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Consumer insights have long been central to marketing strategy, but integrating audience data with the output of a typical plan is no mean feat. Collecting information is one thing, using it to develop a performance programme is quite another. In this session Ed Lovelock and Owen Hancock will explore the innovative ways Argos and Commission Junction worked together over the last year, utilising data available to them from the British retailer’s site. The audience will learn of additional information on the lifetime value of affiliate-driven customers to the company, split testing cashback rates and targeting profitable behavioural segments. Data best practices will also be covered and how, when properly utilised, they can create smarter and more efficient affiliate programmes.
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Smart Uses of DataHow to learn more about your audience and
target individual customers
Starting A Campaign
Objective Data Actions Outcomes
21 3 4
Set Your Goals
Desired Outputs Identify stakeholders
S.M.A.R.T.
Budget Availability
Understand What Data is Available
Campaign Goal
Aggregated Data (Online)
Aggregated Data
(Offline)
3rd Party Data
1st Party Data (Online)
1st Party Data (Offline)
Aggregated Data
3rd Party Data
Clicks
Location
User demographics
User spend
Conversion Rate
User Conversion
AOV
Category Performance
3rd Party Data – Publishers
1st Party Data
1st Party - Metrics
Advertiser
PublisherCustomer
Colour preference
Browse history
Categories purchased in
Lifetime value
StockCollections
Affiliate programme data
SeasonalityCross Channel
Purchasers
Reactivation Customer Ratio
New Customer Ratio
Average order valueRepeat Rate
USE THIS DATADon’t sit on it!
Review How To Use This Data
People PlaceDevice TimeMessage
Reach Relevancy
Review How To Use This DataMessage
Review How To Use This DataDevice
Review How To Use This DataPeople
Review How To Use This DataPlace
Review How To Use This DataTime
What does this approach and this data achieve?
The Outcomes Of Smart Uses Of Data
Profitability
Incrementality
Time Efficiency
What next…?
Data Capture
Link immediate offline data to online marketing
Targeting individual shopper
Wealth of behavioural data
Mobile Applications
Cloud-Based Services
Client Data
Publisher DataNetwork
Data
Offline Data
Application Servers
Legacy Applications
Web Appications
More Free-Flowing Information
Integration
More information available
Information updates quicker
Change user journeys
Targeting A Segment Of One
Robust consumer profiles to uncover actionable insights
Use insights to create personalised creative and offers
Increase conversions and drive more sales
Takeaways
In depth planning
Attitude to using data
Learning from results
Integration with other channels
Questions?
