Measurecamp - March 2014

1. Using Lifecycle Scores for
Marketing Optimisation
Carmen Mardiros
@carmenmardiros
Friday, 28 March 14

2. @carmenmardiros
Customer’s cognitive decision process,
not YOUR marketing funnel.
Post-decision
evaluation
Need
Recognition
Option
Evaluation
Shortlist
Interest
(research)
Decision
(... Some loopbacks and optional steps, but some form of it always exists )
Friday, 28 March 14

3. @carmenmardiros
Where your path crosses that of the
customer...
Post-decision
evaluation
Need
Recognition
Option
Evaluation
Shortlist
Interest
(research)
Decision
... there’s just one goal - Move them to NEXT stage
Friday, 28 March 14

4. @carmenmardiros
Need
Recognition
Option
Evaluation
Shortlist
Interest
(research)
Decision
See category pages
Actively interact with category pages
See product pages
Actively interact with products
Discovery behaviours The One Goal
Find a contender product, to buy now
-- or later.
(success measure = “Add to basket” )
Friday, 28 March 14

5. @carmenmardiros
See category pages
Actively interact with category pages
See product pages
Actively interact with products
Engage with curated product lists
Read pre-purchase help, tools and features
Add to wishlist
....
Intuitively, valuable behaviours but many
and varied...
Can we aggregate them all in a single
“discovery score”?
Organic PPC
30
350
4
7
21
7
3
13
99
460
7
34
1
1
= Propensity of channel to deliver valuable discovery visits.
Friday, 28 March 14

6. @carmenmardiros
Step 1. How much is each discovery behaviour worth?
Users that interact with
category pages
Out of theses, users that ALSO
add to basket
A B
Discovery score = B/A * 100
(... or the conversion rate for this type of discovery behaviour)
Friday, 28 March 14

7. @carmenmardiros
Step 1. How much is each discovery behaviour worth?
Smoothen out fluctuations by
averaging
over weekly cohorts
Caveat: Would need to split by other dimensions to find the true “value” of a behaviour.
Tedious work until API supports visitor-level segments.
( Better yet, use median or confidence ranges )
Friday, 28 March 14

8. @carmenmardiros
Step 1. How much is each discovery behaviour worth?
Behaviours closer to “Add to basket”
tend to have higher discovery scores
( duh! ).
Channels that drive a mix of high-score
visits are better at moving people to
NEXT stage in the decision process.
Friday, 28 March 14

9. @carmenmardiros
Step 2. Calculating discovery scores when channels
bring a messy mix of visits
score1 * ratio1
+score2 * ratio2
....
Discovery score =
Why this formula? It evens the playing field
(e.g. channels driving more lower-score visits ~ channels driving fewer higher-score visits)
Friday, 28 March 14

10. Use cases:
- Validate intended response from campaigns and messaging
- Uncover true channel purpose
- Identify time-wasters (high engagement, wrong kind of engagement)
- Identify marketing opportunities (low volume, high discovery score)
Friday, 28 March 14

11. Not just for channels...
Functional overlay for landing page groups to
understand flows.
(see Gary Angel - Functionalism)
Friday, 28 March 14

12. Not just for channels...
Function of content seen and interacted with.
Friday, 28 March 14

13. Progression through decision process
Not just for channels...
Friday, 28 March 14

14. @carmenmardiros
Yet to do, cross-reference with
Multi Channel Funnels
Friday, 28 March 14

15. Thank You
Carmen Mardiros
@carmenmardiros
Friday, 28 March 14