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!

In case you missed my presentation on The Power of Raw Visitor Data at today's SiteCore Dreamcore event in Sydney, check out the below slides.

SiteCore's build-in visitor profiling and segmentation capabilities are awesome but you can do even more advanced data mining and modelling by connecting to the platform's raw web analytics database with tools such as Tableau and SPSS. 

The dataset basically contains all campaign response and visitor behaviour in a readily accessible MS SQL data warehouse which makes it easy to create custom Tableau reports and interactive dashboards as well as run more advanced statistical analysis in SPSS such as regression modelling. In addition, Tableau makes it easy to combine the web analytics data with additional data sources such as your CRM or call center data.

You might also want to have a look at our earlier blog post and video on how to use Tableau to analyse raw SiteCore web analytics data and build interactive dashboards.

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.

In case you missed our presentation on Re-thinking Media Attribution at the recent Google Go Measure event, check out the slide below. 

Thes slides obviously need narration, but the gist of the presentation is that the new Google Analytics multi-channel funnels are an awesome way to measure the full path to purchase as long as you're not a heavy display advertiser (the Google data only contains clicks and not mere impressions) and don't want to track offline responses via search calls to action (needs custom JavaScript otherwise just comes through as organic search traffic). You can track offline sales influenced by online media through email receipts.

McKinsey established sometime ago, that a coordinated end-to-end user experience across channels can lead to an increase of up to 10-20% in revenue for online businesses - and a coordinated end-to-end user experience is nothing else than targeting, delivering the right message to the right person at the right time through the right channel.

However, most marketers would know that this is actually much harder to achieve than one might think. Companies grow over time and so do their capabilities which can lead to a staggering amount of disconnected data sources and marketing platforms across various different business units resulting in a less than optimal user experience.

If the above challenge sounds familiar and you think your company could still improve the way it is trying to convert prospects or reduce churn with existing customers, then you will find the below slides from my recent presentation on cross-channel targeting at ad:tech in Singapore interesting.

The slides will show you how to effectively identify individuals online, profile and segment them across various different data sources and develop a cross-channel targeting matrix designed to improve content relevance and boost conversions.