The Cricket campaign evolved from focusing solely on direct response advertising to utilizing higher-profile ad networks to increase brand awareness and drive more orders. Red Door introduced attribution modeling to analyze how different marketing channels influenced customers' paths to purchase. This showed that networks considered less effective based on last-click conversions were actually important drivers of influence. It helped Cricket exceed order goals by 271% in Q3 2011 compared to the previous year. Red Door continues optimizing attribution to refine clients' campaigns and take a more holistic multi-channel approach.

1. CASE STUDY:
Advanced Attribution Driving
Cricket Wireless Results
Evolving from Direct Response to High Level Branding “The Mediaplex team was instrumental in
building out the functionality for our custom
Red Door Interactive utilizes MOJO Media Attribution to deliver
attribution model database,” Greenlief adds.
greater results and maximize media influence “We didn’t have to go through the datafeeds
and instead we got the data in a digestible
fashion for our weekly attribution reports. It
meant we could focus on the analysis instead.”
The first attribution study involved only display
networks. Says Greenlief: “You want to roll out
each channel independently to make sure
it works before introducing other channels
(for example, starting with ad networks, then
email, then search). The benefit is that you’ll be
able to see how each one influences the other
as well as make sure the models work.”
What did they find out? “What you learn
most is that if you’re only looking at conver-
sions or cost per conversion, it doesn’t paint
a true picture of a campaign,” says Greenlief.
“We looked at one network that had 200 less
Attribution helps analyze how effective marketing channels are at impacting business. orders, so you might conclude it wasn’t a
strong performer. But when you look at its
Red Door Interactive network scorecard of influence, it was clear it
Media attribution is often relegated to theoretical discussions, but Red Door Interactive, an was a driver.”
independent digital marketing agency, has made applying attribution analysis a part of its
offering. And the results are powerful. For the next phase of attribution, Red Door
introduced other channels such as email,
Red Door prides itself as an “internet presence management firm” with work ranging from websites organic search, and implemented the MOJO
to online media to mobile. With 55 employees and clients including Cricket Wireless, Shea Homes performance tracker so they had all their
and Vistage, Mediaplex’s MOJO platform is their ad server of choice. acquisition channels covered. This helped
determine if a channel or network inspired
Red Door has handled Cricket’s media for a few years, including the planning and buying. Over the action by the customer. For example, did they
last year, with the success with existing campaigns, the agency really wanted to help take Cricket search for a product after an impression or
to another level as an elite media advertiser. an email? This way, from a media planning
perspective, you could give more credit to
better influencers.
“This meant moving away from last-in attribution to instead look at the overall impact of the
campaign and the entire Path to Conversion® across all ad networks,” says Mikael Greenlief, Red
Door’s Online Media Planner. “That way we can identify which networks were influential and which Their client really appreciated the clarity
ones were closing sales.” of this type of analysis. Greenlief states:
“It shows them we’re pushing the evolu-
tion of their media strategy and other digital
Red Door introduced attribution modeling to Cricket and worked with Mediaplex to develop the
marketing. Historically, they would see a
concept of a “network scorecard” to automatically weigh each network across the Path to Conversion
network that wasn’t performing from their
and determine overall influence. Mediaplex helped build custom reports which were then sent as
cost-per-order model and shut it down.
datafeeds into a relational database for easier reporting.
continued on next page

2. “It shows them we’re pushing
the evolution of their media
strategy and other digital
marketing...
Mojo Spotlight (continued)
They also appreciate a
network’s influential power,
But by understanding the interplay between networks, they’re now more open to making buying
which can be just as valuable decisions beyond a last-click mentality. They also appreciate a network’s influential power, which
as its closing ability.” can be just as valuable as its closing ability.”
One example is how Red Door used a video pre-roll buy. Traditionally, pre-roll is not a conversion
driver and so the client would not have pursued it. But by showing the Path to Conversion, Cricket
was more open to using some of their budget towards higher profile networks. In addition, the
video focused on educating the market on their unlimited music download feature rather than a
“buy now” call to action.
The resulting influence from that video was 18x better than the network’s average. And when
looking at total devices sold from actual revenue numbers, that network had a 200% better effect
than any other network. What it demonstrated was that higher profile campaigns do work even if
there isn’t a conversion from the creative.
Future endeavors for Red Door include refining Cricket’s campaign work as well as taking attribution
studies to other clients. Incidentally, Red Door does not bill their client separately for attribution as it
is built into their agreement.
The Cricket campaign evolved from a pure Launch of Attribution Modeling
direct response philosophy to also utilize high 300%
271%
value ad networks to drive up awareness,
which ultimately helped drive up orders. 250%
200% 182%
150%
126%
115%
104%
100%
62%
50%
0%
Q3 2011 Q2 2011 Q1 2011 Q4 2010 Q3 2010 Q2 2010
Attribution modeling help exceed order goals for Q3 2011 by 271% and a notable increase from Q3 2010.
Red Door is also hosting a speaker series in Denver, CO on Thursday, February
16th on understanding and optimizing consumer paths to purchase. If you’re in
the area and want to attend, you can register on their website at
www.reddoor.biz/speaker-series.
About Red Door. With offices in San Diego, Carlsbad About Cricket. Cricket is the pioneer of simple and
and Denver, Red Door Interactive, Inc. is a strategic affordable unlimited wireless services with no
partner dedicated to ensuring businesses acquire, long-term commitments or credit checks required
convert, retain and engage their customers wherever serving approximately 5.9 million customers.
they are. The firm holds more than a decade of Cricket’s nationwide wireless voice service plans
expertise in successfully developing and executing include a variety of calling features and feature-
communications initiatives across all touch points to rich mobile applications. www.mycricket.com.
deliver real, measurable results. www.reddoor.biz.