Datalicious Credentials

> About Datalicious §  Datalicious was founded in November 2007 §  Strong web analy;cs background & experience §  360 data agency with team of data specialists §  Combina;on of analysts and developers §  Blue chip clients across all industry ver;cals §  Carefully selected best of breed technology §  Lobbying & defining data best prac;ce ADMA §  Execu;ng smart data driven campaigns §  Turning data into ac;onable insights May 2013 © Datalicious Pty Ltd 2

> Using data to widen the funnel

Media A7ribu9on & Modeling

Maximise reach, awareness & increase ROI

Tes9ng & Op9misa9on Remove barriers, drive sales

Boos9ng ROMI

Targe9ng & Merchandising Improve engagement, boost loyalty

“Turning data into ac.onable insights to widen the conversion funnel”

May 2013 © Datalicious Pty Ltd 3

> Wide range of data services

Data PlaHorms Data collec9on and processing Adobe, Google Analy9cs, etc Web and mobile analy9cs Tag-‐less online data capture Retail and call center analy9cs Big data & data warehousing Single customer view

Insights Analy9cs Data mining and modelling Tableau, Splunk, SPSS, R, etc Customised dashboards Media a7ribu9on analysis Marke9ng mix modelling Social media monitoring Customer segmenta9on

Ac9on Campaigns Data usage and applica9on SiteCore, ExactTarget, etc Targe9ng and merchandising Marke9ng automa9on CRM strategy and execu9on Data driven websites Tes9ng programs


> 50+ years of team experience


Chris;an Bartens Founder & Director §  Bachelor of Business

Management with marke;ng focus

§  Web analy;cs and digital marke;ng work experience

§  Space2go, E-‐LoT, Tourism Australia

§  SuperTag founder, ADMA Analy;cs Chair, I-‐COM EMR Board

LinkedIn profile

Elly Gillis General Manager §  Bachelor of

Communica;ons with print and digital focus

§  Digital marke;ng and project management work experience

§  M&C Saatchi, Mark, Holler, Tequila, IAG, OneDigital, Telstra

§  Australian gold medal in surf boat rowing

LinkedIn profile

Michael Savio Head of Insights §  Bachelor of Arts &

Science with applied mathema;cs focus

§  CRM and marke;ng research and analy;cs work experience

§  ANZ Bank, Australian Bureau of Sta;s;c, DBM Consultants

§  ADMA lecturer on marke;ng tes;ng

LinkedIn profile

Juan Delard Head of Data §  Engineering Diploma &

Bachelor of Science in Electrical Engineering

§  IT architecure, ERP, web analy;cs, big data, telecommunica;ons work experience

§  Quo;fy, Binaria, Codelco

§  Mathema;cs fan and avid scuba diver

LinkedIn profile

> Unique combina9on of skills


Data visualisa9on/repor9ng

Data mining/analysis

Data modelling

Fast analy9cs

Data processing/enhancing

Big data

Data collec9on

The Datalicious team §  Data scien;sts §  Business analysts §  Data engineers §  Web engineers §  Pla_orm admins §  Project managers §  Data strategists

Data strategy

> Best of breed technologies


> Datalicious product development

SCV2

Surveys Display ads Internal ads

Engage

Social media Mobile push eDMs/DMs

MIS1

1 Marke;ng informa;on system containing all data necessary to analyse and report on campaigns 2 Single customer view pla_orm containing all data across all (customer) touch points

Mass media Social media Digital media

Measure Demographics Transac;ons Campaigns


Report

Analyse

> Clients across all industries


> Great customer feedback “[…] Datalicious quickly earned our respect and confidence […] understand our business needs, deliver value, push our thinking […]. Likeable, transparent and trustworthy. I would be happy to recommend Datalicious to anyone.” Murray Howe, Execu;ve Manager, Suncorp Group "[…] Datalicious brought with them best prac.ce analy.cs to demonstrate the true value of our marke.ng dollars […] have become a criBcal business partner […] provided great insights which have driven key business decisions.” Trang Young, Senior Marke;ng Manager, E*Trade Australia “The Datalicious guys are great to work along side […] 'no stone unturned' approach to finding solu.ons to challenges […] knowledge and passion for web analy.cs and best of breed web opBmizaBon was second to none” Steve Brown, Senior Business Analyst, Vodafone “[…] The Vodafone implementa.on of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 […]. It is an amazing founda.on for taking ac.on on the data and improving ROI.” Adam Greco, Consul;ng Lead, Omniture


> Great customer feedback "[…] Datalicious understand the value of informa.on and how to leverage it using best of breed soEware. I would recommend the team without hesita.on [...]." James Fleet, Marke;ng Director, Appliances Online "[...] Datalicious have been inBmately involved in building our analyBcs soluBon. Most importantly their knowledge of best prac.ce combined with innova.ve solu.ons has allowed our business to remain nimble and current. They are also nice guys." Tzvi Balbin, Group Digital Marke;ng Lead, Catch of the Day "[...] Datalicious are helping us to move from a last click campaign measurement model to a more accurate media aFribu.on approach. [...] potenBal to significantly change our media planning [...]. Highly recommended." Keith Mirgis, Senior Digital & Social Media Marke;ng Manager, Telstra "We engaged Datalicious to support a strategic change in our business [...] understand our customers [and their transac.ons] beFer to ensure we retained as many as possible [...]" Natalie Farrell, Direct Marke;ng Manager, Luxojca


> Data: PlaHorms

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> Web analy9cs audit


Catch of the Day web analy;cs audit and review using a combina;on of the SuperTag tag implementa;on approach and ObservePoint tag scanning service to deliver & maintain 100% accurate web analy;cs data on an ongoing basis.

