined as a Landing i.e., a Mediadriven Pageview of Every Connection Counts

NUTS & BOLTS

1
4

ATTRIBUTION METHODOLOGY BENEFITS OF MULTI-TOUCH VS. LAST CLICK

Why this doesnt make sense...
A simplified analogy:
Assigning 100% conversion credit to the last touchpoint in a sequence is roughly equal to

awarding a medal to only the last runner on a winning relay team!

If it were our job to assemble winning relay teams and this is how we judged runners, wed have pretty
short careers.

NUTS & BOLTS

1
5

ATTRIBUTION METHODOLOGY WHY MULTI-TOUCH IS BETTER

Multi-Touch (aka Fractional) Attribution gives a comprehensive picture of how all of our ads
influence conversion.While Last Ad credits only the final touchpoint in the user path
Multi-Touch distributes credit to each touchpoint in the path - a fraction for each contribution leading to
conversion.

The good news: Its accessible. Most ad servers - including Sizmek - now feature built in Off-theshelf and customizable Multi-Touch models, which can be easily set up.

BUILDINGDIVIDER
A GROWTH
ENGINE
PAGE
A Case for Ongoing Marketing R&D

kbs+ CAMPAIGN ANALYTICS

1
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As a final step in setting up a results-driven analytics program, we highly recommend installing a

formalized Learning Agenda and Marketing R&D program. Weve found that a commitment to an
always-on Test and Learn philosophy fuels continuous improvement in any marketing campaign.
R&D is a catalyst for exploration and growththe ideal counterpart to our ongoing Lean optimization of
the campaign:

kbs+ CAMPAIGN ANALYTICS

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LEARNING AGENDA PROPOSAL HOW THE R&D PROGRAM WORKS

We apply the following process to installing and governing a process of R&D-fueled continuous
improvement:
Integrated Team Brainstorm Session (kbs+ and TE)

-Define top learning priorities for the current year, relative to business strategy and campaign objectives
-Conceive testable hypotheses that can pursue with controlled experimentation and data science
-Generate a list of potential R&D initiatives that can address these priorities and hypotheses
Learning Agenda Documentation using the outputs from this working session, kbs+...

-Creates a framework of high-level topical categories and aligns individual topics and initiatives against
these

-Filters the list of proposals based on feasibility and expected impact

Ongoing program governance

-kbs+ moderates a recurring R&D status meeting and maintains all associated documentation, to include
status updates, test design documentation and findings from completed initiatives

kbs+ CAMPAIGN ANALYTICS

LEARNING AGENDA PROPOSAL SAMPLE R&D DOCUMENTS

LEARNING AGENDA FRAMEWORK

PRIORITIZED R&D INITIATIVES

SCHEDULING & TRACKING

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