ExactTarget Media Attribution

>
Media A)ribu-on <

Cross-channel media a0ribu3on best prac3ce and technology op3ons
> Short but sharp history

Datalicious was founded in late 2007 Strong Omniture web analy3cs history 1 of 4 preferred Omniture partners globally Now 360 data agency with specialist team Combina3on of analysts and developers Carefully selected best of breed partners Driving industry best prac3ce (ADMA) Turning data into ac3onable insights Execu3ng smart data driven campaigns
Datalicious Pty Ltd 2
July 2012
> Smart data driven marke-ng

Using data to widen the funnel
Media A)ribu-on & Modeling

Op-mise channel mix, predict sales
Targe-ng & Merchandising

Increase relevance, reduce churn
Tes-ng & Op-misa-on

Remove barriers, drive sales
Boos-ng ROMI
July 2012 Datalicious Pty Ltd 3
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Media a)ribu-on

> The ideal media dashboard

Channel Brand equity
Baseline
Investment ($100) $7 $1 $2
ROMI n/a 330% 400% 1150%
Return $40 $30 $5 $25
Oine Direct
TV, print, outdoor, etc
Direct mail, email, etc
Online
Search, display, social, etc
> Duplica-on across channels

Paid Search Bid Mgmt
Banner Ads
Ad Server
Email Blast
Email PlaNorm
Organic Search
Google Analy-cs
July 2012
Datalicious Pty Ltd
> De-duplica-on across channels

Paid Search
Banner Ads Central Analy-cs PlaNorm Email Blast
Organic Search
July 2012
Datalicious Pty Ltd
> Campaign ows are complex

= Paid media = Viral elements = Sales channels
Organic search
PR, WOM, events, etc
YouTube, blog, etc
Home pages, portals, etc
Paid search
TV, print, radio, etc
Direct mail, email, etc
Landing pages, oers, etc
Display ads, aliates, etc
CRM program
Facebook Twi)er, etc
POS kiosks, loyalty cards, etc
Call center, retail stores, etc
July 2012
Datalicious Pty Ltd
> Success a)ribu-on models

Banner Ad Paid Search Organic Search $100 Success
$100
Last channel gets all credit
Banner Ad $100
Paid Search
Email Blast
Success
$100
First channel gets all credit
Paid Search $100
Banner Ad $100
Aliate Referral $100
Success
$100
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success
$100
All channels get par-al credit

9
July 2012
Datalicious Pty Ltd
> First and last click a)ribu-on

Chart shows percentage of channel touch points that lead to a conversion.
Paid/Organic Search
Emails/Shopping Engines
Neither rst nor last-click measurement would provide true picture

10
July 2012
Datalicious Pty Ltd
> Full purchase path tracking

Introducer Inuencer Inuencer Closer
Paid search
Display ad clicks
Social referrals
Direct site visits
Online sales
Display ad views
Aliate clicks
Social buzz
Retail store visits
Oine sales
TV/print responses
Organic search
Website events
Direct mail, emails
Life-me prot
July 2012
Datalicious Pty Ltd
11
> Path across dierent segments

Channel 1
Channel 2
Channel 3
Channel 4
Product A vs. B
Channel 1
Channel 2
Channel 3
Channel 4
New prospects
Channel 1
Channel 2
Channel 3
Product 4
Exis-ng customers
July 2012
Datalicious Pty Ltd
12
> Tracking oine responses online

Search calls to ac3on for TV, radio, print
Unique search term only adver3sed in print so all responses from that term must have come from print Brand.com/clientname redirects to new URL that includes tracking parameter iden3fying response as direct mail Survey website visitors that have come to site directly or via branded search about their media habits, etc Combine raw data from online purchase path, website entry survey and oine sales with oine media placement informa3on in tradi3onal media a0ribu3on model
PURLs (personalised URLs) for direct mail
Website entry survey for direct/branded visits
Combine data sets into media a0ribu3on model
July 2012
> Search call to ac-on for oine
July 2012
Datalicious Pty Ltd
14
> Personalised URLs for direct mail

VickyCarroll.myspaday.com > redirect to > myspaday.com?

CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOer=P3& ChurnRisk=Low [...]

