Data	  &	  Analy*cs	  Council	  
Tonight	  •    ADMA	  Councils	  •    Industry	  survey	  results	  •    Media	  a:ribu*on,	  an	  introduc*on	  •    Data...
ADMA	  Councils	  •  Groups	  of	  marketers	  interested	  in	  	     specific	  areas	  of	  marke*ng	  •  Any	  ADMA	  m...
ADMA	  Councils	  •    Data	  &	  Analy*cs	  •    Agency	  •    Contact	  Centre	  •    Digital	  •    Mail	  •    Mul*-­‐...
Survey	  Results	                                         Abramo	  Lerado	                                        General	...
Methodology	  •  Online	  survey	  to	  current	  ADMA	  members	  to	  obtain	  a	  basic	     understanding	  of	  how	 ...
Are	  you	  using	  web	  analy*cs?	                                                          Simplified	  to	  ‘Yes’,	  ‘N...
How	  much	  emphasis	  is	  placed	  on	  analy*cs	  and	  data	  in	  your	  company?	  	      Australian	  Direct	  Mar...
Do	  you	  *e	  sales	  back	  to	  a	  campaign	  and/or	  media	  channel?	                                             ...
Do	  you	  *e	  sales	  back	  to	  a	  campaign	  and/or	  media	  channel?	      Of	  which	  –	  59%	  do	  not	  use	 ...
Do	  you	  have	  a	  single	  customer	  view?	                                                     Only	  41%	  incorpor...
Do	  you	  use	  Marke*ng	  Automa*on	  Soaware	  and	  which	  one?	                                                     ...
Insight	  •  Although	  respondents	  suggested	  a	  high	  affinity	  towards	  the	     incorpora*on	  of	  data	  in	  t...
Media	  ALribu/on	                                               Chris*an	  Bartens	                                      ...
De-­‐duplica*on	  across	  channels	  	                                            Paid	  	        Bid	  	                ...
Success	  a:ribu*on	  models	  	     Banner	  	                           Paid	  	                                        ...
First	  and	  last	  click	  a:ribu*on	  	                                                           Chart	  shows	       ...
Full	  path	  to	  purchase	  	     Introducer	                          Influencer	        Influencer	         Closer	     ...
Understanding	  the	  channel	  mix	     Australian	  Direct	  Marke*ng	  Associa*on	  
Data	  Journey	  &	  Whitepapers	  To	  transac/onal	  data	                                                              ...
Data	  Journey	  &	  Whitepapers	  To	  transac/onal	  data	                                                              ...
Whitepaper	  Champions	  •  Defining	  Metrics	  Frameworks	     –  Chris*an	  Bartens,	  Datalicious	  •  Campaign	  Track...
Email	  councils@adma.com.au	  To	  transac/onal	  data	                                                                  ...
Upcoming SlideShare
Loading in...5
×

ADMA Data and Analytics Council

186

Published on

The presentation discusses the usage of data and analytics in marketing campaigns.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
186
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

