This document discusses different analytics tools for marketing and advertising requirements. It compares paid vs free tools and outlines key factors to consider such as business type, legal risks, integration capabilities, service and support offerings. The panel then provides examples from Budget Direct's experience using Omniture tools for cross-channel campaign measurement and leveraging customer data insights. Integration of tools and a focus on innovation is highlighted as important for maximizing ROI and marketing effectiveness.

1. Paid vs. Free:
What Are The Best Analytics
Tools For Your Marketing &
Advertising Requirements?

2. The Panel
• Rod Jacka
Managing Director, Panalysis
• Alex Crompton
Senior Manager, Web Marketing, Aussie
• Jonathan Kerr
Associate Director eCommerce, Budget Direct
• Matt Langie
Director Product Marketing, Omniture (Global)
• Christian Bartens
Managing Director, Datalicious

3. Customer
data
journey
To
transac/onal
data
To
reten/on
messages
Time
From
prospect
To
customer
Purchase
From
behavioural
data
From
awareness
messages
February 2010 © Datalicious Pty Ltd 3

4. Corporate
data
journey
Stage
1
Stage
2
Stage
3
Data
is
fully
owned
Sophis8ca8on
in-­‐house,
advanced
Data
is
being
brought
predic8ve
modelling
in-­‐house,
shi@
towards
and
trigger
based
Third
par8es
control
insights
genera8on
and
marke8ng,
i.e.
what
data
mining,
i.e.
why
will
happen
and
most
data,
ad
hoc
did
it
happen?
making
it
happen!
repor8ng
only,
i.e.
what
happened?
Time,
Control
February 2010 © Datalicious Pty Ltd 4

5. The Right Questions to Ask!
Free
vs.
Paid
2010 Adobe Systems Incorporated. All Rights Reserved.

6. What is Your Business?
Media Payment Transactions
Classifieds
3D Modeling Image Publishing Translation Services
Video Publishing Software Dev Tools
ISP
Telecom
Online Advertising
Directory Services
Operating Systems Book Publishing
Office Apps
Mapping Services Mobile Apps
Social Media
Web browser development Financial Publishing
2010 Adobe Systems Incorporated. All Rights Reserved.

7. Compete with Google
2010 Adobe Systems Incorporated. All Rights Reserved.

8. Legal Risks?
Legal Exposure
Indemnification
Compliance Risks
Signing Authority
2010 Adobe Systems Incorporated. All Rights Reserved.

9. Integration
?
er ce
o mm
eC
Look for
leverage
points
2010 Adobe Systems Incorporated. All Rights Reserved.
© Thinkstock images

10. Service & Support?
Industry Best Practices
• Implementation & Deployment
• Business & Outsourcing Services
• Deep vertical expertise
Thought-leading Education
• Courseware Catalog & Certification
• Customized Content & Delivery
Direct Service
• 24x7 Global Tech Support
• Twitter Care
• Personalized Account Management
2010 Adobe Systems Incorporated. All Rights Reserved.

11. Actual Customer Examples
Jonathan Kerr
Associate Director eCommerce
A&G Insurance Services
2010 Adobe Systems Incorporated. All Rights Reserved.

12. Know more, do more
A company built on stats
• Underwriting culture applied to
marketing / eCommerce
• Everything we do is measurable
• Perfect culture for web analytics
• Invest in knowledge/information
Test, Test, Test, Test ….
• Understanding correlations
• High quality / fast data required (Can’t
wait a day)
Not waiting, innovating
• Need the tools to move with us
• Part of the roadmap
• Independence
2010 Adobe Systems Incorporated. All Rights Reserved.

13. Project Examples: 3600 View
Online Started Call Centre Sales
• Dec 2006 “We want this” – March 2007 “Live”
• Full sub-relations – everything tied together in Omniture Suite
• Continue to push this further
2010 Adobe Systems Incorporated. All Rights Reserved.

14. Project examples: Campaign Stacking/Unified Sources
We run
• SiteCatalyst
• Discover
• Survey
• SearchCenter
• Genesis/Dreammail
Campaign Stacking / Unified Sources
• Live since January 2008
• Surprised everyone
• Interrelations remarkable
• Added to our 3600 view
• People are peculiar
2010 Adobe Systems Incorporated. All Rights Reserved.

15. Integration / ROI
Best General Insurance Product,
Australian Banking & Finance Awards 2009
To leverage our data
• We need the whole story
• Innovation / Integration
• Community
• Partnership / Support
ROI
• Very Effective Marketing Spend
Car Insurance Best Large Australian
• Best Value = Conversion = Profit Australia
2007 - 2010
Contact Centre,
ATA Awards 2009
2010 Adobe Systems Incorporated. All Rights Reserved.

16. Thank You
Questions?