Case Study: How real-time data worked for

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Asia/Europe/Apac data & analytics company Datalicious (part of the Veda Group) has helped keep pace with the fast moving property market, delivering a data analytics solution that provides close to real time access to online behaviour.

Before approaching Datalicious, the leading online real estate publisher was using the standard Google Analytics product to monitor usage of its website, which includes more than 100,000 property listings.

Every hour receives tens of thousands of page views, yet the online team was facing a one to two-day delay in monitoring which listings were attracting the most interest and identifying market behaviour.

Faster, fresher
By using Datalicious to implement the Google Analytic Premium product, the speed improved to around one hour.

The freshness of the findings has enabled to optimise the site; ensuring premium listings attract higher traffic levels. This has delivered stronger results for their advertisers and improved revenue for the publisher.

“Prior to moving to Google Analytics Premium, the time delay in getting data was a real constraint,” says chief operating officer Peter Mangin.

“We now have immediate access to real-time data for making key business decisions. It also allows us to clearly track ROI for media expenditure and make agile decisions based on conversion, rather than guesswork.

“Close to real-time data is particularly crucial in real estate. Brands with a limited product range can accept a longer timeframe when it comes to tracking campaigns, tweaking them over many days or weeks.

“In real estate, however, every property is unique, making it difficult to predict interest without the use of behavioural data. Datalicious was chosen to assist with the implementation based on their global reputation.

NZ matters
“They are the largest reseller of Google Analytics Premium in New Zealand and provide support across a broad sweep of industries for some of the country’s best known companies, including Vodafone, Genesis Energy, Spark and Xero.

“New Zealand is an important market for us,” NZ country manager Kasmira Sewpershad said. “We started life in Australia and New Zealand was our first foray overseas.

“We have since expanded across the world, but I’m pleased to say New Zealand remains one of our key markets.”

About Datalicious
Datalicious is a full-service analytics agency and technology firm, providing the tools and insights to help companies achieve more effective marketing outcomes. From its origins as a specialist consultancy based in Sydney, the company attracted investment from the Veda Group, an Equifax company and has grown to become an innovative software development company that now help many blue-chip clients across Europe and South East Asia to think outside the box and achieve data driven marketing best practice. Datalicious products include the SuperTag tag manager, DataExchange user ID management tool and OptimaHub cross-channel marketing analytics platform. Datalicious is also one of the biggest Google Analytics Premium resellers in Southeast Asia.

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