[  consumer  data  journey  ]  Chris&an  Bartens  

 Digital  Analyst,  Tourism  Australia  

tourism.australia.com    

Senior  Consultant,  Datalicious  datalicious.com.au  

[  datalicious  ]  data  :  insights  :  ac6on  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

"I  know  that  50%  of  my    adver6sing  is  wasted,  I  just    don't  know  which  half."  

John  Wanamaker  

[  datalicious.com.au  ]  

[  data  is  delicious  ]  

101011010100101011110100100101010101000010111110010101010101001010110010100110100101010011100101001001010100100101001010010010100111110101010010100100100101001010111010100101010101  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]   [  datalicious.com.au  ]  

"It  is  a  capital  mistake  to  theorize  before  one  has  data."  Sir  Arthur  Conan  Doyle  

[  october  2007  ]   [  datalicious.com.au  ]  

[  digital  =  1st  hand  observa6on  ]  

[  media  consump6on  ]  

Source:  Carat  

[  october  2007  ]  

66%  digital  by  2010    50%  digital  by  2007    

media  hours  per  week  

[  datalicious.com.au  ]  

[  october  2007  ]   [  datalicious.com.au  ]  

[  analogue  =  2nd  hand  insights  ]  

[  research  instrument  ]  

[  september  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]   [  datalicious.com.au  ]  

"It  is  a  capital  mistake  to  theorize  before  one  has  all  the  data."  

Sir  Arthur  Conan  Doyle  

[  consumer  data  journey  ]  

101011010100101011110100100101010101000010111110010101010101001010110010100110100101010011100101001001010100100101001010010010100111110101010010100100100101001010111010100101010101  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

response  

success  event  

customer  database  

customer  profile  

target  segment  

media    plan  

campaign  

data  insights  

[  datalicious.com.au  ]  

[  data  poles  ]  

[  october  2007  ]  

transac6onal  close  to  customer  

strategic    removed  from  customer  

[  datalicious.com.au  ]  

[  october  2007  ]  

response  

success  event  

customer  database  

customer  profile  

target  segment  

media    plan  

campaign  

data  insights  

[  datalicious.com.au  ]  

[  response  op6ons  ]  

[  october  2007  ]  

digital  

search  

banner  

www  

analogue  

phone  

email  

text  

ancient  

retail  store  

wom  

[  datalicious.com.au  ]  

[  digital  responses  ]  

[  october  2007  ]  

impression   interac&on   view  through  

click  through  

success  event  

ad  server,  bid  management  plaMorm  

site  centric  tool  

branding  

[  datalicious.com.au  ]  

direct  response  

[  digital  best  prac6ce  ]  §  Ad  server  or  bid  management  plaMorm  –  Enable  view-­‐through  tracking  –  Implement  campaign  tracking  codes  

§  Unique  down  to  crea&ve  level  §  Site  centric  analy&cs  tool  –  Implement  ad  server  tags  on  your  site  

§  Alterna&vely  integrate  with  web  analy&cs  plaMorm  – Define  and  measure  success  events  – Define  success  event  alloca&on  

§  First,  linear,  last  campaign  response  §  Recommend  linear  success  event  alloca&on  

[  october  2007  ]   [  datalicious.com.au  ]  

[  analogue  best  prac6ce  ]  

§  Phone,  email,  text  –  Offer  wide  range  of  response  op&ons  –  Especially  mobile  response  op&ons  during  down&me  –  Response  op&ons  unique  to  each  campaign  

§  Poten&ally  even  unique  down  to  an  offer  level  §  Retail  stores  –  Ask  your  customers  for  help  

§  Run  qualita&ve  surveys  to  fill  data  gaps  –  Use  vouchers  and  promo&onal  codes  

§  Word  of  mouth  –  Trial  new  technologies  (e.g.  BuzzMetrics)  

[  october  2007  ]   [  datalicious.com.au  ]  

[  examples  ]  §  Does  all  your  offline  adver&sing  have  its  own  unique    

call  to  ac&on  down  to  media  channel  and  placement?    §  Does  all  your  online  adver&sing  have  its  own  unique  

tracking  codes  in  the  click-­‐through  URLs?  §  Are  you  offering  more  instant  response  op&ons  besides  

your  website  such  as  phone  numbers,  email  and  text  messaging  to  facilitate  down&me  response?    

§  Does  your  website  have  its  own  unique  phone  number    so  that  you  can  see  what  customers  are  researching    online  but  are  conver&ng  offline?  

