Datalicious

    Data  >  Insights  >  Action    

October  2010   ©  Datalicious  Pty  Ltd   Page  1/9  

Datalicious     Data  >  Insights  >  Action    

>  Short  but  sharp  company  history  

Datalicious  was  founded  in  late  2007  with  the  aim  of  creating  a  new  breed  of  data  consultancy.    

A  one-­‐stop  data  agency  that  not  only  helps  companies  to  collect,  process  and  analyse  data,  but  also  
to  make  data  accessible  and  actionable  for  marketers  and  their  agency  partners.  

By  2010,  the  company  has  grown  significantly  and  now  offers  a  wide  range  of  data  services  from  
platform  development,  integration  and  management  over  report  automation,  dashboard  design  and  
heavy  data  mining  to  targeting,  merchandising  and  marketing  automation.    

Although  Datalicious  has  a  digital  focus  and  strong  web  analytics  background  as  a  Preferred  
Omniture  Service  Partner  and  Authorized  Google  Analytics  Consultant,  the  company  now  works  
with  all  types  of  data  sources  including  traditional  media,  direct  mail  and  call  centres.  

Additionally,  the  company  is  also  increasingly  being  recognised  for  driving  industry  best  practice  as  
an  active  member  of  the  Australian  Direct  Marketing  Association  (ADMA)  where  we  chair  the  Data  &  
Analytics  Council  as  well  as  one  of  the  only  non-­‐paying  agency  members  of  the  Omniture  Customer  
Advisory  Board.      

Visit  http://www.datalicious.com  and  http://blog.datalicious.com  to  find  out  more  about  us.  

>  Wide  range  of  data  services  

Smart  data  driven  marketing:  Turning  data  into  actionable  insights.  

Visit  http://blog.datalicious.com/tag/services  to  find  out  more  about  our  services.  

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Datalicious     Data  >  Insights  >  Action    

>  Clients  across  all  verticals  

Visit  http://blog.datalicious.com/tag/clients  to  find  out  more  about  our  clients.  

>  Great  customer  feedback  

“The  Datalicious  guys  are  great  to  work  along  side  and  to  have  on  your  team  […]  'no  stone  unturned'  
approach  to  finding  solutions  to  challenges  […]  knowledge  and  passion  for  web  analytics  and  best  
of  breed  web  optimization  was  second  to  none”  Steve  Brown,  Senior  Business  Analyst,  Vodafone    

"[…]  Datalicious  brought  with  them  best  practice  analytics  to  demonstrate  the  true  value  of  our  
marketing  dollars  […]  have  become  a  critical  business  partner  in  their  support  of  our  Omniture  
analytics  implementation  […]  provided  great  insights  which  have  driven  key  business  decisions."  
Trang  Young,  Senior  Internet  Marketing  Manager,  E*Trade  Australia  

“[…]  Datalicious  were  insightful,  knowledgeable  and  willing  to  provide  a  solution  tailored  to  our  
needs  […]  not  just  providing  the  solution,  but  also  actively  allowing  us  to  understand  and  help  
develop  the  solution  […]  I  would  recommend  them  to  anyone  […].”  Richard  Frey,  Producer,  Aussie  

 “With  the  detailed  reporting  and  analysis  that  the  team  did  I  was  able  to  implement  a  strategy  that  
is  now  effective  and  will  result  in  increased  lead  conversions.  Thanks  Datalicious!  Highly  
recommended!”  Melinda  Zanello,  Marketing  Manager,  Paymate    

“The  SEM  campaign  that  Datalicious  put  in  place  significantly  increased  our  sales  over  the  
Christmas  period  […]  The  Datalicious  team  are  smart,  fun  and  an  enjoyable  bunch  of  people  to  
work  with.”  Jennie  Oye,  Director,  Oye  Modern.  

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Datalicious     Data  >  Insights  >  Action    

>  Experienced  management  team  

Christian  Bartens  and  Hamish  Ogilvy  head  up  the  Datalicious  team  of  analysts  and  data  specialists.  
 

Christian  Bartens,  Managing  Director  

Christian  is  passionate  about  the  power  of  data  and  how  it  can  
help  shape  effective  marketing  strategies.  After  having  worked  
client  side  in  digital  marketing  in  Australia  and  overseas  for  over  
ten  years,  he  decided  to  start  his  own  agency  Datalicious.  