> Tracking oine sales online

Email click-through
Include oine sales ag in URL parameter in welcome email click-through URLs (or 1st email newsle0er aner oine sale) to trigger a custom assisted oine sales conversion event
First login aner purchase

Similar to the above method, however oine sales ag happens via JavaScript parameter dened on login rather than URL parameter
> Oine sales driven by online

Adver-sing campaign Phone order Credit check, fullment
Retail order
Conrma-on email, 1st login
Website research
Online order
Online order conrma-on
Virtual order conrma-on
Cookie
July 2012
Datalicious Pty Ltd
17
> Understanding channel mix
July 2012
Datalicious Pty Ltd
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July 2012
Datalicious Pty Ltd
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> Website entry survey

De-duped Campaign Report Greatest Inuencer on Branded Search / STS
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver3sing Aliate Marke3ng Referrals Email Marke3ng
% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%
Channel Word of Mouth Blogging & Social Media Newspaper Adver3sing Display Adver3sing Email Marke3ng Retail Promo3ons
% of Inuence 32% 24% 9% 14% 7% 14%
Conversions a0ributed to search terms that contain brand keywords and direct website visits are most likely not the origina3ng channel that generated the awareness and as such conversion credits should be re-allocated.
July 2012
> Adjus-ng for oine impact

-5 +5 -15 +15 -10 +10
July 2012
Datalicious Pty Ltd
21
> Purchase path example
July 2012
Datalicious Pty Ltd
22
> Media a)ribu-on models

$100
25%
25%
25%
25%
Even A)rib.
33%
33%
33%
0%
Exclusion A)rib.
?
July 2012
?
Datalicious Pty Ltd
Custom A)rib.
23
> Media a)ribu-on example

Even/weighted a0ribu3on
Last click a0ribu3on
COST PER CONVERSION

> Purchase path vs. a)ribu-on

Important to make a dis3nc3on between media a0ribu3on and purchase path tracking
Not the same, one is necessary to enable the other
Tracking the complete purchase path, i.e. every paid and organic campaign touch point leading up to a conversion is a necessary requirement to be able to actually do media a0ribu3on or the alloca3on or conversion credits back to campaign touch points
Purchase path tracking is the data collec3on and media a0ribu3on is the actual analysis or modelling
> Single source of truth repor-ng
Insights
July 2012 Datalicious Pty Ltd
Repor-ng
26
> Where to track purchase path

Ad Server
Banner impressions Banner clicks + Paid search clicks
Web Analy-cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Lacking ad impressions Less granular & complex
Lacking organic visits More granular & complex
July 2012
Datalicious Pty Ltd
27
> Purchase path data samples

Web Analy-cs data sample (AD IMPRESSION >) AFFILIATE > SEARCH > $$$ SEARCH > SOCIAL > DIRECT > $$$

Ad Server data sample 01/01/2012 11:45 AD IMPRESSION 01/01/2012 12:00 AD IMPRESSION 01/01/2012 12:05 SEARCH 07/01/2012 17:00 DIRECT 08/01/2012 15:00 $$$
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> PlaNorm op-ons

> Purchase path op-ons

Google Analy3cs Adobe SiteCatalyst
Mul3-channel funnels Cross-visit par3cipa3on JavaScript plugin DoubleClick/Mediamind Genesis integra3on Light Server Calls Campaign touch point report (Mediamind) Raw cookie level data & manual analysis
Atlas, Mediamind, DoubleClick, etc ClearSaleing

30
> Google Analy-cs

Mul3-channel funnels Pros
Concatenates and groups campaign codes across visits Free of charge as part of main tool Out of the box reports that require no addi3onal tags Does not require data warehousing and custom analy3cs Raw data cannot be exported for advanced modelling Cannot combine purchase paths across devices Doesnt include ad impressions (maybe DoubleClick in the future) Channels can be grouped but not re-classied in the interface
Oine responses via search call to ac3on show up as search, etc
Cons
Platorm cannot accommodate oine data (surveys, CRM, etc) Purchase path data only, no a0ribu3on modeling or ROMI
July 2012
Datalicious Pty Ltd
32
> Adobe SiteCatalyst

Cross-visit par3cipa3on & light server calls DoubleClick/Mediamind Genesis Pros
Concatenates campaign codes across visits into single string Light Server Call adds missing ad impressions into campaign code string Imports last ad impression, click and ad costs into SiteCatalyst as events Easy add-on for SiteCatalyst clients, requires JavaScript change only Doesnt require addi3onal data warehousing as stored in SiteCatalyst Campaign responses can be re-classied aner the fact (SAINT)
July 2012
Cons
Conic3ng un-integrated solu3ons (Light Server Call vs. Genesis) Addi3onal costs due to a light server call for each ad impression Light Server Call tracks ad impression but lacks more granular ad data Cannot concatenate campaign codes across dierent top level domains Data can only be exported as concatenated strings without 3me stamps Platorm cannot integrate oine data into modelling (surveys, CRM, etc) Basic a0ribu3on modelling only that cannot be changed in retrospect Purchase path data only, no exible a0ribu3on modeling or ROMI
July 2012
Datalicious Pty Ltd
34

