Filed under: A/B Testing, Actionable Insights, Algorithms, Analytics, Behavioural Targeting, Business Intelligence, CRM, Call Centre Data, Cloud Computing, Data, Datarati, Email Marketing, Lead Generation, Lead Nurturing, Lead Scoring, Loyalty, Marketing Automation, Multivariate Testing, Optimisation, Predicitive Modelling, Segmentation, Software as a Service, Statistics, Surveys, Technology, Testing, Web Analytics | Tags: Behavioural Data, Datarati, Elevator Pitch
I got asked this morning at an Ad-tech event in Sydney what our company ‘Datarati’ does in 30 seconds or less so here goes the elevator pitch:
Datarati helps smart marketers unlock the value of digital behavioral data, by allowing them to execute more personalised and effective email marketing and web personalisation through the use of a marketing automation database (MAD).
Today’s smart data-driven marketers use a MAD to leverage the wealth of demographic/profile data and implicit/behavioural data that online visitors and customers generate as they react to a company’s digital marketing campaigns and interact with its landing pages, microsites and websites.
By centralising all this data into a MAD, marketers can now access and have full visibility into all multi-channel campaign data including:
- Email Marketing data
- Paid Search data
- Paid Display data
- Landing Page, Microsite, Website data
- Social Media data (twitter, facebook, linkedin)
- Telemarketing data (customer service + support)
Why is this so exciting for marketers?
Well today, marketers are living in Excel Hell! They try to collect and collate multiple data sets in Microsoft Excel which are delivered to them by their multiple rostered agencies and or vendors.
With all of these data silios created how can marketers know which channels are most effective in driving leads, opportunities and ultimate conversions/revenue for their organisations?
With a MAD all of this data is centralised into one database where the marketer can execute digital campaigns from end-to-end including:
- Data Segmentation aka List building (Demographic + Behavioural) data
- Email, Form + Landing page creation & execution
- Data Scoring
- Data Nurturing (Drip based Acquisition, Retention, Loyalty Campaigns Campaigns)
- Data Testing / Optimisation
- Reporting & Analytics
- Integration into their CRM database for closed loop ROI reporting & analysis e.g. Salesforce.com, Netsuite, Microsoft, Oracle, Siebel, SAP, etc.
Oh and P.S you need no IT involvement or support as the MAD is delivered as Software as a Service (SaaS) over a web browser 
and payable by the number of records you have in your database.
I speak quickly, so there goes my 30 seconds
Also, we are holding the “DATA”‘ event of the year for all Digital Marketers and their Digital Agencies in Sydney in a few weeks time.
Email me if you’re interested in attending!
Filed under: Ad Exchange, Ad Network, Algorithms, Behavioural Targeting, Datarati | Tags: Campaign Attribution
In Forrester’s 44-criteria evaluation of interactive attribution vendors, with ClearSaleing, Visual IQ, and Atlas leading the pack.
ClearSaleing, a standalone attribution tool with rich modeling, comes closest to offering a complete solution, while Visual IQ’s tool is powerful and beautiful but meant only for the big guys.
Atlas is the everyman’s attribution choice, with easy-to-use reports but none of the rich math of the other Leaders.
Next comes \[x+1\], which takes a consultative approach, relying on solid analytics and full service media buying.
Coremetrics follows, offering a site analytics tool with more simplistic but easy-to-use functionality.
Theorem (a white-label data cleanser) and TruEffect (a small display-ad server) focus on data accuracy and the value of algorithmic modeling but are not as robust as the Leaders.
The project, called Personas
, comes from the MIT Media Lab built by Aaron Zinman. Basically, it takes your name and searches the web for some context around it. It then takes the words and sites it finds to build a profile of your presence on the web. Or in MIT-speak using words like “corpus”:
Enter your name, and Personas scours the web for information and attempts to characterise the person – to fit them to a predetermined set of categories that an algorithmic process created from a massive corpus of data. The computational process is visualised with each stage of the analysis, finally resulting in the presentation of a seemingly authoritative personal profile.
Simply put, Personas represents the way the web sees you (or more specifically, your name).
ALGORITHMS sound scary, of interest only to dome-headed mathematicians.
In fact they have become the instruction manuals for a host of routine consumer transactions.
Browse for a book on Amazon.com and algorithms generate recommendations for other titles to buy. Buy a copy and they help a logistics firm to decide on the best delivery route.
Ring to check your order’s progress and more algorithms spring into action to determine the quickest connection to and through a call-centre.
From analysing credit-card transactions to deciding how to stack supermarket shelves, algorithms now underpin a large amount of everyday life.
More: http://www.economist.com/business/displaystory.cfm?story_id=9795140
Filed under: Algorithms, Datarati, Statistics | Tags: Carrie Grimes, Google
At Harvard, Carrie Grimes majored in anthropology and archaeology and ventured to places like Honduras, where she studied Mayan settlement patterns by mapping where artifacts were found.
But she was drawn to what she calls “all the computer and math stuff” that was part of the job.
More: http://www.nytimes.com/2009/08/06/technology/06stats.html?_r=1&ref=business
