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Compe((ve Intel <

Compe&&ve intelligence and how to poach clients

> Short but sharp history

Datalicious was founded in late 2007 Strong Omniture web analy&cs history Ocial Omniture & Google Analy&cs partner Now 360 data agency with specialist team Combina&on of analysts and developers Carefully selected best of breed partners Driving industry best prac&ce (ADMA) Turning data into ac&onable insights Execu&ng smart data driven campaigns
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November 2011

> Smart data driven marke(ng

Using data to widen the funnel

Media A=ribu(on & Modeling

Op(mise channel mix, predict sales

Targeted Direct Marke(ng

Increase relevance, reduce churn

Tes(ng & Op(misa(on

Remove barriers, drive sales

Boos(ng ROI
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> Clients across all industries

November 2011

Datalicious Pty Ltd

Compe((ve intelligence

November 2011

Datalicious Pty Ltd

Qantas mistake = Virgin opportunity

Google: Qantas Grounding Takes O in Social Media
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Spike in Qantas brand searches on the 29th

November 2011

Datalicious Pty Ltd

Iden(fying regional opportunity and search terms

November 2011

Datalicious Pty Ltd

November 2011

Alan Joyces salary a poten(al campaign topic

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Salary spike connected to earlier Qantas spike

November 2011

Datalicious Pty Ltd

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November 2011

Frequent yers an important target audience

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November 2011

Qantas frequent yers already with Velocity?

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> Hitwise/Experian MOSAIC data

Segments C, A and B top candidates for poaching

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Dont forget rst-hand research over numbers

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Analyse and rene poten(al campaign audience

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Analyse and rene poten(al campaign audience

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Australian websites Qantas frequent yers visit

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Visualise data to support analysis and explora(on

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Sites accep(ng ads and visited by Qantas clients

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Visualise data to support analysis and explora(on

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Number of search adver(sers increased recently

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Compe(tors already iden(ed the opportunity

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Compe(tors wri(ng search ads for you, literally

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November 2011

Maybe even try to turn key brand inuencers

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> Compe((ve intelligence tools

Google Google Agency Toolkit hYp://www.keywordspy.com/ hYp://www.hitwise.com/ hYp://www.whatrunswhere.com/ hYp://wiki.kenburbary.com/ hYp://twiYersen&ment.appspot.com/ hYp://www.viralheat.com/ hYp://www.klout.com/
Datalicious Pty Ltd

Google Trends, Search Insights, Ad Planner

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cbartens@datalicious.com blog.datalicious.com twi=er.com/datalicious

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Data > Insights > Ac(on