[  Media  a(ribu,on  ]  

How  to  measure  cross-­‐channel  media   a3ribu5on  and  access  impact  of   banner  view-­‐throughs  

[  Overview  ]  
  Challenge:  establish  a  generic  model  to  accurately   a3ribute  conversion  credits  to  each  channel  and   analyse  the  true  impact  of  banner  view-­‐throughs  in   par5cular.     Key  ques5ons:  Is  my  company  a3ribu5ng  the  right   amount  of  conversions  to  each  channel  or  some   channels  such  as  display  ads  geAng  to  much  credit?   What  would  be  the  op5mal  channel  mix  and  spend   to  op5mize  conversions?     Desired  outcome:  Iden5fy  the  op5mal  channel  mix   and  budget  for  each  and  if  possible  reduce  media   spend  in  some  channels  while  maintaining   effec5veness.  
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[  Methodology  part  1  ]  
  Development  of  a  single  source  of  truth  that  accurately   tracks  all  campaign  touch  points  leading  up  to  a   conversion  event  in  one  central  repor5ng  plaRorm  to   enable  de-­‐duplica5on  across  mul5ple  channels  and   calcula5on  of  true  ROAS  (Return  On  Adver5sing  Spend).     Recorded  campaign  touch  points  should  include   responses  from  paid  and  organic  sources  as  well  as   online  and  offline  channels  plus  include  clicks  and  view-­‐ throughs  to  provide  maximum  accuracy.     Omniture  would  be  the  plaRorm  of  choice  due  to  its     flexibility  and  accuracy  but  sa5sfying  results  could  also  be   achieved  using  other  plaRorms  such  as  Google  Analy5cs.  
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[  Single  source  of  truth  ]  
data  

ROAS  
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[  De-­‐duplica,on  across  channels  ]  
Paid     Search   Bid     Mgmt  

$  

Banner     Ads  

Ad     Server  

$  

Email     Blast  

Email   PlaGorm  

$  

Organic   Search  

Google   Analy,cs  

$  

Instead  of  recording   conversions  for  each  channel  in   separate  plaRorms,  ul5mately   leading  to  sales  being  recorded   mul5ple  5mes  due  to  the  fact   that  more  than  one  channel   usually  contributes  to  a  final   conversion,  all  campaign  touch   points  should  be  tracked  and   analyzed  in  one  central   analy5cs  plaRorm  to  enable   de-­‐duplica5on  and  comparison   of  performance  across   channels.  

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[  De-­‐duplica,on  across  channels  ]  
Paid     Search  

$  

Banner     Ads   Central   Analy,cs   PlaGorm   Email     Blast  

$  

$  

Organic   Search  

$  

Instead  of  recording   conversions  for  each  channel  in   separate  plaRorms,  ul5mately   leading  to  sales  being  recorded   mul5ple  5mes  due  to  the  fact   that  more  than  one  channel   usually  contributes  to  a  final   conversion,  all  campaign  touch   points  should  be  tracked  and   analyzed  in  one  central   analy5cs  plaRorm  to  enable   de-­‐duplica5on  and  comparison   of  performance  across   channels.  

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[  Methodology  part  2  ]  
  Website  entry  survey  to  determine  the  origin  of   conversions  currently  a3ributed  to  direct  site  visits  as   well  as  branded  organic  and  paid  search  responses  (i.e.   search  terms  that  contain  the  brand).     Direct  website  visits  and  branded  searches  should  not   receive  credit  for  conversions  as  these  channels  most   likely  were  not  the  source  of  the  generated  awareness.     In  addi5on  to  recording  view-­‐throughs  in  the  central   campaign  stacking,  an  ad  server  exposure  test  is   recommended  to  establish  the  incremental  increase  in   search  traffic  and  conversions  due  to  display  campaigns   (i.e.  banners  ads  lead  to  an  increases  in  searches  if  they   are  not  clicked  on).  
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[  Website  entry  survey  ]  
Greatest  Influencer  on  Branded  Search  /  STS  

