OMX Competitive Intelligence

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The presentation discusses about competitive intelligence and how to poach clients.

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OMX Competitive Intelligence

  1. 1. >  Compe((ve  Intel  <   Compe&&ve  intelligence  and     how  to  poach  clients  
  2. 2. >  Short  but  sharp  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy&cs  history  §  Official  Omniture  &  Google  Analy&cs  partner  §  Now  360  data  agency  with  specialist  team  §  Combina&on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Driving  industry  best  prac&ce  (ADMA)  §  Turning  data  into  ac&onable  insights  §  Execu&ng  smart  data  driven  campaigns      November  2011   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Smart  data  driven  marke(ng   “Using  data  to  widen  the  funnel”   Media  A=ribu(on  &  Modeling   Op(mise  channel  mix,  predict  sales   Targeted  Direct  Marke(ng     Increase  relevance,  reduce  churn   Tes(ng  &  Op(misa(on   Remove  barriers,  drive  sales   Boos(ng  ROI  November  2011   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Clients  across  all  industries  November  2011   ©  Datalicious  Pty  Ltd   4  
  5. 5. Compe((ve  intelligence  November  2011   ©  Datalicious  Pty  Ltd   5  
  6. 6. Qantas  mistake  =  Virgin  opportunity  Google:  “Qantas  Grounding  Takes  Off  in  Social  Media”   November  2011   ©  Datalicious  Pty  Ltd   6  
  7. 7. Spike  in  Qantas  brand  searches  on  the  29th  November  2011   ©  Datalicious  Pty  Ltd   7  
  8. 8. Iden(fying  regional  opportunity  and  search  terms   November  2011   ©  Datalicious  Pty  Ltd   8  
  9. 9. Alan  Joyce’s  salary  a  poten(al  campaign  topic  November  2011   ©  Datalicious  Pty  Ltd   9  
  10. 10. Salary  spike  connected  to  earlier  Qantas  spike  November  2011   ©  Datalicious  Pty  Ltd   10  
  11. 11. Frequent  flyers  an  important  target  audience  November  2011   ©  Datalicious  Pty  Ltd   11  
  12. 12. Qantas  frequent  flyers  already  with  Velocity?  November  2011   ©  Datalicious  Pty  Ltd   12  
  13. 13. >  Hitwise/Experian  MOSAIC  data  Segments  C,  A  and  B  top  candidates  for  poaching   November  2011   ©  Datalicious  Pty  Ltd   13  
  14. 14. Don’t  forget  first-­‐hand  research  over  numbers  November  2011   ©  Datalicious  Pty  Ltd   14  
  15. 15. Analyse  and  refine  poten(al  campaign  audience   November  2011   ©  Datalicious  Pty  Ltd   15  
  16. 16. Analyse  and  refine  poten(al  campaign  audience   November  2011   ©  Datalicious  Pty  Ltd   16  
  17. 17. Australian  websites  Qantas  frequent  flyers  visit  November  2011   ©  Datalicious  Pty  Ltd   17  
  18. 18. Visualise  data  to  support  analysis  and  explora(on   November  2011   ©  Datalicious  Pty  Ltd   18  
  19. 19. Sites  accep(ng  ads  and  visited  by  Qantas  clients   November  2011   ©  Datalicious  Pty  Ltd   19  
  20. 20. Visualise  data  to  support  analysis  and  explora(on   November  2011   ©  Datalicious  Pty  Ltd   20  
  21. 21. Number  of  search  adver(sers  increased  recently   November  2011   ©  Datalicious  Pty  Ltd   21  
  22. 22. Compe(tors  already  iden(fied  the  opportunity  November  2011   ©  Datalicious  Pty  Ltd   22  
  23. 23. Compe(tors  wri(ng  search  ads  for  you,  literally   November  2011   ©  Datalicious  Pty  Ltd   23  
  24. 24. Maybe  even  try  to  turn  key  brand  influencers  November  2011   ©  Datalicious  Pty  Ltd   24  
  25. 25. >  Compe((ve  intelligence  tools  §  Google  “Google  Agency  Toolkit”     –  Google  Trends,  Search  Insights,  Ad  Planner  §  hYp://www.keywordspy.com/    §  hYp://www.hitwise.com/      §  hYp://www.whatrunswhere.com/  §  hYp://wiki.kenburbary.com/      §  hYp://twiYersen&ment.appspot.com/      §  hYp://www.viralheat.com/    §  hYp://www.klout.com/        November  2011   ©  Datalicious  Pty  Ltd   25  
  26. 26. Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twi=er.com/datalicious    November  2011   ©  Datalicious  Pty  Ltd   26  
  27. 27. Data  >  Insights  >  Ac(on  

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