>Marke(ngDataStrategy < Smartdatadrivenmarke-ng
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>Marke(ngDataStrategy<Smartdatadrivenmarke-ng
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>Shortbutsharphistory
Dataliciouswasfoundedlate2007 StrongOmniturewebanaly-cshistory
Now360dataagencywithspecialistteam
Combina-onofanalystsanddevelopers
Carefullyselectedbestofbreedpartners Drivingindustrybestprac-ce(ADMA)
Turningdataintoac-onableinsights Execu-ngsmartdatadrivencampaigns
June2010 ©DataliciousPtyLtd 2
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>Smartdatadrivenmarke(ng
June2010 ©DataliciousPtyLtd 3
MediaA;ribu(on&Modeling
Op(misechannelmix,predictsales
Tes(ng&Op(misa(on
Removebarriers,drivesales
Boos(ngROI
TargetedDirectMarke(ngIncreaserelevance,reducechurn
“Usingdatatowidenthefunnel”
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>Widerangeofdataservices
June2010 ©DataliciousPtyLtd 4
DataPlaorms
Datacollec(onandprocessing
Webanaly(cssolu(ons
Omniture,GoogleAnaly(cs,etc
Tag-lessonlinedatacapture
End-to-enddataplaorms
IVRandcallcenterrepor(ng
Singlecustomerview
InsightsAnaly(csDataminingandmodelling
Customiseddashboards
Tableau,Spoire,SPSS,etc
Mediaa;ribu(onmodels
Marketandcompe(tortrends
Socialmediamonitoring
Customerprofiling
Ac(onCampaignsDatausageandapplica(on
Marke(ngautoma(on
Alterian,SiteCore,Inxmail,etc
Targe(ngandmerchandising
Internalsearchop(misa(on
CRMstrategyandexecu(on
Tes(ngprograms
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>Clientsacrossallindustries
June2010 ©DataliciousPtyLtd 5
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>Today
Capturingdata – Op-ons,limita-ons,innova-ons
Genera-nginsights – Process,metrics,examples
Takingac-on – Media,targe-ng,tes-ng
June2010 ©DataliciousPtyLtd 6
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June2010 ©DataliciousPtyLtd 7
Ques(ons?Yelloutortweet@datalicious
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June2010 ©DataliciousPtyLtd 8
CliveHumby:Dataisthenewoil
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June2010 ©DataliciousPtyLtd 9
Oilanddatacomeataprice
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>GoogleNgram:Privacy
June2010 ©DataliciousPtyLtd 10
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June2010 ©DataliciousPtyLtd
Collec(ngdata
forthesakeofitortoaddvalue
tocustomers?
11
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Marke(ng
Mix
Product
Price
Place
Promo(on
PhysicalEvidence
People
Process
Partners
June2010 ©DataliciousPtyLtd 12
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>Capturingdata
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
June2010 ©DataliciousPtyLtd 13
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>Digitaldataisplen(fulandcheap
June2010 ©DataliciousPtyLtd 14
Source:OmnitureSummit,MaVBelkin,2007
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>Digitalmetriccategories
June2010 ©DataliciousPtyLtd 15
Source:AccuracyWhitepaperforwebanaly-cs,BrianCliYon,2008
+Social
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>Whatplaormtouse
June2010 ©DataliciousPtyLtd 16
Time,Control
S o p h i s - c a - o n
Stage1:Data Stage2:Insights Stage3:Ac(on
Thirdpar-escontrol
mostdata,adhocrepor-ngonly,i.e.
whathappened?
Dataisbeingbrought
inhouse,shiYtowards
insightsgenera-onand
datamining,i.e.whydidithappen?
Dataisfullyowned
inhouse,advanced
predic-vemodelling
andtriggerbased
marke-ng,i.e.what
willhappenand
makingithappen!