§  When  these  customers  convert  offline  are  you  asking    them  specific  ques&ons  rela&ng  to  the  online  media    they  have  been  exposed  to  and  responded  to?  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

response  

success  event  

customer  database  

customer  profile  

target  segment  

media    plan  

campaign  

data  insights  

[  datalicious.com.au  ]  

[  conversion  funnel  1.0  ]  

[  october  2007  ]  

conversion  process  visit,  product  pages,  product  details,  add  to  shopping  cart,  shipping  informa&on,  payment  details,  order  confirma&on,  thank  you  page,  etc  

success  events  

campaigns  

[  datalicious.com.au  ]  

[  conversion  funnel  2.0  ]  

[  october  2007  ]  

inbound  spokes  campaigns,  search,  emails,  landing  pages,  home  page,  naviga&on,  internal  search,  referrers,  affiliates,  cross-­‐sales,  etc  

 hub  product  page    outbound  spokes  buy  now,  learn  more,  test  it,  customize  it,  read  reviews,  review  product,  ask  expert,  contact  support,  recommend  product,  view  more,  etc  

[  datalicious.com.au  ]  

[  cross  and  up-­‐sales  ]  

[  october  2007  ]  

customer  selec&ons  product  page  views,  shopping  cart  content,    product  purchases,  internal  search  terms,    customer  life&me  purchases,  etc  

 product  combina&ons    company  sugges&ons  other  customers  who  have  liked  this  also  bought  this,  sta&c  cross-­‐sales,  dynamic  cross-­‐sales,    on  site  behavioural  targe&ng,  etc  

[  datalicious.com.au  ]  

[  amazon.com  ]  

[  october  2007  ]   [  datalicious.com.au  ]  

[  examples  ]  §  Do  you  make  it  easy  for  your  consumers  to  convert    

offline  even  if  they  started  the  process  online?  §  Does  your  ‘thank  you’  page  ask  your  customers  what    

offline  adver&sing  they  have  no&ced  as  well?  §  Do  you  store  the  purchase  ID  in  your  main  CRM  database    

to  connect  web  analy&cs  data  with  standard  CRM  data?  §  Are  you  con&nuously  tes&ng  different  versions  of  your    

key  pages  such  as  the  home  page  and  order  process    pages  to  op&mize  conversion?  

§  Are  you  ac&vely  sugges&ng  products  to  your  customers  using  sta&c  or  dynamic  cross-­‐sales  techniques  on  key  pages  such  as  the  home,  product,  order  process  and  search  results  pages?  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

response  

success  event  

customer  database  

customer  profile  

target  segment  

media    plan  

campaign  

data  insights  

[  datalicious.com.au  ]  

[  mone6za6on  ]  

[  october  2007  ]  

acquisi&on  offline  campaigns,  online  campaigns,    search,  emails,  referrers,  affiliates,  etc    

 customers  &  prospects      

mone&za&on  cross-­‐sales,  recommend  products,    re-­‐contact,  re-­‐market,  surveys,  etc  

$  

[  datalicious.com.au  ]  

[  examples  ]  §  Do  you  know  what  products  each  of  your    customers  looked  at  but  did  not  purchase?  

§  Do  you  iden&fy  your  email  subscribers  via  unique  tracking  IDs  in  the  email  click-­‐through  URLs?  

§  Do  you  include  brand  messages  and  product  sugges&ons  in  transac&onal  emails?  

§  Are  you  integra&ng  web  2.0  technologies  into  your  CRM  strategy  such  as  RSS  feeds  and  if  so,  do  you  offer  just  one  or  more  customized  feeds?  

§  Are  you  asking  your  customers  about  their    sugges&ons  and  desires  or  are  you  only  tracking    their  behaviour?    

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

response  

success  event  

customer  database  

customer  profile  

target  segment  

media    plan  

campaign  

data  insights  

[  datalicious.com.au  ]  

[  where  is  the  money  ]  

[  october  2007  ]  

$  

$  

$  $  

$  

$  

$  

$  

$  

$  

[  datalicious.com.au  ]  

[  examples  ]  §  Do  you  know  your  most  valuable  customers?  §  Are  you  communica&ng  with  your  key  customers    in  a  different  way  then  with  your  others  customers?  

§  Do  your  key  customers  know  that  they  are  your  most  valuable  clients  and  do  they  feel  the  love?  

§  Does  your  customer  profile  include  insights  on  top  referring  websites  and  search  terms?  

