9. Definition
da·ta
Pronunciation: dā-tə, da- also dä-
1. Factual information (as measurements or statistics) used as a basis
for reasoning, discussion, or calculation
2. Information output by a sensing device or organ that includes both
useful and irrelevant or redundant information and must be
processed to be meaningful
3. Information in numerical form that can be digitally transmitted or
processed
45. Level 1 Level 2 Level 3
Data Profile Behavioural Inferred
Name, email, Website activity, Clustering,
Example
phone number purchase history predictive model
50. Cost/number
Objective targets $/ #
Reach Total unique reach.
Impressions Total ad impressions.
Interaction Total interactions and time spent with ads.
Click through Total click throughs.
Total site traffic to site that viewed but didn’t click
View through on an ad.
Downloads Total downloads of ringtones, avatars etc.
Total emails sent to a friend from banners or
Emails websites.
Searches Total number of search engine queries
54. Relevance
Timely: people look forward to hearing from you
Relevant: communication the recipient is interested in
Anticipated: people expect to hear from you
Personal: the messages are customised to the individual
TRAP.
55. Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11
Run Review Revise
Improvement
Run Review Revise
Run Review Revise
Run Review Revise
Run Review
Run
Revise
Run > Review > Revise
Repeat_
Review