Mediamind Roadshow: The Media Data Infusion

1,078 views

Published on

Multi-channel media attribution data and its impact on planning

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,078
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mediamind Roadshow: The Media Data Infusion

  1. 1. > The Media Data Infusion < Multi-channel media attribution data and its impact on planning
  2. 2. > Short company history  Datalicious was founded in late 2007  Strong Omniture web analytics history  1 of 4 Omniture Service Partners globally  Now 360 data agency with specialist team  Combination of analysts and developers  Making data accessible and actionable  Evangelizing smart data driven marketing  Driving industry best practice (ADMA) October 2010 © Datalicious Pty Ltd 2
  3. 3. > Smart data driven marketing October 2010 © Datalicious Pty Ltd 3 Media Attribution Optimise channel mix Testing Improve usability $$$ Targeting Increase relevance
  4. 4. > Clients across all industries October 2010 © Datalicious Pty Ltd 4
  5. 5. > De-duplication across channels October 2010 © Datalicious Pty Ltd 5 Banner Ads Email Blast Paid Search Organic Search $ Bid Mgmt Ad Server Email Platform Google Analytics $ $ $ Central Analytics Platform $ $ $
  6. 6. > Success attribution models 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 partial credit Paid Search October 2010 6© Datalicious Pty Ltd
  7. 7. > First and last click attribution October 2010 © Datalicious Pty Ltd 7 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
  8. 8. > Indirect display impact October 2010 © Datalicious Pty Ltd 8
  9. 9. > Indirect display impact October 2010 © Datalicious Pty Ltd 9
  10. 10. Closer SEM Generic Banner View TV Ad > Full path to purchase Influencer Influencer October 2010 10© Datalicious Pty Ltd $ Banner Click $ SEO Generic Affiliate Click $ SEO Branded Direct Visit Email Update Abandon Direct Visit Social Media SEO Branded Introducer
  11. 11. > Where to collect the data October 2010 © Datalicious Pty Ltd 11 Referral visits Social media visits Organic search visits Paid search visits Other paid visits Email visits Web Analytics Banner impressions Banner clicks + Paid search clicks Ad Server Paid/Organic VisitsPaid Impressions/Clicks
  12. 12. > Search call to action for offline October 2010 © Datalicious Pty Ltd 12
  13. 13. Closer 25% > Success attribution models Influencer Influencer October 2010 13© Datalicious Pty Ltd $ 25% Even Attrib. Exclusion Attrib. Pattern Attrib. 25% 25% Introducer 33% 33% 33% 0% 30% 20% 20% 30%
  14. 14. > Understanding channel overlap October 2010 © Datalicious Pty Ltd 14
  15. 15. > Analysing branded traffic October 2010 © Datalicious Pty Ltd 15 Channel % of Conversions Straight to Site 27% SEO Branded 15% SEM Branded 9% SEO Generic 7% SEM Generic 14% Display Advertising 7% Affiliate Marketing 9% Referrals 5% Email Marketing 7% De-duped Campaign Report } Channel % of Influence Word of Mouth 32% Blogging & Social Media 24% Newspaper Advertising 9% Display Advertising 14% Email Marketing 7% Retail Promotions 14% Greatest Influencer on Branded Search / STS Conversions attributed to search terms that contain brand keywords and direct website visits are most likely not the originating channel that generated the awareness and as such conversion credits should be re-allocated.
  16. 16. Contact us cbartens@datalicious.com Follow us twitter.com/datalicious Learn more blog.datalicious.com

×