>	  Data	  Driven	  Marke-ng	  <	          Momentum	  Introduc-on	  
Make	  data	  sexy	           YOU CLIENT           by	  turning	  it	  into	  	            ac-onable	  insights	  July	  2...
>	  Short	  but	  sharp	  history	  §         Datalicious	  was	  founded	  in	  late	  2007	  §         Strong	  Omnitu...
>	  Smart	  data	  driven	  marke-ng	                          “Using	  data	  to	  widen	  the	  funnel”	                ...
>	  Wide	  range	  of	  data	  services	         Data	                                            Insights	               ...
>	  Clients	  across	  all	  industries	                     AGL, Aussie, ANZ,                       ADMA,           Appli...
Standardise	  metrics	  July	  2012	              ©	  Datalicious	  Pty	  Ltd	     7	  
July	  2012	     ©	  Datalicious	  Pty	  Ltd	     8	  
Brake	  down	  data	  silos	  July	  2012	                  ©	  Datalicious	  Pty	  Ltd	     9	  
>	  Establish	  a	  single	  source	  of	  truth	   Insights	                                                   Repor-ng  ...
>	  Combining	  separate	  data	  sets	                 Website	  behaviour	  data	                      Customer	  profile...
Visualise	  client	  data	  July	  2012	                ©	  Datalicious	  Pty	  Ltd	     12	  
What	  trends	  can	  you	  iden-fy	  in	  5	  seconds	  	              by	  looking	  at	  the	  raw	  data	  only?	  Jul...
July	  2012	     ©	  Datalicious	  Pty	  Ltd	     14	  
July	  2012	     ©	  Datalicious	  Pty	  Ltd	     15	  
RED	  =	  No	  single	  men	     July	  2012	                     ©	  Datalicious	  Pty	  Ltd	     16	  
July	  2012	     ©	  Datalicious	  Pty	  Ltd	     17	  
Give	  credit	  where	  due	  July	  2012	                  ©	  Datalicious	  Pty	  Ltd	     18	  
>	  Advanced	  media	  a>ribu-on	        Introducer	         Influencer	               Influencer	                        Cl...
>	  Purchase	  path	  example	  July	  2012	     ©	  Datalicious	  Pty	  Ltd	     20	  
>	  Media	  a>ribu-on	  example	                     COST	  PER	  CONVERSION	  July	  2012	     ©	  Datalicious	  Pty	  Lt...
>	  Search	  call	  to	  ac-on	  for	  offline	  	  July	  2012	          ©	  Datalicious	  Pty	  Ltd	     22	  
>	  Personalised	  URLs	  for	  direct	  mail	   VickyCarroll.myspaday.com	  >	  redirect	  to	  >	  myspaday.com?	   	   ...
>	  Offline	  sales	  driven	  by	  online	         Adver-sing	  	     Phone	                                               ...
July	  2012	     ©	  Datalicious	  Pty	  Ltd	     25	  
Increase	  relevance	  July	  2012	              ©	  Datalicious	  Pty	  Ltd	     26	  
>	  Importance	  of	  online	  experience	   The	  consumer	  decision	  process	  is	  changing	  from	  linear	  to	  ci...
>	  Simple	  re-­‐targe-ng	  matrix	                            Segmenta-on	  based	  on:	  Search	  keywords,	           ...
>	  Vision:	  Seamless	  online	  experience	        Affiliates,	  paid,	                                                   ...
>	  ANZ	  home	  page	  targe-ng	                                                          ANZ	  home	  page	             ...
Test	  and	  op-mise	  July	  2012	              ©	  Datalicious	  Pty	  Ltd	     31	  
✓	                                                     ✓	   ✓	                                                            ...
July	  2012	     ©	  Datalicious	  Pty	  Ltd	     33	  
July	  2012	     ©	  Datalicious	  Pty	  Ltd	     34	  
>	  Macquarie	  landing	  pages	                                                                                  Project	...
>	  Telstra	  bundles	  pages	     Telstra	  bundles	  page	  op-misa-on	  combined	  call	  center	  data	  (each	  page	...
Digital	  marke-ng	  =	  tags	  July	  2012	             ©	  Datalicious	  Pty	  Ltd	     37	  
July	  2012	     ©	  Datalicious	  Pty	  Ltd	     38	  
Allocate	  a	  data	  budget	  July	  2012	                  ©	  Datalicious	  Pty	  Ltd	     39	  
Combine	  data	  &	  crea-vity	  July	  2012	     ©	  Datalicious	  Pty	  Ltd	     40	  
Contact	  me	                     cbartens@datalicious.com	                                	                          Lear...
