Customer Analytics & Marketing Dashboards Rolling Up Your Numbers to Create Data-Driven Advantage

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Customer Analytics & Marketing Dashboards

Rolling Up Your Numbers to Create Data-Driven Advantage

PANELISTS:

• Susan Chiu

, Associate Director, Modem Media

• Dawn Hepper

, Interactive Director, Carlson Hotels Worldwide

• Darren Beck

, VP, Online Marketing & Advertising, Lending Tree LLC

• Molly Walker

, Web Manager, The St. Joe Company

MODERATOR

:

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Do you use marketing dashboards?

Yes, 62%

No, 38%

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What are the primary goals?

62%

46%

39%

23%

Benchmark

performance against

goals

Recurring roll-up for

senior management

Decision support for

pending decisions

Measure

market/competitor

performance

(4)

What information do you report?

Advertising and marketing effectiveness

85%

Website activity

85%

Sales and sales leads

77%

Operational statistics

62%

Financial statistics

46%

Customer profitability/satisfaction measures

31%

Other

8%

What information is included? (select all that apply)

(5)

What challenges do you face?

11%

21%

44%

2%

Finding most useful

data to include

Getting others to act

on information

Accurate data from

vendors/reporting

systems

Too much data to

glean useful insights

Timely data from

vendors/reporting

systems

(6)

Silver bullet questions for our panel

1. What are defining elements of the best dashboards?

2. How do you get people to act on the information?

3. How do you balance insight with data overload?

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Susan Chiu

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Roles Metrics Play

Success Metrics:

Leading Actor

Cost Efficiency Metrics:

Leading Actress

Operational Metrics:

Supporting Characters

Business Impact Metrics:

Oscar

Leo DiCaprio

as Jack

Kate Winslet

as Rose

Billy Zane

as Cal

Kathy Bates

as Molly

Kodak Theater

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Tip #1: Success Metrics Defined by End Result

Audience

• Prospects

• Website Visitors

• Responders

• Leads

• Customers

• High Value Customers

• Satisfied Customers

• Advocates

Success Metrics

• Measure campaign success

• Use sales funnel to guide selection

• Media mix optimization

Interest & Relevance

Consideration

Purchase

Loyalty/

Referral

Awareness

Sales Funnel

# Impressions

# Reaches

# Recalls

# Media Mentions

Brand Value Equity

Awareness Increase

# Website visits # Responses

# Unique visitors

# New Visitors

# Repeat Visitors

# Leads

# Qualified Leads

# Transactions # Buyers

Total Revenue Profit Margin

Average Value of Transaction

# LTV Purchase Frequency

Tenure

# Referrals Revenue from Referrals

Customer Testimonials

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Tip #2: Cost Efficiency Threshold

Number of

Responses

Success Metric

Cost Efficiency Metric

Number of

New Accounts

Cost per

Acquisition

Cost per

Response

Cost Benchmark

Allowable Cost per

Acquisition

Allowable Cost per

Response

* Based on NPV analysis

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Tip #3: Identify Key Operational Metrics

Interest & Relevance

Consideration

Purchase

Loyalty/

Referral

Awareness

Sales Funnel

• Most metrics are ‘operational’ metrics.

• Measure how effectively marketers move audience within/between

stages in funnel. Potential drivers of success.

• Leverage advanced analytic and data mining to determine key high

impact operational metrics

Operational Metrics

CTR

Response Rate

Lead to

Response

Conversion

Rate

Buyer to

Lead

Conversion

Rate

Retention Rate

Examples

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Scenario: Online Banners Driving Direct

Response

• Situation

A retailer was running online banners to drive online responses

– Multiple media placements, offers, and creative formats

– Using CTR to optimize media buy

• Solution

– Success Metric: # Responses

– Cost Efficiency Metric: Cost per Response

– Operational Metrics: CTR, Response to Click ratio

– Optimization Timeframe: Statistical methodology to determine

result stability

– Result: Banner has become one of the most cost efficient

channel

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Scenario: Online Banners Driving Direct

Response Optimization

Yes

No

Result

Stability

Action

$83

82 4%

0.31%

2,100

680,000

$10

300x250

Newsletter

(control)

$96

$35

$25

$27

$11

$125

$80

CPR*

Placement

#2

Placement

#1

Media

Placement

10

25

44

20

180

6

4 #

Response

Newsletter

(control)

Newsletter

(control)

Business

Startup

Guide

Business

Startup

Guide

Newsletter

(control)

Business

Startup

Guide

Business

Startup

Guide

Offer

6%

0.22%

70 32,000

$10

300x250

90

250

70

150 1,001

400 # Clicks

80,000

110,000

90,000

67,000

400,000

150,000

# Impressions

$12

$8

$12

$8

$5

CPM

Response to

Click ratio

CTR

Creative

Format

4%

0.11%

468x60

10%

0.23%

300x250

63%

0.08%

468x60

13%

0.22%

300x250

0.25%

0.27%

4%

2%

468x60

CPR threshold: $50

Illustrative Data

0.31%

4%

$83

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A B C P r o s p e c t D i r e c t M a r k e t i n g C a m p a i g n W a v e 1 - - W e e k l y D a s h b o a r d

