Ad Tech Singapore Media Attribution
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Ad Tech Singapore Media Attribution

on

  • 321 views

The presentation illustrates how to optimize channel mix.

The presentation illustrates how to optimize channel mix.

Statistics

Views

Total Views
321
Views on SlideShare
321
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Ad Tech Singapore Media Attribution Presentation Transcript

  • 1. >  Media  a(ribu,on  <   When  measuring  the  last  click     is  just  not  good  enough  
  • 2. >  Short  but  sharp  history  §  Datalicious  was  founded  late  2007  §  Strong  Omniture  web  analy>cs  history  §  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  June  2011   ©  Datalicious  Pty  Ltd   2  
  • 3. >  Smart  data  driven  marke,ng   “Using  data  to  widen  the  funnel”   Media  A(ribu,on  &  Modeling   Op,mise  channel  mix,  predict  sales   Targeted  Direct  Marke,ng     Increase  relevance,  reduce  churn   Tes,ng  &  Op,misa,on   Remove  barriers,  drive  sales   Boos,ng  ROI  June  2011   ©  Datalicious  Pty  Ltd   3  
  • 4. >  Wide  range  of  data  services   Data   Insights   Ac,on   PlaIorms   Analy,cs   Campaigns         Data  collec,on  and  processing   Data  mining  and  modelling   Data  usage  and  applica,on         Web  analy,cs  solu,ons   Customised  dashboards   Marke,ng  automa,on         Omniture,  Google  Analy,cs,  etc   Tableau,  SpoIire,  SPSS,  etc   Alterian,  SiteCore,  Inxmail,  etc         Tag-­‐less  online  data  capture   Media  a(ribu,on  models   Targe,ng  and  merchandising         End-­‐to-­‐end  data  plaIorms   Market  and  compe,tor  trends   Internal  search  op,misa,on         IVR  and  call  center  repor,ng   Social  media  monitoring   CRM  strategy  and  execu,on         Single  customer  view   Customer  profiling   Tes,ng  programs    June  2011   ©  Datalicious  Pty  Ltd   4  
  • 5. >  Clients  across  all  industries  June  2011   ©  Datalicious  Pty  Ltd   5  
  • 6. Ques,ons?   Tweet  @datalicious    June  2011   ©  Datalicious  Pty  Ltd   6  
  • 7. >  Campaign  flows  are  complex   =  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  June  2011   ©  Datalicious  Pty  Ltd   7  
  • 8. >  Media  channels  overlap   TV/Print     audience   Banner   Search   audience   audience  June  2011   ©  Datalicious  Pty  Ltd   8  
  • 9. >  Indirect  display  impact    June  2011   ©  Datalicious  Pty  Ltd   9  
  • 10. >  Indirect  display  impact    June  2011   ©  Datalicious  Pty  Ltd   10  
  • 11. >  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  June  2011   ©  Datalicious  Pty  Ltd   11  
  • 12. >  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    June  2011   ©  Datalicious  Pty  Ltd   12  
  • 13. >  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  June  2011   ©  Datalicious  Pty  Ltd   13  
  • 14. >  Search  call  to  ac,on  for  offline    June  2011   ©  Datalicious  Pty  Ltd   14  
  • 15. >  PURLs  boos,ng  DM  response  rates   Text  June  2011   ©  Datalicious  Pty  Ltd   16  
  • 16. >  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  June  2011   ©  Datalicious  Pty  Ltd   17  
  • 17. >  Single  source  of  truth  repor,ng   Insights   Repor,ng  June  2011   ©  Datalicious  Pty  Ltd   18  
  • 18. >  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   Email  visits,  etc   Lacking  organic  visits   Lacking  ad  impressions   More  granular  &  complex   Less  granular  &  complex  June  2011   ©  Datalicious  Pty  Ltd   19  
  • 19. >  Raw  a(ribu,on  data  Web  Analy,cs  AFFILIATE  >  SEO  >  $$$  SEM  >  SOCIAL  >  EMAIL  >  DIRECT  >  $$$    Ad  Server  01/01/2011  12:00  AD  IMPRESSION  01/01/2011  12:05  SEO  07/01/2011  17:00  EMAIL  08/01/2011  15:00  $$$    June  2011   ©  Datalicious  Pty  Ltd   20  
  • 20. >  Combine  purchase  paths   Mobile   Home   Work   Tablet   Media   Etc  June  2011   ©  Datalicious  Pty  Ltd   21  
  • 21. >  Understanding  channel  mix  June  2011   ©  Datalicious  Pty  Ltd   22  
  • 22. >  Website  entry  survey     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  ahributed  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.    June  2011   ©  Datalicious  Pty  Ltd   24  
  • 23. >  Adjus,ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  June  2011   ©  Datalicious  Pty  Ltd   25  
  • 24. >  Custom  a(ribu,on  models     Introducer   Influencer   Influencer   Closer   $   Even     25%   25%   25%   25%   A(rib.   Exclusion   33%   33%   33%   0%   A(rib.   ?   ?   ?   ?   Custom   A(rib.  June  2011   ©  Datalicious  Pty  Ltd   26  
  • 25. >  ClearSaleing  media  a(ribu,on  June  2011   ©  Datalicious  Pty  Ltd   28  
  • 26. June  2011   ©  Datalicious  Pty  Ltd   29  
  • 27. June  2011   ©  Datalicious  Pty  Ltd   30  
  • 28. >  ClearSaleing  retail  case  study   Case  study:  Department  store   Paid  search  profit   which  generates  $4  billion  in   annual  revenue     3  months  from  launch  …     §  Daily  profit  from  Google   Display  profit   PPC  has  grown  by  4x   §  Total  orders  have     increased  by  16%   §  Revenue  per  order   increased  by  66%  June  2011     ©  Datalicious  Pty  Ltd   31  
  • 29. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi(er.com/datalicious    June  2011   ©  Datalicious  Pty  Ltd   32  
  • 30. Data  >  Insights  >  Ac,on  June  2011   ©  Datalicious  Pty  Ltd   33