June 19, 2010

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.

March 26, 2010

McKinsey: Building an integrated end-to-end consumer experience to increase overall revenue

McKinsey has published a really great article outlining four ways to get more value from digital marketing, a must read for all marketers (worth subscribing for, it's free anyway).

Although the whole article is a good read, I specifically like the part on coordinating the consumer's end-to-end experience more. How many times does it happen that one part of a company doesn't know what the other is doing resulting in questions being asked multiple times as well as irrelevant messages being pushed out (my favourite example is HSBC sending me direct mail advertising their credit cards although they already rejected my application).

Whether by receiving marketing e-mails, searching for products online, or using mobile devices to find retail coupons, customers today continually interact with brands as they move closer to making purchasing decisions. Yet completely different parts of an organization manage most such contacts. Digital channels can unify that experience and prevent the leakage of opportunity. Across a range of B2C and B2B clients, we’ve seen companies accelerate revenue growth by tightening the coordination of the end-to-end experience (see below graph). These increases represent the cumulative impact of capturing more online traffic, engaging consumers effectively, raising sales conversion rates, and then deepening bonds with the brand after sales are made.

Although not the only options in this space, Omniture's Online Business Optimisation platform in combination with Aprimo's MarketingStudio could help coordinate the majority of the below customer experience outlined by McKinsey. Email us at insights@datalicious.com if you would like to find out how to enable this for your business.

March 14, 2010

Visit Datalicious and Inxmail at Ad:Tech 2010 in Sydney to learn about advanced email marketing

Visit Datalicious and Inxmail at our combined stand at Ad:Tech in Sydney on Tuesday and Wednesday this week if you want to find out how to elevate your company's email marketing to the next level using a combination of advanced web analytics, merchandising and automatic email targeting.

Most companies would already be working with basic segmentation based on self-selected user interestes to make their email campaigns more targeted. However, the key problem with this approach is that users' interests change over time so in order to remain relevant, marketers need to keep up with their users' changing preferences.

The easiest and most accurate way to keep user profiles updated is to combine already existing static profile information with dynamically collected and more up to date data such as the users' observed campaign and website behaviour.

Automated email campaigns based on dynamic profiles in combination with on-site merchandising can deliver highly targeted and integrated campaigns, delivering a superior user experiences and increase in conversion rates.

Visit us at Ad:Tech this week to find out how to boost your email marketing or email us at insights@datalicious.com anytime.

Click here to download:

adtech_inxmail_email_marketing.zip (146 KB)

March 3, 2010

Automated marketing dashboards with data from multiple channels including web, retail and call center

Are you and your team still spending more time compiling reports in Excel than actually analysing them and taking action? Would your company benefit from an automated dashboard solution that mashes up and visualises data from all your various channels including online, retail and call center?

Check out the screen shots of our sample multi-channel marketing dashboard below and you will get an idea how powerful single source reporting with data from multiple channels can be.

Email us at insights@datalicious.com if you would like to get access to our live sample dashboard below and we will email you the login details (and maybe a polite follow-up later on).

Please note: The data and reports are currently still hosted on a demo server which is also used for data crunching so load times might be a bit slower sometimes. In a live scenario the dashboards would be hosted on a dedicated server to guarantee optimal performance at all times.

Or check out our recent article on open source column based databases if your company still needs a high performance data warehouse solution to power its business intelligence platform.

Click here to download:

Tableau_marketing_dashboards_t.zip (1057 KB)

January 31, 2010

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/

January 5, 2010

eMarketer: What Twitter marketing tactics are working?

via emarketer.com

Good to see some stats on this but no surprise. Social media is all about being up close and personal so it's all about providing special things that are not available to everyone and talking to individuals (I should shut up, we haven't done either yet actually).

Read the original article here
http://www.emarketer.com/Article.aspx?R=1007449

November 18, 2009

ADMA Data Day audience poll results on consumer contact preference vs. channel effectiveness

With the support of Edentify (thanks guys, super fast turn-around on your end) we did a little live poll this morning at the ADMA Data Day 2009 asking a couple of hundred Australian direct marketers the following two questions:

Poll 1: Thinking of yourself as a consumer which of the following channels would you prefer companies to use when communicating with you (select only one)?

Poll 2: Putting your direct marketer head back on, which is the most effective direct marketing channel for your company (select only one)?

The below results are only very top-line and would most likely differ by industry and product (i.e. price) but it's comforting to see that a great majority of people would like to be communicated with via email and that marketers also think email is a very effective channel that works for them (same goes for DM). More of a concern is that is seems that no-one really wants a phone call but quite a few marketers consider phone calls an effective direct marketing channel.

If all this sounds like a familiar challenge to you and you'd like to know how data and analytics can help to select the most suitable channel at the right point in time or just want to contribute to industry best practice then please join the new ADMA Data & Analytics council by emailing councils@adma.com.au.

Check out the Edentify Bubble Toolbox yourself here
http://www.edentify.com.au/

October 24, 2009

ADMA Digital Certificate: The perfect journey

Check out the slides from my recent guest lecture at the ADMA Digital Certificate course. This time it was about customer experience across multiple channels and how data can help improve the experience for prospects as well as existing customers.

You must have flash to see this embedded document.

(download)

September 30, 2009

Bing is growing but Google still dominates with 90% market share in Australia

Bing might be picking up market share in the US according to the latest eMarketer article but in Australia Google is still the dominating force (almost to a point where the additional effort/costs required to manage a 2nd or 3rd search account outweighs the actual benefit).

Take our poll: Do you bother with search marketing on Bing/Yahoo in Australia?
http://answers.polldaddy.com/poll/2058507/

Australia