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Y&R Data Driven Marketing
- 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
- 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
segment
data
July
2012
©
Datalicious
Pty
Ltd
11
- 13. What
trends
can
you
iden-fy
in
5
seconds
by
looking
at
the
raw
data
only?
July
2012
©
Datalicious
Pty
Ltd
13
- 16. RED
=
No
single
men
July
2012
©
Datalicious
Pty
Ltd
16
- 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
- 24. >
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
24
- 25. >
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
25
- 26. >
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
26
- 27. >
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
27
- 29. ✓
✓
✓
✗
✓
✓
✓
✓
✗
✗
July
2012
✓
©
Datalicious
Pty
Ltd
29
- 32. >
Macquarie
landing
pages
Project
plaforms
used:
Adobe
Before
SiteCatalyst
and
Test&Target
Aber
The
small
things
count:
Simplifica/on
down
to
1
set
of
bueons
resulted
in
increased
response
rate
and
project
ROI
of
547%
July
2012
©
Datalicious
Pty
Ltd
32
- 33. >
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
33
- 38. Contact
me
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
me
twi>er.com/datalicious
July
2012
©
Datalicious
Pty
Ltd
38