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Database Marketing

The New Frontier

Hal Varian, Google

Database Marketing

The New Frontier

Takeaways 1.2.3.4.

1.What is new?

2.

How does it work?

3.Why is it important?

4.What are the…

RESULTS!

Old

1.vs.

New

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No Visibility To

o ha

rd

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LimitedVisibility

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No Visibility

Decisions

Poor

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Visibility

to the new frontier!

Welcome…

(MAD)

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2.

How does it work?

?

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<script src="http://munchkin.marketo.net/munchkin.js <script>mktoMunchkin("714-CFZ-249");</script> "

type="text/javascript"></script>

1 line of code

Website & Landing Page

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Browser Cookies +

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Dig

ital

Beha

viou

r

=

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Scoring

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Email & SMS Triggers

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!Testing

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Optimising

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Dashboard

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Why is it important?

3.?

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Responses Rates

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Nowhereto

hide

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LostWriting on the wall

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Lost Client

Marketer loses job

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!Agency loses client

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WinningLosing vs.

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Visibility

What are the results?

?

4.

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Sources of value (MAD)1.2.3.4.5.

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100Dec 08

150Apr 09

50July 08

200Jul 09

300+Oct 09

Rated #1 globally

Takeaways 1.2.3.4.

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Nex

t Ste

ps

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Data Planning, Data Strategy, Data Management

Marketing Automation & CRM Database Solutions

Multi-Channel Reporting & Analytics

Campaign Testing & Optimisation

1.

2.

3.

4.

Q&A

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datarati.com.au