>  Media  a(ribu,on  <  

How  to  effec)vely  allocate     media  budgets  

>  Quick  Datalicious  introduc,on  

October  2011  

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2  

>  Ideal  marke,ng  dashboard  
Channel   Brand  equity  
Baseline  

Investment   ($100)   $7   $1   $2  

ROMI   n/a   77%   90%   90%  

Return   $40   $30   $10   $20  
3  

Offline   Direct  

TV,  print,  outdoor,  etc  

Direct  mail,  email,  etc  

Online  

Search,  display,  social,  etc   October  2011  

©  Datalicious  Pty  Ltd  

>  Key  issues  preven,ng  ROMI  
  Lack  of  baseline  and  thus  incremental     Conflic)ng  figures,  conversion  duplica)on     AWribu)ng  profit  back  to  media  investment     Media  channels  are  influencing  each  other     Establishing  the  true  value  of  online  (media)  
October  2011   ©  Datalicious  Pty  Ltd   4  

>  De-­‐duplica,on  is  mandatory  

October  2011  

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5  

>  Full  purchase  path  tracking  
Introducer   Influencer   Influencer   Closer  

$$$  

Direct     visit  

Display     ad  view  

Organic   search  

CRM     email  

Profit  

TV/print     ad  view  

Paid     search  

Social   referral  

Affiliate   referral  

Profit  

October  2011  

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6  

>  ClearSaleing  &  comScore  research  

October  2011  

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7  

>  Google  Netpop  research:     69%  of  buyers  say  search  is  the     most  important  online  source.  

forester@subaru.com.au  

>  Offline  sales  driven  by  online  
Adver,sing     campaign   Request     a  quote  

@  
Online     car  sale   Dealer   car  sale  

Fulfilment  

Website     research  

Video,     car  config.  

@  

Email,     1st  login  

Cookie  

Virtual     car  sale  

October  2011  

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10  

>  Mul,ple  purchase  paths  
Mobile   Home   Work  
Purchase  paths  are  cookie   based,  thus  all  browsers   and  devices  are  tracking   their  own  path.  The   separate  paths  can     only  be  combined     if  people  are     iden<fied  across     their  various     browsers     and  devices.  

Tablet  

Media  

Etc  

October  2011  

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12  

>  Event  ROI  extrapola,on  
Campaign   Video     view   Car     config.   Request     a  quote  

@  

Dealer     car  sale  

@  

Campaign  

$10  

$30  

$60  

$100  

Campaign  

$10  

$30  
©  Datalicious  Pty  Ltd  

$100  
13  

October  2011  

cbartens@datalicious.com     blog.datalicious.com     twi(er.com/datalicious    
October  2011   ©  Datalicious  Pty  Ltd   14  

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