1. How LasikPlus Spends Smart
Using Attribution to Optimize
Your Digital Media Mix
2/5/13 – 1:30 pm

2. Attribution: In Summary

3. Brand & Agency
Kimberly Demaree-Epple
LasikPlus VP of Marketing and Advertising
lasikplus.com | @LasikPlus
Drew McKenzie
Empower MediaMarketing Director of Strategy
@EmpowerMM | @DrewMcKenzie

4. LasikPlus
• LCA-Vision Inc., leading
provider of laser vision
correction services
• 55 LasikPlus vision
centers in U.S.
– 41 markets in 26 states
• 1.2 million+ procedures
since 1991

5. Challenge
FINDING THE OPTIMAL MIX

6. Finding the Optimal Mix
• Shifting significant investment from traditional
to digital
– Requires more than last-click methodology
– Limited scale at efficient cost per acquisition

7. Finding the Optimal Mix

8. Solution
ATTRIBUTION MODELING

9. Attribution Modeling
– Advanced digital attribution modeling
• Map consumer journey in digital to create consensus
with senior management
• Optimize spend across historically siloed digital tactics
– Several attribution partners
• We chose Adometry
• Recommend client and agency do homework when
selecting best fit for your needs

10. Attribution Modeling

11. Attribution Modeling

12. Attribution Modeling

13. Attribution Modeling

14. Attribution Modeling

15. Attribution Modeling
–Eliminates gut feelings
–Proves out exactly which pieces of
digital mix are responsible for
conversions
–Last-click doesn’t give the whole
picture

16. Results
THE POWER OF PROOF

17. The Power of Proof
–57% of appointments are multi-touch
across digital
• display, paid, organic work together
Paid
Display Organic

18. The Power of Proof
–Revised baseline credit for each digital
tactic in media mix
Channel Old Credit for Attribution
Conversion Credit
Display 0% 27%
Paid Search 70% 40%
Organic Search 18% 29%

19. The Power of Proof
–Continued data collection will benefit
cross-channel modeling in the future

20. Attribution: In Summary

21. Questions
Thank You
Contact
lasikplus.com | @LasikPlus
@EmpowerMM | @DrewMcKenzie

22. How LasikPlus Spends Smart
Using Attribution to Optimize
Your Digital Media Mix
2/5/13 – 1:30 pm