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July 28, 2010

ADMA Forum presentation slides on Eliminating Waste and Increasing Relevance through Targeting

Below are the slides from our recent ADMA Forum presentation on Eliminating Waste and Increasing Relevance through Behavioral Targeting: An Introduction. Please let me know your comments and thoughts, keen to get your feedback.

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Filed under  //   adma   analytics   behavioural   christian bartens   data   forum   introduction   news   presentations   speaking   strategy   targeting  
Posted by Christian Bartens 

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June 3, 2010

Digit-Tech analytics workshop: How to turn data into actionable insights (tech, processes, examples, etc)

Below are the slides from today's Digit-Tech analytics workshop on how to turn data into actionable insights.

The 3 hour session covered a wide range of data and analytics topics from technologies used to gather data over processes to generate insights to examples of how to tak action and involved several interactive exercises.

(download)

What do you think? Anything you like or dislike in particular? We're always keen on feedback so please let us know your thoughts and leave a comment below, especially if you were a participant of the workshop.

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Filed under  //   action   christian bartens   data   digi-tech   events   insights   presentations   speaking   sydney  
Posted by datalicious 

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May 19, 2010

Free ADMA Data & Analytics Council event with Peter Hanlon, Westpac executive and data evangelist

We're stoked to announce that the ADMA Data & Analytics Council is hosting a free event for data gurus (or marketers that want to become one) next week in Sydney.

Peter Hanlon, current Westpac Group Executive People & Transformation and previously responsible for all retail and business banking (and ongoing Westpac data evangelist) will share his personal experience on the importance of data for boosting marketing careers as well as business optimisation in general and of course there will be time for drinks and networking afterwards as well.

When: Next Wednesday, 26th of May 2010, 6.30-8.00 pm
Where: Westpac Place, 275 Kent Street, Sydney CBD

Please email councils@adma.com.au to register (the event is on the top floor so your name needs to be on the list to get in) and take our short pre-event survey on the current state of data and analytics in Australian direct marketing industry (we'll share the results at the event).

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Filed under  //   adma   analytics   christian bartens   council   data   events   news   peter hanlon   sydney   westpac  
Posted by Christian Bartens 

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May 19, 2010

Tracking unique visitor without cookies by analysing browser configurations with over 84% accuracy

For all of you online analysts out there that are scared of cookie deletion rates, private browsing modes and increasingly restrictive privacy laws, there's hope!

The EFF (Electronic Frontier Foundation) has an interesting project called Panopticlick that determines uniqueness of visitors without cookies by analysing the exact browser configuration of a person (i.e. version, fonts, plug-ins, etc). I just did the Panopticlick online browser uniqueness test and it seems that my browser configuration was unique among the so far tested 993,912 people. Go do the test now and help these guys increase their sample size.

EFF found that 84% of the configuration combinations were unique and identifiable, creating unique and identifiable browser "fingerprints." Browsers with Adobe Flash or Java plug-ins installed were 94% unique and trackable.
 
Of course the whole thing falls down if people use more than one browser or multiple computers and I'm one of these people (I'm actually running Safari, Chrome and Firefox at the same time sometimes which is sad, I know). Anyway, still a great idea if you ask me so check out the actual research paper below if you want to find out more or read the official press release.

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Filed under  //   analytics   christian bartens   cookies   data   eff   panopticlick   privacy   research   unique visitors  
Posted by Christian Bartens 

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May 13, 2010

Research: Google Ad Planner data on website user demographics could be wrong by up to 20%

A quick analysis we did today revealed that Facebook user figures reported in the Google Ad Planner platform can differ by up to 20% from the actual Facebook data.
 
Most online marketer probably know the Google Ad Planner platform and love the data it provides but might have wondered how accurate the user figures and demographics actually are for each website. Well, Google is not exactly open when it comes to revealing its data sources or methodology but it occurred to us that the Facebook ad targeting service would provide a perfect sanity check, at least when it comes to user data on Facebook.com.
 
Summary of key findings
1. Total user numbers are very close
2. Google might have the genders wrong
3. User might not be as old as Google thinks
 
Although the Google data seems to be pretty accurate in terms of total user numbers by country when compared to actual Facebook data (numbers differ less than 0.05%), there seem to be significant differences when comparing user numbers by gender and age groups. 
The gender split between male and female users only seems to match in the US, whereas in Australia and the UK it is actually reversed, i.e. Google thinks there are more male users on Facebook than female users which according to Facebook data is exactly the other way around (user numbers differ by up to +/- 9% here). 
A similar pictures presents itself when looking at users by age group across Australia, the UK and US. Google seems to think that Facebook users are on average much older than they actually are across all three countries according to Facebook profile data (user numbers differ by up to +/- 19% here). 
Now don't get us wrong, we love the Google Ad Planner and the data it provides but we hope that this simple analysis will get more marketers to actively question the data they're looking at (and maybe even get Google to provide a little more transparency in the future).
 
You're welcome to repeat the experiment by extracting the data yourself from the below sites or just download the raw data we collected as well as the Tableau workbook we used to analyse and visualise the data.
 
Facebook ad targeting service
http://www.facebook.com/ads/create/
 
Google Ad Planner platform (now DoubleClick)
https://www.google.com/adplanner/planning/site_profile#siteDetails
 
Public Tableau workbook including raw data
http://public.tableausoftware.com/workbooks/Datalicious-Facebook-Vs-Google-Ad...
 
(download)
(download)

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Filed under  //   ad planner   australia   christian bartens   comparison   data   facebook   google   tableau   uk   usa   users   workbook  
Posted by Christian Bartens 

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May 12, 2010

Datalicious: Talk data to us

I'm not sure why but the rest of the team refused to wear their shirts and pose with me. Thanks for shirts Tableau!

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Filed under  //   christian bartens   data   photos   tableau   team  
Posted by Christian Bartens 

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April 14, 2010

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.

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Filed under  //   action   applications   christian bartens   data   insights   platforms   reporting   services  
Posted by Christian Bartens 

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April 13, 2010

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)

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Filed under  //   action   aida   analytics   benchmark   buzz   campaign   christian bartens   data   digital   engagement   flow   framework   integrated   media   metrics   reach   services   traditional  
Posted by Christian Bartens 

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March 31, 2010

SimpleGeo adds 1 million free mapping requests per month with it's API feature

Check out SimpleGeo's API, they've attempted to simplify geo based applications by doing all the grunt work in a cloud environment for you. With 1 million free (geo coding) requests a month, this is a pretty interesting proposition for applications previously unable to deploy their own mapping applications.

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Filed under  //   api   data   geo   geolocation   geotagging   hamish   lat   layers   lon   map   mapping   maps   ogilvy   simplegeo   visualisations  
Posted by Hamish Ogilvy 

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March 17, 2010

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.

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Filed under  //   calls   campaign   christian bartens   data   google analytics   integration   jet interactive   news   omniture   partners   phone   services   telephone   tracking   web analytics  
Posted by Christian Bartens 

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