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September 2012
Boos&ng
ROMI
September
2012
Datalicious
Pty
Ltd
3
September 2012
August 2011
Awareness
Interest
Desire
Ac&on
Sa&sfac&on
Social media
September 2012
Reach
(Awareness)
Engagement
(Interest
&
Desire)
Conversion
(Ac%on)
+Buzz
(Delight)
September 2012
People reached
40%
People engaged
10%
People converted
1%
People delighted
September 2012
40%
People engaged
10%
People converted
1%
People delighted
September 2012
10
People reached
40%
People engaged
10%
People converted
1%
People delighted
September 2012
11
September 2012
12
September 2012
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Store Search
September 2012
14
How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu&ons if you serve 1,000,000 banners
September 2012
15
How many survey responses do you need if you have 10,000 customers? 369 for each ques&on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu&ons if you serve 1,000,000 banners? 383 sales per banner execu&on or 383 x 6 = 2,298 sales
September 2012
16
? ?
? ?
? ?
19
Trac
spikes
or
other
data
anomalies
without
context
are
very
hard
to
interpret
and
can
render
data
useless
September
2012
Datalicious
Pty
Ltd
20
September 2012
21
Banner Ads
Ad Server
Email Blast
Email Plajorm
Organic Search
Google Analy&cs
September 2012
24
Ad server cookie
Ad server cookie
Ad Server
Bid mgmt.
Analy&cs cookie
Analy&cs cookie
Analy&cs cookie
Web analy&cs
September 2012
25
Organic Search
September 2012
26
Organic search
Paid search
CRM program
September 2012
27
$100
Banner Ad $100
Paid Search
Email Blast
Success
$100
Banner Ad $100
Success
$100
Print Ad $33
Success
$100
September 2012
Paid/Organic Search
Emails/Shopping Engines
September 2012
September 2012
30
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
September 2012
31
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
September 2012
32
September 2012
33
Web
Analy&cs
Referral
visits
Social
media
visits
Organic
search
visits
Paid
search
visits
Email
visits,
etc
Lacking
ad
impressions
Less
granular
&
complex
September 2012
34
Ad
Server
data
sample
01/01/2012
11:45
AD
IMP
YAHOO
HOME 01/01/2012
12:00
AD
IMP
SMH
FINANCE 01/01/2012
12:05
SEARCH
KEYWORD
07/01/2012
17:00
DIRECT
08/01/2012
15:00
$$$
September
2012
Datalicious
Pty
Ltd
September 2012
36
September 2012
37
September 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 38
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
aRributed
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
39
September 2012
September 2012
40
$100
0%
0%
0%
100%
25%
25%
25%
25%
Even a=ribu&on
X%
X%
Y%
Z%
Weighted a=ribu&on
September 2012
41
Even/weighted aRribu%on
Website content
Internal ads
September 2012
September 2012
46
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).
September
2012
Datalicious
Pty
Ltd
48
September 2012
49
September 2012
Retail sales
Website research
Online sales
Cookie
September 2012
51
September 2012
53
September 2012
Boos&ng
ROMI
September
2012
Datalicious
Pty
Ltd
56
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
September 2012
57
Chris%an
Bartens
Founder
&
Director
Bachelor
of
Business
Management
with
marke%ng
focus
Web
analy%cs
and
digital
marke%ng
work
experience
Space2go,
E-Lou,
Tourism
Australia
SuperTag
founder,
ADMA
Analy%cs
Chair,
I-COM
Board
Member
LinkedIn
prole
September
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 Souware and website development work experience Standards Australia, DF Securi%es, Globiz, Etang Developing his own CMS pla|orm LinkedIn prole 58
September 2012
59
September 2012
60
Web Analy&cs
SuperTag
Media A=ribu&on
Behavioral Targe&ng
Easily
implement
and
update
any
JavaScript
based
tag
on
any
site
without
IT
involvement
De-duplicate
conversions
for
CPA
deals
and
align
repor%ng
gures
across
pla|orms
Collect
accurate
mul%-channel
media
aRribu%on
data
to
provide
advanced
insights
Enable
advanced
features
such
as
targe%ng,
tes%ng
and
chat
to
op%mise
user
experience
64
September 2012
SuperTag
superT.t()
superT.b()
One
tag
for
all
sites
&
pla|orms
Hosted
internally
or
externally
Easy
tag
implementa%on/updates
Tag/business
rule
tes%ng
on
live
site
Facilitates
A/B
&
MV
test
execu%on
Implementa%on
of
heat-maps
Re-targe%ng
across
channels
&
tools
Live
chat
&
phone
number
targe%ng
Collect
raw
page
&
impression
data
65
September 2012
Marke&ng
SuperTag
Technology
Easy
to
use
online
user
interface
enabling
marketers
to
manage
tags
without
intensive
technology
support
September
2012
Datalicious
Pty
Ltd
66
SuperTag
Centralised
uniform
business
rules
to
trigger
conversions
and
segment
visitors
across
mul%ple
marke%ng
pla|orms
September
2012
Datalicious
Pty
Ltd
67
Adobe SiteCatalyst Adobe Test&Target Google Analy&cs Google DoubleClick Microsot Atlas MediaMind ClearSaleing ClickTale Olark Etc
Tags
Client website
Tags
Client website
JavaScript
JavaScript
Tags
Client website
September 2012
71
Domain A Checkout
Domain
B
Payment
Cookie
Domain
A
Conversion
Cookie
Campaign = Search
Campaign = Domain A
Campaign = Domain B
Search
Domain A Checkout
Domain A Payment
Domain
A
Conversion
Cookie
Campaign = Search
Cookie Bouncer
Campaign = search
September 2012
72
JavaScript
Tags
Logs
Requests
August 2012
73
September 2012
Tags
Data
Clicks, data
List
Emails
September 2012
76
Superior
tes%ng,
deployment
and
audit
features
No
lock-in,
stop
using
the
SuperTag
at
any
%me
All
inclusive
pricing
structure
incen%vizing
use
September
2012
Datalicious
Pty
Ltd
Tes%ng of tags & business rules on the live website Complete audit trail of all tag changes and tests External and internal JavaScript hos%ng available Perpetual JavaScript usage rights & Github archive
77
September 2012
78
Contact us
September 2012
81