Festival of Change Advanced Marketing Analytics

> Marketing Analytics <Violating privacy to create value add

> Smart data driven marketing

Media Attribution & ModelingMaximise reach, awareness & increase ROI

Testing & OptimisationRemove barriers, drive sales

Boosting ROMI

Targeting & MerchandisingImprove engagement, boost loyalty

“Turning data into actionable insights to fatten the conversion funnel”

November 2014 © Datalicious Pty Ltd 2

> Datalicious product development

SegmentEngage

Analyse

Measure

“Collecting, analysing and actioning data”

dataexchange

> Clients across all industries

Advanced marketing analytics

June 2014 © Datalicious Pty Ltd 7

Breaking down data silos

Transactional data

> Rich profiles increase relevance

3rd party data

Whole is greater than sum of its parts

Behavioural data

Prospects

Customers

Repeat customers

> Transactions plus behaviours

+one-off collection of demographical data

age, gender, address, etccustomer lifecycle metrics and key dates

profitability, expiration, etcpredictive models based on data mining

propensity to buy, churn, etchistorical data from previous transactions

average order value, points, etc

CRM Profile

Updated Occasionally

tracking of purchase funnel stage

browsing, checkout, etctracking of content preferences

products, brands, features, etctracking of external campaign responses

search terms, referrers, etctracking of internal promotion responses

emails, internal search, etc

Site Behaviour

Updated Continuously

> Identify consumers across devices

WorkPC

HomePC

MediaPC

Mobile, Tablet

Point of Sale Etc

November 2014

> The consumer data journey

To retention messagesTo transactional data

From suspect to To customer

From behavioural data From awareness messages

TimeTime

prospect

November 2014

> Design/optimise experiences

Live chat Phone call

Phone call Letter Email

All customersSegment A, B, C

Segment D, EInfluencersHigh value

Display

Postcard

Display

November 2014

Find out more: http://data.li/1otiKXV (you’ve been tracked)

Clive Humby: Data is the new oil

Oil and data come at a price

Find out more: http://data.li/Hpatjy (you’ve been tracked)

Number of times the word ‘privacy’ appears in books

http://data.li/HpbtnX, http://data.li/HpbAjc, http://data.li/HpbYOF

http://www.theguardian.com/technology/2013/oct/21/teenagers-careless-about-online-privacy http://data.li/HpaEv7, http://data.li/HpaHr5, http://data.li/HpaTqd

November 2014 © Datalicious Pty Ltd

Collecting data for the sake of itor to add valueto consumers?

Find out more: http://data.li/HpaYKy (you’ve been tracked)

Find out more: http://data.li/1uU07zk (you’ve been tracked)

> Learning with every single click

Using website and email responses to learn a little bite more about

subscribers at every touch point to keep

refining profilesand messages.

Find out more: http://data.li/Hpb1pC (you’ve been tracked)

http://data.li/HpcufD, http://data.li/Hpd5xZ, http://data.li/Hpd5Oy

Find out more: http://data.li/Hpe7Kd (you’ve been tracked)

http://data.li/1doE2g2, http://data.li/17sblQw, http://data.li/1doE9Iu

http://data.li/1doyIJH, http://data.li/1dozer5, http://data.li/1dozlDd

Find out more: http://data.li/18kOXcl (you’ve been tracked)

Find out more: http://data.li/1xdUHx0 (you’ve been tracked)

Find out more: http://data.li/HpeKn9 (you’ve been tracked)

Find out more: http://data.li/HpgKM4 (you’ve been tracked)

http://data.li/HphH75, http://data.li/HphG3g,

http://data.li/HpddgV, http://data.li/HpdhgD, http://data.li/Hpdu3p

Find out more: http://data.li/HpgZXJ (you’ve been tracked)

http://data.li/HphaC5, http://data.li/HphO2w, http://data.li/Hpi29R

Find out more: http://data.li/18kOQh0 (you’ve been tracked)

Find out more: http://data.li/1uTZWE5 (you’ve been tracked)

http://data.li/1doA07F, http://data.li/1doA3QQ, http://data.li/1doADxU

http://data.li/1doy4Mq, http://data.li/1doBnDl, http://data.li/1doBu1w

Find out more: http://data.li/18kOUgH (you’ve been tracked)

Find out more: http://data.li/18kPfQi (you’ve been tracked)

Will privacy laws protect consumers in the future?Has it worked in the past?

Are self-regulation and ethics the solution?Heard of ethical egoism?

Find out more: http://data.li/18kQCi6, http://data.li/18kQyij

Find out more: http://data.li/18kQwa9 (you’ve been tracked)

Find out more: http://data.li/18kOKG3, http://data.li/18kOMxB

Find out more: http://data.li/18kPsmJ (you’ve been tracked)

Technology killed privacy. Ethics are a sham. Long live smart data driven marketing

that adds value to consumers.

Contact mecbartens@datalicious.com

Learn moreblog.datalicious.com

Follow ustwitter.com/datalicious

SMART DATA DRIVEN MARKETING

November 2014

Festival of Change Advanced Marketing Analytics

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