[

 Why  data  is  sexy  ]  

No  really,  it  is!  
[  Main  data  categories  ]  

Campaign  
data  

Consumer   Customer  
data   data  

Compe5tor  
data  

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 Campaign  data  

9/10/09   ©  Datalicious  Pty  Ltd   3  

[  Defining  analy:cs  strategy  ]  
Search,  display  ads  

Web  analy5cs  

Awareness   Interest   Desire   Ac5on   Sa5sfac5on  

Online  surveys,  site  polls  

Social  media   Social  media  

9/10/09   ©  Datalicious  Pty  Ltd   4  

[  Single  source  of  truth  ]  

data  

ROAS  
9/10/09   ©  Datalicious  Pty  Ltd   5  
[  De-­‐duplica:on  across  channels  ]  
Paid     Bid    
Search   Mgmt   $  

Banner     Ad    
Ads   Server   $  
Omniture  
PlaGorm  

Email     Email  
Blast   PlaGorm   $  

Organic   Google  
Search   Analy:cs   $  

9/10/09   ©  Datalicious  Pty  Ltd   6  

[  De-­‐duplica:on  across  channels  ]  

9/10/09   ©  Datalicious  Pty  Ltd   7  

[  Success  aIribu:on  models  ]  
Banner     Paid    
Organic   Success   Last  channel  
Search  
Ad   Search  
$100   $100   gets  all  credit  

Banner    
Paid     Email     Success   First  channel  
Ad  
$100  
Search   Blast   $100   gets  all  credit  

Paid     Banner     Affiliate     Success   All  channels  get  

Search   Ad   Referral  
$100   $100   $100   $100   equal  credit  

Print     Social     Paid     Success   All  channels  get  

Ad   Media   Search  
$33   $33   $33   $100   par:al  credit  

9/10/09   ©  Datalicious  Pty  Ltd   8  

[  Forrester  media  aIribu:on  ]  
Chart  shows  an  
example  only,  
aQribu5on  model  
needs  to  be  defined  
for  each  company  
separately  based  on  
their  individual  
success  metrics  (and  
cookie  expira5on  
policies).  

9/10/09   ©  Datalicious  Pty  Ltd   9  

[  Campaign  stacking  by  channel  ]  
Chart  shows  
percentage  of  
channel  touch  
points  that  lead  
to  a  conversion.  

Neither  first    
nor  last-­‐click  
measurement  
would  provide  
true  picture    

9/10/09   ©  Datalicious  Pty  Ltd   10  

[  Search  call  to  ac:on  ]  

9/10/09   ©  Datalicious  Pty  Ltd   11  

[  Analyse  channel  overlap  ]  

Call  Centre  
DM  &  EDM  
Radio  
&  
Paid  Search   Other  
ATL  

Display  Media  

Straight  to  Site    

Organic  Search  

Partners  

9/10/09   ©  Datalicious  Pty  Ltd   12  

[  Cross-­‐channel  impact  ]  

9/10/09   ©  Datalicious  Pty  Ltd   13  

[  Email  iden:fica:on  points  ]  

@  
Vodafone.com.au   Phone   Online  Receipt  
Research   Credit  Check   Confirma5on  
Conversion   Fulfilment  

@  
Adver5sing   Vodafone.com.au   Retail   Online  Receipt  
Research   Credit  Check   Confirma5on  
Campaign   Conversion   Fulfilment  

@  
Vodafone.com.au   Online   Online  Order   Online  Receipt  
Research   Confirma5on   Credit  Check   Confirma5on  
Conversion   Fulfilment  

Cookie  ID  

9/10/09   ©  Datalicious  Pty  Ltd   14  

[  Campaign  data  summary  ]  
  Define  key  performance  indicators  for  each  phase  of  the  
campaign  funnel  but  web  analy5cs  can  only  cover  part  of  the  
funnel  
  Import  and  analyze  data  in  single  plaaorm,  i.e.  single  source  of  
truth,  to  enable  comparison  of  channel  performance  and  avoid  
duplica5on  of  orders  across  channels  
  Define  success  aQribu5on  model  including  cookie  expira5on  
policies  for  your  company  and  test  different  budget  alloca5ons  
and  channel  combina5ons  to  find  the  op5mal  mix  
  Use  search  calls  to  ac5on  on  above  the  line  broadcast  ads  such  as  
TV  and  print  for  higher  recollec5on  and  response  rates  plus  an  
improved  ability  to  track  offline  media  
  Consider  sending  email  receipts  for  phone  and  retail  sales  to  
aQempt  to  more  accurately  track  impact  of  online  on  offline  sales  
and  vice  versa  
9/10/09   ©  Datalicious  Pty  Ltd   15  
 Customer  data  

9/10/09   ©  Datalicious  Pty  Ltd   16  

[  Store  locator  searches  ]  

