ADMA Digital Analytics

>
ADMA Digital Analy-cs <

Measuring and op.mising digital
> Digital analy-cs course overview

9 am start Metrics framework Campaign tracking 15 min coee break Measuring brand Media a8ribu.on
October 2012
12.30 pm 30 min lunch Channel integra.on Re-marke.ng 15 min coee break Landing pages 4.30 pm nish
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> Digital analy-cs course rules

Get involved and be informal! Ask ques.ons, share experiences Try to leave work outside the door Phones o or on mute please Toilet break whenever you like Dierent levels of experience Be open-minded and accept feedback Im here to cri.cize, point out opportuni.es
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> Maximising course outcome

Share your expecta.ons so I can adjust Start an ac.on sheet to collect ideas Main digital analy.cs course outcomes
Dene a metrics framework Enable benchmarking across campaigns Eec.vely incorporate analy.cs into planning Understand digital data sources and their limita.ons Accurately a8ribute conversions across channels Develop strategies to extend op.misa.on past media Pull and interpret key reports in Google Analy.cs Impress with insights instead of spreadsheets
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> Introduc-ons & expecta-ons

Your name Your company Your roles & responsibili.es Knowledge gaps youre hoping to ll Something else about yourself
Ideal job Hobbies
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> About Datalicious

Datalicious was founded in November 2007 Ocial Adobe & Google Analy.cs partner 360 data agency with team of data specialists Combina.on of analysts and developers Blue chip clients across all industry ver.cals Carefully selected best of breed partners Driving industry best prac.ce with ADMA Turning data into ac.onable insights Execu.ng smart data driven campaigns
October 2012
> Smart data driven marke-ng

Using data to widen the funnel
Media AKribu-on & Modeling

Op-mise channel mix, predict sales
Targe-ng & Merchandising

Increase relevance, reduce churn
Tes-ng & Op-misa-on

Remove barriers, drive sales
Boos-ng ROMI
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> Wide range of data services

Data
PlaTorms
Insights
Analy-cs
Data mining and modelling Tableau, Splunk, SPSS, R, etc Customised dashboards Media aKribu-on analysis Marke-ng mix modelling Social media monitoring Customer segmenta-on
Ac-on
Data collec-on and processing Adobe, Google Analy-cs, etc Web and mobile analy-cs Tag-less online data capture Retail and call center analy-cs Big data & data warehousing Single customer view
Campaigns
Data usage and applica-on SiteCore, ExactTarget, etc Targe-ng and merchandising Marke-ng automa-on CRM strategy and execu-on Data driven websites Tes-ng programs
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> Best of breed partners
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> Internal product development

1 Customer rela.onship management plaform containing all data necessary to manage campaigns 2 Single customer view plaform containing all data across all (customer) touch points
Mass media Social media Digital media
CRM1
Surveys Campaigns Promo.ons Website/apps Social media eDMs/DMs
Measure
Demographics Transac.ons Campaigns
Engage
SCV2
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> Clients across all industries
November 2012
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> Metrics framework

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> AIDA and AIDAS formulas

Old media New media
Awareness
Interest
Desire
Ac-on
Sa-sfac-on
Social media
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> Simplied AIDAS funnel
Reach
(Awareness)
Engagement
(Interest & Desire)
Conversion
(Ac.on)
+Buzz
(Delight)
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> Marke-ng is about people
People reached
40%
People engaged
10%
People converted
1%
People delighted
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> Standardised roll-up metrics

People reached
40%
People engaged
10%
People converted
1%
People delighted
Unique browsers, search impressions, TV circula-on, etc
Unique visitors, site engagements, video views, etc
Online sales, online leads, store locator searches, etc
Facebook comments, Tweets, ra-ngs, support calls, etc
Response rate, Search response rate, TV response rate, etc
Conversion rate, engagement rate, checkout rate, etc
Review rate, ra-ng rate, comment rate, NPS rate, etc
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> Provide context with gures

Brand vs. direct response campaign
People reached
40%
People engaged
10%
People converted
1%
People delighted
New prospects vs. exis.ng customers
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> Provide context with gures

Brand vs. direct response campaign New prospects vs. exis.ng customers Compe..ve ac.vity, i.e. none, a lot, etc Market share, i.e. small, medium, large, et Segments, i.e. age, loca.on, inuence, etc Channels, i.e. search, display, social, etc Campaigns, i.e. this/last week, month, year, etc Products and brands, i.e. iphone, htc, etc Oers, i.e. free minutes, free handset, etc Devices, i.e. home, oce, mobile, tablet, etc
October 2012
Exercise: Google Analy-cs
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Exercise: Internal trac
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Exercise: Custom segments
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Google: google analy-cs custom variables
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> 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 conrma.on, etc
Conversion event
> Conversion funnel 2.0

