[	  Why	  data	  is	  sexy	  ]	            No	  really,	  it	  is!	  
[	  Main	  data	  categories	  ]	                                     Campaign	                                       data...
Campaign	  data	  14/11/12	           ©	  Datalicious	  Pty	  Ltd	     3	  
[	  Defining	  analy:cs	  strategy	  ]	                 Search,	  display	  ads	                                           ...
[	  Single	  source	  of	  truth	  ]	                                 data	                           ROAS	  14/11/12	    ...
[	  De-­‐duplica:on	  across	  channels	  ]	                  Paid	  	                  Bid	  	                 Search	   ...
[	  De-­‐duplica:on	  across	  channels	  ]	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     7	  
[	  Success	  aIribu:on	  models	  ]	         Banner	  	      Paid	  	                                                   O...
[	  Campaign	  stacking	  by	  channel	  ]	                                                            Chart	  shows	     ...
[	  Search	  call	  to	  ac:on	  ]	  14/11/12	           ©	  Datalicious	  Pty	  Ltd	  &	  Omniture	  Inc	     10	  
[	  Analyse	  channel	  overlap	  ]	                                                            Total	  Ac:ons:	  2,023	  ...
[	  Cross-­‐channel	  impact	  ]	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     12	  
[	  Email	  iden:fica:on	  points	  ]	                                                                                     ...
Customer	  data	  14/11/12	           ©	  Datalicious	  Pty	  Ltd	     14	  
[	  Store	  locator	  searches	  ]	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     15	  
[	  Reasons	  for	  store	  drop-­‐out	  ]	                                                              About	  a	  third...
[	  Targe:ng	  framework	  ]	    Reten5on	                                                                                ...
[	  Prospect	  targe:ng	  parameters	  ]	  14/11/12	         ©	  Datalicious	  Pty	  Ltd	     18	  
[	  Affinity	  targe:ng	  in	  ac:on	  ]	                                                                                   ...
[	  Matching	  segments	  are	  key	  ]	                              On-­‐site	  	                                       ...
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     21	  
[	  Combining	  data	  sets	  ]	            Site	  Behaviour	                                                             ...
Omniture	  	                                                                                                              ...
[	  Where	  is	  the	  money	  ]	                                  $	                                                     ...
[	  Mosaic	  ]	  14/11/12	             ©	  Datalicious	  Pty	  Ltd	     25	  
Compe:tor	  data	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     26	  
[	  Brand	  search	  volume	  ]	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     27	  
[	  Market	  share	  trends	  ]	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     28	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     29	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     30	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     31	  
[	  Australia	  vs.	  New	  Zealand	  ]	         australia.com	  vs.	  newzealand.com	  [	  september	  2007	  ]	         ...
Consumer	  data	  14/11/12	           ©	  Datalicious	  Pty	  Ltd	     33	  
[	  Search	  term	  volumes	  ]	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     34	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     35	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     36	  
[	  Media	  planning	  ]	  14/11/12	            ©	  Datalicious	  Pty	  Ltd	     37	  
[	  Leading	  lifestyles,	  45+	  ]	  14/11/12	             ©	  Datalicious	  Pty	  Ltd	     38	  
[	  Main	  data	  categories	  ]	                                     Campaign	                                       data...
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     40	  
14/11/12	     ©	  Datalicious	  Pty	  Ltd	     41	  
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Why Data is Sexy

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The presentation discusses the four main data categories in correlation with marketing and analytics strategies.

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Why Data is Sexy

  1. 1. [  Why  data  is  sexy  ]   No  really,  it  is!  
