First Click Media Attribution
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The presentation illustrates and describes media attribution across channels.
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First Click Media Attribution
- 1. > Media a(ribu,on < When measuring the last click is just not good enough
- 2. > 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
- 3. > Smart data driven marke,ng “Using data to widen the funnel” Media A(ribu,on & Modeling Op,mise channel mix, predict sales Targeted Direct Marke,ng Increase relevance, reduce churn Tes,ng & Op,misa,on Remove barriers, drive sales Boos,ng ROI October 2011 © Datalicious Pty Ltd 3
- 4. > Wide range of data services Data Insights Ac,on PlaIorms Analy,cs Campaigns Data collec,on and processing Data mining and modelling Data usage and applica,on Web analy,cs solu,ons Customised dashboards Marke,ng automa,on Omniture, Google Analy,cs, etc Tableau, Splunk, SPSS, etc Alterian, SiteCore, Inxmail, etc Tag-‐less online data capture Media a(ribu,on models Targe,ng and merchandising End-‐to-‐end data plaIorms Market and compe,tor trends Internal search op,misa,on IVR and call center repor,ng Social media monitoring CRM strategy and execu,on Single customer view Customer profiling Tes,ng programs October 2011 © Datalicious Pty Ltd 4
- 5. > Clients across all industries October 2011 © Datalicious Pty Ltd 5
- 6. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > Media a(ribu,on October 2011 © Datalicious Pty Ltd 6
- 7. > The ideal marke,ng dashboard Channel Investment ROMI Return Brand equity ($100) n/a $40 Baseline Offline $7 77% $30 TV, print, outdoor, etc Direct $1 90% $10 Direct mail, email, etc Online $2 90% $20 Search, display, social, etc October 2011 © Datalicious Pty Ltd 7
- 8. > Campaign flows are complex = Paid media Organic PR, WOM, search events, etc = Viral elements = Sales channels YouTube, Home pages, Paid TV, print, blog, etc portals, etc search radio, etc Direct mail, Landing pages, Display ads, email, etc offers, etc affiliates, etc CRM Facebook program Twi(er, etc POS kiosks, Call center, loyalty cards, etc retail stores, etc October 2011 © Datalicious Pty Ltd 8
- 9. > Media channels feed each other TV/Print audience Banner Search audience audience October 2011 © Datalicious Pty Ltd 9
- 10. > Indirect display impact October 2011 © Datalicious Pty Ltd 10
- 11. > Success a(ribu,on models Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par,al credit October 2011 © Datalicious Pty Ltd 11
- 12. > First and last click a(ribu,on Chart shows percentage of channel touch points that lead Paid/Organic Search to a conversion. Neither first Emails/Shopping Engines nor last-‐click measurement would provide true picture October 2011 © Datalicious Pty Ltd 12
- 13. > Track full path to purchase Introducer Influencer Influencer Closer $ Paid Display Direct Organic Online search ad clicks visits search sales Display Organic Affiliate Social Offline ad views search clicks referrals sales TV/print Organic Website CRM, Life,me responses search events DM/eDMs profit October 2011 © Datalicious Pty Ltd 13
- 14. > Search call to ac,on for offline October 2011 © Datalicious Pty Ltd 14
- 16. > Offline sales driven by online Adver,sing Phone Credit check, campaign order fulfilment Retail Confirma,on order email Website Online Online order Virtual order research order confirma,on confirma,on Cookie October 2011 © Datalicious Pty Ltd 16
- 17. > Event ROI extrapola,on Product Applica,on Applica,on Offline Campaign view start complete conversion @ @ Campaign $10 $30 $60 $100 Campaign $10 $30 $100 Campaign $10 $100 October 2011 © Datalicious Pty Ltd 17
- 18. > Single source of truth repor,ng Insights Repor,ng October 2011 © Datalicious Pty Ltd 18
- 19. > Where to collect the data Ad Server Web Analy,cs Banner impressions Referral visits Banner clicks Social media visits + Organic search visits Paid search clicks Paid search visits Email visits, etc Lacking organic visits Lacking ad impressions More granular & complex Less granular & complex October 2011 © Datalicious Pty Ltd 19
- 20. > 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
- 21. > Combine purchase paths Mobile Home Work Tablet Media Etc October 2011 © Datalicious Pty Ltd 21
- 22. > Op,mise media to profit Media ClearSaleing CRM (costs) (ROMI) (profit) Centralised plaeorm to combine media costs and life>me customer value to provide accurate ROMI repor>ng October 2011 © Datalicious Pty Ltd 22
- 23. > Understanding channel mix October 2011 © Datalicious Pty Ltd 23
- 25. > Website entry survey De-‐duped Campaign Report Greatest Influencer on Branded Search / STS } % of Channel % of Influence Channel Conversions Word of Mouth 32% Straight to Site 27% Blogging & Social SEO Branded 15% Media 24% SEM Branded 9% Newspaper 7% Adver>sing 9% SEO Generic 14% Display Adver>sing 14% SEM Generic 7% Email Marke>ng 7% Display Adver>sing Affiliate Marke>ng 9% Retail Promo>ons 14% Conversions akributed to search terms Referrals 5% that contain brand keywords and direct 7% website visits are most likely not the Email Marke>ng origina>ng channel that generated the awareness and as such conversion credits should be re-‐allocated. October 2011 © Datalicious Pty Ltd 25
- 26. > Adjus,ng for offline impact -‐5 -‐15 -‐10 +5 +15 +10 October 2011 © Datalicious Pty Ltd 26
- 27. > Custom a(ribu,on models Introducer Influencer Influencer Closer $ Even 25% 25% 25% 25% A(rib. Exclusion 33% 33% 33% 0% A(rib. ? ? ? ? Custom A(rib. October 2011 © Datalicious Pty Ltd 27
- 29. > ClearSaleing media a(ribu,on October 2011 © Datalicious Pty Ltd 29
- 30. October 2011 © Datalicious Pty Ltd 30
- 31. > Prerequisite: Container tag Easily implement and update Conversion any tag on any websites without Tracking or limited IT involvement Any Conversion JavaScript De-‐duping De-‐duplicate conversions for CPA deals and align repor>ng Datalicious figures across plaeorms Web Media Analy,cs SuperTag A(ribu,on or similar Collect accurate mul>-‐channel media akribu>on data to provide advanced insights Live Behavioral Chat Targe,ng A/B Tes,ng Enable advanced features such Heat Maps as targe>ng, tes>ng and chat to op>mise user experience October 2011 © Datalicious Pty Ltd 31
- 32. SuperTag: Central tag management plaIorm October 2011 © Datalicious Pty Ltd 32
- 33. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi(er.com/datalicious October 2011 © Datalicious Pty Ltd 33
- 34. Data > Insights > Ac,on October 2011 © Datalicious Pty Ltd 34