Datarati :: Will Scully-Power :: Data, Analytics & Optimization in the World of Advertising!

Datarati raises $400 for the Inspire foundation, helping 40 young australians!

Will Scully-Power — Tue, 24 Nov 2009 00:28:56 +0000

This morning we launched the ‘Marketing Cloud’ – (#mktgcloud) (#datarati) Database Marketing in the New Frontier at Sydney’s Hilton Hotel.

When we started the company 6 months ago, we wanted to find an organisation that we could support and one that we could give back to. We wanted to find an organisation that we had history with and one that was in line with our own company values.

Above all, we wanted to ‘Inspire’ our fellow digital and data-driven marketers!

Inspire them to challenge the status quo of the past and educate them on the new frontier of database marketing, the ‘Smarter’ way of using digital behavioural data to acquire new customers and retain existing customers.

As a result, we thought there was no better organisation to support than that of the Inspire Foundation www.inspire.org.au and their website www.reachout.com

This morning we raised $400 for them at our breakfast briefing. For every $50 raised, 5 Young Australians are provided access to Inspire’s programs to help find the support they need.

The event this morning was sponsored by the world’s fastest growing marketing automation database provider (Marketo).

For those who were unable to attend this morning, the event video was captured by our friends at Viocorp and will be made available shortly.

Stay tuned this week for more!

Posted in #mktgcloud, Actionable Insights, Cloud Computing, Datarati, Lead Generation, Lead Nurturing, Lead Scoring, Loyalty, Marketing Automation, Marketing Cloud, Web Analytics Tagged: Brad Howarth, Datarati, Inspire Foundation, Marketing Cloud, Marketo, Reachout.com, Viocorp

Datarati launches the ‘Marketing Cloud’

Will Scully-Power — Mon, 23 Nov 2009 13:24:03 +0000

Listen to the ‘Chatter’ in the ‘Marketing Cloud’!

www.mktgcloud.com is a social media aggregation site of all consumer data references to what’s happening in the ‘Marketing Cloud’.

Stay on the pulse and monitor actionable data-driven marketing insights led by the marketing automation industry’s thought-leaders of today.

The hashtag for the ‘Marketing Cloud’ is: #mktgcloud

Posted in #mktgcloud Tagged: #mktgcloud, Marketing Cloud

Digital behavioural data – A key prediction for 2010

Will Scully-Power — Thu, 19 Nov 2009 22:56:07 +0000

Data ownership and retention, and the value of audience data to both advertisers and publishers, was a hot topic in 2009.

So, it will continue to be in the next.

As companies like BlueKai and eXelateactively partner with publishers to collect user data from their sites and sell it through their data marketplaces, marketers can gain greater insight into the Internet users they’re trying to reach.

More: http://www.clickz.com/3635686

Posted in Actionable Insights, Behavioural Targeting, Datarati, Research Tagged: Bluekai, Digital Behavioural Data, Exelate

Salesforce.com launches CHATTER

Will Scully-Power — Thu, 19 Nov 2009 07:33:30 +0000

Posted in Marketing Cloud Tagged: Chatter, Marketing Cloud, Salesforce.com

Gartner Identifies the Top 10 Strategic Technologies for 2010

Will Scully-Power — Wed, 18 Nov 2009 05:43:03 +0000

Guess what made the top 2 in the list?? Cloud Computing and Advanced Analytics.

Both technologies the Datarati’s company is built on

See what else made the list: http://www.gartner.com/it/page.jsp?id=1210613

Posted in Analytics, Cloud Computing, Datarati, Research Tagged: Gartner, Top 10 Strategic Technologies

How secure is your customer data?

Will Scully-Power — Wed, 18 Nov 2009 05:22:46 +0000

An employee of mobile phone operator T-Mobile is facing prosecution after selling personal details of thousands of British customers to rival companies in an alleged major breach of data protection laws.

The watchdog said staff sold details relating to customers’ phone contracts, including their names and addresses and contract expiry dates.

