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>

Media a(ribu,on <


When measuring the last click is just not good enough

> 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
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September 2011

> 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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> Clients across all industries

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Datalicious Pty Ltd

Ques,ons?
Tweet @datalicious

September 2011

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

September 2011

Datalicious Pty Ltd

> Media channels feed each other


TV/Print audience

Banner audience

Search audience

September 2011

Datalicious Pty Ltd

> Indirect display impact

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Datalicious Pty Ltd

> Indirect display impact

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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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September 2011

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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September 2011

Datalicious Pty Ltd

> Track full path to purchase


Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Direct visits

Organic search

Online sales

Display ad views

Organic search

Aliate clicks

Social referrals

Oine sales

TV/print responses

Organic search

Website events

CRM, DM/eDMs

Life,me prot

September 2011

Datalicious Pty Ltd

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> Search call to ac,on for oine

September 2011

Datalicious Pty Ltd

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> PURLs boos,ng DM response rates


Text

September 2011

Datalicious Pty Ltd

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> Oine sales driven by online


Adver,sing campaign Phone order Credit check, fullment

Retail order

Conrma,on email

Website research

Online order

Online order conrma,on

Virtual order conrma,on

Cookie

September 2011

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> Single source of truth repor,ng

Insights
September 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

September 2011

Datalicious Pty Ltd

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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 $$$
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> Op,mise media to prot

Media (costs)

ClearSaleing (ROMI)

CRM (prot)

Centralised plaaorm to combine media costs and life>me customer value to provide accurate ROMI repor>ng
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> Understanding channel mix

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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 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 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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September 2011

> Adjus,ng for oine impact


-5 +5 -15 +15 -10 +10

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Datalicious Pty Ltd

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> Custom a(ribu,on models


Introducer Inuencer Inuencer Closer

25%

25%

25%

25%

Even A(rib.

33%

33%

33%

0%

Exclusion A(rib.

?
September 2011

?
Datalicious Pty Ltd

Custom A(rib.

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> ClearSaleing media a(ribu,on

September 2011

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September 2011

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> ClearSaleing retail case study


Paid search prot Case study: Department store which generates $4 billion in annual revenue 3 months from launch Daily prot from Google PPC has grown by 4x Total orders have increased by 16% Revenue per order increased by 66%
Datalicious Pty Ltd

Display prot

September 2011

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> Prerequisite: Container tag


Conversion Tracking Any JavaScript Conversion De-duping

Web Analy,cs

SuperTag
or similar

Datalicious

Media A(ribu,on

Live Chat A/B Tes,ng Heat Maps

Behavioral Targe,ng

Easily implement and update any tag on any websites without or limited IT involvement De-duplicate conversions for CPA deals and align repor>ng gures across plaaorms Collect accurate mul>-channel media ahribu>on data to provide advanced insights Enable advanced features such as targe>ng, tes>ng and chat to op>mise user experience
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September 2011

Datalicious Pty Ltd

September 2011

SuperTag: Central tag management plaoorm


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


September 2011 Datalicious Pty Ltd 33

Contact me Learn more Follow me

Data > Insights > Ac,on

September 2011

Datalicious Pty Ltd

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