Aprimo Omniture Webex: Data Driven Marketing

8/8/2019 Aprimo Omniture Webex: Data Driven Marketing

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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


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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On-site

segments

Off-site

segments

Combiningtechnology



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Campaignresponsedata

Combiningdatasets


Customerprofiledata

+ Thewholeisgreaterthanthesumofitsparts

Websitebehaviouraldata


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Behavioursplustransac-ons


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


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



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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



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Samplesitevisitorcomposi-on


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



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Poten-alhomepagelayout


Brandedheader

Rulebasedoffer

Customisecontent

deliveryonthefly

basedonreferrer

data,pastcontent

consump3onorprofiledatafor

exis3ngcustomers.Targeted

offer Popular

links,

FAQs

Targeted

offer

Login


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Prospecttarge-ngparameters



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Affinitytarge-nginac-on


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


Closest

stores,offers

etc

Rulebasedbrandedheader

Dataverifica-on

Rulebasedoffer

Profilebasedoffer

Usingprofiledata

enhancedwith

websitebehaviour

dataimportedinto

theemaildeliveryplaormtobuild

businessrulesand

customisecontent

delivery.

NPS


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Customerprofilinginac-on


Usingwebsiteandemailresponses

tolearnali\lebitemoreabout

subscribersatevery

touchpointtokeep

refiningprofilesandmessages.


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Poten-allandingpagelayout


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



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1. Definesuccessmetrics2. Defineandvalidatesegments. Developtarge3ngandmessagematrix4. Transformmatrixintobusinessrules5. Developandtestcontent6. Starttarge3ngandautomate7. Keeptes3ngandrefining8. Communicateresults

Keystoeffec-vetarge-ng



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ADMAshortcourse

Analysetoop-miseInMelbourne&SydneyOctober/November

ByDatalicious


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Aprimo Omniture Webex: Data Driven Marketing

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