  2. 2. [  Main  data  categories  ]   Campaign   data   Consumer   Customer   data   data   Compe5tor   data  14/11/12   ©  Datalicious  Pty  Ltd   2  
  3. 3. Campaign  data  14/11/12   ©  Datalicious  Pty  Ltd   3  
  4. 4. [  Defining  analy:cs  strategy  ]   Search,  display  ads   Web  analy5cs   Awareness   Interest   Desire   Ac5on   Sa5sfac5on   Online  surveys,  site  polls   Social  media   Social  media  14/11/12   ©  Datalicious  Pty  Ltd   4  
  5. 5. [  Single  source  of  truth  ]   data   ROAS  14/11/12   ©  Datalicious  Pty  Ltd   5  
  6. 6. [  De-­‐duplica:on  across  channels  ]   Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Omniture   PlaGorm   Email     Email   Blast   PlaGorm   $   Organic   Google   Search   Analy:cs   $  14/11/12   ©  Datalicious  Pty  Ltd   6  
  7. 7. [  De-­‐duplica:on  across  channels  ]  14/11/12   ©  Datalicious  Pty  Ltd   7  
  8. 8. [  Success  aIribu: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  14/11/12   ©  Datalicious  Pty  Ltd   8  
  9. 9. [  Campaign  stacking  by  channel  ]   Chart  shows   percentage  of   channel  touch   points  that  lead   to  a  conversion.   Neither  first     nor  last-­‐click   measurement   would  provide   true  picture    14/11/12   ©  Datalicious  Pty  Ltd   9  
  10. 10. [  Search  call  to  ac:on  ]  14/11/12   ©  Datalicious  Pty  Ltd  &  Omniture  Inc   10  
  11. 11. [  Analyse  channel  overlap  ]   Total  Ac:ons:  2,023   DM  &  EDMs     Call  Centre   Paid  Search   $200  -­‐  $400   Radio   301  /  11.1%   CTA   &   $200  -­‐  $500  CPA   Other   112  (38%)   ATL   Display  Media   189  (62%)   1669   (61.2%)   Straight  to  Site     1208  (44.3%)   $125  -­‐  $200  CPA   Organic  Search   493  (18%)   587  (48%)   314  (63%)   621  (52%)   179  (37%)   Partners  14/11/12   ©  Datalicious  Pty  Ltd   11  
  12. 12. [  Cross-­‐channel  impact  ]  14/11/12   ©  Datalicious  Pty  Ltd   12  
  13. 13. [  Email  iden:fica:on  points  ]   @   Vodafone.com.au   Phone   Online  Receipt   Research   Credit  Check   Confirma5on   Conversion   Fulfilment   @   Adver5sing   Vodafone.com.au   Retail   Online  Receipt   Research   Credit  Check   Confirma5on   Campaign   Conversion   Fulfilment   @   Vodafone.com.au   Online   Online  Order   Online  Receipt   Research   Confirma5on   Credit  Check   Confirma5on   Conversion   Fulfilment   Cookie  ID  14/11/12   ©  Datalicious  Pty  Ltd  &  Omniture  Inc   13  
  14. 14. Customer  data  14/11/12   ©  Datalicious  Pty  Ltd   14  
  15. 15. [  Store  locator  searches  ]  14/11/12   ©  Datalicious  Pty  Ltd   15  
  16. 16. [  Reasons  for  store  drop-­‐out  ]   About  a  third  of   those  dropping  out   intend  to  come  back   again.  1  in  5  will  go   away  and  think     more  about  their   purchase.  Only  10%   have  inten5ons   purely  to  use  the   store  for  research.  14/11/12   ©  Datalicious  Pty  Ltd   16  
  17. 17. [  Targe:ng  framework  ]   Reten5on   Customer  Profile   Prospect   Customer   -­‐12   -­‐11   -­‐10   -­‐9   -­‐8   -­‐7   -­‐6   -­‐5   -­‐4   -­‐3   -­‐2   -­‐1   0   1   2   3   4   5   6   7   8   9   10   11   12   Considera5on   Visitor  Behaviour   Weeks  14/11/12   ©  Datalicious  Pty  Ltd   17  
  18. 18. [  Prospect  targe:ng  parameters  ]  14/11/12   ©  Datalicious  Pty  Ltd   18  
  19. 19. [  Affinity  targe:ng  in  ac:on  ]   Different  types  of     visitors  respond  to     different  ads.  By   using  category   affinity  targe5ng,     response  rates  are     liced  significantly     across  products.   Click-­‐Through  Rate  By  Category  Affinity   Message   Postpay   Prepay   Broadb.   Business   Blackberry  Bold   - - - + 5GB  Mobile  Broadband   - - + - Blackberry  Storm   + - + + 12  Month  Caps   - + - +14/11/12   ©  Datalicious  Pty  Ltd   19  
