eMetrics SMX Media Attribution

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  • ProsConsumers multi-taskIncreased recollection levelsAbility to track offline channelsConsPaid search competitionDifficult to get natural rankings
  • eMetrics SMX Media Attribution

    1. 1. > Media attribution <<br />How to actually do it<br />
    2. 2. > Short but sharp history<br />Datalicious was founded late 2007<br />Strong Omniture web analytics history<br />Now 360 data agency with specialist team<br />Combination of analysts and developers<br />Carefully selected best of breed partners<br />Driving industry best practice (ADMA)<br />Turning data into actionable insights<br />Executing smart data driven campaigns<br />April 2011<br />© Datalicious Pty Ltd<br />2<br />
    3. 3. > Clients across all industries<br />April 2011<br />© Datalicious Pty Ltd<br />3<br />
    4. 4. > Smart data driven marketing<br />April 2011<br />© Datalicious Pty Ltd<br />4<br />Media AttributionOptimise channel mix<br />TargetingIncrease relevance<br />TestingImprove usability<br />$$$<br />
    5. 5. April 2011<br />© Datalicious Pty Ltd<br />5<br />Questions?Tweet @datalicious<br />
    6. 6. > Campaign flows are complex<br />April 2011<br />© Datalicious Pty Ltd<br />6<br />Organic search<br />PR, WOM,events, etc<br />= Paid media<br />= Viral elements<br />= Sales channels<br />Home pages, portals, etc<br />YouTube, blog, etc<br />Paid search<br />TV, print, radio, etc<br />Direct mail, email, etc<br />Landing pages, offers, etc<br />Display ads, affiliates, etc<br />FacebookTwitter, etc<br />CRMprogram<br />POS kiosks, loyalty cards, etc<br />Call center, retail stores, etc<br />
    7. 7. > Media channels overlap<br />March 2011<br />© Datalicious Pty Ltd<br />7<br />
    8. 8. > Indirect display impact <br />April 2011<br />© Datalicious Pty Ltd<br />8<br />
    9. 9. > Indirect display impact <br />April 2011<br />© Datalicious Pty Ltd<br />9<br />
    10. 10. > Success attribution models <br />April 2011<br />© Datalicious Pty Ltd<br />10<br />Banner Ad<br />Paid Search<br />OrganicSearch$100<br />Success<br />$100<br />Last channel gets all credit<br />Banner Ad$100<br />Email Blast<br />Success$100<br />First channel gets all credit<br />Paid Search<br />Paid Search$100<br />Banner Ad$100<br />Affiliate Referral$100<br />Success$100<br />All channels get equal credit<br />Print Ad$33<br />Social Media$33<br />Paid Search$33<br />Success$100<br />All channels get partial credit<br />
    11. 11. > First and last click attribution <br />April 2011<br />© Datalicious Pty Ltd<br />11<br />Chart shows percentage of channel touch points that lead to a conversion.<br />Paid/Organic Search<br />Neither first nor last-click measurementwould provide true picture <br />Emails/Shopping Engines<br />
    12. 12. Closer<br />> Full path to purchase<br />April 2011<br />© Datalicious Pty Ltd<br />12<br />Influencer<br />Influencer<br />$<br />Introducer<br />SEM Generic<br />Banner Click<br />Online<br />Direct Visit<br />SEO Branded<br />Banner View<br />SEOGeneric<br />AffiliateClick<br />Offline<br />Social Media<br />TV Ad<br />SEO Branded<br />Direct Visit<br />Email Update<br />Abandon<br />
    13. 13. > Search call to action for offline <br />March 2011<br />© Datalicious Pty Ltd<br />13<br />
    14. 14. > Offline sales driven by online<br />March 2011<br />© Datalicious Pty Ltd<br />14<br />Phone order<br />Advertising campaign<br />Credit check, fulfilment<br />Retail order<br />Confirmation email<br />Website research<br />Online order<br />Online order confirmation<br />Virtual orderconfirmation<br />Cookie<br />
    15. 15. > Single source of truth reporting<br />April 2011<br />© Datalicious Pty Ltd<br />15<br />Insights<br />Reporting<br />
    16. 16. > Where to collect the data <br />April 2011<br />© Datalicious Pty Ltd<br />16<br />Web Analytics<br />Ad Server<br />Referral visits<br />Social media visits<br />Organic search visits<br />Paid search visits<br />Email visits, etc<br />Banner impressions<br />Banner clicks<br />+<br />Paid search clicks<br />Lacking organic visits<br />More granular & complex<br />Lacking ad impressions<br />Less granular & complex<br />
    17. 17. >Raw attribution data<br />Web Analytics<br />AFFILIATE > SEO > $$$<br />SEM > SOCIAL > EMAIL > DIRECT > $$$<br />Ad Server<br />01/01/2011 12:00 AD IMPRESSION<br />01/01/2011 12:05 SEO<br />07/01/2011 17:00 EMAIL<br />08/01/2011 15:00 $$$<br />April 2011<br />© Datalicious Pty Ltd<br />17<br />
    18. 18. > Combine purchase paths<br />March 2011<br />© Datalicious Pty Ltd<br />18<br />
    19. 19. > Understanding channel mix<br />April 2011<br />© Datalicious Pty Ltd<br />19<br />
    20. 20.
    21. 21. > Website entry survey <br />March 2011<br />© Datalicious Pty Ltd<br />21<br />De-duped Campaign Report<br />Greatest Influencer on Branded Search / STS<br />}<br />Conversions attributed to search terms that contain brand keywords and direct website visits are most likely not the originating channel that generated the awareness and as such conversion credits should be re-allocated. <br />
    22. 22. > Adjusting for offline impact<br />April 2011<br />© Datalicious Pty Ltd<br />22<br />-15<br />-5<br />-10<br />+15<br />+5<br />+10<br />
    23. 23. Closer<br />> Custom attribution models <br />April 2011<br />© Datalicious Pty Ltd<br />23<br />Influencer<br />Influencer<br />$<br />Introducer<br />25%<br />25%<br />Even Attrib.<br />25%<br />25%<br />ExclusionAttrib.<br />33%<br />33%<br />33%<br />0%<br />Custom Attrib.<br />?<br />?<br />?<br />?<br />
    24. 24. >ClearSaleing media attribution<br />April 2011<br />© Datalicious Pty Ltd<br />24<br />
    25. 25. April 2011<br />© Datalicious Pty Ltd<br />25<br />
    26. 26. April 2011<br />© Datalicious Pty Ltd<br />26<br />
    27. 27. April 2011<br />© Datalicious Pty Ltd<br />27<br />Slides + Webinardatalicious.com/attribution<br />Questions? Talk to meStand 4, cbartens@datalicious.com<br />
    28. 28. Data > Insights > Action<br />

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