Originally  from  Germany,  Christian  has  worked  with  some  of  

Europe's  leading  mobile  and  digital  technology  companies  
before  coming  to  Australia  to  study  at  the  University  of  
Queensland.  Upon  completion  of  his  studies,  Christian  went  to  
work  for  Tourism  Australia  in  London  and  Sydney,  defining  the  organisation's  web  analytics  strategy  
and  integrated  global  search  marketing  campaign.  

As  a  data  evangelist  and  experienced  digital  marketer,  Christian  is  guest  lecturing  at  the  University  
of  Sydney  and  has  spoken  at  various  industry  events  and  conferences  about  the  power  of  data  in  
optimising  marketing  communications.  He  works  closely  with  leading  industry  bodies  and  solution  
providers  and  regularly  gets  invited  to  industry  councils,  advisory  boards  and  beta  testing  programs.  

Visit  Christian’s  LinkedIn  profile  on  http://www.linkedin.com/in/cbartens  to  find  out  more.  
 

Dr  Hamish  Ogilvy,  Head  of  Data  

Hamish  has  an  exceptional  capacity  for  understanding  and  

simplifying  complex  problems.  Together  with  his  extensive  
technical  experience  and  hands  on  digital  marketing  skills,  he  
and  his  team  are  perfectly  set-­‐up  to  extract  actionable  insights  
from  even  the  largest  data  sets.  

Before  joining  Datalicious  Hamish  worked  in  various  research  

and  business  development  functions  in  the  medical  laser  
industry  and  founded  GoPetition.com,  an  online  petition  
hosting  service  with  over  one  million  unique  visitors  per  month  and  millions  of  database  records.    

Hamish  is  a  Macquarie  University  Innovation  Award  winner  and  received  the  Vice  Chancellors  
commendation  for  academic  excellence  during  his  PhD  studies  in  laser  physics.    

Visit  Hamish’s  LinkedIn  profile  on  http://www.linkedin.com/in/hamishogilvy  to  find  out  more.  
 

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Datalicious     Data  >  Insights  >  Action    

>  Telco  case  study:  Vodafone  

Brief:  Implement,  maintain  and  manage  an  end-­‐to-­‐end  analytics  and  online  optimisation  platform  
designed  to  increase  media  effectiveness  and  website  conversion  as  well  as  overall  user  experience.    

Solution:  Design,  implementation  and  ongoing  management  of  advanced  Omniture  analytics  and  
online  optimisation  platform  across  all  Vodafone  website  properties  in  general  and  the  online  store  
in  particular.  The  final  solution  combined  data  from  various  different  sources,  measuring  
performance  across  multiple  channels  above  and  below  the  line  as  well  as  visitor  behaviour  down  to  
an  individual  customer  level,  both  online  and  through  call  centres.  By  combining  data  sets  and  
technologies  that  were  separate  up  until  then,  Datalicious  was  able  to  generate  additional  insights,  
eliminate  inefficiencies  and  execute  highly  targeted  campaigns  which  were  previously  impossible.  

Results:  Advanced  analytics  and  multi-­‐channel  media  attribution  enabled  us  to  deliver  a  400%  
return  on  investment  on  paid  search  in  the  highly  competitive  Telco  market  and  establish  organic  
search  as  a  profitable  cost  centre.  Identification  of  existing  customers  allowed  us  to  save  30%  of  the  
annual  display-­‐advertising  budget  dedicated  to  acquisition  messaging,  which  was  essentially  being  
wasted  on  already  existing  customers  and  re-­‐purpose  it  for  brand  and  self-­‐service  messaging.  The  
addition  of  targeting  parameters  and  coordination  of  on  and  off  page  re-­‐targeting  campaigns  
increased  response  rates  by  25%  on  average.  The  planning  and  execution  of  an  online  testing  
strategy  increased  the  visit  to  sale  conversion  rate  by  5%.  All  of  the  above  measures  combined  
delivered  an  approximate  return  on  investment  on  advanced  analytics  of  over  600%.  

“[…]  The  current  Vodafone  implementation  of  SiteCatalyst  is  one  of  the  most  impressive  I  have  seen  
and  ranks  in  the  top  10  from  my  perspective.  It  is  an  amazing  foundation  for  taking  action  on  the  
data  and  improving  online  return  on  investment.”  Adam  Greco,  Team  Lead  Consulting,  Omniture  

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Datalicious     Data  >  Insights  >  Action    

>  Tourism  case  study:  Tourism  WA  

Brief:  Implement,  maintain  and  manage  a  combined  email-­‐marketing  and  web  analytics  platform  
designed  to  enhance  visitor  profiling  and  thus  increase  content  relevance  and  user  interaction.  

