keep data relevant in an ever-changing digital marketing landscape
Post on 21-Oct-2014
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Keep Data Relevant in an Ever-Changing Digital Marketing
Landscape ….The Moral of the Story.
Presented by: Autumn Christiano
• Boutique Consultancy supporting Industry Leading Corporations• Toyota Motor Sales• Toyota, Lexus, Scion
• Toyota Financial Services• 20th Century Fox• IEEE Computer Society
• 3 Key Verticals• Technical Architecture, Support and Development• Project Management• Business Intelligence & Analytics
The Portal Group
2
The Protagonist
An Analytics Tale
In 2009, what did 2 Web Analysts, 3 Brands, over 9 Digital Data Sources, and 2000+ Websites have in common?• Toyota Motors Sales• Poor Data Quality • Divergent Data Sources• Limited Reporting• Few Actionable Insights
Step 1, Enterprise Standardization*
Tracking Audits Defining KPIs Designating Conventions
*Enterprise Standardization – 1st Brand
Lexus.comm.Lexus.com
Lexusdrivers.comEnform Mobile
App
Yourlexusdealer.com
Lstudio.comLuxuryAwaits.com
VidaLexus.com
Social Media
Offline Media
Direct Marketing
Online Advertising
Search Engines –
natural/paid
Dealer Sites
Desktop & Mobile (229)
Step 2, Implementation and Process
Multiple Vendors per Site required a Custom Solution to reduce development effort and dependencies TAG
Reqs
DB CMS QA
LIVE
Step 3, Reporting and Insight
Is it timely, relevant and actionable?
Step 4, Know What You Don’t Know
What is the ROI on my media campaigns?
How does Social Media impact my brand, leads, sales?KNOWN
Online Advertising, SEM, SEO, Direct Marketing
UnknownOffline Campaigns
Somewhat Known
Social Media
Step 5, The Road to Optimization
• Create, Test, Optimize, Oh My!
Optimization
Step 6, PersonalizationAnonymous Personalization
Site Behavior
Temporal
Environmental
ReferrerCustomer Data
Loyalty
Purchase History
Service History
Demographics
A Fairy Tale Ending Beginning
In 2012, what do 12 Web Analysts, 3 Brands, 4 Digital Data Sources, and 2000+ Websites have in common?• Toyota Motors Sales• Consistent Data Collection • Fewer Data Sources and More Data Integrations• Effective and Frequent Reporting• Optimization and Personalization Roadmap
Thank You!