Campaign responses (inbound spokes)
Oine 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, conrmed order, call back request, registra.on, product comparison, product review, forward to friend, etc
> Addi-onal success metrics

Click Through Use addi-onal metrics closer to the campaign origin
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Call back request
Store Search
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Exercise: Conversion goals
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Exercise: Sta-s-cal signicance
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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
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Google nss sample size calculator
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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? And email sends? 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
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> Conversion metrics by category
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Source: Omniture Summit, Ma8 Belkin, 2007
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> Rela-ve or calculated metrics

Bounce rate Conversion rate Cost per acquisi.on Pages views per visit Product views per visit Cart abandonment rate Average order value
> Align metrics across channels

Paid search response rate Organic search response rate Display response rate Email response rate
= website visits / paid search impressions = website visits / organic search impressions = website visits / display ad impressions = website visits / emails sent = (website visits + phone calls) / direct mail pieces sent = (website visits + phone calls) / (TV ad reach x frequency)
Direct mail response rate TV response rate

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Exercise: Metrics framework
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> Exercise: Metrics framework

Level Level 1, people Level 2, strategic Level 3, tac-cal Funnel breakdowns
Reach
Engagement
Conversion
+Buzz
> Exercise: Metrics framework

Level Level 1, people Level 2, strategic Level 3, tac-cal Funnel breakdowns
October 2012
Reach People reached Display impressions Interac-on rate, etc
Engagement People engaged
Conversion People converted
+Buzz People delighted
? ?
? ?
? ?
Exis-ng customers vs. new prospects, products, etc
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> NPS survey and page ra-ngs

Page ra.ngs
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Google: google analy-cs custom events
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> Importance of calendar events
Trac spikes or other data anomalies without context are very hard to interpret and can render data useless
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> Poten-al calendar events

Press releases Sponsored events Campaign launches Campaign changes Crea.ve changes Price changes Website changes Technical dicul.es
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Exercise: Calendar events
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> Campaign tracking

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Exercise: Track campaigns
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Google: google analy-cs url builder
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> Email click-through iden-ca-on

h8p://www.company.com/email-landing-page.html?

utm_id=neNCu& CustomerID=12345& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]

> Personalised URLs for direct mail

ChrisBartens.company.com > redirect to > company.com?

utm_id=neND& CustomerID=12345& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]

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> Exercise: Naming conven-on

Source Referrer google Medium Medium cpc Term Keyword search term a Content Crea-ve red banner Campaign Promo-on promo a
newsleKer
banner
search term b black banner
promo b
?
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?
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Google: link google analy-cs webmaster tools
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Google: link google analy-cs google adwords
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Exercise: Organic op-misa-on
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> Importance of social media

Search
Company
Promo-on
Consumer
WOM, blogs, reviews, ra-ngs, communi-es, social networks, photo sharing, video sharing
> Social as the new search
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> Measuring brand

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> Measuring brand: Search vs. social
Search Quan-ty
Social Quality
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> Media aKribu-on

> Duplica-on across channels

Paid Search Bid Mgmt
Banner Ads
Ad Server
Email Blast
Email PlaTorm
Organic Search
Google Analy-cs
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> Duplica-on across channels

Display impression Paid search Display click Organic search
Ad server cookie
Ad server cookie
Ad Server
Bid mgmt. cookie
Bid mgmt.
Analy-cs cookie
Analy-cs cookie
Analy-cs cookie
Web analy-cs
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> De-duplica-on across channels

Paid Search
Banner Ads Central Analy-cs PlaTorm Email Blast
Organic Search
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> 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 TwiKer, etc
POS kiosks, loyalty cards, etc
Call center, retail stores, etc
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Exercise: Campaign ow
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> Success aKribu-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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> First and last click aKribu-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

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> Ad clicks inadequate measure
Only a small minority of people actually click on ads, the majority merely processes them (if at all) like any other adver.sing without an immediate response so adver.sers cannot rely on clicks as the sole success measure but should instead focus on impressions delivered
> Indirect display impact
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> Full purchase path tracking

Introducer Inuencer Inuencer Closer
Paid search
Display ad clicks
Organic search
Direct site visits
Online leads
Display ad views
Aliate clicks
Social referrals
Emails, direct mail
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life-me prot
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> Full purchase path tracking

