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Matt Comstock, Vice President Business Intelligence Office, Razorfish, presents at the Big Analytics 2012 Roadshow. From search to email to social, customers are interacting with your brand across a variety of channels. But what do people do once they view an advertisement or get an email? What common behaviors are displayed once they’re on your site? By combining media exposure/behavior, site-side media, and in-store purchase data, you can understand better the impact media has on driving value to your business. Come to this session to learn how better data-driven multi-channel analysis lets you see what consumers do before they become a customer to understand what content influences which segments of users by media audience. Discover new segmentation and targeting strategies to improve engagement with your brand and increase advertising lift. See how a leader in digital marketing uses a combination of technologies including Teradata Aster, Hadoop, and Amazon Web Services to handle big data and provide big analytics to improve business value.
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation
“It’s the journey that matters, not just the ending”
Matthew Comstock – VP, Data & [email protected]
Razorfish Platforms - Fluent
- Paul Lockhart
© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
RAZORFISH, WHO ARE WE?
Full-service digital agency
One of the largest interactive marketing & technology companies
Leader in web design and digital marketing according to Forrester
$60 billion of media managed across the Publicis Groupe network
MARKETING TECHNOLOGY“Brand Reality”
Create experiences that build businesses
Brand Perception
Traditional agencies create
and build market awareness
Enabling Technology
Technology consultants design and build IT systems
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
WHERE RAZORFISH & FLUENT FIT
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
WHAT IS FLUENT?
Marketing Central(Marketing Planning and Management, Team Collaboration and Workflow)
Experience Publishing(CMS / DAM, Multi-Channel and Multi-Device Distribution, Social Monitoring)
Targeting(Multi-Channel Aware
Segmentation and Targeting)
Insights(Analytics and Reporting,
including Attribution)
Data Warehouse(Data Sources - 1st and 3rd Party, Data Normalization + Transformation, Data Management)
Cloud Infrastructure (Software as a Service)
Discovery(Data Scientist Ad hoc modeling
Environment)
A digital marketing technology platform that provides marketers and agencies with a single, integrated software application to target, distribute, and manage multi-channel digital campaigns and experiences.
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Component included in
this presentation
© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
The Customer Journey
Channel Relevant Experiences
Technology
Analysis
Strategy
BEGIN AT THE BEGINNING
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
THE JOURNEY IS COMPLICATED AND CONNECTED
Search
Display
EmailSocial
Mobile
TV
Affiliate
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CallCenter
DOT.com
© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
UNDERSTAND MOTIVATIONS AND BEHAVIORS,THEN TAKE ACTION
‣ Bid for her more smartly
‣ Serve her content she’ll respond to
‣ Look for others like her (look-a-likes)
‣ Look for others that act like her (act-a-likes)
‣ Empower her to share her experience
Data Management & Analytics
Online Interactions
Offline Interactions
1-offto 1+Purchasers
AnyaCosmetics maven who replenishes monthly
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
AND THE BEST PART, WE KNOW THIS WORKS!
Each customer, based on her past shopping experience is treated to different, more relevant content to re-engage or keep her engaged
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
395,838
156,239
46,73142,716
688,414
312,479
112,155102,518
Phase 2 - Dynamic Targeting, Advanced Segmentation
Phase 1 - Dynamic Targeting Last Action
Baseline Funnel
1.41%45.39%
35.89%
Impr
essi
ons
0.81%39.47%
29.91%
Clicked on Ad Engaged
with Content Clicked on“Where to Buy”
Referred to Partner Site
Incremental Contribution
4X
19.94%
0.35%25.22% 91.41%
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
HOW DO WE DO IT?
‣Get to know your customers through research and studies‣Capture all interactions (whenever possible), and link them ‣Create customer profiles through business aligned
characteristics and behavioral analysis, then define both single and multichannel segments
‣Create an experience strategy to get the right experience and message to the customer at the right time (IN THE RIGHT CHANNEL)
‣Take a crawl, walk, run approach by starting with a single channel and evolve from there
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
REAL WORLD PERSONAS
The HunterThe
(unexpected) Indulgent
The Family ShopperFashion Icon
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
INTEGRATED TRACKING AND TAGGING STRATEGY
Online Video Call Center
TV/Radio3rd Party Social
Broadcast
Tablet
Pinterest Twitter
POS
Account Tenure
Preferences
Data Plan
Bill/Receipt
Statements
Microsite
Experience
OrganicOrganic
Games
SearchSearch
Social Data EnterpriseEnterprise
3rd Party
Geolocation Mobile
Display Website
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
Ad ServerIdentifier
Website Identifier
TransactionIdentifier
Customer Identifier
DeviceIdentifier
Universal Identifier
IDENTIFY YOUR CUSTOMERS ACROSS CHANNELS
EmailIdentifier
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
The 7 characteristics result in over 39,000possible segments.
4 9 2 13 7Influencer
TypesCategoriesRecentlyViewed
TimeWindows
LoyaltyTiers
Average OrderSizes
3In Store
Purchase Types
2Consumer
Types
FOCUS ON CHARACTERISTICS THAT MATTER MOST
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Universal Identifier
• CRM / Offline Data• Loyalty• Site engagement
• 3rd Party• Social • Location Based Data• Ad server
© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
ANALYTICAL BUILDING BLOCKS
Sessionization Paths Attribution
Associative Analysis
Regression Analysis
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© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
MULTI-CHANNEL AWARE TARGETING PLATFORM
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Audience CentricData Warehouse (w/ in-database
analytics)
Ad Serving
OfflineCustomer Demo, 3rd Party
& Behavioral Data
Client Site Offers
Publisher
Email Lists& Offers
Call CenterOffers
Ad Exchange
Client Site Targeting
Email Targeting
Call Center Targeting
Online Customer Behavioral Data
Channel Performance Feedback
Data Management, Analytics &
Segmentation
Data AcquisitionChannel Specific TargetingChannel Offers
Data Classification &Stewardship
Social Media TargetingSocial Media
Offers
MapReduce Processing
Advanced Segmentation
Analysis
Channel Tracking
© 2012 Razorfish. All rights reserved. No individual parts of the presentation can be used outside of this presentation.
Thank You
Matthew ComstockVP Data & Analytics
Razorfish Platforms - [email protected]
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