Will Scully-Power: Managing Director, Datarati

New Data Visualisation Tool called Tagxedo
October 20, 2010, 5:13 am
Filed under: #mktgcloud, Data, Datarati, Visualisation | Tags: ,

Most of you would have heard of Wordle.net, however I came across Tagxedo today.

Really really cool tool.

Highly recommend you use for presentations internally within your organisation.

Check it out: http://www.tagxedo.com

VIDEO: Sir Martin Sorrell on tracking digital behavioural data
October 15, 2010, 11:55 pm
Filed under: Behavioural Targeting, Data | Tags:

In an interview with WSJ’s Alan Murray, WPP CEO Sir Martin Sorrell conceded that advertisers must do better to inform customers about the tracking and mapping of online behavior.

Watch Now:


Marketo User Summit 2010 – Live from San Francisco
October 15, 2010, 7:36 pm
Filed under: #mktgcloud, Marketing Automation, Marketing Cloud | Tags: ,

The team at Datarati spent the last two days at the Marketo Global User Summit, taking place here in the unusually sunny and warm San Francisco.

This year over 600 Marketo users (Up from 175 in 2009) from around the world including Datarati customers Altium, Upstream Print, Sonar 6, and Time & Attendance gathered to learn and share best practices and insights in data-driven digital marketing.

What did I learn? Top 5

1.) Experience: Datarati customers using Marketo are some of the most advanced in the world!

2.) Justification: No longer can a marketer get away with not being able to justify their marketing spend and investments. Marketing Automation solutions like Marketo allow for you as a marketer to track all of your investments in paid search, paid display, email marketing, webcasts, events etc down to the actual closed revenue that these channels are driving for your organisation.

3.) Metrics: For marketers to gain a seat at the revenue table within their own organisations, they need to talk REVENUE i.e what revenue did the marketing team contribute to the business last month? and NOT campaign metrics i.e. how many impressions, click thrus or unique browsers did the marketing team’s campaigns contribute to the business last month? If you as a marketer can’t answer the REVENUE question, you need a marketing automation solution like Marketo. Until you implement a tool like Marketo, your seat at the revenue table will simply not exist.

4.) Attribution: Last click, first click and fractional attribution is worse then doing no attribution at all. David Raab’s presentation provided a though-provoking stance on campaign attribution. This stance was also echoed in the closing keynote from the industry’s leading figure in web analytics Avinash Kaushik from Google who stated “Agencies just make shit up when it comes to campaign attribution.”

5.) Growth: Marketo’s Co-Founder and Head of Marketing, Jon Miller talked about huge growth opportunity of the marketing automation space globally and congratulated Marketo customers for being in the top 2% of marketers globally who were using a marketing automation solution like Marketo.

Overall, this years conference really cemented in my mind the fact that our job in Australia, New Zealand and the wider Asia-Pacific region is clear. Seek only those clients who WANT to measure and demonstrate return on investment (marketing ROI) and prove the impact that those marketing programs have on revenue to their organisations.

Agencies need to become ‘System Integrators’
October 15, 2010, 6:01 pm
Filed under: Analytics, Behavioural Targeting, Data | Tags:

A recurring theme during New York’s Advertising Week last month was real-time, data-driven media buying, made possible through emerging technologies such as ad exchanges and demand-side platforms (DSPs.)

During a keynote speech delivered to an audience of online marketing professionals at the IAB Mixx event, Google executives said real-time transactions on its DoubleClick Exchange more than tripled in the past year, and predicted that at least 50 percent of all targeted online display advertising will be bought through real-time platforms by 2015.

However while these technologies afford advertisers greater targeting and media efficiencies, executives from companies selling data to inform such ad buys suggest agencies must invest more heavily in staff dedicated to the practice to help drive it forward.

Full Story: http://www.clickz.com/clickz/news/1742247/agencies-tool-up-data-driven-media-buying


Overtargeting – Is there such a thing?
October 14, 2010, 8:05 pm
Filed under: Behavioural Targeting, Datarati | Tags:

Some interesting data from the guys at Dataxu.

