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Data Driven Marketing - Aprimo Omniture Webex
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The presentation discusses the impact of data driven targeting in marketing campaigns.
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Data Driven Marketing - Aprimo Omniture Webex
1.
Data driven marke-ng
Increasing campaign response rates through data driven targe3ng
2.
Datalicious company history
• Datalicious was founded in late 2007 • Strong Omniture web analy3cs history • 1 of 4 Omniture Service Partners globally • Now 360 data agency with specialist team • Combina3on of analysts and developers • Making data accessible and ac3onable • Evangelizing smart data driven marke3ng • Driving industry best prac3ce (ADMA) October 2010 © Datalicious Pty Ltd 2
3.
Data driven marke-ng
Media a8ribu-on Op-mising channel mix Targe-ng Increasing relevance Tes-ng Improving usability $$$ October 2010 © Datalicious Pty Ltd 3
4.
Increase revenue by
10-‐20% By coordina-ng the consumer’s end-‐to-‐end experience, companies could enjoy revenue increases of 10-‐20%. Google: “get more value from digital marke-ng” or h8p://bit.ly/cAtSUN October 2010 © Datalicious Pty Ltd 4
5.
The consumer data
journey To transac-onal data To reten-on messages From suspect to prospect To customer Time Time From behavioural data From awareness messages October 2010 © Datalicious Pty Ltd 5
6.
Coordina-on across channels
Genera-ng Crea-ng Maximising awareness engagement revenue TV, radio, print, Retail stores, call Outbound calls, direct outdoor, search centers, brochures, mail, emails, SMS, etc marke3ng, display websites, landing ads, performance pages, mobile apps, networks, affiliates, online chat, etc social media, etc Off-‐site On-‐site Profile targe-ng targe-ng targe-ng October 2010 © Datalicious Pty Ltd 6
7.
Combining targe-ng plaXorms
Off-‐site targe3ng Profile On-‐site targe3ng targe3ng October 2010 © Datalicious Pty Ltd 7
8.
October 2010
© Datalicious Pty Ltd 8
9.
October 2010
© Datalicious Pty Ltd 9
10.
Combining technology
On-‐site Off-‐site segments segments October 2010 © Datalicious Pty Ltd 10
11.
Combining data sets
Website behavioural data Campaign response data + The whole is greater than the sum of its parts Customer profile data October 2010 © Datalicious Pty Ltd 11
12.
Behaviours plus transac-ons
Site Behaviour CRM Profile tracking of purchase funnel stage one-‐off collec3on 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 predic3ve models based on data mining search terms, referrers, etc propensity to buy, churn, etc tracking of internal promo3on responses historical data from previous transac3ons emails, internal search, etc average order value, points, etc Updated Con-nuously Updated Occasionally October 2010 © Datalicious Pty Ltd 12
13.
Facebook as subscrip-on
op-on Facebook Connect gives your company the following data and more with just one click! Email address, first name, last name, middle name, picture, affilia3ons, last profile update, 3me zone, religion, poli3cal interests, interests, sex, birthday, aracted to which sex, why they want to meet someone, home town, rela3onship status, current loca3on, ac3vi3es, music interests, tv show interests, educa3on history, work history, family and ID October 2010 © Datalicious Pty Ltd 13
14.
Appending social data
to customer profiles Name, age, gender, occupa-on, loca-on, social profiles and influencer ranking based on email (influencers only) (all contacts) October 2010 © Datalicious Pty Ltd 14
15.
Overes-ma-ng unique visitors
The study examined data from two of the UK’s busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-‐in users, they provided a robust sample to compare IP-‐based and cookie-‐based analysis against. The results were staggering, for example an IP-‐based approach overes3mated visitors by up to 7.6 3mes whilst a cookie-‐based approach overes-mated visitors by up to 2.3 -mes. Google: ”red eye cookie report pdf” or h8p://bit.ly/cszp2o October 2010 © Datalicious Pty Ltd 15
16.