Channel   Word  of  Mouth   Blogging  &  Social  Media   Newspaper  Adver5sing   Display  Adver5sing   Email  Marke5ng   Paid  Search  -­‐  Generic  

%  of  influence   32%   24%   9%   14%   7%   14%  

{

De-­‐duped  Campaign  Report  

Channel   Straight  to  Site   SEO  -­‐  Branded   SEM  -­‐  Branded   SEO  -­‐  Generic   SEM  -­‐  Generic   Display  Adver5sing   Affiliate  Marke5ng   Referrals   Email  Marke5ng  

%  of  conversions   27%   15%   9%   7%   14%   7%   9%   5%   7%  

Conversions  a3ributed  to  search  terms   that  contain  brand  keywords  and  direct   website  visits  are  most  likely  not  the   origina5ng  channel  that  generated  the   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.    
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[  Ad  server  exposure  test  ]  
1  
1st  impression  

User  qualifies  for  the  display  campaign  
(if  the  user  has  already  been  tagged  go  to  step  3)  

2  

10%  of  users  in  control  group,  90%  in  exposed  group   User  tagged  with  segment  

Audience  Segmenta,on  

Measurement:   Conversions  per   1000  unique   visitors  

(displayed  non-­‐branded  message)  

Control  

(displayed  branded  message)  

Exposed  

N  impressions  

User  remains  in  segment  

3  

(displayed  non-­‐branded  message)  

Control  

(displayed  branded  message)  

Exposed  

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[  Methodology  part  3  ]  
  Reality  check  and  defini5on  of  company  wide  cookie   expira5on  policies  for  the  various  channels  to   guarantee  accuracy  of  a3ribu5on  model.       Development  of  customized  success  a3ribu5on   model  following  the  principles  and  methods   suggested  by  Forrester  and  including  data  from   campaign  response  tracking,  website  entry  survey   and  ad  server  exposure  test.     One-­‐off  summary  report  of  findings  plus  automa5on   of  media  a3ribu5on  report  delivery  via  a  customized   online  dashboard  to  increase  ma3er  awareness   within  the  company.  
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[  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  

Affiliate     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  
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[  Sample  campaign  stacking  report  ]  
Chart  shows   percentage  of   channel  touch   points  that  lead   to  a  conversion.  

Neither  first     nor  last-­‐click   measurement   would  provide   true  picture    
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[  Forrester  media  a(ribu,on  ]  
Chart  shows  an   example  only,   a3ribu5on  model   needs  to  be  defined   for  each  company   separately  based  on   their  individual   success  metrics  (and   cookie  expira5on   policies).  

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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010  

[  About  Datalicious  ]  
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[  Con,nuous  op,miza,on  ]    
Data  

Ac,on  

Insights  

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[  Best  prac,ce  approach  ]  
Con,nuous  op,miza,on  

Research  

SEM  

SEO  

Tes5ng  

Targe5ng  

Analy,cs  framework  

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[  Wide  range  of  services  ]  
Data  
Web  Analy,cs  Solu,ons   Marke,ng  System  Integra,on   Cross  Channel  Media  Tracking   Online  Surveys/Panels   Omniture  Specialists   Google  Analy,cs  Specialists  

Insights  
Keyword  Research   Campaign  Repor,ng   Segmenta,on/Data  Mining   Quan,ta,ve  Research   Market/Consumer  Trends   Compe,tor  Analysis  

Ac,on  
Search  Lead  Media   Campaign  Op,misa,on   Internal  Search  Op,misa,on   Targe,ng/Merchandizing   A/B,  Mul,variate  Tes,ng   Staff  Training/Workshops  

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[  Challenging  clients  ]  

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cbartens@datalicious.com  

Ques,ons   Updates  

twi3er.com/datalicious   blog.datalicious.com  

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