The presentation discusses about competitive intelligence and how to poach clients.

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