Will Scully-Power

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


Google invests in predictive analytics company

Google has invested in a startup company that claims to be able to predict the future.

The company’s investment arm, Google Ventures, has sunk an undisclosed sum into Recorded Future, a Cambridge, Massachusetts-based startup that “offers customers new ways to analyze the past, present and the predicted future,” according to a new Google VenturesWeb site that went live on Monday.

Recorded Future’s own Web site doesn’t list any products for sale, but the company appears to have developed a data analytics technology that could be used to try to predict future stock market events or even terrorist activity, according to blog posts and videos on its site. The technology looks at how frequently an entity or event is referred to in the news and around the Web over a period of time, then uses that data to project how it might behave in the future.

More: http://www.nytimes.com/external/idg/2010/05/03/03idg-google-invests-in-firm-that-tries-to-predict-the-fut-33218.html

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

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


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

The Death of Last Click Attribution & Its Impact

Click Attribution

If you asked a marketing manager what the result of their campaigns is, everyone would want to take credit for the wins. The issue is attribution modeling and being able to assign credit in multi-channel programs. How do you know you have the right metrics in place to put the right resources into the funnel?

They don’t expect to give us an answer today, but there’s a lot of solid work being done in attribution modeling. How do you coordinate systems and data for attribution modeling. How do you do testing to see the impact of what you’re doing on the conversion funnel? And one overlooked issue they’ll try to approach is governance.

Is paid search overrated and what are the panelists’ organizations doing around attribution modeling. Gary starts by saying if you go back to John Wannamaker’s quote, the traditional ad industry has been rife with wastage. The strategy is to target ad dollars on perceived targets but they’re not always the right ones.

About 15 percent of media investment is in digital. Forrester also expects the number to go to 25 percent in the next few years, but Gary thinks that’s an underestimation. Last click measurement may lead to poor investment decisions and slow the digital investment. Paid search is getting too much or too little credit.

More: http://www.bruceclay.com/blog/archives/2009/08/last-click-is-dead.html

Targeting the ‘Propensity To Buy’
August 6, 2009, 12:34 pm
Filed under: Predicitive Modelling | Tags: , ,

Advertising and marketing’s dependence on technology has prompted Innovation Interactive to spend the past six months integrating a suite of applications and behavioral targeting platform developed by Netmining into offerings from 360i and SearchIgnite.


Netmining measures and analyses browsing behavior, recent and frequent visits, past purchase history, search queries, demographics and a calculated score that the company refers to as “propensity to buy.

“This data is used to craft individual visitor profiles without personally identifiable information (PII), so marketers can reach consumers beyond target segments and tailor ads to each user’s unique interests and point in the purchase funnel.

More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=111090

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