ANZ Marketing Analytics Session 2

transcript

> Marke(ng Analy(cs < Using data to boost return on

marke1ng investment

> Short but sharp history §  Datalicious was founded in late 2007 §  Strong Omniture web analy1cs history §  1 of 4 preferred Omniture partners globally §  Now 360 data agency with specialist team §  Combina1on of analysts and developers §  Carefully selected best of breed partners §  Driving industry best prac1ce (ADMA) §  Turning data into ac1onable insights §  Execu1ng smart data driven campaigns December 2011 © Datalicious Pty Ltd 2

> Smart data driven marke(ng

December 2011 © Datalicious Pty Ltd 3

Media A<ribu(on & Modeling

Op(mise channel mix, predict sales

Tes(ng & Op(misa(on Remove barriers, drive sales

Boos(ng ROMI

Targeted Direct Marke(ng Increase relevance, reduce churn

“Using data to widen the funnel”

> Media a<ribu(on

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Direct mail, email, etc

Facebook Twi<er, etc

> Campaign flows are complex

POS kiosks, loyalty cards, etc

CRM program

Home pages, portals, etc

YouTube, blog, etc

Paid search

Organic search

Landing pages, offers, etc

PR, WOM, events, etc

TV, print, radio, etc

= Paid media

= Viral elements

Call center, retail stores, etc

= Sales channels

Display ads, affiliates, etc

TV/Print/DM audience

Search audience

Banner audience

> Media channels feed each other

> Success a<ribu(on models

Banner Ad $100

Email Blast

Paid Search $100

Banner Ad $100

Affiliate Referral $100

Success $100

Banner Ad

Paid Search

Organic Search $100

Success $100

Last channel gets all credit

First channel gets all credit

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success $100

All channels get par(al credit

Paid Search

> First and last click a<ribu(on

Chart shows percentage of channel touch points that lead to a conversion.

Neither first nor last-‐click measurement would provide true picture

Paid/Organic Search

Emails/Shopping Engines

Closer

Paid search

Display ad views

TV/print ad views

> Full purchase path tracking

Influencer Influencer $

Display ad clicks

Online sales

Affiliate clicks

Social buzz

Offline sales

Organic search

Website events

Direct mail, emails

Life(me profit

Social referrals

Retail store visits

Direct site visits

Introducer

> Search call to ac(on for offline

VickyCarroll.myspaday.com > redirect to > myspaday.com?

CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOffer=P3& ChurnRisk=Low [...]

> Personalised URLs for direct mail

> Understanding channel mix

> Experience op(misa(on

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> New consumer decision journey

The consumer decision process is changing from linear to circular.

> New consumer decision journey

The consumer decision process is changing from linear to circular.

Change increases the importance of experience during research phase.

Online research

Customised landing pages

> Seamless research experience

TV, print, direct mail, etc

Organic, paid search

Display ads

Display ad re-‐targe(ng

Applica(on process

Fall-‐out email follow-‐up

ANZ.com re-‐targe(ng

Ad Server / SuperTag

AdWords

Test&Target / SuperTag

Contact me cbartens@datalicious.com

Learn more

blog.datalicious.com

Follow me twi<er.com/datalicious

Data > Insights > Ac(on

ANZ Marketing Analytics Session 2

Technology