BeStAppLieDDAtAMininG/MoDeLLinGtooL
ShoRtLiSt
co-operativeFinancialServices WinneR
KXen i-level
customermanagementprogramme pistemap–howskiinginspiredtheevaluationofthe
digitalcustomerjourney
FirstGreatWestern
celerity The current“lastclickwins”approachtoevaluatingdigitalmediadoesnot
classify-whatdoesatrulyvaluable reflectlongercustomerjourneys.Devisingacampaignmeasurementprocess
customerlooklike? thatrecognisedeverytouchpointwasrequired.Thetoolhasbeenappliedto
£29millionofdigitalmarketbudgetwithsignificantbenefits.
o2 Digitalmediaareassumedtobeaccountable,yetmanycampaignsare
treeLondon measuredusingthewrongmetrics.Themainproblemisthattheclickor
pay&Gotop-upsegmentation impressionimmediatelypreceedingasaleiscreditedfordrivingconversion.
Thisleadstoover-investmentinconversionterms,likeafootballteamplaying
11centre-forwards.
Whiledigitalmarketershaverecognisedtheroleplayedbyotherstagesin
thejourney,therehasbeennorobust,systematicapproachtomeasureand
thenoptimisecampaignsusingthiscustomerjourneydata.Tobuildone,data
feedswererequiredfromadserverstrackingbackfromasaletoeachevent
leadinguptoit.TheIPaddressallowedauniqueidentifiertobeassignedto
everyconnection.
Initialanalysisshowedthatupto90percentofcustomerjourneysinvolved
morethanoneevent,withuptohalfinvolvingmorethanonechannel.Multiple
searchesareoftenperformed,frequentlyusingdifferentkeywords.These
trendswereconsistentacrossclientsinvariousverticals.
Whenthevolumesofpeoplemakingeachcombinationofjourneyeventsare
charted,theyproducesomethinglikethemapusedinskiresorts,hencethename
ofthetool.Aweightingneededtobeappliedtoreflectthedifferentimportance
ofevents,basedonthenumberofeventsinajourneyandtheirposition.
Aplanningmatrixwasdevelopedshowingtherelativemeritofeachactivity,
withinvestmentrules.Throughtesting,aweightingratiowasfoundthat
producedthebesttheoreticalresults.Thisweightingsystemisattheheartof
Pistemapandappearstobeoptimalacrossdifferentadvertisers.
PistemaphasbeenappliedtoOrange’sdigitalacquisitionandshowedthatit
couldgrowitssearchkeywordlist.Byunderstandingimportantsearchterms,
Orangewasabletojustifyanincreaseinsearchbudgetof2percent,leading
tosalesgrowthof122percent.Whenappliedtootherchannels,upliftfrom
cashbackaffiliatesroseto500percentwhilecannibalisationfromvoucher
affiliatesreducedby25percent.Conversionfromdisplayrosebyanaverageof
1percent.
Supportedby:
MARKetinGWeeK
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