Datalicious Blog - Data Driven Marketing

Flowtown identifies social profiles, demographics and influencers from customers email addresses

I just came across this new service called Flowtown which is pretty interesting. 
 
The platform lets you upload your contact's email addresses for which it then returns the respective social profiles on Facebook, Twitter, MySpace, LinkedIn, Flickr and StumleUpon. And if all you have is an email address, the service can also give you a name, age, gender, occupation and location. But the best part is the integration with Klout, a service that determines a person's influence level based on Twitter and basically identifies your most influential contacts for you. 
 
Have a look at the below chart, which shows the statistics for all my 1,800 contacts compared to the 50 identified influencers. Not surprisingly, but still interesting to see is that the influencers are definitely much more likely to have a social profile online across multiple networks and that all Twitter influencers also have a Facebook and LinkedIn account.
Visit the official Flowtown website or watch the below demo video to find out more.
 

Target: Integrated campaign planning and analytics delivering Christmas like results mid year

Challenge

Develop an integrated campaign flow across traditional and digital channels to maximise impact and implement the necessary analytics framework to evaluate campaign performance.

Solution

Development of integrated campaign experience in cooperation with the client’s creative and digital agencies to enable a smooth campaign flow and optimal user experience designed to push social sharing. The early development and integration of the analytics framework into campaign planning process from the very beginning ensured tracking best practice was followed and a maximum amount of data could be collected across all channels. The project also included an in-depth review of the current Google Analytics set-up leading to the implementation of advanced website visitor segmentation capabilities.

Results

Traffic levels on the Target network of sites increased significantly during the integrated campaign, for the first time rivalling historic peaks from previous Christmas periods mid year. The campaign also resulted in a visible increase in retail transactions in the targeted product category and an increase in new CRM program subscribers, delivering and overall positive return on media investment. Thanks to a system of unique vouchers and the availability of advanced segmentation options in Google Analytics, the generated retail revenue could be tied back to the originating media channels and broken down by various segments delivering additional customer insights.

Tourism Western Australia: Omniture SiteCatalyst and Traction integration for smarter email targeting

Challenge

Implement, maintain and manage a combined email-marketing and web analytics platform designed to enhance visitor profiling and thus increase content relevance and user interaction.

Solution
 
Design, implementation and ongoing management of an integrated Traction email and Omniture web analytics platform. The final solution enabled Tourism WA to identify and profile individual travellers based on their campaign and website behaviour and allowed us to segment website visitors according to their specific destination interests as well as types of holiday packages.
 
Results

Using interest based customer segmentation with smart targeting and trigger based email campaigns we were able to increase email open and response rates by almost 100% compared to the travel industry average. Combining user profiles with website behavioural data generated valuable additional insights that will be influencing the planning and execution of future campaigns.
 

   
Click here to download:
Tourism_Western_Australia_tag_.zip (1957 KB)

Datalicious now implementation partner for Aprimo's new multi-channel CRM MarketingStudio

Datalicious is proud to announce that we have been selected as the Australian implementation partner for Aprimo's new SaaS solution MarketingStudio.

Unlike other CRM solutions that manage only narrow elements of online marketing campaigns, Aprimo Marketing Studio allows you to manage all of your customer data and touch points in one central platform. Web analytics and online forms capture customer behaviour, drag and drop segmentation generates highly targeted lists and automated outbound campaigns across various channels increase customer interaction and conversion. From blogs and landing pages over email and direct mail to SMS and outbound calls, MarketingStudio brings it all together.

Successful digital marketing depends on three factors: a robust analytics platforms, experienced resources to turn raw data into actionable insights and smart technologies that help manage today's multi-channel environment. The partnership between Aprimo and Datalicious solves this challenge for customers throughout the APAC region. 

Please email us at insights@datalicious.com if you want to find out how Datalicious's hands-on experience in data driven marketing can help you leverage the power and intelligence of the Aprimo MarketingStudio platform to optimize your digital programs.

http://www.aprimo.com/marketingstudio/

Atomic Labs Pion: Implementing Omniture without JavaScript page tags

Update: Datalicious now Atomic Lab Pion reseller and integration partner for Australia.

Is implementing and updating Omniture page tags an issue for you? Atomic Labs's Pion Reactors provides a solution to process your website and campaign data server side and then insert it via the Omniture API. They also currently support sending data to Google Analytics and Unica.

In contrast to using a central JavaScript file to dynamically populate the Omniture variables based on page URLs, the Atomic Labs software taps into the network traffic stream and can then use any text within the transmitted data to create/modify additional variables and events via processing rules. At the same time you can also enrich your visitors click stream data from the website with profiling information from your CRM database using simple SQL queries and all in real-time, a great first step towards single customer view.

Why would you want to implement this?

  1. Bypass your developers, staging, testing, etc. Increase your speed to new insights
  2. Deploy new analytics without risking errors on your web site
  3. Hide your tracking data from prying eyes
  4. Modify your CRM in real time. Create targeting algorithms to better serve your customer as well as lead queues for call center staff, all on the fly.
  5. Enrich your analytics with data you would not allow in javascript, such as "profit on a sale transaction".
  6. You won't lose data because of analytics request delays

Check out the Atomic Labs website below or email Hamish at hogilvy@datalicious.com for more information and implementation help.

Alterian: customer engagement model


(download)