Festival of Change Advanced Marketing Analytics

> Marketing Analytics <
Violating privacy to create value add

> Smart data driven marketing
“Turning data into actionable insights to fatten the conversion funnel”
Media Attribution & Modeling
Maximise reach, awareness & increase ROI
Targeting & Merchandising
Improve engagement, boost loyalty
Testing & Optimisation
Remove barriers, drive sales
Boosting ROMI
November 2014 © Datalicious Pty Ltd 2

> Datalicious product development
“Collecting, analysing and actioning data”
Analyse
Segment
Engage
Measure
dataexchange

> Clients across all industries

Advanced marketing analytics

Breaking down data silos
June 2014 © Datalicious Pty Ltd 7

> Rich profiles increase relevance
Behavioural data
Transactional data
3rd party data
+
Whole is greater
than sum of its parts
Repeat customers
Customers
Prospects

> Transactions plus behaviours
+
CRM Profile
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
Updated Occasionally
Site Behaviour
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, internal search, etc
Updated Continuously

> Identify consumers across devices
Work
PC
Home
PC
Media
PC
Mobile,
Tablet
Point
of Sale
Etc

> The consumer data journey
To transactional data To retention messages
From suspect to prospect
To customer
Time Time
From behavioural data From awareness messages

> Design/optimise experiences
Offer
Issue
Offer
Email
Live chat Phone call
Phone call Letter Email
Issue
All customers
Segment A, B, C
Segment D, E
Influencers
High value
Display
Postcard
Display
FAQs

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

Number of times
the word ‘privacy’
appears in books
Find out more: http://data.li/Hpatjy (you’ve been tracked)

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

Collecting data
for the sake of it
or to add value
to consumers?
November 2014 © Datalicious Pty Ltd
23

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 profiles
and 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?
50

Are self-regulation
and ethics the solution?
Heard of ethical egoism?
51

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 me
cbartens@datalicious.com
Learn more
blog.datalicious.com
Follow us
twitter.com/datalicious

SMART
DATA DRIVEN
MARKETING

Festival of Change Advanced Marketing Analytics

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Festival of Change Advanced Marketing Analytics