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The presentation discusses the impact of data driven cross-channel user experience optimization in marketing campaigns.
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> Tes&ng & Op&misa&on < Data driven cross-‐channel user
experience op4misa4on
> Smart data driven marke&ng
December 2011 © Datalicious Pty Ltd 2
Media A9ribu&on & Modeling
Op&mise channel mix, predict sales
Tes&ng & Op&misa&on Remove barriers, drive sales
Boos&ng ROI
Targeted Direct Marke&ng Increase relevance, reduce churn
“Using data to widen the funnel”
> Wide range of data services
December 2011 © Datalicious Pty Ltd 3
Data PlaHorms Data collec&on and processing Omniture, Google Analy&cs, etc Web and mobile analy&cs Tag-‐less online data capture Retail and call center analy&cs Data warehouse solu&ons Single customer view
Insights Analy&cs Data mining and modelling Tableau, Splunk, SPSS, etc Customised online dashboards Media a9ribu&on models Market and compe&tor trends Social media monitoring Customer segmenta&on
Ac&on Campaigns Data usage and applica&on Alterian, SiteCore, Inxmail, etc Targe&ng and merchandising Marke&ng automa&on CRM strategy and execu&on Data driven websites Tes&ng programs
> Clients across all industries
December 2011 © Datalicious Pty Ltd 4
> Datalicious op&misa&on process
§ Phase 1: Data analysis – SiteCatalyst, Discover, SearchCenter, etc
§ Phase 2: Test design & planning – Targe4ng and tes4ng matrix
§ Phase 3: Test implementa4on – Full-‐service or coordina4on only – On-‐site, off-‐site, call center, etc
§ Phase 4: Test analysis § Phase 5: Training December 2011 © Datalicious Pty Ltd 5
Targe&ng before tes&ng
Purchase Cycle
Segmenta&on based on: Search keywords, display ad clicks and website behaviour Data
Points Access Advantage
Frequent Flyers
Home Loans
Research, considera&on
Acquisi&on message #1
Acquisi&on message #2
Acquisi&on message #3
Ad clicks, prod views
Conversion intent
Acquisi&on message #4
Acquisi&on Message #5
Acquisi&on Message #6
Applica&on starts
Reten&on, cross-‐sell
Acquisi&on message #3
Acquisi&on message #3
Acquisi&on message #2
Email clicks, logins, etc
> Implement smart re-‐targe&ng
December 2011 © Datalicious Pty Ltd 7
Test Segment Content Success Difficulty Poten&al
Test #1A New prospects
Acquisi&on offer A
Click, order, etc
Low $50k Test #1B New
prospects Acquisi&on offer B
Click, order, etc
Test #2A Exis&ng customers
Up-‐sell offer A
Click, order, etc
High $100k Test #2B Exis&ng
customers Up-‐sell offer B
Click, order, etc
> Targe&ng and tes&ng matrix
December 2011 © Datalicious Pty Ltd 8
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The holy trinity of tes&ng
> The holy trinity of tes&ng 1. The headline – Have a headline! – Headline should be concrete – Headline should be first thing visitors look at
2. Call to ac&on – Don’t have too many calls to ac4on – Have an ac4onable call to ac4on – Have a big, prominent, visible call to ac4on
3. Social proof – Logos, number of users, tes4monials, case studies, media coverage, etc
December 2011 © Datalicious Pty Ltd 10
> Best prac&ce tes&ng roadmap § Phase #1: A/B test
– Test the same landing page content in completely different layouts
§ Phase #2: MV test – Then test different content element combina4ons within the winning layout
§ Phase #3: Challenge – Con4nue tes4ng and introducing layout and content challengers
December 2011 © Datalicious Pty Ltd 11
Element #1: Prominent headline
Element #2: Call to ac4on
Suppor4ng content
Element #3: Social proof / trust
Terms and condi4ons
December 2011 © Datalicious Pty Ltd 12
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December 2011 © Datalicious Pty Ltd 14
December 2011 © Datalicious Pty Ltd 15
December 2011 © Datalicious Pty Ltd 16
Apply Now
Chris&an Knowitall from Whoop Whoop: Bloody great card, changed my life! Never leave the house without it.
December 2011 © Datalicious Pty Ltd 17
Element #1
Element #2 Element #3 Element #4
Element #5
December 2011 © Datalicious Pty Ltd 18
December 2011 © Datalicious Pty Ltd 19
December 2011 © Datalicious Pty Ltd 20
December 2011 © Datalicious Pty Ltd 23
The li9le things count
> It’s the small things that count
December 2011 © Datalicious Pty Ltd 24
> Online form best prac&ce
December 2011 © Datalicious Pty Ltd 25
Maximise data integrity Age vs. year of birth Free text vs. op4ons
Use auto-‐complete wherever possible
December 2011 © Datalicious Pty Ltd 26
Challenge your perspec&ve
> ClickTale heat maps
December 2011 © Datalicious Pty Ltd 27
December 2011 © Datalicious Pty Ltd 28
The phone s&ll rings
> Use unique phone numbers
December 2011 © Datalicious Pty Ltd 29
2 out of 3 callers hang up as they cannot get their informa4on fast enough. Unique phone numbers can help improve call experience.
> Jet Interac&ve call analy&cs
December 2011 © Datalicious Pty Ltd 30
Think outside the box
December 2011 © Datalicious Pty Ltd 32
Customised landing pages
> Seamless research experience
December 2011 © Datalicious Pty Ltd 33
TV, print, direct mail, etc
Organic, paid search
Display ads
Display ad re-‐targe&ng
Applica&on process
Fall-‐out email follow-‐up
ANZ.com re-‐targe&ng
Ad Server / SuperTag
Ad Server / SuperTag
AdWords
Test&Target / SuperTag
Test&Target / SuperTag
> Network wide re-‐targe&ng
December 2011 © Datalicious Pty Ltd 34
Frequent Flyer campaign
Card customer
Card prospect
Loan prospect
Access Advantage campaign Home Loans campaign
Access customer
Access prospect
Loan prospect
Loan customer
Loan prospect
Access prospect
Group wide campaign with approximate impression targets by product rather than hard budget limita&ons
> Network wide re-‐targe&ng
December 2011 © Datalicious Pty Ltd 35
Card customer
Card prospect
Loan prospect
Access customer
Access prospect
Loan prospect
Loan customer
Loan prospect
Access prospect
> Op&misa&on success stories
§ Telstra: Bundles pages op4misa4on § AGL: Landing pages and re-‐targe4ng § NDS: Website build including op4misa4on § G&E Money: Landing page op4misa4on § ANZ: Landing pages and re-‐targe4ng § CBA: Data driven op4misa4on strategy
§ ADMA: Tes4ng & op4misa4on course
December 2011 © Datalicious Pty Ltd 36
Contact me cbartens@datalicious.com
Learn more
blog.datalicious.com
Follow me twi9er.com/datalicious
Data > Insights > Ac&on
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