Datalicious - Smart Data Driven Marketing
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The presentation illustrates the significance of data in marketing campaigns.
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Datalicious - Smart Data Driven Marketing
- 1. > Data Driven Marke-ng < Momentum Introduc-on
- 2. Make data sexy YOU CLIENT by turning it into ac-onable insights July 2012 © Datalicious Pty Ltd 2
- 3. > Short but sharp history § Datalicious was founded in late 2007 § Strong Omniture web analy-cs history § 1 of 4 preferred Omniture partners globally § Now 360 data agency with specialist team § Combina-on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac-ce (ADMA) § Turning data into ac-onable insights § Execu-ng smart data driven campaigns July 2012 © Datalicious Pty Ltd 3
- 4. > Smart data driven marke-ng “Using data to widen the funnel” Media A>ribu-on & Modeling Op-mise channel mix, predict sales Targe-ng & Merchandising Increase relevance, reduce churn Tes-ng & Op-misa-on Remove barriers, drive sales Boos-ng ROMI July 2012 © Datalicious Pty Ltd 4
- 5. > Wide range of data services Data Insights Ac-on PlaIorms Analy-cs Campaigns Data collec-on and processing Data mining and modelling Data usage and applica-on Omniture, Google Analy-cs, etc Tableau, Splunk, SPSS, etc Alterian, SiteCore, Inxmail, etc Web and mobile analy-cs Customised online dashboards Targe-ng and merchandising Tag-‐less online data capture Media a>ribu-on models Marke-ng automa-on Retail and call center analy-cs Market and compe-tor trends CRM strategy and execu-on Data warehouse solu-ons Social media monitoring Data driven websites Single customer view Customer segmenta-on Tes-ng programs July 2012 © Datalicious Pty Ltd 5
- 6. > Clients across all industries AGL, Aussie, ANZ, ADMA, Appliances Online, Bupa, Canon, Captain Compare, Catch of the Day, E*Trade, Fox Symes, GE Capital, Ikon, NDS, IMB, Kogan, Lenovo, Luxottica, Macquarie, Metricon, News Ltd, Optus, P&O, Robert Half, Suncorp, Sydney Festival, Telstra, Tourism Australia, Tourism NZ, Trading Post, Unicef, Westpac July 2012 © Datalicious Pty Ltd 6
- 7. Standardise metrics July 2012 © Datalicious Pty Ltd 7
- 8. July 2012 © Datalicious Pty Ltd 8
- 9. Brake down data silos July 2012 © Datalicious Pty Ltd 9
- 10. > Establish a single source of truth Insights Repor-ng July 2012 © Datalicious Pty Ltd 10
- 11. > Combining separate data sets Website behaviour data Customer profile data + The whole is greater than the sum of its parts 3rd party customer data July 2012 © Datalicious Pty Ltd 11
- 12. Visualise client data July 2012 © Datalicious Pty Ltd 12
- 13. What trends can you iden-fy in 5 seconds by looking at the raw data only? July 2012 © Datalicious Pty Ltd 13
- 14. July 2012 © Datalicious Pty Ltd 14
- 15. July 2012 © Datalicious Pty Ltd 15
- 16. RED = No single men July 2012 © Datalicious Pty Ltd 16
- 17. July 2012 © Datalicious Pty Ltd 17
- 18. Give credit where due July 2012 © Datalicious Pty Ltd 18
- 19. > Advanced media a>ribu-on Introducer Influencer Influencer Closer $ Paid Display Social Direct Online search ad clicks referrals site visits sales Display Affiliate Social Retail Offline ad views clicks buzz store visits sales TV/print Organic Website Direct mail, Life-me responses search events emails profit July 2012 © Datalicious Pty Ltd 19
- 20. > Purchase path example July 2012 © Datalicious Pty Ltd 20
- 21. > Media a>ribu-on example COST PER CONVERSION July 2012 © Datalicious Pty Ltd 21
- 22. > Search call to ac-on for offline July 2012 © Datalicious Pty Ltd 22
- 23. > Personalised URLs for direct mail 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 [...] July 2012 © Datalicious Pty Ltd 23
- 24. > Offline sales driven by online Adver-sing Phone Credit check, campaign order fulfilment Retail Confirma-on order email, 1st login Website Online Online order Virtual order research order confirma-on confirma-on Cookie July 2012 © Datalicious Pty Ltd 24
- 25. July 2012 © Datalicious Pty Ltd 25
- 26. Increase relevance July 2012 © Datalicious Pty Ltd 26
- 27. > Importance of online experience The consumer decision process is changing from linear to circular. Considera-on set now grows during online Online research research phase which increases importance of user experience during that phase July 2012 © Datalicious Pty Ltd 27
- 28. > Simple re-‐targe-ng matrix Segmenta-on based on: Search keywords, display ad clicks and website behaviour Purchase Data Cycle Points Default Product A Product B Default, Acquisi-on Acquisi-on Acquisi-on Default awareness message D1 message A1 message B1 Research, Acquisi-on Acquisi-on Acquisi-on Landing considera-on message D2 message A2 message B2 page view Purchase Acquisi-on Acquisi-on Acquisi-on Buy intent message D3 message A3 message B3 now click July 2012 © Datalicious Pty Ltd 28
- 29. > Vision: Seamless online experience Affiliates, paid, Display organic search ads PURLs / Search calls to ac-on DM, TV, print, Display ad outdoor, etc re-‐targe-ng My Account (re-‐)targe-ng Main website Dynamic (re-‐)targe-ng landing pages Online/offline Email, DM, call conversion center follow-‐up July 2012 © Datalicious Pty Ltd 29
- 30. > ANZ home page targe-ng ANZ home page re-‐targe-ng and merchandising combined with landing page op-misa-on delivered an increase in offer response and conversion rates with an overall project ROI of 578% July 2012 © Datalicious Pty Ltd 30
- 31. Test and op-mise July 2012 © Datalicious Pty Ltd 31
- 32. ✓ ✓ ✓ ✗ ✓ ✓ ✓ ✓ ✗ ✗ July 2012 ✓ © Datalicious Pty Ltd 32
- 33. July 2012 © Datalicious Pty Ltd 33
- 34. July 2012 © Datalicious Pty Ltd 34
- 35. > Macquarie landing pages Project plakorms used: Adobe Before SiteCatalyst and Test&Target Aher The small things count: Simplifica-on down to 1 set of bujons resulted in increased response rate and project ROI of 547% July 2012 © Datalicious Pty Ltd 35
- 36. > Telstra bundles pages Telstra bundles page op-misa-on combined call center data (each page had a unique phone number) with Adobe Test&Target online data and delivered a cross-‐channel conversion rate increase with an ROI of 647% July 2012 © Datalicious Pty Ltd 36
- 37. Digital marke-ng = tags July 2012 © Datalicious Pty Ltd 37
- 38. July 2012 © Datalicious Pty Ltd 38
- 39. Allocate a data budget July 2012 © Datalicious Pty Ltd 39
- 40. Combine data & crea-vity July 2012 © Datalicious Pty Ltd 40
- 41. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi>er.com/datalicious July 2012 © Datalicious Pty Ltd 41
- 42. Data > Insights > Ac-on July 2012 © Datalicious Pty Ltd 42