Digital Measurement - How to Turn Data into Actionable Insights
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The document provides an overview of data-driven marketing practices, emphasizing the importance of capturing and analyzing data to generate actionable insights. It outlines various platforms and tools available for data collection, as well as the significance of maintaining data integrity and the role of analytics in decision-making. The document concludes with strategies for driving return on investment (ROI) through effective media targeting and optimization.
![[
Digital
Measurement
]
Analy&cs
workshop
on
how
to
turn
data
into
ac&onable
insights](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-1-320.jpg)
![[
Company
history
]
§ Datalicious
was
founded
in
2007
§ Strong
Omniture
web
analy&cs
history
§ One-‐stop
data
agency
with
specialist
team
§ Combina&on
of
analysts
and
developers
§ Making
data
accessible
and
ac&onable
§ Driving
industry
best
prac&ce
§ Evangelizing
use
of
data
June
2010
©
Datalicious
Pty
Ltd
2](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-2-320.jpg)
![[
Challenging
clients
]
June
2010
©
Datalicious
Pty
Ltd
3](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-3-320.jpg)
![[
Data
driven
marke:ng
]
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
Aprimo,
Trac:on,
Inxmail,
etc
Tagless
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
June
2010
©
Datalicious
Pty
Ltd
4](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-4-320.jpg)
![[
Today
]
§ Capturing
data
– Op&ons,
limita&ons,
innova&ons
§ Genera&ng
insights
– Process,
metrics,
examples
§ Taking
ac&on
– Media,
targe&ng,
tes&ng
June
2010
©
Datalicious
Pty
Ltd
5](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-5-320.jpg)
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Capturing
data
]
June
2010
©
Datalicious
Pty
Ltd
6](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-6-320.jpg)
![[
Digital
data
is
cheap
]
June
2010
©
Datalicious
Pty
Ltd
7
Source:
Omniture
Summit,
MaS
Belkin,
2007](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-7-320.jpg)
![[
Digital
data
op:ons
]
+Social
June
2010
©
Datalicious
Pty
Ltd
8
Source:
Accuracy
Whitepaper
for
web
analy&cs,
Brian
CliWon,
2008](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-8-320.jpg)
![[
On-‐site
analy:cs
tools
]
Google:
”forrester
wave
web
analy:cs
pdf”
or
hKp://bit.ly/aTLAKT
June
2010
©
Datalicious
Pty
Ltd
9
Source:
Forrester
Wave
Web
Analy&cs,
2009](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-9-320.jpg)
![[
What
pla<orm
to
use
]
Stage
1:
Data
Stage
2:
Insights
Stage
3:
Ac:on
Data
is
fully
owned
Sophis&ca&on
in-‐house,
advanced
Data
is
being
brought
predic&ve
modelling
in-‐house,
shiW
towards
and
trigger
based
Third
par&es
control
insights
genera&on
and
marke&ng,
i.e.
what
data
mining,
i.e.
why
will
happen
and
most
data,
ad
hoc
did
it
happen?
making
it
happen!
repor&ng
only,
i.e.
what
happened?
Time,
Control
June
2010
©
Datalicious
Pty
Ltd
10](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-10-320.jpg)
![[
Governance
and
data
integrity
]
June
2010
©
Datalicious
Pty
Ltd
11
Source:
Omniture
Summit,
MaS
Belkin,
2007](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-11-320.jpg)
![[
Free
off-‐site
analy:cs
tools
]
§ hSp://www.google.com/trends
§ hSp://www.google.com/sktool
§ hSp://www.google.com/insights/search
§ hSp://www.google.com/webmasters
§ hSp://www.google.com/adplanner
§ hSp://www.google.com/videotarge&ng
§ hSp://www.keywordspy.com
§ hSp://www.compete.com
§ hSp://www.alexa.com
§ hSp://wiki.kenburbary.com
June
2010
©
Datalicious
Pty
Ltd
12](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-12-320.jpg)
![[
Search
at
all
stages
]
In
Australia
Google
has
a
market
share
of
almost
90%
of
all
searches,
making
it
a
very
large
and
reliable
data
sample
June
2010
©
Datalicious
Pty
Ltd
13
Source:
Inside
the
Mind
of
the
Searcher,
Enquiro
2004](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-13-320.jpg)
![[
Search
call
to
ac:on
for
offline
]
June
2010
©
Datalicious
Pty
Ltd
14](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-14-320.jpg)
![[
Client
side
tracking
process
]
What
if:
Someone
deletes
their
cookies?
Or
uses
a
device
that
does
not
support
JavaScript?
Or
uses
two
computers
(work
vs.
home)?
Or
two
people
use
the
same
computer?
June
2010
©
Datalicious
Pty
Ltd
15
Source:
Google
Analy&cs,
Jus&n
Cutroni,
2007](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-15-320.jpg)
![[
Tag-‐less
data
capture
]
Google:
“atomic
labs”
www.atomiclabs.com
June
2010
©
Datalicious
Pty
Ltd
16](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-16-320.jpg)
![[
Overes:ma:on
of
unique
visitors
]
The
study
examined
data
from
two
of
the
UK’s
busiest
ecommerce
websites,
ASDA
and
William
Hill.
Given
that
more
than
half
of
all
page
impressions
on
these
sites
are
from
logged-‐in
users,
they
provided
a
robust
sample
to
compare
IP-‐based
and
cookie-‐based
analysis
against.
