Macquarie ADMA Campaign Measurement

> Campaign Measurement < Digital Campaign Measurement Macquarie ADMA Workshop

> Short but sharp history

§  Datalicious was founded late 2007 §  Strong Omniture web analyBcs history §  Now 360 data agency with specialist team §  CombinaBon of analysts and developers §  Carefully selected best of breed partners §  Evangelizing smart data driven markeBng § Making data accessible and acBonable §  Driving industry best pracBce (ADMA)

February 2011 © ADMA & Datalicious Pty Ltd 2

> Clients across all industries


> Wide range of data services


Data Pla>orms Data collec?on and processing Web analy?cs solu?ons Omniture, Google Analy?cs, etc Tag-‐less online data capture End-‐to-‐end data pla>orms IVR and call center repor?ng Single customer view

Insights Repor?ng Data mining and modelling Customised dashboards Media aKribu?on models Market and compe?tor trends Social media monitoring Online surveys and polls Customer profiling

Ac?on Applica?ons Data usage and applica?on Marke?ng automa?on Alterian, Trac?on, Inxmail, etc Targe?ng and merchandising Internal search op?misa?on CRM strategy and execu?on Tes?ng programs

> Smart data driven marke?ng


Media AKribu?on

Op?mise channel mix

Tes?ng Improve usability

$$$

Targe?ng Increase relevance

Stan

dardised

Metric

s Be

nchm

arking and

tren

ding

Standardised Metrics

Benchmarking and trending

> Metrics framework

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010


Awareness Interest Desire Ac?on Sa?sfac?on

> AIDA and AIDAS formulas


Social media

New media

Old media

Reach (Awareness)

Engagement (Interest & Desire)

Conversion (AcBon)

+Buzz (SaBsfacBon)

> Simplified AIDAS funnel


People reached

People engaged

People converted

People delighted

> Marke?ng is about people


40% 10% 1%

People reached

People engaged

People converted

People delighted

> Addi?onal funnel breakdowns


40% 10% 1%

New prospects vs. exisBng customers

Brand vs. direct response campaign

New vs. returning visitors

AU/NZ vs. rest of world

Exercise: Funnel breakdowns

> Exercise: Funnel breakdowns

§  List potenBally insighYul funnel breakdowns –  Brand vs. direct response campaign – New prospects vs. exisBng customers –  Baseline vs. incremental conversions –  CompeBBve acBvity, i.e. none, a lot, etc –  Segments, i.e. age, locaBon, 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


People reached

People engaged

People converted

People delighted

> Mul?ple metrics data sources


QuanBtaBve and qualitaBve research data

Website, call center and retail data

Social media data

Media and search data

Social media

> Importance of calendar events


Traffic spikes or other data anomalies without context are very hard to interpret and can render data useless

Calendar events to add context


> Conversion funnel 1.0

February 2011

Conversion funnel Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informaBon, order confirmaBon, etc

Conversion event

Campaign responses

© ADMA & Datalicious Pty Ltd 18

> Conversion funnel 2.0

February 2011

Campaign responses (inbound spokes) Offline campaigns, banner ads, email markeBng, referrals, organic search, paid search, internal promoBons, etc

Landing page (hub)

Success events (outbound spokes) Bounce rate, add to cart, cart checkout, confirmed order, call back request, registraBon, product comparison, product review, forward to friend, etc

© ADMA & Datalicious Pty Ltd 19

> Addi?onal success metrics


Click Through

Add To Cart

Click Through

Page Bounce

Click Through $

Click Through

Call back request

Store Search ? $

$

$ Cart Checkout

Page Views

?

Product Views

Exercise: Sta?s?cal significance


How many survey responses do you need if you have 10,000 customers?

How many email opens do you need to test 2 subject lines if your subscriber base is 50,000?

How many orders do you need to test 6 banner execu?ons if you serve 1,000,000 banners

Google “nss sample size calculator” February 2011 © ADMA & Datalicious Pty Ltd 22

How many survey responses do you need if you have 10,000 customers?

369 for each ques?on or 369 complete responses

How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens

How many orders do you need to test 6 banner execu?ons if you serve 1,000,000 banners?

383 sales per banner execu?on or 383 x 6 = 2,298 sales

Google “nss sample size calculator” February 2011 © ADMA & Datalicious Pty Ltd 23

> Addi?onal success metrics


Click Through

Add To Cart

Click Through

Page Bounce

Click Through $

Click Through

Call back request

Store Search ? $

$

$ Cart Checkout

Page Views

?

Product Views

Exercise: Metrics framework

Level Reach Engagement Conversion +Buzz

Level 1 People

Level 2 Strategic

Level 3 Tac?cal

> Exercise: Metrics framework


Level Reach Engagement Conversion +Buzz

Level 1 People

People reached

People engaged

People converted

People delighted

Level 2 Strategic

Search impressions, UBs, etc

? ? ?

Level 3 Tac?cal

Click-‐through or interac?on

rate, etc ? ? ?

