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@parthsm

10

COOL THINGS
Marketers Can Do
With Data

Parth Mukherjee
Senior Product Marketing Manager, Vizury
@parthsm

THIS PRESENTATION

PING ME!

Provides 10
ideas

Not all may be
useful for you

For details on
implementation
@parthsm

ONE. USER MICROSEGMENTATION

Have you utilized every kind of data at your disposal to build microsegments from your target audience?
User
Data
 Non-PII user information using tags
 Behavioral data from clickstream

Product
Data
 Product and category data from feeds
 Real-time updates through tags

Micro-segmentation of users
@parthsm

TWO. IDENTIFY USERS ACROSS DEVICES

If you knew the different devices being used by the same user,
2341S
DR45
67PT
Fingerprinting

Cookie matching

Device ID

you could use the impressions on each device much more effectively.

Product interest

Ad sequencing

Conversion tracking
@parthsm

THREE. MOST VIEWEDMOST BOUGHT

What is the relation between the most popular products on your site
from the perspective of

$
Views

&

Purchases

and how do you use it in your marketing strategy

www.
CLICK HERE >>
@parthsm

FOUR. SHARE OF VOICE

From a content marketing perspective it helps to know what is your
share of voice for different types of themes related to your business.
HEALTH
DRINK
BUSINESS
THEME 1:
HEALTH DRINKS

How can I retain my
advantage ?

THEME 2:
GYMMING

What are the other
related topics?

THEME 3:
HIGH THRILL SPORTS

What keywords are
competitors using?
@parthsm

FIVE. REALLY INTERESTED VISITOR DOMAIN

Track the organization from the domain from which you receive visitors
who display most interest
ALL VISITS

PAGE DEPTH >=10

X

TIME SPENT >=10m

PAGE VIEWED contains SEAMASTER

REFERRING
DOMAINS

X

X
SIX. LEAD QUALITY FROM REFERRAL TRAFFIC

@parthsm

Who gave you your most valuable leads?

PARTNERS
MEDIA
SOCIAL
ARTICLE

How to continue getting
useful referrals:
Banner ads, article
placements, partnerships

Image source: http://www.newfangled.com/measuring_referral_traffic_goal_conversion_rate
@parthsm

SEVEN. BROWSING PATH ANALYSIS
How do people land on your most important page?

3rd
click

Direct

2nd click

• What are the most common paths?
• Can you improve the flow from these
paths?
• How much of this traffic can you get to
land directly on your page?
EIGHT. QUALITY OF EMAIL LIST

@parthsm

Is your email list any good? Should you just junk it and make / buy a new
one?

Unsubscribe

List retention
per broadcast

Open rate
trend

Click rate
trend

New vs. old
user ratio

A combination of the above metrics will tell you whether your list is
worth the investment any longer.
@parthsm

NINE. OPPTY COST OF OLD BANNER DATA

So your banner displayed products or prices that were not available or not
at par (respectively) on your website?

$100,000
$78,000

NOT
AVAILABLE

BUY NOW >>

$100,000
$78,000
BUY NOW >>

$98,000
BUY NOW >>

Does loss of business justify the cost of investing in real-time dynamic ads?
@parthsm

TEN. VIEW THROUGH PURCHASE TIME
How long do most customers need before they convert?
DAYS TO 90%
CONVERSIONS

DAYS TO 50%
CONVERSIONS

And how many display ads / marketing touch points before they convert?
PAID SEARCH
ORGANIC SEARCH
SOCIAL

DIRECT

EMAIL

REFERRAL

DIRECT

DIRECT

REFERRAL

RETARGETING

BUY

BUY
RETARGETING

BUY
@parthsm

IN SUMMARY

The ideas pertained to four main data sets (just in case you are considering
new sets or integrations)

USER DATA

PRODUCT DATA

CHANNEL DATA

SALES DATA

I know the implementation of these ideas is more difficult than the idea
itself. And that is what will make it ‘cool’.
Thanks
for reading!

