Turning Data Insight into Actionable Strategy
How dianomi™’s Exedra™ platform provides the insight
needed to engage and convert prospects optimally at every
stage of the customer journey
Cabell de Marcellus & Julian Barkes
Wednesday, 21 September, 13:50-14:20Visit us at
Stand198
Visit us at
Stand198
The Exedra™ Platform
Exedra™™
Live OptimisationTurning our proprietary
Level2Insight™ data into an
actionable strategy to maximise
ROI.
Audience ReachServing over 200m custom ad
impressions a month across our white
labelled premium publisher network,
targeting the affluent consumer, we
provide a brand-safe and
transparent environment.
Level2Insight™
Market Intelligence and
Analysis providing in depth
data insight to help you
acquire, retain and grow
your customer base.
Affluent Audience Targeting
Optimised ad placement via
our SmartLinks™ contextual
technology ensures promotions
are displayed in the right place
for the right person.
ENGAGE - OPTIMISE - CONVERT
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Stages of the customer journey
TARGET
ENGAGE
CAPTURE
EDUCATE
NURTURE
CONVERT
SURVEY
CR
ITIC
AL
MA
RK
ET
ING
INT
ELL
IGE
NC
E
Turning
prospects into
informed buyers
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Target
Affluence Age
TypesGroups
● Market to the right demographic with the means to become valuable customers.
● Exedra™ is fully integrated with Experian down to the household level.
● Users are demographically profiled in real time.
● 30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent.
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Engage
● Start by optimising your click-through-rate. It’s easier & results are more dramatic
● Choose theme, don’t guess. Listen to your customers through surveys
● Identify popular customer needs
● Use the customer’s terminology
● Start by optimising your most trafficked page
1. An improvement will make a bigger difference to sales
2. You will get test results faster and with more confidence
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Optimise
● Test everything - all marketing decisions must be based on
statistically significant test results
● Common testing mistakes:
1) Most examples don’t provide P-value - the probability
of obtaining the result by chance alone.
i) A p-value of less than 5% is a common level of
statistical significance.
2) Comparing test results over two different time periods
can mislead you.
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Optimise
A: 10 Seriously Undervalued StocksB: Which are the top 10 undervalued companies in the UK
CTR for Group A has 47.4% higher than Group B. The result is statistically significant (at the p<0.05 level). A result like this will only occur 0.00% of the time by chance alone.
Leads generated for Group A has 32.2% than Group B. The result is statistically significant (at the p<0.05 level). A result like this will only occur 1.87% of the time by chance alone.
● Exedra™ automated ad variant testing
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CaptureExedra™ - automated A/B/n variant landing page testing
● Landing page submit rates depend largely on the extent of the user details you are capturing: 15%, 10%, 5%
● Use hero shots, awards, testimonials, social proof, authority and benefits.
● We work with industry leading optimisation experts.
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Example A/B landing page test
Binomial test to compare two proportions
VERSION CLICKS SUBMITS %
A: no awards 558 58 10.4
B: with awards 1265 202 16.0
Group B has 54% higher success rate than Group A.
The result is statistically significant (at the p<0.05 level). A result like this will only occur 0.21% of the time by chance alone.
BUT the time period was NOT the same.
When we only look at data over the same time period...
VERSION CLICKS SUBMITS %
A: no awards 558 58 10.4
B: with awards 601 78 13.0
Group B has 25% higher success rate than Group A.
The result is NOT statistically significant (at the p<0.05 level). A result like this will occur 20.25% of the time by chance alone.
Capture
Action: Keep the test running until we have less than a 5% chance of obtaining the result by chance alone.
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Educate
● A customer cannot buy a product if he has not been
educated. In our surveys, we found the most popular request
from users was more education
● Education is an essential part of the buying process:
✔ Guides
✔ Reports
✔ Trials
✔ Demos
✔ Samples
✔ Test drives
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Nurture
● Use automated email touch-points: confirmation, fulfillment,
update
● Exedra™ is Return Path certified and fully compliant with
best email practices:
1. handling bounces
2. stopping emailing inactive users
3. achieving a low complaint rate
4. digital signing of emails (DKIM)
5. sending consistent volumes
● Sending emails at the same time of day as original request
● Automated optimisation of subject lines
Result: Raised deliverability from 50% to over 99%
Properly nurtured users are 4x more valuable
Service Provider:Email Delivery Certification
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Nurture
Exedra™ tracks the rate of opens, clicks, bounces, unsubscribes, complaints and CPM.
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Convert
Whether final stage conversion is completed online, via the post or over
the phone - persistence is vital.
● In some cases a prospect needs to receive 5.8 pieces
of direct mail before converting
● 93% chance of making contact after 6 attempts versus
only 39% on the first attempt (see leads 360 white paper)
● However 50% of leads are only called once
● Leads called within one minute can convert more than
4x leads that are left waiting
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SurveyLearn, Adapt, Evolve
Gain critical marketing intelligence to optimise your entire
marketing strategy
● What did you choose?
● Why did you choose that product?
● Why did you choose another product?
