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The presentation discusses the significance of formulating a holistic data plan in business.
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What Are The Possibilities That An Holistic Data Plan Brings To
Your Business?
The Panel
• Sean Smith, Head of Band & Communications, HotelClub.com, Orbitz Worldwide
• Leila Seith Hassan, Senior Marketing Analyst, Datalicious
• Michael Kustreba, VP Australia and New Zealand, Epsilon International
• Kevin Mackin, General Manager, Coremetrics Australia and New Zealand
Agenda
• Introduction • An Holistic Data Plan:
– Architecture: Is there a single data source and where should it be?
– Data Audit: Why this is important – What is the commercial value of your customer data?
• What are the Possibilities? – OnSite Behavioural Targeting – OffSite Behavioural Targeting – Split and MultiVariate Testing – MultiChannel Attribution
4
October 23, 2009 The State Of Retailing Online 2009: Profitability, Economy, and Multichannel
Introduction: Multichannel Trends Online and offline commerce is converging
Introduction: Multichannel Trends
Introduction: Multichannel Trends
• Multichannel is important to online marketers – “Seventy percent of US online consumers
exhibit multichannel buying behavior” – Forrester 2009
• Multichannel buyers (buy both online and in-store) are a valuable consumer category
Consumers are increasingly multichannel shoppers
“For every $1 of sales online, multichannel customers are then spending $5.77 in the
store” - Terry Lundgren, CEO, Macy*s
Topic 1 An Holistic Data Plan
An Holistic Data Plan
• Architecture: Is there a single data source and where should it be?
Social Networks Display Ad
Web Call Centers
Store
Mobile
Kiosk
Interactive TV
E Billboards
An Holistic Data Plan
• Architecture: Is there a single data source and where should it be?
Social Networks Display Ad
Web Call Centers
Store
Mobile
Kiosk
Interactive TV
E Billboards
PROFILE
An Holistic Data Plan
• Architecture: Is there a single data source and where should it be?
• Data Audit: Why this is important • What is the commercial value of your
customer data?
Topic 2 What are the possibilities?
What are the Possibilities? On Site Behavioural Targeting
Leverages: • Click stream and order
data
• Individual Visitor Profiles
• Advanced algorithms
• Merchandiser Controls
What are the Possibilities?
Home
Measured by visitors who click on and purchase the recommended product from each recommendation zone
Category
Order Confirmation
Product >1% 1.3% 6.5%
Cart 1.2% 0.3%
Pre Cart 1.0%
Product List
9%
Average percentage of total site sales driven by product recommendations
On Site Behavioural Targeting
What are the Possibilities? A/B split testing vs. Multivariate testing
Security Messaging
Landing pages
Informa6on shown at checkout
Site Naviga6on
What are the Possibilities? Improved Email Re-Marketing
What are the Possibilities? Improved Email Re-Marketing
A visitor to your site searches for a
product or information
What are the Possibilities? Off Site Behavioural Targeting
Surfer Joe’s
They view a specific item of interest, then depart
without converting
What are the Possibilities? Off Site Behavioural Targeting
Surfer Joe’s
Visitor goes to an unrelated
site where ads are being served
Your ad is targeted to this person based on
their previous behaviour on your site
Contextually relevant and targeted ads drive drastically
higher conversion rates
What are the Possibilities? Off Site Behavioural Targeting
Surfer Joe’s
What are the Possibilities? MultiChannel Attribution
• First Click: good for measuring acquisition • Middle Clicks: good for measuring influence • Last Click: good for measuring conversion triggers
What are the Possibilities? MultiChannel Attribution
Banner Ad
$100 Email Blast
Paid Search $100
Banner Ad
$100
Affiliate Referral
$100
Success $100
Success $100
Banner Ad
Paid Search
Organic Search $100
Success $100
Last channel gets all credit
First channel gets all credit
All channels get equal
credit
Print Ad $33
Social Media
$33
Paid Search
$33
Success $100
All channels get partial
credit
Paid Search
What are the Possibilities?
• OnSite Behavioural Targeting • OffSite Behavioural Targeting • Split and MultiVariate Testing • MultiChannel Attribution
Summary
Summary
• Did we solve anything here today? – Data plan – Possibilites
• Did we give anyone an idea to take away that could be used in their business? – On Site Behavioural Targeting – Off Site Behavioural Targeting – MultiChannel Attribution
A Marketing View of Data
PROFILE
A Marketing View of Data
PROFILE
A Marketing View of Data
Continuous Optimisation
PROFILE
A Marketing View of Data
Continuous Optimisation
Thank You