I l l u s t r a t i v e D a t a

R e p o r t D a t e : M a r c h 3 1 , 2 0 0 5

B a c k g r o u n d

R e s u l t s S u m m a r y

C o m p a n y G o a l A c q u i r e 2 , 0 0 0 N e w C u s t o m e r s a t a 2 0 % C o n v e r s i o n R a t e w i t h $ 5 M i l l i o n P o t e n t i a l R e v e n u e M a r k e t S i z e $ 1 0 0 M i l l i o n M a r k e t P e r c e n t o f G o a l A c h i e v e d 4 1 % C o m p e t i t i v e L a n d s c a p e A B C C o m p e t i t o r X C o m p e t i t o r Y O t h e r M a r k e t S h a r e ( a s o f 2 0 0 4 ) 3 0 % 3 5 % 2 5 % 1 0 % ( 1 ) 4 1 2 0 L e a d s G e n e r a t e d R e v e n u e 3 0 M $ 3 5 M $ 2 5 M $ 1 0 M ( 2 ) $ 6 1 C o s t p e r L e a d ( 3 9 % b e l o w t h r e s h o l d ) ( 3 ) S e a r c h m o s t c o s t e f f i c i e n t C a m p a i g n G o a l A c q u i r e 1 0 , 0 0 0 Q u a l i f i e i d L e a d s M a r k e t i n g C o m m u n i c a t i o n C h a n n e l s D i r e c t M a i l , E m a i l , S e a r c h , a n d O n l i n e B a n n e r ( 4 ) 2 1 0 N e w C u s t o m e r s T o t a l B u d g e t $ 1 M i l l i o n a n d $ 2 5 0 , 0 0 0 p e r C h a n n e l ( 5 ) C h a n n e l L e v e l F i n d i n g s C a m p a i g n T i m e l i n e J a n - D e c 2 0 0 5 ( i ) D M : S u c c e s s M e t r i c s # L e a d s ( i i ) E M : C o s t E f f i c i e c n y T h r e s h o l d $ 1 0 0 C o s t p e r L e a d ( i i i ) S e a r c h : ( i v ) O n l i n e B a n n e r :

C a m p a i g n S u c c e s s & C o s t E f f i c i e n c y

O v e r a l l J a n F e b M a r J a n - M a r c h N u m b e r o f L e a d s 1 , 2 0 0 1 , 3 6 0 1 , 5 6 0 4 , 1 2 0 T o t a l C o s t $ 8 3 , 3 3 3 $ 8 3 , 3 3 3 $ 8 3 , 3 3 3 $ 2 4 9 , 9 9 9 C o s t p e r L e a d $ 6 9 . 4 4 $ 6 1 . 2 7 $ 5 3 . 4 2 $ 6 0 . 6 8 D i r e c t M a i l N u m b e r o f L e a d s 2 5 0 2 6 0 3 0 0 8 1 0 T o t a l C o s t $ 2 0 , 8 3 3 $ 2 0 , 8 3 3 $ 2 0 , 8 3 3 6 2 , 4 9 9 C o s t p e r L e a d $ 8 3 . 3 3 $ 8 0 . 1 3 $ 6 9 . 4 4 $ 7 7 . 1 6 E m a i l N u m b e r o f L e a d s 2 8 0 3 0 0 3 7 0 9 5 0 T o t a l C o s t $ 2 0 , 8 3 3 $ 2 0 , 8 3 3 $ 2 0 , 8 3 3 6 2 , 4 9 9 C o s t p e r L e a d $ 7 4 . 4 0 $ 6 9 . 4 4 $ 5 6 . 3 1 $ 6 5 . 7 9 S e a r c h N u m b e r o f L e a d s 4 5 0 5 0 0 5 5 0 1 , 5 0 0 T o t a l C o s t $ 1 6 6 , 6 6 6 $ 1 6 6 , 6 6 6 $ 1 6 6 , 6 6 6 4 9 9 , 9 9 8 C o s t p e r L e a d $ 4 6 . 3 0 $ 4 1 . 6 7 $ 3 7 . 8 8 $ 4 1 . 6 7 O n l i n e B a n n e r N u m b e r o f L e a d s 2 2 0 3 0 0 3 4 0 8 6 0 T o t a l C o s t $ 2 0 , 8 3 3 $ 2 0 , 8 3 3 $ 2 0 , 8 3 3 6 2 , 4 9 9 C o s t p e r L e a d $ 9 4 . 7 0 $ 6 9 . 4 4 $ 6 1 . 2 7 $ 7 2 . 6 7

O p e r a t i o n a l M e t r i c s ( C l i c k o n C h a n n e l t o V i e w D e t a i l )

D i r e c t M a i l E m a i l S e a r c h O n l i n e B a n n e r

C o n v e r s i o n S t a t u s

N u m b e r o f N e w C u s t o m e r s A c q u i r e d J a n F e b M a r J a n - M a r O v e r a l l 8 5 1 2 5 2 1 0 D i r e c t M a i l 1 0 2 0 3 0 E m a i l 2 0 3 0 5 0 S e a r c h 5 0 6 0 1 1 0 O n l i n e B a n n e r 5 1 5 2 0

D a t a S o u r c e s

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Jan Feb Mar Date Nu m b e r o f Q ua li fi e d Le a d s $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 $100 Co s t p er L e ad DM Email Search Online Banner DM CPL Email CPL Search CPL Online Banner CPL