Below are yesterday's slides from the Competitive Intelligence presentation at the Online Marketer conference in Melbourne.

We used the recent grounding of the Qantas fleet as an example to showcase some of the free (and paid) online tools that can be used to collect competitive intelligence - in our example, insights informing a Virgin campaign designed to poach Qantas customers.

Check out the tools we used and please leave a comment on this post if you know of any other great competitive intelligence tools!

Are you an online marketer responsible for media budgets? Then you should at least have a quick look through the below slides (if you didn't attend our session at the Online Marketer BootCamp last week) to make sure all that media spend doesn't just evaporate but actually converts.

The slides mention the usual landing page optimisation best practice (i.e. headline, calls to action, social proof, etc) that everyone is writing about but then go into some of the things we don't see as much content on such as the importance of auto address completion, social subscription mechanisms, heat maps, statistical significance and unique phone numbers to optimise the offline user experience.

Please find below the slides from our recent presentation on media attribution and how to actually do it at the Online Marketer / eMetrics Summit in Sydney.

If you missed the session or would like to find out more about media attribution in general and the ClearSaleing platform in particular, then please register for our upcoming media attribution webinar and we will email you with the details soon.

ADMA just launched the Australian Best Practice Guideline for Online Behavioural Advertising below last week in close cooperation with pretty much all major industry associations and publishers. 

The move is designed to show that the Australian industry is able to regulate itself in the hope of increasing consumer trust in this form of online advertising as well as to avoid potentially damaging regulation.

One key distinction that is being made in the document, is that the guidelines only apply to 3rd party behavioural analytics and targeting across unrelated online properties but not to the standard and much more common 1st party web analytics and re-targeting on your own online properties. In other words, tracking people across unrelated websites to build a profile on their interests by publishers will be regulated from now on, however tracking and re-targeting prospects and customers on your own websites is still covered through your standard privacy policy and not impacted at all. 

Visit the article on the ADMA website for more information or come along to the ADMA Cloud Computing breakfast this Friday morning in Sydney for a chance to ask Brendan O’Connor, Minister for Privacy and Freedom of Information, about his take on the guidelines.