The
results
were
staggering,
for
example
an
IP-‐based
approach
overes&mated
visitors
by
up
to
7.6
&mes
whilst
a
cookie-‐based
approach
overes:mated
visitors
by
up
to
2.3
:mes.
Google:
”red
eye
cookie
report
pdf”
or
hKp://bit.ly/cszp2o
2010
June
©
Datalicious
Pty
Ltd
17
Source:
White
Paper,
RedEye,
2007](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-17-320.jpg)
![[
Maximise
iden:fica:on
points
]
Probability
of
iden&fica&on
through
cookie
140%
120%
100%
80%
60%
40%
20%
0%
0
4
8
12
16
20
24
28
32
36
40
44
48
Weeks
June
2010
©
Datalicious
Pty
Ltd
18](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-18-320.jpg)
![[
Mobile
page
headers
]
MSISDN
=
Mobile
Number
June
2010
©
Datalicious
Pty
Ltd
20
Source:
Mobile
Tracking,
Omniture,
2008](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-20-320.jpg)
![[
Single-‐sign
on
]
Facebook
Connect
gives
your
company
the
following
data
and
more
with
just
one
click!
ID,
first
name,
last
name,
middle
name,
picture,
affilia&ons,
last
profile
update,
&me
zone,
religion,
poli&cal
interests,
interests,
sex,
birthday,
aSracted
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
Need
anything
else?
June
2010
©
Datalicious
Pty
Ltd
21](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-21-320.jpg)
![[
Research
online,
shop
offline
]
Google:
”digital
future
report
2009
pdf”
or
hKp://bit.ly/ZkLvr
June
2010
©
Datalicious
Pty
Ltd
22
Source:
2008
Digital
Future
Report,
Surveying
The
Digital
Future,
Year
Seven,
USC
Annenberg
School](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-22-320.jpg)
![[
Offline
sales
driven
by
online
]
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.
Website.com
Phone
Virtual
Order
Research
Orders
Credit
Check
Fulfilment
@
Confirma:on
Adver:sing
Website.com
Retail
Virtual
Order
Campaign
Research
Orders
Credit
Check
Fulfilment
@
Confirma:on
Website.com
Online
Online
Order
Virtual
Order
Research
Orders
Confirma:on
Credit
Check
Fulfilment
@
Confirma:on
Cookie
Cookie
Cookie
June
2010
©
Datalicious
Pty
Ltd
23](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-23-320.jpg)
![[
Summary:
Capturing
data
]
§ Plenty
of
data
sources
and
plajorms
§ Especially
search
is
great
free
data
source
§ Maintaining
data
integrity
takes
effort
§ Cookie
technology
has
its
limita&ons
§ New
tag-‐less
technologies
emerging
§ Maximise
iden&fica&on
points
§ Offline
can
be
&ed
to
online
June
2010
©
Datalicious
Pty
Ltd
24](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-24-320.jpg)
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Genera:ng
insights
]
June
2010
©
Datalicious
Pty
Ltd
25](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-25-320.jpg)
![[
Corporate
data
journey
]
Stage
1
Stage
2
Stage
3
Data
Insights
Ac:on
Data
is
fully
owned
Sophis&ca&on
in-‐house,
advanced
Data
is
being
brought
predic&ve
modelling
in-‐house,
shiW
towards
and
trigger
based
Third
par&es
control
insights
genera&on
and
marke&ng,
i.e.
what
data
mining,
i.e.
why
will
happen
and
most
data,
ad
hoc
did
it
happen?
making
it
happen!
repor&ng
only,
i.e.
what
happened?
Time,
Control
June
2010
©
Datalicious
Pty
Ltd
26](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-26-320.jpg)
![[
The
ideal
analyst
]
§ Business
minded
– Semng
realis&c
improvement
goals
§ Technically
savvy
– Bridging
gap
between
business
and
IT
§ Strong
sales
skills
– Raising
awareness
for
the
value
of
data
§ Seniority
and
experience
– Needs
to
be
taken
serious
across
organisa&on
§ Posi&on
within
hierarchy
– Able
to
analyse
without
loyalty
conflict
June
2010
©
Datalicious
Pty
Ltd
27](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-27-320.jpg)
![[
Process
is
key
to
success
]
June
2010
©
Datalicious
Pty
Ltd
28
Source:
Omniture
Summit,
MaS
Belkin,
2007](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-28-320.jpg)
![[
Defining
metrics
frameworks
]
Media
and
search
data
Website,
call
center
and
retail
data
Reach
Engagement
Ac:on
+Buzz
(Awareness)
(Interest
&
Desire)
(Ac&on)
(Sa&sfac&on)
Quan&ta&ve
and
qualita&ve
research
data
Social
media
data
Social
media
June
2010
©
Datalicious
Pty
Ltd
29](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-29-320.jpg)
![[
Key
metrics
by
website
type
]
June
2010
©
Datalicious
Pty
Ltd
30
Source:
Omniture
Summit,
MaS
Belkin,
2007](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-30-320.jpg)
![[
Conversion
funnel
1.0
]
Campaign
responses
Conversion
funnel
Product
page,
add
to
shopping
cart,
view
shopping
cart,
cart
checkout,
payment
details,
shipping
informa&on,
order
confirma&on,
etc
Conversion
event
June
2010
©
Datalicious
Pty
Ltd
31](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-31-320.jpg)
![[
Conversion
funnel
2.0
]
Campaign
responses
(inbound
spokes)
Offline
campaigns,
banner
ads,
email
marke&ng,
referrals,
organic
search,
paid
search,
internal
promo&ons,
etc
Landing
page
(hub)
Success
events
(outbound
spokes)
Bounce
rate,
add
to
cart,
cart
checkout,
confirmed
order,
call
back
request,
registra&on,
product
comparison,
product
review,
forward
to
friend,
etc
June
2010
©
Datalicious
Pty
Ltd
32](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-32-320.jpg)
![[
Addi:onal
success
metrics
]
Click
Through
$
Click
Add
To
Cart
Through
Cart
Checkout
?
