Holistic Data Plan
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An expert panel discussed how an holistic data plan can benefit businesses. They covered establishing a single customer data source, conducting a data audit, and determining the commercial value of customer data. Opportunities from a data plan include on-site behavioral targeting, off-site behavioral targeting, A/B testing, and multi-channel attribution to improve marketing across channels based on customer behavior. The discussion focused on how leveraging customer data through a comprehensive data strategy allows businesses to gain insights, continuously optimize marketing, and increase sales across online and offline channels.
Holistic Data Plan
- 1. What Are The Possibilities That An Holistic Data Plan Brings To Your Business?
- 2. The Panel • Sean Smith, Head of Band & Communications, HotelClub.com, Orbitz Worldwide • Leila Seith Hassan, Senior Marketing Analyst, Datalicious • Michael Kustreba, VP Australia and New Zealand, Epsilon International • Kevin Mackin, General Manager, Coremetrics Australia and New Zealand
- 3. Agenda • Introduction • An Holistic Data Plan: – Architecture: Is there a single data source and where should it be? – Data Audit: Why this is important – What is the commercial value of your customer data? • What are the Possibilities? – OnSite Behavioural Targeting – OffSite Behavioural Targeting – Split and MultiVariate Testing – MultiChannel Attribution
- 4. Introduction: Multichannel Trends Online and offline commerce is converging October 23, 2009 The State Of Retailing Online 2009: Profitability, Economy, and Multichannel 4
- 6. Introduction: Multichannel Trends Consumers are increasingly multichannel shoppers • Multichannel is important to online marketers – “Seventy percent of US online consumers exhibit multichannel buying behavior” – Forrester 2009 sales online, multichannel “For every $1 of • Multichannelare then spendingboth online and customers buyers (buy $5.77 in the store” in-store) Terry Lundgren, CEO, Macy*s - are a valuable consumer category
- 7. Topic 1 An Holistic Data Plan
- 8. An Holistic Data Plan Web Call Centers Social Display Ad Networks Interactive TV Store Mobile Email E Billboards Kiosk • Architecture: Is there a single data source and where should it be?
- 9. An Holistic Data Plan Web Call Centers Social Display Ad Networks Interactive TV PROFILE Store Mobile Email E Billboards Kiosk • Architecture: Is there a single data source and where should it be?
- 10. An Holistic Data Plan • Architecture: Is there a single data source and where should it be? • Data Audit: Why this is important • What is the commercial value of your customer data?
- 11. Topic 2 What are the possibilities?
- 12. What are the Possibilities? On Site Behavioural Targeting Leverages: • Click stream and order data • Individual Visitor Profiles • Advanced algorithms • Merchandiser Controls
- 13. What are the Possibilities? On Site Behavioural Targeting Average percentage of total site sales driven by product recommendations Home Category Product List Product 9% >1% 1.3% 6.5% Order Pre Cart Cart Confirmation 1.0% 1.2% 0.3% Measured by visitors who click on and purchase the recommended product from each recommendation zone
- 14. What are the Possibilities? A/B split testing vs. Multivariate testing Site Naviga6on Landing pages Informa6on shown at checkout Security Messaging
- 15. What are the Possibilities? Improved Email Re-Marketing
- 16. What are the Possibilities? Improved Email Re-Marketing
- 17. What are the Possibilities? Off Site Behavioural Targeting Surfer Joe’s A visitor to your site searches for a product or information
- 18. What are the Possibilities? Off Site Behavioural Targeting Surfer Joe’s They view a specific item of interest, then depart without converting
- 19. What are the Possibilities? Off Site Behavioural Targeting Visitor goes to an unrelated Surfer Joe’s site where ads are being served Your ad is targeted to this person based on Contextually relevant and their previous behaviour targeted ads drive drastically on your site higher conversion rates
- 20. What are the Possibilities? MultiChannel Attribution • First Click: good for measuring acquisition • Middle Clicks: good for measuring influence • Last Click: good for measuring conversion triggers
- 21. What are the Possibilities? MultiChannel Attribution Organic Success Last channel Banner Paid Search Ad Search $100 $100 gets all credit Banner Ad Paid Email Success First channel $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels Search Ad Referral $100 get equal $100 $100 $100 credit Print Social Paid Success All channels Ad Media Search $100 get partial $33 $33 $33 credit
- 22. What are the Possibilities? • OnSite Behavioural Targeting • OffSite Behavioural Targeting • Split and MultiVariate Testing • MultiChannel Attribution
- 23. Summary
- 24. Summary • Did we solve anything here today? – Data plan – Possibilites • Did we give anyone an idea to take away that could be used in their business? – On Site Behavioural Targeting – Off Site Behavioural Targeting – MultiChannel Attribution
- 25. A Marketing View of Data PROFILE
- 26. A Marketing View of Data PROFILE
- 27. A Marketing View of Data PROFILE Continuous Optimisation
- 28. A Marketing View of Data Continuous Optimisation
- 29. Thank You