Datalicious was founded in 2006 to provide data-driven marketing services using a combination of analysts and developers. They help clients make sense of digital data through platforms that collect, process, and report on data to provide insights that can be applied to marketing automation and optimization. Accurately measuring unique visitors and attributing their actions across devices and locations remains a challenge that Datalicious addresses through techniques like multiplying identification points.

1. [
Digital
Measurement
]
More
than
just
coun.ng
hits

2. [
Company
history
]
§ Datalicious
was
founded
in
2006
§ Strong
Omniture
web
analy.cs
history
§ one-­‐stop
data
agency
with
specialist
team
§ Combina.on
of
analysts
and
developers
§ Making
data
accessible
and
ac.onable
§ Driving
industry
best
prac.ce
§ Evangelizing
use
of
data
May
2010
©
Datalicious
Pty
Ltd
2

3. [
Challenging
clients
]
May
2010
©
Datalicious
Pty
Ltd
3

4. [
Data
driven
marke:ng
]
Data
Insights
Ac:on
Pla<orms
Repor:ng
Applica:ons
Data
collec:on
and
processing
Data
mining
and
modelling
Data
usage
and
applica:on
Web
analy:cs
solu:ons
Customised
dashboards
Marke:ng
automa:on
Omniture,
Google
Analy:cs,
etc
Media
aKribu:on
models
Aprimo,
Trac:on,
Inxmail,
etc
Tagless
online
data
capture
Market
and
compe:tor
trends
Targe:ng
and
merchandising
End-­‐to-­‐end
data
pla<orms
Social
media
monitoring
Internal
search
op:misa:on
IVR
and
call
center
repor:ng
Online
surveys
and
polls
CRM
strategy
and
execu:on
Single
customer
view
Customer
profiling
Tes:ng
programs
May
2010
©
Datalicious
Pty
Ltd
4

5. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Digital
metrics
]
May
2010
©
Datalicious
Pty
Ltd
5

6. [
Data
and
what
you
pay
for
it
]
May
2010
©
Datalicious
Pty
Ltd
6
Source:
Omniture
Summit,
MaN
Belkin,
2007

7. HITS
How
Idiots
Track
Success
May
2010
©
Datalicious
Pty
Ltd
7

8. [
Basic
website
metrics
]
§ Page
view/impression:
The
number
of
.mes
a
page
(an
analyst-­‐definable
unit
of
content)
was
viewed.
§ Visit/session:
A
visit
is
an
interac.on,
by
an
individual,
with
a
website
consis.ng
of
one
or
more
requests
for
an
analyst-­‐definable
unit
of
content
(i.e.
“page
view”).
If
an
individual
has
not
taken
another
ac.on
(typically
addi.onal
page
views)
on
the
site
within
a
specified
.me
period,
the
visit
session
will
terminate.
§ Unique
visitor/browser:
The
number
of
inferred
individual
people
(filtered
for
spiders
and
robots),
within
a
designated
repor.ng
.meframe,
with
ac.vity
consis.ng
of
one
or
more
visits
to
a
site.
Each
individual
is
counted
only
once
in
the
unique
visitor
measure
for
the
repor.ng
period.
May
2010
©
Datalicious
Pty
Ltd
8
Source:
Web
Analy.cs
Defini.ons,
Web
Analy.cs
Associa.on,
2007

9. [
Browser
side
tracking
process
]
What
if:
Someone
deletes
their
cookies?
Or
uses
two
computers,
one
at
work
and
one
at
home?
Or
two
people
use
the
same
account
or
computer?
May
2010
©
Datalicious
Pty
Ltd
9
Source:
Google
Analy.cs,
Jus.n
Cutroni,
2007

10. [
Overes:ma:on
of
unique
visitors
]
The
study
examined
data
from
two
of
the
UK’s
busiest
ecommerce
websites,
ASDA
and
William
Hill.
Given
that
more
than
half
of
all
page
impressions
on
these
sites
are
from
logged-­‐in
users,
they
provided
a
robust
sample
to
compare
ip-­‐based
and
cookie-­‐based
analysis
against.
The
results
were
staggering,
for
example
an
IP-­‐based
approach
overes.mated
visitors
by
up
to
7.6
.mes
whilst
a
Cookie-­‐based
approach
overes.mated
visitors
by
up
to
2.3
.mes.
The
percentage
error
in
cumula.ve
unique
visitor
figures
over
a
28
day
period
on
one
of
the
sites
can
be
seen
in
the
graph
above.
May
2010
©
Datalicious
Pty
Ltd
10
Source:
White
Paper,
RedEye,
2007

