The presentation illustrates the significance of consumer data insights for an effective and successful marketing campaign.

1. [
consumer
data
journey
]
Chris&an
Bartens
Digital
Analyst,
Tourism
Australia
www.tourism.australia.com
Senior
Analyst,
Datalicious
www.datalicious.com.au

2. [
september
2007
]
[
datalicious.com.au
]

3. "I
know
that
50%
of
my
adver;sing
is
wasted,
I
just
don't
know
which
half."
John
Wanamaker
[
september
2007
]
[
datalicious.com.au
]

4. "It
is
a
capital
mistake
to
theorize
before
one
has
data."
Sir
Arthur
Conan
Doyle
[
september
2007
]
[
datalicious.com.au
]

5. "It
is
a
capital
mistake
to
theorize
before
one
has
all
the
data."
Sir
Arthur
Conan
Doyle
[
september
2007
]
[
datalicious.com.au
]

6. [
data
=
insights
=
ac;ons
]
[
september
2007
]
[
datalicious.com.au
]

7. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
september
2007
]
[
datalicious.com.au
]

8. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
september
2007
]
[
datalicious.com.au
]

9. [
digital
responses
]
ad
server,
bid
management
plaForm
site
centric
tool
view
click
success
impression
interac&on
through
through
event
branding
direct
response
[
september
2007
]
[
datalicious.com.au
]

10. [
click-­‐stream
]
newzealand.com
upstream
bulafiji.com upstream
[
september
2007
]
[
datalicious.com.au
]

11. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
september
2007
]
[
datalicious.com.au
]

12. [
conversion
]
campaigns
conversion process
visit, product pages, product details, add to
shopping cart, shipping information, payment
details, order confirmation, thank you page, etc
success events
[
september
2007
]
[
datalicious.com.au
]

13. [
custom
conversion
report
]
youtube.com
travel
conversion
[
september
2007
]
[
datalicious.com.au
]

14. [
custom
conversion
report
]
[
september
2007
]
[
datalicious.com.au
]

15. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
september
2007
]
[
datalicious.com.au
]

16. [
september
2007
]
[
datalicious.com.au
]

17. [
segmenta;on
studies
]
Hitwise
Mosaic
Roy
profile
TGI
Morgan
etc
[
september
2007
]
[
datalicious.com.au
]

18. [
mosaic
]
australia.com
vs.
newzealand.com
australia.com
vs.
bulafiji.com
[
september
2007
]
[
datalicious.com.au
]

19. [
mosaic
]
[
september
2007
]
[
datalicious.com.au
]

20. [
demographics
]
australia.com
vs.
newzealand.com
australia.com vs. newzealand.com
[
september
2007
]
[
datalicious.com.au
]

21. [
september
2007
]
[
datalicious.com.au
]

22. [
september
2007
]
[
datalicious.com.au
]

23. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
september
2007
]
[
datalicious.com.au
]

24. [
where
are
the
eyeballs
]
search
social
organic
wom
paid
viral
online
mail
offline
email
display
direct
[
september
2007
]
[
datalicious.com.au
]

25. [
mosaic
]
maximum
traffic
sites,
leading
lifestyles,
45+
[
september
2007
]
[
datalicious.com.au
]

26. [
mosaic
]
niche
sites,
leading
lifestyles,
45+
[
september
2007
]
[
datalicious.com.au
]

27. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
september
2007
]
[
datalicious.com.au
]

29. ?
[
ques;ons
]
chris&an@datalicious.com.au
www.datalicious.com.au