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>AboutDatalicious
§ DataliciouswasfoundedinNovember2007
§ Strongwebanaly;csbackground&experience§ 360dataagencywithteamofdataspecialists
§ Combina;onofanalystsanddevelopers§ Bluechipclientsacrossallindustryver;cals§ Carefullyselectedbestofbreedtechnology§ Lobbying&definingdatabestprac;ceADMA
§ Execu;ngsmartdatadrivencampaigns
§ Turningdataintoac;onableinsights
May2013 ©DataliciousPtyLtd 2
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>Usingdatatowidenthefunnel
MediaA7ribu9on&Modeling
Maximisereach,awareness&increaseROI
Tes9ng&Op9misa9on
Removebarriers,drivesales
Boos9ngROMI
Targe9ng&Merchandising
Improveengagement,boostloyalty
“Turningdataintoac.onableinsightstowidentheconversionfunnel”
May2013 ©DataliciousPtyLtd 3
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>Widerangeofdataservices
DataPlaHorms
Datacollec9onandprocessing
Adobe,GoogleAnaly9cs,etc
Webandmobileanaly9cs
Tag-lessonlinedatacapture
Retailandcallcenteranaly9cs
Bigdata&datawarehousing
Singlecustomerview
InsightsAnaly9cs
Dataminingandmodelling
Tableau,Splunk,SPSS,R,etc
Customiseddashboards
Mediaa7ribu9onanalysis
Marke9ngmixmodelling
Socialmediamonitoring
Customersegmenta9on
Ac9onCampaigns
Datausageandapplica9on
SiteCore,ExactTarget,etc
Targe9ngandmerchandising
Marke9ngautoma9on
CRMstrategyandexecu9on
Datadrivenwebsites
Tes9ngprograms
May2013 ©DataliciousPtyLtd 4
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>50+yearsofteamexperience
May2013 ©DataliciousPtyLtd 5
Chris;anBartensFounder&Director
§ BachelorofBusinessManagementwith
marke;ngfocus
§ Webanaly;csand
digitalmarke;ng
workexperience
§ Space2go,E-Lo,TourismAustralia
§ SuperTagfounder,ADMAAnaly;csChair,
I-COMEMRBoard
LinkedInprofile
EllyGillisGeneralManager
§ BachelorofCommunica;onswith
printanddigitalfocus
§ Digitalmarke;ngand
projectmanagement
workexperience
§ M&CSaatchi,Mark,
Holler,Tequila,IAG,
OneDigital,Telstra
§ Australiangoldmedal
insurfboatrowing
LinkedInprofile
MichaelSavioHeadofInsights
§ BachelorofArts&Sciencewithapplied
mathema;csfocus
§ CRMandmarke;ng
researchandanaly;cs
workexperience
§ ANZBank,AustralianBureauofSta;s;c,
DBMConsultants
§ ADMAlectureron
marke;ngtes;ng
LinkedInprofile
JuanDelardHeadofData
§ EngineeringDiploma&
BachelorofSciencein
ElectricalEngineering
§ ITarchitecure,ERP,webanaly;cs,bigdata,
telecommunica;ons
workexperience
§ Quo;fy,Binaria,Codelco
§ Mathema;csfanand
avidscubadiver
LinkedInprofile
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>Uniquecombina9onofskills
May2013 ©DataliciousPtyLtd 6
Datavisualisa9on/repor9ng
Datamining/analysis
Datamodelling
Fastanaly9cs
Dataprocessing/enhancing
Bigdata
Datacollec9on
TheDataliciousteam
§ Datascien;sts
§ Businessanalysts
§ Dataengineers
§ Webengineers
§ Pla_ormadmins
§ Projectmanagers
§ Datastrategists D a t a s t r a t e g
y
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>Bestofbreedtechnologies
May2013 ©DataliciousPtyLtd 7
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>Dataliciousproductdevelopment
SCV2
Surveys
Displayads
Internalads
Engage
Socialmedia
Mobilepush
eDMs/DMs
MIS1
1Marke;nginforma;onsystemcontainingalldatanecessarytoanalyseandreportoncampaigns2Singlecustomerviewpla_ormcontainingalldataacrossall(customer)touchpoints
Massmedia
Socialmedia
Digitalmedia
Measure
Demographics
Transac;ons
Campaigns
May2013 ©DataliciousPtyLtd 8
Report
Analyse
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>Clientsacrossallindustries
May2013 ©DataliciousPtyLtd 9
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>Greatcustomerfeedback
“[…]Dataliciousquicklyearnedourrespectandconfidence […]understandourbusinessneeds,delivervalue , pushourthinking[…].Likeable,transparentandtrustworthy.IwouldbehappytorecommendDatalicioustoanyone.”MurrayHowe,Execu;veManager,SuncorpGroup
"[…]Dataliciousbroughtwiththembestprac.ceanaly.cstodemonstratethe
