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Datadrivenmarke-ngIncreasingcampaignresponserates
throughdatadriventarge3ng
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Dataliciouscompanyhistory
Dataliciouswasfoundedinlate2007 StrongOmniturewebanaly3cshistory 1of4OmnitureServicePartnersglobally Now60dataagencywithspecialistteam Combina3onofanalystsanddevelopers Makingdataaccessibleandac3onable Evangelizingsmartdatadrivenmarke3ng Drivingindustrybestprac3ce(ADMA)October2010 DataliciousPtyLtd 2
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Datadrivenmarke-ng
October2010 DataliciousPtyLtd
Mediaa8ribu-onOp-misingchannelmix
Tes-ngImprovingusability
$$$
Targe-ngIncreasingrelevance
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Theconsumerdatajourney
October2010 DataliciousPtyLtd 5
Toreten-onmessagesTotransac-onaldata
Fromsuspectto Tocustomer
Frombehaviouraldata Fromawarenessmessages
TimeTime
prospect
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Coordina-onacrosschannels
October2010 DataliciousPtyLtd 6
Offsitetarge-ng
Onsitetarge-ng
Profiletarge-ng
Genera-ngawareness
Crea-ngengagement
Maximisingrevenue
TV,radio,print,
outdoor,searchmarke3ng,display
ads,performance
networks,affiliates,
socialmedia,etc
Retailstores,call
centers,brochures,websites,landing
pages,mobileapps,
onlinechat,etc
Outboundcalls,direct
mail,emails,SMS,etc
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Off-sitetarge3ng
On-site
targe3ng
Profile
targe3ng
Combiningtarge-ngplaXorms
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October2010 DataliciousPtyLtd 8
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On-site
segments
Off-site
segments
Combiningtechnology
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Campaignresponsedata
Combiningdatasets
October2010 DataliciousPtyLtd 11
Customerprofiledata
+ Thewholeisgreaterthanthesumofitsparts
Websitebehaviouraldata
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Behavioursplustransac-ons
October2010 DataliciousPtyLtd 12
one-offcollec3onofdemographicaldata
age,gender,address,etc customerlifecyclemetricsandkeydates
profitability,expira-on,etcpredic3vemodelsbasedondatamining
propensitytobuy,churn,etchistoricaldatafromprevioustransac3ons
averageordervalue,points,etc
CRMProfile
UpdatedOccasionally
+trackingofpurchasefunnelstage
browsing,checkout,etctrackingofcontentpreferences
products,brands,features,etctrackingofexternalcampaignresponses
searchterms,referrers,etctrackingofinternalpromo3onresponses
emails,internalsearch,etc
SiteBehaviour
UpdatedCon-nuously
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Facebookassubscrip-onop-on
October2010 DataliciousPtyLtd 1
FacebookConnectgivesyour
companythefollowingdata
andmorewithjustoneclick!
Emailaddress,firstname,lastname ,
middlename,picture,affilia3ons,last
profileupdate,3mezone,religion,
poli3calinterests,interests,sex,birthday,
a\ractedtowhichsex,whytheywantto
meetsomeone,hometown,rela3onship
status,currentloca3on,ac3vi3es,music
interests,tvshowinterests,educa3onhistory,workhistory,familyandID
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(influencersonly)
(allcontacts)
Appendingsocialdatatocustomerprofiles
Name,age,gender,occupa-on,loca-on,socialprofilesandinfluencerrankingbasedonemail
October2010 14DataliciousPtyLtd
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ThestudyexamineddatafromtwooftheUKsbusiestecommercewebsites,ASDAandWilliamHill.
Giventhatmorethanhalfofallpageimpressionson
thesesitesarefromlogged-inusers,theyprovidedarobustsampletocompareIP-basedandcookie-basedanalysisagainst.
Theresultswerestaggering,forexampleanIP-basedapproachoveres3matedvisitorsbyupto7.63meswhilsta cookiebasedapproachoveres-matedvisitorsbyupto2.3-mes .
