The presentation illustrates the significance of consumer data insights for an effective and successful marketing campaign.

1. [
consumer
data
journey
]
Chris&an
Bartens
Digital
Analyst,
Tourism
Australia
tourism.australia.com
Senior
Consultant,
Datalicious
datalicious.com.au
[
datalicious
]
data
:
insights
:
ac6on

2. [
october
2007
]
[
datalicious.com.au
]

3. "I
know
that
50%
of
my
adver6sing
is
wasted,
I
just
don't
know
which
half."
John
Wanamaker
[
october
2007
]
[
datalicious.com.au
]

4. 101011010100101011110100100101010101000010111110010101010101
001010110010100110100101010011100101001001010100100101001010
010010100111110101010010100100100101001010111010100101010101
[
data
is
delicious
]
[
october
2007
]
[
datalicious.com.au
]

5. "It
is
a
capital
mistake
to
theorize
before
one
has
data."
Sir
Arthur
Conan
Doyle
[
october
2007
]
[
datalicious.com.au
]

6. [
digital
=
1st
hand
observa6on
]
[
october
2007
]
[
datalicious.com.au
]

7. [
media
consump6on
]
media
hours
per
week
66%
digital
by
2010
50%
digital
by
2007
Source:
Carat
[
october
2007
]
[
datalicious.com.au
]

8. [
analogue
=
2nd
hand
insights
]
[
october
2007
]
[
datalicious.com.au
]

9. [
research
instrument
]
[
september
2007
]
[
datalicious.com.au
]

10. "It
is
a
capital
mistake
to
theorize
before
one
has
all
the
data."
Sir
Arthur
Conan
Doyle
[
october
2007
]
[
datalicious.com.au
]

11. 101011010100101011110100100101010101000010111110010101010101
001010110010100110100101010011100101001001010100100101001010
010010100111110101010010100100100101001010111010100101010101
[
consumer
data
journey
]
[
october
2007
]
[
datalicious.com.au
]

12. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
october
2007
]
[
datalicious.com.au
]

13. [
data
poles
]
transac6onal
strategic
close
to
customer
removed
from
customer
[
october
2007
]
[
datalicious.com.au
]

14. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
october
2007
]
[
datalicious.com.au
]

15. [
response
op6ons
]
digital
analogue
ancient
search
phone
retail
store
banner
email
wom
www
text
[
october
2007
]
[
datalicious.com.au
]

16. [
digital
responses
]
ad
server,
bid
management
plaMorm
site
centric
tool
view
click
success
impression
interac&on
through
through
event
branding
direct
response
[
october
2007
]
[
datalicious.com.au
]

17. [
digital
best
prac6ce
]
§ Ad
server
or
bid
management
plaMorm
– Enable
view-­‐through
tracking
– Implement
campaign
tracking
codes
§ Unique
down
to
crea&ve
level
§ Site
centric
analy&cs
tool
– Implement
ad
server
tags
on
your
site
§ Alterna&vely
integrate
with
web
analy&cs
plaMorm
– Define
and
measure
success
events
– Define
success
event
alloca&on
§ First,
linear,
last
campaign
response
§ Recommend
linear
success
event
alloca&on
[
october
2007
]
[
datalicious.com.au
]

18. [
analogue
best
prac6ce
]
§ Phone,
email,
text
– Offer
wide
range
of
response
op&ons
– Especially
mobile
response
op&ons
during
down&me
– Response
op&ons
unique
to
each
campaign
§ Poten&ally
even
unique
down
to
an
offer
level
§ Retail
stores
– Ask
your
customers
for
help
§ Run
qualita&ve
surveys
to
fill
data
gaps
– Use
vouchers
and
promo&onal
codes
§ Word
of
mouth
– Trial
new
technologies
(e.g.
BuzzMetrics)
[
october
2007
]
[
datalicious.com.au
]

19. [
examples
]
§ Does
all
your
offline
adver&sing
have
its
own
unique
call
to
ac&on
down
to
media
channel
and
placement?
§ Does
all
your
online
adver&sing
have
its
own
unique
tracking
codes
in
the
click-­‐through
URLs?
§ Are
you
offering
more
instant
response
op&ons
besides
your
website
such
as
phone
numbers,
email
and
text
messaging
to
facilitate
down&me
response?
§ Does
your
website
have
its
own
unique
phone
number
so
that
you
can
see
what
customers
are
researching
online
but
are
conver&ng
offline?
§ When
these
customers
convert
offline
are
you
asking
them
specific
ques&ons
rela&ng
to
the
online
media
they
have
been
exposed
to
and
responded
to?
[
october
2007
]
[
datalicious.com.au
]

20. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
october
2007
]
[
datalicious.com.au
]

21. [
conversion
funnel
1.0
]
campaigns
conversion
process
visit,
product
pages,
product
details,
add
to
shopping
cart,
shipping
informa&on,
payment
details,
order
confirma&on,
thank
you
page,
etc
success
events
[
october
2007
]
[
datalicious.com.au
]

22. [
conversion
funnel
2.0
]
inbound
spokes
campaigns,
search,
emails,
landing
pages,
home
page,
naviga&on,
internal
search,
referrers,
affiliates,
cross-­‐sales,
etc
hub
product
page
outbound
spokes
buy
now,
learn
more,
test
it,
customize
it,
read
reviews,
review
product,
ask
expert,
contact
support,
recommend
product,
view
more,
etc
[
october
2007
]
[
datalicious.com.au
]

23. [
cross
and
up-­‐sales
]
customer
selec&ons
product
page
views,
shopping
cart
content,
product
purchases,
internal
search
terms,
customer
life&me
purchases,
etc
product
combina&ons
company
sugges&ons
other
customers
who
have
liked
this
also
bought
this,
sta&c
cross-­‐sales,
dynamic
cross-­‐sales,
on
site
behavioural
targe&ng,
etc
[
october
2007
]
[
datalicious.com.au
]

24. [
amazon.com
]
[
october
2007
]
[
datalicious.com.au
]

25. [
examples
]
§ Do
you
make
it
easy
for
your
consumers
to
convert
offline
even
if
they
started
the
process
online?
§ Does
your
‘thank
you’
page
ask
your
customers
what
offline
adver&sing
they
have
no&ced
as
well?
§ Do
you
store
the
purchase
ID
in
your
main
CRM
database
to
connect
web
analy&cs
data
with
standard
CRM
data?
§ Are
you
con&nuously
tes&ng
different
versions
of
your
key
pages
such
as
the
home
page
and
order
process
pages
to
op&mize
conversion?
§ Are
you
ac&vely
sugges&ng
products
to
your
customers
using
sta&c
or
dynamic
cross-­‐sales
techniques
on
key
pages
such
as
the
home,
product,
order
process
and
search
results
pages?
[
october
2007
]
[
datalicious.com.au
]

26. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
october
2007
]
[
datalicious.com.au
]

27. [
mone6za6on
]
acquisi&on
offline
campaigns,
online
campaigns,
search,
emails,
referrers,
affiliates,
etc
customers
&
prospects
$
mone&za&on
cross-­‐sales,
recommend
products,
re-­‐contact,
re-­‐market,
surveys,
etc
[
october
2007
]
[
datalicious.com.au
]

28. [
examples
]
§ Do
you
know
what
products
each
of
your
customers
looked
at
but
did
not
purchase?
§ Do
you
iden&fy
your
email
subscribers
via
unique
tracking
IDs
in
the
email
click-­‐through
URLs?
§ Do
you
include
brand
messages
and
product
sugges&ons
in
transac&onal
emails?
§ Are
you
integra&ng
web
2.0
technologies
into
your
CRM
strategy
such
as
RSS
feeds
and
if
so,
do
you
offer
just
one
or
more
customized
feeds?
§ Are
you
asking
your
customers
about
their
sugges&ons
and
desires
or
are
you
only
tracking
their
behaviour?
[
october
2007
]
[
datalicious.com.au
]

29. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
october
2007
]
[
datalicious.com.au
]

30. [
where
is
the
money
]
$
$
$
$
$
$
$
$
$
$
[
october
2007
]
[
datalicious.com.au
]

31. [
examples
]
§ Do
you
know
your
most
valuable
customers?
§ Are
you
communica&ng
with
your
key
customers
in
a
different
way
then
with
your
others
customers?
§ Do
your
key
customers
know
that
they
are
your
most
valuable
clients
and
do
they
feel
the
love?
§ Does
your
customer
profile
include
insights
on
top
referring
websites
and
search
terms?
§ Does
your
customer
profile
know
what
type
of
customers
are
more
likely
to
respond
to
a
certain
key
message
or
crea&ve
than
others?
§ Can
you
iden&fy
your
key
customers
on
your
own
website
in
real-­‐&me
while
they
visit?
[
october
2007
]
[
datalicious.com.au
]

32. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
october
2007
]
[
datalicious.com.au
]

33. [
october
2007
]
[
datalicious.com.au
]

34. [
segmenta6on
studies
]
Hitwise
Mosaic
Roy
profile
TGI
Morgan
etc
[
october
2007
]
[
datalicious.com.au
]

35. [
examples
]
§ Are
you
enriching
your
internal
customer
profiles
with
insights
from
external
segmenta&on
studies?
§ Are
you
considering
external
matching
parameters
for
segmenta&on
studies
when
designing
internal
forms
and
surveys?
§ Did
you
know
that
services
like
Hitwise
can
tell
you
what
websites
your
key
customers
are
more
likely
to
visit
than
others
once
you
matched
them
to
a
MOSAIC
profile?
§ Are
external
segmenta&on
studies
part
of
the
overall
data
collec&on
and
profiling
strategy
or
an
add
on?
§ How
many
different
departments,
managers
and
separate
budgets
would
be
involved
to
get
to
this
point
in
the
presenta&on
so
far?
[
october
2007
]
[
datalicious.com.au
]

36. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
october
2007
]
[
datalicious.com.au
]

37. [
october
2007
]
[
datalicious.com.au
]

38. [
october
2007
]
[
datalicious.com.au
]

39. [
where
are
the
eyeballs
]
search
social
organic
wom
paid
viral
online
mail
offline
email
display
direct
[
october
2007
]
[
datalicious.com.au
]

40. [
examples
]
§ How
many
different
marke&ng
managers
and
budgets
do
you
have
in
your
organisa&on?
§ Does
your
organiza&on
maintain
separate
budgets
for
online
and
offline
media
spend?
§ What
drives
your
marke&ng
strategy
and
media
planning?
Short-­‐term
revenue
goals
or
long-­‐term
strategic
goals?
§ Is
there
a
formalised
process
for
campaign
and
insights
repor&ng
within
your
company?
§ Are
earlier
campaign
summary
reports
consulted
and
passed
on
to
your
agencies
during
the
planning
process?
[
october
2007
]
[
datalicious.com.au
]

41. response
success
campaign
event
data
insights
media
customer
plan
database
target
customer
segment
profile
[
october
2007
]
[
datalicious.com.au
]

42. [
impressions
]
where
what
when
[
october
2007
]
[
datalicious.com.au
]

43. [
reach
]
one2many
volume
one2one
varia&ons
Source:
Chris
Anderson
[
october
2007
]
[
datalicious.com.au
]

44. [
frequency
]
where
what
when
where
what
when
where
what
when
where
what
when
where
where
what
when
what
when
[
october
2007
]
[
datalicious.com.au
]

45. [
op6misa6on
]
run
review
revise
improvement
run
review
revise
run
review
revise
run
review
revise
"I
know
that
50%
of
my
adver6sing
is
wasted,
I
just
don't
know
which
half."
John
Wanamaker
Source:
M&C
Saatchi
[
october
2007
]
[
datalicious.com.au
]

46. [
examples
]
§ Do
you
test
your
marke&ng
communica&on
such
as
emails
before
they
are
sent
on
a
smaller
sample?
What
about
search
or
display
ads?
§ Do
you
review
and
op&mize
all
your
campaigns
on
an
ongoing
basis
or
only
at
the
start?
§ Do
your
media
and
crea&ve
agencies
report
back
to
you
on
mere
metrics
or
actual
improvements
they
made?
§ Do
you
work
with
a
separate
crea&ve
and
media
agency?
How
well
do
they
communicate
insights
to
each
other?
§ How
well
does
the
knowledge
transfer
between
departments
inside
your
own
company
work
or
from
campaign
to
campaign?
[
october
2007
]
[
datalicious.com.au
]

47. [
ques6ons
]
chris6an@datalicious.com.au
[
october
2007
]
[
datalicious.com.au
]

48. [
datalicious
]
data
:
insights
:
ac6on
[
october
2007
]
[
datalicious.com.au
]