>  Media  a(ribu,on  <  

When  measuring  the  last  click     is  just  not  good  enough  

>  Short  but  sharp  history  
§  Datalicious  was  founded  late  2007   §  Strong  Omniture  web  analy>cs  history   §  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  
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>  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  
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>  Wide  range  of  data  services  
Data  
PlaIorms  

Insights  
Analy,cs  
  Data  mining  and  modelling     Customised  dashboards     Tableau,  SpoIire,  SPSS,  etc     Media  a(ribu,on  models     Market  and  compe,tor  trends     Social  media  monitoring     Customer  profiling  

Ac,on  

  Data  collec,on  and  processing     Web  analy,cs  solu,ons     Omniture,  Google  Analy,cs,  etc     Tag-­‐less  online  data  capture     End-­‐to-­‐end  data  plaIorms     IVR  and  call  center  repor,ng     Single  customer  view  

Campaigns  

  Data  usage  and  applica,on     Marke,ng  automa,on     Alterian,  SiteCore,  Inxmail,  etc     Targe,ng  and  merchandising     Internal  search  op,misa,on     CRM  strategy  and  execu,on     Tes,ng  programs    

June  2011  

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>  Clients  across  all  industries  

June  2011  

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Ques,ons?  
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June  2011  

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>  Campaign  flows  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,   offers,  etc  

Display  ads,   affiliates,  etc  

CRM   program  

Facebook   Twi(er,  etc  

POS  kiosks,   loyalty  cards,  etc  

Call  center,     retail  stores,  etc  

June  2011  

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>  Media  channels  overlap  
TV/Print     audience  

Banner   audience  

Search   audience  

June  2011  

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>  Indirect  display  impact    

June  2011  

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>  Indirect  display  impact    

June  2011  

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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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June  2011  

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>  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  first     nor  last-­‐click   measurement   would  provide   true  picture    
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June  2011  

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>  Full  path  to  purchase  
Introducer   Influencer   Influencer   Closer  

$  

SEM   Generic  

Banner   Click  

Direct     Visit  

SEO   Branded  

Online  

Banner     View  

SEO   Generic  

Affiliate   Click  

Social   Media  

Offline  

TV     Ad  

SEO   Branded  

Direct     Visit  

Email   Update  

Abandon  

June  2011  

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>  Search  call  to  ac,on  for  offline    

June  2011  

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>  PURLs  boos,ng  DM  response  rates  
Text  

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>  Offline  sales  driven  by  online  
Adver,sing     campaign   Phone   order   Credit  check,   fulfilment  

Retail   order  

Confirma,on   email  

Website   research  

Online   order  

Online  order   confirma,on  

Virtual  order   confirma,on  

Cookie  

June  2011  

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>  Single  source  of  truth  repor,ng  

Insights  
June  2011   ©  Datalicious  Pty  Ltd  

Repor,ng

 

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>  Where  to  collect  the  data    
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  

June  2011  

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>  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  $$$    
June  2011   ©  Datalicious  Pty  Ltd  

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>  Combine  purchase  paths  

Mobile  

Home  

Work  

Tablet  

Media  

Etc  

June  2011  

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>  Understanding  channel  mix  

June  2011  

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>  Website  entry  survey    
De-­‐duped  Campaign  Report   Greatest  Influencer  on  Branded  Search  /  STS  

Channel   Straight  to  Site   SEO  Branded   SEM  Branded   SEO  Generic   SEM  Generic   Display  Adver>sing   Affiliate  Marke>ng   Referrals   Email  Marke>ng  

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

}  

Channel   Word  of  Mouth   Blogging  &  Social  Media   Newspaper  Adver>sing   Display  Adver>sing   Email  Marke>ng   Retail  Promo>ons  

%  of  Influence   32%   24%   9%   14%   7%   14%  

Conversions  ahributed  to  search  terms   that  contain  brand  keywords  and  direct   website  visits  are  most  likely  not  the   origina>ng  channel  that  generated  the   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.    
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June  2011  

>  Adjus,ng  for  offline  impact  
-­‐5   +5   -­‐15   +15   -­‐10   +10  

June  2011  

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>  Custom  a(ribu,on  models    
Introducer   Influencer   Influencer   Closer  

$  

25%  

25%  

25%  

25%  

Even     A(rib.  

33%  

33%  

33%  

0%  

Exclusion   A(rib.  

?  
June  2011  

?  

?  
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Custom   A(rib.  

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>  ClearSaleing  media  a(ribu,on  

June  2011  

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June  2011  

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June  2011  

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>  ClearSaleing  retail  case  study  
Paid  search  profit   Case  study:  Department  store   which  generates  $4  billion  in   annual  revenue     3  months  from  launch  …     §  Daily  profit  from  Google   PPC  has  grown  by  4x   §  Total  orders  have     increased  by  16%   §  Revenue  per  order   increased  by  66%  
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Display  profit  

June  2011  

 

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cbartens@datalicious.com     blog.datalicious.com     twi(er.com/datalicious    
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Contact  me   Learn  more   Follow  me  

Data  >  Insights  >  Ac,on  

June  2011  

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