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how  to  poach  clients  

>  Short  but  sharp  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy&cs  history  §  Official  Omniture  &  Google  Analy&cs  partner  §  Now  360  data  agency  with  specialist  team  §  Combina&on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Driving  industry  best  prac&ce  (ADMA)  §  Turning  data  into  ac&onable  insights  §  Execu&ng  smart  data  driven  campaigns      November  2011   ©  Datalicious  Pty  Ltd   2  

>  Smart  data  driven  marke(ng  

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Media  A=ribu(on  &  Modeling  

Op(mise  channel  mix,  predict  sales  

Tes(ng  &  Op(misa(on  Remove  barriers,  drive  sales  

Boos(ng  ROI  

Targeted  Direct  Marke(ng    Increase  relevance,  reduce  churn  

“Using  data  to  widen  the  funnel”  

>  Clients  across  all  industries  

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Compe((ve  intelligence  

5  

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Google:  “Qantas  Grounding  Takes  Off  in  Social  Media”  

Qantas  mistake  =  Virgin  opportunity  

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Spike  in  Qantas  brand  searches  on  the  29th  

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Iden(fying  regional  opportunity  and  search  terms  

November  2011   ©  Datalicious  Pty  Ltd   9  Alan  Joyce’s  salary  a  poten(al  campaign  topic  

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Salary  spike  connected  to  earlier  Qantas  spike  

November  2011   ©  Datalicious  Pty  Ltd   11  Frequent  flyers  an  important  target  audience  

November  2011   ©  Datalicious  Pty  Ltd   12  Qantas  frequent  flyers  already  with  Velocity?  

>  Hitwise/Experian  MOSAIC  data  

November  2011   ©  Datalicious  Pty  Ltd   13  Segments  C,  A  and  B  top  candidates  for  poaching  

November  2011   ©  Datalicious  Pty  Ltd   14  Don’t  forget  first-­‐hand  research  over  numbers  

November  2011   ©  Datalicious  Pty  Ltd   15  Analyse  and  refine  poten(al  campaign  audience  

November  2011   ©  Datalicious  Pty  Ltd   16  Analyse  and  refine  poten(al  campaign  audience  

November  2011   ©  Datalicious  Pty  Ltd   17  Australian  websites  Qantas  frequent  flyers  visit  

November  2011   ©  Datalicious  Pty  Ltd   18  Visualise  data  to  support  analysis  and  explora(on  

November  2011   ©  Datalicious  Pty  Ltd   19  Sites  accep(ng  ads  and  visited  by  Qantas  clients  

November  2011   ©  Datalicious  Pty  Ltd   20  Visualise  data  to  support  analysis  and  explora(on  

November  2011   ©  Datalicious  Pty  Ltd   21  Number  of  search  adver(sers  increased  recently  

November  2011   ©  Datalicious  Pty  Ltd   22  Compe(tors  already  iden(fied  the  opportunity  

November  2011   ©  Datalicious  Pty  Ltd   23  Compe(tors  wri(ng  search  ads  for  you,  literally  

November  2011   ©  Datalicious  Pty  Ltd   24  Maybe  even  try  to  turn  key  brand  influencers  

>  Compe((ve  intelligence  tools  §  Google  “Google  Agency  Toolkit”    – Google  Trends,  Search  Insights,  Ad  Planner  

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