Paid search
Display ad clicks
Organic search
Direct site visits
Online leads
Display ad views
Aliate clicks
Social referrals
Emails, direct mail
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life-me prot
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> Purchase path example
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> Path across dierent segments

Channel 1
Channel 2
Channel 3
Channel 4
Product A vs. B
Channel 1
Channel 2
Channel 3
Channel 4
Clients vs. prospects
Channel 1
Channel 2
Channel 3
Product 4
Brand vs. direct resp.
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> Understanding channel mix
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What promoted your visit today? q Recent branch visit q Saw an ad on television q Saw an ad in the newspaper q Recommenda.on from family/friends q [] How likely are you to apply for a loan? q Within the next few weeks q Within the next few months q I am a customer already q [] Datalicious Pty Ltd 94
> Website entry survey

De-duped Campaign Report Greatest Inuencer on Branded Search / STS
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver.sing Aliate Marke.ng Referrals Email Marke.ng
% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%
Channel Word of Mouth Blogging & Social Media Newspaper Adver.sing Display Adver.sing Email Marke.ng Retail Promo.ons
% of Inuence 32% 24% 9% 14% 7% 14%
Conversions a8ributed to search terms that contain brand keywords and direct website visits are most likely not the origina.ng channel that generated the awareness and as such conversion credits should be re-allocated.
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> Website entry survey example
In this retail example, the exposure to retail display ads was the biggest website trac driver for direct visits as well as visits origina.ng from search terms that included branded keywords before TV, word of mouth and print ads.
> Adjus-ng for oine impact

-5 +5 -15 +15 -10 +10
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> Purchase path vs. aKribu-on

Important to make a dis.nc.on between media a8ribu.on and purchase path tracking
Not the same, one is necessary to enable the other
Tracking the complete purchase path, i.e. every paid and organic campaign touch point leading up to a conversion is a necessary requirement to be able to actually do media a8ribu.on or the alloca.on or conversion credits back to campaign touch points
Purchase path tracking is the data collec.on and media a8ribu.on is the actual analysis or modelling
> Where to track purchase path

Ad Server
Banner impressions Banner clicks + Paid search clicks
Web Analy-cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Lacking ad impressions Less granular & complex
Lacking organic visits More granular & complex
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> Purchase path data samples

Web Analy-cs data sample LAST AD IMPRESSION > SEARCH > $$$| PV $$$ AD IMPRESSION > AD IMPRESSION > SEARCH > $$$

Ad Server data sample 01/01/2012 11:45 AD IMP YAHOO HOME 01/01/2012 12:00 AD IMP SMH FINANCE 01/01/2012 12:05 SEARCH KEYWORD 07/01/2012 17:00 DIRECT 08/01/2012 15:00 $$$
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$33 $33 - $33 $100

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> Media aKribu-on models

?%
?%
?%
?%
Product A vs. B
?%
?%
?%
?%
Prospects vs. clients
?%
?%
?%
?%
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> Full vs. par-al purchase path data

Display impression
Display impression
Email response
Search response
Display impression
Display impression
Display impression
Direct visit
Display impression
Display impression
Display impression
Display response
Display impression
Display impression
Search response
Search response
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> Full vs. par-al purchase path data

Display impression
Display impression
Email response
Search response
Display impression
Display impression
5% to 65% variance in conversion aKribu-on for dierent channels due to par-al purchase path data
Display impression Display impression Direct visit
Display impression
Display impression
Display response
Display impression
Display impression
Search response
Search response
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> Purchase path for each cookie
Mobile
Home
Work
Tablet
Media
Etc
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Display impression Display impression Display response Search response
$100
0%
0%
0%
100%
Last click aKribu-on
25%
25%
25%
25%
Even aKribu-on
X%
X%
Y%
Z%
Weighted aKribu-on
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> Google Analy-cs models

The First/Last Interac-on model plus The Linear model might be used if your campaigns are designed to maintain awareness with the customer throughout the en.re sales cycle. The Posi-on Based model can be used to adjust credit for dierent parts of the customer journey, such as early interac.ons that create awareness and late interac.ons that close sales. The Time Decay model assigns the most credit to touch points that occurred nearest to the .me of conversion. It can be useful for campaigns with short sales cycles, such as promo.ons.
Exercise: AKribu-on models
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?%
?%
?%
?%
Product A vs. B
?%
?%
?%
?%
Prospects vs. clients
?%
?%
?%
?%
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> Media aKribu-on example

Even/weighted a8ribu.on
Last click a8ribu.on
COST PER CONVERSION


TV/Print
Even/weighted a8ribu.on
Website content
Internal ads
Email Direct mail

COST PER CONVERSION
Last click a8ribu.on

TOTAL CONVERSION VALUE
Increase spend
Reduce spend
Increase spend
ROI FULL PURCHASE PATH

