first click media attribution
DESCRIPTION
The presentation illustrates and describes media attribution across channels.TRANSCRIPT
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> Media a(ribu,on < When measuring the last click
is just not good enough
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> 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 October 2011 © Datalicious Pty Ltd 2
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> Smart data driven marke,ng
October 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”
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> Wide range of data services
October 2011 © Datalicious Pty Ltd 4
Data PlaIorms Data collec,on and processing Web analy,cs solu,ons Omniture, Google Analy,cs, etc Tag-‐less online data capture End-‐to-‐end data plaIorms IVR and call center repor,ng Single customer view
Insights Analy,cs Data mining and modelling Customised dashboards Tableau, Splunk, SPSS, etc Media a(ribu,on models Market and compe,tor trends Social media monitoring Customer profiling
Ac,on Campaigns Data usage and applica,on Marke,ng automa,on Alterian, SiteCore, Inxmail, etc Targe,ng and merchandising Internal search op,misa,on CRM strategy and execu,on Tes,ng programs
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> Clients across all industries
October 2011 © Datalicious Pty Ltd 5
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> Media a(ribu,on
101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010
October 2011 © Datalicious Pty Ltd 6
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> The ideal marke,ng dashboard
October 2011 © Datalicious Pty Ltd 7
Channel Investment ROMI Return
Brand equity Baseline ($100) n/a $40
Offline TV, print, outdoor, etc $7 77% $30
Direct Direct mail, email, etc $1 90% $10
Online Search, display, social, etc
$2 90% $20
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Direct mail, email, etc
Facebook Twi(er, etc
> Campaign flows are complex
October 2011 © Datalicious Pty Ltd 8
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
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TV/Print audience
Search audience
Banner audience
> Media channels feed each other
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> Indirect display impact
October 2011 © Datalicious Pty Ltd 10
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> Success a(ribu,on models
October 2011 © Datalicious Pty Ltd 11
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
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> First and last click a(ribu,on
October 2011 © Datalicious Pty Ltd 12
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
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Closer
Paid search
Display ad views
TV/print responses
> Track full path to purchase
October 2011 © Datalicious Pty Ltd 13
Influencer Influencer $
Display ad clicks
Online sales
Organic search
Affiliate clicks
Offline sales
Organic search
Website events
CRM, DM/eDMs
Life,me profit
Direct visits
Social referrals
Organic search
Introducer
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> Search call to ac,on for offline
October 2011 © Datalicious Pty Ltd 14
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> Offline sales driven by online
October 2011 © Datalicious Pty Ltd 16
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
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> Event ROI extrapola,on
October 2011 © Datalicious Pty Ltd 17
Product view
Applica,on start
Offline conversion
$10 $100
$100
$100
$30 $60
Campaign
$10 $30
$10
Applica,on complete
@ @
Campaign
Campaign
Campaign
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> Single source of truth repor,ng
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Insights Repor,ng
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> Where to collect the data
October 2011 © Datalicious Pty Ltd 19
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
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> Raw a(ribu,on data
Web Analy,cs 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 $$$
October 2011 © Datalicious Pty Ltd 20
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> Combine purchase paths
October 2011 © Datalicious Pty Ltd 21
Mobile Home Work
Tablet Media Etc
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> Op,mise media to profit
October 2011 © Datalicious Pty Ltd 22
Media (costs)
ClearSaleing (ROMI)
CRM (profit)
Centralised plaeorm to combine media costs and life>me customer value to provide accurate ROMI repor>ng
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> Understanding channel mix
October 2011 © Datalicious Pty Ltd 23
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> Website entry survey
October 2011 © Datalicious Pty Ltd 25
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.
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> Adjus,ng for offline impact
October 2011 © Datalicious Pty Ltd 26
+15 +5 +10 -‐15 -‐5 -‐10
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Closer
25%
> Custom a(ribu,on models
October 2011 © Datalicious Pty Ltd 27
Influencer Influencer $
25% Even A(rib.
Exclusion A(rib.
Custom A(rib.
25% 25%
Introducer
33% 33% 33% 0%
? ? ? ?
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> ClearSaleing media a(ribu,on
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> Prerequisite: Container tag
October 2011 © Datalicious Pty Ltd 31
Datalicious
SuperTag or similar
Conversion Tracking
Conversion De-‐duping
Media A(ribu,on
Behavioral Targe,ng
A/B Tes,ng Heat Maps
Live Chat
Web Analy,cs
Any JavaScript
Easily implement and update any tag on any websites without or limited IT involvement De-‐duplicate conversions for CPA deals and align repor>ng figures across plaeorms Collect accurate mul>-‐channel media akribu>on data to provide advanced insights Enable advanced features such as targe>ng, tes>ng and chat to op>mise user experience
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October 2011 © Datalicious Pty Ltd 32 SuperTag: Central tag management plaIorm
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October 2011 © Datalicious Pty Ltd 33
Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi(er.com/datalicious
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Data > Insights > Ac,on
October 2011 © Datalicious Pty Ltd 34