digital database marketing

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Gary Angel / President of Semphonic

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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!

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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…

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Is this your Web analytics experience?

Confusion

Uncertainty

Doubt

Fear

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Analytics Maturity Stages

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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

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Why has Web analytics Struggled?

People

Process

Technology

We still haven’t gotten much

value

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What’s Missing?

A Method

Clear Path to Value

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Database Marketing has Proven/Actionable Methods

The Good

Actionable

Proven

Impactful

Measurable

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But it’s Channels are Dying

The Good The Bad

Actionable

Proven

Impactful

Measurable

Direct Mail

Outbound Calling

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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

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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

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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

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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?

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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

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What’s Online Data & What’s Offline Data

Recency

Interest

Relationship

Location

Demographics

Online

Offline

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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)

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There are online equivalents

New Interest

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Across every Online Channel

Recency - ReActivation

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For nearly every type of site

Geographic

IP Detection - SF

IP Detection - DC

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Almost every type of campaign

Relationship

Viral Campaign SeedingSocial Interactor List

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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

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Convergence is the Future of Online

The Key Channels

The Right Techniques

Database Marketing Digital

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