The Media Data Infusion

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The presentation illustrates multi-channel media attribution data and its impact on planning.

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The Media Data Infusion

  1. 1. >  The  Media  Data  Infusion  <   Mul$-­‐channel  media  a/ribu$on  data   and  its  impact  on  planning  
  2. 2. >  Short  company  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy$cs  history  §  1  of  4  Omniture  Service  Partners  globally  §  Now  360  data  agency  with  specialist  team  §  Combina$on  of  analysts  and  developers  §  Making  data  accessible  and  ac$onable  §  Evangelizing  smart  data  driven  marke$ng  §  Driving  industry  best  prac$ce  (ADMA)  October  2010   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Smart  data  driven  marke;ng   Media  A>ribu;on   Op;mise  channel  mix   Targe;ng     Increase  relevance   Tes;ng   Improve  usability   $$$  October  2010   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Clients  across  all  industries    October  2010   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  De-­‐duplica;on  across  channels   Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Central   Analy;cs   PlaIorm   Email     Email   Blast   PlaIorm   $   Organic   Google   Search   Analy;cs   $  October  2010   ©  Datalicious  Pty  Ltd   5  
  6. 6. >  Success  a>ribu;on  models   Banner     Paid     Organic   Success   Last  channel   Search   Ad   Search   $100   $100   gets  all  credit   Banner     Paid     Email     Success   First  channel   Ad   $100   Search   Blast   $100   gets  all  credit   Paid     Banner     Affiliate     Success   All  channels  get   Search   Ad   Referral   $100   $100   $100   $100   equal  credit   Print     Social     Paid     Success   All  channels  get   Ad   Media   Search   $33   $33   $33   $100   par;al  credit  October  2010   ©  Datalicious  Pty  Ltd   6  
  7. 7. >  First  and  last  click  a>ribu;on   Chart  shows   percentage  of   channel  touch   points  that  lead   Paid/Organic  Search   to  a  conversion.   Neither  first     Emails/Shopping  Engines   nor  last-­‐click   measurement   would  provide   true  picture    October  2010   ©  Datalicious  Pty  Ltd   7  
  8. 8. >  Indirect  display  impact  October  2010   ©  Datalicious  Pty  Ltd   8  
  9. 9. >  Indirect  display  impact  October  2010   ©  Datalicious  Pty  Ltd   9  
  10. 10. >  Full  path  to  purchase   Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Generic   Click   Visit   Branded   $   Banner     SEO   Affiliate   Social   View   Generic   Click   Media   $   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update  October  2010   ©  Datalicious  Pty  Ltd   10  
  11. 11. >  Where  to  collect  the  data   Ad  Server   Web  Analy;cs   Banner  impressions   Referral  visits   Banner  clicks   Social  media  visits   +   Organic  search  visits   Paid  search  clicks   Paid  search  visits   Other  paid  visits   Email  visits   Paid  Impressions/Clicks   Paid/Organic  Visits  October  2010   ©  Datalicious  Pty  Ltd   11  
  12. 12. >  Search  call  to  ac;on  for  offline  October  2010   ©  Datalicious  Pty  Ltd   12  
  13. 13. >  Success  a>ribu;on  models   Introducer   Influencer   Influencer   Closer   $   Even     25%   25%   25%   25%   A>rib.   Exclusion   33%   33%   33%   0%   A>rib.   Pa>ern   30%   20%   20%   30%   A>rib.  October  2010   ©  Datalicious  Pty  Ltd   13  
  14. 14. >  Understanding  channel  overlap  October  2010   ©  Datalicious  Pty  Ltd   14  
  15. 15. >  Analysing  branded  traffic   De-­‐duped  Campaign  Report   Greatest  Influencer  on  Branded  Search  /  STS   }   Channel   %  of  Conversions   Channel   %  of  Influence   Straight  to  Site   27%   Word  of  Mouth   32%   SEO  Branded   15%   Blogging  &  Social  Media   24%   SEM  Branded   9%   Newspaper  Adver$sing   9%   SEO  Generic   7%   Display  Adver$sing   14%   SEM  Generic   14%   Email  Marke$ng   7%   Display  Adver$sing   7%   Retail  Promo$ons   14%   Affiliate  Marke$ng   9%   Referrals   5%   Conversions  a/ributed  to  search  terms   Email  Marke$ng   7%   that  contain  brand  keywords  and  direct   website  visits  are  most  likely  not  the   origina$ng  channel  that  generated  the   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.    October  2010   ©  Datalicious  Pty  Ltd   15  
  16. 16. Contact  us  cbartens@datalicious.com     Follow  us   twi/er.com/datalicious     Learn  more   blog.datalicious.com    
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