1. >
Campaign
Measurement
<
Digital
Campaign
Measurement
Macquarie
ADMA
Workshop

2. >
Short
but
sharp
history
 Datalicious
was
founded
late
2007
 Strong
Omniture
web
analyBcs
history
 Now
360
data
agency
with
specialist
team
 CombinaBon
of
analysts
and
developers
 Carefully
selected
best
of
breed
partners
 Evangelizing
smart
data
driven
markeBng
 Making
data
accessible
and
acBonable
 Driving
industry
best
pracBce
(ADMA)
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
2

3. >
Clients
across
all
industries
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
3

4. >
Wide
range
of
data
services
Data
Insights
Ac?on
Pla>orms
Repor?ng
Applica?ons
Data
collec?on
and
processing
Data
mining
and
modelling
Data
usage
and
applica?on
Web
analy?cs
solu?ons
Customised
dashboards
Marke?ng
automa?on
Omniture,
Google
Analy?cs,
etc
Media
aKribu?on
models
Alterian,
Trac?on,
Inxmail,
etc
Tag-­‐less
online
data
capture
Market
and
compe?tor
trends
Targe?ng
and
merchandising
End-­‐to-­‐end
data
pla>orms
Social
media
monitoring
Internal
search
op?misa?on
IVR
and
call
center
repor?ng
Online
surveys
and
polls
CRM
strategy
and
execu?on
Single
customer
view
Customer
profiling
Tes?ng
programs
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
4

5. >
Smart
data
driven
marke?ng
Standardised
Metrics
Standardised
Metrics
Media
AKribu?on
Benchmarking
and
trending
Benchmarking
and
trending
Op?mise
channel
mix
Targe?ng
Increase
relevance
Tes?ng
Improve
usability
$$$
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
5

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>
Metrics
framework
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
6

7. >
AIDA
and
AIDAS
formulas
Old
media
New
media
Awareness
Interest
Desire
Ac?on
Sa?sfac?on
Social
media
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
7

8. >
Simplified
AIDAS
funnel
Reach
Engagement
Conversion
+Buzz
(Awareness)
(Interest
&
Desire)
(AcBon)
(SaBsfacBon)
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
8

9. >
Marke?ng
is
about
people
People
People
People
People
reached
40%
engaged
10%
converted
1%
delighted
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
9

10. >
Addi?onal
funnel
breakdowns
Brand
vs.
direct
response
campaign
People
People
People
People
reached
40%
engaged
10%
converted
1%
delighted
New
prospects
vs.
exisBng
customers
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
10

11. New
vs.
returning
visitors

12. AU/NZ
vs.
rest
of
world

13. Exercise:
Funnel
breakdowns

14. >
Exercise:
Funnel
breakdowns
 List
potenBally
insighYul
funnel
breakdowns
– Brand
vs.
direct
response
campaign
– New
prospects
vs.
exisBng
customers
– Baseline
vs.
incremental
conversions
– CompeBBve
acBvity,
i.e.
none,
a
lot,
etc
– Segments,
i.e.
age,
locaBon,
influence,
etc
– Channels,
i.e.
search,
display,
social,
etc
– Campaigns,
i.e.
this/last
week,
month,
year,
etc
– Products
and
brands,
i.e.
iphone,
htc,
etc
– Offers,
i.e.
free
minutes,
free
handset,
etc
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
14

15. >
Mul?ple
metrics
data
sources
Media
and
search
data
Website,
call
center
and
retail
data
People
People
People
People
reached
engaged
converted
delighted
QuanBtaBve
and
qualitaBve
research
data
Social
media
data
Social
media
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
15

16. >
Importance
of
calendar
events
Traffic
spikes
or
other
data
anomalies
without
context
are
very
hard
to
interpret
and
can
render
data
useless
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
16

17. Calendar
events
to
add
context
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
17

18. >
Conversion
funnel
1.0
Campaign
responses
Conversion
funnel
Product
page,
add
to
shopping
cart,
view
shopping
cart,
cart
checkout,
payment
details,
shipping
informaBon,
order
confirmaBon,
etc
Conversion
event
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
18

19. >
Conversion
funnel
2.0
Campaign
responses
(inbound
spokes)
Offline
campaigns,
banner
ads,
email
markeBng,
referrals,
organic
search,
paid
search,
internal
promoBons,
etc
Landing
page
(hub)
Success
events
(outbound
spokes)
Bounce
rate,
add
to
cart,
cart
checkout,
confirmed
order,
call
back
request,
registraBon,
product
comparison,
product
review,
forward
to
friend,
etc
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
19

20. >
Addi?onal
success
metrics
Click
Through
$
Click
Add
To
Cart
Through
Cart
Checkout
?
$
Click
Page
Page
Product
Through
Bounce
Views
Views
$
Click
Call
back
Store
Through
request
Search
?
$
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
20

