Attribution and Segmentation: Why combining data is essential for marketing success

CUSTOMER UPDATE An update on our new products & services

Attribution and Segmentation:

Brought to you byIn association withWhy combining data is essential for marketing success

The webinar will begin shortly

Listen via your computer speakers or on the phoneUK: +44 (0) 330 221 9914 Access Code: 557-171-682

1

Todays SpeakersWhy combining data is essential for marketing success

Paul CruiseHead of SalesRakuten Attribution

Martin ReedSenior Client ManagerRakuten Attribution

Morag Cuddeford-JonesConsultant Editormarketingfinder.co.uk

Brought to you byIn association with

2

Follow the conversation on Twitter #AttributionSuccess

Interact with usWhy combining data is essential for marketing success

3

Attribution & Segmentation: Why combining data is essential for marketing success

This presentation is from Attribution and Segmentation: Why combining data is essential for marketing success, a marketingfinder.co.uk webinar. To find out more, or for the on-demand recording, visit http://goo.gl/ykjaXL

Presented by the Rakuten MarketingExecutive Team to: JCPenneyDate: 09.01.2014

4

Paul CruiseHead of Sales, Rakuten AttributionMartin ReedSenior Client Manager, Rakuten Attribution

Who We Are


Good afternoon everyone from a lovely sunny Brighton. Before we start we should introduce ourselves.

We work at Rakuten Attribution (formerly DC Storm) here in BrightonRakuten Attribution has been delivering tracking, measurement and attribution solutions for almost 12 years nowWe work with businesses including like British Gas, House of Fraser and Sky and we help them move towards true, data driven marketing

Martin and I have a few objectives over the next hour or so:

Firstly, we want the content to be educational and interesting- this is certainly not supposed to be a sales pitch at allSecondly, wed like to challenge your perceptions around attribution. Wed like to move the conversation along from the maths which is a bit dry and concentrate on all of the other exciting stuff that you can do as a Marketer when you have an attribution solution in place. For this webinar, well be concentrating on segmentation but obviously thats just one of many areas that we could be looking atThirdly, wed like to be helpful. So, if you have any questions for us then please do submit them.

5

Attribution in five minutesThe super CRMAttribution and segmentationhow does it work?wheres the win?Taking actionCase studiesQuestions

Agenda


Heres the agenda for the next 45 mins or so. :

Well be starting with presenting a very traditional, familiar view of what attribution is all aboutId then like to present an alternative description of attributionWell then start to look at the opportunity around segmentation & attributionThen Ill hand over to Martin to talk about taking action and hell run through a couple of case studies

We have a couple of polls dotted within the content and we have time for questions at the end6

Attribution in five minutes

IMP

PPCDress

Affiliate

IMP

SEOBrand

Affiliate

IMP

Visit15101010020101085


So, first lets have a quick re-cap on the traditional view of attribution. Im sure that the majority of listeners will already be pretty familiar with this so Im going to keep it to 5 mins if I can

Attributionis the process of identifying a set of users actions (events or "touchpoints") that contribute to a desired outcome, and then assigning a value to each of these events.

The starting point is to give the advertiser the most comprehensive view possible of how their customers are interacting with their brand

TrackingPlace tracking across all of your web properties. We track all the things they have looked at in you website, the searches theyve made, the items they added to basket but didnt buy and we track multiple conversion and sale types We then track all of your marketing channels: PPC, Display, affiliate etc Importantly, we track both converting and non converting journeys and we do that to the most granular level- keyword, creative, publisher level for affiliate and display impressions,

IngestingCost dataMargin data Customer segmentsViewability dataTelephone sales High Street sales

Data joining:

Cross devicePeople want to buy from you using different devices at different times. Well seek to join those devices at a user level wherever possible, thereby providing a more accurate cross device view of the customer journey.

Online to offlineAlso join journeys across O2O such as the High street and call centres

Attribution

The overarching goal is to help the advertiser move away from their traditional first or last click model to an attribution model that helps power better, data driven marketing decisions.

Outputs

Budget optimisation. Are there channels and activities that youre currently over valuing? Conversely, are there channels and activities that youre undervaluing? We will advise you on how to re-allocate portions of your budget. Where should you be spending less? Where should be spending more?

7

Academic topic that rarely deliversExpensive technologyDifficult to implementDifficult to sell internallyThankless project for marketers

Attribution Your association?!!


So that is a very traditional explanation of attribution and I think that for many marketers, that has negative connotations. As soon as I say the word attribution the focus of the conversation tends to be drawn towards the approach of the whole sharing algorithm. That focus can lead to the following negative associations:

Academic topic that rarely deliversExpensive technologyDifficult to implementDifficult to sell internallyThankless project for marketers

8

Proper marketing measurementTransparencyValue of marketingUnderstanding user behaviourUnderstanding types of customersAttribution My association?!!