11. [
Mul:ply
iden:fica:on
points
]
Probability
of
iden.fica.on
through
cookie
140%
120%
100%
80%
60%
40%
20%
0%
0
4
8
12
16
20
24
28
32
36
40
44
48
Weeks
May
2010
©
Datalicious
Pty
Ltd
11

12. [
Digital
metric
categories
]
+Social
May
2010
©
Datalicious
Pty
Ltd
12
Source:
Accuracy
Whitepaper
for
web
analy.cs,
Brian
Cligon,
2008

13. [
Digital
means
global
]
“The
image
is
a
model
of
the
Internet,
based
on
how
many
people
view
different
sites
and
how
these
sites
are
related
to
each
other.
There
are
3
colours
on
this
model.
Red,
Green
and
Blue.
Each
represents
users
from
US,
Europe
and
Asia.
The
picture
illustrates
how
non
linear
the
digital
world
is.
It
also
shows
how
some
sites
have
a
strong
centre
of
gravity
for
mass
audiences;
others
have
strong
centres
of
gravity
for
niche
audiences.
It
is
important
to
iden.fy
where
marke.ng
is
going
to
have
most
impact
-­‐
crea.ng
powerful
programs
on
niche
sites,
which
gradually
extend
an
influence
on
the
larger
communi.es;
or
(more
expensive)
marke.ng
ac.vity
on
mass
sites,
that
will
then
generate
a
frenzy
of
interest
in
smaller
niche
groups.”
May
2010
©
Datalicious
Pty
Ltd
13
Source:
Carat/Isobar,
2007

14. [
Defining
metrics
frameworks
]
Media
and
search
data
Website,
call
center
and
retail
data
Reach
Engagement
Ac:on
+Buzz
(Awareness)
(Interest
&
Desire)
(Ac.on)
(Sa.sfac.on)
Quan.ta.ve
and
qualita.ve
research
data
Social
media
data
Social
media
May
2010
©
Datalicious
Pty
Ltd
14

15. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Measuring
reach
]
May
2010
©
Datalicious
Pty
Ltd
15

16. [
New
marketplace:
Search
]
May
2010
©
Datalicious
Pty
Ltd
16

17. [
Search
at
all
stages
]
May
2010
©
Datalicious
Pty
Ltd
17
Source:
Inside
the
Mind
of
the
Searcher,
Enquiro
2004

18. [
Non-­‐linear
conversion
funnel
]
14/11/12
©
Datalicious
Pty
Ltd
18
Source:
McKinsey,
2009

19. May
2010
©
Datalicious
Pty
Ltd
19

20. [
Importance
of
search
]
30-­‐40%
60-­‐70%
May
2010
©
Datalicious
Pty
Ltd
20

21. May
2010
©
Datalicious
Pty
Ltd
21

22. [
Online
insights
influencing
offline
]
May
2010
©
Datalicious
Pty
Ltd
22

23. [
Search
data
and
media
planning
]
May
2010
©
Datalicious
Pty
Ltd
23

24. May
2010
©
Datalicious
Pty
Ltd
24

25. May
2010
©
Datalicious
Pty
Ltd
25

26. [
Ad
server
exposure
test
]
1
User
qualifies
for
the
display
campaign
(if
the
user
has
already
been
tagged
go
to
step
3)
1st
impression
2
Audience
Segmenta:on
10%
of
users
in
control
group,
90%
in
exposed
group
User
tagged
with
segment
Measurement:
Conversions
per
1000
unique
Control
Exposed
visitors
(displayed
non-­‐branded
message)
(displayed
branded
message)
User
remains
in
segment
N
impressions
3
Control
Exposed
(displayed
non-­‐branded
message)
(displayed
branded
message)
May
2010
©
Datalicious
Pty
Ltd
26

27. [
Hitwise
Mosaic
segment
swing
]
australia.com
vs.
newzealand.com
australia.com
vs.
bulafiji.com
Source:
Hitwise.com.au,
2008
May
2010
©
Datalicious
Pty
Ltd
27

28. [
Hitwise
Mosaic
segment
swing
]
australia.com
vs.
newzealand.com
australia.com
vs.
newzealand.com
Source:
Hitwise.com.au,
2008
May
2010
©
Datalicious
Pty
Ltd
28

29. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Measuring
engagement
]
May
2010
©
Datalicious
Pty
Ltd
29

30. [
Conversion
funnel
1.0
]
Campaign
responses
Conversion
funnel
Product
page,
add
to
shopping
cart,
view
shopping
cart,
cart
checkout,
payment
details,
shipping
informa.on,
order
confirma.on,
etc
Conversion
event
May
2010
©
Datalicious
Pty
Ltd
30

31. [
Conversion
funnel
2.0
]
Campaign
responses
(inbound
spokes)
Offline
campaigns,
banner
ads,
email
marke.ng,
referrals,
organic
search,
paid
search,
internal
promo.ons,
etc
Landing
page
(hub)
Success
events
(outbound
spokes)
Bounce
rate,
add
to
cart,
cart
checkout,
confirmed
order,
call
back
request,
registra.on,
product
comparison,
product
review,
forward
to
friend,
etc
May
2010
©
Datalicious
Pty
Ltd
31

32. [
Addi:onal
success
metrics
]
Click
Through
$
Click
Add
To
Cart
Through
Cart
Checkout
?
$
Click
Bounce
Pages
Per
Avg
Cart
Through
Rate
Visit
Value
$
Click
Call
back
Store
Through
requests
Searches
[
...
]
$
May
2010
©
Datalicious
Pty
Ltd
32

33. Customiza:on
May
2010
©
Datalicious
Pty
Ltd
33

34. May
2010
©
Datalicious
Pty
Ltd
34

35. Crowdsourcing
May
2010
©
Datalicious
Pty
Ltd
35

36. May
2010
©
Datalicious
Pty
Ltd
36

37. [
Book:
Tuned
In
]
“70%
or
more
of
new
products
or
new
product
decisions
were
made
without
market
data”
May
2010
©
Datalicious
Pty
Ltd
37
Source:
hNp://www.pragma.cmarke.ng.com/tunedin

38. [
Social
media
data
]
Facebook
Connect
gives
you
the
following
and
more,
with
just
one
click
ID,
first
name,
last
name,
middle
name,
picture,
affilia.ons,
last
profile
update,
.me
zone,
religion,
poli.cal
interests,
interests,
sex,
birthday,
aNracted
to
which
sex,
why
they
want
to
meet
someone,
home
town,
rela.onship
status,
current
loca.on,
ac.vi.es,
music
interests,
tv
show
interests,
educa.on
history,
work
history,
family
and
email
Need
anything
else?
May
2010
©
Datalicious
Pty
Ltd
38

39. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Measuring
ac:on
]
May
2010
©
Datalicious
Pty
Ltd
39

40. [
Key
metrics
by
website
type
]
May
2010
©
Datalicious
Pty
Ltd
40
Source:
Omniture
Summit,
MaN
Belkin,
2007

41. [
Success
aKribu:on
models
]
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par:al
credit
May
2010
©
Datalicious
Pty
Ltd
41

42. [
De-­‐duplica:on
across
channels
]
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Omniture
Pla<orm
Email
Email
Blast
Pla<orm
$
Organic
Google
Search
Analy:cs
$
May
2010
©
Datalicious
Pty
Ltd
42

43. [
Path
to
purchase
]
Banner
SEM
Partner
Direct
Click
Generic
Site
Visit
$
Banner
SEO
View
Generic
$
TV
SEO
Banner
Ad
Branded
Click
$
Print
Social
Email
Direct
Ad
Media
Update
Visit
$
May
2010
©
Datalicious
Pty
Ltd
43

44. [
Paid
and
organic
stacking
]
May
2010
©
Datalicious
Pty
Ltd
44

45. [
Website
entry
survey
]
Greatest
Influencer
on
Branded
Search
/
STS
De-­‐duped
Campaign
Report
{
Channel
%
of
Influence
Channel
%
of
Conversions
Word
of
Mouth
32%
Straight
to
Site
27%
Blogging
&
Social
Media
24%
SEO
Branded
15%
Newspaper
Adver.sing
9%
SEM
Branded
9%
Display
Adver.sing
14%
SEO
Generic
7%
Email
Marke.ng
7%
SEM
Generic
14%
Retail
Promo.ons
14%
Display
Adver.sing
7%
Affiliate
Marke.ng
9%
Conversions
aNributed
to
search
terms
Referrals
5%
that
contain
brand
keywords
and
direct
Email
Marke.ng
7%
website
visits
are
most
likely
not
the
origina.ng
channel
that
generated
the
awareness
and
as
such
conversion
credits
should
be
re-­‐allocated.
May
2010
©
Datalicious
Pty
Ltd
45

