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The Media Data Infusion <


Mul$-channel media a/ribu$on data and its impact on planning

> Short company history


Datalicious was founded in late 2007 Strong Omniture web analy$cs history 1 of 4 Omniture Service Partners globally Now 360 data agency with specialist team Combina$on of analysts and developers Making data accessible and ac$onable Evangelizing smart data driven marke$ng Driving industry best prac$ce (ADMA)
October 2010 Datalicious Pty Ltd 2

> Smart data driven marke;ng


Media A>ribu;on
Op;mise channel mix

Increase relevance

Targe;ng Tes;ng $$$

Improve usability

October 2010

Datalicious Pty Ltd

> Clients across all industries

October 2010

Datalicious Pty Ltd

> De-duplica;on across channels


Paid Search Bid Mgmt

Banner Ads

Ad Server Central Analy;cs PlaIorm

Email Blast

Email PlaIorm

Organic Search

Google Analy;cs

October 2010

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


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October 2010

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


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October 2010

Datalicious Pty Ltd

> Indirect display impact

October 2010

Datalicious Pty Ltd

> Indirect display impact

October 2010

Datalicious Pty Ltd

> Full path to purchase


Introducer Inuencer Inuencer Closer

SEM Generic

Banner Click

Direct Visit

SEO Branded

Banner View

SEO Generic

Aliate Click

Social Media

TV Ad

SEO Branded

Direct Visit

Email Update

Abandon

October 2010

Datalicious Pty Ltd

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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 Other paid visits Email visits

Paid Impressions/Clicks
October 2010 Datalicious Pty Ltd

Paid/Organic Visits
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> Search call to ac;on for oine

October 2010

Datalicious Pty Ltd

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> Success a>ribu;on models


Introducer Inuencer Inuencer Closer

25%

25%

25%

25%

Even A>rib.

33%

33%

33%

0%

Exclusion A>rib.

30%

20%

20%

30%

Pa>ern A>rib.

October 2010

Datalicious Pty Ltd

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> Understanding channel overlap

October 2010

Datalicious Pty Ltd

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> Analysing branded trac


De-duped Campaign Report Greatest Inuencer on Branded Search / STS

Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver$sing Aliate Marke$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 Inuence 32% 24% 9% 14% 7% 14%

Conversions a/ributed 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.
Datalicious Pty Ltd 15

October 2010

cbartens@datalicious.com twi/er.com/datalicious blog.datalicious.com

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