Contemporary Economic Issues Facing the Filipino Entrepreneur (1).pptx
ADMA Data Day: Consumer Data Journey
1. [ consumer data journey ]
Christian Bartens
Digital Analyst, Tourism Australia
tourism.australia.com
Senior Consultant, Datalicious
datalicious.com.au
[ datalicious ]
data : insights : action
10. [ october 2007 ] [ datalicious.com.au ]
"It is a capital mistake to theorize
before one has all the data."
Sir Arthur Conan Doyle
11. [ consumer data journey ]
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001010110010100110100101010011100101001001010100100101001010
010010100111110101010010100100100101001010111010100101010101
[ october 2007 ] [ datalicious.com.au ]
12. [ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights
[ datalicious.com.au ]
13. [ data poles ]
[ october 2007 ]
transactional
close to customer
strategic
removed from customer
[ datalicious.com.au ]
14. [ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights
[ datalicious.com.au ]
15. [ response options ]
[ october 2007 ]
digital
search
banner
www
analogue
phone
email
text
ancient
retail store
wom
[ datalicious.com.au ]
16. [ digital responses ]
[ october 2007 ]
impression interaction
view
through
click
through
success
event
ad server, bid management platform
site centric tool
branding
[ datalicious.com.au ]
direct response
17. [ digital best practice ]
Ad server or bid management platform
– Enable view-through tracking
– Implement campaign tracking codes
Unique down to creative level
Site centric analytics tool
– Implement ad server tags on your site
Alternatively integrate with web analytics platform
– Define and measure success events
– Define success event allocation
First, linear, last campaign response
Recommend linear success event allocation
[ october 2007 ] [ datalicious.com.au ]
18. [ analogue best practice ]
Phone, email, text
– Offer wide range of response options
– Especially mobile response options during downtime
– Response options unique to each campaign
Potentially even unique down to an offer level
Retail stores
– Ask your customers for help
Run qualitative surveys to fill data gaps
– Use vouchers and promotional codes
Word of mouth
– Trial new technologies (e.g. BuzzMetrics)
[ october 2007 ] [ datalicious.com.au ]
19. [ examples ]
Does all your offline advertising have its own unique
call to action down to media channel and placement?
Does all your online advertising have its own unique
tracking codes in the click-through URLs?
Are you offering more instant response options besides
your website such as phone numbers, email and text
messaging to facilitate downtime response?
Does your website have its own unique phone number
so that you can see what customers are researching
online but are converting offline?
When these customers convert offline are you asking
them specific questions relating to the online media
they have been exposed to and responded to?
[ october 2007 ] [ datalicious.com.au ]
20. [ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights
[ datalicious.com.au ]
21. [ conversion funnel 1.0 ]
[ october 2007 ]
conversion process
visit, product pages, product details, add to
shopping cart, shipping information, payment
details, order confirmation, thank you page, etc
success events
campaigns
[ datalicious.com.au ]
25. [ 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 advertising they have noticed as well?
Do you store the purchase ID in your main CRM database
to connect web analytics data with standard CRM data?
Are you continuously testing different versions of your
key pages such as the home page and order process
pages to optimize conversion?
Are you actively suggesting products to your customers
using static or dynamic cross-sales techniques on key
pages such as the home, product, order process and
search results pages?
[ october 2007 ] [ datalicious.com.au ]
26. [ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights
[ datalicious.com.au ]
28. [ examples ]
Do you know what products each of your
customers looked at but did not purchase?
Do you identify your email subscribers via unique
tracking IDs in the email click-through URLs?
Do you include brand messages and product
suggestions in transactional emails?
Are you integrating 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
suggestions and desires or are you only tracking
their behaviour?
[ october 2007 ] [ datalicious.com.au ]
29. [ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights
[ datalicious.com.au ]
30. [ where is the money ]
[ october 2007 ]
$
$
$
$
$
$
$
$
$
$
[ datalicious.com.au ]
31. [ examples ]
Do you know your most valuable customers?
Are you communicating 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 creative than others?
Can you identify your key customers on your own
website in real-time while they visit?
[ october 2007 ] [ datalicious.com.au ]
32. [ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights
[ datalicious.com.au ]
34. [ segmentation studies ]
[ october 2007 ]
profile
Hitwise
Mosaic
TGI
etc
Roy
Morgan
[ datalicious.com.au ]
35. [ examples ]
Are you enriching your internal customer profiles with
insights from external segmentation studies?
Are you considering external matching parameters for
segmentation 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 segmentation studies part of the overall
data collection 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 presentation so far?
[ october 2007 ] [ datalicious.com.au ]
36. [ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights
[ datalicious.com.au ]
39. [ where are the eyeballs ]
[ october 2007 ]
search
organic
paid
social
wom
viral
online
offline
display
mail
email
direct
[ datalicious.com.au ]
40. [ examples ]
How many different marketing managers and
budgets do you have in your organisation?
Does your organization maintain separate budgets
for online and offline media spend?
What drives your marketing strategy and media
planning? Short-term revenue goals or long-term
strategic goals?
Is there a formalised process for campaign and
insights reporting within your company?
Are earlier campaign summary reports consulted and
passed on to your agencies during the planning
process?
[ october 2007 ] [ datalicious.com.au ]
41. [ october 2007 ]
response
success
event
customer
database
customer
profile
target
segment
media
plan
campaign
data
insights
[ datalicious.com.au ]
42. [ impressions ]
[ october 2007 ]
where
whenwhat
[ datalicious.com.au ]
45. [ optimisation ]
[ 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 advertising is wasted,
I just don't know which half."
John Wanamaker
46. [ examples ]
Do you test your marketing communication such as
emails before they are sent on a smaller sample? What
about search or display ads?
Do you review and optimize all your campaigns on an
ongoing basis or only at the start?
Do your media and creative agencies report back to you
on mere metrics or actual improvements they made?
Do you work with a separate creative 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 ]