How Mobile plays a role in cross channel attribution and the customer journey by Rob Roy Head of...
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Transcript of How Mobile plays a role in cross channel attribution and the customer journey by Rob Roy Head of...
Mobile’s role incross channel attribution7/16/2013
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Defining Cross-Channel Attribution
Mobile at Time Warner Cable
We thrive to deliver any desired information or service on any appropriate device, in context, at the customer’s moment of need.
Cross-channel attribution addresses the role of each digital channel (display, paid search, mobile, natural search, email, affiliate, etc.) plays in the customer engagement process.
According to Forrester, cross-channel attribution is “the practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.”
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Mobile Behavior is Not Always What You Would Expect
Q: What percentage of consumers are willing to complete a 6 step order for new service on a smartphone?
a) 26%
b) 35%
c) 47%
d) 56%
e) 72%
c) 47%
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Mobile Action triggers quick follow-ups
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The Value of Mobile
• Mobile ROI should not be limited to engagements that occur on a mobile device
• Performed on a mobile device many times results in online or brick and mortar engagements - Search for locations, coupons, deals, sneak previews, etc.
• activities that result in non-mobile engagements should be calculated against your Mobile ROI - In-store comparison shopping - Social sharing/Likes- Product recommendations- Content viewing/sharing - Brick and mortar purchases
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At Time Warner Cable, Mobile is Important, Not Exclusive Customers and Prospects Require Integrated, Multi-Channel Experiences
MARKETER CUSTOMER
DMS
MANAGE & OPTIMIZE
SearchDisplay - DSP
FacebookMobile
CONVERTDeliver the right
message to the right user at the right time
ATTRIBUTEMeasure across all digital marketing
channels
LEARNOptimize efforts based
on cross-channel insights and audience analytics
Execute – Manage – Learn - Repeat
Time Warner Cable Digital Attribution
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Time Warner Cable Mobile Traffic:Aug 2011 over 800,000
Dec-1
0
Jan-
11
Feb-1
1
Mar
-11
Apr-1
1
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct-11
Nov-1
1
Dec-1
1
Jan-
12
Feb-1
2
Mar
-12
Apr-1
2
May
-12
Jun-
12
Jul-1
2
Aug-1
2
Sep-1
2
Oct-12
Nov-1
2
Dec-1
2
Jan-
13
Feb-1
3
Mar
-13
Apr-1
3
May
-13
Jun-
130
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
Mobile Monthly Visits to TWC.com
Smartphone Tablet
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Time Warner Cable Set a Path to Deliver Mobile Solutions and Tools For…
1. Product and Content Delivery
2. Customer Care & Communication
3. Purchase of Services
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Priority One: Cross Functional Teams, Resources and Planning
SalesMarketingOperationsCall CenterCustomer Care
FinanceConsumer Exp. CreativeMediaMarketing Ops
AnalyticsStrategyResource AlignmentAgilityMeasureable Goals
Build Integrated Strategies for Success
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Priority Two: Close the Loop to Align Data, Resources, and Experiences
User Driven Consumer Experiences
Media Optimization to All Conversion
Closed Loop Sales and Data Platform
Persistent Consumer View Platform
Methodical Testing & Optimization
Real Time Data and Optimization
Systematic Media Buying
Localized Products & Promotions
User Experience Design
Optimization to Paying Customer
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Complex Set of Solutions to Deliver Digital Sales
Online Purchasing Funnel• Tracking performance metrics across the entire purchasing funnel by tactic is
essential to proactively optimizing Channel performance
ImpressionsMeasure reach by tactic
ClicksMeasure relevance of
reach
VisitsMeasure click intention
Serviceability Attempts
Measure relevance of visits
QualificationsMeasure quality of
targeting
Offer SelectionsMeasure cart-add success
OrdersMeasure conversion success
Provisioning
Installs
SpendMeasure investment by
tactic
Online Purchasing Funnel
InfluenceOnline Media
Website
Both
Benefits of Comprehensive Funnel Measurement
Measuring tactic performance across the entire purchasing funnel in a uniform way:
Leads to better and more granular understanding of trouble and success areas e.g., growth in CTR rate may not result in sales
growth
Enables timely and surgical actions to address issues and capitalize on opportunities e.g., targeting improvements if visits don’t lead to
qualifications
Reframes agency objectives to include direct drivers of sales e.g., more emphasis on driving qualifications, not
clicks
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Measuring tactic performance across the entire purchasing funnel and defining clear ownership
of each part of the funnel will lead greater accountability and improved performance
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TWC Digital Attribution approach
• IP Targeting to the individual user– Capture the exact query of the user / intent
• Path / Selection / PSU/ Phone Conversation = Search Term
• Reallocation of funds from actionable items in REAL TIME– Search / – Content / Display / Social / Mobile
• Targeting and evaluation to the site level– Like sites / Negative sites / Remarketing beyond the
individual users• Real time reporting
– Better Business Decisions / Measure Offline Media / Media Plans
SEMSEM
DisplayDisplay
MobileMobile
TWC.comTWC.com OrderOrder
UserUser
CallsCalls
A combination of IP-targeting technology, keyword modifiers
and properly designed ads target your specific market.
Target by Geo
IP level detail
Attribution – Where does the search end and begin?
Someone Looking for high speed internet service
They select pricing and packages….but don’t
complete the purchase
TWC saves user information. User is recognized across content networks
TWC shows Text ads to a targeted user/audience
High Speed Internet Providers
Remarketing Targeted messages
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Consumer Experience Evolution – Consistency and Quality
Source: Google: The New Multi-Screen World: Understanding Cross-Platform Behavior, August 2012
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Complex User Experience Site Design Rebuilds
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Priority three: Keep Your Eye on the (Right) Metrics
Success in mobile requires multi-channel transaction tracking
50%+ of sales convert in the call center.
• Media optimization both on and offline• Active customer care campaigns to ensure
quality consumer experiences
Mobile Experience Path Handling
Local Market Targeting
Day Parting
Call Center Scripting
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Thank You
Rob Roy
GVP/GM of e-Commerce and Digital Marketing
Time Warner Cable