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As more media has moved to digital, or become more measurable, it’s introduced an added layer of transparency in the brand-agency relationship. Over the past couple of years, there have been a growing number of red-faced agencies and technology vendors owning up to overbilling, false measurements and mistakes in reporting.

In Australia, this issue came to a head in late 2014 when the GroupM-owned Mediacom was discovered to have been charging for bonus ‘value bank’ advertising and was in breach of its contract with Foxtel and KFC. The scandal resulted in a dozen staff leaving the agency, the loss of…


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A slowdown in media spend offers marketers the chance to look inward and establish baseline performance figures to truly understand the impact marketing has on sales and revenue.

A slowdown in media spend offers marketers the chance to look inward and establish baseline performance figures to truly understand the impact marketing has on sales and revenue.

As any marketer will know, our marketing efforts are impacted by internal factors we can control and many external factors that we cannot.

In some instances, these external factors can lead to a halt in marketing spend with no campaigns in market. …


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The platform announced last year that it would expand its social analytics offering with conversion tracking, removing a blind spot for the platform in demonstrating its impact on sales.

Through their marketing services solution, LinkedIn has long offered advertisers the ability to fill in forms using a LinkedIn profile. While this went some way in helping marketers (and LinkedIn) supply a conversion value for LinkedIn, the platform was much slower than Facebook and Twitter in providing a conversion pixel for non-LinkedIn forms.

In the final quarter of 2016, LinkedIn announced the official release of its native conversion tracking feature for LinkedIn ads. The tag works much like Google and Facebook’s conversion pixels and can be simply installed by a tag management system such as SuperTag.

LinkedIn have provided seven…


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Sydney, 04 January 2017 — Datalicious, the global data analytics agency providing client-focused full-service marketing solutions and products, has been named by Google as a certified partner for the company’s optimisation tool, Optimize 360.

Optimize 360 was announced earlier in 2016 by Google as part of the Google Analytics 360 Suite, the company’s suite of marketing and data analytics products that helps marketers make sense of the modern customer journey.

Optimize 360 allows marketers to discover the most effective customer experiences through A/B and multivariate testing, as well as utilise existing segments in Google Analytics to personalise the user experience.


The latest version of SuperTag has been released. Please keep reading for the latest updates to the platform.

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New deployment option: Standard CDN

We have added support for another deployment option via our standard Cloudfront CDN. This will be the default CDN for all new projects and accounts on the free tier. Free accounts will also not be able to switch to the TurboBytes Premium CDN without upgrading to the paid tier.

The main difference between the Standard Cloudfront CDN and the Turbobytes Premium CDN is that the Standard option does not have failover features and has fewer network nodes.

New SuperTag versions will appear faster through the CDN

Now when you deploy your projects, we will send…


The global data agency announces new appointments and structure for the Asian region.

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Bangalore, India 06 December 2016 — Datalicious, the global data analytics agency providing client-focused full-service marketing solutions and products, has opened a Centre for Excellence in India that is already 15 data specialists strong. The new office services clients across South East Asia and around the world and will work under the supervision of newly appointed country manager Siddharth Manuja, who joined Datalicious after many years in analytics roles at Facebook, in India and San Francisco.

The main focus of the new office is to replicate Datalicious’ diverse range of data analytics skills already available in Australia by boosting the…


Earlier this month I presented at Facebook’s Mobile Moves Commerce event in Melbourne and Sydney. Each event was packed out showing just how much marketers and the industry value mobile as a channel.

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Yet despite all of this enthusiasm, our recent Econsultancy study on media consumption revealed only 7% of marketers worldwide believe customers spend most of their time on mobile and only 27% list mobile as one of top 3 channels in 2016.


It’s not all doom and gloom for marketers as the Media Budgets Index reveals key opportunities for marketers willing to invest in marketing analytics tools.

In our previous blog post on the Media Budgets Index, we mentioned that many marketers are failing to use external insights and adequate measurement techniques as part of their budget decision making processes. Most marketers base their decisions on historical performance combined with their own beliefs on channel effectiveness.

We wanted to have a closer look at this topic to see just how widespread this issue is for marketers and where the opportunities exist to gain a competitive advantage.

ROI-based performance measurement

Only 1 in 5 marketers use an ROI-based measurement approach for marketing. The remaining marketers utilise performance measures…


Our recent survey conducted with Econsultancy on effective marketing mix allocation has revealed marketers are spending their budgets on channels with low consumption by their audience.

Getting the right balance for your marketing mix is an increasingly hot topic for marketing departments and their partner agencies. With an increase in tracking capabilities, marketers can now utilise more data points to inform budgetary decision-making, although that doesn’t necessarily mean this is happening, or at least happening effectively.

The world of marketing and brand messaging is fast becoming customer-centric and the media budgets set by brands need to start reflecting customer behaviour and media consumption habits.

To better understand how marketers are allocating and tracking their spend, we partnered with Econsultancy to almost 1000 marketing executives across the…


Auckland 19 October 2016 — Datalicious, the global big data analytics agency providing client-focused full-service marketing solutions and products, today announced the appointment of Christian Sykes as the new Managing Director for New Zealand.

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Datalicious New Zealand Country Manager, Christian Sykes

Prior to joining Datalicious Christian spent ten years as Country Manager for Connexity Hitwise.

Christian Bartens, Datalicious’ founder and CEO, said Christian was a natural choice for the role. “We’re pleased to have someone with Christian’s experience in digital, who is so well known and respected in the industry. He has the intellectual rigour to help develop effective solutions for our clients”.

Datalicious established an office in Auckland in 2014, and has Spark, Vodafone and Genesis among its many clients in the country. …

datalicious

Digital #analytics agency creating the SuperTag & OptimaHub for #media #attribution & data driven #marketing. AU, NZ, SG, UK, DE, US. http://www.datalicious.com

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