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Exercise: Neglected keywords
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> Channel integra-on

> Tracking oine responses online

Search calls to ac.on for TV, radio, print
Unique search term only adver.sed in print so all responses from that term must have come from print Brand.com/customer-name redirects to new URL that includes tracking parameter iden.fying response as DM Survey website visitors that have come to site directly or via branded search about their media habits, etc Combine raw data from online purchase path, website entry survey and oine sales with oine media placement data in tradi.onal (econometric) media a8ribu.on model
PURLs (personalised URLs) for direct mail
Website entry survey for direct/branded visits
Combine data sets into media a8ribu.on model
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> Personalised URLs for direct mail

ChrisBartens.company.com > redirect to > company.com?

utm_id=neND& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]

> Search call to ac-on for oine
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> Econometric media modelling
Use of tradi.onal econometric modelling to measure the impact of communica.ons on sales for oine channels where it cannot be measured directly through smart calls to ac.on online (and thus cookie level purchase path data).
> Tracking oine sales online

Email click-through First login a{er purchase Unique phone numbers
Include oine sales ag in 1st email click-through URL a{er oine sale to track an assisted oine sales conversion Similar to the above method, however oine sales ag happens via JavaScript parameter dened on 1st login Assign unique website numbers to responses from specic channels, search terms or even individual visitors to match oine call center results back to online ac.vity Survey website visitors to at least measure purchase intent in case actual oine sales cannot be tracked
Website entry survey for purchase intent
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> Oine sales driven by online

Adver-sing campaign Phone sales Fullment, CRM, etc
Retail sales
Conrma-on email, 1st login
Website research
Online sales
Online sales conrma-on
Virtual sales conrma-on
Cookie
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> Email click-through iden-ca-on

h8p://www.company.com/email-landing-page.html?

utm_id=neNCu& CustomerID=12345& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]

> Login landing and exit pages

Customer data exposed in page or URL on login or logout

CustomerID=12345& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]
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> Combining data sources

Website behavioural data
Campaign response data
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The whole is greater than the sum of its parts
Customer prole data
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> Transac-ons plus behaviours

CRM Prole
one-o collec.on of demographical data customer lifecycle metrics and key dates predic.ve models based on data mining
Site Behaviour
age, gender, address, etc
protability, expira-on, etc propensity to buy, churn, etc

historical data from previous transac.ons
average order value, points, etc
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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 promo.on responses
emails, internal search, etc
Updated Occasionally
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Updated Con-nuously
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> Customer proling in ac-on

Using website and email responses to learn a li8le bite more about subscribers at every touch point to keep rening proles and messages.
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> Unique visitor overes-ma-on

The study examined data from two of the UKs 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.
Source: White Paper, RedEye, 2007
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> 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 iden.ca.on through Cookies
Weeks
> Combining targe-ng plaTorms
On-site targe.ng
O-site targe.ng
CRM
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> Re-marke-ng
> Importance of online experience

The consumer decision process is changing from linear to circular.
Considera-on set now grows during online research phase which increases importance of user experience during that phase
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Online research
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> Increase revenue by 10-20%
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APPLY NOW
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> Network wide re-targe-ng

Product A Product B Product C
Product A prospect
Product B prospect
Product C prospect
Product B prospect
Product C prospect
Product A prospect
Product A customer
Product B customer
Product C customer
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> Network wide re-targe-ng

Group wide campaign with approximate impression targets by product rather than hard budget limita-ons
Product A prospect
Product B prospect
Product C prospect
Product B prospect
Product C prospect
Product A prospect
Product A customer
Product B customer
Product C customer
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> Story telling or ad-sequencing

Message 1
Message 2
Message 3
Message 4
Product A
Message 1
Message 2
Message 3
Message 4
Product B
Message 1
Message 2
Message 3
Message 4
Product C
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> Ad-sequencing in ac-on

Marke.ng is about telling stories and stories are not sta.c but evolve over .me
Ad-sequencing can help to evolve stories over .me the more users engage with ads
> Targe-ng: Quality vs. quan-ty

30% new visitors with no previous website history aside from campaign or referrer data of which maybe 50% is useful 30% repeat visitors with referral data and some website history allowing 50% to be segmented by content anity 10% serious prospects with limited prole data
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30% exis-ng customers with extensive prole including transac.onal history of which maybe 50% can actually be iden.ed as individuals
> ANZ home page targe-ng

