>

Media a(ribu,on <

When measuring the last click is just not good enough

> 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
Datalicious Pty Ltd 2

November 2011

> 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
November 2011 Datalicious Pty Ltd 3

> Clients across all industries

November 2011

Datalicious Pty Ltd

> The ideal marke,ng dashboard

Channel Brand equity
Baseline

Investment ($100) $7 $1 $2

ROMI n/a 77% 90% 90%

Return $40 $30 $10 $20

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Oine Direct

TV, print, outdoor, etc

Direct mail, email, etc

Online

Search, display, social, etc

November 2011

Datalicious Pty Ltd

> Campaign ows are complex

= Paid media = Viral elements = Sales channels

Organic search

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

Paid search

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

CRM program

Facebook Twi(er, etc

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

November 2011

Datalicious Pty Ltd

> Media channels feed each other

TV/Print audience

Banner audience

Search audience

November 2011

Datalicious Pty Ltd

> Indirect display impact

November 2011

Datalicious Pty Ltd

> Success a(ribu,on models

Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par,al credit

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November 2011

Datalicious Pty Ltd

> First and last click a(ribu,on

Chart shows percentage of channel touch points that lead to a conversion.

Paid/Organic Search

Emails/Shopping Engines

Neither rst nor last-click measurement would provide true picture

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November 2011

Datalicious Pty Ltd

> Track full path to purchase

Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Direct visits

Organic search

Online sales

Display ad views

Organic search

Aliate clicks

Social referrals

Oine sales

TV/print responses

Organic search

Website events

CRM, DM/eDMs

Life,me prot

November 2011

Datalicious Pty Ltd

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> Search call to ac,on for oine

November 2011

Datalicious Pty Ltd

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> Oine sales driven by online

Adver,sing campaign Phone order Credit check, fullment

Retail order

Conrma,on email

Website research

Online order

Online order conrma,on

Virtual order conrma,on

Cookie

November 2011

Datalicious Pty Ltd

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> Event ROI extrapola,on

Campaign Product view Applica,on start

Applica,on complete

Oine conversion

Campaign

$10

$30

$60

$100

Campaign

$10

$30

$100

Campaign

$10

$100

November 2011

Datalicious Pty Ltd

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> Single source of truth repor,ng

Insights
November 2011 Datalicious Pty Ltd

Repor,ng

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> Where to collect the data

Ad Server
Banner impressions Banner clicks + Paid search clicks

Web Analy,cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Lacking ad impressions Less granular & complex

Lacking organic visits More granular & complex

November 2011

Datalicious Pty Ltd

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> 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 $$$
November 2011 Datalicious Pty Ltd

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> Combine purchase paths

Mobile

Home

Work

Tablet

Media

Etc

November 2011

Datalicious Pty Ltd

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> Op,mise media to prot

Media (costs)

ClearSaleing (ROMI)

CRM (prot)

Centralised plaeorm to combine media costs and life>me customer value to provide accurate ROMI repor>ng
November 2011 Datalicious Pty Ltd 20

> Understanding channel mix

November 2011

Datalicious Pty Ltd

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> Website entry survey

De-duped Campaign Report Greatest Inuencer on Branded Search / STS

Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver>sing Aliate Marke>ng Referrals Email Marke>ng

% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%

Channel Word of Mouth Blogging & Social Media Newspaper Adver>sing Display Adver>sing Email Marke>ng

% of Inuence 32% 24% 9% 14% 7%

Retail Promo>ons 14% Conversions akributed to search terms 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.
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November 2011

> Adjus,ng for oine impact

-5 +5 -15 +15 -10 +10

November 2011

Datalicious Pty Ltd

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> Custom a(ribu,on models

Introducer Inuencer Inuencer Closer

25%

25%

25%

25%

Even A(rib.

33%

33%

33%

0%

Exclusion A(rib.

?
November 2011

?
Datalicious Pty Ltd

Custom A(rib.

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> ClearSaleing media a(ribu,on

November 2011

Datalicious Pty Ltd

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November 2011

Datalicious Pty Ltd

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> Prerequisite: Container tag

Conversion Tracking Any JavaScript Conversion De-duping

Web Analy,cs

SuperTag
or similar

Datalicious

Media A(ribu,on

Live Chat A/B Tes,ng Heat Maps

Behavioral Targe,ng

Easily implement and update any tag on any websites without or limited IT involvement De-duplicate conversions for CPA deals and align repor>ng gures across plaeorms Collect accurate mul>-channel media akribu>on data to provide advanced insights Enable advanced features such as targe>ng, tes>ng and chat to op>mise user experience
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November 2011

Datalicious Pty Ltd

November 2011

SuperTag: Central tag management plamorm

Datalicious Pty Ltd

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cbartens@datalicious.com blog.datalicious.com twi(er.com/datalicious

November 2011 Datalicious Pty Ltd 31

Contact me Learn more Follow me

Data > Insights > Ac,on

November 2011

Datalicious Pty Ltd

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