© Absolutdata 2014 Proprietary and Confidential
Chicago New York London Dubai New Delhi Bangalore SingaporeSan Francisco
w...
© Absolutdata 2014 Proprietary and Confidential 2
Absolutdata snapshot
Company Overview
 Founded in 2001, Absolutdata is ...
© Absolutdata 2014 Proprietary and Confidential 3
In a Multi Channel, Multi Device Ecosystem, adding the reported impact o...
© Absolutdata 2014 Proprietary and Confidential 4
Prediction
Media
 On-line
 Offline
External
 Competition
 Technology...
© Absolutdata 2014 Proprietary and Confidential 5
Absolutdata’s Approach to revenue attribution
Phase 1- Holistic Base Mod...
© Absolutdata 2014 Proprietary and Confidential 6
Russia Ukraine Brazil China Philippines
Poland Serbia Argentina Australi...
© Absolutdata 2014 Proprietary and Confidential 7
Model built on Historical DataDATA TYPES DESCRIPTION
Bookings Individual...
© Absolutdata 2014 Proprietary and Confidential 8
Case study in hospitality – Phase 2 results, phase 3 in progress
Media I...
© Absolutdata 2014 Proprietary and Confidential 9
If you need help with Analytics or Research, please write to us:
america...
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Driving marketing roi across on line and off-line channels

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Guha Athreya, Sr. Manager, Customer Analytics - AbsolutData, discussed various approaches to maximize ROI and generate incremental business in a multi device, multi channel environment. He also discussed this topic by sharing some cases and experiences in Travel & Hospitality sectors.

AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools.

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Driving marketing roi across on line and off-line channels

  1. 1. © Absolutdata 2014 Proprietary and Confidential Chicago New York London Dubai New Delhi Bangalore SingaporeSan Francisco www.absolutdata.com April 29, 2014 Driving Marketing ROI across On-Line and Off-Line Channels An approach to maximize ROI and generate incremental business in a multi device, multi channel environment
  2. 2. © Absolutdata 2014 Proprietary and Confidential 2 Absolutdata snapshot Company Overview  Founded in 2001, Absolutdata is a pioneer in delivering consulting-oriented advanced analytics services to a global client base  It helps clients understand their customers better by statistical data analysis and delivering key analytics that help enhance their own value  Senior management from McKinsey, Kraft, Pfizer, Mitsubishi, Nielsen, GE, and HSBC  400+ employees across San Francisco, Los Angeles, New York, Dubai, Singapore, London and Delhi Mission To empower forward-looking organizations to reach new heights of business performance through the optimal use of data Services Provided CRM ME Data Visualization & Reporting Market Research Big Data Corporate Philosophy
  3. 3. © Absolutdata 2014 Proprietary and Confidential 3 In a Multi Channel, Multi Device Ecosystem, adding the reported impact of all on-line and off-line channels gives a number higher than company’s revenue Find the True Value 30% 45% 60% 20% 100% ??? The attribution problem
  4. 4. © Absolutdata 2014 Proprietary and Confidential 4 Prediction Media  On-line  Offline External  Competition  Technology  Demographic shits  Macro economics Revenue History The root causes…. Revenue is impacted by many drivers beyond just Media Investments Media channels work together, but each channel reports all of the synergies Other Marketing  CRM  Direct Marketing  Pricing  Distribution Operations  Supply  CSAT Sometimes Modeling efforts result in over-fitting History and don’t focus on Prediction Accuracy
  5. 5. © Absolutdata 2014 Proprietary and Confidential 5 Absolutdata’s Approach to revenue attribution Phase 1- Holistic Base Model, Market Mix Holistic approach incorporates all drivers Appropriate level of modelling sophistication - OLS, HB etc )) ((Daily Signups Baseline sales Regression Coefficients Level of Media Effort Regression Coefficients Other Factors Phase 2- Refinements, e.g. Structural Equation Models Assess Synergies, Refine Attribution Phase 3 – Triangulation e.g. Cookie Data, Discrete Choice Models Search Clicks TV Impacts Display Impressions TV GI Search Clicks Email Campaign Print Affiliates Display Over all Signups+ + + + + TV Impacts TV Impacts Secondary Relationships Attribution’s % impact of each media channel drives daily proportions Cookie data captures Unique ID activity and measure recency and frequency
  6. 6. © Absolutdata 2014 Proprietary and Confidential 6 Russia Ukraine Brazil China Philippines Poland Serbia Argentina Australia Malaysia Turkey Spain USA India UAE Romania Puerto Rico UK Indonesia Saudi Arabia South Africa Denmark Germany France Thailand Egypt Belgium Mexico Japan Vietnam …Consumer Durables…Telecom…Electronics….Retail…CPG…Banking…Online Services… Building A global knowledge base across verticals
  7. 7. © Absolutdata 2014 Proprietary and Confidential 7 Model built on Historical DataDATA TYPES DESCRIPTION Bookings Individual, Group, Corporate Media Online & Offline Spends Competition Emails Delivered, Clicked Competition Promotions Loyalty Promotions Rate Sales Competition Other Drivers Pricing, Inventory, Locations, Guest Satisfaction Competition Macro Economics GDP, CPI, Sentiment, Unemployment etc Case study in hospitality – Phase 1 results Bringing disparate data sources together Building a Master Model Model robustness checked by predicting Recent Past
  8. 8. © Absolutdata 2014 Proprietary and Confidential 8 Case study in hospitality – Phase 2 results, phase 3 in progress Media Impact 7% Impact of Other Drivers 12% Competition Impact -1% Base Line 82% Cumulative Effect of All Past Marketing Efforts Incremental 18% 53.1% 20.5% 14.1% 6.0% 4.1% 2.9% 0% 23% 45.6% 12.3% 8.8% 5.5% 4.5% 0.1% 0% 10% 20% 30% 40% 50% 60% Search TV Affiliates Display PR E-mail Print Primary Attribution After Secondary Attribution (Actual Contribution from Model) Impact of Secondary Relationship on Search= - 30% Impact of Secondary Relationship on TV= +25% Phase 2: Model used to understand Historical Impact Phase 3: Insights inform planning and ROI Optimization
  9. 9. © Absolutdata 2014 Proprietary and Confidential 9 If you need help with Analytics or Research, please write to us: americas.sales@absolutdata.com europe.sales@absolutdata.com asia.sales@absolutdata.com For Media related queries -media.relations@absolutdata.com For all other queries -info@absolutdata.com HEAD OFFICE 314 Marble Arch Tower, 55 Bryanston Street, London W1H 7AA Phone : + 44 207 868 2240 UK OFFICE DLF Cyber City SEZ, Building#14, 4th Floor, Tower B, DLF Phase-III, Sector 24 & 25A, Gurgaon-122002, Phone: +91.124.4953.400 INDIA OFFICE Absolutdata Analytics Middle East JLT Office 1604, Tower BB1 Mazaya Business Avenue Jumeirah Lake Towers Phone: +97150-1577257 DUBAI OFFICE 1851 Harbor Bay Parkway, Suite 125, Alameda, California, USA – 94502 Phone: +1 510 748 9922 Fax: +1 510 217 2387
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