Rival companies bought the information and used it to make cold calls to the customers offering them a new contract with a new network, the Information Commissioner’s Office said.

Full Story: http://www.smh.com.au/technology/biz-tech/telco-admits-employee-sold-private-customer-data-20091118-ilrk.html

Posted in Data Tagged: Data theft, T-Mobile

3rd generation analytics in action

Will Scully-Power — Tue, 17 Nov 2009 03:00:39 +0000

The following is from a whitepaper jointly published by SAS and Web Analytics Demystified.

A very good read which should be read by every member of the Datarati.

True digital analytical competitors have already cobbled together their own third‐generation solutions using a variety of existing technology. Various kinds of work being done today using the third‐generation approach include:

• The use of modeling capabilities to predict the traffic and revenue impact associated with changing an investment in branded and non‐branded search engine keywords in Pay‐Per‐Click marketing efforts, rather than making changes and observing the financial impact in real‐time.

• The use of statistical models to determine the level of confidence obtained during complex behavioral segmentation efforts, rather than assuming that every segmented population is statistically relevant and appropriate for analysis and decision making.

• The use of forecasting algorithms fed historical data from digital and nondigital channels to estimate sales based on changing customer behavior, rather than assuming some level of linear or cyclical growth that does not account for a changing environment.

• The mining of huge paid search marketing datasets that combine online and moffline data to mine for keyword buying opportunities in the “long‐tail” based on multivariate cluster analysis and predicted lifetime customer value, rather than spending time evaluating hundreds of thousands of keywords manually.

• The use of modeling capabilities and marketing mix analysis to understand the relationship between different marketing channels, both online and off, rather than assuming independence and potentially making costly mistakes in marketing resource allocation.

• The use of decision optimization to determine which products or content to present in combination or sequence online to maximize levels of visitor engagement and sales, rather than making assumptions or decisions based solely on inventory or management opinion.

• The use of statistical models to better understand the real impact of design changes, different pages and new technologies on the consumer experience online, rather than assuming that “new is better.”

• The use of decision optimization and data from online and offline channels to understand how explicit consumer behaviors online such as search and navigation can be leveraged to improve layout in catalogs and physical retail outlets, rather than ignoring the treasure‐trove of online data detailing evolving consumer interests.

Download full whitepaper: http://www.webanalyticsdemystified.com/sample/Web_Analytics_Demystified_SAS_Revolution.pdf

Posted in Datarati, Web Analytics Tagged: Datarati, SAS, Web Analytics Demystified

The legend of web analytics himself launches 2.0

Will Scully-Power — Tue, 17 Nov 2009 02:01:52 +0000

Buy it Here: http://tr.im/akweb

Posted in Actionable Insights, Datarati, Web Analytics Tagged: Avinash Kaushik, Web Analytics

Applied campaign attribution is truly, at last, possible

Will Scully-Power — Tue, 17 Nov 2009 01:10:29 +0000

A post from Paul Cook, the CEO of Tagman. A good explanation of attribution vs. applied attribution.

After much discussion about ‘marketing attribution’, the process of awarding different marketing events different levels of commission depending on their role in the conversion, it seemed appropriate to explain how exactly this works in practice and to demonstrate that the technology is available to make it happen.

How do you attribute your online spend? Are you this sophisticated?

More here: http://econsultancy.com/blog/4881-marketing-attribution-in-practice-how-it-works-and-how-to-do-it

Posted in Datarati, Technology, Web Analytics Tagged: Campaign Attribution, Tagman

8% of Internet Users Account for 85% of all Clicks

Will Scully-Power — Tue, 17 Nov 2009 00:53:27 +0000

The results of an update to the comScore highly publicised “Natural Born Clickers” research, conducted two years ago with Starcom USA and Tacoda, indicate that the number of people who click on display ads in a month has fallen from 32% of Internet users in July 2007 to only 16% in March 2009, with an even smaller core of people (representing 8% of the Internet user base) accounting for 85% of all clicks.

More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115210&lfe=1

Posted in Datarati, Research, Statistics Tagged: Research, Statistics