Data driven marketing.

2. >
About
Datalicious
§ Datalicious
was
founded
in
November
2007
§ Strong
web
analy;cs
background
&
experience
§ 360
data
agency
with
team
of
data
specialists
§ Combina;on
of
analysts
and
developers
§ Blue
chip
clients
across
all
industry
ver;cals
§ Carefully
selected
best
of
breed
technology
§ Lobbying
&
defining
data
best
prac;ce
ADMA
§ Execu;ng
smart
data
driven
campaigns
§ Turning
data
into
ac;onable
insights
May
2013
©
Datalicious
Pty
Ltd
2

3. >
Using
data
to
widen
the
funnel
Media
A7ribu9on
&
Modeling
Maximise
reach,
awareness
&
increase
ROI
Tes9ng
&
Op9misa9on
Remove
barriers,
drive
sales
Boos9ng
ROMI
Targe9ng
&
Merchandising
Improve
engagement,
boost
loyalty
“Turning
data
into
ac.onable
insights
to
widen
the
conversion
funnel”
May
2013
©
Datalicious
Pty
Ltd
3

4. >
Wide
range
of
data
services
Data
PlaHorms
Data
collec9on
and
processing
Adobe,
Google
Analy9cs,
etc
Web
and
mobile
analy9cs
Tag-­‐less
online
data
capture
Retail
and
call
center
analy9cs
Big
data
&
data
warehousing
Single
customer
view
Insights
Analy9cs
Data
mining
and
modelling
Tableau,
Splunk,
SPSS,
R,
etc
Customised
dashboards
Media
a7ribu9on
analysis
Marke9ng
mix
modelling
Social
media
monitoring
Customer
segmenta9on
Ac9on
Campaigns
Data
usage
and
applica9on
SiteCore,
ExactTarget,
etc
Targe9ng
and
merchandising
Marke9ng
automa9on
CRM
strategy
and
execu9on
Data
driven
websites
Tes9ng
programs
May
2013
©
Datalicious
Pty
Ltd
4

5. >
50+
years
of
team
experience
May
2013
©
Datalicious
Pty
Ltd
5
Chris;an
Bartens
Founder
&
Director
§ Bachelor
of
Business
Management
with
marke;ng
focus
§ Web
analy;cs
and
digital
marke;ng
work
experience
§ Space2go,
E-­‐LoT,
Tourism
Australia
§ SuperTag
founder,
ADMA
Analy;cs
Chair,
I-­‐COM
EMR
Board
LinkedIn
profile
Elly
Gillis
General
Manager
§ Bachelor
of
Communica;ons
with
print
and
digital
focus
§ Digital
marke;ng
and
project
management
work
experience
§ M&C
Saatchi,
Mark,
Holler,
Tequila,
IAG,
OneDigital,
Telstra
§ Australian
gold
medal
in
surf
boat
rowing
LinkedIn
profile
Michael
Savio
Head
of
Insights
§ Bachelor
of
Arts
&
Science
with
applied
mathema;cs
focus
§ CRM
and
marke;ng
research
and
analy;cs
work
experience
§ ANZ
Bank,
Australian
Bureau
of
Sta;s;c,
DBM
Consultants
§ ADMA
lecturer
on
marke;ng
tes;ng
LinkedIn
profile
Juan
Delard
Head
of
Data
§ Engineering
Diploma
&
Bachelor
of
Science
in
Electrical
Engineering
§ IT
architecure,
ERP,
web
analy;cs,
big
data,
telecommunica;ons
work
experience
§ Quo;fy,
Binaria,
Codelco
§ Mathema;cs
fan
and
avid
scuba
diver
LinkedIn
profile

6. >
Unique
combina9on
of
skills
May
2013
©
Datalicious
Pty
Ltd
6
Data
visualisa9on/repor9ng
Data
mining/analysis
Data
modelling
Fast
analy9cs
Data
processing/enhancing
Big
data
Data
collec9on
The
Datalicious
team
§ Data
scien;sts
§ Business
analysts
§ Data
engineers
§ Web
engineers
§ Pla_orm
admins
§ Project
managers
§ Data
strategists
Data
strategy