truevalueofourmarke.ngdollars[…]havebecomeacriBcalbusinesspartner[…] providedgreatinsightswhichhavedrivenkeybusinessdecisions.”TrangYoung,SeniorMarke;ngManager,E*TradeAustralia
“TheDataliciousguysaregreattoworkalongside[…]'nostoneunturned'approachtofindingsolu.ons tochallenges[…]knowledgeandpassionforwebanaly.csandbestofbreedwebopBmizaBonwassecondtonone” SteveBrown,
SeniorBusinessAnalyst,Vodafone
“[…]TheVodafoneimplementa.onofSiteCatalystisoneofthemostimpressiveIhaveseenandranksinthetop10[…].Itisanamazingfounda.onfortakingac.ononthedataandimprovingROI.” AdamGreco,Consul;ngLead,Omniture
May2013 ©DataliciousPtyLtd 10
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>Greatcustomerfeedback
"[…]Dataliciousunderstandthevalueofinforma.onand howtoleverageitusingbestofbreedsoEware.Iwould recommendtheteamwithouthesita.on[...]."JamesFleet,Marke;ngDirector,AppliancesOnline
"[...]DatalicioushavebeeninBmatelyinvolvedinbuildingouranalyBcssoluBon.Mostimportantlytheirknowledgeofbestprac.cecombinedwithinnova.ve
solu.onshasallowedourbusinesstoremainnimbleandcurrent .Theyarealsoniceguys."TzviBalbin,GroupDigitalMarke;ngLead,CatchoftheDay
"[...]DataliciousarehelpingustomovefromalastclickcampaignmeasurementmodeltoamoreaccuratemediaaFribu.on approach.[...]potenBaltosignificantlychangeourmediaplanning [...].Highlyrecommended ."KeithMirgis,SeniorDigital&SocialMediaMarke;ngManager,Telstra
"WeengagedDatalicioustosupportastrategicchangeinourbusiness [...]understandourcustomers[andtheirtransac.ons]beFer toensureweretainedasmanyaspossible[...]"NatalieFarrell,DirectMarke;ngManager,Luxoca
May2013 ©DataliciousPtyLtd 11
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>Data:PlaHorms
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May2013 ©DataliciousPtyLtd 12
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>Webanaly9csaudit
May2013 ©DataliciousPtyLtd 13
CatchoftheDay
webanaly;csaudit
andreviewusinga
combina;onofthe
SuperTagtagimplementa;on
approachand
ObservePointtag
scanningserviceto
deliver&maintain
100%accurateweb
analy;csdataon
anongoingbasis.
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>Webanaly9cs
May2013 ©DataliciousPtyLtd 14
Projectpla_orms
used:Adobe
SiteCatalyst,
Test&Targetand
SearchCenter
Readmoreonline
hp://goo.gl/Qp9IK
“[…]TheVodafoneimplementa;onofSiteCatalystisoneofthemostimpressiveIhaveseenandranksinthetop10[…].Itisanamazing
founda;onfortakingac;ononthedataandimprovingROI.”
AdamGreco,Consul;ngLead,Omniture
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>CRMRFP&strategy
©DataliciousPtyLtd 15May2013
Development
ofNetworkTEN
cross-channeldata
strategyincluding
managementofresul;ngCRMand
SCVRFPprocess
designedtofuture
proofthebusiness
andboostusers
reten;onand
engagement
rates.
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>Insights:Analy9cs
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May2013 ©DataliciousPtyLtd 16
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>Datavisualisa9on
May2013 ©DataliciousPtyLtd 17
Analysisof60,000
Tweetsfromthe
controversialSBS
TVshow‘GoBack
ToWhereYouCameFrom’
visualisingthe
majortopicsand
howtheywere
relatedwhich
highlightedsome
interes;ng
insights.
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>CRMdashboards
©DataliciousPtyLtd 18May2013
RebelSportCRM
dashboardsfor
Acxiomcombining
customerprofile
datawithcampaign,
andtransac;on
dataandvisualising
theinforma;onin
Tableaudashboards
designedtosimplify
andautomate
repor;ng.
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>Brandstudy
May2013 ©DataliciousPtyLtd 19
Brandstature>
B r a n d s
t r e n g t h >
Analysisand
visualisa;onof
datafromna;onal
Y&RBrandAsset
Evaluatorsurvey
designedtotrack
(andcompare)
brandpercep;on,
purchaseintent
andconsumer
atudestowards
brandsover;me.
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>Workshopsandspeaking
May2013 ©DataliciousPtyLtd 20
Text“Chris,thanksamillionfortheworkshop[...]feedbackhasbeen
awesome.”RobGeerdink,Content&Crea;veServicesLead,Ubank
“[…]thanksagainforthe[tes;ng]workshop,[...]founditveryuseful.”