21. Exercise:
Sta?s?cal
significance
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
21

22. How
many
survey
responses
do
you
need
if
you
have
10,000
customers?
How
many
email
opens
do
you
need
to
test
2
subject
lines
if
your
subscriber
base
is
50,000?
How
many
orders
do
you
need
to
test
6
banner
execu?ons
if
you
serve
1,000,000
banners
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
22
Google
“nss
sample
size
calculator”

23. How
many
survey
responses
do
you
need
if
you
have
10,000
customers?
369
for
each
ques?on
or
369
complete
responses
How
many
email
opens
do
you
need
to
test
2
subject
lines
if
your
subscriber
base
is
50,000?
And
email
sends?
381
per
subject
line
or
381
x
2
=
762
email
opens
How
many
orders
do
you
need
to
test
6
banner
execu?ons
if
you
serve
1,000,000
banners?
383
sales
per
banner
execu?on
or
383
x
6
=
2,298
sales
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
23
Google
“nss
sample
size
calculator”

24. >
Addi?onal
success
metrics
Click
Through
$
Click
Add
To
Cart
Through
Cart
Checkout
?
$
Click
Page
Page
Product
Through
Bounce
Views
Views
$
Click
Call
back
Store
Through
request
Search
?
$
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
24

25. Exercise:
Metrics
framework

26. >
Exercise:
Metrics
framework
Level
Reach
Engagement
Conversion
+Buzz
Level
1
People
Level
2
Strategic
Level
3
Tac?cal
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
26

27. >
Exercise:
Metrics
framework
Level
Reach
Engagement
Conversion
+Buzz
Level
1
People
People
People
People
People
reached
engaged
converted
delighted
Search
Level
2
Strategic
impressions,
UBs,
etc
?
?
?
Click-­‐through
Level
3
Tac?cal
or
interac?on
rate,
etc
?
?
?
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
27

28. 101011010010010010101111010010010101010100001011111001010101
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>
Media
aKribu?on
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
28

29. >
Complex
campaign
flows
=
Paid
media
Organic
PR,
WOM,
search
events,
etc
=
Viral
elements
=
Sales
channels
YouTube,
Home
pages,
Paid
TV,
print,
blog,
etc
portals,
etc
search
radio,
etc
Direct
mail,
Landing
pages,
Display
ads,
email,
etc
offers,
etc
affiliates,
etc
CRM
Facebook
program
TwiKer,
etc
POS
kiosks,
Call
center,
loyalty
cards,
etc
retail
stores,
etc
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
29

30. >
Duplica?on
across
channels
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Email
Email
Blast
Pla>orm
$
Organic
Google
Search
Analy?cs
$
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
30

31. >
Cookie
expira?on
impact
Paid
Bid
Search
Mgmt
$
Banner
Banner
Ad
Ad
Click
Ad
View
Server
$
Email
Email
Expira?on
Blast
Pla>orm
$
Organic
Google
Search
Analy?cs
$
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
31

32. >
De-­‐duplica?on
across
channels
Paid
Search
$
Banner
Ads
$
Central
Analy?cs
Pla>orm
Email
Blast
$
Organic
Search
$
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
32

33. Exercise:
Duplica?on
impact
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
33

34. >
Exercise:
Duplica?on
impact
 Double-­‐counBng
of
conversions
across
channels
can
have
a
significant
impact
on
key
metrics,
especially
CPA
 Example:
Display
ads
and
paid
search
– Total
media
budget
of
$10,000
of
which
50%
is
spend
on
paid
search
and
50%
on
display
ads
– Total
of
100
conversions
across
both
channels
with
a
channel
overlap
of
50%,
i.e.
both
channels
claim
100%
of
conversions
based
on
their
own
reporBng
but
once
de-­‐duplicated
they
each
only
contributed
50%
of
conversions
– What
are
the
iniBal
CPA
values
and
what
is
the
true
CPA?
 SoluBon:
$50
iniBal
CPA
and
$100
true
CPA
– $5,000
/
100
=
$50
iniBal
CPA
and
$5,000
/
50
=
$100
true
CPA
(which
represents
a
100%
increase)
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
34

35. >
Reach
and
channel
overlap
TV/Print
audience
Banner
Search
audience
audience
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
35

36. >
Ad
server
exposure
test
Banner
TV/Print
Search
Impression
Response
Response
$
Banner
Search
Direct
Impression
Response
Response
$
Users
are
segmented
before
1st
ad
is
even
Exposed
group:
90%
of
users
get
branded
message
served
Control
group:
10%
of
users
get
non-­‐branded
message
Banner
Search
Direct
Impression
Response
Response
$
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
36

37. >
Indirect
display
impact
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
37

38. >
Indirect
display
impact
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
38

39. >
Indirect
display
impact
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
39

40. >
Success
aKribu?on
models
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par?al
credit
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
40

41. >
First
and
last
click
aKribu?on
Chart
shows
percentage
of
channel
touch
points
that
lead
Paid/Organic
Search
to
a
conversion.
Neither
first
Emails/Shopping
Engines
nor
last-­‐click
measurement
would
provide
true
picture
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
41

