content king media attribution

>  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      December  2011   ©  Datalicious  Pty  Ltd   2  

>  Smart  data  driven  marke,ng  

December  2011   ©  Datalicious  Pty  Ltd   3  

Media  A(ribu,on  &  Modeling  

Op,mise  channel  mix,  predict  sales  

Tes,ng  &  Op,misa,on  Remove  barriers,  drive  sales  

Boos,ng  ROI  

Targeted  Direct  Marke,ng    Increase  relevance,  reduce  churn  

“Using  data  to  widen  the  funnel”  

>  Clients  across  all  industries  

December  2011   ©  Datalicious  Pty  Ltd   4  

>  The  ideal  media  dashboard  

December  2011   ©  Datalicious  Pty  Ltd   5  

Channel   Investment   ROMI   Return  

Brand  equity  Baseline   ($100)   n/a   $40  

Offline  TV,  print,  outdoor,  etc   $7   330%   $30  

Direct  Direct  mail,  email,  etc   $1   400%   $5  

Online  Search,  display,  social,  etc  

$2   1150%   $25  

>  Duplica,on  across  channels    

December  2011   ©  Datalicious  Pty  Ltd   6  

Banner    Ads  

Email    Blast  

Paid    Search  

Organic  Search  

$  Bid    Mgmt  

Ad    Server  

Email  PlaNorm  

Google  Analy,cs  

$  

$  

$  

>  Cookie  expira,on  impact  

December  2011   ©  Datalicious  Pty  Ltd   7  

Banner    Ad  Click  

Email    Blast  

Paid    Search  

Organic  Search  

Bid    Mgmt  

Ad    Server  

Email  PlaNorm  

Google  Analy,cs  

$  

$  

$  

$  

Expira,on  

Banner    Ad  View  

Central  Analy,cs  PlaNorm  

$  

$  

$  

>  De-­‐duplica,on  across  channels    

December  2011   ©  Datalicious  Pty  Ltd   8  

Banner    Ads  

Email    Blast  

Paid    Search  

Organic  Search  

$  

Direct  mail,    email,  etc  

Facebook  Twi(er,  etc  

>  Campaign  flows  are  complex  

December  2011   ©  Datalicious  Pty  Ltd   9  

POS  kiosks,  loyalty  cards,  etc  

CRM  program  

Home  pages,  portals,  etc  

YouTube,    blog,  etc  

Paid    search  

Organic    search  

Landing  pages,  offers,  etc  

PR,  WOM,  events,  etc  

TV,  print,    radio,  etc  

=  Paid  media  

=  Viral  elements  

Call  center,    retail  stores,  etc  

=  Sales  channels  

Display  ads,  affiliates,  etc  

TV/Print    audience  

Search  audience  

Banner  audience  

>  Media  channels  feed  each  other  

December  2011   ©  Datalicious  Pty  Ltd   10  

Users  are  segmented  before  1st  ad  is  even  served    

>  Ad  server  exposure  test  

December  2011   ©  Datalicious  Pty  Ltd   11  

Banner  Impression   $  TV/Print  

Response  Search  

Response  

Banner  Impression   $  Search  

Response  Direct  

Response  

Exposed  group:  90%  of  users  get  branded  message  

Banner  Impression   $  Search  

Response  Direct  

Response  

Control  group:  10%  of  users  get  non-­‐branded  message  

>  Indirect  display  impact    

December  2011   ©  Datalicious  Pty  Ltd   12  

>  Indirect  display  impact    

December  2011   ©  Datalicious  Pty  Ltd   13  

>  Indirect  display  impact    

December  2011   ©  Datalicious  Pty  Ltd   14  

>  Success  a(ribu,on  models    

December  2011   ©  Datalicious  Pty  Ltd   15  

Banner    Ad  $100  

Email    Blast  

Paid    Search  $100  

Banner    Ad  $100  

Affiliate    Referral  $100  

Success  $100  

Success  $100  

Banner    Ad  

Paid    Search  

Organic  Search  $100  

Success  $100  

Last  channel  gets  all  credit  

First  channel  gets  all  credit  

All  channels  get  equal  credit  

Print    Ad  $33  

Social    Media  $33  

Paid    Search  $33  

Success  $100  

All  channels  get  par,al  credit  

Paid    Search  

>  First  and  last  click  a(ribu,on    

December  2011   ©  Datalicious  Pty  Ltd   16  

Chart  shows  percentage  of  channel  touch  points  that  lead  to  a  conversion.  