Maximise iden-fica-on points
160% 140% 120% 100% 80% 60% −−− Probability of iden3fica3on through Cookies 40% 20% 0 4 8 12 16 20 24 28 32 36 40 44 48 Weeks October 2010 © Datalicious Pty Ltd 16
17.
Sample site visitor
composi-on 30% new visitors with no 30% repeat visitors with previous website history referral data and some aside from campaign or website history allowing referrer data of which 50% to be segmented by maybe 50% is useful content affinity 30% exis-ng customers with extensive 10% serious profile including transac3onal history of prospects which maybe 50% can actually be with limited iden3fied as individuals profile data October 2010 © Datalicious Pty Ltd 17
18.
Developing a targe-ng
matrix Phase Segment A/B Channels Data Points Awareness Considera-on Purchase Intent Up/Cross-‐Sell October 2010 © Datalicious Pty Ltd 18
19.
Developing a targe-ng
matrix Phase Segment A/B Channels Data Points Social, display, Awareness Seen this? Default search, etc Social, search, Download, Considera-on Great feature! website, etc product view Search, site, Cart add, Purchase Intent Great value! emails, etc checkout, etc Direct mail, Email response, Up/Cross-‐Sell Add this! emails, etc login, etc October 2010 © Datalicious Pty Ltd 19
20.
Poten-al home page
layout Customise content Branded header delivery on the fly based on referrer data, past content Rule based offer Login consump3on or profile data for exis3ng customers. Targeted Targeted offer offer Popular links, FAQs October 2010 © Datalicious Pty Ltd 20
21.
Prospect targe-ng parameters
October 2010 © Datalicious Pty Ltd 21
22.
Affinity targe-ng in
ac-on Different type of visitors respond to different ads. By using category affinity targe3ng, response rates are liged significantly across products. CTR By Category Affinity Message Postpay Prepay Broadb. Business Blackberry Bold - - - + Google: “vodafone 5GB Mobile Broadband - - + - omniture case study” Blackberry Storm + - + + or h8p://bit.ly/de70b7 12 Month Caps - + - + October 2010 © Datalicious Pty Ltd 22
23.
Poten-al newsle8er layout
Using profile data Rule based branded header enhanced with website behaviour Data verifica-on NPS data imported into the email delivery plahorm to build Rule based offer business rules and Closest stores, customise content Profile based offer delivery. offers etc October 2010 © Datalicious Pty Ltd 23
24.
Customer profiling in
ac-on Using website and email responses to learn a lile bite more about subscribers at every touch point to keep refining profiles and messages. October 2010 © Datalicious Pty Ltd 24
25.
Poten-al landing page
layout Passing data on user Rule based branded header preferences through to the website via parameters in email Campaign message match click-‐through URLs to customise content delivery. Targeted offer Call to ac-on October 2010 © Datalicious Pty Ltd 25
26.
Quality content is
key Avinash Kaushik: “The principle of garbage in, garbage out applies here. […] what makes a behaviour targe<ng pla=orm <ck, and produce results, is not its intelligence, it is your ability to actually feed it the right content which it can then target […]. You feed your BT system crap and it will quickly and efficiently target crap to your customers. Faster then you could ever have yourself.” October 2010 © Datalicious Pty Ltd 26
27.
ClickTale tes-ng case
study October 2010 © Datalicious Pty Ltd 27
28.
Keys to effec-ve
targe-ng 1. Define success metrics 2. Define and validate segments 3. Develop targe3ng and message matrix 4. Transform matrix into business rules 5. Develop and test content 6. Start targe3ng and automate 7. Keep tes3ng and refining 8. Communicate results October 2010 © Datalicious Pty Ltd 28
29.
ADMA short course
“Analyse to op-mise” In Melbourne & Sydney October/November By Datalicious October 2010 © Datalicious Pty Ltd 29
30.
Email me
cbartens@datalicious.com Follow us twi8er.com/datalicious Learn more blog.datalicious.com October 2010 © Datalicious Pty Ltd 30
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