  20. 20. [  Matching  segments  are  key  ]   On-­‐site     Off-­‐site   segments   segments   On  and  off-­‐site  targe5ng  plaeorms  should  use     iden5cal  triggers  to  sort  visitors  into  segments  14/11/12   ©  Datalicious  Pty  Ltd   20  
  21. 21. 14/11/12   ©  Datalicious  Pty  Ltd   21  
  22. 22. [  Combining  data  sets  ]   Site  Behaviour   CRM  Profile   tracking  of  purchase  funnel  stage   one-­‐off  collec5on  of  demographical  data     +   browsing,  checkout,  etc   age,  gender,  address,  etc   tracking  of  content  preferences   customer  lifecycle  metrics  and  key  dates   products,  brands,  features,  etc   profitability,  expira:on,  etc   tracking  of  external  campaign  responses   predic5ve  models  based  on  data  mining   search  terms,  referrers,  etc   propensity  to  buy,  churn,  etc   tracking  of  internal  promo5on  responses   historical  data  from  previous  transac5ons   emails,  internal  search,  etc   average  order  value,  points,  etc   UPDATED  CONTINUOUSLY   UPDATED  OCCASIONALLY  14/11/12   ©  Datalicious  Pty  Ltd   22  
  23. 23. Omniture     Google     DataWarehouse   Analy5cs   Online  behavioural  data  stored     Omniture   in  Omniture  for    anonymous   DataWarehouse   prospects  and  known  customers   Customer  status  and  product  affinity  for  prospects  and  customers  passed  into  Test&Target   as  well  as  Eyeblaster  for  advanced  on  and  off-­‐site  targe5ng  (e.g.  help/support  messages  for   Omniture     exis5ng  customers,  acquisi5on  messages  with  customized  plans  for  prospects,  etc)   Eyeblaster   Test&Target  Data  on  MyVodafone  registra5on  status  to  iden5fy  non-­‐users  in  order  to  encourage  online  self-­‐service   Omniture     Discover  OnPremise  Data  on  MyVodafone  self-­‐service  usage  to  iden5fy  users  with    poten5al  issues  in  order  to  increase  customer  sa5sfac5on   Vodafone     Terradata   Customer  data  on  self-­‐service   usage,  campaign  responses  and   product  preferences  are  filtered   against  Terradata  in  Discover  Data  on  campaign  performance  to  iden5fy  most  suitable     OnDemand,  contact  lists  are  message  content  and  5ming  for  each  customer  or  segment   generated  and  customized   messages  delivered  through  the     most  suitable  channels  Data  on  product  preferences  and  research  behaviour  to    customize  product  offering  and  feed  into  churn  modelling  
  24. 24. [  Where  is  the  money  ]   $   $   $   $   $   $   $   $   $   $  [  october  2007  ]   [  datalicious.com.au  ]  
  25. 25. [  Mosaic  ]  14/11/12   ©  Datalicious  Pty  Ltd   25  
  26. 26. Compe:tor  data  14/11/12   ©  Datalicious  Pty  Ltd   26  
  27. 27. [  Brand  search  volume  ]  14/11/12   ©  Datalicious  Pty  Ltd   27  
  28. 28. [  Market  share  trends  ]  14/11/12   ©  Datalicious  Pty  Ltd   28  
  29. 29. 14/11/12   ©  Datalicious  Pty  Ltd   29  
  30. 30. 14/11/12   ©  Datalicious  Pty  Ltd   30  
  31. 31. 14/11/12   ©  Datalicious  Pty  Ltd   31  
  32. 32. [  Australia  vs.  New  Zealand  ]   australia.com  vs.  newzealand.com  [  september  2007  ]   [  datalicious.com.au  ]  
  33. 33. Consumer  data  14/11/12   ©  Datalicious  Pty  Ltd   33  
  34. 34. [  Search  term  volumes  ]  14/11/12   ©  Datalicious  Pty  Ltd   34  
  35. 35. 14/11/12   ©  Datalicious  Pty  Ltd   35  
  36. 36. 14/11/12   ©  Datalicious  Pty  Ltd   36  
  37. 37. [  Media  planning  ]  14/11/12   ©  Datalicious  Pty  Ltd   37  
  38. 38. [  Leading  lifestyles,  45+  ]  14/11/12   ©  Datalicious  Pty  Ltd   38  
  39. 39. [  Main  data  categories  ]   Campaign   data   Consumer   Customer   data   data   Compe5tor   data  14/11/12   ©  Datalicious  Pty  Ltd   39  
  40. 40. 14/11/12   ©  Datalicious  Pty  Ltd   40  
  41. 41. 14/11/12   ©  Datalicious  Pty  Ltd   41  

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