1) The document discusses how to effectively allocate media budgets across different channels like TV, print, online, direct mail, etc. 2) It notes several key issues that prevent accurately measuring the return on media investment (ROMI) from different channels, such as lack of baselines, conflicting figures, and attributing profits. 3) The document emphasizes that de-duplication of conversions and full purchase path tracking across channels are necessary to properly analyze the ROMI and influence of different media.

1. > Media attribution <
How to effectively allocate
media budgets

2. > Ideal marketing dashboard
October 2011 © Datalicious Pty Ltd 2
Channel Investment ROMI Return
Brand equity
Baseline
($100) n/a $40
Offline
TV, print, outdoor, etc
$7 77% $30
Direct
Direct mail, email, etc
$1 90% $10
Online
Search, display, social, etc
$2 90% $20

3. > Key issues preventing ROMI
§ Lack of baseline and thus incremental
§ Conflicting figures, conversion duplication
§ Attributing profit back to media investment
§ Media channels are influencing each other
§ Establishing the true value of online (media)
October 2011 © Datalicious Pty Ltd 3

4. > De-duplication is mandatory
October 2011 © Datalicious Pty Ltd 4

5. > Full purchase path tracking
October 2011 © Datalicious Pty Ltd 5
Closer
Direct
visit
TV/print
ad view
Influencer Influencer $$$
Display
ad view
Profit
Paid
search
Social
referral
Profit
Organic
search
Affiliate
referral
CRM
email
Introducer

6. > ClearSaleing & comScore research
October 2011 © Datalicious Pty Ltd 6

7. > Google Netpop research:
69% of buyers say search is the
most important online source.

8. forester@subaru.com.au

9. Email,
1st login
> Offline sales driven by online
October 2011 © Datalicious Pty Ltd 9
Website
research
Cookie
Advertising
campaign Fulfilment
Virtual
car sale
Request
a quote
Online
car sale
Dealer
car sale
Video,
car config.
@
@

11. > Multiple purchase paths
October 2011 © Datalicious Pty Ltd 11
Mobile Home Work
Tablet Media Etc
Purchase paths are cookie
based, thus all browsers
and devices are tracking
their own path. The
separate paths can
only be combined
if people are
identified across
their various
browsers
and devices.

12. Request
a quote
> Event ROI extrapolation
October 2011 © Datalicious Pty Ltd 12
Video
view
Car
config.
Dealer
car sale
$10
$10
Campaign
Campaign
Campaign
$30 $100
$100
@ @
$60
$30

13. October 2011 © Datalicious Pty Ltd 13
Contact us
cbartens@datalicious.com
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14. Data > Insights > Action