Downloaded 18 times
![>
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
[...]
July
2012
©
Datalicious
Pty
Ltd
23](https://image.slidesharecdn.com/201206momentumdataliciousintroductionv1-121120143642-phpapp01/75/Datalicious-Smart-Data-Driven-Marketing-23-2048.jpg)
Uploaded byDatalicious
Datalicious - Smart Data Driven Marketing
Datalicious is a data analytics agency founded in 2007 that helps clients turn their data into actionable insights. It has a team of analysts and developers and works with best-in-class partners. Datalicious provides a wide range of data services including data collection, analytics, insights, and campaign execution. It serves clients across industries and helps visualize data, attribute media impact, and increase marketing relevance through personalized experiences.
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Datalicious - Smart Data Driven Marketing
- 1. > Data Driven Marke-ng < Momentum Introduc-on
- 2. Make data sexy YOU CLIENT by turning it into ac-onable insights July 2012 © Datalicious Pty Ltd 2
- 3. > 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 July 2012 © Datalicious Pty Ltd 3
- 4. > 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 July 2012 © Datalicious Pty Ltd 4
- 5. > Wide range of data services Data Insights Ac-on PlaIorms Analy-cs Campaigns Data collec-on and processing Data mining and modelling Data usage and applica-on Omniture, Google Analy-cs, etc Tableau, Splunk, SPSS, etc Alterian, SiteCore, Inxmail, etc Web and mobile analy-cs Customised online dashboards Targe-ng and merchandising Tag-‐less online data capture Media a>ribu-on models Marke-ng automa-on Retail and call center analy-cs Market and compe-tor trends CRM strategy and execu-on Data warehouse solu-ons Social media monitoring Data driven websites Single customer view Customer segmenta-on Tes-ng programs July 2012 © Datalicious Pty Ltd 5
- 6. > Clients across all industries AGL, Aussie, ANZ, ADMA, Appliances Online, Bupa, Canon, Captain Compare, Catch of the Day, E*Trade, Fox Symes, GE Capital, Ikon, NDS, IMB, Kogan, Lenovo, Luxottica, Macquarie, Metricon, News Ltd, Optus, P&O, Robert Half, Suncorp, Sydney Festival, Telstra, Tourism Australia, Tourism NZ, Trading Post, Unicef, Westpac July 2012 © Datalicious Pty Ltd 6
- 7. Standardise metrics July 2012 © Datalicious Pty Ltd 7
- 8. July 2012 © Datalicious Pty Ltd 8
- 9. Brake down data silos July 2012 © Datalicious Pty Ltd 9
- 10. > Establish a single source of truth Insights Repor-ng July 2012 © Datalicious Pty Ltd 10
- 11. > Combining separate data sets Website behaviour data Customer profile data + The whole is greater than the sum of its parts 3rd party customer data July 2012 © Datalicious Pty Ltd 11
- 12. Visualise client data July 2012 © Datalicious Pty Ltd 12
- 13. What trends can you iden-fy in 5 seconds by looking at the raw data only? July 2012 © Datalicious Pty Ltd 13
- 14. July 2012 © Datalicious Pty Ltd 14
- 15. July 2012 © Datalicious Pty Ltd 15
- 16. RED = No single men July 2012 © Datalicious Pty Ltd 16
- 17. July 2012 © Datalicious Pty Ltd 17
- 18. Give credit where due July 2012 © Datalicious Pty Ltd 18
- 19. > Advanced media a>ribu-on 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 responses search events emails profit July 2012 © Datalicious Pty Ltd 19
- 20. > Purchase path example July 2012 © Datalicious Pty Ltd 20
- 21. > Media a>ribu-on example COST PER CONVERSION July 2012 © Datalicious Pty Ltd 21
- 22. > Search call to ac-on for offline July 2012 © Datalicious Pty Ltd 22
- 23. > 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 [...] July 2012 © Datalicious Pty Ltd 23
- 24. > Offline sales driven by online Adver-sing Phone Credit check, campaign order fulfilment Retail Confirma-on order email, 1st login Website Online Online order Virtual order research order confirma-on confirma-on Cookie July 2012 © Datalicious Pty Ltd 24
- 25. July 2012 © Datalicious Pty Ltd 25
- 26. Increase relevance July 2012 © Datalicious Pty Ltd 26
- 27. > Importance of online experience The consumer decision process is changing from linear to circular. Considera-on set now grows during online Online research research phase which increases importance of user experience during that phase July 2012 © Datalicious Pty Ltd 27
- 28. > Simple re-‐targe-ng matrix Segmenta-on based on: Search keywords, display ad clicks and website behaviour Purchase Data Cycle Points Default Product A Product B Default, Acquisi-on Acquisi-on Acquisi-on Default awareness message D1 message A1 message B1 Research, Acquisi-on Acquisi-on Acquisi-on Landing considera-on message D2 message A2 message B2 page view Purchase Acquisi-on Acquisi-on Acquisi-on Buy intent message D3 message A3 message B3 now click July 2012 © Datalicious Pty Ltd 28
- 29. > Vision: Seamless online experience Affiliates, paid, Display organic search ads PURLs / Search calls to ac-on DM, TV, print, Display ad outdoor, etc re-‐targe-ng My Account (re-‐)targe-ng Main website Dynamic (re-‐)targe-ng landing pages Online/offline Email, DM, call conversion center follow-‐up July 2012 © Datalicious Pty Ltd 29
- 30. > ANZ home page targe-ng ANZ home page re-‐targe-ng and merchandising combined with landing page op-misa-on delivered an increase in offer response and conversion rates with an overall project ROI of 578% July 2012 © Datalicious Pty Ltd 30
- 31. Test and op-mise July 2012 © Datalicious Pty Ltd 31
- 32. ✓ ✓ ✓ ✗ ✓ ✓ ✓ ✓ ✗ ✗ July 2012 ✓ © Datalicious Pty Ltd 32
- 33. July 2012 © Datalicious Pty Ltd 33
- 34. July 2012 © Datalicious Pty Ltd 34
- 35. > Macquarie landing pages Project plakorms used: Adobe Before SiteCatalyst and Test&Target Aher The small things count: Simplifica-on down to 1 set of bujons resulted in increased response rate and project ROI of 547% July 2012 © Datalicious Pty Ltd 35
- 36. > 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% July 2012 © Datalicious Pty Ltd 36
- 37. Digital marke-ng = tags July 2012 © Datalicious Pty Ltd 37
- 38. July 2012 © Datalicious Pty Ltd 38
- 39. Allocate a data budget July 2012 © Datalicious Pty Ltd 39
- 40. Combine data & crea-vity July 2012 © Datalicious Pty Ltd 40
- 41. Contact me [email protected] Learn more blog.datalicious.com Follow me twi>er.com/datalicious July 2012 © Datalicious Pty Ltd 41
- 42. Data > Insights > Ac-on July 2012 © Datalicious Pty Ltd 42