ADMA Data and Analytics Council
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Data & Analy*cs Council
Tonight
• ADMA Councils • Industry survey results • Media a:ribu*on, an introduc*on • Data & Analy*cs Council Roadmap
• Drinks & Networking
Australian Direct Marke*ng Associa*on
ADMA Councils
• Groups of marketers interested in specific areas of marke*ng
• Any ADMA member employee can join • You can join as many councils as you like! • Email councils@adma.com.au
Australian Direct Marke*ng Associa*on
ADMA Councils
• Data & Analy*cs • Agency • Contact Centre • Digital • Mail • Mul*-‐Channel Acquisi*on • Rela*onship Marke*ng Customer Management
Australian Direct Marke*ng Associa*on
Survey Results Abramo Lerado General Manager
Ac*on Mailing Lists Ltd
Australian Direct Marke*ng Associa*on
Methodology
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• Online survey to current ADMA members to obtain a basic understanding of how data and analy*cs is used in member organisa*ons
• Collec*on points: – Online ADMA blog
– ADMA Data Council eNewsle:er & event informa*on eDM
• Completed responses only, used in the analysis where Total Responses = 134, Used Responses = 78
• Data collected over the period May 20 – August 12, 2010
Are you using web analy*cs?
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Simplified to ‘Yes’, ‘No’ & ‘Neutral’
How much emphasis is placed on analy*cs and data in your company?
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Do you *e sales back to a campaign and/or media channel?
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62% /e sales data back
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Of which – 59% do not use Web Analy/cs
Do you *e sales back to a campaign and/or media channel?
Do you have a single customer view?
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Only 41% incorporate Web Analy/cs data
‘Yes’ responses only
Do you use Marke*ng Automa*on Soaware and which one?
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Most of the respondents s/ll aren’t using marke/ng automa/on soHware yet. Those that did, use the below
NB: Sample size is very small, 34
Insight
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• Although respondents suggested a high affinity towards the incorpora*on of data in their organisa*on – responses suggested otherwise: – Tracking sales back to media channels must include those ac*vi*es
that occur online. Organic channels will always have some impact on sales even if there is no online paid media
– Having a Single Customer View will incorporate those touch points that your consumer has online and those that it has offline. Offline data is only half the story
– Value of Web Analy*cs isn’t understood within companies – placing weight on Data and Analy*cs should require the heavy incorpora*on of data from a Web Analy*cs plahorm
Media ALribu/on Chris*an Bartens Managing Director Datalicious Pty Ltd
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De-‐duplica*on across channels
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Banner Ads
Email Blast
Paid Search
Organic Search
$ Bid Mgmt
Ad Server
Email PlaQorm
Google Analy/cs
$
$
$
Central Analy/cs PlaQorm
$
$
$
Success a:ribu*on models
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Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate Referral $100
Success $100
Success $100
Banner Ad
Paid Search
Organic Search $100
Success $100
Last channel gets all credit
First channel gets all credit
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success $100
All channels get par/al credit
Paid Search
First and last click a:ribu*on
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Chart shows percentage of channel touch points that lead to a conversion.
Neither first nor last-‐click measurement would provide true picture
Paid/Organic Search
Emails/Shopping Engines
Full path to purchase
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Closer
SEM Generic
Banner View
TV Ad
Influencer Influencer $
Banner Click $
SEO Generic
Affiliate Click $
SEO Branded
Direct Visit
Email Update Abandon
Direct Visit
Social Media
SEO Branded
Introducer
Understanding the channel mix
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Data Journey & Whitepapers
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To reten/on messages To transac/onal data
From suspect to To customer
From behavioural data From awareness messages
Time Time prospect
Purchase
Iden*fica*on
Data Journey & Whitepapers
Australian Direct Marke*ng Associa*on
To reten/on messages To transac/onal data
From suspect to To customer
From behavioural data From awareness messages
Time Time prospect
Defining A Metrics Framework
Media Segmenta/on & Targe/ng
Trigger Based Marke/ng
Contact Preferences
Single Customer View
Value Segmenta/on
Loyalty & Reward Alloca/on
Mul/-‐Channel CRM
Campaign Tracking & Media
ALribu/on
Behavioral Targe/ng
Tes/ng & Op/misa/on
Purchase
Iden*fica*on
Whitepaper Champions
• Defining Metrics Frameworks – Chris*an Bartens, Datalicious
• Campaign Tracking & Media A:ribu*on – Chris*an Bartens, Datalicious
• Trigger Based Marke*ng – Will Scully-‐Power, Datara*
• Loyalty & Reward Alloca*on – David Kerr, SEMA
Australian Direct Marke*ng Associa*on
Email councils@adma.com.au
Australian Direct Marke*ng Associa*on
To reten/on messages To transac/onal data
From suspect to To customer
From behavioural data From awareness messages
Time Time prospect
Defining A Metrics Framework
Media Segmenta/on & Targe/ng
Trigger Based Marke/ng
Contact Preferences
Single Customer View
Value Segmenta/on
Loyalty & Reward Alloca/on
Mul/-‐Channel CRM
Campaign Tracking & Media
ALribu/on
Behavioral Targe/ng
Tes/ng & Op/misa/on
Purchase
Iden*fica*on
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