Eliminate the use of inaccurate ‘last click’ attribution with OptimaHub MediaAttribution. Advertisers can use this tool to get an accurate marketing ROI across all channels and to optimise media spend accordingly.

1. OPTIMAHUB MEDIAATRIBUTION

2. Agenda
■ Datalicious Overview
■ Client Driven Solutions
■ MediaAttribution
■ Next Steps
■ Thank You
01

3. At a glance
Full service digital marketing & analytics agency
■ Founded 2007 in Sydney, Australia
■ Now active in AUS, NZ, PH, US, UK
02
Part of the Veda Family
■ 430+ employees
■ $1.7bn+ market cap
■ 80+ clients served
■ 300+ successful projects delivered

4. Innovation factor
03
Australia is a long way away
● We have a fresh perspective
● Geographic separation allows us to focus on products & services
Australia is also an innovation zone
● Sydney & Melbourne highest rate of data-driven startups in the world
(Startup Ecosystem Report 2012)

5. Our Clients
04

6. 05
Great customer feedback
“Datalicious quickly earned our respect
and confidence, understand our business
needs.”
Murray Howe, Executive Manager, Suncorp Group
“Datalicious worked hard to understand
our business, engage stakeholders and
recommend a Single Customer View and
CRM solution.”
Vincent Dempsey, Head of Digital Media, Network Ten
“Datalicious are helping us move from a
last click campaign measurement model
to a more accurate attribution approach.”
Keith Mergis, Senior Digital Marketer, Telstra
““The Datalicious guys are great to work
alongside […] knowledge and passion for
web analytics and best of breed web
optimization was second to none”
Steve Brown, Senior Business Analyst, Vodafone

7. 06
Over 50 years of experience
Christian Bartens
Founder & Director
Elly Gillis
General Manager
Juan Delard
Head of Data
Mat Hauck
VP, Global Partnerships
Michael Savio
Head of Insights
Antony Wilcox
Account Director

8. 07
Our team

9. About Datalicious
08
What problems are we solving?
■ Auditing and recommendations to drive data performance
■ Actionable insights to boost marketing ROI
■ Promote brand loyalty via predictive analytics
■ Increase conversions with page optimisation & tag management
■ Drive engagement via CRM & marketing automation services
■ Influence reach & awareness through media attribution, media mix modelling &
customer segmentation

10. 09
Using data to fatten the funnel

11. 10

12. OptimaHub MediaAttribution
11

13. Challenge: Wasted Ad Budgets
12
How do you know which half of the ad budget is
wasted?
■ Marketers who don’t understand attribution lose business
■ 60% of marketers have low confidence in mix planning &
measurement
■ Complexity of accurate tagging and tracking decreases
time-to-market

14. Challenge: Taking Action
13
Connecting real-time insights to real-time action
■ How do I setup ongoing attribution modelling and feed it
into my BI solution?
■ I need a live modelling and action tool because periodical
reporting means I’m always behind on my optimisation

15. Solution: MediaAttribution
14
ATTRIBUTE CONVERSIONS ACROSS CHANNELS
Develop highly accurate and flexible custom
attribution models
Use attribution insights to make informed media
spend decisions
Covers wide range of purchase path touchpoints:
Web, mobile, phone, social

16. Compare channel performance
using multiple media attribution
models
15 OptimaHub MediaAttribution

17. OptimaHub MediaAttribution helps advertisers
optimise media spend with custom attribution
modelling and advanced display analytics.
16

18. 17 DisplayAnalytics

19. Attribution modelling can include any relevant
data source including offline media as well
technical factors that may affect ad serving
18

20. 19 ErrorAnalytics

21. 20 SpeedAnalytics

22. Track any online enabled channel using custom
tags. Affiliate networks can even track and
attribute conversions from partner sites
21

23. 22

24. Action Insights
23
USE DATAEXCHANGE TO ACTION DATA
■ Lookup, exchange and persist data between platforms & domains
that cannot usually exchange cookie data
PUSH INSIGHTS TO CAMPAIGN TOOLS
■ CRM / DMP / eDM
BUILD A CUSTOMER EXPERIENCE IN REAL-TIME
■ Expose predictions to SuperTag for real-time suggestions, eg.
PURLs

25. Action with DataExchange

26. 25
Case Study
Media Attribution
Telstra purchase path
tracking and media
attribution modelling across
all digital channels
including social such as
Facebook ads, designed to
optimise the entire digital
budget mix resulting in an
overall project ROI of 403%.
“Datalicious are helping us
move from a last click
campaign measurement
model to a more accurate
attribution approach.”
Senior Digital Marketer, Telstra

27. Next Steps
Attribute conversions across channels
■ Develop highly accurate and flexible custom attribution models
■ Use attribution insights to make informed media spend decisions
■ Covers wide range of purchase path touchpoints:
26
Web, mobile, phone, social
Sign up for a demo at www.optimahub.com

28. SMART DATA
DRIVEN MARKETING