SunCorp Campaign Measurement
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The presentation discusses the concepts and principles on digital campaign measurement.
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SunCorp Campaign Measurement
- 1. > Campaign Measurement < Digital Campaign Measurement
- 2. > Short but sharp history § Datalicious was founded late 2007 § Strong Omniture web analy=cs history § Now 360 data agency with specialist team § Combina=on of analysts and developers § Carefully selected best of breed partners § Evangelizing smart data driven marke=ng § Making data accessible and ac=onable § Driving industry best prac=ce (ADMA) March 2011 © Datalicious Pty Ltd 2
- 3. > Clients across all industries March 2011 © Datalicious Pty Ltd 3
- 4. > Wide range of data services Data Insights Ac?on Pla>orms Repor?ng Applica?ons Data collec?on and processing Data mining and modelling Data usage and applica?on Web analy?cs solu?ons Customised dashboards Marke?ng automa?on Omniture, Google Analy?cs, etc Media aKribu?on models Alterian, Trac?on, Inxmail, etc Tag-‐less online data capture Market and compe?tor trends Targe?ng and merchandising End-‐to-‐end data pla>orms Social media monitoring Internal search op?misa?on IVR and call center repor?ng Online surveys and polls CRM strategy and execu?on Single customer view Customer profiling Tes?ng programs March 2011 © Datalicious Pty Ltd 4
- 5. > Smart data driven marke?ng Standardised Metrics Standardised Metrics Media AKribu?on Benchmarking and trending Benchmarking and trending Op?mise channel mix Targe?ng Increase relevance Tes?ng Improve usability $$$ March 2011 © Datalicious Pty Ltd 5
- 6. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > SuperTag pla>orm March 2011 © Datalicious Pty Ltd 6
- 7. > SuperTag code architecture § Central JavaScript container tag § One tag for all sites and plaPorms § Hosted internally or externally § Faster tag implementa=on/updates § Eliminates JavaScript caching § Enables code tes=ng on live site § Enables heat map implementa=on § Enables redirects for A/B tes=ng § Enables network wide re-‐targe=ng § Enables live chat implementa=on March 2011 © Datalicious Pty Ltd 7
- 8. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > Metrics framework February 2011 © ADMA & Datalicious Pty Ltd 8
- 9. > AIDA and AIDAS formulas Old media New media Awareness Interest Desire Ac?on Sa?sfac?on Social media February 2011 © ADMA & Datalicious Pty Ltd 9
- 10. > Simplified AIDAS funnel Reach Engagement Conversion +Buzz (Awareness) (Interest & Desire) (Ac=on) (Sa=sfac=on) February 2011 © ADMA & Datalicious Pty Ltd 10
- 11. > Marke?ng is about people People People People People reached 40% engaged 10% converted 1% delighted February 2011 © ADMA & Datalicious Pty Ltd 11
- 12. > Addi?onal funnel breakdowns Brand vs. direct response campaign People People People People reached 40% engaged 10% converted 1% delighted New prospects vs. exis=ng customers February 2011 © ADMA & Datalicious Pty Ltd 12
- 13. > Mul?ple metrics data sources Media and search data Website, call center and retail data People People People People reached engaged converted delighted Quan=ta=ve and qualita=ve research data Social media data Social media February 2011 © ADMA & Datalicious Pty Ltd 13
- 14. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > Media aKribu?on March 2011 © Datalicious Pty Ltd 14
- 15. > Complex campaign flows = Paid media Organic PR, WOM, search events, etc = Viral elements = Sales channels YouTube, Home pages, Paid TV, print, blog, etc portals, etc search radio, etc Direct mail, Landing pages, Display ads, email, etc offers, etc affiliates, etc CRM Facebook program TwiKer, etc POS kiosks, Call center, loyalty cards, etc retail stores, etc March 2011 © Datalicious Pty Ltd 15
- 16. > Duplica?on across channels Paid Bid Search Mgmt $ Banner Ad Ads Server $ Email Email Blast Pla>orm $ Organic Google Search Analy?cs $ March 2011 © Datalicious Pty Ltd 16
- 17. > Cookie expira?on impact Paid Bid Search Mgmt $ Banner Banner Ad Ad Click Ad View Server $ Email Email Expira?on Blast Pla>orm $ Organic Google Search Analy?cs $ March 2011 © Datalicious Pty Ltd 17
- 18. > De-‐duplica?on across channels Paid Search $ Banner Ads $ Central Analy?cs Pla>orm Email Blast $ Organic Search $ March 2011 © Datalicious Pty Ltd 18
- 19. > Exercise: Duplica?on impact § Double-‐coun=ng of conversions across channels can have a significant impact on key metrics, especially CPA § Example: Display ads and paid search – Total media budget of $10,000 of which 50% is spend on paid search and 50% on display ads – Total of 100 conversions across both channels with a channel overlap of 50%, i.e. both channels claim 100% of conversions based on their own repor=ng but once de-‐duplicated they each only contributed 50% of conversions – What are the ini=al CPA values and what is the true CPA? § Solu=on: $50 ini=al CPA and $100 true CPA – $5,000 / 100 = $50 ini=al CPA and $5,000 / 50 = $100 true CPA (which represents a 100% increase) March 2011 © Datalicious Pty Ltd 19
- 20. > Reach and channel overlap TV/Print audience Banner Search audience audience March 2011 © Datalicious Pty Ltd 20