Data	  >	  Insights	  >	  Ac-on	  July	  2012	              ©	  Datalicious	  Pty	  Ltd	     42	  
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Datalicious - Smart Data Driven Marketing

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Datalicious - Smart Data Driven Marketing

  1. 1. >  Data  Driven  Marke-ng  <   Momentum  Introduc-on  
  2. 2. Make  data  sexy   YOU CLIENT by  turning  it  into     ac-onable  insights  July  2012   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Short  but  sharp  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy-cs  history  §  1  of  4  preferred  Omniture  partners  globally  §  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      July  2012   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Smart  data  driven  marke-ng   “Using  data  to  widen  the  funnel”   Media  A>ribu-on  &  Modeling   Op-mise  channel  mix,  predict  sales   Targe-ng  &  Merchandising   Increase  relevance,  reduce  churn   Tes-ng  &  Op-misa-on   Remove  barriers,  drive  sales   Boos-ng  ROMI  July  2012   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  Wide  range  of  data  services   Data   Insights   Ac-on   PlaIorms   Analy-cs   Campaigns         Data  collec-on  and  processing   Data  mining  and  modelling   Data  usage  and  applica-on         Omniture,  Google  Analy-cs,  etc   Tableau,  Splunk,  SPSS,  etc   Alterian,  SiteCore,  Inxmail,  etc         Web  and  mobile  analy-cs   Customised  online  dashboards   Targe-ng  and  merchandising         Tag-­‐less  online  data  capture   Media  a>ribu-on  models   Marke-ng  automa-on         Retail  and  call  center  analy-cs   Market  and  compe-tor  trends   CRM  strategy  and  execu-on         Data  warehouse  solu-ons   Social  media  monitoring   Data  driven  websites         Single  customer  view   Customer  segmenta-on   Tes-ng  programs  July  2012   ©  Datalicious  Pty  Ltd   5  
  6. 6. >  Clients  across  all  industries   AGL, Aussie, ANZ, ADMA, Appliances Online, Bupa, Canon, Captain Compare, Catch of the Day, E*Trade, Fox Symes, GE Capital, Ikon, NDS, IMB, Kogan, Lenovo, Luxottica,Macquarie, Metricon, News Ltd, Optus, P&O, Robert Half, Suncorp, Sydney Festival, Telstra, Tourism Australia, Tourism NZ, Trading Post, Unicef, WestpacJuly  2012   ©  Datalicious  Pty  Ltd   6  
  7. 7. Standardise  metrics  July  2012   ©  Datalicious  Pty  Ltd   7  
  8. 8. July  2012   ©  Datalicious  Pty  Ltd   8  
  9. 9. Brake  down  data  silos  July  2012   ©  Datalicious  Pty  Ltd   9  
  10. 10. >  Establish  a  single  source  of  truth   Insights   Repor-ng  July  2012   ©  Datalicious  Pty  Ltd   10  
  11. 11. >  Combining  separate  data  sets   Website  behaviour  data   Customer  profile  data   +   The  whole  is  greater     than  the  sum  of  its  parts   3rd  party  customer  data  July  2012   ©  Datalicious  Pty  Ltd   11  
  12. 12. Visualise  client  data  July  2012   ©  Datalicious  Pty  Ltd   12  
  13. 13. What  trends  can  you  iden-fy  in  5  seconds     by  looking  at  the  raw  data  only?  July  2012   ©  Datalicious  Pty  Ltd   13  
  14. 14. July  2012   ©  Datalicious  Pty  Ltd   14  
  15. 15. July  2012   ©  Datalicious  Pty  Ltd   15  
  16. 16. RED  =  No  single  men   July  2012   ©  Datalicious  Pty  Ltd   16  
  17. 17. July  2012   ©  Datalicious  Pty  Ltd   17  
  18. 18. Give  credit  where  due  July  2012   ©  Datalicious  Pty  Ltd   18  
  19. 19. >  Advanced  media  a>ribu-on   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   responses   search   events   emails   profit  July  2012   ©  Datalicious  Pty  Ltd   19  
  20. 20. >  Purchase  path  example  July  2012   ©  Datalicious  Pty  Ltd   20  
  21. 21. >  Media  a>ribu-on  example   COST  PER  CONVERSION  July  2012   ©  Datalicious  Pty  Ltd   21  