Web Analy-cs data sample LAST AD IMPRESSION > SEARCH > $$$| PV $$$ AD IMPRESSION > AD IMPRESSION > SEARCH > $$$

Ad Server data sample 01/01/2012 11:45 AD IMP YAHOO HOME 01/01/2012 12:00 AD IMP SMH FINANCE 01/01/2012 12:05 SEARCH KEYWORD 07/01/2012 17:00 DIRECT 08/01/2012 15:00 $$$
$33 $33 - $33 $100

35
> Atlas, Mediamind, DoubleClick

Campaign touch points (Mediamind only) Raw cookie level data (all ad servers) Pros
Last 10 touch points before conversion aggregated across users Full list of all ad touch points for each cookie ID Low to very low cost for raw data Complete raw data available (cookie level op3on only) Increased exibility due to complete and very granular data Campaign responses can be re-classied aner the fact Solu3on can accommodate oine data (surveys, CRM, etc) Ad server can track across dierent domains due to 3rd party cookie Enables advanced ROMI and a0ribu3on modelling with oine data A0ribu3on model can be changed in retrospect and recalculated
Cons
Requires custom JavaScript tags to capture organic touch points Requires addi3onal data warehousing and custom analy3cs
July 2012
July 2012
Datalicious Pty Ltd
37

Ad Server summary data sample AD IMPRESSION > DIRECT > SEARCH > $$$ 10x AD IMPRESSION > AFFILIATE > SEARCH > $$$ 5x

Ad Server data sample UID123 01/01/2012 11:45 AD IMP YAHOO UID123 01/01/2012 12:00 AD IMP SMH UID123 01/01/2012 12:05 SEARCH UID123 07/01/2012 17:00 DIRECT UID123 08/01/2012 15:00 $$$
$33 $33 - $33 $100

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July 2012
Datalicious Pty Ltd
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> ClearSaleing
Pros
Fully managed media a0ribu3on platorm Extensive out of the box repor3ng func3onality Can customise a0ribu3on model (not black box) Supports ROMI calcula3on and a0ribu3on modeling
Cons
Priced on percentage of media spend Requires website tagging and backend integra3ons Only pre-processed data export, not raw data
July 2012
Datalicious Pty Ltd
41
> Forrester: ClearSaleing ROI/TEI
Improved decision making and media buying Labor savings and improved produc3vity Accurate media repor3ng and improved visibility Improved exibility and faster market response Transparency and consistency of metrics Increase in online adver3sing budget
July 2012
cbartens@datalicious.com blog.datalicious.com twi)er.com/datalicious

Contact me Learn more Follow me
Data > Insights > Ac-on
July 2012
Datalicious Pty Ltd
44
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>

Media A)ribu-on <

> Short but sharp history

> Smart data driven marke-ng

Media A)ribu-on & Modeling

Targe-ng & Merchandising

Tes-ng & Op-misa-on

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media a)ribu-on

> The ideal media dashboard

ROMI n/a 330% 400% 1150%

Return $40 $30 $5 $25

TV, print, outdoor, etc

Direct mail, email, etc

Search, display, social, etc

> Duplica-on across channels

Datalicious Pty Ltd

> De-duplica-on across channels

Banner Ads Central Analy-cs PlaNorm Email Blast

Datalicious Pty Ltd

> Campaign ows are complex

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

Facebook Twi)er, etc

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

Datalicious Pty Ltd

> Success a)ribu-on models

Last channel gets all credit

First channel gets all credit

Paid Search $100

Aliate Referral $100

All channels get equal credit

Social Media $33

Paid Search $33

All channels get par-al credit

Datalicious Pty Ltd

> First and last click a)ribu-on

Neither rst nor last-click measurement would provide true picture

Datalicious Pty Ltd

> Full purchase path tracking

Direct site visits

Retail store visits

Direct mail, emails

Datalicious Pty Ltd

> Path across dierent segments

Datalicious Pty Ltd

> Tracking oine responses online

PURLs (personalised URLs) for direct mail

Website entry survey for direct/branded visits

Combine data sets into media a0ribu3on model

> Search call to ac-on for oine

Datalicious Pty Ltd

> Personalised URLs for direct mail

CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOer=P3& ChurnRisk=Low [...]

> Tracking oine sales online

First login aner purchase

> Oine sales driven by online

Conrma-on email, 1st login