● Investor Surveys
● Automotive Surveys
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Example level2insight™ report, provide in-depth analysis including:
Page 2
Lead Sources and Volumes
Leads by Publisher
The Motley Fool (LM)
This Is Money
Interactive Investor
dianomi
London Stock ExchangeGoogleYahoo! Search
MSN
Yahoo! Finance
Guardian News & Media
Fair Investment Company
TrustNet
Telegraph
MIVA
Bullbearings
Timesonline
Reuters
Hemscott.comThe Motley Fool
MoneywiseFool email
lovemoney.com
Others
Volume of Leads by Month
2003/022003/032003/042003/052003/062003/072003/082003/092003/102003/112003/122004/012004/022004/032004/042004/052004/062004/072004/082004/092004/102004/112004/122005/012005/022005/032005/042005/062005/072005/082005/092005/102005/112005/122006/012006/022006/032006/042006/052006/062006/072006/082006/092006/102006/112006/122007/012007/022007/032007/042007/052007/062007/072007/082007/092007/102007/112007/122008/012008/022008/032008/042008/052008/062008/072008/082008/092008/102008/112008/122009/012009/022009/032009/042009/052009/062009/072009/082009/092009/102009/112009/122010/012010/022010/032010/042010/052010/062010/072010/082010/092010/102010/112010/122011/012011/022011/032011/042011/052011/06
0
500
1000
1500
Survey
● Demographic profiling
● Competitor
benchmarking
● Fulfillment tracking
● User feedback
● Mystery shopper
Page 3
Demographic compared vs UK populationExperian FSS Age Index for Leads vs Population
Age 18-25
Age 26-30
Age 31-35
Age 36-40
Age 41-45
Age 46-50
Age 51-55
Age 56-60
Age 61-65
Age 66-70
Age 71-75
Age 76+
-50
0
50
Experian FSS Affluence Index for Leads vs Population
Bottom 5%
Bottom 5%
-10%Low
10%-15%
Low 15%
-20%Low
er 20%-25%
Lower 25%
-30%Low
er 30%-35%
Lower 35%
-40%M
iddle 40%-45%
Middle 45%
-50%M
iddle 45%-50%
Middle 40%
-45%U
pper 35%-40%
Upper 30%
-35%U
pper 25%-30%
Upper 20%
-25%H
igh 15%-20%
High 10%
-15%Top 5%
-10%Top 5%
-50
0
50
100
Experian FSS Types Index for Leads vs Population
A1:Up & C
oming Elite
A2:Professional SolosA3:O
pportunities and Overdrafts
B4:Looking to the FutureB5:Lim
ited LivelihoodsB6:C
arefree Kick-offB7:Books and BeerC
8:Getting By Alone
C9:Solitary Effort
D10:Straining the Budget
D11:C
hild-raising Challenge
D12:Poor Prospects
E13:Fully Com
mitted Funds
E14:Independent InvestorsE15:C
onfident Consum
ersE16:Fam
ily Focused FinanceE17:W
ork-life BalanceF18:O
verspending Optim
istsF19:Savvy Big SpendersF20:D
ownscale M
ortgageesF21:H
ocked to the Hilt
G22:C
ream of the C
ropG
23:Corporate Top D
ogsG
24:Smart M
oneyG
25:Property TycoonsG
26:Conservative Accum
ulatorsH
27:Asset-rich AchieversH
28:Dependable C
omfort
H29:R
at Race Escapees
I30:Conventional Progression
I31:Cautious Borrow
ersJ32:Venerable W
orkforceJ33:Fam
ily ValuesJ34:O
n Course for R
etirement
K35:Inadequate ProvisionsK36:Pennyw
ise Economy
K37:Sunset SinglesK38:Seasoned State R
elianceL39:G
reys in the PinkL40:W
ell-off Dow
n-tradersL41:Vintage C
ouplesL42:Low
Cash Flow
EldersM
43:Old-fashioned Prudence
M44:Shoestring Seniors
M45:Pensioners in N
eed
0
100
200
Experian FSS Groups Index for Leads vs Population
A:Successful Start Type
B:Happy H
ousemates
C:Surviving Singles
D:O
n the Bread Line
E:Flourishing Families
F:Credit-hungry Fam
ilies
G:G
ilt-edged Lifestyles
H:M
id-life Affluence
I:Modest M
id-years
J:Advancing Status
K:Ageing Workers
L:Wealthy R
etirement
M:Elderly D
eprivation
-50
0
50
100
Visit us at
Stand198
Stages of the customer journey
TARGET
ENGAGE
CAPTURE
EDUCATE
NURTURE
CONVERT
SURVEY
Exedra™
TECHNOLOGY PLATFORM
CR
ITIC
AL
MA
RK
ET
ING
INT
ELL
IGE
NC
E
Detailed Demographic Analysis
Automated Ad Variant Testing, Contextual Tech
Automated Form Variant Testing
Turning Prospects into Informed Buyers
Build User Value with Email and DM
6 Conversion Attempts
Optimise the Entire Marketing Strategy
Thank you for your time
Any questions?
Cabell de Marcellus & Julian BarkesVisit us at
Stand198 www.dianomi.com