By: Gina Micek
MIMA’s October Coffee & Case Studies took place Wednesday 26th, 2016 at Antenna.
Preston Kelly VP Creative Director, Peter Tressel, presented Case Study 1: “Humanizing Healthcare” The team was recognized as a Webby Award Finalist in 2015 for their work constructing a user friendly information portal for ICD (Implant Cardiac Defibrillator) patients which humanized a complex topic improving acceptance of the ICD solution.
Mr. Tressel began with a personal story regarding his friend who died of cardiac arrest. The Preston Kelly team knew that to be effective, they needed to get into the mindset of the patient. The team came up with various personas including Worriers, Influencers, Endorsers. The team diagrammed how customers got their health information via web searches and other sources. The complex diagrams ensured all the bases were covered in the audience ecosystem.
The team dug deeper on their initial questions and patient conversion points to create a digital web presence which helped answer questions and encourage exploration of all the health options.
The solution “Ask the ICD” (asktheicd.com) was a mobile responsive website which allowed patients to ask and get answers, find resources and watch expert videos which answered a large number of patient and caregiver questions. The Preston Kelly team carefully considered user experience throughout the project development. They wanted patients to feel comfortable navigating the site while allaying their fears about the process of obtaining an ICD.
Mr. Tressel answered audience questions at the end of the presentation:
Q: Is there any AI used in the site?
A: No. Unless you consider legal (dept) artificial intelligence (laughter).
Q: What was considered “success” when developing the solution?
A: Site traffic and an endorser using the site for their patients.
Q: Did the age of the users have an effect on the design of the solution?
Q: Why not brand Medtronic (the client)?
A: Due to the fact that patients are skeptical about a medical device company providing information – seeing it as “sales,” a non-branded solution was neutral as content.
A: Yes. We had to consider technology, content and usability. Questions like “Can I have sex (after the installation of the device)?” were some of the key fears patients had about quality of life after surgery.
Case Study 2: “Closed-Loop Attribution” was presented by Duke Borgerding, Associate Media Director at McCann Minneapolis. Closed-loop attribution is defined as using marketing data to identify a set of actions across screens/devices and linking those actions to sales data. McCann’s client, a marketing department at a financial firm, had no way to prove ROI or sales on digital campaigns.
The challenge was matching anonymized client data (confidentiality issues) to data impressions leading to customer activity in the bank branch.
The team dug deeply into the data to cross reference and attribute actions (click on banner ad) to specific people who later entered the branch to open an account. By using a third party data bank, coupled with a technique to anonymize data, the team was able to identify a particular person without breaching confidentiality and link customer actions to the digital campaign.
McCann’s technical team matched 50 million impressions and could prove that digital media assisted 4200 conversions — 25% of all new accounts were confirmed to have arrived via the campaign.
The techniques and resulting data could clearly express the conversion funnel. The marketing teams used the data to identify areas where drop-offs occurred within the UX (either digital or in the bank) leading to optimization of the channels, campaigns and in bank experience.
In addition, the marketing team finally had the data and tools to express ROI to management and obtain the necessary fiduciary support for their digital campaigns.
Duke answered questions from the attendees after his presentation:
Q: What was the big “so what” moment?
A: This work was an experimental test to see if we could use data that was heavily anonymized and link it to actual in branch conversions. We wanted to match and track and have it be a part of our optimization within campaigns/web experience. We wanted to show exactly how digital helps convert users to account owners. We plan to keep working on more aspects of the process.
Q: What did you use for tracking?
A: We correlated data between in-bank and digital properties but we had some problems getting data from banks and security concerns with PII
Q: What was the time period between impressions and conversion?
A: We had a lot of problems with timing, but we looked at sequential actions
Q: How many people did this process take?
A: Five or so people on the client side, at McCann – it was just two of us!
Coffee + Case Studies is a quarterly event open to Members. The goal is to discuss specific case studies executed by industry thought leaders who are pushing the envelope on interactive marketing. Join us each month for our MIMA Event series – like our upcoming event with Brad Spychalski, Creative Strategy at Pinterest. Register today.