>

 Google  Analy,cs  <  

The  last  20%  of  features  that  drive    
80%  of  the  pla5orm  value  
>  Short  but  sharp  history  
  Datalicious  was  founded  late  2007  
  Strong  Omniture  web  analyAcs  history  
  Now  360  data  agency  with  specialist  team  
  CombinaAon  of  analysts  and  developers  
  Carefully  selected  best  of  breed  partners  
  Evangelizing  smart  data  driven  markeAng  
  Making  data  accessible  and  acAonable  
  Driving  industry  best  pracAce  (ADMA)  
October  2010   ©  Datalicious  Pty  Ltd   2  
>  Smart  data  driven  marke,ng  

Media  A=ribu,on  

Op,mise  channel  mix  

Targe,ng    
Increase  relevance  

Tes,ng  
Improve  usability  

$$$  
October  2010   ©  Datalicious  Pty  Ltd   3  
>  Clients  across  all  industries  

October  2010   ©  Datalicious  Pty  Ltd   4  

>  The  last  20%  of  features  
  Standardised  metrics  
–  Benchmark  and  compare  performance  across    
Ame  to  isolate  trends  and  generate  insights  
  Calendar  of  events  
–  Capture  key  events  to  provide  context  
  Custom  segmentaAon  
–  Not  all  visitors  are  the  same  and  custom  
segmentaAon  can  reveal  crucial  insights  
  Full  path  to  purchase  
–  ‘Last  click  gets  all  the  credit’  model  is  inaccurate,  
record  full  purchase  path  across  all  channels  
October  2010   ©  Datalicious  Pty  Ltd   5  
>  AIDA  and  AIDAS  formulas  
Old  media  

New  media  

Awareness   Interest   Desire   Ac,on   Sa,sfac,on  

Social  media  

October  2010   ©  Datalicious  Pty  Ltd   6  

>  Simplified  AIDAS  funnel  

Simplified  AIDAS  funnel  as  basic  metric  framework      

Reach   Engagement   Conversion   +Buzz  

(Awareness)   40%  
(Interest  &  Desire)  
10%   (AcAon)  
1%   (SaAsfacAon)  

Google  provides  standardised  engagement  metrics  

October  2010   ©  Datalicious  Pty  Ltd   7  

 Pages  per  visit  
Time  on  site  

October  2010   ©  Datalicious  Pty  Ltd   8  

 Custom  conversion  goals  

October  2010   ©  Datalicious  Pty  Ltd   9  

 Calendar  events  

October  2010   ©  Datalicious  Pty  Ltd   10  

>  Custom  segmenta,on  

Brand  vs.  direct  response  campaign  

Reach   Engagement   Conversion   +Buzz  

(Awareness)   40%  
(Interest  &  Desire)  
10%   (AcAon)  
1%   (SaAsfacAon)  

New  prospects  vs.  exisAng  customers  

October  2010   ©  Datalicious  Pty  Ltd   11  

 New  vs.  returning  visitors  

October  2010   ©  Datalicious  Pty  Ltd   12  

 AU/NZ  vs.  rest  of  world  

October  2010   ©  Datalicious  Pty  Ltd   13  

 Prospect  vs.  customer  
High  vs.  low  value  
Product  affinity  
Post  code,  age,  sex,  etc  

October  2010   ©  Datalicious  Pty  Ltd   14  

>  De-­‐duplica,on  across  channels  
Paid     Bid    
Search   Mgmt   $  

Banner     Ad    
Ads   Server   $  
Central  
Analy,cs  
Pla\orm  
Email     Email  
Blast   Pla\orm   $  

Organic   Google  
Search   Analy,cs   $  

October  2010   ©  Datalicious  Pty  Ltd   15  

>  Success  a=ribu,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  

October  2010   ©  Datalicious  Pty  Ltd   16  

>  Full  path  to  purchase  
Introducer   Influencer   Influencer   Closer   $  

SEM   Banner   Direct     SEO  

Generic   Click   Visit   Branded   $  

Banner     SEO   Affiliate   Social  

View   Generic   Click   Media   $  

TV     SEO   Direct     Email  

Abandon  
Ad   Branded   Visit   Update  

October  2010   ©  Datalicious  Pty  Ltd   17  

>  Search  call  to  ac,on  for  offline  

October  2010   ©  Datalicious  Pty  Ltd   18  

>  Understanding  channel  overlap  

Read  more  on  our  blog  at  h=p://goo.gl/Tpqf    

October  2010   ©  Datalicious  Pty  Ltd   19  

>  The  last  20%  of  features  
  Standardised  metrics  
–  Benchmark  and  compare  performance  across    
Ame  to  isolate  trends  and  generate  insights  
  Calendar  of  events  
–  Capture  key  events  to  provide  context  
  Custom  segmentaAon  
–  Not  all  visitors  are  the  same  and  custom  
segmentaAon  can  reveal  crucial  insights  
  Full  path  to  purchase  
–  ‘Last  click  gets  all  the  credit’  model  is  inaccurate,  
record  full  purchase  path  across  all  channels  
October  2010   ©  Datalicious  Pty  Ltd   20  
 Contact  us  
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Learn  more  
blog.datalicious.com  

Follow  us  
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October  2010   ©  Datalicious  Pty  Ltd   21  

Data  >  Insights  >  Ac,on