ADMA Data Day Marketing Data Strategy Workshop

>
Marke(ng Data Strategy <

Smart data driven marke-ng
> Short but sharp history
  Datalicious was founded late 2007
  Strong Omniture web analy-cs history
  Now 360 data agency with specialist team
  Combina-on of analysts and developers
  Carefully selected best of breed partners
  Driving industry best prac-ce (ADMA)
  Turning data into ac-onable insights
  Execu-ng smart data driven campaigns
May 2011 © Datalicious Pty Ltd 2
> Smart data driven marke(ng
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
Boost ROAS
> Wide range of data services
Data Insights Ac(on

PlaIorms Analy(cs Campaigns

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 Tableau, SpoIire, SPSS, etc Alterian, SiteCore, Inxmail, etc

Tag-‐less online data capture Media a;ribu(on models Targe(ng and merchandising

End-‐to-‐end data plaIorms Market and compe(tor trends Internal search op(misa(on

IVR and call center repor(ng Social media monitoring CRM strategy and execu(on

Single customer view Customer profiling Tes(ng programs


> Clients across all industries

> Data driven marke(ng
  What is data driven marke-ng?
  Self assessment: Your capabili-es
  Strategies for effec-ve data collec-on
  Campaign development and data integrity
  Effec-ve mul--‐channel campaign execu-on
  Analysis and performance measurement
  In-‐sourcing or outsourcing

Clive Humby: Data is the new oil

> Major data categories
Campaign data
TV, print, call center, search,
web analy-cs, ad serving, etc

Campaigns Customers Customer data
Direct mail, call center, web
analy-cs, emails, surveys, etc

Consumer data
Geo-‐demographics, search,
Compe(tors Consumers social, 3rd party research, etc

Compe(tor data
Search, social, ad spend, 3rd
party research, news, etc

> 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, shi] 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

Oil and data come at a price

> Google Ngram: Privacy

Collec(ng data
for the sake of it
or to add value
to customers?

> Privacy vs. data benefits policy
  Do not hide behind small print
  Use plain English in your privacy policy
  Explain exactly what data you are recording
  Explain why you are recording the data
  Explain the benefits for the consumer
  Provide opt-‐out and feedback op-ons
  Make opt-‐outs a KPI not just opt-‐ins
= Data benefits and privacy policy
Exercise: Marke(ng mix

Product
Partners Price
Marke(ng
Process
Mix
Place
People Promo(on
Physical
Evidence
Targe(ng
The right message

Via the right channel
To the right person
At the right -me

> Increase revenue by 10-‐20%
Capture internet traffic
Capture 50-‐100% of fair market share of traffic
Increase consumer engagement

Exceed 50% of best compe-tor’s engagement rate
Capture qualified leads and sell

Convert 10-‐15% to leads and of that 20% to sales
Building consumer loyalty

Build 60% loyalty rate and 40% sales conversion
Increase online revenue

Earn 10-‐20% incremental revenue online

> New consumer decision journey
The consumer decision process is changing from linear to circular.

> 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.
> Coordina(on across channels
Genera(ng Crea(ng Maximising
awareness engagement revenue
TV, radio, print, Retail stores, in-‐store Outbound calls, direct

outdoor, search kiosks, call centers, mail, emails, social
marke-ng, display brochures, websites, media, SMS, mobile
ads, performance mobile apps, online apps, etc
networks, affiliates, chat, social media, etc
social media, etc
Off-‐site On-‐site Profile

targe(ng targe(ng targe(ng

> Combining targe(ng plaIorms
Off-‐site
targe-ng
Profile On-‐site
targe-ng targe-ng

November 2010 © Datalicious Pty Ltd 24
Take a closer
look at our
cash flow
solu(ons
> Affinity re-‐targe(ng in ac(on
Different type of
visitors respond to
different ads. By
using category
affinity targe-ng,
response rates are
li]ed significantly
across products.
CTR By Category Affinity

Message
Postpay Prepay Broadb. Business
Blackberry Bold - - - +
Google: “vodafone 5GB Mobile Broadband - - + -
omniture case study” Blackberry Storm + - + +
or h;p://bit.ly/de70b7 12 Month Caps - + - +

> 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
> Prospect targe(ng parameters

