Tag: services

Study: 966% ROI for web analytics, insights drive profitability and competitive advantage

by Christian Bartens on
Google Analytics Certified Partner

What is the return on investment (ROI) of (web) analytics? It’s hard enough to measure the ROI of campaigns that lead to a measureable outcomes such as sales but analytics? How does one quantify the value of intangible insights or the services associated with it? This is a challenge that Datalicious comes up often against when we have to justify our value. Well, it turns out (web) analytics has a much higher ROI than most campaigns! Actionable insights that lead to a more effective marketing strategy and increased sales generate […]

Increasing online research not translating into online sales – big impact on media attribution

by Christian Bartens on
Mobiles-mmu-for-research

Roy Morgan just released some very interesting statistics on mobile phone research and purchasing behaviour that has wide ranging implications for media attribution and optimisation. The below charts show how a growing number of Australians turned to the Internet for information on mobile phones before actually making a purchase. The Internet is now almost twice as popular as catalogues and far surpasses TV and newspapers as the most popular research medium. However, while the Internet is considered useful for information about mobile phones, a relatively low proportion of Australians end […]

How to hire the elusive data scientist, train an internal resource or outsource the work

by Christian Bartens on
Data scientist venn diagram

Technology evangelists and big data fans the world over agree that analysing enterprise data to start harnessing the unknown is the way forward – but this requires the unique skill set of a data scientist. This is particularly true with the increasing amount of customer touch points and thus data from channels such as social media. But not all companies are as lucky as LinkedIn in hiring data experts to help generate value from their data – according to IDC only 0.5% of enterprise data actually gets analysed! So what is […]

Media attribution: Top 10 pitfalls of generic models, why custom attribution is king

by Mitch Bain on
Purchase path

It wasn’t long ago when a Telco called 3 sponsored Australian Cricket and Vodafone delivered excellent coverage and customer service. Or when media attribution meant analysing the ‘last click’ as favoured by Google. These days, the last click attribution model is a dinosaur. Since every customer interacts with your brand in a different way, only giving recognition to the last click doesn’t take into account the full purchase path – all the steps along the way that influenced the customer to buy. That’s where media attribution comes in. Media attribution allows […]

How to boost cross-channel marketing effectiveness through advanced targeting

by Christian Bartens on
Screen Shot 2013-05-20 at 9.55.21 AM

If we want to increase ROI and make our marketing dollars really count, we need to look at how we are maximising the usage of our data assets. Check out the below slides and Excel template from my recent presentation at the ADMA Data Day event in Melbourne and Sydney, to find out how you can start making the most of your data and prioritise your activities for maximum impact. The best way to increase ROI is usually to optimise the conversion funnel from the bottom up. Rather than direct all […]