ANZ Marketing Analytics Session 2
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ANZ Marketing Analytics Session 2

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The presentation discusses the significance of data in marketing campaigns.

The presentation discusses the significance of data in marketing campaigns.

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ANZ Marketing Analytics Session 2 ANZ Marketing Analytics Session 2 Presentation Transcript

  • >  Marke(ng  Analy(cs  <   Using  data  to  boost  return  on   marke1ng  investment  
  • >  Short  but  sharp  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy1cs  history  §  1  of  4  preferred  Omniture  partners  globally  §  Now  360  data  agency  with  specialist  team  §  Combina1on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Driving  industry  best  prac1ce  (ADMA)  §  Turning  data  into  ac1onable  insights  §  Execu1ng  smart  data  driven  campaigns      December  2011   ©  Datalicious  Pty  Ltd   2  
  • >  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  ROMI  December  2011   ©  Datalicious  Pty  Ltd   3  
  • 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Media  a<ribu(on  December  2011   ©  Datalicious  Pty  Ltd   4  
  • >  Campaign  flows  are  complex   =  Paid  media   Organic     PR,  WOM,   search   events,  etc   =  Viral  elements   =  Sales  channels   YouTube,     Home  pages,   Paid     TV,  print,     blog,  etc   portals,  etc   search   radio,  etc   Direct  mail,     Landing  pages,   Display  ads,   email,  etc   offers,  etc   affiliates,  etc   CRM   Facebook   program   Twi<er,  etc   POS  kiosks,   Call  center,     loyalty  cards,  etc   retail  stores,  etc  December  2011   ©  Datalicious  Pty  Ltd   5  
  • >  Media  channels  feed  each  other   TV/Print/DM   audience   Banner   Search   audience   audience  December  2011   ©  Datalicious  Pty  Ltd   6  
  • >  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  December  2011   ©  Datalicious  Pty  Ltd   7  
  • >  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    December  2011   ©  Datalicious  Pty  Ltd   8  
  • >  Full  purchase  path  tracking   Introducer   Influencer   Influencer   Closer   $   Paid     Display     Social   Direct     Online   search   ad  clicks   referrals   site  visits   sales   Display     Affiliate   Social     Retail     Offline   ad  views   clicks   buzz   store  visits   sales   TV/print     Organic   Website   Direct  mail,   Life(me   ad  views   search   events   emails   profit  December  2011   ©  Datalicious  Pty  Ltd   9  
  • >  Search  call  to  ac(on  for  offline    December  2011   ©  Datalicious  Pty  Ltd   10  
  • >  Personalised  URLs  for  direct  mail   VickyCarroll.myspaday.com  >  redirect  to  >  myspaday.com?     CampaignID=DM:123&   Demographics=F|35&   CustomerSegment=A1&   CustomerValue=High&   CustomerSince=2001&   ProductHistory=P1|P2&   NextBestOffer=P3&   ChurnRisk=Low   [...]  December  2011   ©  Datalicious  Pty  Ltd   13  
  • >  Understanding  channel  mix  December  2011   ©  Datalicious  Pty  Ltd   14  
  • 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Experience  op(misa(on  December  2011   ©  Datalicious  Pty  Ltd   15  
  • >  New  consumer  decision  journey   The  consumer  decision  process  is  changing  from  linear  to  circular.  December  2011   ©  Datalicious  Pty  Ltd   16  
  • >  New  consumer  decision  journey   The  consumer  decision  process  is  changing  from  linear  to  circular.   Online  research     Change  increases   the  importance  of   experience  during   research  phase.  December  2011   ©  Datalicious  Pty  Ltd   17  
  • >  Seamless  research  experience   TV,  print,     Display     direct  mail,  etc   ads   Ad  Server  /  SuperTag   Organic,  paid   Display  ad     search   re-­‐targe(ng   AdWords   Ad  Server  /  SuperTag   Test&Target  /  SuperTag   Customised   landing  pages   Test&Target  /  SuperTag   ANZ.com     Applica(on   re-­‐targe(ng   process   Fall-­‐out  email   follow-­‐up  December  2011   ©  Datalicious  Pty  Ltd   18  
  • Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi<er.com/datalicious    December  2011   ©  Datalicious  Pty  Ltd   19  
  • Data  >  Insights  >  Ac(on  December  2011   ©  Datalicious  Pty  Ltd   20