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January 20, 2010

Datalicious to lead session on paid vs. free web analytics platforms at ad:tech 2010

Update: Check out the impressive list panelists including some of the best web analytics minds in Australia.

Make sure you mark the below date in your calendar if you're wondering what analytics platform to choose: Google Analytics or Omniture?
ad:tech 2010, Wednesday, March 17, 4:50pm - 5:35pm

Paid vs. Free: What Are The Best Analytics Tools For Your Marketing & Advertising Requirements?

  • Do you know what you need? What framework should you be using for comparison?
  • Free vs. paid for tools: what’s best for your advertising plan?
  • How do you leverage the support you get from paid for tools to ensure your marketing plan benefits?
  • Comparing local vs. global analytics tools in the market
  • What’s the best resourcing plan to get full potential from your data analytics tools?
  • What are you watching? Why? Who are you reporting that to?
  • What are the current limitations of social media metrics?
Have a look at the below conference schedule, looks interesting.
http://www.ad-tech.com/sydney/adtech_sydney_schedule.aspx

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Filed under  //   adtech   christian bartens   google analytics   news   omniture   sitecatalyst   speaking   web analytics  
Posted by Christian Bartens 

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June 22, 2009

Christian Bartens to co-lecture Evaluating Marketing performance course at USYD

We're excited to announce that Christian Bartens, Managing Director of Datalicious, will co-lecture the Evaluating Marketing Performance course of the new Master of Marketing at the University of Sydney. 

Michael Withford, the course coordinator and ex-partner at PWC, will focus on strategic marketing metrics and Christian will add his hands-on experience and knowledge regarding day-to-day metrics and how they can help optimise digital marketing programs.

Master of Marketing: Evaluating Marketing Performance

An essential practice in marketing is assessing the impact of marketing strategies on business performance. Increasingly, companies are recognising marketing as a strategic board-level function, directly responsible for wealth creation. Marketers should be equipped with tools to analyse and effectively communicate the value of marketing, using the evidence of marketing metrics underpinning business performance. This unit introduces students to marketing metrics that are responsible for commercial success. Key measures are explained and applied to a wide range of business examples, using a case study approach.

This course provides an overview of marketing metrics and how they relate to business performance, providing students with the opportunity to apply key concepts to practical business situations.

For more information on the new master program visit the below page.
http://web.econ.usyd.edu.au/business/marketing/master_of_marketing/units_of_study

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Filed under  //   christian bartens   course   evaluating   lecturing   marketing   master   michael withford   news   performance   speaking   usyd  
Posted by Christian Bartens 

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May 24, 2009

ADMA Digital Council: Direct marketing in the digital age, the power of effective targeting strategies

The slides below from our recent Digital Council presentation explain how effective targeting at different stages of the customer lifecycle can help to transform prospects into customers as well as to reduce churn. The presentation covered all aspects of targeting from basics over technology to management and strategy. 

(download)

Please contact Chris at cbartens@datalicious.com if you have any questions or would like to find out how a targeting strategy could help your business.

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Filed under  //   adma   christian bartens   digital council   direct   marketing   news   presentations   services   speaking   targeting   testing   tutorial  
Posted by Christian Bartens 

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March 24, 2009

SMX Sydney: Advanced search marketing using Omniture SiteCatalyst and SearchCenter integration

Below are the slides we presented at the recent SMX Sydney event, showing the power of integrating web analytics and bid management platforms using the Omniture example.

(download)

Please contact Chris at cbartens@datalicious.com if you have any questions or would like to find out how advanced analytics could help your company's search marketing.

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Filed under  //   advanced   analytics   bid management   christian bartens   marketing   news   omniture   presentations   search   searchcentre   sem   services   sitecatalyst   smx   speaking   sydney   web analytics  
Posted by Christian Bartens 

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February 22, 2009

Interview with CommsDay for SMX Sydney 2009 session on bid management platforms


Dig deeper for search metrics, urges Datalicious

Online search remains the prime channel for drawing traffic to websites but companies must get smarter in evaluating the success of their search management efforts, argues Datalicious MD Christian Bartens. The firm, which aims to improve search campaign management and optimisation via the Omniture platform, has already scored a high-profile win in the Australian telco space with Vodafone.

“Everybody starts their session online with search. That’s the most important channel to get traffic, whether it be paid search or organic search; and there are so many things that companies can still optimise and do better,” Bartens told CommsDay. “[There are] common mistakes companies make; one of those is having your web analytics package, where you have all the insight on what is working and converting for you, separated from your search management platform, the one that decides how much to spend on each keyword. Because you have these silos, this separation, you lose a lot of insight and you waste a lot of money.”

Bartens highlighted several advantages arising from integrating the two systems, including the ability to build custom metrics for all parts of the online conversion process rather than just the final stage, and the opportunity to differentiate between results from paid and organic search. “If I’m looking at a platform that only helps me report and optimise the paid results, I’m missing out on what’s happening in the organic area, which is where a great majority of search responses originate from,” he said.

Other benefits, suggested Bartens, included the capacity to concatenate campaign responses and examine cross-channel behaviour rather than just attributing success to the first or last touch point, and to eliminate the duplication of conversion results that could arise through the use of multiple discrete reporting tools. “If you keep these campaign platforms separated, you will never be able to get true de-duplication; you will never be able to find out what channels need to work together to achieve the final result; and you will never have this rich set of metrics to determine whether your campaign result was a success or not,” he concluded.

Bartens will be speaking at the SMX Sydney conference next week.

For more information on the CommsDay newsletter visit the below page.
http://www.commsday.com.au/CommunicationsDayAustralia.html

(download)

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Filed under  //   bid management   christian bartens   interview   media attribution   news   omniture   search   searchcentre   sem   sitecatalyst   smx   speaking   sydney   web analytics  
Posted by Christian Bartens 

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October 24, 2007

ADMA Data Day: Consumer data journey

Below are the slides we presented at the recent ADMA Data Day outlining the different data touch points a consumer has during any given marketing campaign. You can see how all the different data points really feed into each other to form one holistic view and none should be seen in isolation. Especially online insights are often underutilized when it comes to using them to influence offline parts of a campaign.

(download)

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Filed under  //   adma   christian bartens   consumers   data   data day   journey   news   presentations   profiling   speaking   targeting  
Posted by Christian Bartens 

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