Keep Data Relevant in an Ever-Changing Digital Marketing

Landscape ….The Moral of the Story.

Presented by: Autumn Christiano

• Boutique Consultancy supporting Industry Leading Corporations• Toyota Motor Sales• Toyota, Lexus, Scion

• Toyota Financial Services• 20th Century Fox• IEEE Computer Society

• 3 Key Verticals• Technical Architecture, Support and Development• Project Management• Business Intelligence & Analytics

The Portal Group

2

The Protagonist

An Analytics Tale

In 2009, what did 2 Web Analysts, 3 Brands, over 9 Digital Data Sources, and 2000+ Websites have in common?• Toyota Motors Sales• Poor Data Quality • Divergent Data Sources• Limited Reporting• Few Actionable Insights

Step 1, Enterprise Standardization*

Tracking Audits Defining KPIs Designating Conventions

*Enterprise Standardization – 1st Brand

Lexus.comm.Lexus.com

Lexusdrivers.comEnform Mobile

App

Yourlexusdealer.com

Lstudio.comLuxuryAwaits.com

VidaLexus.com

Social Media

Offline Media

Direct Marketing

Online Advertising

Search Engines –

natural/paid

Dealer Sites

Desktop & Mobile (229)

Step 2, Implementation and Process

Multiple Vendors per Site required a Custom Solution to reduce development effort and dependencies TAG

Reqs

DB CMS QA

LIVE

Step 3, Reporting and Insight

Is it timely, relevant and actionable?

Step 4, Know What You Don’t Know

What is the ROI on my media campaigns?

How does Social Media impact my brand, leads, sales?KNOWN

Online Advertising, SEM, SEO, Direct Marketing

UnknownOffline Campaigns

Somewhat Known

Social Media

Step 5, The Road to Optimization

• Create, Test, Optimize, Oh My!

Optimization

Step 6, PersonalizationAnonymous Personalization

Site Behavior

Temporal

Environmental

ReferrerCustomer Data

Loyalty

Purchase History

Service History

Demographics

A Fairy Tale Ending Beginning

In 2012, what do 12 Web Analysts, 3 Brands, 4 Digital Data Sources, and 2000+ Websites have in common?• Toyota Motors Sales• Consistent Data Collection • Fewer Data Sources and More Data Integrations• Effective and Frequent Reporting• Optimization and Personalization Roadmap

Thank You!