Datarati
+61 290 450 946
5/50 York Street
Sydney NSW 2000
Prepared by:
Greg Beazley Alex Munro
Senior Consultant Customer Insights Manager
Case Study
Nautica Hamilton Island
Competition
Case Study
May 2014
Slide 2 5 November 2014Greg Beazley
3 Key Take-outs1. Investment in Tracking and Setup
2. Generate Insights
3. Develop a Customer Lifecycle Strategy
5 November 2014Greg Beazley
Responsible for: the marketing aspects of the brand’s
Australian site including content, product imagery and
EDM campaigns.
Insight: witnessed first-hand how data-driven campaigns
have helped to acquire and retain an engaged audience
and ultimately increase website conversions.
Consulting on: all areas of Marketing Automation, such as
lead generation, lead scoring, customer lifecycle marketing
and content strategy.
Insight: it became very clear once joining Datarati that the
power of leveraging data and the technology we now have
available is the true way forward for businesses.
Greg Beazley
Senior Consultant Anja Cuskelly
Ecommerce Manager for
Nautica
The Team
5 November 2014Slide 5
Challenge
Greg Beazley
Stagnant database
+plateauing subscriber
engagement
Objectives
Acquire 2500 new names
1100 in current database
Enrich existing
customer data
via form submissions
5 November 2014Greg Beazley
The Brief
Mobile responsive Multi-channel
Promo code
for new leads
Shares and
referrals
5 November 2014Greg Beazley
Tracking sources via
UTM/URL Parameters
http://land.truealliance.com.au/NauticaHIC14?utm_campaign=NauticaHIC14&utm_source=NauticaEmail&utm_medium=Email&utm_content=MothersDay
BANNER AD
5 November 2014Greg Beazley
NO%
Tracking sources via
UTM/URL Parameters
Mobile
responsive
Dynamic Thank You
Pages
Competition
Entries
5 November 2014Greg Beazley
8690
Landing Page Views
3088 Total Submissions
2840 online
214 instore
2768valid entries
Insight:
• 32.7% form conversion
sets the benchmark for
Nautica
Competition Entries Analysis
5 November 2014Greg Beazley
0
500
1000
1500
2000
2500
3000
3500
0
50
100
150
200
250
300
350
To
tal S
ub
issio
ns
Dail
y S
ub
mis
sio
ns
History of Submissions to Competition
New Per Day
Total
Target
Nautica Emails
Partner Emails
Target
Reached
Insight:
Partner
Emails drove
greater form
submissions
How well did each channel perform?
5 November 2014Greg Beazley
987
627
433
196
190
159
104
88
60
21
5 1
Insight:
• Multi-channel
approach was
successful
• Continue to use
UTM tracking
across all
campaigns
How well did the emails
perform?
5 November 2014Greg Beazley
0
400
800
1200
1600
Test A Test B Winner(B)
Reminder LastChanceEmail
Delivered
Opened
Clicked
Insight:
• Natural list fatigue with
reminder emails
suggests whether effort
is better spent
communicating to those
who did engage instead
Who gave us their details?
2543 Leads were acquired by this campaign but can we profile them?
0
200
400
600
800
1000
1200
1400
1600
Male Female
5 November 2014Greg Beazley
0
100
200
300
400
500
600
700
55+ 45-54 35-44 25-34 18-24 <140
100
200
300
400
500
600
700
800
900
1000
NSW VIC QLD WA SA TAS ACT NT
$21,000 Campaign Budget
÷2543 New Leads
$8.26 Cost Per New Lead
5 November 2014Greg Beazley
What was the end result?
18Purchases
by Members of the
Competition
4Used Promo Code from thank you
page
2543 New Names in the
database with no further
communications
• Continue the conversation - develop a
Content Strategy across each stage of
the customer lifecycle and convert
these leads to customers
5 November 2014Greg Beazley
High performance of
Nautica.com.au Banners over
other channels
• Utilise for acquiring new leads on an
ongoing basis
• Let the website do the heavy lifting on
acquisition campaigns
Conversion rates by channel
were difficult to report on• Record what the cost and reach is from
each targeted channel
Vision
5 November 2014Greg Beazley
PROSPECTIVE BUYER FIRST PURCHASE REPEAT PURCHASE BRAND LOYAL
Web SocialEmail Mobile
Connect.
5 November 2014Greg Beazley
@gregbeazley
gregbeazley.com
/in/gregbeazley
dtrt.co/gb