$
Click
Bounce
Pages
Per
Video
Through
Rate
Visit
Views
$
Click
Call
back
Store
Through
requests
Searches
?
$
June
2010
©
Datalicious
Pty
Ltd
33](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-33-320.jpg)
![[
Exercise:
Metrics
framework
]
Stage
Metrics
Data
Sources
Reach
Engagement
Ac:on
+Buzz
June
2010
©
Datalicious
Pty
Ltd
35](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-35-320.jpg)
![[
Exercise:
Metrics
framework
]
Stage
Metrics
Data
Sources
Impressions,
Ad
Server,
Reach
Searches
Google
Video
Views,
Web
Analy:cs
Engagement
Product
Views
Pla<orm
Orders,
Web
Analy:cs,
Ac:on
Store
Searches
Call
Center
Comments,
Social
Analy:cs
+Buzz
Men:ons
Pla<orm
June
2010
©
Datalicious
Pty
Ltd
36](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-36-320.jpg)
![[
Combining
data
sets
]
Web
analy:cs
data
Customer
data
+
The
whole
is
greater
than
the
sum
of
its
parts
3rd
party
data
June
2010
©
Datalicious
Pty
Ltd
37](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-37-320.jpg)
![[
Behaviours
vs.
transac:ons
]
Site
Behaviour
CRM
Profile
tracking
of
purchase
funnel
stage
one-‐off
collec&on
of
demographical
data
+
browsing,
checkout,
etc
age,
gender,
address,
etc
tracking
of
content
preferences
customer
lifecycle
metrics
and
key
dates
products,
brands,
features,
etc
profitability,
expira:on,
etc
tracking
of
external
campaign
responses
predic&ve
models
based
on
data
mining
search
terms,
referrers,
etc
propensity
to
buy,
churn,
etc
tracking
of
internal
promo&on
responses
historical
data
from
previous
transac&ons
emails,
internal
search,
etc
average
order
value,
points,
etc
UPDATED
CONTINUOUSLY
UPDATED
OCCASIONALLY
June
2010
©
Datalicious
Pty
Ltd
38](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-38-320.jpg)
![[
Store
searches
vs.
actual
loca:ons
]
June
2010
©
Datalicious
Pty
Ltd
39](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-39-320.jpg)
![[
Enriching
customer
profiles
]
All
you
need
is
an
address
June
2010
©
Datalicious
Pty
Ltd
40
Source:
Hitwise,
2006](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-40-320.jpg)
![[
Hitwise
Mosaic
segment
swing
]
australia.com
vs.
newzealand.com
australia.com
vs.
bulafiji.com
June
2010
©
Datalicious
Pty
Ltd
41
Source:
Hitwise,
2006](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-41-320.jpg)
![[
Hitwise
Mosaic
segment
swing
]
australia.com
vs.
newzealand.com
australia.com
vs.
newzealand.com
June
2010
©
Datalicious
Pty
Ltd
42
Source:
Hitwise,
2006](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-42-320.jpg)
![[
Single
source
of
truth
]
Insights
Repor:ng
June
2010
©
Datalicious
Pty
Ltd
43](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-43-320.jpg)
![[
De-‐duplica:on
across
channels
]
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Central
Analy:cs
Pla<orm
Email
Email
Blast
Pla<orm
$
Organic
Google
Search
Analy:cs
$
June
2010
©
Datalicious
Pty
Ltd
44](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-44-320.jpg)
![[
Search
and
brand
strength
]
June
2010
©
Datalicious
Pty
Ltd
46](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-46-320.jpg)
![[
Search
and
the
product
lifecycle
]
Nokia
N-‐Series
www.google.com/trends
Apple
iPhone
June
2010
©
Datalicious
Pty
Ltd
47](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-47-320.jpg)
![[
Search
and
media
planning
]
www.google.com/adplanner
June
2010
©
Datalicious
Pty
Ltd
48](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-48-320.jpg)
![[
Search
driving
offline
crea:ve
]
June
2010
©
Datalicious
Pty
Ltd
52](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-52-320.jpg)
![[
Social
metrics
and
tools
]
Google:
”slideshare
al:meter
report”
or
hKp://bit.ly/c8uYXT
June
2010
©
Datalicious
Pty
Ltd
55
Source:
Social
Marke&ng
Analy&cs,
Al&meter,
2010](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-55-320.jpg)
![[
Summary:
Genera:ng
insights
]
§ Right
resources
and
processes
are
key
§ Define
a
flexible
metrics
framework
§ Maintain
framework
to
enable
comparison
§ Combine
data
sets
for
hidden
insights
§ Establish
a
single
(data)
source
of
truth
§ Think
outside
the
box
and
across
channels
§ Data
does
not
equal
significance
June
2010
©
Datalicious
Pty
Ltd
59](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-59-320.jpg)
![101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Taking
ac:on
]
June
2010
©
Datalicious
Pty
Ltd
60](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-60-320.jpg)
![[
How
to
drive
ROI
]
§ Increasing
revenue
– Increasing
overall
amount
of
sales
– Increasing
the
average
revenue
per
sale
§ Reducing
costs
– Increasing
media
effec&veness
– Increasing
website
conversion
rates
– Increasing
online
self-‐service
usage
§ Improving
customer
experience
– Reducing
steps
necessary
to
complete
a
task
– Perceived
value
or
quality
of
the
final
solu&on
June
2010
©
Datalicious
Pty
Ltd
61](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-61-320.jpg)
![[
How
to
drive
ROI
]
Media
or
how
to
op:mise
the
channel
mix
Targe:ng
or
how
to
increasing
relevance
Tes:ng
or
how
to
maximise
conversion
June
2010
©
Datalicious
Pty
Ltd
62](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-62-320.jpg)
![[
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
June
2010
©
Datalicious
Pty
Ltd
63](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-63-320.jpg)
![[
First
vs.