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>Governanceanddataintegrity
June2010 ©DataliciousPtyLtd 17
Source:OmnitureSummit,MaVBelkin,2007
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>Tag-lessdatacapture
June2010 ©DataliciousPtyLtd 18
Google:“atomiclabs”
www.atomiclabs.com
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>GoogledatainAustralia
June2010 ©DataliciousPtyLtd 19
Source:hVp://www.hitwise.com/au/resources/datacentre
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>Searchatallstages
June2010 ©DataliciousPtyLtd 20
Source:InsidetheMindoftheSearcher,Enquiro2004
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>Searchcalltoac(onforoffline
June2010 ©DataliciousPtyLtd 21
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June2010 ©DataliciousPtyLtd 22
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>PURLsboos(ngDMresponserates
June2010 ©DataliciousPtyLtd 23
Text
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>Uniquephonenumbers
1uniquephonenumber
– Phonenumberisconsideredpartofthebrand
– Mediaoriginofcallscannotbeestablished
– Addedvalueofwebsiteinterac-onunknown 210uniquephonenumbers
– Differentnumbersfordifferentmediachannels
– Exclusivenumber(s)reservedforwebsiteuse
– Callorigindatamoregranularbutnotperfect
– Difficulttorotateandpausenumbers
June2010 ©DataliciousPtyLtd 24
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>Uniquephonenumbers
10+uniquephonenumbers – Differentnumbersfordifferentmediachannels
– Differentnumbersfordifferentproductcategories
– Differentnumbersfordifferentconversionsteps
– Calloriginbecomingusefultoshapecallscript
– Feasibletopausenumberstoimproveintegrity
100+uniquephonenumbers – Differentnumbersfordifferentwebsitevisitors
– Calloriginand-mestampenableindividualmatch
– Callconversionsmatchedbacktosearchterms
June2010 ©DataliciousPtyLtd 25
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>JetInterac(vephonecalldata
June2010 ©DataliciousPtyLtd 26
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>Poten(alcallstoac(on
UniqueclickthroughURLs UniquevanitydomainsorURLs
Uniquephonenumbers
Uniquesearchterms
Uniqueemailaddresses
UniquepersonalURLs(PURLs) UniqueSMSnumbers,QRcodes
Uniquepromo-onalcodes,vouchers
Geographicloca-on(Facebook,FourSquare) PlusregressionanalysisofcauseandeffectJune2010 ©DataliciousPtyLtd 27
Callstoac(on
canhelpshape
thecustomer
experiencenot
justevaluateresponses
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>Cookiebasedtrackingprocess
June2010 ©DataliciousPtyLtd 28
Source:GoogleAnaly-cs,Jus-nCutroni,2007
Whatif:Someonedeletestheircookies?Orusesadevice
thatdoesnotsupportJavaScript?Orusestwocomputers
workvs.home)?Ortwopeopleusethesamecomputer?
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>Duplica(onacrosschannels
June2010 ©DataliciousPtyLtd 29
BannerAds
EmailBlast
Paid
Search
Organic
Search
$Bid
Mgmt
AdServer
EmailPlaorm
Analy(cs
$
$
$
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CentralAnaly(cs
Plaorm
$
$
$
>De-duplica(onacrosschannels
June2010 ©DataliciousPtyLtd 30
BannerAds
EmailBlast
Paid
Search
Organic
Search
$
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>DataliciousSuperTag
June2010 ©DataliciousPtyLtd 31
AdSever,
PaidSearch SuperTag
Web
Analy-cs
Usethesamebusinessrulestotriggerconversions
acrossallplaormstoreducediscrepancies
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ThestudyexamineddatafromtwooftheUK’sbusiestecommercewebsites,ASDAandWilliamHill.
Giventhatmorethanhalfofallpageimpressionsonthesesitesarefromloggedinusers,theyprovidedarobust
sampletocompareIPbasedandcookiebasedanalysisagainst.Theresultswerestaggering,forexampleanIPbasedapproachoveres-matedvisitorsbyupto7.6-meswhilstacookie-basedapproachoveres(matedvisitorsbyupto2.3(mes.
>Uniquevisitoroveres(ma(on
June2010 ©DataliciousPtyLtd 32
Source:WhitePaper,RedEye,2007
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>Maximiseiden(fica(onpoints
20%
40%
60%
80%
100%
120%
140%
160%
0 4 8 12 16 20 24 28 32 36 40 44 48
Weeks
−−−Probabilityofiden-fica-onthroughCookies
June2010 33©DataliciousPtyLtd
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>Customerprofilinginac(on
June2010 ©DataliciousPtyLtd 34
Usingwebsiteandemailresponses
tolearnaliVlebitemoreabout
subscribersatevery
touchpointtokeep
refiningprofilesandmessages.
