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Datalicious Media Attribution
1.
> Media a(ribu,on
< Media a'ribu+on or when tracking the last click is just not enough
2.
> About Datalicious
§ Datalicious was founded in November 2007 § Official Adobe & Google Analy+cs partner § 360 data agency with team of data specialists § Combina+on of analysts and developers § Blue chip clients across all industry ver+cals § Carefully selected best of breed partners § Driving industry best prac+ce with ADMA § Turning data into ac+onable insights § Execu+ng smart data driven campaigns October 2012 © Datalicious Pty Ltd 2
3.
> Smart data
driven marke,ng “Using data to widen the funnel” Media A(ribu,on & Modeling Op,mise channel mix, predict sales Targe,ng & Merchandising Increase relevance, reduce churn Tes,ng & Op,misa,on Remove barriers, drive sales Boos,ng ROMI October 2012 © Datalicious Pty Ltd 3
4.
> Clients across
all industries October 2012 © Datalicious Pty Ltd 4
5.
Media a(ribu,on =
Giving credit where credit it is due October 2012 © Datalicious Pty Ltd 5
6.
> 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 October 2012 © Datalicious Pty Ltd 6
7.
> Channels influence
each other = 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, Website, call loyalty cards, etc center, retail October 2012 © Datalicious Pty Ltd 7
8.
> 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 October 2012 © Datalicious Pty Ltd 8
9.
> 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 October 2012 © Datalicious Pty Ltd 9
10.
> Ad clicks
inadequate measure Only a small minority of people actually click on ads, the majority merely processes them (if at all) like any other adver+sing without an immediate response so adver+sers cannot rely on clicks as the sole success measure but should instead focus on impressions delivered October 2012 © Datalicious Pty Ltd 10
11.
> Indirect display
impact October 2012 © Datalicious Pty Ltd 11
12.
> Indirect display
impact October 2012 © Datalicious Pty Ltd 12
13.
> Indirect display
impact October 2012 © Datalicious Pty Ltd 13
14.
> Full purchase
path tracking Introducer Influencer Influencer Closer $ Paid Display Organic Direct Online search ad clicks search site visits sales Display Affiliate Social Emails, Offline ad views clicks referrals direct mail sales TV/print Organic Social Retail Life,me responses search buzz visits profit October 2012 © Datalicious Pty Ltd 14
15.
> Full purchase
path tracking Introducer Influencer Influencer Closer $ Paid Display Organic Direct Online search ad clicks search site visits leads Display Affiliate Social Emails, Offline ad views clicks referrals direct mail sales TV/print Organic Social Retail Life,me responses search buzz visits profit October 2012 © Datalicious Pty Ltd 15
16.
> Path across
different segments Introducer Influencer Influencer Closer $ Product Channel 1 Channel 2 Channel 3 Channel 4 A vs. B Clients vs. Channel 1 Channel 2 Channel 3 Channel 4 prospects Brand vs. Channel 1 Channel 2 Channel 3 Channel 4 direct resp. October 2012 © Datalicious Pty Ltd 16
17.
> Purchase path
example October 2012 © Datalicious Pty Ltd 17
18.
> Purchase path
data example U123 1/1/12 12:00 RED AD YAHOO NEWS $20 U123 1/1/12 12:05 RED AD SMH FINANCE $20 U123 1/1/12 12:10 GOOGLE BRAND TERM -‐ U123 1/1/12 12:11 WEBSITE VISIT -‐ U123 1/1/12 12:12 WEBSITE EVENT -‐ U123 3/1/12 14:00 GOOGLE GENERIC TERM $20 U123 3/1/12 14:01 WEBSITE VISIT -‐ U123 7/1/12 17:00 EMAIL OPEN $20 U123 8/1/12 15:00 GOOGLE BRAND TERM $20 U123 8/1/12 15:01 WEBSITE CONVERSION $100 October 2012 © Datalicious Pty Ltd 18
19.
