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 McKenzieEmpowe...
LasikPlus• LCA-Vision Inc., leading  provider of laser vision  correction services• 55 LasikPlus vision  centers in U.S.  ...
ChallengeFINDING THE OPTIMAL MIX
Finding the Optimal Mix• Shifting significant investment from traditional  to digital  – Requires more than last-click met...
Finding the Optimal Mix
SolutionATTRIBUTION MODELING
Attribution Modeling– Advanced digital attribution modeling  • Map consumer journey in digital to create consensus    with...
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 conversion...
ResultsTHE POWER OF PROOF
The Power of Proof–57% of appointments are multi-touch across digital  • display, paid, organic work together             ...
The Power of Proof–Revised baseline credit for each digital tactic in media mix Channel          Old Credit for   Attribut...
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
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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

    1. 1. How LasikPlus Spends Smart Using Attribution to Optimize Your Digital Media Mix 2/5/13 – 1:30 pm
    2. 2. Attribution: In Summary
    3. 3. Brand & AgencyKimberly Demaree-EppleLasikPlus VP of Marketing and Advertisinglasikplus.com | @LasikPlusDrew McKenzieEmpower MediaMarketing Director of Strategy@EmpowerMM | @DrewMcKenzie
    4. 4. 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
    5. 5. ChallengeFINDING THE OPTIMAL MIX
    6. 6. Finding the Optimal Mix• Shifting significant investment from traditional to digital – Requires more than last-click methodology – Limited scale at efficient cost per acquisition
    7. 7. Finding the Optimal Mix
    8. 8. SolutionATTRIBUTION MODELING
    9. 9. 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
    10. 10. Attribution Modeling
    11. 11. Attribution Modeling
    12. 12. Attribution Modeling
    13. 13. Attribution Modeling
    14. 14. Attribution Modeling
    15. 15. 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
    16. 16. ResultsTHE POWER OF PROOF
    17. 17. The Power of Proof–57% of appointments are multi-touch across digital • display, paid, organic work together Paid Display Organic
    18. 18. 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%
    19. 19. The Power of Proof–Continued data collection will benefit cross-channel modeling in the future
    20. 20. Attribution: In Summary
    21. 21. Questions Thank You Contact lasikplus.com | @LasikPlus@EmpowerMM | @DrewMcKenzie
    22. 22. How LasikPlus Spends Smart Using Attribution to Optimize Your Digital Media Mix 2/5/13 – 1:30 pm

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