content king media attribution

> Media a(ribu,on < When measuring the last click

is just not good enough

> Short but sharp history §  Datalicious was founded in late 2007 §  Strong Omniture web analy>cs history §  1 of 4 preferred Omniture partners globally §  Now 360 data agency with specialist team §  Combina>on of analysts and developers §  Carefully selected best of breed partners §  Driving industry best prac>ce (ADMA) §  Turning data into ac>onable insights §  Execu>ng smart data driven campaigns December 2011 © Datalicious Pty Ltd 2

> Smart data driven marke,ng

December 2011 © Datalicious Pty Ltd 3

Media A(ribu,on & Modeling

Op,mise channel mix, predict sales

Tes,ng & Op,misa,on Remove barriers, drive sales

Boos,ng ROI

Targeted Direct Marke,ng Increase relevance, reduce churn

“Using data to widen the funnel”

> Clients across all industries


> The ideal media dashboard


Channel Investment ROMI Return

Brand equity Baseline ($100) n/a $40

Offline TV, print, outdoor, etc $7 330% $30

Direct Direct mail, email, etc $1 400% $5

Online Search, display, social, etc

$2 1150% $25

> Duplica,on across channels


Banner Ads

Email Blast

Paid Search

Organic Search

$ Bid Mgmt

Ad Server

Email PlaNorm

Google Analy,cs

$

$

$

> Cookie expira,on impact


Banner Ad Click

Email Blast

Paid Search

Organic Search

Bid Mgmt

Ad Server

Email PlaNorm

Google Analy,cs

$

$

$

$

Expira,on

Banner Ad View

Central Analy,cs PlaNorm

$

$

$

> De-‐duplica,on across channels


Banner Ads

Email Blast

Paid Search

Organic Search

$

Direct mail, email, etc

Facebook Twi(er, etc

> Campaign flows are complex


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

TV/Print audience

Search audience

Banner audience

> Media channels feed each other


Users are segmented before 1st ad is even served

> Ad server exposure test


Banner Impression $ TV/Print

Response Search

Response

Banner Impression $ Search

Response Direct

Response

Exposed group: 90% of users get branded message

Banner Impression $ Search

Response Direct

Response

Control group: 10% of users get non-‐branded message

> Indirect display impact


> Success a(ribu,on models


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


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

Paid search

Display ad views

TV/print ad views

> Full purchase path tracking


Influencer Influencer $

Display ad clicks

Online sales

Affiliate clicks

Social buzz

Offline sales

Organic search

Website events

Direct mail, emails

Life,me profit

Social referrals

Retail store visits

Direct site visits

Introducer

> Search call to ac,on for offline


> Offline sales driven by online


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

> Event ROI extrapola,on


Product view

Applica,on start

Offline conversion

$10 $100

$100

$100

$30 $60

Campaign

$10 $30

$10

Applica,on complete

@ @

Campaign

Campaign

Campaign

> Single source of truth repor,ng


Insights Repor,ng

> Where to collect the data


Referral visits Social media visits Organic search visits Paid search visits Email visits, etc

Web Analy,cs Banner impressions

Banner clicks +

Paid search clicks

Ad Server

Lacking ad impressions Less granular & complex

Lacking organic visits More granular & complex

> Raw a(ribu,on data

Web Analy,cs data sample (AD IMPRESSION >) AFFILIATE > SEARCH > $$$ SEARCH > SOCIAL > EMAIL > DIRECT > $$$

Ad Server data sample 01/01/2011 12:00 AD IMPRESSION 01/01/2011 12:05 ORGANIC SEARCH 07/01/2011 17:00 EMAIL 08/01/2011 15:00 $$$


> Purchase path for each cookie


Mobile Home Work

Tablet Media Etc

> Combining data sources


> Understanding channel mix


> Website entry survey


Channel % of Conversions

Straight to Site 27%

SEO Branded 15%

SEM Branded 9%

SEO Generic 7%

SEM Generic 14%

Display Adver>sing 7%

Affiliate Marke>ng 9%

Referrals 5%

Email Marke>ng 7%

De-‐duped Campaign Report

} Channel % of Influence

Word of Mouth 32%

Blogging & Social Media 24%

Newspaper Adver>sing 9%

Display Adver>sing 14%

Email Marke>ng 7%

Retail Promo>ons 14%

Greatest Influencer on Branded Search / STS

Conversions akributed to search terms that contain brand keywords and direct website visits are most likely not the origina>ng channel that generated the awareness and as such conversion credits should be re-‐allocated.

> Adjus,ng for offline impact


+15 +5 +10 -‐15 -‐5 -‐10

Closer

25%

> Custom a(ribu,on models



25% Even A(rib.

Exclusion A(rib.

Custom A(rib.

25% 25%

Introducer

33% 33% 33% 0%

? ? ? ?

Closer

Channel 1

Channel 1

Channel 1

> Path across different segments



Channel 2

Channel 2 Channel 3

Channel 2 Channel 3 Product 4

Channel 3

Channel 4

Channel 4

Introducer

Product A vs. B

New prospects

Exis,ng customers

> ClearSaleing media a(ribu,on



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Data > Insights > Ac,on


content king media attribution

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