> Data Driven Marke-ng < Y&R Group Introduc/on
Y&R Data Driven Marketing
May 19, 2015
The presentation illustrates the impact of data in marketing campaigns.
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> Data Driven Marke-ng < Y&R Group Introduc/on
July 2012 © Datalicious Pty Ltd
Make data sexy by turning it into ac-onable insights
2
YOU CLIENT
> Short but sharp history § Datalicious was founded in late 2007 § Strong Omniture web analy/cs history § 1 of 4 preferred Omniture partners globally § Now 360 data agency with specialist team § Combina/on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac/ce (ADMA) § Turning data into ac/onable insights § Execu/ng smart data driven campaigns July 2012 © Datalicious Pty Ltd 3
> Smart data driven marke-ng
July 2012 © Datalicious Pty Ltd 4
Media A>ribu-on & Modeling
Op-mise channel mix, predict sales
Tes-ng & Op-misa-on Remove barriers, drive sales
Boos-ng ROMI
Targe-ng & Merchandising Increase relevance, reduce churn
“Using data to widen the funnel”
> Wide range of data services
July 2012 © Datalicious Pty Ltd 5
Data PlaIorms Data collec-on and processing Omniture, Google Analy-cs, etc Web and mobile analy-cs Tag-‐less online data capture Retail and call center analy-cs Data warehouse solu-ons Single customer view
Insights Analy-cs Data mining and modelling Tableau, Splunk, SPSS, etc Customised online dashboards Media a>ribu-on models Market and compe-tor trends Social media monitoring Customer segmenta-on
Ac-on Campaigns Data usage and applica-on Alterian, SiteCore, Inxmail, etc Targe-ng and merchandising Marke-ng automa-on CRM strategy and execu-on Data driven websites Tes-ng programs
> Clients across all industries
ADMA, AGL, Aussie, ANZ,
Appliances Online, Bupa, Canon, Captain Compare, Catch of the Day,
E*Trade, Fox Symes, GE Capital, Ikon,
NDS, IMB, Kogan, Lenovo, Luxottica,
Macquarie, Metricon, News Ltd, Optus,
P&O, Robert Half, Suncorp, Sydney Festival, Telstra, Tourism Australia,
Tourism NZ, Trading Post,
Unicef, Westpac
July 2012 © Datalicious Pty Ltd 6
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Standardise metrics
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Brake down data silos
> Establish a single source of truth
July 2012 © Datalicious Pty Ltd 10
Insights Repor-ng
Customer profile data
> Combining separate data sets
July 2012 © Datalicious Pty Ltd 11
3rd party segment data
+ The whole is greater than the sum of its parts
Website behaviour data
July 2012 © Datalicious Pty Ltd 12
Visualise client data
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What trends can you iden-fy in 5 seconds by looking at the raw data only?
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July 2012 © Datalicious Pty Ltd 15
July 2012 © Datalicious Pty Ltd 16 RED = No single men
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Give credit where due
Closer
Paid search
Display ad views
TV/print responses
> Advanced media a>ribu-on
July 2012 © Datalicious Pty Ltd 19
Influencer Influencer $
Display ad clicks
Online sales
Affiliate clicks
Social buzz
Offline sales
Organic search
Website events
Direct mail, emails
Life-me profit
Social referrals
Retail store visits
Direct site visits
Introducer
> Purchase path example
July 2012 © Datalicious Pty Ltd 20
> Media a>ribu-on example
July 2012 © Datalicious Pty Ltd 21
COST PER CONVERSION
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Increase relevance
> Importance of online experience
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The consumer decision process is changing from linear to circular.
Considera-on set now grows during online research phase which increases importance of user experience during that phase
Online research
Purchase Cycle
Segmenta-on based on: Search keywords, display ad clicks and website behaviour
Data Points
Default Product A Product B
Default, awareness
Acquisi-on message D1
Acquisi-on message A1
Acquisi-on message B1 Default
Research, considera-on
Acquisi-on message D2
Acquisi-on message A2
Acquisi-on message B2
Landing page view
Purchase intent
Acquisi-on message D3
Acquisi-on message A3
Acquisi-on message B3
Buy now click
> Simple re-‐targe-ng matrix
July 2012 © Datalicious Pty Ltd 25
> Vision: Seamless online experience
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Affiliates, paid, organic search
DM, TV, print, outdoor, etc
Display ads
Display ad re-‐targe-ng
Online/offline conversion
Email, DM, call center follow-‐up
Dynamic landing pages
Main website (re-‐)targe-ng
PURLs / Search calls to ac/on
My Account (re-‐)targe-ng
> ANZ home page targe-ng
© Datalicious Pty Ltd 27 July 2012
ANZ home page re-‐targe/ng and merchandising combined with landing page op/misa/on delivered an increase in offer response and conversion rates with an overall project ROI of 578%
July 2012 © Datalicious Pty Ltd 28
Test and op-mise
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✓ ✗
✗ ✗ ✓
✓
✓ ✓
✓
✓
✓
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> Macquarie landing pages
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Before
Aber
The small things count: Simplifica/on down to 1 set of bueons resulted in increased response rate and project ROI of 547%
Project plaforms used: Adobe SiteCatalyst and Test&Target
> Telstra bundles pages
© Datalicious Pty Ltd 33 July 2012
Telstra bundles page op/misa/on combined call center data (each page had a unique phone number) with Adobe Test&Target online data and delivered a cross-‐channel conversion rate increase with an ROI of 647%
July 2012 © Datalicious Pty Ltd 34
Digital marke-ng = tags
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Allocate a data budget
July 2012 © Datalicious Pty Ltd 37
Combine data & crea-vity
Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi>er.com/datalicious
July 2012 © Datalicious Pty Ltd 38
Data > Insights > Ac-on
July 2012 © Datalicious Pty Ltd 39
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