anz marketing analytics

> Marke(ng Analy(cs < Using data to boost return on

marke1ng investment

> Short but sharp history §  Datalicious was founded in late 2007 §  Strong Omniture web analy1cs history §  1 of 4 preferred Omniture partners globally §  Now 360 data agency with specialist team §  Combina1on of analysts and developers §  Carefully selected best of breed partners §  Driving industry best prac1ce (ADMA) §  Turning data into ac1onable insights §  Execu1ng smart data driven campaigns December 2011 © Datalicious Pty Ltd 2

> Smart data driven marke(ng

December 2011 © Datalicious Pty Ltd 3

Media A<ribu(on & Modeling

Op(mise channel mix, predict sales

Tes(ng & Op(misa(on Remove barriers, drive sales

Boos(ng ROMI

Targeted Direct Marke(ng Increase relevance, reduce churn

“Using data to widen the funnel”

> Media a<ribu(on

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010


> The ideal media dashboard


Channel Investment ROMI Return

Brand equity Baseline ($100) n/a $40

Offline TV, print, outdoor, etc $7 330% $30

Direct Direct mail, email, etc $1 400% $5

Online Search, display, social, etc

$2 1150% $25

> Duplica(on across channels


Banner Ads

Email Blast

Paid Search

Organic Search

$ Bid Mgmt

Ad Server

Email PlaNorm

Google Analy(cs

$

$

$

> Cookie expira(on impact


Banner Ad Click

Email Blast

Paid Search

Organic Search

Bid Mgmt

Ad Server

Email PlaNorm

Google Analy(cs

$

$

$

$

Expira(on

Banner Ad View

Central Analy(cs PlaNorm

$

$

$

> De-‐duplica(on across channels


Banner Ads

Email Blast

Paid Search

Organic Search

$

Direct mail, email, etc

Facebook Twi<er, etc

> Campaign flows are complex


POS kiosks, loyalty cards, etc

CRM program

Home pages, portals, etc

YouTube, blog, etc

Paid search

Organic search

Landing pages, offers, etc

PR, WOM, events, etc

TV, print, radio, etc

= Paid media

= Viral elements

Call center, retail stores, etc

= Sales channels

Display ads, affiliates, etc

TV/Print/DM audience

Search audience

Banner audience

> Media channels feed each other


Users are segmented before 1st ad is even served

> Ad server exposure test


Banner Impression $ TV/Print

Response Search

Response

Banner Impression $ Search

Response Direct

Response

Exposed group: 90% of users get branded message

Banner Impression $ Search

Response Direct

Response

Control group: 10% of users get non-‐branded message

> Indirect display impact


> Success a<ribu(on models


Banner Ad $100

Email Blast

Paid Search $100

Banner Ad $100

Affiliate Referral $100

Success $100

Success $100

Banner Ad

Paid Search

Organic Search $100

Success $100

Last channel gets all credit

First channel gets all credit

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success $100

All channels get par(al credit

Paid Search

> First and last click a<ribu(on


Chart shows percentage of channel touch points that lead to a conversion.

Neither first nor last-‐click measurement would provide true picture

Paid/Organic Search

Emails/Shopping Engines

Closer

Paid search

Display ad views

TV/print ad views

> Full purchase path tracking


Influencer Influencer $

Display ad clicks

Online sales

Affiliate clicks

Social buzz

Offline sales

Organic search

Website events

Direct mail, emails

Life(me profit

Social referrals

Retail store visits

Direct site visits

Introducer

> Search call to ac(on for offline


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 [...]

> Personalised URLs for direct mail


Confirma(on email, 1st login

> Offline sales driven by online


Website research

Phone order

Retail order

Online order

Cookie

Adver(sing campaign

Credit check, fulfilment

Online order confirma(on

Virtual order confirma(on

> Event ROI extrapola(on


Product view

Applica(on start

Offline conversion

$10 $100

$100

$100

$30 $60

Campaign

$10 $30

$10

Applica(on complete

@ @

Campaign

Campaign

Campaign

> Single source of truth repor(ng


Insights Repor(ng

> Where to collect the data


Referral visits Social media visits Organic search visits Paid search visits Email visits, etc

Web Analy(cs Banner impressions

Banner clicks +

Paid search clicks

Ad Server

Lacking ad impressions Less granular & complex

Lacking organic visits More granular & complex

> Raw a<ribu(on data

Web Analy(cs data sample (AD IMPRESSION >) AFFILIATE > SEARCH > $$$ SEARCH > SOCIAL > EMAIL > DIRECT > $$$

Ad Server data sample 01/01/2011 12:00 AD IMPRESSION 01/01/2011 12:05 PAID SEARCH 07/01/2011 17:00 EMAIL 08/01/2011 15:00 $$$


> Purchase path for each cookie


Mobile Home Work

Tablet Media Etc

> Understanding channel mix


> Website entry survey


Channel % of Conversions

Straight to Site 27%

SEO Branded 15%

SEM Branded 9%

SEO Generic 7%

SEM Generic 14%

Display Adver1sing 7%

Affiliate Marke1ng 9%

Referrals 5%

Email Marke1ng 7%

De-‐duped Campaign Report

} Channel % of Influence

Word of Mouth 32%

Blogging & Social Media 24%

Newspaper Adver1sing 9%

Display Adver1sing 14%

Email Marke1ng 7%

Retail Promo1ons 14%

Greatest Influencer on Branded Search / STS

Conversions aoributed to search terms that contain brand keywords and direct website visits are most likely not the origina1ng channel that generated the awareness and as such conversion credits should be re-‐allocated.