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
June
2010
©
Datalicious
Pty
Ltd
64](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-64-320.jpg)
![[
Path
to
purchase
]
Banner
SEM
Partner
Direct
Click
Generic
Site
Visit
$
Banner
SEO
View
Generic
$
TV
SEO
Banner
Ad
Branded
Click
$
Print
Social
Email
Direct
Ad
Media
Update
Visit
$
June
2010
©
Datalicious
Pty
Ltd
65](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-65-320.jpg)
![[
Forrester
media
aKribu:on
]
Google:
”forrester
aKribu:on
framework
pdf”
or
hKp://bit.ly/
dnbnzY
June
2010
©
Datalicious
Pty
Ltd
66
Source:
Forrester,
2009](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-66-320.jpg)
![[
Customer
data
journey
]
To
transac:onal
data
To
reten:on
messages
From
suspect
to
prospect
To
customer
Time
Time
From
behavioural
data
From
awareness
messages
June
2010
©
Datalicious
Pty
Ltd
67](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-67-320.jpg)
![[
Matching
segments
are
key
]
On-‐site
Off-‐site
segments
segments
On
and
off-‐site
targe:ng
pla<orms
should
use
iden:cal
triggers
to
sort
visitors
into
segments
June
2010
©
Datalicious
Pty
Ltd
70](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-70-320.jpg)
![[
Off-‐site
targe:ng
pla<orms
]
§ Ad
servers
§ Ad
Networks
– Google/DoubleClick
– Google
– Eyeblaster
– Yahoo
– Faciliate
– ValueClick
– Atlas
– Adconian
– Etc
– Etc
hSp://en.wikipedia.org/wiki/Contextual_adver&sing,
hSp://hubpages.com/hub/101-‐Google-‐Adsense-‐Alterna&ves,
hSp://en.wikipedia.org/wiki/Central_ad_server,
hSp://www.adopera&onsonline.com/2008/05/23/list-‐of-‐ad-‐servers/,
hSp://lists.econsultant.com/top-‐10-‐adver&sing-‐networks.html,
hSp://www.clickz.com/3633599,
hSp://en.wikipedia.org/wiki/
behavioural_targe&ng
June
2010
©
Datalicious
Pty
Ltd
71](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-71-320.jpg)
![[
On-‐site
targe:ng
pla<orms
]
§ Test&Target
(Omniture,
Offerma&ca,
TouchClarity)
§ Memetrics
(Accenture)
§ Op&most
(Autonomy)
§ KeWa
(Acxiom)
§ AudienceScience
§ Maxymiser
§ Amadesa
§ Certona
§ SiteSpect
§ BTBuckets
(free)
§ Google/DoubleClick
Ad
Server
(free)
June
2010
©
Datalicious
Pty
Ltd
72](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-72-320.jpg)
![[
Prospect
targe:ng
parameters
]
June
2010
©
Datalicious
Pty
Ltd
73](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-73-320.jpg)
![[
Vodafone
affinity
targe:ng
]
Different
type
of
visitors
respond
to
different
ads.
By
using
category
affinity
targe&ng,
response
rates
are
liWed
significantly
across
products.
CTR
By
Category
Affinity
Message
Postpay
Prepay
Broadb.
Business
Blackberry
Bold
- - - +
5GB
Mobile
Broadband
- - + -
Blackberry
Storm
+ - + +
12
Month
Caps
- + - +
June
2010
©
Datalicious
Pty
Ltd
74](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-74-320.jpg)
![[
Affinity
targe:ng
]
§ Func&on
of
behavioural
targe&ng
– Grouping
of
visitors
into
major
segments
– Based
on
content
and
conversion
behaviour
– Ease
of
use
vs.
reduced
targe&ng
ability
§ Most
common
affini&es
used
– Brand
affinity
– Image
preference
– Price
sensi&vity
– Product
affinity
– Content
affinity
June
2010
©
Datalicious
Pty
Ltd
75](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-75-320.jpg)
![[
Coordinate
the
experience
]
By
coordina:ng
the
consumer’s
end-‐to-‐end
experience,
companies
could
enjoy
revenue
increases
of
10-‐20%.
Google:
“get
more
value
from
digital
marke:ng”
or
hKp://bit.ly/cAtSUN
June
2010
©
Datalicious
Pty
Ltd
76
Source:
McKinsey
Quarterly,
2010](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-76-320.jpg)
![[
Quality
content
is
key
]
Avinash
Kaushik:
“The
principle
of
garbage
in,
garbage
out
applies
here.
