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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;ngsmartdatadrivencampaignsApril2011 DataliciousPtyLtd 2

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>Clientsacrossallindustries

April2011 DataliciousPtyLtd 3

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>Smartdatadrivenmarke,ng

April2011 DataliciousPtyLtd 4

MediaA(ribu,onOp,misechannelmix

Tes,ngImproveusability

$$$

Targe,ngIncreaserelevance

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Directmail

emailetc

Facebook

Twi(eretc

>Campaignflowsarecomplex

April2011 DataliciousPtyLtd 5

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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>Indirectdisplayimpact

April2011 DataliciousPtyLtd 6

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>Indirectdisplayimpact

April2011 DataliciousPtyLtd 7

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>Successa(ribu,onmodels

April2011 DataliciousPtyLtd 8

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

April2011 DataliciousPtyLtd 9

Chartshows

percentageof

channeltouch

pointsthatlead

toaconversion.

Neitherfirst

norlast-clickmeasurement

wouldprovide

truepicture

Paid/OrganicSearch

Emails/ShoppingEngines

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Closer

SEMGeneric

BannerView

TV

Ad

>Fullpathtopurchase

April2011 DataliciousPtyLtd 10

Influencer Influencer $

BannerClick Online

SEOGeneric

AffiliateClick

Offline

SEO

Branded

Direct

Visit

Email

UpdateAbandon

DirectVisit

SocialMedia

SEOBranded

Introducer

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>Singlesourceoftruthrepor,ng

April2011 DataliciousPtyLtd 11

Insights Repor,ng

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>Wheretocollectthedata

April2011 DataliciousPtyLtd 12

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

AFFILIATE>SEO>$$$

SEM>SOCIAL>EMAIL>DIRECT>$$$

AdServer

01/01/201112:00ADIMPRESSION

01/01/201112:05SEO07/01/201117:00EMAIL

08/01/201115:00$$$

April2011 DataliciousPtyLtd 13

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>Understandingchannelmix

April2011 DataliciousPtyLtd 14

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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

April2011 DataliciousPtyLtd 17

Influencer Influencer $

25%EvenA(rib.

ExclusionA(rib.

Custom

A(rib.

25% 25%

Introducer

33% 33% 33% 0%

? ? ? ?

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>ClearSaleingmediaa(ribu,on

April2011 DataliciousPtyLtd 18

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April2011 DataliciousPtyLtd 19

Contactuscbartens@datalicious.com

Learnmore

blog.datalicious.com

Followustwi(er.com/datalicious

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Data>Insights>Ac,on