Smart Tag Management and Data Drive Online Marketing
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Smart Tag Management and Data Drive Online Marketing

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Smart Tag Management and Data Drive Online Marketing. ...

Smart Tag Management and Data Drive Online Marketing.

How Datalicious works with Inivio and Veda to combine key data sources for a total market view, and build actionable insights for smart data driven marketing.

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  • 1. > Veda group strategic value add April 2014 © Datalicious Pty Ltd 2 Inivio Offline Data & Analytics Datalicious Online analytics Tools & Services Veda Services & Data Products and services for smart data driven marketing in a multi- channel world
  • 2. > Using data to fatten the funnel April 2014 © Datalicious Pty Ltd 3 CUSTOMERS GROW CONVERT ENGAGE REACH
  • 3. Behavioural data > Combining key data sources for a Total Market View April 2014 © Datalicious Pty Ltd 4 3rd party data + Whole is greater than sum of its parts Transactional data Prospects Customers Repeat customers
  • 4. > Building actionable insights April 2014 © Datalicious Pty Ltd 5 + one-off collection of demographical data age, gender, address, etc customer lifecycle metrics and key dates profitability, expiration, etc predictive models based on data mining propensity to buy, churn, etc historical data from previous transactions average order value, points, etc Profile Updated Occasionally tracking of purchase funnel stage browsing, checkout, etc tracking of content preferences products, brands, features, etc tracking of external campaign responses search terms, referrers, etc tracking of internal promotion responses emails, display, search, etc Behaviour Updated Continuously
  • 5. > Using data to fatten the funnel April 2014 © Datalicious Pty Ltd 6 Total Market View Target Personalise Engage
  • 6. 7 Commercial in Confidence Brand Awareness Australian Market Your Audience Loyalty Service offer Inivio data insights can help identify segments of the market that our clients wish to target with a range of messages; Brand Awareness | Product Offers | Loyalty & Retention | Cross Sell & Next Best Activity Product Offer Disruption > Building the right audience
  • 7. 8 Your Audience Inivio will maximise reach by mapping the target segments across all digital channels. Our campaign services include; Data Management | Data Sciences | Data Insights | Partner Management | Tracking and Reporting Commercial in Confidence 8 Display Email > Reaching the right audience
  • 8. April 2014 © Datalicious Pty Ltd 9 SO WHERE DO TAGS FIT IN?
  • 9. April 2014 © Datalicious Pty Ltd 10 TAGS ≠ CONTENT TAXONOMY
  • 10. April 2014 © Datalicious Pty Ltd 11 TAGS = MARKETING SUPER GLUE
  • 11. > Tags = Marketing super glue April 2014 © Datalicious Pty Ltd 12 CUSTOMERS GROW CONVERT ENGAGE REACH Tags to track effectiveness Tags to (re-)target audience Tags to ID customer segments Tags to (re-)target customers Tags to optimise on-boarding
  • 12. > SuperTag = Marketing super glue Independent middleware 3rd party targeting and analytics platforms Your digital channels and data assets
  • 13. > SuperTag = Marketing super glue Web analytics Sites/apps Ad serving […] SCV/CRM dataexchange Segments
  • 14. > Optimising funnel bottom up April 2014 © Datalicious Pty Ltd 15 CUSTOMERS GROW CONVERT ENGAGE REACH
  • 15. > Optimising funnel bottom up April 2014 © Datalicious Pty Ltd 16 CUSTOMERS GROW CONVERT ENGAGE REACH Media planning, cross-brand/channel targeting/attribution Prospect (re-)targeting, personalised experience, relevant offers Customer segmentation, predictive modeling, customer targeting Optimise on-boarding, fast track approvals • Landscape / Nielsen • Y7/Mi9/ Facebook Email • OptimaHub, DataCollector • Landscape: Mi9 • DataExchange, DataCollector, SuperTag • Landscape / transactions • OptimaHub, DataCollector, DataExchange • On-boarding process, • Credit / Risk Data • Smart Forms / Live Chat
  • 16. What if…………. • Customer • Market Segment • Demand • Risk • Projected Value • Next Best offer > The customer experience online. Commercial in Confidence 17
  • 17. Online Insight • Behaviours • Source / Channel Inivio Insights • Landscape Segment • Age-Band • Income • Home Ownership • Risk • Prophesy Custom Segments • Customer • Value > Linking the browser to insight Tag Management Persona A Persona B Persona C Persona D Website CMS Inivio Segment Data Exchange Data Collector Synced Cookie Mi9 / Tipstone Commercial in Confidence 18
  • 18. > Improve the customer experience NEXT BEST ACTIVITY Commercial in Confidence 19
  • 19. Front End Back End Check List Identity ID Matrix Veda Bureau & Other Assets Government Databases 3rd Party Databases Y Fraud Check Workflow Customer Key Identity Risk Profile Marketing Previous Applications Risk Score Credit Bureau Pre-Screen Geo-Risk (1-10) Y VedaScore (Phase 2) Other offers Marketing Information Inivio Scoring Card Demand (1 – 10) HL Demand (1 – 10) Brand Segment HH Wealth (1 – 12) Live Chat Application Form Y Customer# N SCV Customer Key Previous Apps Customer AML Qualified Commercial in Confidence 20 > Retail bank application process Credit Card approval from 5 data points: 1. Name 2. Address 3. Email 4. Phone 5. Date of Birth
  • 20. > Using data to fatten the funnel April 2014 © Datalicious Pty Ltd 21 Total Market View Target Personalise Engage
  • 21. What do we want you to take away?  We are awesome  Customer centric marketing depends upon a strong data driven discipline  Combining behavioural, offline and transactional data allows prediction of behaviour  Anticipate you customers needs to delight and excite them!  Data driven should be across ALL channel in a harmonised manner April 2014 © Datalicious Pty Ltd 22
  • 22. SMART DATA DRIVEN MARKETING April 2014 © Datalicious Pty Ltd 23