clearsaleing media attribution
DESCRIPTION
The presentation illustrates on how to optimize media.TRANSCRIPT
> Media A)ribu-on < Death to last click measurement or
how to op3mise your media
> Short but sharp history
§ Datalicious was founded late 2007 § Strong Omniture web analy3cs history § Now 360 data agency with specialist team § Combina3on of analysts and developers § Carefully selected best of breed partners § Evangelizing smart data driven marke3ng § Making data accessible and ac3onable § Driving industry best prac3ce (ADMA)
March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 2
> Clients across all industries
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> Smart data driven marke-ng
March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 4
Media A)ribu-on
Op-mise channel mix
Tes-ng Improve usability
$$$
Targe-ng Increase relevance
> Media a)ribu-on
101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 5
Direct mail, email, etc
Facebook Twi)er, etc
> Complex campaign flows
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POS kiosks, loyalty cards, etc
CRM program
Home pages, portals, etc
YouTube, blog, etc
Paid search
Organic search
Landing pages, offers, etc
PR, WOM, events, etc
TV, print, radio, etc
= Paid media
= Viral elements
Call center, retail stores, etc
= Sales channels
Display ads, affiliates, etc
> Duplica-on across channels
March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 7
Banner Ads
Email Blast
Paid Search
Organic Search
$ Bid Mgmt
Ad Server
Email PlaSorm
Google Analy-cs
$
$
$
> Cookie expira-on impact
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Banner Ad Click
Email Blast
Paid Search
Organic Search
Bid Mgmt
Ad Server
Email PlaSorm
Google Analy-cs
$
$
$
$
Expira-on
Banner Ad View
Central Analy-cs PlaSorm
$
$
$
> De-‐duplica-on across channels
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Banner Ads
Email Blast
Paid Search
Organic Search
$
> Success a)ribu-on models
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Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate Referral $100
Success $100
Success $100
Banner Ad
Paid Search
Organic Search $100
Success $100
Last channel gets all credit
First channel gets all credit
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success $100
All channels get par-al credit
Paid Search
> First and last click a)ribu-on
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Chart shows percentage of channel touch points that lead to a conversion.
Neither first nor last-‐click measurement would provide true picture
Paid/Organic Search
Emails/Shopping Engines
Closer
SEM Generic
Banner View
TV Ad
> Full path to purchase
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Influencer Influencer $
Banner Click Online
SEO Generic
Affiliate Click Offline
SEO Branded
Direct Visit
Email Update Abandon
Direct Visit
Social Media
SEO Branded
Introducer
> Search call to ac-on for offline
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> Offline sales driven by online
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Website research
Phone order
Retail order
Online order
Cookie
Adver-sing campaign
Credit check, fulfilment
Online order confirma-on
Virtual order confirma-on
Confirma-on email
> Understanding channel mix
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> Adjus-ng for offline impact
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+15 +5 +10 -‐15 -‐5 -‐10
Closer
25%
> Success a)ribu-on models
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Influencer Influencer $
25% Even A)rib.
Exclusion A)rib.
Pa)ern A)rib.
25% 25%
Introducer
33% 33% 33% 0%
30% 20% 20% 30%
March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 18
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Data > Insights > Ac-on