[

Why data is sexy ]

No really, it is!

[ Main data categories ]

Campaign data

Consumer data

Customer data

Compe5tor data

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Campaign data

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[ Dening analy:cs strategy ]

Search, display ads Web analy5cs

Awareness

Interest

Desire

Ac5on

Sa5sfac5on

Online surveys, site polls Social media Social media

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[ Single source of truth ]

data

ROAS
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[ De-duplica:on across channels ]

Paid Search Bid Mgmt

Banner Ads

Ad Server Omniture PlaGorm

Email Blast

Email PlaGorm

Organic Search

Google Analy:cs

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[ De-duplica:on across channels ]

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[ Success aIribu:on models ]

Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par:al credit

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[ Forrester media aIribu:on ]

Chart shows an example only, aQribu5on model needs to be dened for each company separately based on their individual success metrics (and cookie expira5on policies).

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[ Campaign stacking by channel ]

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

Neither rst nor last-click measurement would provide true picture

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[ Search call to ac:on ]

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[ Analyse channel overlap ]

Call Centre
Radio & Other ATL

DM & EDM

Paid Search

Display Media

Organic Search
Partners

Straight to Site

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[ Cross-channel impact ]

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[ Email iden:ca:on points ]

Vodafone.com.au Research Phone Conversion Credit Check Fullment

@ @ @

Online Receipt Conrma5on

Adver5sing Campaign

Vodafone.com.au Research

Retail Conversion

Credit Check Fullment

Online Receipt Conrma5on

Vodafone.com.au Research

Online Conversion

Online Order Conrma5on

Credit Check Fullment

Online Receipt Conrma5on

Cookie ID

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[ Campaign data summary ]

Dene key performance indicators for each phase of the campaign funnel but web analy5cs can only cover part of the funnel Import and analyze data in single plaaorm, i.e. single source of truth, to enable comparison of channel performance and avoid duplica5on of orders across channels Dene success aQribu5on model including cookie expira5on policies for your company and test dierent budget alloca5ons and channel combina5ons to nd the op5mal mix Use search calls to ac5on on above the line broadcast ads such as TV and print for higher recollec5on and response rates plus an improved ability to track oine media Consider sending email receipts for phone and retail sales to aQempt to more accurately track impact of online on oine sales and vice versa
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Customer data

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[ Store locator searches ]

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[ Targe:ng framework ]
Reten5on Customer Prole

Prospect
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9

Customer
10 11 12

Considera5on
Weeks

Visitor Behaviour
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[ Prospect targe:ng parameters ]

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[ Anity targe:ng in ac:on ]

Dierent types of visitors respond to dierent ads. By using category anity targe5ng, response rates are liged signicantly across products.
Message Blackberry Bold 5GB Mobile Broadband Blackberry Storm 12 Month Caps Click-Through Rate By Category Anity Postpay Prepay Broadb. Business

+ -

+ + -

+ + +
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[ Matching segments are key ]

On-site segments

O-site segments

On and o-site targe5ng plaaorms should use iden5cal triggers to sort visitors into segments
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[ Combining data sets ]

Site Behaviour
tracking of purchase funnel stage

CRM Prole

browsing, checkout, etc products, brands, features, etc search terms, referrers, etc
tracking of internal promo5on responses tracking of external campaign responses tracking of content preferences

emails, internal search, etc

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one-o collec5on of demographical data customer lifecycle metrics and key dates predic5ve models based on data mining

age, gender, address, etc

protability, expira:on, etc propensity to buy, churn, etc

historical data from previous transac5ons

average order value, points, etc

UPDATED CONTINUOUSLY

UPDATED OCCASIONALLY

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[ Mosaic ]

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[ Where is the money ]

$ $ $ $ $ $ $ $ $

$
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[ Customer data summary ]

Customer data collected online can and should inuence oine decisions, e.g. retail store loca5ons, outdoor adver5sing, print placements, etc Website data cannot answer all ques5ons but rather only iden5es poten5al problem points, online surveys are powerful tools to nd out more about whats actually the issue Your products and services solve dierent problems for dierent people and you need to cater for that and adjust your adver5sing, change you message according to segments and purchase funnel stage to make your oering more relevant CRM databases are powerful tools to target but their informa5on is rela5vely sta5c and needs to be updated manually through your customers, extend your customer proles to include website behavior to make them more accurate and keep them up to date In the end this is about iden5fying the 20% of customers you make 80% of your revenue with and speak and treat them in a dierent way
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Compe:tor data

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[ Brand search volume ]

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[ Market share trends ]

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[ Australia vs. New Zealand ]

australia.com vs. newzealand.com

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[ Compe:tor data summary ]

There is plenty of accessible and free compe5tor data out there and you need to start reviewing it on a regular basis Search data in par5cular is a very powerful tool to iden5fy market trends, threats and opportuni5es quickly and cost eec5vely as it provides a direct insight into consumers minds Given that roughly 90% of searches are conducted through Google in Australia the overall search volume of brand search terms on Google should be roughly equivalent with the brand strength or at least awareness But interpret all data sources with a grain of salt and dont take anything for a fact un5l you have validated it, you know your market and customers the best

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Consumer data

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[ Search term volumes ]

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[ Media planning ]

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[ Leading lifestyles, 45+ ]

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[ Consumer data summary ]

Search is not only useful to analyze brand trends but can also be used to nd out more about more granular trends such as product categories or single products Again, online data can and should be used to drive oine marke5ng decisions, e.g. products matching most popular search terms should not only be promoted most on the homepage but also in retail, print, etc Google Ad Planner data can also be used to iden5fy what websites a segment that is searching for a certain terms visits regularly which in turn should inuence partnership, sponsorship and media planning If your company has customer address data a match with MOSAIC might be a very powerful tool to nd out more about the media habits of a specic customer segment including websites visits if combined with Hitwise data
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[ Main data categories ]

Campaign data

Consumer data

Customer data

Compe5tor data

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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

[ Appendix ]
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[ Useful data tools ]

hQps://adwords.google.com/select/KeywordToolExternal hQp://www.google.com/sktool hQp://www.google.com/insights/search hQp://www.google.com/trends hQp://labs.google.com/sets hQps://www.google.com/adplanner hQps://www.google.com/adplanner hQp://www.socialmen5on.com hQp://www.trendis5c.com hQp://www.yureekah.com hQp://www.wordle.net
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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

[ About Datalicious ]
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[ Con:nuous op:miza:on ]
Data

Ac:on

Insights

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[ Best prac:ce approach ]

Con:nuous op:miza:on

Research

SEM

SEO

Tes5ng

Targe5ng

Analy:cs framework

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[ Wide range of services ]

Data
Web Analy:cs Solu:ons Marke:ng System Integra:on Cross Channel Media Tracking Online Surveys/Panels Omniture Specialists Google Analy:cs Specialists

Insights
Keyword Research Campaign Repor:ng Segmenta:on/Data Mining Quan:ta:ve Research Market/Consumer Trends Compe:tor Analysis

Ac:on
Search Lead Media Campaign Op:misa:on Internal Search Op:misa:on Targe:ng/Merchandizing A/B, Mul:variate Tes:ng Sta Training/Workshops

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[ Challenging clients ]

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cbartens@datalicious.com

Ques:ons Updates

twiQer.com/datalicious blog.datalicious.com

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