Datalicious Blog - Data Driven Marketing

Aprimo/Omniture presentation slides on data driven marketing and effective cross channel targeting

Below are the slides from our recent presentation at the Aprimo/Adobe/Omniture breakfast seminar in Melbourne/Sydney on smart data driven marketing and how effective cross channel targeting can help increase campaign response rates. Thanks again to everyone who came to the event and please let me know your comments and thoughts, always keen to get your feedback.

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Photos of the Datalicious team ice skating at the Winter Festival in Sydney last Friday

                                   
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photos-the-datalicious-team-ice-skating-at-the-winter-festival-in-sydney-last-friday-EmAJwmIgdwhAupuCezvs.zip (13339 KB)

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.

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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.

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).

We're hiring! Looking for a Technical Analyst to join our team of data geeks in Sydney ($50-60K)

Datalicious is hiring! 
 
We're looking for a Technical Analyst to join our team of data geeks in Sydney.
 
If you are a junior web developer with 1-2 years of work experience in a digital agency (or an analyst with exceptional technical skills) who would like to get into web analytics and data driven marketing then you should apply.
 
What you should bring to the table
  • Ability to respond to client deadlines when necessary
  • Keen interest in all things web analytics and online optimisation
  • Basic understanding of paid and organic search marketing principles
  • Strong JavaScript and HTML coding skills, PHP and MySQL a bonus
  • Entrepreneurial spirit, business or marketing degree would also help 
  • Experience with Omniture and Google Analytics would be a big bonus
  • Experience with Google Web Site Optimizer would also be useful
  • Basic understanding of HTTP and FTP protocols is a must
  • Flexibility, adaptability, problem solving and lateral thinking
  • Basic Excel, Word and PowerPoint skills
How we will reward your efforts
  • Exposure to a growing list of large and interesting clients
  • Highly flexible working hours in a dynamic team environment
  • Young start-up with a "work hard, play hard" company attitude
  • Training on industry leading tools such as behavioural targeting engines
  • Plenty of development and career opportunities in fast growing business
  • And of course you get a salary and maybe even a bonus
If the above sounds just like you, then email us at insights@datalicious.com, we'd love have a chat and meet you in person.

Datalicious to run half day analytic workshop at Marcus Evans Digi-Tech event in June in Sydney

Join Datalicious for a half day analytics workshop on tracking, measuring and monitoring digital data to optimise marketing strategies at the Sydney Harbour Marriott on the 3rd of June. We'll touch on the below topics and also have a few interactive exercises in store!
 
Data capture and measurement
  • What tools to use to effectively measure digital marketing performance and maximise ROI 
  • How to capture behavioural data of consumers and prospects for later re-targeting 
  • Impact of increasing website traffic from mobiles and smart phones 
  • Impact of online on offline sales and vice versa
Deciphering data and generating insights
  • Developing metrics frameworks in order to avoid drowning in meaningless data 
  • Making data accessible and actionable, the greatest challenge for today's businesses 
  • Measuring and optimising campaign performance in a multi-channel environment 
  • What you can do to measure the effectiveness of social media marketing 
  • Measuring online video and how to best integrate it into the digital mix
  • Online insights influencing offline marketing strategies
Taking action and increasing profitability
  • How to define ROI in digital? Increased revenue, reduced costs or customer experience? 
  • The keys to success: Adequate internal resourcing, knowledge sharing and cooperation 
  • Accessing media performance and developing media attribution models
  • Strategies to widen the conversion funnel - at the top and at the bottom!
For more information and bookings please visit the official Marcus Evans website or check out the full program below.

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Register for local Tableau business intelligence and dashboard event in Sydney on April 28th

Are you still looking for better analytics, dashboards and business intelligence? Tableau is hosting a local event you might be interested in attending and the Datalicious crew will be there as well!

An Introduction to Business Intelligence and Dashboards

When: Wednesday, April 28th, 9:00-11:00 AM (Check-in starts at 8:30 AM)
Where: Sydney Marriott Hotel, 36 College Street, Sydney (map)
More info: http://www.tableausoftware.com/sydney-bi-dashboards

Attend this in-person event and learn how to

  • Leverage new technology to spot trends in data and react quickly
  • Provide business users at every level the information they need to make better decisions
  • Focus more on analysis and less on collecting data
  • Create and deploy brilliant executive dashboards 
  • Cut the backlog of change requests by building an environment where users get what they want, when they want it
  • Breakfast will be provided but space is limited, please register today to confirm your seat.

CFO magazine called Tableau “the best piece of software in years” and Microsoft said it was “bringing analytics to a completely new level.” But you don't have to take their word for it. Come see for yourself.

Also check out our earlier blog post on some sample multi-channel marketing dashboards and Australian prices for Tableau if you want to find out more.

 

Visit Datalicious and Inxmail at Ad:Tech 2010 in Sydney to learn about advanced email marketing

Visit Datalicious and Inxmail at our combined stand at Ad:Tech in Sydney on Tuesday and Wednesday this week if you want to find out how to elevate your company's email marketing to the next level using a combination of advanced web analytics, merchandising and automatic email targeting.

Most companies would already be working with basic segmentation based on self-selected user interestes to make their email campaigns more targeted. However, the key problem with this approach is that users' interests change over time so in order to remain relevant, marketers need to keep up with their users' changing preferences. 

The easiest and most accurate way to keep user profiles updated is to combine already existing static profile information with dynamically collected and more up to date data such as the users' observed campaign and website behaviour.

Automated email campaigns based on dynamic profiles in combination with on-site merchandising can deliver highly targeted and integrated campaigns, delivering a superior user experiences and increase in conversion rates.

Visit us at Ad:Tech this week to find out how to boost your email marketing or email us at insights@datalicious.com anytime.

   
Click here to download:
adtech_inxmail_email_marketing.zip (146 KB)

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

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

Please contact us at insights@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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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

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