• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
ADMA Data and Analytics Council
 

ADMA Data and Analytics Council

on

  • 298 views

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

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

Statistics

Views

Total Views
298
Views on SlideShare
298
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

    • Data  &  Analy*cs  Council  
    • 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  
    • 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  
    • 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  
    • Survey  Results   Abramo  Lerado   General  Manager   Ac*on  Mailing  Lists  Ltd  Australian  Direct  Marke*ng  Associa*on  
    • 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  
    • Are  you  using  web  analy*cs?   Simplified  to  ‘Yes’,  ‘No’   &  ‘Neutral’     Australian  Direct  Marke*ng  Associa*on  
    • How  much  emphasis  is  placed  on  analy*cs  and  data  in  your  company?     Australian  Direct  Marke*ng  Associa*on  
    • Do  you  *e  sales  back  to  a  campaign  and/or  media  channel?   62%  /e  sales  data  back   Australian  Direct  Marke*ng  Associa*on  
    • 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  
    • Do  you  have  a  single  customer  view?   Only  41%  incorporate  Web  Analy/cs  data     ‘Yes’  responses  only   Australian  Direct  Marke*ng  Associa*on  
    • 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  
    • 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  
    • Media  ALribu/on   Chris*an  Bartens   Managing  Director   Datalicious  Pty  Ltd  Australian  Direct  Marke*ng  Associa*on  
    • 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  
    • 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  
    • 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  
    • 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  
    • Understanding  the  channel  mix   Australian  Direct  Marke*ng  Associa*on  
    • 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  
    • 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  
    • 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  
    • 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