ANZ home page re-targe.ng and merchandising combined with landing page op.misa.on delivered an increase in oer response and conversion rates with an overall project ROI of 578%
Exercise: Re-targe-ng matrix
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> Exercise: Re-targe-ng matrix

Purchase Cycle Default, awareness Research, considera-on Purchase intent Exis-ng customer
Segmenta-on based on: Search keywords, display ad clicks and website behaviour
Data Points
Default Product view, etc Checkout, chat, etc Login, email click, etc
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> Exercise: Re-targe-ng matrix

Purchase Cycle Default, awareness Research, considera-on Purchase intent Exis-ng customer
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Segmenta-on based on: Search keywords, display ad clicks and website behaviour Default Acquisi-on message D1 Acquisi-on message D2 Acquisi-on message D3 Cross-sell message D4 Product A Acquisi-on message A1 Acquisi-on message A2 Acquisi-on message A3 Cross-sell message A4
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Product B Acquisi-on message B1 Acquisi-on message B2 Acquisi-on message B3 Cross-sell message B4
Data Points
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Google: enable remarke-ng google analy-cs
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Exercise: Remarke-ng lists
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> Unique phone numbers

2 out of 3 callers hang up as they cannot get their informa.on fast enough. Unique phone numbers can help improve call experience.
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1 unique phone number
Phone number is considered part of the brand Media origin of calls cannot be established Added value of website interac.on unknown
2-10 unique phone numbers

Dierent numbers for dierent media channels Exclusive number(s) reserved for website use Call origin data more granular but not perfect Dicult to rotate and pause numbers

10+ unique phone numbers
Dierent numbers for dierent media channels Dierent numbers for dierent product categories Dierent numbers for dierent conversion steps Call origin becoming useful to shape call script Feasible to pause numbers to improve integrity Dierent numbers for dierent website visitors Call origin and .me stamp enable individual match Call conversions matched back to search terms
100+ unique phone numbers
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> Website call center integra-on

Purchase Cycle Default, awareness Segmenta-on based on: Search keywords, display ad clicks and website behaviour Default Product A Product B Data Points
1300 000 001 1300 000 005 1300 000 009
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Research, 1300 000 002 1300 000 006 1300 000 010 considera-on Purchase intent Exis-ng customer
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1300 000 003 1300 000 007 1300 000 011 1300 000 004 1300 000 008 1300 000 012
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> Landing pages

Dont reinvent the wheel
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> Anatomy of a perfect landing page

1. 2. 3. 4. 5. 6. 7. 8. 9. Page headline and ad copy Clear and concise headlines Impeccable grammar Taking advantage of trust indicators Using a strong call to ac.on Bu8ons and call to ac.on should stand out Go easy on the number of links Use images and video that relate to copy Keep it above the fold at all .mes
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> 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 ac.on Have an ac.onable call to ac.on Have a big, prominent, visible call to ac.on
2. Call to ac-on
3. Social proof
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> Best prac-ce tes-ng roadmap

Phase 1: A/B test
Test same landing page content in dierent layouts
Element #1: Prominent headline
Phase 2: MV test
Test dierent content element combina.ons within winning layout
Suppor.ng content
Element #2: Call to ac.on
Phase 3: Repeat
Hero vs. challengers
Element #3: Social proof / trust Terms and condi.ons
Phase 4: Re-targe.ng
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> G&E Capital landing pages

Project plaforms used: Adobe SiteCatalyst and Test&Target
Before Removal of distrac.ons such as naviga.on and search op.ons resulted in increased response rates with ROI of 492%
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A{er
> Macquarie landing pages

Before Project plaforms used: Adobe SiteCatalyst and Test&Target A{er
The small things count: Simplica.on down to 1 set of bu8ons resulted in increased response rate and project ROI of 547%
> A/B vs. MV (Taguchi) method

Rather than tes.ng all combina.ons of alterna.ve page content (i.e. A/B tes.ng), the Taguchi Method (i.e. mul.variate MV tes.ng) is a way of reducing the number of dierent test scenarios (recipes) but s.ll yield useful test results. Essen.ally, the op.mal page design is predicted from the test results by analysing which page elements and element combina.ons were most inuen.al overall.
Test elements (i.e. parts of page)
3 7 4 5
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Test alterna-ves (i.e. test content)

2 2 3 4
Full set of test combina-ons (A/B)

8 128 81 1024
Reduced Taguchi test scenarios (MV)

4 8 9 16
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> Sucient sample size for tests

