making data sexy

21
> Making data sexy < Turning raw data into ac.onable insights

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The presentation discusses the four main data categories in correlation with marketing and analytics strategies.

TRANSCRIPT

Page 1: Making Data Sexy

>  Making  data  sexy  <  Turning  raw  data  into    ac.onable  insights  

Page 2: Making Data Sexy

>  The  datalicious  elevator  pitch  

Media  A:ribu<on  &  Modeling  

Op<mise  channel  mix,  predict  sales  

Tes<ng  &  Op<misa<on  Remove  barriers,  drive  sales  

Boos<ng  ROI  

Targeted  Direct  Marke<ng    Increase  relevance,  reduce  churn  

“Using  data  to  widen  the  funnel”  

Page 3: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd  

Make  data  sexy  by  turning  it  into    ac<onable  insights  

3  

Page 4: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   4  

Standardise  metrics  

Page 5: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   5  

Page 6: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   6  

Break  down  data  silos  

Page 7: Making Data Sexy

>  Establish  a  single  source  of  truth  

August  2011   ©  Datalicious  Pty  Ltd   7  

Insights   Repor<ng  

Page 8: Making Data Sexy

>  Combine  profile  data  sources  

August  2011   ©  Datalicious  Pty  Ltd   8  

+  one-­‐off  collec.on  of  demographical  data    age,  gender,  address,  etc  customer  lifecycle  metrics  and  key  dates  profitability,  expira<on,  etc  predic.ve  models  based  on  data  mining  

propensity  to  buy,  churn,  etc  historical  data  from  previous  transac.ons  

average  order  value,  points,  etc  

CRM  Profile  

Updated  Occasionally  

tracking  of  purchase  funnel  stage  

browsing,  checkout,  etc  tracking  of  content  preferences  

products,  brands,  features,  etc  tracking  of  external  campaign  responses  

search  terms,  referrers,  etc  tracking  of  internal  promo.on  responses  

emails,  internal  search,  etc  

Site  Behaviour  

Updated  Con<nuously  

Page 9: Making Data Sexy

Geo-­‐demographic  data  

>  3rd  party  data  enhancements  

August  2011   ©  Datalicious  Pty  Ltd   9  

3rd  party  data  

+   The  whole  is  greater    than  the  sum  of  its  parts  

Customer  profile  data  

Page 10: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   10  

Visualise  your  data  

Page 11: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   11  

What  trends  can  you  iden<fy  in  5  seconds    by  looking  at  the  raw  data  only?  

Page 12: Making Data Sexy

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August  2011   ©  Datalicious  Pty  Ltd   13  

Page 14: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   14  

Page 15: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   15  

Page 16: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   16  RED  =  No  single  men  

Page 17: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   17  

Allocate  a  data  budget  

Page 18: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   18  

Combine  data  &  crea<vity  

Page 19: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   19  

Page 20: Making Data Sexy

August  2011   ©  Datalicious  Pty  Ltd   20  

Contact  us  [email protected]  

 Learn  more  

blog.datalicious.com    

Follow  me  twi:er.com/datalicious  

 

Page 21: Making Data Sexy

Data  >  Insights  >  Ac<on  

August  2011   ©  Datalicious  Pty  Ltd   21