Solution:  Design,  implementation  and  ongoing  management  of  an  integrated  Traction  email  and  
Omniture  web  analytics  platform.  The  final  solution  enabled  Tourism  WA  to  identify  and  profile  
individual  travellers  based  on  their  campaign  and  website  behaviour  and  allowed  us  to  segment  
website  visitors  according  to  their  specific  destination  interests  as  well  as  types  of  holiday  packages.    

Results:  Using  interest  based  customer  segmentation  with  smart  targeting  and  trigger  based  email  
campaigns  we  were  able  to  increase  email  open  and  response  rates  by  almost  100%  compared  to  
the  travel  industry  average.  Combining  user  profiles  with  website  behavioural  data  generated  
valuable  additional  insights  that  will  be  influencing  the  planning  and  execution  of  future  campaigns.  

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Datalicious     Data  >  Insights  >  Action    

>  Retail  case  study:  Target    

Brief:  Develop  an  integrated  campaign  flow  across  traditional  and  digital  channels  to  maximise  
impact  and  implement  the  necessary  analytics  framework  to  evaluate  campaign  performance.  

Solution:  Development  of  integrated  campaign  experience  in  cooperation  with  the  client’s  creative  
and  digital  agencies  to  enable  a  smooth  campaign  flow  and  optimal  user  experience  designed  to  
push  social  sharing.  The  early  development  and  integration  of  the  analytics  framework  into  
campaign  planning  process  from  the  very  beginning  ensured  tracking  best  practice  was  followed  and  
a  maximum  amount  of  data  could  be  collected  across  all  channels.  The  project  also  included  an  in-­‐
depth  review  of  the  current  Google  Analytics  set-­‐up  leading  to  the  implementation  of  advanced  
website  visitor  segmentation  capabilities.  

Results:  Traffic  levels  on  the  Target  network  of  sites  increased  significantly  during  the  integrated  
campaign,  for  the  first  time  rivalling  historic  peaks  from  previous  Christmas  periods  mid  year.  The  
campaign  also  resulted  in  a  visible  increase  in  retail  transactions  in  the  targeted  product  category  
and  an  increase  in  new  CRM  program  subscribers,  delivering  and  overall  positive  return  on  media  
investment.  Thanks  to  a  system  of  unique  vouchers  and  the  availability  of  advanced  segmentation  
options  in  Google  Analytics,  the  generated  retail  revenue  could  be  tied  back  to  the  originating  
media  channels  and  broken  down  by  various  segments  delivering  additional  customer  insights.  

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Datalicious     Data  >  Insights  >  Action    

>  FMCG  case  study:  Simplot  

Brief:  Implement,  maintain  and  manage  an  advanced  web  analytics  platform  to  optimise  media  
designed  to  driving  website  subscriptions  and  generate  additional  customer  preference  insights.  

Solution:  Design,  implementation  and  ongoing  management  of  Omniture  web  analytics  platform  
across  Simplot’s  set  of  brand  and  recipe  websites.  The  final  solution  enabled  Simplot  to  enrich  and  
verify  their  user  profiles  with  website  behavioural  data,  feeding  into  other  research  projects  
including  the  development  of  more  accurate  customer  segments.  

 Results:  Insights  generated  online  are  used  by  Simplot’s  test  kitchen  team  on  an  ongoing  basis  to  
further  their  understanding  of  the  target  market  and  actively  shape  the  company’s  product  
development  strategy.  Web  analytics  data  has  not  only  helped  to  improve  the  company’s  search  
marketing  performance  leading  to  a  significant  increase  in  its  recipe  subscribers  but  also  to  analyse  
user  preferences  regarding  recipes  and  ingredients  as  well  as  brands  by  customer  segment.    

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Datalicious     Data  >  Insights  >  Action    

>  Contact  us  

Christian  Bartens,  Managing  Director  
Email     cbartens@datalicious.com  
Mobile   +61  423  051  166    
Skype   cbartens  

>  Follow  us  online  

Visit  our  official  website  or  
http://www.datalicious.com    

Read  our  blog  on  all  things  data  

http://blog.datalicious.com    

Become  one  of  over  2,000  Twitter  followers  or  

http://www.twitter.com/datalicious    

Join  our  growing  number  of  fans  on  Facebook  

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Watch  some  of  the  videos  we  watch  or  

http://www.youtube.com/datalicious    

Join  one  of  our  LinkedIn  groups  

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October  2010   ©  Datalicious  Pty  Ltd   Page  9/9