Performance Marketing: мост между потребителем и...

Jason BurbyChief Performance Marketing Officer

POSSIBLEjason@possible.com

@JasonBurby

AGENDA01 INTRODUCTIONS

02 MARKETING SCIENCES OVERVIEW03 APPROACH04 CULTURE OF ANALYSIS05 COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS06 OPEN DISCUSSION/Q&A

WE BRING SOME “ART” TO THAT SCIENCE.

IF CREATIVE HELPS A CONSUMER UNDERSTAND THE BRAND, MARKETING SCIENCES HELPS THE BRAND UNDERSTAND AND ANTICIPATE THE CONSUMER – WHO THEY ARE, WHAT THEY DO, WHERE THEY GO- AND HOW TO ENGAGE WITH THEM MOST EFFECTIVELY.

POSSIBLE MARKETING SCIENCES TEAM

We help our clients

SEE A HOLISTIC VIEW OF WHAT’S GOING ON, WHAT IS WORKING, AND WHAT IS NOT

OURAPPROACH

METHODOLOGY

DATA ANALYSISOPTIMIZATIONRESEARCH & INSIGHTS + STRATEGY & EXECUTIONMONETIZATIONCRM

METHODOLOGY

ANSWERS &INCREASED ROI

data

CULTURE OF ANALYSISAND OPTIMIZATION

AS THE CMO, YOU HAVE py6 1,000,000 TO TACKLE ONE OF THE FOLLOWING DIGITAL INITIATIVES.

OPTIONS• Increase media spend• Improve online customer support• Invest more in mobile content• Add Reviews/Ratings to your site• Invest in Social strategy• Tune Purchase/Lead Flow process• Improve Marketing Automation e!orts• Improve Landing Pages

WHERE DO YOU INVEST YOUR BUDGET?

COMMON SITUATION

“BIG DOG SYNDROME”

COMMON TRAITS OF OURMOST SUCCESSFUL CLIENTS

COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS

• DIGITAL CHANNEL GOALS ARE IMPERATIVE

• ANALYZE PERFORMANCE BASED ON OVERALL BUSINESS GOALS

• UNDERSTAND DATA HOLISTICALLY, NOT IN SILOS AND NOT JUST DIGITAL

• FOCUS ON OPPORTUNITIES AND RECOMMENDATIONS

• UNDERSTAND BEHAVIORS ACROSS PAID, EARNED & OWNED

• MONETIZE ALL KEY DIGITAL BEHAVIORS

• PRIORITIZE OPPORTUNITIES

• UNDERSTAND CUSTOMER EXPERIENCE ONLINE AND OFFLINE

• MEASURE & QUANTIFY RELATIONSHIPS BETWEEN BRANDS AND PEOPLE

• GET AGGRESSIVE WITH AN OPTIMIZATION PROGRAM

• AVOID AVERAGE EXPERIENCES

• FAIL FASTER…

• UNDERSTAND YOUR COMPETITORS

THEY MUST BE CLEAR, HOLISTIC, DOCUMENTED, SHARED, VALUED AND UNDERSTOOD.MORE IMPORTANTLY, WE ANSWER QUESTIONS THAT ARE ESSENTIAL TO DRIVE BUSINESS GOALS….

#1 Digital Channel Goals are Imperative

Marketing Sciences

#2 Analyze Performance Based on Overall Business Goals

INTEGRATION IS KEY AND MORE MORE INSIGHTFUL (AND ACTIONABLE)

#3 Understand data holistically, not in silos and not just digital

NOT JUST REPORTING

#4 Focus on Opportunities & Recommendations

#5 Understand Behaviors Across Paid, Earned & Owned

PAID MEDIA• Display Ads• Paid Search• Contextual Ads• Bought Email

EARNED MEDIA• SEO• Social Media• Online PR• Loyalty Email

OWNED MEDIA• Websites• Mobile Site• Microsites• Landing Page

EARNED PAID

OWNED

GOALS

#6 Monetize All Key Actions

Monetization Overview

If Nokia sells 99%+ of their phones in stores….

…why do they spend any money at all on a website?

Monetization

Monetization

EXPLAINING THE VALUE OF A “LIKE”

Based on the Greatest Impact to the Business

#7 Prioritize Opportunities

#8 Understand Customer Experience Online & O"ine

#9 Measure & quantify relationships between brands and people

Measure and quantify relationships between brands and people.

Use data to understand motivations, attitudes and profiles linked to behaviors. Analyse value.

Deliver content that has meaning and distribute it with purpose across multiple channels.

Ignite communities with ideas that create valuable relationships.

MEASURE & QUANTIFY RELATIONSHIPS BETWEEN BRANDS AND PEOPLE

#10 Get Aggressive with an Optimization Program

Interactive Optimization Case Study

Hypothesis: Widget design lacks clarity for desired actions, this could be suppressing click through rates.

Objective: Increase total monetized value of the Finder Widget by increasing CTR. MSN is paid by partner sites per unique visitor who clicks:

Existing homes, New homes, Rentals - $0.55 Foreclosures - $0.60 House Values - $0.75 Senior Living - $0.50 Professional services - $0.50

Interactive Optimization Case Study

CONTROL

VARIANT 1

VARIANT 2

VARIANT 3

VARIANT 4

VARIANT 5

Interactive Optimization Case Study

T1 T2 T3 T4 T5

Interactive Optimization Case Study

T1 T2 T3 T4 T5

!

