Our aim is to make marketing effectiveness predictable and indisputable, with a universal goal to improve the brand experience for our clients' customers.
Action Oriented & Independent
Our consulting alongside implementation services focus on affecting practical changes. Datalicious has no incentive to recommend one particular media inventory over another.
Custom models & MMM integration
State of the art Markov chain modelling techniques for media attribution calibrated to your business model and reflective of your customer journey - can be fine tuned and integrated with existing Media Mix Modelling or MMM provided by Datalicious.
Complex customer journey experience
Historical client successes with many and varied points of customer contact that drive purchases.
Cross-publisher & Cross-browser
See results from multiple publishers and devices in the same measurement framework.
Through the innovative use of proprietary and partner technology platforms, we cover areas ranging from marketing attribution and web analytics to data engineering, data science and software development. In addition to consulting and services, our product offering includes OptimaHub for Media Attribution and MMM, as well as the licensing and support of the Google Marketing Platform.
Google Marketing Platform
We support the end-to-end integration of advertising and customer data through Google's powerful Marketing Platform. Our experience ranges from technical implementation to strategic consultancy and training.
Media Attribution
Tactical approaches to optimizing digital media spend and campaigns using Markov chains with Monte Carlo simulations. Over 10 years of tag management experience helps ensure all possible touch points are covered.
Media Mix Modelling
Using time-series techniques as well as machine learning for long-range understanding, including the contribution of brand equity and the effects of seasonality. Results are fed into media attribution, to assess the true incremental effect of digital.
Consulting & Services
Actionability is our mantra. The application of insights to decision making, as well as managing the change and transformation that is required is what our consultants, supported by data science and engineering teams, thrive on.
Client Testimonials
"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
"Datalicious quickly earned our respect and confidence [...] understand our business needs, deliver value, push our thinking [...]. Likeable, transparent and trustworthy. I would be happy to recommend Datalicious to anyone."
Murray Howe Executive Manager, Suncorp Group
"Datalicious are helping us to move from a last click campaign measurement model to a more accurate media attribution approach. [...] potential to significantly change our media planning [...]. Highly recommended"
Keith Mirgis Senior Digital & Social Media Marketing Manager, Telstra
"We engaged Datalicious [...] to assist us in selecting a Single Customer View & Customer Relationship Management solution [...] responsible for strategy development, RFP documentation and vendor evaluation. [...] very professional organisation that worked hard to understand our business, engage stakeholders and recommend an appropriate solution that would meet our requirements both now and in the future."
Vincent Dempsey Head of Digital Media, Network Ten
"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 [...]."
Ready to talk data? Contact us using the form below and one of our representatives will get in touch with you shortly.
Opt-Out & Data Retention
Datalicious uses its own DataCollector tag as well as other analytics vendors to anonymously track the behaviour of our website visitors. As part of that process we write cookies under the dc.optimahub.com domain as well as other analytics vendor domains such as google.com to identify unique visitors.
In Chrome on Mac OS X you can see what data we collect and what cookies we set by going to View > Developer > Developer Tools > Network in the menu options and then searching for the dc.optimahub.com and other analytics vendor domains such as google.com in the network search box.
To block Datalicious and other analytics vendors from writing cookies to your computer and opt-out of tracking simply research and follow the browser specific instructions under the links below to block cookies from our DataCollector dc.optimahub.com and other analytics vendor domains.
Where Datalicious is collecting data for a project, the retention policy will be discussed with the client at the outset and driven by the needs of the project. Data will be deleted when it reaches the limits agreed with the client, or when it becomes 26 months old, whichever is greater.
As a guide, we would typically not use more than 13 months of history for media attribution or its visualization. If a storage limit between 13 & 26 months is requested by the client, it will be archived (i.e. not available for visualization or access) between 13 & 26 months.
Post Projects
Where Datalicious is reaching the end of an engagement, and a post-project retention policy has not been pre-agreed, we aim to discuss with the client at least 3 months before the conclusion of the project what they want to happen.
Datalicious' preference is to
Keep data pipelines 'live' for 3 months after the conclusion of the commercial engagement
At 3-26 months after the conclusion of the commercial engagement, the data will be archived
Delete data 26 months after the conclusion of the commercial engagement
Alternative client choices about their own data would supersede any of the above.
Opt-Out & Data Retention
Datalicious is an Australian service provider that provides data solutions to our clients.
Datalicious is an Australian corporation regulated by the Australian Privacy Act 1988 and implements privacy and security processes and safeguards that have been designed by us to meet requirements of Australian privacy laws. Datalicious does not have an establishment in the European Union. Some of our clients have an establishment in the European Union, so we have adapted our privacy and security processes and safeguards to also meet requirements of the EU General Data Protection Regulation. We also seek to comply with data protection laws in other countries where we know a device is being used in that country, although we often can't know where a device is being used.
Datalicious provides this policy to tell you how we treat information that we collect and receive in connection with providing our services to clients that use our technology and services.
Each of our clients is responsible for establishing and complying with its own policy. Each of our clients is responsible for providing any required notice, obtaining any required consent, and offering and processing any applicable opt-out or similar choice option as required by applicable privacy and data protection laws.
This policy does not apply to our clients or other third parties. Please refer to the privacy policies for the websites, mobile applications and other online services that you access to learn how they collect and use information about you.