  22. 22. >  Search  call  to  ac-on  for  offline    July  2012   ©  Datalicious  Pty  Ltd   22  
  23. 23. >  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   [...]  July  2012   ©  Datalicious  Pty  Ltd   23  
  24. 24. >  Offline  sales  driven  by  online   Adver-sing     Phone   Credit  check,   campaign   order   fulfilment   Retail   Confirma-on   order   email,  1st  login   Website   Online   Online  order   Virtual  order   research   order   confirma-on   confirma-on   Cookie  July  2012   ©  Datalicious  Pty  Ltd   24  
  25. 25. July  2012   ©  Datalicious  Pty  Ltd   25  
  26. 26. Increase  relevance  July  2012   ©  Datalicious  Pty  Ltd   26  
  27. 27. >  Importance  of  online  experience   The  consumer  decision  process  is  changing  from  linear  to  circular.   Considera-on     set  now  grows   during  online   Online  research     research  phase   which  increases   importance  of   user  experience   during  that  phase  July  2012   ©  Datalicious  Pty  Ltd   27  
  28. 28. >  Simple  re-­‐targe-ng  matrix   Segmenta-on  based  on:  Search  keywords,   display  ad  clicks  and  website  behaviour   Purchase   Data     Cycle   Points   Default   Product  A   Product  B   Default,   Acquisi-on   Acquisi-on   Acquisi-on   Default   awareness   message  D1   message  A1   message  B1   Research,   Acquisi-on   Acquisi-on   Acquisi-on   Landing     considera-on   message  D2   message  A2   message  B2   page  view   Purchase   Acquisi-on   Acquisi-on   Acquisi-on   Buy   intent   message  D3   message  A3   message  B3   now  click  July  2012   ©  Datalicious  Pty  Ltd   28  
  29. 29. >  Vision:  Seamless  online  experience   Affiliates,  paid,   Display     organic  search   ads   PURLs  /  Search  calls  to  ac-on   DM,  TV,  print,     Display  ad     outdoor,  etc   re-­‐targe-ng   My  Account     (re-­‐)targe-ng   Main  website   Dynamic     (re-­‐)targe-ng   landing  pages   Online/offline   Email,  DM,  call   conversion   center  follow-­‐up  July  2012   ©  Datalicious  Pty  Ltd   29  
  30. 30. >  ANZ  home  page  targe-ng   ANZ  home  page   re-­‐targe-ng  and   merchandising   combined  with   landing  page   op-misa-on   delivered  an   increase  in  offer   response  and   conversion  rates   with  an  overall   project  ROI  of   578%  July  2012   ©  Datalicious  Pty  Ltd   30  
  31. 31. Test  and  op-mise  July  2012   ©  Datalicious  Pty  Ltd   31  
  32. 32. ✓   ✓   ✓   ✗   ✓   ✓   ✓   ✓   ✗   ✗  July  2012   ✓   ©  Datalicious  Pty  Ltd   32  
  33. 33. July  2012   ©  Datalicious  Pty  Ltd   33  
  34. 34. July  2012   ©  Datalicious  Pty  Ltd   34  
  35. 35. >  Macquarie  landing  pages   Project  plakorms  used:  Adobe     Before   SiteCatalyst  and  Test&Target   Aher   The  small  things  count:   Simplifica-on  down  to  1   set  of  bujons  resulted  in   increased  response  rate   and  project  ROI  of  547%  July  2012   ©  Datalicious  Pty  Ltd   35  
  36. 36. >  Telstra  bundles  pages   Telstra  bundles  page  op-misa-on  combined  call  center  data  (each  page   had  a  unique  phone  number)  with  Adobe  Test&Target  online  data  and   delivered  a  cross-­‐channel  conversion  rate  increase  with  an  ROI  of  647%  July  2012   ©  Datalicious  Pty  Ltd   36  
  37. 37. Digital  marke-ng  =  tags  July  2012   ©  Datalicious  Pty  Ltd   37  
  38. 38. July  2012   ©  Datalicious  Pty  Ltd   38  
  39. 39. Allocate  a  data  budget  July  2012   ©  Datalicious  Pty  Ltd   39  
  40. 40. Combine  data  &  crea-vity  July  2012   ©  Datalicious  Pty  Ltd   40  
  41. 41. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi>er.com/datalicious    July  2012   ©  Datalicious  Pty  Ltd   41  
  42. 42. Data  >  Insights  >  Ac-on  July  2012   ©  Datalicious  Pty  Ltd   42  

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