Digital Optimization

Transcription

1 Digital Optimization

2 The secret of success is no secret. Just give everyone what they want. Test thousands of versions of your digital marketing, all at once. Simply and quickly. Discover what each customer is looking for and deliver it. Improve sales and conversion rates significantly. Free up IT and save costs. Keep learning and improving automatically. Fully automated or complete manual control. Using Nobel Prize-winning science, Accenture Digital Optimization software quickly tests more combinations than our competitors, producing more accurate results. We optimize your digital properties (such as websites, mobile, search, display, social and ) by quickly testing how they interact with each other, as well as with off-line properties. Using Accenture s unique software and services, one company achieved a 20 percent greater sales uplift than another solution. One of the world s most advanced and accurate digital marketing optimization platforms, we deliver success for clients in financial services, communication and mobile technology, consumer goods and retail. Uplift from Accenture Digital Optimization. Includes 20% more than other solutions 1 Non-optimised control Optimsed by Accenture 2 Performance metric

3 Build on what works. (And ditch what doesn t.) Unexpected results for ABN AMRO. In more ways than one. Segmentation Different people have different needs and respond in different ways. One landing page. Seven elements. 648 variations tested Communication Content affects different customers in different ways, with different outcomes Outcomes Different outcomes require different segmentation and content strategies With Digital Optimization, you quickly discover which versions of your communication will help deliver the results you need and which won t. Based on your required outcomes, Digital Optimization software generates and delivers thousands of variations of your communication. It tracks customers responses in real time, modeling which versions are most effective for each group of customers. It can even discover new segments of your audience. You can use Digital Optimization for a single touch point, like a home page, or paid search ad. Or it can work across a range of touch points simultaneously, for end-to-end optimization of the entire customer journey. Digital Optimization can even automatically direct customers to the best-performing versions of your communication. As it does so, it keeps learning, improving and adapting your content. Without any extra effort from you. In short, you learn what works for each audience segment, and start delivering it fast. The result: double-digit uplifts (or better) in your specified outcomes. ABN AMRO wanted to boost conversion rates on their Internet Savings website by 10%. Using our Digital Optimization software, we tested 648 variations of the landing page in four weeks, looking at seven separate elements as well as different combinations of elements. Of the 648 options, the client s original version came 648th. The winner was an option they would never have considered otherwise. It broke the design rules. It seemed counter-intuitive. But it worked. Only multivariate testing with Digital Optimization can test enough page variations, in enough detail, to make this sort of discovery. The new landing page increased conversion rates by 290% 29 times the original goal. We ve also worked on ABN AMRO s mortgage and loan product pages improving conversion rates by 21% and 36% respectively. 3 4

4 Solid technology with elastic properties. Accenture s Digital Optimization software is based on the science of choice modelling, which won the Nobel Prize for Economics in It s incredibly flexible. With Accenture s Digital Optimization software, you can run anything from the simplest A/B comparison testing to the complex, detailed multivariate experiments. And you can test any touch point from websites, mobile, search, display, social to marketing, call centers and direct mail. We ll use whatever technology best integrates with your system, from JavaScript and single-image pixel tags to ASP.NET or J2EE. You can install the entire solution in your own data center, or let us host it, with a simple tag in each of the pages to be tested. We manage digital tags with a user-friendly system. This frees up the IT team and allows us to target reducing costs and increasing speed to market by 20%. 5 6

5 From educated guesswork to targeted content Expert judgement A/B testing Multivariate testing (MVT) Segment-based MVT Digital Optimization Strengths Minimal production costs and discussion Weaknesses No accountability or measurement of content efficiency No statistical approach Reliance on stated opinions Cost risk for new ideas Considered action Introduces statistics and measures of effectiveness Fewer targeting capabilities Production costs versus insights Small exploration space Simultaneously test thousands of page variations with marginal increase in production costs and improved sample efficiencies Interactions become visible Hypothesis-based testing for greater insight and lift No segment-based targeting of content Uncover customer segments based on behavior and demographics Identify the best content and experience for each customer segment from thousands of page variations Content, product and experience tailored depending on customer behavior and demographics 7 8