Neither  first    nor  last-­‐click  measurement  would  provide  true  picture    

Paid/Organic  Search  

Emails/Shopping  Engines  

Closer  

Paid    search  

Display    ad  views  

TV/print    ad  views  

>  Full  purchase  path  tracking  

December  2011   ©  Datalicious  Pty  Ltd   17  

Influencer   Influencer   $  

Display    ad  clicks  

Online  sales  

Affiliate  clicks  

Social    buzz  

Offline  sales  

Organic  search  

Website  events  

Direct  mail,  emails  

Life,me  profit  

Social  referrals  

Retail    store  visits  

Direct    site  visits  

Introducer  

>  Search  call  to  ac,on  for  offline    

December  2011   ©  Datalicious  Pty  Ltd   18  

>  Offline  sales  driven  by  online  

December  2011   ©  Datalicious  Pty  Ltd   20  

Website  research  

Phone  order  

Retail  order  

Online  order  

Cookie  

Adver,sing    campaign  

Credit  check,  fulfilment  

Online  order  confirma,on  

Virtual  order  confirma,on  

Confirma,on  email  

>  Event  ROI  extrapola,on  

December  2011   ©  Datalicious  Pty  Ltd   21  

Product  view  

Applica,on  start  

Offline  conversion  

$10   $100  

$100  

$100  

$30   $60  

Campaign  

$10   $30  

$10  

Applica,on  complete  

@  @  

Campaign  

Campaign  

Campaign  

>  Single  source  of  truth  repor,ng  

December  2011   ©  Datalicious  Pty  Ltd   22  

Insights   Repor,ng  

>  Where  to  collect  the  data    

December  2011   ©  Datalicious  Pty  Ltd   23  

Referral  visits  Social  media  visits  Organic  search  visits  Paid  search  visits  Email  visits,  etc  

Web  Analy,cs  Banner  impressions  

Banner  clicks  +  

Paid  search  clicks  

Ad  Server  

Lacking  ad  impressions  Less  granular  &  complex  

Lacking  organic  visits  More  granular  &  complex  

>  Raw  a(ribu,on  data  

Web  Analy,cs  data  sample  (AD  IMPRESSION  >)  AFFILIATE  >  SEARCH  >  $$$  SEARCH  >  SOCIAL  >  EMAIL  >  DIRECT  >  $$$    

Ad  Server  data  sample  01/01/2011  12:00  AD  IMPRESSION  01/01/2011  12:05  ORGANIC  SEARCH  07/01/2011  17:00  EMAIL  08/01/2011  15:00  $$$        

December  2011   ©  Datalicious  Pty  Ltd   24  

>  Purchase  path  for  each  cookie  

December  2011   ©  Datalicious  Pty  Ltd   25  

Mobile   Home   Work  

Tablet   Media   Etc  

>  Combining  data  sources  

December  2011   ©  Datalicious  Pty  Ltd   26  

>  Understanding  channel  mix  

December  2011   ©  Datalicious  Pty  Ltd   27  

>  Website  entry  survey    

December  2011   ©  Datalicious  Pty  Ltd   29  

Channel   %  of  Conversions  

Straight  to  Site   27%  

SEO  Branded   15%  

SEM  Branded   9%  

SEO  Generic   7%  

SEM  Generic   14%  

Display  Adver>sing   7%  

Affiliate  Marke>ng   9%  

Referrals   5%  

Email  Marke>ng   7%  

De-­‐duped  Campaign  Report  

}  Channel   %  of  Influence  

Word  of  Mouth   32%  

Blogging  &  Social  Media   24%  

Newspaper  Adver>sing   9%  

Display  Adver>sing   14%  

Email  Marke>ng   7%  

Retail  Promo>ons   14%  

Greatest  Influencer  on  Branded  Search  /  STS  

Conversions  akributed  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.    

>  Adjus,ng  for  offline  impact  

December  2011   ©  Datalicious  Pty  Ltd   30  

+15  +5   +10  -­‐15  -­‐5   -­‐10  

Closer  

25%  

>  Custom  a(ribu,on  models    

December  2011   ©  Datalicious  Pty  Ltd   31  

Influencer   Influencer   $  

25%   Even    A(rib.  

Exclusion  A(rib.  

Custom  A(rib.  

25%   25%  

Introducer  

33%   33%   33%   0%  

?   ?   ?   ?  

Closer  

Channel  1  

Channel  1  

Channel  1  

>  Path  across  different  segments  

December  2011   ©  Datalicious  Pty  Ltd   32  

Influencer   Influencer   $  

Channel  2  

Channel  2   Channel  3  

Channel  2   Channel  3   Product  4  

Channel  3  

Channel  4  

Channel  4  

Introducer  

Product    A  vs.  B  

New  prospects  

Exis,ng  customers  

>  ClearSaleing  media  a(ribu,on  

December  2011   ©  Datalicious  Pty  Ltd   34  

December  2011   ©  Datalicious  Pty  Ltd   35  

December  2011   ©  Datalicious  Pty  Ltd   36  

Contact  me  cbartens@datalicious.com  

 Learn  more  

blog.datalicious.com    

Follow  me  twi(er.com/datalicious  

Data  >  Insights  >  Ac,on  

December  2011   ©  Datalicious  Pty  Ltd   37