[…]
what
makes
a
behaviour
targe<ng
pla=orm
<ck,
and
produce
results,
is
not
its
intelligence,
it
is
your
ability
to
actually
feed
it
the
right
content
which
it
can
then
target
[…].
You
feed
your
BT
system
crap
and
it
will
quickly
and
efficiently
target
crap
to
your
customers.
Faster
then
you
could
ever
have
yourself.”
June
2010
©
Datalicious
Pty
Ltd
77](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-77-320.jpg)
![[
Exercise:
Targe:ng
matrix
]
Phase
Segment
A
Segment
B
Awareness
Considera:on
Purchase
Intent
Up/Cross-‐Sell
Reten:on
June
2010
©
Datalicious
Pty
Ltd
79](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-79-320.jpg)
![[
Exercise:
Targe:ng
matrix
]
Phase
Segment
A
Segment
B
Awareness
Seen
this?
Considera:on
Great
feature!
Purchase
Intent
Great
value!
Up/Cross-‐Sell
Add
this!
Reten:on
Discount?
June
2010
©
Datalicious
Pty
Ltd
80](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-80-320.jpg)
![[
ClickTale
tes:ng
case
study
]
Google:
“change
one
word
double
conversion”
or
hKp://bit.ly/bpyqFp
June
2010
©
Datalicious
Pty
Ltd
81](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-81-320.jpg)
![[
Tes:ng
pla<orms
]
§ Test&Target
(Omniture,
Offerma&ca,
TouchClarity)
§ Memetrics
(Accenture)
§ Op&most
(Autonomy)
§ KeWa
(Acxiom)
§ Maxymiser
§ Amadesa
§ SiteSpect
§ ClickTale
(cheap)
§ Unbounce
(cheap)
§ Google
Website
Op&miser
(free)
June
2010
©
Datalicious
Pty
Ltd
82](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-82-320.jpg)
![[
Summary
]
§ There
is
no
magic
formula
for
ROI
§ Focus
on
the
en&re
conversion
funnel
§ Media
aSribu&on
is
hard
but
necessary
§ Neither
first
nor
last
click
method
works
§ Create
a
coordinated
targeted
experience
§ Content
is
always
king
no
maSer
what
§ Test,
learn
and
refine
con&nuously
June
2010
©
Datalicious
Pty
Ltd
83](https://image.slidesharecdn.com/201006digi-techanalyticsworkshopv1-121117123048-phpapp01/85/Digital-Measurement-How-to-Turn-Data-into-Actionable-Insights-83-320.jpg)
Digital Measurement - How to Turn Data into Actionable Insights
- 1. [ Digital Measurement ] Analy&cs workshop on how to turn data into ac&onable insights
- 2. [ Company history ] § Datalicious was founded in 2007 § Strong Omniture web analy&cs history § One-‐stop data agency with specialist team § Combina&on of analysts and developers § Making data accessible and ac&onable § Driving industry best prac&ce § Evangelizing use of data June 2010 © Datalicious Pty Ltd 2
- 3. [ Challenging clients ] June 2010 © Datalicious Pty Ltd 3
- 4. [ Data driven marke:ng ] 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 Aprimo, Trac:on, Inxmail, etc Tagless 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 June 2010 © Datalicious Pty Ltd 4
- 5. [ Today ] § Capturing data – Op&ons, limita&ons, innova&ons § Genera&ng insights – Process, metrics, examples § Taking ac&on – Media, targe&ng, tes&ng June 2010 © Datalicious Pty Ltd 5
- 6. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Capturing data ] June 2010 © Datalicious Pty Ltd 6
- 7. [ Digital data is cheap ] June 2010 © Datalicious Pty Ltd 7 Source: Omniture Summit, MaS Belkin, 2007
- 8. [ Digital data op:ons ] +Social June 2010 © Datalicious Pty Ltd 8 Source: Accuracy Whitepaper for web analy&cs, Brian CliWon, 2008
- 9. [ On-‐site analy:cs tools ] Google: ”forrester wave web analy:cs pdf” or hKp://bit.ly/aTLAKT June 2010 © Datalicious Pty Ltd 9 Source: Forrester Wave Web Analy&cs, 2009
- 10. [ What pla<orm to use ] Stage 1: Data Stage 2: Insights Stage 3: Ac:on Data is fully owned Sophis&ca&on in-‐house, advanced Data is being brought predic&ve modelling in-‐house, shiW towards and trigger based Third par&es control insights genera&on and marke&ng, i.e. what data mining, i.e. why will happen and most data, ad hoc did it happen? making it happen! repor&ng only, i.e. what happened? Time, Control June 2010 © Datalicious Pty Ltd 10
- 11. [ Governance and data integrity ] June 2010 © Datalicious Pty Ltd 11 Source: Omniture Summit, MaS Belkin, 2007
- 12. [ Free off-‐site analy:cs tools ] § hSp://www.google.com/trends § hSp://www.google.com/sktool § hSp://www.google.com/insights/search § hSp://www.google.com/webmasters § hSp://www.google.com/adplanner § hSp://www.google.com/videotarge&ng § hSp://www.keywordspy.com § hSp://www.compete.com § hSp://www.alexa.com § hSp://wiki.kenburbary.com June 2010 © Datalicious Pty Ltd 12
- 13. [ Search at all stages ] In Australia Google has a market share of almost 90% of all searches, making it a very large and reliable data sample June 2010 © Datalicious Pty Ltd 13 Source: Inside the Mind of the Searcher, Enquiro 2004
- 14. [ Search call to ac:on for offline ] June 2010 © Datalicious Pty Ltd 14
- 15. [ Client side tracking process ] What if: Someone deletes their cookies? Or uses a device that does not support JavaScript? Or uses two computers (work vs. home)? Or two people use the same computer? June 2010 © Datalicious Pty Ltd 15 Source: Google Analy&cs, Jus&n Cutroni, 2007