> Web analy9cs


Project pla_orms used: Adobe SiteCatalyst, Test&Target and SearchCenter Read more online hnp://goo.gl/Qp9IK

“[…] The Vodafone implementa;on of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 […]. It is an amazing founda;on for taking ac;on on the data and improving ROI.” Adam Greco, Consul;ng Lead, Omniture

> CRM RFP & strategy

© Datalicious Pty Ltd 15 May 2013

Development of Network TEN cross-‐channel data strategy including management of resul;ng CRM and SCV RFP process designed to future proof the business and boost users reten;on and engagement rates.

> Insights: Analy9cs

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> Data visualisa9on


Analysis of 60,000 Tweets from the controversial SBS TV show ‘Go Back To Where You Came From’ visualising the major topics and how they were related which highlighted some interes;ng insights.

> CRM dashboards


Rebel Sport CRM dashboards for Acxiom combining customer profile data with campaign, and transac;on data and visualising the informa;on in Tableau dashboards designed to simplify and automate repor;ng.

> Brand study


Brand stature >

Brand strength>

Analysis and visualisa;on of data from na;onal Y&R Brand Asset Evaluator survey designed to track (and compare) brand percep;on, purchase intent and consumer ajtudes towards brands over ;me.

> Workshops and speaking


Text “Chris, thanks a million for the workshop [...] feedback has been awesome.” Rob Geerdink, Content & Crea;ve Services Lead, Ubank “[…] thanks again for the [tes;ng] workshop, [...] found it very useful.” Mike Ainsworth, Website Op;misa;on Coordinator, Carnival Australia “[Datalicious] session has anracted the most enthusias;c feedback." Tim Heberden, Lecturer, The University of Sydney Business School @aca;natree: “Excellent pres on media anribu;on from @datalicious […]” @PhilipShaw: “@Datalicious session on Landing Page Op;misa;on best so far.” @Kylie_Mar;n: “Awesome session by @datalicious […] great stats & knowledge […]” @jamesdunon: Nice work Chris! […] How to turn data into ac;onable insights!” @Emily_Banks: “@datalicious great job Chris;an ... Really great workshop.” @markfletcher: “@datalicious Outstanding presenta;on”

> Ac9on: A7ribu9on

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> Media a7ribu9on


Aussie purchase path tracking and media anribu;on modelling in close coopera;on with Amnesia designed to op;mise the overall Aussie budget mix across paid and earned media resul;ng in an overall project ROI of 910%.

> Media a7ribu9on


Suncorp purchase path tracking and media anribu;on modelling in order to op;mise the overall Suncorp insurance budget mix across paid and earned media resul;ng in an overall project ROI of 2,078%.

> Media a7ribu9on


Telstra purchase path tracking and media anribu;on including social designed to op;mise the overall Telstra budget mix across paid and earned media resul;ng in an overall project ROI of 403%.

> Ac9on: Targe9ng

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> Smart targe9ng


ANZ cross-‐channel re-‐targe;ng and merchandising combined with landing page op;misa;on delivered an increase in offer response and conversion rates with an overall project ROI of 578%.

> Influen9al clients


Iden;fica;on and leverage of Telstra customers with an above average influence level by providing these individuals with a premium shopping as well as support experience across all channels.

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> Segmenta9on


E*Trade RDA geo-‐segmenta;on based on address and transac;on data of exis;ng customers to iden;fy & profile the most profitable segments in order to op;mise media planning.

> Churn modelling


Luxojca analy;cs and modelling based on historic transac;on data predicted store migra;on with 85% accuracy resul;ng in cost savings and an increase in client reac;va;on with an overall project ROI of 667%.

High priority customer segments

Low priority

Low priority customer segments

> Merchandising


Luxojca analy;cs and modelling based on historic transac;on data has changed the way OPSM is customising its store merchandise based on store loca;on in order to maximise revenue from each store loca;on.

> Ac9on: Tes9ng

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> Landing pages


Before

ATer

Removal of distrac;ons such as naviga;on and search op;ons resulted in increased response rates with ROI of 492%

Project pla_orms used: Adobe SiteCatalyst and Test&Target

> Landing pages


Before

ATer

The small things count: Simplifica;on down to 1 set of bunons resulted in increased response rate and project ROI of 547%

Project pla_orms used: Adobe SiteCatalyst and Test&Target

> Page op9misa9on


Telstra bundles page op;misa;on combined call center data (each page had a unique phone number) with Adobe Test&Target online data and delivered a cross-‐channel conversion rate increase with an ROI of 647%


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Smart data driven marke9ng
