Methodology
• Online
survey
to
current
ADMA
members
to
obtain
a
basic
understanding
of
how
data
and
analy*cs
is
used
in
member
organisa*ons
• Collec*on
points:
– Online
ADMA
blog
– ADMA
Data
Council
eNewsleAer
&
event
informa*on
eDM
• Completed
responses
only,
used
in
the
analysis
where
Total
Responses
=
134,
Used
Responses
=
78
• Data
collected
over
the
period
May
20
–
August
12,
2010
Australian
Direct
Marke*ng
Associa*on
Are
you
using
web
analy*cs?
Simplified
to
‘Yes’,
‘No’
&
‘Neutral’
Australian
Direct
Marke*ng
Associa*on
How
much
emphasis
is
placed
on
analy*cs
and
data
in
your
company?
Australian
Direct
Marke*ng
Associa*on
Do
you
*e
sales
back
to
a
campaign
and/or
media
channel?
62%
<e
sales
data
back
Australian
Direct
Marke*ng
Associa*on
Do
you
*e
sales
back
to
a
campaign
and/or
media
channel?
Of
which
–
59%
do
not
use
Web
Analy<cs
Australian
Direct
Marke*ng
Associa*on
Do
you
have
a
single
customer
view?
Only
41%
incorporate
Web
Analy<cs
data
‘Yes’
responses
only
Australian
Direct
Marke*ng
Associa*on
Do
you
use
Marke*ng
Automa*on
SoWware
and
which
one?
Most
of
the
respondents
s<ll
aren’t
using
marke<ng
automa<on
soKware
yet.
Those
that
did,
use
the
below
NB:
Sample
size
is
very
small,
34
Australian
Direct
Marke*ng
Associa*on
Insights
• Although
respondents
suggested
a
high
affinity
towards
the
incorpora*on
of
data
in
their
organisa*on
–
responses
suggested
otherwise:
– Tracking
sales
back
to
media
channels
must
include
those
ac*vi*es
that
occur
online.
Organic
channels
will
always
have
some
impact
on
sales
even
if
there
is
no
online
paid
media
– Having
a
Single
Customer
View
will
incorporate
those
touch
points
that
your
consumer
has
online
and
those
that
it
has
offline.
Offline
data
is
only
half
the
story
– Value
of
Web
Analy*cs
isn’t
understood
within
companies
–
placing
weight
on
Data
and
Analy*cs
should
require
the
heavy
incorpora*on
of
data
from
a
Web
Analy*cs
plaaorm