Will Scully-Power: Managing Director, Datarati


Come see us at Ad-tech 2010 in Sydney!

Come and see us at Ad-tech 2010! We’ve got something very exciting to show our fellow Australian & New Zealand digital marketers.

We will be demoing the world’s fastest growing marketing automation software solution which is used by digital marketers for trigger-based acquisition and retention campaigns.

400+ companies are now running all of their digital campaigns on this solution.

We will show you how you can use behavioural data for micro-targeting and as a result improve your campaign performance, conversion and ROI.

I will also be speaking at Ad-tech on ‘The First Steps with Data – Where are you now and where can you go next?’

Details here: http://www.ad-tech.com/sydney/session_detail.asp?refad=1&session=1327

Follow our tweets throughout this event: Twitter Hashtags will be: #atsyd #mktgcloud #datarati



I’ve already got an email marketing tool, WHY would I need a marketing automation database?

Ok, so as a marketer or digital agency, I’m guessing you have one of the following email marketing tools or use one of the following vendors for you or your clients email marketing campaigns:

- Traction

- Exact Target

- Strategy Mix

- eServices

- Epsilon

- Returnity

- Chimp Mail

- Cheetah Mail

- Dream Mail

- Vertical Response

- Vision 6

- Campaign Monitor

- Campaign Master

- Constant Contact

Here is your problem: You blast out an email campaign and now you’re ask to measure its success. What you do is prepare an excel spreadsheet with metrics such as opens and clicks.

Then you go to either your Google Analytics, Omniture etc and pull your unique visitors for the day you sent that email out.

You then look at the number of click thrus and look at the increase of uniques on that day and attribute those email clicks to that increase in uniques.

So, what you have here is a fundamental break in the click stream data. You are trying to compare individualised data from your email marketing tool at a customer level with aggregate data from your web analytics tool. This simply does not work. Nor is it best practice.

What should you be doing?

Here is your solution.

You should be tracking each lead, contact, prospect or customer at an individual level. That is, if they open an email, click on any link in that email and come to either a landing page or website, their digital behavioural data i.e. what they do on that landing page or website (links they click, content they download etc) should be captured, scored and dropped into an email nurturing campaign.

Let me give you an example.

Holden sends out an email campaign to a list of their existing customers with the objective of getting each customer to open the email, click through to a landing page, check out the new Holden car model and register for a test drive at their nearest dealership.

So lets say that customer opens the email, clicks through to the landing page and plays around with the widget on the landing page which allows them to build the car of their choice. e.g. colours, interiors, sports edition etc.

However, this customer doesn’t register for a test drive, closes their browser and leaves the page. What do you do now. Well, you have a rich set of behavioural data now on what that consumer likes.

This is where you should have a marketing automation database. This rich behavioural data would be captured and stored against each individual customer record in the database. Then you would have a pre-built series of automated trigger based emails that would re-touch that customer over a certain period of time. e.g. 1 email per week for the next 4 weeks. Each email’s content would be targeted, relevant, anticipated and personalised based on the behavioural data captured in the initial campaign.

For years marketers and agencies have put this in the too hard basic because they had this DATA problem. Email data was seperate from the web analytics data.

Well no longer my fellow marketeers. The solution is a marketing automation database.

We have the world’s fastest growing marketing automation database solution here in Australia & New Zealand.

The smart data-driven marketers and agencies get this and are acheiving some outstanding and superior results. We recently had a customer acheive a 4000% ROI in their first email campaign.

Want to know more? Call me on 0400 828 866 or email me will.sp@datarati.com.au



What does the term ‘Marketing Automation’ actually mean?

Another open letter to all Australia, New Zealand & the wider Asia-Pacific digital, direct and data-driven marketers.

As we start 2010, I thought it is critical for all marketers to understand the basics of the term ‘Marketing Automation’, as there STILL seems to be confusion in the market as to what the term means, why’s marketers need it, how it works, and what will happen if they don’t start using it.

What does the term ‘Marketing Automation’ mean:

‘Marketing automation’ is the termed used in the industry to describe the use of a marketing automation database to manage and automate the process of converting prospective customers into actual buyers.

By automating the various tasks and workflows involved in demand generation, lead management, and sales and marketing alignment, a marketing automation database contributes to shorter sales cycles, increased revenue, and better marketing ROI.

