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OMX: Media Attribution
1.
> Media a(ribu,on
< When measuring the last click is just not good enough
2.
> Short but
sharp history Datalicious was founded in late 2007 Strong Omniture web analy>cs history 1 of 4 preferred Omniture partners globally Now 360 data agency with specialist team Combina>on of analysts and developers Carefully selected best of breed partners Driving industry best prac>ce (ADMA) Turning data into ac>onable insights Execu>ng smart data driven campaigns November 2011 © Datalicious Pty Ltd 2
3.
> Smart data
driven marke,ng “Using data to widen the funnel” Media A(ribu,on & Modeling Op,mise channel mix, predict sales Targeted Direct Marke,ng Increase relevance, reduce churn Tes,ng & Op,misa,on Remove barriers, drive sales Boos,ng ROI November 2011 © Datalicious Pty Ltd 3
4.
> Clients across
all industries November 2011 © Datalicious Pty Ltd 4
5.
> The ideal
marke,ng dashboard Channel Investment ROMI Return Brand equity ($100) n/a $40 Baseline Offline $7 77% $30 TV, print, outdoor, etc Direct $1 90% $10 Direct mail, email, etc Online $2 90% $20 Search, display, social, etc November 2011 © Datalicious Pty Ltd 5
6.
> Campaign flows
are complex = Paid media Organic PR, WOM, search events, etc = Viral elements = Sales channels YouTube, Home pages, Paid TV, print, blog, etc portals, etc search radio, etc Direct mail, Landing pages, Display ads, email, etc offers, etc affiliates, etc CRM Facebook program Twi(er, etc POS kiosks, Call center, loyalty cards, etc retail stores, etc November 2011 © Datalicious Pty Ltd 6
7.
> Media channels
feed each other TV/Print audience Banner Search audience audience November 2011 © Datalicious Pty Ltd 7
8.
> Indirect display
impact November 2011 © Datalicious Pty Ltd 8
9.
> Success a(ribu,on
models Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par,al credit November 2011 © Datalicious Pty Ltd 9
10.
> First and
last click a(ribu,on Chart shows percentage of channel touch points that lead Paid/Organic Search to a conversion. Neither first Emails/Shopping Engines nor last-‐click measurement would provide true picture November 2011 © Datalicious Pty Ltd 10
11.
> Track full
path to purchase Introducer Influencer Influencer Closer $ Paid Display Direct Organic Online search ad clicks visits search sales Display Organic Affiliate Social Offline ad views search clicks referrals sales TV/print Organic Website CRM, Life,me responses search events DM/eDMs profit November 2011 © Datalicious Pty Ltd 11
12.
> Search call
to ac,on for offline November 2011 © Datalicious Pty Ltd 12
13.
14.
> Offline sales
driven by online Adver,sing Phone Credit check, campaign order fulfilment Retail Confirma,on order email Website Online Online order Virtual order research order confirma,on confirma,on Cookie November 2011 © Datalicious Pty Ltd 14
15.
> Event ROI
extrapola,on Product Applica,on Applica,on Offline Campaign view start complete conversion @ @ Campaign $10 $30 $60 $100 Campaign $10 $30 $100 Campaign $10 $100 November 2011 © Datalicious Pty Ltd 15
16.
> Single source
of truth repor,ng Insights Repor,ng November 2011 © Datalicious Pty Ltd 16
17.
> Where to
collect the data Ad Server Web Analy,cs Banner impressions Referral visits Banner clicks Social media visits + Organic search visits Paid search clicks Paid search visits Email visits, etc Lacking organic visits Lacking ad impressions More granular & complex Less granular & complex November 2011 © Datalicious Pty Ltd 17
18.
> Raw a(ribu,on
data Web Analy,cs AFFILIATE > SEO > $$$ SEM > SOCIAL > EMAIL > DIRECT > $$$ Ad Server 01/01/2011 12:00 AD IMPRESSION 01/01/2011 12:05 SEO 07/01/2011 17:00 EMAIL 08/01/2011 15:00 $$$ November 2011 © Datalicious Pty Ltd 18
19.
> Combine purchase
paths Mobile Home Work Tablet Media Etc November 2011 © Datalicious Pty Ltd 19
20.
> Op,mise media
to profit Media ClearSaleing CRM (costs) (ROMI) (profit) Centralised plaeorm to combine media costs and life>me customer value to provide accurate ROMI repor>ng November 2011 © Datalicious Pty Ltd 20
21.
> Understanding channel
mix November 2011 © Datalicious Pty Ltd 21
22.
23.
> Website entry
survey De-‐duped Campaign Report Greatest Influencer on Branded Search / STS } % of Channel % of Influence Channel Conversions Word of Mouth 32% Straight to Site 27% Blogging & Social SEO Branded 15% Media 24% SEM Branded 9% Newspaper 7% Adver>sing 9% SEO Generic 14% Display Adver>sing 14% SEM Generic 7% Email Marke>ng 7% Display Adver>sing Affiliate Marke>ng 9% Retail Promo>ons 14% Conversions akributed to search terms Referrals 5% that contain brand keywords and direct 7% website visits are most likely not the Email Marke>ng origina>ng channel that generated the awareness and as such conversion credits should be re-‐allocated. November 2011 © Datalicious Pty Ltd 23
24.
> Adjus,ng for
offline impact -‐5 -‐15 -‐10 +5 +15 +10 November 2011 © Datalicious Pty Ltd 24
25.
> Custom a(ribu,on
models Introducer Influencer Influencer Closer $ Even 25% 25% 25% 25% A(rib. Exclusion 33% 33% 33% 0% A(rib. ? ? ? ? Custom A(rib. November 2011 © Datalicious Pty Ltd 25
26.
27.
> ClearSaleing media
a(ribu,on November 2011 © Datalicious Pty Ltd 27
28.
November 2011
© Datalicious Pty Ltd 28
29.
> Prerequisite: Container
tag Easily implement and update Conversion any tag on any websites without Tracking or limited IT involvement Any Conversion JavaScript De-‐duping De-‐duplicate conversions for CPA deals and align repor>ng Datalicious figures across plaeorms Web Media Analy,cs SuperTag A(ribu,on or similar Collect accurate mul>-‐channel media akribu>on data to provide advanced insights Live Behavioral Chat Targe,ng A/B Tes,ng Enable advanced features such Heat Maps as targe>ng, tes>ng and chat to op>mise user experience November 2011 © Datalicious Pty Ltd 29
30.
SuperTag: Central tag
management plamorm November 2011 © Datalicious Pty Ltd 30
31.
Contact me
cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi(er.com/datalicious November 2011 © Datalicious Pty Ltd 31
32.
Data > Insights
> Ac,on November 2011 © Datalicious Pty Ltd 32
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