> Sample site visitor composi(on
30% new visitors with no 30% repeat visitors with
previous website history referral data and some
aside from campaign or website history allowing
referrer data of which 50% to be segmented by
maybe 50% is useful content affinity
30% exis(ng customers with extensive 10% serious

profile including transac-onal history of prospects
which maybe 50% can actually be with limited
iden-fied as individuals profile data

> Search call to ac(on for offline

> PURLs boos(ng DM response rates
Text

> Unique phone numbers
  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
–  Different numbers for different media channels
–  Exclusive number(s) reserved for website use
–  Call origin data more granular but not perfect
–  Difficult to rotate and pause numbers

> Unique phone numbers
  10+ unique phone numbers
–  Different numbers for different media channels
–  Different numbers for different product categories
–  Different numbers for different conversion steps
–  Call origin becoming useful to shape call script
–  Feasible to pause numbers to improve integrity
  100+ unique phone numbers
–  Different numbers for different website visitors
–  Call origin and -me stamp enable individual match
–  Call conversions matched back to search terms

> Jet Interac(ve phone call data

> Poten(al calls to ac(on
  Unique click-‐through URLs Calls to ac(on
  Unique vanity domains or URLs can help shape
  Unique phone numbers the customer
  Unique search terms experience not
just evaluate
  Unique email addresses
responses
  Unique personal URLs (PURLs)
  Unique SMS numbers, QR codes
  Unique promo-onal codes, vouchers
  Geographic loca-on (Facebook, FourSquare)
  Plus regression analysis of cause and effect

> The consumer data journey
To transac(onal data To reten(on messages
From suspect to prospect To customer

Time Time
From behavioural data From awareness messages

> Combining data sources
Website behavioural data
Campaign response data

+ The whole is greater
than the sum of its parts
Customer profile data

> Transac(ons plus behaviours
CRM Profile Site Behaviour

one-‐off collec-on of demographical data tracking of purchase funnel stage
+
age, gender, address, etc browsing, checkout, etc
customer lifecycle metrics and key dates tracking of content preferences
profitability, expira(on, etc products, brands, features, etc
predic-ve models based on data mining tracking of external campaign responses
propensity to buy, churn, etc search terms, referrers, etc
historical data from previous transac-ons tracking of internal promo-on responses
average order value, points, etc emails, internal search, etc
Updated Occasionally Updated Con(nuously

> Customer profiling in ac(on
Using website and email responses
to learn a lille bite more about
subscribers at every
touch point to keep
refining profiles
and messages.

> Online form best prac(ce
Maximise data integrity
Age vs. year of birth
Free text vs. op-ons
Use auto-‐complete
wherever possible
Exercise: Enriching profiles

> Exercise: Enriching profiles
CRM Profile Site Behaviour
? + ?
Exercise: Customer IDs

> Exercise: Customer IDs
To transac(onal data To reten(on messages
From suspect to prospect To customer

Time Time
From behavioural data From awareness messages

> Enhancing data sources
Customer profile data
Geo-‐demographic data
+ The whole is greater
than the sum of its parts
3rd party data

> Geo-‐demographic segments

Event sponsor presenta(on

transcape
data solu,ons

Magazine
Mail
E-‐commerce
Order Subscribers
Catalog
customers
Buyers
transcape Buyer File
1 Buyer File
Buyer File
2
7
Buyer File
Buyer File
3
6
Buyer File Buyer File

5 4
"IMP have been working with Alliance Data ever since they launched and have using
their Australian & NZ data with great success across a range of products"
Victoria Coleman
Media Manager
International Masters Publishers
transcape
Selectable by:
Recency Frequency Money

Recency Count Frequency Count Spend Count
0 to 6 mo. 371,012 1 x 734,436 Less Than $25 138,346
$25 -‐ $50 131,671
6 to 12 mo. 269,457 2 x 206,257
$50 -‐ $100 324,512
12 to 18 mo. 295,601 3x 110,751 $100 -‐ $250 329,338
18 to 24 mo. 397,162 4+ 281,788 $250+ 409,365
Total 1,333,232 Total 1,333,232 Total 1,333,232
transcape
Selectable by: Income
Age
Gender
Female Male
RFM Segmenta(on (house file)
0-‐6 mo. 7-‐12 mo. 13-‐24 mo. 25-‐36 mo. 37mo.+

