Digital Database Marketing

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Gary Angel / President of Semphonic


Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Semphonic provides full-service web analytics consulting and advanced online measurement to digital media, financial services, health&pharma, B2B, technology, and the public sector. Gary blogs at http://semphonic.blogs.com/semangel

Nice to Meet You!

http://semphonic.blogs.com/semangel


From Analytics to Marketing (and back again)

Political Campaigns

Opinion Research

Political Campaigns Database Marketing

Financial Services – Technical Analysis

Financial Services – Credit Card Marketing

Web Analytics

Online Database Marketing

A bit of personal history…


Is this your Web analytics experience?

Confusion

Uncertainty

Doubt

Fear


Analytics Maturity Stages


We typically see a few more stages

Ana

lysi

s B

arrie

r0.3 Customize Tag

0.2 Basic Reporting

0.1 Out of the box site tag

0.4 Customized Report Set & Heavy ad-hoc reporting


Why has Web analytics Struggled?

People

Process

Technology

We still haven’t gotten much

value


What’s Missing?

A Method

Clear Path to Value


Database Marketing has Proven/Actionable Methods

The Good

Actionable

Proven

Impactful

Measurable


But it’s Channels are Dying

The Good The Bad

Actionable

Proven

Impactful

Measurable

Direct Mail

Outbound Calling


What if we could do this?

Database Marketing

Web Analytics

Online Behavior

Customer Driven

Database-Driven

SaaS

Email Marketing

Demographics

List Enhancement

Statistical Models

Event DrivenProven

Actionable

Old

Social


Some of the Key Techniques

Enrichment

•Use of 3rd Party Data to create Targeting or Contact Mechanisms

Segmentation

•Data-driven visitor segments

Visitor Targeting

•1-1 Targeting

Control Groups

•Scientific testing

Segmented Testing

•Creative driven from Segmentation and Analysis Hypotheses


Can be adapted

Enrichment

•BlueKai•Rapleaf•eMail Append•Connection Engine

•Key Joining

Segmentation

•Behavioral Segmentation

Visitor Targeting

•Visitor Mart•Warehousing

Control Groups

•Control Groups

Segmented Testing

•Web Analytics and MVT Tools


But it’s not a slam dunk…

Web Data is mostly

anonymous – how do I know who anyone is?

Web Data is all page based – what does it

mean?How do I work with tools that

don’t give access to visitor-level

data?


Here’s a Framework

• How recent is their interestRecency

• What they look at, care about or do mostInterest

• What they’ve bought, signed-up for, registered or opted-inRelationship

• Address, Work Location, Current LocationLocation

• Gender, Age, Marital & Family, Income, etc.Demographics


What’s Online Data & What’s Offline Data

Recency

Interest

Relationship

Location

Demographics

Online

Offline


It’s not all Rocket-Science

In traditional database marketing, some of the most valuable lists you could use/buy were:

Common Name Description Dimension

New Movers NCOA filers (LOCATION)

Hot Buyers Recent Catalog Purchasers (RECENCY)

Warranty Expiring: Customer coming to End of Life on Warranty

(RELATIONSHIP)

Related Magazine Subscribers Subscribed to a Magazine with a topical interest

(INTEREST)

New AARPs Seniors (DEMOGRAPHICS)


There are online equivalents

New Interest


Across every Online Channel

Recency - ReActivation


For nearly every type of site

Geographic

IP Detection - SF

IP Detection - DC


Almost every type of campaign

Relationship

Viral Campaign SeedingSocial Interactor List


And for every type of targeting

Even Demographic Magic Moments

After Viewing

Content can cue all sorts of Demographic and Magic Moment

inferences

Before Viewing


Convergence is the Future of Online

The Key Channels

The Right Techniques

Database Marketing Digital
