[

consumer data journey ]

Chris&an Bartens Digital Analyst, Tourism Australia www.tourism.australia.com Senior Analyst, Datalicious www.datalicious.com.au

[ september 2007 ]

[ datalicious.com.au ]

"I know that 50% of my adver;sing is wasted, I just don't know which half." John Wanamaker

[ september 2007 ]

[ datalicious.com.au ]

"It is a capital mistake to theorize before one has data." Sir Arthur Conan Doyle

[ september 2007 ]

[ datalicious.com.au ]

"It is a capital mistake to theorize before one has all the data." Sir Arthur Conan Doyle

[ september 2007 ]

[ datalicious.com.au ]

[ data = insights = ac;ons ]

[ september 2007 ]

[ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment

customer prole

[ september 2007 ]

[ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment

customer prole

[ september 2007 ]

[ datalicious.com.au ]

[ digital responses ]
ad server, bid management plaForm site centric tool

impression

interac&on

view through

click through

success event

branding direct response

[ september 2007 ]

[ datalicious.com.au ]

[ click-stream ]
newzealand.com upstream
bulafiji.com upstream

[ september 2007 ]

[ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment

customer prole

[ september 2007 ]

[ datalicious.com.au ]

[ conversion ]
campaigns conversion process
visit, product pages, product details, add to shopping cart, shipping information, payment details, order confirmation, thank you page, etc

success events
[ september 2007 ] [ datalicious.com.au ]

[ custom conversion report ]

youtube.com travel conversion

[ september 2007 ]

[ datalicious.com.au ]

[ custom conversion report ]

[ september 2007 ]

[ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment

customer prole

[ september 2007 ]

[ datalicious.com.au ]

[ september 2007 ]

[ datalicious.com.au ]

[ segmenta;on studies ]
Hitwise Mosaic

Roy Morgan

prole

TGI

etc

[ september 2007 ]

[ datalicious.com.au ]

[ mosaic ]
australia.com vs. newzealand.com australia.com vs. bulafiji.com

[ september 2007 ]

[ datalicious.com.au ]

[ mosaic ]

[ september 2007 ]

[ datalicious.com.au ]

[ demographics ]
australia.com vs. newzealand.com
australia.com vs. newzealand.com

[ september 2007 ]

[ datalicious.com.au ]

[ september 2007 ]

[ datalicious.com.au ]

[ september 2007 ]

[ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment

customer prole

[ september 2007 ]

[ datalicious.com.au ]

[ where are the eyeballs ]

search
organic paid

social
wom viral

display
[ september 2007 ]

online oine

direct
[ datalicious.com.au ]

mail email

[ mosaic ]
maximum trac sites, leading lifestyles, 45+

[ september 2007 ]

[ datalicious.com.au ]

[ mosaic ]
niche sites, leading lifestyles, 45+

[ september 2007 ]

[ datalicious.com.au ]

response success event

campaign

data insights media plan customer database

target segment

customer prole

[ september 2007 ]

[ datalicious.com.au ]

[ ques;ons ]
chris&an@datalicious.com.au www.datalicious.com.au