>

Media a(ribu,on <

How to actually do it

> 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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> Clients across all industries

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Datalicious Pty Ltd

> Smart data driven marke,ng

Media A(ribu,on
Op,mise channel mix Increase relevance

Targe,ng Tes,ng $$$

Improve usability

April 2011

Datalicious Pty Ltd

Ques,ons?
Tweet @datalicious

April 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

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Datalicious Pty Ltd

> Media channels overlap

TV/Print audience

Banner audience

Search audience

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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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April 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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April 2011

Datalicious Pty Ltd

> Full path to purchase

Introducer Inuencer Inuencer Closer

SEM Generic

Banner Click

Direct Visit

SEO Branded

Online

Banner View

SEO Generic

Aliate Click

Social Media

Oine

TV Ad

SEO Branded

Direct Visit

Email Update

Abandon

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Datalicious Pty Ltd

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> Search call to ac,on for oine

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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

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> Single source of truth repor,ng

Insights
April 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

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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 $$$
April 2011 Datalicious Pty Ltd

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> Combine purchase paths

Mobile

Home

Work

Tablet

Media

Etc

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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 agributed 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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March 2011

> Adjus,ng for oine impact

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

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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.

?
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?
Datalicious Pty Ltd

Custom A(rib.

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> ClearSaleing media a(ribu,on

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datalicious.com/a(ribu,on

Slides + Webinar

Stand 4, cbartens@datalicious.com

Ques,ons? Talk to me

April 2011

Datalicious Pty Ltd

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Data > Insights > Ac,on