[

 Data  driven  marke.ng  ]  

Reducing  waste  and  increasing  
relevance  through  targe3ng  
[  Using  data  to  reduce  waste  ]  

Media  a8ribu.on  

Op.mising  channel  mix  

Targe.ng    
Increasing  relevance  

Tes.ng  
Improving  usability  

$$$  
August  2010   ©  Datalicious  Pty  Ltd   2  
[  Increase  revenue  by  10-­‐20%  ]  
By  coordina.ng  the  consumer’s  end-­‐to-­‐end  experience,  
companies  could  enjoy  revenue  increases  of  10-­‐20%.  

Google:  “get  more  value  from  digital  marke.ng”    

or  h8p://bit.ly/cAtSUN  
August  2010   ©  Datalicious  Pty  Ltd   3  

Source:  McKinsey  Quarterly,  2010  

[  The  consumer  data  journey  ]  
To  transac.onal  data   To  reten.on  messages  

From  suspect  to   prospect   To  customer  

Time   Time  

From  behavioural  data   From  awareness  messages  

August  2010   ©  Datalicious  Pty  Ltd   4  

[  Coordina.on  across  channels  ]      
Genera.ng   Crea.ng   Maximising  
awareness   engagement   revenue  

TV,  radio,  print,   Retail  stores,  call   Outbound  calls,  direct  

outdoor,  search   centers,  brochures,   mail,  emails,  SMS,  etc  
marke3ng,  display   websites,  landing  
ads,  performance   pages,  mobile  apps,  
networks,  affiliates,   online  chat,  etc  
social  media,  etc  

Off-­‐site   On-­‐site   Profile    

targe.ng   targe.ng   targe.ng  

August  2010   ©  Datalicious  Pty  Ltd   5  

[  Combining  targe.ng  plaZorms  ]  

Off-­‐site  
targe3ng  

Profile   On-­‐site  
targe3ng   targe3ng  

August  2010   ©  Datalicious  Pty  Ltd   6  

[  Targe.ng  plaZorms  ]  
  Off-­‐site  targe3ng  
–  Ad  networks:  Google,  Yahoo,  ValueClick,  etc  
–  Ad  servers:  DoubleClick,  Eyeblaster,  Atlas,  etc  
  On-­‐site  targe3ng  
–  Paid:  Omniture  Test&Target  (Offerma3ca,  TouchClarity),  
Memetrics  (Accenture),  Op3most  (Autonomy),  Ke[a  
(Acxiom),  AudienceScience,  Maxymiser,  Amadesa,  etc  
–  Free:  BTBuckets,  Google  Analy3cs,  etc  
  Profile  targe3ng  
–  Email  pla^orms:  Inxmail,  Trac3on,  Returnity,  etc  
–  Marke3ng  automa3on:  Aprimo,  Unica,  Eloqua,  etc  
August  2010   ©  Datalicious  Pty  Ltd   7  
[  Combining  technology  plaZorms  ]  

On-­‐site     Off-­‐site  
segments   segments  

On  and  off-­‐site  targe.ng  plaZorms  should  use    

iden.cal  triggers  to  sort  visitors  into  segments  
August  2010   ©  Datalicious  Pty  Ltd   8  
August  2010   ©  Datalicious  Pty  Ltd   9  
August  2010   ©  Datalicious  Pty  Ltd   10  
[  Combining  data  sets  ]  

Web  analy.cs  data  

Customer  data  
+   The  whole  is  greater    
than  the  sum  of  its  parts  

3rd  party  data  

August  2010   ©  Datalicious  Pty  Ltd   11  

[  Behaviours  plus  transac.ons  ]  

Site  Behaviour   CRM  Profile  

tracking  of  purchase  funnel  stage   one-­‐off  collec3on  of  demographical  data    

+  
browsing,  checkout,  etc   age,  gender,  address,  etc  
tracking  of  content  preferences   customer  lifecycle  metrics  and  key  dates  
products,  brands,  features,  etc   profitability,  expira.on,  etc  
tracking  of  external  campaign  responses   predic3ve  models  based  on  data  mining  
search  terms,  referrers,  etc   propensity  to  buy,  churn,  etc  
tracking  of  internal  promo3on  responses   historical  data  from  previous  transac3ons  
emails,  internal  search,  etc   average  order  value,  points,  etc  