§  Does  your  customer  profile  know  what  type  of  customers  are  more  likely  to  respond  to  a  certain    key  message  or  crea&ve  than  others?  

§  Can  you  iden&fy  your  key  customers  on  your  own  website  in  real-­‐&me  while  they  visit?  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

response  

success  event  

customer  database  

customer  profile  

target  segment  

media    plan  

campaign  

data  insights  

[  datalicious.com.au  ]  

[  october  2007  ]   [  datalicious.com.au  ]  

[  segmenta6on  studies  ]  

[  october  2007  ]  

profile  

Hitwise  Mosaic  

TGI  

etc  

Roy  Morgan  

[  datalicious.com.au  ]  

[  examples  ]  §  Are  you  enriching  your  internal  customer  profiles  with  

insights  from  external  segmenta&on  studies?  §  Are  you  considering  external  matching  parameters  for  

segmenta&on  studies  when  designing  internal  forms    and  surveys?  

§  Did  you  know  that  services  like  Hitwise  can  tell  you  what  websites  your  key  customers  are  more  likely  to  visit  than  others  once  you  matched  them  to  a  MOSAIC  profile?  

§  Are  external  segmenta&on  studies  part  of  the  overall  data  collec&on  and  profiling  strategy  or  an  add  on?  

§  How  many  different  departments,  managers  and  separate  budgets  would  be  involved    to  get  to  this    point  in  the  presenta&on  so  far?  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

response  

success  event  

customer  database  

customer  profile  

target  segment  

media    plan  

campaign  

data  insights  

[  datalicious.com.au  ]  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]   [  datalicious.com.au  ]  

[  where  are  the  eyeballs  ]  

[  october  2007  ]  

search    organic  paid  

social    wom  viral  

online  offline  

display  

mail    email  

direct  

[  datalicious.com.au  ]  

[  examples  ]  §  How  many  different  marke&ng  managers  and  budgets  do  you  have  in  your  organisa&on?  

§  Does  your  organiza&on  maintain  separate  budgets  for  online  and  offline  media  spend?  

§  What  drives  your  marke&ng  strategy  and  media  planning?  Short-­‐term  revenue  goals  or  long-­‐term  strategic  goals?  

§  Is  there  a  formalised  process  for  campaign  and  insights  repor&ng  within  your  company?  

§  Are  earlier  campaign  summary  reports  consulted  and  passed  on  to  your  agencies  during  the  planning  process?    

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

response  

success  event  

customer  database  

customer  profile  

target  segment  

media    plan  

campaign  

data  insights  

[  datalicious.com.au  ]  

[  impressions  ]  

[  october  2007  ]  

where  

when  what  

[  datalicious.com.au  ]  

[  reach  ]  volume  

varia&ons  

[  october  2007  ]  

Source:  Chris  Anderson  

one2many  

one2one  

[  datalicious.com.au  ]  

[  frequency  ]  

[  october  2007  ]  

where  

when  what  

where  

when  what  

where  

when  what  

where  

when  what  

where  

when  what  

where  

when  what  

[  datalicious.com.au  ]  

[  op6misa6on  ]  

[  october  2007  ]   [  datalicious.com.au  ]  

run   review   revise  

Source:  M&C  Saatchi  

improvement  run   review   revise  

run   review   revise  

run   review   revise  

"I  know  that  50%  of  my  adver6sing  is  wasted,    I  just  don't  know  which  half."  

John  Wanamaker  

[  examples  ]  §  Do  you  test  your  marke&ng  communica&on  such  as  

emails  before  they  are  sent  on  a  smaller  sample?  What  about  search  or  display  ads?  

§  Do  you  review  and  op&mize  all  your  campaigns  on  an  ongoing  basis  or  only  at  the  start?    

§  Do  your  media  and  crea&ve  agencies  report  back  to  you  on  mere  metrics  or  actual  improvements  they  made?  

§  Do  you  work  with  a  separate  crea&ve  and  media  agency?  How  well  do  they  communicate  insights  to  each  other?  

§  How  well  does  the  knowledge  transfer  between  departments  inside  your  own  company  work  or  from  campaign  to  campaign?  

[  october  2007  ]   [  datalicious.com.au  ]  

[  october  2007  ]  

[  ques6ons  ]  chris6an@datalicious.com.au  

[  datalicious.com.au  ]  

[  october  2007  ]  

[  datalicious  ]  data  :  insights  :  ac6on  

[  datalicious.com.au  ]