A Marketing Automation Database allows a marketer to execute and manage the following all in one centralised database:

- Lead nurturing
- Lead scoring
- Lead generation
- Website monitoring
- Email marketing
- Web Forms
- Landing page creation/optimisation
- A/B + Multivariate Testing
- Marketing asset management
- ROI/Analytics

What A Marketing Automation Database is Not:

A Marketing Automation Database is NOT a customer relationship management (CRM) database. A Marketing Automation Database is a SEPERATE  marketing database that holds all of the above marketing and behavioural data and integrates with a customers CRM database which holds the customer’s sales and customer service and support data.

The term ‘Marketing Automation’ is designed to meet the specific needs of marketers and involves a holistic approach to generating, nurturing, and converting leads into customers by automating a variety of marketing techniques (e.g. email, Website\monitoring, landing page optimisation, and more) and ensuring marketing and sales alignment throughout the process.

(See previous post on Marketing Automation Database vs. Customer Relationship Management Database)

In the last 2 weeks here is a list of questions that I’ve heard from digital and direct marketers and their agencies:

1.)

Q. Why should I change? What will happen if I don’t?

Your email marketing, paid search, paid display and web analytics data is all sitting in disparate databases and typically in an aggregate data format. So how can you possible determine what a prospect or customer is doing down to an individual level.

For example, lets say you want to run an email campaign. You segment your data in your email marketing database, dump in your creative and then hit the send button. What comes back is metrics on opens and click-thrus. Where this fundamentally FAILS is that once that prospect or customer clicks from a link in your email to either a landing page or your website you lose complete visibility at the individual level. So now you look at the number of click-thrus from your email blast and compare that with the aggregate web analytics data of unique visitors and assume the spike in traffic is as a direct result of your email blast.

We as marketers should be embarrassed if this is the way we are still measuring the performance of our digital campaigns. Why? Because the technology to do this exists and there are many companies in Australia & New Zealand using it!! Its called a Marketing Automation Database!

So what happens if you don’t embrace it? The Marketer will eventually lose their job or the agency will lose the client as their level of measurement and analytics are not up to scratch with the industry’s best practice.

2.)

Q. How does the issue impact my industry? What are my peers and competitors doing?

A marketing automation database is a fundamental requirement for every digital marketer who want to effectively track, score, measure and optimise their campaigns. The companies who use this technology and the actionable data insight to optimise their campaigns will simple produce better conversions and campaign ROI.

A number of your peers and competitors are already using this technology here in Australia & New Zealand producing ROI numbers as high as 4000%.

3.)

Q. Are there best practices I can refer to? Which experts can help me think strategically?

Yes, we here at Datarati use our aggregate customer and campaign data insights across multiple industry verticals to provide our customers with industry best practices in Email marketing, Lead nurturing, Lead scoring, Lead generation, Website monitoring, Web Forms, Landing page creation/optimisation, A/B + Multivariate Testing, Marketing asset management and ROI/Analytics.

Remember THIS: Data drives Insight. Insight drives Strategy. Strategy drives Creative. Creative drives Response. Response drives Revenue. Revenue drives ROI.

4.)

Q. What are the options or alternatives? Who can add the most value to the project?

There are multiple options on the market today, but one clear winner in the marketing automation space here in Australia & New Zealand but also globally. The marketing automation database vendor leading this charge is Marketo. They added 110 new customers in Q4 2009 alone, dominating the marketing automation category globally. In fact, more companies choose and switch to Marketo than any other marketing automation vendor: http://www.marketo.com/about/news/marketo_adds_110_new_customers_in_q4_2009_dominates_marketing_automation_category.php

Success breeds success. So who is going to add the most value to your project. Quite simply, the stand out leaders in the space.

5.)

Q. What if? What if end users won’t adopt the new process?

With any new technology comes the adoption issue. Historically, this issue was very big a few years ago because the marketing automation software vendors that existed back then had developed user interfaces that were very difficult for a marketer to navigate through, thus creating an adoption problem.

What we’ve seen change dramatically in the last 12 months is new marketing automation databases on the market like Marketo who’s user interface is by far the leader in usability as well as functionality.

Lastly, with any new implementation change management is critical. Therefore, regardless of what type of solution you end up selecting it is critical for the vendor or their partner to provide you with a change management plan and approach to ensure success.

6.)

Q. Why should I trust your company? How long will it take me to get an ROI?

You should trust the company and the team that has the most experience and successful track record in this space.

Results will always speak for themselves.

Your ROI can be acheived within 1 email campaign as we recently saw with a customers first email campaign. There first campaign generated such a high ROI that they were able to pay for the marketing automation database for the next two years.

