Analytics and Tracking

[ Analy(cs and Tracking] Data Driven Marke,ng

Data =

© Datalicious Pty Ltd 2

[ Mo(va(on ]

[ Data driven marke(ng ]


Data Pla;orms Data collec(on and processing Web analy(cs solu(ons Omniture, Google Analy(cs, etc Tagless online data capture End-‐to-‐end data pla;orms IVR and call center repor(ng Single customer view

Insights Repor(ng Data mining and modelling Customised dashboards Media aLribu(on models Market and compe(tor trends Social media monitoring Online surveys and polls Customer profiling

Ac(on Applica(ons Data usage and applica(on Marke(ng automa(on Aprimo, Trac(on, Inxmail, etc Targe(ng and merchandising Internal search op(misa(on CRM strategy and execu(on Tes(ng programs

[ Corporate data journey ]


Time, Control

Soph

is,ca,o

n

Stage 1

Data Stage 2

Insights Stage 3 Ac(on

Third par,es control most data, ad hoc repor,ng only, i.e. what happened?

Data is being brought in-‐house, shiG towards insights genera,on and data mining, i.e. why did it happen?

Data is fully owned in-‐house, advanced predic,ve modelling and trigger based marke,ng, i.e. what will happen and making it happen!

Retail sales data

[ Combining data sets ]


Customer data

+ The whole is greater than the sum of its parts

Web analy,cs data

Campaign data

Customer data

Compe(tor data

Consumer data

[ Across all data categories ]


Campaign data TV, print, call center, search, web analy,cs, ad serving, etc Customer data Direct mail, call center, web analy,cs, emails, surveys, etc Consumer data Search, social media, trends, research, news, etc Compe(tor data Search, social media, ad spend, news, offers, etc

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Campaign data

[ Single source of truth ]


True ROAS Dashboards

[ De-‐duplica(on across channels ]


Banner Ads

Email Blast

Paid Search

Organic Search

$ Bid Mgmt

Ad Server

Email Pla;orm

Google Analy(cs

$

$

$

Web Analy(cs Pla;orm

$

$

$

[ Analyse channel overlap ]


Total Ac(ons: 2,023

Display Media 1669  (61.2%)

$125 -‐ $200 CPA

Paid Search 301 / 11.1%

$200 -‐ $500 CPA

189 (62%)

112 (38%)

Straight to Site 1208 (44.3%)

621 (52%)

587 (48%)

DM & EDMs

$200 -‐ $400 CTA

Radio &

Other ATL

Organic Search 493 (18%)

179 (37%)

314 (63%)

Partners

Call Centre

Media Channels are interac(ve. Individual channel analysis yields liLle insight

[ Success aLribu(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

11 © Datalicious Pty Ltd

[ Campaign stacking by channel ]


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

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

[ Stacking 2.0 – Including Post Impressions ]

[ June 2009] [ datalicious.com ]

The Total Touches à 2,454 The Unique Touch points à 268 The Total Sales for the period à 690 Average touches per sale à 3.6

The number of (mes the touches occurred

Display -‐ Post Impression -‐ 789 Straight to site -‐ 507 Search -‐ SEO Branded -‐ 258

-‐ SEM -‐ 148 -‐ SEO Generic -‐ 16

Internal Referral -‐ 155 Display -‐ Post Click -‐ 76 Email Marke,ng -‐ 22 Shopping Engine -‐ 5

The number of orders the touch point was involved with Display -‐ Post Impression -‐ 403 -‐ (58.4%) involvement Straight to site -‐ 261 -‐ (37.8%) involvement Search -‐ SEO Branded -‐ 131 -‐ (19.0%) involvement

-‐ SEM -‐ 75 -‐ (10.9%) involvement -‐ SEO Generic -‐ 8 -‐ (1.2%) involvement

Internal Referral -‐ 80 -‐ (11.6%) involvement Display -‐ Post Click -‐ 39 -‐ (5.7%) involvement Email Marke,ng -‐ 11 -‐ (1.6%) involvement Shopping Engine -‐ 3 -‐ (0.4%) involvement

Straight to Site

Success $100

Paid Search

Viewed Banner Ad (no click!)

