Analytics and Tracking
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The presentation discusses the concepts and principles of data driven marketing.
![[
Analy(cs
and
Tracking]
Data
Driven
Marke,ng](https://image.slidesharecdn.com/201005admadigitalcertificatev1-121117122143-phpapp01/85/analytics-and-tracking-1-320.jpg){kind=tracking}
![[
Mo(va(on
]
Data
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©
Datalicious
Pty
Ltd
2](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Analytics and Tracking
- 1. [ Analy(cs and Tracking] Data Driven Marke,ng
- 2. [ Mo(va(on ] Data = © Datalicious Pty Ltd 2
- 3. [ Data driven marke(ng ] Data Insights Ac(on Pla;orms Repor(ng Applica(ons Data collec(on and processing Data mining and modelling Data usage and applica(on Web analy(cs solu(ons Customised dashboards Marke(ng automa(on Omniture, Google Analy(cs, etc Media aLribu(on models Aprimo, Trac(on, Inxmail, etc Tagless online data capture Market and compe(tor trends Targe(ng and merchandising End-‐to-‐end data pla;orms Social media monitoring Internal search op(misa(on IVR and call center repor(ng Online surveys and polls CRM strategy and execu(on Single customer view Customer profiling Tes(ng programs © Datalicious Pty Ltd 3
- 4. [ Corporate data journey ] Stage 1 Stage 2 Stage 3 Data Insights Ac(on Data is fully owned Sophis,ca,on in-‐house, advanced Data is being brought predic,ve modelling in-‐house, shiG towards and trigger based Third par,es control insights genera,on and marke,ng, i.e. what data mining, i.e. why will happen and most data, ad hoc did it happen? making it happen! repor,ng only, i.e. what happened? Time, Control © Datalicious Pty Ltd 4
- 5. [ Combining data sets ] Web analy,cs data Retail sales data + The whole is greater than the sum of its parts Customer data © Datalicious Pty Ltd 5
- 6. [ Across all data categories ] Campaign data TV, print, call center, search, web analy,cs, ad serving, etc Campaign Customer data data Customer data Direct mail, call center, web analy,cs, emails, surveys, etc Consumer data Search, social media, trends, Compe(tor Consumer research, news, etc data data Compe(tor data Search, social media, ad spend, news, offers, etc © Datalicious Pty Ltd 6
- 7. Campaign data 14/11/12 © Datalicious Pty Ltd 7
- 8. [ Single source of truth ] True ROAS Dashboards © Datalicious Pty Ltd 8
- 9. [ De-‐duplica(on across channels ] Paid Bid Search Mgmt $ Banner Ad Ads Server $ Web Analy(cs Pla;orm Email Email Blast Pla;orm $ Organic Google Search Analy(cs $ © Datalicious Pty Ltd 9
- 10. [ Analyse channel overlap ] Total Ac(ons: 2,023 DM & EDMs Call Centre Paid Search $200 -‐ $400 Radio 301 / 11.1% CTA & $200 -‐ $500 CPA Other 112 (38%) ATL Display Media 189 (62%) 1669 (61.2%) Straight to Site 1208 (44.3%) $125 -‐ $200 CPA Organic Search 493 (18%) 587 (48%) 314 (63%) 621 (52%) 179 (37%) Partners Media Channels are interac(ve. Individual channel analysis yields liLle insight © Datalicious Pty Ltd 10
- 11. [ Success aLribu(on models ] Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par(al credit © Datalicious Pty Ltd 11
- 12. [ Campaign stacking by channel ] Chart shows percentage of channel touch points that lead to a conversion. Neither first nor last-‐click measurement would provide true picture 14/11/12 © Datalicious Pty Ltd 12
- 13. [ Stacking 2.0 – Including Post Impressions ] Viewed Banner Ad Paid Straight to Success Search Site (no click!) $100 Tradi,onally Tradi,onally First Touch Last Touch The Total Touches à 2,454 The Unique Touch points à 268 The Total Sales for the period à 690 Average touches per sale à 3.6 The number of (mes the touches occurred The number of orders the touch point was involved with Display -‐ Post Impression -‐ 789 Display -‐ Post Impression -‐ 403 -‐ (58.4%) involvement Straight to site -‐ 507 Straight to site -‐ 261 -‐ (37.8%) involvement Search -‐ SEO Branded -‐ 258 Search -‐ SEO Branded -‐ 131 -‐ (19.0%) involvement -‐ SEM -‐ 148 -‐ SEM -‐ 75 -‐ (10.9%) involvement -‐ SEO Generic -‐ 16 -‐ SEO Generic -‐ 8 -‐ (1.2%) involvement Internal Referral -‐ 155 Internal Referral -‐ 80 -‐ (11.6%) involvement Display -‐ Post Click -‐ 76 Display -‐ Post Click -‐ 39 -‐ (5.7%) involvement Email Marke,ng -‐ 22 Email Marke,ng -‐ 11 -‐ (1.6%) involvement Shopping Engine -‐ 5 Shopping Engine -‐ 3 -‐ (0.4%) involvement [ June 2009] [ datalicious.com ]
- 14. [ Ad server exposure test ] 1 User qualifies for the display campaign (if the user has already been tagged go to step 3) 1st impression 2 Audience Segmenta(on 10% of users in control group, 90% in exposed group User tagged with segment Measurement: Conversions per 1000 unique Control Exposed visitors (displayed non-‐branded message) (displayed branded message) User remains in segment N impressions 3 Control Exposed (displayed non-‐branded message) (displayed branded message) May 2010 © Datalicious Pty Ltd 14
