SunCorp Campaign Measurement

> Campaign Measurement < Digital Campaign Measurement

> Short but sharp history

§  Datalicious was founded late 2007 §  Strong Omniture web analy=cs history §  Now 360 data agency with specialist team §  Combina=on of analysts and developers §  Carefully selected best of breed partners §  Evangelizing smart data driven marke=ng § Making data accessible and ac=onable §  Driving industry best prac=ce (ADMA)

March 2011 © 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

> SuperTag pla>orm

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> SuperTag code architecture


§  Central JavaScript container tag § One tag for all sites and plaPorms §  Hosted internally or externally §  Faster tag implementa=on/updates §  Eliminates JavaScript caching §  Enables code tes=ng on live site §  Enables heat map implementa=on §  Enables redirects for A/B tes=ng §  Enables network wide re-‐targe=ng §  Enables live chat implementa=on

> Metrics framework

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February 2011 © ADMA & Datalicious Pty Ltd 8

Awareness Interest Desire Ac?on Sa?sfac?on

> AIDA and AIDAS formulas


Social media

New media

Old media

Reach (Awareness)

Engagement (Interest & Desire)

Conversion (Ac=on)

+Buzz (Sa=sfac=on)

> 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. exis=ng customers

Brand vs. direct response campaign

People reached

People engaged

People converted

People delighted

> Mul?ple metrics data sources


Quan=ta=ve and qualita=ve research data

Website, call center and retail data

Social media data

Media and search data

Social media

> 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 §  Double-‐coun=ng 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 repor=ng but once de-‐duplicated they each only contributed 50% of conversions

–  What are the ini=al CPA values and what is the true CPA? §  Solu=on: $50 ini=al CPA and $100 true CPA

–  $5,000 / 100 = $50 ini=al 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


March 2011 © Datalicious Pty Ltd 29 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 promo=onal codes, vouchers §  Geographic loca=on (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 aeer 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 Adver=sing 7%

Affiliate Marke=ng 9%

Referrals 5%

Email Marke=ng 7%

De-‐duped Campaign Report

} Channel % of Influence

Word of Mouth 32%

Blogging & Social Media 24%

Newspaper Adver=sing 9%

Display Adver=sing 14%

Email Marke=ng 7%

Retail Promo=ons 14%

Greatest Influencer on Branded Search / STS

Conversions aoributed to search terms that contain brand keywords and direct website visits are most likely not the origina=ng 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

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 s=mulate repeat purchases

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

§  Allocate more conversion credits to ini=a=ng touch points for new and expensive brands and products to insert them into the mindset



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Data > Insights > Ac?on

SunCorp Campaign Measurement

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Transcript of SunCorp Campaign Measurement