ad:tech Singapore: Cross-channel targeting or how to coordinate the user experience and boost conversion

McKinsey established sometime ago, that a coordinated end-to-end user experience across channels can lead to an increase of up to 10-20% in revenue for online businesses - and a coordinated end-to-end user experience is nothing else than targeting, delivering the right message to the right person at the right time through the right channel.

However, most marketers would know that this is actually much harder to achieve than one might think. Companies grow over time and so do their capabilities which can lead to a staggering amount of disconnected data sources and marketing platforms across various different business units resulting in a less than optimal user experience.

If the above challenge sounds familiar and you think your company could still improve the way it is trying to convert prospects or reduce churn with existing customers, then you will find the below slides from my recent presentation on cross-channel targeting at ad:tech in Singapore interesting.

The slides will show you how to effectively identify individuals online, profile and segment them across various different data sources and develop a cross-channel targeting matrix designed to improve content relevance and boost conversions. 

Click here to download:
201106_AdTech_Singapore_Targeting_V1.pdf (5 MB)
(download)

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ad:tech Singapore: Multi channel media attribution or why measuring the last click is just not enough

Most marketers (and especially those that listened to me at ad:tech in Singapore recently) have by now realised that the ‘last-click gets all the credit’ attribution model favoured by Google and so many others is not actually representative of how consumers interact with advertising.

Especially advertisers that invest heavily in display ads, whether historically or because they have reached a point of diminishing returns in other channels such as paid search, would cite a lack of reporting and accountability as one of their major frustrations. 

If the above challenges sounds familiar and you think your company should be analysing all campaign touch points leading up to a conversion and not just the last, then you will find the below slides from my recent presentation on media attribution at ad:tech in Singapore interesting.

The slides will show you how to record and analyse multi-channel media attribution data in your existing web analytics platform to generate some quick wins as well explain the pros and cons of more professional long-term approaches.

Click here to download:
201106_AdTech_Singapore_Media_Attribution_V1.pdf (2.71 MB)
(download)

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Datalicious workshop on digital data, campaign measurement and optimisation at upcoming ad:tech

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We're excited to announce that Hamish Ogilvy, our Head of Data, will be running a workshop on digital data, campaign measurement and optimisation at the upcoming ad:tech event in Sydney

The workshop will be held from 10-1pm on Wednesday, March 9th, and will cover a diverse range of topics from standardisation of metrics over digital data sources and their limitations to advanced media attribution and targeting to reduce media waste.

It doesn't matter whether you’re agency or client side, the workshop will enable you to make better data driven campaign optimisation decisions through a combination of marketing theory and hands-on group exercises.

For more information on the workshop and to register please visit the official event page.
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Visit Datalicious and Inxmail at Ad:Tech 2010 in Sydney to learn about advanced email marketing

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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.

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Ad:Tech interview on paid vs. free web analytics and the keys keys to a successful data strategy

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Leading up to our session at ad:tech in Sydney this year, Jennie Williams from Ideagarden recently interviewed me on my thoughts regarding paid vs. free web analytics platforms and the keys to a successful data strategy. Have a look at the short video below if the following questions sound interesting to you.

  • Data is coming to the top of the agenda for many marketers, why is that?
  • What are the key challenges in achieving a great data management plan?
  • How should marketers go about deciding between paid vs. free analytics tools?

For more information on the upcoming ad:tech session content visit the official ad:tech website or read our earlier blog post announcing the session panelists.

Below are two of our key slides to further explain what I'm talking about in the interview. Part of Datalicious's service proposition is about A) helping companies to determine what their data can be used for at different stages of the customer life cycle (or the customer data journey as we call it)

A) The customer data journey

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as well as B) helping companies to move through the different stages of their corporate data journey and the resulting changes in technology, resources and processes requirements.

B) The corporate data journey

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Email me at cbartens@datalicious.com if you have any questions or want to find out how we could help your company.
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