7. >
Best
of
breed
technologies
May
2013
©
Datalicious
Pty
Ltd
7

8. >
Datalicious
product
development
SCV2
Surveys
Display
ads
Internal
ads
Engage
Social
media
Mobile
push
eDMs/DMs
MIS1
1
Marke;ng
informa;on
system
containing
all
data
necessary
to
analyse
and
report
on
campaigns
2
Single
customer
view
pla_orm
containing
all
data
across
all
(customer)
touch
points
Mass
media
Social
media
Digital
media
Measure
Demographics
Transac;ons
Campaigns
May
2013
©
Datalicious
Pty
Ltd
8
Report
Analyse

9. >
Clients
across
all
industries
May
2013
©
Datalicious
Pty
Ltd
9

10. >
Great
customer
feedback
“[…]
Datalicious
quickly
earned
our
respect
and
confidence
[…]
understand
our
business
needs,
deliver
value,
push
our
thinking
[…].
Likeable,
transparent
and
trustworthy.
I
would
be
happy
to
recommend
Datalicious
to
anyone.”
Murray
Howe,
Execu;ve
Manager,
Suncorp
Group
"[…]
Datalicious
brought
with
them
best
prac.ce
analy.cs
to
demonstrate
the
true
value
of
our
marke.ng
dollars
[…]
have
become
a
criBcal
business
partner
[…]
provided
great
insights
which
have
driven
key
business
decisions.”
Trang
Young,
Senior
Marke;ng
Manager,
E*Trade
Australia
“The
Datalicious
guys
are
great
to
work
along
side
[…]
'no
stone
unturned'
approach
to
finding
solu.ons
to
challenges
[…]
knowledge
and
passion
for
web
analy.cs
and
best
of
breed
web
opBmizaBon
was
second
to
none”
Steve
Brown,
Senior
Business
Analyst,
Vodafone
“[…]
The
Vodafone
implementa.on
of
SiteCatalyst
is
one
of
the
most
impressive
I
have
seen
and
ranks
in
the
top
10
[…].
It
is
an
amazing
founda.on
for
taking
ac.on
on
the
data
and
improving
ROI.”
Adam
Greco,
Consul;ng
Lead,
Omniture
May
2013
©
Datalicious
Pty
Ltd
10

11. >
Great
customer
feedback
"[…]
Datalicious
understand
the
value
of
informa.on
and
how
to
leverage
it
using
best
of
breed
soEware.
I
would
recommend
the
team
without
hesita.on
[...]."
James
Fleet,
Marke;ng
Director,
Appliances
Online
"[...]
Datalicious
have
been
inBmately
involved
in
building
our
analyBcs
soluBon.
Most
importantly
their
knowledge
of
best
prac.ce
combined
with
innova.ve
solu.ons
has
allowed
our
business
to
remain
nimble
and
current.
They
are
also
nice
guys."
Tzvi
Balbin,
Group
Digital
Marke;ng
Lead,
Catch
of
the
Day
"[...]
Datalicious
are
helping
us
to
move
from
a
last
click
campaign
measurement
model
to
a
more
accurate
media
aFribu.on
approach.
[...]
potenBal
to
significantly
change
our
media
planning
[...].
Highly
recommended."
Keith
Mirgis,
Senior
Digital
&
Social
Media
Marke;ng
Manager,
Telstra
"We
engaged
Datalicious
to
support
a
strategic
change
in
our
business
[...]
understand
our
customers
[and
their
transac.ons]
beFer
to
ensure
we
retained
as
many
as
possible
[...]"
Natalie
Farrell,
Direct
Marke;ng
Manager,
Luxojca
May
2013
©
Datalicious
Pty
Ltd
11

12. >
Data:
PlaHorms
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May
2013
©
Datalicious
Pty
Ltd
12

13. >
Web
analy9cs
audit
May
2013
©
Datalicious
Pty
Ltd
13
Catch
of
the
Day
web
analy;cs
audit
and
review
using
a
combina;on
of
the
SuperTag
tag
implementa;on
approach
and
ObservePoint
tag
scanning
service
to
deliver
&
maintain
100%
accurate
web
analy;cs
data
on
an
ongoing
basis.