9/10/09   ©  Datalicious  Pty  Ltd   17  

[  Targe:ng  framework  ]  
Reten5on   Customer  Profile  

Prospect   Customer  
-­‐12   -­‐11   -­‐10   -­‐9   -­‐8   -­‐7   -­‐6   -­‐5   -­‐4   -­‐3   -­‐2   -­‐1   0   1   2   3   4   5   6   7   8   9   10   11   12  

Considera5on   Visitor  Behaviour  

Weeks  

9/10/09   ©  Datalicious  Pty  Ltd   18  

[  Prospect  targe:ng  parameters  ]  

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[  Affinity  targe:ng  in  ac:on  ]  
Different  types  of    
visitors  respond  to    
different  ads.  By  
using  category  
affinity  targe5ng,    
response  rates  are    
liged  significantly    
across  products.  

Click-­‐Through  Rate  By  Category  Affinity  

Message  
Postpay   Prepay   Broadb.   Business  

Blackberry  Bold   - - - +
5GB  Mobile  Broadband   - - + -
Blackberry  Storm   + - + +
12  Month  Caps   - + - +

9/10/09   ©  Datalicious  Pty  Ltd   20  

[  Matching  segments  are  key  ]  

On-­‐site     Off-­‐site  
segments   segments  

On  and  off-­‐site  targe5ng  plaaorms  should  use    

iden5cal  triggers  to  sort  visitors  into  segments  
9/10/09   ©  Datalicious  Pty  Ltd   21  
9/10/09   ©  Datalicious  Pty  Ltd   22  
[  Combining  data  sets  ]  

Site  Behaviour   CRM  Profile  

tracking  of  purchase  funnel  stage   one-­‐off  collec5on  of  demographical  data    

+  
browsing,  checkout,  etc   age,  gender,  address,  etc  
tracking  of  content  preferences   customer  lifecycle  metrics  and  key  dates  
products,  brands,  features,  etc   profitability,  expira:on,  etc  
tracking  of  external  campaign  responses   predic5ve  models  based  on  data  mining  
search  terms,  referrers,  etc   propensity  to  buy,  churn,  etc  
tracking  of  internal  promo5on  responses   historical  data  from  previous  transac5ons  
emails,  internal  search,  etc   average  order  value,  points,  etc  

UPDATED  CONTINUOUSLY   UPDATED  OCCASIONALLY  

9/10/09   ©  Datalicious  Pty  Ltd   23  

[  Mosaic  ]  

9/10/09   ©  Datalicious  Pty  Ltd   24  

[  Where  is  the  money  ]  

$  
$  
$  
$  
$  
$   $  
$  
$  
$  

9/10/09   ©  Datalicious  Pty  Ltd   25  

[  Customer  data  summary  ]  
  Customer  data  collected  online  can  and  should  influence  offline  
decisions,  e.g.  retail  store  loca5ons,  outdoor  adver5sing,  print  
placements,  etc  
  Website  data  cannot  answer  all  ques5ons  but  rather  only  iden5fies  
poten5al  problem  points,  online  surveys  are  powerful  tools  to  find  out  
more  about  what’s  actually  the  issue  
  Your  products  and  services  solve  different  problems  for  different  people  
and  you  need  to  cater  for  that  and  adjust  your  adver5sing,  change  you  
message  according  to  segments  and  purchase  funnel  stage  to  make  
your  offering  more  relevant  
  CRM  databases  are  powerful  tools  to  target  but  their  informa5on  is  
rela5vely  sta5c  and  needs  to  be  updated  manually  through  your  
customers,  extend  your  customer  profiles  to  include  website  behavior  
to  make  them  more  accurate  and  keep  them  up  to  date  
  In  the  end  this  is  about  iden5fying  the  20%  of  customers  you  make  80%  
of  your  revenue  with  and  speak  and  treat  them  in  a  different  way  

9/10/09   ©  Datalicious  Pty  Ltd   26  

 Compe:tor  data  

9/10/09   ©  Datalicious  Pty  Ltd   27  

[  Brand  search  volume  ]  

9/10/09   ©  Datalicious  Pty  Ltd   28  

[  Market  share  trends  ]  

9/10/09   ©  Datalicious  Pty  Ltd   29  

9/10/09   ©  Datalicious  Pty  Ltd   30  
9/10/09   ©  Datalicious  Pty  Ltd   31  
9/10/09   ©  Datalicious  Pty  Ltd   32  
 [  Australia  vs.  New  Zealand  ]  
australia.com  vs.  newzealand.com  

