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Content King Media Attribution

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The presentation illustrates and describes media attribution across channels.

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Content King 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      December  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  December  2011   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Clients  across  all  industries  December  2011   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  The  ideal  media  dashboard   Channel   Investment   ROMI   Return   Brand  equity   ($100)   n/a   $40   Baseline   Offline   $7   330%   $30   TV,  print,  outdoor,  etc   Direct   $1   400%   $5   Direct  mail,  email,  etc   Online   $2   1150%   $25   Search,  display,  social,  etc  December  2011   ©  Datalicious  Pty  Ltd   5  
  6. 6. >  Duplica,on  across  channels     Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Email     Email   Blast   PlaNorm   $   Organic   Google   Search   Analy,cs   $  December  2011   ©  Datalicious  Pty  Ltd   6  
  7. 7. >  Cookie  expira,on  impact   Paid     Bid     Search   Mgmt   $   Banner     Banner     Ad     Ad  Click   Ad  View   Server   $   Email     Email   Expira,on   Blast   PlaNorm   $   Organic   Google   Search   Analy,cs   $  December  2011   ©  Datalicious  Pty  Ltd   7  
  8. 8. >  De-­‐duplica,on  across  channels     Paid     Search   $   Banner     Ads   $   Central   Analy,cs   PlaNorm   Email     Blast   $   Organic   Search   $  December  2011   ©  Datalicious  Pty  Ltd   8  
  9. 9. >  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  December  2011   ©  Datalicious  Pty  Ltd   9  
  10. 10. >  Media  channels  feed  each  other   TV/Print     audience   Banner   Search   audience   audience  December  2011   ©  Datalicious  Pty  Ltd   10  
  11. 11. >  Ad  server  exposure  test   Banner   TV/Print   Search   Impression   Response   Response   $   Banner   Search   Direct   Impression   Response   Response   $   Users  are   segmented   before  1st   ad  is  even   Exposed  group:  90%  of  users  get  branded  message   served     Control  group:  10%  of  users  get  non-­‐branded  message   Banner   Search   Direct   Impression   Response   Response   $  December  2011   ©  Datalicious  Pty  Ltd   11  
  12. 12. >  Indirect  display  impact    December  2011   ©  Datalicious  Pty  Ltd   12  
  13. 13. >  Indirect  display  impact    December  2011   ©  Datalicious  Pty  Ltd   13  
  14. 14. >  Indirect  display  impact    December  2011   ©  Datalicious  Pty  Ltd   14  
  15. 15. >  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  December  2011   ©  Datalicious  Pty  Ltd   15  
  16. 16. >  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    December  2011   ©  Datalicious  Pty  Ltd   16  
  17. 17. >  Full  purchase  path  tracking   Introducer   Influencer   Influencer   Closer   $   Paid     Display     Social   Direct     Online   search   ad  clicks   referrals   site  visits   sales   Display     Affiliate   Social     Retail     Offline   ad  views   clicks   buzz   store  visits   sales   TV/print     Organic   Website   Direct  mail,   Life,me   ad  views   search   events   emails   profit  December  2011   ©  Datalicious  Pty  Ltd   17  
  18. 18. >  Search  call  to  ac,on  for  offline    December  2011   ©  Datalicious  Pty  Ltd   18  
  19. 19. >  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  December  2011   ©  Datalicious  Pty  Ltd   20  
  20. 20. >  Event  ROI  extrapola,on   Product   Applica,on   Applica,on   Offline   Campaign   view   start   complete   conversion   @   @   Campaign   $10   $30   $60   $100   Campaign   $10   $30   $100   Campaign   $10   $100  December  2011   ©  Datalicious  Pty  Ltd   21  
  21. 21. >  Single  source  of  truth  repor,ng   Insights   Repor,ng  December  2011   ©  Datalicious  Pty  Ltd   22  
  22. 22. >  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  December  2011   ©  Datalicious  Pty  Ltd   23  
  23. 23. >  Raw  a(ribu,on  data  Web  Analy,cs  data  sample  (AD  IMPRESSION  >)  AFFILIATE  >  SEARCH  >  $$$  SEARCH  >  SOCIAL  >  EMAIL  >  DIRECT  >  $$$    Ad  Server  data  sample  01/01/2011  12:00  AD  IMPRESSION  01/01/2011  12:05  ORGANIC  SEARCH  07/01/2011  17:00  EMAIL  08/01/2011  15:00  $$$    December  2011   ©  Datalicious  Pty  Ltd   24  
  24. 24. >  Purchase  path  for  each  cookie   Mobile   Home   Work   Tablet   Media   Etc  December  2011   ©  Datalicious  Pty  Ltd   25  
  25. 25. >  Combining  data  sources  December  2011   ©  Datalicious  Pty  Ltd   26  
  26. 26. >  Understanding  channel  mix  December  2011   ©  Datalicious  Pty  Ltd   27  
  27. 27. >  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  akributed  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.    December  2011   ©  Datalicious  Pty  Ltd   29  
  28. 28. >  Adjus,ng  for  offline  impact   -­‐5   -­‐15   -­‐10   +5   +15   +10  December  2011   ©  Datalicious  Pty  Ltd   30  
  29. 29. >  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.  December  2011   ©  Datalicious  Pty  Ltd   31  
  30. 30. >  Path  across  different  segments   Introducer   Influencer   Influencer   Closer   $   Product     Channel  1   Channel  2   Channel  3   Channel  4   A  vs.  B   New   Channel  1   Channel  2   Channel  3   Channel  4   prospects   Exis,ng   Channel  1   Channel  2   Channel  3   Product  4   customers  December  2011   ©  Datalicious  Pty  Ltd   32  
  31. 31. >  ClearSaleing  media  a(ribu,on  December  2011   ©  Datalicious  Pty  Ltd   34  
  32. 32. December  2011   ©  Datalicious  Pty  Ltd   35  
  33. 33. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi(er.com/datalicious    December  2011   ©  Datalicious  Pty  Ltd   36  
  34. 34. Data  >  Insights  >  Ac,on  December  2011   ©  Datalicious  Pty  Ltd   37  

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