Mumbrella360 video: Data-driven Marketing Gone Wrong (and how to do it right)

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.

Christian Bartens

In this session, Christian Bartens, CEO and founder at Datalicious reveals how to use data to get the most from your marketing strategies.


Bartens discusses: How to make the most out of a limited budget; why marketers’ perception of the most effective channels is wrong; customised attribution, and why allocating some of your budget to testing pays off.



  • 0:40: How to make the most out of a limited budget
  • 2:00: Identifying which part of your marketing budget is a waste
  • 3:30: How does Australia compare with other countries in terms of budget effectiveness?
  • 5:00: Are marketers spending the money where consumers spend their time?
  • 7:00: Why marketers’ perception of the most effective channels is incorrect
  • 13:00: Why ROI-based attribution approach is important in business plans
  • 17:10: What’s the biggest barrier to marketing optimisation?
  • 20:00: Why customised attribution model is a great asset for your campaign
  • 27:30: Why re-analysing your data regularly is crucial
  • 28:30: The importance of allocating some of your budget to test and learn new approaches
  • 33:00: Audience questions

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