- 16. [ Tag-‐less data capture ] Google: “atomic labs” www.atomiclabs.com June 2010 © Datalicious Pty Ltd 16
- 17. [ Overes:ma:on of unique visitors ] The study examined data from two of the UK’s busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-‐in users, they provided a robust sample to compare IP-‐based and cookie-‐based analysis against. The results were staggering, for example an IP-‐based approach overes&mated visitors by up to 7.6 &mes whilst a cookie-‐based approach overes:mated visitors by up to 2.3 :mes. Google: ”red eye cookie report pdf” or hKp://bit.ly/cszp2o 2010 June © Datalicious Pty Ltd 17 Source: White Paper, RedEye, 2007
- 18. [ Maximise iden:fica:on points ] Probability of iden&fica&on through cookie 140% 120% 100% 80% 60% 40% 20% 0% 0 4 8 12 16 20 24 28 32 36 40 44 48 Weeks June 2010 © Datalicious Pty Ltd 18
- 19. Datalicious SuperCookie Persistent Flash cookie that cannot be deleted June 2010 © Datalicious Pty Ltd 19
- 20. [ Mobile page headers ] MSISDN = Mobile Number June 2010 © Datalicious Pty Ltd 20 Source: Mobile Tracking, Omniture, 2008
- 21. [ Single-‐sign on ] Facebook Connect gives your company the following data and more with just one click! ID, first name, last name, middle name, picture, affilia&ons, last profile update, &me zone, religion, poli&cal interests, interests, sex, birthday, aSracted 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 Need anything else? June 2010 © Datalicious Pty Ltd 21
- 22. [ Research online, shop offline ] Google: ”digital future report 2009 pdf” or hKp://bit.ly/ZkLvr June 2010 © Datalicious Pty Ltd 22 Source: 2008 Digital Future Report, Surveying The Digital Future, Year Seven, USC Annenberg School
- 23. [ Offline sales driven by online ] 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. Website.com Phone Virtual Order Research Orders Credit Check Fulfilment @ Confirma:on Adver:sing Website.com Retail Virtual Order Campaign Research Orders Credit Check Fulfilment @ Confirma:on Website.com Online Online Order Virtual Order Research Orders Confirma:on Credit Check Fulfilment @ Confirma:on Cookie Cookie Cookie June 2010 © Datalicious Pty Ltd 23
- 24. [ Summary: Capturing data ] § Plenty of data sources and plajorms § Especially search is great free data source § Maintaining data integrity takes effort § Cookie technology has its limita&ons § New tag-‐less technologies emerging § Maximise iden&fica&on points § Offline can be &ed to online June 2010 © Datalicious Pty Ltd 24
- 25. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Genera:ng insights ] June 2010 © Datalicious Pty Ltd 25
- 26. [ Corporate data journey ] Stage 1 Stage 2 Stage 3 Data Insights Ac:on Data is fully owned Sophis&ca&on in-‐house, advanced Data is being brought predic&ve modelling in-‐house, shiW towards and trigger based Third par&es control insights genera&on and marke&ng, i.e. what data mining, i.e. why will happen and most data, ad hoc did it happen? making it happen! repor&ng only, i.e. what happened? Time, Control June 2010 © Datalicious Pty Ltd 26
- 27. [ The ideal analyst ] § Business minded – Semng realis&c improvement goals § Technically savvy – Bridging gap between business and IT § Strong sales skills – Raising awareness for the value of data § Seniority and experience – Needs to be taken serious across organisa&on § Posi&on within hierarchy – Able to analyse without loyalty conflict June 2010 © Datalicious Pty Ltd 27
- 28. [ Process is key to success ] June 2010 © Datalicious Pty Ltd 28 Source: Omniture Summit, MaS Belkin, 2007
- 29. [ Defining metrics frameworks ] Media and search data Website, call center and retail data Reach Engagement Ac:on +Buzz (Awareness) (Interest & Desire) (Ac&on) (Sa&sfac&on) Quan&ta&ve and qualita&ve research data Social media data Social media June 2010 © Datalicious Pty Ltd 29
- 30. [ Key metrics by website type ] June 2010 © Datalicious Pty Ltd 30 Source: Omniture Summit, MaS Belkin, 2007
- 31. [ Conversion funnel 1.0 ] Campaign responses Conversion funnel Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa&on, order confirma&on, etc Conversion event June 2010 © Datalicious Pty Ltd 31
- 32. [ Conversion funnel 2.0 ] Campaign responses (inbound spokes) Offline campaigns, banner ads, email marke&ng, referrals, organic search, paid search, internal promo&ons, etc Landing page (hub) Success events (outbound spokes) Bounce rate, add to cart, cart checkout, confirmed order, call back request, registra&on, product comparison, product review, forward to friend, etc June 2010 © Datalicious Pty Ltd 32
- 33. [ Addi:onal success metrics ] Click Through $ Click Add To Cart Through Cart Checkout ? $ Click Bounce Pages Per Video Through Rate Visit Views $ Click Call back Store Through requests Searches ? $ June 2010 © Datalicious Pty Ltd 33
