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FSO: Media Attribution
- 2. >
Short
but
sharp
history
Datalicious
was
founded
in
late
2007
Strong
Omniture
web
analy>cs
history
1
of
4
preferred
Omniture
partners
globally
Now
360
data
agency
with
specialist
team
Combina>on
of
analysts
and
developers
Carefully
selected
best
of
breed
partners
Driving
industry
best
prac>ce
(ADMA)
Turning
data
into
ac>onable
insights
Execu>ng
smart
data
driven
campaigns
September
2011
©
Datalicious
Pty
Ltd
2
- 3. >
Smart
data
driven
marke,ng
“Using
data
to
widen
the
funnel”
Media
A(ribu,on
&
Modeling
Op,mise
channel
mix,
predict
sales
Targeted
Direct
Marke,ng
Increase
relevance,
reduce
churn
Tes,ng
&
Op,misa,on
Remove
barriers,
drive
sales
Boos,ng
ROI
September
2011
©
Datalicious
Pty
Ltd
3
- 5. Ques,ons?
Tweet
@datalicious
September
2011
©
Datalicious
Pty
Ltd
5
- 6. >
Campaign
flows
are
complex
=
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
Twi(er,
etc
POS
kiosks,
Call
center,
loyalty
cards,
etc
retail
stores,
etc
September
2011
©
Datalicious
Pty
Ltd
6
- 7. >
Media
channels
feed
each
other
TV/Print
audience
Banner
Search
audience
audience
September
2011
©
Datalicious
Pty
Ltd
7
- 10. >
Success
a(ribu,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
September
2011
©
Datalicious
Pty
Ltd
10
- 11. >
First
and
last
click
a(ribu,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
September
2011
©
Datalicious
Pty
Ltd
11
- 12. >
Track
full
path
to
purchase
Introducer
Influencer
Influencer
Closer
$
Paid
Display
Direct
Organic
Online
search
ad
clicks
visits
search
sales
Display
Organic
Affiliate
Social
Offline
ad
views
search
clicks
referrals
sales
TV/print
Organic
Website
CRM,
Life,me
responses
search
events
DM/eDMs
profit
September
2011
©
Datalicious
Pty
Ltd
12
- 13. >
Search
call
to
ac,on
for
offline
September
2011
©
Datalicious
Pty
Ltd
13
- 15. >
PURLs
boos,ng
DM
response
rates
Text
September
2011
©
Datalicious
Pty
Ltd
15
- 16. >
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
September
2011
©
Datalicious
Pty
Ltd
16
- 17. >
Single
source
of
truth
repor,ng
Insights
Repor,ng
September
2011
©
Datalicious
Pty
Ltd
17
- 18. >
Where
to
collect
the
data
Ad
Server
Web
Analy,cs
Banner
impressions
Referral
visits
Banner
clicks
Social
media
visits
+
Organic
search
visits
Paid
search
clicks
Paid
search
visits
Email
visits,
etc
Lacking
organic
visits
Lacking
ad
impressions
More
granular
&
complex
Less
granular
&
complex
September
2011
©
Datalicious
Pty
Ltd
18
- 19. >
Raw
a(ribu,on
data
Web
Analy,cs
AFFILIATE
>
SEO
>
$$$
SEM
>
SOCIAL
>
EMAIL
>
DIRECT
>
$$$
Ad
Server
01/01/2011
12:00
AD
IMPRESSION
01/01/2011
12:05
SEO
07/01/2011
17:00
EMAIL
08/01/2011
15:00
$$$
September
2011
©
Datalicious
Pty
Ltd
19
- 20. >
Op,mise
media
to
profit
Media
ClearSaleing
CRM
(costs)
(ROMI)
(profit)
Centralised
plaaorm
to
combine
media
costs
and
life>me
customer
value
to
provide
accurate
ROMI
repor>ng
September
2011
©
Datalicious
Pty
Ltd
20
- 23. >
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
Adver>sing
9%
SEO
Generic
7%
Display
Adver>sing
14%
SEM
Generic
14%
Email
Marke>ng
7%
Display
Adver>sing
7%
Retail
Promo>ons
14%
Affiliate
Marke>ng
9%
Referrals
5%
Conversions
ahributed
to
search
terms
Email
Marke>ng
7%
that
contain
brand
keywords
and
direct
website
visits
are
most
likely
not
the
origina>ng
channel
that
generated
the
awareness
and
as
such
conversion
credits
should
be
re-‐allocated.
September
2011
©
Datalicious
Pty
Ltd
23
- 24. >
Adjus,ng
for
offline
impact
-‐5
-‐15
-‐10
+5
+15
+10
September
2011
©
Datalicious
Pty
Ltd
24
- 25. >
Custom
a(ribu,on
models
Introducer
Influencer
Influencer
Closer
$
Even
25%
25%
25%
25%
A(rib.
Exclusion
33%
33%
33%
0%
A(rib.
?
?
?
?
Custom
A(rib.
September
2011
©
Datalicious
Pty
Ltd
25
- 30. >
ClearSaleing
retail
case
study
Case
study:
Department
store
Paid
search
profit
which
generates
$4
billion
in
annual
revenue
3
months
from
launch
…
Daily
profit
from
Google
Display
profit
PPC
has
grown
by
4x
Total
orders
have
increased
by
16%
Revenue
per
order
increased
by
66%
September
2011
©
Datalicious
Pty
Ltd
30
- 31. >
Prerequisite:
Container
tag
Easily
implement
and
update
Conversion
any
tag
on
any
websites
without
Tracking
or
limited
IT
involvement
Any
Conversion
JavaScript
De-‐duping
De-‐duplicate
conversions
for
CPA
deals
and
align
repor>ng
Datalicious
figures
across
plaaorms
Web
Media
Analy,cs
SuperTag
A(ribu,on
or
similar
Collect
accurate
mul>-‐channel
media
ahribu>on
data
to
provide
advanced
insights
Live
Behavioral
Chat
Targe,ng
A/B
Tes,ng
Enable
advanced
features
such
Heat
Maps
as
targe>ng,
tes>ng
and
chat
to
op>mise
user
experience
September
2011
©
Datalicious
Pty
Ltd
31
- 33. Contact
me
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
me
twi(er.com/datalicious
September
2011
©
Datalicious
Pty
Ltd
33