Datalicious Blog - Data Driven Marketing
Tags
Contributors

Filed under

clients

 
March 1, 2010

Datalicious client overview

Below is a short extract of our most recent clients. Please read the more detailed case studies further down if you would like to find out how we have helped other companies to turn their data into actionable insights or email us at insights@datalicious.com.

Loading mentions Retweet

Email this post
Filed under  //   christian bartens   clients   overview  
Posted by Christian Bartens 

Comments [0]

February 28, 2010

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.

Loading mentions Retweet

Email this post
Filed under  //   campaigns   christian bartens   clients   crm   emails   google analytics   integrated   media attribution   offline   online   retail   search   social media   target   tracking   vouchers   web analytics  
Posted by Christian Bartens 

Comments [0]

February 20, 2010

Simplot: Omniture SiteCatalyst delivering advanced user preference insights from new recipe website

Challenge

Implement, maintain and manage an advanced web analytics platform to optimise media designed to driving website subscriptions and generate additional customer preference insights.

Solution

Design, implementation and ongoing management of Omniture web analytics platform across Simplot’s set of brand and recipe websites. The final solution enabled Simplot to enrich and verify their user profiles with website behavioural data, feeding into other research projects including the development of more accurate customer segments.

Results
 
Insights generated online are used by Simplot’s test kitchen team on an ongoing basis to further their understanding of the target market and actively shape the company’s product development strategy. Web analytics data has not only helped to improve the company’s search marketing performance leading to a significant increase in its recipe subscribers but also to analyse user preferences regarding recipes and ingredients as well as brands by customer segment. 
 
http://www.simplygreatmeals.com.au/

   
Click here to download:
Simplot_tag_clients_omniture_w.zip (1111 KB)

Loading mentions Retweet

Email this post
Filed under  //   christian bartens   clients   fmcg   implementation   omniture   organic   search   seo   sitecatalyst   web analytics  
Posted by Christian Bartens 

Comments [0]

February 15, 2010

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.
 
http://www.extraordinarytaxiride.com.au/

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

Loading mentions Retweet

Email this post
Filed under  //   behavioral   christian bartens   clients   crm   emails   implementation   omniture   optimisation   sitecatalyst   smart targeting   targeting   tourism   traction   trigger based   web analytics   western australia  
Posted by Christian Bartens 

Comments [0]

January 7, 2010

Case study: Making Vodafone datalicious using SiteCatalyst, Test&Target and SearchCenter

Challenge

Implement, maintain and manage an end-to-end analytics and online optimisation platform designed to increase media effectiveness and website conversion as well as overall user experience. 

Solution

Design, implementation and ongoing management of advanced Omniture analytics and online optimisation platform across all Vodafone website properties in general and the online store in particular. The final solution combined data from various different sources, measuring performance across multiple channels above and below the line as well as visitor behaviour down to an individual customer level, both online and through call centres. By combining data sets and technologies that were separate up until then, Datalicious was able to generate additional insights, eliminate inefficiencies and execute highly targeted campaigns which were previously impossible.

Results

Advanced analytics and multi-channel media attribution enabled us to deliver a 400% return on investment on paid search in the highly competitive Telco market and establish organic search as a profitable cost centre. Identification of existing customers allowed us to save 30% of the annual display-advertising budget dedicated to acquisition messaging, which was essentially being wasted on already existing customers and re-purpose it for brand and self-service messaging. The addition of targeting parameters and coordination of on and off page re-targeting campaigns increased response rates by 25% on average. The planning and execution of an online testing strategy increased the visit to sale conversion rate by 5%. All of the above measures combined delivered an approximate return on investment on advanced analytics of over 600%.

Testimonials

“I’ve been working with SiteCatalyst for over six years, 3 years as a customer and 3 years as an employee, consulting to some of our largest customers around the world. The current Vodafone implementation of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 [globally] from my perspective. It is an amazing foundation for taking action on the data and improving online return on investment.” Adam Greco, Team Lead Business Consulting at Omniture.

