ADMA Data and Analytics Council Event

Data  &  Analy*cs  Council  Event  

Tonight  

•  ADMA  Councils  •  Ini*al  Survey  Results  •  Guest  speaker  Peter  Hanlon  •  Data  &  Analy*cs  Council  Roadmap  

•  Drinks  &  Networking  

Australian  Direct  Marke*ng  Associa*on  

ADMA  Councils  

•  Groups  of  marketers  interested  in    specific  areas  of  marke*ng  

•  Any  ADMA  member  employee  can  join  •  You  can  join  as  many  councils  as  you  like!  •  Email  [email protected]    

Australian  Direct  Marke*ng  Associa*on  

ADMA  Councils  

•  Data  &  Analy*cs  •  Agency  •  Contact  Centre  •  Digital  •  Mail  •  Mul*-­‐Channel  Acquisi*on  •  Rela*onship  Marke*ng  Customer  Management    

Australian  Direct  Marke*ng  Associa*on  

Australian  Direct  Marke*ng  Associa*on  

Data  &  Analy*cs  Council  Led  by  an  Execu*ve  CommiQee    •  Chris*an  Bartens,  Datalicious  (Chair)  •  Abramo  Ierardo,  Ac*on  Mailing  Lists  •  Nalini  Kara,  Acxiom  •  Michiel  Kleijn,  Alterian  •  AnneQe  McElhinney,  Aussie  •  Will  Scully-­‐Power,  Datara*  •  Regan  Yan,  Digital  Alchemy  •  Rob  Peck,  ING  Direct  •  Marcus  Sandmann,  Michael  Page  •  Rachel  Rohrlach,  Optus  •  Wayne  Elley,  Salmat  •  David  Kerr,  SEMA  •  Ian  Smith,  Westpac  

Australian  Direct  Marke*ng  Associa*on  

105  ADMA  members  are  on  the  Data  &  Analy5cs  Council  now,  email  [email protected]    to  join  them.    

How  much  emphasis  is  placed  on  analy*cs  and  data  in  your  company?    

Australian  Direct  Marke*ng  Associa*on  

Do  you  *e  sales  back  to  a  campaign  and/or  media  channel?  

Australian  Direct  Marke*ng  Associa*on  

Do  you  have  a  single  customer  view?  

Australian  Direct  Marke*ng  Associa*on  

Are  you  using  web  analy*cs?  

Australian  Direct  Marke*ng  Associa*on  

Guest  Speaker  

Peter  Hanlon  Westpac  Group  Execu*ve    People  &  Transforma*on  

Australian  Direct  Marke*ng  Associa*on  

Data  Journey  &  Whitepapers  

Australian  Direct  Marke*ng  Associa*on  

To  reten5on  messages  To  transac5onal  data  

From  suspect  to   To  customer  

From  behavioural  data   From  awareness  messages  

Time  Time  prospect  

Purchase  

Iden*fica*on  

Data  Journey  &  Whitepapers  

Australian  Direct  Marke*ng  Associa*on  

To  reten5on  messages  To  transac5onal  data  

From  suspect  to   To  customer  

From  behavioural  data   From  awareness  messages  

Time  Time  prospect  

Defining    A  Metrics  Framework  

Media  Segmenta5on  &  Targe5ng  

Trigger  Based  Marke5ng  

Contact  Preferences  

Single  Customer  View  

Value  Segmenta5on  

Loyalty  &  Reward  Alloca5on  

Mul5-­‐Channel  CRM  

Campaign  Tracking  &  Media    

APribu5on  

Behavioral  Targe5ng  

Tes5ng  &  Op5misa5on  

Purchase  

Iden*fica*on  

Whitepaper  Champions  

•  Defining  Metrics  Frameworks  – Chris*an  Bartens,  Datalicious  

•  Campaign  Tracking  &  Media  AQribu*on  – Chris*an  Bartens,  Datalicious  

•  Trigger  Based  Marke*ng  – Will  Scully-­‐Power,  Datara*  

•  Loyalty  &  Reward  Alloca*on  – David  Kerr,  SEMA  

Australian  Direct  Marke*ng  Associa*on  

Email  [email protected]  

Australian  Direct  Marke*ng  Associa*on  

To  reten5on  messages  To  transac5onal  data  

From  suspect  to   To  customer  

From  behavioural  data   From  awareness  messages  

Time  Time  prospect  

Defining    A  Metrics  Framework  

Media  Segmenta5on  &  Targe5ng  

Trigger  Based  Marke5ng  

Contact  Preferences  

Single  Customer  View  

Value  Segmenta5on  

Loyalty  &  Reward  Alloca5on  

Mul5-­‐Channel  CRM  

Campaign  Tracking  &  Media    

APribu5on  

Behavioral  Targe5ng  

Tes5ng  &  Op5misa5on  

Purchase  

Iden*fica*on