The abundance of granular targeting options available to digital display advertisers today is both a blessing anda curse. Advertisers can now plan and buy highly customized audiences.

But “hyper targeting” impedescampaign reach and the volume of conversions. What are the trade-offs? And is there a way for advertisers toget performance at scale?

To answer these questions, DataXu’s Advanced Analytics Group studied 14 campaigns across industry verticalsincluding Auto, Software, Finance, and Education.

These campaigns were based on agency media plans thatfeatured varying levels of targeting, including by site, context, demographics, location, and consumer behavior.

More: http://www.dataxu.com/2010/10/dataxu-marketpulse-targeting-vs-scale-it-doesnt-have-to-be-a-tradeoff/

You know you’re a revenue marketer…when you see this image rotating anti-clockwise
October 14, 2010, 5:07 pm
Filed under: Datarati, Visualisation | Tags:

Do you see this image rotating clockwise or anti-clockwise or both?

Want to know why? https://willscullypower.wordpress.com/2008/10/29/are-you-a-data-analyst-or-a-marketer/

You know you’re a revenue marketer…. when you wear this T-Shirt to work
October 14, 2010, 4:51 pm
Filed under: Datarati

50% of second-hand mobile phones contain personal data
October 14, 2010, 7:50 am
Filed under: #mktgcloud, Datarati, Mobile | Tags:

Consumers are unwittingly passing much of their most private personal data to strangers when they discard mobile phones, with intimate photos and credit card numbers and pins frequently left on handsets, according to new research.

An analysis of 50 handsets bought from second-hand resellers on eBay found that more than half contained personal messages or photos, according to exclusive research from the mobile and forensics experts Disklabs.

More than 60 per cent still contained phone numbers left on a call log. A number were sold with pornographic material still on the phone.

Full Story: http://www.smh.com.au/digital-life/mobiles/half-of-secondhand-mobile-phones-contain-personal-data-20101013-16ilo.html

The controversial practice of data scraping
October 12, 2010, 11:23 pm
Filed under: #mktgcloud, Algorithms, Analytics, Data, Datarati

Full Story: http://online.wsj.com/article/SB10001424052748703358504575544381288117888.html#articleTabs%3Darticle

Datarati – Behind the name
October 9, 2010, 3:23 am
Filed under: Datarati | Tags: ,

The term data refers to groups of information that represent the qualitative or quantitative attributes of avariable or set of variables. Data (plural of “datum”) are typically the results of measurements and can be the basis of graphs, images, or observations of a set of variables.

Data are often viewed as the lowest level of abstraction from which information and knowledge are derived. Raw data refers to a collection ofnumbers, characters, images or other outputs from devices that collect information to convert physical quantities into symbols, that are unprocessed.

The word data is the Latin plural of datumneuter past participle of dare, “to give”, hence “something given”. In discussions of problems in geometrymathematicsengineering, and so on, the terms givens anddata are used interchangeably.

Also, data is a representation of a fact, figure, and idea. Such usage is the origin of data as a concept in computer science: data are numbers, words, images, etc., accepted as they stand.

In Hinduism, Rati (also called Rūpiņī) is the goddess of passion and lust, and a daughter of Daksha. She married Kāma, the god of love.

Hal Varian, the chief economist at Google believes that a new era is dawning for what you might call the Datarati—and it’s all about harnessing supply and demand.

“What’s ubiquitous and cheap?” Varian asks. “Data.” And what is scarce? The analytic ability to utilize that data.

As a result, he believes that the kind of technical person who once would have wound up working for a hedge fund on Wall Street will now work at a firm whose business hinges on making smart, daring choices—decisions based on surprising results gleaned from algorithmic spelunking and executed with the confidence that comes from really doing the math.

More: http://www.wired.com/culture/culturereviews/magazine/17-06/nep_googlenomics


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