<$10 1.20% 0.70% 0.50% 0.30% 0.10%
$10-‐$24 1.50% 0.90% 0.70% 0.40% 0.20%
$25-‐$49 1.80% 1.20% 1.00% 0.50% 0.30%
$50-‐$99 2.00% 1.70% 1.20% 0.80% 0.40%
$100-‐$249 2.50% 2.10% 1.50% 1.10% 0.50%
$250+ 3.00%+ 2.20% 2.00% 1.40% 0.70%

450,000
50,000 Buyers
Last bought from YOU
25-‐36 mo., $25-‐$49
Response Rate = 0.50%
transcape
35,000
50,000 Buyers matches
1 .4 million names

Last bought from you Response Rate = 0.50
0.90% %
25-‐36 mo., $25-‐$49 Universe = 50,000
35,000
20,000
Have also
Frequency =
bought
1+
3x
2x
1x e lsewhere
Recency
Value 0-‐12 mo. 12-‐24 mo. 25+ mo.
<$25 0.50% 0.30% 0.10%
$25-‐49 0.70% 0.50% 0.30%
$50-‐$99 0.90% 0.70% 0.50%
$100+ 1.10% 0.90% 0.70%
Further op(mise your house file segments

Transac(onal
Demographic
Geographic Data
GeoSmart Segments
Geodemographic Profile Standard Normalised
# Description transcape % Client %
Index Index
1 Prestige 1.41 5.45 387.36 6.46
2 High Status Urban 1.11 0.63 56.99 -1.00
GeoSmart Groups 3 Desirable Suburban 2.36 7.35 310.86 8.82
4 Affluent Family 1.95 3.68 188.64 3.57
5 High Density Urban 1.07 0.44 41.39 -1.19
Standard Normalised 6 Urban Bohemian 1.25 0.32 25.28 -1.45
# Description transcape % Client %
Index Index 7 Affluent Multicultural 1.23 3.11 252.98 3.52
1 High Status Stronger Family 15.11 34.28 226.88 44.39 8 High Status Suburban 2.39 7.48 313.22 8.99
2 High Status Weaker family 5.18 5.51 106.38 0.76 9 Coastal Emplty Nest & Retirement 1.92 1.77 92.26 -0.34
10 Desirable Urban 1.75 4.12 235.94 4.59
3 Mid Status Stronger Family 24.90 25.54 102.55 1.64 11 High Status Family 2.80 0.63 22.65 -3.22
4 Mid Status Weaker family 4.83 6.97 144.43 4.79 12 Mature Affluent Suburban 1.06 4.82 456.31 5.57
5 Low Status Stronger Family 25.02 10.46 41.79 -31.28 13 Aspiring Family 2.89 3.11 107.37 0.48
6 Low Status Weaker family 9.51 11.47 120.66 4.61 14 Mid Status Family Starter 1.69 1.65 97.77 -0.08
15 Affluent Seachange 1.64 1.20 73.50 -0.96
7 Disadvantaged 13.70 4.69 34.24 -16.88 16 Established Multicultural Suburban 2.70 1.90 70.43 -1.75
8 Unclassified 1.75 1.08 61.50 -1.44 17 Urban Lifestyle 0.68 0.70 102.68 0.04
18 Mid Status Suburban 3.01 5.32 176.69 4.90
19 Provincial Fringe 2.11 0.82 39.08 -2.39
20 Metro Fringe 0.87 1.90 218.14 2.02
21 Mid Status Urban 1.66 4.75 285.75 5.58
22 Mixed Multicultural Suburban 0.87 0.13 14.49 -0.89
23 Mining 1.41 1.52 107.92 0.25
24 Mid Status Young Family 3.21 1.39 43.40 -3.53
25 Mature Mid Status Family 4.50 6.59 146.45 4.65
26 Multicultural Urban Lifestyle 0.57 0.00 0.00
27 University Enclaves 0.36 0.51 139.57 0.31
28 Holiday Lifestyle 0.45 0.25 56.21 -0.41
29 Multicultural Mixed Urban 1.10 0.76 69.17 -0.74
30 Establishing Multicultural Family 1.98 0.82 41.66 -2.19
31 Elderly Enclaves 1.15 0.51 44.19 -1.24
32 Establishing Provincial family 2.91 1.20 41.44 -3.24
33 New Age Lifestyle 0.91 0.95 105.02 0.10
34 Mature Provincial Suburban 4.30 1.01 23.60 -5.01
35 Mixed Suburban 0.96 0.19 19.82 -1.07
36 Inland Rural Fringe 1.43 3.36 234.37 3.72
37 Established Multicultural family 1.31 0.13 9.69 -1.16
38 Provincial Mixed Urban 2.17 0.82 37.94 -2.48
39 Low Status Rural Fringe 1.93 0.51 26.25 -2.25
40 Family Achiever 1.91 0.51 26.59 -2.23
41 Old European Blue Collar 1.03 0.95 91.95 -0.19
42 Established Blue Collar Suburban 3.04 6.59 217.10 7.15
43 Blue Collar Family 3.10 2.60 83.72 -1.14
44 Provincial Blue Collar Suburban 5.65 1.77 31.43 -6.73
45 Middle Eastern Multicultural 0.77 0.00 0.00
46 Poor Mixed Urban 1.14 0.82 72.07 -0.70
47 Low Status Mixed Multicultural 1.39 0.70 50.00 -1.40
48 Small Town Blue Collar Suburban 4.39 1.58 36.10 -5.12
49 Established Asian 0.60 0.00 0.00
50 Mobile Holiday Accommodation 0.21 0.13 60.52 -0.17
51 Elderly Provincial Urban 2.04 0.70 34.12 -2.38
52 Provincial Battler 2.93 0.76 25.98 -3.43
53 High Density Welfare 0.16 0.00 0.00
54 Suburban Welfare 0.83 0.00 0.00
55 Indigenous & Remote 1.62 1.08 66.49 -1.17
56 Unclassified 0.13 0.00
transcape
data solu,ons

