>

Data Driven Marke-ng <

Momentum Introduc-on

Make data sexy by turning it into YOU CLIENT ac-onable insights

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> Short but sharp history

Datalicious was founded in late 2007 Strong Omniture web analy-cs history 1 of 4 preferred Omniture partners globally Now 360 data agency with specialist team Combina-on of analysts and developers Carefully selected best of breed partners Driving industry best prac-ce (ADMA) Turning data into ac-onable insights Execu-ng smart data driven campaigns
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> Smart data driven marke-ng

Using data to widen the funnel

Media A>ribu-on & Modeling

Op-mise channel mix, predict sales

Targe-ng & Merchandising

Increase relevance, reduce churn

Tes-ng & Op-misa-on

Remove barriers, drive sales

Boos-ng ROMI
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> Wide range of data services

Data
PlaIorms

Insights
Analy-cs
Data mining and modelling Tableau, Splunk, SPSS, etc Customised online dashboards Media a>ribu-on models Market and compe-tor trends Social media monitoring Customer segmenta-on

Ac-on

Data collec-on and processing Omniture, Google Analy-cs, etc Web and mobile analy-cs Tag-less online data capture Retail and call center analy-cs Data warehouse solu-ons Single customer view

Campaigns

Data usage and applica-on Alterian, SiteCore, Inxmail, etc Targe-ng and merchandising Marke-ng automa-on CRM strategy and execu-on Data driven websites Tes-ng programs

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> Clients across all industries

AGL, Aussie, ANZ, Appliances Online, Bupa, Canon, Captain Compare, Catch of the Day, E*Trade, Fox Symes, GE Capital, Ikon,
ADMA, NDS, IMB,

Macquarie, Metricon, News Ltd, Optus, P&O, Robert Half, Suncorp, Sydney
Festival, Telstra, Tourism Australia,

Kogan,

Lenovo, Luxottica,

Tourism NZ, Trading Post,

Unicef,

Westpac

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Standardise metrics

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Brake down data silos

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> Establish a single source of truth

Insights
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Repor-ng

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> Combining separate data sets

Website behaviour data

Customer prole data

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The whole is greater than the sum of its parts

3rd party customer data

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Visualise client data

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What trends can you iden-fy in 5 seconds by looking at the raw data only?
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RED = No single men

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Give credit where due

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> Advanced media a>ribu-on

Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Social referrals

Direct site visits

Online sales

Display ad views

Aliate clicks

Social buzz

Retail store visits

Oine sales

TV/print responses

Organic search

Website events

Direct mail, emails

Life-me prot

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> Purchase path example

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> Media a>ribu-on example

COST PER CONVERSION

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> Search call to ac-on for oine

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> 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& NextBestOer=P3& ChurnRisk=Low [...]

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> Oine sales driven by online

Adver-sing campaign Phone order Credit check, fullment

Retail order

Conrma-on email, 1st login

Website research

Online order

Online order conrma-on

Virtual order conrma-on

Cookie

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Increase relevance

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> Importance of online experience

The consumer decision process is changing from linear to circular.

Considera-on set now grows during online research phase which increases importance of user experience during that phase
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Online research

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> Simple re-targe-ng matrix

Purchase Cycle Segmenta-on based on: Search keywords, display ad clicks and website behaviour Default Default, awareness Research, considera-on Purchase intent
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Data Points

Product A Acquisi-on message A1 Acquisi-on message A2 Acquisi-on message A3

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Product B Acquisi-on message B1 Acquisi-on message B2 Acquisi-on message B3

Acquisi-on message D1 Acquisi-on message D2 Acquisi-on message D3

Default Landing page view Buy now click

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> Vision: Seamless online experience

Aliates, paid, organic search Display ads

DM, TV, print, outdoor, etc

PURLs / Search calls to ac-on

Display ad re-targe-ng

My Account (re-)targe-ng

Main website (re-)targe-ng

Dynamic landing pages

Online/oine conversion

Email, DM, call center follow-up

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> ANZ home page targe-ng

ANZ home page re-targe-ng and merchandising combined with landing page op-misa-on delivered an increase in oer response and conversion rates with an overall project ROI of 578%
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Test and op-mise

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> Macquarie landing pages

Before Project plakorms used: Adobe SiteCatalyst and Test&Target Aher

The small things count: Simplica-on down to 1 set of bujons resulted in increased response rate and project ROI of 547%
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> Telstra bundles pages

Telstra bundles page op-misa-on combined call center data (each page had a unique phone number) with Adobe Test&Target online data and delivered a cross-channel conversion rate increase with an ROI of 647%
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Digital marke-ng = tags

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Allocate a data budget

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Combine data & crea-vity

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cbartens@datalicious.com blog.datalicious.com twi>er.com/datalicious

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Contact me Learn more Follow me

Data > Insights > Ac-on

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