Datalicious Blog - Data Driven Marketing

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.

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/

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.

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How to actually do multi-channel media attribution and optimise marketing budget allocation

Is your company attributing the right amount of conversions to each media channel or are some channels such as display ads getting to much credit? What would be the optimal channel mix and spend to optimize conversions?

If your company needs answers to the above questions we can help develop a generic model to accurately attribute conversion credits back to each media channel and analyse the true impact of banner view-throughs in particular rather than just using the last click method.

The final media attribution model will allow your company to identify the optimal channel mix and budget for each and if possible reduce media spend in some channels while maintaining effectiveness and overall conversion numbers.

Please contact us at insights@datalicious.com if you have any questions about or would like to know how a media attribution model could help to improve your company's long-term return on advertising spend.

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