►  How being strategic with your marketing data and analytics provides real ROI value and connects people with your vision

►  to your online marketing data and analytics (DNA)

A new approach

2.

The conversion funnel

A process of turning people who don’t know

about your business into leads, prospects

and, eventually, customers

The traditional sales funnel

POTENTIAL LEADS email, social media to drive traffic

PROSPECTS customers use your site

DO STUFF redesign, new logo

CUSTOMERS

The traditional sales funnel

POTENTIAL LEADS email, social media to drive traffic

PROSPECTS customers use your site

DO STUFF redesign, SEO

CUSTOMERS

Marketing DNA strategy widens the conversion funnel

Media attribution and modeling maximise reach, awareness & increase ROI

Target and merchandise improve engagement, boost loyalty

Test and optimise remove barriers, drive sales

Boost your return on marketing investment

a wider top Optimising the journey to your web site

Social media, email, search, blogs and adword marketing are some of the ways that broaden

the width of your funnel and generate more leads

a longer funnel upselling and offering additional value

When people are completing an activity on your site (purchasing a product), offer them more again

‘Winning in the middle’ Case study

8.

►  The Kia Australia web site was used simply as an online brochure

►  How can Kia improve car-owner’s purchase journey while generating efficiency savings across all Kia digital marketing?

►  How to track more than the last inbound click to Kia online?

►  Unify their digital marketing with DoubleClick to manage search, video, display and mobile channels

►  Multi-click attribution modeling

►  Use rich online data sources to inform offline marketing decisions

►  All reporting is unified and linked to goals

Optimising the buying journey

30% lower cost per acquisition Benefit

10.

BEING REMARKABLE

Bonus slide

11.

Being good is the new average. To be successful, you need to

start being remarkable •  –Seth Godin

What can this mean? Providing more value than what people expect captures their attention and makes you memorable

More wow, now!

►  Coles wanted to drive in-store and online sales in the busy run-up to Christmas and reach Australian grocery-buying mums

Case study

13.

Christmas sales success

Partnering with Facebook, we deliver for Coles: ►  advertising reach effectiveness; ►  message association; and ►  sales results.

We use a combination of: ►  Photo ads and posts

featuring photos of Christmas food ►  Link ads

sharing recipes and driving website traffic ►  Ad-target blocks

25–54 year-old Australian mothers

14.

* Calculated based on Nielsen Sales Effect and advertiser spend † Nielsen Sales Effect and Online Campaign Ratings ‡ Nielsen Sales Effect § that “Coles is the best value store for Christmas groceries” among women exposed to the campaign versus a control group (Nielsen Brand Effect)

Qualitative and quantitative analytics show the results

20x

return on ad spend*

89%

accuracy in

audience reach‡

2+ million

households reached†

25%

increase in message

association§

25%

increase in message

association§

89%

accuracy in

audience reach‡

2+ million

households reached†

20x

return on ad spend*

15.

3% lift in sales Benefit

16.

CREATING CONNECTIONS

Bonus slide

17.

We no longer live in a world of mass marketing. We live in a world of connection and value

Avoid describing your leads or customers as leads or customers. Once someone consumes a piece of content or makes a purchase,

they join a community.

Respecting your audience, users, clients, customers…

Striving to embody connection and value will positively alter your business’ destiny

►  Sony Music Case study

19.

What do we learn from Dami Im on social media?

20.

Winner of ‘X-Factor’ Australia 2013

BONUS INFOGRAPHIC: How multi-channel data

predicted the 1-2-3 result of X-Factor Australia

bit.ly/xfactorau2013

What do we learn from Dami Im on social media?

37.68% 1.24%

Positive Negative

High positivity continues since winning X-Factor Australia 2013

21.

0

20,000

40,000

60,000

80,000

100,000

120,000

0

5,000

10,000

15,000

20,000

25,000

Phot

os, v

ideo

s, cli

cks

Like

s, co

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ents

, sha

res

Likes Comments Shares Photo views Video Plays Clicks

22.

Ice-­‐bucket  challenge  

Sings  at  friend’s  wedding  unannounced  

Unplugged  version  of  her  latest  single,  ‘Gladiator’  

Fans respond to the ‘authentic’ Dami

August activity on her Facebook page is highest for 2014

-­‐30%  

-­‐20%  

-­‐10%  

0%  

10%  

20%  

30%  

40%  

50%  13-­‐17   18-­‐24   25-­‐34   35-­‐44   45-­‐54   55-­‐64   65+  

Page  Fans   71.43%   28.57%  Page  Reach   63.89%   36.11%  

Engaged  Users   73.39%   26.61%  

Women engage most with her on Facebook

But content reach skews male in key demographics

23.

Marketing-mix modelling From YouTube view to billboards to purchase

24.

Data Type Data Source Earned Radio spins/airplay Earned Shazam

Paid Gupta (Facebook, YouTube, Google display and SEM) Paid Initiative bought media (TV, Radio, OOH, Digital, mobile) Paid Sony Direct bookings Sales iTunes (including postcode data) Sales Google Play Sales Physical sales (JB, sanity, KTB’s)

Streaming Spotify (plays and followers) Streaming Rdio

Owned Google analytics (visits) Owned Vevo (video views AND revenue) Owned Click data from SmartURL Owned Instagram Owned Twitter Owned Facebook Owned Vine Owned Google + Owned Newsletters Owned YouTube (plays and followers)

Owned/Earned Social sentiment (Synthesio) Sales Affiliate (conversions and revenue)

Earned SoundCloud Other Neilson site ratings Other Print readership

Full omni-channel view of audiences’ engagement with artists Understanding music-fans’ connection

from first listen to song purchase

Benefit

25.

►  Summing up A complete data strategy

26.

► Your customers know the products you offer and marketing you create are: ► Relevant to their needs ►  Personalised to them ►  Engaging

► For businesses, data strategy should develop: ►  A single-customer view of online and offline activities ►  An approach that holistically collects, interprets and

takes action around your data (storing, curating, distributing and monetising)

► Your customised data strategy should deliver: ►  The data that matches your precise needs ►  The processes and systems required to process data

volumes, variety and velocity ►  The right infrastructure to manage your data ►  The expertise that transforms information in to

compelling and actionable insights ►  Access to professionals who put brands and customers

first and are transparent about how they use data in a way that respects people’s privacy

27.

Best-in industry data-driven marketing

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bit.ly/MarketingDNA

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