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First Click Media Attribution

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The presentation illustrates and describes media attribution across channels.

The presentation illustrates and describes media attribution across channels.

Published in: Technology

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  • 1. >  Media  a(ribu,on  <   When  measuring  the  last  click     is  just  not  good  enough  
  • 2. >  Short  but  sharp  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy>cs  history  §  1  of  4  preferred  Omniture  partners  globally  §  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      October  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  October  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,  Splunk,  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    October  2011   ©  Datalicious  Pty  Ltd   4  
  • 5. >  Clients  across  all  industries  October  2011   ©  Datalicious  Pty  Ltd   5  
  • 6. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Media  a(ribu,on  October  2011   ©  Datalicious  Pty  Ltd   6  
  • 7. >  The  ideal  marke,ng  dashboard   Channel   Investment   ROMI   Return   Brand  equity   ($100)   n/a   $40   Baseline   Offline   $7   77%   $30   TV,  print,  outdoor,  etc   Direct   $1   90%   $10   Direct  mail,  email,  etc   Online   $2   90%   $20   Search,  display,  social,  etc  October  2011   ©  Datalicious  Pty  Ltd   7  
  • 8. >  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  October  2011   ©  Datalicious  Pty  Ltd   8  
  • 9. >  Media  channels  feed  each  other   TV/Print     audience   Banner   Search   audience   audience  October  2011   ©  Datalicious  Pty  Ltd   9  
  • 10. >  Indirect  display  impact    October  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  October  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    October  2011   ©  Datalicious  Pty  Ltd   12  
  • 13. >  Track  full  path  to  purchase   Introducer   Influencer   Influencer   Closer   $   Paid     Display     Direct     Organic   Online   search   ad  clicks   visits   search   sales   Display     Organic   Affiliate   Social   Offline   ad  views   search   clicks   referrals   sales   TV/print     Organic   Website   CRM,     Life,me   responses   search   events   DM/eDMs   profit  October  2011   ©  Datalicious  Pty  Ltd   13  
  • 14. >  Search  call  to  ac,on  for  offline    October  2011   ©  Datalicious  Pty  Ltd   14  
  • 15. >  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  October  2011   ©  Datalicious  Pty  Ltd   16  
  • 16. >  Event  ROI  extrapola,on   Product   Applica,on   Applica,on   Offline   Campaign   view   start   complete   conversion   @   @   Campaign   $10   $30   $60   $100   Campaign   $10   $30   $100   Campaign   $10   $100  October  2011   ©  Datalicious  Pty  Ltd   17  
  • 17. >  Single  source  of  truth  repor,ng   Insights   Repor,ng  October  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  October  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  $$$    October  2011   ©  Datalicious  Pty  Ltd   20  
  • 20. >  Combine  purchase  paths   Mobile   Home   Work   Tablet   Media   Etc  October  2011   ©  Datalicious  Pty  Ltd   21  
  • 21. >  Op,mise  media  to  profit   Media   ClearSaleing   CRM   (costs)   (ROMI)   (profit)   Centralised  plaeorm  to  combine  media  costs  and  life>me     customer  value  to  provide  accurate  ROMI  repor>ng  October  2011   ©  Datalicious  Pty  Ltd   22  
  • 22. >  Understanding  channel  mix  October  2011   ©  Datalicious  Pty  Ltd   23  
  • 23. >  Website  entry  survey     De-­‐duped  Campaign  Report   Greatest  Influencer  on  Branded  Search  /  STS   }   %  of   Channel   %  of  Influence   Channel   Conversions   Word  of  Mouth   32%   Straight  to  Site   27%   Blogging  &  Social   SEO  Branded   15%   Media   24%   SEM  Branded   9%   Newspaper   7%   Adver>sing   9%   SEO  Generic   14%   Display  Adver>sing   14%   SEM  Generic   7%   Email  Marke>ng   7%   Display  Adver>sing   Affiliate  Marke>ng   9%   Retail  Promo>ons   14%   Conversions  akributed  to  search  terms   Referrals   5%   that  contain  brand  keywords  and  direct   7%   website  visits  are  most  likely  not  the   Email  Marke>ng   origina>ng  channel  that  generated  the   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.    October  2011   ©  Datalicious  Pty  Ltd   25  
  • 24. >  Adjus,ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  October  2011   ©  Datalicious  Pty  Ltd   26  
  • 25. >  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.  October  2011   ©  Datalicious  Pty  Ltd   27  
  • 26. >  ClearSaleing  media  a(ribu,on  October  2011   ©  Datalicious  Pty  Ltd   29  
  • 27. October  2011   ©  Datalicious  Pty  Ltd   30  
  • 28. >  Prerequisite:  Container  tag   Easily  implement  and  update   Conversion   any  tag  on  any  websites  without   Tracking   or  limited  IT  involvement   Any   Conversion   JavaScript   De-­‐duping     De-­‐duplicate  conversions  for   CPA  deals  and  align  repor>ng   Datalicious   figures  across  plaeorms   Web   Media   Analy,cs   SuperTag   A(ribu,on       or  similar   Collect  accurate  mul>-­‐channel   media  akribu>on  data  to   provide  advanced  insights   Live     Behavioral   Chat   Targe,ng     A/B  Tes,ng   Enable  advanced  features  such   Heat  Maps   as  targe>ng,  tes>ng  and  chat  to   op>mise  user  experience  October  2011   ©  Datalicious  Pty  Ltd   31  
  • 29. SuperTag:  Central  tag  management  plaIorm  October  2011   ©  Datalicious  Pty  Ltd   32  
  • 30. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi(er.com/datalicious    October  2011   ©  Datalicious  Pty  Ltd   33  
  • 31. Data  >  Insights  >  Ac,on  October  2011   ©  Datalicious  Pty  Ltd   34