Optimize Windows 8 Campaign Website Using Big Data and Online Survey Results

Transcription

1 Optimize Windows 8 Campaign Website Using Big Data and Online Survey Results CASRO Conference Draft Presentation Data collection: Wave 1: October 29 to November 25, 2012 Wave 2: December 11, 2012 to January 6, 2013

2 Challenge Impact of Campaign Landing Environment on Perception Metrics for Windows 8

3 Understand Impact of the Holistic Journey Intent to visit TV Online campaign Search Social Organic traffic Perceptions prior to site visitation Site engagement Perceptions after site visitation TV collage Online campaign click-through URL append Creative tagging Referrer URL On-entrance survey Web analytics data On-exit survey Perception Impact

4 Integrate Disparate Data Sources for Analysis Survey Web analytics Campaign exposure Digital Analytix Platform

5 Survey Methodology Visitor arrives at Windows 8 CLE Test CELL (Survey on Exit) Invited to survey on Windows 8 CLE Engage with Windows 8 CLE Leave Windows 8 CLE, Survey opens CONTROL CELL (Survey on Entrance) Small portion of Windows 8 CLE visitors redirected to Control survey Invited to survey (or return Windows 8 CLE) before viewing CLE content Survey opens Respondent redirected back to Windows 8 CLE after survey completion

6 Sampling Frame Survey on entrance Survey on exit Monthly completed surveys based on random Web site intercept 2,500 6,000

7 Questionnaire Flow Survey on entrance Survey on exit Current OS used most often for personal purpose x x Brand Perception questions x x PC Purchase Time Frame x x Experience with Windows 8 x x Primary reason for visiting x x Web site evaluation N/A x Demographics x x Browser User Agent Information Sniffed Sniffed

8 Research Findings

9 Wave 1 data indicated the need to highlight Windows 8 on Laptop/Desktop. Windows 8 Campaign Goal and KPIs Wave 1 Pts. lift due to the CLE Experience Top 2 boxes ( between CLE on entrance and CLE on exit) Windows 8 on tablet/ convertible Windows 8 on laptop/ desktop Windows 8 Overall* Consider Windows Most Likely to Purchase Interest in Finding Out More Purchase Intent Active Preference Indicates a significant lift at 95% confidence level *Calculated metric based on individual form factor responses (except Interest in Finding Out More) Data Source comscore survey

10 Big data analysis from Wave 1 revealed weakness of video content on campaign impact despite wide-spread engagement. Windows 8 Tablet/Convertible Purchase Intent by Actions Taken (CLE on exit, Top 2 Box) 64% 61% 31% 31% 38% 35% 33% 32% 30% 28% 27% 25% 66% 34% 1% 2% 10% 15% 12% 7% 7% 41% 1% 23% Took any action Did not take an action 3rd Party PC Partner Referrals MS Store PC Selector PC Partner Visit Referrals New PCs Apps Windows ESD Referrals Work & Play Viewed video Windows FPP Referrals A New Look Indicates a significant lift versus did not take an action at 95% confidence level Data Source comscore survey, and WEDCS Integration Indicates significantly lower than did not take an action at 95% confidence level Indicates the percentage who took that action

11 Verbatim comments provided explanation and direction for optimization: more Windows 8 in action, how it compares to other operation systems, and straightforward purchase and upgrade information. Sample verbatim comments more info on web site it doesn't say enough and doesn't really show enough of what it can do on desktop PC's. Is it really worth going from windows 7? State clearly and explicitly what changes were implemented into Win8 in relation to Win7. Explain why one should consider upgrading to Win8. Advise what PC systems should probably be upgraded and what one should expect. Features must be clearly elaborated. Comparison between previous versions and the windows 8. What makes Windows 8 better than XP, Vista or Windows 7 Why should i opt Windows 8 PC in place of Apple/MAC more and more deeply information, for example: is my current PC/laptop ready for W8? how flexible is the startscreen. it all looks for fun, I want to use my PC for bussiness Let the people see the windows pc desktop without all the touchscreen features Tell customers if they buy Windows 8 Upgrade they need a touch screen on their Lap top or Desk PC. Or that they can use their ordinary.screen If someone wants to buy Win 8 and isn't just upgrading on an exisitng computer, you ought to give that option. I have no idea how to buy/install Win8 on the convertable that I am looking at (sony). It is too hard to figure out what I must do to upgrade to Windows 8. The compatibility test said a bunch of my other Microsoft applications were not compatible, like SQL and Visual Studio, even though the versions I have are not that old. I could not find guidance on what I had to do to make the apps compatible. Data Source comscore survey, and WEDCS Integration

12 Optimizations Informed by Research Optimizations after Wave 1 New video in the hero that showcases Windows 8 features instead of showing another commercial Content that highlights what s new with Windows 8 vs. Windows 7 Content that more explicitly explains why consumers should upgrade to Windows 8 instead of the original soft-sell approach, especially for desktop/laptop Disruptor that prominently features the $39.99 upgrade offer so that customers don t have to dig deeper into the page or site to find it