Thank you!
Exercise: Targe(ng matrix

> Exercise: Targe(ng matrix
Purchase Segments: Colour, price, Media Data
Cycle product affinity, etc Channels Points
Default,
awareness
Research,
considera(on
Purchase
intent
Reten(on,
up/cross-‐sell

> Exercise: Targe(ng matrix
Purchase Segments: Colour, price, Media Data
Cycle product affinity, etc Channels Points
Default, Have you Have you Display,

Default
awareness seen A? seen B? search, etc
Research, A has great B has great Search, Ad clicks,

considera(on features! features! website, etc prod views
Purchase A delivers B delivers Website, Cart adds,

intent great value! great value! emails, etc checkouts
Reten(on, Why not Why not Direct mails, Email clicks,

up/cross-‐sell buy B? buy A? emails, etc logins, etc

Exercise: Marke(ng automa(on

> 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.”
Plan to fail …
> Develop a tes(ng matrix
Test Segment Content KPIs Poten(al Results

> Develop a tes(ng matrix
Test Segment Content KPIs Poten(al Results
New Conversion Next step,

Test #1A
prospects form A order, etc ? ?
Test #1B
prospects form B order, etc ? ?
Test #1N
prospects form N order, etc ? ?
? ? ? ? ? ?
> AIDA and AIDAS formulas
Old media
New media
Awareness Interest Desire Ac(on Sa(sfac(on
Social media

> Simplified AIDAS funnel
Reach Engagement Conversion +Buzz

(Awareness) (Interest & Desire) (Ac-on) (Sa-sfac-on)

> Marke(ng is about people
People People People People

reached 40% engaged 10% converted 1% delighted

> Addi(onal funnel breakdowns
Brand vs. direct response campaign
People People People People

reached 40% engaged 10% converted 1% delighted
New prospects vs. exis-ng customers

New vs. returning visitors

AU/NZ vs. rest of world

> Poten(al funnel breakdowns
  Brand vs. direct response campaign
  New prospects vs. exis-ng customers
  Baseline vs. incremental conversions
  Compe--ve ac-vity, i.e. none, a lot, etc
  Segments, i.e. age, loca-on, influence, 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
  Offers, i.e. free minutes, free handset, etc
  Devices, i.e. home, office, mobile, tablet, etc

> Developing a metrics framework
Level Reach Engagement Conversion +Buzz
Level 1,
people
Level 2,
strategic
Level 3,
tac(cal
Funnel
breakdowns

> Developing a metrics framework
Level Reach Engagement Conversion +Buzz
Level 1 People People People People

People reached engaged converted delighted
Level 2 Display
Strategic impressions ? ? ?
Level 3 Interac(on
Tac(cal rate, etc ? ? ?
Funnel
Exis(ng customers vs. new prospects, products, etc
Breakdowns

> Establishing a baseline
Switch all adver-sing off for a period

of -me (unlikely) or establish a smaller
control group that is representa-ve of
the en-re popula-on (i.e. search term,
geography, etc) and switch off selected
channels one at a -me to minimise
impact on overall conversions.