Tradi,onally First Touch

Tradi,onally Last Touch

[ Ad server exposure test ]

May 2010 © Datalicious Pty Ltd 14

User qualifies for the display campaign (if the user has already been tagged go to step 3)

Audience Segmenta(on 10% of users in control group, 90% in exposed group

2

1

User tagged with segment

3

1st impression

N impressions

Control (displayed non-‐branded message)

Exposed (displayed branded message)

Measurement: Conversions per 1000 unique visitors

Control (displayed non-‐branded message)

Exposed (displayed branded message)

User remains in segment


[ Sample Results ]


Normal Display Adver(sing (90%) Control Group (10%)

22% uplij

Impressions = 1 M Visitors = 1,000 Sales = 50 Cost = $1,000 $ per sale = $20 Without display

adver,sing, 1 in every 20,000 people will convert

Impressions = 9 M Visitors = 10,000 Sales = 550 Cost = $9,000 $ per sale = $16 With display

adver,sing 1 in every 16,363 people will convert

-‐ 80% of sales would have occurred without any display ac(vity -‐ Actual cost per sale is closer to ~5x reported


[ Paid and Organic search ]


70% SEO

30% SEM

[ SEO or SEM?]


Find another business!

Visitor Value

($)

Keyword Compe,,on i.e. Cost ($)

High

High Low

Low

SEO SEM/SEO

You need to know the value of your visitors from each keyword!


[ Case Study – Poli(cal Consul(ng Firm ] Original Proposal $5k SEO project. 3 months to complete.

Visitor Value High $$$. Average revenue per project is tens of thousands.

Keyword Compe((on Low. Few organic compe,tors. Only one single paid compe,tor.

Poten(al Solu(on Ditch SEO Project. Buy keywords cheaply with high ROI


Keyword Traffic Tool -‐  Spend Alloca,on -‐  Consumer Interest -‐  Market Size es,ma,on -‐  Keyword cost

Keyword Finder Tool -‐  Find useful words -‐  Use compe,tor site to find useful keywords -‐  Market Size -‐  Compe,,on strength -‐  Keyword cost


[ Google Webmaster Tools ]

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[ Search call to ac(on ]


Print adver(sing can be analysed

[ Offline sales driven by online ]

May 2010 © Datalicious Pty Ltd 23

Cookie

Website.com Research

Credit Check Fulfilment

Phone Orders

Retail Orders

Online Orders





Online Order Confirma(on

Virtual Order Confirma(on



@

@

@

Cookie Cookie

Adver(sing Campaign

Tying offline conversions back to online campaign and research behavior using standard cookie technology by triggering virtual online order confirma,on pages for offline sales using email receipts.

14/11/12 © Datalicious Pty Ltd

Customer data

24


[ You can’t hide! ]

Cookie

Iden(fies themself (e.g. sale or registra(on)

User visits Site

anonymously

Web Analy(cs Database

2 years on the beach

Cookie

User visits Site again

‘anonymously’

Looks at lots of ‘widgets’

Name: John Example Interest: Widgets History: -‐Last visit 2 years ago. -‐Purchased 10 blue widgets -‐High value band Loca(on: 2000, Sydney

Business Intelligence Database

Hi John, long (me no talk, we have a special on widgets!


[ Social Media Data ] Facebook Connect gives you the following and more, with just one click… Id, first name, last name, middle name, pic, affilia,ons, last profile update, ,mezone, religion, poli,cal interests, interests, sex, birthday, arracted to which sex, why they want to meet someone, home town, rela,onship status, current loca,on, ac,vi,es, music interests, tv show interests,educa,on history, work history, family and email.

-‐ Is there anything else you need to know?

[ Prospect targe(ng parameters ]


[ Affinity targe(ng in ac(on ] Different types of visitors respond to different ads. By using category affinity targe,ng, response rates are liGed significantly across products.

Message Click-‐Through Rate By Category Affinity

Postpay Prepay Broadb. Business

Blackberry Bold - - - + 5GB Mobile Broadband - - + - Blackberry Storm + - + + 12 Month Caps - + - +

28 © Datalicious Pty Ltd


[ Combining data sets ]


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

propensity to buy, churn, etc historical data from previous transac,ons

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 promo,on responses

emails, internal search, etc

Site Behaviour

UPDATED CONTINUOUSLY

[ Store locator searches ]



Compe(tor data

[ Brand search volume ]


[ Market share trends ]






Consumer data

[ Search term volumes ]


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Technology

Analytics and Tracking