> Full vs.
par,al purchase path data Display Display Email Search impression impression response response $ ✖ ✔ ✔ ✔ Display Display Display Direct impression impression impression visit $ ✖ ✖ ✔ ✔ Display Display Display Display impression impression impression response $ ✖ ✖ ✔ ✔ Display Display Search Search impression impression response response $ ✖ ✔ ✔ ✔ October 2012 © Datalicious Pty Ltd 19
20.
> Full vs.
par,al purchase path data Display Display Email Search impression impression response response $ ✖ ✔ ✔ ✔ Display impression 5% to 65% variance Display impression Display impression Direct visit $ ✖ in conversion a(ribu,on ✖ ✔ ✔ Display for different channels due to Display Display Display $ impression par,al purchase path data impression impression response ✖ ✖ ✔ ✔ Display Display Search Search impression impression response response $ ✖ ✔ ✔ ✔ October 2012 © Datalicious Pty Ltd 20
21.
> Tracking offline
sales online § Email click-‐through – Include offline sales flag in 1st email click-‐through URL aler offline sale to track an ‘assisted offline sales’ conversion § First login aler purchase – Similar to the above method, however offline sales flag happens via JavaScript parameter defined on 1st login § Unique phone numbers – Assign unique website numbers to responses from specific channels, search terms or even individual visitors to match offline call center results back to online ac+vity § Website entry survey for purchase intent – Survey website visitors to at least measure purchase intent in case actual offline sales cannot be tracked October 2012 © Datalicious Pty Ltd 21
22.
> Offline sales
driven by online Adver,sing Phone Fulfilment, campaign sales CRM, etc Retail Confirma,on sales email, 1st login Website Online Online sales Virtual sales research sales confirma,on confirma,on Cookie October 2012 © Datalicious Pty Ltd 22
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> Tracking offline
responses online § Search calls to ac+on for TV, radio, print – Unique search term only adver+sed in print so all responses from that term must have come from print § PURLs (personalised URLs) for direct mail – Brand.com/customer-‐name redirects to new URL that includes tracking parameter iden+fying response as DM § Website entry survey for direct/branded visits – Survey website visitors that have come to site directly or via branded search about their media habits, etc § Combine data sets into media a'ribu+on model – Combine raw data from online purchase path, website entry survey and offline sales with offline media placement data in tradi+onal (econometric) media a'ribu+on model October 2012 © Datalicious Pty Ltd 23
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> Search call
to ac,on for offline October 2012 © Datalicious Pty Ltd 24
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> Personalised URLs
for direct mail ChrisBartens.company.com > redirect to > company.com? CampaignID=DM:123& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=A6& NextBestOffer=A7& ChurnRisk=Low [...] October 2012 © Datalicious Pty Ltd 25
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October 2012
© Datalicious Pty Ltd 26
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What promoted your
visit today? q Recent branch visit q Saw an ad on television q Saw an ad in the newspaper q Recommenda+on from family/friends q […] How likely are you to apply for a loan? q Within the next few weeks q Within the next few months q I am a customer already October 2012 q […] © Datalicious Pty Ltd 27
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> 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 a'ributed 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. October 2012 © Datalicious Pty Ltd 28
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> Adjus,ng for
offline impact -‐5 -‐15 -‐10 +5 +15 +10 October 2012 © Datalicious Pty Ltd 29
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> Tradi,onal modelling
to fill gaps Use of tradi+onal econometric modelling to measure the impact of communica+ons on sales for offline channels where it cannot be measured directly through smart calls to ac+on online (and thus cookie level purchase path data). October 2012 © Datalicious Pty Ltd 30
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> Purchase path