MV tes.ng requires a greater volume of visitors than A/B tes.ng. The volume required is dependent on:
The number of elements on the page (and how many alterna.ves for each element) Whether targe.ng specic segments is part of the test or whether you want to examine success by dierent segments of trac Expected control page conversion rates How long you can aord to have the test in market without viola.ng the test condi.ons Whether you can aord to present the test to all trac
Exercise: Sta-s-cal signicance
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How many click-throughs do you need to test 3 landing pages if you have 30,000 visitors? How many conversions do you need to test 3 landing pages if you have 30,000 visitors? How many click-throughs do you need to test 3 landing pages if you have 30,000 visitors but only expose 10% to the test?
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How many click-throughs do you need to test 3 landing pages if you have 30,000 visitors? 369 per test or 1,107 clicks in total How many conversions do you need to test 3 landing pages if you have 30,000 visitors? 369 per test or 1,107 conversions in total How many click-throughs do you need to test 3 landing pages if you have 30,000 visitors but only expose 10% to the test? 277 per test or 831 clicks in total
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> Telstra bundles pages
Telstra bundles page op.misa.on combined call center data (each page had a unique phone number) with Adobe Test&Target online data and delivered a cross-channel conversion rate increase with an ROI of 647%
> Other tes-ng considera-ons

Avoiding no results by making test execu.ons as obviously dierent as possible to consumers Limit poten.al nega.ve test impact on conversions by limi.ng the test to a smaller sample size ini.ally Avoid launching tests during major above the line campaign ac.vity as this might magnify any incremental gains of tested scenarios and the test results cant then be replicated in a non- campaign period
> Introducing hero vs. challengers
Hero #1 CTR = 1%
New hero #2 = Challenger #2
Challenger #1 CTR = 0.5%

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Challenger #2 CTR = 1.5%
Challenger #3 CTR = 1%
Challenger #4 CTR = 1%
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Exercise: Op-misa-on ideas
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> Eye tracking vs. mouse tracking

Eye tracking pros
100% accurate Controlled environment Open dialogue
Mouse tracking pros

Natural environment No observer eect Global par.cipa.on Low cost
Eye tracking cons

High costs Limited scope Observer eect
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Mouse tracking cons

No pre-dened tests No research control No visitor feedback
> Segmented heat maps are key
Independent research shows 84-88% correla.on between mouse and eye movements*
Heat map for new visitors vs. exis-ng customers
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> New approach to web design

Standard approach
Analyst iden.es issue and briefs agency Agency develops new designs, trashes some Agency or developers implement new design Some.mes mul.ple designs are tested
Try something new

Analyst iden.es issue and briefs agency (incl. current heat maps) Agency develops new designs and tests them (predic.ve heat maps) Winning designs are developed and tested (incl. new heat maps) Top performing design is implemented
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> New approach to web design

Step 1: Iden.fy problem pages Step 2: Priori.se pages for tes.ng Step 3: Pick page for tes.ng and op.misa.on Step 4: Implement and analyse heat-map Step 5: Design test and brief crea.ve agencies Step 6: Pick best designs with predic.ve heat-maps Step 7: Develop dierent page execu.ons Step 8: Execute, monitor (and rene) test Step 9: Analyse test and verify predic.ve heat-maps Step 10: Implement winning test design Step 11: Pick next page & repeat steps 3-10
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Targe-ng before tes-ng
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Exercise: Tes-ng matrix
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> Exercise: Tes-ng matrix

Test Segment Content Success Diculty Poten-al
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> Exercise: Tes-ng matrix

Test Segment Content Oer 1A Test 1 Product 1 Oer 1B Oer 1C Oer 2A Test 2 Product 2 Oer 2B Oer 2C
Success
Diculty
Poten-al
Clicks
Low
$100k
Clicks
High
$100k
> Response website design
Through uid grids and media query adjustments, responsive design enables web page layouts to adapt to a variety of screen sizes. The content of the page does not change, just the way it is displayed for each screen size.
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> Online form best prac-ce

Maximise data integrity Age vs. year of birth Free text vs. op.ons
Use auto-complete wherever possible

> Social single-sign on services

h8p://vimeo.com/16469480
Gigya.com Janrain.com
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> Garbage in, garbage out

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 eciently target crap to your customers. Faster then you could ever have yourself.
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> About Datalicious

> Short but sharp history

Datalicious was founded in November 2007 Ocial Adobe & Google Analy.cs partner 360 data agency with team of data specialists Combina.on of analysts and developers Blue chip clients across all industry ver.cals Carefully selected best of breed partners Driving industry best prac.ce with ADMA Turning data into ac.onable insights Execu.ng smart data driven campaigns
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> Smart data driven marke-ng

