The presentation features the ADMA Data and Analytics Council Event

1. Data
&
Analy*cs
Council
Event

2. Tonight
• ADMA
Councils
• Ini*al
Survey
Results
• Guest
speaker
Peter
Hanlon
• Data
&
Analy*cs
Council
Roadmap
• Drinks
&
Networking
Australian
Direct
Marke*ng
Associa*on

3. ADMA
Councils
• Groups
of
marketers
interested
in
specific
areas
of
marke*ng
• Any
ADMA
member
employee
can
join
• You
can
join
as
many
councils
as
you
like!
• Email
councils@adma.com.au
Australian
Direct
Marke*ng
Associa*on

4. ADMA
Councils
• Data
&
Analy*cs
• Agency
• Contact
Centre
• Digital
• Mail
• Mul*-­‐Channel
Acquisi*on
• Rela*onship
Marke*ng
Customer
Management
Australian
Direct
Marke*ng
Associa*on

5. Australian
Direct
Marke*ng
Associa*on

6. Data
&
Analy*cs
Council
Led
by
an
Execu*ve
CommiQee
• Chris*an
Bartens,
Datalicious
(Chair)
105
ADMA
members
are
• Abramo
Ierardo,
Ac*on
Mailing
Lists
• Nalini
Kara,
Acxiom
on
the
Data
&
Analy5cs
• Michiel
Kleijn,
Alterian
Council
now,
email
• AnneQe
McElhinney,
Aussie
councils@adma.com.au
• Will
Scully-­‐Power,
Datara*
• Regan
Yan,
Digital
Alchemy
to
join
them.
• Rob
Peck,
ING
Direct
• Marcus
Sandmann,
Michael
Page
• Rachel
Rohrlach,
Optus
• Wayne
Elley,
Salmat
• David
Kerr,
SEMA
• Ian
Smith,
Westpac
Australian
Direct
Marke*ng
Associa*on

7. How
much
emphasis
is
placed
on
analy*cs
and
data
in
your
company?
Australian
Direct
Marke*ng
Associa*on

8. Do
you
*e
sales
back
to
a
campaign
and/or
media
channel?
Australian
Direct
Marke*ng
Associa*on

9. Do
you
have
a
single
customer
view?
Australian
Direct
Marke*ng
Associa*on

10. Are
you
using
web
analy*cs?
Australian
Direct
Marke*ng
Associa*on

11. Guest
Speaker
Peter
Hanlon
Westpac
Group
Execu*ve
People
&
Transforma*on
Australian
Direct
Marke*ng
Associa*on

12. Data
Journey
&
Whitepapers
To
transac5onal
data
To
reten5on
messages
Purchase
From
suspect
to
prospect
To
customer
Time
Time
Iden*fica*on
From
behavioural
data
From
awareness
messages
Australian
Direct
Marke*ng
Associa*on

13. Data
Journey
&
Whitepapers
To
transac5onal
data
To
reten5on
messages
Purchase
Value
Segmenta5on
Loyalty
&
Reward
Alloca5on
Single
Contact
Customer
View
Preferences
From
suspect
to
Tes5ng
&
prospect
To
customer
Time
Op5misa5on
Mul5-­‐Channel
CRM
Time
Media
Segmenta5o Trigger
Based
n
&
Targe5ng
Marke5ng
Behavioral
Targe5ng
Campaign
Defining
Tracking
&
Media
A
Metrics
APribu5on
Framework
Iden*fica*on
From
behavioural
data
From
awareness
messages
Australian
Direct
Marke*ng
Associa*on

14. Whitepaper
Champions
• Defining
Metrics
Frameworks
– Chris*an
Bartens,
Datalicious
• Campaign
Tracking
&
Media
AQribu*on
– Chris*an
Bartens,
Datalicious
• Trigger
Based
Marke*ng
– Will
Scully-­‐Power,
Datara*
• Loyalty
&
Reward
Alloca*on
– David
Kerr,
SEMA
Australian
Direct
Marke*ng
Associa*on

15. Email
councils@adma.com.au
To
transac5onal
data
To
reten5on
messages
Purchase
Value
Segmenta5on
Loyalty
&
Reward
Alloca5on
Single
Contact
Customer
View
Preferences
From
suspect
to
Tes5ng
&
prospect
To
customer
Time
Op5misa5on
Mul5-­‐Channel
CRM
Time
Media
Segmenta5o Trigger
Based
n
&
Targe5ng
Marke5ng
Behavioral
Targe5ng
Campaign
Defining
Tracking
&
Media
A
Metrics
APribu5on
Framework
Iden*fica*on
From
behavioural
data
From
awareness
messages
Australian
Direct
Marke*ng
Associa*on