1. Data & Analytics Council Prepared by Datalicious: August 23, 2010

2. Methodology Australian Direct Marketing Association Online survey to current ADMA members to obtain a basic understanding of how data and analytics is used in member organisations Collection points: – Online ADMA blog – ADMA Data Council eNewsletter & event information eDM Completed responses only, used in the analysis where Total Responses = 134, Used Responses = 78 Data collected over the period May 20 – August 12, 2010

3. Are you using web analytics? Australian Direct Marketing Association Simplified to ‘Yes’, ‘No’ & ‘Neutral’

4. How much emphasis is placed on analytics and data in your company? Australian Direct Marketing Association

5. Do you tie sales back to a campaign and/or media channel? Australian Direct Marketing Association 62% tie sales data back

6. Australian Direct Marketing Association Of which – 59% do not use Web Analytics Do you tie sales back to a campaign and/or media channel?

7. Do you have a single customer view? Australian Direct Marketing Association Only 41% incorporate Web Analytics data ‘Yes’ responses only

8. Do you use Marketing Automation Software and which one? Australian Direct Marketing Association Most of the respondents still aren’t using marketing automation software yet. Those that did, use the below NB: Sample size is very small, 34

9. Insight Australian Direct Marketing Association Although respondents suggested a high affinity towards the incorporation of data in their organisation – responses suggested otherwise: – Tracking sales back to media channels must include those activities that occur online. Organic channels will always have some impact on sales even if there is no online paid media – Having a Single Customer View will incorporate those touch points that your consumer has online and those that it has offline. Offline data is only half the story – Value of Web Analytics isn’t understood within companies – placing weight on Data and Analytics should require the heavy incorporation of data from a Web Analytics platform