Using data to widen the funnel
Media AKribu-on & Modeling

Op-mise channel mix, predict sales
Targe-ng & Merchandising

Increase relevance, reduce churn
Tes-ng & Op-misa-on

Remove barriers, drive sales
Boos-ng ROMI
> Wide range of data services

Data
PlaTorms
Insights
Analy-cs
Data mining and modelling Tableau, Splunk, SPSS, etc Customised dashboards Media aKribu-on analysis Media mix modelling Social media monitoring Customer segmenta-on
Ac-on
Data collec-on and processing Adobe, Google Analy-cs, etc Web and mobile analy-cs Tag-less online data capture Retail and call center analy-cs Data warehouse solu-ons Single customer view
Campaigns
Data usage and applica-on Alterian, SiteCore, Inxmail, etc Targe-ng and merchandising Marke-ng automa-on CRM strategy and execu-on Data driven websites Tes-ng programs
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> Over 50 years of experience
Chris.an Bartens
Founder & Director Bachelor of Business Management with marke.ng focus Web analy.cs and digital marke.ng work experience Space2go, E-Lo{, Tourism Australia SuperTag founder, ADMA Analy.cs Chair, I-COM Board Member LinkedIn prole October 2012
Elly Gillis
General Manager Bachelor of Communica.ons with print and digital focus Digital marke.ng and project management work experience M&C Saatchi, Mark, Holler, Tequila, IAG, OneDigital, Telstra Australian gold medal in surf boat rowing LinkedIn prole
Michael Savio
Head of Insights Bachelor of Arts & Science with applied mathema.cs focus CRM and marke.ng research and analy.cs work experience ANZ Bank, Australian Bureau of Sta.s.c, DBM Consultants ADMA lecturer on marke.ng tes.ng LinkedIn prole
Chaoming Li
Head of Data Bachelor of Technology with microelectronics focus So{ware and website development work experience Standards Australia, DF Securi.es, Globiz, Etang Developing his own CMS plaform LinkedIn prole 207
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> Best of breed partners
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> Clients across all industries
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> Great customer feedback

[] Datalicious quickly earned our respect and condence [] understand our business needs, deliver value, push our thinking []. Likeable, transparent and trustworthy. I would be happy to recommend Datalicious to anyone. Murray Howe, Execu.ve Manager, Suncorp Group "[] Datalicious brought with them best prac@ce analy@cs to demonstrate the true value of our marke@ng dollars [] have become a cri;cal business partner [] provided great insights which have driven key business decisions. Trang Young, Senior Marke.ng Manager, E*Trade Australia The Datalicious guys are great to work along side [] 'no stone unturned' approach to nding solu@ons to challenges [] knowledge and passion for web analy@cs and best of breed web op;miza;on was second to none Steve Brown, Senior Business Analyst, Vodafone [] The Vodafone implementa@on of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 []. It is an amazing founda@on for taking ac@on on the data and improving ROI. Adam Greco, Consul.ng Lead, Omniture

"[] Datalicious understand the value of informa@on and how to leverage it using best of breed soFware. I would recommend the team without hesita@on [...]." James Fleet, Marke.ng Director, Appliances Online "[...] Datalicious have been in;mately involved in building our analy;cs solu;on. Most importantly their knowledge of best prac@ce combined with innova@ve solu@ons has allowed our business to remain nimble and current. They are also nice guys." Tzvi Balbin, Group Digital Marke.ng Lead, Catch of the Day "[...] Datalicious are helping us to move from a last click campaign measurement model to a more accurate media aGribu@on approach. [...] poten;al to signicantly change our media planning [...]. Highly recommended." Keith Mirgis, Senior Digital & Social Media Marke.ng Manager, Telstra "We engaged Datalicious to support a strategic change in our business [...] understand our customers [and their transac@ons] beGer to ensure we retained as many as possible [...]" Natalie Farrell, Direct Marke.ng Manager, Luxoca
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> About SuperTag

> The Datalicious SuperTag

Conversion Tracking Any JavaScript Conversion De-duping
Web Analy-cs
SuperTag
Media AKribu-on
Live Chat A/B Tes-ng Heat Maps
Behavioral Targe-ng
Easily implement and update any tag on any websites without or limited IT involvement De-duplicate conversions for CPA deals and align repor.ng gures across plaforms Collect accurate mul.-channel media a8ribu.on data to provide advanced insights Enable advanced features such as targe.ng, tes.ng and chat to op.mise user experience
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> Unique SuperTag architecture

