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GoogleThink Automotive Media Attribution
 

GoogleThink Automotive Media Attribution

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The presentation discusses how to effectively allocate media budgets.

The presentation discusses how to effectively allocate media budgets.

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    GoogleThink Automotive Media Attribution GoogleThink Automotive Media Attribution Presentation Transcript

    • >  Media  a(ribu,on  <   How  to  effec)vely  allocate     media  budgets  
    • >  Quick  Datalicious  introduc,on  October  2011   ©  Datalicious  Pty  Ltd   2  
    • >  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   3  
    • >  Key  issues  preven,ng  ROMI  §  Lack  of  baseline  and  thus  incremental  §  Conflic)ng  figures,  conversion  duplica)on  §  AWribu)ng  profit  back  to  media  investment  §  Media  channels  are  influencing  each  other  §  Establishing  the  true  value  of  online  (media)  October  2011   ©  Datalicious  Pty  Ltd   4  
    • >  De-­‐duplica,on  is  mandatory  October  2011   ©  Datalicious  Pty  Ltd   5  
    • >  Full  purchase  path  tracking   Introducer   Influencer   Influencer   Closer   $$$   Direct     Display     Organic   CRM     Profit   visit   ad  view   search   email   TV/print     Paid     Social   Affiliate   Profit   ad  view   search   referral   referral  October  2011   ©  Datalicious  Pty  Ltd   6  
    • >  ClearSaleing  &  comScore  research  October  2011   ©  Datalicious  Pty  Ltd   7  
    • >  Google  Netpop  research:    69%  of  buyers  say  search  is  the    most  important  online  source.  
    • forester@subaru.com.au  
    • >  Offline  sales  driven  by  online   Adver,sing     Request     a  quote   @   campaign   Fulfilment   Website     Video,     Online     Dealer   Email,     research   car  config.   car  sale   car  sale   @   1st  login   Virtual     Cookie   car  sale  October  2011   ©  Datalicious  Pty  Ltd   10  
    • >  Mul,ple  purchase  paths   Purchase  paths  are  cookie   based,  thus  all  browsers   and  devices  are  tracking   their  own  path.  The   Mobile   Home   Work   separate  paths  can     only  be  combined     if  people  are     iden<fied  across     their  various     Tablet   Media   Etc   browsers     and  devices.  October  2011   ©  Datalicious  Pty  Ltd   12  
    • >  Event  ROI  extrapola,on   Video     Car     Request     Dealer     Campaign   view   config.   a  quote   car  sale   @   @   Campaign   $10   $30   $60   $100   Campaign   $10   $30   $100  October  2011   ©  Datalicious  Pty  Ltd   13  
    • Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twi(er.com/datalicious    October  2011   ©  Datalicious  Pty  Ltd   14  
    • Data  >  Insights  >  Ac,on