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The presentation illustrates the significance of consumer data insights for an effective and successful marketing campaign.
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[ consumer data journey ] Chris&an Bartens
Digital Analyst, Tourism Australia
tourism.australia.com
Senior Consultant, Datalicious datalicious.com.au
[ datalicious ] data : insights : ac6on
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
"I know that 50% of my adver6sing is wasted, I just don't know which half."
John Wanamaker
[ datalicious.com.au ]
[ data is delicious ]
101011010100101011110100100101010101000010111110010101010101001010110010100110100101010011100101001001010100100101001010010010100111110101010010100100100101001010111010100101010101
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ] [ datalicious.com.au ]
"It is a capital mistake to theorize before one has data." Sir Arthur Conan Doyle
[ october 2007 ] [ datalicious.com.au ]
[ digital = 1st hand observa6on ]
[ media consump6on ]
Source: Carat
[ october 2007 ]
66% digital by 2010 50% digital by 2007
media hours per week
[ datalicious.com.au ]
[ october 2007 ] [ datalicious.com.au ]
[ analogue = 2nd hand insights ]
[ research instrument ]
[ september 2007 ] [ datalicious.com.au ]
[ october 2007 ] [ datalicious.com.au ]
"It is a capital mistake to theorize before one has all the data."
Sir Arthur Conan Doyle
[ consumer data journey ]
101011010100101011110100100101010101000010111110010101010101001010110010100110100101010011100101001001010100100101001010010010100111110101010010100100100101001010111010100101010101
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
response
success event
customer database
customer profile
target segment
media plan
campaign
data insights
[ datalicious.com.au ]
[ data poles ]
[ october 2007 ]
transac6onal close to customer
strategic removed from customer
[ datalicious.com.au ]
[ october 2007 ]
response
success event
customer database
customer profile
target segment
media plan
campaign
data insights
[ datalicious.com.au ]
[ response op6ons ]
[ october 2007 ]
digital
search
banner
www
analogue
phone
text
ancient
retail store
wom
[ datalicious.com.au ]
[ digital responses ]
[ october 2007 ]
impression interac&on view through
click through
success event
ad server, bid management plaMorm
site centric tool
branding
[ datalicious.com.au ]
direct response
[ digital best prac6ce ] § Ad server or bid management plaMorm – Enable view-‐through tracking – Implement campaign tracking codes
§ Unique down to crea&ve level § Site centric analy&cs tool – Implement ad server tags on your site
§ Alterna&vely integrate with web analy&cs plaMorm – Define and measure success events – Define success event alloca&on
§ First, linear, last campaign response § Recommend linear success event alloca&on
[ october 2007 ] [ datalicious.com.au ]
[ analogue best prac6ce ]
§ Phone, email, text – Offer wide range of response op&ons – Especially mobile response op&ons during down&me – Response op&ons unique to each campaign
§ Poten&ally even unique down to an offer level § Retail stores – Ask your customers for help
§ Run qualita&ve surveys to fill data gaps – Use vouchers and promo&onal codes
§ Word of mouth – Trial new technologies (e.g. BuzzMetrics)
[ october 2007 ] [ datalicious.com.au ]
[ examples ] § Does all your offline adver&sing have its own unique
call to ac&on down to media channel and placement? § Does all your online adver&sing have its own unique
tracking codes in the click-‐through URLs? § Are you offering more instant response op&ons besides
your website such as phone numbers, email and text messaging to facilitate down&me response?
§ Does your website have its own unique phone number so that you can see what customers are researching online but are conver&ng offline?
§ When these customers convert offline are you asking them specific ques&ons rela&ng to the online media they have been exposed to and responded to?
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
response
success event
customer database
customer profile
target segment
media plan
campaign
data insights
[ datalicious.com.au ]
[ conversion funnel 1.0 ]
[ october 2007 ]
conversion process visit, product pages, product details, add to shopping cart, shipping informa&on, payment details, order confirma&on, thank you page, etc
success events
campaigns
[ datalicious.com.au ]
[ conversion funnel 2.0 ]
[ october 2007 ]
inbound spokes campaigns, search, emails, landing pages, home page, naviga&on, internal search, referrers, affiliates, cross-‐sales, etc
hub product page outbound spokes buy now, learn more, test it, customize it, read reviews, review product, ask expert, contact support, recommend product, view more, etc
[ datalicious.com.au ]
[ cross and up-‐sales ]
[ october 2007 ]
customer selec&ons product page views, shopping cart content, product purchases, internal search terms, customer life&me purchases, etc
product combina&ons company sugges&ons other customers who have liked this also bought this, sta&c cross-‐sales, dynamic cross-‐sales, on site behavioural targe&ng, etc
[ datalicious.com.au ]
[ amazon.com ]
[ october 2007 ] [ datalicious.com.au ]
[ examples ] § Do you make it easy for your consumers to convert
offline even if they started the process online? § Does your ‘thank you’ page ask your customers what
offline adver&sing they have no&ced as well? § Do you store the purchase ID in your main CRM database
to connect web analy&cs data with standard CRM data? § Are you con&nuously tes&ng different versions of your
key pages such as the home page and order process pages to op&mize conversion?
