1.
> Marketing Analytics <
Violating privacy to create value add

2.
> Smart data driven marketing
“Turning data into actionable insights to fatten the conversion funnel”
Media Attribution & Modeling
Maximise reach, awareness & increase ROI
Targeting & Merchandising
Improve engagement, boost loyalty
Testing & Optimisation
Remove barriers, drive sales
Boosting ROMI
November 2014 © Datalicious Pty Ltd 2

3.
> Datalicious product development
“Collecting, analysing and actioning data”
Analyse
Segment
Engage
Measure
dataexchange
November 2014 © Datalicious Pty Ltd 3

4.
> Clients across all industries
November 2014 © Datalicious Pty Ltd 4

5.
Advanced marketing analytics
November 2014 © Datalicious Pty Ltd 5

6.
November 2014 © Datalicious Pty Ltd 6

7.
Breaking down data silos
June 2014 © Datalicious Pty Ltd 7

8.
> Rich profiles increase relevance
Behavioural data
Transactional data
3rd party data
+
Whole is greater
than sum of its parts
Repeat customers
Customers
Prospects
November 2014 © Datalicious Pty Ltd 8

9.
> Transactions plus behaviours
+
CRM Profile
one-off collection of demographical data
age, gender, address, etc
customer lifecycle metrics and key dates
profitability, expiration, etc
predictive models based on data mining
propensity to buy, churn, etc
historical data from previous transactions
average order value, points, etc
Updated Occasionally
Site Behaviour
tracking of purchase funnel stage
browsing, checkout, etc
tracking of content preferences
products, brands, features, etc
tracking of external campaign responses
search terms, referrers, etc
tracking of internal promotion responses
emails, internal search, etc
Updated Continuously
November 2014 © Datalicious Pty Ltd 9

10.
> Identify consumers across devices
Work
PC
Home
PC
Media
PC
Mobile,
Tablet
Point
of Sale
Etc
November 2014 © Datalicious Pty Ltd 10

11.
> The consumer data journey
To transactional data To retention messages
From suspect to prospect
To customer
Time Time
From behavioural data From awareness messages
November 2014 © Datalicious Pty Ltd 11

12.
> Design/optimise experiences
Offer
Issue
Offer
Email
Live chat Phone call
Phone call Letter Email
Issue
All customers
Segment A, B, C
Segment D, E
Influencers
High value
Display
Postcard
Display
FAQs
November 2014 © Datalicious Pty Ltd 12

13.
November 2014 © Datalicious Pty Ltd 13

14.
November 2014 © Datalicious Pty Ltd 14

15.
November 2014 © Datalicious Pty Ltd 15

16.
November 2014 © Datalicious Pty Ltd 16

17.
November 2014 © Datalicious Pty Ltd 17
Find out more: http://data.li/1otiKXV (you’ve been tracked)

18.
Clive Humby: Data is the new oil
November 2014 © Datalicious Pty Ltd 18

19.
Oil and data come at a price
November 2014 © Datalicious Pty Ltd 19

20.
Number of times
the word ‘privacy’
appears in books
November 2014 © Datalicious Pty Ltd 20
Find out more: http://data.li/Hpatjy (you’ve been tracked)

21.
November 2014 © Datalicious Pty Ltd 21
http://data.li/HpbtnX, http://data.li/HpbAjc, http://data.li/HpbYOF

22.
November 2014 © Datalicious Pty Ltd 22
http://www.theguardian.com/technology/2013/oct/21/teenagers-careless-about-online-privacy http://data.li/HpaEv7, http://data.li/HpaHr5, http://data.li/HpaTqd

23.
Collecting data
for the sake of it
or to add value
to consumers?
November 2014 © Datalicious Pty Ltd
23

24.
November 2014 © Datalicious Pty Ltd 24
Find out more: http://data.li/HpaYKy (you’ve been tracked)

25.
November 2014 © Datalicious Pty Ltd 25

26.
November 2014 © Datalicious Pty Ltd 26

27.
November 2014 © Datalicious Pty Ltd 27
Find out more: http://data.li/1uU07zk (you’ve been tracked)

28.
> Learning with every single click
Using website and email responses
to learn a little bite more about
subscribers at every
touch point to keep
refining profiles
and messages.
November 2014 © Datalicious Pty Ltd 28

