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> Google Analy,cs
< The last 20% of features that drive 80% of the pla5orm value
2.
> Short but
sharp history § Datalicious was founded late 2007 § Strong Omniture web analyAcs history § Now 360 data agency with specialist team § CombinaAon of analysts and developers § Carefully selected best of breed partners § Evangelizing smart data driven markeAng § Making data accessible and acAonable § Driving industry best pracAce (ADMA) October 2010 © Datalicious Pty Ltd 2
3.
> Smart data
driven marke,ng Media A=ribu,on Op,mise channel mix Targe,ng Increase relevance Tes,ng Improve usability $$$ October 2010 © Datalicious Pty Ltd 3
4.
> Clients across
all industries October 2010 © Datalicious Pty Ltd 4
5.
> The last
20% of features § Standardised metrics – Benchmark and compare performance across Ame to isolate trends and generate insights § Calendar of events – Capture key events to provide context § Custom segmentaAon – Not all visitors are the same and custom segmentaAon can reveal crucial insights § Full path to purchase – ‘Last click gets all the credit’ model is inaccurate, record full purchase path across all channels October 2010 © Datalicious Pty Ltd 5
6.
> AIDA and
AIDAS formulas Old media New media Awareness Interest Desire Ac,on Sa,sfac,on Social media October 2010 © Datalicious Pty Ltd 6
7.
> Simplified AIDAS
funnel Simplified AIDAS funnel as basic metric framework Reach Engagement Conversion +Buzz (Awareness) 40% (Interest & Desire) 10% (AcAon) 1% (SaAsfacAon) Google provides standardised engagement metrics October 2010 © Datalicious Pty Ltd 7
8.
Pages per visit
Time on site October 2010 © Datalicious Pty Ltd 8
9.
Custom conversion goals
October 2010 © Datalicious Pty Ltd 9
10.
Calendar events October
2010 © Datalicious Pty Ltd 10
11.
> Custom segmenta,on
Brand vs. direct response campaign Reach Engagement Conversion +Buzz (Awareness) 40% (Interest & Desire) 10% (AcAon) 1% (SaAsfacAon) New prospects vs. exisAng customers October 2010 © Datalicious Pty Ltd 11
12.
New vs. returning
visitors October 2010 © Datalicious Pty Ltd 12
13.
AU/NZ vs. rest
of world October 2010 © Datalicious Pty Ltd 13
14.
Prospect vs. customer
High vs. low value Product affinity Post code, age, sex, etc October 2010 © Datalicious Pty Ltd 14
15.
> De-‐duplica,on across
channels Paid Bid Search Mgmt $ Banner Ad Ads Server $ Central Analy,cs Plaorm Email Email Blast Plaorm $ Organic Google Search Analy,cs $ October 2010 © Datalicious Pty Ltd 15
16.
> 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 October 2010 © Datalicious Pty Ltd 16
17.
> Full path
to purchase Introducer Influencer Influencer Closer $ SEM Banner Direct SEO Generic Click Visit Branded $ Banner SEO Affiliate Social View Generic Click Media $ TV SEO Direct Email Abandon Ad Branded Visit Update October 2010 © Datalicious Pty Ltd 17
18.
> Search call
to ac,on for offline October 2010 © Datalicious Pty Ltd 18
19.
> Understanding channel
overlap Read more on our blog at h=p://goo.gl/Tpqf October 2010 © Datalicious Pty Ltd 19
20.
> The last
20% of features § Standardised metrics – Benchmark and compare performance across Ame to isolate trends and generate insights § Calendar of events – Capture key events to provide context § Custom segmentaAon – Not all visitors are the same and custom segmentaAon can reveal crucial insights § Full path to purchase – ‘Last click gets all the credit’ model is inaccurate, record full purchase path across all channels October 2010 © Datalicious Pty Ltd 20
21.
Contact us
cbartens@datalicious.com Learn more blog.datalicious.com Follow us twi=er.com/datalicious October 2010 © Datalicious Pty Ltd 21
22.
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