14. >
Web
analy9cs
May
2013
©
Datalicious
Pty
Ltd
14
Project
pla_orms
used:
Adobe
SiteCatalyst,
Test&Target
and
SearchCenter
Read
more
online
hnp://goo.gl/Qp9IK
“[…]
The
Vodafone
implementa;on
of
SiteCatalyst
is
one
of
the
most
impressive
I
have
seen
and
ranks
in
the
top
10
[…].
It
is
an
amazing
founda;on
for
taking
ac;on
on
the
data
and
improving
ROI.”
Adam
Greco,
Consul;ng
Lead,
Omniture

15. >
CRM
RFP
&
strategy
©
Datalicious
Pty
Ltd
15
May
2013
Development
of
Network
TEN
cross-­‐channel
data
strategy
including
management
of
resul;ng
CRM
and
SCV
RFP
process
designed
to
future
proof
the
business
and
boost
users
reten;on
and
engagement
rates.

16. >
Insights:
Analy9cs
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May
2013
©
Datalicious
Pty
Ltd
16

17. >
Data
visualisa9on
May
2013
©
Datalicious
Pty
Ltd
17
Analysis
of
60,000
Tweets
from
the
controversial
SBS
TV
show
‘Go
Back
To
Where
You
Came
From’
visualising
the
major
topics
and
how
they
were
related
which
highlighted
some
interes;ng
insights.

18. >
CRM
dashboards
©
Datalicious
Pty
Ltd
18
May
2013
Rebel
Sport
CRM
dashboards
for
Acxiom
combining
customer
profile
data
with
campaign,
and
transac;on
data
and
visualising
the
informa;on
in
Tableau
dashboards
designed
to
simplify
and
automate
repor;ng.

19. >
Brand
study
May
2013
©
Datalicious
Pty
Ltd
19
Brand
stature
>
Brand
strength>
Analysis
and
visualisa;on
of
data
from
na;onal
Y&R
Brand
Asset
Evaluator
survey
designed
to
track
(and
compare)
brand
percep;on,
purchase
intent
and
consumer
ajtudes
towards
brands
over
;me.

20. >
Workshops
and
speaking
May
2013
©
Datalicious
Pty
Ltd
20
Text
“Chris,
thanks
a
million
for
the
workshop
[...]
feedback
has
been
awesome.”
Rob
Geerdink,
Content
&
Crea;ve
Services
Lead,
Ubank
“[…]
thanks
again
for
the
[tes;ng]
workshop,
[...]
found
it
very
useful.”
Mike
Ainsworth,
Website
Op;misa;on
Coordinator,
Carnival
Australia
“[Datalicious]
session
has
anracted
the
most
enthusias;c
feedback."
Tim
Heberden,
Lecturer,
The
University
of
Sydney
Business
School
@aca;natree:
“Excellent
pres
on
media
anribu;on
from
@datalicious
[…]”
@PhilipShaw:
“@Datalicious
session
on
Landing
Page
Op;misa;on
best
so
far.”
@Kylie_Mar;n:
“Awesome
session
by
@datalicious
[…]
great
stats
&
knowledge
[…]”
@jamesdunon:
Nice
work
Chris!
[…]
How
to
turn
data
into
ac;onable
insights!”
@Emily_Banks:
“@datalicious
great
job
Chris;an
...
Really
great
workshop.”
@markfletcher:
“@datalicious
Outstanding
presenta;on”

21. >
Ac9on:
A7ribu9on
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May
2013
©
Datalicious
Pty
Ltd
21

22. >
Media
a7ribu9on
May
2013
©
Datalicious
Pty
Ltd
22
Aussie
purchase
path
tracking
and
media
anribu;on
modelling
in
close
coopera;on
with
Amnesia
designed
to
op;mise
the
overall
Aussie
budget
mix
across
paid
and
earned
media
resul;ng
in
an
overall
project
ROI
of
910%.