Variant Rev!/!UU Li.

Control $0.175 8

T1 $0.177 0.95%

T2 $0.179 1.93%

T3 $0.183 4.43%

T4 $0.180 2.77%

T5 $0.192 9.69%

Variant 5 wins test

Optimization Throwdown Contests

#11 Avoid Average Experiences

Avoid Average Experiences

Avoid Average Experiences

Avoid Average Experiences

0 %

10 %

20 %

30 %

40 %

Nov Dec Jan Feb Mar Apr May Jun Jul Aug SptAPJ FY08 APJ FY09

TARGETING AND PERSONALIZING COMMUNICATION

#12 Fail Faster…

Fail Faster

#13 Understand Your Competitors

Understand Your Competitors

Understand Your Competitors

Jason BurbyChief Performance Marketing Officer

POSSILBEjason@possible.com

@JasonBurby

ADDITIONALCASE STUDIES

Dell Small & Medium Size Business

Visit to a laptop page

First Experience

Return Experience

Dell Small & Medium Size Business

Visit to a laptop page

Dell Small & Medium Size Business

Results:

Retargeting resulted in a:• 19% lift in

conversion rate• 24% lift in AOV

Further targeting by the exact product viewed resulted in an additional 42% revenue lift on top of that.

Winning Return Experience

Microsoft Partner Relationship Management

Microsoft Partner Relationship Management

Microsoft Partner Relationship Management

Ford: Understanding the Value/Impact

Case Study | Ford

64

How much is digital action worth?

Ford: Understanding the Value/Impact

65

Ford: Understanding the Value/Impact

Ford was considering removing the video assets (viewed as too expensive).

The model proved that videos had a major positive influence on the customer’s sales behavior.

The monetization model justified continued production. Increased attention to video experience increased Test Drive and Configuration completions substantially.

Ford: Understanding the Value/Impact

Self Evaluation & Discussion

Self Evaluation & Discussion

Best PracticeNot at

AllVery

RarelySometi

mesMost Times Always

(1) Digital Channel Goals are imperative

(2) Analyze performance based on overall business goals

(3) Don’t analyze data in silos

(4) Focus on opportunities and recommendations

(5) Understand behaviors across Bought, Earned & Owned

(6) Monetize all key digital behaviors X

(7) Prioritize opportunities

(8) Understand customer experience online and offline

(9) Get aggressive with an optimization program

(10) Fail faster…

BONUS: Avoid Average Experiences

Open Discussion/Q&A

Thank You!

Jason BurbyChief Performance Marketing Officer

Possible Worldwidejason@possibleworldwide.com

@JasonBurby

Appendix

Data AnalysisWhat is it?The measurement and analysis of all digital (site, social, mobile, app, etc.) behavioral data to provide a holistic view of performance and a range of opportunities for optimization.

What does it include?Insights and actionable recommendations in the form of data visualization, scorecards, ad hoc reports, deep dive analysis audits. Technical and organization support for measurement, including goals and kpi definition, and tagging specs.

What is the value?• Understand what is working and what

isn’t do you can maximize the former and fix the latter. Translate a landscape of too much data into compelling stories with clear next steps.

Optimization and TargetingWhat is it?The planning and execution of controlled experiments in a live environment (on site, mobile, apps, etc.) to determine the best content for the right audience at the right time.

What does it include?A/B/n and multivariate tests, behavioral targeting and segmentation.

What is the value?• Understand with statistical certainty

which version of copy, offers, images or paths result in more end action conversions.

• Constant, iterative improvement of a web, mobile or app experience.

• Quantifiable creative improvements to the bottom line.

MonetizationWhat is it?A modeling methodology for evaluating the impact of a digital action or channel on eventual sales, brand perception or likelihood to engage.

What does it include?Econometric models of digital actions across multiple channels with relative values and prioritization.

What is the value?• Attribute every digital action to the all up

business goals.• Prioritize marketing efforts across different

channels based on objective impact.

User Research and InsightsWhat is it?A study of the motivations, attitudes and information needs of the target audience to both inform the creative direction and measure performance again business objectives.

What does it include?Usability studies (in person and remote), market research and analysis, intent surveys, satisfaction and brand measurement.

What is the value?• Understand the digital landscape to determine if

new channels are worth investigating.• Research on the usability and efficacy of digital

experiences so that that can be optimized.• Segmentation of customer data so that different

people with different needs are treated appropriately and presented with relevant content.

CRMWhat is it?A business-wide strategy that makes sense of customer interactions to deliver purposeful, consistent, and relevant content across multiple channels to generate positive ROI.

What does it include?Vision & strategy development, multi-channel

communications planning,execution, engagement (loyalty) program

development and optimization.

What is the value?• Talk to customers in relevant, meaningful

ways, whether they are interacting in person, or through web, email, social, or mobile channels.

• Create and manage a loyalty program designed to improve perception, engagement, frequency and ROI.