Professional Documents
Culture Documents
October 2012
Boos,ng
ROMI
October
2012
Datalicious
Pty
Ltd
3
October 2012
Investment ($100) $7 $1 $2
Oine Direct
Online
October
2012
Organic search
Paid search
CRM program
October 2012
$100
Banner Ad $100
Paid Search
Email Blast
Success
$100
Banner Ad $100
Success
$100
Print Ad $33
Success
$100
October 2012
Paid/Organic Search
Emails/Shopping Engines
October 2012
Only
a
small
minority
of
people
actually
click
on
ads,
the
majority
merely
processes
them
(if
at
all)
like
any
other
adver+sing
without
an
immediate
response
so
adver+sers
cannot
rely
on
clicks
as
the
sole
success
measure
but
should
instead
focus
on
impressions
delivered
October
2012
Datalicious
Pty
Ltd
10
October 2012
11
October 2012
12
October 2012
13
Paid search
Display ad clicks
Organic search
Online sales
Display ad views
Aliate clicks
Social referrals
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life,me prot
October 2012
14
Paid search
Display ad clicks
Organic search
Online leads
Display ad views
Aliate clicks
Social referrals
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life,me prot
October 2012
15
Channel 1
Channel 2
Channel 3
Channel 4
Product A vs. B
Channel 1
Channel 2
Channel 3
Channel 4
Channel 1
Channel 2
Channel 3
Channel 4
October 2012
16
October 2012
17
Display impression
Email response
Search response
Display impression
Display impression
Display impression
Direct visit
Display impression
Display impression
Display impression
Display response
Display impression
Display impression
Search response
Search response
October 2012
19
Display impression
Email response
Search response
Display impression
Display impression
5%
to
65%
variance
in
conversion
a(ribu,on
for
dierent
channels
due
to
par,al
purchase
path
data
Display
impression
Display
impression
Direct
visit
Display impression
Display impression
Display response
Display impression
Display impression
Search response
Search response
October 2012
20
October 2012
Retail sales
Website research
Online sales
Cookie
October 2012
22
October 2012
October 2012
24
October 2012
26
October 2012
What promoted your visit today? q Recent branch visit q Saw an ad on television q Saw an ad in the newspaper q Recommenda+on from family/friends q [] How likely are you to apply for a loan? q Within the next few weeks q Within the next few months q I am a customer already q [] Datalicious Pty Ltd 27
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver+sing Aliate Marke+ng Referrals Email Marke+ng
Channel Word of Mouth Blogging & Social Media Newspaper Adver+sing Display Adver+sing Email Marke+ng Retail Promo+ons
Conversions
a'ributed
to
search
terms
that
contain
brand
keywords
and
direct
website
visits
are
most
likely
not
the
origina+ng
channel
that
generated
the
awareness
and
as
such
conversion
credits
should
be
re-allocated.
Datalicious
Pty
Ltd
28
October 2012
October 2012
29
Use
of
tradi+onal
econometric
modelling
to
measure
the
impact
of
communica+ons
on
sales
for
oine
channels
where
it
cannot
be
measured
directly
through
smart
calls
to
ac+on
online
(and
thus
cookie
level
purchase
path
data).
October
2012
Datalicious
Pty
Ltd
30
Tracking
the
complete
purchase
path,
i.e.
every
paid
and
organic
campaign
touch
point
leading
up
to
a
conversion
is
a
necessary
requirement
to
be
able
to
actually
do
media
a'ribu+on
or
the
alloca+on
or
conversion
credits
back
to
campaign
touch
points
Purchase
path
tracking
is
the
data
collec+on
and
media
a'ribu+on
is
the
actual
analysis
or
modelling
October
2012
Datalicious
Pty
Ltd
31
Even/weighted a'ribu+on
Website content
Internal ads
$100
0%
0%
0%
100%
25%
25%
25%
25%
Even a(ribu,on
X%
X%
Y%
Z%
Weighted a(ribu,on
October 2012
34
?%
?%
?%
?%
Product A vs. B
?%
?%
?%
?%
?%
?%
?%
?%
October 2012
35
Increase spend
Reduce spend
Increase spend
Telstra: Implementa+on of ad server data collec+on tags via SuperTag to facilitate the collec+on of full purchase path data in the companys Atlas ad server. Followed by a manual one-o data analysis including a'ribu+on model development.
403%
project
ROI
from
implementa+on
of
ini+al
quick
wins
only
by
reducing
media
waste
respec+vely
cost.
Datalicious
Pty
Ltd
37
October 2012
Datalicious Op,maHub
October 2012
38
JavaScript
Tags
Data
October 2012
39
October 2012
Boos,ng
ROMI
October
2012
Datalicious
Pty
Ltd
42
Insights
Analy,cs
Data
mining
and
modelling
Tableau,
Splunk,
SPSS,
etc
Customised
dashboards
Media
a(ribu,on
analysis
Media
mix
modelling
Social
media
monitoring
Customer
segmenta,on
Ac,on
Data collec,on and processing Adobe, Google Analy,cs, etc Web and mobile analy,cs Tag-less online data capture Retail and call center analy,cs Data warehouse solu,ons Single customer view
Campaigns
Data usage and applica,on Alterian, SiteCore, Inxmail, etc Targe,ng and merchandising Marke,ng automa,on CRM strategy and execu,on Data driven websites Tes,ng programs
October 2012
43
Chris+an
Bartens
Founder
&
Director
Bachelor
of
Business
Management
with
marke+ng
focus
Web
analy+cs
and
digital
marke+ng
work
experience
Space2go,
E-Lol,
Tourism
Australia
SuperTag
founder,
ADMA
Analy+cs
Chair,
I-COM
Board
Member
LinkedIn
prole
October
2012
Elly Gillis
General Manager Bachelor of Communica+ons with print and digital focus Digital marke+ng and project management work experience M&C Saatchi, Mark, Holler, Tequila, IAG, OneDigital, Telstra Australian gold medal in surf boat rowing LinkedIn prole
Michael Savio
Head of Insights Bachelor of Arts & Science with applied mathema+cs focus CRM and marke+ng research and analy+cs work experience ANZ Bank, Australian Bureau of Sta+s+c, DBM Consultants ADMA lecturer on marke+ng tes+ng LinkedIn prole
Chaoming Li
Head of Data Bachelor of Technology with microelectronics focus Solware and website development work experience Standards Australia, DF Securi+es, Globiz, Etang Developing his own CMS plazorm LinkedIn prole 44
October 2012
45
October 2012
46
Contact us
October 2012
50