Sep 14, 2014
> Veda group strategic value add
April 2014 © Datalicious Pty Ltd 2
Inivio Offline Data &
Analytics
Datalicious Online
analytics
Tools & Services
Veda Services & Data
Products and services for smart data driven marketing in a multi-channel world
> Using data to fatten the funnel
April 2014 © Datalicious Pty Ltd 3
CUSTOMERS
GROW
CONVERT
ENGAGE
REACH
Behavioural data
> Combining key data sources for a Total Market View
April 2014 © Datalicious Pty Ltd 4
3rd party data
+
Whole is greater than sum of its parts
Transactional data
Prospects
Customers
Repeat customers
> Building actionable insights
April 2014 © Datalicious Pty Ltd 5
+ one-off collection of demographical data
age, gender, address, etc
customer lifecycle metrics and key dates
profitability, expiration, etc
predictive models based on data mining
propensity to buy, churn, etc
historical data from previous transactions
average order value, points, etc
Profile
Updated Occasionally
tracking of purchase funnel stage
browsing, checkout, etc
tracking of content preferences
products, brands, features, etc
tracking of external campaign responses
search terms, referrers, etc
tracking of internal promotion responses
emails, display, search, etc
Behaviour
Updated Continuously
> Using data to fatten the funnel
April 2014 © Datalicious Pty Ltd 6
Total Market
View
Target
Personalise
Engage
7 Commercial in Confidence
Brand Awareness
Australian Market
Your Audience
Loyalty
Service offer
Inivio data insights can help identify segments of the market that our clients wish to target with a range of messages;
Brand Awareness | Product Offers | Loyalty & Retention | Cross Sell & Next Best Activity
Product Offer
Disruption
> Building the right audience
8
Your Audience
Inivio will maximise reach by mapping the target segments across all digital channels. Our campaign services include;
Data Management | Data Sciences | Data Insights | Partner Management | Tracking and Reporting
Commercial in Confidence 8
Display Email
> Reaching the right audience
April 2014 © Datalicious Pty Ltd 9
SO WHERE DO TAGS FIT IN?
April 2014 © Datalicious Pty Ltd 10
TAGS ≠ CONTENT TAXONOMY
April 2014 © Datalicious Pty Ltd 11
TAGS = MARKETING SUPER GLUE
> Tags = Marketing super glue
April 2014 © Datalicious Pty Ltd 12
CUSTOMERS
GROW
CONVERT
ENGAGE
REACH Tags to track effectiveness
Tags to (re-)target audience
Tags to ID customer segments
Tags to (re-)target customers
Tags to optimise on-boarding
> SuperTag = Marketing super glue
Independent middleware
3rd party targeting and analytics platforms
Your digital channels and data assets
> SuperTag = Marketing super glue
Web analytics
Sites/apps
Ad serving […]
SCV/CRM
dataexchange
Segments
> Optimising funnel bottom up
April 2014 © Datalicious Pty Ltd 15
CUSTOMERS
GROW
CONVERT
ENGAGE
REACH
> Optimising funnel bottom up
April 2014 © Datalicious Pty Ltd 16
CUSTOMERS
GROW
CONVERT
ENGAGE
REACH Media planning, cross-brand/channel targeting/attribution
Prospect (re-)targeting, personalised experience, relevant offers
Customer segmentation, predictive modeling, customer targeting
Optimise on-boarding, fast track approvals
• Landscape / Nielsen • Y7/Mi9/ Facebook Email • OptimaHub, DataCollector
• Landscape: Mi9 • DataExchange, DataCollector,
SuperTag
• Landscape / transactions • OptimaHub, DataCollector,
DataExchange
• On-boarding process, • Credit / Risk Data • Smart Forms / Live Chat
What if………….
• Customer • Market Segment • Demand • Risk • Projected Value • Next Best offer
> The customer experience online.
Commercial in Confidence 17
Online Insight • Behaviours • Source / Channel
Inivio Insights • Landscape Segment • Age-Band • Income • Home Ownership • Risk • Prophesy
Custom Segments • Customer • Value
> Linking the browser to insight
Tag Management
Persona A
Persona B
Persona C
Persona D
Website CMS
Inivio Segment Data Exchange Data Collector Synced Cookie Mi9 / Tipstone
Commercial in Confidence 18
> Improve the customer experience
NEXT BEST ACTIVITY
Commercial in Confidence 19
Front End
Back End
Check List
Identity
ID Matrix
Veda Bureau & Other Assets
Government Databases
3rd Party Databases
Y
Fraud Check
Workflow
Customer Key Identity Risk Profile Marketing
Previous Applications
Risk Score
Credit Bureau
Pre-Screen
Geo-Risk (1-10)
Y
VedaScore (Phase 2)
Other offers
Marketing Information
Inivio Scoring
Card Demand (1 – 10)
HL Demand (1 – 10)
Brand Segment
HH Wealth (1 – 12)
Live Chat
Application Form Y
Customer#
N
SCV
Customer Key
Previous Apps
Customer AML Qualified
Commercial in Confidence 20
> Retail bank application process Credit Card approval from 5 data points:
1. Name 2. Address 3. Email 4. Phone 5. Date of Birth
> Using data to fatten the funnel
April 2014 © Datalicious Pty Ltd 21
Total Market
View
Target
Personalise
Engage
What do we want you to take away?
We are awesome
Customer centric marketing depends upon a strong data driven discipline
Combining behavioural, offline and transactional data allows prediction of behaviour
Anticipate you customers needs to delight and excite them!
Data driven should be across ALL channel in a harmonised manner
April 2014 © Datalicious Pty Ltd 22
SMART DATA DRIVEN
MARKETING
April 2014 © Datalicious Pty Ltd 23