13 Optimization efforts reversed the negative impact on Windows 8 for laptop/desktop without adversely affecting the positive perception of Windows 8 for tablet/convertibles. Windows 8 Campaign Goal and KPIs Wave 2 Pts. lift due to the CLE Experience Top 2 boxes ( between CLE on entrance and CLE on exit) Windows 8 on tablet/ convertible Windows 8 on laptop/ desktop Windows 8 Overall* Consider Windows Most Likely to Purchase Interest in Finding Out More Purchase Intent Active Preference Indicates a significant lift at 95% confidence level *Calculated metric based on individual form factor responses (except Interest in Finding Out More) Data Source comscore survey

14 The improved CLE did a better job at convincing visitors to purchase their next PC sooner: When Intend to Purchase a New Computer Wave 1 between CLE on entrance and CLE on exit +2 19% 18% 16% 14% 10% 10% 9% 10% 9% 8% 5% 5% 10% 9% 1% 1% < 3 months 3-6 months 6-9 months 9-12 months months months > 24 months Never On Exit On Entrance Indicates a significant lift at 95% confidence level Data Source comscore survey

15 from 3 6 months in Wave 1 to less than 3 months in Wave 2. 18% 23% When Intend to Purchase a New Computer Wave 2 between CLE on entrance and CLE on exit % 12% 9% 9% 8% 9% 9% 8% 6% 4% 11% 9% 2% 1% < 3 months 3-6 months 6-9 months 9-12 months months months > 24 months Never On Exit On Entrance Indicates a significant lift at 95% confidence level Data Source comscore survey

16 While new videos are in production, the proportion of visitors who viewed a video decreased. Windows 8 Tablet/Convertible Purchase Intent by Actions Taken (CLE on exit, Top 2 Box) 30% 31% 29% 31% 36% 38% 35% 34% 33% 33% 29% 30% 32% 26% 28% 24% 24% 25% 54% 66% 46% 34% 6% 15% 23% 12% 6% 10% 4% 7% 8% 7% 20% 41% 9% 23% Took any action Did not take an action New PCs Apps PC Selector Visit Work & Play Windows ESD Referrals Viewed video A New Look December 11 - January 6 October 29 - November 25 Indicates the percentage who took that action in December 11 January 6 Data Source comscore survey, and WEDCS Integration Indicates the percentage who took that action in October 29 November 25

17 Analyses was done to ensure the CLE content works with all campaign efforts. Search Arrived at the CLE via search. Display Exposed to display ads on or off MS network. The exposure is recorded by click-through via SiteRecruit, and recorded by comscore exposure tracking pixel embedded in ads. All digital ad exposure uses the same tracking pixel. TV Recognized TV collage included in the survey.

18 The optimizations after Wave 1 resulted in increased or improved lifts for Windows 8 consideration +6 Windows 8 Consideration by Cross Media Wave 1 (CLE on exit) 59% 57% 55% Pt. lift of consideration between CLE on entrance vs. on exit % 59% 54% 32% 40% 35% 39% 37% 30% 14% 9% 17% 20% 10% 14% TV Only Search Only Display Only Display + TV Search + TV None Tablet/Convertible Laptop/Desktop Search - Arrived at the CLE via search. Display - Exposed to display ads on or off MS network. The exposure is recorded by click-through via SiteRecruit, and recorded by comscore exposure tracking pixel embedded in ads. All digital ad exposure uses the same tracking pixel. TV - Recognized TV collage included in the survey. None Not exposed to TV or Search or Display. Indicates a significant difference at 95% confidence level Data Source comscore survey, and WEDCS Integration Indicates the percentage arrived from that media (On-exit only)

19 By enhancing the impact on those coming from search and organic traffic. Windows 8 Consideration by Cross Media Wave 2 (CLE on exit) Pt. lift of consideration between CLE on entrance vs. on exit +5 25% % 58% 57% 60% 55% 55% 44% 36% 34% 28% 23% 23% 52% 24% 11% 8% 15% 15% 3% 18% TV Only Search Only Display Only Display + TV Search + TV Search + TV + Display Tablet/Convertible Laptop/Desktop Search - Arrived at the CLE via search. Display - Exposed to display ads on or off MS network. The exposure is recorded by click-through via SiteRecruit, and recorded by comscore exposure tracking pixel embedded in ads. All digital ad exposure uses the same tracking pixel. TV - Recognized TV collage included in the survey. None Not exposed to TV or Search or Display. Data Source comscore survey, and WEDCS Integration Note: PI does not show any significant lift by Cross Media. Indicates a significant difference at 95% confidence level Indicates the percentage arrived from that media (On-exit only) None

20 Next Steps

21 Next Level of Data Mining Campaign exposure combined with action Online creative type impact on perception Impact of Microsoft-owned and operated campaign assets Impact of Microsoftgenerated organic traffic Impact of Web site optimizations

22 Q & A

23 Contacts Kate Boatman Roslyn Ku