Data

& Analy*cs Council

Prepared by Datalicious: August 23, 2010

Methodology
Online survey to current ADMA members to obtain a basic understanding of how data and analy*cs is used in member organisa*ons Collec*on points:
Online ADMA blog ADMA Data Council eNewsleAer & event informa*on eDM

Completed responses only, used in the analysis where Total Responses = 134, Used Responses = 78 Data collected over the period May 20 August 12, 2010

Australian Direct Marke*ng Associa*on

Are you using web analy*cs?

Simplied to Yes, No & Neutral

Australian Direct Marke*ng Associa*on

How much emphasis is placed on analy*cs and data in your company?

Australian Direct Marke*ng Associa*on

Do you *e sales back to a campaign and/or media channel?

62% <e sales data back

Australian Direct Marke*ng Associa*on

Do you *e sales back to a campaign and/or media channel?

Of which 59% do not use Web Analy<cs

Australian Direct Marke*ng Associa*on

Do you have a single customer view?

Only 41% incorporate Web Analy<cs data

Yes responses only

Australian Direct Marke*ng Associa*on

Do you use Marke*ng Automa*on SoWware and which one?

Most of the respondents s<ll arent using marke<ng automa<on soKware yet. Those that did, use the below

NB: Sample size is very small, 34

Australian Direct Marke*ng Associa*on

Insights
Although respondents suggested a high anity towards the incorpora*on of data in their organisa*on responses suggested otherwise:
Tracking sales back to media channels must include those ac*vi*es that occur online. Organic channels will always have some impact on sales even if there is no online paid media Having a Single Customer View will incorporate those touch points that your consumer has online and those that it has oine. Oine data is only half the story Value of Web Analy*cs isnt understood within companies placing weight on Data and Analy*cs should require the heavy incorpora*on of data from a Web Analy*cs plaaorm
Australian Direct Marke*ng Associa*on