Tag Archives: attribution

NCDM Notes – Target Customers Effectively Through Advanced Analytics

Presented by Intuit & Netezza (a data warehousing company recently purchased by IBM)

The timeliess of integrating data into your marketing process is critical since data ages much more quickly than in the past.

Random note: Intuit is a significant shift from desktop software to SaaS tools, even for their financial products.

Intuit uses the usual variety of channels to acquire customers, but they have found paid ads work best for them.  They also have the usual problems of allocation and balancing spending across channels.  So what data can they use to help with this?  They use DoubleClick to track all converters and non-converters. (Does DoubleClick uses cookies and analytics to attribute customers to marketing efforts. No, it sounds like DC only provides the data, which goes in the Netezza warehouse.)

Omniture provides the data once a person is on their site.  Intuit uses Omniture only to provide data, which it passes to their data warehouse; they don’t use any of the Omniture analytical tools.  Omniture also reads the DC cookie so it can make the link between internal and external data.

With all the data showing what channels (aka media: online ads, organic search, ppc, affiliates, emails) a person was exposed to, they can then do the analysis to allocate the order. 

Intuit also looked at “channel interference” to see if one channel detriments another.  They saw only only a 3% occurrence of an affiliate click happening before a PPC click.  There was more of an overlap in the other direction (ppc click then affiliate) but it was still not at a concerning level.

The key point is that with prospect/exposure level data, they can do the analysis to see what channels or media overlaps.  (This is pretty exciting stuff!)

Behavior of customers is fairly consistent.  If they come in via a paid ad, they are likely to come back in via a paid ad.  If they come in via a specific PPC term, it is likely they’ll come back via that same term.  This suggests there is little cannibalization in the online channels.  (But what about canabilization between online and offline media.)

Renewal efforts at Intuit tanked for a short while when they showed returning customers only high-end products.  When they re-introduced the complete product line, including the free version, response bumped back up.

Since most of the discussion was regarding online marketing and attribution, I asked about their offline efforts and how they dealt with this cross-channel attribution.  The use customer unique vanity URLs (www.intuit.com/victornuovo, for example), which then gives them the data they need to align online and offline data.