ADMA Data and Analytics Council

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 [email protected]


ADMA Councils

•  Data & Analy*cs •  Agency •  Contact Centre •  Digital •  Mail •  Mul*-‐Channel Acquisi*on •  Rela*onship Marke*ng Customer Management


Survey Results Abramo Lerado General Manager

Ac*on Mailing Lists Ltd


Methodology


•  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?


Simplified to ‘Yes’, ‘No’ & ‘Neutral’

How much emphasis is placed on analy*cs and data in your company?


Do you *e sales back to a campaign and/or media channel?


62% /e sales data back


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?


Only 41% incorporate Web Analy/cs data

‘Yes’ responses only

Do you use Marke*ng Automa*on Soaware and which one?


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


•  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


De-‐duplica*on across channels


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


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


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


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


Data Journey & Whitepapers


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





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


Email [email protected]





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

ADMA Data and Analytics Council

Technology

single customer

email councilsadma

data journey

analycs

loyalty amp

sales back

tesng amp

metrics alribu