Datalicious is a data analytics company that provides strong web analytics experience and expertise. It was founded in 2007 and combines developers, analysts, and strategists to provide 360-degree data analytics services to blue chip clients across industries. Datalicious turns data into actionable insights through high-scalable cloud platforms and a team of analytics experts.

2. 2
About Datalicious
Strong web analytics
background & experience
Datalicious was founded in
November 2007
Tech combined with
services to maximise client
value
Combination of developers,
analysts and strategists
360 data specialist with
team of analytics experts
Highly scalable and flexible
cloud platforms
Blue chip clients across
most industry verticals
Turning data into actionable
insights

3. USING DATA
TO FATTEN
THE FUNNEL
Data & Technology
Insights & Analytics
TARGETING & MERCHANDISING
TESTING & OPTIMISATION
Boosting ROMI
Maximising reach, awareness and increase ROI
Improving relevance, engagement and loyalty
Remove conversion barriers and drive sales
MEDIA MODELLING & ATTRIBUTION

4. 4
DATA
Platforms
Data collection and processing
Adobe, Google Analytics, etc
Web and mobile analytics
Tag-less online data capture
Retail and call center analytics
Big data & data warehousing
Single customer view
Data mining and modelling
Tableau, Splunk, SPSS, R, etc
Customised dashboards
Media attribution analysis
Marketing mix modelling
Social media monitoring
Customer segmentation
INSIGHTS
Analytics
Data usage and application
SiteCore, ExactTarget, etc
Targeting and merchandising
Marketing automation
CRM strategy and execution
Data driven websites
Testing programs
ACTION
Campaigns
Wide range of data services

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Best of breed technology

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Datalicious Korea Analytics Experience (Domestic)

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Datalicious Korea Analytics Experience (Domestic)

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Our Global Clients

9. HANOVER
BANGALORE
MELBOURNE AUCKLAND
SYDNEY
SINGAPORE
MANILA
LONDON POZNAN
DATALICIOUS GLOBAL OFFICES
SOUTH KOREA

10. 10
Your team of analytics experts
Elly Gillis
CEO & Founder
Christian Bartens
Andrew Newell
Kshira Saagar
Kanishka Mohaia
Sun-Young Kim
General Manager
Head of Strategy Country Manager in Korea
Engineering Team Lead
Head of Analytics/Insights

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Google Analytics 360 Suite
Data Studio 360 Data Analysis and Visualisation
Tag Manager 360 Data Collection
Analytics 360
Customer
Insights
Attribution 360
Marketing
Measurement
Optimise 360
Site Testing and
Personalisation
Audience Center 360
Audience
Management

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Go from insight to impact, faster
Data Studio 360
Analytics 360
Audience Center 360 Integrated
Marketing
Campaign
Optimise 360 Attribution 360
도출된인사이트가보다신속히비즈니스성과로귀결될수있도록!
GA 360 Suite 는 Analytics 360을 통해 발견 된 유의미한 고객 세그먼트를 Audience Center 360으로 전송, 다양한 통합 마케팅 캠페인의
타겟팅 조건으로 삼고, 통합 마케팅을 통해 유입 된 고객에게 Optimize 360을 통해 개인화 된 온사이트/인앱 메시지를 전달,
Attribution 360 을 통해 마케팅 활동의 직접적 성과 뿐만 아닌 간접적 성과까지 그 기여도를 분석하고, Data Studio 360 을 통해 이러한
인사이트들이 신속하고 폭넓게 조직 내 공유되는 프로세스를 지향합니다.

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Google Analytics 360 Support Only available at Datalicious
데이터리셔스는 단순 리셀링을 넘어서
고객사가 Google Analytics 360을 통해 진정한 비즈니스 성과를 창출할 수 있도록
데이터리셔스 고유의 VALUE-ADDED 서비스를 제공합니다.
데이터리셔스 고객사는 다음 10개의 VALUE-ADDED 서비스 중 2개 이내의 서비스를 선택하여 제공받을 수 있습니다.
(총 120시간 이내에서 추가 비용이 없이 제공)
Module 1 Module 2 Module 3 Module 4 Module 5
Module 6 Module 7 Module 8 Module 9 Module 10
Additional
implementation support
for complex clients
Weekly tech & tag
management support
Monthly analytics &
reporting support
Quarterly
segmentation &
targeting
Quarterly media
attribution support
Quarterly BigQuery
data management
support
Quarterly online
training support
Quarterly testing &
optimisation support
Quarterly best practice
review
Annual data strategy
development

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Our Products
Here’s a quick overview of our products, click on each icons to find out more.
● SuperTag: Our tag management platform that enables us and our clients to implement and
maintain the JavaScript tags we need to do our jobs.
● DataCollector: Our data collection tag and its backend that enables us and our clients to collect
huge amounts of data from websites, apps, etc.
● DataExchange: Our data exchange tags and its backend that enables us and our clients to persist
and lookup data between websites, apps, etc.
● OptimaHub: Our big data platform in the cloud that enables us and our clients to aggregate, store
and process massive amounts of data, mainly for media attribution but also for any other data
warehousing requirements.

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DATALICIOUS OPTIMAHUB PLATFORM

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SuperTag tag management for websites and mobile apps
Enterprise grade tag
management platform
for websites and mobile
apps with full-service
options to help speed
up tag implementation
and maintenance to
ensure data accuracy
through expert ongoing
tag maintenance.

