Why Data Is Sexy: No Really, It Is!

[
Why data is sexy ]

No really, it is!
[ Main data categories ]
Campaign
data
Consumer Customer
data data
Compe5tor
data
9/10/09 © Datalicious Pty Ltd 2

Campaign data

[ Defining analy:cs strategy ]
Search, display ads
Web analy5cs
Awareness Interest Desire Ac5on Sa5sfac5on
Online surveys, site polls
Social media Social media

[ Single source of truth ]
data
ROAS
[ De-‐duplica:on across channels ]
Paid Bid
Search Mgmt $
Banner Ad
Ads Server $
Omniture
PlaGorm
Email Email
Blast PlaGorm $
Organic Google
Search Analy:cs $

[ De-‐duplica:on across channels ]

[ Success aIribu:on models ]
Banner Paid
Organic Success Last channel
Search
Ad Search
$100 $100 gets all credit
Banner
Paid Email Success First channel
Ad
$100
Search Blast $100 gets all credit
Paid Banner Affiliate Success All channels get

Search Ad Referral
$100 $100 $100 $100 equal credit
Print Social Paid Success All channels get

Ad Media Search
$33 $33 $33 $100 par:al credit

[ Forrester media aIribu:on ]
Chart shows an
example only,
aQribu5on model
needs to be defined
for each company
separately based on
their individual
success metrics (and
cookie expira5on
policies).

[ Campaign stacking by channel ]
Chart shows
percentage of
channel touch
points that lead
to a conversion.
Neither first
nor last-‐click
measurement
would provide
true picture

[ Search call to ac:on ]

[ Analyse channel overlap ]
Call Centre
DM & EDM
Radio
&
Paid Search Other
ATL
Display Media
Straight to Site

Organic Search
Partners

[ Cross-‐channel impact ]

[ Email iden:fica:on points ]
@
Vodafone.com.au Phone Online Receipt
Research Credit Check Confirma5on
Conversion Fulfilment
@
Adver5sing Vodafone.com.au Retail Online Receipt
Research Credit Check Confirma5on
Campaign Conversion Fulfilment
@
Vodafone.com.au Online Online Order Online Receipt
Research Confirma5on Credit Check Confirma5on
Conversion Fulfilment
Cookie ID

[ Campaign data summary ]
  Define key performance indicators for each phase of the
campaign funnel but web analy5cs can only cover part of the
funnel
  Import and analyze data in single plaaorm, i.e. single source of
truth, to enable comparison of channel performance and avoid
duplica5on of orders across channels
  Define success aQribu5on model including cookie expira5on
policies for your company and test different budget alloca5ons
and channel combina5ons to find the op5mal mix
  Use search calls to ac5on on above the line broadcast ads such as
TV and print for higher recollec5on and response rates plus an
improved ability to track offline media
  Consider sending email receipts for phone and retail sales to
aQempt to more accurately track impact of online on offline sales
and vice versa
Customer data

[ Store locator searches ]

[ Targe:ng framework ]
Reten5on Customer Profile
Prospect Customer
-‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3 4 5 6 7 8 9 10 11 12
Considera5on Visitor Behaviour

Weeks

[ Prospect targe:ng parameters ]

[ Affinity targe:ng in ac:on ]
Different types of
visitors respond to
different ads. By
using category
affinity targe5ng,
response rates are
liged significantly
across products.
Click-‐Through Rate By Category Affinity

Message
Postpay Prepay Broadb. Business
Blackberry Bold - - - +
5GB Mobile Broadband - - + -
Blackberry Storm + - + +
12 Month Caps - + - +

[ Matching segments are key ]
On-‐site Off-‐site
segments segments
On and off-‐site targe5ng plaaorms should use

iden5cal triggers to sort visitors into segments
[ Combining data sets ]
Site Behaviour CRM Profile

tracking of purchase funnel stage one-‐off collec5on of demographical data
+
browsing, checkout, etc age, gender, address, etc
tracking of content preferences customer lifecycle metrics and key dates
products, brands, features, etc profitability, expira:on, etc
tracking of external campaign responses predic5ve models based on data mining
search terms, referrers, etc propensity to buy, churn, etc
tracking of internal promo5on responses historical data from previous transac5ons
emails, internal search, etc average order value, points, etc
UPDATED CONTINUOUSLY UPDATED OCCASIONALLY

[ Mosaic ]

[ Where is the money ]
$
$
$
$
$
$ $
$
$
$

[ Customer data summary ]
  Customer data collected online can and should influence offline
decisions, e.g. retail store loca5ons, outdoor adver5sing, print
placements, etc
  Website data cannot answer all ques5ons but rather only iden5fies
poten5al problem points, online surveys are powerful tools to find out
more about what’s actually the issue
  Your products and services solve different problems for different people
and you need to cater for that and adjust your adver5sing, change you
message according to segments and purchase funnel stage to make
your offering more relevant
  CRM databases are powerful tools to target but their informa5on is
rela5vely sta5c and needs to be updated manually through your
customers, extend your customer profiles to include website behavior
to make them more accurate and keep them up to date
  In the end this is about iden5fying the 20% of customers you make 80%
of your revenue with and speak and treat them in a different way

