Презентация Jason Burby, Chief Performance Marketing Officer, Possible, на Digital Marketing Conference 2012

2. Jason Burby
Chief Performance Marketing Officer
POSSIBLE
jason@possible.com
@JasonBurby

3. AGENDA
01
INTRODUCTIONS
02
MARKETING SCIENCES OVERVIEW
03
APPROACH
04
CULTURE OF ANALYSIS
05
COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS
06
OPEN DISCUSSION/Q&A

5. POSSIBLE MARKETING SCIENCES TEAM
WE BRING SOME “ART” TO THAT SCIENCE.
IF CREATIVE HELPS A CONSUMER
UNDERSTAND THE BRAND, MARKETING
SCIENCES HELPS THE BRAND UNDERSTAND
AND ANTICIPATE THE CONSUMER – WHO
THEY ARE, WHAT THEY DO, WHERE THEY
GO- AND HOW TO ENGAGE WITH THEM
MOST EFFECTIVELY.

8. We help our clients
SEE A HOLISTIC VIEW OF WHAT’S GOING ON,
WHAT IS WORKING, AND WHAT IS NOT

9. OUR
APPROACH

10. METHODOLOGY

11. METHODOLOGY
DATA ANALYSIS
OPTIMIZATION
RESEARCH & INSIGHTS + STRATEGY & EXECUTION
MONETIZATION
CRM
ANSWERS &
INCREASED
ROI
data

12. CULTURE
OF ANALYSIS
AND
OPTIMIZATION

13. COMMON SITUATION
AS THE CMO, YOU HAVE py6 1,000,000 TO TACKLE ONE OF
THE FOLLOWING DIGITAL INITIATIVES.
OPTIONS
• Increase media spend
• Improve online customer support
• Invest more in mobile content
• Add Reviews/Ratings to your site
• Invest in Social strategy
• Tune Purchase/Lead Flow process
• Improve Marketing Automation efforts
• Improve Landing Pages
WHERE DO YOU
INVEST YOUR BUDGET?

14. “BIG DOG SYNDROME”

15. COMMON TRAITS OF
OUR
MOST SUCCESSFUL
CLIENTS

16. COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS
• DIGITAL CHANNEL GOALS ARE IMPERATIVE
• ANALYZE PERFORMANCE BASED ON OVERALL BUSINESS GOALS
• UNDERSTAND DATA HOLISTICALLY, NOT IN SILOS AND NOT JUST
DIGITAL
• FOCUS ON OPPORTUNITIES AND RECOMMENDATIONS
• UNDERSTAND BEHAVIORS ACROSS PAID, EARNED & OWNED
• MONETIZE ALL KEY DIGITAL BEHAVIORS
• PRIORITIZE OPPORTUNITIES
• UNDERSTAND CUSTOMER EXPERIENCE ONLINE AND OFFLINE
• MEASURE & QUANTIFY RELATIONSHIPS BETWEEN BRANDS AND
PEOPLE
• GET AGGRESSIVE WITH AN OPTIMIZATION PROGRAM
• AVOID AVERAGE EXPERIENCES
• FAIL FASTER…
• UNDERSTAND YOUR COMPETITORS

17. #1 Digital Channel Goals are Imperative
THEY MUST BE CLEAR, HOLISTIC,
DOCUMENTED, SHARED, VALUED AND
UNDERSTOOD.MORE IMPORTANTLY, WE
ANSWER QUESTIONS THAT ARE ESSENTIAL
TO DRIVE BUSINESS GOALS….

18. Marketing Sciences

19. #2 Analyze Performance Based on Overall Business Goals

21. #3 Understand data holistically, not in silos and not just digital
INTEGRATION IS KEY AND MORE MORE
INSIGHTFUL (AND ACTIONABLE)

23. #4 Focus on Opportunities & Recommendations
NOT JUST REPORTING

25. #5 Understand Behaviors Across Paid, Earned & Owned

26. PAID MEDIA
• Display Ads
• Paid Search
OWNED • Contextual Ads
• Bought Email
EARNED MEDIA
• SEO
• Social Media
• Online PR
GOALS
• Loyalty Email
OWNED MEDIA
• Websites
EARNED PAID • Mobile Site
• Microsites
• Landing Page

27. #6 Monetize All Key Actions

28. Monetization Overview
If Nokia sells 99%+ of their
phones in stores….
…why do they spend any
money at all on a website?

29. Monetization

30. Monetization

31. EXPLAINING THE VALUE OF A “LIKE”

32. #7 Prioritize Opportunities
Based on the Greatest Impact to the Business

36. #8 Understand Customer Experience Online & Offline

38. #9 Measure & quantify relationships between brands and people

39. MEASURE &
QUANTIFY
RELATIONSHIPS
BETWEEN BRANDS
AND PEOPLE
Measure and quantify
relationships between brands
and people.
Use data to understand
motivations, attitudes and
profiles linked to behaviors.
Analyse value.
Deliver content that has
meaning and distribute it with
purpose across multiple
channels.
Ignite communities with ideas
that create valuable
relationships.