Injec.ng JavaScript tags into the page based on business rules using the SuperTag top and bo8om containers. The SuperTag top and bo8om containers are JavaScript func.ons called in the page code just a{er the opening <body> tag and just before the closing </body> tag on all page across all domains. T
SuperTag
superT.t()
superT.b()
One tag for all sites and plaforms Hosted internally or externally Fast tag implementa.on/updates Increase analy.cs data accuracy Enables code tes.ng on live site Enables heat map implementa.on Enables A/B and MV test execu.on Enables cross-channel re-targe.ng Enables phone number targe.ng
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> Overcoming team barriers
Marke-ng
SuperTag
Technology
Easy to use online user interface enabling marketers to manage tags without intensive technology support
> Cross-plaTorm integra-on

Web Analy-cs Heat Maps Targe-ng Live Chat Tes-ng CRM/eDMs Paid Search Ad Servers Aliates DFPs
SuperTag
Centralised uniform business rules to trigger conversions and segment visitors across mul.ple marke.ng plaforms
> Conversion de-duplica-on

Paid search Bid Mgmt
Display ads
Ad server
SuperTag
Aliate referral
Aliate system
Centralised business rules to enable accurate conversion de-duplica.on across mul.ple marke.ng plaforms
Easy to use drag & drop interface to manage tags

Flexible business rule builder to suit all scenarios

Implement & maintain web analy-cs without IT

New more powerful re-targe-ng segment builder

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Turn any page element into data or tes-ng areas
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> SuperTag deployment op-ons

Manual JavaScript management Email/FTP JavaScript publishing JavaScript hos-ng on client server Client website
Dedicated Github client code archive
CDN = Content delivery network
JavaScript hos-ng on client CDN
Client website
SuperTag JavaScript management
Real--me JavaScript publishing
JavaScript hos-ng on SuperTag CDN
Client website
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> Unique selling points (USPs)

Superior plaform architecture for more exibility
Turn any page element into variables for data collec.on or business rules for tag execu.on Cross-plaform integra.on and data exchange Splunk integra.on for advanced data mining
Superior tes.ng, deployment and audit features No lock-in, stop using the SuperTag at any .me All inclusive pricing structure incen.vizing use
Tes.ng of tags & business rules on the live website Complete audit trail of all tag changes and tests External and internal JavaScript hos.ng available Perpetual JavaScript usage rights & Github archive
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> Blue chip SuperTag clients
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"Managing third party tags has never been easier [...] simplicity of seSng business rules [...] reduc;on in CPA [...]. Jason Lima, Online Marke.ng, IMB "[...] SuperTag tool is so easy to use [...]. Live tes@ng is par@cularly useful [...] highly recommended [...]." Helene Cameron-Heslop, Analyst, Appliances Online "SuperTag speeds up tag implementa@on and gives us increased exibility [...] manage media and website analy;cs [...]. Alex Crompton, Head of Digital, Aussie
cbartens@datalicious.com blog.datalicious.com twiKer.com/datalicious

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ADMA Digital Analytics

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>

ADMA Digital Analy-cs <

> Digital analy-cs course overview

Datalicious Pty Ltd

> Digital analy-cs course rules

> Maximising course outcome

> Introduc-ons & expecta-ons

> About Datalicious

> Smart data driven marke-ng

Media AKribu-on & Modeling

Targe-ng & Merchandising

Tes-ng & Op-misa-on

> Wide range of data services

Datalicious Pty Ltd

> Best of breed partners

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> Internal product development

Mass media Social media Digital media

Surveys Campaigns Promo.ons Website/apps Social media eDMs/DMs

Datalicious Pty Ltd

> Clients across all industries

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> Metrics framework

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> AIDA and AIDAS formulas

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> Simplied AIDAS funnel

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> Marke-ng is about people

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> Standardised roll-up metrics

Unique browsers, search impressions, TV circula-on, etc

Unique visitors, site engagements, video views, etc

Online sales, online leads, store locator searches, etc

Facebook comments, Tweets, ra-ngs, support calls, etc

Response rate, Search response rate, TV response rate, etc

Conversion rate, engagement rate, checkout rate, etc

Review rate, ra-ng rate, comment rate, NPS rate, etc

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> Provide context with gures

New prospects vs. exis.ng customers

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Datalicious Pty Ltd

> Provide context with gures

Exercise: Google Analy-cs

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Exercise: Internal trac

Datalicious Pty Ltd

Exercise: Custom segments

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Google: google analy-cs custom variables

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> Conversion funnel 1.0

> Conversion funnel 2.0

Landing page (hub)

Success events (outbound spokes)

> Addi-onal success metrics

Call back request

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Exercise: Google Analy-cs

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Exercise: Conversion goals

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