Case Study: Spend Smart: How LasikPlus's Focus on Attribution Optimizes its Digital Media Mix
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Case Study: Spend Smart: How LasikPlus's Focus on Attribution Optimizes its Digital Media Mix

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Case Study: Spend Smart: How LasikPlus's Focus on Attribution Optimizes its Digital Media Mix Case Study: Spend Smart: How LasikPlus's Focus on Attribution Optimizes its Digital Media Mix Presentation Transcript

  • How LasikPlus Spends Smart Using Attribution to Optimize Your Digital Media Mix 2/5/13 – 1:30 pm
  • Attribution: In Summary
  • Brand & AgencyKimberly Demaree-EppleLasikPlus VP of Marketing and Advertisinglasikplus.com | @LasikPlusDrew McKenzieEmpower MediaMarketing Director of Strategy@EmpowerMM | @DrewMcKenzie
  • LasikPlus• LCA-Vision Inc., leading provider of laser vision correction services• 55 LasikPlus vision centers in U.S. – 41 markets in 26 states• 1.2 million+ procedures since 1991
  • ChallengeFINDING THE OPTIMAL MIX
  • Finding the Optimal Mix• Shifting significant investment from traditional to digital – Requires more than last-click methodology – Limited scale at efficient cost per acquisition
  • Finding the Optimal Mix
  • SolutionATTRIBUTION MODELING
  • Attribution Modeling– Advanced digital attribution modeling • Map consumer journey in digital to create consensus with senior management • Optimize spend across historically siloed digital tactics– Several attribution partners • We chose Adometry • Recommend client and agency do homework when selecting best fit for your needs
  • Attribution Modeling
  • Attribution Modeling
  • Attribution Modeling
  • Attribution Modeling
  • Attribution Modeling
  • Attribution Modeling–Eliminates gut feelings–Proves out exactly which pieces of digital mix are responsible for conversions–Last-click doesn’t give the whole picture
  • ResultsTHE POWER OF PROOF
  • The Power of Proof–57% of appointments are multi-touch across digital • display, paid, organic work together Paid Display Organic
  • The Power of Proof–Revised baseline credit for each digital tactic in media mix Channel Old Credit for Attribution Conversion Credit Display 0% 27% Paid Search 70% 40% Organic Search 18% 29%
  • The Power of Proof–Continued data collection will benefit cross-channel modeling in the future
  • Attribution: In Summary
  • Questions Thank You Contact lasikplus.com | @LasikPlus@EmpowerMM | @DrewMcKenzie
  • How LasikPlus Spends Smart Using Attribution to Optimize Your Digital Media Mix 2/5/13 – 1:30 pm