BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRASH COURSE MEASURING DIGITAL MARKETING #digiroi @affinityau @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SURVEY BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WHAT YOU WANTED TO KNOW 1. Cover the basics 2. Cover the basics 3. No really…cover the basics 4. Attribution 5. Tools - basics BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TOP 5 PROBLEMS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SURVEY RESULTS “Please just tell me what my KPIs should be” BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU EFFECTIVE BUSINESS & DIGITAL GOAL SETTING BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU THINGS TO THINK ABOUT • SMART Goals • How many? • Business Conversions • Digital Conversions • Sales Channels • Sales Source • Path to sale BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SMART GOALS Specific Measurable Achievable Relevant Time bound BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU HOW MANY GOALS? • 1 – 3 core goals that directly impact the bottom line • 2 – 5 supporting goals BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BUSINESS CONVERSIONS My business considers a conversion complete when: q The money hits our account q An in store sale q An order is shipped q A contract is signed q A service is delivered in full q A reseller places a new order q A new user registers or downloads our app q Deferred purchase event – e.g. pharmaceutical script filled. q Other BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIGITAL CONVERSIONS I consider a digital conversion is complete when: q A sale is complete in my online shop q A transaction is complete in my app q A new enquiry is captured through a form on my website q A new enquiry is captured through a call from my website q A users is referred to an external site where they can buy q Content is downloaded or a tool is used q Website engagement above a threshold q Other (e.g. coupon redemption in store) BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SALES CHANNELS How do people buy your stuff. q Website q In App Transaction q Inbound Calls q Outbound Calls q Field Sales Reps q Bricks & Mortar Store q Retailers & Resellers q Other BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SALES SOURCE • Category Intenders _____% • Brand Intenders _____% • Advertising _____% • Repeat / Loyalty Purchase _____% • Referral Purchase _____% • Walk In/Impulse _____% • Don’t Know _____% BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DATABASE OF INTENTION BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE REFERRALS RELATIONSHIPS $ SITE/APP CRM/ECOMM /POS /IN STORE SALE REFERRALS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE REFERRALS RELATIONSHIPS $ SITE/APP CRM/ECOMM /POS /IN STORE SALE REFERRALS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU H TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE ___________ ___________ ___________ ___________ ___________ 10,000,000 2,000,000 200,000 20,000 2,000 ____% Market Share ____% Market Conversion Rate ____% Conversion Rate ____% ____% ____% ____% Market Penetration Market Response Site to ____ Drop off ____ to Sale Drop off 20 10 10 10 0.10 2.00 0.02 BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU H TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE ___________ ___________ ___________ ___________ ___________ ____% Market Share ____% Market Conversion Rate ____% Conversion Rate ____% ____% ____% ____% Market Penetration Market Response Site to ____ Drop off ____ to Sale Drop off 20 10 10 10 10,000,000 8,000,000 800,000 80,000 8,000 0.2 2.0 0.08 BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU H TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE ___________ ___________ ___________ ___________ ___________ ____% Market Share ____% Market Conversion Rate ____% Conversion Rate ____% ____% ____% ____% Market Penetration Market Response Site to ____ Drop off ____ to Sale Drop off 20 10 10 40 ___________ 10,000,000 2,000,000 20,000 8,000 0.40 4.00 0.08 200,000 BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BUSINESS GOALS 1. _______________________ 2. _______________________ 3. _______________________ BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIGITAL GOALS 1. _______________________ 2. _______________________ 3. _______________________ BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE ___________ ___________ ___________ ___________ ___________ ____% Market Share ____% Market Conversion Rate ____% Conversion Rate ____% ____% ____% ____% Market Penetration Market Response Site to ____ Drop off ____ to Sale Drop off BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE REFERRALS RELATIONSHIPS $ MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE PATH TO SALE MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE $ Site Path to Scale NEW LEAD CAPTURED START Stage name, e.g. “Initiall Call Back” Stage name, e.g. “Proposal generated” Stage name, e.g. “Contract signed” MIDDLE END SITE PATH TO SALE NEW LEAD CAPTURED START Stage Name, e.g. “Add to cart” Stage Name, e.g. “Login or Site Registration” Stage Name, e.g. “Purchase Thank You Page” MIDDLE END BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PATH TO SALE MARKET WASTAGE REACH SITE/APP CRM/ECOMM /POS /IN STORE SALE $ CRM/ECOMM PATH TO SALE NEW LEAD CAPTURED START Stage name, e.g. “Initial Call Back” Stage name, e.g. “Proposal generated” Stage name, e.g. “Contract signed” MIDDLE END BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPIs #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU HARD KPIs & SoftKPIs BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU $$1ST VISIT 2ND VISIT ENQUIRY