festival of marketing datalicious optimahub media attribution

USING DATA TO FATTEN THE FUNNEL

Data & TechnologyInsights & Analytics

TARGETING & MERCHANDISING

TESTING & OPTIMISATION

Boosting ROMI

Maximising reach, awareness and increase ROI

Improving relevance, engagement and loyalty

Remove conversion barriers and drive sales

MEDIA MODELLING & ATTRIBUTION

C L I E N T S A C R O S S A L L I N D U S T R I E S

3

BANGALORE

G R O W I N G G L O B A L P R E S E N C E

MELBOURNE AUCKLAND

SYDNEY

SINGAPORE

MANILA

MUNICH

LONDON

Which vendor or vendors do you or your clients use for attribution?

Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 5

Google

Adobe

Datalicious

ClearSaleing

Marin Software

Kenshoo

50%

56%

44%

52%

31%

8%

13%

6%

8%

6%

16%

0%

Company respondents Agency respondents

HALF THE MONEY I SPEND ON ADVERTISING IS WASTED, THE

TROUBLE IS I DON’T KNOW WHICH HALF.

JOHN WANAMAKER

MARKETING MEASUREMENT

NIRVANA

8

Channel Investment ROMI Return

Brand EquityBaseline

($100) n/a $40

OfflineTV, print, outdoor, etc

$7 330% $30

DirectDirect mail, email, etc

$1 400% $5

OnlineSearch, display, social, etc

$2 1150% $25

What do you/your clients regard as the benefits of marketing attribution?

9

Better allocation of budgets

across channels

Better understandingof how digital channels work

together

Insights intoconsumer and

customer behaviour

Better understanding of digital / offline

interactions

More accountabilityfor marketing

79%72% 74%

59%

71%

54%

65%

50%

65%58%

Company respondents Agency respondents

Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy

What has been the primary impact of attribution on you/client spending?

Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 10

Increases inspending across all digital marketing

channels

Increase in spending on some digital

marketing channels

No impact on digitalmarketing spending

Decrease in spending on some digital

marketing channels

Decrease in spendingacross all digital

channels

11%

40%

30%

11% 9%3%

54%

15% 19%

9%

Company respondents Agency respondents

MEDIA ATTRIBUTIONAPPROACHES

12

TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 CONVERSION

DISPLAY: $0 EMAIL: $0 SEARCH: $100 $100

DISPLAY: $100 EMAIL: $0 SEARCH: $0 $100

DISPLAY: $33 EMAIL: $33 SEARCH: $33 $100

DISPLAY: $30 EMAIL: $20 SEARCH: $50 $100

PATH TO PURCHASE

LAST CLICKATTRIBUTION

FIRST CLICKATTRIBUTION

EVENATTRIBUTION

CUSTOMATTRIBUTION

How would you rate the effectiveness of your attribution method?

Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 13

Very effective Somewhat effective Somewhat ineffective Very ineffective

Custommodelling

First touchor click

Position-based/‘Time decay’

View-through Even allocation(linear)

5%

41%

14%

41%

58%

27%

64%

15% 14%

56%

12%6%

28%

73%

11%

27%

14

VS

TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION

TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION

LAST CLICKATTRIBUTION

CUSTOM, ALGORITHMIC

0% 0% 0% 100%

45% 15% 10% 30%

DEVELOPINGATTRIBUTION

MODELS

17

TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N ???

TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION

TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION

TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION

DISPLAYINFLUENCES

OTHER CHANNELS

Facebook and Display ad click responses compared to search responses

19

DISPLAYCLICKS ONLY

DISPLAY PRECEDING(& LEADING TO) SEARCH

9.44x

ALL CHANNELSREACH UNIQUE

AUDIENCES

21

100%

25%

34%

7%

17%

17%

All paths

Multi-channel paths

Only SEM

Only eDM

Only Other Display

Only Facebook

% of converting paths

DISPLAYINFLUENCES

CONVERSIONS

Conversion rate uplight from multiple display ad impressions

23

7.187.16

Facebook Other display

Uplift inConversion

Rate

CHANNELS BEINGOVER/UNDER-

VALUED

Other Referrals

Swing in revenue by channel

25

The results from our recent media attribution study with

Facebook, which is the largest of its kind globally right now,

have shown that last click attribution is highly inaccurate and significantly undervalues certain media channels. As a

result, any media optimisation decisions based on last click

attribution are likely to lead to ineffective if not outright

dangerous budgeting decisions.

% change in revenue - multi-touch attribution vs last-click attribution

When switching from last-click to multi-touch attribution

Display Retargeting

Display Facebook

Other Display

Paid Search (SEM)

Direct

Organic Search (SEO)

Email

2371%

911%

749%

2%

2%

-3%

-10%

-25%

830% average

MEDIA MIXIMBALANCED

AS RESULT

Typical share of ad spend by channel compared to ROAS

27

Typical ROAS

(Multi-touch attribution model)

Typical share of spend

Display Facebook

Display retargeting

Paid Search (SEM)

Other Display

ACROSSAND WITHINCHANNELS

29

Direct (Offline media/ existing brand equity)

SEO

Other referral

eDM

SEM

Display Facebook

Display Facebookcustom audiences

Display retargeting

Display performance

Display mobile

Display contextual

Display behavioural

Display awareness

N/A - not tracked in this study

N/A - no digital ad spend

N/A - no digital ad spend

N/A - no digital ad spend

N/A - no digital ad spend$1,020k

$1,059k

$66k

$117k

$236k

$60k

$63k

$40k

$25k

$17k

$12k

$5k

$1.34

$1.75

$3.39

$2.22

$1.20

$1.03

Revenue ROAS ($1 = Neutral)

$0.41

$0.48

UK DATASUPPORTSIMBALANCE

31

Channel or platform

Spending (millions)

Share of total spend

Share of media time

Delta

Offline total £11,956 62% 51% +11%

Online total £7,194 38% 49% -11%

Mobile display £769 33% 48% -15%

Desktop display £1,504 67% 52% +15%

Mobile search £937 31% 38% +7%

Desktop search £2,085 69% 62% -7%

RESULTS OF ATTRIBUTION

ADOPTION

Which digital channels have seen an increased budget as a result?

Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 33

Company respondents Agency respondents

Display advertising

Paid search

Social media advertising (display on Facebook, etc.)

SEO

Content marketing

Social media marketing

Affiliate marketing

Mobile apps

Email

Video

64%

55%

41%

41%

36%

27%

23%

18%

18%

14%

50%

38%

47%

32%

27%

24%

12%

12%

12%

29%

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Including enterprise grade tag management platform SuperTag free of charge to help streamline tag implementation and maintenance

Datalicious OptimaHub USPs

Complete agency/tech stack independenceTransparent white-box architectureDedicated AWS RedShift instanceNear real-time data processingFlat-fee full-service model

41

Download the full media attribution

study across brands

http://data.li/mastudy

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