46. [
Forrester
media
aKribu:on
]
Chart
shows
an
example
only,
aNribu.on
model
needs
to
be
defined
for
each
company
separately
based
on
their
individual
success
metrics
(and
cookie
expira.on
policies).
May
2010
©
Datalicious
Pty
Ltd
46

47. [
Calls
to
ac:on
]
May
2010
©
Datalicious
Pty
Ltd
47

48. [
Research
online
buy
in
store
]
May
2010
©
Datalicious
Pty
Ltd
48
Source:
2008
Digital
Future
Report,
Surveying
The
Digital
Future,
Year
Seven,
USC
Annenberg
School

49. [
Store
locator
searches
]
May
2010
©
Datalicious
Pty
Ltd
49

50. [
Integrated
campaign
flow
]
=
Paid
Media
Organic
PR,
Events,
Search
Social,
etc
=
Viral
Element
=
Voucher
YouTube,
Home
Page,
Paid
TV,
Print,
Blog,
etc
Portal,
etc
Search
Radio,
etc
Direct
Mail,
Landing
Page,
Sponsorships,
Email,
etc
Compe::on
Display
Ads,
etc
V1
V2
CRM
Facebook
Program
TwiKer,
etc
V3
Point
of
Sale,
Retail
Kiosks,
etc
Outlets
February
2010
©
Datalicious
Pty
Ltd
50

51. [
Offline
sales
driven
by
online
]
Tying
offline
conversions
back
to
online
campaign
and
research
behavior
using
standard
cookie
technology
by
triggering
virtual
online
order
confirma.on
pages
for
offline
sales
using
email
receipts.
Website.com
Phone
Virtual
Order
Research
Orders
Credit
Check
Fulfilment
@
Confirma:on
Adver:sing
Website.com
Retail
Virtual
Order
Campaign
Research
Orders
Credit
Check
Fulfilment
@
Confirma:on
Website.com
Online
Online
Order
Virtual
Order
Research
Orders
Confirma:on
Credit
Check
Fulfilment
@
Confirma:on
Cookie
Cookie
Cookie
February
2010
©
Datalicious
Pty
Ltd
51

52. Sta:s:cal
significance:
Why
does
it
maKer?
May
2010
©
Datalicious
Pty
Ltd
52

53. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Measuring
buzz
]
May
2010
©
Datalicious
Pty
Ltd
53

54. [
Back
to
basics
]
Search
Service
Product
Company
Promo:on
Consumer
Experience
Brand
Word
of
mouth,
blogs,
emails,
tweets,
reviews,
social
networks,
social
media,
fan
pages,
etc
April
2010
©
Datalicious
Pty
Ltd
54
Source:
Don
Schultz,
Northwestern
University

55. May
2010
©
Datalicious
Pty
Ltd
55

56. Social
media
analy:cs:
People
vs.
machine
May
2010
©
Datalicious
Pty
Ltd
56

57. Iden:fy
influencers
and
advocates
May
2010
©
Datalicious
Pty
Ltd
57

58. [
Where
to
focus
]
May
2010
©
Datalicious
Pty
Ltd
58

59. 101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
[
Useful
links
]
May
2010
©
Datalicious
Pty
Ltd
59

60. [
News
and
research
]
§ hNp://blog.datalicious.com
§ hNp://www.emarketer.com
§ hNp://www.marke.ngcharts.com
§ hNp://www.techcrunch.com
§ hNp://www.smartbrief.com/iab
§ hNp://www.trendwatching.com
§ hNp://www.springwise.com
§ hNp://www.useit.com/alertbox
§ hNp://weblogs.hitwise.com
[
august
2008
]
[
datalicious.com
]

61. [
Trends
and
data
]
§ hNp://www.google.com/trends
§ hNp://www.google.com/sktool
§ hNp://www.google.com/webmasters
§ hNp://www.google.com/adplanner
§ hNp://www.google.com/videotarge.ng
§ hNp://www.hitwise.com.au/datacenter
§ hNp://www.compete.com/
§ hNp://www.alexa.com/
§ hNp://wiki.kenburbary.com/
[
august
2008
]
[
datalicious.com
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