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Media  A=ribu(on  &  Modeling  

Op(mise  channel  mix,  predict  sales  

Tes(ng  &  Op(misa(on  Remove  barriers,  drive  sales  

Boos(ng  ROI  

Targeted  Direct  Marke(ng    Increase  relevance,  reduce  churn  

“Using  data  to  widen  the  funnel”  

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Google:  “Qantas  Grounding  Takes  Off  in  Social  Media”  

Qantas  mistake  =  Virgin  opportunity  

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Spike  in  Qantas  brand  searches  on  the  29th  

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Iden(fying  regional  opportunity  and  search  terms  

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Salary  spike  connected  to  earlier  Qantas  spike  

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>  Hitwise/Experian  MOSAIC  data  

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November  2011   ©  Datalicious  Pty  Ltd   15  Analyse  and  refine  poten(al  campaign  audience  

November  2011   ©  Datalicious  Pty  Ltd   16  Analyse  and  refine  poten(al  campaign  audience  

November  2011   ©  Datalicious  Pty  Ltd   17  Australian  websites  Qantas  frequent  flyers  visit  

November  2011   ©  Datalicious  Pty  Ltd   18  Visualise  data  to  support  analysis  and  explora(on  

November  2011   ©  Datalicious  Pty  Ltd   19  Sites  accep(ng  ads  and  visited  by  Qantas  clients  

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November  2011   ©  Datalicious  Pty  Ltd   21  Number  of  search  adver(sers  increased  recently  

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November  2011   ©  Datalicious  Pty  Ltd   23  Compe(tors  wri(ng  search  ads  for  you,  literally  

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