adtech singapore media attribution
TRANSCRIPT
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>Mediaa(ribu,on
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>Shortbutsharphistory
Dataliciouswasfoundedlate2007 StrongOmniturewebanaly>cshistory Now360dataagencywithspecialistteam Combina>onofanalystsanddevelopers Carefullyselectedbestofbreedpartners Drivingindustrybestprac>ce(ADMA) Turningdataintoac>onableinsights Execu>ngsmartdatadrivencampaignsJune2011 DataliciousPtyLtd 2
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>Smartdatadrivenmarke,ng
June2011 DataliciousPtyLtd 3
MediaA(ribu,on&ModelingOp,misechannelmixpredictsales
Tes,ng&Op,misa,onRemovebarriersdrivesales
Boos,ngROI
TargetedDirectMarke,ngIncreaserelevancereducechurn
Usingdatatowidenthefunnel
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>Widerangeofdataservices
June2011 DataliciousPtyLtd 4
DataPlaorms
Datacollec,onandprocessing
Webanaly,cssolu,ons
OmnitureGoogleAnaly,csetc
Tag-lessonlinedatacapture
End-to-enddataplaorms
IVRandcallcenterrepor,ng
Singlecustomerview
InsightsAnaly,csDataminingandmodelling
Customiseddashboards
TableauSpoireSPSSetc
Mediaa(ribu,onmodels
Marketandcompe,tortrends
Socialmediamonitoring
Customerprofiling
Ac,onCampaignsDatausageandapplica,on
Marke,ngautoma,on
AlterianSiteCoreInxmailetc
Targe,ngandmerchandising
Internalsearchop,misa,on
CRMstrategyandexecu,on
Tes,ngprograms
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>Clientsacrossallindustries
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June2011 DataliciousPtyLtd 6
Ques,ons?Tweet@datalicious
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Directmail
emailetc
Facebook
Twi(eretc
>Campaignflowsarecomplex
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POSkiosks
loyaltycardsetc
CRM
program
Homepages
portalsetc
YouTube
blogetc
Paid
search
Organic
search
Landingpages
offersetc
PRWOM
eventsetc
TVprint
radioetc
=Paidmedia
=Viralelements
Callcenter
retailstoresetc
=Saleschannels
Displayads
affiliatesetc
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TV/Printaudience
Search
audience
Banner
audience
>Mediachannelsoverlap
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>Indirectdisplayimpact
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>Indirectdisplayimpact
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>Successa(ribu,onmodels
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Banner
Ad$100
EmailBlast
Paid
Search
$100
Banner
Ad
$100
Affiliate
Referral
$100
Success$100
Success$100
Banner
Ad
Paid
Search
Organic
Search$100
Success$100
Lastchannelgetsallcredit
Firstchannelgetsallcredit
Allchannelsget
equalcredit
Print
Ad
$33
Social
Media
$33
Paid
Search
$33
Success$100
Allchannelsgetpar,alcredit
PaidSearch
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>Firstandlastclicka(ribu,on
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Chartshows
percentageof
channeltouch
pointsthatlead
toaconversion.
Neitherfirst
norlast-clickmeasurement
wouldprovide
truepicture
Paid/OrganicSearch
Emails/ShoppingEngines
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Closer
SEMGeneric
BannerView
TV
Ad
>Fullpathtopurchase
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Influencer Influencer $
BannerClick Online
SEOGeneric
AffiliateClick
Offline
SEO
Branded
Direct
Visit
Email
UpdateAbandon
DirectVisit
SocialMedia
SEOBranded
Introducer
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>Searchcalltoac,onforoffline
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>PURLsboos,ngDMresponserates
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Text
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>Offlinesalesdrivenbyonline
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Websiteresearch
Phoneorder
Retailorder
Onlineorder
Cookie
Adver,singcampaign
Creditcheckfulfilment
Onlineorderconfirma,on
Virtualorderconfirma,on
Confirma,onemail
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>Singlesourceoftruthrepor,ng
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Insights Repor,ng
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>Wheretocollectthedata
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Referralvisits
SocialmediavisitsOrganicsearchvisits
Paidsearchvisits
Emailvisitsetc
WebAnaly,cs
Bannerimpressions
Bannerclicks+
Paidsearchclicks
AdServer
Lackingadimpressions
Lessgranular&complex
Lackingorganicvisits
Moregranular&complex
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>Rawa(ribu,ondata
WebAnaly,cs
AFFILIATESEO$$$
SEMSOCIALEMAILDIRECT$$$
AdServer
01/01/201112:00ADIMPRESSION
01/01/201112:05SEO07/01/201117:00EMAIL
08/01/201115:00$$$
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>Combinepurchasepaths
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Mobile Home Work
Tablet Media Etc
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>Understandingchannelmix
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>Websiteentrysurvey
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Channel %ofConversions
StraighttoSite 27%
SEOBranded 15%
SEMBranded 9%
SEOGeneric 7%
SEMGeneric 14%
DisplayAdver>sing 7%
AffiliateMarke>ng 9%
Referrals 5%
EmailMarke>ng 7%
De-dupedCampaignReport
}Channel %ofInfluence
WordofMouth 32%
Blogging&SocialMedia 24%
NewspaperAdver>sing 9%
DisplayAdver>sing 14%
EmailMarke>ng 7%
RetailPromo>ons 14%
GreatestInfluenceronBrandedSearch/STS
Conversionsaributedtosearchterms
thatcontainbrandkeywordsanddirect
websitevisitsaremostlikelynotthe
origina>ngchannelthatgeneratedthe
awarenessandassuchconversion
creditsshouldbere-allocated.
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>Adjus,ngforofflineimpact
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+15+5 +10
-15-5 -10
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Closer
25%
>Customa(ribu,onmodels
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Influencer Influencer $
25%Even
A(rib.
ExclusionA(rib.
Custom
A(rib.
25% 25%
Introducer
33% 33% 33% 0%
? ? ? ?
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>ClearSaleingmediaa(ribu,on
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>ClearSaleingretailcasestudy
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Casestudy:Departmentstore
whichgenerates$4billionin
annualrevenue
3monthsfromlaunch
DailyprofitfromGooglePPChasgrownby4x
Totalordershaveincreasedby16%
Revenueperorderincreasedby66%
Displayprofit
Paidsearchprofit
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Learnmoreblog.datalicious.com
Followmetwi(er.com/datalicious
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Data>Insights>Ac,on
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