The presentation discusses the significance of data in marketing campaigns.

1. >
Marke(ng
Analy(cs
<
Using
data
to
boost
return
on
marke1ng
investment

2. >
Short
but
sharp
history
§ Datalicious
was
founded
in
late
2007
§ Strong
Omniture
web
analy1cs
history
§ 1
of
4
preferred
Omniture
partners
globally
§ Now
360
data
agency
with
specialist
team
§ Combina1on
of
analysts
and
developers
§ Carefully
selected
best
of
breed
partners
§ Driving
industry
best
prac1ce
(ADMA)
§ Turning
data
into
ac1onable
insights
§ Execu1ng
smart
data
driven
campaigns
December
2011
©
Datalicious
Pty
Ltd
2

3. >
Smart
data
driven
marke(ng
“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
ROMI
December
2011
©
Datalicious
Pty
Ltd
3

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>
Media
a<ribu(on
December
2011
©
Datalicious
Pty
Ltd
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5. >
Campaign
flows
are
complex
=
Paid
media
Organic
PR,
WOM,
search
events,
etc
=
Viral
elements
=
Sales
channels
YouTube,
Home
pages,
Paid
TV,
print,
blog,
etc
portals,
etc
search
radio,
etc
Direct
mail,
Landing
pages,
Display
ads,
email,
etc
offers,
etc
affiliates,
etc
CRM
Facebook
program
Twi<er,
etc
POS
kiosks,
Call
center,
loyalty
cards,
etc
retail
stores,
etc
December
2011
©
Datalicious
Pty
Ltd
5

6. >
Media
channels
feed
each
other
TV/Print/DM
audience
Banner
Search
audience
audience
December
2011
©
Datalicious
Pty
Ltd
6

7. >
Success
a<ribu(on
models
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par(al
credit
December
2011
©
Datalicious
Pty
Ltd
7

8. >
First
and
last
click
a<ribu(on
Chart
shows
percentage
of
channel
touch
points
that
lead
Paid/Organic
Search
to
a
conversion.
Neither
first
Emails/Shopping
Engines
nor
last-­‐click
measurement
would
provide
true
picture
December
2011
©
Datalicious
Pty
Ltd
8

9. >
Full
purchase
path
tracking
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
ad
views
search
events
emails
profit
December
2011
©
Datalicious
Pty
Ltd
9

10. >
Search
call
to
ac(on
for
offline
December
2011
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Datalicious
Pty
Ltd
10

13. >
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
[...]
December
2011
©
Datalicious
Pty
Ltd
13

14. >
Understanding
channel
mix
December
2011
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Datalicious
Pty
Ltd
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>
Experience
op(misa(on
December
2011
©
Datalicious
Pty
Ltd
15

16. >
New
consumer
decision
journey
The
consumer
decision
process
is
changing
from
linear
to
circular.
December
2011
©
Datalicious
Pty
Ltd
16

17. >
New
consumer
decision
journey
The
consumer
decision
process
is
changing
from
linear
to
circular.
Online
research
Change
increases
the
importance
of
experience
during
research
phase.
December
2011
©
Datalicious
Pty
Ltd
17

18. >
Seamless
research
experience
TV,
print,
Display
direct
mail,
etc
ads
Ad
Server
/
SuperTag
Organic,
paid
Display
ad
search
re-­‐targe(ng
AdWords
Ad
Server
/
SuperTag
Test&Target
/
SuperTag
Customised
landing
pages
Test&Target
/
SuperTag
ANZ.com
Applica(on
re-­‐targe(ng
process
Fall-­‐out
email
follow-­‐up
December
2011
©
Datalicious
Pty
Ltd
18

19. Contact
me
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
me
twi<er.com/datalicious
December
2011
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Datalicious
Pty
Ltd
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20. Data
>
Insights
>
Ac(on
December
2011
©
Datalicious
Pty
Ltd
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