- 34. Exercise: Metrics framework June 2010 © Datalicious Pty Ltd 34
- 35. [ Exercise: Metrics framework ] Stage Metrics Data Sources Reach Engagement Ac:on +Buzz June 2010 © Datalicious Pty Ltd 35
- 36. [ Exercise: Metrics framework ] Stage Metrics Data Sources Impressions, Ad Server, Reach Searches Google Video Views, Web Analy:cs Engagement Product Views Pla<orm Orders, Web Analy:cs, Ac:on Store Searches Call Center Comments, Social Analy:cs +Buzz Men:ons Pla<orm June 2010 © Datalicious Pty Ltd 36
- 37. [ Combining data sets ] Web analy:cs data Customer data + The whole is greater than the sum of its parts 3rd party data June 2010 © Datalicious Pty Ltd 37
- 38. [ Behaviours vs. transac:ons ] Site Behaviour CRM Profile tracking of purchase funnel stage one-‐off collec&on of demographical data + browsing, checkout, etc age, gender, address, etc tracking of content preferences customer lifecycle metrics and key dates products, brands, features, etc profitability, expira:on, etc tracking of external campaign responses predic&ve models based on data mining search terms, referrers, etc propensity to buy, churn, etc tracking of internal promo&on responses historical data from previous transac&ons emails, internal search, etc average order value, points, etc UPDATED CONTINUOUSLY UPDATED OCCASIONALLY June 2010 © Datalicious Pty Ltd 38
- 39. [ Store searches vs. actual loca:ons ] June 2010 © Datalicious Pty Ltd 39
- 40. [ Enriching customer profiles ] All you need is an address June 2010 © Datalicious Pty Ltd 40 Source: Hitwise, 2006
- 41. [ Hitwise Mosaic segment swing ] australia.com vs. newzealand.com australia.com vs. bulafiji.com June 2010 © Datalicious Pty Ltd 41 Source: Hitwise, 2006
- 42. [ Hitwise Mosaic segment swing ] australia.com vs. newzealand.com australia.com vs. newzealand.com June 2010 © Datalicious Pty Ltd 42 Source: Hitwise, 2006
- 43. [ Single source of truth ] Insights Repor:ng June 2010 © Datalicious Pty Ltd 43
- 44. [ De-‐duplica:on across channels ] Paid Bid Search Mgmt $ Banner Ad Ads Server $ Central Analy:cs Pla<orm Email Email Blast Pla<orm $ Organic Google Search Analy:cs $ June 2010 © Datalicious Pty Ltd 44
- 45. Thinking outside the box June 2010 © Datalicious Pty Ltd 45
- 46. [ Search and brand strength ] June 2010 © Datalicious Pty Ltd 46
- 47. [ Search and the product lifecycle ] Nokia N-‐Series www.google.com/trends Apple iPhone June 2010 © Datalicious Pty Ltd 47
- 48. [ Search and media planning ] www.google.com/adplanner June 2010 © Datalicious Pty Ltd 48
- 49. June 2010 © Datalicious Pty Ltd 49
- 50. June 2010 © Datalicious Pty Ltd 50
- 51. Fiat 500: Online influencing offline June 2010 © Datalicious Pty Ltd 51 Google: “slideshare fiat 500 case study” or hKp://bit.ly/lh7bx
- 52. [ Search driving offline crea:ve ] June 2010 © Datalicious Pty Ltd 52
- 53. June 2010 © Datalicious Pty Ltd 53
- 54. Sen:ment analysis: People vs. machine June 2010 © Datalicious Pty Ltd 54 Google: “people vs machines debate” or hKp://bit.ly/8VbtB
- 55. [ Social metrics and tools ] Google: ”slideshare al:meter report” or hKp://bit.ly/c8uYXT June 2010 © Datalicious Pty Ltd 55 Source: Social Marke&ng Analy&cs, Al&meter, 2010
- 56. Exercise: Sta:s:cal significance June 2010 © Datalicious Pty Ltd 56
- 57. How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu:ons if you serve 1,000,000 banners June 2010 © Datalicious Pty Ltd 57
- 58. How many survey responses do you need if you have 10,000 customers? 369 for each ques:on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu:ons if you serve 1,000,000 banners? 383 sales per banner execu:on or 383 x 6 = 2,298 sales June 2010 © Datalicious Pty Ltd 58
- 59. [ Summary: Genera:ng insights ] § Right resources and processes are key § Define a flexible metrics framework § Maintain framework to enable comparison § Combine data sets for hidden insights § Establish a single (data) source of truth § Think outside the box and across channels § Data does not equal significance June 2010 © Datalicious Pty Ltd 59
- 60. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Taking ac:on ] June 2010 © Datalicious Pty Ltd 60
- 61. [ How to drive ROI ] § Increasing revenue – Increasing overall amount of sales – Increasing the average revenue per sale § Reducing costs – Increasing media effec&veness – Increasing website conversion rates – Increasing online self-‐service usage § Improving customer experience – Reducing steps necessary to complete a task – Perceived value or quality of the final solu&on June 2010 © Datalicious Pty Ltd 61
- 62. [ How to drive ROI ] Media or how to op:mise the channel mix Targe:ng or how to increasing relevance Tes:ng or how to maximise conversion June 2010 © Datalicious Pty Ltd 62
