Will Scully-Power

Datarati launches new services offering & Website
May 23, 2010, 4:11 am
Filed under: #mktgcloud, Datarati, Marketing Cloud, Websites | Tags: , ,

I am excited to announce the launch of our new services offering for Datarati.

We’ll be launching these services at both the CeBIT &  Cloudforce conference this week.

In line with the launch of these new services, we’ve launched our new website.

Check it out!



Meet Mark Higginson, Director of Analytics – Nielsen Online

Announcing a new Meetup for Sydney Data Miners!

WHAT: Meet Mark Higginson, Director of Analytics – Nielsen Online

WHEN: Wednesday, 23 June, 2010

TIME: 5:45 PM – 7:00PM



City Hotel
Level 2
Crn of King & Kent Street
Sydney, NSW 2000

TOPIC: The new Digital Divide?

Whether a consumer had broadband or dialup was a key audience breakdown in the earlier days of the web. With Social Media now being one of the most talked about areas of internet consumption, how is use of sites like Facebook and Twitter pointing towards a new divide between groups of consumers: Who’s jumped in and who hasn’t and how are their consumption patterns different?

Mark Higginson Bio:

As Director of Analytics for Nielsen’s Online Division, Mark Higginson is responsible for the social media listening platform and custom analytics in Australia.

His experience covers product development and management of content publishing, online communities and creative online advertising. He is passionate about utilising consumer insights to meet business and commercial strategy.

Mark has worked in online publishing and advertising for over 12 years, initially as part of the team that set up ninemsn in 1997. He has been responsible for the implementation of online community platforms for both ninemsn and News Ltd as well as managing product strategies for leading content publishers in the news, entertainment, lifestyle, travel and business verticals.

For over 5 years he worked in online creative advertising managing creative advertising production for Nokia, Qantas, Sony Playstation and Nissan Tokyo amongst others.

Mark holds a BA (Hons) in Psychology from Sheffield University in the UK.

REGISTER NOW: http://www.meetup.com/datarati/calendar/13496817/

Data rock stars
May 15, 2010, 5:14 am
Filed under: Actionable Insights, Data, Datarati | Tags:

Data management is becoming increasingly important as companies collect more customer data than ever and integrate it with other data across the organisation.

They want to act on customer insight and business intelligence to build relationships, improve operations, and drive growth. This requires a special person to own or manage it, with skills that go above and beyond the typical data manager. What does this “data rock star” look like?

“A data rock star is someone who can communicate the linkage between a company’s information and its business value,” says Jill Dyche, a partner with Baseline Consulting and coauthor of Customer Data Integration: Reaching a Single Version of the Truth. “It’s someone who has multiple answers to the following question: ‘Why should the business invest in managing data?'”

More: http://www.1to1media.com/View.aspx?DocId=32331

Marketers Top 5 Testing Challenges
May 12, 2010, 11:14 pm
Filed under: #mktgcloud, A/B Testing, Testing | Tags: ,

This is a horrific stat… only 26% of digital marketers are testing!

At the recent Conversion Conference in San Jose, the top 5 testing challenges were exposed.

From WhichTestWon.com

#1. Office Politics.

We heard lots of anger and frustration on this point. “We want to test, but it’s getting the hierarchy on board,” one ecommerce marketer told our reporter. “The department heads think they know all the answers. And, you have to go through them to implement anything.”

“It’s hard to convince IT to support testing,” said a marketer from an online lending site. “And they have higher pull in the company (than marketing).”

“My CEO does what he wants,” a travel marketer told our reporter. “And, it’s hard to introduce something new when everybody’s plates are full.”

Even big companies have trouble. “Even though we’re very numbers driven, people (in the company) still don’t understand analytics,” said a marketer from a huge consumer electronics retailer that conducts hundreds of tests per year.

(By the way, if office politics is a problem for you, you might be interested in this WhichTestWon report. Here’s the link: Office Politics & Budgeting Battles on Testing)

#2. Traffic.

Marketers continue to have issues generating enough traffic to the pages they’re testing. Dale Stokdyk, Internet Marketing Manager, Champlain College, told our reporter, “Our challenge is generating enough page traffic to get conclusive results.”

For pages with low traffic, we think reducing the number of test variations can help in reaching conclusiveness. If you’re trying to test a template page though, where each page may have few visitors but a lot of pages on your site use that same template, you may want to get outside help in designing and running a conclusive test.

#3. SEO.

Despite the fact that, in the past, Google has announced testing won’t affect natural search rankings and presenters at the show said it’s pretty much a non-issue, many show attendees expressed concern. In fact, someone at nearly every Q&A asked how not to lose SEO ranking due to testing. We suspect SEO consultants seeking clients could use ‘I know how to make testing safe’ as a great marketing hook. In the meantime, the good news is there are things you can do to prevent testing from damaging your SEO rankings.

#4. Technology.

There are plenty of testing technologies out there, but not all play well with sites that have complex conversion patterns and structures. And people with complex sites are often the ones most eager to be testing. Technology complaints at the conference ranged from difficulty integrating free testing tools with ecommerce platforms to even more complex problems.

“One problem is getting the technology to pre-populate test registration forms with data already entered on previous landing pages,” a marketer from an online dating company told our reporter. “You can’t build application logic into it.”

One ecommerce marketer said he’d like to test multiple shipping offers but can’t find a testing technology that will recalculate shipping costs by offer. Sites that segment everything want technology to slice results data so they can see winners from different types of traffic.  “We have to go into discover and slice it ourselves,” said the online dating marketer.

#5. What to Test.

Everyone wanted to know which pages and page elements were most worth testing, and what might not be worth the effort. After all, no one has unlimited testing resources.

Among the laundry list of things people wanted to test were short copy vs. long copy, simple page design vs. complex page design, and “buy now” call-to-action buttons. However, according to the case studies presented at the conference, here’s what’s really worth testing if you can only run a limited number of tests….

(Also, if you’re having trouble deciding what to test, check out WhichTestWon’s report: What’s Worth Testing & What’s Not)

More: www.whichtestwon.com

Marketo wins best ‘Marketing Automation’ application in 2010
May 12, 2010, 11:49 am
Filed under: #mktgcloud, Marketing Automation | Tags: , ,

Marketo has won the prestigious CODiE Award in the “Best Marketing Solution” category from the Software and Information Industry Association (SIIA). The other finalists in the category were Eloqua Corporation and HubSpot, Inc.

More: http://www.marketo.com/about/news/press-releases/marketo-wins-“best-marketing-solution”-in-2010-codie-awards.php

TEDpad – Learn what makes a great and really bad TED talk
May 12, 2010, 10:26 am
Filed under: Actionable Insights, Analytics, Data, Datarati, Predicitive Modelling, Statistics | Tags: ,

This is pretty cool. Statistiacal analysis of the first 525 TED talks has revealed the ideal words, phrases to use in your TED talk.

Check it out. You can create one of your own!!!

More: http://get-tedpad.com/index.html

PICS: From our Behavioural Targeting – Live Webcast – Sydney Studio

Missed the LIVE Webcast? No Problem.

View the On-Demand Version of the Webcast Here: www.Datarati.TV

Check out all the PICS here: www.flickr.com/Datarati

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