42. >
Full
path
to
purchase
Introducer
Influencer
Influencer
Closer
$
SEM
Banner
Direct
SEO
Online
Generic
Click
Visit
Branded
Banner
SEO
Affiliate
Social
Offline
View
Generic
Click
Media
TV
SEO
Direct
Email
Abandon
Ad
Branded
Visit
Update
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
42

43. >
Search
call
to
ac?on
for
offline
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
43

44. Offline
response
tracking
and
improved
experience
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
44

45. February
2011
©
ADMA
&
Datalicious
Pty
Ltd
45

46. >
PURLs
boos?ng
DM
response
rates
Text
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
46

47. >
Jet
Interac?ve
phone
call
data
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
47

48. >
Poten?al
calls
to
ac?on
 Unique
click-­‐through
URLs
 Unique
vanity
domains
or
URLs
 Unique
phone
numbers
 Unique
search
terms
 Unique
email
addresses
 Unique
personal
URLs
(PURLs)
 Unique
SMS
numbers,
QR
codes
 Unique
promoBonal
codes,
vouchers
 Geographic
locaBon
(Facebook,
FourSquare)
 Plus
regression
analysis
of
cause
and
effect
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
48

49. >
Cross-­‐channel
impact
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
49

50. >
Offline
sales
driven
by
online
Adver?sing
Phone
Credit
check,
campaign
order
fulfilment
Retail
Confirma?on
order
email
Website
Online
Online
order
Virtual
order
research
order
confirma?on
confirma?on
Cookie
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
50

51. >
Full
path
to
purchase
Introducer
Influencer
Influencer
Closer
$
SEM
Banner
Direct
SEO
Online
Generic
Click
Visit
Branded
Banner
SEO
Affiliate
Social
Offline
View
Generic
Click
Media
TV
SEO
Direct
Email
Abandon
Ad
Branded
Visit
Update
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
51

52. >
Adobe
stacking/par?cipa?on
Adobe
can
only
stack
direct
paid
and
organic
responses
that
end
up
on
your
website
proper?es,
mere
banner
impressions
are
missing
from
the
stack
and
cannot
be
included
via
Genesis
aser
the
fact.
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
52

53. >
Combining
data
sources
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
53

54. >
Single
source
of
truth
repor?ng
Insights
Repor?ng
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
54

55. >
Understanding
channel
mix
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
55

57. >
Website
entry
survey
De-­‐duped
Campaign
Report
Greatest
Influencer
on
Branded
Search
/
STS
}
Channel
%
of
Conversions
Channel
%
of
Influence
Straight
to
Site
27%
Word
of
Mouth
32%
SEO
Branded
15%
Blogging
&
Social
Media
24%
SEM
Branded
9%
Newspaper
AdverBsing
9%
SEO
Generic
7%
Display
AdverBsing
14%
SEM
Generic
14%
Email
MarkeBng
7%
Display
AdverBsing
7%
Retail
PromoBons
14%
Affiliate
MarkeBng
9%
Referrals
5%
Conversions
anributed
to
search
terms
Email
MarkeBng
7%
that
contain
brand
keywords
and
direct
website
visits
are
most
likely
not
the
originaBng
channel
that
generated
the
awareness
and
as
such
conversion
credits
should
be
re-­‐allocated.
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
57

58. >
Adjus?ng
for
offline
impact
-­‐5
-­‐15
-­‐10
+5
+15
+10
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
58

59. >
Success
aKribu?on
models
Introducer
Influencer
Influencer
Closer
$
Even
25%
25%
25%
25%
AKrib.
Exclusion
33%
33%
33%
0%
AKrib.
PaKern
30%
20%
20%
30%
AKrib.
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
59

60. >
Path
across
different
segments
Introducer
Influencer
Influencer
Closer
$
Product
Channel
1
Channel
2
Channel
3
Channel
4
A
vs.
B
New
Channel
1
Channel
2
Channel
3
Channel
4
prospects
Exis?ng
Channel
1
Channel
2
Channel
3
Product
4
customers
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
60

61. Exercise:
AKribu?on
model
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
61

62. >
Exercise:
AKribu?on
models
Introducer
Influencer
Influencer
Closer
$
Even
25%
25%
25%
25%
AKrib.
Exclusion
33%
33%
33%
0%
AKrib.
?
?
?
?
Custom
AKrib.
February
2011
©
ADMA
&
Datalicious
Pty
Ltd
62

63. >
Common
aKribu?on
models
 Allocate
more
conversion
credits
to
more
recent
touch
points
for
brands
with
a
strong
baseline
to
sBmulate
repeat
purchases
 Allocate
more
conversion
credits
to
more
recent
touch
points
for
brands
with
a
direct
response
focus
 Allocate
more
conversion
credits
to
iniBaBng
touch
points
for
new
and
expensive
brands
and
products
to
insert
them
into
the
mindset
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2011
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ADMA
&
Datalicious
Pty
Ltd
63

64. Contact
us
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
us
twiKer.com/datalicious
February
2011
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ADMA
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Datalicious
Pty
Ltd
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65. Data
>
Insights
>
Ac?on