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120426 MassTLC marketing analytics summit, Vistaprint

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Dan Malone, Sr. Director of Analytics, Vistaprint presented at MassTLC's marketing analytics summit on 04/26/12

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ROI Attribution at Vistaprint Dan Malone Senior Director, Marketing April 26, 2012
Overview Spend Spend Acquire Acquire Predict Predict Evaluate Evaluate NPV Buy media Acquire Predict Calculate and run ads new each Net Present Track customers Value everything Attribute 5-year If positive, you can them to value based continue and media on their first seek to placements order scale Company Confidential Vistaprint © 2011 4/25/2012 2
Our Attribution model differs by channel Online Display Print Centrally Integrated TV Search Company Confidential Vistaprint © 2011 4/25/2012 3
Direct Halo Type-In Total Lift Multiplier Lift Company Confidential Vistaprint © 2011 4/25/2012 5
TV First measure the lift on - Company Confidential Vistaprint © 2011 4/25/2012 6
TV We used our local market test results to estimate halo impact Low Mean High Halo Multiplier Company Confidential Vistaprint © 2011 4/25/2012 7
Principles to follow Accuracy over precision Be flexible (but also wary of complexity) Continually revise and improve Company Confidential Vistaprint © 2011 4/25/2012 8
Thank Dan Malone danm@vistaprint.com Company Confidential Vistaprint © 2011 4/25/2012 9

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120426 MassTLC marketing analytics summit, Vistaprint

  • 1. ROI Attribution at Vistaprint Dan Malone Senior Director, Marketing April 26, 2012
  • 2. Overview Spend Spend Acquire Acquire Predict Predict Evaluate Evaluate NPV Buy media Acquire Predict Calculate and run ads new each Net Present Track customers Value everything Attribute 5-year If positive, you can them to value based continue and media on their first seek to placements order scale Company Confidential Vistaprint © 2011 4/25/2012 2
  • 3. Our Attribution model differs by channel Online Display Print Centrally Integrated TV Search Company Confidential Vistaprint © 2011 4/25/2012 3
  • 4.
  • 5. Direct Halo Type-In Total Lift Multiplier Lift Company Confidential Vistaprint © 2011 4/25/2012 5
  • 6. TV First measure the lift on - Company Confidential Vistaprint © 2011 4/25/2012 6
  • 7. TV We used our local market test results to estimate halo impact Low Mean High Halo Multiplier Company Confidential Vistaprint © 2011 4/25/2012 7
  • 8. Principles to follow Accuracy over precision Be flexible (but also wary of complexity) Continually revise and improve Company Confidential Vistaprint © 2011 4/25/2012 8
  • 9. Thank Dan Malone danm@vistaprint.com Company Confidential Vistaprint © 2011 4/25/2012 9