Google:redeyecookiereportpdforh8p://bit.ly/cszp2o
Overes-ma-nguniquevisitors
October2010 15DataliciousPtyLtd
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Maximiseiden-fica-onpoints
20%
40%
60%
80%
100%
120%
140%
160%
0 4 8 12 16 20 24 28 2 6 40 44 48
Weeks
Probabilityofiden3fica3onthroughCookies
October2010 16DataliciousPtyLtd
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Samplesitevisitorcomposi-on
October2010 DataliciousPtyLtd 17
30%exis-ngcustomerswithextensive
profileincludingtransac3onalhistoryof
whichmaybe50%canactuallybeiden3fiedasindividuals
30%newvisitorswithno
previouswebsitehistory
asidefromcampaignor
referrerdataofwhich
maybe50%isuseful
10%serious
prospects
withlimitedprofiledata
30%repeatvisitorswith
referraldataandsome
websitehistoryallowing
50%tobesegmentedby
contentaffinity
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Phase SegmentA/B Channels DataPoints
Awareness
Considera-on
PurchaseIntent
Up/CrossSell
Developingatarge-ngmatrix
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Phase SegmentA/B Channels DataPoints
Awareness Seenthis?Social,display,
search,etcDefault
Considera-on Greatfeature!Social,search,
website,etc
Download,
productview
PurchaseIntent Greatvalue!Search,site,
emails,etc
Cartadd,
checkout,etc
Up/CrossSell Addthis!Directmail,
emails,etc
Emailresponse,
login,etc
Developingatarge-ngmatrix
October2010 19DataliciousPtyLtd
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Poten-alhomepagelayout
October2010 DataliciousPtyLtd 20
Brandedheader
Rulebasedoffer
Customisecontent
deliveryonthefly
basedonreferrer
data,pastcontent
consump3onorprofiledatafor
exis3ngcustomers.Targeted
offer Popular
links,
FAQs
Targeted
offer
Login
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Prospecttarge-ngparameters
October2010 DataliciousPtyLtd 21
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Affinitytarge-nginac-on
October2010 DataliciousPtyLtd 22
Differenttypeof
visitorsrespondto
differentads.By
usingcategory
affinitytarge3ng,
responseratesare
liedsignificantly
acrossproducts.
MessageCTRByCategoryAffinity
Postpay Prepay Broadb. Business
BlackberryBold - - - +5GBMobileBroadband - - + -BlackberryStorm + - + +12MonthCaps - + - +
Google:vodafone
omniturecasestudy
orh8p://bit.ly/de70b7
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Poten-alnewsle8erlayout
October2010 DataliciousPtyLtd 2
Closest
stores,offers
etc
Rulebasedbrandedheader
Dataverifica-on
Rulebasedoffer
Profilebasedoffer
Usingprofiledata
enhancedwith
websitebehaviour
dataimportedinto
theemaildeliveryplaormtobuild
businessrulesand
customisecontent
delivery.
NPS
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Customerprofilinginac-on
October2010 DataliciousPtyLtd 24
Usingwebsiteandemailresponses
tolearnali\lebitemoreabout
subscribersatevery
touchpointtokeep
refiningprofilesandmessages.
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Poten-allandingpagelayout
October2010 DataliciousPtyLtd 25
Rulebasedbrandedheader
Campaignmessagematch
Targetedoffer
Passingdataonuser
preferencesthrough
tothewebsitevia
parametersinemail
click-throughURLstocustomise
contentdelivery.
Calltoac-on
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AvinashKaushik:
Theprincipleofgarbagein,garbageout
applieshere.[]whatmakesabehaviour
targe
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ClickTaletes-ngcasestudy
October2010 DataliciousPtyLtd 27
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1. Definesuccessmetrics2. Defineandvalidatesegments. Developtarge3ngandmessagematrix4. Transformmatrixintobusinessrules5. Developandtestcontent6. Starttarge3ngandautomate7. Keeptes3ngandrefining8. Communicateresults
Keystoeffec-vetarge-ng
October2010 DataliciousPtyLtd 28
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October2010 DataliciousPtyLtd 29
ADMAshortcourse
Analysetoop-miseInMelbourne&SydneyOctober/November
ByDatalicious
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October2010 DataliciousPtyLtd 0
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