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OMX Competitive Intelligence
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OMX Competitive Intelligence
1.
> Compe((ve Intel
< Compe&&ve intelligence and how to poach clients
2.
> 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
3.
> Smart data
driven marke(ng “Using data to widen the funnel” Media A=ribu(on & Modeling Op(mise channel mix, predict sales Targeted Direct Marke(ng Increase relevance, reduce churn Tes(ng & Op(misa(on Remove barriers, drive sales Boos(ng ROI November 2011 © Datalicious Pty Ltd 3
4.
> Clients across
all industries November 2011 © Datalicious Pty Ltd 4
5.
Compe((ve intelligence November
2011 © Datalicious Pty Ltd 5
6.
Qantas mistake =
Virgin opportunity Google: “Qantas Grounding Takes Off in Social Media” November 2011 © Datalicious Pty Ltd 6
7.
Spike in Qantas
brand searches on the 29th November 2011 © Datalicious Pty Ltd 7
8.
Iden(fying regional opportunity
and search terms November 2011 © Datalicious Pty Ltd 8
9.
Alan Joyce’s salary
a poten(al campaign topic November 2011 © Datalicious Pty Ltd 9
10.
Salary spike connected
to earlier Qantas spike November 2011 © Datalicious Pty Ltd 10
11.
Frequent flyers an
important target audience November 2011 © Datalicious Pty Ltd 11
12.
Qantas frequent flyers
already with Velocity? November 2011 © Datalicious Pty Ltd 12
13.
> Hitwise/Experian MOSAIC
data Segments C, A and B top candidates for poaching November 2011 © Datalicious Pty Ltd 13
14.
Don’t forget first-‐hand
research over numbers November 2011 © Datalicious Pty Ltd 14
15.
Analyse and refine
poten(al campaign audience November 2011 © Datalicious Pty Ltd 15
16.
Analyse and refine
poten(al campaign audience November 2011 © Datalicious Pty Ltd 16
17.
Australian websites Qantas
frequent flyers visit November 2011 © Datalicious Pty Ltd 17
18.
Visualise data to
support analysis and explora(on November 2011 © Datalicious Pty Ltd 18
19.
Sites accep(ng ads
and visited by Qantas clients November 2011 © Datalicious Pty Ltd 19
20.
Visualise data to
support analysis and explora(on November 2011 © Datalicious Pty Ltd 20
21.
Number of search
adver(sers increased recently November 2011 © Datalicious Pty Ltd 21
22.
Compe(tors already iden(fied
the opportunity November 2011 © Datalicious Pty Ltd 22
23.
Compe(tors wri(ng search
ads for you, literally November 2011 © Datalicious Pty Ltd 23
24.
Maybe even try
to turn key brand influencers November 2011 © Datalicious Pty Ltd 24
25.
> Compe((ve intelligence
tools § Google “Google Agency Toolkit” – Google Trends, Search Insights, Ad Planner § hYp://www.keywordspy.com/ § hYp://www.hitwise.com/ § hYp://www.whatrunswhere.com/ § hYp://wiki.kenburbary.com/ § hYp://twiYersen&ment.appspot.com/ § hYp://www.viralheat.com/ § hYp://www.klout.com/ November 2011 © Datalicious Pty Ltd 25
26.
Contact us
cbartens@datalicious.com Learn more blog.datalicious.com Follow us twi=er.com/datalicious November 2011 © Datalicious Pty Ltd 26
27.
Data > Insights
> Ac(on
Télécharger maintenant