2. Data Maximisation
Consumers interaction with new technology and services has resulted in an explosion in
personal data leading to many opportunities and risks for companies to consider.
Advertisers can now understand more and interact with their customers at an intimate
personal level; Publishers can increase how they monetise their inventory and offer
improved services to their customers, while Agencies can buy targeted advertising and
optimise campaigns like never before.
Here at DigitalAngle we help clients understand the world of data, both traditional and
digital, and how they can implement the best possible DataAngle driving their business
forward. We do this by focusing on three areas:
1. Gather – what types of data do clients have and where do they get it from? What
permissions do they have around it and where is it stored?
2. Analyse – from the data clients have, where are the opportunities? What does the
ideal prospect or current customer look like? How does it compare to competitor
audiences, where do clients over or under index in? Is there enough information
to make these conclusions and ultimately can DigitalAngle help clients get a single
customer view?
3. Use – with this improved understanding, how can clients use this data to propel
their business forward, to get more customers, retain more customers, increase
efficiencies or opportunities to monetise? What channels can be developed
through this new use of data? How can data maximisation increase customer
engagement and revenue?
Whether clients want to focus on one or all elements, we will produce an actionable data
strategy, ready for them to implement.
DigitalAngle can further help implement the strategy, and where clients need us to,
recommend and manage third parties to help analyse, enhance and develop their data.
Our credentials in data:
DigitalAngle staff has extensive experience in data maximisation, including helping
Publishers such as Microsoft, Yahoo and Specific Media offer improved advertising
experience to their customers and Advertisers such as American Express and Tesco
communicate to their ideal audiences; to advising FTSE 100 businesses how they should
approach data compliance
To understand how DigitalAngle can help your business with the right DataAngle please
contact us to discuss – eamon@digitalangle.co.uk
Questions we can help answer:
• How can my data strategy help my marketing activity?
• How can I target consistently in a multi channel environment?
• Can I combine internal & external data to build a picture of my ideal audience?
• Who are the leading external suppliers of data, both traditional and new entrants?
Digital Angle Ltd 2011. All rights reserved. No part of this copyrighted work may be reproduced, modified, or distributed in any form or
manner without the prior written permission of Digital Angle Limited. Confidential and proprietary.
3. Digital Marketing
Online is the fastest growing marketing channel, accounting for 25% of all advertising
spend. Therefore, knowing the difference between an Affiliate and a Publisher; or why
measuring Display on last click metrics might not be telling you the whole story, are
essential digital questions. Here at DigitalAngle we help clients answer such
MarketingAngle questions. We are experienced in building, managing and organising
digital marketing teams and the strategies driving them across a wide range of vertical
industries, for FTSE 100 organisations to small start-ups, and from multimillion pound
direct response campaigns to large brand driving activity.
The three main angles we focus on are:
1. Digital Team Structure
• What are the key functions that a digital marketing team needs to perform?
• How should the digital marketing team operate within the larger organisational
structure?
• What functions should be fully managed in-house vs. outsourced to an agency?
• What should the day-to-day, medium term and long-term activities be?
DigitalAngle helps clients build the right team with the right focus to achieve the right
results. From auditing current structures, to helping build from scratch. We deliver
actionable organisational plans, through to helping clients with the actual recruitment
process itself.
2. Delivering Campaigns
• Plan – what does your ideal audience look like, what do you want to say to them,
what do you want them to do?
• Deploy – where can you communicate to them, in what order should the
messaging be delivered, can you be as efficient and effective as possible?
• Measure –what have the successes been, have you achieved what you set out to
do, what areas should you next invest in?
DigitalAngle helps clients incorporate these three angles into the campaign delivery
process. By optimising this process we can advise on improvements and focus on
efficiencies resulting in key outputs such as:
• How to implement multivariable testing to increase conversion rate
• Development of attribution models that measure full funnel conversion and
investment in the right channel at the right time
• Redistribution of advertising spend to deliver greater ROI
DigitalAngle has extensive experience in developing successful planning, deploying and
measuring processes for Publishers and Advertisers.
DigitalAngle Ltd 2011. All rights reserved. No part of this copyrighted work may be reproduced, modified, or distributed in any form or
manner without the prior written permission of DigitalAngle Limited. Confidential and proprietary.
4. 3. Digital Channel Mix
Here at DigitalAngle we think of the main online channels as:
• Affiliates
• Email
• Paid Search
• Natural Search
• Social
• Display
It is important for clients to excel within each of the major online channels and
understand how channels interconnect with each other and how their customers or
prospects move across them all.
Within this channel mix we can help:
• Run workshops developing each channel
• Create strategies that drive each, one or all of them collectively
• Conduct audits on measuring performance and interaction
• Help build comprehensive funnel maps and attribution models
Some of DigitalAngle’s experience in channel mix includes:
• Managing large multimillion pound digital campaigns, including £5million search
account
• Developing the UK’s leading Financial Affiliate programme (three times award
winner)
• Developing cutting edge partnerships with major publishers such as AOL, MSN &
Yahoo
• Agreeing the UK’s first direct advertiser deal with Facebook
• Developing an in-house agency model for internal client marketing teams
• Launching Addressable Display to the European market
Questions we can help answer:
• How much should you spend in each channel?
• Who should manage your paid search activity?
• How can we increase conversion rates?
• How can we quantify what effect offline activity has online?
• What is the best digital channel to invest in?
• Should we be active on social networks?
• Can I do my media buying and planning in-house or should I use an agency?
DigitalAngle welcomes the opportunity to discuss how we can help you create the best
digital channel mix possible and implement the right MarketingAngle. Please email
eamon@digitalangle.co.uk to discuss.
Digital Angle Ltd 2011. All rights reserved. No part of this copyrighted work may be reproduced, modified, or distributed in any form or
manner without the prior written permission of Digital Angle Limited. Confidential and proprietary.
5. Background
DigitalAngle is founded and run by Eamon Tuhami
Biography
After graduating with a BA Honours in Marketing, Eamon was a founding manager of
Acequote.com, a reverse auction portal connecting technology buyers and sellers. Two
years later after a successful sale to DCI and a break to go travelling he returned to the
UK joining BCA (part of The Bertelsmann Group) implementing new and successful online
strategies for 18 different book clubs.
In early 2004 Eamon joined Experian to help set-up their new consumer credit monitoring
and identity theft protection service CreditExpert.
Focusing on online marketing Eamon built a 14 strong team of media planners/buyers,
account managers, business development and internal creative specialists. This team
managed multi million pound campaigns, forging over 85 direct partnerships, and 4,000
affiliate relationships resulting on over 4,000,000 consumers signing up to the service.
Building on the success of establishing an internal agency model, the team then launched
Experian’s LowerMyBills service (financial price comparison), marketed AutoCheck (car
providence) service into the number one position in its market sector, and focused on the
launch of ProtectMyID (identity theft protection) service.
With an established expertise in developing new businesses and leading sales and
marketing teams, in early 2010 Eamon joined Experian’s newly formed Digital Advertising
team as Director of Sales & Marketing to launch their new Digital Addressable Services
(DAS). These new services bring Experian’s traditional data and insight into the digital
world and allows advertisers to target their ideal customers at an addressable level, while
at the same time adhering to the highest standards of privacy and compliance.
In mid 2011 after successfully establishing DAS and Addressable Advertising in market,
Eamon launched DigitalAngle Ltd with the aim of providing clients with the best possible
data and marketing angles to help their business and customers.
DigitalAngle Ltd 2011. All rights reserved. No part of this copyrighted work may be reproduced, modified, or distributed in any form or
manner without the prior written permission of DigitalAngle Limited. Confidential and proprietary.