23. >
Media
a7ribu9on
May
2013
©
Datalicious
Pty
Ltd
23
Suncorp
purchase
path
tracking
and
media
anribu;on
modelling
in
order
to
op;mise
the
overall
Suncorp
insurance
budget
mix
across
paid
and
earned
media
resul;ng
in
an
overall
project
ROI
of
2,078%.

24. >
Media
a7ribu9on
May
2013
©
Datalicious
Pty
Ltd
24
Telstra
purchase
path
tracking
and
media
anribu;on
including
social
designed
to
op;mise
the
overall
Telstra
budget
mix
across
paid
and
earned
media
resul;ng
in
an
overall
project
ROI
of
403%.

25. >
Ac9on:
Targe9ng
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May
2013
©
Datalicious
Pty
Ltd
25

26. >
Smart
targe9ng
©
Datalicious
Pty
Ltd
26
May
2013
ANZ
cross-­‐channel
re-­‐targe;ng
and
merchandising
combined
with
landing
page
op;misa;on
delivered
an
increase
in
offer
response
and
conversion
rates
with
an
overall
project
ROI
of
578%.

27. >
Influen9al
clients
©
Datalicious
Pty
Ltd
27
May
2013
Iden;fica;on
and
leverage
of
Telstra
customers
with
an
above
average
influence
level
by
providing
these
individuals
with
a
premium
shopping
as
well
as
support
experience
across
all
channels.
≈

28. >
Segmenta9on
May
2013
©
Datalicious
Pty
Ltd
28
E*Trade
RDA
geo-­‐segmenta;on
based
on
address
and
transac;on
data
of
exis;ng
customers
to
iden;fy
&
profile
the
most
profitable
segments
in
order
to
op;mise
media
planning.

29. >
Churn
modelling
May
2013
©
Datalicious
Pty
Ltd
29
Luxojca
analy;cs
and
modelling
based
on
historic
transac;on
data
predicted
store
migra;on
with
85%
accuracy
resul;ng
in
cost
savings
and
an
increase
in
client
reac;va;on
with
an
overall
project
ROI
of
667%.
High
priority
customer
segments
Low
priority
Low
priority
customer
segments

30. >
Merchandising
May
2013
©
Datalicious
Pty
Ltd
30
Luxojca
analy;cs
and
modelling
based
on
historic
transac;on
data
has
changed
the
way
OPSM
is
customising
its
store
merchandise
based
on
store
loca;on
in
order
to
maximise
revenue
from
each
store
loca;on.

31. >
Ac9on:
Tes9ng
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May
2013
©
Datalicious
Pty
Ltd
31

32. >
Landing
pages
May
2013
©
Datalicious
Pty
Ltd
32
Before
ATer
Removal
of
distrac;ons
such
as
naviga;on
and
search
op;ons
resulted
in
increased
response
rates
with
ROI
of
492%
Project
pla_orms
used:
Adobe
SiteCatalyst
and
Test&Target

33. >
Landing
pages
May
2013
©
Datalicious
Pty
Ltd
33
Before
ATer
The
small
things
count:
Simplifica;on
down
to
1
set
of
bunons
resulted
in
increased
response
rate
and
project
ROI
of
547%
Project
pla_orms
used:
Adobe
SiteCatalyst
and
Test&Target

34. >
Page
op9misa9on
©
Datalicious
Pty
Ltd
34
May
2013
Telstra
bundles
page
op;misa;on
combined
call
center
data
(each
page
had
a
unique
phone
number)
with
Adobe
Test&Target
online
data
and
delivered
a
cross-­‐channel
conversion
rate
increase
with
an
ROI
of
647%

35. May
2013
©
Datalicious
Pty
Ltd
35
Contact
us
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
us
twi7er.com/datalicious

36. Smart
data
driven
marke9ng
May
2013
©
Datalicious
Pty
Ltd
36