§ Are you ac&vely sugges&ng products to your customers using sta&c or dynamic cross-‐sales techniques on key pages such as the home, product, order process and search results pages?
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
response
success event
customer database
customer profile
target segment
media plan
campaign
data insights
[ datalicious.com.au ]
[ mone6za6on ]
[ october 2007 ]
acquisi&on offline campaigns, online campaigns, search, emails, referrers, affiliates, etc
customers & prospects
mone&za&on cross-‐sales, recommend products, re-‐contact, re-‐market, surveys, etc
$
[ datalicious.com.au ]
[ examples ] § Do you know what products each of your customers looked at but did not purchase?
§ Do you iden&fy your email subscribers via unique tracking IDs in the email click-‐through URLs?
§ Do you include brand messages and product sugges&ons in transac&onal emails?
§ Are you integra&ng web 2.0 technologies into your CRM strategy such as RSS feeds and if so, do you offer just one or more customized feeds?
§ Are you asking your customers about their sugges&ons and desires or are you only tracking their behaviour?
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
response
success event
customer database
customer profile
target segment
media plan
campaign
data insights
[ datalicious.com.au ]
[ where is the money ]
[ october 2007 ]
$
$
$ $
$
$
$
$
$
$
[ datalicious.com.au ]
[ examples ] § Do you know your most valuable customers? § Are you communica&ng with your key customers in a different way then with your others customers?
§ Do your key customers know that they are your most valuable clients and do they feel the love?
§ Does your customer profile include insights on top referring websites and search terms?
§ Does your customer profile know what type of customers are more likely to respond to a certain key message or crea&ve than others?
§ Can you iden&fy your key customers on your own website in real-‐&me while they visit?
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
response
success event
customer database
customer profile
target segment
media plan
campaign
data insights
[ datalicious.com.au ]
[ october 2007 ] [ datalicious.com.au ]
[ segmenta6on studies ]
[ october 2007 ]
profile
Hitwise Mosaic
TGI
etc
Roy Morgan
[ datalicious.com.au ]
[ examples ] § Are you enriching your internal customer profiles with
insights from external segmenta&on studies? § Are you considering external matching parameters for
segmenta&on studies when designing internal forms and surveys?
§ Did you know that services like Hitwise can tell you what websites your key customers are more likely to visit than others once you matched them to a MOSAIC profile?
§ Are external segmenta&on studies part of the overall data collec&on and profiling strategy or an add on?
§ How many different departments, managers and separate budgets would be involved to get to this point in the presenta&on so far?
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
response
success event
customer database
customer profile
target segment
media plan
campaign
data insights
[ datalicious.com.au ]
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ] [ datalicious.com.au ]
[ where are the eyeballs ]
[ october 2007 ]
search organic paid
social wom viral
online offline
display
mail email
direct
[ datalicious.com.au ]
[ examples ] § How many different marke&ng managers and budgets do you have in your organisa&on?
§ Does your organiza&on maintain separate budgets for online and offline media spend?
§ What drives your marke&ng strategy and media planning? Short-‐term revenue goals or long-‐term strategic goals?
§ Is there a formalised process for campaign and insights repor&ng within your company?
§ Are earlier campaign summary reports consulted and passed on to your agencies during the planning process?
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
response
success event
customer database
customer profile
target segment
media plan
campaign
data insights
[ datalicious.com.au ]
[ impressions ]
[ october 2007 ]
where
when what
[ datalicious.com.au ]
[ reach ] volume
varia&ons
[ october 2007 ]
Source: Chris Anderson
one2many
one2one
[ datalicious.com.au ]
[ frequency ]
[ october 2007 ]
where
when what
where
when what
where
when what
where
when what
where
when what
where
when what
[ datalicious.com.au ]
[ op6misa6on ]
[ october 2007 ] [ datalicious.com.au ]
run review revise
Source: M&C Saatchi
improvement run review revise
run review revise
run review revise
"I know that 50% of my adver6sing is wasted, I just don't know which half."
John Wanamaker
[ examples ] § Do you test your marke&ng communica&on such as
emails before they are sent on a smaller sample? What about search or display ads?
§ Do you review and op&mize all your campaigns on an ongoing basis or only at the start?
§ Do your media and crea&ve agencies report back to you on mere metrics or actual improvements they made?
§ Do you work with a separate crea&ve and media agency? How well do they communicate insights to each other?
§ How well does the knowledge transfer between departments inside your own company work or from campaign to campaign?
[ october 2007 ] [ datalicious.com.au ]
[ october 2007 ]
[ datalicious ] data : insights : ac6on
[ datalicious.com.au ]