- 63. [ 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 June 2010 © Datalicious Pty Ltd 63
- 64. [ First vs. 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 June 2010 © Datalicious Pty Ltd 64
- 65. [ Path to purchase ] Banner SEM Partner Direct Click Generic Site Visit $ Banner SEO View Generic $ TV SEO Banner Ad Branded Click $ Print Social Email Direct Ad Media Update Visit $ June 2010 © Datalicious Pty Ltd 65
- 66. [ Forrester media aKribu:on ] Google: ”forrester aKribu:on framework pdf” or hKp://bit.ly/ dnbnzY June 2010 © Datalicious Pty Ltd 66 Source: Forrester, 2009
- 67. [ Customer data journey ] To transac:onal data To reten:on messages From suspect to prospect To customer Time Time From behavioural data From awareness messages June 2010 © Datalicious Pty Ltd 67
- 68. June 2010 © Datalicious Pty Ltd 68
- 69. June 2010 © Datalicious Pty Ltd 69
- 70. [ Matching segments are key ] On-‐site Off-‐site segments segments On and off-‐site targe:ng pla<orms should use iden:cal triggers to sort visitors into segments June 2010 © Datalicious Pty Ltd 70
- 71. [ Off-‐site targe:ng pla<orms ] § Ad servers § Ad Networks – Google/DoubleClick – Google – Eyeblaster – Yahoo – Faciliate – ValueClick – Atlas – Adconian – Etc – Etc hSp://en.wikipedia.org/wiki/Contextual_adver&sing, hSp://hubpages.com/hub/101-‐Google-‐Adsense-‐Alterna&ves, hSp://en.wikipedia.org/wiki/Central_ad_server, hSp://www.adopera&onsonline.com/2008/05/23/list-‐of-‐ad-‐servers/, hSp://lists.econsultant.com/top-‐10-‐adver&sing-‐networks.html, hSp://www.clickz.com/3633599, hSp://en.wikipedia.org/wiki/ behavioural_targe&ng June 2010 © Datalicious Pty Ltd 71
- 72. [ On-‐site targe:ng pla<orms ] § Test&Target (Omniture, Offerma&ca, TouchClarity) § Memetrics (Accenture) § Op&most (Autonomy) § KeWa (Acxiom) § AudienceScience § Maxymiser § Amadesa § Certona § SiteSpect § BTBuckets (free) § Google/DoubleClick Ad Server (free) June 2010 © Datalicious Pty Ltd 72
- 73. [ Prospect targe:ng parameters ] June 2010 © Datalicious Pty Ltd 73
- 74. [ Vodafone affinity targe:ng ] Different type of visitors respond to different ads. By using category affinity targe&ng, response rates are liWed significantly across products. CTR By Category Affinity Message Postpay Prepay Broadb. Business Blackberry Bold - - - + 5GB Mobile Broadband - - + - Blackberry Storm + - + + 12 Month Caps - + - + June 2010 © Datalicious Pty Ltd 74
- 75. [ Affinity targe:ng ] § Func&on of behavioural targe&ng – Grouping of visitors into major segments – Based on content and conversion behaviour – Ease of use vs. reduced targe&ng ability § Most common affini&es used – Brand affinity – Image preference – Price sensi&vity – Product affinity – Content affinity June 2010 © Datalicious Pty Ltd 75
- 76. [ Coordinate the experience ] By coordina:ng the consumer’s end-‐to-‐end experience, companies could enjoy revenue increases of 10-‐20%. Google: “get more value from digital marke:ng” or hKp://bit.ly/cAtSUN June 2010 © Datalicious Pty Ltd 76 Source: McKinsey Quarterly, 2010
- 77. [ Quality content is key ] Avinash Kaushik: “The principle of garbage in, garbage out applies here. […] what makes a behaviour targe<ng pla=orm <ck, and produce results, is not its intelligence, it is your ability to actually feed it the right content which it can then target […]. You feed your BT system crap and it will quickly and efficiently target crap to your customers. Faster then you could ever have yourself.” June 2010 © Datalicious Pty Ltd 77
- 78. Exercise: Targe:ng matrix June 2010 © Datalicious Pty Ltd 78
- 79. [ Exercise: Targe:ng matrix ] Phase Segment A Segment B Awareness Considera:on Purchase Intent Up/Cross-‐Sell Reten:on June 2010 © Datalicious Pty Ltd 79
- 80. [ Exercise: Targe:ng matrix ] Phase Segment A Segment B Awareness Seen this? Considera:on Great feature! Purchase Intent Great value! Up/Cross-‐Sell Add this! Reten:on Discount? June 2010 © Datalicious Pty Ltd 80
- 81. [ ClickTale tes:ng case study ] Google: “change one word double conversion” or hKp://bit.ly/bpyqFp June 2010 © Datalicious Pty Ltd 81
- 82. [ Tes:ng pla<orms ] § Test&Target (Omniture, Offerma&ca, TouchClarity) § Memetrics (Accenture) § Op&most (Autonomy) § KeWa (Acxiom) § Maxymiser § Amadesa § SiteSpect § ClickTale (cheap) § Unbounce (cheap) § Google Website Op&miser (free) June 2010 © Datalicious Pty Ltd 82
- 83. [ Summary ] § There is no magic formula for ROI § Focus on the en&re conversion funnel § Media aSribu&on is hard but necessary § Neither first nor last click method works § Create a coordinated targeted experience § Content is always king no maSer what § Test, learn and refine con&nuously June 2010 © Datalicious Pty Ltd 83
- 84. Contact me [email protected] Learn more blog.datalicious.com Follow us twiSer.com/datalicious June 2010 © Datalicious Pty Ltd 84