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>Onlineformbestprac(ce
June2010 ©DataliciousPtyLtd 35
Maximisedataintegrity
Agevs.yearofbirth
Freetextvs.op-ons
Useauto-complete
whereverpossible
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>Researchonline,shopoffline
June2010 ©DataliciousPtyLtd 36
Source:2008DigitalFutureReport,SurveyingTheDigitalFuture,earSeven,USCAnnenbergSchool
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>Offlinesalesdrivenbyonline
June2010 ©DataliciousPtyLtd 37
Websiteresearch
Phoneorder
Retailorder
Onlineorder
Cookie
Adver(singcampaign
Creditcheck,fulfilment
Onlineorderconfirma(on
Virtualorderconfirma(on
Confirma(onemail
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>Summary:Capturingdata
Plentyofdatasourcesandplaorms
Especiallysearchisgreatfreedatasource Maintainingdataintegritytakeseffort
Cookietechnologyhasitslimita-ons
Newtaglesstechnologiesemerging
Maximiseiden-fica-onpoints Offlinecanbe-edtoonline
June2010 ©DataliciousPtyLtd 38
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>Genera(nginsights
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
June2010 ©DataliciousPtyLtd 39
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>Corporatedatajourney
June2010 ©DataliciousPtyLtd 40
Time,Control
S o p h i s - c a - o n
Stage1
Data
Stage2
InsightsStage3Ac(on
Thirdpar-escontrol
mostdata,adhocrepor-ngonly,i.e.
whathappened?
Dataisbeingbrought
inhouse,shiYtowards
insightsgenera-onand
datamining,i.e.whydidithappen?
Dataisfullyownedinhouse,advanced
predic-vemodelling
andtriggerbased
marke-ng,i.e.what
willhappenand
makingithappen!
“Followers”
“Leaders”
“Laggards”
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>Processiskeytosuccess
June2010 ©DataliciousPtyLtd 41
Source:OmnitureSummit,MaVBelkin,2007
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Awareness Interest Desire Ac(on Sa(sfac(on
>AIDAandAIDASformulas
June2010 ©DataliciousPtyLtd 42
Socialmedia
Newmedia
Oldmedia
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Reach
(Awareness)Engagement
(Interest&Desire)
Conversion
(Ac-on)
+Buzz
(Sa-sfac-on)
>SimplifiedAIDASfunnel
June2010 ©DataliciousPtyLtd 43
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Peoplereached
Peopleengaged
Peopleconverted
Peopledelighted
>Marke(ngisaboutpeople
June2010 ©DataliciousPtyLtd 44
40% 10% 1%
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Peoplereached
Peopleengaged
Peopleconverted
Peopledelighted
>Addi(onalfunnelbreakdowns
June2010 ©DataliciousPtyLtd 45
40% 10% 1%
Newprospectsvs.exis-ngcustomers
Brandvs.directresponsecampaign
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June2010 ©DataliciousPtyLtd 46
Newvs.returningvisitors
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June2010 ©DataliciousPtyLtd 47
AU/NZvs.restofworld
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>Poten(alfunnelbreakdowns
Brandvs.directresponsecampaign Newprospectsvs.exis-ngcustomers
Baselinevs.incrementalconversions
Compe--veac-vity,i.e.none,alot,etc
Segments,i.e.age,loca-on,influence,etc
Channels,i.e.search,display,social,etc Campaigns,i.e.this/lastweek,month,year,etc
Productsandbrands,i.e.iphone,htc,etc Offers,i.e.freeminutes,freehandset,etc
Devices,i.e.home,office,mobile,tablet,etc
June2010 ©DataliciousPtyLtd 48
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>Conversionfunnel1.0
June2010
ConversionfunnelProductpage,addtoshoppingcart,viewshoppingcart,
cartcheckout,paymentdetails,shippinginforma-on,
orderconfirma-on,etc
Conversionevent
Campaignresponses
©DataliciousPtyLtd 49
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>Conversionfunnel2.0
June2010
Campaignresponses(inboundspokes)Offlinecampaigns,bannerads,emailmarke-ng,
referrals,organicsearch,paidsearch,
internalpromo-ons,etc
Landingpage(hub)
Successevents(outboundspokes)Bouncerate,addtocart,cartcheckout,confirmedorder,
callbackrequest,registra-on,productcomparison,
productreview,forwardtofriend,etc
©DataliciousPtyLtd 50
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>Addi(onalsuccessmetrics
June2010 ©DataliciousPtyLtd 51
Click
Through
AddTo
Cart
ClickThrough
BounceRate
Click
Through $
Click
Through
Callback
requests
Store
Searches>... $
$
$
Cart
Checkout
PagesPerVisit
?
AvgCartValue
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Exercise:Sta(s(calsignificance
June2010 ©DataliciousPtyLtd 52
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Howmanysurveyresponsesdoyouneedifyouhave10,000customers?
Howmanyemailopensdoyouneedtotest2subjectlines
ifyoursubscriberbaseis50,000?
