The document discusses how Datalicious uses data from various sources to provide strategic marketing services to customers. It explains how Datalicious combines behavioral data, third party data, and transactional data to develop a "total market view" that provides insights into prospects, customers, and their movement through the customer lifecycle. These insights are used to target, personalize campaigns, and optimize marketing activities like reaching audiences, onboarding new customers, and improving the customer experience across channels.

2. > 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

3. > Using data to fatten the funnel
April 2014 © Datalicious Pty Ltd 3
CUSTOMERS
GROW
CONVERT
ENGAGE
REACH

4. 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

5. > 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

6. > Using data to fatten the funnel
April 2014 © Datalicious Pty Ltd 6
Total
Market
View
Target
Personalise
Engage

7. 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. 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

9. April 2014 © Datalicious Pty Ltd 9
SO WHERE DO TAGS FIT IN?

10. April 2014 © Datalicious Pty Ltd 10
TAGS ≠ CONTENT TAXONOMY

11. April 2014 © Datalicious Pty Ltd 11
TAGS = MARKETING SUPER GLUE

12. > 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

13. > SuperTag = Marketing super glue
Independent middleware
3rd party targeting and analytics platforms
Your digital channels and data assets

14. > SuperTag = Marketing super glue
Web analytics
Sites/apps
Ad serving […]
SCV/CRM
dataexchange
Segments

15. > Optimising funnel bottom up
April 2014 © Datalicious Pty Ltd 15
CUSTOMERS
GROW
CONVERT
ENGAGE
REACH

16. > 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

17. What if………….
• Customer
• Market Segment
• Demand
• Risk
• Projected Value
• Next Best offer
> The customer experience online.
Commercial in Confidence 17

18. 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

19. > Improve the customer experience
NEXT BEST ACTIVITY
Commercial in Confidence 19

20. 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

21. > Using data to fatten the funnel
April 2014 © Datalicious Pty Ltd 21
Total
Market
View
Target
Personalise
Engage

22. 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
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23. SMART
DATA DRIVEN
MARKETING
April 2014 © Datalicious Pty Ltd 23