> Importance of calendar events
Traffic spikes or other data anomalies without context are

very hard to interpret and can render data useless
> Out-‐sourcing or in-‐sourcing?
Year 1 Year 2
Year 3
PlaIorms Training Support

Degree of in-‐house control and sophis-ca-on
Reduce vendor reliance

to absolute minimum
Start taking control of but consider the value
technology and data, of support agreements
shi] vendor focus to for both maintenance
Engage third par-es
enhancements and the as well as updates on
with more experience
provision of training market innova-ons and
to get started and to
implement technology for internal resources new features.
Time, Control

Contact me
cbartens@datalicious.com

Learn more
blog.datalicious.com

Follow me
twi;er.com/datalicious

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>

Marke(ng Data Strategy <

Media A;ribu(on & Modeling

Op(mise channel mix, predict sales

Targeted Direct Marke(ng

Tes(ng & Op(misa(on

Data Insights Ac(on

May 2011 © Datalicious Pty Ltd 4

May 2011 © Datalicious Pty Ltd 5

May 2011 © Datalicious Pty Ltd 6

May 2011 © Datalicious Pty Ltd 7

May 2011 © Datalicious Pty Ltd 8

Data is fully owned

May 2011 © Datalicious Pty Ltd 9

May 2011 © Datalicious Pty Ltd 11

May 2011 © Datalicious Pty Ltd 12

May 2011 © Datalicious Pty Ltd 13

May 2011 © Datalicious Pty Ltd 15

The right message

May 2011 © Datalicious Pty Ltd 17

Increase consumer engagement

Capture qualiﬁed leads and sell

Building consumer loyalty

Increase online revenue

May 2011 © Datalicious Pty Ltd 18

May 2011 © Datalicious Pty Ltd 19

TV, radio, print, Retail stores, in-­‐store Outbound calls, direct

Oﬀ-­‐site On-­‐site Proﬁle

May 2011 © Datalicious Pty Ltd 22

May 2011 © Datalicious Pty Ltd 23

CTR By Category Aﬃnity

May 2011 © Datalicious Pty Ltd 26

Ad-­‐sequencing can help to

May 2011 © Datalicious Pty Ltd 28

30% exis(ng customers with extensive 10% serious

May 2011 © Datalicious Pty Ltd 30

May 2011 © Datalicious Pty Ltd 31

May 2011 © Datalicious Pty Ltd 33

May 2011 © Datalicious Pty Ltd 34

May 2011 © Datalicious Pty Ltd 35

May 2011 © Datalicious Pty Ltd 36

May 2011 © Datalicious Pty Ltd 37

From suspect to prospect To customer

From behavioural data From awareness messages

May 2011 © Datalicious Pty Ltd 38

Website behavioural data

Campaign response data

Customer proﬁle data

May 2011 © Datalicious Pty Ltd 39

CRM Proﬁle Site Behaviour

Updated Occasionally Updated Con(nuously

May 2011 © Datalicious Pty Ltd 40

May 2011 © Datalicious Pty Ltd 41

May 2011 © Datalicious Pty Ltd 43

CRM Proﬁle Site Behaviour

May 2011 © Datalicious Pty Ltd 45

From suspect to prospect To customer

From behavioural data From awareness messages

May 2011 © Datalicious Pty Ltd 46

Customer proﬁle data

3rd party data

May 2011 © Datalicious Pty Ltd 47

May 2011 © Datalicious Pty Ltd 48

TV, radio, print, Retail stores, in-‐store Outbound calls, direct

Oﬀ-‐site On-‐site Proﬁle

Ad-‐sequencing can help to

0-‐6 mo. 7-‐12 mo. 13-‐24 mo. 25-‐36 mo. 37mo.+

$10-‐$24 1.50% 0.90% 0.70% 0.40% 0.20%

$25-‐$49 1.80% 1.20% 1.00% 0.50% 0.30%

$50-‐$99 2.00% 1.70% 1.20% 0.80% 0.40%

$100-‐$249 2.50% 2.10% 1.50% 1.10% 0.50%

$25-‐49 0.70% 0.50% 0.30%

$50-‐$99 0.90% 0.70% 0.50%