6 Plan for success. Have it your own way. Optimize Optimize Plan Plan Deploy Deploy Setup Setup Successful optimization starts with a clear plan. Our Digital Optimization team has over 10 years experience. We can help put together an optimization roadmap, run workshops and support testing. This is the stage where we define the outcomes you re looking for. There may be more than one, of course: Digital Optimization can test the trade-off between different outcomes, and help you find the ideal balance. We also identify your customer segments. If you already know these, we can work out which data will identify each segment. If you don t, Digital Optimization can predict likely segments based on your current data. CASE STUDY: FORTUNE 500 FINANCIAL SERVICES PROVIDER As part of a five-year optimization of the client s entire marketing funnel, we tested a set of features for the new home page. From six hypotheses, we created 96 page variations and tested it with more than 300,000 unique customers. Results: 78% uplift in customer applications $48m in extra sales p.a. estimated We ll set up Digital Optimization in whatever way is best for you, using technology that integrates with your existing systems. For relatively simple page optimization, our web-based editor lets you create the elements you want to test, and look at every combination without changing the real page. When you re ready, a simple tag in your page code tells the Digital Optimization software to pull up the appropriate content when a user loads the page. You can change the content as much as you like, without changing the tag. We trust the results from Accenture s optimization system over other solutions. Financial Services Client For more complex optimization, tags are held on the server, not the browser. They get instructions from the Digital Optimization software before the page even loads. This allows much deeper integration, and gives you control beyond JavaScript. You can play with elements like templates, search algorithms and post-login offers. The tags can also collect a whole range of customer segment data, depending on what you need. Without slowing down your site, or revealing anything in the source code. 9 10

7 You make the rules. Start getting smarter. Optimize Optimize Plan Plan Deploy Deploy Setup Setup Digital Optimization gives you complete control over how the software works, through three sets of rules: Targeting rules tell the Digital Optimization software to deliver specific content to particular customers. Experimental rules let you offer customers a range of experimental designs, building up data until the Digital Optimization software has a good model and can confidently predict results. Optimal rules means the Digital Optimization software can start offering particular customers the content variation best suited to them. Automatically and seamlessly. CASE STUDY: MAJOR PHONE, INTERNET AND CABLE TV PROVIDER Over five years, we worked with the client and their creative agency to test and personalize their website, as well as integrating CRM data and optimizing paid search and display campaigns. We also measured the site s impact on in-store sales, identified customer segments and developed personalized offers for each. Results: A $3 million increase in annual revenues by optimizing just 4 web pages. Double-digit and triple-digit increases in search media effectiveness. Double-digit increases in qualified visitors. Now Digital Optimization can start building the ideal version of your communication. You can choose to get in amongst the fine detail of models and statistics yourself, or let the Digital Optimization software get on with it all automatically. Automatic optimization means Digital Optimization uses the data it collects to build daily models, and show each customer segment the content variations most likely to work for them. Underperforming versions fall away, and the best-performing content gets better. Manual optimization lets you see every detail of the data, build your own models, change customer segments and required outcomes, and do your own analysis. Depending on your expertise, you can review. the data in various ways from an interactive dashboard to detailed model screens or raw statistics. You can even build your own widgets and tools to feed you exactly the data you need. 5.5% 5.0% 4.5% 4.0% 3.5% 3.0% Week 1 Week 2 Week 3 Optimal Treatment Auto Optimized Experiment Non Optimized Experiment Week

8 The guesswork is over. Even the most educated guess is still just a guess. Digital Optimization takes the uncertainty out of your digital marketing. Whether you want to check every statistic and tweak every lever yourself, or have it all done for you, Digital Optimization delivers the most sophisticated and accurate optimization available anywhere. The science under the hood is complex and was based on Nobel Prize-winning methodology. But the software is easy and intuitive to use. You can see exactly what s going on all the time. Not just which elements work best, but which combinations of elements work best. You can discover what each of your customers is looking for and deliver it. We ll tailor the technology, training, and consultancy to your own needs. And the solution will adapt and grow with you. The result: consistent double-digit improvements (or better) in conversion rates

9 Let s talk. Now we just need to know how Digital Optimization can best help you. And the quicker we find out, the quicker we can start delivering serious improvements in your results. Copyright 2014 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Get in touch now to find out more. digitaloptimization@accenture.com +1 (877) (312) Accenture Digital Optimization is part of Accenture Interactive. Accenture Interactive offers a comprehensive suite of contemporary marketing services and software to CMOs and brand leaders to drive up marketing performance, drive down the cost per interaction and create relevant consumer experiences on a massive scale. By fusing consumer analytics, technology platforms, and world-class marketing talent, we help the world s leading brands understand the big picture and the fine detail, and enable campaigns targeted at the most profitable segments. About Accenture Accenture is a global management consulting, technology services and outsourcing company, with approximately 236,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$25.5 billion for the fiscal year ended Aug. 31, Its home page is