Howmanyordersdoyouneedtotest6bannerexecu(ons
ifyouserve1,000,000banners
Google“nsssamplesizecalculator”
June2010 ©DataliciousPtyLtd 53
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Howmanysurveyresponsesdoyouneedifyouhave10,000customers?
369foreachques(onor369completeresponses
Howmanyemailopensdoyouneedtotest2subjectlines
ifyoursubscriberbaseis50,000?Andemailsends?
381persubjectlineor381x2=762emailopens
Howmanyordersdoyouneedtotest6bannerexecu(ons
ifyouserve1,000,000banners?383salesperbannerexecu(onor383x6=2,298sales
Google“nsssamplesizecalculator”
June2010 ©DataliciousPtyLtd 54
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Exercise:Metricsframework
June2010 ©DataliciousPtyLtd 55
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Level Reach Engagement Conversion +Buzz
Level1,
people
People
reached
People
engaged
People
converted
People
delighted
Level2,strategic
Displayimpressions ? ? ?
Level3,
tac(cal
Interac(on
rate,etc ? ? ?
Funnel
breakdownsExis(ngcustomersvs.newprospects,products,etc
>Exercise:Metricsframework
June2010 ©DataliciousPtyLtd 57
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>Establishingabaseline
June2010 ©DataliciousPtyLtd 58
Switchalladver-singoffforaperiod
of-me(unlikely)orestablishasmaller
controlgroupthatisrepresenta-veof
theen-repopula-on(i.e.searchterm,geography,etc)andswitchoffselected
channelsoneata-metominimise
impactonoverallconversions.
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Campaignresponsedata
>Combiningdatasources
June2010 ©DataliciousPtyLtd 59
Customerprofiledata
+ Thewholeisgreater
thanthesumofitsparts
Websitebehaviouraldata
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>Transac(onsplusbehaviours
June2010 ©DataliciousPtyLtd 60
+oneoffcollec-onofdemographicaldata
age,gender,address,etc
customerlifecyclemetricsandkeydatesprofitability,expira(on,etcpredic-vemodelsbasedondatamining
propensitytobuy,churn,etchistoricaldatafromprevioustransac-ons
averageordervalue,points,etc
CRMProfile
UpdatedOccasionally
trackingofpurchasefunnelstage
browsing,checkout,etc
trackingofcontentpreferencesproducts,brands,features,etc
trackingofexternalcampaignresponses
searchterms,referrers,etctrackingofinternalpromo-onresponses
emails,internalsearch,etc
SiteBehaviour
UpdatedCon(nuously
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>Samplecustomerleveldata
June2010 ©DataliciousPtyLtd 61
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Geo-demographicdata
>Enhancingdatasources
June2010 ©DataliciousPtyLtd 62
3rdpartydata
+ Thewholeisgreater
thanthesumofitsparts
Customerprofiledata
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>Geo-demographicsegments
June2010 ©DataliciousPtyLtd 63
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June2010 ©DataliciousPtyLtd 64
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>HitwiseMosaicsegmentswing
australia.comvs.newzealand.com australia.comvs.bulafiji.com
June2010 ©DataliciousPtyLtd 65
Source:Hitwise,2006
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>Singlesourceoftruthrepor(ng
June2010 ©DataliciousPtyLtd 66
Insights Repor(ng
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June2010 ©DataliciousPtyLtd 67
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June2010 ©DataliciousPtyLtd
Thinkingoutsidethebox
68
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>Storelocatorsearches
June2010 ©DataliciousPtyLtd 69
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>Searchandbrandstrength
June2010 ©DataliciousPtyLtd 70
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>Searchandmediaplanning
June2010 ©DataliciousPtyLtd 71
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>Searchdrivingofflinecrea(ve
June2010 ©DataliciousPtyLtd 72
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>Importanceofcalendarevents
June2010 ©DataliciousPtyLtd 73
Trafficspikesorotherdataanomalieswithoutcontextare
veryhardtointerpretandcanrenderdatauseless
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>Summary:Genera(nginsights
Rightresourcesandprocessesarekey Defineastandardisedmetricsframework
Maintainframeworktoenablecomparison
Combinedatasetsforhiddeninsights
Establishasingle(data)sourceoftruth Thinkoutsidetheboxandacrosschannels DatadoesnotequalsignificanceJune2010 ©DataliciousPtyLtd 74
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>Takingac(on
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
June2010 ©DataliciousPtyLtd 75
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>Smartdatadrivenmarke(ng
