[

Digital Direct Marke.ng ]

From prospect to customer smart targe/ng at dierent stages of the customer lifecycle

That is human nature. Users inform us of their preferences through online behaviour. The ability to make these insights ac.onable and to deliver more relevant content creates a be@er experience for users as well as be@er results for businesses.

Everyone has preferences.

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Datalicious Pty Ltd

[ Overview ]
Targe/ng basics
Targe/ng applica/ons Targe/ng approaches Anity vs. one-to-one Targe/ng op/ons AHribu/ng success O-site providers On-site providers Technology limita/ons Integra/on op/ons

Targe/ng technology

Targe/ng management

Strategy development Internal processes Poten/al segments

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Datalicious Pty Ltd

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[ Targe.ng basics ]
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[ Targe.ng applica.ons ]
Acquisi/on
Convert prospects

Reten/on
Up-sell and cross-sell Reduce churn

Branding
Convert prospects Build customer loyalty
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[ Targe.ng approaches ]
Contextual targe/ng
Ads based on viewed content Anonymous prospects (and customers)

Behavioural targe/ng
Ads based on past behaviour Anonymous prospects (and customers)

Prole targe/ng
Ads based on user prole database Iden/ed customers
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Datalicious Pty Ltd

[ Anity targe.ng ]
Func/on of behavioural targe/ng
Grouping of visitors into major segments Based on content and conversion behaviour Ease of use vs. reduced targe/ng ability

Most common ani/es used

Brand anity Image preference Price sensi/vity Product anity Content anity
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[ Anity targe.ng ]
Dierent type of visitors respond to dierent ads. By using category anity targe/ng, response rates are liaed signicantly across products.
Message Blackberry Bold 5GB Mobile Broadband Blackberry Storm 12 Month Caps CTR By Category Anity Postpay Prepay Broadb. Business

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+ + -

+ + +
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Datalicious Pty Ltd

[ Targe.ng op.ons ]
O-site
Contextual targe/ng behavioural targe/ng
Based on generic online behaviour Based on specic site behaviour

On-site
Contextual targe/ng behavioural targe/ng
Based on specic site behaviour

Prole targe/ng
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[ A@ribu.ng success ]
View-through conversion
Ad exposure sucient
All ads (or last) user was exposed to receive conversion credit Use in combina/on with click-through conversion tracking Cookie expira/on sedngs should be sensible

Click-through conversion

Ad click-through required

Only ads user responded to can receive conversion credit Dene what ad response receives credit
First, last, all equally, all par/ally

Cookie expira/on

Dene dura/on in days ads can claim conversion credit

Survey research can help examine ad recollec/on rate Usually dierent for on-site vs. o-site ads
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[ Success a@ribu.on models ]

AD 1 AD 2 AD 3 $100

$100

Last ad gets all credit

AD 1 $100

AD 2

AD 3

$100

First ad gets all credit

AD 1 $100

AD 2 $100

AD 3 $100

$100

All ads get equal credit

AD 1 $33

AD 2 $33

AD 3 $33

$100

All ads get par.al credit

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[ Targe.ng technology ]
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[ O-site targe.ng plaTorms ]

Ad servers
Eyeblaster DoubleClick Faciliate Atlas Etc

Ad Networks
Google Yahoo ValueClick Adconian Etc

hHp://en.wikipedia.org/wiki/Contextual_adver/sing, hHp://hubpages.com/hub/101-Google-Adsense-Alterna/ves, hHp://en.wikipedia.org/wiki/Central_ad_server, hHp://www.adopera/onsonline.com/2008/05/23/list-of-ad-servers/, hHp://lists.econsultant.com/top-10-adver/sing-networks.html, hHp://www.clickz.com/3633599, hHp://en.wikipedia.org/wiki/ behavioural_targe/ng

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[ On-site targe.ng plaTorms ]

Test&Target (Omniture, Oerma/ca, TouchClarity) Memetrics (Accenture) Op/most (Autonomy) Keaa (Acxiom) AudienceScience Maxymiser Amadesa Certona SiteSpect

BTBuckets (free, targe/ng only) Google Website Op/mizer (free, tes/ng only)
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[ Matching segments are key ]

On-site segments

O-site segments

On and o-site targe/ng plamorms should use iden/cal triggers to sort visitors into segments
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[ Technology limita.ons ]
JavaScript Cookies
Relies on JavaScript to be enabled Relies on cookies for iden/ca/on

hHp://blogs.omniture.com/2006/04/08/15-reasons-why-all- unique-visitors-are-not-created-equal/ Mul/ple users per computer Mul/ple computers Cookie dele/on

Segments Content
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Cant nd protable segments Cant produce quality content