> Exercise: Metrics framework


> Media aKribu?on

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010


Direct mail, email, etc

Facebook TwiKer, etc

> Complex campaign flows


POS kiosks, loyalty cards, etc

CRM program

Home pages, portals, etc

YouTube, blog, etc

Paid search

Organic search

Landing pages, offers, etc

PR, WOM, events, etc

TV, print, radio, etc

= Paid media

= Viral elements

Call center, retail stores, etc

= Sales channels

Display ads, affiliates, etc

> Duplica?on across channels


Banner Ads

Email Blast

Paid Search

Organic Search

$ Bid Mgmt

Ad Server

Email Pla>orm

Google Analy?cs

$

$

$

> Cookie expira?on impact


Banner Ad Click

Email Blast

Paid Search

Organic Search

Bid Mgmt

Ad Server

Email Pla>orm

Google Analy?cs

$

$

$

$

Expira?on

Banner Ad View

Central Analy?cs Pla>orm

$

$

$

> De-‐duplica?on across channels


Banner Ads

Email Blast

Paid Search

Organic Search

$

Exercise: Duplica?on impact


> Exercise: Duplica?on impact §  Double-‐counBng of conversions across channels can

have a significant impact on key metrics, especially CPA §  Example: Display ads and paid search

–  Total media budget of $10,000 of which 50% is spend on paid search and 50% on display ads

–  Total of 100 conversions across both channels with a channel overlap of 50%, i.e. both channels claim 100% of conversions based on their own reporBng but once de-‐duplicated they each only contributed 50% of conversions

–  What are the iniBal CPA values and what is the true CPA? §  SoluBon: $50 iniBal CPA and $100 true CPA

–  $5,000 / 100 = $50 iniBal CPA and $5,000 / 50 = $100 true CPA (which represents a 100% increase)


TV/Print audience

Search audience

Banner audience

> Reach and channel overlap


Users are segmented before 1st ad is even served

> Ad server exposure test


Banner Impression $ TV/Print

Response Search

Response

Banner Impression $ Search

Response Direct

Response

Exposed group: 90% of users get branded message

Banner Impression $ Search

Response Direct

Response

Control group: 10% of users get non-‐branded message

> Indirect display impact






> Success aKribu?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 aKribu?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

Closer

SEM Generic

Banner View

TV Ad

> Full path to purchase


Influencer Influencer $

Banner Click Online

SEO Generic

Affiliate Click Offline

SEO Branded

Direct Visit

Email Update Abandon

Direct Visit

Social Media

SEO Branded

Introducer

> Search call to ac?on for offline


February 2011 © ADMA & Datalicious Pty Ltd 44 Offline response tracking and improved experience


> PURLs boos?ng DM response rates


Text

> Jet Interac?ve phone call data


> Poten?al calls to ac?on §  Unique click-‐through URLs §  Unique vanity domains or URLs §  Unique phone numbers §  Unique search terms §  Unique email addresses §  Unique personal URLs (PURLs) §  Unique SMS numbers, QR codes §  Unique promoBonal codes, vouchers §  Geographic locaBon (Facebook, FourSquare) §  Plus regression analysis of cause and effect


> Cross-‐channel impact


> Offline sales driven by online


Website research

Phone order

Retail order

Online order

Cookie

Adver?sing campaign

Credit check, fulfilment

Online order confirma?on

Virtual order confirma?on

Confirma?on email

Closer

SEM Generic

Banner View

TV Ad

> Full path to purchase



Banner Click Online

SEO Generic

Affiliate Click Offline

SEO Branded

Direct Visit

Email Update Abandon

Direct Visit

Social Media

SEO Branded

Introducer

> Adobe stacking/par?cipa?on


Adobe can only stack direct paid and organic responses that end up on your website proper?es, mere banner impressions are missing from the stack and cannot be included via Genesis aser the fact.

> Combining data sources


> Single source of truth repor?ng


Insights Repor?ng

> Understanding channel mix


> Website entry survey


Channel % of Conversions

Straight to Site 27%

SEO Branded 15%

SEM Branded 9%

SEO Generic 7%

SEM Generic 14%

Display AdverBsing 7%

Affiliate MarkeBng 9%

Referrals 5%

Email MarkeBng 7%

De-‐duped Campaign Report

} Channel % of Influence

Word of Mouth 32%

Blogging & Social Media 24%

Newspaper AdverBsing 9%

Display AdverBsing 14%

Email MarkeBng 7%

Retail PromoBons 14%

Greatest Influencer on Branded Search / STS

Conversions anributed to search terms that contain brand keywords and direct website visits are most likely not the originaBng channel that generated the awareness and as such conversion credits should be re-‐allocated.

> Adjus?ng for offline impact


+15 +5 +10 -‐15 -‐5 -‐10

Closer

25%

> Success aKribu?on models



25% Even AKrib.

Exclusion AKrib.

PaKern AKrib.

25% 25%

Introducer

33% 33% 33% 0%

30% 20% 20% 30%

Closer

Channel 1

Channel 1

Channel 1

> Path across different segments



Channel 2

Channel 2 Channel 3

Channel 2 Channel 3 Product 4

Channel 3

Channel 4

Channel 4

Introducer

Product A vs. B

New prospects

Exis?ng customers

Exercise: AKribu?on model


Closer

25%

> Exercise: AKribu?on models



25% Even AKrib.

Exclusion AKrib.

Custom AKrib.

25% 25%

Introducer

33% 33% 33% 0%

? ? ? ?

> Common aKribu?on models

§  Allocate more conversion credits to more recent touch points for brands with a strong baseline to sBmulate repeat purchases

§  Allocate more conversion credits to more recent touch points for brands with a direct response focus

§  Allocate more conversion credits to iniBaBng touch points for new and expensive brands and products to insert them into the mindset



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Data > Insights > Ac?on

Macquarie ADMA Campaign Measurement

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