>

Marke(ng Analy(cs <

Using data to boost return on marke1ng investment

> Short but sharp history

Datalicious was founded in late 2007 Strong Omniture web analy1cs history 1 of 4 preferred Omniture partners globally Now 360 data agency with specialist team Combina1on of analysts and developers Carefully selected best of breed partners Driving industry best prac1ce (ADMA) Turning data into ac1onable insights Execu1ng smart data driven campaigns
Datalicious Pty Ltd 2

December 2011

> Smart data driven marke(ng

Using data to widen the funnel

Media A<ribu(on & Modeling

Op(mise channel mix, predict sales

Targeted Direct Marke(ng

Increase relevance, reduce churn

Tes(ng & Op(misa(on

Remove barriers, drive sales

Boos(ng ROMI
December 2011 Datalicious Pty Ltd 3

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media a<ribu(on

December 2011 Datalicious Pty Ltd 4

> Campaign ows are complex

= Paid media = Viral elements = Sales channels

Organic search

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

Paid search

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

CRM program

Facebook Twi<er, etc

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

December 2011

Datalicious Pty Ltd

> Media channels feed each other

TV/Print/DM audience

Banner audience

Search audience

December 2011

Datalicious Pty Ltd

> Success a<ribu(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

7

December 2011

Datalicious Pty Ltd

> First and last click a<ribu(on

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

Paid/Organic Search

Emails/Shopping Engines

Neither rst nor last-click measurement would provide true picture

8

December 2011

Datalicious Pty Ltd

> Full purchase path tracking

Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Social referrals

Direct site visits

Online sales

Display ad views

Aliate clicks

Social buzz

Retail store visits

Oine sales

TV/print ad views

Organic search

Website events

Direct mail, emails

Life(me prot

December 2011

Datalicious Pty Ltd

> Oine sales driven by online

Adver(sing campaign Phone order Credit check, fullment

Retail order

Conrma(on email, 1st login

Website research

Online order

Online order conrma(on

Virtual order conrma(on

Cookie

December 2011

Datalicious Pty Ltd

10

> Event ROI extrapola(on

Campaign Product view Applica(on start

Applica(on complete

Oine conversion

Campaign

$10

$30

$60

$100

Campaign

$10

$30

$100

Campaign

$10

$100

December 2011

Datalicious Pty Ltd

12

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Experience op(misa(on

December 2011 Datalicious Pty Ltd 13

> Increase revenue by 10-20%

Capture internet trac
Capture 50-100% of fair market share of trac

Increase consumer engagement

Exceed 50% of best compe1tors engagement rate

Capture qualied leads and sell Building consumer loyalty

Convert 10-15% to leads and of that 20% to sales

Build 60% loyalty rate and 40% sales conversion

Increase online revenue

December 2011 Datalicious Pty Ltd

Earn 10-20% incremental revenue online

14

> New consumer decision journey

The consumer decision process is changing from linear to circular.

December 2011

Datalicious Pty Ltd

15

> New consumer decision journey

The consumer decision process is changing from linear to circular.

Online research Change increases the importance of experience during research phase.
December 2011 Datalicious Pty Ltd 16

December 2011

Datalicious Pty Ltd

17

December 2011

Datalicious Pty Ltd

18

19 December 2011 Datalicious Pty Ltd

December 2011

Datalicious Pty Ltd

20

> Seamless research experience

TV, print, direct mail, etc Ad Server / SuperTag Display ads

Organic, paid search

AdWords

Ad Server / SuperTag

Display ad re-targe(ng

Customised landing pages Test&Target / SuperTag ANZ.com re-targe(ng Applica(on process

Test&Target / SuperTag

Fall-out email follow-up

December 2011

Datalicious Pty Ltd

21

Targe(ng before tes(ng

December 2011

Datalicious Pty Ltd

22

> Developing a targe(ng matrix

Purchase Cycle Segmenta(on based on: Search keywords, display ad clicks and website behaviour Access Advantage Frequent Flyers Acquisi(on message #A3 Acquisi(on message #A4 Reten(on message #R2
Datalicious Pty Ltd

Etc Acquisi(on message #A5 Acquisi(on message #A6 Reten(on message #R3

Data Points

Research, Acquisi(on considera(on message #A1 Conversion intent Reten(on, cross-sell

December 2011

Ad clicks, prod views Applica(on starts Email clicks, logins, etc

23

Acquisi(on message #A2 Reten(on message #R1

> Combining data sources

Website behavioural data

Campaign response data

+
Datalicious Pty Ltd

The whole is greater than the sum of its parts

Customer prole data

December 2011

24

> Transac(ons plus behaviours

CRM Prole
one-o collec1on of demographical data customer lifecycle metrics and key dates predic1ve models based on data mining

Site Behaviour

age, gender, address, etc

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

historical data from previous transac1ons

average order value, points, etc

+
Datalicious Pty Ltd

browsing, checkout, etc

tracking of content preferences

tracking of purchase funnel stage

products, brands, features, etc

tracking of external campaign responses

search terms, referrers, etc

tracking of internal promo1on responses

emails, internal search, etc

Updated Occasionally
December 2011

Updated Con(nuously
25

> Maximise iden(ca(on points

160% 140% 120% 100% 80% 60% 40% 20%
0 4 8 12 16 20 24 28 32 36 40 44 48

Probability of iden1ca1on through Cookies

Weeks
December 2011 Datalicious Pty Ltd 26

> Personalised URLs for direct mail

VickyCarroll.myspaday.com > redirect to > myspaday.com?

CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOer=P3& ChurnRisk=Low [...]

December 2011 Datalicious Pty Ltd 27

> Developing a tes(ng matrix

Test Test #1A Test #1B Segment Content Success Diculty Poten(al

New Acquisi(on Clicks, prospects oer A orders, etc New Acquisi(on Clicks, prospects oer B orders, etc Exis(ng customers Exis(ng customers Up-sell oer A Up-sell oer B Clicks, orders, etc Clicks, orders, etc

Low

$50k

Test #2A

High Test #2B

$75k

December 2011

Datalicious Pty Ltd

28

> The holy trinity of tes(ng

1. The headline
Have a headline! Headline should be concrete Headline should be rst thing visitors look at Dont have too many calls to ac1on Have an ac1onable call to ac1on Have a big, prominent, visible call to ac1on Logos, number of users, tes1monials, case studies, media coverage, etc
Datalicious Pty Ltd 29

2. Call to ac(on

3. Social proof
December 2011

> Best prac(ce tes(ng roadmap

Phase #1: A/B test
Test the same landing page content in completely dierent layouts Then test dierent content element combina1ons within the winning layout Con1nue tes1ng and introducing layout and content challengers
Datalicious Pty Ltd

Element #1: Prominent headline

Phase #2: MV test

Suppor1ng content

Element #2: Call to ac1on

Phase #3: Challenge

Element #3: Social proof / trust Terms and condi1ons

December 2011

30

September 2011

Datalicious Pty Ltd

31

September 2011

Datalicious Pty Ltd

32

> Use unique phone numbers

2 out of 3 callers hang up as they cannot get their informa1on fast enough. Unique phone numbers can help improve call experience.

December 2011

Datalicious Pty Ltd

33

December 2011

Datalicious Pty Ltd

34

cbartens@datalicious.com blog.datalicious.com twi<er.com/datalicious

December 2011 Datalicious Pty Ltd 35

Contact me Learn more Follow me

Data > Insights > Ac(on

December 2011

Datalicious Pty Ltd

36