Datalicious is a 360 data agency founded in 2007 that provides media attribution and data-driven marketing services. It has a team of analysts and developers as well as carefully selected partners. The document discusses the complexity of attribution across different media channels and outlines various attribution models. It also addresses how to collect raw attribution data from different sources and combine it to understand a customer's full purchase path and adjust attribution accordingly.

1. > Media attribution < How to actually do it

2. > Short but sharp history Datalicious was founded late 2007 Strong Omniture web analytics history Now 360 data agency with specialist team Combination of analysts and developers Carefully selected best of breed partners Driving industry best practice (ADMA) Turning data into actionable insights Executing smart data driven campaigns April 2011 © Datalicious Pty Ltd 2

3. > Clients across all industries April 2011 © Datalicious Pty Ltd 3

4. > Smart data driven marketing April 2011 © Datalicious Pty Ltd 4 Media AttributionOptimise channel mix TargetingIncrease relevance TestingImprove usability $$$

5. April 2011 © Datalicious Pty Ltd 5 Questions?Tweet @datalicious

6. > Campaign flows are complex April 2011 © Datalicious Pty Ltd 6 Organic search PR, WOM,events, etc = Paid media = Viral elements = Sales channels Home pages, portals, etc YouTube, blog, etc Paid search TV, print, radio, etc Direct mail, email, etc Landing pages, offers, etc Display ads, affiliates, etc FacebookTwitter, etc CRMprogram POS kiosks, loyalty cards, etc Call center, retail stores, etc

7. > Media channels overlap March 2011 © Datalicious Pty Ltd 7

8. > Indirect display impact April 2011 © Datalicious Pty Ltd 8

9. > Indirect display impact April 2011 © Datalicious Pty Ltd 9

10. > Success attribution models April 2011 © Datalicious Pty Ltd 10 Banner Ad Paid Search OrganicSearch$100 Success $100 Last channel gets all credit Banner Ad$100 Email Blast Success$100 First channel gets all credit Paid Search Paid Search$100 Banner Ad$100 Affiliate Referral$100 Success$100 All channels get equal credit Print Ad$33 Social Media$33 Paid Search$33 Success$100 All channels get partial credit

11. > First and last click attribution April 2011 © Datalicious Pty Ltd 11 Chart shows percentage of channel touch points that lead to a conversion. Paid/Organic Search Neither first nor last-click measurementwould provide true picture Emails/Shopping Engines

12. Closer > Full path to purchase April 2011 © Datalicious Pty Ltd 12 Influencer Influencer $ Introducer SEM Generic Banner Click Online Direct Visit SEO Branded Banner View SEOGeneric AffiliateClick Offline Social Media TV Ad SEO Branded Direct Visit Email Update Abandon

13. > Search call to action for offline March 2011 © Datalicious Pty Ltd 13

14. > Offline sales driven by online March 2011 © Datalicious Pty Ltd 14 Phone order Advertising campaign Credit check, fulfilment Retail order Confirmation email Website research Online order Online order confirmation Virtual orderconfirmation Cookie

15. > Single source of truth reporting April 2011 © Datalicious Pty Ltd 15 Insights Reporting

16. > Where to collect the data April 2011 © Datalicious Pty Ltd 16 Web Analytics Ad Server Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Banner impressions Banner clicks + Paid search clicks Lacking organic visits More granular & complex Lacking ad impressions Less granular & complex

17. >Raw attribution data Web Analytics AFFILIATE > SEO > $$$ SEM > SOCIAL > EMAIL > DIRECT > $$$ Ad Server 01/01/2011 12:00 AD IMPRESSION 01/01/2011 12:05 SEO 07/01/2011 17:00 EMAIL 08/01/2011 15:00 $$$ April 2011 © Datalicious Pty Ltd 17

18. > Combine purchase paths March 2011 © Datalicious Pty Ltd 18

19. > Understanding channel mix April 2011 © Datalicious Pty Ltd 19

21. > Website entry survey March 2011 © Datalicious Pty Ltd 21 De-duped Campaign Report Greatest Influencer on Branded Search / STS } Conversions attributed to search terms that contain brand keywords and direct website visits are most likely not the originating channel that generated the awareness and as such conversion credits should be re-allocated.

22. > Adjusting for offline impact April 2011 © Datalicious Pty Ltd 22 -15 -5 -10 +15 +5 +10

23. Closer > Custom attribution models April 2011 © Datalicious Pty Ltd 23 Influencer Influencer $ Introducer 25% 25% Even Attrib. 25% 25% ExclusionAttrib. 33% 33% 33% 0% Custom Attrib. ? ? ? ?

24. >ClearSaleing media attribution April 2011 © Datalicious Pty Ltd 24

25. April 2011 © Datalicious Pty Ltd 25

26. April 2011 © Datalicious Pty Ltd 26

27. April 2011 © Datalicious Pty Ltd 27 Slides + Webinardatalicious.com/attribution Questions? Talk to meStand 4, cbartens@datalicious.com

28. Data > Insights > Action