Our services to our clients include:
provision of tracking tags and other code ('online trackers') to our clients for integration into client websites, mobile applications and other devices that allows clients and their various third-party marketing and technology partners to collect data relating to user interactions and interests,
collection of non-identifying data derived through our client's placement of tracking tags and other code on client websites, mobile applications and other devices for the purposes of measuring the effectiveness of websites and mobile applications and attributing use of websites and mobile applications to user interactions with advertising campaigns and other marketing channels,
reporting to our clients as to aggregated (not user specific) trends, and provision of aggregated (not user specific) insights as to use of websites and mobile applications and attribution of that use to user interactions with advertising campaigns and other marketing channels.
As we do not place online trackers on devices operated by our client's users, our clients are responsible for placing these online trackers in full compliance with applicable privacy and data protection laws.
In some cases we may deal directly with users of websites and mobile applications to seek and obtain:
consent of those users to us placing online trackers; and
unambiguous consent of those users in accordance with applicable privacy and data protection laws and regulations that we consider likely to relate to those users,
in relation to collection and use of personal data, personal information or other personally identifying information ('personal data') about them as regulated by such laws. Only in such cases will we directly place online trackers. Where we rely upon unambiguous consent of users in accordance with requirements of such laws, we may collect and hold that personal data, and use it (but only within the express terms of that consent) to recognize users across devices and platforms, to better understand those users and to engage those users with more targeted marketing messages, or otherwise as expressly permitted or required by those laws.
In all other cases we will not collect, hold, use, process or disclosure personal data about users wherever processing of personal data about users is regulated by applicable privacy and data protection laws and regulations of any country that we consider likely to apply in relation to those users ('Relevant Users'). For example, we will not collect, process or disclose personal data about users for clients established in the European Union, or where we consider that users are likely to be within the European Union. In particular:
we will not seek or obtain personal data from our clients in relation to Relevant Users,
we will only collect and hold online trackers and information associated with those online trackers in relation to Relevant Users where we do not also collect, hold or have access to other information that may enable us or anyone else to associate or link that other information with those online trackers or information associated with those online trackers to identify any natural person (individual) among those in relation to Relevant Users,
we will not disclose or otherwise provide online trackers and information associated with those online trackers to any client or any other person in any form that allows a recipient to associate or link those online trackers or information associated with those online trackers with other information to identify any natural person (individual) among those Relevant Users,
subject to all of the restrictions listed above, we may collect (but not disclose) a variety of information associated with online trackers and information associated with those online trackers, for example:
IP address and other unique identifier for any computer, mobile phone, or other device used to access the client's device identifier;
information about a user's web browser and device;
information about user's interactions with the client's websites, mobile applications, advertising impressions, email campaigns, retail stores and other sources ('data sources'), such as content viewed and products purchased;
information regarding a user's preferences and interests;
Datalicious Pty Limited ABN 92 150 970 835 Level 15, 100 Arthur Street North Sydney NSW 2060 Australia www.datalicious.com
Second Layer - more details about our Privacy Policy
Datalicious Pty Limited ABN 92 150 970 835 Ltd is an Australian company that provides digital advertising technology services which helps our clients to buy, sell and track the performance of digital advertising and to provide digital advertising to users of devices such as computers and tablets.
We have described above how we collect, hold, use, process or disclosure personal data about users wherever processing of personal data about users is regulated by applicable privacy and data protection laws and regulations of any country that we consider likely to apply in relation to those users.
The following paragraphs provides further information about such activities.
The data that we collect and organize may be also be shared on a need-to-know basis with employees, independent contractors, consultants and subsidiaries. We may also use the services of third-party service providers for data storage, analysis, and processing facilities and to provide operational or other support services. The data is shared only to enable these entities to perform professional and technical functions in relation to Datalicious' business. These entities will be subject to confidentiality restrictions that forbid use of this data for any purpose other than providing services to Datalicious.
We may be required to share data with regulatory authorities, government agencies, and law enforcement officials, as permitted or enforced by law.
We may share data and information to defend or protect our legal rights, our intellectual and physical property, our employees and service providers, the safety and security of our business partners and their online users, and to protect us against fraud.
We may share some or all our data and information assets if our company is sold or acquired, transferred or merged, or undergoes any form of organisational change or any other business transaction that may require assets under our control to transferred to third parties as part of the business transaction. In these instances, Datalicious will take appropriate steps to ensure that the data and information will continue to be governed by this Privacy Policy.
Where users are inferred to be within countries within the European Union, Datalicious does not collect age data on users under the age of 16 and does not assist clients operating digital properties that are directed to persons under 16. Outside of the EU, Datalicious does not collect age data on users under the age of 13.
We store visitor data on our website for a period of 12 months.
We access data stored by our clients for a period that our clients agree with their customers,
Our corporate website
Our corporate website at www.datalicious.com is designed for our business partners.
We collect personal data or personally identifiable information in the "Contact Us" section of our website. This information is provided by prospective clients and clients customers in relation to information about our products and services. This information is confidential and is used only for communicating with our customers and other related parties. It is not used or combined with our advertising segments or otherwise used by our services to identify users.
Datalicious uses its own DataCollector tag as well as other analytics vendors to anonymously track the behaviour of our website visitors. As part of that process we write cookies under the dc.optimahub.com domain as well as other analytics vendor domains such as google.com to identify unique visitors.
In Chrome on Mac OS X you can see what data we collect and what cookies we set by going to View > Developer > Developer Tools > Network in the menu options and then searching for the dc.optimahub.com and other analytics vendor domains such as google.com in the network search box.
To block Datalicious and other analytics vendors from writing cookies to your computer and opt-out of tracking simply follow the browser specific instructions under the links below to block cookies from our DataCollector dc.optimahub.com and other analytics vendor domains.
