Your SlideShare is downloading. ×
  • Like
ClearSaleing Media Attribution
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

ClearSaleing Media Attribution

  • 174 views
Published

The presentation illustrates on how to optimize media.

The presentation illustrates on how to optimize media.

Published in Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
174
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. >  Media  A)ribu-on  <  Death  to  last  click  measurement  or   how  to  op3mise  your  media  
  • 2. >  Short  but  sharp  history  §  Datalicious  was  founded  late  2007  §  Strong  Omniture  web  analy3cs  history  §  Now  360  data  agency  with  specialist  team  §  Combina3on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Evangelizing  smart  data  driven  marke3ng  §  Making  data  accessible  and  ac3onable  §  Driving  industry  best  prac3ce  (ADMA)  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   2  
  • 3. >  Clients  across  all  industries  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   3  
  • 4. >  Smart  data  driven  marke-ng   Media  A)ribu-on   Op-mise  channel  mix   Targe-ng     Increase  relevance   Tes-ng   Improve  usability   $$$  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   4  
  • 5. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Media  a)ribu-on  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   5  
  • 6. >  Complex  campaign  flows   =  Paid  media   Organic     PR,  WOM,   search   events,  etc   =  Viral  elements   =  Sales  channels   YouTube,     Home  pages,   Paid     TV,  print,     blog,  etc   portals,  etc   search   radio,  etc   Direct  mail,     Landing  pages,   Display  ads,   email,  etc   offers,  etc   affiliates,  etc   CRM   Facebook   program   Twi)er,  etc   POS  kiosks,   Call  center,     loyalty  cards,  etc   retail  stores,  etc  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   6  
  • 7. >  Duplica-on  across  channels     Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Email     Email   Blast   PlaSorm   $   Organic   Google   Search   Analy-cs   $  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   7  
  • 8. >  Cookie  expira-on  impact   Paid     Bid     Search   Mgmt   $   Banner     Banner     Ad     Ad  Click   Ad  View   Server   $   Email     Email   Expira-on   Blast   PlaSorm   $   Organic   Google   Search   Analy-cs   $  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   8  
  • 9. >  De-­‐duplica-on  across  channels     Paid     Search   $   Banner     Ads   $   Central   Analy-cs   PlaSorm   Email     Blast   $   Organic   Search   $  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   9  
  • 10. >  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  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   10  
  • 11. >  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    March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   11  
  • 12. >  Full  path  to  purchase   Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Online   Generic   Click   Visit   Branded   Banner     SEO   Affiliate   Social   Offline   View   Generic   Click   Media   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   12  
  • 13. >  Search  call  to  ac-on  for  offline    March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   13  
  • 14. >  Offline  sales  driven  by  online   Adver-sing     Phone   Credit  check,   campaign   order   fulfilment   Retail   Confirma-on   order   email   Website   Online   Online  order   Virtual  order   research   order   confirma-on   confirma-on   Cookie  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   14  
  • 15. >  Understanding  channel  mix  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   15  
  • 16. >  Adjus-ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   16  
  • 17. >  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.  March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   17  
  • 18. Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twi)er.com/datalicious    March  2011   ©  Datalicious  Pty  Ltd  &  ClearSaleing  Inc   18  
  • 19. Data  >  Insights  >  Ac-on