- 15. [ Sample Results ] Control Group Normal Display Adver(sing (90%) (10%) Impressions = 1 M Impressions = 9 M Visitors = 1,000 Visitors = 10,000 Sales = 50 Sales = 550 Cost = $1,000 Cost = $9,000 $ per sale = $20 $ per sale = $16 Without display With display adver,sing, 1 in every 20,000 people 22% adver,sing 1 in every 16,363 people will convert uplij will convert of sales would have occurred without any display ac(vity -‐ 80% -‐ Actual cost per sale is closer to ~5x reported © Datalicious Pty Ltd 15
- 16. [ Paid and Organic search ] 30% SEM 70% SEO © Datalicious Pty Ltd 16
- 17. [ SEO or SEM?] High SEM/SEO Visitor Value ($) SEO Low Keyword Compe,,on i.e. Cost ($) High Find another business! Low You need to know the value of your visitors from each keyword! © Datalicious Pty Ltd 17
- 18. [ Case Study – Poli(cal Consul(ng Firm ] Original Proposal $5k SEO project. 3 months to complete. Visitor Value High $$$. Average revenue per project is tens of thousands. Keyword Compe((on Low. Few organic compe,tors. Only one single paid compe,tor. Poten(al Solu(on Ditch SEO Project. Buy keywords cheaply with high ROI © Datalicious Pty Ltd 18
- 19. Keyword Traffic Tool -‐ Spend Alloca,on -‐ Consumer Interest -‐ Market Size es,ma,on -‐ Keyword cost Keyword Finder Tool -‐ Find useful words -‐ Use compe,tor site to find useful keywords -‐ Market Size -‐ Compe,,on strength -‐ Keyword cost 14/11/12 © Datalicious Pty Ltd 19
- 20. [ Google Webmaster Tools ] 14/11/12 © Datalicious Pty Ltd 20
- 21. 14/11/12 21
- 22. [ Search call to ac(on ] Print adver(sing can be analysed © Datalicious Pty Ltd 22
- 23. [ Offline sales driven by online ] Tying offline conversions back to online campaign and research behavior using standard cookie technology by triggering virtual online order confirma,on pages for offline sales using email receipts. Website.com Phone Virtual Order Research Orders Credit Check Fulfilment @ Confirma(on Adver(sing Website.com Retail Virtual Order Campaign Research Orders Credit Check Fulfilment @ Confirma(on Website.com Online Online Order Virtual Order Research Orders Confirma(on Credit Check Fulfilment @ Confirma(on Cookie Cookie Cookie May 2010 © Datalicious Pty Ltd 23
- 24. Customer data 14/11/12 © Datalicious Pty Ltd 24
- 25. [ You can’t hide! ] 2 years on the beach Iden(fies themself User visits User visits (e.g. sale or Looks at lots of Site Site again registra(on) ‘widgets’ anonymously ‘anonymously’ Cookie Web Cookie Analy(cs Database Hi John, long (me no talk, we have a special Name: John Example on widgets! Interest: Widgets History: Business -‐Last visit 2 years ago. Intelligence -‐Purchased 10 blue widgets Database -‐High value band Loca(on: 2000, Sydney © Datalicious Pty Ltd 25
- 26. [ Social Media Data ] Facebook Connect gives you the following and more, with just one click… Id, first name, last name, middle name, pic, affilia,ons, last profile update, ,mezone, religion, poli,cal interests, interests, sex, birthday, arracted to which sex, why they want to meet someone, home town, rela,onship status, current loca,on, ac,vi,es, music interests, tv show interests,educa,on history, work history, family and email. -‐ Is there anything else you need to know? © Datalicious Pty Ltd 26
- 27. [ Prospect targe(ng parameters ] © Datalicious Pty Ltd 27
- 28. [ Affinity targe(ng in ac(on ] Different types of visitors respond to different ads. By using category affinity targe,ng, response rates are liGed significantly across products. Click-‐Through Rate By Category Affinity Message Postpay Prepay Broadb. Business Blackberry Bold - - - + 5GB Mobile Broadband - - + - Blackberry Storm + - + + 12 Month Caps - + - + © Datalicious Pty Ltd 28
- 29. 14/11/12 © Datalicious Pty Ltd 29
- 30. [ Combining data sets ] Site Behaviour CRM Profile tracking of purchase funnel stage one-‐off collec,on 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 predic,ve models based on data mining search terms, referrers, etc propensity to buy, churn, etc tracking of internal promo,on responses historical data from previous transac,ons emails, internal search, etc average order value, points, etc UPDATED CONTINUOUSLY UPDATED OCCASIONALLY © Datalicious Pty Ltd 30
- 31. [ Store locator searches ] © Datalicious Pty Ltd 31
- 32. Compe(tor data 14/11/12 © Datalicious Pty Ltd 32
- 33. [ Brand search volume ] © Datalicious Pty Ltd 33
- 34. [ Market share trends ] © Datalicious Pty Ltd 34
- 35. 14/11/12 © Datalicious Pty Ltd 35
- 36. 14/11/12 © Datalicious Pty Ltd 36
- 37. 14/11/12 © Datalicious Pty Ltd 37
- 38. Consumer data 14/11/12 © Datalicious Pty Ltd 38
- 39. [ Search term volumes ] hrp://www.wordle.net © Datalicious Pty Ltd 39
- 40. 14/11/12 © Datalicious Pty Ltd 40
- 41. © Datalicious Pty Ltd 41
- 42. 14/11/12 © Datalicious Pty Ltd 42
- 43. 14/11/12 © Datalicious Pty Ltd 43