“The Datalicious guys are great to work along side and to have on your team. They have a 'no stone unturned' approach to finding solutions to challenges that come up and were at ease working with different providers. Their knowledge and passion for web analytics and best of breed web optimisation was second to none. The advise on best practice use of the Omniture suite and how to make it work for me personally and Vodafone as a whole made the learning and training of others easy. I would thoroughly recommend Datalicious to anyone and they will be my first point of call.” Steve Brown, Senior Business Analyst, Vodafone

(download)

Loading mentions Retweet

Email this post
Filed under  //   case studies   christian bartens   clients   implementation   news   omniture   optimization   roi   search   sem   seo   sitecatalyst   test&target   testimonials   testing   vodafone   web analytics  
Posted by Christian Bartens 

Comments [0]

January 1, 2010

Oye Modern: Effective search and optimisation strategy backed by powerful analytics

Background
 
Oye Modern is a specialist online retailer of unique jewellery, stocking a range of designer pieces from DJ turntable rings with real vinyl, to sterling silver necklaces styled as crisp pencil shavings. Traditionally the site generated the majority of it’s business via online word of mouth from blogs, social media, and other online communities recommending her products. There was also a limited paid search program that was failing to deliver cost effective conversions and needed some love.
 
http://www.oyemodern.com/
 
Challenge
 
With a budget of $5,000, Oye Modern wanted to ramp up sales and visibility to capitalise on the pre-Christmas period. Datalicious was engaged to stretch this limited budget as far as possible, leading us to think outside the box and employing analytics to show return on investment.
 
Solution
 
With such a small budget, traditional media channels were ruled out quickly and Datalicious looked at how we can use proven tactics within low and zero cost environments such as organic search, social media and complimentary sites, together with tactics to optimise the website experience and messaging to achieve Oye Modern’s objectives.
 
Partner with website Daily Addict which has a small but affluent following in Sydney with a good social-demographic match to customers that had previously purchased. The partnership involved Daily Addict producing video editorial featuring jewellery tips from Oye Modern, and was distributed via social media and emails to followers.
 
Optimisations to the site for organic search by creating additional pages, improving internal linking and simple changes to site copy. Add several proven conversion optimisations to the website such as free shipping, a gift guide and improved messaging about delivery and returns.
 
A small paid search campaign in higher converting countries targeting product related keywords. This campaign was designed to generate learnings and continue to run as a profit centre after the Christmas campaign finished.
 
The Oye Modern team, together with our Datalicious planner Leila Hassan, executed all of the recommendations brilliantly and quickly within budget (excluding labour by their internal team) and put Oye Modern in the best possible position to capitalise on the Christmas gift giving frenzy.
 
Results
 
All marketing efforts combined produced a sales increase of over 400% from the normal baseline sales results of which at least 30% could be directly attributed to paid search managed by Datalicious. 
Organic search increased 100% with almost twice the volume of visitors compared to the pre-campaign baseline - with many top 3 rankings for product terms, particularly the top selling products and names of designers.
 
Searches for “oye modern” (branded searches) increased significantly, together with a much higher conversion rate - it was great to see how the other activity produced an uplift in branded search.
 
The Daily Addict editorial was well received, generating several YouTube honours for being one of the top viewed in it’s category during the campaign, together with positive anecdotal feedback via email and social media comments.
 
With this campaign behind us now, we look forward to looking at new and interesting ways to continue to increase sales for Oye Modern, and allow Jeni the founder to leave her day job and put all her focus towards selling this wonderful and original jewellery to the world.
 
Testimonials
 
"The SEM campaign that Datalicious put in place significantly increased our sales over the Christmas period and also introduced us to new markets we hadn't actively pursued before. The Datalicious team are smart, fun and an enjoyable bunch of people to work with." Jennie Oye, Director.