- ONLINE DEMO: Value of a marketing automation database to marketing teams: http://www.marketo.com/demo/new-extended-demo/
- ONLINE DEMO: Value of a marketing automation database to sales teams: http://www.marketo.com/demo/sales-insight-demo/

Are you ready to get started?

These types of results are awaiting you…

Give us a call to arrange a meeting!

Other resources to check out: www.mktgcloud.com & www.datarati.tv

Will Scully-Power
Managing Director
Datarati Pty Ltd

Level 1, 111 Elizabeth Street
Sydney, NSW 2000
Australia

m: +61 400 828 866
p: +61 (2) 8003 7343
e: will.sp@datarati.com.au
w: datarati.com.au
t: twitter.com/willscullypower
b: willscullypower.wordpress.com

——————————————————-
Michael Loop
Marketing Automation & CRM Director
Datarati Pty Ltd.

Level 1, 111 Elizabeth Street
Sydney, NSW 2000
Australia

m: +61 410 159 085
p: +61 (2) 8003-7343
e: michael.loop@datarati.com.au
w: datarati.com.au
t: twitter.com/michaelloop



Datarati launches YouTube Channel: www.youtube.com/datarati

Stay tuned throughout 2010 for the latest best practices in:

- Database marketing
- Marketing automation
- Email marketing
- Lead management
- Lead scoring
- Lead nurturing
- Testing
- Analytics
- Optimisation
- Triggers
- Web Analytics

Check it out: www.youtube.com/datarati



Analytics in a box?
January 4, 2010, 9:49 pm
Filed under: Analytics, Datarati, Marketing Cloud, Technology, Web Analytics | Tags:

Analytics In A Box provides a comprehensive view into customer Web site interaction, and insights into online conversion outcomes.

Analytics capabilities are substantially enhanced through access to a richer data model and customisable reporting solutions.

A complete set of dashboards for executive consumption, as well as access to granular data allows deeper insights into marketing optimisation, site performance, content optimisation, conversion behavior and navigational analysis.

BENEFIT: No need for page tagging. The box sits behind your company’s firewall, capturing data using packet sniffing technology.

More: http://analytics.blogspot.com/2009/12/coradianturchin-analytics-in-box_18.html



Google’s Browser Size
December 21, 2009, 4:13 am
Filed under: Analytics, Statistics, Technology, Visualisation, Web Analytics | Tags:

One issue web designers face is ensuring that they keep their important content “above the fold”

You don’t want users to have to scroll down to see the hottest story or a call to action.

Browser Size helps with this, by visualising just what percentage of the Internet-browsing population can see a certain part of your page.

This is related not only to screen resolution, but also how large people keep their browser windows.

More: http://googlecode.blogspot.com/2009/12/introducing-google-browser-size.html



The Datarati Launch Datarati.TV

Today, we announced the official launch of www.Datarati.TV

Check out our first video stream from our launch event ‘Database Marketing’ – The New Frontier.



Marketing Cloud Presentation – Database Marketing – The New Frontier

Join the ‘Chatter’ in the ‘Marketing Cloud’:  http://www.mktgcloud.com

Join the ‘Marketing Cloud’ marketers on Linkedin: http://www.linkedin.com/groups?about=&gid=2540384&trk=anet_ug_grppro



Phone Call Analytics – Video Demo

A great video demo from our friends over at Jet Interactive on call analytics.

Met with these guys the other day and they’re working on some cool integrations that would allow some pretty funky things for our customers.

Watch demo: http://www.jetinteractive.com.au/video-demonstration.html



Eye-tracking at a fraction of the cost

Until now, Eye-tracking studies were the preferred choice in web usability testing.

They allow website owners to know exactly how people use their sites, where they look, what grabs their attention and what they focus on.

However the price of this technology is extremely prohibitive, costing tens of thousands of dollars for a single study. It has therefore only been accessible to the biggest web companies, and has been used by Google, Yahoo! and eBay.

Independent research shows that there is an 84% to 88% correlation between mouse and eye movements*, allowing Clicktale to create high-precision heatmaps based on just the users’ mouse movements.

In addition, their heatmaps don’t require the subjects to wear a special headset or use special equipment. Indeed, most visitors aren’t even aware they’re being recorded, allowing for a completely transparent and anonymous usability testing process.

Check it: http://blog.clicktale.com/2009/11/23/eye-tracking-for-everyone/




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