NEWSLETTER SIGNUP RE-ENGAGEMENT CONVERSION EVENTS Frequency Latency PURCHASE PATH BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WEIGHTED AND SUPPORTED OUTCOMES FIRST TOUCH FIRST ENGAGEMENT CONSIDERATION ACTION CONVERSION REPEAT CONVERSION • Advertising through multiple channels • Referral from existing customer • Read of page headline in organic search • Mouse hover over banner ad • Click through to website • External read of reviews or press • Subsequent site visits • Site Bookmark, send or share • Social network query “e.g. has anyone hear of these guys before?” • Sign Up/Registration • App Install • Content save or download • Purchase • Enquiry • Direct entry site visit • Engagement through eDM • Referral of new business to you BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPI METRICS CAN BE FOUND Social Adserver Web analytics E-Commerce Mobile Newsletter In Store / POS Sales representatives CRM Phone analytics BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU INSTORE BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU INSTORE METRICS • Footfall • Change room use • Point of sale transaction • Loyalty card / app • Digital Coupon / In store bounce back • iBeacon • Behavioral engineering – post purchase BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WEATHER BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU API BUILDERS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU #NOPE BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU 10 MEASUREMENT TESTS 1. The truth test. Are we really measuring what we set out to measure? 2. The focus test. Are we only measuring what we set out to measure? 3. The relevancy test. Is it the right measure of the performance measure we want to track? 4. The consistency test. Will the data always be collected in the same way whoever measures it? 5. The access test. Is it easy to locate and capture the data needed to make the measurement? 6. The clarity test. Is any ambiguity possible in interpreting the results? 7. The so-what test. Can and will the data be acted upon, i.e. is it actionable? 8. The timeliness test. Can the data be accessed rapidly and frequently enough for action? 9. The cost test. Is the measure worth the cost of measurement? 10. The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors? BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KPI CASE STUDIES BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Benchmark Change GAMED METRICS 45% Optimization - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 eCommerceSales eCommerce Sales 66% BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Benchmark Change GAMED METRICS Optimization $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 TotalRevenue eCommerceSales eCommerce Sales Revenue BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Review GAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 50 100 150 200 250 300 350 400 450 500 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 TotalRevenue eCommerceSales eCommerce Sales Revenue BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU GAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 TotalRevenue Ecommerce&PhoneSales Webform Enquiries Phone Enquiries Revenue BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Correction GAMED METRICS $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24 TotalRevenue Ecommerce&PhoneSales eCommerce Sales Phone Sales Revenue BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU $1ST VISIT 2ND VISIT 3RD VISIT ENQUIRY NEWSLETTER SIGNUP CASE STUDY - NEWSLETTERS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ESSENTIAL TOOLSBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ESSENTIAL TOOLS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SITE ANALYTICS BI,'CI'&'Data'Science' Web'&'Mobile'AnalyIcs' roject'Mgmt' Ics/Management' esource'Mgmt' BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ANNOTATION Annotate your timeline to keep track of what changes you’ve made to your site or campaigns you’ve run, and what the impact has been. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU URL SUFFIXES http://www.you.com?utm_term=Low_Value_Customer • Analytic platforms pick up the referral source of organic traffic but won’t for a direct URL entry. • Paid traffic is generally recorded as direct entry unless you set have a URL suffix in place. • If you define paid traffic you can get more insight than from paid than organic traffic. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU UTM BUILDERS https://support.google.com/analytics/answer/1033867?hl=en • Segment you paid traffic easily • Disregard the naming convention • Use variables however works for you • Complex campaigns make UTMs hard to manage • Simplify by automating them using your adserver. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CONVENTION CONSIDERATIONS • Keep your convention consistent across channels • Plan and try to future-proof how you use the variables • Remember that your competitors can read the UTM • Remember that your customers can read the UTM • UTM’s don’t just apply to paid traffic, you can use them anywhere you define the URL that points to your website BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU UPGRADE If Google Analytics was deployed more than 2 years ago you might want to consider upgrading to the new Universal Analytics. <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-­‐XXXXXXXX-­‐X']); _gaq.push(['_trackPageview']); (funcLon() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('hRps:' == document.locaLon.protocol ? 'hRps://ssl' : 'hRp://www') + '.google-­‐analyLcs.