Loading mentions Retweet

Email this post
Filed under  //   christian bartens   clients   google analytics   jewelry   oye modern   paid   search   sem   seo   testimonials   web analytics  
Posted by Christian Bartens 

Comments [0]

August 3, 2009

Aussie: Custom web analytics implementation covering Google Analytics and Atlas ad server tags

Challenge

Aussie engaged us to review their web analytics set-up including Google Analytics and Atlas ad server tags prior to a major website re-launch. Key shortcoming of the existing implementation was the lack of conversion goals and actual dollar values, preventing Aussie from measuring return on advertising spend across paid and organic channels.

Solution
 
During the project we used the standard Google Analytics set-up process to configure conversion goals but also introduced new custom page views triggered on-click to track conversion goals on 3rd party forms which traditionally were thought to be outside of Aussie’s control. This solution enabled a full view of the value Aussie’s website and online campaigns were generating for the business.
 
Using filters and custom segments populated with data from online forms, we were also able to break the so far anonymous website traffic up into visitor segments delivering more granular insights on campaign responses and website usage. Additionally, a new code architecture was implemented, introducing a central JavaScript file that now controls all Google Analytics as well as Atlas ad server tags thereby significantly reducing required code maintenance effort.

Testimonials
 
“We were seeking a custom, integrated approach for our web-based data tracking and data management needs. From the get-go, the team at Datalicious were insightful, knowledgeable and willing to provide a solution tailored to our needs, not theirs. At every stage of the process Datalicious was willing to work closely with us, not just providing the solution, but also actively allowing us to understand and help develop the solution. Their entire team was very friendly, trustworthy and professional and I would recommend them to anyone with similar needs to ours.” Richard Frey, Web Producer.
 

Loading mentions Retweet

Email this post
Filed under  //   ad server   atlas   aussie   christian bartens   clients   conversion goals   custom   google   google analytics   implementation   segments   tags   testimonials   web analytics  
Posted by Christian Bartens 

Comments [0]

January 20, 2008

Paymate: Keyword research to help review paid and organic search programs

Paymate engaged us to conduct keyword research in the online payment category resulting in a set of paid and organic search optimisation instructions. The recommendations lead to the client changing their paid search campaign and revisiting their organic optimisation program. 
 
“With the detailed reporting and analysis that the team did I was able to implement a strategy that is now effective and will result in increased lead conversions. Thanks Datalicious! Highly recommended!” Melinda Zanello, Marketing Manager, Paymate 

http://www.paymate.com/

Loading mentions Retweet

Email this post
Filed under  //   christian bartens   clients   keyword   paymate   research   search   sem   seo   testimonials  
Posted by Christian Bartens 

Comments [0]

January 20, 2008

Centrebet: Keyword research and search strategy to increase organic rankings

Centrebet’s engaged us to conduct extensive keyword research in the online gambling and sports betting categories and to transform our findings into a set of organic search optimisation instructions. The implementation of our recommendations allowed Centrebet to increase its traffic share from organic search at a time where the company’s paid advertising options were severely limited by legislation.

http://www.centrebet.com/

Loading mentions Retweet

Email this post
Filed under  //   centrebet   christian bartens   clients   keyword   optimisation   organic   research   search   seo   topia porject  
Posted by Christian Bartens 

Comments [0]

January 20, 2008

Tourism NT: Omniture SiteCatalyst to analyse campaign and website performance of tourism portal

Tourism NT engaged us to enhance an existing Omniture SiteCatalyst implementation in connection with a major design refresh of their consumer website. The final solution allowed the client to report on an increased number of website interactions and analyse generated leads at a much granular level thereby helping to drive user interaction and increased media return on investment. 

http://en.travelnt.com/

Loading mentions Retweet

Email this post
Filed under  //   christian bartens   clients   implementation   omniture   review   sitecatalyst   tourism nt   web analytics  
Posted by Christian Bartens 

Comments [0]