>

Marke(ng Analy(cs <

Using data to boost return on marke1ng investment

> Short but sharp history

Datalicious was founded in late 2007 Strong Omniture web analy1cs history 1 of 4 preferred Omniture partners globally Now 360 data agency with specialist team Combina1on of analysts and developers Carefully selected best of breed partners Driving industry best prac1ce (ADMA) Turning data into ac1onable insights Execu1ng smart data driven campaigns
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> Smart data driven marke(ng

Using data to widen the funnel

Media A<ribu(on & Modeling

Op(mise channel mix, predict sales

Targeted Direct Marke(ng

Increase relevance, reduce churn

Tes(ng & Op(misa(on

Remove barriers, drive sales

Boos(ng ROMI
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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media a<ribu(on

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> Campaign ows are complex

= Paid media = Viral elements = Sales channels

Organic search

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

Paid search

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

CRM program

Facebook Twi<er, etc

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

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Datalicious Pty Ltd

> Media channels feed each other

TV/Print/DM audience

Banner audience

Search audience

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Datalicious Pty Ltd

> Success a<ribu(on models

Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par(al credit

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Datalicious Pty Ltd

> First and last click a<ribu(on

Chart shows percentage of channel touch points that lead to a conversion.

Paid/Organic Search

Emails/Shopping Engines

Neither rst nor last-click measurement would provide true picture

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Datalicious Pty Ltd

> Full purchase path tracking

Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Social referrals

Direct site visits

Online sales

Display ad views

Aliate clicks

Social buzz

Retail store visits

Oine sales

TV/print ad views

Organic search

Website events

Direct mail, emails

Life(me prot

December 2011

Datalicious Pty Ltd

> Search call to ac(on for oine

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> Personalised URLs for direct mail

VickyCarroll.myspaday.com > redirect to > myspaday.com?

CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOer=P3& ChurnRisk=Low [...]

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> Understanding channel mix

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> Experience op(misa(on

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> New consumer decision journey

The consumer decision process is changing from linear to circular.

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> New consumer decision journey

The consumer decision process is changing from linear to circular.

Online research Change increases the importance of experience during research phase.
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> Seamless research experience

TV, print, direct mail, etc Ad Server / SuperTag Display ads

Organic, paid search

AdWords

Ad Server / SuperTag

Display ad re-targe(ng

Customised landing pages Test&Target / SuperTag ANZ.com re-targe(ng Applica(on process

Test&Target / SuperTag

Fall-out email follow-up

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cbartens@datalicious.com blog.datalicious.com twi<er.com/datalicious

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Contact me Learn more Follow me

Data > Insights > Ac(on

December 2011

Datalicious Pty Ltd

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