Mais conteúdo relacionado Semelhante a How to boost your cross-channel advertising effectiveness through advanced targeting (20) How to boost your cross-channel advertising effectiveness through advanced targeting2. >
Using
data
to
widen
the
funnel
Media
A:ribu/on
&
Modeling
Maximise
reach,
awareness
&
increase
ROI
Tes/ng
&
Op/misa/on
Remove
barriers,
drive
sales
Boos/ng
ROI
Targe/ng
&
Merchandising
Improve
engagement,
boost
loyalty
“Turning
data
into
ac.onable
insights
to
widen
the
conversion
funnel”
May
2013
©
Datalicious
Pty
Ltd
2
4. >
Using
data
to
widen
the
funnel
Media
A:ribu/on
&
Modeling
Maximise
reach,
awareness
&
increase
ROI
Tes/ng
&
Op/misa/on
Remove
barriers,
drive
sales
Boos/ng
ROI
Targe/ng
&
Merchandising
Improve
engagement,
boost
loyalty
“Turning
data
into
ac.onable
insights
to
widen
the
conversion
funnel”
May
2013
©
Datalicious
Pty
Ltd
4
8. >
ACME
cross-‐channel
targe/ng
“Op.mising
the
funnel
from
the
bo;om
up”
May
2013
©
Datalicious
Pty
Ltd
8
Brand
new
Prospects
Exis/ng
/
engaged
Prospects
Exis/ng
/
intent
Prospects
Exis/ng
Customers
9. >
Targe/ng
profitable
customers
May
2013
©
Datalicious
Pty
Ltd
9
Awareness
Engagement
Conversion
Loyalty
10. >
ACME
cross-‐channel
targe/ng
“Op.mising
the
funnel
from
the
bo;om
up”
May
2013
©
Datalicious
Pty
Ltd
10
Brand
new
Prospects
Exis/ng
/
engaged
Prospects
Exis/ng
/
intent
Prospects
Exis/ng
Customers
Up/cross-‐sell
Process
re-‐ini/a/on
Re-‐targe/ng
Audience
extension
12. Customer
profile
>
Combining
data
sources
May
2013
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Datalicious
Pty
Ltd
12
3rd
party
data
+
The
whole
is
greater
than
the
sum
of
its
parts
Website
behaviour
Customers
Prospects
13. Customer
data
exposed
in
page
or
URL
on
login
and
logout
CustomerID=12345&
Demographics=M|25&
CustomerSegment=A1&
CustomerValue=High&
ProductHistory=A6&
NextProduct=A7&
ChurnRisk=High&
[...]
>
Registra/on
and
login
pages
May
2013
©
Datalicious
Pty
Ltd
13
15. acme.com/chris/anbartens
redirects
to
amp.com.au?
CampaignID=12345&
CustomerID=12345&
Demographics=M|25&
CustomerSegment=A1&
CustomerValue=High&
ProductHistory=A6&
NextProduct=A7&
ChurnRisk=High&
[...]
>
Personalised
URLs
for
direct
mail
May
2013
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Datalicious
Pty
Ltd
15
Catch
on
acme.com
404
error
page
16. May
2013
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Datalicious
Pty
Ltd
16
hRp://www.samsung.com/?
CampaignID=FB:12345&
Loca/on=Sydney&
Demographics=M|25&
Interests=Traveling
17. May
2013
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Datalicious
Pty
Ltd
17
1,875%
ROI
20. May
2013
©
Datalicious
Pty
Ltd
20
1,333%
ROI
23. May
2013
©
Datalicious
Pty
Ltd
23
PREMIUM
EXPERIENCE
24. Phase
Segmenta/on
based
on:
Search
terms,
ad
response,
web
behaviour,
CRM
profile,
etc
Data
Default
Product
A
Product
B
Awareness
Message
D1
Message
A1
Message
B1
Default
Considera/on
Message
D2
Message
A2
Message
B2
Product
view
Purchase
Message
D3
Message
A3
Message
B3
Where
to
buy
Customer
N/A
Message
B4
Message
A4
Transac/ons
Advocate
Message
B5
Message
A5
NPS,
review
Influencer
Message
B7
Message
A7
Kred,
Klout
>
Segmenta/on
&
targe/ng
matrix
May
2013
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Datalicious
Pty
Ltd
24
25. Offer
Issue
Offer
>
Design
and
test
experiences
May
2013
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Datalicious
Pty
Ltd
25
Email
Live
chat
Phone
call
Phone
call
Le:er
Email
Issue
All
customers
Segment
A,
B,
C
Segment
D,
E
Influencers
Lovers
Display
Postcard
Display
FAQs
26. May
2013
©
Datalicious
Pty
Ltd
26
800%
ROI
29. >
Audience
extension
(Geo)
May
2013
RDA
Research
geoTribes
Roy
Morgan
Asteroid
Offline
media
behaviour
Online
media
behaviour
Experian
Hitwise
Experian
Mosaic
Veda
DataExpress
Online
media
planning
Offline
media
planning
Customer
address
Geo-‐demographic
segmenta/on
Prospect,
customer
segm.
Customer
value
poten/al
Customer
targe/ng
Roy
Morgan
Value
Segments
Customer
transac/ons
Customer
segmenta/on
©
Datalicious
Pty
Ltd
29
Current
customer
value
30.
Geo-‐demographics
segments
>
Targe/ng
profitable
customers
May
2013
©
Datalicious
Pty
Ltd
30
Awareness
Engagement
Conversion
Loyalty
31. May
2013
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Datalicious
Pty
Ltd
31
480%
ROI
32. >
ACME
cross-‐channel
targe/ng
“Op.mising
the
funnel
from
the
bo;om
up”
May
2013
©
Datalicious
Pty
Ltd
32
Brand
new
Prospects
Exis/ng
/
engaged
Prospects
Exis/ng
/
intent
Prospects
Exis/ng
Customers
Up/cross-‐sell
Process
re-‐ini/a/on
Re-‐targe/ng
Audience
extension
1,875%
ROI
1,333%
ROI
800%
ROI
480%
ROI
33. May
2013
©
Datalicious
Pty
Ltd
33
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me
cbartens@datalicious.com
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more
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