Академический Документы
Профессиональный Документы
Культура Документы
[
datalicious
]
data
:
insights
:
ac8on
[
october
2007
]
[
datalicious.com.au
]
"I
know
that
50%
of
my
adver8sing
is
wasted,
I
just
don't
know
which
half."
John
Wanamaker
Source:
Carat
[
october
2007
]
[
datalicious.com.au
]
[
analogue
=
2nd
hand
insights
]
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
transac8onal
strategic
close
to
customer
removed
from
customer
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
search
phone
retail
store
banner email
wom
www
text
branding
direct response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
conversion
process
visit,
product
pages,
product
details,
add
to
shopping
cart,
shipping
informa&on,
payment
details,
order
confirma&on,
thank
you
page,
etc
success
events
[
october
2007
]
[
datalicious.com.au
]
[
conversion
funnel
2.0
]
inbound
spokes
campaigns,
search,
emails,
landing
pages,
home
page,
naviga&on,
internal
search,
referrers,
affiliates,
cross-‐sales,
etc
outbound
spokes
buy
now,
learn
more,
test
it,
customize
it,
read
reviews,
review
product,
ask
expert,
contact
support,
recommend
product,
view
more,
etc
[
october
2007
]
[
datalicious.com.au
]
[
cross
and
up-‐sales
]
customer
selec&ons
product
page
views,
shopping
cart
content,
product
purchases,
internal
search
terms,
customer
life&me
purchases,
etc
product combina&ons
company
sugges&ons
other
customers
who
have
liked
this
also
bought
this,
sta&c
cross-‐sales,
dynamic
cross-‐sales,
on
site
behavioural
targe&ng,
etc
[
october
2007
]
[
datalicious.com.au
]
[
amazon.com
]
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
$
mone&za&on
cross-‐sales,
recommend
products,
re-‐contact,
re-‐market,
surveys,
etc
[
october
2007
]
[
datalicious.com.au
]
[
examples
]
Do
you
know
what
products
each
of
your
customers
looked
at
but
did
not
purchase?
Do
you
iden&fy
your
email
subscribers
via
unique
tracking
IDs
in
the
email
click-‐through
URLs?
Do
you
include
brand
messages
and
product
sugges&ons
in
transac&onal
emails?
Are
you
integra&ng
web
2.0
technologies
into
your
CRM
strategy
such
as
RSS
feeds
and
if
so,
do
you
offer
just
one
or
more
customized
feeds?
Are
you
asking
your
customers
about
their
sugges&ons
and
desires
or
are
you
only
tracking
their
behaviour?
[
october
2007
]
[
datalicious.com.au
]
response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
$
$
$
$
$
$
$
$
$
$
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
Hitwise
Mosaic
Roy
profile
TGI
Morgan
etc
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
search
social
organic
wom
paid
viral
online
mail
offline
email
display
direct
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
where
what when
one2many
volume
one2one
varia&ons
Source:
Chris
Anderson
[
october
2007
]
[
datalicious.com.au
]
[
frequency
]
where
what when
where
what when
where
what when
where
what when
where
where
what
when
what when