Will Scully-Power


Data Scouts forms strategic partnership with the Association for Data-driven Advertising & Marketing

Data-Scouts-Certified-Logo

Partnership to deliver certified lifecycle marketing automation & CRM consultants into the Australian market

1st March 2016 – Sydney Australia: Data Scouts today announced a strategic partnership with the Association for Data-driven Marketing & Advertising to deliver a series of two-day courses designed exclusively for marketers using marketing automation & customer relationship management (CRM) technologies.

The two-day course entitled Data Scouts Directions™ will leverage a proven marketing automation and CRM transformation consulting methodology which teaches participants how to map out the current state of their organisations marketing strategy, marketing technology landscape, marketing team operations and their lifecycle marketing campaigns.

Participants will then learn how to develop a future state omni-channel customer experience vision with prioritised campaigns for execution across the acquisition, on-boarding, engagement and retention stages of their customer journeys.

“Lifecycle marketing automation and CRM is critical to driving profitable revenue growth, said Will Scully-Power, Executive Director of Data Scouts. This course will teach participants the core principles of how to transform your prospect and customer marketing campaigns by implementing lifecycle marketing automation and CRM strategies across the acquisition, on-boarding, engagement and retention/loyalty stages of the customer lifecycle”.

Jodie Sangster, CEO of ADMA added “We have partnered with Data Scouts who are experts in the field of marketing automation and CRM to complement our new ADMA IQ education offer and bring best-in-market tactical skills training to Australian marketers. The gap in appropriately skilled marketers in is an issue that affects the whole industry and we are delighted to extend our new curriculum to Data Scout’s bespoke courses.”

Participants will complete the course as certified lifecycle marketing automation & CRM consultants.

Courses begin on 14th April in Sydney and 21st April in Melbourne.

For course booking enquiries, please visit www.datascouts.com.au or contact Data Scouts on (02) 8015 6662

Media Contact: Will Scully-Power, Executive Director on 0400 828 866 or will.sp@datascouts.com.au

 

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Visit Datarati at Ad:Tech this week!

Come down and visit us at Ad:Tech this week!

Booth #15 – Tuesday & Wednesday, March 16-17  (8:30am – 5:30pm)

We will be demoing ‘Marketo’, the world’s fastest growing marketing automation database solution which is now used by 400+ digital marketers for trigger based acquisition and retention campaigns.

You will learn how to use digital behavioural data (email data + web data) along with your customer data to micro-target your prospects and customers!

I will also be speaking 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 the Ad:Tech event at: #datarati  #mktgcloud

I looking forward to seeing you at Ad:Tech!

Will Scully-Power
Managing Director
Datarati Pty Ltd.


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



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



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

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!



Database Marketing – The New Frontier

Breakfast Briefing

Join Australia’s leading digital marketers for the DATA-DRIVEN MARKETING EVENT OF THE YEAR!

At this FREE Breakfast Briefing, hosted by Brad Howarth, the ex-Technology & Marketing Editor of Business Review Weekly (BRW) Magazine,  you will be briefed by the industry’s leading data-driven marketers on how to use digital behavioural data in both acquisition and retention campaigns to generate more revenue faster for your organisation!

To REGISTER for this event, please contact:

Will Scully-Power
E: will.sp@datarati.com.au
M: 0400 828 866



What do the Datarati do… in 30 seconds?

Elevator Pitch

Wordle

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!

More: http://www.datarati.com.au




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