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> The Datalicious elevator pitch
Media Attribution & Modeling Maximise reach, awareness & increase ROI
Testing & Optimisation Remove barriers, drive sales
Boosting ROMI
Targeting & Merchandising Improve engagement, boost loyalty
“Turning data into actionable insights to widen the conversion funnel”
July 2013 © Datalicious Pty Ltd 2
> Quick Wikipedia excursion …
CMO = A chief marketing officer is responsible for marketing activities in an organization with primary or shared responsibility for areas such as sales management, product development, distribution channel management, marketing communications, pricing, market research, and customer service.
CTO = A chief technology officer or chief technical officer is responsible for scientific and technological issues within an organization with a focus on long-term and "big picture" issues (while still having deep technical knowledge of the relevant field).
CIO = Chief Information Officer is responsible for the information technology and computer systems that support enterprise goals. The CIO manages the implementation of the useful technology to increase information accessibility and integrated systems management.
As a comparison, where the CIO adapts systems through the use of existing technologies, the CTO develops new technologies to expand corporate technological capabilities. When both positions are present in an organization, the CIO is generally responsible for processes and practices supporting the flow of information, whereas the CTO is generally responsible for technology infrastructure.
July 2013 © Datalicious Pty Ltd 6
> Bottlenecks that impact marketing
Collecting/analysing data
– Data silos
– Lack of standards
– Getting access
Taking action on data/insights
– Ability to implement
– Organisational structure
– Right mix of resources
July 2013 © Datalicious Pty Ltd 7
Mix
Product
Price
Place Promotion
People
> 5/7/8 Ps of the marketing mix
July 2013 © Datalicious Pty Ltd 8
Product marketing 1. Product 2. Place 3. Price 4. Promotion 5. People
Service marketing 6. Process 7. Proof
Whatever marketing 8. Partners, Philosophy, Performance, Platforms
> The consumer data journey
July 2013 © Datalicious Pty Ltd 10
To retention messages To transactional data
From suspect to To customer
From behavioural data From awareness messages
Time Time
prospect
Transactional data
> Combining data sources is key
July 2013 © Datalicious Pty Ltd 11
3rd party data
+
Whole is greater than sum of its parts
Behavioural data
Prospects
Customers
Repeat customers
> Identify customers across devices
July 2013 © Datalicious Pty Ltd 12
Mobile, Phone
Home PC
Work PC
Tablet POS Etc
Offer
Issue
Offer
> Design/optimise experiences
July 2013 © Datalicious Pty Ltd 13
Live chat Phone call
Phone call Letter Email
Issue
All customers Segment A, B, C
Segment D, E
Influencers High value
Display
Postcard
Display
FAQs
Level Awareness Engagement Conversion Advocacy
Level 1, people
People reached
People engaged
People converted
People delighted
Level 2, strategic
Display impressions ? ? ?
Level 3, tactical
Interaction rate, etc ? ? ?
Funnel breakdowns
Existing customers vs. new prospects, products, etc
> Metrics frameworks/taxonomies
July 2013 © Datalicious Pty Ltd 14
CUBES/REPORTING
REAL-TIME/ACCESS WITHIN BROWSER
ETL PROCESSES
DATA SOURCES
DISTRIBUTED/ PURCHASE PATH PROCESSING
FAST/ANALYTICS
ETL PROCESSES
DAY-TO-DAY REPORTING
DATA VISUALISATION & DASHBOARDING
WEBSITE CONTENT PERSONALISATION
FLEXIBLE DATA MINING
CEO
CMO
Analyst
CTO
Developer
CIO
Analyst
> Common organisational structure
July 2013 © Datalicious Pty Ltd 25
CEO
CMTO
(CTO) Developer
CIO
Analyst Analyst
> New organisational structure
July 2013 © Datalicious Pty Ltd 26
> Scaling teams with required skills
July 2013 © Datalicious Pty Ltd 27
Data visualisation/reporting
Data mining/analysis
Data modelling
Fast analytics
Data processing/enhancing
Big data
Data collection
The Datalicious team
Data scientists
Business analysts
Data engineers
Web engineers
Platform admins
Project managers
Data strategists
Dat
a st
rate
gy
> Summary
Standardise metrics/taxonomy
Combine data into centralised data store
Identify customers across devices/channels
Implement self-service technologies
Provide wide-reaching/repeated training
Optimise organisational structure
July 2013 © Datalicious Pty Ltd 28
July 2013 © Datalicious Pty Ltd 29
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