- 21. > Ad server exposure test Banner TV/Print Search Impression Response Response $ Banner Search Direct Impression Response Response $ Users are segmented before 1st ad is even Exposed group: 90% of users get branded message served Control group: 10% of users get non-‐branded message Banner Search Direct Impression Response Response $ March 2011 © Datalicious Pty Ltd 21
- 22. > Indirect display impact March 2011 © Datalicious Pty Ltd 22
- 23. > Indirect display impact March 2011 © Datalicious Pty Ltd 23
- 24. > Indirect display impact March 2011 © Datalicious Pty Ltd 24
- 25. > Success aKribu?on models Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par?al credit March 2011 © Datalicious Pty Ltd 25
- 26. > First and last click aKribu?on Chart shows percentage of channel touch points that lead Paid/Organic Search to a conversion. Neither first Emails/Shopping Engines nor last-‐click measurement would provide true picture March 2011 © Datalicious Pty Ltd 26
- 27. > Full path to purchase Introducer Influencer Influencer Closer $ SEM Banner Direct SEO Online Generic Click Visit Branded Banner SEO Affiliate Social Offline View Generic Click Media TV SEO Direct Email Abandon Ad Branded Visit Update March 2011 © Datalicious Pty Ltd 27
- 28. > Search call to ac?on for offline March 2011 © Datalicious Pty Ltd 28
- 29. Offline response tracking and improved experience March 2011 © Datalicious Pty Ltd 29
- 30. March 2011 © Datalicious Pty Ltd 30
- 31. > PURLs boos?ng DM response rates Text March 2011 © Datalicious Pty Ltd 31
- 32. > Jet Interac?ve phone call data March 2011 © Datalicious Pty Ltd 32
- 33. > Poten?al calls to ac?on § Unique click-‐through URLs § Unique vanity domains or URLs § Unique phone numbers § Unique search terms § Unique email addresses § Unique personal URLs (PURLs) § Unique SMS numbers, QR codes § Unique promo=onal codes, vouchers § Geographic loca=on (Facebook, FourSquare) § Plus regression analysis of cause and effect March 2011 © Datalicious Pty Ltd 33
- 34. > Cross-‐channel impact March 2011 © Datalicious Pty Ltd 34
- 35. > Offline sales driven by online Adver?sing Phone Credit check, campaign order fulfilment Retail Confirma?on order email Website Online Online order Virtual order research order confirma?on confirma?on Cookie March 2011 © Datalicious Pty Ltd 35
- 36. > Full path to purchase Introducer Influencer Influencer Closer $ SEM Banner Direct SEO Online Generic Click Visit Branded Banner SEO Affiliate Social Offline View Generic Click Media TV SEO Direct Email Abandon Ad Branded Visit Update March 2011 © Datalicious Pty Ltd 36
- 37. > Adobe stacking/par?cipa?on Adobe can only stack direct paid and organic responses that end up on your website proper?es, mere banner impressions are missing from the stack and cannot be included via Genesis aeer the fact. March 2011 © Datalicious Pty Ltd 37
- 38. > Combining data sources March 2011 © Datalicious Pty Ltd 38
- 39. > Single source of truth repor?ng Insights Repor?ng March 2011 © Datalicious Pty Ltd 39
- 40. > Understanding channel mix March 2011 © Datalicious Pty Ltd 40
- 42. > Website entry survey De-‐duped Campaign Report Greatest Influencer on Branded Search / STS } Channel % of Conversions Channel % of Influence Straight to Site 27% Word of Mouth 32% SEO Branded 15% Blogging & Social Media 24% SEM Branded 9% Newspaper Adver=sing 9% SEO Generic 7% Display Adver=sing 14% SEM Generic 14% Email Marke=ng 7% Display Adver=sing 7% Retail Promo=ons 14% Affiliate Marke=ng 9% Referrals 5% Conversions aoributed to search terms Email Marke=ng 7% that contain brand keywords and direct website visits are most likely not the origina=ng channel that generated the awareness and as such conversion credits should be re-‐allocated. March 2011 © Datalicious Pty Ltd 42
- 43. > Adjus?ng for offline impact -‐5 -‐15 -‐10 +5 +15 +10 March 2011 © Datalicious Pty Ltd 43
- 44. > Success aKribu?on models Introducer Influencer Influencer Closer $ Even 25% 25% 25% 25% AKrib. Exclusion 33% 33% 33% 0% AKrib. PaKern 30% 20% 20% 30% AKrib. March 2011 © Datalicious Pty Ltd 44
- 45. > Path across different segments Introducer Influencer Influencer Closer $ Product Channel 1 Channel 2 Channel 3 Channel 4 A vs. B New Channel 1 Channel 2 Channel 3 Channel 4 prospects Exis?ng Channel 1 Channel 2 Channel 3 Product 4 customers March 2011 © Datalicious Pty Ltd 45
- 46. > Exercise: AKribu?on models Introducer Influencer Influencer Closer $ Even 25% 25% 25% 25% AKrib. Exclusion 33% 33% 33% 0% AKrib. ? ? ? ? Custom AKrib. March 2011 © Datalicious Pty Ltd 46
- 47. > Common aKribu?on models § Allocate more conversion credits to more recent touch points for brands with a strong baseline to s=mulate repeat purchases § Allocate more conversion credits to more recent touch points for brands with a direct response focus § Allocate more conversion credits to ini=a=ng touch points for new and expensive brands and products to insert them into the mindset March 2011 © Datalicious Pty Ltd 47
- 48. Contact us cbartens@datalicious.com Learn more blog.datalicious.com Follow us twiKer.com/datalicious March 2011 © Datalicious Pty Ltd 48
- 49. Data > Insights > Ac?on