ADMA Data and Analytics Council

  1. 1. Data  &  Analy*cs  Council  
  2. 2. Tonight  •  ADMA  Councils  •  Industry  survey  results  •  Media  a:ribu*on,  an  introduc*on  •  Data  &  Analy*cs  Council  Roadmap  •  Drinks  &  Networking   Australian  Direct  Marke*ng  Associa*on  
  3. 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. 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. 5. Survey  Results   Abramo  Lerado   General  Manager   Ac*on  Mailing  Lists  Ltd  Australian  Direct  Marke*ng  Associa*on  
  6. 6. Methodology  •  Online  survey  to  current  ADMA  members  to  obtain  a  basic   understanding  of  how  data  and  analy*cs  is  used  in  member   organisa*ons    •  Collec*on  points:   –  Online  ADMA  blog   –  ADMA  Data  Council  eNewsle:er  &  event  informa*on  eDM  •  Completed  responses  only,  used  in  the  analysis  where  Total   Responses  =  134,  Used  Responses  =  78  •  Data  collected  over  the  period  May  20  –  August  12,  2010   Australian  Direct  Marke*ng  Associa*on  
  7. 7. Are  you  using  web  analy*cs?   Simplified  to  ‘Yes’,  ‘No’   &  ‘Neutral’     Australian  Direct  Marke*ng  Associa*on  
  8. 8. How  much  emphasis  is  placed  on  analy*cs  and  data  in  your  company?     Australian  Direct  Marke*ng  Associa*on  
  9. 9. Do  you  *e  sales  back  to  a  campaign  and/or  media  channel?   62%  /e  sales  data  back   Australian  Direct  Marke*ng  Associa*on  
  10. 10. Do  you  *e  sales  back  to  a  campaign  and/or  media  channel?   Of  which  –  59%  do  not  use   Web  Analy/cs   Australian  Direct  Marke*ng  Associa*on  
  11. 11. Do  you  have  a  single  customer  view?   Only  41%  incorporate  Web  Analy/cs  data     ‘Yes’  responses  only   Australian  Direct  Marke*ng  Associa*on  
  12. 12. Do  you  use  Marke*ng  Automa*on  Soaware  and  which  one?   Most  of  the  respondents  s/ll  aren’t   using  marke/ng  automa/on   soHware  yet.  Those  that  did,  use   the  below   NB:  Sample  size  is  very  small,  34   Australian  Direct  Marke*ng  Associa*on  
  13. 13. Insight  •  Although  respondents  suggested  a  high  affinity  towards  the   incorpora*on  of  data  in  their  organisa*on  –  responses   suggested  otherwise:   –  Tracking  sales  back  to  media  channels  must  include  those  ac*vi*es   that  occur  online.  Organic  channels  will  always  have  some  impact  on   sales  even  if  there  is  no  online  paid  media   –  Having  a  Single  Customer  View  will  incorporate  those  touch  points   that  your  consumer  has  online  and  those  that  it  has  offline.  Offline   data  is  only  half  the  story   –  Value  of  Web  Analy*cs  isn’t  understood  within  companies  –  placing   weight  on  Data  and  Analy*cs  should  require  the  heavy  incorpora*on   of  data  from  a  Web  Analy*cs  plahorm     Australian  Direct  Marke*ng  Associa*on  
  14. 14. Media  ALribu/on   Chris*an  Bartens   Managing  Director   Datalicious  Pty  Ltd  Australian  Direct  Marke*ng  Associa*on  
  15. 15. De-­‐duplica*on  across  channels     Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Central   Analy/cs   PlaQorm   Email     Email   Blast   PlaQorm   $   Organic   Google   Search   Analy/cs   $   Australian  Direct  Marke*ng  Associa*on  
  16. 16. Success  a:ribu*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   Australian  Direct  Marke*ng  Associa*on  
  17. 17. First  and  last  click  a:ribu*on     Chart  shows   percentage  of   channel  touch   points  that  lead   Paid/Organic  Search   to  a  conversion.   Neither  first     Emails/Shopping  Engines   nor  last-­‐click   measurement   would  provide   true  picture     Australian  Direct  Marke*ng  Associa*on  
  18. 18. Full  path  to  purchase     Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Generic   Click   Visit   Branded   $   Banner     SEO   Affiliate   Social   View   Generic   Click   Media   $   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update   Australian  Direct  Marke*ng  Associa*on  
  19. 19. Understanding  the  channel  mix   Australian  Direct  Marke*ng  Associa*on  
  20. 20. Data  Journey  &  Whitepapers  To  transac/onal  data   To  reten/on  messages     PurchaseFrom  suspect  to   prospect   To  customer   Time   Time   Iden*fica*on  From  behavioural  data   From  awareness  messages   Australian  Direct  Marke*ng  Associa*on  
  21. 21. Data  Journey  &  Whitepapers  To  transac/onal  data   To  reten/on  messages   Purchase   Value   Segmenta/on   Loyalty  &  Reward   Alloca/on   Single   Contact   Customer  View   Preferences  From  suspect  to   Tes/ng  &   prospect   To  customer   Time   Op/misa/on   Mul/-­‐Channel   CRM   Time   Media   Segmenta/o Trigger  Based   n  &  Targe/ng   Marke/ng   Behavioral   Targe/ng   Campaign   Defining     Tracking  &  Media     A  Metrics   ALribu/on   Framework   Iden*fica*on  From  behavioural  data   From  awareness  messages   Australian  Direct  Marke*ng  Associa*on  
  22. 22. Whitepaper  Champions  •  Defining  Metrics  Frameworks   –  Chris*an  Bartens,  Datalicious  •  Campaign  Tracking  &  Media  A:ribu*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  
  23. 23. Email  councils@adma.com.au  To  transac/onal  data   To  reten/on  messages   Purchase   Value   Segmenta/on   Loyalty  &  Reward   Alloca/on   Single   Contact   Customer  View   Preferences  From  suspect  to   Tes/ng  &   prospect   To  customer   Time   Op/misa/on   Mul/-­‐Channel   CRM   Time   Media  Segmenta/o Trigger  Based  n  &  Targe/ng   Marke/ng   Behavioral   Targe/ng   Campaign   Defining     Tracking  &  Media     A  Metrics   ALribu/on   Framework   Iden*fica*on  From  behavioural  data   From  awareness  messages   Australian  Direct  Marke*ng  Associa*on  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×