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> <script> (funcLon(i,s,o,g,r,a,m){i['GoogleAnalyLcsObject']=r;i[r]=i[r]||funcLon(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-­‐analyLcs.com/analyLcs.js','ga'); ga('create', 'UA-­‐XXXXXXXX-­‐X', 'mydomain.com'); ga('send', 'pageview'); </script> Google Analytics vs Universal Analytics Pro: • More features & better insights • Much more accurate mobile measurement • Better social media measurement • Improved eCommerce integration • Cross device deduplication Con: • You’ll need to get the change made • Existing eCommerce integration need updating • Your reported traffic volumes might change Google Analytics Universal Analytics BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU SHARING BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU • The best analytics work is collaborative analytics work • All parties should work using the same view of your site data • Annotations, Segments & Dashboards can be shared BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DATA LEAKAGE If you deal with sensitive information captured in a web form, make sure it isn’t being passed into Google Analytics. /thankyou?name=Ted%20Bundy&phone=555%2012 34&comment=Ive%20killed%20some%20people% 20can%20I%20speak%20to%20you%20in%20con fidence BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVERS PersonalizaI TesIng'&'Op Customer'Ex Loyalty/Refer Events'&'Webinars' Social'Media'MarkeIng' Influencer'MarkeIng' Video'MarkeIng'&'Ads' CommuniIes'&'Reviews' Display'&'NaIve'Ads' Search'&'Social'Ads' Mobile'MarkeIng' MARKETING'EXPERIENCES' Social'Me Influencer Email'Mar Video'MarkeIng'&'Ads' Display'&'NaIve'Ads' Mobile'MarkeIng' PersonalizaI TesIng'&'O Customer'Ex Loyalty/Refe Events'&'Webinars' Social'Media'MarkeIng' Influencer'MarkeIng' Video'MarkeIng'&'Ads' CommuniIes'&'Reviews' Display'&'NaIve'Ads' Search'&'Social'Ads' LE&' RE' Data'Management'PlaQorms/Custome Events'&'W Social'Me Video'MarkeIng'&'Ads' CommuniIes'&'Reviews' Display'&'NaIve'Ads' Search'&'Social'Ads' BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU WHY USE AN ADSERVER • Independent verification that what you bought is what you got • Allow you to use richer more engaging creative • Allow you to control message targeting by geo, demo or sequence • Track your reach across channels • Deduplicated conversions • Media attribution • Brand safety BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU PROGRAMATIC LANDSCAPE ©"LUMA"Partners"LLC"2014 Performance Video / Rich Media Targeted Networks / AMPs Horizontal Vertical / Custom Mobile ExchangesDSPs Publisher Tools Data Suppliers Ad Servers DMPs and Data Aggregators Measurement and Analytics Creative Optimization Agency Trading Desks Ad Networks Media Planning and Attribution Verification / Privacy Ad Servers Retargeting Media Mgmt Systems and Operations Sharing Data / Social Tools SSPs DISPLAY(LUMAscape M A R K E T E R P U B L I S H E R C O N S U M E R i Tag Mgmt Agencies Denotes acquired company Denotes shuttered company BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH TRAP BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH TRAP RISK FACTORS • Substantial budgets active in a digital channel • Target a niche audience on an ‘always on’ basis • Put a disproportionate amount of budget into retargeting • Don’t have conversions deduplicate across channels • Use long look back windows to attribute conversions BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DIAGNOSIS • Steady decline in total conversion numbers despite good conversion rates and cost per acquisition from paid activity • No increase in conversion numbers when extra budget is added • No drop in conversion numbers when budget is tightened • An unusually long average conversion latency BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Conversion tags let you, your suppliers and their platforms know when a conversion happens letting them optimize towards driving more. CONVERSION TAGS SITE VISIT ADD TO CART CONFIRM & CHECKOUT SITE SIGN UP BROWSE CONTENT BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TAG MANAGEMENT PLATFORMS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experi IdenIty'Tag'Management' Sales'Enablement' tomer'Data'PlaQorms' Ve TesIng'&'OpImizaIon' ts'&'Webinars' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' INFRA&' STRUCTURE' BACKBONE' PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite' MIDDLE&' WARE' Data'Management'PlaQorms/Customer'Data'PlaQorms' Databases'&'Big'Data' Cloud/IaaS/PaaS' INFRA&' STRUCTURE' BACKBONE' PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite' MIDDLE&' WARE' Data'Management'PlaQorms/Customer'Data'PlaQorms' Databases'&'Big'Data' Cloud/IaaS/PaaS' BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM ESSENTIALS • Contact hierarchies structured to reflect your business • Data captured in validated fields • Integrated CLM capabilities BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRM BEST PRACTICE • “App” level UI simplicity • Role specific layouts, portals & dashboards • Automated task creation & hand over between teams or roles • Mandatory data capture structured to allow better measurement • Integration with every other system that holds customer data BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace with corrected table, this one has too many columns KEY METRICSKEY METRICS CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU Replace with corrected table, this one has too many columns KEY METRICSKEY METRICS CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK METRIC NAME BENCHMARK BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU YOUR TOP 3 PRIME METRICS 1. _______________________ 2. _______________________ 3. _______________________ BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU DOESN’T ADD UP BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU TOP 5 1. Channel is claiming more clicks that you can see 2. Channel is claiming more conversion than you can see 3. Your reports show impossible click through rates 4. Adserver and publisher reports don’t match 5. Agency claims I’ve reached more people than exist MOST COMMON MEASUREMENT PROBLEMSBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CLICKS THAN YOU CAN SEE 1. Know your click attrition rates by channel 2. Check site analytics is deployed correctly 3. Confirm your page load times aren’t the problem 4. Apply a URL suffix if you haven’t already 5. Have your partners audit their URL’s to make sure they’ve used them 6. Automate URL suffixes to prevent handling errors BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 1st Step - Basics • Confirm that tags have only been deployed to the right pages. 2nd Step – Easy Best Practice • Disregard your channel reports and start measuring performance through site analytics. • Use an automated URL suffix to ensure that your site analytics tracks everything correctly and human error doesn’t limit your visibility. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHANNEL CLAIMING MORE CONVERSIONS THAN EXIST 3rd Step – Slightly Technical • Run page tests to make sure conversion tags fire in only the correct locations, and only fire once. 4th step – Advanced • Start tracking all media through an integrated adserver, which will deduplicate conversions correctly. • Set up an attribution model, and a data feed to suppliers DMP, then have them suppliers optimise to how you attribute conversions. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU IMPOSSIBLE CTR 1. Re-export the tags from your 3rd party adserver 2. Get the publisher to show you the code they implemented 3. Confirm that the publisher has deployed them the right way around BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVER & PUBLISHER REPORTS DON’T MATCHBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU ADSERVER & PUBLISHER REPORTS DON’T MATCH 1. Get the publisher to show you the code they implemented 2. Check to see if the code contains [timestamp] 3. Have them replace the placeholder with a working timestamp macro BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU REACH DUPLICATION DISPLAYSEARCH SOCIAL TARGET MARKET AGENCY CLAIMS I’VE REACHED MORE PEOPLE THAN EXISTBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU QUESTIONS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT FRAMEWORKSBENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT FRAMEWORK Plan • Identify and engage key stakeholders for their requirements • Define what data you want to collect by channel or asset • Identify the right tools to collect the data you need Deploy • Generate any needed code and specify how the tracking should be deployed • Ensure that access to relevant tools is given to relevant stakeholders • Assign responsibility for deployment to best person for the job Maintain • Record measurement fault dates, causes and resolutions. • Make sure all of your stakeholder and partners understand their responsibilities and consistently deliver what you need. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT FRAMEWORK Plan • Identify and engage key stakeholders for their requirements • Define what data you want to collect by channel or asset • Identify the right tools to collect the data you need Deploy • Generate any needed code and specify how the tracking should be deployed • Ensure that access to relevant tools is given to relevant stakeholders • Assign responsibility for deployment to best person for the job Maintain • Record measurement fault dates, causes and resolutions. • Make sure all of your stakeholder and partners understand their responsibilities and consistently deliver what you need. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU MEASUREMENT TOOLS CHANNEL MEASUREMENT TOOLS MAIN TOOL OWNER DEDUPES? SECONDARY TOOL OWNER DEDEUPES? WEBSITE BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU KISS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CHOOSING CHANNEL METRICS Performance Driven Cost Per Acquisition/Transaction Completed supporting outcome Rate of Clicks to Acquisition/Transaction Clicks to Supporting Outcome Transactional Avg. Basket Size Avg. Basket Revenue Avg. Basket Profit Delivery Driven Daily/Weekly/Monthly Clicks/Traffic Sign Ups/Registrations New Biz Conversions Repeat Biz Conversions Transactional Total Revenue Total Profit Marketing ROI Insights Driven Path to Purchase Avg. Frequency before $ Avg. Latency before $ Lifetime Customer Avg. Lifetime Revenue Avg. Lifetime Profit BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BEST PRACTICE • Choose metrics that lead to the completion of a business or digital goal. • Choose metrics common to & consistently present across all channels. • Preferentially track metrics that your marketing efforts actually affect. • Ensure your tools will let you deduplicated transactions or enquiries. • Decide in advance how you will gauge ‘success’ for a metric. BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU

BENCHMARKS CHANNEL USED? CTR CR
CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU COMPARISON METRICS A metric is a meaningless without a gauge of success, so always use a comparison metric. Common Comparison Metrics • Result vs Target • Result vs Benchmark • Result vs Time – Year on Year – Period on Period BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU BENCHMARKS CHANNEL USED? CTR CR CPC CPA SEARCH SOCIAL DISPLAY EDM ONLINE TV NATIVE RETARGETING OTHER 1 OTHER 2 CONVERSION EVENTS #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU