The document presents strategies for transforming raw data into actionable insights to improve marketing effectiveness and drive sales. Key recommendations include standardizing metrics, breaking down data silos, and combining various data sources for a comprehensive customer profile. Additionally, it emphasizes the importance of visualizing data to quickly identify trends and the integration of creativity with data analysis.

1. >
Making
data
sexy
<
Turning
raw
data
into
ac.onable
insights

2. >
The
datalicious
elevator
pitch
“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

3. Make
data
sexy
by
turning
it
into
ac<onable
insights
August
2011
©
Datalicious
Pty
Ltd
3

4. Standardise
metrics
August
2011
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Datalicious
Pty
Ltd
4

5. August
2011
©
Datalicious
Pty
Ltd
5

6. Break
down
data
silos
August
2011
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Datalicious
Pty
Ltd
6

7. >
Establish
a
single
source
of
truth
Insights
Repor<ng
August
2011
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Datalicious
Pty
Ltd
7

8. >
Combine
profile
data
sources
CRM
Profile
Site
Behaviour
one-­‐off
collec.on
of
demographical
data
tracking
of
purchase
funnel
stage
+
age,
gender,
address,
etc
browsing,
checkout,
etc
customer
lifecycle
metrics
and
key
dates
tracking
of
content
preferences
profitability,
expira<on,
etc
products,
brands,
features,
etc
predic.ve
models
based
on
data
mining
tracking
of
external
campaign
responses
propensity
to
buy,
churn,
etc
search
terms,
referrers,
etc
historical
data
from
previous
transac.ons
tracking
of
internal
promo.on
responses
average
order
value,
points,
etc
emails,
internal
search,
etc
Updated
Occasionally
Updated
Con<nuously
August
2011
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Datalicious
Pty
Ltd
8

9. >
3rd
party
data
enhancements
Customer
profile
data
Geo-­‐demographic
data
+
The
whole
is
greater
than
the
sum
of
its
parts
3rd
party
data
August
2011
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Datalicious
Pty
Ltd
9

10. Visualise
your
data
August
2011
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Datalicious
Pty
Ltd
10

11. What
trends
can
you
iden<fy
in
5
seconds
by
looking
at
the
raw
data
only?
August
2011
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Datalicious
Pty
Ltd
11

12. August
2011
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Datalicious
Pty
Ltd
12

13. August
2011
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Datalicious
Pty
Ltd
13

14. August
2011
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Datalicious
Pty
Ltd
14

15. August
2011
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Datalicious
Pty
Ltd
15

16. RED
=
No
single
men
August
2011
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Datalicious
Pty
Ltd
16

17. Allocate
a
data
budget
August
2011
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Datalicious
Pty
Ltd
17

18. Combine
data
&
crea<vity
August
2011
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Datalicious
Pty
Ltd
18

19. August
2011
©
Datalicious
Pty
Ltd
19

20. Contact
us
insights@datalicious.com
Learn
more
blog.datalicious.com
Follow
me
twi:er.com/datalicious
August
2011
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Datalicious
Pty
Ltd
20

21. Data
>
Insights
>
Ac<on
August
2011
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Datalicious
Pty
Ltd
21