Testing and Optimization
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The presentation discusses the impact of data driven cross-channel user experience optimization in marketing campaigns.
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Testing and Optimization
- 1. > Tes&ng & Op&misa&on < Data driven cross-‐channel user experience op4misa4on
- 2. > Smart data driven marke&ng “Using data to widen the funnel” Media A9ribu&on & Modeling Op&mise channel mix, predict sales Targeted Direct Marke&ng Increase relevance, reduce churn Tes&ng & Op&misa&on Remove barriers, drive sales Boos&ng ROI December 2011 © Datalicious Pty Ltd 2
- 3. > Wide range of data services Data Insights Ac&on PlaHorms Analy&cs Campaigns Data collec&on and processing Data mining and modelling Data usage and applica&on Omniture, Google Analy&cs, etc Tableau, Splunk, SPSS, etc Alterian, SiteCore, Inxmail, etc Web and mobile analy&cs Customised online dashboards Targe&ng and merchandising Tag-‐less online data capture Media a9ribu&on models Marke&ng automa&on Retail and call center analy&cs Market and compe&tor trends CRM strategy and execu&on Data warehouse solu&ons Social media monitoring Data driven websites Single customer view Customer segmenta&on Tes&ng programs December 2011 © Datalicious Pty Ltd 3
- 4. > Clients across all industries December 2011 © Datalicious Pty Ltd 4
- 5. > Datalicious op&misa&on process § Phase 1: Data analysis – SiteCatalyst, Discover, SearchCenter, etc § Phase 2: Test design & planning – Targe4ng and tes4ng matrix § Phase 3: Test implementa4on – Full-‐service or coordina4on only – On-‐site, off-‐site, call center, etc § Phase 4: Test analysis § Phase 5: Training December 2011 © Datalicious Pty Ltd 5
- 7. > Implement smart re-‐targe&ng Segmenta&on based on: Search keywords, display ad clicks and website behaviour Purchase Data Cycle Points Access Frequent Home Advantage Flyers Loans Research, Acquisi&on Acquisi&on Acquisi&on Ad clicks, considera&on message #1 message #2 message #3 prod views Conversion Acquisi&on Acquisi&on Acquisi&on Applica&on intent message #4 Message #5 Message #6 starts Reten&on, Acquisi&on Acquisi&on Acquisi&on Email clicks, cross-‐sell message #3 message #3 message #2 logins, etc December 2011 © Datalicious Pty Ltd 7
- 8. > Targe&ng and tes&ng matrix Test Segment Content Success Difficulty Poten&al New Acquisi&on Click, Test #1A prospects offer A order, etc Low $50k New Acquisi&on Click, Test #1B prospects offer B order, etc Exis&ng Up-‐sell Click, Test #2A customers offer A order, etc High $100k Exis&ng Up-‐sell Click, Test #2B customers offer B order, etc December 2011 © Datalicious Pty Ltd 8
- 9. The holy trinity of tes&ng December 2011 © Datalicious Pty Ltd 9
- 10. > The holy trinity of tes&ng 1. The headline – Have a headline! – Headline should be concrete – Headline should be first thing visitors look at 2. Call to ac&on – Don’t have too many calls to ac4on – Have an ac4onable call to ac4on – Have a big, prominent, visible call to ac4on 3. Social proof – Logos, number of users, tes4monials, case studies, media coverage, etc December 2011 © Datalicious Pty Ltd 10
- 11. > Best prac&ce tes&ng roadmap § Phase #1: A/B test – Test the same landing Element #1: Prominent headline page content in completely different layouts § Phase #2: MV test Suppor4ng Element #2: – Then test different content Call to ac4on content element combina4ons within the winning layout Element #3: Social proof / trust § Phase #3: Challenge – Con4nue tes4ng and introducing layout and Terms and condi4ons content challengers December 2011 © Datalicious Pty Ltd 11
- 12. December 2011 © Datalicious Pty Ltd 12
- 13. December 2011 © Datalicious Pty Ltd 13
- 14. December 2011 © Datalicious Pty Ltd 14
- 15. December 2011 © Datalicious Pty Ltd 15
- 16. Chris&an Knowitall from Whoop Whoop: Bloody great card, changed my life! Never leave the house without it. Apply Now December 2011 © Datalicious Pty Ltd 16
- 17. Element #1 Element #2 Element #3 Element #4 Element #5 December 2011 © Datalicious Pty Ltd 17
- 18. December 2011 © Datalicious Pty Ltd 18
- 19. December 2011 © Datalicious Pty Ltd 19
- 20. December 2011 © Datalicious Pty Ltd 20
- 23. The li9le things count December 2011 © Datalicious Pty Ltd 23
- 24. > It’s the small things that count December 2011 © Datalicious Pty Ltd 24
- 25. > Online form best prac&ce Maximise data integrity Age vs. year of birth Free text vs. op4ons Use auto-‐complete wherever possible December 2011 © Datalicious Pty Ltd 25
- 26. Challenge your perspec&ve December 2011 © Datalicious Pty Ltd 26
- 27. > ClickTale heat maps December 2011 © Datalicious Pty Ltd 27
- 28. The phone s&ll rings December 2011 © Datalicious Pty Ltd 28
- 29. > Use unique phone numbers 2 out of 3 callers hang up as they cannot get their informa4on fast enough. Unique phone numbers can help improve call experience. December 2011 © Datalicious Pty Ltd 29
- 30. > Jet Interac&ve call analy&cs December 2011 © Datalicious Pty Ltd 30
- 31. Think outside the box
- 32. December 2011 © Datalicious Pty Ltd 32
- 33. > Seamless research experience TV, print, Display direct mail, etc ads Ad Server / SuperTag Organic, paid Display ad search re-‐targe&ng AdWords Ad Server / SuperTag Test&Target / SuperTag Customised landing pages Test&Target / SuperTag ANZ.com Applica&on re-‐targe&ng process Fall-‐out email follow-‐up December 2011 © Datalicious Pty Ltd 33
- 34. > Network wide re-‐targe&ng Frequent Flyer campaign Access Advantage campaign Home Loans campaign Card Access Loan prospect prospect prospect Card Access Loan customer customer customer Loan Loan Access prospect prospect prospect December 2011 © Datalicious Pty Ltd 34
- 35. > Network wide re-‐targe&ng Group wide campaign with approximate impression targets by product rather than hard budget limita&ons Card Access Loan prospect prospect prospect Card Access Loan customer customer customer Loan Loan Access prospect prospect prospect December 2011 © Datalicious Pty Ltd 35
- 36. > Op&misa&on success stories § Telstra: Bundles pages op4misa4on § AGL: Landing pages and re-‐targe4ng § NDS: Website build including op4misa4on § G&E Money: Landing page op4misa4on § ANZ: Landing pages and re-‐targe4ng § CBA: Data driven op4misa4on strategy § ADMA: Tes4ng & op4misa4on course December 2011 © Datalicious Pty Ltd 36
- 37. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi9er.com/datalicious
- 38. Data > Insights > Ac&on