Compe:tor data

[ Brand search volume ]

[ Market share trends ]

[ Australia vs. New Zealand ]
australia.com vs. newzealand.com

[ september 2007 ] [ datalicious.com.au ]
[ Compe:tor data summary ]
  There is plenty of accessible and free compe5tor data out there
and you need to start reviewing it on a regular basis
  Search data in par5cular is a very powerful tool to iden5fy
market trends, threats and opportuni5es quickly and cost
effec5vely as it provides a direct insight into consumers minds
  Given that roughly 90% of searches are conducted through
Google in Australia the overall search volume of brand search
terms on Google should be roughly equivalent with the brand
strength or at least awareness
  But interpret all data sources with a grain of salt and don’t take
anything for a fact un5l you have validated it, you know your
market and customers the best

Consumer data

[ Search term volumes ]

[ Media planning ]

[ Leading lifestyles, 45+ ]

[ Consumer data summary ]
  Search is not only useful to analyze brand trends but can also be
used to find out more about more granular trends such as
product categories or single products
  Again, online data can and should be used to drive offline
marke5ng decisions, e.g. products matching most popular search
terms should not only be promoted most on the homepage but
also in retail, print, etc
  Google Ad Planner data can also be used to iden5fy what
websites a segment that is searching for a certain terms visits
regularly which in turn should influence partnership, sponsorship
and media planning
  If your company has customer address data a match with
MOSAIC might be a very powerful tool to find out more about
the media habits of a specific customer segment including
websites visits if combined with Hitwise data

[ Main data categories ]
Campaign
data
Consumer Customer
data data
Compe5tor
data

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[ Appendix ]
[ Useful data tools ]
  hQps://adwords.google.com/select/KeywordToolExternal
  hQp://www.google.com/sktool
  hQp://www.google.com/insights/search
  hQp://www.google.com/trends
  hQp://labs.google.com/sets
  hQps://www.google.com/adplanner
  hQps://www.google.com/adplanner
  hQp://www.socialmen5on.com
  hQp://www.trendis5c.com
  hQp://www.yureekah.com
  hQp://www.wordle.net

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[ About Datalicious ]
[ Con:nuous op:miza:on ]
Data
Ac:on Insights

[ Best prac:ce approach ]
Con:nuous op:miza:on
Research SEM SEO Tes5ng Targe5ng
Analy:cs framework

[ Wide range of services ]
Data Insights Ac:on
Web Analy:cs Solu:ons Keyword Research Search Lead Media
Marke:ng System Integra:on Campaign Repor:ng Campaign Op:misa:on
Cross Channel Media Tracking Segmenta:on/Data Mining Internal Search Op:misa:on
Online Surveys/Panels Quan:ta:ve Research Targe:ng/Merchandizing
Omniture Specialists Market/Consumer Trends A/B, Mul:variate Tes:ng
Google Analy:cs Specialists Compe:tor Analysis Staff Training/Workshops

[ Challenging clients ]

Ques:ons
cbartens@datalicious.com
Updates
twiQer.com/datalicious
blog.datalicious.com

Why Data Is Sexy: No Really, It Is!

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[

Why data is sexy ]

9/10/09 © Datalicious Pty Ltd 2

9/10/09 © Datalicious Pty Ltd 3

Awareness Interest Desire Ac5on Sa5sfac5on

Online surveys, site polls

Social media Social media

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Paid Banner Aﬃliate Success All channels get

Print Social Paid Success All channels get

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Straight to Site

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Considera5on Visitor Behaviour

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Click-­‐Through Rate By Category Aﬃnity

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On and oﬀ-­‐site targe5ng plaaorms should use

Site Behaviour CRM Proﬁle

UPDATED CONTINUOUSLY UPDATED OCCASIONALLY

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Research SEM SEO Tes5ng Targe5ng

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Web Analy:cs Solu:ons Keyword Research Search Lead Media

Marke:ng System Integra:on Campaign Repor:ng Campaign Op:misa:on

Cross Channel Media Tracking Segmenta:on/Data Mining Internal Search Op:misa:on

Online Surveys/Panels Quan:ta:ve Research Targe:ng/Merchandizing

Omniture Specialists Market/Consumer Trends A/B, Mul:variate Tes:ng

Google Analy:cs Specialists Compe:tor Analysis Staﬀ Training/Workshops

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Click-‐Through Rate By Category Aﬃnity

On and oﬀ-‐site targe5ng plaaorms should use