40. #10 Get Aggressive with an Optimization Program

41. Interactive Optimization Case Study
Hypothesis: Widget design lacks
clarity for desired actions, this could
be suppressing click through rates.
Objective: Increase total monetized
value of the Finder Widget by
increasing CTR. MSN is paid by
partner sites per unique visitor who
clicks:
Existing homes, New homes, Rentals
- $0.55 Foreclosures -
$0.60 House Values - $0.75
Senior Living - $0.50
Professional services - $0.50

42. Interactive Optimization Case Study
CONTROL VARIANT 3
VARIANT 1 VARIANT 4
VARIANT 2 VARIANT 5

43. Interactive Optimization Case Study
T1 T2 T3 T4 T5

44. Interactive Optimization Case Study
!
Variant Rev!/!UU Li.
Control $0.175 8
T1 $0.177 0.95%
T2 $0.179 1.93%
T3 $0.183 4.43%
T4 $0.180 2.77%
T5 $0.192 9.69%
Variant 5 wins test
T1 T2 T3 T4 T5

45. Optimization Throwdown Contests

46. #11 Avoid Average Experiences

47. Avoid Average Experiences

48. Avoid Average Experiences

49. Avoid Average Experiences

50. TARGETING AND PERSONALIZING COMMUNICATION
40 %
30 %
20 %
10 %
0%
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Spt
APJ FY08 APJ FY09

51. #12 Fail Faster…

52. Fail Faster

53. #13 Understand Your Competitors

54. Understand Your Competitors

55. Understand Your Competitors

56. Jason Burby
Chief Performance Marketing Officer
POSSILBE
jason@possible.com
@JasonBurby

57. ADDITIONAL
CASE STUDIES

58. Dell Small & Medium Size Business
Visit to a
laptop page
First Experience
Return Experience

59. Dell Small & Medium Size Business
Visit to a
laptop page

60. Dell Small & Medium Size Business
Results:
Retargeting resulted in a:
• 19% lift in
conversion rate
• 24% lift in AOV
Further targeting by the
exact product viewed
resulted in an additional
42% revenue lift on top of
that.
Winning Return Experience

61. Microsoft Partner Relationship
Management

62. Microsoft Partner Relationship
Management

63. Microsoft Partner Relationship
Management

64. Ford: Understanding the Value/Impact
Case Study | Ford

65. Ford: Understanding the Value/Impact
How much is digital action worth?
64

66. Ford: Understanding the Value/Impact
65

67. Ford: Understanding the Value/Impact
Ford was considering removing the video
assets (viewed as too expensive).
The model proved that videos had a
major positive influence on the
customer’s sales behavior.
The monetization model justified
continued production. Increased attention
to video experience increased Test Drive
and Configuration completions
substantially.

68. Self Evaluation & Discussion

69. Self Evaluation & Discussion
Not at Very Someti Most
Best Practice All Rarely mes Times Always
(1) Digital Channel Goals are imperative
(2) Analyze performance based on overall
business goals
(3) Don’t analyze data in silos
(4) Focus on opportunities and recommendations
(5) Understand behaviors across Bought, Earned
& Owned
(6) Monetize all key digital behaviors X
(7) Prioritize opportunities
(8) Understand customer experience online and
offline
(9) Get aggressive with an optimization program
(10) Fail faster…
BONUS: Avoid Average Experiences

70. Open Discussion/Q&A
Thank You!
Jason Burby
Chief Performance Marketing Officer
Possible Worldwide
jason@possibleworldwide.com
@JasonBurby

71. Appendix

72. Data Analysis
What is it?
The measurement and analysis of all digital
(site, social, mobile, app, etc.) behavioral
data to provide a holistic view of
performance and a range of opportunities for
optimization.
What does it include?
Insights and actionable recommendations in
the form of data visualization, scorecards, ad
hoc reports, deep dive analysis audits.
Technical and organization support for
measurement, including goals and kpi
definition, and tagging specs.
What is the value?
• Understand what is working and what
isn’t do you can maximize the former and
fix the latter. Translate a landscape of too
much data into compelling stories with
clear next steps.

73. Optimization and Targeting
What is it?
The planning and execution of controlled
experiments in a live environment (on site,
mobile, apps, etc.) to determine the best
content for the right audience at the right
time.
What does it include?
A/B/n and multivariate tests, behavioral
targeting and segmentation.
What is the value?
• Understand with statistical certainty
which version of copy, offers, images or
paths result in more end action
conversions.
• Constant, iterative improvement of a
web, mobile or app experience.
• Quantifiable creative improvements to
the bottom line.

74. Monetization
What is it?
A modeling methodology for evaluating the impact
of a digital action or channel on eventual sales,
brand perception or likelihood to engage.
What does it include?
Econometric models of digital actions across
multiple channels with relative values and
prioritization.
What is the value?
• Attribute every digital action to the all up
business goals.
• Prioritize marketing efforts across different
channels based on objective impact.

75. User Research and Insights
What is it?
A study of the motivations, attitudes and
information needs of the target audience to both
inform the creative direction and measure
performance again business objectives.
What does it include?
Usability studies (in person and remote), market
research and analysis, intent surveys, satisfaction
and brand measurement.
What is the value?
• Understand the digital landscape to determine if
new channels are worth investigating.
• Research on the usability and efficacy of digital
experiences so that that can be optimized.
• Segmentation of customer data so that different
people with different needs are treated
appropriately and presented with relevant
content.

76. CRM
What is it?
A business-wide strategy that makes sense of
customer interactions to deliver purposeful,
consistent, and relevant content across
multiple channels to generate positive ROI.
What does it include?
Vision & strategy development, multi-channel
communications planning,
execution, engagement (loyalty) program
development and optimization.
What is the value?
• Talk to customers in relevant, meaningful
ways, whether they are interacting in
person, or through web, email, social, or
mobile channels.
• Create and manage a loyalty program
designed to improve perception,
engagement, frequency and ROI.