MikeAinsworth,WebsiteOp;misa;onCoordinator,CarnivalAustralia
“[Datalicious]sessionhasaractedthemostenthusias;cfeedback."
TimHeberden,Lecturer,TheUniversityofSydneyBusinessSchool
@aca;natree:“Excellentpresonmediaaribu;onfrom@datalicious[…]”
@PhilipShaw:“@DatalicioussessiononLandingPageOp;misa;onbestsofar.”
@KylieMar;n:“Awesomesessionby@datalicious[…]greatstats&knowledge[…]”
@jamesduon:NiceworkChris![…]Howtoturndataintoac;onableinsights!”
@EmilyBanks:“@dataliciousgreatjobChris;an...Reallygreatworkshop.”
@markfletcher:“@dataliciousOutstandingpresenta;on”
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>Ac9on:A7ribu9on
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May2013 ©DataliciousPtyLtd 21
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>Mediaa7ribu9on
May2013 ©DataliciousPtyLtd 22
Aussiepurchase
pathtrackingand
mediaaribu;on
modellinginclose
coopera;onwith
Amnesiadesigned
toop;misethe
overallAussie
budgetmixacross
paidandearned
mediaresul;ngin
anoverallproject
ROIof910%.
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>Mediaa7ribu9on
May2013 ©DataliciousPtyLtd 23
Suncorppurchase
pathtrackingand
mediaaribu;on
modellinginorder
toop;misethe
overallSuncorp
insurancebudget
mixacrosspaid
andearnedmedia
resul;nginan
overallprojectROI
of2,078%.
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>Mediaa7ribu9on
May2013 ©DataliciousPtyLtd 24
Telstrapurchase
pathtrackingand
mediaaribu;on
includingsocial
designedto
op;misethe
overallTelstra
budgetmixacross
paidandearned
mediaresul;ngin
anoverallprojectROIof403%.
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>Ac9on:Targe9ng
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May2013 ©DataliciousPtyLtd 25
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>Smarttarge9ng
©DataliciousPtyLtd 26May2013
ANZcross-channel
re-targe;ngand
merchandising
combinedwith
landingpage
op;misa;on
deliveredan
increaseinoffer
responseand
conversionrates
withanoverallprojectROIof
578%.
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>Influen9alclients
©DataliciousPtyLtd 27May2013
Iden;fica;onand
leverageofTelstra
customerswithan
aboveaverage
influencelevelby
providingthese
individualswitha
premiumshopping
aswellassupport
experienceacross
allchannels.
≈
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>Segmenta9on
May2013 ©DataliciousPtyLtd 28
E*TradeRDA
geo-segmenta;on
basedonaddress
andtransac;on
dataofexis;ng
customersto
iden;fy&profile
themostprofitable
segmentsinorder
toop;misemedia
planning.
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>Churnmodelling
May2013 ©DataliciousPtyLtd 29
Luxocaanaly;cs
andmodelling
basedonhistoric
transac;ondata
predictedstore
migra;onwith
85%accuracy
resul;ngincost
savingsandan
increaseinclient
reac;va;onwithanoverallproject
ROIof667%.
High
priority
customer
segments
Low
priority
Lowpriority
customersegments
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>Merchandising
May2013 ©DataliciousPtyLtd 30
Luxocaanaly;cs
andmodelling
basedonhistoric
transac;ondata
haschangedthe
wayOPSMis
customisingits
storemerchandise
basedonstore
loca;oninorder
tomaximiserevenuefrom
eachstore
loca;on.
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>Ac9on:Tes9ng
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010
May2013 ©DataliciousPtyLtd 31
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>Landingpages
May2013 ©DataliciousPtyLtd 32
Before
Aer
Removalofdistrac;ons
suchasnaviga;onandsearchop;onsresulted
inincreasedresponse
rateswithROIof492%
Projectpla_ormsused:Adobe
SiteCatalystandTest&Target
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>Landingpages
May2013 ©DataliciousPtyLtd 33
Before
Aer
Thesmallthingscount:
Simplifica;ondownto1setofbuonsresultedin
increasedresponserate
andprojectROIof547%
Projectpla_ormsused:Adobe
SiteCatalystandTest&Target
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>Pageop9misa9on
©DataliciousPtyLtd 34May2013
Telstrabundlespageop;misa;oncombinedcallcenterdata(eachpage
hadauniquephonenumber)withAdobeTest&Targetonlinedataand
deliveredacross-channelconversionrateincreasewithanROIof647%
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May2013 ©DataliciousPtyLtd 35
Contactus
cbartens@datalicious.com
Learnmore
blog.datalicious.com
Followus
twi7er.com/datalicious
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Smartdatadrivenmarke9ng
May2013 ©DataliciousPtyLtd 36