>	  Media	  a(ribu,on	  <	    When	  measuring	  the	  last	  click	  	      is	  just	  not	  good	  enough	  
>	  Short	  but	  sharp	  history	  §  Datalicious	  was	  founded	  late	  2007	  §  Strong	  Omniture	  web	  analy>cs...
>	  Smart	  data	  driven	  marke,ng	                           “Using	  data	  to	  widen	  the	  funnel”	               ...
>	  Wide	  range	  of	  data	  services	         Data	                                         Insights	                  ...
>	  Clients	  across	  all	  industries	  June	  2011	        ©	  Datalicious	  Pty	  Ltd	     5	  
Ques,ons?	                     Tweet	  @datalicious	                                           	  June	  2011	            ...
>	  Campaign	  flows	  are	  complex	           =	  Paid	  media	                                                          ...
>	  Media	  channels	  overlap	                                  TV/Print	  	                                  audience	  ...
>	  Indirect	  display	  impact	  	  June	  2011	        ©	  Datalicious	  Pty	  Ltd	     9	  
>	  Indirect	  display	  impact	  	  June	  2011	        ©	  Datalicious	  Pty	  Ltd	     10	  
>	  Success	  a(ribu,on	  models	  	          Banner	  	       Paid	  	                                                   ...
>	  First	  and	  last	  click	  a(ribu,on	  	                                                                            ...
>	  Full	  path	  to	  purchase	        Introducer	       Influencer	           Influencer	                     Closer	     ...
>	  Search	  call	  to	  ac,on	  for	  offline	  	  June	  2011	          ©	  Datalicious	  Pty	  Ltd	     14	  
>	  PURLs	  boos,ng	  DM	  response	  rates	                                                            Text	  June	  2011...
>	  Offline	  sales	  driven	  by	  online	         Adver,sing	  	     Phone	                                               ...
>	  Single	  source	  of	  truth	  repor,ng	   Insights	                                               Repor,ng   	  June	...
>	  Where	  to	  collect	  the	  data	  	                       Ad	  Server	                                              ...
>	  Raw	  a(ribu,on	  data	  Web	  Analy,cs	  AFFILIATE	  >	  SEO	  >	  $$$	  SEM	  >	  SOCIAL	  >	  EMAIL	  >	  DIRECT	  ...
>	  Combine	  purchase	  paths	                     Mobile	              Home	                                 Work	      ...
>	  Understanding	  channel	  mix	  June	  2011	     ©	  Datalicious	  Pty	  Ltd	     22	  
>	  Website	  entry	  survey	  	   De-­‐duped	  Campaign	  Report	                                                      Gr...
>	  Adjus,ng	  for	  offline	  impact	                      -­‐5	                               -­‐15	     -­‐10	           ...
>	  Custom	  a(ribu,on	  models	  	        Introducer	     Influencer	           Influencer	                    Closer	     ...
>	  ClearSaleing	  media	  a(ribu,on	  June	  2011	     ©	  Datalicious	  Pty	  Ltd	     28	  
June	  2011	     ©	  Datalicious	  Pty	  Ltd	     29	  
June	  2011	     ©	  Datalicious	  Pty	  Ltd	     30	  
>	  ClearSaleing	  retail	  case	  study	                                                       Case	  study:	  Department...
Contact	  me	                     cbartens@datalicious.com	                                	                          Lear...
Data	  >	  Insights	  >	  Ac,on	  June	  2011	             ©	  Datalicious	  Pty	  Ltd	     33	  
Ad Tech Singapore Media Attribution
Ad Tech Singapore Media Attribution
Ad Tech Singapore Media Attribution
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Ad Tech Singapore Media Attribution

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The presentation illustrates how to optimize channel mix.

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Ad Tech Singapore Media Attribution

  1. 1. >  Media  a(ribu,on  <   When  measuring  the  last  click     is  just  not  good  enough  
  2. 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. 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. 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. 5. >  Clients  across  all  industries  June  2011   ©  Datalicious  Pty  Ltd   5  
  6. 6. Ques,ons?   Tweet  @datalicious    June  2011   ©  Datalicious  Pty  Ltd   6  
  7. 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. 8. >  Media  channels  overlap   TV/Print     audience   Banner   Search   audience   audience  June  2011   ©  Datalicious  Pty  Ltd   8  
  9. 9. >  Indirect  display  impact    June  2011   ©  Datalicious  Pty  Ltd   9  
  10. 10. >  Indirect  display  impact    June  2011   ©  Datalicious  Pty  Ltd   10  
  11. 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. 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. 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. 14. >  Search  call  to  ac,on  for  offline    June  2011   ©  Datalicious  Pty  Ltd   14  
  15. 15. >  PURLs  boos,ng  DM  response  rates   Text  June  2011   ©  Datalicious  Pty  Ltd   16  
  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. 17. >  Single  source  of  truth  repor,ng   Insights   Repor,ng  June  2011   ©  Datalicious  Pty  Ltd   18  
  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. 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. 20. >  Combine  purchase  paths   Mobile   Home   Work   Tablet   Media   Etc  June  2011   ©  Datalicious  Pty  Ltd   21  
  21. 21. >  Understanding  channel  mix  June  2011   ©  Datalicious  Pty  Ltd   22  
  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. 23. >  Adjus,ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  June  2011   ©  Datalicious  Pty  Ltd   25  
  24. 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. 25. >  ClearSaleing  media  a(ribu,on  June  2011   ©  Datalicious  Pty  Ltd   28  
  26. 26. June  2011   ©  Datalicious  Pty  Ltd   29  
  27. 27. June  2011   ©  Datalicious  Pty  Ltd   30  
  28. 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. 29. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi(er.com/datalicious    June  2011   ©  Datalicious  Pty  Ltd   32  
  30. 30. Data  >  Insights  >  Ac,on  June  2011   ©  Datalicious  Pty  Ltd   33  
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