Using Lifecycle Scores for Marketing Optimisation

Carmen Mardiros@carmenmardiros

Friday, 28 March 14

@carmenmardiros

Customer’s cognitive decision process,not YOUR marketing funnel.

Post-decisionevaluation

Need Recognition

Option Evaluation ShortlistInterest

(research) Decision

(... Some loopbacks and optional steps, but some form of it always exists )

Friday, 28 March 14

@carmenmardiros

Where your path crosses that of the customer...

Post-decisionevaluation

Need Recognition

Option Evaluation ShortlistInterest

(research) Decision

... there’s just one goal - Move them to NEXT stage

Friday, 28 March 14

@carmenmardiros

Need Recognition

Option Evaluation ShortlistInterest

(research) Decision

See category pagesActively interact with category pages See product pagesActively interact with products

Discovery behaviours The One GoalFind a contender product, to buy now -- or later.(success measure = “Add to basket” )

Friday, 28 March 14

@carmenmardiros

See category pagesActively interact with category pages See product pagesActively interact with productsEngage with curated product listsRead pre-purchase help, tools and featuresAdd to wishlist....

Intuitively, valuable behaviours but many and varied...

Can we aggregate them all in a single “discovery score”?

Organic PPC30

35047

2173

1399

4607

3411

= Propensity of channel to deliver valuable discovery visits.

Friday, 28 March 14

@carmenmardiros

Step 1. How much is each discovery behaviour worth?

Users that interact with category pages

Out of theses, users that ALSOadd to basket

A B

Discovery score = B/A * 100 (... or the conversion rate for this type of discovery behaviour)

Friday, 28 March 14

@carmenmardiros

Step 1. How much is each discovery behaviour worth?

Smoothen out fluctuations by averaging

over weekly cohorts

Caveat: Would need to split by other dimensions to find the true “value” of a behaviour. Tedious work until API supports visitor-level segments.

( Better yet, use median or confidence ranges )

Friday, 28 March 14

@carmenmardiros

Step 1. How much is each discovery behaviour worth?

Behaviours closer to “Add to basket” tend to have higher discovery scores

( duh! ).

Channels that drive a mix of high-score visits are better at moving people to NEXT stage in the decision process.

Friday, 28 March 14

@carmenmardiros

Step 2. Calculating discovery scores when channels bring a messy mix of visits

score1 * ratio1+score2 * ratio2

....

Discovery score =

Why this formula? It evens the playing field (e.g. channels driving more lower-score visits ~ channels driving fewer higher-score visits)

Friday, 28 March 14

Use cases:- Validate intended response from campaigns and messaging- Uncover true channel purpose- Identify time-wasters (high engagement, wrong kind of engagement)- Identify marketing opportunities (low volume, high discovery score)

Friday, 28 March 14

Not just for channels...

Functional overlay for landing page groups to understand flows.(see Gary Angel - Functionalism)

Friday, 28 March 14

Not just for channels...

Function of content seen and interacted with.

Friday, 28 March 14

Progression through decision process

Not just for channels...

Friday, 28 March 14

@carmenmardiros

Yet to do, cross-reference with Multi Channel Funnels

Friday, 28 March 14

Thank You

Carmen Mardiros@carmenmardiros

Friday, 28 March 14