Actually, there is a whole load of value and opportunity that is unlocked by understanding the user journey at a granular level. Maybe unsurprisingly, we have a much more positive association with the word attribution:

Proper marketing measurementTransparencyValue of marketingUnderstanding user behaviourUnderstanding types of customers

9

Quick Poll

Attribution and Segmentation:Why combining data is essential for marketing success



10


an alternative way of describing attribution.

Super CRM

What Id like to do now is to propose an alternative way to describe attribution solutions that goes beyond the algorithm and more effectively conveys the benefits. Attribution can be seen as a super enhanced Customer Relationship Management tool (CRM). I think we all understand why it is good to understand our customers. Why it is good to know what they have bought previously the history of the relationship between brand and customer. So lets build on that and think about what a super enhanced CRM would look like.

Think about your attribution solution as a CRM but with key enhancements that transform it into a SUPER CRM:-

Every Interaction. The first thing that is going to enhance it, is that we are not just interested in customers people who have bought from us before. With our attribution solutions, we want to know about everybody that interacts with your business and everybody that sees your ads. Its not just somebody who has actually bought it is all the people that interact with you. It doesnt sound like that much of a change but it is a huge thing, because to understand peoples journeys that dont necessarily end in success and buying, helps you to truly understand to what extent your marketing is actually working.

Less who, more how. More important than simply knowing who customers are is to understand how they behave.

Loads of informationThe information that we have about them is super granular, and its populated automatically. So you dont just know what people have bought, you know what ads theyve seen and when they saw them. You know when they have visited your site and what device they were onYou know what they have searched for and which products they are interested in. You know what they placed in their basket and what they have and havent bought.

It is a fantastic granular view.

Product / Marketing angleI think the last point is that the way we store the data and the way that we allow it to be accessed means that it is not just available from the angle of looking for a consumer angle. You can look at it from the point of view of specific products. So rather than just saying: What did this person buy before? What can we do to influence them in the future? You can start saying: People have brought this product, what else did they buy? People who buy this product what kind of marketing influence is there? Then you can switch it and start looking at it from a marketing angle: What are the products that sold when I do this type of marketing? Does it create long term, high value customers? Does it create short term customers? All that stuff. It is a multi-dimensional way that we can analyse these journeys.

With the super CRM the focus moves away from who individuals are, to how they behave and to what extent they are influenced by your marketing.Loads of information The information you have about the people is very low level and populated automatically in near real time. You dont just know what people have bought, you can see all the ads they have seen, all the things they have looked at in your website, all the searches they have made, all the items they put in the basket but didnt buy. Its a far richer view of the user journey than normal CRMProduct / Marketing angle.The way the data is stored means that it can be queried and analysed from many angles. Not just the customer centric, but product centric, marketing centric, customer types and segments. Multi dimensional

Headline:

If you start to look beyond Attribution as just the sharing algorithm, but as a Super CRM, the benefits in relation to segmentation become more obvious:

11

How does it actually work?

Online Tracking

Offline InfoCRM

Email

Programmatic DisplayTrading DesksRTBReportingPPC Optimisation


Tech stack12

Segmentation and Attribution: Wheres the win?Targeted messaging

SegmentationAttributionIn depth understanding of user behaviour across platform, channel, device and online to offline


So, in summary- Segmentation and attribution: wheres the win?

Segmentation = targeted messaging

Attribution = An in depth understanding of user behaviour across platform, channel, device and online to offline13

Segmentation and Attribution: Wheres the win?Right message, to the right person, at the right time, on the right device

Segmentation

Attribution

The Marketers Dream


You put those together and you get the marketers dream:

The right message, to the right person, at the right time, on the right device.

Hows that for a cheesy slide?!

14

Quick Poll

Attribution and Segmentation:Why combining data is essential for marketing success



15

Identifying how customer segments react to your brand and messagingBasics:

Taking actionUser Journey UnderstandingChannel Optimisation


16

Identifying how customer segments react with your brand and messagingAdvanced:Taking action

TargetingRevenue ThresholdsConversion RatesReducing Spend

17

Segmentation imported against online and offline salesIdentify which channels bring the more affluent customersOffer younger, more irregular shoppers a different message/discount if they meet a certain revenue thresholdTarget regular shoppers at optimal volume and frequencyIncreased conversion rates by targeting customer groups with specific messages via the right channel, and at the right timeCase Study - Large UK travel company

18

PPC messaging based on new and existing customers flags collected from siteTies user GUIDs to collected CRM data, identifying users when they hit the site for effective retargeting Minimises wasted PPC spend, which can be used on more effective channelsCase study - Large UK retailer

19

QuestionsWhy combining data is essential for marketing success


Morag Cuddeford-JonesConsultant Editormarketingfinder.co.uk

Paul CruiseHead of SalesRakuten AttributionMartin ReedSenior Client ManagerRakuten Attribution

20

3 Reasons to Complete the Exit SurveyWhy combining data is essential for marketing success

You can give us your feedback You can request your free copy of Building the Business Case For Attribution You can send a recording of the webinar to colleagues

21

Thank YouAttribution and Segmentation:Why combining data is essential for marketing success


22