Which Medium Works: Multichannel Testing For High-Performance Results
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The document discusses the importance of multi-channel testing for marketing campaigns to achieve high performance results. It emphasizes measuring each media channel discretely and optimizing campaigns by reinvesting in top-performing channels and dropping under-performing ones. The document also stresses starting with a holistic view of the media mix before optimizing discretely based on performance, and considering how to best convert leads across different channels and test conversion processes.
Which Medium Works: Multichannel Testing For High-Performance Results
- 2. Which Medium Works: Multichannel Testing for High Performance Results Spyro Kourtis President / CEO, Hacker Group October 4, 2011
- 3. Our vision statement reads : “ Create integrated programs that reach the target audience where they live, work and play…” “… we are NOT media and technology neutral – we are biased towards performance and this drives ALL recommendations…” We only pursue opportunities that deliver results for our clients Performance Bias
- 4. Presentation brought to you by the following… following… 4
- 5. Once Upon A Time Brand advertising was king, queen and the entire royal court The rise of “measurable” marketing in the digital world happened out of necessity and I’m sure glad it did My journey east to find truth 5
- 6. End the theoretical fairy tale, get back to practical work Focus on objectives and metrics that matter to the executive suite Build and track all programs backward from point of sale The new and improved integration Buy into multi-dimensional testing 6
- 7. #1 Measurement ≠ Successful Many confuse “measurability” with ROI Traditional and interactive measurements are not always meaningful for our clients and stop short of sales 7
- 8. #2 Backward from point of sale What’s my budget? CPS x Customers = Budget 8
- 9. What’s your goal? Test, measure and roll out with the best combinations to suit your needs 9
- 10. It begins with targeting Who is the target audience?
- 11. #2 It begins with targeting Three flavors: Behavioral/transactional information is best Demographic/ Firmagraphic Self reported information ─ Acquisition – big ticket sales ─ Customer communications 11
- 12. #2 Provide content the way they want to consume it Seamlessly transition physical to digital 12
- 13. The New and Improved Integration
- 14. #3 No one discipline should own a specific media channel Mass advertising is more than TV And direct marketing is more than just mail 14
- 15. Digital is more than just digital, huh? What is the responsibility and expertise of a digital agency? #3 No one discipline should own a specific media channel 15
- 16. BRANDING RECO : Rich Media 2/3 CPM One network DIRECT RECO: Drive leads to Call CPC Network testing 16 No one discipline should own a specific media channel
- 17. Integration and optimization Integration does not mean executing a campaign across multiple media for uncertain “synergies” We optimize performance by reinvesting in media that drive results and dropping those that don’t A + B + C + D + E = ? D > E > A > C > B 17
- 18. #3 Our approach to multi-channel campaigns Start holistically Measure discretely Optimize by channel Start over: Allocate media holistically Not all media is created equal New media synergies 18
- 19. Begin with a holistic view Not all media are created equal! Set a goal for what to expect from each 19
- 20. During execution phase, measure all media discretely At the right cadence for the channel Optimize discretely Break it down 20
- 21. Start over again: Allocate media by channel based on performance and optimization Put it back together 21
- 22. #3 Not all media is created equal 22
- 23. #3 The power of one prospect universe Tracks all solicitations by physical and email address Don’t forget mobile phone # 23
- 24. Keeps you from drawing wrong conclusions One Prospect Universe 24 Format Summary Lift Over Control ROI Mail Package Only 31.22% 1518% Mail Package with Email Follow Up -53.22% -2619%
- 25. Our media strategy: The 4 Cs 25
- 27. #4 Testing strategy 27
- 28. Look out brand, mobile web isn’t just for impressions 28
- 29. HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM Step 1: The Power Test ® methodology 29
- 30. HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM Step 2: Look for winning combinations (Hot Zones™) 30
- 31. HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM Step 3: Check Test ™ or rollout winners 31
- 32. #4 Multi-Channel media synergies Timing Offers Consistency increases awareness Brand them Not as concerned about creative synergy 32
- 33. Don’t forget about conversion: Testing strategies Lessons learned – don’t assume that you have the right conversion process in place! Avoid spilling leads by validating that the process in place will convert Then test to optimize conversion for the best results 33
- 34. Sales conversion: Site testing 34
- 35. A/B/n Testing Multivariate Testing (MVT) A/B/n + MVT Sales conversion: Site testing 35
- 36. Conclusions Remember to focus on the metrics that matter Tear down silos – plan based on discipline, and execute across ALL relevant accountable media Don’t attempt to boil the ocean 36
- 37. Questions and Answers Thank You!! 37