ADMA Data and Analytics Council Event
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ADMA Data and Analytics Council Event Presentation Transcript

  • 1. Data  &  Analy*cs  Council  Event  
  • 2. Tonight  •  ADMA  Councils  •  Ini*al  Survey  Results  •  Guest  speaker  Peter  Hanlon  •  Data  &  Analy*cs  Council  Roadmap  •  Drinks  &  Networking   Australian  Direct  Marke*ng  Associa*on  
  • 3. ADMA  Councils  •  Groups  of  marketers  interested  in     specific  areas  of  marke*ng  •  Any  ADMA  member  employee  can  join  •  You  can  join  as  many  councils  as  you  like!  •  Email  councils@adma.com.au     Australian  Direct  Marke*ng  Associa*on  
  • 4. ADMA  Councils  •  Data  &  Analy*cs  •  Agency  •  Contact  Centre  •  Digital  •  Mail  •  Mul*-­‐Channel  Acquisi*on  •  Rela*onship  Marke*ng  Customer  Management     Australian  Direct  Marke*ng  Associa*on  
  • 5. Australian  Direct  Marke*ng  Associa*on  
  • 6. Data  &  Analy*cs  Council  Led  by  an  Execu*ve  CommiQee    •  Chris*an  Bartens,  Datalicious  (Chair)   105  ADMA  members  are  •  Abramo  Ierardo,  Ac*on  Mailing  Lists  •  Nalini  Kara,  Acxiom   on  the  Data  &  Analy5cs  •  Michiel  Kleijn,  Alterian   Council  now,  email  •  AnneQe  McElhinney,  Aussie   councils@adma.com.au    •  Will  Scully-­‐Power,  Datara*  •  Regan  Yan,  Digital  Alchemy   to  join  them.  •  Rob  Peck,  ING  Direct    •  Marcus  Sandmann,  Michael  Page  •  Rachel  Rohrlach,  Optus  •  Wayne  Elley,  Salmat  •  David  Kerr,  SEMA  •  Ian  Smith,  Westpac     Australian  Direct  Marke*ng  Associa*on  
  • 7. How  much  emphasis  is  placed  on  analy*cs  and  data  in  your  company?     Australian  Direct  Marke*ng  Associa*on  
  • 8. Do  you  *e  sales  back  to  a  campaign  and/or  media  channel?   Australian  Direct  Marke*ng  Associa*on  
  • 9. Do  you  have  a  single  customer  view?   Australian  Direct  Marke*ng  Associa*on  
  • 10. Are  you  using  web  analy*cs?   Australian  Direct  Marke*ng  Associa*on  
  • 11. Guest  Speaker   Peter  Hanlon   Westpac  Group  Execu*ve     People  &  Transforma*on  Australian  Direct  Marke*ng  Associa*on  
  • 12. Data  Journey  &  Whitepapers  To  transac5onal  data   To  reten5on  messages     PurchaseFrom  suspect  to   prospect   To  customer   Time   Time   Iden*fica*on  From  behavioural  data   From  awareness  messages   Australian  Direct  Marke*ng  Associa*on  
  • 13. Data  Journey  &  Whitepapers  To  transac5onal  data   To  reten5on  messages   Purchase   Value   Segmenta5on   Loyalty  &  Reward   Alloca5on   Single   Contact   Customer  View   Preferences  From  suspect  to   Tes5ng  &   prospect   To  customer   Time   Op5misa5on   Mul5-­‐Channel   CRM   Time   Media   Segmenta5o Trigger  Based   n  &  Targe5ng   Marke5ng   Behavioral   Targe5ng   Campaign   Defining     Tracking  &  Media     A  Metrics   APribu5on   Framework   Iden*fica*on  From  behavioural  data   From  awareness  messages   Australian  Direct  Marke*ng  Associa*on  
  • 14. Whitepaper  Champions  •  Defining  Metrics  Frameworks   –  Chris*an  Bartens,  Datalicious  •  Campaign  Tracking  &  Media  AQribu*on   –  Chris*an  Bartens,  Datalicious  •  Trigger  Based  Marke*ng   –  Will  Scully-­‐Power,  Datara*  •  Loyalty  &  Reward  Alloca*on   –  David  Kerr,  SEMA   Australian  Direct  Marke*ng  Associa*on  
  • 15. Email  councils@adma.com.au  To  transac5onal  data   To  reten5on  messages   Purchase   Value   Segmenta5on   Loyalty  &  Reward   Alloca5on   Single   Contact   Customer  View   Preferences  From  suspect  to   Tes5ng  &   prospect   To  customer   Time   Op5misa5on   Mul5-­‐Channel   CRM   Time   Media  Segmenta5o Trigger  Based  n  &  Targe5ng   Marke5ng   Behavioral   Targe5ng   Campaign   Defining     Tracking  &  Media     A  Metrics   APribu5on   Framework   Iden*fica*on  From  behavioural  data   From  awareness  messages   Australian  Direct  Marke*ng  Associa*on