[

Why data is sexy ]

No really, it is!

[ Main data categories ]

Campaign data

Consumer data

Customer data

Compe5tor data

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Campaign data

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[ Dening analy:cs strategy ]

Search, display ads Web analy5cs

Awareness

Interest

Desire

Ac5on

Sa5sfac5on

Online surveys, site polls Social media Social media

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[ Single source of truth ]

data

ROAS
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[ De-duplica:on across channels ]

Paid Search Bid Mgmt

Banner Ads

Ad Server Omniture PlaGorm

Email Blast

Email PlaGorm

Organic Search

Google Analy:cs

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[ De-duplica:on across channels ]

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[ Success aIribu:on models ]

Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par:al credit

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[ Campaign stacking by channel ]

Chart shows percentage of channel touch points that lead to a conversion.

Neither rst nor last-click measurement would provide true picture

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[ Search call to ac:on ]

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[ Analyse channel overlap ]

Total Ac:ons: 2,023
DM & EDMs $200 - $400 CTA

Paid Search 301 / 11.1% $200 - $500 CPA

112 (38%)

Call Centre
Radio & Other ATL

189 (62%)

Display Media 1669 (61.2%) $125 - $200 CPA

Straight to Site 1208 (44.3%)

587 (48%) 621 (52%)

Organic Search 493 (18%)

314 (63%)
179 (37%)

Partners

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[ Cross-channel impact ]

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[ Email iden:ca:on points ]

Vodafone.com.au Research Phone Conversion Credit Check Fullment

@ @ @

Online Receipt Conrma5on

Adver5sing Campaign

Vodafone.com.au Research

Retail Conversion

Credit Check Fullment

Online Receipt Conrma5on

Vodafone.com.au Research

Online Conversion

Online Order Conrma5on

Credit Check Fullment

Online Receipt Conrma5on

Cookie ID

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Customer data

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[ Store locator searches ]

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[ Reasons for store drop-out ]

About a third of those dropping out intend to come back again. 1 in 5 will go away and think more about their purchase. Only 10% have inten5ons purely to use the store for research.

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[ Targe:ng framework ]
Reten5on Customer Prole

Prospect
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9

Customer
10 11 12

Considera5on
Weeks

Visitor Behaviour
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[ Prospect targe:ng parameters ]

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[ Anity targe:ng in ac:on ]

Dierent types of visitors respond to dierent ads. By using category anity targe5ng, response rates are liced signicantly across products.
Message Blackberry Bold 5GB Mobile Broadband Blackberry Storm 12 Month Caps Click-Through Rate By Category Anity Postpay Prepay Broadb. Business

+ -

+ + -

+ + +
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[ Matching segments are key ]

On-site segments

O-site segments

On and o-site targe5ng plaeorms should use iden5cal triggers to sort visitors into segments
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[ Combining data sets ]

Site Behaviour
browsing, checkout, etc
tracking of content preferences tracking of purchase funnel stage

CRM Prole

products, brands, features, etc

tracking of external campaign responses

search terms, referrers, etc

tracking of internal promo5on responses

emails, internal search, etc

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one-o collec5on of demographical data customer lifecycle metrics and key dates predic5ve models based on data mining

age, gender, address, etc

protability, expira:on, etc propensity to buy, churn, etc

historical data from previous transac5ons

average order value, points, etc

UPDATED CONTINUOUSLY

UPDATED OCCASIONALLY

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Omniture DataWarehouse Online behavioural data stored in Omniture for anonymous prospects and known customers

Google Analy5cs

Omniture DataWarehouse

Customer status and product anity for prospects and customers passed into Test&Target as well as Eyeblaster for advanced on and o-site targe5ng (e.g. help/support messages for exis5ng customers, acquisi5on messages with customized plans for prospects, etc) Data on MyVodafone registra5on status to iden5fy non-users in order to encourage online self-service Omniture Discover OnPremise

Omniture Test&Target

Eyeblaster

Data on MyVodafone self-service usage to iden5fy users with poten5al issues in order to increase customer sa5sfac5on

Vodafone Terradata Customer data on self-service usage, campaign responses and product preferences are ltered against Terradata in Discover OnDemand, contact lists are generated and customized messages delivered through the most suitable channels

Data on campaign performance to iden5fy most suitable message content and 5ming for each customer or segment

Data on product preferences and research behaviour to customize product oering and feed into churn modelling

[ Where is the money ]

$ $ $ $ $ $ $ $ $

$
[ datalicious.com.au ]

[ october 2007 ]

[ Mosaic ]

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Compe:tor data

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[ Brand search volume ]

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[ Market share trends ]

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[ Australia vs. New Zealand ]

australia.com vs. newzealand.com

[ september 2007 ]

[ datalicious.com.au ]

Consumer data

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[ Search term volumes ]

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[ Media planning ]

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[ Leading lifestyles, 45+ ]

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[ Main data categories ]

Campaign data

Consumer data

Customer data

Compe5tor data

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