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How Online Publishers Can Generate NEW Revenue using Digital Behavioural Data
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How Online Publishers Can Generate NEW Revenue using Digital Behavioural Data

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Transcript

  • 1. Loyalty! Visibility generate NEW revenue How to… with behavioural data
  • 2. Takeaways 1. 2. 3. 4. 5.
  • 3. 1. What is the… Opportunity?
  • 4. 2. How does the... Technology work?
  • 5. 3. Why should we do it?
  • 6. 4. What are the… RESULTS?
  • 7. 4. How much will it cost? 5.
  • 8. Old 1. The Opportunity…
  • 9. Loyalty! Sell more inventory at a higher value! using behavioural data 1.
  • 10. Loyalty! at a higher value! Using Behavioural Data Post Click Re-Marketing with content & offers based on consumer behaviour & engagement 2.
  • 11. Today…
  • 12. Tomorrow…
  • 13. Loyalty! 2. How does it work? ?
  • 14. Loyalty! <script src=&quot;http://munchkin.marketo.net/munchkin.js <script>mktoMunchkin(&quot;714-CFZ-249&quot;);</script> &quot; type=&quot;text/javascript&quot;></script> 1 line of code Web + Landing Pages
  • 15. Loyalty! Browser Cookies +
  • 16. Loyalty! Digital Behaviour =
  • 17. Loyalty! Scoring
  • 18. Loyalty! Email & SMS Triggers
  • 19. Loyalty! Emails, LP’s, Content, Sequence Test
  • 20. Loyalty! Emails, LP’s, Content, Sequence Optimise
  • 21. Loyalty! Dashboard
  • 22. Loyalty! Why should we do it? 3. ?
  • 23. Loyalty! What’s the risk… if we don’t do it?
  • 24. Loyalty! No Behavioural Insight No Relevance Limited Revenue Opps
  • 25. Loyalty! Responses Rates With Consumer
  • 26. Loyalty! No Visibility advertisers Harder to add value to
  • 27. Loyalty! So the only option is to
  • 28. 4. What are the results?
  • 29. Loyalty! 100 customers Dec 08 150 customers Apr 09 50 customers July 08 200 customers Jul 09 300 customers Oct 09 Marketo Rated #1 globally 500+ customers Apr 10
  • 30. In 2009… in incremental revenue $300 million
  • 31. 2010 = $1.1 Billion
  • 32. 5. What is the cost?
  • 33. Monthly Cost Database Size $2,000 <10K $2,500 10-30K $3,800 30-100K $5,000 100-250K $7,000 250-750K
  • 34. 1. Opportunity 2. Technology 3. Why do it 5. Cost 4. Results
  • 35. Q&A
  • 36. Loyalty! Next Steps
  • 37. Loyalty! Have a great day!
  • 38. Loyalty! Contact Details Will Scully-Power Managing Director Datarati +61 400 828 866 [email_address] www.datarati.com.au Twitter: http://www.twitter.com/willscullypower Blog: http://willscullypower.wordpress.com