.com/parthwrites
.com/in/parthsm
@parthsm

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10 cool things marketers can do with data

  • 1. @parthsm 10 COOL THINGS Marketers Can Do With Data Parth Mukherjee Senior Product Marketing Manager, Vizury
  • 2. @parthsm THIS PRESENTATION PING ME! Provides 10 ideas Not all may be useful for you For details on implementation
  • 3. @parthsm ONE. USER MICROSEGMENTATION Have you utilized every kind of data at your disposal to build microsegments from your target audience? User Data  Non-PII user information using tags  Behavioral data from clickstream Product Data  Product and category data from feeds  Real-time updates through tags Micro-segmentation of users
  • 4. @parthsm TWO. IDENTIFY USERS ACROSS DEVICES If you knew the different devices being used by the same user, 2341S DR45 67PT Fingerprinting Cookie matching Device ID you could use the impressions on each device much more effectively. Product interest Ad sequencing Conversion tracking
  • 5. @parthsm THREE. MOST VIEWEDMOST BOUGHT What is the relation between the most popular products on your site from the perspective of $ Views & Purchases and how do you use it in your marketing strategy www. CLICK HERE >>
  • 6. @parthsm FOUR. SHARE OF VOICE From a content marketing perspective it helps to know what is your share of voice for different types of themes related to your business. HEALTH DRINK BUSINESS THEME 1: HEALTH DRINKS How can I retain my advantage ? THEME 2: GYMMING What are the other related topics? THEME 3: HIGH THRILL SPORTS What keywords are competitors using?
  • 7. @parthsm FIVE. REALLY INTERESTED VISITOR DOMAIN Track the organization from the domain from which you receive visitors who display most interest ALL VISITS PAGE DEPTH >=10 X TIME SPENT >=10m PAGE VIEWED contains SEAMASTER REFERRING DOMAINS X X
  • 8. SIX. LEAD QUALITY FROM REFERRAL TRAFFIC @parthsm Who gave you your most valuable leads? PARTNERS MEDIA SOCIAL ARTICLE How to continue getting useful referrals: Banner ads, article placements, partnerships Image source: http://www.newfangled.com/measuring_referral_traffic_goal_conversion_rate
  • 9. @parthsm SEVEN. BROWSING PATH ANALYSIS How do people land on your most important page? 3rd click Direct 2nd click • What are the most common paths? • Can you improve the flow from these paths? • How much of this traffic can you get to land directly on your page?
  • 10. EIGHT. QUALITY OF EMAIL LIST @parthsm Is your email list any good? Should you just junk it and make / buy a new one? Unsubscribe List retention per broadcast Open rate trend Click rate trend New vs. old user ratio A combination of the above metrics will tell you whether your list is worth the investment any longer.
  • 11. @parthsm NINE. OPPTY COST OF OLD BANNER DATA So your banner displayed products or prices that were not available or not at par (respectively) on your website? $100,000 $78,000 NOT AVAILABLE BUY NOW >> $100,000 $78,000 BUY NOW >> $98,000 BUY NOW >> Does loss of business justify the cost of investing in real-time dynamic ads?
  • 12. @parthsm TEN. VIEW THROUGH PURCHASE TIME How long do most customers need before they convert? DAYS TO 90% CONVERSIONS DAYS TO 50% CONVERSIONS And how many display ads / marketing touch points before they convert? PAID SEARCH ORGANIC SEARCH SOCIAL DIRECT EMAIL REFERRAL DIRECT DIRECT REFERRAL RETARGETING BUY BUY RETARGETING BUY
  • 13. @parthsm IN SUMMARY The ideas pertained to four main data sets (just in case you are considering new sets or integrations) USER DATA PRODUCT DATA CHANNEL DATA SALES DATA I know the implementation of these ideas is more difficult than the idea itself. And that is what will make it ‘cool’.