29.
November 2014 © Datalicious Pty Ltd 29
Find out more: http://data.li/Hpb1pC (you’ve been tracked)

30.
November 2014 © Datalicious Pty Ltd 30
http://data.li/HpcufD, http://data.li/Hpd5xZ, http://data.li/Hpd5Oy

31.
November 2014 © Datalicious Pty Ltd 31
Find out more: http://data.li/Hpe7Kd (you’ve been tracked)

32.
November 2014 © Datalicious Pty Ltd 32
http://data.li/1doE2g2, http://data.li/17sblQw, http://data.li/1doE9Iu

33.
November 2014 © Datalicious Pty Ltd 33
http://data.li/1doyIJH, http://data.li/1dozer5, http://data.li/1dozlDd

34.
November 2014 © Datalicious Pty Ltd 34
Find out more: http://data.li/18kOXcl (you’ve been tracked)

35.
November 2014 © Datalicious Pty Ltd 35
Find out more: http://data.li/1xdUHx0 (you’ve been tracked)

36.
November 2014 © Datalicious Pty Ltd 36
Find out more: http://data.li/HpeKn9 (you’ve been tracked)

37.
November 2014 © Datalicious Pty Ltd 37
Find out more: http://data.li/HpgKM4 (you’ve been tracked)

38.
November 2014 © Datalicious Pty Ltd 38
http://data.li/HphH75, http://data.li/HphG3g,

39.
November 2014 © Datalicious Pty Ltd 39
http://data.li/HpddgV, http://data.li/HpdhgD, http://data.li/Hpdu3p

40.
November 2014 © Datalicious Pty Ltd 40
Find out more: http://data.li/HpgZXJ (you’ve been tracked)

41.
November 2014 © Datalicious Pty Ltd 41
http://data.li/HphaC5, http://data.li/HphO2w, http://data.li/Hpi29R

42.
November 2014 © Datalicious Pty Ltd 42
Find out more: http://data.li/18kOQh0 (you’ve been tracked)

43.
November 2014 © Datalicious Pty Ltd 43

44.
November 2014 © Datalicious Pty Ltd 44
Find out more: http://data.li/1uTZWE5 (you’ve been tracked)

45.
November 2014 © Datalicious Pty Ltd 45
http://data.li/1doA07F, http://data.li/1doA3QQ, http://data.li/1doADxU

46.
November 2014 © Datalicious Pty Ltd 46
http://data.li/1doy4Mq, http://data.li/1doBnDl, http://data.li/1doBu1w

47.
November 2014 © Datalicious Pty Ltd 47
Find out more: http://data.li/18kOUgH (you’ve been tracked)

48.
November 2014 © Datalicious Pty Ltd 48
Find out more: http://data.li/18kPfQi (you’ve been tracked)

49.
November 2014 © Datalicious Pty Ltd 49

50.
Will privacy laws protect
consumers in the future?
Has it worked in the past?
November 2014 © Datalicious Pty Ltd
50

51.
Are self-regulation
and ethics the solution?
Heard of ethical egoism?
November 2014 © Datalicious Pty Ltd
51

52.
November 2014 © Datalicious Pty Ltd 52
Find out more: http://data.li/18kQCi6, http://data.li/18kQyij

53.
November 2014 © Datalicious Pty Ltd 53
Find out more: http://data.li/18kQwa9 (you’ve been tracked)

54.
November 2014 © Datalicious Pty Ltd 54
Find out more: http://data.li/18kOKG3, http://data.li/18kOMxB

55.
November 2014 © Datalicious Pty Ltd 55
Find out more: http://data.li/18kPsmJ (you’ve been tracked)

56.
Technology killed privacy.
Ethics are a sham. Long live
smart data driven marketing
that adds value to consumers.
November 2014 © Datalicious Pty Ltd 56

57.
Contact me
cbartens@datalicious.com
Learn more
blog.datalicious.com
Follow us
twitter.com/datalicious
November 2014 © Datalicious Pty Ltd 57

58.
SMART
DATA DRIVEN
MARKETING
November 2014 © Datalicious Pty Ltd 58