Datalicious Blog - Data Driven Marketing

Datalicious service overview

Datalicious offers a wide range of data services from platform development, integration and management over dashboard development, ongoing reporting and data mining to targeting, merchandising and marketing automation. 

For more information on our data services please read one of the following articles.

Or email us at insights@datalicious.com if you would like to find out more.

Diagram: Integrated campaign flow and simplified metrics framework across multiple channels

How many times have you talked about a truly integrated campaign but lacked a diagram and metrics framework to properly explain and measure the interaction between channels? We recently designed the below campaign flow and simplified metrics framework for one of our clients to explain the interaction between the various different paid and organic channels, websites, social networks, retail outlets and CRM. 
 
Unfortunately we can't share the actual campaign results but the impact was amazing. The traffic levels increased significantly during the campaign and for the first time rivalled historic peaks from previous Christmas periods mid year. However, the integration of the analytics framework into the campaign planning process from the very beginning ensured that tracking best practice was followed and a maximum amount of data could be collected across all channels. Best of all, if the below framework is used across all campaigns they start to become comparable and a benchmark emerges but that requires a lot fo discipline on all sides.
 
But let me explain a little more about our thinking behind the metrics framework. First of all, we renamed the 'awareness' stage to 'reach' because those metrics are a lot less debatable for all channels (i.e. we know how many people search for something or were exposed to a banner but not really how many people actually become aware of a message). As metrics on 'interest' and 'desire' are actually hard to differentiate in the standard AIDA(S) formula we combined them into a single 'engagement' category (i.e. everything after a non-bounce and before an actual conversion). The 'action' metrics category stayed the same, it simply contains all the conversion data on actions we wanted people to take but doesn't have to be limited to sales of course. Finally, 'loyalty' is a hard one to measure at the best of times and pretty fluid so we renamed that stage to '+buzz' which stands for positive buzz or people talking about the company in favourable terms which is of course far from being loyal but we would argue it's easier to measure and one would be pretty hard to achieve without the other.
 
Anyway, what do you think? Please feel free to comment and help us to improve the model and maybe even share some actual metrics you measure at the different stages.

     
Click here to download:
diagram_integrated_campaign_me.zip (219 KB)

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.

Click Tale offers free heat maps visualising mouse movements, clicks, scrolls and form analytics

Have you ever wondered where your website visitors are focusing their attention? What visual clues are they responding to? And wouldn't it be nice to have this data visualised in form of heat maps? 

Last week, Chaoming came across a new service called Click Tale which generates heat maps similar to the one below which shows mouse movements on our home page. Apart from mouse movements you can also report on mouse clicks, attention, scroll reach and forms. 

Register for a free account, copy and paste the generic code into your pages and wait until Click Tale sends you an email announcing that your heat map reports are ready (nice feature by the way), easy as that.

Jet Interactive and Datalicious importing call data into Google Analytics for 360 campaign performance

Jet Interactive and Datalicious are excited to officially announce a new integration that makes call data available in Google Analytics.

Marketers are now able to get a full 360 degree view of their campaign performance across online and offline responses from one location using the familiar Google Analytics interface (see screen shot below). 

Similar to allocating unique click-through URLs for campaign tracking online, companies should allocate unique phone numbers as calls to action to specific media channels if they're not doing so already. However, instead of manual Excel reports marketers can now use Google Analytics to monitor online and offline campaign responses in almost real-time.

Visit the Jet Interactive website for more information or email us at insights@datalicious.com if you would like to find out how to enable this integration for your Google Analytics account or another other web analytics platform such as Omniture.

(download)

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)

Datalicious now exclusive Atomic Labs Pion reseller and integration partner for Australia

Datalicious is excited to announce that we are now the exclusive Atomic Labs Pion reseller and integration partner for Australia.

Pion from Atomic Labs is designed to minimise the time you spend collecting your data so you can use it instead to start understanding your site visitors. In short, free yourself from the overhead and inaccuracies of page tags with tag-less data capture while increasing your current web analytics capabilities. 

Pion eliminates the need for tags with passive network capture that sits back and 'listens' to all of your web traffic and feeds it directly into your existing reports. Contrary to other platforms, Pion is able to capture both, normal and mobile website traffic, without additional implementation effort and can push data into all major web analytics platforms such as Omniture, WebTrends, Unica and Google Analytics so your marketers can continue to use the interface they have become accustomed to. 

Updating, customising and exporting your data is also a snap now. Just login to Pion through your web browser and update your own rules and data feeds through a simple drag-and-drop interface. No more waiting for IT, Pion is designed for marketers, by marketers.

The leading web analytics vendors have long let you rule your reports. Now, get ready to rule your data. Visit atomiclabs.com to learn more, or contact us at insights@datalicious.com to get started with Pion today.

360 Omniture services from implementation consulting to fully outsourced platform management

Are you thinking about implementing one of the below Omniture Online Marketing Suite products or would you like an independent view on how to get more value from your current implementation? Is your company beyond passive web analytics and ready to implement a bid management, testing or merchandising platform? 

Then email us at insights@datalicious.com, we have significant experience in implementing and managing all parts of the Omniture Online Marketing Suite of products and would love to support your company in taking the next step in online business optimisation.

Read our case study: making Vodafone Australia datalicious, which ranks our implementation of the Omniture platform among the top 10 globally, if you're still hesitant about involving an independent 3rd party or are not quite sure about what kind of service to expect from Datalicious.

You might also be interested in our recent announcement of becoming the exclusive Atomic Labs Pion reseller for Australia, if web analytics tag maintenance or the increasing amount of mobile traffic from smart phones are a problem for your company. Pion is a new server based data collection method that allows you to populate your Omniture reports without ever having to touch your page code again. As Pion doesn't rely on JavaScript it also tracks all forms of mobile devices with or without JavaScript support out of the box.

Open source column based data warehouses for affordable high performance data mining and storage

What analyst or marketer hasn't at some stage been frustrated by the excruciatingly slow data crunching speeds of flat Excel files or standard transactional row based databases such as MySQL when trying to analyse large sets of data? Some of you might have been able to afford professional data warehouse solutions and the necessary hardware to increase performance but the majority probably not.

Well, the arrival of open source column based data warehouse solutions is going to change all that and make professional high speed data mining affordable for small to medium size businesses. All analysts and marketers are now able to build enterprise grade data warehousing platforms in order to develop single customer views or to create powerful business intelligence platforms.

Check out the articles and graphs below to find out more about column based databases in general, how they work and how much faster they are compared to even enterprise grade systems on high performance hardware. 

Email us at insights@datalicious.com if you would like to explore how Datalicious could help your company to set-up a single customer view or business intelligence data warehouse.

MySQL: Why should I check out a MySQL-based column database?

Wikipedia: Column orientated database management systems

   
Click here to download:
column_based_data_warehouse_an.zip (217 KB)

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)