June2010 ©DataliciousPtyLtd 76
MediaA;ribu(on&Modeling
Op(misechannelmix,predictsales
Tes(ng&Op(misa(on
Removebarriers,drivesales
Boos(ngROI
TargetedDirectMarke(ngIncreaserelevance,reducechurn
“Usingdatatowidenthefunnel”
8/6/2019 Digi-Tech analytics workshop: Smart data driven marketing
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Directmail,
email,etc
Twi;er,etc
>Campaignflowandcallstoac(on
June2010 ©DataliciousPtyLtd 77
POSkiosks,
loyaltycards,etc
CRM
program
Homepages,
portals,etc
YouTube,
blog,etc
Paid
search
Organic
search
Landingpages,
offers,etc
PR,WOM,
events,etc
TV,print,
radio,etc
C2
C3
=Paidmedia
=iralelements
Callcenter,
retailstores,etc
=Coupons,surveys
Displayads,
affiliates,etc
C1
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>Successa;ribu(onmodels
June2010 ©DataliciousPtyLtd 78
BannerAd
$100
Blast
Paid
Search
$100
Banner
Ad
$100
Affiliate
Referral
$100
Success
$100
Success$100
Banner
Ad
Paid
Search
Organic
Search$100
Success$100
Lastchannelgetsallcredit
Firstchannel
getsallcredit
Allchannelsget
equalcredit
Ad
$33
Social
Media
$33
Paid
Search
$33
Success$100
Allchannelsgetpar(alcredit
Paid
Search
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>Firstandlastclicka;ribu(on
June2010 ©DataliciousPtyLtd 79
Chartshowspercentageof
channeltouch
pointsthatlead
toaconversion.
Neitherfirst
norlastclickmeasurement
wouldprovide
truepicture
Paid/OrganicSearch
Emails/ShoppingEngines
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Closer
SEM
Generic
BannerView
TV
Ad
>Fullpathtopurchase
June2010 ©DataliciousPtyLtd 80
Influencer Influencer $
Banner
Click
Online
SEOGeneric
AffiliateClick
Offline
SEO
Branded
Direct
Visit
UpdateAbandon
Direct
Visit
SocialMedia
SEO
Branded
Introducer
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>Understandingchannelmix
June2010 ©DataliciousPtyLtd 81
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>ClearSaleingmediaa;ribu(on
June2010 ©DataliciousPtyLtd 82
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Therightmessage
iatherightchannel
Totherightperson
Attheright-me
Targe(ng
June2010 ©DataliciousPtyLtd 84
b 0 20%
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CaptureinternettrafficCapture50100%offairmarketshareoftraffic
IncreaseconsumerengagementExceed50%ofbestcompe-tor’sengagementrate
CapturequalifiedleadsandsellConvert1015%toleadsandofthat20%tosales
BuildingconsumerloyaltyBuild60%loyaltyrateand40%salesconversion
IncreaseonlinerevenueEarn1020%incrementalrevenueonline
>Increaserevenueby10-20%
June2010 ©DataliciousPtyLtd 85
d i i j
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>Newconsumerdecisionjourney
June2010 ©DataliciousPtyLtd 86
Theconsumerdecisionprocessischangingfromlineartocircular.
N d i i j
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>Newconsumerdecisionjourney
June2010 ©DataliciousPtyLtd 87
Theconsumerdecisionprocessischangingfromlineartocircular.
Changeincreasestheimportanceof
experienceduring
researchphase.
Onlineresearch
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June2010 ©DataliciousPtyLtd 88
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C bi i t ( l
8/6/2019 Digi-Tech analytics workshop: Smart data driven marketing
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Offsitetarge-ng
Onsite
targe-ng
Profile
targe-ng
>Combiningtarge(ngplaorms
June2010 ©DataliciousPtyLtd 90
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June2010 ©DataliciousPtyLtd 91
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June2010 ©DataliciousPtyLtd 92
Takeacloser
lookatour
cashflow
solu(ons
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> C bi i t h l
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Onsite
segments
Offsite
segments
>Combiningtechnology
June2010 ©DataliciousPtyLtd 94
CRM
> D t li i S T
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>DataliciousSuperTag
June2010 ©DataliciousPtyLtd 95
Onetagforallsitesandplaorms Hostedinternallyorexternally Fasttagimplementa-on/updates
EliminatesJavaScriptcaching
Enablescodetes-ngonlivesite Enablesheatmapimplementa-on
EnablesredirectsforA/Btes-ng Enablesnetworkwideretarge-ng Enableslivechatimplementa-on
Plusmul-channelmediaaVribu-on
> Affinity re targe(ng in ac(on
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>Affinityre-targe(nginac(on
June2010 ©DataliciousPtyLtd 96
Differenttypeofvisitorsrespondto
differentads.By
usingcategory
affinitytarge-ng,
responseratesare
liYedsignificantly
acrossproducts.
