Online conversion only is no longer enough. Business models have out grown the model.
The Status Quo Analysisvis done in Isolation. Without the backend data a campain that brought in three customers is viewed as successful, but the backend shows that one is good, one never used the service and one was bad, so that campaign wasn’t as successful as thought.
Extending Conversion: Subscription models. Know more data to focus the campaigns on the segments that give you the ideal customers.
Case Study as presented by the client.
The initial KPI was online conversion. But that didn’t show revenue because of the free trials.
Challenges:
- Membership model with latent success events
- Many data sources
- Campaign attribution
Key Requirement’s
- Marketing Attribution
- Broadcast vs online
Customer analytics
- What is a good customer
- Behavioral analysis
The information needed to get a full view of the customer wasn’t stored in the warehouse. By integrating the missing information into Insight they are able to get a better view on the effectiveness of the ads, the spend and the customer conversions associated to the adds. Using the APIs they are then able to push information from Insight back to Site Catalyst that allows the basic user to view the conversion data. By using Insight they were able to get at the data from multiple sources more quickly and more transparently which really allowed them to report on the overall effectiveness of the advertising and report on that through real data.