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[ Integra.on op.ons ]
Web analy/cs
Record behavioural segments allocated through on-site targe/ng plamorm in web analy/cs plamorm as well for each visitor Example: break down site trac and campaign responses by product category anity Replicate behavioural segments allocated through on-site targe/ng plamorm in o-site ad serving environment Example: use on-site targe/ng plamorm to dynamically write ad server tags into each page if visitor is in specic segment Implement on-site targe/ng plamorm tags on aliate sites in order to grow targe/ng cookie pool faster Example: display customized ads to rst /me site visitors although they have only visited aliate sites so far
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Ad serving

Aliates

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[ Integra.on op.ons ]
Email
Adjust email content for customers based on behavioural segments allocated through on-site targe/ng plamorm Example: email customers product sugges/ons based on their current content anity and posi/on in purchase funnel Add customer prole data to on-site behavioural parameters Example: record customers protability in on-site targe/ng plamorm upon login on email click-through Adjust on-site content based on unique oine call to ac/on Example: visitors using a specic call to ac/on see on-site ads matching the oine ads to guarantee consistency
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CRM

Oine

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[ Maximise proling data ]

website data

campaign data

customer data

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[ Targe.ng management ]
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[ Keys to eec.ve targe.ng ]

1. 2. 3. 4. 5. 6. 7. 8. 9. Dene success Conduct research Dene segments Validate segments Dene content Test content Business rules Start targe/ng Communicate results
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[ Strategy and execu.on ]

Content
Success deni/on Consumer research Segment deni/on Segment valida/on Content tes/ng Business rules

Process
Resource training Content produc/on Plamorm maintenance Campaign integra/on Ongoing repor/ng Agency processes

Ongoing Targe.ng Success

Segments
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Resources
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[ Prospect targe.ng parameters ]

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[ Customer targe.ng journey ]

Reten/on Customer Prole
Customer receives email with customized content, upgrades online Customer visits website, sees messaging emphasising upgrade benets Customer frequently visits specic product pages Customer reads news online, sees banner for special customer oer Customer visits online help site instead of calling call center Receives welcome email with product FAQ Prospect
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0

Customer

Prospect receives reminder email, nishes online purchase 1 2 3 4 5 6 7 8 9 10 11 12

Prospects clicks on paid search, starts checkout using voucher but leaves Prospect visits retail store for demonstra/on, receives personalized voucher Referral from aliate site, prospect sees customized oers on site Prospect sees print ad, executes unique search, sees customized oers on site Prospect sees banner ad, no response

Considera/on
Weeks

Visitor Behaviour
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[ Add customer parameters ]

Site Behaviour
tracking of purchase funnel stage

CRM Prole

browsing, checkout, etc products, brands, features, etc search terms, referrers, etc
tracking of internal promo/on responses tracking of external campaign responses tracking of content preferences

emails, internal search, etc

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Datalicious Pty Ltd

one-o collec/on of demographical data customer lifecycle metrics and key dates predic/ve models based on data mining

age, gender, address, etc

protability, expira.on, etc propensity to buy, churn, etc

historical data from previous transac/ons

average order value, points, etc

UPDATED CONTINUOUSLY

UPDATED OCCASIONALLY

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[ Mul.ply iden.ca.on points ]

Probability of iden/ca/on through cookie 140% 120%

100%

80%

60%

40%

20%

0% 0 4 8 12 16 20 24 Weeks 28 32 36 40 44 48

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[ Email iden.ca.on points ]

Website research Phone Conversion Fullment

@ @ @

Online Receipt Conrma/on

Adver/sing Campaign

Website research

Retail Conversion

Fullment

Online Receipt Conrma/on

Website research

Online Conversion

Online Order Conrma/on

Fullment

Online Receipt Conrma/on

Cookie ID

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Datalicious Pty Ltd & Omniture Inc

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[ Quality content is key ]

Avinash Kaushik: The principle of garbage in, garbage out applies here. [] what makes a behaviour targe<ng pla=orm <ck, and produce results, is not its intelligence, it is your ability to actually feed it the right content which it can then target []. You feed your BT system crap and it will quickly and eciently target crap to your customers. Faster then you could ever have yourself.

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[ About us ]
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[ Datalicious services ]
Data
Web Analy.cs Solu.ons Marke.ng System Integra.on Cross Channel Media Tracking Online Surveys/Panels Omniture Specialists Google Analy.cs Specialists

Insights
Keyword Research Campaign Repor.ng Segmenta.on/Data Mining Quan.ta.ve Research Market/Consumer Trends Compe.tor Analysis

Ac.on
Search Lead Media Campaign Op.misa.on Internal Search Op.misa.on Targe.ng/Merchandizing A/B, Mul.variate Tes.ng Sta Training/Workshops

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[ Datalicious clients ]

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insights@datalicious.com

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