MessageCTRByCategoryAffinity
Postpay Prepay Broadb. Business
BlackberryBold - - - +5GBMobileBroadband - - + -BlackberryStorm + - + +12MonthCaps - + - +
Google:“vodafoneomniturecasestudy”
orh;p://bit.ly/de70b7
> Ad sequencing in ac(on
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>Ad-sequencinginac(on
June2010 ©DataliciousPtyLtd 97
Marke-ngisabouttellingstoriesand
storiesarenotsta-c
butevolveover-me
Adsequencingcanhelptoevolvestoriesover-methe
moreusersengagewithads
> Sample site visitor composi(on
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>Samplesitevisitorcomposi(on
June2010 ©DataliciousPtyLtd 98
30%exis(ngcustomerswithextensive
profileincludingtransac-onalhistoryofwhichmaybe50%canactuallybe
iden-fiedasindividuals
30%newvisitorswithno
previouswebsitehistory
asidefromcampaignor
referrerdataofwhich
maybe50%isuseful
10%serious
prospects
withlimited
profiledata
30%repeatvisitorswith
referraldataandsome
websitehistoryallowing
50%tobesegmentedby
contentaffinity
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Exercise:Targe(ngmatrix
June2010 ©DataliciousPtyLtd 99
> Exercise: Targe(ng matrix
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Purchase
Cycle
Segments:Colour,price,
productaffinity,etc
Media
Channels
Data
Points
Default,awareness
Research,
considera(on
Purchaseintent
Reten(on,up/cross-sell
>Exercise:Targe(ngmatrix
June2010 ©DataliciousPtyLtd 100
> Exercise: Targe(ng matrix
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Purchase
Cycle
Segments:Colour,price,
productaffinity,etc
Media
Channels
Data
Points
Default,awareness
HaveyouseenA?
HaveyouseenB?
Display,search,etc
Default
Research,
considera(on
Ahasgreat
features!
Bhasgreat
features!
Search,
website,etc
Adclicks,
prodviews
Purchaseintent
Adeliversgreatvalue!
Bdeliversgreatvalue!
Website,emails,etc
Cartadds,checkouts
Reten(on,up/cross-sell
WhynotbuyB?
WhynotbuyA?
Directmails,emails,etc
Emailclicks,logins,etc
>Exercise:Targe(ngmatrix
June2010 ©DataliciousPtyLtd 101
> Quality content is key
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>Qualitycontentiskey
AvinashKaushik:“Theprincipleofgarbagein,garbageout
applieshere.[…whatmakesabehaviour
targe;ngpla<orm;ck,andproduceresults,is
notitsintelligence,itisyourabilitytoactually
feedittherightcontentwhichitcanthentarget
[….YoufeedyourBTsystemcrapanditwill
quicklyandefficientlytargetcraptoyourcustomers.Fasterthenyoucould
everhaveyourself.”
June2010 ©DataliciousPtyLtd 102
> ClickTale tes(ng case study
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>ClickTaletes(ngcasestudy
June2010 ©DataliciousPtyLtd 103
> Developing a tes(ng matrix
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Test Segment Content KPIs Poten(al Results
Test#1ANew
prospects
Conversion
formA
Nextstep,
order,etc ? ?
Test#1BNew
prospectsConversionformB
Nextstep,order,etc ? ?
Test#1NNew
prospects
Conversion
formN
Nextstep,
order,etc ? ?
? ? ? ? ? ?
>Developingates(ngmatrix
June2010 ©DataliciousPtyLtd 104
> Summary
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>Summary
ThereisnomagicformulaforROI
Focusontheen-reconversionfunnel MediaaVribu-onishardbutnecessary
Neitherfirstnorlastclickmethodworks
Createacoordinatedtargetedexperience ContentisalwayskingnomaVerwhat
Test,learnandrefinecon-nuouslyJune2010 ©DataliciousPtyLtd 105
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June2010 ©DataliciousPtyLtd
Don’twait
forbe;erdata,getstartednow.
106
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June2010 ©DataliciousPtyLtd 107
Learnmoreblog.datalicious.com
Followmetwi;er.com/datalicious
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Data>Insights>Ac(on