UPDATED  CONTINUOUSLY   UPDATED  OCCASIONALLY  

August  2010   ©  Datalicious  Pty  Ltd   12  

[  Overes.ma.ng  unique  visitors  ]  
The  study  examined  data    
from  two  of  the  UK’s  busiest    
ecommerce  websites,  ASDA  
and  William  Hill.    
Given  that  more  than  half    
of  all  page  impressions  on    
these  sites  are  from  logged-­‐in    
users,  they  provided  a  robust    
sample  to  compare  IP-­‐based  and  cookie-­‐based  analysis  against.  
The  results  were  staggering,  for  example  an  IP-­‐based  approach  
overes3mated  visitors  by  up  to  7.6  3mes  whilst  a  cookie-­‐based  
approach  overes.mated  visitors  by  up  to  2.3  .mes.  

Google:  ”red  eye  cookie  report  pdf”  or  h8p://bit.ly/cszp2o  

Source:  White  Paper,  RedEye,  2007  

[  Maximise  iden.fica.on  points  ]  
160%  

140%  

120%  

100%  

80%  

60%  
−−−  Probability  of  iden3fica3on  through  Cookies  
40%  

20%  
0   4   8   12   16   20   24   28   32   36   40   44   48  

Weeks  
 Datalicious  SuperCookie  
Persistent  Flash  cookie  that  cannot  be  deleted  

August  2010   ©  Datalicious  Pty  Ltd   15  

August  2010   ©  Datalicious  Pty  Ltd   16  
[  Sample  site  visitor  composi.on  ]  
30%  new  visitors  with  no   30%  repeat  visitors  with  
previous  website  history   referral  data  and  some  
aside  from  campaign  or   website  history  allowing  
referrer  data  of  which   50%  to  be  segmented  by  
maybe  50%  is  useful   content  affinity  

30%  exis.ng  customers  with  extensive   10%  serious  

profile  including  transac3onal  history  of   prospects  
which  maybe  50%  can  actually  be   with  limited  
iden3fied  as  individuals     profile  data  

August  2010   ©  Datalicious  Pty  Ltd   17  

[  Developing  a  targe.ng  matrix  ]  

Phase   Segment  A   Segment  B   Channels  

Awareness  

Considera.on  

Purchase  Intent  

Up/Cross-­‐Sell  
[  Developing  a  targe.ng  matrix  ]  

Phase   Segment  A   Segment  B   Channels  

Social,  display,  
Awareness   Seen  this?  
search,  etc  

Social,  search,  
Considera.on   Great  feature!  
website,  etc  

Search,  site,  
Purchase  Intent   Great  value!  
emails,  etc  

Direct  mail,  
Up/Cross-­‐Sell   Add  this!  
emails,  etc  
[  Quality  content  is  key  ]  
Avinash  Kaushik:  “The  principle  of  garbage  in,  
garbage  out  applies  here.  […]  what  makes  a  
behaviour  targe<ng  pla=orm  <ck,  and  produce  
results,  is  not  its  intelligence,  it  is  your  ability  to  
actually  feed  it  the  right  content  which  it  can  then  
target  […].  You  feed  your  BT  system  crap  and  it  will  
quickly  and  efficiently  target  crap  to  your  customers.  
Faster  then  you  could  ever  have  yourself.”  
[  Keys  to  effec.ve  targe.ng  ]  
1.  Define  success  metrics  
2.  Define  and  validate  segments  
3.  Develop  targe3ng  and  message  matrix    
4.  Transform  matrix  into  business  rules  
5.  Develop  and  test  content  
6.  Start  targe3ng  and  automate  
7.  Keep  tes3ng  and  refining  
8.  Communicate  results  
August  2010   ©  Datalicious  Pty  Ltd   21  
[  ClickTale  tes.ng  case  study  ]  

Google:  “change  one  word  double  conversion”    

or  h8p://bit.ly/bpyqFp  
August  2010   ©  Datalicious  Pty  Ltd   22  
 ADMA  short  course  
“Analyse  to  op.mise”    
In  Melbourne  &  Sydney  
October/November  
By  Datalicious  

August  2010   ©  Datalicious  Pty  Ltd   23  

 Email  me  
cbartens@datalicious.com  

Talk  to  us  

ADMA  Forum  Stand  347  

Learn  more  
www.datalicious.com  

August  2010   ©  Datalicious  Pty  Ltd   24