The presentation discusses the usage of data and analytics in marketing campaigns.

1. Data
&
Analy*cs
Council

2. Tonight
• ADMA
Councils
• Industry
survey
results
• Media
a:ribu*on,
an
introduc*on
• Data
&
Analy*cs
Council
Roadmap
• Drinks
&
Networking
Australian
Direct
Marke*ng
Associa*on

3. ADMA
Councils
• Groups
of
marketers
interested
in
specific
areas
of
marke*ng
• Any
ADMA
member
employee
can
join
• You
can
join
as
many
councils
as
you
like!
• Email
councils@adma.com.au
Australian
Direct
Marke*ng
Associa*on

4. ADMA
Councils
• Data
&
Analy*cs
• Agency
• Contact
Centre
• Digital
• Mail
• Mul*-­‐Channel
Acquisi*on
• Rela*onship
Marke*ng
Customer
Management
Australian
Direct
Marke*ng
Associa*on

5. Survey
Results
Abramo
Lerado
General
Manager
Ac*on
Mailing
Lists
Ltd
Australian
Direct
Marke*ng
Associa*on

6. Methodology
• Online
survey
to
current
ADMA
members
to
obtain
a
basic
understanding
of
how
data
and
analy*cs
is
used
in
member
organisa*ons
• Collec*on
points:
– Online
ADMA
blog
– ADMA
Data
Council
eNewsle:er
&
event
informa*on
eDM
• Completed
responses
only,
used
in
the
analysis
where
Total
Responses
=
134,
Used
Responses
=
78
• Data
collected
over
the
period
May
20
–
August
12,
2010
Australian
Direct
Marke*ng
Associa*on

7. Are
you
using
web
analy*cs?
Simplified
to
‘Yes’,
‘No’
&
‘Neutral’
Australian
Direct
Marke*ng
Associa*on

8. How
much
emphasis
is
placed
on
analy*cs
and
data
in
your
company?
Australian
Direct
Marke*ng
Associa*on

9. Do
you
*e
sales
back
to
a
campaign
and/or
media
channel?
62%
/e
sales
data
back
Australian
Direct
Marke*ng
Associa*on

10. Do
you
*e
sales
back
to
a
campaign
and/or
media
channel?
Of
which
–
59%
do
not
use
Web
Analy/cs
Australian
Direct
Marke*ng
Associa*on

11. Do
you
have
a
single
customer
view?
Only
41%
incorporate
Web
Analy/cs
data
‘Yes’
responses
only
Australian
Direct
Marke*ng
Associa*on

12. Do
you
use
Marke*ng
Automa*on
Soaware
and
which
one?
Most
of
the
respondents
s/ll
aren’t
using
marke/ng
automa/on
soHware
yet.
Those
that
did,
use
the
below
NB:
Sample
size
is
very
small,
34
Australian
Direct
Marke*ng
Associa*on

13. Insight
• Although
respondents
suggested
a
high
affinity
towards
the
incorpora*on
of
data
in
their
organisa*on
–
responses
suggested
otherwise:
– Tracking
sales
back
to
media
channels
must
include
those
ac*vi*es
that
occur
online.
Organic
channels
will
always
have
some
impact
on
sales
even
if
there
is
no
online
paid
media
– Having
a
Single
Customer
View
will
incorporate
those
touch
points
that
your
consumer
has
online
and
those
that
it
has
offline.
Offline
data
is
only
half
the
story
– Value
of
Web
Analy*cs
isn’t
understood
within
companies
–
placing
weight
on
Data
and
Analy*cs
should
require
the
heavy
incorpora*on
of
data
from
a
Web
Analy*cs
plahorm
Australian
Direct
Marke*ng
Associa*on

14. Media
ALribu/on
Chris*an
Bartens
Managing
Director
Datalicious
Pty
Ltd
Australian
Direct
Marke*ng
Associa*on

15. De-­‐duplica*on
across
channels
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Central
Analy/cs
PlaQorm
Email
Email
Blast
PlaQorm
$
Organic
Google
Search
Analy/cs
$
Australian
Direct
Marke*ng
Associa*on

16. Success
a:ribu*on
models
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par/al
credit
Australian
Direct
Marke*ng
Associa*on

17. First
and
last
click
a:ribu*on
Chart
shows
percentage
of
channel
touch
points
that
lead
Paid/Organic
Search
to
a
conversion.
Neither
first
Emails/Shopping
Engines
nor
last-­‐click
measurement
would
provide
true
picture
Australian
Direct
Marke*ng
Associa*on

18. Full
path
to
purchase
Introducer
Influencer
Influencer
Closer
$
SEM
Banner
Direct
SEO
Generic
Click
Visit
Branded
$
Banner
SEO
Affiliate
Social
View
Generic
Click
Media
$
TV
SEO
Direct
Email
Abandon
Ad
Branded
Visit
Update
Australian
Direct
Marke*ng
Associa*on

19. Understanding
the
channel
mix
Australian
Direct
Marke*ng
Associa*on

20. Data
Journey
&
Whitepapers
To
transac/onal
data
To
reten/on
messages
Purchase
From
suspect
to
prospect
To
customer
Time
Time
Iden*fica*on
From
behavioural
data
From
awareness
messages
Australian
Direct
Marke*ng
Associa*on

21. Data
Journey
&
Whitepapers
To
transac/onal
data
To
reten/on
messages
Purchase
Value
Segmenta/on
Loyalty
&
Reward
Alloca/on
Single
Contact
Customer
View
Preferences
From
suspect
to
Tes/ng
&
prospect
To
customer
Time
Op/misa/on
Mul/-­‐Channel
CRM
Time
Media
Segmenta/o Trigger
Based
n
&
Targe/ng
Marke/ng
Behavioral
Targe/ng
Campaign
Defining
Tracking
&
Media
A
Metrics
ALribu/on
Framework
Iden*fica*on
From
behavioural
data
From
awareness
messages
Australian
Direct
Marke*ng
Associa*on

22. Whitepaper
Champions
• Defining
Metrics
Frameworks
– Chris*an
Bartens,
Datalicious
• Campaign
Tracking
&
Media
A:ribu*on
– Chris*an
Bartens,
Datalicious
• Trigger
Based
Marke*ng
– Will
Scully-­‐Power,
Datara*
• Loyalty
&
Reward
Alloca*on
– David
Kerr,
SEMA
Australian
Direct
Marke*ng
Associa*on

23. Email
councils@adma.com.au
To
transac/onal
data
To
reten/on
messages
Purchase
Value
Segmenta/on
Loyalty
&
Reward
Alloca/on
Single
Contact
Customer
View
Preferences
From
suspect
to
Tes/ng
&
prospect
To
customer
Time
Op/misa/on
Mul/-­‐Channel
CRM
Time
Media
Segmenta/o Trigger
Based
n
&
Targe/ng
Marke/ng
Behavioral
Targe/ng
Campaign
Defining
Tracking
&
Media
A
Metrics
ALribu/on
Framework
Iden*fica*on
From
behavioural
data
From
awareness
messages
Australian
Direct
Marke*ng
Associa*on