This document discusses challenges and strategies for effectively allocating media budgets. It presents an ideal marketing dashboard showing returns on media investments across different channels like brand equity, offline, direct, and online. It also addresses issues like lack of baselines, conflicting figures, attribution of profits, and channels influencing each other. The document advocates for de-duplication of conversions and full purchase path tracking across devices and browsers.

1. >
Media
a(ribu,on
<
How
to
effec)vely
allocate
media
budgets

2. >
Quick
Datalicious
introduc,on
October
2011
©
Datalicious
Pty
Ltd
2

3. >
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
3

4. >
Key
issues
preven,ng
ROMI
§ Lack
of
baseline
and
thus
incremental
§ Conflic)ng
figures,
conversion
duplica)on
§ AWribu)ng
profit
back
to
media
investment
§ Media
channels
are
influencing
each
other
§ Establishing
the
true
value
of
online
(media)
October
2011
©
Datalicious
Pty
Ltd
4

5. >
De-­‐duplica,on
is
mandatory
October
2011
©
Datalicious
Pty
Ltd
5

6. >
Full
purchase
path
tracking
Introducer
Influencer
Influencer
Closer
$$$
Direct
Display
Organic
CRM
Profit
visit
ad
view
search
email
TV/print
Paid
Social
Affiliate
Profit
ad
view
search
referral
referral
October
2011
©
Datalicious
Pty
Ltd
6

7. >
ClearSaleing
&
comScore
research
October
2011
©
Datalicious
Pty
Ltd
7

8. >
Google
Netpop
research:
69%
of
buyers
say
search
is
the
most
important
online
source.

9. forester@subaru.com.au

10. >
Offline
sales
driven
by
online
Adver,sing
Request
a
quote
@
campaign
Fulfilment
Website
Video,
Online
Dealer
Email,
research
car
config.
car
sale
car
sale
@
1st
login
Virtual
Cookie
car
sale
October
2011
©
Datalicious
Pty
Ltd
10

12. >
Mul,ple
purchase
paths
Purchase
paths
are
cookie
based,
thus
all
browsers
and
devices
are
tracking
their
own
path.
The
Mobile
Home
Work
separate
paths
can
only
be
combined
if
people
are
iden<fied
across
their
various
Tablet
Media
Etc
browsers
and
devices.
October
2011
©
Datalicious
Pty
Ltd
12

13. >
Event
ROI
extrapola,on
Video
Car
Request
Dealer
Campaign
view
config.
a
quote
car
sale
@
@
Campaign
$10
$30
$60
$100
Campaign
$10
$30
$100
October
2011
©
Datalicious
Pty
Ltd
13

14. Contact
us
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
us
twi(er.com/datalicious
October
2011
©
Datalicious
Pty
Ltd
14

15. Data
>
Insights
>
Ac,on