Filed under: #mktgcloud, Actionable Insights, Business Intelligence, CRM, Data, Datarati, Marketing Cloud, Research, Sydney Data Miners | Tags: Duncan Brett, eBay, Sydney Data Miners
Announcing a new Meetup for Sydney Data Miners!
WHAT: Meet Duncan Brett, – Business Analyst, Customer Insights Team at eBay Australia & New Zealand
WHEN: Wednesday, 7 April, 2010 5:45 PM – 7:00PM
NOTE **** CHANGE OF VENUE ****
University of Technology Sydney (UTS)
Building 10, Faculty of Engineering and Information Technology
Crn of Broadway & Jones Street
With 1 of the largest data warehouses in the world eBay relies heavily on this rich source of information to target specific customers for promotions. 2009 saw a unique set of challenges for most businesses, eBay not excluded. Promotions was just 1 way eBay AU turned the business around in 2009 and ended the year posting results that the global business is calling ‘The Boomerang”. This presentation will aim to show analysts and marketers alike how our data warehouse was used to both target Buyers & Sellers pre promotion and also analyse the transactional activity post promotion in order to calculate ROI. In 30 minutes we will go through some examples of particular promotions, how the targeting was done, what were the objectives and ultimately how did we measure success.
Duncan Brett Bio:
With a total of 7 years experience in online analytics, Duncan Brett has been providing customer insights at eBay Australia for 3 years now. In a heavily data driven role Duncan uses a mix of technical & logical skills to solve problems presented to his team by a variety of business units within the company. As the go to person for customer insights, Duncan’s analysis covers everything from Buyer acquisition, category performance and customer segmentation.
DON’T MISS OUT!
REGISTER FREE NOW: http://www.meetup.com/datarati/calendar/12982473/
Filed under: Datarati, Research, Web Analytics | Tags: Compete.com, Research, Whitepaper
The release of the new Compete Data Methodology white paper.
In it, you’ll find information on:
- Their multi-source panel approach
- Their unique people calculator
- Their normalisation techniques
- Their online metrics
Filed under: Datarati, Email Marketing, Research, Web Analytics | Tags: Research
Email is the most popular marketing channel for the application of web data.
Seventy-four percent of marketers currently use web data to complement their email marketing offer decisions, and another 18% are planning to use it in the next 12 months and 5% are planning to use in longer than the next 12 months.
Only 1% of respondents have no plans to integrate web data with their email marketing channel and 2% are not sure.
Jeanne G. Harris has worked with analytics, decision support and business intelligence at Accenture for over 23 years and headed the consulting practice in that area for the firm for several years. She is now Executive Research Fellow and Director of Research for the Accenture Institute for High Performance Business.
She has been co Author with Tom Davenport for the seminal path breaking book Competing with Analytics and now on Analytics at Work.
Information has gone from scare to superabundant. That brings huge new benefits, says Kenneth Cukier, but also big headaches.
How many of you delete your cookies on a daily, weekly or monthly basis??
“As an enterprise-class web analytics solution, Google Analytics not only provides site owners with information on their website traffic and marketing effectiveness, it also does so with high regard for protecting user data privacy.”
“Over the past year, Google Analytics have been exploring ways to offer users more choice on how their data is collected by Google Analytics. We concluded that the best approach would be to develop a global browser based plug-in to allow users to opt out of being tracked by Google Analytics. Our engineers are now hard at work finalising and testing this opt-out functionality. We look forward to make it globally available to our users in the coming weeks.”
Posted by Amy Chang, Group Product Manager, Google Analytics
Joesph Stanhope at Forrester writes:
Don’t panic. It is highly doubtful that this will do substantial harm to Google Analytics and its customers. Why?
- Good privacy management drives Google’s business and profits in the long term. Google Analytics adoption may actually increase in the wake of the Opt Out plug-in, particularly outside the United States. This move shows good faith to regulators and sets the stage for Google Analytics to operate safely within the containts of more stringent privacy regulations in Europe, which may boost GA usage and ultimately drive more advertising revenue. Again, GA operates within a larger context at Google, and they have to consider privacy and other regulatory concerns as a material risk to the business if they are not managed properly.
- Opt-In consumers are (slightly) better customers. Many other offline and digital channels have adopted standards for preference management and survived. The marketing axiom has always been that opt out provisions make marketing more efficient and more relevant becuase you no longer waste resources on consumers who aren’t interested in your company or products. This comparison won’t hold up 100% in the case of the web, because the marginal cost of serving additional visitors to a website approaches zero. However, your site’s targeting was probably falling flat for the consumer who is inclined to opt out, so focusing your efforts on those who are willing to be measured may enhance the achievement of site goals.
It’s not the end of the world, but there will be an impact.
Filed under: #mktgcloud, A/B Testing, Analytics, Testing, Web Analytics | Tags: Google Analytics, Testing