vs. a(ribu,on § Important to make a dis+nc+on between media a'ribu+on and purchase path tracking – Not the same, one is necessary to enable the other § Tracking the complete purchase path, i.e. every paid and organic campaign touch point leading up to a conversion is a necessary requirement to be able to actually do media a'ribu+on or the alloca+on or conversion credits back to campaign touch points – Purchase path tracking is the data collec+on and media a'ribu+on is the actual analysis or modelling October 2012 © Datalicious Pty Ltd 31
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> Media a(ribu,on
example Even/weighted a'ribu+on Last click a'ribu+on COST PER CONVERSION October 2012 © Datalicious Pty Ltd 32
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> Media a(ribu,on
example ? TV/Print Even/weighted a'ribu+on ? Internal ? ads Website content ? Email ? Last click a'ribu+on Direct mail COST PER CONVERSION October 2012 © Datalicious Pty Ltd 33
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> Media a(ribu,on
models Display Display Display Search impression impression response response $100 Last click 0% 0% 0% 100% a(ribu,on Even 25% 25% 25% 25% a(ribu,on Weighted X% X% Y% Z% a(ribu,on October 2012 © Datalicious Pty Ltd 34
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> Media a(ribu,on
models Introducer Influencer Influencer Closer $ Product ?% ?% ?% ?% A vs. B Prospects ?% ?% ?% ?% vs. clients Brand vs. ?% ?% ?% ?% direct resp. October 2012 © Datalicious Pty Ltd 35
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> Media a(ribu,on
example Publisher 1 Publisher 2 TOTAL CONVERSION VALUE Increase Publisher 3 spend […] Reduce Increase spend spend Publisher N ROI FULL PURCHASE PATH October 2012 © Datalicious Pty Ltd 36
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> Media a(ribu,on
case studies § Suncorp: Implementa+on of ad server data collec+on tags via SuperTag to facilitate the collec+on of full purchase path data in the company’s DoubleClick ad server. Followed by a manual one-‐ off data analysis including a'ribu+on model development in phase 1 as well as report automa+on in a dedicated Splunk environment in phase 2. – 2,078% project ROI from implementa+on of ini+al quick wins only by reducing media waste respec+vely cost for a limited set of brands in phase 1. § Telstra: Implementa+on of ad server data collec+on tags via SuperTag to facilitate the collec+on of full purchase path data in the company’s Atlas ad server. Followed by a manual one-‐off data analysis including a'ribu+on model development. – 403% project ROI from implementa+on of ini+al quick wins only by reducing media waste respec+vely cost. October 2012 © Datalicious Pty Ltd 37
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Datalicious Op,maHub October
2012 © Datalicious Pty Ltd 38
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> Op,maHub plaoorm
architecture SuperTag app JavaScript SuperTag JS JavaScript Client pages Tags Browser genera,ng JS hosted by client referencing execu,ng app.supert.ag or on c.supert.ag SuperTag JS SuperTag JS Requests Addi,onal 3rd party data (i.e. CRM, ad server POS, social, etc) data collec,on Data Data Splunk saved Dedicated Splunk Data SuperTag searches and client Splunk processing DataCollector dashboards server(s) Server(s) d.supert.ag October 2012 © Datalicious Pty Ltd 39
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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > About
Datalicious October 2012 © Datalicious Pty Ltd 40
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> Short but
sharp history § Datalicious was founded in November 2007 § Official Adobe & Google Analy+cs partner § 360 data agency with team of data specialists § Combina+on of analysts and developers § Blue chip clients across all industry ver+cals § Carefully selected best of breed partners § Driving industry best prac+ce with ADMA § Turning data into ac+onable insights § Execu+ng smart data driven campaigns October 2012 © Datalicious Pty Ltd 41
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> Smart data
driven marke,ng “Using data to widen the funnel” Media A(ribu,on & Modeling Op,mise channel mix, predict sales Targe,ng & Merchandising Increase relevance, reduce churn Tes,ng & Op,misa,on Remove barriers, drive sales Boos,ng ROMI October 2012 © Datalicious Pty Ltd 42
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> Wide range
