>	  Media	  a(ribu,on	  <	    When	  measuring	  the	  last	  click	  	      is	  just	  not	  good	  enough	  
>	  Short	  but	  sharp	  history	            Datalicious	  was	  founded	  in	  late	  2007	            Strong	  Omnitu...
>	  Smart	  data	  driven	  marke,ng	                                “Using	  data	  to	  widen	  the	  funnel”	          ...
>	  Clients	  across	  all	  industries	  September	  2011	     ©	  Datalicious	  Pty	  Ltd	     4	  
Ques,ons?	                          Tweet	  @datalicious	                                                	  September	  20...
>	  Campaign	  flows	  are	  complex	          =	  Paid	  media	                                                           ...
>	  Media	  channels	  feed	  each	  other	                                       TV/Print	  	                            ...
>	  Indirect	  display	  impact	  	  September	  2011	     ©	  Datalicious	  Pty	  Ltd	     8	  
>	  Indirect	  display	  impact	  	  September	  2011	     ©	  Datalicious	  Pty	  Ltd	     9	  
>	  Success	  a(ribu,on	  models	  	         Banner	  	      Paid	  	                                                   Or...
>	  First	  and	  last	  click	  a(ribu,on	  	                                                                            ...
>	  Track	  full	  path	  to	  purchase	       Introducer	        Influencer	               Influencer	                     ...
>	  Search	  call	  to	  ac,on	  for	  offline	  	  September	  2011	     ©	  Datalicious	  Pty	  Ltd	     13	  
>	  PURLs	  boos,ng	  DM	  response	  rates	                                                               Text	  Septembe...
>	  Offline	  sales	  driven	  by	  online	       Adver,sing	  	     Phone	                                                 ...
>	  Single	  source	  of	  truth	  repor,ng	   Insights	                                                  Repor,ng   	  Se...
>	  Where	  to	  collect	  the	  data	  	                    Ad	  Server	                                                 ...
>	  Raw	  a(ribu,on	  data	  Web	  Analy,cs	  AFFILIATE	  >	  SEO	  >	  $$$	  SEM	  >	  SOCIAL	  >	  EMAIL	  >	  DIRECT	  ...
>	  Op,mise	  media	  to	  profit	                          Media	       ClearSaleing	                         CRM	        ...
>	  Understanding	  channel	  mix	  September	  2011	     ©	  Datalicious	  Pty	  Ltd	     21	  
>	  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	  September	  2011	     ©	  Datalicious	  Pty	  Ltd	     27	  
September	  2011	     ©	  Datalicious	  Pty	  Ltd	     28	  
September	  2011	     ©	  Datalicious	  Pty	  Ltd	     29	  
>	  ClearSaleing	  retail	  case	  study	                                                       Case	  study:	  Department...
>	  Prerequisite:	  Container	  tag	                                                                                      ...
SuperTag:	  Central	  tag	  management	  plaoorm	  September	  2011	     ©	  Datalicious	  Pty	  Ltd	     32	  
Contact	  me	                          cbartens@datalicious.com	                                     	                    ...
Data	  >	  Insights	  >	  Ac,on	  September	  2011	      ©	  Datalicious	  Pty	  Ltd	     34	  
FSO: Media Attribution
FSO: Media Attribution
FSO: Media Attribution
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FSO: Media Attribution

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FSO: 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  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      September  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  September  2011   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Clients  across  all  industries  September  2011   ©  Datalicious  Pty  Ltd   4  
  5. 5. Ques,ons?   Tweet  @datalicious    September  2011   ©  Datalicious  Pty  Ltd   5  
  6. 6. >  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  September  2011   ©  Datalicious  Pty  Ltd   6  
  7. 7. >  Media  channels  feed  each  other   TV/Print     audience   Banner   Search   audience   audience  September  2011   ©  Datalicious  Pty  Ltd   7  
  8. 8. >  Indirect  display  impact    September  2011   ©  Datalicious  Pty  Ltd   8  
  9. 9. >  Indirect  display  impact    September  2011   ©  Datalicious  Pty  Ltd   9  
  10. 10. >  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  September  2011   ©  Datalicious  Pty  Ltd   10  
  11. 11. >  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    September  2011   ©  Datalicious  Pty  Ltd   11  
  12. 12. >  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  September  2011   ©  Datalicious  Pty  Ltd   12  
  13. 13. >  Search  call  to  ac,on  for  offline    September  2011   ©  Datalicious  Pty  Ltd   13  
  14. 14. >  PURLs  boos,ng  DM  response  rates   Text  September  2011   ©  Datalicious  Pty  Ltd   15  
  15. 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  September  2011   ©  Datalicious  Pty  Ltd   16  
  16. 16. >  Single  source  of  truth  repor,ng   Insights   Repor,ng  September  2011   ©  Datalicious  Pty  Ltd   17  
  17. 17. >  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  September  2011   ©  Datalicious  Pty  Ltd   18  
  18. 18. >  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  $$$    September  2011   ©  Datalicious  Pty  Ltd   19  
  19. 19. >  Op,mise  media  to  profit   Media   ClearSaleing   CRM   (costs)   (ROMI)   (profit)   Centralised  plaaorm  to  combine  media  costs  and  life>me     customer  value  to  provide  accurate  ROMI  repor>ng  September  2011   ©  Datalicious  Pty  Ltd   20  
  20. 20. >  Understanding  channel  mix  September  2011   ©  Datalicious  Pty  Ltd   21  
  21. 21. >  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.    September  2011   ©  Datalicious  Pty  Ltd   23  
  22. 22. >  Adjus,ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  September  2011   ©  Datalicious  Pty  Ltd   24  
  23. 23. >  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.  September  2011   ©  Datalicious  Pty  Ltd   25  
  24. 24. >  ClearSaleing  media  a(ribu,on  September  2011   ©  Datalicious  Pty  Ltd   27  
  25. 25. September  2011   ©  Datalicious  Pty  Ltd   28  
  26. 26. September  2011   ©  Datalicious  Pty  Ltd   29  
  27. 27. >  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%  September  2011     ©  Datalicious  Pty  Ltd   30  
  28. 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  plaaorms   Web   Media   Analy,cs   SuperTag   A(ribu,on       or  similar   Collect  accurate  mul>-­‐channel   media  ahribu>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  September  2011   ©  Datalicious  Pty  Ltd   31  
  29. 29. SuperTag:  Central  tag  management  plaoorm  September  2011   ©  Datalicious  Pty  Ltd   32  
  30. 30. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi(er.com/datalicious    September  2011   ©  Datalicious  Pty  Ltd   33  
  31. 31. Data  >  Insights  >  Ac,on  September  2011   ©  Datalicious  Pty  Ltd   34  
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