> Adjus(ng for offline impact


+15 +5 +10 -‐15 -‐5 -‐10

Closer

25%

> Custom a<ribu(on models



25% Even A<rib.

Exclusion A<rib.

Custom A<rib.

25% 25%

Introducer

33% 33% 33% 0%

? ? ? ?

Closer

Channel 1

Channel 1

Channel 1

> Path across different segments



Channel 2

Channel 2 Channel 3

Channel 2 Channel 3 Product 4

Channel 3

Channel 4

Channel 4

Introducer

Product A vs. B

New prospects

Exis(ng customers

> Experience op(misa(on

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010


Capture internet traffic Capture 50-‐100% of fair market share of traffic

Increase consumer engagement Exceed 50% of best compe1tor’s engagement rate

Capture qualified leads and sell Convert 10-‐15% to leads and of that 20% to sales

Building consumer loyalty Build 60% loyalty rate and 40% sales conversion

Increase online revenue Earn 10-‐20% incremental revenue online

> Increase revenue by 10-‐20%


> New consumer decision journey


The consumer decision process is changing from linear to circular.

> New consumer decision journey


The consumer decision process is changing from linear to circular.

Change increases the importance of experience during research phase.

Online research

Customised landing pages

> Seamless research experience


TV, print, direct mail, etc

Organic, paid search

Display ads

Display ad re-‐targe(ng

Applica(on process

Fall-‐out email follow-‐up

ANZ.com re-‐targe(ng

Ad Server / SuperTag

Ad Server / SuperTag

AdWords

Test&Target / SuperTag

Test&Target / SuperTag

> Network wide re-‐targe(ng


Frequent Flyer campaign

Card customer

Card prospect

Loan prospect

Access Advantage campaign Home Loans campaign

Access customer

Access prospect

Loan prospect

Loan customer

Loan prospect

Access prospect

Group wide campaign with approximate impression targets by product rather than hard budget limita(ons

> Network wide re-‐targe(ng


Card customer

Card prospect

Loan prospect

Access customer

Access prospect

Loan prospect

Loan customer

Loan prospect

Access prospect

Targe(ng before tes(ng


Purchase Cycle

Segmenta(on based on: Search keywords, display ad clicks and website behaviour Data

Points Access Advantage

Frequent Flyers Etc

Research, considera(on

Acquisi(on message #A1



Ad clicks, prod views

Conversion intent




Applica(on starts

Reten(on, cross-‐sell

Reten(on message #R1



Email clicks, logins, etc

> Developing a targe(ng matrix


Campaign response data

> Combining data sources


Customer profile data

+ The whole is greater than the sum of its parts

Website behavioural data

> Transac(ons plus behaviours


+ one-‐off collec1on of demographical data age, gender, address, etc customer lifecycle metrics and key dates profitability, expira(on, etc predic1ve models based on data mining

propensity to buy, churn, etc historical data from previous transac1ons

average order value, points, etc

CRM Profile

Updated Occasionally

tracking of purchase funnel stage

browsing, checkout, etc tracking of content preferences

products, brands, features, etc tracking of external campaign responses

search terms, referrers, etc tracking of internal promo1on responses

emails, internal search, etc

Site Behaviour

Updated Con(nuously

> Maximise iden(fica(on points

20%

40%

60%

80%

100%

120%

140%

160%

0 4 8 12 16 20 24 28 32 36 40 44 48

Weeks

−−− Probability of iden1fica1on through Cookies

December 2011 49 © Datalicious Pty Ltd

Test Segment Content Success Difficulty Poten(al

Test #1A New prospects

Acquisi(on offer A

Clicks, orders, etc

Low $50k Test #1B New

prospects Acquisi(on offer B

Clicks, orders, etc

Test #2A Exis(ng customers

Up-‐sell offer A

Clicks, orders, etc

High $75k Test #2B Exis(ng

customers Up-‐sell offer B

Clicks, orders, etc

> Developing a tes(ng matrix


> The holy trinity of tes(ng 1. The headline – Have a headline! – Headline should be concrete – Headline should be first thing visitors look at

2. Call to ac(on – Don’t have too many calls to ac1on – Have an ac1onable call to ac1on – Have a big, prominent, visible call to ac1on

3. Social proof –  Logos, number of users, tes1monials, case studies, media coverage, etc


> Best prac(ce tes(ng roadmap §  Phase #1: A/B test

–  Test the same landing page content in completely different layouts

§  Phase #2: MV test –  Then test different content element combina1ons within the winning layout

§  Phase #3: Challenge –  Con1nue tes1ng and introducing layout and content challengers


Element #1: Prominent headline

Element #2: Call to ac1on

Suppor1ng content

Element #3: Social proof / trust

Terms and condi1ons

> Use unique phone numbers


2 out of 3 callers hang up as they cannot get their informa1on fast enough. Unique phone numbers can help improve call experience.

Contact me [email protected]

Learn more

blog.datalicious.com

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Data > Insights > Ac(on


anz marketing analytics

Technology

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