Date post: | 19-May-2015 |
Category: |
Technology |
Upload: | datalicious-pty-ltd |
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> 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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December 2011 © Datalicious Pty Ltd 4
Direct mail, email, etc
Facebook Twi<er, etc
> Campaign flows are complex
December 2011 © Datalicious Pty Ltd 5
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
December 2011 © Datalicious Pty Ltd 6
> Success a<ribu(on models
December 2011 © Datalicious Pty Ltd 7
Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate Referral $100
Success $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
December 2011 © Datalicious Pty Ltd 8
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
December 2011 © Datalicious Pty Ltd 9
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
December 2011 © Datalicious Pty Ltd 10
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
December 2011 © Datalicious Pty Ltd 13
> Understanding channel mix
December 2011 © Datalicious Pty Ltd 14
> Experience op(misa(on
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December 2011 © Datalicious Pty Ltd 15
> New consumer decision journey
December 2011 © Datalicious Pty Ltd 16
The consumer decision process is changing from linear to circular.
> New consumer decision journey
December 2011 © Datalicious Pty Ltd 17
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
December 2011 © Datalicious Pty Ltd 18
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
Ad Server / SuperTag
AdWords
Test&Target / SuperTag
Test&Target / SuperTag
Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi<er.com/datalicious
December 2011 © Datalicious Pty Ltd 19
Data > Insights > Ac(on
December 2011 © Datalicious Pty Ltd 20