Professional Documents
Culture Documents
Boost
ROMI
June
2011
Datalicious
Pty
Ltd
3
Insights
Analy+cs
Data
mining
and
modelling
Customised
dashboards
Tableau,
SpoIire,
SPSS,
etc
Media
a@ribu+on
models
Market
and
compe+tor
trends
Social
media
monitoring
Customer
proling
Ac+on
Data collec+on and processing Web analy+cs solu+ons Omniture, Google Analy+cs, etc Tag-less online data capture End-to-end data plaIorms IVR and call center repor+ng Single customer view
Campaigns
Data usage and applica+on Marke+ng automa+on Alterian, SiteCore, Inxmail, etc Targe+ng and merchandising Internal search op+misa+on CRM strategy and execu+on Tes+ng programs
June 2011
June 2011
>
Today
Data
Roadmap
Prerequisites:
1. How
do
you
want
to
dieren-ate
your
promo-on
ac-vity
to
dierent
segments
of
consumers/web
users/customers?
(What
would
these
segments
be?)
OUTPUT:
Dra[
Targe-ng
Matrix
2. What
metrics
are
available
at
dierent
points
in
the
consumer
path
to
purchase?
OUTPUT:
Dra[
Metrics
Framework
June
2011
Datalicious
Pty
Ltd
6
June 2011
Data
Sophis-ca-on
Insights
Followers
Ac+on
Stage
3
Leaders
Laggards Third par-es control most data, ad hoc repor-ng only, i.e. what happened?
Data
is
fully
owned
in-house,
advanced
predic-ve
modelling
Data
is
being
brought
in-house,
shi[
towards
and
trigger
based
insights
genera-on
and
marke-ng,
i.e.
what
will
happen
and
data
mining,
i.e.
why
making
it
happen!
did
it
happen?
Time,
Control
June 2011
June 2011
June 2011
10
Marke+ng
Process
Mix
Physical
Evidence
Place
People
Promo+on
Targe+ng
The
right
message
Via
the
right
channel
To
the
right
person
At
the
right
-me
June
2011
Datalicious
Pty
Ltd
15
June 2011
17
Online
research
Change
increases
the
importance
of
experience
during
research
phase.
June
2011
Datalicious
Pty
Ltd
18
June 2011
19
June 2011
20
From
suspect
to
Time
prospect
To
customer
Time
Crea+ng
engagement
Retail
stores,
in-store
kiosks,
call
centers,
brochures,
websites,
mobile
apps,
online
chat,
social
media,
etc
Maximising
revenue
Outbound
calls,
direct
mail,
emails,
social
media,
SMS,
mobile
apps,
etc
O-site
targe+ng
June
2011
On-site
targe+ng
Datalicious
Pty
Ltd
Prole
targe+ng
22
Prole targe-ng
On-site targe-ng
June 2011
23
Take a closer look at our cash ow solu+ons November 2010 Datalicious Pty Ltd 24
0
June
2011
Datalicious
Pty
Ltd
25
November 2010
26
+ -
+ + -
+ + +
27
Ad-sequencing
can
help
to
evolve
stories
over
-me
the
more
users
engage
with
ads
June
2011
Datalicious
Pty
Ltd
28
June 2011
29
30%
exis+ng
customers
with
extensive
prole
including
transac-onal
history
of
which
maybe
50%
can
actually
be
iden-ed
as
individuals
June
2011
Datalicious
Pty
Ltd
June 2011
31
Include in press
June 2011
32
June 2011
33
June 2011
June 2011
36
June 2011
+
Datalicious
Pty
Ltd
June 2011
38
Site Behaviour
+
Datalicious
Pty
Ltd
Updated
Occasionally
June
2011
Updated
Con+nuously
39
June 2011
40
Geo-demographic data
+
Datalicious
Pty
Ltd
June 2011
42
June 2011
43
June 2011
45
Media Channels
Data Points
Segments:
Colour,
price,
product
anity,
etc
X
Have
you
seen
A?
A
has
great
features!
A
delivers
great
value!
Why
not
buy
B?
Y
Have
you
seen
B?
B
has
great
features!
B
delivers
great
value!
Why
not
buy
A?
Datalicious
Pty
Ltd
Media Channels Display, search, etc Search, website, etc Website, emails, etc Direct mails, emails, etc
Data
Points
Default
Ad
clicks,
prod
views
Cart
adds,
checkouts
Email
clicks,
logins,
etc
47
Awareness
Interest
Desire
Ac+on
Sa+sfac+on
Social media
June 2011
49
Reach
(Awareness)
Engagement
(Interest
&
Desire)
Conversion
(Ac-on)
+Buzz
(Sa-sfac-on)
June 2011
50
People reached
40%
People engaged
10%
People converted
1%
People delighted
June 2011
51
People reached
40%
People engaged
10%
People converted
1%
People delighted
June 2011
52
June 2011
53
June 2011
54
June 2011
June 2011
56
Reach
Engagement
Conversion
+Buzz
? ?
? ?
? ?
58
June 2011
59
Trac
spikes
or
other
data
anomalies
without
context
are
very
hard
to
interpret
and
can
render
data
useless
June
2011
Datalicious
Pty
Ltd
60