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DataCollector
DataExchange to matches user IDs and stitch purchase paths
Device 1
Device 2
Cross device
Touchpoint 1
Touchpoint 2
Touchpoint 1
User ID point
Touchpoint 3
Touchpoint 2
User ID point
Touchpoint 3
Conversion
Conversion

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Cloud data
warehouse
Media spend
optimisation
D A T A L I C I O U S O P T I M A H U B P L A T F O R M
Social
media
Reporting & BI
Tools
Websites, web
applications
POS apps,
beacons
Call tracking,
live chat
Ad Servers Campaign Tools
Mobile
applications
Data collection,
standardisation,
enrichment,
cross-device
ID stitching
Purchase path:
Media Attribution
modelling
Single customer
view
Personalisation
& campaigns
Campaign data
(eDM, DM, display)

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Data driven attribution using full purchase path
Paid search
click
Display ad
impression
Email
open
Paid search
click
Email
open
Likelihood
to convert3%
2%
Likelihood
to convert
DataCollectorTouchpoint 1 DataCollectorTouchpoint 2 DataCollectorTouchpoint 3 DataCollectorTouchpoint N DataCollectorConversion

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Paid search
click
Display ad
impression
Email
open
Paid search
click
Email
open
Likelihood
to convert3%
2%
Likelihood
to convert
50% increase in
probability of conversion
Data driven attribution using full purchase path

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Data driven attribution significantly impacts results
Facebook teamed up with Datalicious to conduct the
largest media attribution study globally to date
delivering a series of stunning insights on the true value
of online advertising - this white paper is a follow-up to
that study, investigating retargeting ads in more depth.
Downloading the full media
attribution study across brands.
http://data.li/mastudy

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Leading to imbalanced and ineffective media spend
Asian markets spend
a much lower amount of
their media budgets on
online channels compared
to the time consumers
actually spend online which
is vastly different to other
markets like AU/NZ
Media Spend
Time Spend
Televisio
n
Radio Print Direct mail POS Offline
Total
Online
Total
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

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Datalicious OptimaHub for media analytics and optimisation
The Datalicious OptimaHub
platform enables advanced
media attribution for complex
enterprise clients that require
that extra bit of accuracy,
flexibility and service. It
combines cutting edge cloud
technologies with expert
professional services to deliver
an accurate view of ROI/ROMI
performance across all
channels enabling smart
marketing optimisation
decisions in the process.

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Purchase path data to build and enhance single customer view
Offline
transactions
Online
behaviour
Predictive
analytics

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Legacy systems are the main barrier to optimisation in Asia
Biggest barriers are
legacy systems and
departmental silos.
0%
10%
20%
30%
40%
50%
5%
16%
Resource
shortage
15%
25%
35%
45%
24%
Not scalable
30%
Unscientific
budgets
36%
Perception of
inefficiency
39%
Lack of
understanding
45%
Department
silos
47%
Legacy
systems

27. CASE STUDIES

28. Telstra purchase path tracking and media
attribution including social designed to
optimise the overall Telstra budget mix
across paid and earned media resulting in
an overall project ROI of 403%.
[...] Datalicious are helping us to move from a
last click measurement model to a more
accurate media attribution approach. [...] had
to overcome some unique challenges [...]
potential to significantly change our media
planning [...] Highly recommended.
Digital media mix optimisation and forecasting

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Expedia purchase path tracking and media
attribution modelling for The UK and
Australia designed to optimise the overall
budget mix across paid and earned media
resulting in a significant project ROI.
Expedia commissioned Datalicious to conduct
a media attribution study based on their
proven experience and thought leadership [...]
successful delivery of the study and provided
us a valuable independent perspective on the
performance of our digital marketing.
Optimising the digital media mix in travel

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Medibank Data Driven Attribution (DDA) in
Google Analytics Premium (GAP) designed
to optimise the overall media mix across
paid and organic media channels resulting
in a significant ROI and media efficiencies.
The decision to partner with Datalicious for
GAP was based on the depth of their prior
web analytics and media attribution
experience […]. We feel that insights delivered
by an independent 3rd party will provide a
more lively discussion and thus better
outcome, especially in […] media optimisation.
Optimising digital media mix
30

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IAG purchase path tracking and media
attribution project designed to show
inaccuracy of last click attribution and
optimise the overall digital marketing
mix across paid and earned media with
a project ROI of 905%.
Thanks, this is an awesome result! Attributed
figures before and after media mix
optimisation have shown a significant double
digit percentage increase in sales with a
reduction in cost per sale at the same time.
Purchase path tracking across devices
31

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News Corp online purchase path tracking
and media attribution across devices fully
integrated with econometric media mix
modelling for offline media channels
designed to provide a complete view of
marketing ROI across all channels in order
to maximise paid subscriptions.
[...] Datalicious showed great understanding
of attribution landscape across earned and
owned media as well as paid. [...] able to
adapt their methodology to suit the particular
challenges of driving subscription revenue
from digital publishing.
Attribution & econometrics

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Jetstar uses the Datalicious SuperTag as their preferred tag management platforms across the entire
region including markets such as Australia, Japan, Singapore, Hong Kong and Indonesia in order to
reduce reliance on IT resources and increase speed to market.
Full-service tag management

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Solution design, implementation and management of single customer view combining ecommerce and retail
transaction data into a centralised cloud based data warehouse solution including initial data analysis and
customer segmentation designed to power a smarter loyalty program and cross-channel campaigns across
the business.
Single customer view to predict and next best product

35. SMART DATA
DRIVEN MARKETING Thank You!
kr.datalicious.com