9/10/09   ©  Datalicious  Pty  Ltd   33  

[  september  2007  ]   [  datalicious.com.au  ]  
[  Compe:tor  data  summary  ]  
  There  is  plenty  of  accessible  and  free  compe5tor  data  out  there  
and  you  need  to  start  reviewing  it  on  a  regular  basis  
  Search  data  in  par5cular  is  a  very  powerful  tool  to  iden5fy  
market  trends,  threats  and  opportuni5es  quickly  and  cost  
effec5vely  as  it  provides  a  direct  insight  into  consumers  minds  
  Given  that  roughly  90%  of  searches  are  conducted  through  
Google  in  Australia  the  overall  search  volume  of  brand  search  
terms  on  Google  should  be  roughly  equivalent  with  the  brand  
strength  or  at  least  awareness    
  But  interpret  all  data  sources  with  a  grain  of  salt  and  don’t  take  
anything  for  a  fact  un5l  you  have  validated  it,  you  know  your  
market  and  customers  the  best  

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 Consumer  data  

9/10/09   ©  Datalicious  Pty  Ltd   35  

[  Search  term  volumes  ]  

9/10/09   ©  Datalicious  Pty  Ltd   36  

9/10/09   ©  Datalicious  Pty  Ltd   37  
9/10/09   ©  Datalicious  Pty  Ltd   38  
[  Media  planning  ]  

9/10/09   ©  Datalicious  Pty  Ltd   39  

[  Leading  lifestyles,  45+  ]  

9/10/09   ©  Datalicious  Pty  Ltd   40  

[  Consumer  data  summary  ]  
  Search  is  not  only  useful  to  analyze  brand  trends  but  can  also  be  
used  to  find  out  more  about  more  granular  trends  such  as  
product  categories  or  single  products  
  Again,  online  data  can  and  should  be  used  to  drive  offline  
marke5ng  decisions,  e.g.  products  matching  most  popular  search  
terms  should  not  only  be  promoted  most  on  the  homepage  but  
also  in  retail,  print,  etc  
  Google  Ad  Planner  data  can  also  be  used  to  iden5fy  what  
websites  a  segment  that  is  searching  for  a  certain  terms  visits  
regularly  which  in  turn  should  influence  partnership,  sponsorship  
and  media  planning    
  If  your  company  has  customer  address  data  a  match  with  
MOSAIC  might  be  a  very  powerful  tool  to  find  out  more  about  
the  media  habits  of  a  specific  customer  segment  including  
websites  visits  if  combined  with  Hitwise  data  

9/10/09   ©  Datalicious  Pty  Ltd   41  

[  Main  data  categories  ]  

Campaign  
data  

Consumer   Customer  
data   data  

Compe5tor  
data  

9/10/09   ©  Datalicious  Pty  Ltd   42  

9/10/09   ©  Datalicious  Pty  Ltd   43  
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010  

[  Appendix  ]  
9/10/09   ©  Datalicious  Pty  Ltd   44  
[  Useful  data  tools  ]  
  hQps://adwords.google.com/select/KeywordToolExternal  
  hQp://www.google.com/sktool  
  hQp://www.google.com/insights/search  
  hQp://www.google.com/trends  
  hQp://labs.google.com/sets  
  hQps://www.google.com/adplanner  
  hQps://www.google.com/adplanner  
  hQp://www.socialmen5on.com  
  hQp://www.trendis5c.com  
  hQp://www.yureekah.com  
  hQp://www.wordle.net  

9/10/09   ©  Datalicious  Pty  Ltd   45  

101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010  

[  About  Datalicious  ]  
9/10/09   ©  Datalicious  Pty  Ltd   46  
[  Con:nuous  op:miza:on  ]    

Data  

Ac:on   Insights  

9/10/09   ©  Datalicious  Pty  Ltd   47  

[  Best  prac:ce  approach  ]  

Con:nuous  op:miza:on  

Research   SEM   SEO   Tes5ng   Targe5ng  

Analy:cs  framework  

9/10/09   ©  Datalicious  Pty  Ltd   48  

[  Wide  range  of  services  ]  
Data   Insights   Ac:on  

Web  Analy:cs  Solu:ons   Keyword  Research   Search  Lead  Media  

Marke:ng  System  Integra:on   Campaign  Repor:ng   Campaign  Op:misa:on  

Cross  Channel  Media  Tracking   Segmenta:on/Data  Mining   Internal  Search  Op:misa:on  

Online  Surveys/Panels   Quan:ta:ve  Research   Targe:ng/Merchandizing  

Omniture  Specialists   Market/Consumer  Trends   A/B,  Mul:variate  Tes:ng  

Google  Analy:cs  Specialists   Compe:tor  Analysis   Staff  Training/Workshops  

9/10/09   ©  Datalicious  Pty  Ltd   49  

[  Challenging  clients  ]  

9/10/09   ©  Datalicious  Pty  Ltd   50  

 Ques:ons  
[email protected]  

Updates  
twiQer.com/datalicious  
blog.datalicious.com  

9/10/09   ©  Datalicious  Pty  Ltd   51