of data services Data Insights Ac,on Plaoorms Analy,cs Campaigns Data collec,on and processing Data mining and modelling Data usage and applica,on Adobe, Google Analy,cs, etc Tableau, Splunk, SPSS, etc Alterian, SiteCore, Inxmail, etc Web and mobile analy,cs Customised dashboards Targe,ng and merchandising Tag-‐less online data capture Media a(ribu,on analysis Marke,ng automa,on Retail and call center analy,cs Media mix modelling CRM strategy and execu,on Data warehouse solu,ons Social media monitoring Data driven websites Single customer view Customer segmenta,on Tes,ng programs October 2012 © Datalicious Pty Ltd 43
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> Over 50
years of experience Chris+an Bartens Elly Gillis Michael Savio Chaoming Li Founder & Director General Manager Head of Insights Head of Data § Bachelor of Business § Bachelor of § Bachelor of Arts & § Bachelor of Management with Communica+ons with Science with applied Technology with marke+ng focus print and digital focus mathema+cs focus microelectronics focus § Web analy+cs and § Digital marke+ng and § CRM and marke+ng § Solware and website digital marke+ng project management research and analy+cs development work work experience work experience work experience experience § Space2go, E-‐Lol, § M&C Saatchi, Mark, § ANZ Bank, Australian § Standards Australia, Tourism Australia Holler, Tequila, IAG, Bureau of Sta+s+c, DF Securi+es, Globiz, § SuperTag founder, OneDigital, Telstra DBM Consultants Etang ADMA Analy+cs Chair, § Australian gold medal § ADMA lecturer on § Developing his own I-‐COM Board Member in surf boat rowing marke+ng tes+ng CMS plazorm LinkedIn profile LinkedIn profile LinkedIn profile LinkedIn profile October 2012 © Datalicious Pty Ltd 44
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> Best of
breed partners October 2012 © Datalicious Pty Ltd 45
46.
> Clients across
all industries October 2012 © Datalicious Pty Ltd 46
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> Great customer
feedback “[…] Datalicious quickly earned our respect and confidence […] understand our business needs, deliver value, push our thinking […]. Likeable, transparent and trustworthy. I would be happy to recommend Datalicious to anyone.” Murray Howe, Execu+ve Manager, Suncorp Group "[…] Datalicious brought with them best prac>ce analy>cs to demonstrate the true value of our marke>ng dollars […] have become a criBcal business partner […] provided great insights which have driven key business decisions.” Trang Young, Senior Marke+ng Manager, E*Trade Australia “The Datalicious guys are great to work along side […] 'no stone unturned' approach to finding solu>ons to challenges […] knowledge and passion for web analy>cs and best of breed web opBmizaBon was second to none” Steve Brown, Senior Business Analyst, Vodafone “[…] The Vodafone implementa>on of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 […]. It is an amazing founda>on for taking ac>on on the data and improving ROI.” Adam Greco, Consul+ng Lead, Omniture October 2012 © Datalicious Pty Ltd 47
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> Great customer
feedback "[…] Datalicious understand the value of informa>on and how to leverage it using best of breed soEware. I would recommend the team without hesita>on [...]." James Fleet, Marke+ng Director, Appliances Online "[...] Datalicious have been inBmately involved in building our analyBcs soluBon. Most importantly their knowledge of best prac>ce combined with innova>ve solu>ons has allowed our business to remain nimble and current. They are also nice guys." Tzvi Balbin, Group Digital Marke+ng Lead, Catch of the Day "[...] Datalicious are helping us to move from a last click campaign measurement model to a more accurate media aFribu>on approach. [...] potenBal to significantly change our media planning [...]. Highly recommended." Keith Mirgis, Senior Digital & Social Media Marke+ng Manager, Telstra "We engaged Datalicious to support a strategic change in our business [...] understand our customers [and their transac>ons] beFer to ensure we retained as many as possible [...]" Natalie Farrell, Direct Marke+ng Manager, Luxo}ca October 2012 © Datalicious Pty Ltd 48
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Contact us
cbartens@datalicious.com Learn more blog.datalicious.com Follow us twi(er.com/datalicious October 2012 © Datalicious Pty Ltd 49
50.
Data > Insights
> Ac,on October 2012 © Datalicious Pty Ltd 50
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