This document provides 10 ideas for how marketers can use data: 1. Build microsegments from user data like tags and clickstream data. 2. Identify users across devices to better target ads and track conversions. 3. Analyze the relationship between most viewed and purchased products to inform strategy. 4. Measure "share of voice" for different business themes to see competitive advantages.

1. @parthsm
10
COOL THINGS
Marketers Can Do
With Data
Parth Mukherjee
Senior Product Marketing Manager, Vizury

2. @parthsm
THIS PRESENTATION
PING ME!
Provides 10
ideas
Not all may be
useful for you
For details on
implementation

3. @parthsm
ONE. USER MICROSEGMENTATION
Have you utilized every kind of data at your disposal to build microsegments from your target audience?
User
Data
 Non-PII user information using tags
 Behavioral data from clickstream
Product
Data
 Product and category data from feeds
 Real-time updates through tags
Micro-segmentation of users

4. @parthsm
TWO. IDENTIFY USERS ACROSS DEVICES
If you knew the different devices being used by the same user,
2341S
DR45
67PT
Fingerprinting
Cookie matching
Device ID
you could use the impressions on each device much more effectively.
Product interest
Ad sequencing
Conversion tracking

5. @parthsm
THREE. MOST VIEWEDMOST BOUGHT
What is the relation between the most popular products on your site
from the perspective of
$
Views
&
Purchases
and how do you use it in your marketing strategy
www.
CLICK HERE >>

6. @parthsm
FOUR. SHARE OF VOICE
From a content marketing perspective it helps to know what is your
share of voice for different types of themes related to your business.
HEALTH
DRINK
BUSINESS
THEME 1:
HEALTH DRINKS
How can I retain my
advantage ?
THEME 2:
GYMMING
What are the other
related topics?
THEME 3:
HIGH THRILL SPORTS
What keywords are
competitors using?

7. @parthsm
FIVE. REALLY INTERESTED VISITOR DOMAIN
Track the organization from the domain from which you receive visitors
who display most interest
ALL VISITS
PAGE DEPTH >=10
X
TIME SPENT >=10m
PAGE VIEWED contains SEAMASTER
REFERRING
DOMAINS
X
X

8. SIX. LEAD QUALITY FROM REFERRAL TRAFFIC
@parthsm
Who gave you your most valuable leads?
PARTNERS
MEDIA
SOCIAL
ARTICLE
How to continue getting
useful referrals:
Banner ads, article
placements, partnerships
Image source: http://www.newfangled.com/measuring_referral_traffic_goal_conversion_rate

9. @parthsm
SEVEN. BROWSING PATH ANALYSIS
How do people land on your most important page?
3rd
click
Direct
2nd click
• What are the most common paths?
• Can you improve the flow from these
paths?
• How much of this traffic can you get to
land directly on your page?

10. EIGHT. QUALITY OF EMAIL LIST
@parthsm
Is your email list any good? Should you just junk it and make / buy a new
one?
Unsubscribe
List retention
per broadcast
Open rate
trend
Click rate
trend
New vs. old
user ratio
A combination of the above metrics will tell you whether your list is
worth the investment any longer.

11. @parthsm
NINE. OPPTY COST OF OLD BANNER DATA
So your banner displayed products or prices that were not available or not
at par (respectively) on your website?
$100,000
$78,000
NOT
AVAILABLE
BUY NOW >>
$100,000
$78,000
BUY NOW >>
$98,000
BUY NOW >>
Does loss of business justify the cost of investing in real-time dynamic ads?

12. @parthsm
TEN. VIEW THROUGH PURCHASE TIME
How long do most customers need before they convert?
DAYS TO 90%
CONVERSIONS
DAYS TO 50%
CONVERSIONS
And how many display ads / marketing touch points before they convert?
PAID SEARCH
ORGANIC SEARCH
SOCIAL
DIRECT
EMAIL
REFERRAL
DIRECT
DIRECT
REFERRAL
RETARGETING
BUY
BUY
RETARGETING
BUY

13. @parthsm
IN SUMMARY
The ideas pertained to four main data sets (just in case you are considering
new sets or integrations)
USER DATA
PRODUCT DATA
CHANNEL DATA
SALES DATA
I know the implementation of these ideas is more difficult than the idea
itself. And that is what will make it ‘cool’.

14. Thanks
for reading!
.com/parthwrites
.com/in/parthsm
@parthsm